EAS 545: Engineering Entrepreneurship II

Tuesdays & Wednesdays 4:30-7:30PM


 Class  Lecture topic  reading assignment  team writing  assignment  team presentation  assignment
1 Course Introduction: Twelve Steps to a Successful Business Plan (1)
Effective Presentations
dividing line
2 Intro to Step 1 – Concept Analysis Morgan, N. “The Kinesthetic Speaker - Putting Action into Words.” (5)
Review Others’ Proposals
High-tech Business Concept Proposal
High-tech Business Concept Proposal
dividing line
3 Competitive Strategy IA: Industry Analysis and the Five Forces (2)
Intro to Step 2 – Industry and Marketplace Analysis
Bhide, A. “The Questions Every Entrepreneur Must Answer. (3)
Step 1 – Concept Analysis
Concept Analysis Worksheets Critique of Reading Assignment
Summary of Concept Analysis
dividing line
4 Competitive Strategy IB: Industry Analysis and the Five Forces (2)
The Mission Statement
Intro to Step 3 – Marketing Plan
Sahlman, W. “How to Write a Great Business Plan. (3)
Levinson, J. “Guerilla Marketing” Chapters 1-3 and 8.4
Step 2 – Industry and Marketplace Analysis
Product / Services Description
Industry Analysis
Marketplace Analysis
Critique of Reading Assignment
Product/Services Description
dividing line
5 Competitive Strategy II: Strategic Groups and Determinants of Profitability (2)
Intro to Step 4 – Operations Plan
Porter, M. “How Competitive Forces Shape Strategy.” (5)
Kim, W. and R. Mauborgne, “Creating New Market Space.” (5)
Levinson, J. “Guerilla Marketing” Chapter 4.4
Step 3 – Marketing Plan
Mission Statement
Customer Analysis
Target Market
Critique of Reading Assignment
Target Market
dividing line
6 Competitive Strategy III: Emerging Industries (2)
Pricing Strategy
Intro to Step 5 –
Development Plan
Dolan, R. “How Do You Know When the Price is Right?” (5)
Levinson, J. “Guerilla Marketing” Chapter 5.4
Which Legal Form is Best For Your Business.”
Step 4 – Operations Plan
Company Overview
Competitor Analysis
Product/Service Strategy (including product attribute mapping)
Scope of Operations
Critique of Reading Assignment
Scope of Operations
dividing line
7 Four P’s of Market Strategy: Product, Place, Price and Promotion
Intro to Step 6 – Strategy Integration
Block, Z. and I. MacMillan, “Milestones for Successful Venture Planning. (3)
Step 5 – Development Plan Calculator
Development Timeline (Gantt, PERT or similar format)
Development Strategy
Pricing Strategy
Distribution Strategy
Company Organization
Management Team
Critique of Reading Assignment
Development Plan
dividing line

Financial Workbook: Financial Statements and Ratio Analysis

Intro to Step 7 – Revenue and Cost Forecasts

Rock, A. “Strategy vs. Tactics from a Venture Capitalist. (3)

Step 6 – Strategy Integration

Advertising and Sales Strategy
Operations Strategy
Development Strategy (rewrite)
Critique of Reading Assignment
Marketing Plan
dividing line
9 Breakeven Analysis
Intro to Step 8 – Financial Statements
The Balance Sheet (5)
The Income Statement (5)
Step 7 – Revenue and Cost Forecasts
Financial Workbook: Industry Ratios Financial Statements
Operations Plan
dividing line
10 Capital Structure and Cost of Capital
Sustainable Growth Rate
Intro to Step 9 – Capital Requirements
Assessing a Firm’s Future Financial Health (5)
Step 8 – Financial Statements
Marketing and Sales Forecasts
Operating, Development and Administrative Expense Estimates
Financial Assumptions
Financial Forecasts
Financial Workbook: Cash Flow
Critique of Reading Assignment
Income Outlook
dividing line
11 The Art of Persuasion
Intro to Step 10 – Business Valuation
Stancill, J. “How Much Money Does Your New Venture Need? (3)
Step 9 – Capital Requirements
Revise and Integrate:
- Industry and Marketplace Analysis
- Marketing Plan
- Operations Plan
- Development Plan
Capital requirements
Financial Risks
Exit Strategies
Critique of Reading Assignment
Capital Requirements, Financial Risks, Exit Strategies and Ratio Analysis
dividing line
12 Dealing With the Press
Intro to Step 11 – Publishing the Plan
Shaw, G. et al. “Strategic Stories: How 3M is Rewriting Business Planning.” (5)
Step 10 – Business Valuation
Offer Statement
Executive Summary
Critique of Reading Assignment
Offer Statement
dividing line
13 Intro to Step 12 – Presenting the Plan Step 11 – Publishing the Plan Preliminary Draft of Integrated Plan Plan Presentation (Dry Run)
dividing line
14 Review Panel Introduction Step 12 – Presenting the Plan Finalized Plan Plan Presentation to Review Panel
dividing line