Course 2022-2023 a.y.


Department of Management and Technology

Course taught in English
Go to class group/s: 31
BESS-CLES (6 credits - II sem. - OP  |  SECS-P/07)
Course Director:

Classes: 31 (II sem.)

Class-group lessons delivered  on campus

Suggested background knowledge

Basic knowledge of accounting

Mission & Content Summary


The purpose of the course is to explore the issues related to conceptualizing, developing and managing a business opportunity either in an independent start-up, in a consultancy project or in a corporate setting. Course activities are aimed at presenting elements of an effective and comprehensive business development plan, in its qualitative (competitors analysis, demand forecasting, product definition, structure choices), and quantitative issues (forecasting financial results and evaluating the new venture). The attention given to issues such as demand estimation techniques and simulation modeling makes the course very useful both for those who want to launch a start-up and for those (perhaps more numerous) than at the beginning of their career work either for consulting companies or within large corporations. In these latter cases junior analysts are usually included in working groups where the strategic goal is given (e.g. relocating part of production, launching a new product or service, selling existing products to new markets), while junior analysts are involved in tasks which require data gathering and data crunching skills. The course also covers the lean start up techniques, closer to the needs of highly innovative start-ups.


  • Developing a business idea.
  • Analysing competitors.
  • Analysing and forecasting the market demand.
  • Defining the product system.
  • Defining the operations and organization structure.
  • Evaluating venture profitability.
  • Evaluating financial viability.
  • Pitching a business idea.

Intended Learning Outcomes (ILO)


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


  • Describe the difference between traditional strategic planning and the lean start-up approach.
  • Summarize the contents of the different chapters of a business plan.
  • List and describe the steps in drafting pro forma financial statements.


At the end of the course student will be able to...
  • Draw up a business plan.
  • Estimate the size of a market.
  • Download databases related to market data and analyze them with the pivot tables tool.
  • Use Google Trends for the analysis of international markets.
  • Analyze the competitive environment.
  • Compare and evaluate the different options related to the value proposition.
  • Compare and evaluate the various options relating to the company structure.
  • Draw up pro forma financial statements.
  • Evaluate the economic and financial feasibility of a project.
  • Pitching a business idea effectively.

Teaching methods

  • Online lectures
  • Guest speaker's talks (in class or in distance)
  • Exercises (exercises, database, software etc.)
  • Case studies /Incidents (traditional, online)
  • Individual assignments
  • Group assignments


  • Guest speaker's talks
  • 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 x
  • Individual assignment (report, exercise, presentation, project work etc.)
  • Group assignment (report, exercise, presentation, project work etc.)


  • Written individual exam:  which include open and close questions.
  • Group assignment: a business plan to be developed in team.
  • Peer Evaluation: up to1 point could be added for the members of the first groups classified in the "pitch competition" held on the last day of the course. 


The exam for non attending students is written and consists of open and closed questions based on the three books reported above, the slides, and the additional articles included in the detailed program.

Teaching materials


  • C. PAROLINI, Business planning – turning an idea into reality, EGEA 2021
  • Slides and Additional teaching material uploaded on Bboard.


  • C. PAROLINI, Business planning – turning an idea into reality, EGEA 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 16/12/2022 14:10