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ENES 461: Advanced Entrepreneurial Opportunity Analysis in Technology Ventures
COURSE DESCRIPTION
This course explores the factors that influence entrepreneurial opportunity analysis in technology-based
ventures, to include, but not limited to, software, IT, biotech, and energy startups. Using a cognitive
theoretical framework the course examines the integration of motivation, emotions and information
processing modes to make complex entrepreneurial decisions in fast pace technology venture
environments. The course is an informed and interesting exploration of entrepreneurial cognition with
both theoretical and methodological contributions for active and aspiring student technology
entrepreneurs.
COURSE GOALS
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To develop an entrepreneurial perspective by studying psychological aspects of entrepreneurship
To reveal that entrepreneurial cognitions can be elicited and developed as an important
prerequisite of effective opportunity analysis
To explore the opportunity discovery aspects for recognizing, developing and implementing
successful new technology venture ideas
COURSE MATERIALS
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Shane (2004). “Finding Fertile Ground: Identifying Extraordinary Opportunities for New
Ventures”. Wharton School Publishing. ISBN-13: 978-0131423985.
Osterwalder & Pigneur (2010). “Business Model Generation: A Handbook for Visionaries, Game
Changers, and Challengers”. ISBN-13: 978-0470876411.
DELIVERABLES & GRADING
Essay on Psychological Traits
Essay on Opportunity Discovery
Essay on Opportunity Analysis
Business Model Design Project
Peer Evaluation (if working as a team)
20%
20%
20%
40%
10%
All deliverables must address technology concepts, per the course focus on technology ventures.
Psychological Traits: Based on readings and PowerPoints to date, compare and contrast your personal six
psychological traits versus those most common among successful entrepreneurs. How do these traits
influence your ability to navigate the six steps in the entrepreneurial decision-making process? Discuss
how your psychological traits would benefit from improvement and explain what opportunities you see to
develop these areas through study and experiences. Three page assignment.
Opportunity Discovery: Based on readings and PowerPoints to date, discuss (1) how opportunity
recognition, information processing, and entrepreneurial risk propensity influence your personal decisions
on entrepreneurial opportunities; (2) what biases and heuristics do you experience in exploring
entrepreneurial opportunities; and (3) what changes and trends in society do you believe are creating the
most entrepreneurial opportunities in industries that personally interest you. Three page assignment.
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Opportunity Analysis: Based on readings and PowerPoints to date, and built upon the changes and trends
in society that you discussed in the essay on opportunity discovery, discuss (1) what is the profile of the
innovators and early adopters seeking new products and services in that industry; (2) what are the current
and expected gaps in competitive offerings; (3) what are the opportunities and risks involved with
launching a new product or service in this industry with these competitors. Three page assignment.
Business Model Design Project: This project will require individuals (or groups of two, at the students’
choosing) to select a new venture concept and develop a business model based on the opportunities and
challenges for the technology concept.
FORMAT FOR ASSIGNMENTS
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All assignments must be typed in 12 pt font, Times New Roman, and single-spaced with 1”
margins.
You should put your name (including team members) on the first page of each assignment.
Assignments must be savedin a single Word document file labeled as follows:
assignmentname_lastname_firstname. For example, “psychologicaltraits_green_ james”. For
team deliverables, include all team member names within the file name.
Reference should be cited in APA format with a reference pages.
Do not exceed the page limit requirement as stated in each assignment; as grading will be based
on the pages that fall within the allowable page limit. Excess pages will not be read.
All work must be submitted via Blackboard on the “Assignment Submissions” link from the main
menu by 11:59 PM on the day due unless otherwise noted.
Late assignments will incur a 10 point penalty per day.
ATTENDANCE AND PARTICIPATION POLICY
The University of Maryland policy on religious observance states that students should not be penalized in
any way for participation in religious observances and that, whenever feasible, they should be allowed to
makeup academic assignments that are missed due to such absences. However, the student must
personally deliver to the instructor a written notification of the projected absence within two weeks of the
start of the semester. The request should not include travel time. It is the student's responsibility to
inform the instructor of any intended absences for religious observances in advance and that prior
notification is especially important in connection with final examinations, since failure to reschedule a
final examination before the conclusion of the final examination period may result in loss of credits
during the semester.
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ACADEMIC INTEGRITY
The University is one of a small number of universities with a student-administered Honor Code and an
Honor Pledge. The Code prohibits students from cheating on exams, plagiarizing papers, submitting the
same paper for credit in two courses without authorization, buying papers, submitting fraudulent
documents, and forging signatures. The University Senate asks instructors to consider asking students to
write the following signed statement on each examination or assignment: I pledge on my honor that I
have not given or received any unauthorized assistance on this examination (or assignment). Compliance
with the code is administered by the Student Honor Council, which strives to promote a “community of
trust” on the College Park campus. Allegations of academic dishonesty should be reported directly to the
Honor Council (314-8450) by any member of the campus community. For additional information,
consult the Office of Student Conduct website. For a description of the University's definition of
academic dishonesty, suggestions on how to prevent cheating, and practical answers to frequently asked
questions about the Code of Academic Integrity, consult the Student Honor Council's Resources for
Faculty webpage.
ACCOMMODATIONS FOR STUDENTS WITH DISABILITIES
The University will provide appropriate accommodations for students with documented disabilities. In
order to ascertain what accommodations may need to be provided, students with disabilities must inform
faculty of their needs at the beginning of the semester.
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SCHEDULE
Module 1: Psychological Traits of Entrepreneurship
1. Entrepreneurs and strategic decisions
2. Need for achievement
3. Independence
4. Individualism and locus of control
5. Optimism
6. Ability to focus and pursue a goal
7. Summary of the psychological traits of entrepreneurship
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Assignment: Essay on Psychological Traits
Module 2: Discovering Entrepreneurial Opportunities
8. Selecting the right industry
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Read: Chapter 1 of Finding Fertile Ground
9. Identifying valuable opportunities
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Read: Chapter 2 of Finding Fertile Ground
10. Managing technological evolution
 Read: Chapter 3 of Finding Fertile Ground
11. Identifying and satisfying real market needs
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Read: Chapter 4 of Finding Fertile Ground
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Assignment: Essay on Opportunity Discovery
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Module 3: Analytical Skills for Entrepreneurial Opportunities
12. Understanding customer adoption
 Read: Chapter 5 of Finding Fertile Ground
13. Exploiting established company weaknesses
 Read: Chapter 6 of Finding Fertile Ground
14. Managing intellectual property
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Read: Chapter 7 of Finding Fertile Ground
15. Appropriating the returns to innovation
 Read: Chapter 8 of Finding Fertile Ground
16. Choosing the right organizational form
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Read: Chapter 9 of Finding Fertile Ground
17. Managing risk and uncertainty
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Read: Chapter 10 of Finding Fertile Ground
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Assignment: Essay on Opportunity Analysis
Module 4: Business Model Generation
18. The Business Model Canvas
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Read: Business Model Generation pg. 14-51
19. Patterns of Business Model Generation
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Read: Business Model Generation pg. 56-119
20. Designing Business Models
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Read: Business Model Generation pg. 126-195
21. Strategy for Business Model Generation
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Read: Business Model Generation pg. 200-241
22. Process for Business Model Design
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Read: Business Model Generation pg. 244-261
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Assignment: Business Model Design Project
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