Интернет-предпринимательство

Бакалавриат 2020/2021

Статус: Курс по выбору (Маркетинг и рыночная аналитика)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент стратегического и международного менеджмента

Где читается: Высшая школа бизнеса

Когда читается: 3-й курс, 4 модуль

Формат изучения: с онлайн-курсом

Преподаватели: Текич Желько

Язык: русский

Кредиты: 4

Контактные часы: 40

Полная версия программы учебной дисциплины

Аннотация

The emergence of novel and powerful digital technologies such as artificial intelligence, big data analytics, cloud computing, the Internet of Things, and social media has transformed innovation and entrepreneurship in significant ways affecting both, entrepreneurial process and outcomes. These new digital technologies significantly accelerated experimentation with business models, opening up new opportunities for entrepreneurs and changing how value is created, delivered and captured. Digital technologies and novel business models everyday enable new infrastructure, platforms, products and services, applications and media content to be created, fertilizing environment for growth of startups. These new and fragile global companies – have been started by teams of two to five talented persons from anywhere in the world. Focusing on the needs of the digital native population, using new low-cost methodologies and limited financial resources, startups are growing from zero to one, creating new value, and then from one to one billion, scaling globally in just a couple of years. This course lays the foundation to participate in this new business reality – to undertake a robust analysis, design and exploration of digitally born opportunities. It introduces tools and frameworks that help isolate and control the factors shaping the identification, evaluation and development of commercial opportunities in digital environment.

Цель освоения дисциплины

The course is designed to help students develop the ability to find, evaluate, and develop digitally born opportunities into commercially viable product and process concepts, and build those concepts into viable business propositions. The material covered is research and theory-based but the course is practice-oriented with much of the time spent on shaping technology-based opportunities in order to inspire and enable students to start a company. A central objective of this subject is to equip students with an understanding of the main issues involved in the commercialization of digital advances at both strategic and operational levels. Throughout the course, we use real-life problems to allow students to simulate undertaking an entrepreneurial journey. The entrepreneurial journey is structured along the problem identification, ideation, creation and capture of value with emphasis on digital technology as a pivotal component of the venture. This, in return, should help to develop skills necessary to understand product / service development process and to connect technology and impact.

Планируемые результаты обучения

Understand entrepreneurship and the essential characteristics of digital ventures
Understand and apply innovation theories and concepts to the rigorous identification and development of new digital born opportunities for societal and commercial impact.
Identify, analyze and assess the opportunities and challenges inherent in different digital ventures and entrepreneurship alternatives
Actively use customer development methodology
Develop problem statement and communicate problem that has to be solved
Analyze viable business models, develop initial business model and test its feasibility
Shape technology-based ideas into workable business concepts and learn how to test them in the marketplace.
Co-create a minimum viable product (MVP) in a group
Critically assess and evaluate the resource assembly junctures in the development of new ventures (whether they be within established corporations or startups).
Effectively communicate entrepreneurial initiatives in oral and in written form
Productively work in groups

Содержание учебной дисциплины

Lecture / Topic 1: Intro to the course and the topic (Week 1)
What is entrepreneurship and who are entrepreneurs? Why and how the emergence of novel and powerful digital technologies such as artificial intelligence, cloud computing and social media has transformed innovation and entrepreneurship? What does it mean for entrepreneurial process and outcomes? Contemporary overview of the field. Perspective on the role and place of entrepreneurs and startups in the society through real world examples. Profit oriented and social startups, individual and corporate, started in Russia, Silicon Valley and elsewhere in the world, with and without venture capital invested. The course, its goals, expectations, logic and mode of work.
Lecture / Topic 2: Entrepreneurial Ideas and Opportunities (Week 1)
Why and how does a problem you love or hate become a source of viable business opportunity? Why ideas are not enough? How to get and test startup ideas? Difference between entrepreneurial ideas and opportunities. Why some and not another people discover opportunities? The knowledge spillover theory of entrepreneurship. How to increase certainty and decrease some risk by starting from verified problems. Real world examples of opportunities which were ultimately successful and those that failed.
Lecture / Topic 3: How to Talk to Customers (Week 2)
Problems, needs and users. Customer discovery and validation. “Get outside building” approach. How to talk to people to understand their needs? How to identify problems worth of solving, and people who have them? What are high value opportunities? How to identify and define target market? Can the wisdom of the crowd help?
Lecture / Topic 4: Problem Statement Canvas (Week 3)
How to put in perspective and understand “startup” problems? Who are your competitors and how to assess the competitive landscape. How to understand potential users. How to create a simple but powerful plan for your startup that will allow you to avoid common mistakes and pitfalls.
Lecture / Topic 5: Some Theoretical Basics of Entrepreneurship (Week 4)
What is entrepreneurship – theoretical background? What role(s) do entrepreneurs play in an economy? Cantillon vs. Jean-Baptiste Say vs. Kirzner vs. Schumpeter. Risk and uncertainty; adjustment and development; incremental and radical change. Are entrepreneurs born or trained? Entrepreneurship as a factor of production.
Lecture / Topic 6: Business Model, Startups and Life-style Businesses (Week 5)
What connects value creation, value appropriation and value delivery. What is business model and how to design it to be scalable and repeatable. Business model canvas. Feasible, desirable and viable parts of BM. Hypothesis derivation and testing. How startups are different from life-style businesses, and what does that mean.
Lecture / Topic 7: MVP and Hypothesis testing (Week 5)
What is a minimally viable product? How to plan and build an MVP? Why an MVP is a good strategy to validate your hypothesis and identify the key components of your startup. Types of MVP. Pivoting. Product-market fit. Prototype vs. MVP.
Lecture / Topic 8: Entrepreneurial Ecosystems and Financing Startups (Week 7)
Productive entrepreneurship. Spatial and social connections. Resources. Institutions. Recycling. Universities. Policy-making. Community. Moscow and HSE. Startup valuation. Financing models. Bootstrapping, organic growth, debt and risk capital. Equity financing. Key types of investors: angels, venture capital, and crowdfunding. Term sheet. Exit modes and exit strategy. IPO. Acquisition. Unicorns.
Lecture / Topic 9: Pitching your ideas (Week 8)
How to package up your idea and communicate it to someone with the power to do something with it (e.g., to support it by investing or approving it)? What is an (elevator) pitch? How to pitch your idea (new software or internationalization strategy; movie screenplay or scientific research; organizational change or new business model). Art of storytelling. Convincing pitches and presentations decks. 5s – 60s – 5 minutes.
Lecture / Topic 10: Lean Startup (Week 9)
Wrap-up. Reflecting back and connecting all practical pieces done in the course. Startups are not smaller versions of large companies. Customer development vs. product development. Failure is okay. Validated learning. Guess (Hypothesis) – Customer development – Agile. Not all startups are alike. Reflect through your project.

Элементы контроля

New venture project
Start of activity: Friday, April 09 Description: Project teams should be formed by Monday (noon), April 12. It is expected to have 10-14 teams (6 – 7 per seminar group) with 4-5 students each. You are free to compose your team, but there are some limitations: • It has to be 4-5 students per team (not less and not more) • People from your seminar group / slot only • This is a team for the whole module • You register your team (TEAM NAME, names and contact details for ALL team members) using google form provided by noon, on Monday, April 12. Instructor keeps the right to help in composing teams Instructor keeps the right to help in composing teams. Introduction to the assignment: Friday, April 09 Overview: Throughout the course, we use real-life problems to allow students to simulate undertaking an entrepreneurial journey. The entrepreneurial journey is structured along the problem identification, ideation, creation and capture of value with emphasis on digital technology as a pivotal component of the venture. This, in return, should help to develop skills necessary to understand product / service development process and to connect technology and impact. Description: The course instructor will introduce the key concepts behind the project. During class, I will guide you through the assignment and its details. Your job during this class will be to familiarize yourself with the challenge and to start thinking about potential problems. The focus of the new venture project is on learning how to recognize and evaluate opportunities emerging from digital reality around us, how to identify market - users and customers, competitors and space available for introducing new product/service; and finally to consider where and how digital technologies could be applied to create value and take us to the mainstream market. Your team is in the role of the co-founders of a young startup that is just about to recognize important problem and to start to solve it. You will work with real people, being challenged to collect information and develop strategies how to find the right business model. We ask you to use everything we will discuss in class about opportunities, their recognition, emergence, and evaluation to motivate an opportunity you see emerging around identified problem. Please elaborate on space for innovation and how potential innovation might serve an existing need better, serve a current unmet need, or benefit from emerging trends. Define and evaluate commercial opportunity (e.g. market and industry aspects) emerging from identified problem, and identify and characterize key elements (e.g. business model) in the opportunity exploitation. Final presentation. Based on provided feedback and your preferences, choose (as a team) one of problems identified and presented on April 23, and begin working on exploring that problem in depth, and then on developing solutions and crafting strategies and business models to commercialize that solution. Your task will be to talk to potential user and customers, to collect their feedback and use range of different tools to develop your solution and best proposition how to commercialize it. This proposition should be outlined and presented in form of a final presentation. Presentations will be given in front of a class and instructor. The instructor will provide feedback during the presentations.
Homework tasks
In-Class Discussions & Engagement
This is not simply lecture attendance, it is ENGAGEMENT and PARTICIPATION in the lectures, with timely and relevant comments and discussion, comments linked to the previous lectures, personal experience or other courses; opinion based on evidence, thinking, responding to the lecturer’s questions. In each lecture-day, a student can get up to 1.5 points based on its engagement and participation in class activities. Assessment is done by the course instructor during and immediately after each class. There are nine lecture-days. Maximum number of points for this activity is 10. To get these points, a student must: 1. Attend a lecture, AND 2. Keep camera on, AND 3. Participate in discussion Team Activities Team-based activities will play a substantial role in learning for this course. During the first week of the module all students will be divided into teams. Wherever possible each team will consist of five members. An individual grade will be allocated to each student for each team project or activity, based on an individual weight applied to the team grade derived from confidential peer reviews of each student’s contribution to the team’s work. This is intended to provide an incentive for all students to contribute responsibly and adequately to team activities; and it will assist in ensuring that all team members receive a fair grade. Each team member will be expected to contribute equitably to his or her team’s work. All students will be required to participate in the formal peer-assessment process that will take place at the end of the module. Peer Evaluation of Individual Participation in Team Activities Each individual student will receive a mark for team assessments based on the team grade, weighted by a confidential peer-review assessment of his or her individual contribution to the team’s work. A special form on which the confidential peer-review scores may be indicated will be distributed to each student by the Instructors. In other words, one single mark will be allocated to each team for its work in team activities, but the final mark that each individual team member will receive will be weighted according to peer evaluations from fellow team members. The information provided in the peer evaluations will be kept absolutely confidential. Each student in the course will be required to evaluate each of his or her fellow team members for their contribution to team activities. Failure to submit a peer evaluation will lead to an FX (“Incomplete”) grade for the course. The confidential peer evaluation scores, using the Peer Evaluation Form (soft copy to be provided by the Instructors), will need to be submitted to the Instructors by each student by the end of week 10 (Friday, June 18 at 5pm the latest). All assessment items will be graded on a 100-point numerical scale and the total numerical score for the course will be calculated for each student based on the proportion of the total grade for the course allocated to each item. Each student’s numerical grade for the course will be converted to a 10-point grade scale according to the following schema:
Exam
The exam is taken in written format based on selection of open-ended questions with asynchronous proctoring. Students are free to choose 4 out of 5 offered questions. Each question has two parts (a and b) and each question is worth 10 points. The Sample examination paper is provided below. The exam is blocking element. To pass the exam, a threshold of at least 35% of exam points should be reached.

Промежуточная аттестация

Interim assessment (4 module)
0.4 * Exam + 0.12 * Homework tasks + 0.1 * In-Class Discussions & Engagement + 0.38 * New venture project

Программа дисциплины