Universitat Internacional de Catalunya
Startup Design
Other languages of instruction: Catalan, Spanish,
Teaching staff
Email: agironza@uic.es
Office: Inmaculada, 22. 08017 Barcelona, Catalonia, Spain
Office Hours: By appointment.
Introduction
Startup Design introduces students to the process of designing, validating, and developing new innovative business ventures. Unlike traditional approaches that focus exclusively on business plan development, the course adopts a perspective based on experimentation, hypothesis validation, and continuous learning, following methodologies widely used in entrepreneurial ecosystems and technology startups.
Throughout the semester, students will work on their own business idea, progressively transforming it into a viable entrepreneurial project through opportunity identification, business model design, customer validation, the development of marketing, operations, and financing plans, and the preparation of a professional pitch for potential investors.
The course combines theory and practice through a Project-Based Learning (PBL) methodology, enabling students to experience the key stages of the entrepreneurial process, from idea generation to final presentation.
Pre-course requirements
It is recommended that students complete the Business & Society course or possess equivalent knowledge of business fundamentals, strategy, business models, and basic financial analysis.
Students are also expected to participate actively, demonstrate teamwork skills, and be willing to develop an entrepreneurial project throughout the semester.
Objectives
Upon successful completion of the course, students will be able to:
- Understand the process of creating and developing a startup.
- Identify and evaluate business opportunities based on real-world problems and market needs.
- Design and communicate innovative value propositions.
- Build and validate business models using Lean Startup methodologies.
- Apply market analysis and customer segmentation tools.
- Design marketing strategies aimed at launching new products and services.
- Develop operational and business growth plans.
- Identify the main risks associated with new venture creation.
- Develop a basic financial plan for a new business initiative.
- Prepare and defend a comprehensive entrepreneurial project before potential investors and other stakeholders.
Competences/Learning outcomes of the degree programme
- CE12 - To undertake a professional project in the field of Bioengineering-specific technologies in which knowledge acquired through teaching is synthesised and incorporated.
- 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
- 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
- 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.
- 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.
- CT6 - To detect gaps in your own knowledge and overcome this through critical reflection and choosing better actions to broaden your knowledge.
- HB06 - Analyse a company’s organisation and apply labour standards and the relationships between planning, industrial and commercial strategies, quality and profit.
Learning outcomes of the subject
Upon successful completion of the course, students will be able to:
- Identify business opportunities based on real market needs and critically assess the potential of a business idea.
- Design business models using the Business Model Canvas.
- Define critical business hypotheses and design experiments for their validation.
- Apply Customer Discovery and Lean Startup methodologies in the development of new entrepreneurial ventures.
- Develop value propositions aligned with customer needs.
- Identify customer segments and create Buyer Persona profiles.
- Design basic marketing strategies for the launch of new products or services.
- Develop operational plans and define key processes for the implementation of an organization.
- Identify business risks and propose appropriate mitigation measures.
- Develop basic financial forecasts and estimate the funding requirements of a venture.
- Prepare a coherent and well-founded Business Plan.
- Professionally present and defend an entrepreneurial venture through effective pitching and persuasive communication techniques.
Syllabus
Session 1. Introduction to Entrepreneurship and the Course
- Course overview.
- Entrepreneurship as a process.
- Startup versus traditional company.
- Innovation and value creation.
- Introduction to the entrepreneurial project.
Session 2. Initial Evaluation of Business Ideas
- Idea generation.
- Problem-solution fit.
- Rapid opportunity assessment.
- Prioritization tools.
- Project selection.
Session 3. Introduction to the Business Model Canvas
- Business models.
- Business Model Canvas.
- Value creation and capture.
- Customer segments.
- Value propositions.
Session 4. Hypotheses and Validation
- Initial Canvas presentation.
- Identification of critical hypotheses.
- Customer Discovery.
- Design of validation experiments.
- Lean Startup process.
Session 5. Value Proposition and Market Analysis
- Value proposition and competitive advantage.
- Target market.
- Competitors.
- Positioning.
- Initial marketing strategy.
Session 6. Market Validation
- Presentation of validation results.
- Key learnings.
- Pivot or persevere.
- Business model refinement.
Session 7. Segmentation and Buyer Persona
- Customer segmentation.
- Buyer Persona.
- Customer needs.
- Customer insights.
- Initial customer journey.
Session 8. Marketing Plan
- Marketing Mix (5P).
- Customer acquisition and retention.
- Growth strategies.
- Basic sales metrics.
Session 9. Operational Plan
- Process Mapping.
- Operations.
- Key resources.
- Key activities.
- Operational indicators.
Session 10. Development Roadmap
- Strategic roadmap.
- Growth milestones.
- Organization and talent.
- Implementation plan.
Session 11. Risk Management
- Risks and prioritization.
- Mitigation plan.
- Contingency planning.
Session 12. Financial Plan
- Required investment.
- Cost structure.
- Revenue streams.
- Funding needs.
- Basic financial projections.
Teaching and learning activities
In person
The course is delivered through an active Project-Based Learning (PBL) methodology.
Throughout the semester, students will work on their own entrepreneurial venture, which will serve as the guiding framework for applying the concepts and tools covered in class.
Learning activities will include:
- Interactive lectures.
- Practical workshops.
- Case study analysis.
- User validation activities.
- Collaborative teamwork.
- Interim presentations.
- Project mentoring sessions.
- Progressive development of the Business Plan.
- Pitch-style presentations.
The course follows a learning by doing approach, in which learning takes place through the continuous application of concepts and tools to a real-world project.
Evaluation systems and criteria
In person
Assessment System
| Class participation, preparation, and contribution | 30% |
| Final Pitch | 20% |
| Final Business Plan | 50% |
The following aspects will be assessed:
- Preparation prior to class.
- Active participation.
- Quality of contributions.
- Project development and progress.
- Collaborative work.
- Submission of exercises and validation activities.
Attendance below 80% will result in a grade of 0 for this component.
Final Pitch (20%)Oral presentation of the entrepreneurial project.
The following aspects will be assessed:
- Clarity of the problem identified.
- Quality of the value proposition.
- Strength of the business model.
- Validation evidence.
- Project feasibility.
- Communication skills.
- Quality of responses during the Q&A session.
Comprehensive final document including:
- Problem description.
- Market opportunity.
- Business model.
- Validation activities carried out.
- Commercial strategy.
- Operations plan.
- Risk management.
- Financial plan.
- Implementation roadmap.
A minimum grade of 5/10 in this component is required to pass the course.
Students who do not achieve this requirement in the first assessment opportunity may submit a revised version of their Business Plan in the 2nd call. In this second opportunity, the maximum grade that can be awarded for this assessment component is 7 out of 10. Therefore, although the minimum passing grade remains 5, the final mark for this activity will be capped at 7.
Bibliography and resources
- Blank, S. (2020). The Four Steps to the Epiphany.
- Blank, S. & Dorf, B. (2020). The Startup Owner's Manual.
- Osterwalder, A. & Pigneur, Y. (2010). Business Model Generation.
- Osterwalder, A., Pigneur, Y., Bernarda, G. & Smith, A. (2014). Value Proposition Design.
- Ries, E. (2011). The Lean Startup.
- Bhide, A. (2004). The Questions Every Entrepreneur Must Answer.
- Kim, W. C. & Mauborgne, R. (2015). Blue Ocean Strategy.
- Maurya, A. (2012). Running Lean.
- McGrath, R. G. (2013). The End of Competitive Advantage.
- Tokan, B. (2015). How to Write Your First Business Plan.