TR3103 Start-up Business Case

Startup Business Case Briefing

Himawan Gunadhi, Ph.D. Consulting Professor 2010-2011

TR3103 Start-up Business Case

My Briefing Objectives
• Supplement workshop in Singapore §
• Reinforce key aspects of the course • My expectations, grading and schedule, which may differ from workshop materials

§ Please read the workshop materials carefully before you read my briefing or start working on your case!
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TR3103 Start-up Business Case Benefits of Writing the Case • Apply theory to practice • Take advantage of internship – working in a startup • If you can write a business case you can write a business plan – process is similar 3 .

TR3103 Start-up Business Case What is Expected in the Case Founding Human Resource Financing Sales & Marketing Cash Flow Focus on one or two key issues and challenges. challenges faced by the company. link the two Market Development Product Development 4 Customers Angels Founders Team Building VCs Recruiting Technology Competitors History and progress of the company (start-up process). and the current situation . if more than one.

TR3103 Start-up Business Case How The Case Should Be Written • Write the case in the style of a teaching case • Include the following content: – Background and history – Dynamics of founders and founding team – Major issues and challenges faced by company in the past and present – Market and competitive analysis – Issues in the selected focus area (where analysis by the readers of the case is to be carried out) 5 .

TR3103 Start-up Business Case A Good Case • It must provide sufficient details to allow the reader to grapple with the problem in realistic way • It must also present the context and the protagonist (usually a founder or key decision maker) in a rich fashion • It allows the reader to identify with the protagonist and other decision maker(s) in the case • It allows the reader to gain some appreciation for the complexity that the “real world” always imposes on choices and decisions 6 .

or to formulate the pros and cons for making particular decisions 7 .TR3103 Start-up Business Case Ingredients of a Good Case • Good story telling is very important − substance alone is not enough • The account of company history provides relevant learning points through judicious highlighting of episodes and critical turning points • There is an analysis that students must perform after reading it: – it poses an action question (a decision) to be made the protagonist – It provides sufficient contextual information for the student to perform some piece of analysis that will enable him/her to make the decision.

local vs. timing. partner selection. business model • Marketing Channels – distribution model. outsourcing. financing • Intellectual Property – protection. business model • Internationalization – timing. single vs. remote 8 . risk management • Staffing – hiring strategy. targeting • Market Entry – selection of market/product. control and dilution • Product – what to build. selection. Burn – how fast to grow. timing. licensing • Expansion vs. multiple.TR3103 Start-up Business Case Typical Issues • Funding – sources.

TR3103 Start-up Business Case Pitfalls to Avoid • Not getting company permission before starting • Starting too late – takes 150 to 200 hours work over 6 months! • Relying on too few sources of information within company • Selected topic is either too confidential or complex • Reader cannot carry out analysis without specialized knowledge 9 .

TR3103 Start-up Business Case Don’t forget • The issue you focus on can be in the present (outcome may not be known) or in the past (known outcome) • You can disguise confidential information. e. company name..g. without losing the gist of the case • You are at liberty to simplify and streamline some facts of the case in order to present a more compelling and manageable case 10 . places and dates. decision makers. product.

creativity of founders. dynamics of founding team..g. attitudes toward risk) 11 .TR3103 Start-up Business Case Case Length • A good length is 10-15 pages of text and 8-10 pages of exhibits • Not too short or too long • Criteria on what to include: – Information that are critical to understanding the context for the focus problem of the case – Developments that provide good learning points (e.

to provide the framework for assessing the merits and demerits of alternative courses of action. • Part II – Focuses on your analysis of how the focal decision/problem of the case should be answered. compare and contrast your recommendation vs. and how the decision can be made if more data are available (which means identifying what data are needed). If the case focus is historical. You can include a broader assessment of the key strengths and weaknesses of the company beyond the content in the case write-up. Your analysis should be in the form of either a recommendation on what the protagonist should do.TR3103 Start-up Business Case Case Analysis – 2 parts • Part I – Provides an assessment of the key lessons learned from the start-up process/experience of the company. or when the data is not sufficient to do so. • No more than 10 pages in length 12 . the path protagonist actually took.

large fonts. short sentences! – Should be fairly easy to prepare once the underlying case and analysis are in shape 13 .TR3103 Start-up Business Case PowerPoint Presentation • Summary of Case and Analysis • Aim for 15-20 slides that can be presented in 30 minutes (without interruption) • This is what you will use to discuss case and analysis with me (first + final draft meetings) • Some pointers: – Flow should reflect that of case and analysis – Bullets.

expect extensive feedback.TR3103 Start-up Business Case Structure & Assessment Proposal • One page Word/PDF doc Not graded – purpose is to make sure students are on the right track and to give initial feedback Not graded – interactive session. late or incomplete submission may result in a penalty applied to the final grade 20% of overall grade awarded for 30 minute presentation based on the PPT. Expect final feedback on case and analysis. 80% of overall grade awarded for submitted documents (60:40 ratio between case and analysis) 14 First draft • Business Case (max 25 pages Word/PDF) • Case Analysis (max 10 pages Word/PDF) • PowerPoint Presentation (max 20 slides) Final draft: Case + Analysis + PowerPoint Presentation Final submission: Case + Analysis + PowerPoint Presentation .

TR3103 Start-up Business Case Proposal • Submit via email (Word or PDF) • Feedback via email. key manager) List of interviewees and sources of information Company background. status and case focus One page limit 15 . Skype or inperson consultation (optional) • Content: – – – – Who approved the case (CEO. phone call. founder.

challenges faced. and the situation up to the case decision time point • Completed write-up of the focus area that you have chosen to dwell in detail • Completed initial analysis of the case • At this stage. case and analysis drafts 16 . you should indicate whether the company wants the data disguised • Email documents to me by deadline • 55 minute one-on-one will be set up within a week: – Present your case and analysis drafts to me via PowerPoint – I will provide extensive feedback on presentation.TR3103 Start-up Business Case First Draft • Completed history and progress of company.

TR3103 Start-up Business Case Final Draft • Case study and case analysis to be fully completed • Presentation deck to include both the case and case analysis • Presence of the company representatives at the presentation is not expected but feel free to invite them if they would like to attend • Email documents to me by deadline • One-on-one review session of 55 minutes will be arranged with same protocol as first draft session • Grading will be based on presentation to me (20% of total grade) 17 .

analysis and presentation • Presentation will not be graded (already graded at final draft presentation) • Email documents to me by deadline • These documents will be forwarded to NUS together with final grades • Grading: 80% of total grade based on written submissions (60:40 ratio between case and analysis) 18 .TR3103 Start-up Business Case Final Submission • Submit final documents for case.

especially market and competitive analysis (20%) • Demonstration of good understanding of the issues and challenges faced by the company for the specific focus/topics of the case. (20%) • Choice of relevant analytical tools/frameworks and their effective applications to provide insightful analysis of the issues and challenges faced by the company (20%) • Clarity and quality of the writing (20%) • Clarity and quality of the oral presentation (20%) 19 .TR3103 Start-up Business Case Grading Criteria for Presentation Accounts for 20% of final grade • Provision of sufficient company background information for insightful discussion and analysis.

TR3103 Start-up Business Case Grading Criteria for Case Accounts for 48% of final grade • Provision of sufficient company background information for insightful discussion and analysis. especially on the specific details on how opportunity was recognized by founders and the key stages of the initial start-up process (25%) • Clarity and quality of the writing (25%) 20 . (25%) • Good description of the general start-up process in the context of business and market dynamics. especially market and competitive analysis (25%) • Demonstration of good understanding of the issues and challenges faced by the company for the specific focus/topics of the case.

5%) • Clarity and quality of the writing (25%) 21 .5%) • Choice of relevant analytical tools/frameworks and their effective applications to provide insightful analysis of the issues and challenges faced by the company (37.TR3103 Start-up Business Case Grading Criteria for Case Analysis Accounts for 32% of final grade • Demonstrate good understanding of the issues and challenges faced by the company for the specific focus/topics of the case (37.

2011 June 1. 2011 Early June. 2011 Jan 1.TR3103 Start-up Business Case NCBV 10/11 Case Schedule Milestone Briefing in BV Case proposal due Feedback & consultation on proposal First draft (case + analysis + PPT) due First draft presentation & feedback in Philadelphia Final draft (case + analysis + PPT) due Final draft presentation & feedback in Philadelphia (GRADED – 20%) Final submission (case + analysis + PPT) (GRADED – 80%) July 10 batch Early Nov. 2011 Dec 1. 2011 July 1. 2012 22 . 2011 July 15. 2011 January 11 batch Early May. 2011 Within one week of submission Nov 1. 2011 Within one week of submission May 1. 2010 Jan 15. 2011 Early May. 2011 Early Dec. 2011 Early Nov.

2011 Within one week of submission May 1. 2011 Early Dec.TR3103 Start-up Business Case NCSV 10/11 Case Schedule Milestone Briefing in SV Case proposal due Feedback & consultation on proposal First draft (case + analysis + PPT) due First draft presentation & feedback in SV Final draft (case + analysis + PPT) due Final draft presentation & feedback in SV (GRADED – 20%) Final submission (case + analysis + PPT) (GRADED – 80%) July 10 batch Oct 2010 Jan 15. 2011 July 1. 2011 June 1. 2011 Early Nov. 2011 Dec 1. 2011 Early May. 2011 Early June. 2011 Jan 1. 2012 23 . 2011 January 11 batch Apr 2011 July 15. 2011 Within one week of submission Nov 1.

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