EAS 548: Hi-Tech Venture Development

Class	In Class Discussion Topic(s)	Readings, Case Studies and Assignments
1	• Course Introduction and Overview • Idea Generation and Evaluation	• Bb : Riggs Eckelberry Marketing Group, Job Description: The Product Manager • TPI : Introduction

2	• Product Design and Development Processes	• BP CASE: HBR, IDEO Product Development • BP: Developing Products on Internet Time (HBR Reprint #97505) • BP: Living on Internet Time: Product Development at Netscape, Yahoo!, NetDynamics, and Microsoft (HBR 9-697-052) • BP: Entrepreneurial Mindset, MacMillan & McGrath, Ch 2, Framing the Challenge (HBS Press, 2000)

3	• Product Concept Testing and Market Research	• BP: Evaluating EZ Pass • Bb: RFID Readings • BP: Entrepreneurial Mindset, MacMillan & McGrath, Ch 3, Building Blockbuster Products and Services (HBS Press, 2000) • BP: MacMillan & McGrath, Redifferentiating Products and Services

4	• Business Models and Product Strategy I	• BP: Creating New Market Space, Kim & Mauborne, Jan-Feb 1999 (HBR #99105) • TPI: Chapter One, The Three Rules of Epidemics • TPI: Chapter Two, The Law of the Few: Connectors, Mavens, and Salesmen • BP: Crossing the Chasm, Geoffrey Moore, Ch 4, Target the Point of Attack (Harper Collins, 1999) • Bb: Teaching note on Products, Markets, Competencies • Bb CASE: PVI, Part (A)

5	Business Models and Product Strategy II	• BP: Crossing the Chasm, Geoffrey Moore, Ch 5, Assemble the Invasion Force (Harper Collins, 1999) • Bb: How to Read a Patent • Bb: Ultratouch Information Memorandum Summary • Bb: (4) Ultratouch Patent Summaries (6,192,143; 6,351,549; 6,400,837; 6,507,663)

6	• Market Forecasting, Budgeting and Economics	• BP CASE: Rogers Communications • BP CASE: TiVo

7	• HIGH TECH COMPANY FIELD TRIP • Product Management Issues, Options, and Tools	• TPI: Chapter Three, The Stickiness Factor: Sesame Street, Blue’s Clues, and the Educational Virus • Bb CASE: PVI, Part (B)

8	• HIGH TECH COMPANY FIELD VISIT	• Web: http://www.traffic.com • Bb CASE: Mobility Technologies (Traffic.com) • Bb: Readings provided by Mobility Technologies

9	• Marketing and Distribution Channels	• Bb CASE: PVI, Parts (C&D) • BP: Networked Utility Providers (HBS 9-801-309) • BP: Adobe Systems Incorporated (HBR 9-801-199) • BP: The Art of Standard Wars, Shapiro and Varian, California Management Review, Vol. 41 (2) Winter 1999. • BP CASE: Research in Motion

10	• Product Launch Organization • Product Launch Plan Strategies and Tactics	• TPI: Chapter Five, The Power of Context (Part Two): The Magic Number One Hundred and Fifty • TPI: Chapter Eight, Conclusion: Focus, Test, and Believe • OPTIONAL - TPI: Chapter Four, The Power of Context (Part One): Bernie Goetz and the Rise and Fall of New York City Crime - TPI: Chapter Six, Case Study: Rumors, Sneakers, and the Power of Translation - TPI: Chapter Seven, Case Study: Suicide, Smoking, and the Search for the Unsticky Cigarette