COURSE:
Entrepreneurship I
ESSENTIAL
STANDARD:
2.00
OBJECTIVE:
2.04
UNIT A
B2
28%
B2
Entrepreneurship Foundations
Understand entrepreneurship, product/service
management, information management,
professional development, emotional intelligence,
and operations
Generate venture/product ideas to contribute to
ongoing business success
Essential Questions:
 How does criticism play a role in idea creation?
 What types of brainstorming techniques can an entrepreneur use in developing
venture/product ideas?
 How can an entrepreneur use free association techniques, forced relations techniques, and
analytical techniques to generate business/product ideas?
 What are sources of business/product ideas?
 What is the importance of evaluating a business owner’s strengths when generating
business/product ideas?
 What are pitfalls to idea identification?
 What is the importance of generating business/product ideas?
 What methods/techniques are used to identify business/product ideas?
UNPACKED CONTENT
Competency 2.04
A. Key terms
1. Attribute listing – focuses on an attribute or an object in order to determine how the attribute
can be improved – example cell phone features
2. Lateral thinking – solving problems through an indirect or creative approach – example
thinking outside the box
3. Analogies – similarity of like features of two things – example comparing
4. Associations – a mental connection or relation between thoughts, feelings, ideas or sensations
5. Brainstorming – is a creative-thinking techniques involving the identification of as many
different ideas as possible during a certain time frame
6. Synectics – bringing different things together to create a unified connection
7. Sketching and doodling – letting your subconscious do the drawing
8. Forced questioning – force people to choose between two choices when neither of the choices
could be the answer or needs further explanation – example Is this yellow or green?
9. Morphological analysis – systematically structuring and investigating many possible
relationships of complex problems – example used to create a new product
B. The role criticism in idea creation
1. Critism can be difficult to hear
2. Don’t take it personal
3. Some of your most important lessons can come from complaints and criticism
4. Discussion points – As a business owner, how would you address these criticisms?
a. the package is too hard to open
b. the cake doesn’t taste fresh
c. your services are too expensive
d. his store is very difficult to find
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C. Types of brainstorming techniques
1. Define the problem
2. Share ideas without criticism
3. Build on others ideas
a. pose an initial question
b. use word association
c. identify a challenge
D. Why learn about techniques for idea generation
1. Someone somewhere at sometime came up with the idea for every item that you see around
2. So that you can invent the next great product
3. Product ideas come from different places – existing products made better or brand new products
4. Ideation is the process of generating and developing new ideas
5. One of the primary purposes in business is to generate ideas for new goods and services
E. Business need product ideas because
1. Markets change constantly
2. They need to stay ahead of the competition
3. Product life cycles are becoming shorter
F. Where do businesses look for inspiration for new products
1. Trends – the general direction in which people or events are moving (fashion, TV, music, etc) –
by studying trends, business get a sense of what customers need – examples: health and fitness,
baby boomers needs, communication needs
2. Customers – observe and notice when problems exist of people seem to have an unfulfilled
need – talk with them (surveys, focus groups, satisfaction cards, one-on-one conversations) –
talk to the people who deal with the customers (salespeople)
3. Existing products – find the limitation and make them better – look to develop complimentary
products (they “go with” another product) – look to develop substitute products (takes the place
of another product) – examples: blu-ray to replace DVD and digital books to replace
hard/paperback books
G. Methods of creative thinking used to generate new product ideas
1. Lateral thinking methods involve approaching an issue from new illogical directions and using
illogical methods to develop new ideas
a. Brainstorming include relay, round robin, brain drawing, free association, forced
questioning, synectics, forced analogies, starbursting, mind mapping
b. Relay – teams responding to teammates ideas in a certain order
c. Round robin – no teams – participants respond in order
d. Brain drawing – members add to drawings to try to develop a product
e. Free association – state the first thing that comes to mind
f. Forced questioning – used to answer a specific question
g. Synectics – making connections through forced relations (two items that seem unrelated to
find a new practical combination) – more time consuming than brainstorming but it is good
when other creative methods have failed
h. Forced analogies – using metaphors and similes to create connections where none exist (ie.
Waiting on the bus on a cold day think of other times you wait, like a doctors office to help
you come up with a solution)
i. Starbursting – draw a 6 pointed star and write the product opportunity in the middle – write
the following words at the tip of the star (who, what, why, when, where and how) – answer
each question based on the recognized product opportunity
j. Mind mapping – in the center of the paper write the main problem, which the market
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opportunity that you identified – from the starting point, draw a line to other words and
phrases that are related to the main idea – from each of these words, draw other lines that
relate to the particular word and so on – this helps to expand thinking and get lots of
different ideas down on paper
2. Programmed thinking methods – organized, logical, and analytical thinking techniques
a. attribute listing – list the products characteristics that make it unique from other goods then
find ways to improve those attributes
b. morphological analysis – list a products characteristics then combine some or all of those to
create a new product
H. Making it pay
1. New product ideas are essential for long term business success
2. No two business use the exact same method to develop products
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COURSE:
Entrepreneurship I
ESSENTIAL
STANDARD:
2.00
OBJECTIVE:
2.04
UNIT A
B2
28%
B2
Entrepreneurship Foundations
Understand entrepreneurship, product/service
management, information management,
professional development, emotional intelligence,
and operations
Generate venture/product ideas to contribute to
ongoing business success
INSTRUCTIONAL ACTIVITIES
RELEVANCY
TO OBJECTIVE
1. Introduce the objective through the use of 2.04 Combined Power
point. Students may take notes using the guided notes in
Appendix A
2. Have students write a paragraph that discusses how
brainstorming, creative thinking, and observations can be used to
develop new enterprise ideas.
3. New Product Ideas Activity
New product ideas come out of trends and one of the most common
trends is demographics. Have students complete the Demographics
Product Idea Activity found in Appendix B. They should use
creative thinking ideas presented in class to complete the
assignment.
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4. Review Removing the Roadblocks to Creativity – Appendix C with
your students. You can create an overhead of the list or print one
out for each student. Discuss various roadblocks that the students
might have in opening their mind to creativity.
Have students list ways creative people spend time in places that
make them feel more creative. Answers may include running,
showering, driving, beaches, walks in parks, and other places.
Have students research creative people and identify where and when
they get their ideas
5. Mall Creation
MALL BRAINSTORMING.....Have groups brainstorm the various
aspects of malls - if you have to suggest that they might eventually be
working toward ideas for a new mall in town/ or your area.
Mall brainstorming discussion using various techniques.
1. Have students create an attributes chart (attributes or parts of a good
mall). Use the relay or round robin technique to get the list of
attributes.
2. Use the starbursting technique to answer the following questions.
Write the six star on the board and have the students draw the star and
write their answers on their papers
WHAT is a mall
WHERE should a new mall be located (in relation to your town)
WHEN do you go to a mall (days, hours, even occasions)
HOW do people get to malls (modes of transport, who they ride with,
etc...)
WHAT IT ISN'T what doesn't belong in a mall
WHAT TYPE of stores should a mall have
3. Use braindrawing (doodles that add on to other peoples' ideas) to
answer what attractions that will make going to the mall fun.
4. Use brainwriting (freeform writing that adds on to other peoples'
ideas) to complete the reasons/why go to or shop at the mall
5. Use mindmapping to identify who the mall shoppers or people who
go to the mall (who they are by various demographic groups of people
then they can branch into types of business or attractions for those
groups)
6. Use analogy to identify what going to the mall is like (add various
reasons why a mall might be like that or what could make it more like
that.)
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6. Mall Project
The student’s activity sheet and rubric can be found in the Appendix - D
Here is the continuation of the mall activity... once they have
brainstormed the many aspects of an awesome mall divide students in to
groups of 2-3 to develop and evaluate their various ideas for a mall.
Then the group actually comes up with a plan for a mall. They create a
PowerPoint to show the class their list of stores, attractions and reasons
for choosing what they did.
They also do a Google Sketchup floor plan of their mall and import lots
of fun downloadable components to go in their mall. You need to show
them how to use Sketchup (free program) because it will also come in
handy for their eventual marketing plan. They can create a 3D floor plan
of their business for the marketing plan. They actually enjoy the
dreaming about how their business will look someday (even though
Sketchup is a bit difficult. Tell them to save A LOT because some days
it crashes.) OBVIOUSLY this part can also be done on paper - the use of
technology just helps update things.
The groups present their mall ideas and you can even have the class vote
on the best mall idea.
7. Vocabulary Activity
Have students create a crossword puzzle or search a word using the
vocabulary sheet in Appendix E. They will define the terms using
their notes prior to the activity.
You can also divide up the class and have them create flashcards
using www.quizlet.com for your class.
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OBJECTIVE:
2.04
Generate venture/product ideas to contribute to ongoing
business success
B2
REFERENCES
WEBSITES
Textbook References:
Entrepreneurship and Small Business Management –
Kathleen Allen and Earl Meyer; Glencoe Publishing;
2006 Edition
Supplemental Resources:
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O BJECTIVE 2.04
A PPENDIX OF
I NSTRUCTIONAL S UPPORT M ATERIALS
2.04S UPPLIES


Supplies Needed
Flip Chart or Whiteboard
Markers
8716 Entrepreneurship I
Where Supplies Are Used
Activity Related Appendix/ Lesson
1
1
Unit A: Entrepreneurship Foundations
Summer 2012, Page 8
Appendix #A –
Comp 2.04 Guided Notes – Generate venture/product ideas to contribute to ongoing business success

Define the following terms
Attribute listing –
Lateral thinking -
Analogies –
Associations –
Brainstorming –
Synectics –
Sketching and doodling –
Forced questioning –
Morphological analysis –

The role criticism in idea creation
o Criticism can be _______________________ to hear
o Don’t take it _____________________________
o Some of you most important lessons can come from _____________________ and ________________
o Discussion Points: As a business owner, how would you address these criticism
1. The package is too hard to open
2. The cake doesn’t taste fresh
3. Your services are too expensive
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4. His store is very difficult to find


Types of brainstorming techniques
o Define the ____________________________
o Share _____________________ without criticism
o Build on others ideas by posing an ____________________________ question; use _______________
association; and identify a ____________________________________
Why learn about techniques for idea generation?
o Someone somewhere at some time came up with the idea for every item that you see around
o So that you can invent the next ____________________________!!

Product ideas come from different places
o Existing products made ___________________
o Brand new products

Ideation…
o _____________________________________________________________________________________
 One of the primary purposes in business is to generate ideas for new goods and services

Businesses need product ideas because…
o Markets change ____________________________________
o They need to stay ahead of the competition
o Product life cycles are becoming _______________________

Where do business look for inspiration for need products?
o ____________ – the general direction in which people or events are moving (i.e. fashion, TV, music, etc.)
 By studying trends, business get a sense of what customers need
 Examples: What is needed in the health and fitness trend? In the increasing number of “Baby
Boomers”?

Where do business look for inspiration for need products? (cont.)
o ____________________________
 Observe and notice when problems exist of people seem to have an unfulfilled need
 Talk with them – i.e. surveys, focus groups, satisfaction cards, one-on-one conversations
 Talk to the people who deal with the customers – i.e. salespeople
o _________________________________________
 Find the limitations and make them better
 Look to develop ___________________ products (they “go with” another product)
 Look to develop ___________________ products (takes the place of another product)
 i.e. Blu-Ray to replace DVD and digital books to replace paperback books

Methods of creative thinking used to generate new product ideas
o Lateral thinking methods – involve approaching an issue from new illogical directions and using illogical
methods to develop new ideas - Primary goals is to identify as many ideas as possible
 ______________– teams responding to teammates ideas in a certain order
 Round Robin – no teams, participants respond in order
 _______________________________ – members add to drawings to try to develop a product
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


o

Free Association – state the first thing that comes to mind
_______________________________ – used to answer a specific question
Synectics – making connections through forced relations (two items that seem unrelated to find
new practical combinations). More time consuming than brainstorming but it good when other
creative methods have failed
 _________________________ – using metaphors and similes to create connections where none
exist (i.e. waiting on the bus on a cold day, think of other times you wait, like a doctors office to
help you come up with a solution
 _________________________________
 Draw a 6 pointed star and write the product opportunity in the middle
 Write the following words at the tip of the star – who, what, why, when, where, and
how?
 Answer each question based on the recognized product opportunity
 ________________________________________
 In the center of the paper write the main problem, which the market opportunity that
you identified
 From the starting point, draw a line to other words and phrases that are related to the
main idea
 From each of these words, draw other lines that relate to the particular word and so on
 This helps to expand thinking and get lots of different ideas down on paper
Programmed Thinking Techniques
 _______________________________________ – List the products characteristics that make it
unique from other goods then find ways to improve those attributes
 _______________________________________ – List a products characteristics then combine
some or all of those to create a new product
Making it pay!
o New product ideas are essential for long term business success
o No two business use the exact same method to develop products!
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Appendix B –
New Product Idea Activity – Demographic Trends
Demographics are always changing. One big demographic change that is happening right now is the
growth of the Hispanic population. By 2010, Hispanics surpassed African-Americans as the largest
U.S. ethnic group. Potential entrepreneurs would be wise to know that the Hispanic culture is diverse
and comprises 21 different nationalities including Mexican, Spanish, Puerto Rican, Cuban,
Dominican, and many others from Central and South America. Univision has become the nation’s
number one growth broadcasting network by catering to a Spanish-speaking audience.
In groups of 3-4 students answer the following questions based upon the information presented
above, information presented in the powerpoint on creative thinking techniques, and your
observations.
1. What are some advantages to operating a culturally segmented business?
2. Identify new products that could be advertised on Univision to reach the Hispanic population.
Include the age group that these products would target. Also identify which creative thinking
techniques your group used to come up with the products.
3. Which technique did your group feel the most comfortable using for this activity?
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Appendix C –
Creativity – Removing the Roadblocks to Creativity
Entrepreneurs can stimulate and encourage creativity in many ways; but they must remove the
roadblocks to creativity. Here are some ways to remove the roadblocks:
 Believe in yourself. Positive self-encouragement works
 Use non-logical thinking. Not everything has to make sense right away
 Free your mind! Don’t think of everything in practical terms
 View problems as challenges that offer the opportunity to innovate
 Entertain all ideas. There is no such thing as a frivolous idea
 Relax! Relaxation is a key part of the creative process
 Have a playful attitude. Don’t worry about looking foolish
 Look at failure as a learning experience that will lead to success
 Model creative behavior. Anyone can learn to think creatively
 Develop listening skills. You can learn a lot by listening to other people talk about their wants
and needs
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Appendix D – Mall Activity Sheets
Design Your Very Own Mall
Shopping malls provide a wide variety of experiences for
consumers. The mall is a place to buy goods and services, to
socialize with friends, to exercise, and to acquire new ideas.
Home shopping and the Internet are competing with today’s
shopping malls. Today’s malls must be unique to attract
consumers. They might even have a theme and attractions to
draw in their intended group of customers (target market.)
How would you design a shopping mall to attract consumers?
Which demographic group(s) would you want to attract?
Steps:
1. Identify your target market customer base. (Young professionals, senior citizens, families, wealthy or middle
class.) This helps you choose your stores.
2. Create a list of retail stores and service businesses to be included in a major mall. The mall will be located
in a city with 100,000 people or more, so it can be big.
3. Identify what goods or services each specialty store will offer.
4. Design the floor plan for the mall and draw it to scale in GoogleSketchup.
5. Prepare plans for the grand opening of the mall.
6. Present your mall plan and ideas to the class
Mall Group/Partner Project Grade Sheet
Points
Earned
Points
Possible
5
25
5
35
20
10
15
110
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Detail
List of retail stores – 4 to 6 major anchor stores
List of retail stores – 25 to 30 smaller specialty stores
(at least 5 should be service based businesses.)
List of restaurants – 5 to 10 food vendors
The list also defines specialty of each store & restaurant
Innovative design/ theme idea & GoogleSketchup for mall
Creative idea for grand opening
PowerPoint to show while each person in group speaks.
Total Points Possible
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Appendix E – Vocabulary
Name:
DEFINE:
COMPLEMENTARY PRODUCTS OR SERVICES
SUBSTITUTE PRODUCTS OR SERVICES
DIVERGENT THINKING
LATERAL THINKING METHODS
PROGRAMMED THINKING METHODS
BRAINSTORMING
STARBURSTING
MIND MAPPING
BRAINDRAWING
FREE ASSOCIATION
FORCED QUESTIONING
SYNECTICS
FORCED ASSOCIATION/RELATIONS SYNECTICS
FORCED ANALOGIES
ATTRIBUTE LISTING
MORPHOLOGICAL ANALYSIS
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