0 Entrepreneur Kick-Off

BUSINESS CREATION
AND MANAGEMENT
"Creacin y gestin de empresas"
Christian J. Bruszies
Dipl.-Wirtsch.-Ing., Ing. Industrial, MBA
UN, Prof. Asociado
Managing Partner SEDE BOGOT
Industrieberatung Consultores Empresariales FACULTAD DE INGENIERA
"Creacin y gestin de empresas"
Kick-Off
Dipl.-Wirtsch.-Ing., Ing. Industrial, MBA
UN, Prof. Asociado
Managing Partner
Industrieberatung Consultores Empresariales
Entrepreneurship
Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.3

Introduction
This is the seminar for you...

If you are aiming for a future career as a leader
in the business world.
If you are aiming to establish an innovative
start-up based on a new business model.
If you want to become a corporate innovator
or entrepreneur.
If you want to increase your skills and
knowledge on innovation management and
entrepreneurship.

Introduction
Milestones Results
0.1 Understanding Entrepreneurship
1 What is entrepreneurship?
0.2 Objectives of the seminar

What can I learn from the
2 seminar?
0.3 Introduction of the lecturer
What is the professional
3 background of the lecturer?
0.4 Overview of the seminar
What is the content of the course
4 and what can I expect?
0.5 Schedule and organization
5 What is the time frame?

Introduction
Milestones Results
1
2
What is the professional
3 background of the lecturer?
4
5
Educ. Who is my lecturer?
Industrial Engineer (Diplom-Wirtschaftsingenieur), University Karlsruhe, Germany

Executive MBA, Henley Management College, England
Profesor Catedrtico Asociado, Universidad Nacional de Colombia, Bogot,

Colombia
Industrial Engineering
Coordinador de investigacin y desarrollo de Centro en la Facultad de Administracin
de Empresas, Universidad Externado de Colombia, Bogot
Industrieberatung Consultores Empresariales, Bogot, Managing Partner
UNITY AG, Bren, Senior Manager, Management Consultant

ORGA Card Systems GmbH, Paderborn, Executive Vice President Corporate
Germany
Development
ALSTOM Energietechnik GmbH, Frankfurt, Vice President Strategic Planning and
Controlling
Daimler Benz AG, Stuttgart, Manager Corporate Planning and Controlling Department
Siemens AG, Mnchen, Project Manager Value Engineering

Training in Innovation

Patent: Electical drawer-like apparatus

Ing. Industrial, MBA
Industrieberatung
Consultores Empresariales
References
More than 20 international customers demonstrate their

Our references are in a
confidence in us. A few examples from industries of: broad range, from small
and medium-sized
Automotive and Automotive Machine and Plant enterprises to
Supply Industry Engineering international industrial
groups.
Aerospace Industry Trade
The main focus of our
Electronic Industry work is the
manufacturing industry.
Power Industry
Our customers
appreciate our expertise
References
and our consultancy
services in this area.
The listed references
characterize the range
of our project
experience and the
consulting competence.

Introduction
Milestones Results
1
What can I learn from the
2 seminar?
3
4
5
Objective of the course?

What are the objectives of the course?
The objective of the seminar is to provide a sound theoretical

framework for practical understanding of entrepreneurship and
business creation.
The seminar will introduce a systematic process for developing
opportunities, designing new products and developing new business
processes.
It will deepen the understanding of how to analyze and handle the
complexity of a market and the forces that drive it.
The seminar will reflect on ways to set up organizational structures,
processes and tools that are aligned with the chosen business
strategy, business environment and desired entrepreneurial culture.

Expected results
Luego de su participacin en el curso, cada estudiante

debe poder responder las siguientes preguntas:
1. Poseo como creador de empresas o emprendedor las
capacidades personales y tcnicas adecuadas?
2. Es apropiada y realizable la idea de creacin de empresa
en los aspectos tcnicos y econmicos?
3. Son plausibles los pronsticos de ventas y rendimiento?
4. Qu recursos financieros se requieren?
5. Se ganarn en el futuro suficientes excedentes para cubrir
las obligaciones de interses y amortizacin?
6. Con qu tipo de concepto general se puede alcanzar
esta meta?

What is the philosophy of the course?
All businesses begin with the ideas of entrepreneurs. Entrepreneurs

identify and explore opportunities, research the resulting ideas,
locate and organize resources, and begin to turn the ideas into
reality.
The course helps students to gain an understanding of the
entrepreneurial spirit in the context of starting a small business and
to learn the skills necessary to effectively carry out entrepreneurial
activity.
Within a secure and supportive environment, student teams in this
program plan, research, develop, and implement venture plans that
link technical and managerial resources and innovation.
The course helps students build confidence and develop skills as
innovators and leaders and offers students opportunities to develop
a business knowledge base, employability skills, and positive
attitudes toward lifelong learning.

Thinking about thinking
Metacognition:
If you really want to learn, and you want to
learn more quickly and more deeply, pay
attention to how you pay attention. Think
about how you think. Learn how you learn.
A fast and effective way for learning is to do
anything that increases brain activity,
especially different types of brain activity.
Make it visual: Put the words within or
near the graphics.
Use a conversational and personalized
style: Tell stories instead of lecturing.
Get the learner to think more deeply:
Activities, challenges, exercises, and
thought- provoking questions.
Getand keepthe participants
attention. Touch their emotions.

Thinking about thinking
Heres what I did:

I used pictures: a picture really is worth a
thousand words.
I used redundancy: saying the same thing
in different ways.
I used concepts and pictures in
unexpected ways and with at least some
emotional content: a little humor, surprise,
or interest.
I included project activities: you
remember more when you do things than
when you only read about things.
I used multiple learning styles: overviews,
examples, case studies, blackboard
explanations.
I included stories and exercises that
present more than one point of view.

Driving school

Introduction
Milestones Results
1 What is entrepreneurship?
2
3
4
5
Definition of an entrepreneur
An entrepreneur is an innovator. One who recognizes opportunities and

organizes resources to take advantage of the opportunity and deliver value to
the customers
and
who undertakes and controls an enterprise or a business venture,

especially one in which risk is involved. Entrepreneurs are willing to accept a
high level of personal, professional or financial risk to pursue that opportunity.

Check your potential to be an entrepreneur
Would you like to be an entrepreneur? Make a reality

check on yourself: Would you enjoy performing these
ten key action roles? An entrepreneur...
1. is a person who make a significant difference
2. is creative and innovative
3. spots and exploits opportunities
4. finds resources and competences required to exploit
opportunities
5. is a good team builder and networker
6. is determined in the face of adversity and competition
7. manage change and risks
8. has control of the business
9. puts the customer first
Source: 1000ventures.com
10.creates capital
Purpose of entrepreneurship?
because its purpose is to create a

customer, the business has two
- and only two functions: marketing and
innovation. Marketing and innovation create
value, all the rest are costs.
Entrepreneurs innovate. Innovation is the specific
instrument of entrepreneurship. It is the act that
endows resources with a new capacity to create
wealth. Innovation, indeed, creates a resource.
Peter Drucker
1909-2005,
management and
leadership guru
What is an innovation?

Definition of innovation
Invention Innovation
Root: latin: innovatio
is a creation (a new device or process) is the creation, development and

resulting from study and implementation of a new product,
experimentation. process or service, with the aim of
improving efficiency, effectiveness or
competitive advantage.
Example: Hamburger Example: McDonalds

Types of innovations
Social
Process
Innovation
Innovation
Improving the social
Improving the business
environment to allow
functions required to
Product product and process
profit from providing
Innovation innovations
goods or services
Bringing new or greatly
improved goods or
services to market

Roots of innovation
Market
Demand
Placement
Industry
Market Technology
Pull Innovation Innovation
Push
Research Base
Technologies
Innovation Process
Source: The Corporate Innovation Machine, Jeffrey Baumgartner

Marketing
Marketing
involves identifying the demands
of your customers, increasing customer
awareness, delivering a message about
your product or service, and identifying
customer prospects.
The marketing mix is generally accepted as
the use and specification of the 4 Ps
defining the position of your product/
service in the target market:
1. Price - The amount of money needed to
buy your products
2. Product - The actual product
3. Promotion (advertising) - Getting the
product known
4. Placement - Where the product is
located.

Core themes of a business plan

Recommended Top-down approach
Approach of a future-oriented business design
Anticipation of future developments

to search for business opportunities.
Development of a business strategy to exploit

consequently the identified business opportunities.
Optimization of business processes to exploit

existing potentials and synergies more efficiently.
Implementation of modern,
economic IT systems to support
the business processes.

Core areas of business design
What is the purpose of

our business and who is
involved in the project?
What is our
strategic How do we
direction and how organize
should we position our business?
our products?
Which developments
might affect the
business?

What is a business model?
A business model is a conceptual tool

that contains a set of elements and their
relationships and allows expressing a
companys logic of earning money. It is a
description of the value a company offers
to one or several segments of customers and
the architecture of the firm and its network
of partners for creating, marketing and
delivering this value and relationship
capital, in order to generate profitable and
sustainable revenue streams.
Alexander Osterwalder
The Business Model Ontology - A Proposition In A Design Science Approach.
2004

Business Modeling by CANVAS
Canvas
is a dynamic tool for business
modeling created by Alexander
Osterwalder in 2004, which allows a
global view all the essential elements
of the business model. It describes in
a logical and simple way how company
creates, delivers and captures value.

Business Modeling by CANVAS
Four main areas influenced by the Balance Scorecard approach (Kaplan & Norton,1992)
Offering
It comprises the companys product
and service portfolio and the way in
which differentiates itself from its
competitors.
Infrastructure Customer
It specifies the value
Interface
It describes how and
system configuration How? What? Who? to whom company
necessary to provide
delivers its Value
the Value Proposition.
Proposition
Finances
It determine the firms profit
or loss and therefore its
ability to survive in the
market.
CANVAS Business model elements
Value Proposition
What solutions are going to
Key Activities be used to address the Customer Relationship
How are you going problem and what are the What type of relationship will we
to do it? benefits for the customers? establish with our customers?
Key
Partners Customer
Who could be Segments
our strategic
How will get people to
partners?
Key buy your product /
service?
Resources
What key resources Channels
do our solutions Through which
require? Channels will we
reach to the
customers?
Cost Structure Revenue Streams

What are the most important costs How and when will money be
inherent in our business model? made?

CANVAS Business model
http://www.youtube.com/watch?v=CxWp5ZSixvA

Introduction
Milestones Results
1
2
3
What is the content of the course
4 and what can I expect?
5
Overview of the seminar

Agenda
0. Course Kick-Off 7. Business Model CANVAS

1. The Concept of Entrepreneurship - Customer Segments
2. Business Design - Value Proposition
3. External Environment - Channels

- Customer Relationship
4. The Business Idea
- Key Activities
5. Business Strategy
- Key Resources
6. Business Organization
- Key Partners
- Cost Structure
- Revenue Stream

I was in a warm bed,
and suddenly Iam part
of a plan
Woody Allen
in Shadows and Fog

Venture Project
This course consists of the study of an actual venture project

by establishing of a team with the objective to develop a
business concept for a product or service.
The objective of the project is to apply the presented
methodology, the techniques and tools individually and learn
to act in a start-up team. The results in form of a preliminary
business plan will be evaluated and are part of the course grade.
The participants, therefore, should present business ideas
(systems, products, services) for analysis and have to provide a
preliminary package of plans, specifications, estimates, and
previous studies for the project of the course.

Project examples
Development of ventures:
Fishfarming Tilapia Tilofarm
Pets food and guardaria Hollypets Paradise
Shoes sales per Internet Facebook
Import of special tatoo equipment to Colombia
Travel agency Expreso de Cafe
Smart Housing
Delta Robotics
Handmade chocolate pastry Vollmond
Ecomarket store

Introduction
Milestones Results
1
2
3
4
5 What is the time frame?

Organization
Course Schedule and structure
Lessons are planned on Wednesday and Friday from 7:00am 9:00am.
(4hours, 80% participation required)
Balanced with theory, examples, case studies and work shops.
Examinations
First note (20%): Parcial I: team presentation 1 (or report)
Second note (30%): Parcial II: team presentation 2 (or report) and
examination 1
Third note (20%): Parcial II: team presentation 3 (or report)
Informe final (30%): final team presentation 4 and examination 2
Examen in form of a multiple choice test with Spanish/English questions.
Hand-Out and communication
All slides of the presentation will be distributed via e-mail (in PDF format)
Additional documents for reading case by case.
Christian J. Bruszies: Cel: 316 5289485, consultores-co@gmx.net
Example of the examination

Entrepreneurship as challenge
Entrepreneurs have no frontier

other than their own ambition.
Robert Heller
One of the worlds best selling authors
on business management

Thank you for your attention!
Industrieberatung Consultores Empresariales

Av. (cra) 9 No. 100-07, Of. 606
Bogota D.C.
Colombia
info@consultores-co.com
www.consultores-co.com
Ing. Industrial, MBA
Phone 800 53 15
Cel. 316 5289485

0 Entrepreneur Kick-Off

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

0 Entrepreneur Kick-Off

Uploaded by

Copyright:

Available Formats

BUSINESS CREATION

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.3

This is the seminar for you...

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.4

0.1 Understanding Entrepreneurship

0.2 Objectives of the seminar

5 What is the time frame?

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.5

0.1 Understanding Entrepreneurship

Industrial Engineer (Diplom-Wirtschaftsingenieur), University Karlsruhe, Germany

Profesor Catedrtico Asociado, Universidad Nacional de Colombia, Bogot,

UNITY AG, Bren, Senior Manager, Management Consultant

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.7

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 0.8

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 0.9

More than 20 international customers demonstrate their

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.11

0.1 Understanding Entrepreneurship

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.13

The objective of the seminar is to provide a sound theoretical

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.14

Luego de su participacin en el curso, cada estudiante

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.15

All businesses begin with the ideas of entrepreneurs. Entrepreneurs

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.16

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.17

Heres what I did:

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.18

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.19

0.1 Understanding Entrepreneurship

0.2 Objectives of the seminar

An entrepreneur is an innovator. One who recognizes opportunities and

who undertakes and controls an enterprise or a business venture,

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.21

Would you like to be an entrepreneur? Make a reality

because its purpose is to create a

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.24

Root: latin: innovatio

is a creation (a new device or process) is the creation, development and

Example: Hamburger Example: McDonalds

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.25

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.26

Source: The Corporate Innovation Machine, Jeffrey Baumgartner

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.28

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.29

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.30

Approach of a future-oriented business design

Anticipation of future developments

Development of a business strategy to exploit

Optimization of business processes to exploit

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 2.31

What is the purpose of

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.32

A business model is a conceptual tool

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 2.33

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 2.34

Cost Structure Revenue Streams

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.36

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.37

0.1 Understanding Entrepreneurship

Entrepreneurship Uni Nacional/2014 Feb. Industrieberatung Consultores Empresariales 1.39

0. Course Kick-Off 7. Business Model CANVAS

2. Business Design - Value Proposition

3. External Environment - Channels