EMG 4006 Business Plan Research

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

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

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

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

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

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

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

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