New Venture Creation

An Innovator′s Guide to Entrepreneurship
2. Auflage 2013
ISBN: 978-1-4522-5721-1
Verlag: Sage Publications

Buch, Englisch, 440 Seiten, Format (B × H): 218 mm x 280 mm, Gewicht: 1016 g

Structured around the idea that innovation is at the core of successful entrepreneurship, this insightful guide by Meyer and Crane establishes innovation as a necessary first step before writing a business plan or developing a financial model. With a focus on pragmatic methods for gaining industry and customer insight and translating this insight into innovative product and service solutions, Meyer and Crane help students design robust business models, financial projections, business plans, and investor presentations. New Venture Creation is devoted to helping students develop compelling business ideas. This is based not only on the authors’ well-known research in product and service innovation, but also on their extensive experience as successful entrepreneurs and investors.

In the updated Second Edition, part I guides students through six elements that comprise a clearly defined and focused venture: defining your target industry; defining your target customers; defining the needs and wants of those customers; defining winning product and service solutions; carefully designing a strong business model; determining competitive positioning, and then testing the entire concept against a small population of target customers—all before writing the plan. Think, design, test, and learn are the guiding principles. Part II then focuses on different types of investors and the process for raising capital, creating realistic financial projections, writing a concise but powerful business plan, organizing the venture team, and creating a compelling pitch that speaks to the needs and concerns of investors. The book also includes a number of independent case studies that focus on product, service, and business model innovation—all from recent ventures by students as well as recent college or master’s level graduates.

Autoren/Hrsg.

Meyer, Marc H

Crane, Frederick G

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensgründung

Inhaltsverzeichnis

I. DEFINING THE VENTURE
1. Defining Your Industry Focus and the Type of Business You Want to Start
2. Defining the Target Customer: Users and Buyers
3. Defining the Needs of Target Customers: Getting Into Their Hearts and Mind
4. Defining Solutions for Customers: Developing a Product Line and Services Strategy
5. Defining the Business Model for a Venture
6. Positioning and Branding a Venture in the Marketplace
7. A Reality Check on the Venture Concept and the Business Model
II. WRITING THE BUSINESS PLAN AND MAKING THE PITCH
8. Financial Sources for Startups and Corporate Ventures
9. Projecting the Financial Performance and Requirements for the Venture
10. Organizing the Venture Team
11. Writing the Business Plan!
12. Making the Pitch
Cases

Über Autor(innen)

Crane, Frederick G
Frederick G. Crane is an executive professor of Entrepreneurship & Innovation at the College of Business at Northeastern University, Editor of the Journal of the Academy of Business Education, and co-founder of Ceilidh Insights LLC, an innovation management training, intellectual property consulting, and consumer insight company. He was formerly a professor of marketing and entrepreneurship at the University of New Hampshire and a chair and full professor at Dalhousie University. He currently teaches courses in entrepreneurship, innovation, and entrepreneurial marketing.

His academic research activities have resulted in more than 100 publications, including fifteen books. Additionally, he currently serves on the editorial boards of several academic journals. His current research stream intersects the domains of marketing, entrepreneurship, corporate venturing, and innovation, and he is conducting ongoing research on the psychology of entrepreneurship, entrepreneurial education, entrepreneurial branding, and innovation readiness. Dr. Crane is also an award-winning educator who has received numerous honors for teaching excellence over the past twenty years.

Meyer, Marc H
Marc H. Meyer is the Robert J. Shillman professor of Entrepreneurship at Northeastern University, as well as a Matthews Distinguished University Professor. Dr. Meyer is the founder of Northeastern University’s Entrepreneurship and Innovation Group in the College of Business Administration, where he has helped numerous students and alumni start their own companies. He is also director of High Tech MBA, a program focused on innovation within established corporations. He also helps direct Northeastern’s Center of Entrepreneurship Education, an interdisciplinary, experiential “system of entrepreneurship” where undergraduates, graduate students, and alumni learn the principles of entrepreneurial thinking and planning, and then launch new companies.

An internationally recognized scholar in the field of research and innovation, Dr. Meyer is the author of The Power of Product Platforms (written with Alvin P. Lehnerd, The Free Press, NY, 1997) and The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications, for which he received the Maurice Holland Award from the Industrial Research Institute (Oxford University Press, NY, 2007). Dr. Meyer is a graduate of Harvard College and holds his master’s and doctoral degrees from MIT.

Frederick G. Crane is an Executive Professor of Entrepreneurship & Innovation at the College of Business at Northeastern University, Editor of the Journal of the Academy of Business Education, and co-founder of Ceilidh Insights LLC, an innovation management training, intellectual property consulting, and consumer insight company. He was formerly a professor of marketing and entrepreneurship at the University of New Hampshire and a chair and full professor at Dalhousie University. He currently teaches courses in entrepreneurship, innovation, and entrepreneurial marketing.Dr. Crane grew up in a family business and also founded and operated several of his own businesses. In addition to being a serial entrepreneur, he has also been an investor in several startups, served on the advisory boards of entrepreneurial firms, and worked as a consultant for angel investors, venture capitalists, and government agencies on venture funding projects. In addition, he has developed and delivered numerous training programs and workshops for entrepreneurs and small-business owners.His academic research activities have resulted in more than 100 publications, including fifteen books, and he currently sits on the editorial boards of several academic journals. His current research stream intersects the domains of marketing, entrepreneurship, corporate venturing, and innovation, and he is conducting ongoing research on the psychology of entrepreneurship, entrepreneurial education, entrepreneurial branding, and innovation readiness. Dr. Crane is also an award-winning educator who has received numerous honors for teaching excellence over the past twenty years.

Marc H. Meyer is the Robert J. Shillman Professor of Entrepreneurship at Northeastern University as well as a Matthews Distinguished University Professor. Northeastern is a leading Cooperative Education academic institution where student work experience is closely integrated with academic programs. Dr. Meyer is the founder of Northeastern’s Entrepreneurship and Innovation Group in the College of Business Administration, where he has helped numerous students and alumni start their own companies. He is also Director of the High Tech MBA, a program focused on innovation within established corporations. In addition, Dr. Meyer currently leads Northeastern’s executive education programs in innovation and corporate venturing. He also helps direct the Northeastern’s Center of Entrepreneurship Education, an interdisciplinary, experiential “system of entrepreneurship” where undergraduates, graduate students, and alumni learn the principles of entrepreneurial thinking and planning, and then launch new companies. Dr. Meyer is now working with academic institutions around the world to build similar capabilities.

In research, Dr. Meyer is an internationally recognized scholar in the field of innovation. The Power of Product Platforms (written with Alvin P. Lehnerd, The Free Press, NY, 1997) continues to be a leading work in the management of architecture for products, systems, and services. The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications (Oxford University Press, NY, 2007) provides methods to link innovation with enterprise growth, the focus of Dr. Meyer’s work throughout the industry over the past several decades. He is the recipient of the Maurice Holland Award from the Industrial Research Institute for this work.

In this book, Dr. Meyer returns to his roots as a technology entrepreneur. He has been part of the startup teams of companies that include VenturCom (acquired by Citrix), Intervista Software (acquired by Platinum Technology - Computer Associates), Sentillion (acquired by Microsoft), and AcuStream (Great Falls, VA) and is an “angel investor” in a number of startups in the New England region. He has also helped corporate innovators design next-generation products and launch new businesses across a broad range of industries, including consumer products, industrial equipment, health care systems and new financial products. It is the richness of these diverse work experiences that Dr. Meyer brings to his teaching, research, and mentoring.

Marc is a graduate of Harvard College and holds his masters and doctoral degrees from MIT. While a student in his mid-20s, he left MIT for five years to build his first software company before returning to complete his PhD. Dr. Meyer relishes teaching next generation of technology entrepreneurs having been one himself.