Netherlands, Utrecht

Customer Discovery and Value Proposition Validation

when 18 July 2016 - 29 July 2016
language English
duration 2 weeks
credits 4 ECTS
fee EUR 1100

Use an own business idea and rapidly develop solutions through customer development. Lean LaunchPad - work in teams in this entrepreneurial experience with all the pressures and demands of the real world in an early stage start up. Intensely and deliberately experiential to develop what an entrepreneur needs in today' world. Learn how to turn a great (business or social venture) idea into a great company. Dare to dream, dare to experiment, and dare to be wrong. You will learn to prove what does work and how to successfully transfer knowledge into products and processes that benefit society. Startups are not about executing a plan...startups are temporary organizations that exist to search for a scalable and repeatable business model. Our goal is to create an entrepreneurial experience for you with all of the pressures and demands of the real world in an early stage start up.
This course is intensely and deliberately experiential to develop the mindset, reflexes, agility and resilience an entrepreneur needs to search for certainty in a chaotic world. You will work in teams learning how to turn a great (business or social venture) idea into a great company. You will learn how to use a business model to brainstorm each part of a business vision and customer development to get out of the classroom to test your vision. You will learn to dare to dream, dare to experiment, and dare to be wrong. You will learn to prove what does work and how to successfully transfer knowledge into products and processes that benefit society. You will receive intensive coaching with straight, no-nonsense feedback about your discovery process, training on your personal strengths and contribution within a team, you will study cutting edge literature on early stage new venture development, and you will visit several new venture incubators, and Entrepreneurship Centers of Expertise, in the Netherlands.

No background in business is required. What is required is an interest in solving customer problems and an openness to doing, not just knowing. As Walt Disney is quoted as saying, "The way to get started is to quit talking and start doing". Whatever the background you have in the arts, business, psychology, humanities, engineering, or your level; you have valuable skills to contribute to a entrepreneurial team as long as you have a good attitude and drive to succeed.

This course is for you if;
- you are interested in new creative approaches to innovation management;
- you are a curious entrepreneur;
- you have a business idea, partner(s) and thoughts about the business model;
- you have heard of lean start-up and want to more;

The course uses a combination of experiential learning (testing assumptions in front of real customers), a flipped classroom in which you bring your outside-the-building back into the classroom for feedback on your learning process, includes design thinking and lean startup principles to create a fast, agile, customer focused innovation process and experience. Lecturers are experienced entrepreneurs and start-up coaches. Visits to diverse incubators, accelerators and corporate enterprise programs throughout the Netherlands provide extra spice in the program. This course begins with designing and validating the value proposition for the customer who is now understood in detail. Once the solution to the customer problem is validated through the building and testing of a series of minimal viable products we proceed to validate other aspects of the business model such as the revenue stream and pricing, how you will reach and support customers and the partners your business will require. We'll end by doing an in-depth analysis of the cost structure that underpins this business and conclude by assessing if the opportunity is indeed worth pursuing with the resultant business model, or if more thought and work needs to go into making a sustainable and profitable business out of the opportunity by developing the business model further.

This course is part of the Special Track Lean LaunchPad, Kick Start Your Business Venture Through Evidence Based Entrepreneurship
This course can also be followed as a two weeks stand-alone course on designing and validating a value proposition (if you do meet the entry requirements)

Course leader

Jelly J. Offereins

Target group

Students from all levels (Bachelor and Master). A business programme background is not required, however a strong interest in and willingness to stress test and challenge that brilliant idea is. This course offers a non-traditional learning environment, so participants must be open to discovery and have an experimental attitude.

Entry Criteria
- you have a working knowledge of business model innovation
- you have a business idea
- you have a filled out Business Model Canvas.
If not so we strongly recommend that you first follow the course: ?Transforming and Scaling SMEs' (B..) before entering this course or
-if you have no working knowledge on Business Models or Business Model Innovation- we advise you to rather do the whole 4 weeks' Track of Lean Launchpad Evidence based Entrepreneurship? (B20)
- you have sufficient command of the English language to engage in interactive programme workshops. If English is not your native language you can must be sure to be able to demonstrate such proficiency

Course aim

Participants will understand how to design, test and deliver the customer' desired solution. Students will have researched and discovered an innovative business idea, and will have tested the feasibility. In doing so they will have refined their business vision and business model, and have developed entrepreneurial 'muscles'. In short, they will be ready to go.

Fee info

EUR 1100: Course + course materials + housing

Register for this course
on course website