Entrepreneurship 3: Growth Strategies from Coursera

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.

Module 2: Marketing and PR

In this module, you'll explore the strategies modern start-ups use to get the word out about new products and services. You'll learn the three primary modes of digital marketing (owned, paid, and earned), and when and how these media options can be utilized by a start-up. You'll also learn how to harness the powers of social media, search engine optimization (SEO), “sponsored” search engine results, display ads and social ads. Finally, you'll understand how to leverage free media and assess the pros and cons of engaging PR firms. By the end of this module, you'll be able to develop digital marketing and pr strategies for your enterprise.

Module 3: Cost Structures, Pricing, and Tracking

This module was designed to give you a strong foundation in the economics around growing a start-up, including how to understand and implement cost targets, pricing strategies, and outcome measurement. You’ll learn the math behind creating cost targets and margin requirements (whether your product or service will be sold via retailers or some other channel), the principles that guide pricing of products and services, and how to implement the “four Cs” of pricing while measuring price sensitivity. You'll also explore how to identify key performance indicators (KPIs) to determine whether your business is thriving or failing, how to efficiently grow a customer base through sales partnerships, and how to decide whether to make your own products/components or purchase them from a third party. By the end of this module, you will possess the foundational economic knowledge that informs the cost, price, sales, and production strategies used by successful entrepreneurs today.

Module 4: Creating and Scaling Company Culture

This module explores the best approaches for attracting and retaining talent, creating a company culture that is conducive to growth, and how company founders and early employees can learn to delegate authority and manage the people-based growing pains that many start-ups experience. You'll learn how to scale up strategically, and how to you decide whether to expand to different segments once you establish a foothold in your target segment. You'll also examine the differences between vertical expansion and horizontal expansion, and learn how to decide which path to pursue. By the end of this module, you’ll be equipped to make the tough decisions required to manage a start-up’s personnel roster and strategic direction as your business grows.

Good to know

Know what's good

, what to watch for

, 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

Reviews summary

Engaging growth strategies

Learners say Entrepreneurship 3: Growth Strategies is an engaging course with interesting material. It's well-received, though some students wish there were more assessments or projects

Students find the course engaging.

"Engaging course."

"I found the engaging."

Students call out the course's interesting material.

"This class has very interesting material."

"I found the course interesting."

Students express there could be more assessments or projects.

"I find myself wishing there was more assessments or projects."

Some students think the course is too easy.

"My only critique is that it’s to easy at times."

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'

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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

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Read part 1 and 2 of the book, which cover customer acquisition and finding product-market fit

Seek guidance from experienced entrepreneurs

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Enhance your learning by seeking mentorship from experienced entrepreneurs who can provide insights and guidance for your entrepreneurial journey.

Browse courses on Mentorship

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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

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Practice the concepts of demand generation and forecasting covered in the first module through these practice exercises.

Browse courses on Cost Analysis

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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

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Brainstorm customer acquisition channels

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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

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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

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Strengthen your understanding by following guided tutorials that provide step-by-step instructions on building a sales pipeline.

Browse courses on Sales

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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

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Develop confidence and enhance your presentation skills by regularly practicing the creation and delivery of presentations.

Browse courses on Presentations

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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

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Create a digital marketing strategy that will help you connect with your target audience and drive traffic to your website.

Browse courses on Marketing

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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

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Build a compilation of resources, case studies, and articles that will support your understanding of scaling company culture.

Browse courses on Company Culture

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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:

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.

See salaries and explore the career path for Startup Founder

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.

See salaries and explore the career path for Entrepreneur

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.

See salaries and explore the career path for Chief Executive 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.

See salaries and explore the career path for Chief Operating Officer

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.

See salaries and explore the career path for Marketing 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.

See salaries and explore the career path for Product Manager

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.

See salaries and explore the career path for Venture Capitalist

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.

See salaries and explore the career path for Product Marketing Manager

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.

See salaries and explore the career path for Marketing Consultant

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.

See salaries and explore the career path for Venture Capital Analyst

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.

See salaries and explore the career path for Chief Financial Officer

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.

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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.

See salaries and explore the career path for Sales Manager

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.

See salaries and explore the career path for Business Analyst

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.

See salaries and explore the career path for Business Development Manager