Course 2013-2014 a.y.

CLMG (6 credits - I sem. - OP  |  SECS-P/07) - M (6 credits - I sem. - OP  |  SECS-P/07) - IM (6 credits - I sem. - OP  |  SECS-P/07) - MM (6 credits - I sem. - OP  |  SECS-P/07) - AFC (6 credits - I sem. - OP  |  SECS-P/07) - CLAPI (6 credits - I sem. - OP  |  SECS-P/07) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/07) - CLELI (6 credits - I sem. - OP  |  SECS-P/07) - ACME (6 credits - I sem. - OP  |  SECS-P/07) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/07) - EMIT (6 credits - I sem. - OP  |  SECS-P/07)

Course Director:
CARMELO CENNAMO

Classe/i impartita/e in lingua italiana

Obiettivi formativi del corso

Il corso si basa sulla costruzione in team di un business plan realistico e sulla sua efficace presentazione ad ipotetici investitori. Le idee di business su cui si basano i business plan sono individuate e sviluppate dagli studenti. Gli studenti hanno anche la possibilità di lavorare su idee reali di imprenditori che hanno deciso di collaborare con il corso e sottoposto la loro idea per lo sviluppo di un ipotetico business plan. Il principale obiettivo del corso consiste nello stimolare negli studenti la capacità di comprendere e di gestire le principali problematiche inerenti l'avvio e il successivo sviluppo di una nuova impresa, con un approccio orientato alla pratica. Le attività sono dunque volte in primo luogo alla comprensione del processo di business planning e conseguente utilità, con un focus sull’ambiguità e incertezza alla base del processo imprenditoriale, e sugli elementi cognitivi e manageriali necessari a svolgere al meglio l'attività imprenditoriale. Al tal fine, il corso è disegnato intorno ai seguenti temi del business planning: individuazione dell’opportunità imprenditoriale (dall’idea al concept); analisi necessarie a costruire un business plan efficace (analisi di mercato, dei clienti, dei competitors); formulazione strategia e costruzione del business model; identificazione e test delle assunzioni/ipotesi alla base del business model; proiezioni economiche-finanziarie; presentazione della business idea (elevator-pitch).

Programma sintetico del corso

• Start-up e il processo di business planning
• Filosofia della lean start-up
• Identificazione opportunità imprenditoriali e la value proposition
• Analisi di mercato e segmentazione clienti; analisi di prodotto; analisi competitiva
• Strategia e concettualizzazione del Business Model
• Costi e Ricavi: Proiezioni
• Il finanziamento delle nuove iniziative imprenditoriali e il rapporto con gli investitori
• Comunicare e presentare il business plan in modo efficace

Descrizione dettagliata delle modalità d'esame

Per i non frequentanti

Esame scritto con domande aperte concettuali su argomenti trattati dai libri di testo su indicati (selezione a random) e su possibili brevi business cases.

Per i frequentanti

• Valutazione contenuti e presentazione del progetto di gruppo (business plan): 50%
• Valutazione contributo individuale al progetto di gruppo: 30%
• Assignment individuale (coaching review): 20%

Valutazione contenuti e presentazione del progetto di gruppo (business plan): 50%

Testi d'esame

Per i non frequentanti

• S. BLANK, The Startup Owner's Manual. K & S Ranch Publishing, 2012
• J.W. Mullins, the new business road test. What entrepreneurs and executives should do before writing a business plan, Prentice Hall Financial Times 2006
• BORELLO, Il business plan. Dalla valutazione dell'investimento alla misurazione dell'attività d'impresa, Terza Edizione, Mc-Graw Hill, 2005.

Per i frequentanti

Casi studio e altro materiale (lucidi, capitoli, letture..) saranno offerti dal docente attraverso la piattaforma Course Reserve e e-learning del corso. Gli studenti sono tenuti ad integrare tale materiale con proprie letture e ricerche in modo da raccogliere le informazioni necessarie alla redazione del business plan.

Letture suggerite:

• R. STUTLEY, Il business plan. Prentice Hall Financial Times. 2^a edizione, 2008. (testo semplice votato alla pratica realizzazione del business plan)
• BORELLO, Il business plan. Dalla valutazione dell'investimento alla misurazione dell'attivita' d'impresa, Terza Edizione. McGraw-Hill, 2005. (testo con approfondimenti tematici)
• S. BLANK, B. DORF,  The Startup Owner’s Manual. K&S Ranch Publishing, 2012 (indubbiamente il miglior manuale per startupper, con specifici esempi e metodi per l’elaborazione delle diverse aree del business plan. Molte delle lezioni in aula fanno riferimento a capitoli del libro)
• E. RIES The lean startup. Crown Publishing, 2011 (testo discorsivo con esempi sulla filosofia della lean startup).

Exam textbooks & Online Articles (check availability at the Library)

Prerequisiti

Il corso è aperto a tutti gli studenti interessati. Non sono richieste particolari conoscenze. Evidentemente, a seconda del proprio background di studio/conoscenze, lo studente trova alcuni temi più familiari, e altri più distanti. Lo svolgimento del lavoro in teams offre l’opportunità agli studenti di assemblare e fare leva sulle competenze eterogenee e complementari dei diversi membri del team in modo da coprire al meglio le diverse aree del business plan.

Modificato il 29/03/2013 14:54

Class group/s taught in English

Course Objectives

The course aims at making students knowledgeable about the process of starting up a new business, by turning a simple business idea into a realistic business plan. Ideally, at the end of the course, students should have learned how to effectively develop and present a business plan. Business ideas on which business plans are based are identified and developed by students, organized in teams of five. Students also have the opportunity to work on real business ideas of startuppers (or wannabe entrepreneurs) who are in the process of developing their business plan and business model, and agreed to submit their ideas to the course for students to develop upon it a potential, workable business plan. The main objective of the course is to stimulate student's ability in understanding and managing the main issues inherent the process of starting and developing a new business, with a practice-oriented approach. Course activities are aimed at understanding the process of business planning and its practical utility, with a focus on the ambiguity and uncertainty surrounding the entrepreneurial process, and the cognitive and managerial factors necessary to effectively carry out an entrepreneurial activity. Henceforth, the course is designed around the following areas of business planning: identification of an entrepreneurial opportunity (from the idea to the concept); analyses necessary to develop an effective business plan (market, customers, and competitors analysis); strategy formulation and business model definition; identification and test of assumptions/hypotheses underlying the business model; economic-financial projections; presentation of business idea (elevator’s pitch).

Course Content Summary

• The Start-up and the process of business planning
• The philosophy of lean start-up
• Opportunity identification and value proposition
• Market analysis and customers segmentation. Product analysis. Competitive analysis
• Strategy formulation and design of the Business Model
• Costs and revenues: Projections
• Financing the new venture and relationships with investors
• Communicating and presenting the business plan effectively

Detailed Description of Assessment Methods

For non attending students

Written exam with open, conceptual questions on subjects covered by indicated textbooks (randomly) and on possible short business cases.

For attending students

• Evaluation of group-project contents and presentation (business plan): 50%.
• Evaluation of individual contribution to group-project: 30%.
• Individual assignment (coaching review): 20%.

Textbooks

For non attending students

• S. BLANK, B. DORF, The Startup Owner’s Manual, K&S Ranch Publishing, 2012
• E. RIES, The lean startup, Crown Publishing, 2011
• J.W. MULLINS, The new business road test. What entrepreneurs and executives should do before writing a business plan, Prentice Hall - Financial Times, 2006.
• Entrepreneur's Toolkit: Tools and Techniques to Launch and Grow Your New Business, Cambridge, MA: Harvard University Press (Harvard Business Essentials), 2005.

 

For attending students  

Cases study and other material (slides, readings) are provided by the instructor through the Course Reserve and e-learning platform. Stundents are required though to integrate such material with their own reading and research in order to learn and collect needed information for the elaboration of the business plan they are required to carry out.

Suggested readings:

• S. BLANK, B. DORF, The Startup Owner's Manual, K&S Ranch Publishing, 2012 (undoubtedly the best manual for the startupper, with specific examples and methods for elaborating on each area of the business plan. Most of the class lectures draw directly from book chapters)
• E. RIES, The lean startup. Crown Publishing, 2011 (a discursive book about the philosophy of the lean startup)
• R. STUTELY, The definitive business plan. Prentice Hall Financial Times. 2^nd edition, 2008. (a simple read with a practical oriented approach to the writing of the business plan)
• J.W. MULLINS, The new business road test. What entrepreneurs and executives should do before writing a business plan, Prentice Hall - Financial Times, 2006.

Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

The course is open to all students interested in. No specific skills are required for enrollment. Evidently, depending on the student’s education/experience background, the student is more at ease with some topics, and find less familiar others. Nonetheless, because students team up to carry out the course work, they have the opportunity to assemble and leverage upon heterogeneous and complementary skills/competences of team members so to cover at best the different areas of the business plan.

Last change 29/03/2013 14:54

Class group/s taught in English

Course Objectives

The course aims at making students knowledgeable about the process of starting up a new business, by turning a simple business idea into a realistic business plan. Ideally, at the end of the course, students should have learned how to effectively develop and present a business plan. Business ideas on which business plans are based are identified and developed by students, organized in teams of five. Students also have the opportunity to work on real business ideas of startuppers (or wannabe entrepreneurs) who are in the process of developing their business plan and business model, and agreed to submit their ideas to the course for students to develop upon it a potential, workable business plan. The main objective of the course is to stimulate student's ability in understanding and managing the main issues inherent the process of starting and developing a new business, with a practice-oriented approach. Course activities are aimed at understanding the process of business planning and its practical utility, with a focus on the ambiguity and uncertainty surrounding the entrepreneurial process, and the cognitive and managerial factors necessary to effectively carry out an entrepreneurial activity. Henceforth, the course is designed around the following areas of business planning: identification of an entrepreneurial opportunity (from the idea to the concept); analyses necessary to develop an effective business plan (market, customers, and competitors analysis); strategy formulation and business model definition; identification and test of assumptions/hypotheses underlying the business model; economic-financial projections; presentation of business idea (elevator’s pitch).

Course Content Summary

• The Start-up and the process of business planning
• The philosophy of lean start-up
• Opportunity identification and value proposition
• Market analysis and customers segmentation. Product analysis. Competitive analysis
• Strategy formulation and design of the Business Model
• Costs and revenues: Projections
• Financing the new venture and relationships with investors
• Communicating and presenting the business plan effectively

Detailed Description of Assessment Methods

For non attending students

Written exam with open, conceptual questions on subjects covered by indicated textbooks (randomly) and on possible short business cases.

For attending students

• Evaluation of group-project contents and presentation (business plan): 50%.
• Evaluation of individual contribution to group-project: 30%.
• Individual assignment (coaching review): 20%.

Textbooks

For non attending students

• S. BLANK, B. DORF, The Startup Owner's Manual, K&S Ranch Publishing, 2012
• E. RIES, The Lean startup, Crown Publishing, 2011
• J. W. Mullins, The new business road test. What entrepreneurs andexecutives should do before writing a business plan, Prentice Hall-Financial Times, 2006.
• Entrepreneur's Toolkit: Tools and techniques to Launch and Grow Your New Business, Cambridge, MA: Harvard University Press (Harvard Business Essentials), 2005.

For attending students  

Cases study and other material (slides, readings) are provided by the instructor through the Course Reserve and e-learning platform. Stundents are required though to integrate such material with their own reading and research in order to learn and collect needed information for the elaboration of the business plan they are required to carry out.

Suggested readings:

• S. BLANK, B. DORF, The Startup Owner's Manual, K&S Ranch Publishing, 2012 (undoubtedly the best manual for the startupper, with specific examples and methods for elaborating on each area of the business plan. Most of the class lectures draw directly from book chapters)
• E. RIES, The lean startup. Crown Publishing, 2011 (a discursive book about the philosophy of the lean startup)
• R. STUTELY, The definitive business plan. Prentice Hall Financial Times. 2^nd edition, 2008. (a simple read with a practical oriented approach to the writing of the business plan)
• J.W. MULLINS, The new business road test. What entrepreneurs and executives should do before writing a business plan, Prentice Hall - Financial Times, 2006.

Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

The course is open to all students interested in. No specific skills are required for enrollment. Evidently, depending on the student’s education/experience background, the student is more at ease with some topics, and find less familiar others. Nonetheless, because students team up to carry out the course work, they have the opportunity to assemble and leverage upon heterogeneous and complementary skills/competences of team members so to cover at best the different areas of the business plan.

Last change 29/03/2013 14:54