Final Project:
Each team should propose a business scenario for the business concept/idea at the beginning of the semester and will work on developing a business model for the idea. A written business model and team presentation of that model will be due at the end of the semester. The main elements of the business model include:
- Executive summary
- Business scenario
- Customer segments and respective value propositions
- Key partners and their value propositions
- Key activities and key resources
- Customer relations and channel
- Cost structure and revenue streams
Course Reports
The following is the format for the project report:
- A cover page should include business title, group number, and names of the members. If there were to be any concern about the individual participation, please include the percentage of individual contribution to the assignment.
- Diagrams/figures and tables should be listed as appendices. They should be cited in the text.
- Double-spaced.
Class Presentation
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Rules
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20 minutes
Participated with all team members
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Presentation Score Sheet
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~~~suggested grading criterion~~~
- Presentation skills (PowerPoint aesthetics, complementarities of oral and visual communication)
- Language and clarity
- Handling of Q&A (attitude toward criticism and the way of answering)
- The content (richness in information, the structure, value-added in analysis, relevance to the subject)
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CLASS SCHEDULE
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Date
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Content
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Reading
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Activity
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11/15
9:10-17
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Introduction
Today’s society and the relevant business issues
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- How people really use mobile
- Are you solving right problem?
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Knowing the peers
Group discussion:
How do you use mobile? Whether it is different from the author’s assertion?
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-
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11/22
9:10-17
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Introduction of business modeling –
Customer Segment
Value Proposition
Product concept
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- Customer care in a customer experience transformation
- Customer success 2.0
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Case 1 (HBS): Can you win back online shoppers?
Developing business concept
Developing empathy map
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-
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11/29
9:10-17
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Business modeling –
Channels and Customer Relations
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- Start building next generation of operating model
- Large scale technology transformation
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Constructing sales and communication channels
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-
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12/6
9:10-17
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Business modeling –
Business system analysis
Key resources & Key Partners
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- United Way – new business model for the 21st Century
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Developing social network map (for platform economy )
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12/13
9:10-17
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Business modeling –
Planning for key activities and cost structure
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- Tech-for-good (all groups engaged)
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Developing key activities and cost structure
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12/20
9:10-17
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Presentation and group Discussion
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*The written final report is due Dec. 24, 2020
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Required Readings (Online)
Beneficial Readings:
Aaker, Jennifer (2011), “The power of storytelling: What nonprofits can teach private sectors about social media,” The McKinsey Quarterly, February, 1-6.
Anderson, Chris (2008), The Long Tail: Why the future of business is selling less of more, Hyperion.
Fisher, M.J., & Starr, K. (2009). Real Good, Not Feel Good.
Kim, W. Chan and Mauborgne, Renee (2005). Blue Ocean Strategy: How to create uncontested market space and make competition irrelevant, Mass: Harvard Business School Press.
Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market orientation: The construct, research propositions, and managerial implications,” The Journal of Marketing, 54 (2), 1-18.
Li, Charlene and Josh Bernoff, Josh (2008). Groundswell: Winning in A World Transformed by Social Technologies, Boston, Mass: Harvard Business Press.
Osterwalder, Alexander and Pigneur, Yves (2010). Business Model Generation, New Jersey: John Wiley & Sons, Inc.
Payne, Adrian F., Storbacka, Kaj, and Frow Pennie (2008), “Managing the co-creation of value,” Journal of the Academy of Marketing Science, 36, 83-96.
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