Business Planning for New Enterprises -- “The Hatchery”
3 Credit Hours
Spring 2023 MGT 424/524
Course Description
In this course, students research and develop business plans for new ventures
(commercial and/or social). Teams will take an original business idea from the initial
concept all the way to a professional pitch deck presented to a panel of judges including
entrepreneurs and industry experts for a chance to win the prized Olin Cup.
In The Hatchery, students may work on their own ideas or on those of an outside
entrepreneur. Students work in teams for the entire semester. Venture coaches will be
appointed to teams and will work closely with their groups. Industry Mentors will be
available for consultation. Think of the Venture Coaches, Industry Mentors, and lead
instructors as advisory board members.
Teams are encouraged to take what they have learned to enter startup competitions and
programs including Olin’s BIG IdeaBounce®, the Skandalaris Venture Competition, Sling
Health, and the Arch Grants. And to apply for “The League” – Olin’s most advanced
entrepreneurship class and accelerator.
Text/Materials:
The course packet is available in the book store. In addition, the book The Mom Test
(https://www.momtestbook.com)Links to an external site. is required reading.
Assignments, Grading, Attendance, Deliverables, and Resources:
Hatchery cannot be taken Pass/Fail by undergraduates. Or, by graduate students on
alpha grading systems. Your grade will be determined on the following:
Course Schedule:
This of this course like a science "lab" class. The times below are when you'll be in the
classroom each week. In addition, you'll schedule weekly team meetings (like a lab).
Week 2: Tuesday, 1/24, 4-6 PM in Bauer Hall 150.
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Team formation.
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Discuss the two biggest deliverables in the first half of the course: customer
discovery and the development of an MVP/Prototype.
And some team time to begin to develop a Work Plan.
Read: "Why Design Thinking Works", "Hypothesis-Driven Entrepreneurship
Transformative Business Model", "Why the Lean Start-Up Changes
Everything"
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Week 3: Tuesday, 1/31, 4-6 PM in Bauer Hall 150
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Schedule Angel Inventor Pitch half-hour time slot.
Discuss TAM Sizing, Competition, Business Model, and Initial Go to Market
Strategies.
Discuss highlights of the team Work Plans that were turned in.
How to create a killer 30-Second Video Pitch.
Read: "How to Make Your Case in 30 Seconds or Less"
Week 4: Tuesday, 2/7, 4-6 PM in Bauer Hall 150
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Watch/Rate 30-Second Video Pitches.
Meet your Venture Coach.
Develop a 1-Page Executive Summary.
Read: "Developing an Elevator Pitch for a New Venture Entrepreneur"
Week 5: Tuesday, 2/14, 4-6 PM virtual on Zoom
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Meet industry mentors.
Receive their feedback on your 1-page business plan.
Read: "Entrepreneurial Decisions & Legal Issues in Early Venture Stages"
Week 6: Tuesday, 2/21, 4-6 PM in Bauer Hall 150
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Super Modeling lecture.
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Workshop unit economics and 5-Year financial projections.
Read: "The Good, Better, Best Approach to Pricing Financing New Ventures",
"Bootstrap Finance"
Week 7: Tuesday, 2/28, 4-6 PM in Bauer Hall 150
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Team presentations of customary discovery and initial MVP/Prototype.
How to make a killer 2-minute video pitch.
Read: "Top Ten Lies of Entrepreneurs"
How to ask for money (and what the investor gets in return).
Examples of Killer (winning) Olin Cup Pitch Decks.
Read: "Deal Structure & Deal Terms", "Everything You Need to Know to Pitch
an Investor"
Hatchery Goals
1. To experience an original business/social idea from close to inception all the way
to a “professional investor pitch”.
2. To learn to talk to potential customers early and to embrace their feedback.
3. To create an MVP/prototype based on customer feedback.
4. To experience what it is like to be critiqued by the professional investment
community. And to improve as a result.
5. For students to get a better sense if an entrepreneurial career might be the right
fit for them.
Plan for the Semester
1. 30-second pitch
2. 1-Page Executive Summary
3. Interviews with 20 potential customers + MVP/Prototype
4. MVP/Prototype
5. 2-minute pitch 6. 8-minute Angel investor pitch
7. 10-minute competition pitch
8. Written business plan
Hatchery Judging Rubric
To be scored 0-10 each. For a total of 100 points.
Problem
1.
Score 0-10
The problem is significant.
Solution
2.
Score 0-10
The solution adequately addresses the problem.
Customer Discovery
3.
It is evident the team has learned and adapted based on its initial conversations
(or sales) with potential customers and understands “who the customer is.”
Market
4.
Score 0-10
Score 0-10
The size and growth of the market and the target customer is understood and
attractive.
Competition
5.
Score 0-10
The solution is clearly differentiated from existing competitors.
Value Creation
6.
Score 0-10
The business model, unit economics, 5-Year P&L, and potential for
revenue/profit and/or social impact make sense.
Go To Market Strategy
7.
Score 0-10
The sales and customer acquisition plan is well described and achievable.
Investment Needed
8.
Score 0-10
The amount and purpose of immediate capital needed is understood and
reasonable.
Team
9.
Score 0-10
The team has (or has a plan to secure) the necessary experience to manage this
venture.
The Presentation
Score 0-10
10. The presentation was concise and compelling.
Total (out of 100):
Customer Discovery
Customer Discovery is the key
a.
b.
c.
d.
Go out and interview potential customers.
Discover their problems.
Keep revising your solution.
Iterate. Find your secret sauce.
Use “The Mom Test” Approach to Interviews
3 rules of “The Mom Test”:
1. Talk about their lives instead of your idea.
2. Ask specifics about their past and not generics or opinions about their
future.
3. Talk less and listen more.
Good question vs Bad Question
1. Do you think it’s a good idea?
a. Bad. The worst, actually.
2. Would you buy a product which does X?
a. Bad. What’s a better question?
3. How much would you pay for X?
a. Bad. What’s a better question?
4. What would your dream product do?
a. Bad. Unless they are telling you why.
5. Would you pay X for a product that does Y?
a. Bad. Why?
6. What else have you tried?
a. Good. Why?
7. Talk me through the last time that happened?
a. Good. Why?
8. Talk me through your workflow?
a. Good. Why?
9. How are you dealing with it now?
a. Good. Why?
10. Is there anything else I should have asked?
a. Good. Why?
11. Who else should I talk to?
a. The BEST. Why?
Market - Competition
1. Differentiation is necessary to quickly showcase your unique value
to your desired customer.
2. Inevitably all solutions have competition (including alternatives).
3. You have to stand out from the rest to get “adoption”.
4. It also must answer customers’ biggest question: “What’s in it for me?”.
5. Also, you definitely won’t win the final competition without it.
8 classic ways to differentiate
1. Price
2. Service
3. Advertising
4. Location
5. Looks
6. Features
7. Mission
8. Quality
Go to Market
Total Addressable Market = Number of potential customers X What you plan to
charge
Test prep to get into Med School
Number of med students? 30,000
What does your test prep cost? $100
30,000 X $100 = $3 million
$3,300
30,000 X $3,300 = $1 billion
Are you really going to get them all?
Growing or not growing? CAGR?
Four types of ventures
Not all companies are candidates for traditional venture capital.
There are four types of ventures:
1. Survival Ventures – generally operates in a highly competitive, price-based and
largely undifferentiated market.
Examples: lawn care service, handyman, roadside fruit stand, personal trainer,
small craft maker, home-based childcare, cleaning service.
1. Lifestyle Ventures – generally operates with a location and employees as a small
business.
Examples: local bar or restaurant, auto repair shop, toy store, small accounting
firm, owner own of a single franchise, beauty salon, barbershop.
1. Managed Growth Ventures – workable business model seeking stable growth
over time.
Examples: custom boat manufacturer, charter jet business, multi-location medical
clinics, regional law firms, real estate company, marketing agency, auto dealership.
1. Aggressive-Growth Ventures – ventures with strong innovation capabilities (and
often technology-based) designed to transform an industry or create a new
market typically at the national and international level.
Examples: Amazon, Facebook, LinkedIn, Tesla, Uber, Under Armour.
How do we make money?
10 Classic Business Models
1. Unit Sales
2. Advertising
3. Data
4. Intermediation.
5. Subscription
6. Franchising.
7. Licensing.
8. Professional.
9. Utility & Usage.
10. Freemium.
-Cars, Razors/Blades
- Google Adwords
- Nielsen
– Airbnb
- Netflix
- McDonalds
- Patents, High tech
- Consulting firms
- Electric Companies
- Survey Monkey
How are you priced?
8 Classic Pricing Models
1. Competition-led
2. Customer-led
3. Loss leader
4. Introductory Offer 5. Skimming
6. Psychological
7. Value
8. Bundled
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Milk, Commodities
Priceline
Walmart
Magazines
Apple
McDonalds
Solar roofs
TV packages
What does a “go to market” strategy mean?
The secret?
– Attract early adopters – who most needs you?
– Then, how you get them to refer you?
Also, remember your Brand:
1. First, know your customer
a. Know what YOU stand for by knowing what they WANT and what they
NEED
2. Your Name
a. SMILE
■ Simple, Meaningful, Imagery, Legs, Emotional
b. SCRATCH
■ Spelling-challenged, Copycat, Random, Annoying, Tame, Curse (of
knowledge), Hard-to-Pronounce
3. Your logo
4. Your tagline
Value Creation
judges don’t really look at every detail…
Guess what they look for?
They pick up on anything that seems RIDICULOUS.
Examples…
1. Costs that are way too low. Price is too high.
2. The “margins” or “rations” seem off for the industry..
3. Plans that are make/break based on too few customers.
4. Plans where an obvious risk hasn’t yet been addressed.
And they LOVE anything that is closer to real.
Examples…
1. Here, look what our test taught us.
2. Here, look what our potential customers are saying (or paying).
3. Here, taste/touch/view/see/smell/try our product/service.
Minimal Viable Product (MVP)
Innovating for Healthcare
Concierge MVP - Manual “service”
I’m going to build a site that suggests a customized shopping list for people based
on what they’ve previously purchased.
But actually...I’m going to follow you as you shop and offer suggestions.
Wizard of OZ MVP - Manual “behind the curtain”
From the outside it looks like a website that will answer any question posed.
But actually...once the questions come in humans answer them.
Landing Page MVP - A fake website
From the outside it fully describes the product and encourages you to buy or sign
up.
But actually...there is no product. It’s just measuring how many times people take
action or show interest.
Email MVP - A fake email newsletter
From the outside, once you sign up to learn more about something, you are sent
emails describing the new features that are coming soon.
But actually...those features may not be coming soon. It depends on how many
times for each people click the “learn more” links for each.
Functional MVP - It works, at minimum
From the outside, it appears ready to go.
But actually...it has the bare minimum features only.
Ways to Fund a Startup
Who are Angel Investors?
1. Accredited Investors:
○ $1mm in assets or >$200K last 2 years
2. They are not all the same:
○ Friends & Family (& Fools)
■ Affluent people you know
○ Angels
■ Angel Networks
■ Referred to by another Angel
○ Super Angels
■ Know what they are doing. Basically a VC.
■ They “lead rounds” and have “experience” and “networks”. “Smarter
money”.
Cliff Holekamp and Doug Villhard.
Asking a Super Angel for Money
1. How much do you need?
$200k-$1mm range. So $500k average.
2. What are you going to achieve with the money? And, by when?
Generally the money should last 1 year.
3. What happens after that?
Generally another funding round. Or, profitability.
4. Which type of deal structure?
Generally either equity or a form of convertible note.
5. What is the valuation? Cap? Discount? Rate?
Valuation: $500k to $5mm. So $2.5mm average.
Cap: Generally $3-7mm. Discount: 15-25%.
Rate: 4-8%. Maturity: 1-2 years.
However, a SAFE avoids all. More on that later.
Types of Angel Deal Structures
What questions would Angel Investor have for me?
1. How much do you need?
2. What are you going to achieve with the money? And, by when?
3. What happens after that?
4. Which type of deal structure?
5. What is the valuation? Cap? Discount? Rate?
Prior Hatchery Pitch Decks
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Title Slide
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Origin Story - bonus
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Problem
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Solution
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Customer Discovery
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Market
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Competition
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Value Creation
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Go to Market Strategy
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Investment Needed
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Exit Strategy - bonus
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“We’re Serious” - bonus
Team
Closing Slide - bonus
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“Tie back” to story - bonus
Appendix - bonus
Dear Dr. Cameron,
I'm interested in taking a one-credit independent study course with you in the summer of
2023. I envision you will advise me on developing my business idea by assisting me in the
process of conducting additional customer research, working to create a more detailed pitch
deck, writing a proposal, and creating mock-ups for my app. The course would be scheduled to
begin on May 1, 2023, and end on June 9, 2023, and we would be meeting every week for 2
hours.
Thank you for taking the time to consider my request. I appreciate it.
Hi Amal
I was thinking we can build it off your work in the hatchery and for you once you have learned all the
special details of building a hatchery deck that you and I agree to build a new business model canvas and
then slide deck about your business idea. A one credit class is 15h of contact time and work time. If we
can do the work in May and first half of June I am ok. I do not want to mark anything or make
appointments after June 9. So I would suggest a check in in March re what you have learned in hatchery
for your online platform, in April and then mid May and start of June.
Hi Amal
As we discussed the independent study should build off what you learned in the hatchery.
I would want us to work on a full pitch deck for your platform idea with the new things you
have learned from the hatchery.
The idea is 15 credits and by the end I would want you to have a full English pitch ca 10
minutes with 10-20 slides which are pretty well worked out and some sample slides of the
platform features.
Independent Study Proposal
The purpose of an independent study is to enable a student to gain an in-depth
knowledge of an area germane to a student’s course of study, which is not offered in a
course at the Brown School.
The need for and value of an independent study will be evaluated very carefully to
determine if an independent study is justified. The student and the supervising full-time
Brown School faculty member will arrange objectives for the content of each
independent study. All independent studies should result in a tangible output as a basis
for evaluation, e.g., a notebook, written paper, web pages or media presentation. All
independent studies are evaluated using letter grades. Independent Study credit
can only be applied towards elective credits.
The content of an Independent Study course, and the reason for requesting it, must be
detailed in an Independent Study proposal developed by the student and the instructor
(graduate full-time Brown School faculty member). Before the proposal is submitted to
the Brown School Registrar for approval by the Associate or Assistant Dean of your
program, the instructor who will direct the study must approve it.
The scope and rigor as well as the intellectual demands of an Independent Study
proposal must equal or exceed those of regular graduate courses offered at the Brown
School.
No more than six (6) credits may be applied towards satisfying elective credit degree
requirements at the Brown School. In addition, no more than three (3) credits of
independent study may be taken in a single semester. It is expected that for each credit
registered, the course will require 15 hours of contact between the student and faculty
member. A student may not audit or sit in on a course to receive independent study
credit. No more than two students may work on the same independent study
simultaneously. When two students propose a collaborative independent study, there
must be a clear delineation of tasks that demonstrate that both students will meet the
expectations for the amount of work and contact hours expected. Long distance
independent studies are allowed with prior approval from the Associate Dean of your
program.
Independent Study Guidelines
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Student must obtain a faculty liaison who is willing to serve as a resource person
and evaluator in accordance with proposal guidelines. Please note that only fulltime Brown School faculty are eligible to serve as independent study liaisons.
Student must manifest the characteristics of initiative, discipline, independence and
persistence that makes successful accomplishment of the independent study seem
likely.
Student must meet deadlines; keep appointments, complete assignments/projects
as agreed in the proposal. Substantial abbreviation of the timeline, which results in
superficial study, will be unacceptable and cause for appropriate action by the
faculty member. The student agrees to work independently, thus is not the faculty
member’s responsibility to follow-up with the student to receive timely work.
The following items should be attached to the Independent Study Form:
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Title of independent study course, short and to the point,
The number of credit hours to be completed, (one credit hour is equal to fifteen (15)
contact hours),
Timetable: this should include in specific terms the number and dates of
student/faculty meetings and deadlines for assignments,
A scope statement that encompasses the learning objective for the study,
Description of the course,
Rational for study (why the “independent” dimension is required),
MSW, MPH or MSP (degree applicable) Competencies (Foundational and/or
specialization) addressed
Programs of Study:
MASTER OF SOCIAL WORK (SOCIAL
IMPACT LEADERSHIP)
M.S.W. SPECIALIZATION IN SOCIAL ENTREPRENEURSHIP
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A list of all reading the student will use for the study,
A list of all outcomes/assignments that will result from the study,
Evaluation criteria (what criteria will be used to evaluate your performance?)
The signatures of the student, faculty liaison, Brown School Registrar and the
Assistant Dean of your program
This proposal will serve as the course syllabus and it can be referred to in case of grade
challenges. Only changes mutually agreeable to student and instructor are permissible
and then such arrangements must be in place in writing and signed by both parties. If
approved, you will be administratively registered for the appropriate independent study
course by the Brown School Registrar.
1
The Hatchery
Institution Affiliation:
Student’s Name:
Course Name:
Instructor’s Name:
Date:
2
Title: The Hatchery
Number of Credit hours: 3 Credit Hours
Course Description
A hatchery is one route that ambitious company owners may follow because of its huge
potential. We will choose this field of specialty because it has a wide range of alternatives
because hatcheries may be built for broiler chickens, free-range hens, layer chickens, ducks,
turkeys, and other fowl (Mesquita et al., 2021). Having carried out research we have realized that
a day-old chicks have a substantial and growing demand in the poultry sectors.
Market research is essential for any business, as it helps to understand the scope and consumer
preferences of a market. In a hatchery, it is important that we do market research to understand
consumer preferences, competitors, pricing, pricing strategy, and logistical setups. To develop a
unique value or selling proposition, we will try taking advice from seasoned rivals and learn
relevant information about market research and other issues. Attending educational seminars or
courses will help develop a solid business plan.
The choice of location has a significant impact on the hatchery sector as a whole. It is essential
that we locate our business close to busy roads and prospective clients. Delivery of day-old
chicks to clients who would have purchased from a hatchery will need transportation (Roy et al.,
2004). The need for us to quickly pack and transport chicks emphasizes the significance of the
aforementioned concept. The closer the route, the less likely it is that adverse conditions may
impact day-old chicks before delivery. The chicken coop has to be large enough to accommodate
the whole male and female parent stock. An unbroken supply of water and electricity is another
3
need for our firm. Our hatchery business plan should therefore include in the cost of purchasing
or leasing the structure and housing.
Hatcheries need plenty of specialized equipment, the business plan should also contain
equipment purchase expenditure. Incubators, feeders, waterers, brooders, and nest boxes are the
essentials. Air conditioners maintain ideal temperatures. Solar panels or generators are also
needed as a backup plan as egg debeaking and testing need electric equipment. Safety gears and
weighing equipment are also needed.
The starting cost can be expensive and for a success beginning we will borrow a loan from the
bank. Additionally, vaccinations may be costly (Gumucio, 2021). These costs ultimately more
than make up for themselves, as day-old chicks will always have a market, therefore it is feasible
to sustainably increase profitability and help repay the loan.
The Scope of the statement
The main objective of this study is to get a better understanding of factors that contribute to the
development of a hatchery business and the required amount to start the business.
Rational for the Study
Rational for study on the hatchery business is its importance to the economy as it provides
employment opportunities. It also creates entrepreneurship opportunities and innovation.
Timetable
The timetable will help us plan on how we will manage our time during the week and the
indented plans to be discussed.
Degree Applicable
M. S. W specialization in social entrepreneurship
Outcomes
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Increased productivity if the hens, turkeys, and ducks are given a good food
Increased customer relations due to good quality products
Equipment failures and changed market strategies may occur leading to increased losses.
Criteria
Sampling technique will be carried out on a number of customers buying from my firm to give
their feedback on the services and products to evaluate my performance.
Week 2: Tuesday, 1/24, 4-6 PM in Bauer Hall 150.
4-4:30pm- Meeting and formation of the team. Each Individual assigned what to do by the
venture teams.
4:30- 5:20- Learning on how to get customers and a ready market through market research,
market segmentation, a compelling value proposition and brand identity, as well as the provision
of first-rate customer service. We will also try to develop a website that will provide us
information on the demands in the market.
5:20-6 pm- One member will read a book on hatchery this gives everyone more information of
what we will be doing and how to predict the hatchability (Peruzzi et al., 2012).
Week 3: Tuesday, 1/31, 4-6 PM in Bauer Hall 150
4-4:30pm- Scheduling an angel Inventor Pitch by briefly introducing our business, explaining the
problem that our indented business is trying to solve, for example, in our area there is low egg
production, a solution to the problem is given, an overview of the market size and market
opportunity, how to outstand our competitors, highlighting key collaborations that help support
the business, providing financial projections for the business and lastly looking for investors.
5
4:30-5:00- stressing the crucial elements of the partnership approach, such as customer service,
logistics and operations, sales and marketing, breeding and incubation, Research and
development, finance and administration, and adherence to legal and regulatory requirements.
5:00- 5:30- Creation of a 30 second pitch video that highlights everything that has been
discussed.
5:30-6:00- Reading on how to make a proper case in less time but covers everything.
Week 4: Tuesday, 2/7, 4-6 PM in Bauer Hall 150
4:00-4:30- Listening to the 30 second video that was created from the previous meeting
4:30-5:00- Meeting with our venture team who goes through everything we had gathered before
as he corrects or improves where we were wrong or had less information.
5:00-5:30- Writing an executive one page summary of instructions, corrections, and
improvements about the business.
5:30-6:00- Reading how to develop an elevator pitch for a new venture entrepreneur.
Week 5: Tuesday, 2/14, 4-6 PM in Bauer Hall 150
4:00-4:30- Meeting the industry mentors to discuss with them about our business plan
4:30-5:00- Receiving their feedback about business plan in order to know what to omit and what
needs improvement.
5:00-6:00- Reading about entrepreneurial decisions and legal issues in the early ventures stages
in order to discern on the feedbacks given
Week 6: Tuesday, 2/21, 4-6 PM in Bauer Hall 150
4:00-4:30- Listening to a super modeling lecture that cover the basics of hatcheries, their
importance to the poultry industry, and the key components that contribute to its success.
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4:30-5:30- On a workshop on the unit economics of a hatchery firm which involves producing
and selling a single unit of a product, for example an egg. We also learnt that we must make
predictions about the business’ future revenues and expenses based on the current and predicted
market conditions.
5:30-6:00- Reading
Week 7: Tuesday, 2/28, 4-6 PM in Bauer Hall 150
4:00-4:30- Team presentation with a website that helps to predict the market conditions and
enable customers to make their orders online.
4:30-5:30- To make two minute video pitch start by giving your audience a hook to get their
attention, describe the unique selling point of the business, highlight your staff, show off your
product, discuss your market, go through your financial projections, and end with a call to action
for example by inviting them to our website.
In order to ask for money debtors need a good reason why you need the loan and investors want
a return, therefore you must persuade them that a profit is on the horizon.
5:30-6:00- Reading Top Ten Lies of Entrepreneurs
List of Examples of Killer (winning) Olin Cup Pitch Decks
1. Box up
2. Aquabyte
3. Nexgensis
Reading Deal Structure and Deal Terms; Everything You Need to Know to Pitch an
Investors
List of Readings
7
How to Make Your Case in 30 Seconds or Less
Developing an Elevator Pitch for a New Venture Entrepreneur
Entrepreneurial Decisions and Legal Issues in Early Venture Stages
The Good, Better, Best Approach to Pricing Financing New Ventures
Deal Structure and Deal Terms; Everything You Need to Know to Pitch an Investor
Why Design Thinking Works; Hypothesis-Driven Entrepreneurship Transformative Business
Model; Why the Lean Start-Up Changes Everything
Top Ten Lies of Entrepreneurs
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Student’s Signature
Brown School Registrar
Faculty liaison
Assistant Dean
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Reference List
Gumucio, T., Kramer, B., Ragasa, C., Pyburn, R., Galie, A., Dejene Aredo, S., & Sufian, F. D.
(2021). Gender and seed entrepreneurism: Case studies in Ethiopia, Ghana, Kenya and
Tanzania. CGIAR Research Program on Climate Change, Agriculture and Food Security
Working Paper.
Mesquita, M. A., Araújo, I. C., Café, M. B., Arnhold, E., Mascarenhas, A. G., Carvalho, F. B., &
Gonzales, E. (2021). Results of hatching and rearing broiler chickens in different
incubation systems. Poultry science, 100(1), 94-102.
Peruzzi, N. J., Scala, N. L., Macari, M., Furlan, R. L., Meyer, A. D., Fernandez-Alarcon, M. F.,
& Souza, F. A. (2012). Fuzzy modeling to predict chicken egg hatchability in commercial
hatchery. Poultry Science, 91(10), 2710-2717.
Roy, B. C., Ranvig, H., Chowdhury, S. D., Rashid, M. M., & Faruque, M. R. (2004). Production
of day-old chicks from crossbred chicken eggs by broody hens, rice husk incubator and
electric incubator, and their rearing up to 6 weeks. Livestock Research for Rural
Development, 16(3).
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Here is My Business Idea
Dalilk is a website/app platform for people with developmental disabilities in Saudi
Arabia. The app can be used on Android or iOS devices, and it collects all services and resources
needed by caregivers to meet the needs of these individuals. This app is important because
finding resources for families and caregivers in Saudi Arabia can be challenging; hence, it makes
this easier. The app will be free for all families and caregivers to use. Revenue will be generated
through the organization's subscription to the different plans that have different features and
through app advertising. For instance, the silver feature costs 106.42, gold is 318.25, and
platinum is 798.13. These categories are also differentiated by the space, control, and booking
systems. The target market for the application is mostly organizations in Saudi Arabia that offer
day care services, rehabilitation, and private therapy sessions. The target market also includes
families with children or adults suffering from autism and IDD. The beneficiaries of the apps
could also be the target market, considering there are more than 897997 individuals with autism
and IDD in KSA.
Dalilk faces low competition in KSA. The main value of the app is that it has more access
to information that is unavailable online, for example, the types of services that a daycare has, its
service rating and customer comments, and it can help caregivers locate different service
providers, which may be hard to identify. It also saves time and effort for caregivers because it
can be accessed at any time. The app will improve the life standards of disabled people by
increasing competition among service providers to provides the best serves for their costumer.
11
These points have been addressed and they considered as good points
1. Problem
Study indicates that 1 in 6 children has some form of developmental disability (autism,
down syndrome, ADHD, other learning disorders, etc). Finding resources (education,
early childhood support, occupational therapy etc ) is challenging for families and
caregivers in Saudi Arabia
2. Solution
Dalilk is a website platform and a mobile app (for Android and IOS), dedicated to
individuals with developmental disabilities in KSA.
Dalilk will collect all services and resources required by caregivers to facilitate the needs
and wants of the disabled community.
3. Business model
The platform will implement a subscription business model and revenue will be
generated through providing marketing services to organizations and individual service
providers. The organizations and individual service providers will have different plans to
purchase according to their needs. However, the online directory will be free for families
and caregivers to use. Also, it will have a free plan for organizations to register and just
list their name and basic information, like location and phone number, and their working
hours.
4. Customer Discovery
Customers:
About 1500 organizations provide services in Saudi Arabia, such as 289 daycare centers,
38 rehabilitation centers, 166 private therapy centers, 1,000 nonprofit organizations, and
other government services.
Users:
Families of individuals with IDD and autism, especially new families and families with
children in the transition age.
Beneficiary:
More than 897997 individuals with IDD and autism live in Saudi Arabia
5. Value proposition ----------------- good
• Easy Access to information currently limited
Currently caregivers find it difficult to collect the needed information like the type
of services that centers provide, offers, rating of the services providers.
• Saves time and effort
Current searches involve visits and phone calls to several organizations and
institutions. Dalilk makes it unnecessary.
• Access anywhere anytime
12
•
Information can be accessed simply on the mobile app / website, anywhere
anytime. Information will be available for every province and town.
Improving the life standards of the disabled
Providing every opportunity for people with developmental disabilities to live a
better life!
6. Team or founder.
However, these points below are still under analyzing and developing and I need to work
on them during this course (these what should be included on the timetable and discussed
with advisor during five weeks)
7. Market
8. Minimal Viable Product (MVP)
9. Competition
10. Value Creation
11. Investment Needed
12. Go to Market Strategy
This is the email between me and my professor Dr. tammy
Dear Dr. tammy,
I'm interested in taking a one-credit independent study course with you in the summer of
2023.
Hi Amal
As we discussed the independent study should build off what you learned in the hatchery
class. I would want us to work on a full pitch deck for your platform idea with the new things
you have learned from the hatchery.
It is a 15 credits and by the end I would want you to have a full English pitch ca 10 minutes
with 10-20 slides which are pretty well worked out and some sample slides of the platform
features.
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Title: Independent Study on Entrepreneurship
Number of credit hours: 1
Timetable: We will meet once every 2 week for two hours from May 1 , 2023, to Jun 9,
2023.
Scope statement: gain practical experience in bringing my business idea to fruition.
Course description: This independent study course will focus on refining my business
idea, conducting customer research, creating a pitch deck, and developing MVP and
mock-ups for my app.
Reading list: To be determined in collaboration with my advisor.
Outcomes/Assignments: A fully developed pitch deck with 10-20 well-crafted slides and
sample slides showcasing the key features of my platform.
Evaluation criteria: Performance will be evaluated based on the quality of the pitch deck
and sample slides, as well as my progress towards the learning objectives.
Independent Study
Proposal Guidelines
The purpose of an independent study is to enable a student to gain an in-depth
knowledge of an area germane to a student’s course of study, which is not offered in a
course at the Brown School.
The need for and value of an independent study will be evaluated very carefully to
determine if an independent study is justified. The student and the supervising full-time
Brown School faculty member will arrange objectives for the content of each
independent study. All independent studies should result in a tangible output as a basis
for evaluation, e.g., a notebook, written paper, web pages or media presentation. All
independent studies are evaluated using letter grades. Independent Study credit
can only be applied towards elective credits.
The content of an Independent Study course, and the reason for requesting it, must be
detailed in an Independent Study proposal developed by the student and the instructor
(graduate full-time Brown School faculty member). Before the proposal is submitted to
the Brown School Registrar for approval by the Associate or Assistant Dean of your
program, the instructor who will direct the study must approve it.
The scope and rigor as well as the intellectual demands of an Independent Study
proposal must equal or exceed those of regular graduate courses offered at the Brown
School.
No more than six (6) credits may be applied towards satisfying elective credit degree
requirements at the Brown School. In addition, no more than three (3) credits of
independent study may be taken in a single semester. It is expected that for each credit
registered, the course will require 15 hours of contact between the student and faculty
member. A student may not audit or sit in on a course to receive independent study
credit. No more than two students may work on the same independent study
simultaneously. When two students propose a collaborative independent study, there
must be a clear delineation of tasks that demonstrate that both students will meet the
expectations for the amount of work and contact hours expected. Long distance
independent studies are allowed with prior approval from the Associate Dean of your
program.
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Student must manifest the characteristics of initiative, discipline, independence and
persistence that makes successful accomplishment of the independent study seem
likely.
Student must meet deadlines; keep appointments, complete assignments/projects
as agreed in the proposal. Substantial abbreviation of the timeline, which results in
superficial study, will be unacceptable and cause for appropriate action by the
faculty member. The student agrees to work independently, thus is not the faculty
member’s responsibility to follow-up with the student to receive timely work.
The following items should be attached to the Independent Study Form:
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Title of independent study course, short and to the point,
The number of credit hours to be completed, (one credit hour is equal to fifteen (15)
contact hours),
Timetable: this should include in specific terms the number and dates of
student/faculty meetings and deadlines for assignments,
A scope statement that encompasses the learning objective for the study,
Description of the course,
Rational for study (why the “independent” dimension is required),
MSW, MPH or MSP (degree applicable) Competencies (Foundational and/or
specialization) addressed
Programs of Study:
MASTER OF SOCIAL WORK (SOCIAL
IMPACT LEADERSHIP)
M.S.W. SPECIALIZATION IN SOCIAL ENTREPRENEURSHIP
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A list of all reading the student will use for the study,
A list of all outcomes/assignments that will result from the study,
Evaluation criteria (what criteria will be used to evaluate your performance?)
The signatures of the student, faculty liaison, Brown School Registrar and the
Assistant Dean of your program
This proposal will serve as the course syllabus and it can be referred to in case of grade
challenges. Only changes mutually agreeable to student and instructor are permissible
and then such arrangements must be in place in writing and signed by both parties. If
approved, you will be administratively registered for the appropriate independent study
course by the Brown School Registrar.
Rough Draft of My Business Idea
Dalilk is a website/app platform for people with developmental disabilities in Saudi
Arabia. The app can be used on Android or iOS devices, and it collects all services and resources
needed by caregivers to meet the needs of these individuals. This app is important because
finding resources for families and caregivers in Saudi Arabia can be challenging; hence, it makes
this easier. The app will be free for all families and caregivers to use. Revenue will be generated
through the organization's subscription to the different plans that have different features and
through app advertising. For instance, the silver feature costs 106.42, gold is 318.25, and
platinum is 798.13. These categories are also differentiated by the space, control, and booking
systems. The target market for the application is mostly organizations in Saudi Arabia that offer
day care services, rehabilitation, and private therapy sessions. The target market also includes
families with children or adults suffering from autism and IDD. The beneficiaries of the apps
could also be the target market, considering there are more than 897997 individuals with autism
and IDD in KSA.
Dalilk faces low competition in KSA. The main value of the app is that it has more access
to information that is unavailable online, for example, the types of services that a daycare has, its
service rating and customer comments, and it can help caregivers locate different service
providers, which may be hard to identify. It also saves time and effort for caregivers because it
can be accessed at any time. The app will improve the life standards of disabled people by
increasing competition among service providers to provides the best serves for their costumer.
Pitch Deck Slides
The point form of the pitch deck slides and the area of what we should focus on.
1. Title Slide---------------------------- good
2. Problem ---------------------------- good
Study indicates that 1 in 6 children has some form of developmental disability (autism,
down syndrome, ADHD, other learning disorders, etc). Finding resources (education,
early childhood support, occupational therapy etc ) is challenging for families and
caregivers in Saudi Arabia
3. Solution ----------------------------- good
Dalilk is a website platform and a mobile app (for Android and IOS), dedicated to
individuals with developmental disabilities in KSA.
Dalilk will collect all services and resources required by caregivers to facilitate the needs
and wants of the disabled community.
4. Business model--------------------- good
The platform will implement a subscription business model and revenue will be
generated through providing marketing services to organizations and individual service
providers. The organizations and individual service providers will have different plans to
purchase according to their needs. However, the online directory will be free for families
and caregivers to use. Also, it will have a free plan for organizations to register and just
list their name and basic information, like location and phone number, and their working
hours.
5. Customer Discovery--------------- good
Customers:
About 1500 organizations provide services in Saudi Arabia, such as 289 daycare
centers, 38 rehabilitation centers, 166 private therapy centers, 1,000 nonprofit
organizations, and other government services.
Users:
Families of individuals with IDD and autism, especially new families and families with
children in the transition age.
Beneficiary:
More than 897997 individuals with IDD and autism live in Saudi Arabia
6.
7.
8.
9.
Market ------------------------------ we need to focus on
Minimal Viable Product (MVP)- we need to focus on
Competition ------------------------ we need to focus on
Value proposition ----------------- good
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Easy Access to information currently limited
Currently caregivers find it difficult to collect the needed information like the type
of services that centers provide, offers, rating of the services providers.
Saves time and effort
Current searches involve visits and phone calls to several organizations and
institutions. Dalilk makes it unnecessary.
Access anywhere anytime
Information can be accessed simply on the mobile app / website, anywhere
anytime. Information will be available for every province and town.
Improving the life standards of the disabled
Providing every opportunity for people with developmental disabilities to live a
better life!
10. Value Creation--------------------- we need to focus on
11. Go to Market Strategy------------ we need to focus on
1- Sourcing the necessary investment and initiating the development of the platform
2- Testing the MVP and finalizing the application
3- Making online staff recruitments (forming a team) and establishing a virtual setup to
begin operations
4- Enrolling providers, and marketing the platform aggressively in Riyadh. Breaking even
financially.
5- Expanding operations to Jeddah and Makkah
6- Scaling the platform across KSA and becoming a national provider.
12. Investment Needed---------------- we need to focus on
13. Team or founder. ------------------- good
Purchase answer to see full
attachment