UCL School of Management

Module Fact Sheet

MSIN0086: Customer Development and Lean Startup

Taught by
Pierre-Jean Anard
Masters, level 7
MSc Entrepreneurship students only
Term 1
Delivery method
3-hour lecture/discussion/workshop
(x 10 weeks)
30% learning diary; 30% learning diary; 40% pitch deck (10 slides/2000 word commentary).

Current students should refer to Moodle for specific details of the current year’s assessment.
Previous Module Code

Course overview

The module introduces tools and techniques appropriate to starting a new venture based on the individual founder and founding team’s knowledge, skills, network and personal vision. This includes tools to:

  • identify a suitable arena for developing a venture and how to enter and work within that arena

  • undertake “customer development” to identify unmet customer needs and formulate hypotheses about how to meet those needs in a feasible way

  • use Lean Startup techniques to achieve validation for a start-up idea, especially around problem-solution fit

  • attract and develop a founding team

  • develop a targeted value proposition and business model.

Learning outcomes

Following completion of this module, students will be able to:

  • Understand the principles of effectual entrepreneurship:

    • Starting

    • Partnering

    • Managing loss

    • Seeking sources of competitive advantage

  • Understand the tools available for following the principles

  • Use, and reflect on the use of, some of the tools, such as customer development, business modelling, tribe identification and mobilisation, lean startup techniques

Topics covered

  • How to find ideas and customer development
  • Effectuation, more customer development and beachhead segments
  • The entrepreneur’s role in leading and driving adoption
  • Business models, the customer funded business, the lean canvas as a key tool
  • The lean startup and minimum viable products.
  • Partnering, understanding the whole product and early stage partnership strategy.
  • Developing a great value proposition
  • Create a high performing founding team,
  • The art of pitching
  • Building your personal brand

Assessment summary

Reflective report on learning diary and experiment map (40%); Pitch deck and accompanying essay or individual essay (60%).

Current students should refer to Moodle for specific details of the current year’s assessment.

Essential reading

All In A Start-Up, Launching a New Idea When Everything Is On The Line. Kander, D.  Wiley, 1st Ed,  June 2014

Last updated Friday, 12 July 2019