final_review - 1 COURSEWRAPUP ENGR112:LaboratorytoMarket,...

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3/8/2017 1 1 COURSE WRAP UP ENGR 112: Laboratory to Market, Entrepreneurship for Engineers Winter 2016, Lecture 17 Nathan M. Wilson, Ph.D., M.B.A. Visiting Assistant Professor Anderson School of Management Visiting Assistant Professor, Anderson School of Management Visiting Assistant Professor, Department of Mechanical and Aerospace Engineering, Henry Samueli School of Engineering and Applied Sciences Schaffer Grimm, M.S., M.B.A. Lecturer, Henry Samueli School of Engineering and Applied Sciences Manager of Strategic Business Planning, Institute for Technology Advancement Syllabus:Lectures 2 Week Session Description 1 Introduction to Entrepreneurship; Small Business Paths Business Model Canvas 2 Hypothesis-Driven Entrepreneurship; Customer Discovery 3 Channels; Marketing, Partners; Revenues & Costs 4 Industry Analysis; Competitors; Business Models 5 Mid-Term Exam & Entrepreneurship in Practice 6 IP and Intro to Business Plans, Elevator Pitches 7 Financial Accounting and Raising Capital 8 Term Sheets and Legal Issues 9 Course Wrap-up and Final Presentations 10 Final Presentations 11 Final Exam
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3/8/2017 2 Review of Course 3 Integrated Suite of Tools The Environment Map Helps you understand the context in which you create 4 The Business Model Canvas Helps you create value for your business The Value Proposition Canvas Helps you create value for your customer
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3/8/2017 3 EnvironmentMap 5 ValuePropositionCanvas & BusinessModel Canvas 6
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3/8/2017 4 Design a Value Propositionfor Your Case! 7 ProblemSolution Fit 8 You achieve fit when customers get excited about your value proposition which happens when you address important jobs, alleviate extreme pains, and create essential gains that customers care about.
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3/8/2017 5 Three Kinds of Fit 9 Get Out of the Building! 10
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3/8/2017 6 Customer Development Forces Governing Competition in an Industry 12
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3/8/2017 7 IndustryDynamics: The IndustryLife Cycle* 13 * Katz & Green, Entrepreneurial Small Business , 3 rd Edition. STP Marketing Model 14 S egment The process of splitting a market into smaller groups with similar product needs or identifiable characteristics, for the purpose of selecting appropriate target markets T arget An organization’s proactive selection of a suitable market segment (or segments) with the intention of heavily focusing the firm’s marketing offers and activities towards this group of related consumers. P osition Positioning is the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.
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