Complementary elective course in “Business & Management”
- 2 ECTS
- Master students with “Business & Management” courses in their curriculum
- Students with a strong interest and motivation in acquiring the skills required to build new technology startups.
Startups are temporary, team-based organizations, which can form independently, but also within established companies. They pursue one central objective: taking a business idea to market by finding and designing a repeatable and scalable business model. This entrepreneurial process involves gathering and combining resources that you do not (yet) possess and dealing with high uncertainty about what combinations of resources actually generate value. This course module is designed to introduce students to a systematic Startup Engineering approach to master the process of taking a business idea to market in light of resource contraints and uncertainty.
Startup Engineering takes an iterative approach, in that it favors variety and alternatives over one detailed, linear five-year business plan to reach steady state operations. From a problem solving and systems thinking perspective, Startup Engineers create different possible versions of a new venture and alternative hypotheses about value creation for customers and value capture vis-à-vis competitors. To test critical hypotheses early on, Startup Engineers engage in an evidence-based, experimental trial-and-error learning process that measures real progress.
The workflow in this course module is comprised of three elements:
- (Flipped) classroom: learning about and discussing concepts and tools currently prevailing in theory and practice of modern technology entrepreneurship.
- Problem-based learning: deepen an understanding of the concepts and tools by seeing them applied and applying them to real company cases.
- Experiential learning: applying the concepts and tools in teams to an own new startup project.
Students are invited to apply to this course module already with a startup idea and/ or team, but this is not a requirement. We will form teams and ideas in the beginning of the course.
Upon completion of this course module, students will be able to:
- Apply a modern innovation toolkit relevant in both the startup & corporate world
- Analyze business opportunities in terms of its constituent elements
- Design new business models by gathering and combining relevant ideas, facts and information
- Evaluate business opportunities and derive judgment about next steps & decisions
This course module can prepare students for the following career paths:
- Startup founder
- Early employee in a startup
- New business development in established corporations
- Venture capital investing
Startup Engineering: Project(team deliverable): Development and pitch of an own startup project
Startup Engineering:: e-learning.tuhh.de/studip
Time & Location
- Monday, May 9th, 09.00 - 17.00, Building Startup Port, Harburger Schloßstrasse 6-12, Room Hertz Hörsaal
- Tuesday, May 10th, 09.00 - 17.00, Building Startup Port, Harburger Schloßstrasse 6-12, Room Hertz Hörsaal
- Friday, May 13th, 09.00 - 17.00, Building Startup Port, Harburger Schloßstrasse 6-12, Room Hertz Hörsaal
Course Notes & Materials
Access to course notes & materials here.
|2||May 9th||Customer Segmentation|
|3||May 9th||Technology & Product Development|
|4||May 9th||Competition & Market Analysis|
|5||May 10th||Platform Business Models|
|6||May 10th||Revenue Models & Pricing|
|7||May 10th||Lean Startup & Experimentation|
|8||May 10th||Marketing for Startup Growth|
|9||May 13th||Sales for Startup Growth|
|10||May 13th||Organizing for Startup Growth|
|11||May 13th||Financial Analysis|
|12||May 13th||Final Startup Pitches|
|13||May 27th||Submission of Final Pitch Deck|