Digital Entrepreneurship

Venture Creation: Business Opportunities

Project thesis, 7.00 ECTS

 

Course content

This course unit provides the following learning content:
A. Market research in the doing
- Market segmentation techniques, beachhead market definition, competition analysis, market potential analysis, price testing
B. Lean market testing approaches in the doing
C. Defining the core and the value proposition

Learning outcomes

Market segmentation for one's own business idea carried out in a team, beachhead market definition, competition analysis, market potential analysis and price testing based on scientific assumptions, market research frameworks (e.g. PESTEL; BCG Matrix) and testing methods (e.g. A/B testing, customer surveys).
Presentation of the business ideas developed and market potential assessment in front of a commission.
The best business ideas will be further elaborated in teams in the following semesters of the Digital Entrepreneurship Master Programme.

Recommended or required reading and other learning resources / tools

Books: Aulet, B. (2013). Disciplined Entrepreneurship. Wiley.
Ries, E. (2017). The Lean Startup. How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Random House.
McArdle, M. (2014). The Upside of Down. Why Failing Well Is the Key to Success, Viking.
Journals:
Selected articles from the Journal of Small Business Management, Academy of Management, Harvard Business Review, Journal of Business Venturing, Entrepreneurship: Theory & Practice, case studies of top startups

Mode of delivery

PT

Prerequisites and co-requisites

Not applicable

Assessment methods and criteria

Project assessment "Market Opportunity Paper" based on quality and plausibility of the assumptions, assessment of oral presentation based on the presentation skills and communication of the business idea to a jury of experts.