School of Engineering and Technology, (SET)
 
AT84.10 : In the Mind of Entrepreneur (Part B)  1.5(1.5-0)
 
Course objectives:

The students will be able to apply the concepts of start-ups from Part A of the course on their own business idea and ready to launch their company with a viable product.
 
Learning Outcomes:
Students on completion of Part B of this course would be able to:
•      Have a good understanding of company leadership and legal structures
•      Can prepare basic documents such as cap tables, terms sheets, resolutions
•      Apply management and leadership skills
•      Apply negotiation and pitching to convince investors to deploy capital in their business idea
•      Has negotiation skills to negotiate the main contract of small startup
 
Pre-requisite(s):

Entrepreneurship, New Ventures and In the Mind of the Entrepreneur Part A
 
Course Outline:
I.     Growth marketing - foundations
1.   Identifying a growth strategy
2.   Building a growth engine that generate leads automatically
3.   Creating a retention strategy in order to cross-sales and up-sale

II.    Accounting and financial sustainability metrics for investor reporting
1.   How to ready financial statements and double-entry accounting system
2.   Company performance ratio et start-ups metrics
3.   Introduction to financial modelling

III.   Attracting, engaging, retaining talents
1.   Key drivers of a people strategy in order to attract talents early
2.   Implementing performance framework to identify and develop talents
3.   Retention strategies for early-stage companies

IV.   Becoming a manager for the first time
1.   The attributes of a good manager
2.   Avoiding the main pitfall of a first-time manager
3.   Skills to cultivate for a sustainability leadership role

V.    Legal: product and company documents
1.   Articles of association
2.   Non-disclosure agreement
3.   Employment and consulting contract
4.   Main company related legal documents
5.   IP assignment agreement/deed

VI.   Legal: capital raising related documentation
1.   Shareholder’s agreement
2.   Term sheet
3.   Subscription agreement
4.   Convertible note
5.   Stock options plan

VII.  Capital raising
1.   Investor expectations and key milestones to achieve at each investment round
2.   Preparing a capitalization table
3.   Key terms of an early-stage investment
 
 
Learning Resources:

Textbook:

No designated textbook, but class materials and handouts will be provided.
 
Reference Books:
•     Marketing Management, (2021) 16th edition, Philip Kotler and Kevin Lane Keller,
Pearson
•     Consumer Behavior: and Marketing Strategy, (2010) 9th edition, Paul Peter and
Jerry Olson, McGraw Hill
•     Positioning: The Battle for Your Mind, (2001) Al Ries and Jack Trout, McGraw Hill
•     Buyology: Truth and Lies About Why We Buy, (2010) Martin Lindstrom,
Currency
•     Crossing the chiasm, 3rd edition, Geoffrey A. Moore, New York Times
•     The Seven Basic Plots, (2019) Christopher Booker, Bloomsbury Publishing PLC
•     Measure What Matters: How Google, Bono, and the Gates Foundation Rock the
World with OKRs, (2019), John Doerr, Republished Independently (January 7,
2021)
•     The Lean product Playbook, (2015), Dan Olsen, Wiley
•     Zero to One, (2014), Peter Thiel, Blake Masters
•     The Hard Thing About Hard Things: Building a Business When There Are No Easy
Answers, (2014), Ben Horowitz, Harper Business

Others: Online resources provided during classes.
 
 
Time Distribution and Study Load:

Lectures/seminars:                             10.5 hours
Practicals:   10
Group work and pitching training:       22.5 hours
Project work assignments:                  22.5 hours
Self-study:                                           22.5 hours
 
Teaching and Learning Methods:

This course uses a teaching method that systematically engages the students in learning essential knowledge through a student-influenced inquiry process that is structured around complex, authentic questions about how to manage a startup. The course applies a mix of interactive tools to ensure that learning is driven by challenging, open-ended problems related to the student group startup idea.


The students will work in small collaborative groups of 3 to 4 members and the instructor takes on the role as facilitator of learning that is complemented by real entrepreneurs and professional investors who share their experience with the students.
 
Evaluation Scheme:

Midterm exam and continuous assessment:
• Multiple Choice Questionnaire (30%
• Participation to the group discussion/work (10%)


Final exam:
The project developed during the course and its presentation count as final exam
• Project to be develop during the term of the course (60%)


An “A” would be awarded if a student can show the ability of having elaborative knowledge and the capacity to apply this knowledge on their own business idea with evidence and nuance. A “B” would be awarded if a student shows an overall understanding of the topics covered, a “C” would be given if a student meets below expectation on both knowledge acquired and analysis. A “D” would be given if a student does not meet basic expectations of the topics presented in the course
 
Instructor(s):
SECTION NAME
A Prof. Dieter Wilhelm Trau , Mr. Emmanuel Andre Fernard Prado