Peace Through Entrepreneurship and Global Business Practicum
MGMT/IBUS 471-671-Fall 2018
Tuesdays—5:30-8:00 PM
Professor: Robert Sicina, Executive in Residence
Office: Kogod #230
Phone: Ext. 1858
Email (preferred contact): bsicina@american.edu
Office Hours: Mondays 10:45-11:15, Tuesdays 3:00-5:00, Thursdays 10:4511:15
COURSE DESCRIPTION: “Peace Through Entrepreneurship and Global
Business Practicum” is built upon three activities. First is experiential
learning where students work in teams to develop business plans for
startups in challenging countries. The second is a seminar consisting
largely of guest speakers with on-the-ground experience who share their
experiences and engage students in open dialogue. Third is a guided
independent study and final paper that is built around the role of business
in international development through the creation of economic
opportunity and conditions conducive to peace. The course is structured
around the roles of MNC’s, international trade, entrepreneurship and
SME’s, and a financing category that includes microfinance, private
equity, impact investment, Islamic banking, etc.
COURSE OBJECTIVES: Students learn the role that business can play in the
peace process three ways: experientially directly working with
entrepreneurs in challenging regions helping them build business plans;
through seminar dialogue with experts in the field; and through a guided
independent study. This combination brings to life learning about the
tough realities of business in challenging regions and provides the student
an experience that goes beyond that which is generally achieved in the
classroom.
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COURSE METHODOLOGIES: There are three fundamental methodologies
employed. The first is experiential learning where the students’ work in
teams under the professors’ supervision to create business plans for startups in challenging regions. The second is vicarious learning through a
structured program of guest speakers, all of whom are practitioners with
extensive experience with economic development programs in
challenging regions. The third methodology is a guided independent
study and related paper.
Experiential Learning: Students work in teams to provide business advisory
services to entrepreneurs and small/medium-sized enterprises (SMEs) in
challenging regions. Under the guidance of a faculty adviser, these
teams provide research, analysis and business innovative thinking skills to
create business models, business plans as well as to provide assistance in
scaling for start-ups and small business expansions that lack these
capabilities. Thus, students get to experience first-hand the difficulties
associated with the creation of economic opportunity in terms of
communications, cultural differences, security issues, the wide disparities in
business knowledge amongst entrepreneur aspirants and various other
realities that complicate the effort. All students are required to read
“Business Model Generation: A Handbook for Visionaries, Game
Changers, and Challengers” which serves as the basis for business
model/plan development.
Vicarious Learning: Weekly classroom time is divided amongst three
activities: guest speakers with extensive experience working in conflict
regions on economic development projects (vicarious learning) and
lecture/seminar discussions aimed at linking together the various elements
of the course. In the vicarious learning gleaned from the guest speaker
program, students engage in open dialogue about the speakers’ realworld experiences and the lessons they have learned.
Independent Study: Students come into this course with varying
backgrounds in the various topics associated with the role business can
play in conflict zones. Thus, the academic portion of this course is
structured to be flexible enough to adapt to each student’s needs and
interests. Students create a reading list from the “Required” and
“Recommended” readings. These readings serve as the foundation for
their independent study. Students choose readings from the
“Recommended Reading Choices” list based on their interests.
Substitutions are encouraged with the permission of the professor. These
readings will serve as the basis for the final paper that ties together the
above experiential, vicarious and independent learning accomplished in
the course. Students choose one main topic within each of the four listed
below. They then develop a hypothesis and drill down to substantiate it.
Their paper is to be both balanced and convincing.
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COURSE TOPICS:
Each student’s independent study is to be on one of the four course
topics:
1. MNC’S
2. TRADE
3. ENTREPRENEURSHIP (from start-ups to SME’s)
4. NON-TRADITIONAL FINANCING METHODS
An elaboration of course topics will be distributed in class.
Required Reading:
• “Business Model Generation: A Handbook for Visionaries, Game
Changers, and Challengers” by Alexander Osterwalder and Yves
Pigneur
• “Case Studies in Social Entrepreneurship: The Oikos Collection”
Volume 4, edited by Michael Pirson, Greenleaf publishing Ltd.
Recommended Reading Choices: (Students choose from the list below to
support their independent study. Student additions to the list are invited
with approval by Instructor.)
• “Startup Rising: The Entrepreneurial Revolution Remaking the
Middle East” by Christopher M. Schroeder, Palgrave MacMillan
• Peace through Entrepreneurship by Steven R. Koltai (with Matthew
Muspratt), Brookings Institution Press, 2016, ISBN 9-780-8157-2923-5
• Conflictive and Extractives—Extractives Hub
https://extractiveshub.org/topic/view/id/5/
• Pioneers on the Frontier: Sub Saharan Africa’s Multinational
Corporations, Initiative for Global Development and the Dalberg
Global Development Advisors
http://dalberg.com/sites/dalberg.com/files/IGD-Dalberg_Pioneers-on-theFrontier_0.pdf
• “How Impact Investment Can Reach the Mainstream” by Jonathan
Godsall and Aditya Sanghvi, McKinsey.
http://www.mckinsey.com/business-functions/sustainability-andresource-productivity/our-insights/how-impact-investing-can-reachthe-mainstream?cid=sustainability-eml-alt-mip-mck-oth-1611
• “The Fortune at the Bottom of the Pyramid” by C. K. Prahalad
• “Why Entrepreneurs Will Beat Multinationals to the Bottom of the
Pyramid” by Paul Polak and Mal Warwick,
http://blogs.hbr.org/2014/04/why-entrepreneurs-will-beatmultinationals-to-the-bottom-of-the-pyramid/
•
“Is corporate social responsibility profitable for companies?” By
Floyd Whaley https://www.devex.com/en/news/is-corporate-socialresponsibility-profitablefor/80354?mkt_tok=3RkMMJWWfF9wsRovvK3OZKXonjHpfsX67u0sXqeg38431
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UFwdcjKPmjr1YYETMR0dvycMRAVFZl5nQhdDOWN
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“Oil, Profits and Peace: Does Business Have a Role in
Peacemaking?” by Jill Shankelman
“Conflict Prevention: The Untapped Potential of the Business
Sector” by Andreas Wegner and Daniel Mockli
“Serving the World’s Poor Profitably” by C.K. Prahalad and Allen
Hammond, Harvard Business Review
https://hbr.org/2002/09/serving-the-worlds-poor-profitably
“Maximizing Development of Local Content Across Industry Sectors
In Emerging Markets: How private-sector self-interest can help U.S.
development policy” by Michael Levett and Ashley E. Chandler,
Center for Strategic and International Studies (Posted to
Blackboard)
Bennett, J., “Multinational Corporations, Social Responsibility and
Conflict.” Journal of International Affairs, Spring 2002, vol. 55, no.2
Hegre, Håvard, Oneal, John R. & Russett, Bruce, “Trade Does
Promote Peace: New Simultaneous Estimates of the Reciprocal
Effects of Trade and Conflict”
http://www.yale.edu/leitner/resources/docs/HORJune09.pdf
McDonald, Patrick J. “Peace through Trade or Free Trade?,” Journal
of Conflict Resolution, August 2004; vol. 48, 4: pp. 547-572
Griswold, Daniel, “Peace On Earth, Free Trade For Men,”
http://www.cato.org/publications/commentary/peace-earth-freetrade-men
Schramm, C. 2010. “Expeditionary Economics”, Foreign Affairs
May/June.
Cummins, Inc in Africa—An Initiative for Global Development Case
Study
http://www.igdleaders.org/sections/newsmedia/newsmedia_cum
mins_case_study.asp
“The Business of Peace: The private sector as a partner in conflict
prevention and resolution” by Jane Nelson. International Alert, the
Council on Economic Priorities, and International Business Leaders
Forum, 2000.
http://reliefweb.int/sites/reliefweb.int/files/resources/10D3808AC168
865CC1256E7C002DD903-business%20of%20peace.pdf
Elms, H. & Phillips, R. A., “Private Security Companies and Institutional
Legitimacy: Corporate and Stakeholder Responsibility.” Business
Ethics Quarterly, Vol. 19, No. 3, 2009 (Special Issue on the Changing
Role and Responsibility of Business in a Globalized Society): 403-432.
Getz, K. & Ladek, S. 2007. The Role of MNEs in Responding to Violent
Conflict (available on Blackboard)
Oetzel, J., Getz, K. and Ladek, S. 2007. The role of multinational
enterprises in responding to violent conflict: A conceptual model
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and framework for research. American Business Law Journal 44:
331-358.
• Fort, T.L. & Schipani, C.A. 2002. The role of the corporation in
fostering sustainable peace. Vanderbilt Journal of Transnational
Law, 35: 389-436.
• Hsieh, N. 2009. “Does global business have a responsibility to
promote just institutions?” Business Ethics Quarterly 19 (2): 251-73.
• Hsieh, N. 2004. “The obligations of transnational corporations:
Ralwsian justice and the duty of assistance.”
Business Ethics
Quarterly 14: 643-661.
• Fort, T. 2010. Introduction. Business, Integrity, & Peace. Cambridge,
UK: Cambridge University Press.
• Freeman, R. E., Velamuri, S. R. & Moriarty, B. 2006. Company
stakeholder responsibility: A new approach to CSR. Charlottesville,
VA: Business Roundtable Institute for Corporate Ethics (available
online at http://www.darden.virginia.edu/corporateethics/pdf/csr.pdf
• “Peace Through Commerce: Responsible Corporate Citizenship
and the Ideals of the United Nations Global Compact” by Oliver F.
Williams
• AACSB International, 2006. A World of Good: Business, Business
Schools and Peace. Available online at
http://www.aacsb.edu/publications/thoughtleadership/peaceenglish.pdf
• Private Equity Funding International Development in Africa, Center
for Strategic and International Studies
http://csis.org/multimedia/video-fostering-trade-and-investment-africa
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Triki, Thouraya and Faye, Issa, “Africa’s Quest for Development: Can
Sovereign Wealth Funds help?” African Development Bank Group
http://www.afdb.org/fileadmin/uploads/afdb/Documents/Publicati
ons/WPS%20No%20142%20Africas%20Quest%20for%20Development
%20%20Can%20Sovereign%20Wealth%20Funds%20help%20AS.pdf
“Learning From Microfinance’s Woes” by Randall Kemper, CEO of
Aspen Network of Development Entrepreneurs
http://blogs.hbr.org/cs/2012/02/learning_from_microfinances_wo_1.
html
“The Mystery of Capital” by Hernando de Soto
“Due Diligence: An Impertinent Inquiry Into Microfinance” by David
Roodman
Miscellaneous readings may also be assigned by the professor during the
semester to include articles written by the guest speakers.
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Blackboard activation required: Course information (including but not
limited to information on and modifications to schedule) will be distributed
via Blackboard email from time to time including performance assessments
and grades. Students are required to check email at their addresses
registered with Blackboard.
BUSINESS ETIQUETTE--NO-SCREENS POLICY
Because our screens are distracting, you may not use electronic devices
during class sessions. All computers, cell phones, and other devices must
be turned off and stored during sessions unless you get permission from me
first. This is especially important when we have guest speakers.
STUDENT COURSE TASKS:
1. Students will work in teams to develop a business model and business
plan for a start-up business in a challenging country as assigned by
the instructor.
2. Students will work in teams to prepare and present a class lecture on
an assigned topic and lead a related class discussion.
3. Students will work individually on required reading and a guided
independent study on a topic of their choosing within the categories
provided by the instructor.
BASIS FOR COURSE EVALUATION:
1. Work completed by teams (the project) will be assessed on an on-going
basis and a team grade will be awarded at the end of the semester. In
addition, team members will evaluate teammates, and an individual’s
grade will be adjusted accordingly from that of the team’s.
a. The final project work products are broken into two parts; a
report and a presentation. Each of these should
encapsulate the semester's work on the project, so the
presentation should essentially reflect the same content as the
report but in presentation format.
b. The report should be 12-15 pages in length, double-spaced. It is
what will be turned over to the team’s client as their final report.
It is a summation of the semester's work on the project together
with recommendations to the client for future action. As such, it
should be client-centric, aimed at maximizing the help the team
is bringing to the client's business.
c. The presentation’s primary purpose is to enable student teams to
share their experiences. As such, it will summarize the work each
team has presented in the client report but done in a way that
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fellow students can fully understand the project. The
presentation should be 12-15 minutes in length. Each team
member should take an active part in the presentation.
2. Participation in class discussions and dialogues with guest speakers will be
assessed for both quantity and quality. Students will also evaluate each
other’s contribution to the course, which will be taken into consideration in
grading.
3. Independent Study—Using the information learned from selected
readings and applying them to a selected topic, each student will
individually prepare a 5-7 page, double-spaced paper. The paper will
bring together the student’s reading, the information gathered from guest
speakers and their personal experiences with the team’s experiential
learning. THIS IS A GUIDED STUDY AND STUDENTS ARE ENCOURAGED TO
SCHEDULE MEETINGS WITH PROF. SICINA DURING HIS POSTED OFFICE HOURS
TO REVIEW PROGRESS. IT IS THE STUDENT’S RESPONSIBILITY TO INSURE THIS
HAPPENS (NOT THE PROFESSOR’S). PAPER IS DUE NO LATER THAN MONDAY
11/13.
Suggestions for Maximizing the Learning Experience: 1) Be a successful
team player. 2) Prepare for and actively participate in seminar discussions
and dialogue with guest speakers. 3) Thoughtful topic selection, research
and quality writing of final paper. 4) Make full use of your professor’s
guidance for both your team project and your independent study.
If you experience difficulty in this course for any reason, please don’t
hesitate to consult with Professor Sicina. In addition to the professor, a
wide range of services is available to support you in your efforts to meet
the course requirements. (See “Academic Support Services” at the
conclusion of the syllabus.)
Guidelines for Independent Study Paper: Double-spaced,12-point font,1”
top, bottom, and side margins, 5-7 pages in total, excluding footnotes and
a bibliography.
In each paper, proper citing of references in the body of the paper and a
bibliography are required. In the text, sources should be referred to by
(Author’s last name, Year of publication). In the bibliography, they should
be referred to as: Author’s last name, Author’s initials, Year of publication.
Title of article or book. Title of Journal and Volume and page numbers (if
Article) or Location: Publisher (if Book) Note that only those materials
actually cited in the body of the paper should be included in the
bibliography. Citations are required not only for direct quotes, but also for
paraphrases of an author's words or ideas. They are also required for
content in the public domain such as Wiki and blogs. Failure to cite
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properly is a serious offense in academia. See Academic Integrity below.
The Independent Study paper must be submitted in hard copy. THIS PAPER
IS DUE NO LATER THAN TUESDAY 11/13.
GRADING
Students will be graded on both their individual and team performance
per the breakdown below:
Team Project Grade/ Teammate Feedback
35%
Team-Led Class Grade/Teammate Feedback
5%
Cases (3 X 7% each)
21%
Quizzes/Participation
19%
Independent Study Paper
20%
General Expectations: In terms of your performance in this class, my
expectations are very high and I anticipate only outstanding work from
each of you. Without exception, all assignments should be typewritten.
Late assignments will be downgraded one letter grade for every day they
are late. All students are expected to be respectful and courteous to
other class members. This includes turning off cell phones before class.
Violations of the honor code will result in disciplinary action.
A Note on Written Communications to the professor: I welcome your
emails and office visits. When you send an email please type our course
number (471/671) in the subject area and be sure to CC your group
members if the email is about your group project.
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COURSE SCHEDULE
Note: Subject to change—Watch for Blackboard email updates
1. Course Introduction: Syllabus and Requirements
Introductory discussion on international development— (8/28)
2. Team building and teamwork, preliminary discussion of projects,
begin discussion of Business Model Generation, Teams will be
announced by instructor, class time will be allocated for teams to
work on team assignments (9/4)
• Assignments:
o Read/Study Carefully “Business Model Generation: A
Handbook for Visionaries, Game Changers, and
Challengers” pp. 1-51, 127-144— (9/4)
o Teams prepare request for preferred project if any
▪ ½ page, double-spaced—Why do you want the
project you selected? Best efforts will be made to
accommodate requests? (NOTE THAT A REQUEST IS
NOT REQUIRED)—Submit request no later than Friday
9/7 by 5:00pm—Projects assigned by instructor to
teams on 9/8
3. Guest Speaker: Babak Hafezi, Chief Executive Officer-Hafezi
Capital International; Discussion of “Lean Startup” and Consulting
Principles; Discussion of Business Model Generation, Team meetings
on assignment below— (9/11)
• Assignments:
o Read/Study Carefully “Business Model Generation: A
Handbook for Visionaries, Game Changers, and
Challengers” pp. 145-177, pp. 199-231, pp. 244-257—
(9/11)
o Teams submit via email ‘Team Charter’—Go to:
http://www.teamlti.com/charter/page0/page0.html for
examples (do’s and don’ts)—Keep it simple (See “Good”)
(9/11)
o Team prepares/sends introductory email to entrepreneur
with three proposed weekly times (time zone appropriate)
to choose from, for weekly discussions—cc instructor—
(9/11)
o Submit to instructor via email draft of no more than ten
questions for entrepreneur—(9/14)
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4. Guest Speaker: Caron Martinez—KCBC Lecture on Business Writing
and Presentations, Levendary Café discussion, team meetings
(9/18)
• Assignments:
o Read Case Study from HBSP.COM—“LEVENDARY CAFE: THE
CHINA CHALLENGE” for class discussion
o Submit final version of questions to clients no later than
9/18—cc instructor
o Establish communication logistics with client (eg. weekly
Skype call) PRIOR TO 9/18, cc Instructor
5. Guest Speaker Panel: Kristi Ragan of DAI, Heather Kulp of the Niger
Delta Partnership Initiative (Chevron) and Michael Levett, Senior
Advisor at CSIS (Babson)—The Corporate Role in Stabilization and
Peace, discussion of Madecasse, team meetings (time permitting)
(9/25)
• Assignments:
o Do a quick Google search of each of the three panelists
and write one question for each to be submitted to your
professor (typed) and to be asked during class (time
permitting)
o Prepare Case Brief—“Madecasse” found in “Case Studies
in Social Entrepreneurship” (Required Reading) FOR “HOW
TO…” INSTRUCTIONS, GO TO “IBUS 471/671 RUBRICS”
(BLACKBOARD—INFORMATION)
o First client Skype call to be held PRIOR TO 9/25
6. Team presentations on projects (see Assignment below), continue
discussion of Business Model Generation, team meetings (10/2)
• Assignments:
o Team presentations to class on projects to include
‘Business Model Canvas’ (from “Business Model
Generation”) —POWERPOINT PRESENTATION—12 to 15
MINUTES (10/2)
o Submit draft of ‘Statement of Work’ for entrepreneur
project to instructor—See IBUS 471/671 RUBRICS for
instructions (Blackboard-Information)
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7. Guest Speaker: Christopher Schroeder, author of “Startup Rising”;
team meetings (10/9)
• Assignments:
o Read
https://en.wikipedia.org/wiki/Christopher_M._Schroeder
o Read https://www.washingtonpost.com/news/arts-andentertainment/wp/2013/08/19/startup-rising-authorchristopher-schroeder-on-the-tech-business-revolution-inthe-middle-east/?utm_term=.149d8fda485f
o Write two questions for Christopher to be submitted to
your professor (typed) and asked in class (time permitting)
o Prepare Case Brief—“Husk Power”
o Send SOW to entrepreneur for review/approval (10/9)
8. Guest Speaker: Chris Seek, CEO of Solimar International—Role of
Social Entrepreneurship in International Development (10/16)
• Assignment:
o Review Solimar International website and write two
questions for Chris to be submitted to your professor
(typed) and asked in class (time permitting)
o SUBMIT TOPIC/OUTLINE FOR INDEPENDENT STUDY (10/16)
9. Teams will lead class lecture on below assigned topics. PLEASE
NOTE THAT ALL PRESENTATIONS SHOULD INCLUDE AT LEAST ONE CASE
STUDY ON A REAL-WORLD EXAMPLE. (10/23)
Team 1— “Serving the World’s Poor Profitably—Can it be Done
Effectively?” (See the work of C. K. Prahalad and Allen Hammond
amongst others)
Team 2—“Trade and the Creation of Economic Opportunity as a Force
for Peace”
Team 3—“Impediments to Entrepreneurship in the Arab World: How to
Remove Them”
Team 4 –“Impact Investment Today and Tomorrow”
• Assignment:
o Prepare class presentation and lead class discussion on
assigned topic (NOTE: GETTING CLASS ENGAGEMENT IS THE
KEY TO SUCCESS IN THIS ASSIGNMENT)
10. Guest Speaker: Ambassador Robert Holleyman speaking on
international trade and its contribution to the peace process
(10/30)
• Assignment:
o Review Ambassador Holleyman’s Wiki and other personal
background and write two questions for the Ambassador
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to be submitted to your professor (typed) and asked in
class (time permitting)
o Prepare Case Brief—“Vodafone M-Pesa”
11. Guest Speaker— Jim Pickup, CEO of Middle East Investment
Initiative (11/6)
• Assignment:
o Visit https://www.meiinitiative.org
o Watch: Ted Talk by Jacqueline Novogratz-“Patient
Capitalism”
http://www.ted.com/talks/jacqueline_novogratz_on_pati
ent_capitalism?language=en
o Based on the above, write two questions for Jim to be
submitted to your professor (typed) and asked in class
(time permitting)
12. Guest Speaker: Chris Walker—Mercy Corps on Impact Investment,
(11/13)
Assignment:
Go to https://www.mercycorps.org and write two questions for Chris
to be submitted to your professor (typed) and asked in class (time
permitting) (11/13)
INDEPENDENT STUDY DUE (11/13)
13. Panel Discussion on Foreign Aid: Panelists to be announced (11/27)
• Assignment:
o View Poverty Inc. video available to rent at
https://www.povertyinc.org
o Based on your viewing of “Poverty Inc.”, write two
questions for the panelists to be submitted to your
professor (typed) and asked in class (time permitting)
14. Bringing it all together (12/4)
15. 12/11 EACH TEAM WILL GIVE A POWER POINT PRESENTATION ON
THEIR PROJECT AND LESSONS LEARNED ON THE FINAL EXAM DATE PER
THE UNIVERSITY FINAL EXAM SCHEDULE. FINAL PROJECT REPORT WILL
ALSO BE SUBMITTED ON THAT DATE.
TUES DEC. 11TH 5:30PM-8:00PM
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Diversity and Inclusion
The Kogod School of Business considers the diversity of its students, faculty, and staff to
be a strength and strives to make an inclusive environment for everyone. Dimensions of
diversity include sex, race, age, national origin, ethnicity, religion, gender identity, sexual
orientation, socio-economic class, political ideology, intellectual and physical ability, and
primary language. Students are encouraged to speak up and share their perspectives and
experiences. This class represents a diversity of backgrounds and experiences, so
everyone must show respect for others. If you feel your differences may in some way
isolate you from the Kogod community, please speak with the instructor to help you
become an active and engaged member of our class and community.
Academic Integrity Code
Academic integrity is paramount in higher education and essential to effective teaching
and learning. As a professional school, the Kogod School of Business is committed to
preparing our students and graduates to value the notion of integrity. In fact, no issue at
American University is more serious or addressed with greater severity than a breach of
academic integrity.
Standards of academic conduct are governed by the University’s Academic Integrity
Code. By enrolling in the School and registering for this course, you acknowledge your
familiarity with the Code and pledge to abide by it. All suspected violations of the Code
will be immediately referred to the Office of the Dean. Disciplinary action, including
failure for the course, suspension, or dismissal, may result.
Additional information about the Code (i.e. acceptable forms of collaboration, definitions
of plagiarism, use of sources including the Internet, and the adjudication process) can be
found in a number of places including the University’s Academic Regulations, Student
Handbook, and website at . If you have
any questions about academic integrity issues or about standards of conduct in this
course, please discuss them with your instructor.
Academic Support Services
If you experience difficulty in this course for any reason, please don’t hesitate to consult with me. In
addition to the resources of the department, a wide range of services is available to support you in your
efforts to meet the course requirements.
Students with Disabilities
If you wish to receive accommodations for a disability, please notify me with a letter from the
Academic Support and Access Center. As accommodations are not retroactive, timely notification at
the beginning of the semester, if possible, is strongly recommended. To register with a disability or for
questions about disability accommodations, contact the Academic Support and Access Center at 202-8853360 or asac@american.edu or drop by ASAC in MGC 243.
Academic Support and Access Center (ASAC)
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In addition to meeting with me and using the resources available in this department, all students may
take advantage of the Academic Support and Access Center (ASAC) for individual academic
counseling, skills workshops, tutor referrals, Supplemental Instruction, and Writing Lab
appointments. The ASAC is located in Mary Graydon Center 243. Additional resources that may be
beneficial in this class include the Bender Library, the Writing Center in the Department of
Literature, the Math Lab in the Department of Mathematics & Statistics, and Office of Information
Technology.
The Center for Business Communications (x 1840, MGC 320) is Kogod’s in-house resource for helping
with your writing, public speaking, and team assignments. Wise communicators alwayswelcome
suggestions to improve their work. The CBC staff and peer consultants provide friendly feedback so that
your business writing is clear, concise, credible, and creative. They’ll also coach your individual and team
presentations, providing advice on effective delivery, impactful PowerPoints, and tips for data
visualization. For an appointment, go to the Center for Business Communications website, visit MGC 320,
or email cbc@american.edu.
Financial Services and Information Technology Lab (FSIT) (x1904, KSB T51) to
excel in your course work and to maximize your business information literacy in
preparation for your chosen career paths, we strongly recommend to take advantage of all
software applications, databases and workshops in the FSIT Lab. The FSIT Lab
promotes action-based learning through the use of real time market data and analytical
tools used by business professionals in the market place. These include Bloomberg,
Thomson Reuters, Argus Commercial Real Estate, Compustat, CRSP, @Risk etc. For
more information, please check out the website at Kogod.american.edu/fsit/ or send us an
email to fsitlab@american.edu.
KOGOD LAPTOP POLICY
Kogod implemented a Laptop Policy to insure that all students use a consistent set of
quantitative application software products. Kogod expects all students enrolled in Kogod
courses to comply with its Laptop Policy, specifically addresses two key areas:
1. Use of Compliant Laptops in the classroom
2. Use of MS Office Professional in a Windows Operating System Environment
for all
Quantitative assignments
Professors will advise students at least one week prior to class when a compliant laptop
device is required for a specific class session. Students are expected to submit all
quantitative assignments (Excel, Access) using the MS Windows Operating Systems
version of MS Office products. Visit the Laptop Policy
to determine if you laptop is
compliant and how to be prepared for class. Please note that the University Computer
Labs feature devices that allow students to complete assignments outside of the
classroom.
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EMERGENCY PREPAREDNESS FOR DISRUPTION OF CLASSES
In the event of an emergency, American University will implement a plan for meeting the
needs of all members of the university community. Should the university be required to
close for a period of time, we are committed to ensuring that all aspects of our
educational programs will be delivered to our students. These may include altering and
extending the duration of the traditional term schedule to complete essential instruction in
the traditional format and/or use of distance instructional methods. Specific strategies
will vary from class to class, depending on the format of the course and the timing of the
emergency. Faculty will communicate class-specific information to students via AU email and Blackboard, while students must inform their faculty immediately of any
absence. Students are responsible for checking their AU e-mail regularly and keeping
themselves informed of emergencies. In the event of an emergency, students should
refer to the AU Student Portal, the AU Web site (http://www.american.edu/emergency/)
and the AU information line at (202) 885-1100 for general university-wide information,
as well as contact their faculty and/or respective dean’s office for course and school/
college-specific information.
15
Give a detailed overview of the main aspects of your business. Describe the company, the
product/service, the market and customers, the competitors, the management strategy, the sales, and
the business operations.
Travel to the heart of the inspiring flavors of Africa. Les Petits Pots de l'Ogooue, a collection of refined
jams, unique and artisanal. Tropical fruits, for exceptional flavors that tell a generous and authentic
Africa. Les Petits Pots de l'Ogooue, more than a jar of jam. Its a story. The story of the famers of our
terroir, Gabon. Men and women who work proudly with passion. The story of our customers who
accompany us in this adventure. Les Petits Pots de l'Ogooue is a fruit processing company based in
Gabon on and created in 2016. L'Ogooué is an emblematic river of Gabon and crosses the region where
our workshop is located. Petits pots, for our packaging in glass jar. Our main activity is the production,
marketing and delivery of gourmet fruits jams and baskets. We can observe worldwide strong demand
for local, natural and artisan products. Consumers are looking for new ways of consuming ecoresponsible, more ethical and fair. Consumers concerned about their consumption of healthy products
and rich in fruits. The market is available, only 2 small local business having invested the niche of
agroindustry and jams. All the products on the local market are imported and are industrial products
with lot of additives. Our jams are made by hand. They are made from fresh fruit, something very rare
in this market . Our main goal is to valorize the fruits and the regions they are coming from. We aim
for high quality production justifying prices higher than the prices of industrial processors. The price is
not the most important variable for demand: Targeted customers are willing to pay more for a local and
high value added product. We have two main markets, Deli's ,artcraft shops and establishments
related to gastronomy and tourism. Collective catering, hotels, restaurants, flying company are looking
for locally made and high value products to offer to their customers. Corporates, gifts for tourist. The
superior quality of our product is based on a fruit content higher than 70% and the absence of color
additives and preservatives. We use high quality flavors such as Tahitian vanilla Grand cru Bora Bora and
rose water from Morocco. We have launch a line 12 creative and delicious flavors. Everything about
our product is inspired, from the elegant packaging with an african touch to the creativity of the flavors,
the sweet names of the jams. We love to create innovative flavors with our beautiful tropical fruits and
flavors coming from all around the world. The main added value of the product is not the price, but the
message and values defended. We have made about 100 000 USD revenu in 2017 , 7% profitability. We
have invested about 50 000 usd of our personal money in the business up to now. We need now to
raise fund in order to get a new production unit, to enhance our productivity in order to be able to
export our products worldwide. We have about 500 clients and we work with 10 retailers . We plan to
growth 20% rate for 2018. We are 5 employees, mainly women. We aim to provide a job to young
women with no education or old women who can not find a job anymore. We support kids association
by raising fund 2 times a year to provide fournitures scollaires et fodd and gifts for christmas. We give
back 20% of our sales to these association.
Our goal within 5 years is to become a reference in terms of agribusiness in the continent. We intend to
develop internationally as the reference in jam and high-end agri-food products of the continent. The
concept has a very strong development potential as an element of African art of living.
Achieve a sales volume of 10,000 pots / month by December 2019, export to Europe and North America
as well as throughout Africa.
What have you achieved so far and where do you see your business in 5 years?
Indicate the implementation schedule of your business (start date, registration, major
milestones & achievements).
May 2016 was the 1st prototype on the market and the legal creation of business. From March to
December 2016 R & D, flavors creation, technical training, supplier research, branding work. Market
test, direct sale during fair, exhibitions. January 2017 is the official launch of the brand with the final
packaging. From june 2017 to march 2018, enlarging our distribution channels and retailers. We also
launch our corporate offer for new year gifts. We have been working with 7 prestigious company, to
create gifts for their clients and collegues. January 2018, R & D on the creation of new products, fruit
syrups, fruit vinegar. Branding and suppliers research . Partnership with associations of women in
precarious situation that can manufacture some of these products. Search for a social model impacting
women's communities and childrens. April 2018, Prospecting visit to Cameroon, searching for suppliers
(fruits, honey, spices) and distribution partners.
What exactly is your product or service?
Describe your product or service and its specificity.
The jams are made by hand from fresh fruits. Our main goal is to make the best use of local fruits, the
quantities of fruit to be treated are therefore reduced and the best solution therefore seems to aim for
high-end positioning justifying prices higher than the prices of industrial processors. Targeted customers
are willing to pay more for a locally produced. The price is a guarantee of quality and finds its
justification, in the working time necessary for the artisanal production, in the quality of raw materials
and in the quality of the packaging. The superior quality of our product is based on a fruit content
higher than 65% and the absence of additives. We use high quality flavors such as Tahitian vanilla . Our
manufacturing process remain as close as possible to the craftsmanship. We chose to display 12
different flavors, to offer a variety of flavors. Our products take part of the 'Consume local' movement.
In 2017 food imports in Gabon was about 70 millions usd. Our products contribute to a change in
consumption patterns. We defend values of fair trade and sustainable development. It is important for
us to value the terroir and the local communities that develop it. We rely on a network of cooperatives
that we pay directly at the right price. This allows us to ensure that the fruits are from a reasoned
agriculture and grown from a perspective of sustainable development. We create added value and
make sure it is redistributed to the communities .
What is your business model?
Describe how your business reaches its customers and generates revenue.
Our brand identity and the sympathy generated thanks to our communication strategy
on social networks is a great strength for our company. We are building a strong brand
in which our customers, recognize and strongly commit. We showcase an artisanal,
local, feminine identity that is close to consumers and synonymous with innovation. This
identity contrast with the actual offer. We build very close relationships with our
customers, they are treated with great care. We post on a daily basis on facebook (12
000 followers) and instagram. We also communicate via mailing lists on watsap and
mailchimp to inform them of new events, exhibitions, or simply to relate our story. We
join every month festivals about gastronomy, it is our main way for selling. We also take
part to international events. We have about 500 clients and we work with 10 retailers
(restaurants, hotels, supermarket, boutiques). We also have direct sale at our
workshop and we take orders from our facebook page and over the phone. We have a
promotion planning for mothers day, Christmas time, Valentin's. We have generated
100 000 usd revenue in 2017 and plan for 120 000 in 2018. We sell 250g jars about 8
usd. This price was fixed as per our cost analysis matrix. We are working on our
website in order to touch more people from abroad. Up to now, we have focused on
facebook advertisement because clients here are more on face than on internet
website.
What is your market?
Describe your customers and the way you address their needs.
For the market evaluation, we rely on custom import data from the Port of Libreville as well as an
internal study conducted on a population of 77 respondents on their consumption and buying jam
habits. Value of imports: 11,5 millions USD. Distributors apply 23% margins, one could quantify the
local market to 14 millions USD. According to the 2015 statistical data, the population is estimated at
1,919,671 people. The middle class represents 30%, a population of 575,901 people. Our target is the
upper middle class, which represents 14% of the middle class, an addressable market of 80,626 people.
Mainly women, who represent 49.6% of the population. That is a potential market of 39900 people.
Hypothesis: 10% of market share and 43% of the population questioned consume 1 pot / month, an
estimated sales volume of 3990 pot/month, 420 000 usd/year. This is for the local market, which is
quite small. We intend to export all over Africa and the world.
Who are your main competitors?
Describe the competitive environment of your product/service.
A market clearly defined by 4 segments. Standard jam standard: low-end first price, often without
mark. Extra jam: good quality product. High quality jam: quality product, contains as much sugar as
fruit. Specialty jam: high quality product, has at least 65% fruit. Handcrafted etc..The market is
dominated by the giants of jams: Andros, Andresy, Materne, Lucien Georgelin, Saint Daflour, Private
label ( Casino) . They dont play in the same segment as us, but have cheap prices and low to high quality
. There are a few players in the local market, Oz Africa, Ekoh, Imangu. They play in the mass market,
low price, packaging is not attractive, quality standard are not clear. Competition can also come from
spread, honey, cereals, dairy products. On the local market, entry barriers for newcomers are quite low.
However, limited and expensive packaging offer; no access to R & D quality advice. It is relatively
difficult to release a product of equal quality.
Who are the people in your team?
Describe your management team and your future hiring plans.
We are a team of 5 organic people working on a daily basis. I am the one who manage the business. I
am in charge of the prospection, marketing, customer relation, billing, recovery, quality control. The
other 4 are established at our workshop. Mathieu, 40 years old was working for a catering company for
many years. He is the one in charge of the production and quality control. He manages a team of 3
womens, they handle the fruits reception, cutting and preparation. 5 people, are working as
commercial team. These one are part time, the are deployed on a weekly basis, at our selling point,
boosting the sales and during trade show. WeI have a free lance accountant, we hold a monthly
meeting and discuss about our finance status and projections. We also have a free lance graphic
designer, he is the one who assist me on communication. I plan to hired a quality control manager, a
project manager to assist me on the commercial part and 2 more people at the workshop.
SWOT analysis (Strengths, Weaknesses, Opportunities, Risks)
POSITIVE
NEGATIVE
INTERNAL
Strengths:
Counter (spaces included): 7
Weaknesses:
Counter (spaces included): 62
Opportunities:
Counter (spaces included): 10
Threats:
How do you intend to mitigate the risks associated with your activities?
We have to work on reducing our production costs. Aside from locally made fruit and sugar, all we need
to produce is imported from Europe. Glass jars, equipments... Logistics and customs costs are important
and have a significant impact on the cost price of our products. We are working on finding new
suppliers, located in Africa. Other ways to pool orders with other local associations and artisans have
also to be discussed. We need to increase our production capacity by investing in a larger workshop and
mechanizing part of the production. The peeling and cutting of fruits mobilize a lot of resources and
time, it can be mechanized. Potting and vacuuming can also be mechanized. In order to be make a
difference on the local market and to be competitive for exporting our products, we must improve our
quality management plan, monitoring and traceability. We need to perform analysis on the product in
order to verify our expiration date, nutritionnal analysis, and proof of non toxicity.
What positive impact does your business have on society and/or the environment?
85% of the food we eat is imported from abroad. The volume of imports is estimated at $ 800 million
usd. There are very few company in the field of food processing and none operates according to the
standards of the industry in terms of quality, hygiene and processes. Agricultural sector development
programs have been launched, but there is no transformation industry that would allow these resources
to be rationally valorized, from a perspective of sustainable development. On the other hand, the
consumer is looking for a healthy product, made locally, in which he recognizes his cultural identity, his
values and of which he can be proud. It is important to promote local products by setting up innovative
industrial process supplied by local farmers. Create jobs in Gabon and bring back wealth to the entire
value chain. Consumers will have to change their attitude to their diet. Make the choice to invest in a
product made locally, having better nutritional and taste
How do you measure the positive impact that your business has on society and/or the environment?
All our fruits come from small farmers across the country that we pay at the right price. We favor and
encourage small producers to support the local economy and promote fair trade. We estimate that we
can impact 100 farmers.
We employ young and unemployed students and train them to give them a taste for effort, a job well
done and to inspire vocations. We plan to create 10 jobs, some full-time and part-time.
We plan to help underprivileged young women through a project to make basket made of burlap and
bamboo that will serve as a gift basket for our jams. This project could find employment for 3 people
initially but could increase considerably by setting up a center and thus providing other clients.
How would you qualify the level of creativity and innovation of your product and/or service?
Our proposal is innovative in a country where the food industry is very little developed. We are pioneers
in the manufacture of these products respecting quality and sanitary standards. We have implemented a
process of standardization of our recipes in order to move towards industrialization and export in the
sub-region and internationally. We have developed a process of traceability of our raw materials to
ensure that they come from a reasoned agriculture. This is by forming partnerships with small local
producers. We want to be able to develop a range of BIO products with low sugar content.
We are creating a new flow channel for agricultural products that is part of a fair trade and sustainable
development approach. Our wish is to boost the agricultural sector by creating a new development and
culture orientation (tea, abandoned fruits culture)
Why did you apply to the Cartier Women’s Initiative Awards competition and what do you expect from
it?
I applied to the competition in order to get some ressources taking my business to the next level. I am
running this business for 2 years now, I get to the point where I can not keep on doing all these by
myself and I need some mentors and advisors. People with experience, I can discuss with in order to
have another point of view about strategy, communications issue. I guess the most important thing for
any entrepreneur is the network. I believe Cartier Women's Initiative Awards is a great network of
women just like me, fighting every day to progress and being independant. Competition will bring me to
encounter amazing women entrepreneurs from around the world, women I could work with, learn from
and share with them my own amazing experience. It is an opportunity to be well-known, due to the
exposure and the credibility of the foundation. I believe I have also a lot the give and share of my own
experience with the Initiative and with all the women.
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PROJECT REPORT
Twelve to fifteen pages in length—double-spaced
One page Executive Summary that describes the problem analyzed and the
solution(s)/recommended action(s) proposed with very brief summation of why your
recommendations are the best course of action.
One page background describing the business.
Two/three-page discussion of the firm’s Business Model Canvas(this is what I have to do
but only the first part of the canvas)
5 to 7 pages describing the work that was done (research and analysis)
3-5 pages on recommendations and execution plan
Be sure your work is professionally written and very well proofread
PROJECT REPORT TO BE SUBMITTED ELECTRONICALLY (NO HARD COPY)
PROJECT PRESENTATION
Distill your project report into a 12 to 15 minute presentation to be given to entire class
during final exam time slot(I have to do 2 minutes only about the first part of canvas)
Each team member should present
Include one slide at the end on your team’s ‘lessons learned’(2-3 sentences)
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