identifyingopportunities. entrepreneurial process identify and evaluate the opportunity develop the...
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Identifying Identifying
OpportunitiesOpportunities
Entrepreneurial Process
Identify and Evaluate the Opportunity Develop the Business Plan Determine Resources Required Manage the Resulting Enterprise Created
Identify & Evaluate Opportunity
Fruitful Sources: consumers, distributors, technical people, business associates
Evaluation of opportunity most critical element Window of opportunity (size & duration) are primary
basis for determining risks/rewards Opportunity must fit personal skills and goals of
entrepreneur Opportunity Assessment Plan
Opportunity Assessment Plan
What market need does it fill? Personal observations reflect market need? What social condition underlies market need? Market research to support need? Are patents required? What competition exists in marketplace? International competition? Where is the money to be made in this activity?
Develop a Business Plan Executive Summary Description of Business Description of Industry Marketing Plan Financial Plan Production Plan Organization Plan Operational Plan Summary Appendices
Entrepreneurial Interest Small firms play a major role in job creation and innovation Most large organizations provide little opportunity for self-
actualization New ventures by female entrepreneurs 3 times that of males Life-Cycle Approach
9 areas of development little statistical significance tend to have self-employed fathers generally know for strong work values and dominant management
style
Concept Development
Identify Needs
Target Specs
Product Concepts
Select Concept
Test Concept
Set FinalSpecs
Plan Downstream
Development Plan
Concept Development
Perform Economic Analysis
Benchmark Competitive Products
Test Models / Prototypes
Identify Needs
Target Specs
Product Concepts
Select Concept
Test Concept
Set FinalSpecs
Plan Downstream
Development Plan
Opportunity Identification
Identify Opportunity
Determine Capabilities
Evaluate Opportunity
Select BestOpportunity
Summary ofConcept
Test Concept
Nine Categories of Opportunities
Increase value of a product or service New applications of existing technologies Creating mass markets Customization for individuals Increasing reach Managing the supply chain Process innovation Increasing the scale of the firm
Trends / Opportunities Genetic Engineering, genomics Information technology Food preservation / distribution Video gaming Speech recognition Security systems Nanotechnology
Trends / Opportunities Fuel Cells Superconductivity Designer enzymes Smart cards Software security Robots
Social / Cultural Trends Aging baby boomers Increasing diversity Two-working parent families Rising middle class in developing nations Changing role of religious organizations Changing role of women Media – DVDs, Internet Growth of Latino population in U.S.
Convergence
Customer Needs
Technology Capacity
Applications
Opportunity
Evaluating Opportunity Capabilities: is it consistent with mission, knowledge
base ? Novelty: does product have sufficient differentiating
qualities that it creates value for the customer ? Resources: are the available resources sufficient for the
venture ? Return: is expected return consistent with the risk of the
venture ? Commitment: is the entrepreneurial team sufficiently
passionate about the venture that they can commit ?
Team: accept risk knowledge base commitment
Opportunity: novelty potential market good risk vs reward
Context: timeliness industry conditions market conditions
Resources: financial processes human
100%
50%
Team: accept risk knowledge base commitment
Opportunity: novelty potential market good risk vs reward
Context: timeliness industry conditions market conditions
Resources: financial processes human
100%
50%
Holiday Inn
Team: accept risk knowledge base commitment
Opportunity: novelty potential market good risk vs reward
Context: timeliness industry conditions market conditions
Resources: financial processes human
100%
50%
Electric Auto
Feasibility Analysis
Why Smart Executives Fail Bary Bertiger, Motorola Engineer Wife couldn’t reach clients while in Caribbean Iridium LLC – 66 low altitude satellites Nov. 1, 1998, Al Gore made first call July 1999, Iridium defaulted on $1.5 billion and
filed for bankruptcy What went wrong ?
Feasibility
Product Concept
Product feasibility
Industryfeasibility
Org. feasibility
Financialfeasibility
Business Plan
Yes YesYes Yes
Yes
Concept Statement
Description of product or service being offered
Intended target market Benefits of product or service Description of how product will be
positioned in market place Description of how product will be sold
Concept Test Validate the underlying premise of new
product or service Help to develop a product / service idea Estimate potential market share
Usability Testing Prototyping – iterative process that is
refined until user and designer agree on final design
Efficient product vs Usable product Apple Partnering for Success
Industry Feasibility Attractive Industries
Large, growing industries Important to customer Newer technology Higher profit margins Few competitors
Attractive Industries (3-yr growth)
Application software 1.9% Biotechnology 21.1% Communications 5.1% Internet Information Services 4.5% Medical Instruments 13.1% Restaurants 10.2% Semiconductors 5.1% Specialty eateries 21.8%
Idea Generation Necessity Trends; business, social Sales Internet
Focusing the Idea Diverging Questions
What is problem about?
Housing What is housing about?
Being warm, sheltered What is being warm and sheltered?
Feeling loved, cared for, safe
Focusing the Idea Converging Chain of Questions
What is problem about?Quality housing
What is causing poor housing quality?Poor workmanship in frame to
foundation What are the foundation problems?
Anchor bolts poorly aligned, not vertical How can I resolve frame/foundation problem?
Anchor Float
Focusing the Idea Customer Surveys
Address the respondent Configure for easy scoring Obtain needed demographics Obtain user opinions/preferences
Focusing the Idea Surveys
Poor: Do you usually buy electronic gifts?
Improved: Last Chrismas, approximately how much did you spend (total) for electronic gifts?
Focusing the Idea Surveys
Poor: Do you personally prefer clock radios with CD or with cassette?
Improved: About how much would you be willing pay for each of the radios for your own use (assume equal high-quality sound and tuning)
<$20 $20-39>$40
AM/FM with alarm Alam-clock with CD Alarm-clock with Cassette Alarm-clock with ipod
Focusing the Idea Customer Surveys
Wrong people are surveyed Wrong questions are asked Questions are asked at the wrong time Satisfaction/dissatisfaction assumed to be
equally important Results generalized to groups not surveyed
Identify the Real Identify Real Problem
Retention at SDSMT too low Identify Real Customers
Need to build a curriculum that is adaptive to the needs of the customer
Secondary Research Resources ABI Inform Dun & Bradstreet Hoovers Online Lexis Nexis MultexNet Reuters Business Insight Standard & Poors Value-Line Wall Street Journal
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