This course is a practical introduction to engineering new enterprises. The course will be hands-on but driven by the latest thinking in innovation and entrepreneurship research, as well as the decades of practical experience of the instructors. It is a creative program for creating companies by synthesizing multi-discipline expertise in a team-focused setting.
Class meets Monday Wednesday from 5 to 6:20 in Robinson Building Complex Room 3202.
Roger Bohn – Rbohn@ucsd.edu. Office RBC 1315.
Paul Kedrosky – email@example.com Office hours: before class
Parand Darugar – firstname.lastname@example.org Office hours: before class.
- Creativity, not Prescription
- Synthesis, not Silos
- Teams, not Individuals
- Practical, not Theoretical
What This Course Isn’t
It is important to be clear about what this course isn’t.
- It is not venture capital focused. It is neither about venture capitalists, nor is it trapped in the narrow lens of what venture capitalists fund or don’t fund.
- It is not prescriptive. While there is no “one way” to create companies, and there are a few better ways than others, it is a mistake to avoid the messiness of iterating toward creating something for market.
- It is not a business plan competition. The course doesn’t require business plans, nor does it focus on them. They are, in general, a waste of time.
Students gain a better appreciation for the complexities and practicalities of creating new enterprises, especially in technology, but not limited to technology. More specifically, the objective in this first module is to have students take a product or service idea to the marketplace and see how it is received. Given time constraints, they will not necessarily be building a product or service in this module, but they will talk to prospective customers.
|Week||Date||Topic||Tools and Exercises||Team Deliverables|
|1a||4/2/2018||Creation myths: Where Do Companies Come From
|1b||4/4/2018||Creation myths: Where Do Companies Come From||Present summary of a founding story:
Bust a founding myth
|2a||4/9/2018||Teams and teamwork: Companies are about teams||Team building exercise|
|2b||4/11/2018||Teams and teamwork: Companies are about teams||Team finding exercise||Formal proposal|
|3a||4/16/2018||Company Creation, market sizing / attractiveness||MTurk market survey|
|3b||4/18/2018||Lean startups: iterative approach||Talk to customers, present results||Customer findings|
|4a||4/23/2018||Internal: Corporate Structure||Equity allocation exercise|
|4b||4/25/2018||External: Finance||Analyze Open Startups finance metrics|
|5a||4/30/2018||Sales: value based selling||Sell something|
|5b||5/2/2018||Sales: objection handling, closing||Sell your thing|
|6a||5/7/2018||Marketing and PR||Good copy: Google ad text|
|6b||5/9/2018||Marketing and PR||Build your website||Google ads due|
|7a||5/14/2018||Metrics & measures: What to measure and why||Build a dashboard||Website due|
|7b||5/16/2018||Metrics & measures: What to measure and why||Projections and deviances||Dashboard due|
|8a||5/21/2018||Product Management: Prioritization, Roadmap||Product management / prioritization exercise
Evaluate request queue from a public product
|8b||5/23/2018||Product Management: Evaluate, Change Direction||Present your roadmap||Roadmaps due|
|9a||5/28/2018||MEMORIAL DAY, no class|
|9b||5/30/2018||Exits, lifestyle businesses, returns||Valuation exercise, exit criteria|
- Weekly team progress and exercises: 40%
- Class participation: 20%
- Journey Report: 20%
- Final Presentation: 20%