COURSE DESCRIPTION
This course explores the world of entrepreneurship from new ventures as engines of innovation to the choices and challenges of becoming a founder. The course will integrate practical examples and class speakers into consideration of the many decisions around starting a new venture; building product and growing operations, acquiring customers, and financing the startups’ expansion.
Course Themes
Entrepreneurship and Innovation as a career choice
Current Best Practices in Entrepreneurship
The Business Model Canvas
The Value Proposition Canvas
The Lean Startup Method
Customer Discovery
Sizing the Market
Building Product and Product Market Fit (MVP’s, prototypes and the new tools of startups)
Growth and Marketing
Storytelling
Venture Finance (Options and Standards)
Exits and Outcomes
Course Methods
The course centers around using a personal example to explore the questions around startups and becoming a founder, through the completion of exercises – using standard tools and outputs. We’ll develop a Business Model Canvas, a Pitch Deck, a simple financial model, as well as do some research and analysis around the topics. Cases and examples will be the subject of discussions throughout.
Required Materials
Coursebook 24-3
Individual Readings assigned online
Video: Udacity Course “How to Build a Startup”
Optional but useful Books:
the Lean Startup – Eric Reis ISBN: 0307887898
Talking to Humans: Success starts with understanding your customers – Giff Constable, Frank Rimalovski
Testing with Humans: How to use experiments to drive faster, more informed decision making – Giff Constable, Frank Rimalovski
GRADING PLAN
The course grade will be based on the following components:
· Class Participation (discussions and Q&A): 25% (Participations and Pitches)
· Exercises (Business Model Canvas, Product Exercise, Marketing Exercise, Financial Exercise, Pitch Deck): 10% each/50% Total
· Final Presentation: 25%
TURNING IN CLASSWORK
If not otherwise specified, all deliverables should be submitted to Brightspace with a backup of email to each of the following two addresses: [email protected] and [email protected]. You should use a return receipt (notification) flag option from your email system to allay fears of late delivery. This feature is available from the email system at home.nyu.edu.
ABOUT THE PROFESSOR
Jeremy Kagan is a growth and innovation consultant, and advisor to corporations, startups and digital media companies. He is the former Managing Director of the Eugene Lang Center for Entrepreneurship at Columbia Business School, where he oversaw the entrepreneurial curriculum, student programs, the Lang venture capital fund, and the Columbia Startup Lab. He co-taught the Lean Launchpad class, an intensive one-week boot camp with Steve Blank.
He is also a Professor of Digital Marketing, and Faculty Director of the Digital Marketing Strategy executive education program, and teaches both graduate and executive education classes. His book “Digital Marketing: Strategy and Tactics”, the first textbook for digital marketing, was published in 2018 by the Wessex Press, and is now in its second edition, with international editions now available as well. His new book “Designing the Successful Corporate Accelerator” will be released from Wiley in 2021.
Kagan previously was the founder and CEO of Pricing Engine, a digital marketing platform. that enabled small businesses to benchmark, optimize and expand their search and social advertising campaigns. He was part of the Entrepreneur’s Roundtable Accelerator’s first cohort in New York City, and remains an active alumni mentor with both the regular and global programs. Kagan is also an award-winning mentor at other accelerators around the city, and is an Entrepreneur in Residence for the Founder Institute.
CLASS STANDARDS AND POLICIES
VIRTUAL CLASS POLICY
The guideline for the class is to have video on, microphones muted, but the expectation is that students will be actively participating in the class, both answering questions and participating in class discussions about startup related topics. Maintaining visual focus and participating in discussion is both vital to the success of the virtual format, and a sign of respect and courtesy to your fellow classmates, the professor, and guest speakers.
DIVERSITY & INCLUSION
This course strives to support and cultivate diversity of thought, perspectives, and experiences. The intent is to present materials and activities that will challenge your current perspectives with a goal of understanding how others might see situations differently. By participating in this course, there is the expectation that everyone commits to contributing to an inclusive learning environment for all. If you feel that an aspect of this class is not inclusive, please let me know and we can examine the situation together.