Building the Business Model for Corporate Entrepreneurs
Description
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About this course: Led by Dan Gordon, a University of Maryland faculty member who teaches business modeling in the National Science Foundation's I-Corps Program, this course enables you to develop and apply the Business Model Canvas tool to scope a corporate challenge or opportunity. You will learn how to identify and communicate the nine elements of a business model: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partners, and Cost Structure. Your completed project will be a customer-validated Business Model Canvas that outlines the business case for a new product or service to address your selected challenge…
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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan .
- Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
- Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.
About this course: Led by Dan Gordon, a University of Maryland faculty member who teaches business modeling in the National Science Foundation's I-Corps Program, this course enables you to develop and apply the Business Model Canvas tool to scope a corporate challenge or opportunity. You will learn how to identify and communicate the nine elements of a business model: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partners, and Cost Structure. Your completed project will be a customer-validated Business Model Canvas that outlines the business case for a new product or service to address your selected challenge or opportunity in a corporate context. This project is derived from four areas of focus in the course: • Identifying how to create and deliver value for existing and future customers of the company; • Learning how to extract value for the corporate venture in a sustainable fashion; • Conducting in-depth interviews to guide the customer discovery process for your corporate venture; and • Developing business models that encompass the product or service, customers, and economic engine that deliver on the corporate venture objectives. Try this course for FREE at https://www.coursera.org/learn/corporate-entrepreneurs-business-model
Who is this class for: For an increasing number of established companies, creating new businesses within the company is an imperative for success. Maturing technologies and aging product portfolios are requiring established companies to create, develop, and sustain innovative new businesses. This course is primarily aimed at professionals who are inspired, or tasked, to develop and lead new businesses within established companies. This course is also valuable to any undergraduates, graduate students, or professionals interested in corporate entrepreneurship. The Corporate Entrepreneurship Specialization is designed for junior- and middle-managers in medium- to large-sized companies interested in learning how to innovate and apply entrepreneurship principles in the corporate setting. Learners will develop knowledge on how to navigate the barriers to creating, developing, and sustain innovative new businesses within large companies. These new businesses rarely fit neatly within well-established systems, processes, and cultures. Learners will develop the skills, and learn the tools and best practices, for identifying and developing the entrepreneurial opportunities, building business models, creating strategies for leading innovation, and financing innovation.
Created by: University of Maryland, College Park-
Taught by: Daniel Gordon, Lecturer of Technology Entrepreneurship
Maryland Technology Enterprise Institute (Mtech)
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
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University of Maryland, College Park The University of Maryland is the state's flagship university and one of the nation's preeminent public research universities. A global leader in research, entrepreneurship and innovation, the university is home to more than 37,000 students, 9,000 faculty and staff, and 250 academic programs. Its faculty includes three Nobel laureates, three Pulitzer Prize winners, 47 members of the national academies and scores of Fulbright scholars. The institution has a $1.8 billion operating budget, secures $500 million annually in external research funding and recently completed a $1 billion fundraising campaign.Syllabus
WEEK 1
Introduction to Business Modeling
In this module, we will introduce how to create and deliver value for existing and future customers of the company through a customer-validated, business modeling methodology.
9 videos, 5 readings expand
- Video: Preview of the Course
- Reading: Welcome to Building the Business Model for Corporate Entrepreneurs
- Reading: Meet Dan Gordon
- Reading: Connect with your Classmates
- Reading: Our Recommended Textbook for the Course
- Reading: Download the Business Model Canvas Poster
- Video: Welcome to Week One
- Video: What is a startup?
- Video: Customer, market, and value propostion
- Video: Product-market fit: The heart of the business model
- Video: Walk-through of the Business Model Canvas - Part 1
- Video: Walk-through of the Business Model Canvas - Part 2
- Video: How do you develop a business model?
- Video: Preview of the Master of Professional Studies in Technology Entrepreneurship
Graded: Business Models of Innovative Corporations
WEEK 2
Customer Discovery and Customer Validation
In this module, we will examine how to identify real customers and conduct in-depth interviews to guide the customer discovery process for the corporate venture.
7 videos, 2 readings expand
- Video: Welcome to Week Two
- Reading: Talking to Humans
- Video: Why talk to customers? What do they know?
- Video: How to get insights from customers
- Video: Building a pipeline of customer interviews
- Video: What to do before the interview
- Video: What to do after the interview
- Video: Cold calling 101
- Reading: How to Interview a Customer (Optional)
Graded: Customer Discovery and Customer Validation
WEEK 3
Customer Segmentation and Analysis
In this module, we will evaluate how to segment customers and develop a minimum viable product (MVP) with product-channel fit.
12 videos, 7 readings expand
- Video: Welcome to Week Three
- Video: Why have customer segments at all?
- Video: Customer segments, value propositions, and product features
- Video: Customer types
- Video: Customer segments and business models
- Reading: An Introduction to Customer Segmentation
- Reading: In the Digital Era, People, Not Processes, Are Key (Optional)
- Reading: Know Your Customers’ “Jobs to Be Done” (Optional)
- Reading: What Is Value? The Costco Value Proposition (Optional)
- Video: Customer archetypes
- Video: Minimum viable product (MVP)
- Reading: The Lean Startup Methodology (Optional)
- Reading: How To Design Your Next Minimum Viable Product (Optional)
- Video: Market size and sizing
- Video: Physical and virtual goods
- Video: Market types
- Video: B2C and B2B markets
- Video: Crossing the chasm
- Reading: Business Model Generation
Graded: Value Proposition and Customer Segment Analysis
Graded: Customer Types and Customer Archetypes Analysis
WEEK 4
Creating the Business Model for the Corporate Venture
In this module, we will develop a business model that encompasses the product or service, customers, and economic engine that deliver on the corporate venture’s objectives.
11 videos, 5 readings expand
- Video: Welcome to Week Four
- Video: The funnel of customer engagement
- Video: What is a channel?
- Video: Product-channel fit
- Reading: The Elements of Value (Optional)
- Reading: You're Not Steve Jobs - You Need to Learn from Customer Behavior (Optional)
- Reading: Corporate Acquisitions Of Startups: Why Do They Fail? (Optional)
- Reading: Business Model Generation
- Video: Cost structure
- Video: The rest of the business model canvas
- Video: Key activities
- Video: Key partnerships
- Video: Key resources
- Reading: How To Turn Corporations Into Innovation Machines (Optional)
- Video: Final Thoughts
- Video: Learn with the Master of Professional Studies in Technology Entrepreneurship
Graded: Developing Your Business Model
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