[Aulet] = Aulet, Bill. Disciplined Entrepreneurship: 24 Steps to a Successful Startup. Wiley, 2013. ISBN: 9781118692288. [Preview with Google Books]

1 Course introduction and elements & role of a business plan

[Aulet] Prologue.

Mini case study

2 Idea generation

Mini case study

3 Analyzing ideas and inspirations

Watch Video and take notes on: TEDxTalks. "TEDxVictoria - Dave Morris: The Way of Improvisation." January 7, 2012. YouTube. Accessed on December 16, 2013.

Watch the IDEO video "Deep Dive" Parts 1 & 2 on YouTube, and especially focus on the beginning of Part 2 on brainstorming:


Mini case study

4 Speed dating for team formation

[Aulet] Step 0: "Getting Started."

5 More team formation and idea refinement

Mini case study

6 Market segmentation & primary customer research

[Aulet] Step 1: "Market Segmentation."

Mini case study

7 Moving from the broad list of potential markets to specific targets

[Aulet] Steps 2–5.

Mini case study

8 Determining what you can do for your customer

[Aulet] Steps 6–9.

Mini case study

9 Defining and refining what makes you unique

[Aulet] Steps 10–11.

Mini case study

10 Simulation lab on marketing plan


11 Competitive advantage

Mini case study

12 Business economics part I: Cost of customer acquisition

[Aulet] Steps 12, 13, and 18.

David Skok's blog posts:

Halligan, Brian, and Dharmesh Shah. Foreword and chapters 1–2 in Inbound Marketing: Get Found Using Google, Social media, and Blogs. Wiley, 2009. ISBN: 9780470499313. [Preview with Google Books]

13 COCA examples and discussion None
14 How do you make your business economically sustainable & attractive?

[Aulet] Steps 15–17, and 19.

Article: "The Psychological Difference between Freemium & Free Trial Plans." Layered Thoughts (blog). May 25, 2012.

Article: Needleman, Sarah E. and Angus Loten. "When Freemium Fails." The Wall Street Journal ( August 22, 2012.

15 Sales and distribution Mini case study
16 Go-to-market simulation lab None
17 How do you design and build your product? [Aulet] Steps 7, and 20–23.
18 Nuts and bolts of building your financial statements None
19 Product definition, development to delivery Mini case study
20 Legal considerations to start a company None
21 Scaling the business, team section & how to present a business plan [Aulet] Steps 14, and 24.
22 Troubles ahead None
23 Student team presentations None
24 Student team presentations (cont.) None