Enterprise Startup and Business Models

The course provides theoretical knowledge and practical skills for understanding, designing and assessing innovative entrepreneurial initiatives, with particular attention to startup creation processes and to sustainable and scalable business models consistent with changes in the digital economy. The course guides students from the identification of an entrepreneurial opportunity to the development of a project that can be presented to stakeholders, partners or investors, integrating strategic, organisational, commercial, financial and communication aspects.

1. Knowledge and understanding

By the end of the course, students will know and understand:

·         the foundations of entrepreneurship and the business creation process;

·         the distinctive characteristics of innovative startups and their relationship with innovative SMEs, innovation ecosystems, incubators and accelerators;

·         the main business models, with particular attention to digital, platform-based and data-driven models;

·         the principles of value creation, competitive advantage and strategic positioning;

·         the structure and functions of the business plan, the pitch and the tools used to validate a business idea;

·         the main tools for financial planning, marketing, organisation and innovation financing.

2. Applying knowledge and understanding

By the end of the course, students will be able to:

·         identify and assess entrepreneurial opportunities consistent with market needs and the competitive environment;

·         design a business idea and translate it into a logically structured business model;

·         apply tools such as the Business Model Canvas, value proposition design, market analysis, customer discovery and validation hypotheses;

·         develop the main sections of a business plan, with particular reference to marketing, operations, organisation, investments and financial planning;

·         develop a concise and effective pitch for an entrepreneurial initiative;

·         interpret the main performance and sustainability indicators of a startup.

3. Making judgements

Through case analysis, exercises and project work, students will develop the ability to:

·         critically assess the soundness of an entrepreneurial project;

·         distinguish promising business ideas from weak or unsustainable initiatives;

·         examine the main causes of startup failure, including positioning errors, inconsistencies in the business model, underestimation of financial needs and lack of validation;

·         make independent judgements about the feasibility, sustainability, scalability and strategic consistency of a new venture;

·         connect theoretical models with real cases through a critical approach.

4. Communication skills

Through class discussions, group work and project presentations, students will be able to:

·         use the technical language of entrepreneurship, business planning and innovation appropriately;

·         present a business idea clearly, concisely and with supporting arguments;

·         explain the components of a business model and a business plan in oral and written form;

·         collaborate in the development and presentation of a project work;

·         adapt their communication to academic, managerial and financial audiences.

5. Learning skills

The study of the textbooks, additional materials and cases will enable students to:

·         independently explore emerging topics related to startups, innovation, digital transformation and new business models;

·         critically update their knowledge of the tools, language and practices of the entrepreneurial ecosystem;

·         transfer acquired methods and knowledge to different professional contexts;

·         address new problems through a project-based approach focused on problem solving and continuous learning.

The course combines lecturer-led teaching and interactive teaching. Lecturer-led teaching consists of classes devoted to the theoretical concepts, models and tools included in the programme. Interactive teaching includes exercises, case discussions, guest talks by entrepreneurs and professionals, group work and project development.

Lectures support the acquisition of knowledge and understanding of the models. Exercises and cases allow students to apply the tools to practical problems and develop independent judgement. Group work and project presentation strengthen practical, communication and collaborative skills. Additional materials are made available through Studium.

If the course is delivered in blended or remote mode, appropriate adjustments may be made to the above in order to ensure consistency with the syllabus.

There are no formal prerequisites, and no specific prior knowledge of economics or management is required. The concepts needed to understand the topics will be introduced during the course. The ability to interpret simple quantitative information and to connect technological, organisational and market aspects is useful.

Attendance is not compulsory but is strongly recommended. Participation in classes, exercises, case discussions and guest talks supports the application of the models and the progressive development of the entrepreneurial project. Attendance of at least 70% of classes gives access to the assessment pathway for attending students, consisting of the project work and the end-of-course assessment.

The course examines the creation of a new venture as an experimental process requiring method, multidisciplinary skills and analytical ability. Particular attention is paid to the ability of an initiative to address a real need, create value and become a sustainable and scalable business model. The course is organised around the following areas.

·         The entrepreneur and the entrepreneurial process. Individual characteristics, personality traits, motivation, skills and decision-making abilities. The role of the team and the complementarity of technical and managerial profiles.

·         Startups and innovative SMEs. Distinctive characteristics, incorporation process, life cycle, innovation ecosystem actors, the death valley and the main causes of failure.

·         From the idea to the business. Business idea, initial assumptions, business model, strategic analysis, positioning, market and demand.

·         Business planning. Business Plan structure, Executive Summary, Elevator Pitch, marketing and sales plan, operating and personnel plan, production plan, investments, financial plan, and financing of innovation and startups.

·         Applications. Exercises, case analysis and guest talks devoted to the development and assessment of entrepreneurial projects.

1. SCHILLACI C.E., ROMANO M., “Straight up. Percorsi strategici per nuove imprese”, Milan, McGraw-Hill Education, 2017.

2. Additional teaching materials provided by the lecturer during the course and available on Studium.

3. Recommended text for further study of the Business Plan: BORELLO K. A., “Excellent business plan”, 7th edition, Hoepli, Milan, 2022.

Ordinary examination

Learning outcomes are assessed through an individual written examination covering the topics included in the course syllabus, the required textbook and the supplementary teaching materials available on Studium. The examination lasts 30 minutes and consists of 30 multiple-choice questions, each with only one correct answer. One point is awarded for each correct answer, while incorrect or unanswered questions receive no points. A minimum of 18 correct answers is required to pass the examination.

The Examination Board may require an additional oral examination covering the topics included in the course syllabus whenever it considers it necessary to further assess or clarify the level of preparation demonstrated in the written examination. The outcome of the oral examination contributes to the determination of the final grade.

The final grade is expressed on a scale of 30. Honours may be awarded where the student demonstrates particularly comprehensive and in-depth knowledge, together with strong critical and analytical skills.

Attending students

Students who attend at least 70% of the classes may complete a group project consisting of the development of a complete Business Plan for a startup, according to the instructions and deadlines provided by the lecturer. The project is assessed on the consistency of the business idea, the correct application of the course tools, the completeness of the Business Plan, the feasibility of the project and the clarity of the presentation. Successful completion of the project gives access to the end-of-course assessment.

The end-of-course assessment is individual and written. It lasts 30 minutes and consists of 10 multiple-choice, true-or-false and/or open-ended questions on the topics covered in class. The overall score is converted into a mark out of 30, and a minimum mark of 18/30 is required to pass. Open-ended answers are assessed according to content accuracy, relevance, ability to connect topics, appropriate use of technical language and ability to apply concepts to practical situations.

1. Definition of an innovative startup and its requirements.

2. Describe the process of developing a financial plan.

3. The startup death valley.

4. Describe the content and functions of a Business Plan.

5. Explain the marketing and sales plan.

6. The startup life cycle.

7. The Big Five model.

8. The Business Model Canvas.

9. The strategic positioning of a startup.

10. Entrepreneurial motivation factors.