Block I - Core Knowledge
This block contains five knowledge modules (see below) that focus on providing unique research-based insights into the specifics of entrepreneurial strategy, operations, and organizational set-up relevant to (deep) technology ventures.
The target mode of instruction is blended. That means, parts of the study contents will be made available through our bespoke online learning platform that allows students to prepare contents in guided self-study at home. Concluding on-campus sessions for each module enable the CAS participants to question, reflect, and apply their knowlede in classroom discussions and interactive exercises and workshops.
On-campus time: Each on-campus module stretches over two days (Friday afternoon & Saturday) of on-campus interaction; in case needed, we are also prepared for complete on-line delivery.
Module Leader: Prof. Dr. Bart Clarysse
Method of Instruction: Blended (online module & on-campus workshop)
Mode of Assessment: Active participation & case analysis report
Credits: 1 ECTS
Contents:
This module focuses on elements of entrepreneurial strategy formation and implementation in nascent markets and/or industries. Participants will study commercial options available to them, e.g., technology broadcasting, licensing and partnering, and vertical integration, which is complemented by a practical view on IP strategy, driven by business strategy rather than arbitrary choices.
The module also includes the introduction to lean innovation methods incl. agile product development methods and core tools of the lean startup approach.
This module will enable participants:
- To understand and select from commercialization strategies available to them (e.g., licensing, partnering, and vertical integration) and respective business model choices
- Assess and generate development options for key internal enabling factors such IP strategy and key resources and capabilities
- Understand different market research and developments tools (lean start-up vs. technology broadcasting) and select appropriate methods and related KPIs
Module Leader: Dr. Jana Thiel
Method of Instruction: Blended (online module & on-campus workshop)
Assessment: Active participation, & case reflection essay
Credits: 2 ECTS
Contents:
This module zooms in on the design and management of new venture teams in technology-based companies as well as the role of leadership in building successful venture teams. Key contents in this module comprise founder contracts, successful governance structures, and approaches to team performance management. This module also allows participants to understand requirements for venture leadership and professionalizing venture operations as well as building productive work relationship within their emerging firm.
This module will enable participants:
- To understand key requirements for new venture leadership and how to build effective governance structures for the founding team
- To select and implement approaches and methods to structure productive work relationships within an emerging firm.
- To understand and build the organizational foundations for successful professionalizing of venture operation.
Module Leader: Prof. Dr. Marc Gruber
Method of Instruction: Blended (online module & on-campus workshop)
Mode of Assessment: Active participation & case analysis report
Credits: 1 ECTS
Contents:
This module exposes participants to important customer development and market research strategies, with the goal to build competencies in several customer-facing activity domains of the growing venture. Key module themes marketing and sales strategies of products and services, mainly in the B2B context of early stage technology ventures, the finding of most valuable marketing opportunities, the successful communication to existing as well as future customers and and effective build-up of sales channels and funnels.
This module will enable participants:
- To understand customer needs and find most valuable markets
- To practice and optimize successful communication with and towards existing and future customers (e.g., strategic selling, key account management, communication tools)
- To understand and use different pricing techniques for technology products and services, both in B2C and B2B contexts,
- To select appropriate strategies to build up effective sales channels and calculate and optimize respective funnel KPIs and assess the implications on the venture's business model and organization (e.g. lead management, funnel metrics, etc.)
Module Leader: Prof. Dr. Bart Clarysse
Method of Instruction: Blended (online module & on-campus workshop)
Mode of Assessment: Active participation & essay/report
Credits: 2 ECTS
Contents:
This module highlights the different funding options for technology ventures such as business angels, accelerators, venture capitalists and crowd funding. It zooms into the professional management of the interrelations with institutional and corporate venture capital investors. Other subjects are early stage valuation, dilution, founder equity and important aspects of shareholder agreements.
This modules will enable participants:
- To understand different valuation methods such as multiple valuation, Understand how staging influences valuation
- To make fundamental trade-offs when involving outside investors and understand the basic components in a term sheet
- Understand to what extent the term sheet benefits an investor or an entrepreneur
Module Leader: Dr. Maria Gradillas
Method of Instruction: Blended (online module & on-campus workshop)
Mode of Assessment: Active participation & essay/report
Credits: 1 ECTS
Contents:
This module discusses how technology startups prepare for scaling up their organization and operations, in particular paying attentiona also to business model aspects. Participants will also deep dive into aspects of sustainable and responsible business practices with an eye on developing business for impact.
This module will enable participants:
- To lay the foundations and prepare for growth and expansion (e.g., international contracting, legal aspects of the Board of Directors, SLAs)
- To develop competence and confidence in making important formal decisions when setting up their business and understanding the far-reaching implications of those decisions (e.g., location, tax, legal form, etc.)