s’ Toolkit: Building Startups and Growing Family Business

Course Curriculum

Entrepreneurs’ Toolkit: Building Startups and Growing Family Business

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2 January, 2020 JGU 1

O.P. Jindal Global University


Course Instructor:

Ram B. Ramachandran

Semester B 2019-2010

Elective Course

Monday 6:40pm to 8:40pm (T3-F50)

and

Tuesday 6:10pm to 8:10pm (T3-F53)

Course Curriculum


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Name of the Course: Entrepreneurs’ Toolkit: Building Startups and Growing Family

Business

Course Code: TBD

Delivery mode: Class Room

Number of instructional hours: 60 hours

Expected hours of self-learning: Approx. 70 hours

Medium of Instruction: English

Pre-requisite: None Credits: 4.0

Instructor Information

Ram B. Ramachandran

Office: T1-341

Office Hours: TBD

Contact: 99993 60609

Email: [email protected]

1.0 Course Introduction

1.1 Course Description

India is an entrepreneurial country. This is evident by the fact that number of formal startups

went from 7,000 in 2008 to over 50,000 in 2018. This is the result of several factors including

the growing importance of self-reliance, less dependence on public sector and government jobs,

access to finance, and increasing publicity of unicorns and success stories. Government programs

like start up India are actively encouraging and supporting individuals to develop new and

relevant solutions to tackle local challenges.

Millennials are brimming with ideas to expand and grow their family business or create an

entirely product/service in emerging areas like sustainability, education, advanced financial

services to meet the urban and rural demands of 1.4 billion citizens. Large corporations have

recognized the value of entrepreneurial spirit in engaging teams to innovate processes and

develop new products. These intrapreneurs have a significant role to play in the growth of

business as well as developing their career ambitions.

If you have an idea, have the mental determination, the drive, and want to do something different

and meaningful, then you have taken the first step to becoming an entrepreneur. However, one

mailto:[email protected]

Course Curriculum


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needs to go through the grind of navigating the process of ideation, creation, marketing,

financing, and growing. To accelerate that process, this course will emphasize as much on

developing the necessary toolkits for your idea and business, as on theoretical underpinnings of

becoming a successful entrepreneur or intrapreneur. 75% of startups fail. Public and the media

generally focuses on the successful ones and this propels more individuals to take the risk

without understanding what it takes not to be a poor statistic.

By enrolling in this course, you will gather concrete skills in areas of finance, marketing,

business administration, communications, and leadership. You also learn about the

entrepreneurial mindset and what sets you apart from those who work for others.

1.2 Course Objectives

This course has been developed to provide students of Management, Commerce, or any related

social sciences field an understanding of the art and science of entrepreneurship. The Objective

is to lead students through all steps necessary in starting or growing a business: analyzing

personal and business goals, researching the market, developing a marketing plan, determining

land, building, equipment, supplies, inventory, people needed, determining cash flow and pro

forma financial statements, and money needed. The output of all this will be a professional

business plan and financial package ready to submit to prospective investors. Each of these steps

will involve use of templates and methods that can be reused.

1.3 Course Outcomes

At the end of this course, students should be able to

Answer the following questions:

• How do I distinguish interesting ideas from real opportunities?

• How do I go from a real opportunity to a winning business model?

• How do I turn a winning business model into a successful venture?

• What do I need to consider when seeking funding?

• What can I do to maximize the success of a venture?

• What is perspective of co-founders, employees and investors?

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Establish a structured and meaningful venture to:

• Explore and experience the joy of creating unique solutions to market opportunities

• Create and exploit innovative business ideas and market opportunities

• Turn market opportunities into a business plan

• Build a mindset focusing on developing novel and unique approaches to market

opportunities

• Demonstrate and present successful work, collaboration and division of tasks in a

• multidisciplinary and multicultural team

• Demonstrate understanding and application of the tools necessary to create sustainable

and viable businesses

Develop skills to:

• Use appropriate marketing, branding, and financial tools

• Demonstrate effective oral presentation skills

• Demonstrate effective and integrative team-work

Students should develop attitudes that are:

• critical assessment, which are necessary for “life-long learning”

• an attitude of open-mindedness and self-critical reflection with a view to self-

improvement

• sensibility towards the ethical dimensions of different aspects of the content of this

• course

• an open attitude towards inter-cultural team-work

1.4 Targeted Audience

Open and relevant to all students of JGU

1.5 Prerequisites

None

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2.0 Course Policies

2.1 Student Assessment

There will be a continuous assessment of the students shall be as per the criteria below:

Component Weight

Business Idea Evaluation 10%

Marketing and Branding 10%

Quiz 1 10%

Creating Financial Plan and Model 10%

Quiz 2 10%

Business Plan development and Evaluation 20%

Pitch Deck and Presentation to Investors and Industry Experts 30%

2.2 Assignment/Group Project Rules

1. The course will rely on group work. Teams of 2 to 4 will be formed at the

beginning of the semester.

2. Each team will work through the semester building and executing on their business

idea.

3. 360-degree evaluation will be done to ensure all team members are pitching in

equally and there is fair distribution of work.

4. Assignments are to be submitted by Friday 11:59pm the week of the lesson. No

marks for late submission. Except under extenuating circumstances, late

submissions will not be accepted.

5. Assignment should be written using MS-Word or MS Powerpoint.

6. Each assignment should be on double spaced and 12-point Arial, Helvetica, or

Times New Roman font

7. Each Word document page should have 1” margin and PowerPoints should follow

appropriate margin and heading/footer formats

8. Header should contain the name of the student, course name, and the assignment

number

9. Footer should contain the date and page number

10. Group Presentations should be developed in MS-PowerPoint or equivalent and

final delivery will be made to external professionals.

11. Branding videos should be made available on YouTube and/or through other

popular video players

2.3 Attendance

We will follow the policies set by JSBF school for attendance.

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2.4 Student Responsibilities and Conduct

Students are expected to be familiar with and adhere to university policies in relation to class

attendance and general conduct and behaviour, including maintaining a safe, respectful

environment; and to understand their obligations in relation to workload, assessment and keeping

informed.

2.5 Class Policies

Cell Phones: Allowed only as and when directed by the instructor

Laptops and similar gadgets: As needed

2.6 Academic Honesty and Plagiarism

The University rules regarding plagiarism will apply. Students are expected to be familiar with

and adhere to university policies in relation to plagiarism. All papers and assignments will be

checked for originality of work using University approved software tool (Turnitin). Information

without proper citation or not following the appropriate guidelines will be penalized.

3.0 Course Details

3.1 Key Course Topics

Students will progressively learn and apply different aspects of building and developing an idea

to a meaningful revenue generating business – be it as part of a family business or as a new

enterprise. Each of these topics will involve understanding methodical structure developed

through case study discussions. External speakers will be invited at appropriate times during

the course. These will be shared with students in advance.

1. Entrepreneurship: Understanding the nature of new venture and entrepreneurship in the

twenty first century. Differences between different types of firms and the legal approach

to setting up your startup. Differences between entrepreneurs, intrapreneurs, owner

managers will be explored. Finally, the qualities that will be required to be a successful

entrepreneur will be discussed.

2. Developing an Idea: Understanding barriers to creativity and the process of innovation

will be developed. The lifecycle of developing your idea and protecting them will be

reviewed along with critically assessing your business idea through the eyes of

competitors, customers, and capital. We will also draw distinction between growing an

idea with a family business construct as against an independent entrepreneur.

3. Developing the marketing and branding: To launch the business, the venture needs to

develop a workable marketing strategy taking into components of pricing, product

differentiation, channel penetration, and branding activities. Topics related to online

sales, international sales, social and civic sales will be explored.

4. Financing the business: Understanding the different avenues of financing the venture

will be understood. Developing the revenue model is critical, but even more important is

the art of securing funding through angel investors and Venture Capitalists. Key drivers

for motivating external funding agencies will be explored. Students will develop term

sheets to be used to attract partners and VCs. Timing of public offerings and the impact

of stock market floatation will be discussed.

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5. Developing Business Plan: The planning process that binds the views of all stakeholders

is a critical document that is developed as the main marketing tool for the venture.

Students will develop their business plan and help improve others.

6. Pitching to Investors: One of the key activities that most startup undertake is their ability

to pitch their ideas to external stakeholders in a crisp and effective fashion to attract

eyeballs, capital, or good will. Students will be involved in developing a pitch deck for

their idea and get to fine tune through several practice rounds.

7. Sustaining and Growing: Transition from an entrepreneur to leadership roles can many

times be challenging. Students will explore the process and understand how to deal with

success or failure – either in a family run setup or as an entrepreneur.

3.2 Reference Textbooks (only selected text and not the entire book)

1. Entrepreneurship and Small Business

Author: Paul Burns

Paperback: 538 pages

Publisher: Palgrave Macmillan; 2 edition (January 23, 2007)

Language: English

ISBN-10: 1403947333

ISBN-13: 978-1403947338 ASIN: 1471135268

2. Family Business

Author: Ernesto J. Poza, Mary S. Daugherty

Paperback: 480 pages

Publisher: Cengage Learning; 4 edition (January 28, 2013)

Language: English

ISBN-10: 1285056825

ISBN-13: 978-1285056821

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3.3 Course Plan The following lesson plans provide an outline of the topics and materials that will be referenced

in each session. The details of the class will undergo minor changes as we progress during the

semester.

Assignments and pre read materials will be shared one week prior to the class.

Tuesday Feb 4th, 2020

Lesson 1: Course Introduction

Class room hours: 2 hours

Self-Learning/Homework Assignment: None

Learning Objectives

Understand the course plan, techniques, and the purpose of the course. Understand the different

entrepreneurial construct and the types of firms

Learning Outcomes

• Introduction: Class and course

• Learning Techniques

• Who is an entrepreneur/intrapreneur/owner manager?

• What are the qualities of an entrepreneur?

Assignment

• None

Monday Feb 10th, 2020

Lesson 2: Setting up a Venture


Self-Learning/Homework Assignment: Approx. 2 hours

Learning Objectives

Understand the different legal and regulatory forms of setting up your venture. Understand

schemes like ‘Make in India’ and other government programs that can help launch your

enterprise.

Learning Outcomes

• Understand different legal forms of business venture and its implications

• Discussion of business ideas

Assignment

• Develop a business idea (scratch)

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Lesson 3: Creating Business Ideas

Self-Learning/Homework Assignment: None

Learning Objectives

Explore and understand the different techniques for developing business ideas. What hampers

creativity? How to recognize opportunity and develop it into a business idea

Learning Outcomes

• Idea toolkit generation

• Developing fresh business ideas from the scratch model

• Approach for transforming ideas to opportunities

Assignment

• Case Study discussion

• Videos

• None


Lesson 4: Developing Business Idea



Learning Objectives

Contextualizing the idea with respect to stakeholders. Understanding your collaborators,

competition, customers, and capital sources

Learning Outcomes

• Understand the eco-system under which your startup or family venture will be developed

• Understand the impact of stakeholder response

Assignment

• Developing business idea

• Case Study discussion


Lesson 5: Finalizing Business Idea



Learning Objectives

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Validate the preliminary viability of the business idea. Understand the planning and evaluation

process to ensure the business idea is viable in the long run

Learning Outcomes

• Develop the draft resources required for your business idea

• Develop the network model

• Developing required skills

Assignment

• Business Idea development


Lesson 6: Business Idea Evaluation



Learning Objectives

Student teams will present their business idea and approach for evaluation

Learning Outcomes

• Oral presentation

• Clarity of business idea

• Critical assessment

Assignment

• Business Idea and approach – 10%


Lesson 7: Quiz 1


Self-Learning/Homework Assignment: Approx. 1 hour

Learning Objectives

Learnings from lessons 1 through 6 will be tested

Learning Outcomes

• Review and revision of the art and science of entrepreneurship

• Review and revision of the different legal constructs of setting up a venture

• Review and revision of generating and developing business idea

Assignment

• Quiz 1 – 10%

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Monday Mar 2nd, 2020 (Lesson 8)

Lesson 8 through 11: Marketing and Branding



Learning Objectives

Understand the purpose and components of marketing strategy. Techniques and approach for

conducting market survey. 4Cs and 4Ps of marketing. Developing a branding approach.

Learning Outcomes

• Develop marketing strategy and plan

• Conduct market survey

• Understand how entrepreneurial marketing differs from established marketing

• Developing creating branding platform and pitching

Assignment

• Case Studies


• Develop Marketing Strategy

• Develop Marketing Plan 10%

• Develop Branding video

Tuesday Mar 3rd, 2020 (Lesson 9)




Learning Objectives



Learning Outcomes





Assignment

• Case Studies





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Monday Mar 16th, 2020 (Lesson 10)




Learning Objectives



Learning Outcomes



• Understanding Product life cycle



Assignment

• Case Studies





Tuesday Mar 17th, 2020 (Lesson 11)

Lesson 8 through 11: Evaluation of Marketing and Branding



Learning Objectives

Receive feedback on your marketing strategy, plan, and branding

Learning Outcomes





Assignment

• Case Studies





Course Curriculum


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Monday Mar 23rd, 2020

Lesson 12: Guest Lecture (s)


Self-Learning/Homework Assignment: Approx. 1 hour

Learning Objectives

Tips and techniques from entrepreneur(s)

Learning Outcomes

• Learn from industry experts on success and failure stories

Assignment

• Research on their companies and prepare questions

Tuesday Mar 24th, 2020 (Lesson 13)

Lesson 13 through 16: Financing the Business



Learning Objectives

Understand the financial drivers for running a start-up. Develop an understanding of the

planning, control, and decision-making process that drives the execution and growth of the start-

up. Understand the role of family, friends, banks, Angel investors, and Venture capitalists.

Develop financial plan for your business idea. Understand and develop term sheets using

templates for your business.

Learning Outcomes

• Develop financial model through product life cycle

• Develop terms sheets

• Develop financial plan and funding approach

• Structuring finances through family business

• Impact of diversification and growth on Finances

Assignment

• Case Study discussions

• Create Financial Plan

• Create Financial Model 10%

• Create Term Sheets

Monday Mar 30th, 2020 (Lesson 14)




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Learning Objectives






Learning Outcomes






Assignment





Monday Apr 6th, 2020 (Lesson 15)




Learning Objectives






Learning Outcomes






Assignment





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Tuesday Apr 7th, 2020 (Lesson 16)




Learning Objectives






Learning Outcomes






Assignment





Monday Apr 13th, 2020

Lesson 17: Quiz 2



Learning Objectives

Review and assess learning from Lessons 8 through 16

Learning Outcomes

• Understand the marketing and branding life cycle characteristics

• Understand the financial process of funding and executing a startup

Assignment

• Quiz 2 – 10%

• Review of materials


Lesson 18 through 21: Business Plan Development and Evaluation



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Learning Objectives

Understand the purpose of a business plan. The planning process and structure of a business

plan. Developing the business plan from the context of all stakeholders.

Learning Outcomes

• Learn why business plans are required

• Learn the content and structure of a business plan

• Develop an operating plan

• Learn how to use a business plan

• Document the exit plan for success and failure

Assignment

• Case study discussions

• Develop pro forma business plan – 20%





Learning Objectives



Learning Outcomes






Assignment



Tuesday Apr 21st, 2020 (Lesson 20)




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Learning Objectives



Learning Outcomes






Assignment







Learning Objectives



Learning Outcomes






Assignment




Lesson 22 and 23: Sustaining and Growing Business



Learning Objectives

Understand how to plan for growth of business both as an entrepreneur as well as within family

run business. Understand the framework for developing strategy for growth. Understand the use

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of different analytical models including SWOT, STEP, and Value Chain analysis for your

business. Understand the operational demands on your business and its impact on financial

performance. Resolving conflicts and succession planning in a growing family run business.

Learning Outcomes

• Framework for developing strategy

• Develop analytical models like SWOT, STEP, and Value Chain analysis for your

business

• Establish the operational approach for growing and sustaining your business

• Understand where conflicts arise in family run business and mitigants

Assignment


• Videos

Monday May 4th, 2020 (Lesson 23)

Lesson 22 and 23: Sustaining and Growing Business



Learning Objectives

Understand how to plan for growth of business both as an entrepreneur as well as within family

run business. Understand the framework for developing strategy for growth. Understand the use

of different analytical models including SWOT, STEP, and Value Chain analysis for your

business. Understand the operational demands on your business and its impact on financial

performance. Resolving conflicts and succession planning in a growing family run business.

Learning Outcomes

• Framework for developing strategy

• Develop analytical models like SWOT, STEP, and Value Chain analysis for your

business

• Establish the operational approach for growing and sustaining your business

• Understand where conflicts arise in family run business and mitigants

Assignment


• Videos

Tuesday May 5th, 2020 (Lesson 24)

Lesson 24 through 26: Creating Pitch Deck and Pitch Presentation


Self-Learning/Homework Assignment: Approx. 6 hours - Pitch Presentation

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Learning Objectives

Consolidate all the learnings into a pitch deck. Learn presentation of pitch to external investors.

Learning Outcomes

• Understand contents of pitch deck and presentation approach

• Develop Pitch deck for your start-up

• Presentation to external participants

Reference [pre reading materials]

• Previous lesson notes, templates, and materials

Assignment

• Video reviews

• Draft pitch presentation

• Final Pitch presentation – 30%

Monday May 11th, 2020 (Lesson 25)




Learning Objectives


Learning Outcomes






Assignment

• Video reviews



Tuesday May 12th, 2020 (Lesson 26)




Learning Objectives

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Learning Outcomes






Assignment

• Video reviews



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3.4 Grade Sheet

Percentage

of Marks

Grade Grade

Value

Grade Description

80 and above O 8 Outstanding – Exceptional knowledge of the

subject matter, thorough understanding of issues;

ability to synthesize ideas, rules and principles and

extraordinary critical and analytical ability

75 – 79 A+ 7.5 Excellent - Sound knowledge of the subject matter,

thorough understanding of issues; ability to

synthesize ideas, rules and principles and critical and

analytical ability

70 – 74 A 7 Very Good - Sound knowledge of the subject

matter, excellent organizational capacity, ability to

synthesize ideas, rules and principles, critically

analyse existing materials and originality in thinking

and presentation

65 – 69 A- 6 Good - Good understanding of the subject matter,

ability to identify issues and provide balanced

solutions to problems and good critical and

analytical skills

60 – 64 B+ 5 Fair – Average understanding of the subject matter,

limited ability to identify issues and provide

solutions to problems and reasonable critical and

analytical skills

55 – 59 B 4 Acceptable- Adequate knowledge of the subject

matter to go to the next level of study and reasonable

critical and analytical skills.

50 – 54 B- 3 Marginal- Limited knowledge of the subject matter

and irrelevant use of materials and, poor critical and

analytical skills

Below 50 F 0 Fail - Poor comprehension of the subject matter;

poor critical and analytical skills and marginal use of

the relevant materials. Will require repeating the

course

Documents

s’ Toolkit: Building Startups and Growing Family Business