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Prerequisite
MBA Core
This course is about how
to successfully manage sales, marketing, and business development in a
new venture. This new venture can be a brand
new “start-up”, or a group within an existing company that
is entering a new market. The new venture
has a set of problems that are not easy to solve. What is the market? Who are the customers? How do we build the
team? How do we scale sales?This course’s theme is that most new ventures fail from
lack of customers, not lack of product. There is a need for a “Customer Development”
process in parallel with the “well-known” product
development process. The customer
development process allows for learning, and discovery, of customer
needs in an iterative process early on, without large amounts of cash
and people. The Customer Development process introduces the idea that
“Market Type” determines the behavior and activities of a
new venture. The new venture will act
differently in an “existing market” vs. a “new
market” or “re-segmented market”.
The time frames and objectives are
different. This is intended to be a practical course. The Customer Development process will be discussed in detail,
along with examples of it in action and how to put it into
practice.
Instructor
Biography
Detailed
Course Outline (posted 1 Oct 2009)
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