Customer Development in High Tech Enterprise

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Customer Development in High Tech:
Sales, Marketing & Business Development in a Startup

MBA & EMBA 295F

Introduction to the Course
Steve Blank
sblank@kandsranch.com

You Are Here
Plan Liquidity

Idea

1st

Round

Company Timeline

Customer Development in the High-Tech Enterprise

Spring 2009

2

You Are Here
Plan Liquidity

Idea

1st

Round

Company Timeline

Customer Development in the High-Tech Enterprise

Spring 2009

3

How do You Get Here
Plan Liquidity

Idea

1st

Round

Company Timeline

Customer Development in the High-Tech Enterprise

Spring 2009

4

Entrepreneurship

Logical Process

Customer Development in the High-Tech Enterprise

Spring 2009

5

Entrepreneurship

Logical Process
Intuitive Passion

Customer Development in the High-Tech Enterprise

Spring 2009

6

Today
Part 1: Introduction to the Course Part 2: Key Concepts

Course Introduction
! ! ! !

Course Objectives Intro and Backgrounds How the Class Works Customer Development

Customer Development in the High-Tech Enterprise

Spring 2009

8

Course Objectives
!

Learn how to:
" "

reduce product/market risk organize sales, marketing and business development when bringing a product to market

!

Have Fun

Customer Development in the High-Tech Enterprise

Spring 2009

9

Course Prerequisites
! !

Officially – none Realistically:
" " "

Experience in bringing a new product to market Entrepreneurship 295 or equivalent Have written a business plan

Customer Development in the High-Tech Enterprise

Spring 2009

10

Introduction and Backgrounds
! ! !

Steve Blank TA Class

Customer Development in the High-Tech Enterprise

Spring 2009

11

Introduction: Steve Blank
8 startups in 25 years
2 strikeouts 2 walks 2 singles 1 double 1 home run Rocket Science, Ardent ESL, Zilog Convergent, MIPS SuperMac E.piphany

Private board: CafePress.com Non profits: Audubon, POST, Coastal Commission http://www.youtube.com/watch?v=R2lE3fgj7QA for what you could be in store for

Customer Development in the High-Tech Enterprise

Spring 2009

12

Introduction: Class
Why are you taking the class?
!

How many of you have:
" " "

Been in start-ups? Been in a startup that failed? Raised or tried to raise money?

!

How many are:
"
"

Sales, marketing or business development? Engineers?

Customer Development in the High-Tech Enterprise

Spring 2009

13

How the Class Works
! !

!

!

Syllabus 3 Application Exercises " Individual projects " Max 2-pages " Use different company than the research project " Syllabus has assignment dates, due the week after " Electronic copy gets graded Research Project " Teams of 4 " Using customer development model analyze company success/failure, propose alternatives " Electronic copy gets graded Grading " Research Project (50%) " Application Exercises (25%) " Class Participation (25%) Customer Development in the High-Tech Enterprise Spring 2009 14

Class Issues
! ! ! ! !

“Tech-heavy” “Enterprise-heavy” For-profit versus non-profit Startups versus existing companies Methodology focused on product/customer risk reduction "

Doesn’t work for technology risks (i.e Biotech or Health Care

!

Doesn’t match your experience or opinion

Customer Development in the High-Tech Enterprise

Spring 2009

15

Customer Development in the High Tech Enterprise

Logistics
Steve Blank
sblank@kandsranch.com

How the Class Works
Part 1
Class
Class 2/Jan 27

Case
In & Out Burger

Application Exercise

Research Project

Three Types of Startups

Customer Development in the High-Tech Enterprise

Spring 2009

17

How the Class Works
Part 1
Class
Class 2/Jan 29 Class 3/Feb 3

Case
In & Out Burger E-Ink

Application Exercise

Research Project

Three Types of Startups Customer Development

Market Type

Think!

Customer Development...
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