15.390 创业 101：系统性创建新创企业 (Entrepreneurship 101: Systematic Approach to New Venture Creation)

MIT Course 15 · Technology, Innovation, and Entrepreneurship · 技术、创新与创业 · 课号 15.390

TL;DR

• Bill Aulet 创立的 24 步严谨创业法（Disciplined Entrepreneurship）体系化指导纲领。
• 从市场细分、海滩阵地（Beachhead Market）选择、最终用户画像到总潜在市场（TAM）测算。
• 全面验证客户终身价值（LTV）必须大幅超越获客成本（COCA），确立可持续核心竞争优势。

课程简介 / Description

This course covers the process of identifying and quantifying market opportunities, then conceptualizing, planning, and starting a new, technology-based enterprise. Students develop detailed business plans for a startup. It is intended for students who want to start their own business, further develop an existing business, be a member of a management team in a new enterprise, or better understand the entrepreneur and the entrepreneurial process.

讲义 / Lecture Notes

• 1
  • Course introduction and elements & role of a business plan
  • Course introduction and objectives & viable business ideas (PDF)
• 2
  • Idea generation
  • Idea generation (PDF)
• 3
  • Analyzing ideas and inspirations
  • Idea filtering / sanity check (PDF)
• 4
  • Speed dating for team formation
  • Idea speed dating (PDF)
• 5
  • More team formation and idea refinement
  • Idea refinement and team formation refinement (PDF)
• 6
  • Market segmentation & primary customer research
  • Target customer (PDF - 1.2MB)
• 7
  • Moving from the broad list of potential markets to specific targets
  • Market segmentation & how to do primary customer research (PDF)
• 8
  • Determining what you can do for your customer
  • What can you do for your customer? (PDF)
• 9
  • Defining and refining what makes you unique
  • What can you uniquely do for your customer? (PDF)
• 10
  • Simulation lab on marketing plan
  • n/a
• 11
  • Competitive advantage
  • Competition (PDF)
• 12
  • Business economics part I: Cost of customer acquisition
  • How does your customer acquire your product (PDF - 1.2MB)
• 13
  • COCA examples and discussion
  • How do you make money off your product, i.e., how do you capture value? (PDF)
• 14
  • How do you make your business economically sustainable & attractive?
  • Business plans & designing a business model (PDF)
• 15
  • Sales and distribution
  • Sales and distribution plans (PDF)
• 16
  • Go-to-market simulation lab
  • n/a
• 17
  • How do you design and build your product?
  • How do you design and build your product? i.e., let's build something! (PDF)
• 18
  • Nuts and bolts of building your financial statements
  • Financials (PDF)
• 19
  • Product definition, development to delivery
  • Product development (PDF)
• 20
  • Legal considerations to start a company
  • Legal and organizational matters (PDF)
• 21
  • Scaling the business, team section & how to present a business plan
  • Scaling the business, team section & how to present a business plan (PDF)
• 22
  • Troubles ahead
  • How to help an entrepreneurial company; entrepreneurial finance (PDF)
• 23
  • Student team presentations
  • n/a
• 24
  • Student team presentations (cont.)
  • n/a

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