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Insegnamento a.a. 2015-2016

20335 - IMPRENDITORIALITA' E BUSINESS PLANNING / ENTREPRENEURSHIP AND BUSINESS PLANNING


CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT
Dipartimento di Management e Tecnologia / Department of Management and Technology

Insegnamento offerto anche in modalita' e-learning (cl. 33)



Per la lingua del corso verificare le informazioni sulle classi/
For the instruction language of the course see class group/s below

CLMG (6 cfu - I sem. - OP  |  SECS-P/07) - M (6 cfu - I sem. - OP  |  SECS-P/07) - IM (6 cfu - I sem. - OP  |  SECS-P/07) - MM (6 cfu - I sem. - OP  |  SECS-P/07) - AFC (6 cfu - I sem. - OP  |  SECS-P/07) - CLAPI (6 cfu - I sem. - OP  |  SECS-P/07) - CLEFIN-FINANCE (6 cfu - I sem. - OP  |  SECS-P/07) - CLELI (6 cfu - I sem. - OP  |  SECS-P/07) - ACME (6 cfu - I sem. - OP  |  SECS-P/07) - DES-ESS (6 cfu - I sem. - OP  |  SECS-P/07) - EMIT (6 cfu - I sem. - OP  |  SECS-P/07)
Docente responsabile dell'insegnamento/Course Director:
CARMELO CENNAMO

Classi: 31 (I sem.)
Docenti responsabili delle classi:
Classe 31: 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 ed 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 indicati (selezione a random) e su possibili brevi business cases.

Per i frequentanti:

  • Valutazione contenuti e presentazione del progetto di gruppo: 60% (15% group assignments; 30% final pitch; 15% business plan).
  • Valutazione contributo individuale al progetto di gruppo (peer review): 40%.

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.
  • A.BORELLO, Il business plan. Dalla valutazione dell'investimento alla misurazione dell'attività d'impresa,  Mc-Graw Hill, 2005,Terza Edizione.

Per i frequentanti:

Casi studio e altro materiale (lucidi, capitoli, letture) sono 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, 2008, II edizione (testo semplice votato alla pratica realizzazione del business plan).
  • A. BORELLO, Il business plan. Dalla valutazione dell'investimento alla misurazione dell'attivita' d'impresa, McGraw-Hill, 2005, III edizione (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).

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 team 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. Data la struttura del corso e le sue finalità, il corso richiede un costante impegno da parte dello studente e disponibilità a lavorare in team e in condizioni di ambiguità ed incertezza, caratteristiche dell’ambiente startup. Il corso diverge in questo dai corsi tradizionali, che hanno una pedagogia molto più lineare. Il corso è principalmente rivolto a persone estremamente motivate.

Modificato il 09/06/2015 10:28

Instructors:
Class 32: CARMELO CENNAMO

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. At the end of the course, students 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 agree 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); necessary analyses 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's development and presentations: 60% (15% group assignments; 30% final pitch; 15% business plan).
  • Evaluation of individual contribution to group-project (peer review): 40%.

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,  2008, 2nd edition (a simple reading 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.

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. Given the structure of the course and its objectives, students must be open to work in team and profuse constant effort throughout the course, and be ready to work under conditions of ambiguity and uncertainty that characterize the startup environment. In this sense, the course diverge from other traditional courses, which are much more predictable in terms of effort and outcome. Thus, the course is mainly targeted to extremely motivated students.

Last change 09/06/2015 10:44

E-learning class-group
Instructors:
Class 33: CARMELO CENNAMO

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's development and presentation: 60%.
  • Evaluation of individual contribution to group-project (peer review): 40%.

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, 2008, 2nd edition (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.

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 27/03/2015 12:44