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Professor Owen Davis Launch Your Startup SPRING 2021 Launch Your Startup provides a rigorous framework for “what do you do with an idea”. This course provides a repeatable method of taking an idea and working on the key aspects of what makes a great startup business. We will cover customer discovery, market sizing, pricing, business model choices, the role of the CEO/founder and many, many more topics. By the end of the course students will have a clear view of their product and market, and the fit between both. This course is open to businesses of all types and is geared to turning those business ideas into high growth startups. The course reading list includes key books that describe aspects of great businesses and lessons learned from notable startup companies. We use cases, weekly assignments, team presentations and in class exercises to develop the interlocking pieces of a startup. You may work on your own idea that you are passionate about or join a team whose idea is exciting to you. Teams are highly encouraged. We will work towards launching a minimum viable product or service by the end of the semester, having gained a deeper understanding of the economics, customer priorities and competitive landscape of your startup focus. Come with passion, courage and the desire to build something great. Launch Your StartupTues 2pm - 5:15pmUris 303Pre-AssignmentPrepare?30 second PitchSession 1Introduction, Case StudyCustomer Discovery InterviewsSample PitchConstable Entire BookThiel 93-106Session 2Customer DiscoveryCustomer Discovery InterviewsAulet 1-47Market SegmentationBeachheadSession 3Customer DiscoveryCustomer InterviewsBusiness Model CanvasPersonaMarket SegmentationEnd User ProfileBeachheadTAMMarket Size (TAM)Aulet 49-82,?End User ProfileThiel Pref., Chapt. 1, 2, Thiel 23-34, Chapt. 3PersonaMcNish 1-92Session 4What Makes a Good IdeaHigh Level Product SpecHigh Level Product SpecQuantified Value of ProductQuantified Value of ProductFull LifecycleFull Life Cycle2? Direct and Adjacent CompetitorsAulet 83-102Thiel 35-58, Chapt. 4,5Mcnish - 92-165Session 5Paying CustomersMcnish 165-EndDefine Your CoreAulet 103-138Chart Competitive PositionNext 10 Customers?Define Your Core?Define Priorities and Map Competitive MatrixAll Competition is Local (Canvas under files)Session 6Role of CEOAulet 131-156SynthesisThiel 59-81, 173-189, chapt. 6, 14Company Values2 page Thought PieceSession 8DMUDMUMap to Paying CustomerMap to Paying CustomerAulet 157-172BREAKSession 9Follow on Markets SizeFollow on Markets SizeDesign a Business ModelDesign a Business ModelAulet 173-194Begin Pitch DeckPricingLanding PageSession 10LTVLTVCOCACocaAulet 195-218Thiel 126-139, Chapt.11Refine Practice PitchSession 11Raising MoneyAulet 219-244Financial StatementsRefine Practice PitchMVP BasicsLanding Page and Adwords SetupFinancials of a StartupSession 12Key AssumptionsMap Sales ProcessTesting Key AssumptionsKey AssumptionsMap Sales ProcessMVP PlanMVPTesting Key AssumptionsRefine Practice PitchSession 13Summary Session 14Demo DayFinal PitchRequired Readings Zero to One Zero To One Paperback – January 1, 2001 by Peter Thiel and Blake Masters (Author) ISBN-10 : 0753555190ISBN-13 : 978-0753555194Publisher : Random House (January 1, 2001) Losing the Signal: The Untold Story Behind the Extraordinary Rise and Spectacular Fall of BlackBerry by Jacquie McNish and Sean Silcoff Publisher : Flatiron Books (May 26, 2015) ASIN : B00Q20ASVS Disciplined Entrepreneurship: 24 Steps to a Successful Startup -- by Bill AuletISBN-10 : 9781118692288 ISBN-13 : 978-1118692288 Wiley; 1st edition (August 12, 2013) The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses... by Ries, Eric (Oct 6, 2011) Recommended Readings Startup CEO: A Field Guide to Scaling Up Your Business, + Website by Blumberg, Matt (Aug 14, 2013) Invisible Engines: How Software Platforms Drive Innovation and Transform Industries by Evans, David S. (Oct 1, 2006) Venture Deals: Be Smarter Than Your Lawyer and Venture Capitalist by Brad Feld, Jason Mendelson and Dick Costolo (Dec 26, 2012) The Box: How the Shipping Container Made the World Smaller and the World Economy Bigger by Levinson, Marc (Jan 27, 2008) Founders at Work: Stories of Startups' Early Days by Livingston, Jessica (Sep 19, 2008) The Hard thing about Hard Things - Ben Horozwitz ................
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