101211 - ENTREPRENEURSHIP AND INNOVATION

Subject type: Mandatory

Coordinator: Joan Triadó Aymerich

Trimester: First term

Credits: 4

• Catalan

Català / Castellà /Anglés

The subject of entrepreneurship and innovation, together with that of Business Administration, form a compact subject that aims to enable the student to work in the current business environment characterized by a high level of competitiveness, strong innovation and a need for professionals with initiative and drive.

It is an eminently practical training subject that focuses on the central competencies of the entrepreneur / innovator according to what current research and practice in this field includes.

At the end the student must reach a good level in skills such as: i) Alertiveness (ability to detect and identify opportunities), ii) creativity (ability to respond to opportunities in an original way) iii) the personal initiative (ability to carry out the solution, measuring the risks needed to take action and mobilizing the resources needed to achieve it).

Entrepreneurial / innovative competence is essential in the training of a graduate in accordance with the current European University Framework (Entrecomp Framework / EU) and the one that regulates the MECES2 level (Ministry of Universities). In this sense, the aggressive future is expected to have the initiative, creativity and autonomy to develop either from within an already established organization (as an intrapreneur) or by creating its own initiative (as a conventional entrepreneur or as a social entrepreneur).

Block A: Fundamentals of entrepreneurship and innovation (30%)

Concepts in Entrepreneurship and Innovation. History. Research and state of the art in the field. Success stories in the sector. Incremental innovation and disruptive innovation. Open innovation. Creative Industries Value Chain. Innovation management. Financing and investment in entrepreneurship. Seed capital and venture capital. Entrepreneurial skills. Creativity. Design Thinking. Person-Centered Design. Service Design. Agile methodologies. Lean StartUp. Tools in entrepreneurship and innovation. Entrepreneurial team. Motivation, attitude and talent in entrepreneurship and innovation. Eclectic team.

Block B: Design of the entrepreneurship and innovation project (70%)

In entrepreneurship and innovation, the main theme of the project is value creation. Value creation is based on the search for the problem-solution fit and the supply-demand fit. Based on this assumption, the entrepreneur / innovator is one who turns a problem or need into demand (not covered, poorly solved or that can be better solved with new technologies or new knowledge).

To carry out an innovative project from the Agile philosophy, three phases can be differentiated: research (opportunity), ideation (solution) and validation / implementation (demand). In each phase we develop the entrepreneurial / innovation competencies of the curriculum in a learning by action: in research the competence to identify opportunities, in ideation the competence of creativity and in validation the competence of the initiative / move on to the action.

1. Research Phase (of the problem / need to identify the opportunity)

1.1. Starting challenge.

Concepts: Trends. Technologies. Environment. Value chain. Stakeholders Analysis

Methods: Data analysis. DAFO.PESTEL. 5 forces.

Tool: Mind map of the challenge

2.2. Research in problem area

Concept: Problem. Need.

Methods: Qualitative interview. Ethnography.

Development tool: Observation mural.

2.3. Definition and framework of opportunity

Concept: Empathy. Insight. Innovation.

Methods: Problem synthesis. Person.

Development tool: Synthesis map by empathy

2. Ideation Phase in E&I (of the opportunity identified in the solution from the ideation)

2.1. Value proposition

Concept: Value. Idea.

Methods: Brainstorming. Co-creation. Selection / evaluation of ideas

Development tool: Map of ideas

2.2. Business Idea

Concept: Business model. Business variables

Methods: Value generation.

Development tool: Canvas of business model

2.3. Unique offer of value

Concept: Customer experience. Minimum viable product.

Methods. Conceptual prototype. Functional prototype.

Development tool: Customer travel map (service blueprint)

3. Validation Phase in E&I (from the solution delimited in a first iteration to a competitive market offer and able to capture demand)

3.1. Customer generation

Concept: Customer Generation. Market. Scalability.

Methods: Lean Startup. MVP.

Development tool: Canvas validation

3.2. Financial roadmap.

Concepts. Income statement. Stock. Treasury. Investment

Methods: Metrics. Experiments. Economic and financial plan.

Development tool: Financial roadmap

3.3. Launch of the Initiative / demand

Concept: Seed capital. Investment forum. StartUp

Methods: Business case.

Development tool: Mind map of the pitch

Lean Startup. Eric Ries

Notes from Prof. Jaume Teodoro (ToolBoard Canvas practice manual)

Business model generation. Alexander Osterwalder