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

Time: Tuesday Between 11:00 and 13:00

Assessed Coursework:

Students write 2 case studies (30% each) and an opportunity assessment (40%). The course sessions cover issues and techniques in the analysis and development of high growth, high technology business opportunities in the Informatics area, which are applied to the study of cases of real business successes and failures. These case studies from the Stanford Graduate School of Business, The Harvard Business School, and The London Business School may be delivered by guest speakers. The students will build insights and skills for the development of an opportunity assessment within a theoretical framework. The Opportunity Assessment report will be assessed on the basis of the quality of its documentation, research and analysis. IE2 will give students the opportunity to move their ideas forward in terms of business plan development. Word Limits Case study write-up 1: 1000 words Case study write-up 2: 1000 words Opportunity Assessment: 2000 words A 10% penalty will be applied to each 100 words over the Word limit above University policy of 10%. Due Date Case study write-up 1: Due to the ITO, Appleton Tower by 16.00 on Friday, October 31st, 2008 Case study write-up 2: Due to the ITO, Appleton Tower by 16.00 on Friday, November 14th, 2008 Opportunity Assessment: Due to the ITO, Appleton Tower by 16.00 on Friday, November 28th, 2008 Tutorial: A two hour tutorial is required attendance, and will cover two areas: 1) Writing-up your case study 2) Researching and writing an Opportunity Assessment The tutorial will be held Wednesday 15th of October between 11:00 and 13:00 during class session. Click here to watch last year's tutorial. Case Study Questions: CASE 1: MySQL Based on the MySQL case handed out in-class, write-up a "short and quick" seven domains analysis for MySQL at the early stage of the company's life. Which one or two of the seven was the most compelling reason to go forward with the venture and why? Of the seven, which one or two were reasons for not pursuing the venture? Hypothesize the founders thinking ? How did they reason, and what evidence did they have that could overcome the negatives of the venture? CASE 2: Notting Hill Notes Based on the Notting Hill Notes case handed out in-class, write-up a "short and quick" seven domains analysis for Notting Hill at the early stage of the company's life. Which one or two of the seven was the most compelling reason to go forward with the venture and why? Of the seven, which one or two were reasons for not pursuing the venture? Would you have gone ahead with this venture? Why or why not?

Summary of Intended Learning Outcomes:

This course will enable students to:

Build interpersonal skills in networking and negotiations

Cooperate in team environments and acquire leadership skills

Explore strengths and weaknesses of startup management teams, and identify areas for improvements

Discover an opportunity in the ICT marketplace and conceive an innovative solution Research a business startup opportunity and marketplace

Employ a theoretical framework in analyzing a new business venture opportunity

Prepare a thorough written opportunity assessment to precede the writing of a business plan

Propose a plan for acquisition of further resources to launch a venture

Understand the issues of intellectual property and the legal processes of securing IP including patents, trademarks and copyrights

Write clear and concise case study analyses and recommendations using the language of business

Apply the basic principles of marketing within a globalised technological environment to a new venture opportunity

Short Description:

This course teaches some of the generic and transferable skills required to become an entrepreneur in informatics and raises the student's awareness of the legal, business, managerial, creative, analytical and interpersonal skills relevant to setting up and running an innovative ICT application company. The focus is on companies directly exploiting Informatics technologies. Informatics Entrepreneurship 1 is the predecessor to Informatics Entrepreneurship 2, which will further develop entrepreneurial skills and understanding, including business planning and presentation.

- Apply the seven forces model to an emerging industry.
- Understand opportunity in a new space from the perspective of a funder.

Session
10

"Wrap Up: Case Study

11:00 - 13:00

Wed.

26 Nov. 2008

Location: (WRB)

Ewan McIntosh
Affiliate
Channel 4

Required Readings

- Handouts

Optional Readings

- Independent research into the social media & educational media sectors.

Online Resources

- Channel 4 fund
- Channel 4 fund for Scotland

Learning Outcomes:

- Watch Session Video here

Session Resources:

- Define competitive advantage + its components
- Explain the definition of a brand + form strategy to build brand from the early stages of a new venture.

Session
08

Making Entrepreneurs

11:00 - 13:00

Wed.

12 Nov. 2008

Location: (WRB)

Randy Haykin
Managing Director
Outlook Ventures

Required Readings

- The Making of an Entrepreneur (A)
- HBS case study

Optional Readings

- Crossing the Chasm
- Pour your Heart Into It
- The Power of Unfair Advantage : How to Create it, Build it, and Use it to Maximum Effect
- Hard Drive: Bill Gates and the Making of the Microsoft Empire

Online Resources

- Purpose of a business plan
- Why Silicon Valley 4.0 Will Never Happen
- Outlook Ventures

Learning Outcomeses:

- View Session Slides here
- Watch Session Video here

Session Resources:

- Understand basics of IP Law.
- Gain appreciation of IP as an asset.
- Learn basic IP strategies.
- Make contact with IP attorney for further exploration of the topic.

Chris Martin
Affiliate
Pinsent Mason, Outlaw

Session
11

Intellectual Property (Optional)

11:00 - 13:00

Wed.

03 Dec. 2008

Location: (WRB)

Required Readings

- Handouts
- " The New Business Road Test": Chapters 9 & Appendix

Optional Readings

- "Virtual Monopoly:   Building an Intellectual   Property Strategy for   Creative Advantage"
- from Patents to   Trademarks, from   Copyrights to Design   Rights" by Christopher   Pike
- "Essentials of Licensing   Intellectual Property" by   Paul Lerner
- "The Future of Ideas"   Lawrence Lessig
- "Developing an IP   Strategy for Your   Company: Leading   Lawyers on Intellectual   Property Portfolio   Capitalization" by   Books Aspatore
- "Copy Fights: The   Future of Intellectual   Property in the   Information Age" Adam   Theirer

Online Resources

- European Patent Office - UK Patent Office
- United States Patent   and Trademark Office
- The UK Intellectual   Property Portal
- UK Patent Law
- Scottish Enterprise:   Protecting your   Intellectual Property
- Scotland's Intellectual   Assets Centre
- STVP: Experimenting
- STVP: the importance   patents and intellectual   property
- STVP's IP Policy Primer
- STVP's When and How   are Patents Important
- STVP: Tickets and   Travel
- STVP: Patents & Paypal
- Royalties and Patents
- The Bayh Doyle Act

Learning Outcomes:

- View Session Slides here
- Watch Session Video here

Session Resources:

- Learn and apply Mullins "Seven   Domains of Attractive Opportunities" to   a real case.
- Gain knowledge on starting and
  growing interent startups.
- Learn about how creativity discovery   and confindence play out in the   entrepreneurship game.

Session 07

Creativity, Discovery and Confidence

11:00 - 13:00

Wed.

5 Nov. 2008

Location: (WRB)

Ajaz Ahmed
Founder
Freeserve

Required Readings

- Handouts
- " The New Business Road Test": Chapters 7 & 8

Optional Readings

- "The High Tech   Entrepreneurs   Handbook" by Jack   Lang.
- "High Tech Startup" by   John Nesheim.
- "A Small Business Is   Not a Little Big   Business" by Welsh   and White.
- "A Perspective on   Entrepreneurship" by   Stevenson.

Online Resources

- Browzar
- Interview with Ajaz   Ahmed
- Ajaz Ahmed
- Orange
- Freeserve (Wikipedia)
- STVP: Facebook
- STVP: the Technology   of Podcasting
- Winged Pig
- Bloglines
- Techdirt
- Techdirt wireless
- Mark Fletcher on   Wikipedia

Learning Outcomes:

- Watch Session Video here

Session Resources:

- Learn the Fundamentals of Negotiation   Strategy.
- Appreciate win-win scenarios.
- Negotiate mock deals and learn   people skills through experience.
- Form understanding of Acquisitions &   Equity dynamics.

Session
05

Negotiation

11:00 - 13:00

Wed.

29 Oct. 2008

Location: (WRB)

Mike Clouser
Associate
Edinburgh-Stanford Link

Required Readings

- Handouts

Optional Readings

- "High Stakes no Prisoners" by Charles Ferguson

Online Resources

- STVP: Negotiation, be   in a Position of   Strength
- STVP: How to Negotiate   Value
- STVP: Difficult   Negotiations
- STVP: Brook Byers
- STVP: What to do when   partners demand   exclusivity
- STVP: The Secret to   Successful Negotiations

Learning Outcomes:

- View Session Slides here
- Watch Session Video here

Session Resources:

- Develop insight into what is "new" on   the internet.
- See consumer internet opportunities   from investor side.
- Gain understanding of how to market   a new venture globally.

Patrick Chung
Venture Partner
NEA Ventures

Session
09

Pitches, Hits, and Misses

11:00 - 13:00

Wed.

19 Nov. 2008

Location: (WRB)

Required Readings

- Stanford Note on Market Research, MySQL case study from Stanford GBS, and other Handouts
- " The New Business Road Test": Chapters 5 & 6

Optional Readings

- Book: Moore, Geoffrey   "Crossing the Chasm"
- Book: Nesheim, John,   "The power of Unfair   Advantage"
- Case: Cochlear   (Stanford Business   School)

Online Resources

- Internet Ecomonics:   Market Trends and   Analysis
- STVP: Should a Startup   focus on Going Global   Right Away?
- STVP: Paypal as a   Payment System
- STVP: the founding of   Paypal
- STVP: Viral Marketing
- STVP: Paypal's Viral   Marketing
- STVP: eBay
- STVP: Go talk to   customers
- STVP: Going Global   (Singapore)
- STVP: Going Global
- STVP: Entering a Global   Market
- STVP: Being Successful   in a Global Market
- STVP Global   Acquisitions
- STVP: Globalization in   the Asian Pacific
- STVP: Scaling   Technologies in the   Developing World
- STVP: localization
- STVP: lauguage:
- STVP: Microfinance
- STVP: Company   Building to Change   the World
- Mollyguard
- Xoom
- Paypal
- Sequoia Capital
- Outlook Ventures
- Friendster
- Kevinhartz.com

Learning Outcomes:

- Watch Session Video here

Session Resources:

- Learn the basic skills necessary to research and assess a market opportunity.
- Learn and apply Mullin's "seven domains of attractive opportunities" model.

Session
02

Opportunity Assessment Modelling

11:00 - 13:00

Wed.

8 Oct. 2008

Location: (WRB)

Mike Clouser
Associate
The Edinburgh-Stanford Link

Required Readings

- Handouts
- " The New Business Road Test": Chapters 1 to 4

Optional Readings

- Questionnaires for   Business, by Sorensen
- Focus Groups and the   Development of New   Products by   Technological-ly Driven   Companies, by   McQuarrie & McIntyre.
- Building Your   Company's Vision, by   Collins & Porras

Online Resources

- ESLP: "Opportunity   Assessment"
- STVP:“Return of the   King”
- STVP: the venture   capital market
- STVP: Vision
- STVP: The Way to   Predict the Future is to   Invent it
- STVP: difference   between an idea and   an opportunity
- STVP: Listen to your   Customers

Learning Outcomes:

- View Session Slides here (previous year)
- View Extra slides for this session here
- Watch Session Video here

Session Resources:

- Know how to format an Opportunity &   Assessment.
- Understand the content required for a   good opportunity assessment
- Learn how to write-up technology   entrepreneurship case studies

Session
03

Writing an Opportunity Assessment (Customer-driven
Feasibility Study) and Writing-up Case Studies

11:00 - 13:00

Wed.

15 Oct. 2008

Location: (WRB)

Mike Clouser
Associate
Edinburgh-Stanford Link

Required Readings

- Handouts:
  a)Case study: "My SQL      Open Source      Database in 2004",      Stanford Graduate      School of Business
  b)Case Study: "Notting      Hill Notes", London      Business School
  c)Note: "Note on Market      Research", Stanford      Graduate School of      Business
- Mullins, New Business   Road Test: Chapter 10,   and 11 to 16

Optional Readings

- None

Online Resources

- None

Learning Outcomes:

- View Session Slides here
- Watch Session Video here

Session Resources:

- Understand the Role of Creativity in   Entrepreneurship.
- Learn how to improvise: attention to   reality, flexibility, trust, teamwork.
- Meet other classmates and learn social   skills.
- Form better understanding of   entrepreneurship as a lifestyle and   career choice
- Make link between entrepreneurship   and confidence

Session
06

Entrepreneurship and You (Optional)

10:00 - 12:00

Thu.

30 Oct. 2008

Location: (IF)

G.07

Mike Ramsay
Venture Partner
NEA Ventures

Required Readings

- " The New Business Road Test": Chapters 5 & 6

Optional Readings

- The Monk and the   Riddle by Randy   Komisar.
- Weird Ideas that Work   by Robert Sutton
- Six Thinking Hats by De   Bono

Online Resources

- We-entrepreneurs.com - Ambergreen Internet   Marketing
- STVP discovery
- STVP: What is   Creativity?
- STVP: Google and   Creativity
- STVP: Creativity vs.   Control
- STVP: Nine Lessons   about Creativity from   Google
- STVP: Two Weird Ideas   that Worked

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.

Session
04

Building A Network

11:00 - 13:00

Wed.

22 Oct. 2008

Location: (WRB)

Mike Clouser
Associate
Edinburgh-Stanford Link

Required Readings

- Handouts

Optional Readings

- "The Art of the Start" by Guy Kawasaki

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
- Entrepreneurs: Social   Heros not Solo Heros
- STVP: The Surge of   Social Entrepreneurship
- STVP: Failures

Learning Outcomes:

Session Resources:

- Learn the entrepreneurial perspective.
- See entrepreneurship as a career
  alternative.
- Learn some basics about   entrepreneurship in Scotland and why   it is encouraged.
- Meet other classmates and learn social   skills.
- Begin to form teams.

Session
01

Introduction to the Course: Entrepreneurship in
Scotland

11:00 - 13:00

Wed.

1 Oct. 2008

Location: (WRB)

Mike Clouser
Associate
The Edinburgh-Stanford Link

Required Readings

- Course Syllabus

Optional Readings

- Global Entrepreneurship   Monitor Reports (GEM)
- GEM Scotland Report    2006
- GEM Scotland Report    2005
- GEM UK Report    2005/2006
- GEM World Report    2005/2006

Online Resources

- Silicon Valley:   Changing with the   times
- Course Syllabus
- Edinburgh-Stanford   Link
- Stanford Technology   Ventures Program
- Educator's Corner STVP
- Global Entrereneur-   ship Monitor Reports
- Scottish Enterprise
- Stanford University
- STVP: Strengths of   Silicon Valley

Learning Outcomes:

- This session has no slides
- This session has no video

Session Resources:

Summary of Outcomes

Assessed Coursework

List of Sessions