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EMG 4006 Business Plan Research


Course Objectives

After completing this course, students will be able to

  • Continue to develop critical thinking skills
  • Recognize the elements of the business plan
  • Conduct market research and customer discovery
  • Explain how to form financial projections for new venture creation
  • Confidently present business ideas in an elevator pitch

Week 1


Module: Course Introduction – Value Propositions – Competitive Advantage

Outcomes

  • Recite the concept of critical thinking
  • Know what a value proposition is and how it relates to your business
  • Explain the concept of competitive advantage
Lecture: View Introduction to Business Plan Research

Outcomes

  • Define and explain critical thinking skills
  • Identify a problem or gaps in the market
  • Critically apply your product or concepts to these problems
Lecture: View Value Propositions

Outcomes

  • Recognize what they are
  • Link it to the discussion of customers and markets
  • Develop a basis for performing market analysis and customer discovery
Lecture: View Competitive Advantage

Outcomes

  • Recognize what a competitive advantage is
  • Determine what the strategic implications of having a strategy are
  • Redefine their product or service by focusing on value and competitive advantage

Week 2


Module: Customer Discover and Validation

Outcomes

  • Know the difference between customer discover, market research, and market analysis
  • Implement the techniques of customer discovery
Lecture: View Customer Discovery and Validation

Outcomes

  • Recognize the tool of customer discovery
  • Formulate an interview session with potential customers
  • Learn the concept of pivoting

Week 3


Module: Marketing Analysis

Outcomes

  • Learn the process of market analysis
  • Recognize how to size a market and identify total addressable market
  • Use library resources to gather market specific data
Lecture: View Customer Profiling

Outcomes

  • Define your customer
  • Segment your target market
  • Assess competition and create a competitive grid
Lecture: View Market Analysis

Outcomes

  • Identify their target market
  • Determine market size based on demographics
  • Conduct a full blown market analysis
Lecture: View Using Library Resources

Outcomes

  • U.S. Census Bureau
  • Local data sources

Week 4


Module: Marketing Plan

Outcomes

  • Know how to appeal to your market
  • Utilize available tools that can be used to market your idea
  • Create a functional marketing plan
Lecture: View Understanding Marketing

Outcomes

  • Know the difference between discovery, analysis, and a plan
  • Recognize who are the primary customers
  • Learn what it means to have laser marketing focus
Lecture: View Developing a Marketing Plan Part One

Outcomes

  • Know market strategy, positioning, and differentiation
  • Evaluate the difference between cost leadership and product differentiation
  • Determine pricing based on “how” you compete
Lecture: View Developing a Marketing Plan Part Two

Outcomes

  • Define and understand the elements of promotional mix
  • Identify the sales process and the distribution strategy

Week 5


Module: Management Team

Outcomes

  • Know the importance of a management team
  • Become familiar with boards of advisors and directors
  • Know the concepts of corporate governance and agency theory
Lecture: View Corporate Governance

Outcomes

  • Know the history of corporation development
  • Explain the evolution of entrepreneurial growth
  • See the need for corporate governance
Lecture: View Agency Theory

Outcomes

  • Define agency theory and be able to apply it to a business setting
  • Realize the inherent problems with agency theory
  • Become aware of opportunism and how it applies to entrepreneurial ventures
Lecture: View Management Team

Outcomes

  • Define and understand the role of a board of directors and board of advisors
  • Identify strategies for ownership and why it is important
  • Begin to develop techniques for pitching

Week 6


Module: Operating Your Business

Outcomes

  • Determine the importance of planning your operation
  • Apply critical thinking skills to predict business needs
  • Create a developed operational plan for the business
Lecture: View Operations Plan

Outcomes

  • Critically think about actions required for operating a business
  • Know the components of a business operation
  • Prepare and plan for the business operations process
Lecture: View Product Development Plan

Outcomes

  • Define the stages of product development
  • Know the challenges and risks of product development
  • Determine how to protect knowledge and products from competition

Week 7


Module: Financial Planning For Your Business Plan

Outcomes

  • Apply basic accounting and finance techniques
  • Prepare source and use statements
  • Create a dynamic pro forma statement
  • Justify expenses
Lecture: View Sources and Uses Statement

Outcomes

  • Know the basics of accounting
  • Know the differences between debt and equity
  • Define both sources and uses of funds
Lecture: View Financial Statements

Outcomes

  • Apply critical thinking skills to financial modeling
  • Determine the difference between income and cash flow
  • Prepare financial statements for business plan

Week 8


Module: Putting It All Together

Outcomes

  • Construct a 10-slide venture capital pitch deck
  • Know how to create an elevator pitch
Lecture: View 10-Slide Venture Pitch

Outcomes

  • Learn how to construct 10 quality content-filled slides
  • Create a convincing pitch packet
  • Know the concept of venture pitching
Lecture: View Presenting with Confidence

Outcomes

  • Know and apply the 6-6-6 rule and 10-20-30 rule
  • Tell a good story with a hook, problem, solution, and resolution
  • Create a 60–90 second elevator pitch
Lecture: View Executive Summary and Putting It All Together

Outcomes

  • Write a concise targeted executive summary
  • Discuss how the entire business plan process is linked together
  • Launch your entrepreneurial venture

The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course. December 2013