The Paul Brentlinger Entrepreneurial Case Writing Program
Introduction
In the classroom, students discuss and analyze specific dynamics of an entrepreneurial company's
growth, management, or marketplace positioning in the form of a case study. Full-time and parttime MBAs and BBAs may receive independent study credit or compensation from the Institute
for researching, developing, and writing the case with the supporting teaching notes. On average,
program participants commit about 100 hours over three months to write a case, which is
roughly equivalent to a 1.5 credit class workload. Potential cases may be based on student
internships, faculty business relationships, Wolverine Venture Fund investments, or other learning
opportunities.
Students who elect to write a case through this program can expect:

To expend the same effort that is required of a 1.5 credit class;

To formally review the case, and its accompanying teaching notes, at several points
through the development process with faculty and/or staff; and

To work with the subject organization to garner support for the case and secure
permission to publicly disseminate information.
The Institute will pay for all reasonable expenses (with prior approval and as incurred) necessary
to research and write the case. In addition, the student author will have the choice of receiving:

1.5 academic credits, which will be processed when case is completed or

$3,000 of direct compensation payable when case is completed.
The Case Writing Process and Outline
Phase One: Getting Started
1 Case Origin / Lead – Ideas for entrepreneurial cases can come from several sources
including: student internships, EMAP projects, Zell Lurie relationships, and RSB faculty.
2 Data Collection - Collect all publicly available data about the company. Identify potential
decision points for the case. Develop a list of questions in relation to the potential
decision points including a list of necessary data regarding each decision. It is
appropriate, but not necessary, to provide the company with a copy of the questions prior
to the interview.
3 Initial Contact / Appointment – Student meets with company to explore proposed decision
points. This meeting should last no longer than 2 hours. Case summary notes should be
written immediately following this first interview.
4 Case Focus Choices – Develop protagonist’s story line (good cases tell a story about
someone making a decision). Identify specific decision point(s) within case.
5
Develop Case Outline – consisting of:
a) Presentation of Problem / Decision / Timing
b) Background Information on Product / Company
c) Data and discussion surrounding Problem / Decision
i)
Competition
ii) Industry Issues
iii) Financials
iv) Etc…
d) Decision point
i)
Determine goals & direction
ii) Outline of alternatives
e) Barriers to reaching decisions
6
Submit case outline to advisor. Once approved present to the company representative
and request they sign the Provisional Release. The Provisional Release serves to ensure
that the company, faculty advisor, and student agree on the general direction of the case.
In addition, the Release provides an opportunity for the company to ask for specific
information to be omitted or disguised.
Phase Two: Building the case
7
Second Round of Data Collection – First check public sources for the answers; make a list
for the company of additional questions and other necessary data you would like them to
provide for you. The list should be specific and relevant to the decision point.
8
Follow-up and additional interviews
9
Rough Draft
10 Preliminary Teaching Note
11 Advisor review
Phase Three: Revisions and Finalization
12 Case Revisions: This is the last step with intensive student participation.
13 Teaching Note
14 Class Test
15 Professional editing
Phase Four: Distribution
16 The Institute supports faculty members at RSB and other schools teaching case material.
The Institute also plans to develop a web based case library.
Teaching Note
All cases completed through this program must include a teaching note. At the very least, the
Teaching Note requires
1
A statement of teaching objectives
2
Suggested student assignment questions
3
Answers to the student assignment questions
4
Known information that was left out of the case for instructional purposes
5
If known, the result of the decision
Case Categories
The following is a listing of the types of cases encouraged through the Case Writing program. If
a proposal topic is not on the list below, contact the Institute before completing the application.

Finance: Fundraising (VC / PE, Angel, Mezzanine), Acquisitions, Liquidation

General Management & Ethics: Business Plans, Business Models, Business Strategy,
Competitive Advantage, Ethics

Intrepreneurship: Corporate Entrepreneurship, Corporate Innovation, Corporate VC

Marketing: Market Choice, Market Selection, Direct Distribution, Indirect Distribution,
Business Development Partnerships, Sales Team Building, Sales Team Management

Operations Management: Research & Development, Supply Chain, Virtual Plants

Organizational Behavior, Human Resources & Leadership: CEO/Upper Management
Selection, Management Team Building, Managing Growth, Resizing Workforce, Board of
Directors Selection, Founders

Service Management: Customer Relations, Customer Service, Service Organizations

Social Enterprise: Community Relations, Non-profit, Sustainability

Turnaround Management: Opportunity Identification, Cost Dynamics, Human Issues,
Marketing Dynamics, Acquisition for Turnaround
Case Summary Notes
At the conclusion of the initial interview students should be able to answer the following
questions.

Contributing Organization: ________________________

What was the issue / decision / challenge / action?

Who was the decision maker or focal person (name and position)?

Why did it happen (i.e. action triggers)?

When and where did the decision take place?

Time available to make decision or recommendations?

What type of information was known/available at the time of the decision?

What type of information was unknown/unavailable?

What was considered (quantitative, qualitative)?

Alternatives reviewed (if any)?

What happened (if available)?
Resources
Writing Cases, Michiel R. Leenders, Louis A. Mauffette-Leenders, James A. Erskine,
4th Edition, Copyright 2001
Ivey Publishing
Richard Ivey School of Business
The University of Western Ontario
Phone (+1) 519-661-3205
Web Site: www.ivey.uwo.com/cases
Questions may be directed to:
Sarika Gupta
701 Tappan Avenue
Ann Arbor, MI 48109-1234
(734) 615-4422
sarikag@umich.edu