Course 2025-2026 a.y.

30763 - GO-TO-MARKET-STRATEGIES FOR STARTUPS

Department of Management and Technology

Course taught in English
31
BAI (6 credits - II sem. - OP  |  SECS-P/07) - BEMACS (6 credits - II sem. - OP  |  SECS-P/07) - BESS-CLES (6 credits - II sem. - OP  |  SECS-P/07) - BGL (6 credits - II sem. - OP  |  SECS-P/07) - BIEF (6 credits - II sem. - OP  |  SECS-P/07) - BIEM (6 credits - II sem. - OP  |  SECS-P/07) - BIG (6 credits - II sem. - OP  |  SECS-P/07) - CLEACC (6 credits - II sem. - OP  |  SECS-P/07) - CLEAM (6 credits - II sem. - OP  |  SECS-P/07) - CLEF (6 credits - II sem. - OP  |  SECS-P/07) - WBB (6 credits - II sem. - OP  |  SECS-P/07)
Course Director:
IRENE DAGNINO

Classes: 31 (II sem.)
Instructors:
Class 31: IRENE DAGNINO


Suggested background knowledge

Basic knowledge of accounting

Mission & Content Summary

MISSION

Having a great business idea is just the starting point: turning that idea into a successful entrepreneurial initiative requires a solid go-to-market strategy. This course is designed to guide students through the key steps necessary to bring a startup idea to life, from understanding the market to analyzing competitors, defining marketing and positioning strategies, and assessing the economic and financial viability of the project. Throughout the course, students will explore the challenges and opportunities related to conceptualizing, developing, and managing a new business, whether in the context of an independent startup, a consultancy project, or a corporate innovation initiative. Course activities will focus on the core components of a comprehensive and effective business plan, both qualitative (e.g., competitor analysis, market sizing, value proposition, go-to-market choices) and quantitative (e.g., financial forecasting, feasibility analysis). Special attention will be given to demand estimation techniques and simulation modeling, making the course highly valuable not only for aspiring entrepreneurs, but also for students aiming to work in consulting firms or corporate strategy teams. In these professional settings, junior analysts often contribute to strategic projects, such as launching new products or entering new markets, by conducting market research and financial modeling.

CONTENT SUMMARY

  • Shaping a business idea into a viable product and value proposition
  • Analysing competitors.
  • Analysing and forecasting market demand.
  • Designing the go-to-market strategy (targeting, positioning, and channel choices).
  • Defining the operations and organizational structure.
  • Evaluating venture profitability.
  • Assessing financial feasibility and funding needs.
  • Pitching a business idea to investors or stakeholders.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

At the end of the course, students will be able to:

  • Explain the difference between traditional strategic planning and the lean start-up approach.
  • Identify and describe the key components of a go-to-market strategy and how they relate to business planning.
  • Summarize the structure and content of the main sections of a business plan.
  • Understand the logic and purpose behind pro forma financial statements and basic forecasting techniques.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

At the end of the course, students will be able to:

  • Shape a business idea into a viable product and value proposition.
  • Design a go-to-market strategy, including segmentation, targeting, and positioning.
  • Estimate the size and potential of a market using both qualitative and quantitative tools.
  • Analyze the competitive environment using industry frameworks.
  • Download and analyze market data from relevant databases using tools such as pivot tables.
  • Use tools like Google Trends to support international market analysis.
  • Prepare and interpret pro forma financial statements.
  • Assess the economic and financial feasibility of a business initiative.
  • Deliver a clear and persuasive pitch of a business idea to investors or stakeholders.

Teaching methods

  • Lectures
  • Guest speaker's talks (in class or in distance)
  • Practical Exercises
  • Individual works / Assignments
  • Collaborative Works / Assignments

DETAILS

  • Guest speaker's talks are aimed at exposing students to real-world business situations.
  • Exercises: exercises aimed at consolidating the concepts presented during the course. The exercises cover the analysis of market data, the draw up of simulation models and the draw up of pro forma financial statements.
  • Case Study Analysis: aimed at analysing market data in order to assess the size of a specific market. 
  • Group work: aimed at developing a business plan for a business idea chosen by the group itself. The main purpose is to apply the tools learned during the course to an entrepreneurial project.

Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x
  • Collaborative Works / Assignment (report, exercise, presentation, project work etc.)
 x    

ATTENDING STUDENTS

Attending students:

 

  • Written individual exam: which include open and close questions, aimed at testing the learning of the concepts, methods and tools illustrated in the course material and their correct understanding.
  • Group assignment: a business plan to be developed in team, aimed at replicating a real-life scenario and encouraging students to develop an entrepreneurial idea collaboratively. This method helps students compare different perspectives, share skills, and work together effectively as a team.

NOT ATTENDING STUDENTS

Non attending students:

 

  • The exam for non-attending students is written and consists of both open-ended and multiple-choice questions based on the three books listed above, the slides, and the additional articles included in the detailed syllabus.
  • The questions are primarily aimed at assessing students’ understanding of the concepts, methods, and tools presented in the course materials, as well as their ability to apply them correctly.

Teaching materials


ATTENDING STUDENTS

Attending students:

 

  • C. PAROLINI, Business planning: Turning an Idea into Reality, KDP 2021
  • Slides and Additional teaching material uploaded on Bboard.

NOT ATTENDING STUDENTS

Non Attending students:

 

  • C. PAROLINI, Business planning: Turning an Idea into Reality, KDP 2021
  • W.C. KIM, R. MAUBORGNE, Blu Ocean Strategy, Harvard Business School Press, 2005.
  • G. KAWASAKI, The Art of the Start, Penguin Group, 2004.
  • Slides and Additional teaching material uploaded on Bboard.
Last change 03/06/2025 12:04