UCL School of Management

Module Fact Sheet

MSIN0086: Customer Development and Lean Startup

Taught by
Richard Anson
Level
Masters
Prerequisites
None
Eligibility
MSc Entrepreneurship students only
Terms
Term 1
Delivery method
3-hour lecture/discussion/workshop
(x 10 weeks)
Assessment
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
MSING037

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

  • attract and develop a founding team

  • develop a mission in order to attract a “tribe” or following around the venture

  • 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
  • Group demo day

Assessment summary

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.

Essential reading

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

Past versions of this module

MSING037 17/18

MSING037 16/17

2016

Last updated Thursday, 28 June 2018