Mini-syllabus for EMGT 5130
Please note that this is a mini-syllabus for this course and this portion is the same for all semesters. The
semester specific full syllabus will be available before a semester starts at Blackboard.
COURSE INFORMATION
Title: New Business Development
Course Number & Section: 5130-01
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Textbook:
Technology Ventures: From Idea to Enterprise with Student DVD, 2nd Edition
Richard C. Dorf, UNIV OF CALIFORNIA DAVIS
Thomas H. Byers, STANFORD UNIV
Business Simulation
In addition to the text book above, this course mandatorily requires students to
register for the online business simulation program (http://www.capsim.com/), which
is less than $50 including the learning materials. The detailed business simulation
purchase, and registration schedule will be provided by the instructor.
INSTRUCTOR INFORMATION
Professor: Young Jeong, Ph.D., MBA, PMP, CPIM
Office: Delta 111
Office Phone: 281-283-3862
Electronic mail: jeongk@uhcl.edu
Office hours: 1:30 PM – 3:30 PM on Tuesday, Wednesday, Thursday, and others by
appointment.
Office hours are always by appointment. EMAIL is the preferred method of
communication for this class – I am very responsive. The best times for phone calls are
during my office hours although you can call me anytime. If you leave a message you
should be sure to leave your name, the class name and section number, a return phone
number and appropriate times for return phone calls.
COURSE DESCRIPTION
The objectives of this class are to expose the students to the state-of-the-art issues,
knowledge, and skills of new business development (Part I) and management (Part II),
especially as they relate to the way organizations make money. The course concentrates
on new business development processes and management skills particularly for
technology ventures. Topics include the business opportunity analysis, strategy
development, risk analysis and management, and functional planning such as a sales and
marketing plan. Students are expected to analyze current technology ventures and
business organizations, and to develop the business plan(s) for their own ventures.
Individual assignments and team-based project and, and business simulation game are
required. Prerequisite: Foundation courses (3 CR)
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COURSE LEARNING OUTCOMES
Upon completion of this course, students will be able to:

Explain the concepts and principles for creating successful technology ventures.

Apply the venture creating procedures to real world venture analysis.

Develop a solid business plan.

Develop managerial capability and perspectives beyond the technical knowledge.

Apply the business development procedures for unstructured business decision
making problems.
COURSE FORMAT
This course uses diverse formats to achieve the course learning objectives including
lecture, discussion, computer simulation game, group work, and student’s presentation.
STUDENT RESPONSIBILITIES
Time Commitment:
This is a 3-credit course conducted over 16 weeks. In order to meet accreditation
standards, on average, students should expect to spend between 12 to 15 hours per week
on course activities and assignments. Spending less time would be insufficient for
success in this course.
Academic Honesty:
The University of Houston Clear Lake has a “0” tolerance policy for academic dishonesty
and if the student is in violation an “F” the course will be apply. Please refer to the
UHCL academic honesty policy.
Dropping Course:
Students may drop a course through the registration process and may receive a refund
during the first week of classes. After the first week students need to notify the instructor
and then withdraw from the course as faculty will not drop or withdrawal students. Please
refer to the academic calendar for the exact dates and also review the withdrawal policy
Counseling Services:
Counseling assistance will be available on Tuesday and Thursdays by appointment
Technical Assistance:
Help Desk Hours Monday through Thursday 8 A.M. to 10:30 P.M.
Friday 8 A.M. to 5 P.M.
Saturday 8 A.M. to 5 P.M.
Sunday Closed
Email: supportcenter@uhcl.edu
Phone: (281) 283-2828
From Student and Educational Services-Students with Disabilities:
If you wish to receive special accommodations as a student with a documented disability,
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please make an appointment with the Disability Services at ext 2626 or Students service
building Room 1301
Attendance:
Attendance is mandatory for all meetings. With an exceptional case, you can ask your
instructor’s permission for excuse in advance. However, you will not pass the class with
more than three absences.
Course Progress:
Considering the diverse course format and intensity, it is strongly recommended that you
are to complete all readings required by the prior to the class.
Late Assignment and Make-up Exam Policy:
No late assignment will be accepted, and there is no make-up exam allowed.
GRADING POLICY
Your grade will be determined by the following four components:
 Individual assignments as determined by the instructor
 Participation in the class discussion
 Team Project as determined by the instructor
 Business simulation game results
Grading Scale and guidelines:
The class participation grade is somewhat subjective and reflects both the quantity and
quality of your contribution to discussions.
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
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
Weight:
Participation (25%)
Individual Assignment (25%)
Team Project Report and
Presentation (25%)
Business Simulation* (25%)
A
AB+
B
BC+
C
CF
Scale:
93-100%
88-92%
86-87%
83-86%
80-82%
77-79%
73-76%
70-72%
< 59%
ASSIGNMENT
Individual Assignment:
See the course schedule and assignment schedule below.
 Please note that based on your request and an instructor’s approval, you could finish
some assignments with your partner (a pairing option). See the assignment schedule
to check which assignment is eligible for the paring option.
 It should be recognized that most individual assignments require a five to ten minutes
presentation before class starts.
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Team Project:
A team of three to four people is formed, and each team is required to submit a minibusiness plan with your own original venture idea. The business plan at least should
include the following components: (1) Executive Summary, (2) Market Opportunity
Analysis, (3) Your Product and/or Solution, (4) Business Model and Strategy, (5) Sales
and Marketing Plan, (6) Risk Management Plan, and others covered during this course.
The length of this business plan is less than 30 pages – There is no page limit in
appendix. A team is also required to present the business plan in the final session of the
course, and further details will be announced in class. The grading point is the (1) quality
of report, (2) quality of presentation, (3) team member evaluation. Please note the
following deadlines regarding this team project.
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

Teams need to submit their interim business plan by 5th week – two page statements
of the topic of your business plan, and outline of your paper.
Teams are required to submit their full business plan by 15th week.
Teams will present their business plan (PowerPoint Slide) at 16th week.
Business Simulation Game:
Business simulation game using the FOUNDATION® (www.capsim.com) is one of the
core learning tools. The same team formed for the team project will work together. Each
team member works as a functional manager and makes and executes the firm’s R&D,
production, and sales and marketing plans to compete with other teams including the
computer generated phantom teams. The game will consist of four rounds. One practice
round will be provided before the first actual round. The grading point is (1) your team
performance against other teams, (2) the weekly summary. Please note the following
deadlines and rules regarding the business simulation game.
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Students will register for the simulation game by the end of 5th week once they are
provided the “industry code” from the instructor.
Each student should rotate his or her role.
Team needs to submit one page performance review and strategy summary report in
a single page.
Course Schedule
*Note that the following schedule can be changed to suit the needs of the class at instructor’s discretion.
Weeks
Contents
This first meeting will provide a complete overview, including student introduction
PART I
and expectations from students.
Business
Development
Week 1
Lecture Materials:
(8/26/08)
Chapter 1: Capitalism and Technology Entrepreneur
Focus:
Week 2
 Week 1 Homework discussion
(9/2/08)
 The technology entrepreneur’s role and the role of knowledge in the creation and
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

Week 3
(9/9/08)
Week 4
(9/16/08)
Week 5
(9/23/08)
Week 6
(9/30/08)
growth of new enterprises.
Opportunity identification and evaluation procedures and methods, and
application to real world examples.
Concept summary, business story and executive summary
Lecture Materials:
Chapter 2: Opportunity and Business Summary
Focus:
The theory of a business is the descriptions of the elements required for the
entrepreneurs to act to build business that satisfies the customers’ needs – This is a
business design process, and we will study the following components of the business
design:
 Week 2 homework discussion
 Mission Statement, value proposition, and the business model
 Core competency and competitive advantages
 Real world examples.
Lecture Materials:
 Chapter 3: Building a Competitive Advantage
 Others distributed by an instructor
Focus:
Strategy is a plan or road map of the action that a firm will take to achieve its mission
and goals. We focus on
 Week 3 homework discussion
 Strategy generation process and application for real life examples
 Michael Porter’s five competitive force model and SWOT framework
 Six generic competitive strategies
 The competitive strategies generation process
Lecture Materials:
 Chapter 4: Creating a Strategy
 SWOT (http://www.quickmba.com/strategy/swot/)
 Michael Porte's Interview
 Generic Strategies
 Others distributed by an instructor
Focus:
A new business is subject to risks due to the uncertainty of outcomes in the market,
and entrepreneurs need to manage and reduce all risks. We will study
 Week 4 homework discussion
 Risk and uncertainty
 Scale and scope
 Network effects and increasing returns
 Disruptive applications
 Risk vs. return
 Real world examples
Reading Materials:
 Chapter 6: Risk and Return
 NASA CASE STUDY: TDRSS: Fixed-Cost v. Cost-Plus Contracting, to be
distributed by a professor in class.
Focus:
 Case overview by the volunteer’s presentation
 Case Discussion: Yahoo! 1995 (p.569)
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Focus:
We will mainly focus on the technology venture formation procedure, and the
business plan development. We will study the following topics:
Week 7
(10/7/08)
Week 8
(10/14/08)
Week 9
(10/21/08)
PART II
BUSINESS
MANAGEMENT
Week 10
(10/28/08)
Week 11
(11/4/08)
Week 12
(11/11/08)
Week 13
(11/18/08)
Week 14
(11/25/08)
Week 15
(12/2/08)
Week 16



Building a new business
Business plan
Cluster dynamics
Lecture Materials:
Chapter 7: Venture Creating and the Business Plan
Focus:
 Week 7 homework discussion
 Business plan continuation…focusing on real world examples
 CASE STUDY, materials to be distributed by a professor in class.
Focus:
Marketing and sales plan is critical to the success of a firm since it decides the target
customers for its product offering. We will study:
 Week 8 homework discussion
 Marketing objectives and customer target segments
 Product offering
 Market research, brand equity, marketing mix
 Customer relationship management
 Personal selling and the sales Force
 Real world examples
Lecture Materials:
Chapter 11: The Marketing and Sales Plan
Focus:
 Case overview by a volunteer’s presentation
 Case Study: World Indigo, Inc (p 538)
 Business simulation discussion and the practice round.
Focus:
 Practice round review
 Business simulation round 1 discussion
Focus:
 Round 1 review and presentation
 Business simulation round 2 discussion
Focus:
 Round 2 review and presentation
 Business simulation round 3 discussion
Thanks Giving Day Holidays
Focus:
 Round 3 review and presentation
 Business simulation round 4 discussion
Final Team Project Presentation
Assignment Schedule:
*Note that the following assignment can be changed to suit the needs of the class at the instructor’s
discretion.
Weeks
Assignment
Week 1
1. Discuss and summarize the following two questions in a page.
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(8/26/08)


What is entrepreneurship? Can it be taught?
Why should engineering, science and humanities students study entrepreneurship?
2.
1.
Reading: Chapter 2: Opportunity and Business Summary Due by week 2 (9/2)
Choose any venture from any source (i.e. Appendix B from our text book), and assume
that you are one of the founders.
 Perform the opportunity analysis using Table 2.11 (p.43) and
 Provide the concept summary using Table 2.14 (p.50).
 Summarize both in less than eight slides in PowerPoint – provide the detailed
descriptions in the PowerPoint note - for 10 minutes presentation.
 Send slides via email by 9/8/08.
Pairing: Note that you can do this assignment with a partner – you and your partner
should have my approval first. Basically, two persons will have the same grade.
2.
1.
Reading: Chapter 3: Building a Competitive Advantage Due by week 3 (9/9)
Choose one pair of companies from the following lists, develop and compare the
business model, distinctive competences and competitive advantages.

Google and Yahoo or
 SAP and Oracle or

i2 and Manhattan Associate or
 Boeing and Airbus or
 Toyota and GM or
 Your choice of two companies in the same industry.
 Summarize two in less than eight slides in PowerPoint – provide detailed
descriptions in the PowerPoint note. Be ready for less than 10 minutes
presentation.
 Send slides via email by 9/15/08.
Week 2
(9/2/08)
Week 3
(9/9/08)
Pairing: Note that you can do this assignment with a partner – you and your partner
should have my approval first for this. Basically, two persons will have the same
grade.
2.
1.
Week 4
(9/16/08)
Reading: Chapter 4: Creating a Strategy Due by week 4 (9/16)
Choose the company used in the week 3 assignment.
 Apply the procedures in Table 4.1 (p. 82) to set up a developing strategy for the
company. Note that you already finished the steps 1 and 2 in the week 3
assignment.
 Summarize all in less than eight slides in PowerPoint – provide detailed
descriptions in the PowerPoint note. Be ready for less than 10 minutes
presentation.
 Note that you must show the framework of your six forces model.
 Send slides via email by 9/22/08.
Pairing: Note that you can do this assignment with a partner – you and your partner
should have my approval first for this. Basically, two persons will have the same
grade.
Week 5
(9/23/08)
Week 6
2. Reading: Chapter 6: Risk and Return Due by week 5 (9/23)
1. Reading: CASE STUDY: Yahoo! 1995 (p. 569)
2. Summarize the answers for the question at the end of the case in two pages.
Due by week 6 (9/30)
3. I need a volunteer to provide the PPT based overview of the case. The volunteer will
earn extra points for class participation.
1. Reading: Chapter 7: Venture Creating and the Business Plan Due by week 7 (10/7)
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(9/30/08)
1.
Week 7
(10/7/08)
Week 8
(10/14/08)
1.
Choose any venture from any source (i.e. Appendix B from our text book), and assume
that you are the one of founders. You are now writing a business plan. Suppose that
you finished all except the Executive Summary.
 Provide your imaginary Executive Summary (ES) in less than two pages. You can
use the guide lines at p. 162. Note that the ES is not a just high level summary. It
should include all important information that busy executives should know. You
should be creative to cook any numbers required for that case if any.
Pairing: Note that you can do this assignment with a partner – you and your partner
should have my approval first for this. Basically, two persons will have the same
grade.
Due by week 8 (10/14)
Reading: Chapter 11: The Marketing and Sales Plan Due by week 9 (10/21)
1.
2.
Week 9
(10/21/08)
Week 10
(10/28/08)
Week 11
(11/4/08)
Week 12
(11/11/08)
Week 13
(11/18/08)
Week 14
(11/25/08)
Week 15
(12/2/08)
Week 16
(12/9/08)
Reading: CASE STUDY: World Indigo, Inc (p 538)
Summarize the answers for the question at the end of the case in no more than two
pages.
3. Read the Business Simulation Materials. Due by week 10 (10/28)
4. I need a volunteer to provide the PPT based overview of the case. The volunteer will
earn extra points for class participation.
1. Read the Business Simulation Materials, and analyze your practice round result. Due
by week 11 (11/4)
1. Execute the first round by Friday (due by 11/07/08).
2. Review the results and submit one page review and strategy report. Due by week 12
(11/11/08)
1. Execute the second round by Friday (due by 11/14/08).
2. Review the results and submit one page review and strategy report. Due by week 13
(11/18/08)
1. Execute the third round by Monday (due by 11/24/08).
2. Review the results and submit one page review and strategy report. Due by week 15
(12/02/08)
Thanks Giving Day Holidays
1. Execute the fourth round by Friday (due by 12/5/08).
2. Prepare the final presentation
Final Team Project Presentation
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