DEL 3 AL 7 DE JULIO DE 2017

General Course Information

Course Title : Entrepreneurial Design of Value

Propositions

Department : Administration

Instructor Information

Instructors Full name : Mark JG Govers, PhD

E-mail : m.govers@archypel.com

Total Course Contact Hours : 15 Hours

1. Course Overview

Do you have entrepreneurial spirit? Do you constantly think about how to

create value and build new businesses? Or, do you try to find innovative
ways of doing business to replace old, outdated ones? If you answer any of
these questions with yes, or desire to answer any with yes, the course
on Entrepreneurial Design of Value Propositions suits you well to
improve and stimulate your entrepreneurial spirit.

The course focuses on the recently published book called Value

Proposition Design of Osterwalder et al. It builds on the international
bestseller Business Model Generation. The new book helps us in guiding
the process of designing sense-making value propositions: the heart of each
innovative and successful business model. The Value Proposition Design
(VPD) framework is used to explore and develop your entrepreneurial skills.
Besides an introduction into value position design and entrepreneurship, you
will work in a group to develop an innovative Value Proposition (VP).

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 (Note that max. 40 people can participate)

2. Course Objectives

Each business approach has its advantages, which can only be achieved if
profound knowledge of it is gained (objective 1) and understood (objective
2). Furthermore, as knowledge has limited impact without experience,
students apply the gained knowledge in practice (objective 3).

3. Methodology

In order to achieve the course objectives of gaining, understanding and

applying the concept of Value Proposition Design (VPD), five teaching
methods are applied:

1. Lectures: VPD is introduced by means of lectures.

2. Interactive: questioning and answering, and feedback.
3. Project: students work in groups (max. 5) to apply VPD in practice.
4. Pitching: students have to pitch their project results.
5. Consultation: consultancy will be available for those who have more
detailed questions.

4. Evaluation

Students will be evaluated under the following system:

Gained knowledge by means of a course tests: 45% (individual)

Active participation, attendance and timeliness: 10% (individual)
Business Project (designing and testing VP): 45% (group)

Gained Knowledge:
Students are asked to read parts of the VPD book in advance; parts are
indicated in the course program (see further). At the end day 2, an evaluation
of 45 minutes is held.

Business Project:
Groups develop and present a value proposition based on business
opportunities they see in the market. A teacher will assist them to find
interesting and challenging business opportunities. The working procedure
used for the business project is explained in the course.

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 An element of competition and gaming is used by applying the Dragons
Den (see inset) format: groups pitch for investment to execute their project
a venture capitalist (teacher) willing to invest his own money in
exchange for equity. VPD is used as a framework for the business project.
The pitch should last no more than 5 minutes, and will take place at the final
session of the course. A related VP canvas should also be presented in a
paper, which is accompanied by an explanation (max. 500 words) why the
designed value proposition is viable. The paper is handed in prior to the
pitch session on Friday; mention the group members on the front page of the
paper.

Inset: Dragons Den

Dragons Den is a BBC program, see: http://www.bbc.co.uk/dragonsden.

Entrepreneurs (or managers) in need of funds to start-up or buy-out a
business, pitch their business model and plan to venture capitalists willing
to invest money in exchange for equity (i.e., an ownership in the business).
Depending on, for instance, the quality of the business model and plan, and
the money required, entrepreneurs and venture capitalists negotiate resulting
in an agreement or not.

5. Course Contents and Program

VPD consists of three main elements:

1. Canvas: The Value Proposition Canvas helps to create value for

customers.
2. Design: Offers a process to design viable Value Propositions.
3. Test: Offers a process to reduce risks in order to improve designed
Value Proposition to fit actually customers needs and contexts.

VPD can also be used to align value propositions and resulting business
models with the rest of the organization not part of the course.

Besides VPD, we will touch upon the business model canvas to which VP
is related.

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 The three main elements of VPD as well as the business model canvas will
be covered in the course. The program looks like:

Day Content Teaching Method Preparation *)

Mo Intro Course and Teacher Lecture Study (C49163) Leer pp. XIII-
Business Model & VP Lecture, Interactive XXIII (intro) & (C49164) Leer
Canvas pp.10-63 (canvas)
Tu Design & Test Lecture, Interactive Study (C56998) Leer pp. 74-
Evaluation Evaluation 119 (design) & (C56999) Leer
pp. 188-213 (test); Scan pp. 64-
73(C56998) & 172-187
(C56999)
Wed Project Work: Intro I Lecture, Interactive -
Designing and Testing VP Consultation,
I Project
Thu Project Work: Intro II Lecture, Interactive -
Designing and Testing VP Consultation,
II Project
Fri Project Pitches Pitching -
Overall Feedback Interactive

*) Refers to pages in the VPD book of Osterwalder et al (2014).

Literature:
Osterwalder, A, et al (2014). Value Proposition Design, Wiley. ISBN: 978-
1-118-96805-5

6. Additional Information: Instructors profile

Dr. Mark JG Govers (1967) is an out-of-the-box thinker from The

Netherlands with a PhD in management sciences. He works at the
intersection between developing, applying and teaching knowledge focused
on socio-technical issues. Since 2006, he is an associate professor at
Maastricht University. As (visiting) professor, he lectures information,
management and organizational science in The Netherlands and in
Colombia. Besides his academic work, he is a senior advisor at his own
consultancy firm called Archypel Consulting. Projects are related to re-
balancing the intersection between structures, cultures, people and IT
systems. Besides projects, he enjoys helping managers and leaders with
organizational, managerial and entrepreneurial issues. He is well known for
giving challenging and entertainment lectures and workshops, which he
calls knowledge-tainment.

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