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Entrepreneurship: The Practice and Mindset 2nd Edition

Entrepreneurship: The Practice and Mindset 2nd Edition

BRAND: Sage
Publisher:
Sage
Author:
Heidi M. Neck; Christopher P. Neck; Emma L. Murray
Edition:
@2021
eBook ISBN:
9781544354644
Print ISBN:
9781544354620
Type:
1 Year Subscription. Dành cho Cá nhân
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Khởi nghiệp: Thực hành và tư duyNhận Giải thưởng Sách giáo khoa Xuất sắc năm 2021 từ Tinh thần khởi nghiệp của Hiệp hội Tác giả Sách giáo khoa & Học thuật (TAA): Thực tiễn và Tư duy thúc đẩy học sinh vượt ra khỏi lớp học bằng cách giúp họ phát triển tư duy kinh doanh để họ có thể tạo ra cơ hội và hành động trong những môi trường không chắc chắn. Dựa trên chương trình Doanh nhân Babson nổi tiếng thế giới, cuốn sách này nhấn mạnh việc thực hành và học tập thông qua hành động. Học sinh học tinh thần kinh doanh bằng cách thực hiện những hành động nhỏ để nhận phản hồi, thử nghiệm và phát triển các ý tưởng. Họ sẽ đọc xong cuốn sách này với tư duy kinh doanh, bộ kỹ năng và bộ công cụ có thể áp dụng cho các công ty khởi nghiệp cũng như các tổ chức thuộc mọi loại hình. Cho dù học sinh của bạn có nền tảng về kinh doanh, nghệ thuật tự do, kỹ thuật hay khoa học, văn bản này sẽ đưa họ vào một hành trình thay đổi và dạy cho họ những kỹ năng sống quan trọng. Phiên bản thứ hai bao gồm một chương mới về phát triển khách hàng, 15 nghiên cứu điển hình mới, 16 Hoạt động thay đổi tư duy mới và 16 hồ sơ Hành động khởi nghiệp mới, cũng như phạm vi mở rộng về nguyên mẫu, vườn ươm, máy gia tốc, xây dựng nhóm và xu hướng tiếp thị. Tiêu đề này được kèm theo một gói dạy và học hoàn chỉnh. Liên hệ với đại diện SAGE của bạn để yêu cầu bản demo. Tùy chọn kỹ thuật số / Phần mềm khóa học SAGE Vantage là một nền tảng kỹ thuật số trực quan cung cấp nội dung văn bản này và tài liệu khóa học trong trải nghiệm học tập cung cấp các bài tập được chấm điểm tự động và các công cụ đa phương tiện tương tác, tất cả đều được thiết kế cẩn thận để khơi dậy sự tham gia của sinh viên và thúc đẩy tư duy phản biện. Được xây dựng dành cho bạn và học viên của bạn, nó cung cấp cách thiết lập khóa học đơn giản và cho phép học viên chuẩn bị tốt hơn cho lớp học. Tìm hiểu thêm. Video có thể gán với đánh giá Video có thể gán (có sẵn với SAGE Vantage) gắn liền với mục tiêu học tập và được tuyển chọn dành riêng cho văn bản này để đưa các khái niệm vào cuộc sống. Xem video mẫu ngay bây giờ. Hộp mực LMS (trước đây gọi là Gói khóa học SAGE): Nhập tài nguyên dành cho người hướng dẫn của tiêu đề này vào hệ thống quản lý học tập (LMS) của trường bạn và tiết kiệm thời gian. Bạn không sử dụng LMS? Bạn vẫn có thể truy cập tất cả các tài nguyên trực tuyến tương tự cho tựa sách này thông qua Trang web Tài nguyên dành cho Giảng viên được bảo vệ bằng mật khẩu. Tìm hiểu thêm. Chia sẻ với các em học sinh: 7 sự thật về khởi nghiệp
  1. PrefaceAcknowledgmentsAbout the AuthorsPart I. Entrepreneurship Is a Life Skill
  2. Chapter 1: Practicing Entrepreneurship1.1 Entrepreneurship Requires Action and Practice1.2 Entrepreneurship May Be Different From What You ThinkMedia Images of EntrepreneursDebunking the Myths of Entrepreneurship• Entrepreneurship in Action: Juan Giraldo, WakuTruth 1: Entrepreneurship Is Not Reserved for StartupsTruth 2: Entrepreneurs Do Not Have a Special Set of Personality TraitsTruth 3: Entrepreneurship Can Be Taught (It’s a Method That Requires Practice)Truth 4: Entrepreneurs Are Not Extreme Risk TakersTruth 5: Entrepreneurs Collaborate More Than They CompeteTruth 6: Entrepreneurs Act More Than They PlanTruth 7: Entrepreneurship Is a Life Skill• Mindshift: Tell Me Your Story1.3 Types of EntrepreneurshipCorporate EntrepreneurshipEntrepreneurship InsideFranchisingBuying a Small BusinessSocial EntrepreneurshipFamily EnterprisingSerial Entrepreneurship1.4 Entrepreneurship Is a Method, Not a Process1.5 The Method Involves Creating the Future, Not Predicting ItManagerial Versus Entrepreneurial ThinkingEntrepreneurial and Managerial Thinking in Action1.6 The Key Components of the Entrepreneurship MethodEight Components of the Entrepreneurship Method1.7 Entrepreneurship Requires Deliberate Practice• Mindshift: The 3-Hour ChallengeDeliberate Practice Shapes the BrainDeliberate Practice and Entrepreneurs• Research at Work: How Entrepreneurs Think1.8 How This Book Will Help You Practice Entrepreneurship• Entrepreneurship Meets Ethics: When to Practice EntrepreneurshipSummaryKey TermsCase Study: Saurbh Gupta, founder, Gyan-I Inc.
  3. Chapter 2: Activating an Entrepreneurial Mindset2.1 The Power of Mindset2.2 What Is Mindset?• Entrepreneurship in Action: Franklin Yancey, WME Entertainment andYancey Realty• Research at Work: Study on LuckThe Entrepreneurial MindsetPassion and Entrepreneurship• Mindshift: What Does Your Mindset Say About You?Entrepreneurship as a Habit2.3 The Self-Leadership Habit2.4 The Creativity HabitThe Fear FactorA Creative Mind2.5 The Improvisation Habit• Mindshift: Building Entrepreneurial Habits2.6 The Mindset as the Pathway to ActionSelf-Efficacy and Entrepreneurial IntentionsThe Role of Mindset in Opportunity Recognition• Entrepreneurship Meets Ethics: Family and Friends Along for the RideSummaryKey TermsCase Study: Maliha Khalid, founder and CEO, DoctoryPart II. Creating and Developing Opportunities
  4. Chapter 3: Creating and Recognizing New Opportunities3.1 The Entrepreneurial Mindset and Opportunity RecognitionWhat Is an Opportunity?• Entrepreneurship in Action: Jazmine Valencia, JV AgencyInnovation, Invention, Improvement, or Irrelevant?3.2 Opportunities Start With Thousands of IdeasThe Myth of the Isolated Inventor• Entrepreneurship Meets Ethics: The Ethics of Taking Someone’s IdeaSeven Strategies for Idea Generation3.3 Four Pathways to Opportunity Identification• Mindshift: In Love With Your Idea?3.4 Alertness, Prior Knowledge, and Pattern RecognitionAlertnessBuilding Opportunities: Prior Knowledge and Pattern Recognition3.5 From Idea Generation to Opportunity Recognition• Mindshift: Practicing “Identify” in the IDEATE Model• Research at Work: Testing IDEATE in the Entrepreneurial ClassroomSummaryKey TermsCase Study: Jillian Lakritz, founder, Yoee Baby
  5. Chapter 4: Using Design Thinking4.1 What Is Design Thinking?• Entrepreneurship in Action: Shaymaa Gaafar, Shay Jaffar4.2 Design Thinking as a Human-Centered Process• Research at Work: Design Thinking Is a Social Technology4.3 Design Thinking Requires Empathy• Entrepreneurship Meets Ethics: Empathy as an Ethical Challenge4.4 The Design-Thinking Process: Inspiration, Ideation, ImplementationInspiration• Mindshift: Needs Are Verbs; Solutions Are NounsIdeationImplementationThe Three Phases of Design Thinking in Action4.5 Pathways Toward Observation and InsightsObservation Techniques4.6 Interviewing as a Useful Technique for Identifying NeedsPreparing for an Interview• Mindshift: Observations to InsightsConducting the InterviewAfter the Interview4.7 Variations of the Design-Thinking ProcessSummaryKey TermsCase Study: Anton Yakushin, cofounder and CEO, VentureBlocks
  6. Chapter 5: Building Business Models5.1 What Is a Business Model?• Entrepreneurship in Action: Brandon Steiner, Steiner Sports5.2 The Four Parts of a Business ModelThe OfferingThe CustomersThe InfrastructureFinancial Viability• Entrepreneurship Meets Ethics: The Rights of Research Participants5.3 The Customer Value Proposition (CVP)Jobs, Pain Points, and Needs• Research at Work: Overt Benefit, Real Reason to Believe, and Dramatic DifferenceFour Problems Experienced by Customers• Mindshift: Overt Benefit, Real Reason to Believe, and Dramatic Difference5.4 Different Types of CVPs and Customer SegmentsTypes of Value PropositionsTypes of Customer Segments5.5 The Business Model Canvas (BMC)• Mindshift: Create Your Own BMCThe Lean Canvas: A Business Model Canvas AlternativeSummaryKey TermsCase Study: Gautam Gupta, cofounder, NatureBox
  7. Chapter 6: Developing Your Customers6.1 Customers and Markets6.2 Types of Customers• Entrepreneurship in Action: Anthony Magaraci, Trinity Packaging Supply6.3 Customer SegmentationCreating an End User Profile6.4 Target Customer GroupCrossing the Chasm6.5 Customer PersonasExclusionary Personas6.6 Customer Journey Mapping Process• Mindshift: Build Your Buyer PersonasConfirming Your FindingsSix Steps to Creating Your Customer Journey Map• Mindshift: Create a Customer Journey Map• Research at Work: Connecting With Customers on an Emotional Level6.7 Market SizingLaunch MarketCalculating Market Size• Entrepreneurship Meets Ethics: Can You Sell Customer Information?SummaryKey TermsCase Study: Haim Saban, The Mighty Morphin’ Power Rangers
  8. Chapter 7: Testing and Experimenting With New Ideas7.1 Experiments: What They Are and Why We Do Them7.2 Types of Experiments• Entrepreneurship in Action: Karima Mariama-Arthur, WordSmithRapportInterviewPaper TestingAdvertisingButton to NowhereLanding PageTask CompletionPrototypePresellingConcierge and Wizard of OzLive Product and Business7.3 A Deeper Look at PrototypesDifferent Types of PrototypesThe Power of Storyboarding• Mindshift: Create a Storyboard and Take Action7.4 Hypothesis Testing and the Scientific Method Applied to EntrepreneurshipThe Six Steps of Scientific Experimentation in Action7.5 The Experimentation Template• Mindshift: MockupsLow-Cost Customer EngagementGenerating Data and the Rules of Experimentation• Entrepreneurship Meets Ethics: When Links Break7.6 Interviewing for Customer Feedback• Research at Work: Why Overconfident Entrepreneurs FailThe Case for CuriosityHow to Stay CuriousSummaryKey TermsCase Study: Katrina Lake, CEO, Stitch Fix
  9. Chapter 8: Developing Networks and Building Teams8.1 The Power of Networks• Entrepreneurship in Action: Markesia Akinbami, Ducere Construction Services8.2 The Value of NetworksAdvantages to NetworksImpression Management and Self-Confidence• Research at Work: How Women “Can Play to Win” as Opposed to “Not to Lose”Self-Selected Stakeholders8.3 Building Networks• Mindshift: Analyzing My NetworkIncubators and AcceleratorsLearning How to NetworkNetworking to Find Mentors• Mindshift: Building My Network8.4 Virtual NetworkingNetworking Through Social MediaMaintaining Your Network8.5 Networking to Build the Founding Team• Entrepreneurship Meets Ethics: When to Focus on ValuesCharacteristics of a Great Founding TeamThe Value of Team DiversitySummaryKey TermsCase Study: Jeff Goudie, AmeriCan PackagingPart III. Evaluating and Acting on Opportunities
  10. Chapter 9: Creating Revenue Models9.1 What Is a Revenue Model?• Entrepreneurship in Action: Kathey Porter, Porter Brown Associates9.2 Different Types of Revenue ModelsUnit Sales Revenue ModelAdvertising Revenue ModelData Revenue ModelIntermediation Revenue ModelLicensing Revenue ModelFranchising Revenue ModelSubscription Revenue ModelProfessional Revenue ModelUtility and Usage Revenue ModelFreemium Revenue Model• Mindshift: Revenue Model Pivot Practice9.3 Generating Revenue From “Free”• Entrepreneurship Meets Ethics: How to Make an AdDirect Cross-SubsidiesMultiparty Markets9.4 Revenue and Cost DriversRevenue DriversCost DriversIncome Statement• Research at Work: The Dark Side of Entrepreneurship9.5 Pricing StrategiesPricing Products and ServicesDifferent Types of Pricing Strategies9.6 Calculating Price• Mindshift: Is Value the Same Thing as Price?Cost-Led PricingTarget-Return PricingValue-Based PricingSummaryKey TermsCase Study: Balaji Viswanathan, founder, Invento Robotics
  11. Chapter 10: Planning for Entrepreneurs10.1 What Is Planning?10.2 Planning Starts With a Vision• Entrepreneurship in Action: Dr. Emmet C.(Tom) Thompson II, AFC Management• Mindshift: The Vivid Vision Checklist10.3 Plans Take Many FormsBusiness Model CanvasThe Business BriefFeasibility StudyThe Pitch DeckThe Business PlanSummary of Different Types of Plans• Entrepreneurship Meets Ethics: When to Be Transparent With Investors10.4 Questions to Ask During PlanningWhat Is Your Business and How Does It Add Value?Who Is Your Customer?How Big Is the Market?How Will You Enter the Market?What Do You Know About the Industry?• Mindshift: What Do You Know About Your Competition?Who Is Your Competition? Why Are You Better?Who Is on Your Team and What Do They Bring to the Table?What Are Your Financial Projections?10.5 The Business Plan Debate• Research at Work: Can We Think Ourselves Into (and out of) Planning?10.6 Tips for Writing Any Type of PlanRemove the FluffDefine Your Target AudienceBe RealisticFocus on Your CompetitionAvoid the Hockey Stick ProjectionUnderstand Your Distribution ChannelsAvoid Typos, Grammatical Mistakes, and InconsistenciesBe Honest About Your WeaknessesUse VisualsSummaryKey TermsCase Study: Boyd Cohen, cofounder, IoMob
  12. Chapter 11: Anticipating Failure11.1 Failure and Entrepreneurship• Entrepreneurship in Action: David James, K12 Landing11.2 The Failure SpectrumDevianceInattentionLack of AbilityProcess InadequacyUncertaintyExploratory Experimentation11.3 Fear of Failure• Entrepreneurship Meets Ethics: From Tech Hero to Zero Net WorthSigns of Fear of Failure• Research at Work: Overcoming the Stigma of FailureGlobal Fear of Failure11.4 Learning From FailureLessons Learned by Successful EntrepreneursBuilding a Blame-Free Environment• Mindshift: Your Failure Résumé11.5 Getting Gritty: Building a Tolerance for FailureBuilding Grit• Mindshift: Go Get RejectedRemoving the Stigma of FailureSummaryKey TermsCase Study: Emily Lagasse, founder, Petwell Supply Co.Part IV. Supporting New Opportunities
  13. Chapter 12: Bootstrapping and Crowdfunding for Resources12.1 What Is Bootstrapping?• Entrepreneurship in Action: Bryanne Leeming, Unruly StudiosBootstrapping or External Financing?The Bootstrapped Startup12.2 Bootstrapping Strategies12.3 Crowdfunding Versus Crowdsourcing• Mindshift: Bootstrapping for Your BusinessCrowdsourcing to Improve Medical Treatment• Entrepreneurship Meets Ethics: When to Proclaim a Product Is ReadyCrowdsourcing to Reduce Labor CostsCrowdsourcing Through Technology12.4 Crowdfunding Startups and EntrepreneurshipsTypes of Crowdfunding SitesEquity Crowdfunding12.5 The Four Contexts for CrowdfundingPatronage Model• Research at Work: The Informational Value of Crowdfunding to Music EntrepreneursLending ModelReward-Based CrowdfundingThe Investor ModelThe Advantages of Crowdfunding for Global Entrepreneurs12.6 A Quick Guide to Successful Crowdfunding• Mindshift: Kickstarter Assessment1. Make Sure Your Product or Service Solves a Real Problem2. Test and Refine Your Idea3. Be Prepared4. Seek and Accept Advice5. Get Your Campaign Started—Now!6. Money Matters7. Focus on the Pitch8. Make the Most of Crowdfunding Opportunities9. Commit to Your Campaign10. Avoid the Crowdfunding Curse!SummaryKey TermsCase Study: Daymond John, founder, FUBU
  14. Chapter 13: Financing for Startups13.1 What Is Equity Financing?Splitting the Ownership Pie• Entrepreneurship in Action: Joel Barthelemy, GlobalMedStages of Equity FinancingForms of Equity Financing13.2 The Basics of ValuationHow Can Entrepreneurs Value Their Companies?How Do Investors Value Startups?The Age of the UnicornConvertible Debt13.3 Angel InvestorsFinding an Angel InvestorTypes of Angel InvestorsAngel Groups13.4 Venture CapitalistsA Brief History of Venture Capital• Research at Work: Why Most Entrepreneurs Can’t Access CapitalHow Venture Capital WorksWhat About a Bank Loan?13.5 Due Diligence• Mindshift: Find an Investor–Entrepreneur PairThe Due Diligence Process for VCsExits/HarvestingRich or King/Queen? The Trade-Off Entrepreneurs Make• Entrepreneurship Meets Ethics: Replacing the Founder CEO• Mindshift: Watch Shark Tank as an InvestorSummaryKey TermsCase Study: Rich Palmer, founder, GravytySupplement A: Financial Statements and Projections for StartupsFinancial Projections for StartupsThree Essential Financial StatementsThe Income StatementThe Balance SheetThe Cash Flow StatementLinkages Between the Three Financial StatementsThe Journey of Cash: The Cash Conversion CycleBuilding Pro Forma Financial StatementsThe Mechanics and ResearchResearchBuilding Assumptions: Forecasting SalesBuilding Assumptions: Cost of Goods and Operating ExpensesLabor EstimatesBuilding Assumptions: Operating Policies and Other Key AssumptionsBuilding Integrated Pro Forma Financial StatementsSensitivity AnalysisReasonableness TestSummaryKey Terms
  15. Chapter 14: Navigating Legal and IP Issues14.1 Legal Considerations• Entrepreneurship in Action: Cameron Herold, 1-800-GOT Junk? and COO Alliance14.2 Types of Legal StructuresSole ProprietorshipGeneral PartnershipC CorporationS CorporationLimited Liability CompanyLimited Partnership and Limited Liability PartnershipBenefit CorporationNot-for-Profit Entities14.3 Legal Mistakes Made by StartupsThe Founders’ Agreement14.4 Intellectual Property (IP)The Four Types of Intellectual Property• Mindshift: Patent SearchNondisclosure Agreement14.5 Global IP Theft• Research at Work: Patent Trolls14.6 Common IP TrapsPublicly Disclosing Your Innovation• Mindshift: Patent BattleFailure to Protect Product and ProcessesInability to Determine OriginalityFailure to Assign OwnershipFailure to Protect IP in Global Markets14.7 Hiring EmployeesEqual Employment OpportunityEmployer Identification NumberUnemployment and Workers’ Compensation• Entrepreneurship Meets Ethics: The Danger of Going on Shark TankWithholding TaxesEmployee FormsBenefitsSafety MeasuresHiring a Contractor or an Employee?Compensating EmployeesSummaryKey TermsCase Study: Matthew Vega-Sanz, cofounder, Lula
  16. Chapter 15: Engaging Customers Through Marketing15.1 What Is Entrepreneurial Marketing?How Entrepreneurial Marketing Is Different• Entrepreneurship in Action: Charlie Regan, Nerds on Site15.2 The Basic Principles of Marketing15.3 Building a BrandHow to Build a Brand• Mindshift: One Sentence, Clear MessageMarketing TrendsReframing the 4 Ps15.4 Entrepreneurial MarketingGuerrilla MarketingMarketing Through Social MediaGetting the Most From Social MediaCreating Content That Drives SalesBuilding Your WebsiteBuilding a Fan Base• Mindshift: What “About Us”?• Entrepreneurship Meets Ethics: How Social Media Can Provide Marketing Headaches15.5 Creating Your Personal BrandHow to Build Your Personal Brand• Research at Work: How a Pitch Can Help Build Your BrandSummaryKey TermsCase Study: Justin Real, founder, RealplaySupplement B: The Pitch DeckTypes of PitchesOverview of the Pitch DeckThe Pitch DeckSlide 1: TitleSlide 2: Company Purpose/DescriptionSlide 3: The Problem/NeedSlide 4: The SolutionSlide 5: Why Now?Slide 6: Market OpportunitySlide 7: Getting CustomersSlide 8: Competitor Analysis and DifferentiationSlide 9: TractionSlide 10: FinancialsSlide 11: TeamSlide 12: Call to ActionThe Question and Answer PeriodTeam QuestionsProduct/Customer QuestionsCompetition QuestionsFinancial QuestionsGrowth QuestionsPublic Speaking TipsSummaryKey Term
  17. Chapter 16: Supporting Social Entrepreneurship16.1 The Role of Social Entrepreneurship• Entrepreneurship in Action: Organic Valley16.2 Social Entrepreneurship and Wicked Problems• Research at Work: United Nations Sustainable Development Goals• Mindshift: How Entrepreneurship Is Saving the Planet16.3 Types of Social EntrepreneurshipSocial Purpose VenturesSocial Consequence EntrepreneurshipEnterprising NonprofitsHybrid Models of Social Entrepreneurship16.4 Capital Markets for Social Entrepreneurs• Entrepreneurship Meets Ethics: How Social Entrepreneurs Can Be UnethicalMicrofinance as a Source of Social Financing16.5 Social Entrepreneurs and Their StakeholdersTypes of Stakeholders• Mindshift: Practice Being “Other-Centered”Conclusions From the Mitchell Stakeholder Typology16.6 Differences Between Social Entrepreneurship and Corporate Social Responsibility16.7 Social Entrepreneurship and Audacious IdeasThe Bail ProjectEnvironmental Defense FundGirlTrekSightsaversOne Acre Fund16.8 Global EntrepreneurshipGender and EntrepreneurshipWhat Makes a Country Entrepreneurial?SummaryKey TermsCase Study: Brandale Randolph, founder and CEO, 1854 Cycling CompanyGlossaryNotesName IndexSubject Index
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