2-28-16 STS 2810 Intro to Tech. Entrepreneurship · start of any assignment or examination. I am not necessarily able to provide accommodation once an assignment or exam is underway.

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Department of Engineering and Society School of Engineering and Applied Science University of Virginia

2-28-16 STS 2810

Intro to Tech. Entrepreneurship Douglas Muir Spring 2016

Days: Monday and Wednesday Time: 5pm – 615pm Class Room: MEC-339 Office: Thornton A220 Office Hours: M-W 11am – 1:30pm E-mail: [email protected]

Purposes of the Course What is the next big thing that will change the world? Will it come out of UVa? Will it come out of this class? One never knows. We will be concentrating on Poverty, Environmental, Health, Software (No Apps), and Energy. As professionals, engineers can play a variety of roles; they often function as scientists, designers, and managers. In this course, we will explore how engineers along with the rest of the schools, can be seen as entrepreneurs or Intrapreneurs in the sense that engineering often involves coordinating diverse resources (technology, knowledge, capital, and labor) in order to fulfill human needs and wishes. Consequently, we will examine different concepts of entrepreneurship from the social sciences and management literature. We will investigate how engineers have functioned as entrepreneurs by looking at both historical and contemporary case studies. And we will consider how engineers often identify technological opportunities first, that they then integrate with markets later called the PUSH. To put these concepts into practice, students will learn how to do the four phases of Customer Development, research and write a Marketing Concept plan, and how to present these finding to a Board of Directors or Investors. Overall, the course should enrich your understanding of how engineer entrepreneurs take an idea from lab work bench to commercialization to bring about change in the world.

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Texts and Supplies

We will be using one book that will be available for purchase from the University Bookstore or in an e-book format: Hard Copy - STS 2810: Introduction to Technology Entrepreneurship

ISBN: 9781308725741

E-book - https://create.mheducation.com/shop/ - STS 2810: Introduction to Technology Entrepreneurship ISBN: 9781308725741

We will also be reading a number of articles that will be available on the Collab. Occasionally, I will forward an article to you by email, so be sure to read any item that is sent to you via the Collab or email system. You will also need a separate notebook for the Idea Notebook Assignment. Please purchase a marble-covered notebook at the bookstore with graph paper inside. This notebook will be used for recording daily ideas and not for taking class notes.

Assignments The course will involve a mix of individual and group assignments: Individual Assignments:

Class Participation 15% Idea Notebook 10% Homework Assignments 20% Mid-Term Paper 20%

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Group Assignments:

Group Home Work Assignments 15% Marketing Plan Presentation 20%

The Final Marketing Plan Presentation constitutes the Final Exam for this course. Most assignments will have instructions distributed in handout or posted on the course webpage on Collab. I will discuss each assignment in depth on the days indicated on the schedule below. The due date for each assignment is listed in bold. All assignments are due either at class time or by 5 PM on the due date. The written and reading assignments are listed below on the schedule. This schedule shows the order in which we will take up various topics and tasks, but it is subject to change based on my assessment of how the majority of students are doing in the class. In other words, on some occasions, I may change the due date of some assignments, but if I do so, I will give the class ample notice.

Notebook Assignment I believe that entrepreneurs should develop tools that help them identify ideas and refine ideas into opportunities. Toward that end, you will need to keep an idea notebook throughout the semester and make at least one entry in it every day. Instructions for keeping such a notebook will be put on the course's Collab web page.

Participation Grade All students are expected to participate in class discussions of the readings. Students who regularly participate and provide thoughtful insights will have their final grades rounded up. Students who choose not to participate can expect that their final grade will be rounded down. All students will receive a 35% grade for each class they sign in. this is a 70% grade for those who do not participate.

Ground Rules Written assignments should be typed on one side of the paper. Assignments should be double-spaced, using standard fonts Arial (12 point) and one-inch margins. In assignments involving illustrations and visual materials, you will be permitted more flexibility in terms of layout, fonts, and margins. All diagrams, charts, and tables must be appropriately labeled. Your name, course number, date, and name of the assignment should appear on each paper (Top left side). Please be sure to staple multi-page assignments and number the pages. Do not submit any assignment in a

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clear plastic report folder; I will simply throw the folder away. Always make and keep a copy of each assignment. All papers must be carefully proofread. You may use a spell-checker on your papers, provided that the program does not automatically change misspelled words. Please be sure to read your papers over prior to submission to make sure that you have the right word in the right place; spell-checkers often correct words but they cannot tell whether you are using the proper word. Any paper with more than three misspelled words will receive one point off for each subsequent misspelling. All work submitted for a grade must be pledged according to the Honor Code Guidelines for STS Courses. If you are not familiar with these guidelines, I will be happy to provide a copy. Papers that are not pledged will not be graded and will be returned to the student for pledging. With regard to reading assignments, I assume that you will read the articles or pages listed for a particular class prior to that class. I use the Darden Cold Call Method, so be prepared to be called on. If I feel that students are not doing the reading assignments, I may elect to give one or two unannounced reading quizzes. While I anticipate that all students will pass this course, previous unpleasant experiences require that I explain in advance the ways in which it is possible to fail this course. 1. You can flunk if you do not turn in all of the assignments and/or the quality of

your work is below what I deem to be the acceptable minimum. 2. I have the option to fail you if you do not submit any or all of the assignments on

the due dates. 3. You can fail if you have an inordinate number of absences. Should you have a learning disability that requires accommodation, I would be grateful if you would advise me privately of your situation well in advance of the start of any assignment or examination. I am not necessarily able to provide accommodation once an assignment or exam is underway. On the rare occasion that I may be delayed in coming to class, I ask that you wait for me for 20 minutes before leaving the classroom.

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Class Attendance

You will receive 35 points for showing up per class. There are 2 classes per week, which means if you show up and don’t participate you will receive a 70% participation grade for that week. You may come and go as you please, so do not write me that you will be absent. Please make every effort to arrive at class on time. We take roll every day using a sign-in sheet. It is your responsibility to make sure that you sign the sheet at each class, and it is an honors offense to sign for a classmate who is absent.

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Date

Topic Assignment Guest/Other

WEEK #1 Class #1 Wed. Jan. 20th

Introduction; review syllabus; discuss class objectives and assignments

Video – Reasons not to be an Entrepreneur http://web.stanford.edu/group/techventures/cgi-bin/tv4/?page_id=101

Review • Text Book • Class Objectives

WEEK #2 Class #2 Mon. Jan 25th

Design Thinking Break up into teams and save the world!!!

Read – Design Thinking – What is that? (Located in Collab Class 2) Homework – NONE DUEJ Video – Watch the video on Design Thinking- The Movie; located on the Kaltura Gallery. Be prepared to discuss and practice methodology in class

Discuss

• Break up into Teams

• Choose BIG PROBLEM to solve

• Design Thinking

Class # 3 Wed. Jan. 27th

Design Thinking Brainstorming Exercise (Located Collab Class 3)

Homework (1) – Each team member write 5 Trigger Questions for Wed. Brainstorming class (Outline on Class 2 Collab; Brainstorming Exercise). Video – Design Thinking for Business Innovation with Jeanne M Liedtka https://www.youtube.com/watch?v=F5XothpCkTY

Discuss

• In class-Brainstorming Exercise

WEEK #3

Class #4 Mon. Feb 1st

Design Thinking Napkin Pitch – (Located in Collab class 4)Teams will present the problem they will solve (5 minutes)

Homework – NONE DUEJ Video - Best Demo Day Pitch Ever - Twoodo - Startupbootcamp 2013 https://www.youtube.com/watch?v=XSk3xO2-3rE Video – TELL A STORY – Powerful Pitch https://www.youtube.com/watch?v=IwidCkCmWg4

Discuss

• Video • Review BIG

PROBLEM for team to solve

Class # 5 Wed. Feb. 3rd

CH1-The Role and Promise of Entrepreneurship

Read – Text Book - Pages 1 - 21 Homework (2) – Chapter 1 Homework Assignment #1 on (Located in Collab Class 5) Video – You Gotta Grind http://web.stanford.edu/group/techventures/cgi-bin/tv4/?page_id=101

Discuss • Entrepreneurship • Intrapreneurship • Startup Mistakes • Discuss HW

Assignment #1

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WEEK #4 Class # 6 Mon. Feb. 8th

CH1-The Role and Promise of Entrepreneurship

Homework – NONE DUEJ Video – Entrepreneurial Skills Learned http://web.stanford.edu/group/techventures/cgi-bin/tv4/?page_id=101

Discuss • Push vs Pull

• Innovation. Tech

• Work Bench to

Company

Class #7 Wed. Feb. 10th

CH2- Opportunity Read – Text Book - Pages 23 - 47 Homework (3) – Chapter 2 Homework Assignment #2 (Located in Collab Class 7) Video – Pressure Points Around Startups http://web.stanford.edu/group/techventures/cgi-bin/tv4/?page_id=109

Discuss • Opportunities

• Next Big Idea

• Discuss HW

Assignment #2

WEEK #5 Class #8 Mon. Feb. 15th

CH 2a -The 4 Steps to the Epiphany

Read – Text Book – The Four Steps to the Epiphany; Path to Disaster Product Development; Pages 48 - 72 Read – Professor Muir’s LinkedIn Article on Customer Development Process – (LIKE) https://www.linkedin.com/pulse/article/information-missing-from-entrepreneurs-pitches-1-douglas-muir/edit Homework – NONE DUEJ Video – Disruptive Technologies of the Future - http://web.stanford.edu/group/techventures/cgi-bin/tv4/?page_id=109 g

Discuss • Old way of

bringing a product to market

• Customer Development Process

• What’s your idea • Review reading

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Class #9 Wed. Feb. 17th

CH 2a -The 4 Steps to the Epiphany

Read – Text Book – Customer Development; Market Types; Pages 75 - 92 Homework – NONE DUEJ Video – Lesson 1.5B: Business Model and Customer Development https://www.udacity.com/course/viewer#!/c-ep245/l-48726358/m-48713720 Video- Lesson 3: Market Type https://www.udacity.com/course/viewer#!/c-ep245/l-48632907/m-48721389

Discuss • Customer

Development Process

WEEK #6 Class #10 Mon. Feb. 22nd

The Startup Owner’s Manual

(PDF)

Read – The Startup Owner’s Manual (PDF) pages 31 – 49 (Located on Collab Class 10) Homework (4) – Homework Assignment #3 (Located in Collab Class 10) Video – Best Elevator Pitch - http://www.youtube.com/watch?v=i6O98o2FRHw

Discuss • Fill out a BMC for

your company

• Customer Development

• Discuss HW Assignment #3

Class #11 Wed. Feb. 24th

CH3 – Understanding Market Opportunity

Read – Text Book - Pages 209 - 234 Homework – NONE DUEJ Video- Porters Five Competitive Forces – Airline Industry https://www.youtube.com/watch?v=hUWAwor9rcA

Discuss • Porters 5

Competitive Forces

• Airline Industry

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WEEK #7 Class #12 Mon. Feb. 29th

CH3 – Understanding Market Opportunity Mid-Term Posted (Located on Collab Class 13)

10 Minute Group Presentation on Porters Five Competitive Forces and your company

Homework (5) – Using Porters 5 Competitive Forces set up a group power point presentation about how each force will be addressed by your new company. Video: The Five Competitive Forces That Shape Strategy (by Michael E. Porter, Professor, Harvard University) https://www.youtube.com/watch?v=mYF2_FBCvXw

Discuss

Group Presentations

Class #13 Wed. Mar. 2nd

CH 4 – Defining the Competitive Set

Read – Text Book - Pages 236 – 265 Homework – NONE DUEJ Video - Top 10 Products That Killed Competitors https://www.youtube.com/watch?v=LhJE4TA9DD4

Discuss:

• Reading

• Case study

examples

• Presentations

• Discuss Mid-

Term Due Mon.

Mar 14th

Sat. Mar. 5th – Sun. Mar.13th

NO CLASS

SPRING RECESSJ

NO CLASS

WEEK #8 Class #14 Mon. Mar. 14th

CH 4 – Defining the Competitive Set 10 Minute Group Presentation on Levels of Market Competition and your company

Group Homework (1) - Using the reading from chapter 4 above “Levels of Market Competition” and Figure 2.7; design and explain each of the 4 categories of competition using your company. Detail and research are everything. Video - How to Develop Competitive Advantage https://www.youtube.com/watch?v=S9O2oPbT3fs

Discuss

Group Presentations

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Class #15 Wed. Mar. 16th

CH 5– Differentiation and Brand Positioning MID-TERM DUE

Read – Text Book - Pages 270 - 292 Homework – NONE DUEJ Video - A New Look at the 4Ps of Marketing - http://www.youtube.com/watch?v=JIirzTdaey4

Discuss

• Review Chapter 5

• Review 4Ps and how they assoc. with your company

WEEK #9 Class #16 Mon. Mar.21st

CH 5– Differentiation and Brand Positioning

Homework (6): Each individual team member will write their own Positioning Statement and Value Proposition for your new company. You will not share this with any team member (Located on Collab Class 16) Video: Marketing: Positioning, Differentiation, and Value Proposition https://www.youtube.com/watch?v=ugYeT3sxuQw

Discuss

• Review how your product differentiates itself from Competition

Class #17 Wed. Mar. 23rd

SPEAKER Christian Tefel

Marketing - Cloths Mentor

Homework – NONE DUEJ

CEO and Marketing Guru, Christian Tefel will be speaking about marketing, social media, and getting clients to notice you!

WEEK #10 Class #18 Mon. Mar. 28th

CH 6 – Intellectual Property

Read – Text Book - Pages 295 - 307 Homework (7) – Answer the following questions: • Page 307 Exercises 11.6 • What are the key elements of the

intellectual property of your firm? • What are the next steps in protecting your

intellectual property? (Detailed Steps) Video – Protecting Intellectual Property http://web.stanford.edu/group/techventures/cgi-bin/tv4/?page_id=185

Discuss

• Trade Secrets • Patents • Trademarks • Copyrights

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Class #19 Wed. Mar. 30th

CH 6 – Intellectual Property _______________

SPEAKER

Rob Masri, Esq. UVa Law School

Prof.

Homework – NONE DUEJ

Discuss Rob Masri, Esq is a Professor at the UVa Law School, Serial Entrepreneur, and a Startup/Business Attorney

WEEK #11 Class #20 Mon. Apr. 4th

CH 7 – Marketing Strategies for a Digitally Networked World Lecture and Case Study

Read – Text Book - Pages 308 - 332 Homework – NONE DUEJ Video – Digital ethics and the future of humans https://www.youtube.com/watch?v=bZn0IfOb61U

Discuss: • Chapter 7

reading

• Review HW Assignment

Class #21 Wed. Apr. 6th

CH 7 – Marketing Strategies for a Digitally Networked World 4 teams will present their HW assignment

Group Homework (2) – Develop a presentation for a digitally networked strategies for your company product. Identify relevant digital tools that should be included in the marketing strategy you are preparing. Prepare arguments why the 4Ps decisions you’ve made are the best ones. Video – The 4Ps of Marketing https://www.youtube.com/watch?v=JIirzTdaey4

Review: • Presentations

• Ethics and digital

information sharing

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WEEK #12 Class #22 Mon. Apr. 11th

CH 8 – Market Potential and Sales

Forecasting

Lecture and Case Study

Read – Text Book - Pages 335 – 362 Homework – NONE DUEJ Video – Marketing a Startup http://web.stanford.edu/group/techventures/cgi-bin/tv4/?page_id=151

Discuss: • Chapter 8

reading

• Financial Forecasting

• Review HW Assignment

Class #23 Wed. Apr. 13th

CH 8 – Market Potential and Sales

Forecasting

4 teams will present their HW Assignment

Read – Text Book – Pages 363 - 383 Group Homework (3) – Using Appendix 6A (Page 380) and any other templates you find, develop a Sales Forecast for your company. Details are everything! 4 teams will Present Findings. Video – Marketing by Surfacing the Product http://web.stanford.edu/group/techventures/cgi-bin/tv4/?page_id=151

Discuss: • Present Sales

Forecast findings

WEEK #13 Class #24 Mon. Apr. 18th

CH 9 – The Marketing Plan 4 teams will present their HW Assignment

Read – Text Book - Pages 384 – 415 Group Homework (4) – From pages 413 - 415 choose the EXIBIT Marketing Plan Outline that best fits your company. Fill in the outline for your company. Video – Marketing Planning Process https://www.youtube.com/watch?v=xyb5Edfpw5U

Discuss: • Review Chapter 9 • Go over 3 types

of Marketing Plan Outlines.

Class #25 CH 9 – The Homework (8) – Focus Group Research Task Discuss:

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Wed. Apr. 20th

Marketing Plan

Research Task – Each student will participate in an on-line focus group. Then conduct research on the advantages and disadvantages of conducting a focus group on-line versus a “Face to Face” focus group.

• Discussed what was learned by participating in a focus group

WEEK #14 Class # 26 Mon. Apr. 25th

CH 9 – The Marketing Plan

Homework (9) – Answer Homework question (Located on Collab Class 26) ecorner– Working with Legal Counsel http://ecorner.stanford.edu/authorMaterialInfo.html?mid=1941

Review: • What types of

research data is available

Class #27 Wed. April 27th

FINAL PRESENTATION

TEAMS PRESENTATIONS 1, 2, 3, 4 MARKETING PLAN

WEEK #15 Class #28 Mon. May. 2nd

FINAL PRESENTATION

TEAMS PRESENTATIONS 5, 6, 7, 8

LAST DAY OF CLASSJ

MARKETING PLAN