Digital Marketplace: Syllabus

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Location: Office 811, Appleton Tower, School of Informatics, the University of Edinburgh.

Time: Every Monday between 18:00 and 20:00 Except January 19th and February 10th .

Assessed Coursework:

Due Date Evaluation of a System (50%): Due to 'Alison House' Office by 12.00 Noon on Friday, 13th March, 2009, (Students opting to take the 20 credit version of the course only must submit by this date). Note: There is no class meeting week commencing 20/01/009 and week commencing 09/02/09. 50% of mark for 20 credit version Business Plan, Presentation & Pitch: Due to 'Alison House' Office by 12:00 Noon on Tuesday, April 21st, 2009, (Students opting to take both the 10 and 20 credit versions of the course must submit by this date). 50% of mark for 20 credit version 100% of mark for 10 credit version Tutorial: A two hour tutorial is required attendance, and will cover two areas: 1) Writing-up your business plan 2) Drafting a presentation

Summary of Intended Learning Outcomes:

At the end of this course students will be able to:

Evaluate business opportunities and challenges in growing ICT markets

Conduct background research in order to identify emerging opportunities

Identify and analyze competition using Porter's five forces model

Formulate strategies for starting and growing a new venture

Analyze complex environments and operations in startup business cases

Identify the characteristics of a solid business plan to investors

Model financial statements, including five year projections, for a business plan

Write a credible formal business plan, executive summary, and slide presentation

Evaluate and apply human resource management strategies

Describe the marketplace and processes for early stage financing of high risk ventures

Understand the use of various mechanisms of finance: equity, debt, leasing, bootstrapping, grants

Understand the benefits of programmes offered through organizations such as the University of Edinburgh, Scottish Enterprise, other local institutions that assist startup entrepreneurs and SMEs

Short Description:

In this course students will conduct a case-study, evaluating against commercial criteria a commercially-oriented web site chosen in consultation with teaching staff. The study centres on what is required for the development and commercial exploitation of a system and how this relates to its design. The study then moves to the development of a business plan and presentation, informed by the evaluation exercise, to commercialise a digital design idea which will preferably be one developed by the student (e.g. the prototype site developed in P00177), otherwise one chosen in consultation with teaching staff. This is set against the general context of business practice: entrepreneurialism, intellectual property, company creation, raising of funding, market assessment, product development, marketing, etc.; as well as relevant aspects of the contemporary cultural and philosophical study of such practices. The course will be based on study of online resources, guest speakers, with discussion in lecture/seminars, and will be relatively self-directed.

"The highlight of the course will be a presentation to a panel of experts who will provide feedback on the business plan and presentation."

This course is developed and presented by the Edinburgh-Stanford Link group within the School of Informatics, with support from Scottish Enterprise. Visiting speakers will play a prominent role.

- Learn how to explore and size a   marketplace.
- Gain knowledge of branding and   strategic marketing on the internet.
- Understnad strategies for going global   from the early stages..
- Analyze and critique business model   types
- Deduct the implications of philosophy   of community in design and business   modeling.
- Learn how digital design can affect   ecommerce potential, including word-   of-mouth marketing.

Session
05

Marketing Strategy and Going Global

16:00 - 18:00

Tue.

24 Feb. 2009

Location: (AH)

Kaye Taylor
Co-founder of
SKChase

Required Readings

- Outlook Ventures
- My SQL case

Optional Readings

- Byers, Section III,   Chapter 11: Marketing.   pp. 231-256
- Byers, Section I,   Chapter 2: Opportunity   and Business Summary.   pp. 23- 54
- Note on Market   Research (Stanford   University)
- Charles, C. and Brown,   K. Multimedia Marketing   for Design Firms (book)
- Stern, J. World Wide   Web Marketing:   Integrating into your   Marketing Strategy   (book)
- Moore, Geoffrey.   Crossing the Chasm   (book)

Online Resources

- Elearning design   challenge.
- STVP: How does   Google Actually Make   Money?
- STVP:Identifying   opportunities.

Learning Outcomes:

- Watch Session Video here

Session Resources:

- Appreciate the difficulties encountered   by entrepreneurs.
- Learn ways in which some   entrepreneurs have overcome these   difficulties.
- Explore bootstrapping strategies
- Develop knowledge of how venture   capital and business angel financing
  funciton.

Session
02

Bootstrapping Strategy: Financing the Venture

16:00 - 18:00

Tue.

27 Jan. 2009

Location: (AH)

Trevor Loy
Managing Partner
Flywheel Ventures

Required Readings

- Bootstrap by Ken Hess
- Flywheel Ventures
- Bootstrapping the Venture (HBS note).

Optional Readings

- Technology Ventures, Section II.   Chapter 6: Risk,   Return, and Product   Design. pp. 123- 148
- High Stakes, No   Prisoners by Charles F.   Ferguson
- Mullins, John. The New   Business Road Test   (book)
- Neshiem, John. High   Tech Startup (book)
- Sutton, Robert I. Weird   Ideas that Work (book)
- Komisar, Randy. The   Monk and The Riddle   (book)

Online Resources

- STVP: “Bootstrapping:   Still a Great Way to   Raise Money”
- STVP: “Education: The   importance of Peers”
- STVP: Learning to   Takes Risks (Google's   Larry Page)
- The Surge of Social   Entrepreneurship:   Randy Komisar of STVP

Learning Outcomes:

- View Session Slides here
- Watch Session Video here

Session Resources:

- Acquire knowledge of, and evaluate human resource strategies for high
growth creative companies.

Session
07

Human Resource Strategy

16:00 - 18:00

Tue.

10 Mar. 2009

Location: (CMB)

Mike Lyons
Founder
Stanford Technology Ventures Programme

Required Readings

- Craigslist.org
- Interview with Jim   Buckmaster, CEO of   Craigslist
- Craigslist Laid Back   Approach
- Craigslist Founder Pro-   Community Journalism
- Google Base Service   goes Live
- Craigslist case study
- Craigslist fact sheet
- Google

Optional Readings

- Mitchell, “e-Topia”
- Sutton, Robert “Weird Ideas that Work”
- Hybrid Leaders
- Training and Accountability

Online Resources

- Ethics
- Jeff Hawkins, Company   Culture
- Incentive Stock   Options: FAQs
- Trust and Honesty at   the Workplace
- Vinod Khosla: Strength   of a Team
- Five Biggest Mistakes   that Entrepreneurs   Make
- Recruiting a   Passionate, All Start   Team
- The Ideal Team

Learning Outcomes:

- Watch Session Video here

Session Resources:

- Gain selling skills & knowledge of strategies
- How to create strategic partnerships

Session 06

Selling & Human Resource Strategy

16:00 - 18:00

Tue.

03 Mar. 2009

Location: (AH)

Mike Clouser
Associate
The Edinburgh-Stanford Link

Required Readings

- Handouts and Independent Website Research
- Headresourcing.com
- Google Base Service goes Live
- Google

Optional Readings

- C. Ferguson, “ High   Stakes, No   Prisoners”
- W. Mitchell, “e-Topia”
- Sutton, Robert “Weird   Ideas that Work”
- Hybrid Leaders
- Training and   Accountability

Online Resources

- Market position and   the importance of   partnerships
- Positioning: Space   Travel
- Know thyself, and Niche   thyself
- Seed the Clouds and   Watch the Sales Grow
- Ethics
- Jeff Hawkins, Company   Culture
- Incentive Stock   Options: FAQs
- Trust and Honesty at   the Workplace
- Vinod Khosla: Strength   of a Team
- Five Biggest Mistakes   that Entrepreneurs   Make
- Recruiting a   Passionate, All Start   Team
- The Ideal Team

Learning Outcomes:

- View Session Slides here
- Watch Session Video here

Session Resources:

- Explore different business models on   the web and in other electronic   marketplaces.
- Evaluate potential opportunity spaces   on the internet and in othe electronic
  marketplaces
- Learn web 2.0 vs. 1.0 & 3.0

Session
03

The Internet and Electronic Marketplaces

16:00 - 18:00

Tue.

03 Feb. 2009

Location: (AH)

Jon-Paul Orsi
Co-Founder
Dunedin Arts
and
Mike Clouser
Associate
The Edinburgh-Stanford Link

Required Readings

- Business Models on the   Web (read all)
- Bootstrap by Kenneth   Hess
- How the Web Was Born   by Gilles & Calliau
- Digital Markets

Optional Readings

- Web Analytics

Online Resources

- Pricing in Internet Markets
- Consumer Product Selection on the Internet

Learning Outcomes:

- View Session Slides here
- Watch Session Video here

Session Resources:

- Gain understanding of Practical Implementation of Design Theories in a Real startup business

Session
09

Design and Product Development

16:00 - 18:00

Tue.

24 Mar. 2009

Location: (AH)

David Law
Founder
Speck Design

Required Readings

- Dorf and Byers Chapters 6,7 and 8

Optional Readings

- thebestdesigns.com
- speckdesign.com
- frontend-
multimedia.com
- breathewords.com
- cd-box.ch
- futurefarm.nl
- incopel.biz
- thrave.com

Online Resources

- Role of Market   Research
- Heidi Rozen (1998)   Career Strategy
- Vermeer Technologies
- Jeff Hawkins,   Handspring
- Vinod Khosla: Bit by   the Entrepreneur’s Bug
- Guy Kawasaki on   Passion
- Frank Levison: 10   things you must do   before starting a   business
- Entrepreneurs: Then   and now
- The best time to start   a company
- Why be an   entrepreneur now?
- History of Packet   Design
- Designing Successful   Products

Learning Outcomes:

- Watch Session Video here

Session Resources:

-

Session
10

Venture Capital and Angel Pitching Forum

09:00 - 16:50

Wed.

22 Apr. 2009

Location: (AH)

A selection of VCs and Angel Investors

Required Readings

- Presentations

Optional Readings

Online Resources

Learning Outcomes:

- View Session Slides here
- Watch Session Video here

Session Resources:

- Be able to apply basic principals of   analysis to and understand   the difference between balance sheets,   profit and loss statements, and cash   flow statements.
- Articulate why it is important to   understand productive vs. non-   productive assets
- Identify the essentials of a balance   sheet, cash flow statement and   profit and loss statment

Session
07

Business Models on the Web

16:00 - 18:00

Tue.

10 Mar. 2009

Location: (AH)

Mike Masnick
Founder
Floor 64 and Techdirt

Required Readings

- Handouts

Optional Readings

- Byers, Section II,   Chapter 8: Creating   New Ventures and the   Business Plan, pp.167-   183.
- Byers, Section I,   Chapter 3: Building a   Competitive Advantage,   pp. 55-74
- Byers, Section IV,   Chapter 17, The   Financial   Plan, pp. 63-   387
- Mitchell, William J. E-   topia
- Sanders, K. Digital   Architect: A Common-   Sense Guide to Using   Computer Technology I   Design Practice
- Forester, T. Computers   in the Human Context:   Information, Echnology,   Productivity and People   (book)
- Giddens, A. The   Consequences of   Modernity (book)

Online Resources

- Users, not money: The   Google business model
- Open Source Business   models
- Moxi
- Innovation in Business   Models
- Personal Connectivity   Cycle
- Users, not money or IP   are what matters
- eBay and PayPal:   Going Global

Learning Outcomes:

- Watch Session Video here

Session Resources:

- This idea workshop will give you an opportunity to interact with technology company executives. Also, we will learn about incubators by touring thenew Alba Centre in Livingston , Scotland .

Session
04

TechDirt Greenhouse (Optional)

10:00 - 17:00

Fri.

25 Jan. 2007

Location: (AIC)

Mike Masnick
President and CEO
Techdirt

Liza Sutherland
Advisor
Alba Centre

Mike Clouser
Associate
Edinburgh-Stanford Linkl

Details

- A coach is available for free for all Informatics Entrepreneurship students who wish to use it. We will leave promptly from George Square – in front of Appleton Tower 10.00. Lunch will be served complimentary to students. We will arrive back to campus at approximately 17.00

Location Details

- Alba Innovation Centre,   Alba Campus,   Livingston, EH54 7EG
  T: 01506 402 470
  F: 01506 402 471

Online Resources

- Alba Centre

Learning Outcomes:

- Build a worldclass presentation and learn the art of pitching

Session 08

Presentation and Pitching

14:00 - 18:00

Tue.

17 Mar. 2009

Location: (AH)

Bill Joos
Vice President
Garage Technology Ventures
and Go To Market Consulting

Required Readings:

- Garage.com Press Releases
- Garage.com Team
- Goto Market
- Handouts

Optional Readings:

- Trust
- Security
- Privacy
- Intellectual Property
- Governance

Online Resources

- Tips for a Good Pitch
- The importance of a good presentation
- Make a Great Pitch
- Google and the Pitch

Learning Outcomes:

- Watch Session Video here

Session Resources:

- View Session Slides here
- Watch Session Video here

- Explore entrepreneurial networking both   online and off.
- Appreciate networking as a lifelong   strategy.
- Learn how to market yourself and   develop your own elevator pitch.
- Plan a self-driven networking strategy.
- Compile toolbox of networking tools.
- Overcome fear of people and of meeting   new people cold.

Session
04

Building A Network

16:00 - 18:00

Tue.

17 Feb. 2009

Location: (AH)

Alison Van Diggelen
Founder
Fresh Dialogues

Required Readings

- None

Optional Readings

- None

Online Resources

- STVP: Importance   of Networking
- STVP: The Role of   Networking to Find the   Best Resources
- STVP: Spinoffs
- STVP: Helping Teams   Work Together
- Stanford   Entrepreneurship   Network
- STVP: The Surge of   Social Entrepreneurship
- STVP: Failures

Learning Outcomes:

Session Resources: