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Lori Rosenkopf,
Kartik Hosanagar,
David Hsu,
Karl T. Ulrich,
and
Ethan Mollick
Start-ups are designed to grow quickly, but successful start-ups grow smart. This course is designed to provide you with an understanding of the essential elements of successful scaling, including an overview of demand generation, customer acquisition, adoption, diffusion and forecasting demand. You’ll also learn how to market effectively using best practices of digital marketing, social media, PR, SEO, and pricing. Finally, you’ll cover the nuts and bolts of building a sales process, partnerships and supply relationships, and examine the crucial components of attracting, developing and retaining talent. By the end of this course, you’ll have an outline of an expansion strategy for your idea or enterprise, and also be ready for Entrepreneurship 4: Financing and Profitability
Register for this course and see more details by visiting:
OpenCourser.com/course/vlz1sf/entrepreneurship
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What's inside
Syllabus
Module 1: Acquiring Customers and Forecasting Demand
This first module focuses on strategies to acquire customers and understand product demand when a start-up is in growth mode. You’ll learn foundational economic concepts in customer acquisition, including customer value over time, customer lifetime value and ROI, and customer equity. You’ll also learn about the key theory of “two-sided markets” and explore how entrepreneurs can build these markets through pricing and subsidization. Even the most exciting and useful new products and services face challenges in convincing people to adopt them, and so you'll explore actionable research and examples that explain the rate of diffusion, the adoption of new products, and ways to attack the challenge of forecasting demand. By the end of this module, you’ll have a solid grounding in the core concerns of start-ups as they move from launch to growth.
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Syllabus
Module 1: Acquiring Customers and Forecasting Demand
This first module focuses on strategies to acquire customers and understand product demand when a start-up is in growth mode. You’ll learn foundational economic concepts in customer acquisition, including customer value over time, customer lifetime value and ROI, and customer equity. You’ll also learn about the key theory of “two-sided markets” and explore how entrepreneurs can build these markets through pricing and subsidization. Even the most exciting and useful new products and services face challenges in convincing people to adopt them, and so you'll explore actionable research and examples that explain the rate of diffusion, the adoption of new products, and ways to attack the challenge of forecasting demand. By the end of this module, you’ll have a solid grounding in the core concerns of start-ups as they move from launch to growth.
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Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Examines core concepts in acquiring new customers and predicting future demand
Covers essential digital marketing strategies (paid, earned, and owned) for effective customer engagement
Provides grounding in cost targets, pricing strategies, and key performance indicators for financial growth
Explores best practices for talent acquisition, company culture, and managing delegation as the company scales
Taught by respected professors with expertise in entrepreneurship and business
Ideal for individuals intending to start a business or entrepreneurs looking to scale existing ventures
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Reviews summary
Practical strategies for scaling startups
According to learners, this course provides a practical and actionable overview of growth strategies for startups. Students found the coverage of key areas like customer acquisition, digital marketing, and pricing to be comprehensive and helpful. The insights into scaling company culture and managing talent were particularly appreciated. However, some noted that the course is best suited for those with prior business knowledge or who have completed previous courses in the series, and felt that some topics could benefit from greater depth or slower pacing. Overall, it is seen as a valuable step for entrepreneurs looking to scale their ventures smartly.
Better for those with some business background.
"Helps greatly if you have taken the previous courses or have prior business experience."
"Some concepts assume a level of foundational business understanding."
"Might be challenging for absolute beginners with no business knowledge."
Valuable insights on growing company culture.
"The module on scaling culture and managing talent was particularly insightful and unique."
"Gave me new perspective on handling the people-side of growth challenges."
"Learning about building and retaining culture as we expand is highly relevant."
Covers a wide range of essential growth areas.
"Liked the broad overview encompassing marketing, sales, finance, and talent management."
"Touched upon all the critical areas needed for successfully scaling a startup."
"The course integrates different business functions effectively."
Provides actionable frameworks for growth.
"I found the strategies for customer acquisition immediately applicable to my business."
"The frameworks provided in the modules are really useful for planning our next growth phase."
"Gave me practical tools and ways of thinking about scaling our operations."
Some topics could use more detailed exploration.
"Wished some specific digital marketing tactics were covered in greater depth."
"Felt some sections were a bit rushed given the complexity of the topic."
"I might need to find supplementary resources for a deeper dive on certain areas."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Entrepreneurship 3: Growth Strategies with these
activities:
Review 'Traction: A Startup Guide to Getting Customers'
Show steps
Lay the groundwork for customer acquisition by understanding the strategies shared in this book to be ready for the course's first module.
View
Traction
on Amazon
Show steps
-
Read part 1 and 2 of the book, which cover customer acquisition and finding product-market fit
Seek guidance from experienced entrepreneurs
Show steps
Enhance your learning by seeking mentorship from experienced entrepreneurs who can provide insights and guidance for your entrepreneurial journey.
Browse courses on
Mentorship
Show steps
-
Attend networking events or join online platforms to connect with entrepreneurs
-
Identify potential mentors who align with your goals and interests
-
Reach out to potential mentors and request their guidance
Practice cost analysis and pricing strategies
Show steps
Practice the concepts of demand generation and forecasting covered in the first module through these practice exercises.
Browse courses on
Cost Analysis
Show steps
-
Solve problems related to customer acquisition, lifetime value, and ROI
-
Analyze case studies on successful pricing strategies
-
Develop pricing scenarios for different products or services
Five other activities
Expand to see all activities and additional details
Show all eight activities
Brainstorm customer acquisition channels
Show steps
Build a strong foundation for the marketing and PR module by brainstorming how you can attract customers for your product or service.
Browse courses on
Customer Acquisition
Show steps
-
Set aside time to brainstorm with a group or by yourself
-
List down all potential customer acquisition channels
-
Prioritize channels based on potential effectiveness and resources
Follow tutorials on building a sales pipeline
Show steps
Strengthen your understanding by following guided tutorials that provide step-by-step instructions on building a sales pipeline.
Browse courses on
Sales
Show steps
-
Search for and identify relevant tutorials on building a sales pipeline
-
Follow the instructions and complete the tutorials
-
Practice applying the concepts to your own business or startup
Practice creating and delivering presentations
Show steps
Develop confidence and enhance your presentation skills by regularly practicing the creation and delivery of presentations.
Browse courses on
Presentations
Show steps
-
Choose a topic relevant to the course and prepare a presentation
-
Practice delivering the presentation in front of a mirror or with a friend or colleague
-
Seek feedback and iterate to improve your presentation skills
Develop a digital marketing strategy
Show steps
Create a digital marketing strategy that will help you connect with your target audience and drive traffic to your website.
Browse courses on
Marketing
Show steps
-
Define your target audience
-
Research and identify relevant marketing channels
-
Develop your content strategy
-
Set up your analytics and tracking
Gather resources and materials for scaling company culture
Show steps
Build a compilation of resources, case studies, and articles that will support your understanding of scaling company culture.
Browse courses on
Company Culture
Show steps
-
Identify key aspects of company culture, including values, mission, and communication
-
Research and collect resources such as articles, videos, and case studies
-
Organize and annotate the resources for easy reference
Review 'Traction: A Startup Guide to Getting Customers'
Show steps
Lay the groundwork for customer acquisition by understanding the strategies shared in this book to be ready for the course's first module.
View
Traction
on Amazon
Show steps
Show steps
Show steps
- Read part 1 and 2 of the book, which cover customer acquisition and finding product-market fit
Seek guidance from experienced entrepreneurs
Show steps
Enhance your learning by seeking mentorship from experienced entrepreneurs who can provide insights and guidance for your entrepreneurial journey.
Browse courses on
Mentorship
Show steps
Show steps
Show steps
- Attend networking events or join online platforms to connect with entrepreneurs
- Identify potential mentors who align with your goals and interests
- Reach out to potential mentors and request their guidance
Practice cost analysis and pricing strategies
Show steps
Practice the concepts of demand generation and forecasting covered in the first module through these practice exercises.
Browse courses on
Cost Analysis
Show steps
Show steps
Show steps
- Solve problems related to customer acquisition, lifetime value, and ROI
- Analyze case studies on successful pricing strategies
- Develop pricing scenarios for different products or services
Five other activities
Expand to see all activities and additional details
Show all eight activities
Brainstorm customer acquisition channels
Show steps
Build a strong foundation for the marketing and PR module by brainstorming how you can attract customers for your product or service.
Browse courses on
Customer Acquisition
Show steps
Show steps
Show steps
- Set aside time to brainstorm with a group or by yourself
- List down all potential customer acquisition channels
- Prioritize channels based on potential effectiveness and resources
Follow tutorials on building a sales pipeline
Show steps
Strengthen your understanding by following guided tutorials that provide step-by-step instructions on building a sales pipeline.
Browse courses on
Sales
Show steps
Show steps
Show steps
- Search for and identify relevant tutorials on building a sales pipeline
- Follow the instructions and complete the tutorials
- Practice applying the concepts to your own business or startup
Practice creating and delivering presentations
Show steps
Develop confidence and enhance your presentation skills by regularly practicing the creation and delivery of presentations.
Browse courses on
Presentations
Show steps
Show steps
Show steps
- Choose a topic relevant to the course and prepare a presentation
- Practice delivering the presentation in front of a mirror or with a friend or colleague
- Seek feedback and iterate to improve your presentation skills
Develop a digital marketing strategy
Show steps
Create a digital marketing strategy that will help you connect with your target audience and drive traffic to your website.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Define your target audience
- Research and identify relevant marketing channels
- Develop your content strategy
- Set up your analytics and tracking
Gather resources and materials for scaling company culture
Show steps
Build a compilation of resources, case studies, and articles that will support your understanding of scaling company culture.
Browse courses on
Company Culture
Show steps
Show steps
Show steps
- Identify key aspects of company culture, including values, mission, and communication
- Research and collect resources such as articles, videos, and case studies
- Organize and annotate the resources for easy reference
Career center
Learners who complete Entrepreneurship 3: Growth Strategies will develop knowledge and skills
that may be useful to these careers:
Chief Executive Officer
Chief Executive Officer
Chief Executive Officers are responsible for the overall leadership and management of a company. To be successful, they need to have a strong understanding of all aspects of business, including marketing, sales, and finance. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Chief Executive Officer.
Chief Operating Officer
Chief Operating Officer
Chief Operating Officers are responsible for the day-to-day operations of a company. To be successful, they need to have a strong understanding of all aspects of business, including marketing, sales, and finance. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Chief Operating Officer.
Entrepreneur
Entrepreneur
Entrepreneurs are responsible for starting and running their own businesses. To be successful, they need to have a strong understanding of all aspects of business, including marketing, sales, and finance. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as an Entrepreneur.
Startup Founder
Startup Founder
Startup Founders are responsible for starting and running their own businesses. To be successful, they need to have a strong understanding of all aspects of business, including marketing, sales, and finance. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Startup Founder.
Marketing Consultant
Marketing Consultant
Marketing Consultants provide advice and guidance to businesses on marketing strategies and practices. To be successful, they need to have a strong understanding of marketing principles and practices. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Marketing Consultant.
Product Marketing Manager
Product Marketing Manager
Product Marketing Managers are responsible for developing and managing the marketing strategy for specific products or services. To be successful, they need to have a strong understanding of marketing principles and practices, as well as product development and management. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Product Marketing Manager.
Chief Financial Officer
Chief Financial Officer
Chief Financial Officers are responsible for the financial management of a company. To be successful, they need to have a strong understanding of accounting, finance, and investing. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Chief Financial Officer.
Marketing Manager
Marketing Manager
Marketing Managers are responsible for developing and implementing marketing campaigns to promote products and services. To be successful, they need to have a strong understanding of marketing principles and practices. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Marketing Manager.
Product Manager
Product Manager
Product Managers are responsible for managing the development and launch of new products and services. To be successful, they need to have a strong understanding of product development, marketing, and sales. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Product Manager.
Venture Capitalist
Venture Capitalist
Venture Capitalists invest in early-stage businesses with high growth potential. To be successful, they need to have a strong understanding of business, finance, and investing. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Venture Capitalist.
Venture Capital Analyst
Venture Capital Analyst
Venture Capital Analysts conduct research and due diligence on potential investments for venture capital firms. To be successful, they need to have a strong understanding of business, finance, and investing. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Venture Capital Analyst.
Business Analyst
Business Analyst
Business Analysts identify opportunities to improve business operations. To be successful, it is important to understand customer acquisition, demand forecasting, and marketing strategies. This course provides a strong foundation in all of these areas. It can help you develop the skills you need to succeed as a Business Analyst.
Business Development Manager
Business Development Manager
Business Development Managers are responsible for identifying and developing new business opportunities. To be successful, they need to have a strong understanding of business, marketing, and sales. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Business Development Manager.
Sales Manager
Sales Manager
Sales Managers are responsible for leading and motivating sales teams. To be successful, they need to have a strong understanding of sales techniques, strategies, and management. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Sales Manager.
Sales Engineer
Sales Engineer
Sales Engineers provide technical support to sales teams. To be successful, they need to have a strong understanding of both sales and engineering principles. This course provides a comprehensive overview of these topics and can help you develop the skills you need to succeed as a Sales Engineer.
For more career information including salaries, visit:
OpenCourser.com/course/vlz1sf/entrepreneurship
Reading list
We've selected 16 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Entrepreneurship 3: Growth Strategies.
Provides a framework for understanding the challenges of moving a product from early adopters to mainstream customers, which key concept for start-ups in growth mode.
Explores the reasons why large, successful companies often fail to innovate and adapt to new technologies, which common challenge for start-ups as they grow and scale.
Save
Provides a clear and concise framework for developing and evaluating business strategies, which is essential for start-ups as they plan for growth.
Introduces the lean startup methodology, which emphasizes iterative development and customer feedback, which valuable approach for start-ups in growth mode.
Save
Provides a practical guide to acquiring customers for start-ups, which key challenge for start-ups in growth mode.
Save
Provides insights from successful entrepreneurs on how to build and scale successful start-ups.
Provides practical advice and guidance for entrepreneurs on how to overcome the challenges of building and scaling a start-up.
Save
Provides a comprehensive guide to the legal and financial aspects of venture capital financing, which is relevant for start-ups seeking funding to support growth.
This classic text on strategy and warfare provides timeless principles that can be applied to business and entrepreneurship, including the importance of understanding your competition, adapting to changing circumstances, and leveraging your strengths.
Provides a more in-depth examination of the innovation process and its implications for business growth, building on the concepts introduced in The Innovator's Dilemma.
Provides a practical guide to using the lean product development process to create and validate new products and services, which is valuable for start-ups in growth mode.
Explores the common challenges and pitfalls that start-ups face, providing guidance on how to avoid them and navigate the growth process successfully.
Provides a framework and case studies for scaling up a business successfully, maintaining a high level of performance and culture as the company grows.
This classic self-help book provides timeless principles for personal and professional effectiveness, which can be valuable for entrepreneurs and leaders of growing start-ups.
Save
Compares successful and unsuccessful companies to identify the key factors that contribute to sustained high performance, providing insights that can be valuable for start-ups looking to scale their businesses effectively.
Save
Promotes a lifestyle of efficiency and productivity, advocating for automating tasks and outsourcing to free up time for more fulfilling pursuits. It can be valuable for entrepreneurs looking to optimize their time and leverage technology to work smarter, not harder.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/vlz1sf/entrepreneurship
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Rating
4.8
Effort
Approx. 8 hours
Level
Introductory
Via
Coursera
Institution
University of Pennsylvania
Instructors
Lori Rosenkopf
Kartik Hosanagar
David Hsu
Karl T. Ulrich
Ethan Mollick
Language
English
Transcripts
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This course belongs to a
collection
called
Entrepreneurship. It's comprised of six courses:
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