UCL School of Management

Module Fact Sheet

MSING037: Customer Development and Lean Startup

Taught by
Richard Anson
MSc in Technology 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).

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).

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 16/17


Last updated Tuesday, 12 September 2017