Entrepreneurial Execution & Planning
Management 491
Spring 2, 2009


Jon Fjeld               
The Fuqua School of Business
Duke University
email: fjeld@duke.edu
Phone: (919) 660-8052
Office: A105F
Assistant: Susan Schaffer, 660-7906
                       
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Course Overview

The focus of this course is the successful creation and early execution of a new venture. The course will concentrates on new enterprises based on substantial innovations with potential for high growth and funding by venture capitalists.
The course is primarily based on case discussion, with the intent of allowing students to derive practical lessons from experience (both successes and failures) in actual ventures.
The topics to be covered include:
•    Understanding whether there is a market
•    Competitive position
•    Building a team
•    Financing a new venture
•    Team building
•    Early sales and marketing execution
•    Building an operating plan
This course is a complement to the Entrepreneurial Strategy course.

Requirements:

Case write-ups (40%)
The course will require three 2-3 page case analyses written up over the course of the term. The case write-ups may be done individually or in teams of up to 4 students.
You may hand in a write-up of any cases except Estee Lauder. The write-up must be turned in before the case is discussed in class.
 
Final project (40%)
The final project for this course is the identification and analysis of an opportunity for a new venture. The following elements should be included in your analysis:
•    The problem to be solved or need to be addressed
•    The target customer
•    Some articulation of how widespread the need is (size of the opportunity)
•    Elements of a possible solution
•    An articulation of the value of a solution
•    A brief statement of possible barriers to adoption.
Please note that the assignment is not to create a business plan.
Your write-up should be no more than 6 pages, single spaced. This assignment must be completed individually.
The final project is due on April 24.
In Class Participation (20%)
Because every class will be based on a collective analysis of a case or reading, it is critical that you come to class prepared to participate actively in the discussion. The outline of the classes below should help you prepare for class. Learning for everyone in this class is enhanced through debate, different perspectives and new insights that come from you.
Keep in mind that your goal should be to contribute high quality comments, not high quantity. You detract from class discussion if you talk a lot and do not make a clear point. To contribute high quality comments, you must also listen carefully to the comments of your classmates. You should try to extend or qualify their comments while avoiding repeating them.
To keep class conversations interesting and widely distributed across students, priority will be given to those who have spoken less. Occasionally, students will be called on directly to contribute.
At the end of the class, you will be asked for feedback on the value to your learning experience of the contributions of your classmates.
Course Grading:
Grading will follow the Fuqua grade distribution for elective courses.


 

Class Schedule

1.    March 16, 2009

2.    March 19, 2009

3.    March 23, 2009
 
4.    March 26, 2009

5.    March 30, 2009
 
6.    April 2, 2009 

7.    April 6, 2009
 
8.    April 9, 2009

9.    April 13, 2009
 
10.    April 16, 2009
 
11.    April 20, 2009
 
12.    April 23, 2009  Final projects due