EAS 545: Engineering Entrepreneurship II

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

2	Intro to Step 1 – Concept Analysis	Morgan, N. “The Kinesthetic Speaker - Putting Action into Words.” (5) Review Others’ Proposals	Resume High-tech Business Concept Proposal	High-tech Business Concept Proposal

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

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

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

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

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

8	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

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

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

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

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

13	Intro to Step 12 – Presenting the Plan	Step 11 – Publishing the Plan	Preliminary Draft of Integrated Plan	Plan Presentation (Dry Run)

14	Review Panel Introduction	Step 12 – Presenting the Plan	Finalized Plan	Plan Presentation to Review Panel