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Теория отраслевых рынков (Industrial Organization)

About this course: Курс посвящен факторам, влияющим на размер компаний и структуру рынка. Почему на одних рынках преобладают малые компании, а на другом крупные? Продавцы принимают решения стратегически, однако их стимулы в свою очередь зависят от структуры рынка и от предшествующих решений. Как разделить между зоной предопределенных и свободных решений? Например, сговор как модель ценового поведения – предопределен структурой рынка или служит результатом свободного волеизъявления? Способны ли укоренившиеся на рынке продавцы препятствовать входу новичков, защищая свою рыночную долю и свою прибыль? Каковы лучшие способы предотвращения ценовых сговоров продавцов? Нужно ли (или по крайней мере желательно) запрещать или ограничивать слияния между крупными продавцами? Есть ли необходимость для государственной политики налагать ограничения на условия договоров между производителем и дистрибьютором? Как в этих условиях должна быть организована государственная политика (применение антимоноп…

How to Start A Business

How to Start A Business

About This Specialization

This specialization is a guide to creating your own business. We will cover a progression of topics necessary for successful business creation including: mindset, ideation, planning, action and strategy. Rather than just describing what to do, the focus will be on guiding you through the process of actualy doing it. The Capstone course will bring all of the tools and lessons discussed together for you to launch your business. It may not be the business of your dreams, but it will be a functional business giving you the execution capability to start something you are passionate about.


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6 courses
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Designed to help you practice and apply the skills you learn.
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Highlight your new skills on your resume or LinkedIn.
Courses
Beginner Specialization.
No prior experience required.
  1. COURSE 1

    Developing An Entrepreneurial Mindset: First Step Towards Success

    Upcoming session: May 8 — Jun 5.
    Subtitles
    English

    About the Course

    This course is the first in a series on starting a business. Though new venture creation is the focus of the specialization, this course is important for everyone. It provides learners with insights to reframe their thinking in order to maximize their chances for success. Whether success is defined by the performance of their own venture, or by their performance within someone else’s venture. The course is as much, if not more about fulfilling one's potential as it is about one starting a business. So what can a learner expect to gain from this course? At the end of this course a learner: - will be able to argue effectively against all of the reasons for not starting their business (or reaching some goal); - will be able to operate effectively within the new framework or model for starting a business (or any new endeavor), thus increasing their chances for success; and - will be able to make the initial business startup decisions of what type of business to start, and what type of business owner to be. In her classic text, Mindset: The New Psychology of Success, Stanford Professor Carol S. Dweck presents her research showing that hard work and mindset impact success more than natural talent, and that people have the ability to choose which mindset they wish to operate from. Dr. Alain Fayolle in the Financial Times defines an Entrepreneurial mindset as a specific state of mind which orientates human conduct towards entrepreneurial activities and outcomes. Individuals with entrepreneurial mindsets are often drawn to opportunities, innovation and new value creation. In terms outlined by Dr. Dweck this would be a specialized growth mindset as opposed to fixed mindset. Having an entrepreneurial mindset is critical to being successful as an entrepreneur. An entrepreneurial mindset stands alone in terms of its importance. No other attribute, personality, inherent entrepreneurial proclivities, training, or demographic profile is common to all successful entrepreneurs whether Warren Buffet, Steve Jobs, or the neighborhood florist or grocer. The course provides learners with an understanding of the attributes and perspectives of an entrepreneurial mindset, and the process to acquire one. The course introduces concepts that enables a person to start a transformative process in the way they think generally, and in the way they think about business specifically. This new way of thinking has the potential to positively impact not only them, but their family, and community.
    Show or hide details about course Developing An Entrepreneurial Mindset: First Step Towards Success

    WEEK 1
    Specialization: Goals and Objectives
    This module provides an overview of the learner goals and objectives of the series of courses in the specialization: “How to Start Your Own Business”. It also provides an explanation of how this course contributes to those goals and objectives.

    Video · Lesson: Specialization Goals & Objectives

    Mindset: What's Yours?
    Reviews the concept of a mindset and discusses those that commonly hinder business startup. Identifies the internal and external components of a mindset.

    Video · Lesson: Course Overview

    Reading · Overview of Course Assignments

    Other · Opening Benchmark

    Reading · Are Entrepreneurs Born or Built

    Reading · Are Entrepreneurs Born or Made

    Video · Lesson:What's Yours?

    Peer Review · Mindset Challenge

    Mindset: Why Not?
    Dispels myths associated with the internal components of a mindset with respect to starting a business.

    Reading · Anyone Can Start a Business

    Video · Lesson: Why Not? Part I

    Practice Quiz · Practice Quiz One: What's Yours & Why Not

    Other · Validity Check

    Reading · Top Ten Myths of Entrepreneurship

    Video · Lesson: Why Not? Part II

    Peer Review · 'Clearing the Deck' Challenge

    Practice Quiz · Practice Quiz Two: Why Not?

    WEEK 2
    Mindset: Why You?
    Dispels myths associated with the external components of a mindset with respect to starting a business.

    Reading · Entrepreneur vs. Small Business Owner, Defined

    Video · Lesson: Why You? - Part 1

    Practice Quiz · Practice Quiz Three: Why You? Pt1

    Reading · The E-Myth Revisited Summary - Part 1

    Video · Lesson: Why You Part2

    Mindset: Why Now?
    This module presents the arguement that one should not look for the right time for a defined business, but look for the right business for the time. It then goes on to show how.

    Video · Lesson: Why Now?

    Practice Quiz · Practice Quiz Four: Why Now?

    Quiz · Graded Assessment: What's Yours?, Why Not?, Why You?, Why Now?

    Self-Assessment

    Video · Module Overview

    Video · How to become DRIVEN!

    Practice Quiz · Drive Recap Quiz

    Peer Review · Personal Passion Assessment

    Video · Power of Industry Knowledge.

    Practice Quiz · Skill Quiz

    Video · Calculated Risk Taking

    Peer Review · Risk Review

    WEEK 3
    The New Business Paradigm
    In this module we show you how to apply your new found entrepreneurial mindset to those tasks and behaviors associated with starting or acquiring a business.

    Reading · What is the New Paradigm of Business?

    Video · Lesson : A New Paradigm of Business

    Practice Quiz · Practice Quiz 7: The New Paradigm

    Reading · The Idea Myth

    Video · The Art of the Process - Part 1

    Video · The Art of the Process - Part 2

    The Knock on Opportunity
    One of the most consistent characterizations of an entrepreneur or business owner, after innovativeness, is the ability to recognize, evaluate, and exploit opportunities. This module shows how to find or create both.

    Reading · Where Do Good Ideas Come From

    Reading · Entrepreneurial Opportunity: Is It an Illussion

    Video · Lesson: Leaving the Door Open

    The Lean Scene
    Perhaps no single area over the last few decades has done more for the position that entrepreneurhsip or business ownership are skills that can be learned than the Lean Startup movement started by Eric Reis. This module presents its principles.

    Practice Quiz · Practice Quiz 8: Process & Opportunity Principles

    Video · Lesson: Resign to Design - Part 1

    Video · Lesson: Resign to Design - Part 2

    Reading · What is a Startup? First Principles

    Reading · E-Myth Revisted Summary-Part Two

    Video · Lesson:Lean Changes Everything - Part 1

    Video · Lesson:Lean Changes Everything - Part 2

    Quiz · Quiz: The New Business Paradigm & Principles

  2. COURSE 2

    The Search for Great Ideas: Harnessing creativity to empower innovation.

    Upcoming session: May 22 — Jun 19.
    Commitment
    3 weeks of study, 1-2 hours/week
    Subtitles
    English

    About the Course

    Where do great business ideas come from? We all have compelling business concepts that we've been thinking about for years. In this course we will explore how to use observational tools and other techniques for idea generation and we will talk about how to evaluate the good ideas from the bad. The goal is to settle on a business idea that you are not only passionate about but also has real market application. At the end of this course learners will be able to: -build a resource inventory from which they can assess and create market opportunities; -pursue market opportunities consistent with personal passions and capabilities; and -triage potential ideas in terms of which have the greatest potential for commercial and personal success.
    Show or hide details about course The Search for Great Ideas: Harnessing creativity to empower innovation.

    WEEK 1
    Ideation: Tools for ideation.
    How do entrepreneurs come up with great ideas? This is an age old question. Lets explore where great ideas and solutions come from and how to put yourself in a position to change the business world.

    Video · Intro to Ideation

    Video · Are You Ready For Ideas?

    Video · The Power of Observation

    Peer Review · Observational Exercise

    Video · The Power of Play

    Peer Review · Power of Play Exercise

    WEEK 2
    Ideation: Intro to Design Thinking Methodology
    In this module we will explore the lessons of Design Thinking Methodology and how it can be used as a powerful tool for developing new and innovative solutions.

    Video · Design Thinking Methodology

    Video · Inspiration

    Peer Review · How might we...?

    Video · Ideation

    Peer Review · Brainstorm Exercise

    Video · Implementation

    Peer Review · Minimally Viable Product (MVP) Exercise

    WEEK 3
    Ideation: Intro to Customer Discovery
    More often than not the best solutions don't lie with you but rather they are with your customers. In this module we will talk about how to develop a customer discovery plan that can lead to powerful business innovation.

    Video · Intro to Customer Discovery

    Video · What is Customer Discovery?

    Video · Customer Discovery Plan

    Peer Review · Customer Discovery Exercise

  3. COURSE 3

    Planning: Principled, Proposing, Proofing, and Practicing to a Success Plan

    Upcoming session: May 22 — Jul 10.
    Commitment
    6 weeks of study, 2-4 hours/week
    Subtitles
    English

    About the Course

    According to Steven Blank a business startup, or any new venture startup is essentially a proto-type. Thus the startup process essentially becomes a learning process to refine that business proto-type into a scalable, replicable finished 'product'. At the end of this course learners will be able to: -complete a business model summarizing assumptions about what value they will offer to whom, and how they will make money. - systematically test and validate these assumptions within the constraints of their available resources, and - use these validated assumptions to generate financial projections that are based on actual resources and efforts expended. The days of the 40 page business plan have certainly passed, but the role of planning in the business creation process is one of extreme importance. In this course we will explore the important components that you need to explore in detail prior to business creation. Action without planning is a recipe for disaster and we will make sure you have a rock solid foundation for future actions. The planning here is focused on learning. It is unrealistic for anyone to document in detail all of the actions they should take to make a new venture or activity successful when they (and often no one else) has any experience with the new venture and the conditions which it is likely to face. Thus the business plan based largely on assumptions and aggregate, non-applicable data is replaced with the business model which organizes the key assumptions determining what value the business will offer to whom, and how it will make money. The course will guide learners through the process of systematically testing and validating these assumptions, and obtaining specific, applicable data. It will then show learners how to use these validated assumptions to generate pro-forma financial statements directly tied to actions and resources based on this business model.
    Show or hide details about course Planning: Principled, Proposing, Proofing, and Practicing to a Success Plan

    WEEK 1
    INTRODUCTION
    This module re-establishes that the ultimate goal of the business development process is the Business Franchise Model - Business Plan. It then provides an overview of the components of this business development process,and the process to create them. Learning Goals: every arduous journey needs a clear and ever-visible goal to guide it. After successfully completing this module, you will be able to do the following. 1) Explain why the 'Business Franchise Model - Business Plan is the ultimate goal of the business development process, making it your clear and ever-visible goal. 2) You will also be able to list the core milestones of this business development process process and the steps to achieve them. Thus enabling you to follow those steps to achieve those milestones towards creating your own business.

    Video · Construction Zone One: The Business Development Process

    Reading · The E-Myth Revisited Summary-Part Three

    Practice Quiz · Practice Quiz 1.1: The Ultimate Goal: Test How Clearly You Understand the Ultimate Goal of Your Business Development Process

    Reading · Validate Your Business Model

    Video · The Quad-P Planning Process

    Practice Quiz · Practice Quiz 1.2: Principles: Test Your Understanding of the Steps Required to Reach Your Ultimate Business Development Goal

    Video · Pieces for the Dream

    Practice Quiz · Practice Quiz 1.3: Know the Parts: Test You Understanding of the Milestones that must be Achieved to Reach Your Business Development Goal

    Quiz · Module One Graded Quiz: Quad-P Planning: Confirm Your Understanding of the Steps, Milestones, and Ultimate Goal of the Business Development Process

    WEEK 2
    PRINCIPLED PLANNING
    Planning is a critical part of the business development process. The planning required by the 'New Business Paradigm' requires a different perspective and processing than what is traditionally thought of as planning. It seeks continual discovery as opposed to a static right solution. Learning Goals: Steve Jobs famously said, "Think Different". He wasn't just referring to what you think, but also how you think. After successfully completing this module, you will be able to do the following. 1) You will be capable of thinking differently with respect to planning. 2) You will be able to provide a rationale for this different way of thinking based on your understanding of its conceptual foundations. 3) After reviewing several illustrative examples for this type of planning, and illustrative examples of its execution you will move towards mastering the principles of this new planning process. Note! Mastering the principles that underlie this planning approach is a 'profession skill' required for all professionals, not just entrepreneurs in our new economy.

    Video · Process Principles Revisited

    Other · Deer Steer: A Case Study

    Other · Stedera Co-Packers: A Case Study

    Video · Process Planning Principles Continued

    Reading · 29 Year Old Entrepreneur-Now Co-Founder of a $1 Billion Startup.

    Reading · How These Entrepreneurs Found Success in an Industry They Knew Nothing About

    Quiz · Graded Quiz 2.1: Principled Planning: Test Your Recall of the Principles Impacting the Planning Process Inherent in an Entrepreneurial Mindset

    Reading · The Lost Art of Planning

    Reading · The Principles of Planning

    Video · The Anatomy of a Plan

    Practice Quiz · Practice Quiz 2.2: Planning Anatomy: Test Your Understanding of the Different Types of Problems and Their Corresponding Different Types of Planning

    Video · Mantra of the Day: Maxcha, Minche Baby!

    Video · The Perfect Meal Part 1: An Example of Adaptive and Process Planning

    Video · The Perfect Meal Part 2: An Example of Adaptive and Process Planning

    Video · The Anatomy of a Plan: Simple & Compound

    Video · The Anatomy of a Plan: Complex & Meta

    Practice Quiz · Practice Quiz 2.3: Test Your Ability to Recognize the Type of Planning Required for a Given Problem

    Video · Dissecting Planning Further - Part 1: An In Depth Examination of the Different Types of Planning

    Video · Dissecting Planning Further - Part 2: An Illustrated Example of Adaptive Planning

    Video · Dissecting Planning Further - Part 3: An Illustrated Example of Process Planning

    Video · Dissecting Planning Further - Part 4: An Example of Principled Planning - - Putting it All Together

    Practice Peer Review · Perspectives on Planning: Demonstrating Your Ability to Recognize if a Planning Process is Appropriate

    Quiz · Module Two Graded Quiz: Test You Ability to Execute the Principles Required To Guide the Type of Planning Required by the Quad-P Planning Process

    Peer Review · Peer Reviewed Adaptive/Meta Planning: Demonstrating Your Ability to Execute Adaptive or Process Planning

    WEEK 3
    CREATING THE VALUE THAT WILL CREATE A CUSTOMER
    The ultimate goal of any business, in fact the only goal is to create a customer. First and foremost in creating a customer is to create value. This lesson the nature of the value you have identified for your business and how it is expressed in a value proposition. After successfully completing this module, you will be able to do the following. 1. Dissect the problem you are trying to address in the market place into three categories: jobs or tasks the prospective customer is trying to achieve; the gains or benefits they seek in through those jobs or tasks; and the pains they are trying to relieve through those jobs or tasks, or the pains they endure in trying to perform those jobs or tasks. 2. Be able to compose a value proposition statement identifying what you believe to be the critical jobs, gains, or pains prospective customers will be willing to pay for. 3. Be able to test and validate that the jobs, gains, and/or pains you have identified are in fact the one most important to prospective customers, and that they are willing to pay for them. 4. Be able to make a compelling argument for why a prospective customer should in fact be your customer through your composition of this validated value proposition statement.

    Reading · How to Turn an Idea into a Startup-Begin with a Business Concept Statement

    Reading · How to Develop a Compelling Value Proposition

    Reading · 4 Steps To Building A Compelling Value Proposition

    Video · What is Value?

    Practice Quiz · Practice Quiz 3.2: Value Proposition: Test You Ability to Develop a Compelling Value Proposition

    Reading · The Value Proposition Canvas by Strategyzer

    Video · Proposing Value

    Peer Review · Proposing the Customer Profile Map: Developing Your Value Proposition

    Video · Finding Proven Value

    Video · Proofing Problem: Invite Co-creation

    Video · Proofing Problem: Co-creation Continued

    Video · Proofing Problem: Social Listening & Searching Tracking

    Quiz · Graded Quiz Testing Your Ability to Validate a Value Proposition

    WEEK 4
    Construction Zone Two: Value Proposition
    We have said several times that this course is somewhat unique as a online experience. Our goals involve more than just mastery of some content, or the execution of some task. Our goals include a tangible accomplishment: an ongoing business. You can put a time limit on an exam or an assignment, you can not dictate the time frame for a successful business. With this in mind we want to give you the learner extended time to truly engage your market and develop one of the most important aspects of one of your business development milestone. That being the value proposition. After successfully completing this model you will have successfully completed a set of activities that will give you a much clearer picture of the extent to which you have created a value that can potentially create a customer.

    Reading · How to Use Google Adwords Keywords Tool

    Reading · How to Do Keyword Research

    Peer Review · Peer Review: Proofing the Customer Profile Map

    WEEK 5
    PROPOSING THE BUSINESS CONCEPT STATEMENT
    This course presented six milestones in the business development process. This module presents lessons that guide the development (proposing) and testing (proofing) of the first of these, the business concept statement which includes a detailed value proposition statement. After successfully completing this module, you will be able to do the following. 1. Develop a Business Concept Statement. 2. Assess the quality of a Business Concept Statement in terms of whether all the required components are contained. 3. Be able to determine the validity of a Business Concept Statement.In addition to these capabilities, you will have completed the first of five milestones in your journey to have a functioning business at the end of the specialization.

    Video · Proposing the Business Concept Statement - Part 1

    Video · Proposing the Business Concept Statement - Part 2

    Practice Quiz · Practice Quiz 3.1- Business Concept: Test Your Understanding of a Business Concept Statement

    Video · Proofing The Business Concept Statement

    Quiz · Module Three Graded Quiz: Test Your Understanding of the Business Concept

    Peer Review · Peer Review: Proofing the Business Concept

    WEEK 6
    The Business Model and Launch Plan
    This module continues with the milestones of the Quad-P planning process presented in this course. It presents lessons that guide the development (proposing) and testing (proofing) of the Business Model and Launch Plan milestones. These milestones transition the business concept into a profitable business. After successfully completing this module you will 1) be able to recognize and categorize various business models in terms of their impact on financial documents, their narrative, or their infrastructure; and 2) be proficient in developing a business model canvas.

    Reading · WHAT IS A BUSINESS MODEL

    Reading · Do You Really Understand What Your Business Model Is?

    Reading · (BUSINESS MODEL) INNOVATION VS. (PRODUCT) INVENTION

    Video · The Good News

    Video · Motivation to Master

    Practice Quiz · Practice Quiz 6:1 Business Model

    Reading · Do Some Business Models Perform Better

    Reading · Business – Why the Business Model is so important

    Video · Numbers - Part 1

    Video · Numbers - Part 2

    Video · Narratives & Infrastructure

    Reading · How would You Describe Your Business Model

    Reading · Business Model Canvas in 5 Minutes

    Reading · Business Model Generation

    Reading · Business Model Canvas-A Complete Guide

    Video · Proposing the Business Model

    Peer Review · Peer Review - Proposing a Business Model

    Reading · What is Strategy?

    Reading · Strategy versus Business Model

    Reading · The St. Gallen Business Model Navigator

    Video · Launch into Strategy

    Practice Peer Review · Peer Review – Towards Innovating the Business Model

    Quiz · Graded Quiz on Business Model: Test Your Understanding of the Business Model Milestone

  4. COURSE 4

    Structure: Building the Frame for Business Growth

    Upcoming session: May 22 — Jun 26.
    Commitment
    4 weeks of study, 1-3 hours/week
    Subtitles
    English

    About the Course

    Just like when building a house the foundation for your business provides the framework for success. A business built on weak structure will struggle to succeed. We'll address some of the most pressing issues that you as a business owner must face while constructing the proper framework for your business. Specifically at the end of this course you will be able to: - create and evaluate your company's financial documents; -complete the documents and regulatory procedures to create a legal business entity; - protect your intellectual property; -develop a management team;
    Show or hide details about course Structure: Building the Frame for Business Growth

    WEEK 1
    Company Structure & The Foundation: Financial Statements and Projections
    Great companies are built upon great structures. We believe this structure is comprised of four critically important components: 1.) Development of your financial statements. 2.) Creating your legal entity. 3.) Protecting your intellectual property. 4.) Building your team. In Module 1, the learner will receive an introduction to the basics of the three financial statements: Income Statement, Balance Sheet and Statement of Cash Flows. By the end of this module you should be able to recognize the differences between each financial statement and understand the role they play in assessing the performance of your company. To close out the module you will be challenged to develop your first projected income statement for your business concept.

    Video · Introduction to Company Structure

    Video · Overview of Key Financial Statements

    Video · The Income Statement: Terminology & Structure

    Quiz · Income Statements

    Reading · Investopedia: Definition of Income Statement

    Video · The Balance Sheet: Terminology & Structure

    Quiz · Balance Sheet

    Reading · Investopedia: Balance Sheet Definition

    Video · The Cash Flow Statement: Terminology & Structure

    Quiz · Cash Flow Statement

    Reading · Investopedia: Definition of Cash Flow Statement

    Video · Financial Projections - Predicting the Unknown

    Peer Review · Create a 1 Year Projected Income Statement

    Reading · Explore Projected Income Statements

    Other · Proforma Challenges

    WEEK 2
    The Frame: Forming the Legal Entity
    By the end of this module, you will be able to explain the difference between C-Corps and LLC entities. You will also be able to use this understanding in order to establish your own business entity.

    Video · What is a "legal entity?"

    Video · C-Corps vs. LLCs: What's the Difference?

    Quiz · C-Corps vs. LLC's

    Peer Review · What type of entity is right for you?

    Other · Operating Documents

    WEEK 3
    The Features: Intellectual Property
    Intellectual property is an often misunderstood component of business success. By the end of this module you will have an understanding for the basic forms of intellectual property protection and the role each one may play in the development of your small business.

    Video · Introduction: What is Intellectual Property?

    Video · Patents: Form & Function

    Quiz · Patents

    Other · Patent vs. Trade Secret

    Video · Copyrights: Form & Function

    Quiz · Copyrights

    Video · Trademarks: Form & Function

    Quiz · Trademarks

    WEEK 4
    The Finish: Building the Team
    Who you surround yourself with as you launch your venture will have an enormous impact on whether or not you succeed or fail. In this module we cover why team matters and how to recruit the right people to join your cause. By the end of this module you should have a feel for the characteristics of people that would be a good fit for your team and you will put your skills to the test by developing a staffing plan for you venture.

    Video · Intro: Build Your Team

    Video · Why Your Team Matters

    Reading · "The Mechanics of Mafia" by Blake Masters (transcribed from Peter Thiel)

    Video · How to Build a Great Team

    Peer Review · Create a Staffing Plan

    Other · Your ideal company culture.

  5. COURSE 5

    Launch Strategy: 5 Steps to Capstone Experience

    Upcoming session: May 1 — Jun 26.
    Commitment
    7 weeks of study, 2-4 hours/week
    Subtitles
    English

    About the Course

    This course is the last course in this specialization before its capstone experience where you, the learner will launch your business. Consider all the activities associated with the final preparation for a NASA launch before the final countdown takes place. Those are the type of activities with respect to launching a business that will be covered in this course. The goal of the course is for you to have a document that details all the actions you need to take, and all the things that you need to think about before launching your business, with instructions on how to do those actions and how to thing about those things. Specifically the course will provide you with five benefits or outcomes. First your attitude will be finely focused and tuned to the mindset concepts covered in course one that are likely to have the greatest impact on your business launch. Second in a similar fashion you will become keenly aware of those aspects of your business that directly impact its ability to create and deliver value on day one; and have actions plans to address each aspect. With your 'mind right' and your 'business right' the third and fourth outcomes of the course are actions plans to get your 'market connections' right. The course will allow you to explore strategies and tactics to engage the market, communication your message, and generate sales; and select those which give you the best opportunity to learn and establish a foundation for growth. Finally the course will walk you through a final checklist of operational issues that will allow you to enter the capstone course and your business launch ready to go on day one. Throughout the course we have emphasized the importance of market engagement, allowing the market to provide feedback that sharpens your business and maximizes its chances for success. As with the entire specialization the feedback you will get through the peer review assignments for this course and the capstone course are an invaluable opportunity for for such engagement.
    Show or hide details about course Launch Strategy: 5 Steps to Capstone Experience

    WEEK 1
    Gearing Up Mindset: Strategy Focus
    This module initiates a series of steps to prepare you for actually starting your business in the capstone experience of this course. The first step is to ready your mindset. To prepare yourself to take on a specific state of mind which will orientate your business startup activities in a way that will maximize its chances for success. We suggest this preparation take place in two parts: a focus on strategy, and a focus on resources. This module guides your focus on strategy. At the end of this module you will have a formalized and finalized vision, mission, objectives and goals, and a detailed documentation of these factors in a strategy statement.

    Video · Command Center

    Reading · Five Steps to a Strategic Plan

    Video · Revisiting Strategy

    Quiz · Understanding What It Will Take To Launch

    Reading · What is a Vision Statement?

    Reading · Sample Vision Statements

    Video · Directing Vision

    Reading · Review What Is Strategy?

    Reading · Invest in Your Success

    Reading · Why Small Businesses Should Scrap Strategic Planning

    Quiz · Review of Key Strategy Concepts

    Reading · What is a Mission Statement?

    Video · Mission Remarkable

    Reading · Understanding Goals

    Reading · Why are Goals and Objectives Important?

    Video · Gearing Up To Score

    Quiz · Understanding a Strategy Statement

    Peer Review · Business Startup Plan: The Strategy Statement

    WEEK 2
    Gearing Up Mindset: Resource Focus
    This module continues the series of steps to prepare you for actually starting your business in the capstone experience of this course. Helping to complete the first step to ready your business for launch, 'to ready your mindset', this module guides your focus on resources. At the end of this module you will have formalized and finalized a resource inventory. This document details all resources at your immediate disposal or within your reach that can be dedicated towards your business.

    Reading · Are Entrepreneurs Born or Made?

    Reading · Summary: The Myth of the Idea

    Video · It's Not Gambling, But There Are Risks

    Video · Effect Your Logic

    Quiz · Keys to Starting Upside Down

    Reading · The Value of Social Capital in Starting a Business

    Reading · 4 Reasons Social Capital Trumps All

    Video · What's Your Stake - Part 2

    Video · What's Your Stake - Part 3

    Quiz · Capital Options

    Video · What's Your Stake - Part 4

    Peer Review · Resource Inventory

    WEEK 3
    Gearing Up Business: Funding Focus
    This module continues the series of steps to prepare you for actually starting your business in the capstone experience of this course. This module is step two in that series. Having completed the first step, 'to ready your mindset', this module guides you in gearing up you business so that it is capable of creating and delivering value at launch. This required capability is threefold: finding funding to augment available resources; finalizing business model detailing execution strategy, and finalizing the operational tasks necessary to insure the business's product or service can actually be produced and delivered. This module deals with the first of these requirements. At the end of this module you will have a greater understanding of non-traditional funding sources to augment the traditional ones, putting you in the best position possible to find any additional funding you may need to launch your business.

    Reading · 35 Great Ways to Fund A Small Business

    Reading · Find Financing, Even If You Don't Fit a 'Type'

    Video · Who Can Stake You - Part One?

    Quiz · Money Milestones

    Reading · Startup Business Loans

    Reading · 5 Things You Should Know About Revenue-Based Financing

    Reading · The Basics of Crowdfunding

    Video · Who Can Stake You - Part Two?

    Quiz · Who Can You Ask?

    Reading · How to Finance a Business With Your 401K

    Reading · The Search Fund Model

    Reading · 10 Tips For Bootstrapping Your Startup

    Reading · Bootstrapping A Lean Startup

    Video · Who Can Stake You - Part Three

    Quiz · Which 'Boots' Fund Best?

    Practice Peer Review · Getting in with the In Crowd

    WEEK 4
    Gearing Up Business: Design Focus
    This module continues step two of the five steps to prepare you for actually starting your business in the capstone experience of this course. Step two is gearing up business. The focus of step two is insuring that your business is capable of creating and delivering its product or service at launch. As stated earlier this required capability is threefold: finding funding to augment available resources; finalizing business model detailing execution strategy, and finalizing the operational tasks necessary to insure the business's product or service can actually be produced and delivered. This module focuses on the second of these requirements. At the end of this module you will have a a business model adjusted to fit available resources that will guide your actions in starting your business.

    Reading · Business Models Business Strategy

    Reading · Reinventing Business Models Through Risk Management

    Reading · How to Identify Your Riskiest Business Model

    Video · What Game To Play?

    Quiz · What Makes Your Business Model Work?

    Reading · Blue Ocean Strategy: Creating Your Own Market

    Reading · Value Innovation - The Key to Blue Ocean Strategy

    Video · Designing For Breakthrough

    Reading · Four types of market (market maturity): Where does your startup’s product belong?

    Video · Type Cast Your Business

    Quiz · Knowing Your Market

    WEEK 5
    Gearing Up Business: Execution Funding
    This module completes step two of the five steps to prepare you for actually starting your business in the capstone experience of this course. As discussed in modules three and four there are three areas that must be addressed to help insure that your business is capable and ready to create and deliver its product or service at launch. As stated earlier this required capability is threefold: finding funding to augment available resources; finalizing business model detailing execution strategy, This module focuses on the third and final of these requirements: finalizing the operational tasks necessary to insure the business's product or service can actually be produced and delivered. Finalizing these operational tasks not only provides a checklist for launch, but a budget for launch as well. At the end of this module you will have a production plan and accompanying budget along with a startup budget.

    Reading · How to Create a Budget for Your Startup

    Video · Actions Speak Louder

    Reading · The Stederal Case

    Reading · Resource Budgeting Analysis Spreadsheets

    Video · Spreadsheet Tour - Part 1

    Video · Spreadsheet Tour - Part 2

    Video · Spreadsheet Tour - Part 3

    Video · Spreadsheet Tour - Part 4

    Reading · Top-Down-Forecasting for Pre-revenue Startups

    Reading · Buying Power Index by State

    Reading · Buying Power Index for Key Cities

    Reading · Bottom Up Forecasting for Pre-Revenue Startups

    Video · Show Yourself the Money

    Quiz · Navigating Market Potential

    Reading · What Makes A Good Production Plan

    Reading · Principal Factors in Successful Production Planning

    Reading · Retail Range Planning, Merchandise Planning and Assortment Planning

    Reading · Supply-Chain Mapping - The How To Guide

    Video · Where Truth Lives

    Quiz · Operational Details

    Reading · Cost of Goods Sold & Cost of Services

    Reading · How Do I Calculate the Direct - Cost of Sales for an Internet Startup

    Video · COGS of Success

    Reading · Ready to Start a Business? Here’s What It Will Cost

    Reading · Two Weeks to Startup-Day 3_ Calculating Startup Costs

    Video · Costs to Be The Boss

    Quiz · Counting the Costs

    WEEK 6
    Gearing Up For Market Creation & ABC Plan
    This module addresses the third (Get Market Created) and fourth (Get 'ABC' Game Plan) steps of the process to prepare for your capstone experience and business launch. These two steps prepare the business to connect with individuals and organizations in its market, form and nurture relationships and create customers. There is a saying in sports that winning cures all ills. There are several reasons that lead to business failures, most if not all can be cured with enough customers. Peter Drucker, who many describe as the father of modern business consulting, is famously quoted as saying, “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” In essence a business is to create value, then create a customer. At the end of this model you will be able to develop a marketing plan and sales plan outlining the specific tools you will use to connect with and create customers.

    Reading · Essence of Marketing

    Reading · A Case for Entrepreneurial Marketing

    Video · The Essence of Business Essentials

    Reading · Entrepreneurial Marketing for Your Business

    Reading · Use These 5 Steps to Create a Marketing Plan

    Video · Points of Distinction - Part 1

    Video · Points of Distinction - Part 2

    Reading · Getting to Grips with Content Marketing for Small Businesses

    Reading · Creating New Markets

    Video · It Takes A Village - Part 1

    Video · It Takes a Village - Part 2

    Quiz · Understanding Marketing

    Reading · How to Create an Effective Marketing Plan

    Reading · A Simple Guide for Startups to Determine Marketing Budget

    Reading · 7 Tips to Create Facebook Ads That Convert

    Reading · Google Adwords Benchmarks

    Video · Tools of Engagement: Mar-ke-Tcccs - Part 1

    Video · Tools of Engagement: Mar-ke-Tcccs - Part 2

    Video · Tools of Engagement: Mar-ke-Tcccs - Part 3

    Video · Tools of Engagement: Mar-ke-Tcccs - Part 4

    Quiz · Marketing Planning

    Reading · Sales vs. Marketing -- Marketing Always Changes

    Reading · The Elements of a Successful Sales Business Plan

    Reading · 6 Growth Hacking Success Stories

    Reading · Art of Rainmaking

    Video · The Anthem: ABC

    WEEK 7
    Checklist for Launch
    This module presents the fifth and last step to prepare for your capstone experience and the launch of your business. At the end of this module you will have a completed a formalized final launch plan laying out the execution steps for your capstone experience.

    Peer Review · Launch Plan

  6. COURSE 6

    Capstone - Launch Your Own Business!

    Upcoming session: May 15 — Jul 3.
    Commitment
    6 weeks of study, 3-4 hours/week
    Subtitles
    English

    About the Capstone Project

    It is a cliché, but nevertheless very true. Experience is the best teacher. It is also the best confidence builder. It is time for you to take action! The concepts and skills presented throughout the courses in the specialization are applied in this capstone course where you will launch an actual business. It will not be a business concept described on paper, but a functional business with legal status in your particular governmental jurisdiction, developed within your available resources whatever they are, and challenged to generate revenue. One of the greatest benefits of this specialization is the business development environment provided by the population of learners. At the point of the capstone course your thousands of fellow learners become consultants capable of refining and adding value to your business concept, they may also be potential customers or at the very least allow you to observe the likely reactions from potential customers. With the experience of launching this startup, and the execution capabilities and confidence gain from that experience it is our desire that you repeat the process and launch another startup or a bigger version of this startup. Hopefully going on to launch another, and another, and another, evoking another cliché, 'practice will make perfect'.
    Show or hide details about course Capstone - Launch Your Own Business!

    WEEK 1
    Capstone Welcome & Overview
    The goal of this assignment is to demonstrate your ability to apply all of the lessons you have completed by putting them to work and launching your own business in some form or fashion. This assignment is the sole assignment of this capstone course, and thus the last requirement for your certificate for this specialization. The primary goal though is for you to no longer be in the wishing stage, the thinking stage, or the taking classes stage, but to be in the 'have started something stage'. As stated above you will create a business. Specifically: • you will create and document a legal entity; • you will create a digital presence for that legal entity; • you will establish key operational plans (strategy statement, accounting ledgers, production and delivery schedules, and marketing plan); and • you will produce one of three tangible outcomes (sales, traffic to an e-commerce site, or feedback to business pitch). A successful assignment will illustrate your competence in the business startup fundamentals, but most importantly it will illustrate to yourself, beyond a shadow of a doubt that YOU CAN DO THIS!

    Video · Capstone Introduction Video

    Other · What's your motivation?

    WEEK 2
    Creating Your Legal Entity
    In this module you will be taking the first step toward the launch of your new business by creating a legal entity for your company. (Note: Much of the entity creation process can be handled by the individual, but we do recommend that you speak with an attorney to assist in this process.)

    Peer Review · Legal Entity Creation

    Reading · Legal Entity Comparison Chart - LegalZoom

    Video · Review: Incorporation

    Video · Review: LLCs vs. C-Corps

    WEEK 3
    Setting Up Your Bank Account
    Now that we've established a business entity you are going to need to have a place to store all of the future revenue you make. In this module you will be tasked with setting up a bank account (or alternative) for the purpose of handling financial transactions related to your business entity. As a reminder it is critically important to try as hard as possible to keep your business and personal finances separate as to avoid any commingling of funds, and to protect personal assets from liability in case of litigation.

    Peer Review · Bank Account Establishment

    Reading · "How to Choose the Right Bank for Your Small Business" - INC Magazine

    Reading · "How to Shop for a Bank." - Wall Street Journal

    WEEK 4
    Create Your Digital Presence
    In today's technologically driven economy your company's digital presence is a critical component in your future success. In this module you will be tasked with building the basics of your digital presence including: website and social media accounts.

    Peer Review · Website Development

    Reading · Website Building Tools

    Peer Review · Social Media Presence

    Reading · Global Social Media Statistics

    Other · Best Social Media Campaigns

    Reading · "8 Tips to Running an Actually Successful Social Media Campaign" - Ed Zitron for INC Magazine

    WEEK 5
    Establish Your Financial Statements
    Learners will be tasked with developing all three of their financial statements for their company. These are not financial projections but rather established templates / ledgers with defined line items for the Income Statement, Balance Sheet and Cash Flow Statement. Note: Learners may find it beneficial to review the lectures on creating financial proforma statements to refresh terminology.

    Video · Review: Financial Statements

    Video · Review: Creating Financial Proformas Lecture

    Peer Review · Income Statement

    Reading · Preperation of the Income Statement

    Video · Review: Income Statements

    Peer Review · Balance Sheet

    Reading · Balance Sheet Explanation - Accounting Coach

    Video · Review: Balance Sheet

    Peer Review · Cash Flow Statement

    Reading · Cash Flow Overview & Template

    Video · Review: Cash Flow Statement

    WEEK 6
    Create a Path Forward
    At this point in the Capstone experience, you will be at one three points: 1) you will have a minimally viable product or service that they will be able to produce and deliver to a paying customer, 2) you will have a minimally viable product or service but currently not capable of delivering to a customer, 3) you do not have a product or service that is nearing a point of delivery. Because of this reality the types of deliverables you will be able to complete at this point will vary and you will be prompted to respond with the based on your operational status.

    Video · Lecture Review Video: Revisiting Strategy

    Peer Review · Strategy Statement

    Video · Lecture Review Video: What Game to Play

    Peer Review · Business Model Canvas

    Reading · Business Model Canvas Template Download

    Video · Review Video: Where Truth Lies

    Peer Review · Operations Statement

    Peer Review · Commit to action.

Creators

This specialization has been developed by the Broad College of Business - Institute for Entrepreneurship & Innovation. Our mission is to develop an entrepreneurial mindset in our students through education, validation and support. SPARTANS WILL.MAKE BUSINESS HAPPEN
Michigan State University has been advancing the common good with uncommon will for more than 150 years. One of the top research universities in the world, MSU pushes the boundaries of discovery and forges enduring partnerships to solve the most pressing global challenges while providing life-changing opportunities to a diverse and inclusive academic community through more than 200 programs of study in 17 degree-granting colleges.














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