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 (1st half term); 30% learning diary (2nd half term); 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 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 secrets

  • 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

  • Effectual Logic and How to find ideas
  • The Mom Test/Cust Dev and Beachhead segments
  • Tribes and more Cust Dev
  • Bootstrapping/Affordable Loss
  • Value Proposition design
  • More Value Proposition design/Pivots and the search for “secrets”
  • Partners and proceeding through gaining commitment
  • Network building
  • Failing (in order) to succeed
  • Group demo day

Assessment summary

60% : two learning journal entries (30% 1st half term; 30% 2nd half term); 40%: final presentation with annotations

Essential reading

Read et al, (2010). Effectual Entrepreneurship

Past versions of this module

MSING037 16/17


Last updated Monday, 26 June 2017