MODULE 4 - Customer Understanding and Business Modeling

This module introduces approaches to understanding customers, developing compelling solutions, and crafting winning business models.

1. Introduction

      1.1 Introduction to customer understanding - Video
      1.2 Reading: The Opportunity Analysis Canvas - Reading

2. Video Lessons

      2.1 Macro changes that increase new venture opportunities - Video 1
      2.2 Guest Lecture with U.S. Secretary of Commerce Penny Pritzker - How Can Government and Entrepreneurs Work Together? - Video 2
      2.3 Guest Lecture with U.S. Secretary of Commerce Penny Pritzker - Why Is Skills Training and Development Important For Entrepreneurs and Government? - Video 3
      2.4 Exploring real market needs - Video 4
      2.5 Satisfying real market needs - Video 5
      2.6 Strategic positioning - Video 6
      2.7 Strategic planning - Video 7
      2.8 Value innovation - Video 8
      2.9 Opportunity identification - Video 9
      2.10 Bonus Lecture: Business Models from the Classroom - Video 10

3. Slides from Video Lessons

      3.1 Macro changes that increase new venture opportunities - Slide 1
      3.2 Exploring real market needs - Slide 2
      3.3 Satisfying real market needs - Slide 3
      3.4 Strategic positioning - Slide 4
      3.5 Strategic planning - Slide 5
      3.6 Value innovation - Slide 6
      3.7 Opportunity identification - Slide 7
      3.8 Business models - Slide 8

4. Challenge Activities

      4.1 Quiz: Customer analysis 10 questions - Quiz 1
      4.2 Quiz: Business plan evaluation 11 questions - Quiz 2

5. Further Readings and Resources (Optional)

      5.1 "The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create       Radically Successful Businesses" by Eric Ries - Reading 1
      5.2 "Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers" by Alexander Osterwalder and Yves Pigneur - Reading 2
      5.3 "Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant" by W. Chan Kim and Renee Mauborgne - Reading 3