Entrepreneurship Course Outline Spring 2020 Air University, Islamabad, Pakistan

1. Imran Jattala Entrepreneurship Course Air University – Spring 2020 1
Entrepreneurship Course
Spring 2020
Entrepreneurship
Course Outline
Imran Jattala
Startup Coach

2. Entrepreneurship Course
Air University: Spring Semester 2020 Course
❑ 16 Weeks (2 Lectures/Weeks)
❑ 16 by Faculty
❑ 16 by Industry Expert (Startup Coach)
❑ Semester Project
❑ 16 Weeks
❑ Build a Real Customer-Funded Startup
Assignments
Lectures / Book / Videos Reflections on Medium
Pre-Readings / Exercises
KPIs Dashboard & Module Feedback
Imran Jattala Entrepreneurship Course Air University – Spring 2020 2

3. Entrepreneurship Course Outline
Week Entrepreneurship Course Topics
1 Decision to Become an Entrepreneur Leadership & Purpose of Life
2 Developing Successful Business Ideas Social & Creative Innovation
3 Feasibility Analysis DT1: Human Centric Design
4 Feasibility Analysis – II DT2: Design Thinking
5 Writing a Business Idea DT3: Customer Discovery
6 Student’s Week Student’s Week
7 Industry and Competitive Analysis DT4: Business Model Design
8 Developing an effective Business Model DT5: Business Model Validation
9 Protecting the Idea and Other Legal Issues for the Entrepreneur Pitch Deck & Fund Raising
10 Mid-Term Examination Mid-Term Examination
11 The Marketing Plan Go-To Market Strategy & Sales
12 The Organization Plan Business Process Automation
13 The Financial Plan Product Market Fit
14 Sources of Capital Semester Project
15 Informal Risk Capital, Venture Capital, and Going Public Fund-raising
16 Strategies for Growth and Managing the Implications of Growth Growth Hacking & Blitzscaling
17 Accessing Resources for Growth from External Sources Investor Pitch & Demo Day
18 Final Examination Final Examination
Imran Jattala Entrepreneurship Course Air University – Spring 2020 3

4. Semester Project: Customer-Funded Business
Learning Outcomes Facilitator(s)
Build a Real Customer-Funded Startup in 16-Weeks
Preparation for Entrepreneurship Course / Project
Co Founder Roles & Responsibilities
Startup Name, Logo & Social Media Pages
Medium Blog for Reflections
Microsoft OneNote as Journal & Class-Notes
Pre Readings, Assignments, Journal & Reflections
Productivity Game Book Summaries (www.productivitygame.com)
2000Books
2000Books Summaries (www.2000books.com)
Best Team to Win the Prize: Highest Revenue
Imran Jattala
Faculty Member
Pre Readings
Book: The Customer-Funded Business
Activities & Assignments:
Book: The Customer-Funded Business
Imran Jattala Entrepreneurship Course Air University – Spring 2020 4

5. Week-1: Leadership & Purpose of Life
Learning Outcomes Facilitator(s)
▪ Growth Mindset
▪ Self-Actualization – Find your Why?
▪ Leadership
▪ Soft Skills
▪ Adaptive Thinking, Interpersonal Influence, Team Collaboration
▪ Personal Development Plan
▪ Team Building & Team Charter
Imran Jattala
Faculty Member
Leadership & Growth Mindset – Pre Readings
Growth Mindset - Book by Carol Dweck (Book Summary)
Secrets Of Self Made Millionaires by Brian Tracy (Video)
The 5 Levels of Leadership by John Maxwell (Video)
Pre-Req:
Pre-Module Reflection
Activities & Assignments:
HBR: To Be a Great Leader, You Need the
Right Mindset
Assignments:
Team Charter (@Medium)
Personal Development Plan (Document)
Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 5

6. Week-2: Social & Creative Innovation
Learning Outcomes Facilitator(s)
▪ Understanding the Creativity
▪ Developing Creative Leadership capabilities
▪ Base of Pyramid & Market Opportunities
▪ Capitalism 2.0
▪ For Good – For Profit
▪ Hult Prize 2016 Case Challenge as Case Study
▪ Building successful Social Enterprises
Imran Jattala
Faculty Member
Social Impact Resources
Book “Fortune at the Bottom of the Pyramid”
Report State of Social Enterprise in Pakistan by British Council
Blog Unreasonable Knowledgebase
Pre-Req:
Pre-Module Reflection
Activities & Assignments:
HBR Case Study: Grameen Bank
Assignments: Hult Prize 2016 Case
Challenge
State of Social Enterprise in Pakistan
Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 6

7. Week-3: Human-Centric Design
Learning Outcomes Facilitator(s)
▪ HCD: Solving Human Problems
▪ like poverty, gender equality, and clean water
▪ HCD by IDEO.org
▪ Inspiration
▪ IDEATION
▪ Implementation
▪ Desirable, Feasible & Viable
Imran Jattala
Faculty Member
Design Thinking & HCD Resources
Human-Centered Design Toolkit
Sandford D School: Design Thinking Virtual Course
Pre-Req:
Pre-Module Reflection
Activities & Assignments:
Activity: DrawToast workshop
Assignments:
Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 7

8. Week-4: Design Thinking
Learning Outcomes Facilitator(s)
▪ Design Thinking
▪ human-centric
▪ holistic approach to problem solving
▪ Empathize
▪ Define
▪ IDEATE
▪ Prototype
▪ Test
Imran Jattala
Faculty Member
Design Thinking & HCD Resources
Tools for Design Thinking
Sandford D School: Design Thinking Virtual Course
Pre-Req:
Pre-Module Reflection
Activities & Assignments:
Activity: DrawToast workshop
Assignments:
Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 8

9. Week-6: Customer Discovery
Imran Jattala Entrepreneurship Course Air University – Spring 2020 9
Learning Outcomes Facilitator(s)
▪ IDEATE Workshop I
▪ Value Proposition Canvas
▪ Market & Opportunity Size
▪ Customer Research
▪ Customer Persona
Imran Jattala
Faculty
Pakistan / World Data Resources
"WE ARE SOCIAL" for Global Digital (Internet & Social) Data
CGAP / GSMA / World Bank / IMF / WHO / UNDP Economic Data
Pre-Req:
Pre-Module Reflection
Activities & Assignments:
Activity: Customer Persona
IDEATE Workshop I
Assignments:
Post-Module Reflection

10. Week-7: Business Model Design
Imran Jattala Entrepreneurship Course Air University – Spring 2020 10
Learning Outcomes Facilitator(s)
▪ IDEATE Workshop II
▪ Lean Startup
▪ Agile Methodology
▪ Elements of business model design
▪ Business model development and adoption
▪ Profit models and unit economics
▪ Types of business models
Imran Jattala
Faculty
Business Model Canvas
Book “Business Model Canvas”
Activities & Assignments:
Activity: IDEATE Workshop II
Assignments:
Post-Module Reflection

11. Week-8: Business Model Validation
Imran Jattala Entrepreneurship Course Air University – Spring 2020 11
Learning Outcomes Facilitator(s)
▪ IDEATE Workshop III
▪ Desirability, Feasibility and Viability
▪ Technology Readiness Level
▪ Market Readiness Level
▪ Three steps of validation
▪ Step #1: How will your startup deliver value?
▪ Step #2: How will your startup create value?
▪ Step #3: How will your startup capture value?
Imran Jattala
Faculty
Business Model Canvas
Book “Business Model Canvas”
Activities & Assignments:
Activity:
IDEATE Workshop III
Assignments:
Post-Module Reflection

12. Week-9: Banking & Legal
Imran Jattala Entrepreneurship Course Air University – Spring 2020 12
Learning Outcomes Facilitator(s)
▪ Co Founder’s Equity
▪ Employee Stock Options / Vested Shares
▪ IP / Copyrights
▪ Licensing / Patents
▪ Company Registration
▪ Tax Laws of Pakistan
▪ Opening Company Bank Account
▪ Corporate Governance
▪ Advisory Board & Board of Directors
▪ Business Ethics and Best Practices
▪ Sexual Harassment Laws
Imran Jattala
Faculty
Company Legal Structure
Board of Directors
Board of Advisors
Activities & Assignments:
Activity: Company Documentation
(MOA/AOA)
Assignments:
Post-Module Reflection

13. Week-11: Go To Market Strategy & Sales
Learning Outcomes Facilitator(s)
▪ Brand Canvas
▪ Brand Identity, Logo, Slogan, Vision & Mission
▪ Storyboarding
▪ Strategy
▪ Serving customers and creating value
▪ Designing and implementing a winning go-to-market strategy
▪ Where to Play & How to win?
▪ 4 quadrants of a successful go-to-market strategy
▪ How to acquire 1st Customer, 100 Customers, 500 Customers
▪ Sales & Distribution Channels
▪ Competitive Advantage
Imran Jattala
Faculty
Strategic Brand Management
TheInnovator’s Canvas - The Brand Canvas
This is all a Startup needs to create a Brand Image
100K Downloads in One Month
Activities & Assignments:
HBR: Building a Winning Go to Market
Strategy with Data
Assignments:
Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 13

14. Week-12: Business Process Automation
Learning Outcomes Facilitator(s)
▪ Introduction to Business Process Automation
▪ Understanding Business Process Automation
▪ Key Business Process Concepts
▪ Introduction to Business Process Modeling
▪ Introduction to Business Process Analysis
▪ Introduction to Business Process Improvement
▪ Introduction to Business Process Design
▪ Measuring Business Process Performance
▪ Introduction to Business Process Performance
▪ Automation – KPIs Dashboard
▪ Google Business Tools
Imran Jattala
Faculty
Startup KPIs
1. Cost of customer acquisition or "CAC"
2. Lifetime value of customer or "LVC"
3. Sales cycle length
4. Sales conversion rate
Activities & Assignments:
Activity: BitRix24 Setup
Assignments:
Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 14

15. Week-13: Admin & Finance
Imran Jattala Entrepreneurship Course Air University – Spring 2020 15
Learning Outcomes Facilitator(s)
▪ Finance
▪ The role and tools of finance, Basic Excel
▪ Managing Balance Sheet
▪ Performance and compensation
▪ Growth, profit, and investors
▪ Admin
▪ Administration & KPIs Management
▪ Customer Relationship Management | BitRix24
▪ Organizational Time Management
▪ Strategic Planning
▪ Supply Chain Management
Imran Jattala
Faculty
Management
How to lead People
Five levels of Leadership
Activities & Assignments:
Activity: 2-Year Financial Model
Assignments:
Post-Module Reflection

16. Week-14: Customer Funded Business
Learning Outcomes Facilitator(s)
▪ Create Something out of Nothing
▪ Customer Funded Business Models
▪ Matchmaker models (Airbnb)
▪ Pay-in-advance models (Threadless)
▪ Subscription models (TutorVista)
▪ Scarcity models (Vente Privee)
▪ Service-to-product models (GoViral)
Imran Jattala
Faculty Member
Building a Customer Funded Business
Pre-Req:
Pre-Module Reflection
Activities & Assignments:
Activity: Book Review
Book: The Customer-Funded Business
Assignments:
Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 16

17. Week-15: Fundraising
Learning Outcomes Facilitator(s)
▪ Methods of Startup Valuation
▪ Challenges in valuing/pricing startup & early stage companies
▪ Investment Readiness Level
▪ Investment Pitch Deck
▪ Preparing for Early Stage Funding
• How much money do you need - Mapping the startup lifecycle with
investment needs
• Building pitch perfect business plan
• Structuring a company for seed, angel and venture capital
investment
Imran Jattala
Faculty Member
Investment Pitch & Fund-Raising
Tech Startup Valuation
10-Slide Guy Kawasaki Investment Pitch
Investment Term-Sheet, Convertible Notes, Investor Toolkit
Crowd-Investment Platforms - CrowdCube, Eureeca, GoFundMe
Ready for Social Investment?
Toolkit for Developing a Social Purpose Business Plan
Activities & Assignments:
Activity: Financial Model
Activity: Shark Tank
Assignments:
Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 17

18. Week-16: Growth Hacking & Blitzscaling
Learning Outcomes Facilitator(s)
New Strategy Toolkit - Implementation to Scaling
1. Experiments - Conduct analytic data driven tests to validate the growth
hypotheses.
2. Growth Channels - Identify channels having the best potential to drive business
growth.
3. Offer & Product Enhancement- Enhance solutions based on feedback from
growth experiments.
4. Pirate Metrics - Track key measures of growth - Acquisition, Activation, Retention,
Referral and Revenue (AARRR).
5. Innovation Accounting - Define, measure and communicate the progress of
innovation.
Imran Jattala
Faculty Member
Technology-enabled Blitzscaling (How to Grow Very Fast)
Reed Hoffman's Stanford Course on Technology-enabled Blitzscaling
Mark Turrell's The Science of Spread (Emergence-Network-Wave)
Activities & Assignments:
Activity: AARRR Matrix
Assignments: Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 18

19. Week-17: Investor Pitch & Demo Day
Learning Outcomes Facilitator(s)
▪ Presentation goals: What do you want to achieve with your
presentation? Identifying your target group?
▪ Storytelling: How can you build tension and inspire with your
presentation?
▪ Basic sales skills: What are your customers needs and wants? What is
your USP? Why should they buy from you?
▪ Presentation content: What is obligatory content for your
presentation?
▪ Inspire: How can you be more charismatic?
▪ Basics of effective communication
▪ Presentation skills: How does your voice, gesture, facial expression
work on someone? And how can you improve them substantially?
Imran Jattala
Faculty Member
Investors Meetup & Demo Day Activities & Assignments:
Elevator Pitch & Presentation
Assignments: Post-Module Reflection
Imran Jattala Entrepreneurship Course Air University – Spring 2020 19

20. Imran Jattala Entrepreneurship Course Air University – Spring 2020 20

21. Additional Learning Resources
Leadership & Growth Mindset
Growth Mindset - Book by Carol Dweck (Summary Attached)
Secrets Of Self Made Millionaires by Brian Tracy
Body Language for Success & Book “Presence” by Amy Cuddy
Business Model Canvas
Book “Business Model Canvas”
Lean Startup (Don't Hire - OpEx Cost Structure)
Keep Core Business Functions - Outsource everything else
21 Essential tools for a Lean startup
Tools and Resources for Small Business Startups
Bootstrapping in $100
InnovationModel (Ten Types of Innovation)
Why Every Startup Should Bootstrap | E-Commerce as Service
Accounting & Finance
AccountingCoach.com | Simplistic 5-Year Financial Projections are:
(Revenues, Operating Costs, EBIDTA, Taxes, Net Income / Profit)
Sales / Marketing / Growth Hacking
14 Must Have Sales Tools For Startups | Free CRM: Bitrix24.com
66 Growth Hacking Tools You Need to Test!
The Essential List of Startup Marketing Resources
TheInnovator’s Canvas - The Brand Canvas
Design Thinking & HCD
Tools for Design Thinking
Human-Centered Design Toolkit
Pakistan / World Data Resources
"WE ARE SOCIAL" for Global Digital (Internet & Social) Data
CGAP / GSMA / World Bank / IMF / WHO / UNDP Economic Data
Technology-enabled Blitzscaling (How to Grow Very Fast)
Reed Hoffman's Stanford Course on Technology-enabled Blitzscaling
Mark Turrell's The Science of Spread (Emergence-Network-Wave)
100K Downloads in One Month
Social Business Plan & Investment Toolkit
Ready for Social Investment?
Toolkit for Developing a Social Purpose Business Plan
Investment Pitch & Fund-Raising
Tech Startup Valuation | 10-Slide Guy Kawasaki Investment Pitch
Investment Term-Sheet, Convertible Notes, Investor Toolkit
Crowd-Investment Platforms - CrowdCube, Eureeca, GoFundMe
MENA based Investors / VCs like Wamda, BECO
Y Combinator Resources | Y Combinator Startup School
Imran Jattala Entrepreneurship Course Air University – Spring 2020 21

22. Imran Jattala Entrepreneurship Course Air University – Spring 2020 22
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