Startup Design
Module: ELECTIVE
Matter: ELECTIVE
Main language of instruction: English
Other languages of instruction: Catalan, Spanish
Head instructor
Office hours
Lecturer: Pau Amigó
Phone: +34 634 544 825
E-mail: pamigo@uic.es
Office: Inmaculada, 22. 08017 Barcelona, Catalonia. Spain
Office hours: by appointment
This course introduces the concept of entrepreneurship and the related theories as well as identifying business opportunities, defining business models and overall strategy. The course also covers business Model Patterns and Operations, and the Role of Information Management and Business Model Design. The ultimate goal is to help students generate their own Business Plan.
Business and Society course #13569. Knowledge of the main business fundamentals.
The educational goals for this course are threefold: First, get used to the entrepreneurial process of idea generation and how to bring them to market; second, to understand what is required to build a successful business; and third, to gain appreciation of some of the basics of private organizations and the economic environment in which companies operate.
By the end of the course, students should be able to:
CB1 - Students must demonstrate that they have and understand knowledge in an area of study based on general secondary education. This knowledge should be of a level that, although based on advanced textbooks, also includes some of the cutting-edge elements from their field of study.
CB2 - Students must know how to apply their knowledge to their work or vocation in a professional way and have the competences that are demonstrated through the creation and defence of arguments and the resolution of problems within their field of study.
CB3 - Students must have the ability to bring together and interpret significant data (normally within their area of study) and to issue judgements that include a reflection on important issues that are social, scientific or ethical in nature.
CB4 - Students can transmit information, ideas, problems and solutions to specialist and non-specialist audiences.
CB5 - Students have developed the necessary learning skills to undertake subsequent studies with a high degree of autonomy.
CE1 - To solve the maths problems that arise in the field of Bioengineering. The ability to apply knowledge of geometry, calculate integrals, use numerical methods and achieve optimisation.
CE10 - To design fixed and removable structures for the application of prosthetics and orthotics.
CE11 - To evaluate manufacturing, metrological and quality control systems and processes.
CE12 - To undertake a professional project in the field of Bioengineering-specific technologies in which knowledge acquired through teaching is synthesised and incorporated.
CE13 - To identify, understand and use the principles behind electronics, sensors, air conditioners and systems that acquire biomedical signals
CE14 - The ability to understand and apply the principles of basic knowledge of general chemistry, organic and inorganic chemistry, and their applications in engineering
CE15 - The ability to undertake a project through the use of data sources, the application of methodologies, research techniques and tools specific to Bioengineering, give a presentation and publicly defend it to a specialist audience in a way that demonstrates the acquisition of the competences and knowledge that are specific to this degree programme.
CE16 - To apply specific Bioengineering terminology both verbally and in writing in a foreign language.
CE17 - To be able to identify the engineering concepts that can be applied in the fields of biology and health.
CE18 - To define the main principles of the technologies that are used for the design and manufacture of micro and nano-sensors in biotechnological areas.
CE19 - To know how to select and apply material based on its properties and electric, magnetic, mechanical and chemical behaviour
CE2 - To know how to apply the basic concepts of mechanics and biomechanics to resolve problems that are specific to the field of Bioengineering.
CE20 - To be capable of devising experimentation systems to measure the intrinsic physical and chemical properties of biological materials of human origin.
CE21 - The ability to understand and apply biotechnological methodologies and tools to research, as well as to the development and production of products and services.
CE3 - To apply fundamental knowledge on using and programming computers, operating systems, databases and IT programs to the field of Bioengineering.
CE4 - To have spatial vision and know how to apply graphic representations, using traditional methods of metric geometry and descriptive geometry, as well as through the application of computer-assisted design
CE5 - To promote entrepreneurship and acquire knowledge for the organisation and management of Bioengineering companies while paying attention to their legal framework and the regulations in force at the time
CE6 - To incorporate the foundations of science and materials technology, while taking into account the relationship between microstructure, synthesis or process and the properties of materials.
CE7 - To know how to recognise anatomy and physiology when applied to the structures Bioengineering involves.
CE8 - To hold a dialogue based on critical thinking on ideas connected to the main dimensions of the human being
CE9 - To apply the basic foundations of elasticity and the resistance of materials to the behaviour of actual volumes.
CG1 - To undertake projects in the field of Bioengineering that aim to achieve a concept and a design, as well as manufacture prosthetics and orthotics that are specific to a certain pathology or need.
CG10 - To know how to work in a multilingual and multidisciplinary environment.
CG2 - To promote the values that are specific to a peaceful culture, thus contributing to democratic coexistence, respect for human rights and fundamental principles such as equality and non-discrimination.
CG3 - To be able to learn new methods and theories and be versatile so as to adapt to new situations.
CG4 - To resolve problems based on initiative, be good at decision-making, creativity, critical reasoning and communication, as well as the transmission of knowledge, skills and prowess in the field of Bioengineering
CG5 - To undertake calculations, valuations, appraisals, expert reports, studies, reports, work plans and other similar tasks.
CG6 - To apply the necessary legislation when exercising this profession.
CG7 - To analyse and evaluate the social and environmental impact of technical solutions
CG8 - To apply quality principles and methods.
CG9 - The ability to organise and plan in the field of business, as well as in institutions and organisations.
CT1 - To understand company organisation and the science that governs its activities; to apply work-related rules and understand the relationship between planning, industrial and commercial strategies, quality and profit.
CT2 - The ability to link welfare with globalisation and sustainability; to acquire the ability to use skills, technology, the economy and sustainability in a balanced and compatible manner.
CT3 - To know how to communicate learning results to other people both verbally and in writing, and well as thought processes and decision-making; to participate in debates in each particular specialist areas.
CT4 - To be able to work as a member of an interdisciplinary team, whether as a member or by management tasks, with the aim of contributing to undertaking projects based on pragmatism and a feeling of responsibility, taking on commitment while bearing the resources available in mind.
CT5 - To use information sources in a reliable manner. To manage the acquisition, structuring, analysis and visualisation of data and information in your specialist area and critically evaluate the results of this management.
CT6 - To detect gaps in your own knowledge and overcome this through critical reflection and choosing better actions to broaden your knowledge.
CT7 - To be fluent in a third language, usually English, with a suitable verbal and written level that is in line with graduate requirements.
SESSION 1. Lecture
Introduction. Entrepreneurship and the Entrepreneur.
SESSION 2. Lecture
Exploration of Business Ideas.
Reading:
“What Are The Best Ways To Think Of Ideas For A Startup?”2013. Forbes
“The Questions Every Entrepreneur Must Answer”. Amar Bhide. 2004. HBR 87584-910-5
“Assessing a New Business Opportunity”. Rob Johnson. 2013. IESE EN-17-E
“Hypothesis-driven Entrepreneurship: The Lean Start-up”. Eisenmann, Ries, Dillard. 2013. Harvard Business Review
“Why the Lean Start-Up Changes Everything”. Steve Blank. 2013. Harvard Business Review
SESSION 3. Lecture
From the idea to the opportunity (I). Business Model Design
Exercise: Business Model Canvas
Reading:
“How to Design a Winning Business Model”. J E Ricart 2011. Harvard Business Review
“Strategy in the XXI Century: Business Models in Action”. J E Ricart 2012. IESE SMN-685
Business Model Generation. Alexander Osterwalder 2010. John Wiley & Sons Inc
SESSION 4. Presentations of your Canvas + Lecture
Hypothesis Definition
Reading:
Chapters 1, 2, 3 (The Four Steps to Epiphany)
The Startup Owner’s Manual . Steve Blank & Bob Dorf. 2012. K and S Ranch Inc
“Customer Discovery and Validation for Entrepreneurs”. 2012. Cespedes, Eisenmann, Blank. Harvard Business Review
SESSION 5. Lecture + Work in-class
Market and Competitors
Reading:
Value Proposition Design. Alex Osterwalder and Ives Pigneur. Strategyzer 2014
SESSION 6. Lecture + Work in-class
Starting the Business Plan
SESSION 7. Work in-class
Advance on your Business Plan: doubts at class
Important: Bring an already advanced version of the business plan to work at class.
SESSION 8. Business Case + Work in-class
A new Business Model: BuyVip (case discussion)
Advance on your Business Plan: doubts at class
Reading:
IESE E-177 BuyVip
SESSION 9. Work in-class
Advance on your Business Plan: doubts at class
SESSION 10. Lecture
Elevator Pitch: Introducing a Business Plan to Investors
SESSION 11. Lecture
Implementation and Management of the NewCo
SESSION 12. Presentation of projects by each group
See above, within each session.
Recommended additional bibliography:
1) The Lean Start-Up. Erick Ries
2) Four Steps to the Epiphany. Steve Blank
3) The Startup Owner’s Manual. Steve Blank & Bob Dorf
4) Business Model Generation. Alexander Osterwalder 2010. John Wiley & Sons Inc
5) Growth Hacker Marketing. Ryan Holliday
6) Blue Ocean Strategy. W. Chan Kim & Renée Mauborgne
7) How to write your first Business Plan. Boomy Tokan.
8) Business plans that work. Joan Gillman & Sarah White.
9) Anatomy of a Business Plan. Linda Pinson
All the resources required to follow the content of the class will be provided to the students either through the intranet of the UIC or handled in person.
Students that wish to develop further or deepen their knowledge on a topic are encouraged to do so through the additional bibliography suggested.
Note that many of these materials are copyright protected.
E: exam date | R: revision date | 1: first session | 2: second session: