From Heidi Neck, one of the most influential thinkers in entrepreneurship education today, Chris Neck, an award-winning professor, and Emma Murray, business consultant and author, comes the new edition of this ground-breaking text.
Entrepreneurship: The Practice and Mindset catapults students beyond the classroom by helping them develop an entrepreneurial mindset so they can create opportunities and take action in uncertain environments. Based on the world-renowned Babson Entrepreneurship program, this text emphasizes practice and learning through action. Students learn entrepreneurship by taking small actions and interacting with stakeholders in order to get feedback, experiment, and move ideas forward. They will walk away from this text with the entrepreneurial mindset, skillset, and toolset that can be applied to startups as well as organizations of all kinds. Whether your students have backgrounds in business, liberal arts, engineering, or the sciences, this text will take them on a transformative journey and teaches them life skills needed by all.
New to the Second Edition is a chapter on developing your customers, updated case studies, Mindshift Activities and Entrepreneurship in Action profiles, and expanded coverage of prototyping, incubators, accelerators, building teams, and marketing trends.
Preface
Acknowledgements
About the Authors
Part 1. Entrepreneurship is a Life Skill
Chapter 1. Practicing Entreprenuership
1.1 Entrepreneurship Requires Action and Practice
1.2 Entrepreneurship May Be Different From What You Think
1.3 Types of Entrepreneurship
1.4 Entrepreneurship Is A Method Not a Process
1.5 The Method Involves Creating the Future - Not Predicting It
1.6 The Key Components of the Entrepreneurship Method
1.7 Entrepreneurship Requires Deliberate Practice
1.8 How This Book Will Help You Practice Entrepreneurship
Chapter 2. Activating an Entrepreneurial Mindset
2.1 The Power of Mindset
2.2 What is Mindset?
2.3 The Self-Leadership Habit
2.4 The Creativity Habit
2.5 The Improvisation Habit
2.6 The Mindset As The Pathway to Action
Part II. Creating and Finding Opportunities
Chapter 3. Creating and Recognizing New Opportunities
3.1 The Entrepreneurial Mindset and Opportunity Recognition
3.2 Opportunities Start With Thousands of Ideas
3.3 Four Pathways To Opportunity Identification
3.4 Opportunities Through Alertness, Prior Knowledge and Pattern Recognition
3.5 From Idea Generation To Opportunity Recognition
Chapter 4: Using Design Thinking
4.1 What is Design Thinking?
4.2 Design Thinking As A Human-Centered Process
4.3 Design Thinking Requires Empathy
4.4 The Design-Thinking Process: Inspiration, Ideation, Implementation
4.5 Needs Discovery Technique #1: Observation
4.6 Needs Discovery Technique #2: Interviewing
4.7 Variations Of The Design-Thinking Process
Chapter 5. Building Business Models
5.1 What is A Business Model?
5.2 The Four Parts of A Business Model
5.3 The Customer Value Proposition (CVP)
5.4 Different Types Of CVPs And Customer Segments
5.5 The Business Model Canvas (BMC)
Chapter 6. Developing your Customers
6.1 Customers and Markets
6.2 Types of Customers
6.3 Customer Segmentation
6.4 Target Customer Group
6.5 Customer Personas
6.6 Customer Journey Mapping Process
6.7 Market Sizing
Chapter 7. Testing and Experimenting New Ideas
7.1 Experiments: What They Are and Why We Do Them
7.2 Types of Experiments
7.3 A Deeper Look at Prototypes
7.4 Hypothesis Testing & the Scientific Method Applied to Entrepreneurship
7.5 The Experimentation Template
7.6 Interviewing for Customer Feedback
Chapter 8. Developing Networks and Building Teams
8.1 The Power of Networks
8.2 The Value of Networks
8.3 Building Networks
8.4 Virtual Networking
8.5 Networking to Build the Founding Team
Part III. Evaluating and Acting on Opportunities
Chapter 9. Creating Revenue Models
9.1 What is A Revenue Model?
9.2 Different Types of Revenue Models
9.3 Generating Revenue From "Free"
9.4 Revenue and Cost Drivers
9.5 Pricing Strategies
9.6 Calculating Prices
Chapter 10. Planning for Entrepreneurs
10.1 What is Planning?
10.2 Planning Starts with a Vision
10.3 Plans Take Many Forms
10.4 Questions to Ask During Planning
10.5 The Business Plan Debate
10.6 Tips for Writing Any Type of Plan
Chapter 11. Learning From Failure
11.1 Failure and Entrepreneurship
11.2 The Failure Spectrum
11.3 Fear of Failure
11.4 Learning From Failure
11.5 Getting Gritty: Building a Tolerance for Failure
Part IV. Resourcing New Opportunities
Chapter 12. Bootstrapping and Crowdfunding for Resources
12.1 What is Bootstrapping?
12.2 Bootstrapping Strategies
12.3 Crowdfunding Versus Crowdsourcing
12.4 Crowdfunding Startups and Entrepreneurships
12.5 The Four Contexts for Crowdfunding
12.6 A Quick Guide to Successful Crowdfunding
Chapter 13. Financing for Startups
13.1 What is Equity Financing?
13.2 The Basics of Valuation
13.3 Angel Investors
13.4 Venture Capitalists (VCS)
13.5 Due Diligence
Chapter 14. Navigating Legal and IP Issues
14.1 Legal Considerations
14.2 Types of Legal Structures
14.3 Legal Mistakes Made by Startups
14.4 Intellectual Property (IP)
14.5 Global IP Theft
14.6 Common IP Traps
14.7 Hiring Employees
Chapter 15. Engaging Customers Through Marketing
15.1 What is Entrepreneurial Marketing
15.2 The Basic Principles of Marketing
15.3 Building a Brand
15.4 Marketing Tools for Entrepreneurs
15.5 Creating Your Personal Brand
Chapter 16. Supporting Social Entrepreneurship
16.1 The Role of Social Entprenreneurship
16.2 Social Entrepreneurship and Wicked Problems
16.3 Types of Social Entrepreneurship
16.4 Capital Markets for Social Entrepreneurs
16.5 Social Entrepreneurs and Their Stakeholders
16.6 Differences Between Social Entrepreneurship and Corporate Social Responsibility
16.7 Social Entrepreneurship and Audacious Ideas
16.8 Global Entrepreneurship
Glossary
Supplement A - Financial Statements and Projections for Startups
Supplement B - The Pitch
