Bill Aulet presented on improving entrepreneurship education. He discussed segmenting students into personas based on their interests and needs. This would allow universities to design modular curriculum tiles tailored to different students. The goal is to make entrepreneurship education more rigorous, practical and customized through an open-source sharing of best practices. Aulet proposed an Entrepreneurship Educators Forum for collaboratively developing and discussing high-quality teaching materials.

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Bill Aulet
Managing Director, Martin Trust Center for MIT Entrepreneurship & Author of
“Disciplined Entrepreneurship”

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Purpose of this Presentation
• We are all interested in entrepreneurship
• The world needs entrepreneurs more than ever before
• To have more entrepreneurs, we need to educate/train more
and higher quality
• We can do better
• How we can improve entrepreneurship education
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What Is Entrepreneurship?
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Innovation = Invention*Commercialization
Definition of Innovation

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What Is Entrepreneurship?
Innovation
* Technology
essentials
* Knowledge of
science &
engineering
* Skills to develop
* Skills to build
Entrepreneurship
* Business
essentials
* Venture
engineering
* Knowledge to
frame decisions
* Skills to start
* Skills to grow
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Past
1. Practitioner or Academic
2. Little differentiation between types of entrepreneurship
3. Demand was relatively small & field was seen as a niche
(orphan?)
4. Not perceived as a worthy academic pursuit
5. Can it be taught? Should it be taught?
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• Being an entrepreneur
is the new “cool” thing.
As a result,
demand for
entrepreneurship
is blowing up!
Present

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Present
1. Demand sky rockets
2. Overflows from academic institutions
3. Gap filled predominantly with practitioners
4. Shortage of academics
5. Coming crisis in entrepreneurship education (Sept 2013)
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Most Fundamental Questions for
Entrepreneurship Education
1. Why
2. Can
3. How
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Crisis in Entrepreneurial Education
Demand
Supply of
quality
Time
Storytelling

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Importance of Spirit
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Spirit + Skills
Successful Entrepreneurship

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Successful Entrepreneurship =
Spirit
of a pirate
Skills
of a Navy Seal
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Future
1. Serious academic and professional field
2. Rigorous but practical
3. New type of product
a) Segmentation of market
b) Dynamic system to adjust
c) Value-based as opposed to Credential-centric
d) JIT delivery model
4. Need to differentiate from private models
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Process
•Start with market segmentation to identify different types of students in classes today
Segmentation
•Real representative examples (MIT)
•Significant shift in demandPersonas
•Identify needs by persona
•Note common areas as wellNeeds
•Modular for flexibility & customization, as well as rigor & quality
•What is our current set of offerings?Design
•Multiple mechanisms for delivery
•Giving options to customers (students)Delivery
•Research best practices
•Identify gaps and areas of weakness  Remediation plans developed & implementedAction
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Example: Target Customer Definition
& Segmentation for MIT
• MIT students
• Undergraduate (UG)
• Graduate Student – MBAs (MBA)
• Graduate Student – other Masters or PhD (Grad)
• Post Doctoral Student* (PostDoc)
• Any of the five schools at MIT
• We will further distinguish between all of these categories of
students by their interests using the persona methodology
• Again, we focus on IDE not SME entrepreneurship
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Market Segmentation: Personas
Exploratory/
Curious
Ready-to-Go Entrepreneurshi
p Amplifier
Corporate
Entrepreneur
Description
of Persona
Interested but has no
driving idea or team; is in
exploratory mode; starts
here but will migrate to
another state or out of
entrepreneurship
Chomping at the bit &
just wants help to get
going – has idea, tech
&/or core of team
Interested in
understanding enough to
successfully promote in
their org (e.g., gov, corp,
family business) but is not
the entrepreneur
Wants to be an
entrepreneur in a large
organization
Needs at a
High Level
Need info on career
choice, soft skills,
ideation, team building
and then some first-hand
experience to get a
sense of the process
Wants specific skills and
lots of them, very
quickly; less on the
upfront things
emphasized for the
“curious” persona;
wants the deep,
immersive experience
of being an
entrepreneur on her
idea/technology
Interested in all steps in
some depth but even
more interested in
strategy, policy and
economic impact of the
field. Will want to have
the experience of being an
entrepreneur so can
empathize but more
interested in the process
than the idea or team
Wants depth in
executing the process
so comfortable doing it
again but less tied to
the idea or team; more
interested in
organizational issues
and environment
issues
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* - An open framework built for constant refinement
Aggregate Needs Assessment: Business Essentials*

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* - An open framework built for constant refinement
General Road Map for Needs of Curious Entrep*

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* - An open framework built for constant refinement
General Road Map for Ready To Go Entrep*

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* - An open framework built for constant refinement
General Road Map for Entrepreneurship Amplifier*

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* - An open framework built for constant refinement
General Road Map for Corporate Entrep*

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Fulfillment Mechanisms
1. Residential Classes (Full Semester, Half Semester, Short
Classes)
2. Online Classes (e.g., edX/MITx/OpenCourseWare)
3. Lecture Series and/or Workshops (“SnackPacks”)
4. Extra or Co-Curricular Clubs/Activities (e.g.,
Competitions, Hackathons)
5. Resources Page (Supplementary materials, e.g., blog posts,
podcasts, video or other materials)
6. Advisory Network (Specialists, Coaches, Mentors)

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* - An open framework built for constant refinement
Full Suite of Offerings Within Each Tile

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Most Fundamental Questions for
Entrepreneurship Education
1. Why
2. Can
3. How
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How
• How should entrepreneurship be
taught?
1. Open (common language & best tools)
2. Systems Approach (integrated & prescriptive)
3. Rigorous but Practical (mens et manus)
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Student Personas
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Comprehensive Curriculum Tile Approach
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* - An open framework built for constant refinement

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How 24 Steps Was Put Together
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Action
• Entrepreneurship Educators Forum

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The mission: Improve entrepreneurship education,
and make it more rigorous and professional
• How?
– An open-source, collaborative platform for curated high quality
entrepreneurship teaching materials
– A community to discuss challenges, share best practices and drive innovation
in entrepreneurship education
– Guidance and support from an advisory council – leaders of entrepreneurship
education in top institutions
• What?
– An online platform (MVP launched @ www.eef.io)
– The MIT entrepreneurship programming roadmap as a base to get going
– A series of webinars focusing on the “tiles” in the framework, recorded and
available on the website – often including syllabi and other teaching materials
– All free and open to all

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Michal Gilon-Yanai

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Future
1. Serious academic and professional field
2. Rigorous but practical
3. New type of product
a) Segmentation of market
b) Dynamic system to adjust
c) Value-based as opposed to Credential-centric
d) JIT delivery model
4. Need to differentiate from private models
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What Differentiates Us?
• We help create entrepreneurs not
companies.
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What We Are Not …
o Economic development organizations
o It is a by product but not the focus
o This makes us unique in an entrepreneurial ecosystem and we should
be proud and steadfast in our commitment to our mission and role
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More Info
The Book
www.disciplinedentrepreneurship.com
Progress Dashboard
www.detoolbox.com
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Also Available in Spanish

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Free* Online Courses

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Other Relevant Material I

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Other Relevant Material II

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End
Questions?
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Twitter: @billaulet

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Appendices
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Story of Reo, Rita, Natalie, Chuan & Gavin
Start IAP
Jan 2015
15.390
Feb – May 2015
GFSA
June – Aug
2015
BCG
Hacking Arts
PowderWave
GSD
Sept – Jan
2015
IDEOSumo Logic
TA
6.93
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Key Take Aways
• Entrepreneurship can be taught and it is effectively with a good
process
• The students appreciate there is value in a rigorous/disciplined
process for entrepreneurship – it is not just magic and mentorship
• Entrepreneurs and companies evolve over time in a Darwinian
manner – fluid teams are essential to optimize the learning process
(as well as success)
• By the way, note the diversity in the teams!
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Validation
Designing Team Building Check Points on the Entrepreneurship
Education Ramp
Inspiration,
Idea,
Technology
Classroom Extra-
Curricular
Accelerator
Key Points to Form/Reform Team:
V1, V2, V3, V4, …

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