Docstoc

Angel Investor Market

Document Sample
Angel Investor Market Powered By Docstoc
					                                                                                D:\Docstoc\Working\pdf\74aa8332-d5b7-4ad9-aca4-6e5621117312.xls




        A         B                 D                             E                                     F                                   G                                       H                        I                 J
1                                                                                                                         Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                                            Class
                            Marketing                                                                                                                                                                      Guest         Discussion
3      Day       Date       Subject            Marketing Skills Learned                  Case to Read or Lecture Topic    Reading                                   Student Deliverable                  Confirmed?       Leader(s)
4
       Wed      31-Mar      Introduction       Course overview - what you will learn,    Lecture: Introduction to GEM     GEM Course Description and                Students confirmed in class must        NA          Tom Kosnik,
                                               who benefits, expectations for class                                       Course Calendar; Guidelines for           organize themselves into study                    Fenwick and West
                                               membership, class structure, policies                                      Strategic Thinking Paper; (All            teams of 6 in which you will do                       Consulting
                                               and procedures                                                             available under "Course Materials"        your case prep and case                            Professor, Dept.
                                                                                                                          at:http://www.stanford.edu/class/ms       opening. Each team can split into                  of Mgt. Science
                                                                                                                          ande271/                                  dfferent teams of 2-7 with other                  and Egr., Stanford
5                                                                                                                                                                   classmates for final projects if
6
       Fri       2-Apr      Marketing Toolkit Marketing overview and detailed review     Lecture: Marketing Toolkit,      Crossing the Chasm, Chapters 1-2; Skim the Orange Gum case.                       NA         Tom Kosnik and
                                              of the tools we will use in the course:    continued                        Four Steps to the Epiphany,       Think about how you might                                   Lynda Smith
                                              TALC, whole product, positioning           Case: Orange Gum Pte. Ltd        Chapters 1- 2.                    analyze it, and what decisions
                                              statement, 6Ms, partner matrix,            (STVP #2002-007)                                                   you would make if you were Mr.
                                              economic analysis, competitive SWOT,                                                                          Ng Hock Ching, the Chairman of
                                              five forces, 9-point strategy checklist,                                                                      Orange Gum Pte. Ltd., or Mr.
                                              reality test matrix and others. We will                                                                       Tan Meng Wee, Orange Gum’s
                                              apply these to Orange Gum                                                                                     president and CEO. If you have
                                                                                                                                                            formed a team compare notes
7
                                                                                                                                                            with team mates. Be prepared to
8
       Mon      5-APR       SPECIAL            Targeting Markets and Customers;          N/A                              Read: 1) GEM 08 Win Email                 Come to special session                 Yes       Some of the GEM
              6:30 - 9:00   SESSION: GEM       Sales and Negotiation                                                      Instructions to final project sponsors;   prepared to meet some of the                          final project
              PM special    Final Project                                                                                 2) GEM Final Project Proposals - all      GEM final project sponsors; ask                   sponsors will be at
              session in    Marketplace                                                                                   available on GEM Website. As you          questions to help you prioritize                      the specilal
                Skilling                                                                                                  form GEM teams, look for team             the potential projects. During the                 session. Others
              Auditorium                                                                                                  mates who are interested in same          session, practice your "selling                    will not be there.
                                                                                                                          Final projects as you are.                skills" as you meet with porential
                                                                                                                                                                    project sponsors and potential
 9
                                                                                                                                                                    team mates.
10
       Wed       7-Apr      Marketing Toolkit The roles in marketing - what are they?    Lecture: Marketing Roles and     Dolan, Robert (1999) "Note on             Begin to think about your               Yes         Lynda Smith,
                            and STP           How do they evolve through the TALC        Responsibilities                 Integrated Marketing                      Strategic Thinking Paper and                      Stanford Lecturer,
                                              and company life cycle.                                                     Communications" HBS Online #9-            your career.                                         Serial Chief
                                                                                                                          599-087                                                                                     Marketing Officer,
                                                                                                                                                                                                                          including
                                                                                                                                                                                                                      Genesys, Nuance
                                                                                                                                                                                                                      Communications,
11                                                                                                                                                                                                                      and Genpact
12
       Fri       9-Apr      Product            maximizing success throughout the         NA                               Review Facebook Era , Chapters 4, None. Work on your projects.                    Yes         Betsy Sperry,
                            Marketing and      purchase cycle                                                             5 ,8, 9, 10, and 12; Dolan, Robert                                                                GEM
                            Management;                                                                                   (1999) "Note on Integrated                                                                   Entrepreneur in
                            Branding:                                                                                     Marketing Communications" HBS                                                                  Residence,
                            Establishing and                                                                              Online #9-599-087                                                                              Advertising
13                          Managing your                                                                                                                                                                              Agency Leader,
14                          Brands                                                                                                                                                                                       founder of




     74aa8332-d5b7-4ad9-aca4-6e5621117312.xls                                                               Page 1 of 6                                                                                                 11/14/2010
                                                                            D:\Docstoc\Working\pdf\74aa8332-d5b7-4ad9-aca4-6e5621117312.xls


        A         B              D                             E                                        F                                      G                                      H                        I                J
1                                                                                                                             Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                                              Class
                         Marketing                                                                                                                                                                           Guest         Discussion
3      Day       Date    Subject            Marketing Skills Learned                   Case to Read or Lecture Topic          Reading                                Student Deliverable                   Confirmed?       Leader(s)
       Fri       9-Apr   Strategic Thinking 1. Developing a long term vision - often   You are the case. You are a new        Crossing the Chasm; The                Complete first draft of vision            NA              NA
                         Paper              with multiple scenarios; 2) Articulating   product. You are the founder and       Facebook Era; and Four Steps to        statement and think about how
                                            your values - and how they affect your     CEO of a new venture. You are a        the Epiphany , Use at least one tool   you will innovate within the
                                            work and life; 3) Diagnosing the           unique individual who has to           from each book, plus one other         outline for the paper shown in
                                            problems and opportunities facing a new    cultivate a portfolio of trustworthy   book you select from list              Exhibit 1 of "Guidelines for the
                                            entrant (you) in an emerging category      relationships with others in your      in"Guidelines for the STP" on GEM      STP". Review with your personal
                                            (the next generation of global leaders,    professional and personal social       Website. Some great options            STP board of advisors. DO NOT
                                            entrepreneurs, and altruists); 4) Making   networks. You face the challenge       include Getting to 50/50 ; What        hand anything in.
                                            specific, concrete marketing decisions     of building your personal "brand." A   Color is Your Parachute?; Who's
                                            for the Launch of your new "product" in    brand is a relationship between the    got Your Back? ; Seven Habits of
                                            the next 12 months; 5) Analyzing the       "seller" of the product and the        Highly Effective People ; Built to
                                            market environment and how it may          "buyers" Who put their time,           Last ; Good to Great.
                                            change in the next 12 months               money, and reputations at risk
                                                                                       when they "bet" on a new product
15                                                                                     for the first time.
16
       Wed      14-Apr   Targeting Markets Aligning go-to-market customer strategy Lecture: Creating Markets While Four Steps to the Epiphany, Ch. 3-4.              All teams: Go to STVP ECorner -           Y         Donna Novitsky,
                         and Customers; with early product release strategy        Creating Products               Go to bigtent website to learn about              http://ecorner.stanford.edu. Find                  Stanford Lecturer,
                         Product                                                                                   Donna Novitsky and her company.                   a short video clip that is relevant                   Serial Chief
                         Development                                                                                                                                 to bringing first products to                      Marketing Officer,
                                                                                                                                                                     market. Post on GEM courseweb                      venture partner at
                                                                                                                                                                     by 7pm. Watch other teams'                         MDV, now CEO of
17                                                                                                                                                                   selections.                                           Bigtent.com
18
       Fri      16-Apr   Assessing Market    How to Assess Market Potential; How to The Business of Clean Water               Crossing the Chasm - CH 3-6,       Teams in World 1 Open                         Y        Tomk and Arnav
                         Potential;          prioritize the entry into target markets (STVP 2009-001)                         Four Steps to the Epiphany , CH 3-                                                        Sharma, GEM CA
                         Selecting Target    (both product categories categories and                                          5; Faceboook Era , CH 6, Social                                                             2008, Now at
                         segments            counrties) as part of your global                                                Innovation.                                                                                Infosys; Clean
                         (categories and     expansion                                                                                                                                                                     Water Guru
19                       counrties)
20
       Wed      21-Apr   Targeting Markets   Selecting target customer segments for Marketing in the Fast Lane:               Crossing the Chasm - CH 3-6,       Teams in World 2 Open                        NA           Tom Kosnik
                         and Customers;      two distinct products; Dynamic          Tesla Motors (STVP 2007-002)             Four Steps to the Epiphany , CH 3-
                         Product             Positioning; Delivering a whole product                                          5; Faceboook Era , CH 5, Social
                         Marketing and       with Channel Partners                                                            Network Marketing, and CH 6,
                         Management                                                                                           Social Innovation.
21
22
       Fri      23-Apr   Product             Assessing and selecting target markets SKYPE Nordic                              Crossing the Chasm , CH 5-7;       Teams in World 3 Open                        Yes         Lena Ramfelt,
                         Marketing:          in new geographies                                                               Four Steps to the Epiphany , CH 3-                                                        Stanford Lecturer,
                         Targeting                                                                                            5.                                                                                         angel investor,
                         Channel Partners                                                                                                                                                                                      serial
                         and end                                                                                                                                                                                        entrepreneur, and
                         customers to                                                                                                                                                                                         Jonas
                         achieve 90+%                                                                                                                                                                                   Kjellberg,marketin
                         adoption across                                                                                                                                                                                  g leader from
23                       four countries In                                                                                                                                                                                SKYPE who is
24                       Scandinavia                                                                                                                                                                                      now a venture
       Wed      28-Apr   Product             How to position a product category and DFJ: Vina Capital - Venture               Crossing the Chasm , CH 6-7;       Teams in World 4 Open                        Yes          Tom Kosnik
                         Positioning and     a company in a new country. In Vietnam Capital in Vietnam                        Four Steps to the Epiphany , CH 3-
                         Target Market       no one really knows what venture capital                                         5
                         Selection           is. How to build the reputation of the
                                             category (VC) and the DFJ Vina brand?
25


     74aa8332-d5b7-4ad9-aca4-6e5621117312.xls                                                               Page 2 of 6                                                                                                   11/14/2010
                                                                            D:\Docstoc\Working\pdf\74aa8332-d5b7-4ad9-aca4-6e5621117312.xls




        A         B              D                            E                                    F                                  G                                   H                     I                J
1                                                                                                                    Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                               Class
                         Marketing                                                                                                                                                           Guest          Discussion
 3     Day       Date    Subject           Marketing Skills Learned                Case to Read or Lecture Topic     Reading                               Student Deliverable             Confirmed?        Leader(s)
26
       Fri      30-Apr   Product           Product pricing, value-based pricing,   Virgin Mobile (HBS Online #9-     HBR: Principles of Pricing, Product   Teams in World 5 Open               NA          Lynda Smith,
                         Marketing &       skim vs penetration pricing in an       504-028)                          No. 9-506-021, Author John T                                                        Stanford Lecturer,
                         Management:       emerging market                                                           Gourville; Chasm Companion, pp                                                         Serial Chief
                         Pricing                                                                                     149-162                                                                             Marketing Officer,
                                                                                                                                                                                                             including
                                                                                                                                                                                                         Genesys, Nuance
                                                                                                                                                                                                         Communications,
27                                                                                                                                                                                                         and Genpact
28
       Wed      5-May    Sales and         Sales and Negotiation                   Lecture: Negotiating across       "The Hidden Challenge of Cross     Think about any "cultural               Y       Laina Raveendran
                         Negotiations                                              cultural chasms.                  Border Negotiations" in HBS Course chasms" you may have                             Green (a serial
                                                                                                                     Reader                             encountered either within your                  entrepreneur and
                                                                                                                                                        GEM project team or between                       another GEM
                                                                                                                                                        team members and various                         Entrepreneur in
                                                                                                                                                        stakeholders on your projects.                  Residence) will be
                                                                                                                                                                                                            our guest
29                                                                                                                                                                                                          speaker.
30
       Fri      7-May    Product         Branding - when, why, how? Quantifying No case. There will be a             Dolan, Robert (1999) "Note on         None. Work on your projects.         Y          Betsy Sperry,
                         Development and and measuring the impact of branding   lecture/discusion on Tonik - the     Integrated Marketing                                                                      GEM
                         Brand Building                                         new insurance product family         Communications" HBS Online #9-                                                       Entrepreneur in
                                                                                for the next generation from         599-087                                                                                Residence,
                                                                                Blue Cross Blue Shield.                                                                                                     Advertising
                                                                                                                                                                                                          Agency Leader,
                                                                                                                                                                                                            founder of
31                                                                                                                                                                                                          OneDegree
32
       Mon      10-May   Strategic Thinking How to envision your future. How to find STP electronic copies due not   Crossing the Chasm, Facebook          Due not later than 5 PM! Submit your STP in PDF format as
                         Paper              your calling. How to change your world. later than 5 PM                  Era, and Four Steps to the            “STP_LastName_FirstName.pdf”. Use the Dropbox on coursework to
                                            How to market yourself to (and cultivate                                 Epiphany , Entire book, plus one      submit your STPs. Refer to STP guide for details. DO NOT email
                                            trustworthy relationships with) your                                     other book you select from list in    your papers!!
                                            stakehloders and channel partners in                                     "Guidelines for the STP" on GEM
33                                          the next year.                                                           Website.
34




     74aa8332-d5b7-4ad9-aca4-6e5621117312.xls                                                          Page 3 of 6                                                                                         11/14/2010
                                                                              D:\Docstoc\Working\pdf\74aa8332-d5b7-4ad9-aca4-6e5621117312.xls




        A         B              D                               E                                      F                                    G                                H             I                 J
1                                                                                                                          Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                           Class
                         Marketing                                                                                                                                                        Guest         Discussion
3      Day       Date    Subject              Marketing Skills Learned                   Case to Read or Lecture Topic     Reading                              Student Deliverable     Confirmed?       Leader(s)
       Wed      12-May   Social               How to develop a business model for a      Astia 2010: Changing the          Visit the Astia Website and think    Teams in world 6 open        Y        Tom Kosnik and
                         Entrepreneurship;    social enterprise; How to raise funds to   Business Model (Note: the case    about innovative ways that they                                           Katie Nittler, Chief
                         Creating an          grow the venture; How social enterprises   is in final editing and will be   could raise funds to support their                                         Operating Office
                         ecosystem of         create value for various stakeholders      distributed as soon as it is      mission and expand from Silicon                                                for Astia
                         volunteers to                                                   finished.)                        Valley to other locations.
                         create and deliver                                                                                http://astia.org/
                         value




35
36




     74aa8332-d5b7-4ad9-aca4-6e5621117312.xls                                                               Page 4 of 6                                                                                11/14/2010
                                                                         D:\Docstoc\Working\pdf\74aa8332-d5b7-4ad9-aca4-6e5621117312.xls


        A         B              D                          E                                       F                                      G                                      H                        I                J
1                                                                                                                         Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                                          Class
                         Marketing                                                                                                                                                                       Guest         Discussion
3      Day       Date    Subject         Marketing Skills Learned                   Case to Read or Lecture Topic         Reading                                 Student Deliverable                  Confirmed?       Leader(s)
       Fri      14-May   Social Media     Statement of need: Stanford               "Real Time Case: Customer:            Read Facebook Era , CH 5, Social        Assignment: Come to class                NA       Lynda Kate Smith,
                         Marketing       Engineering has recognized that its own    Stanford Engineering.                 Network Marketing, and CH 7 Social      prepared to contribute your ideas                    Serial Chief
                                         marketing efforts could benefit from       Target Market: University-Based       Recruiting. How might you use           relative to how Stanford                          Marketing Officer,
                                         today's community-based tools,             Engineering Education,                these ideas and others to attract the   Engineering should ue next                            including
                                         especially when one considers the target   Target Audience: Prospecive           best students from the community        generation marketing vehicles to                  Genesys, Nuance
                                         audience it is trying to reach. To jump    students, including undergraduate,    Stanford Engineering serves which       accomplish its objectives. In                     Communications,
                                         start this marketing planning, the GEM     Masters, Ph.D. and Professional       includes current students, potential    addition ot the readings, to                        and Genpact
                                         team is beaing asked to get creative and   Education                             applicants, and alumni. Other           prepare, cruise the web to see
                                         think about how they wold market           Marketing Objectives: Leverage        stakeholders in the Stanford            what companies are doing in this
                                         Stanford Engineering via next              Social Media Marketing vehicles       Engineering community include           domain. Think about the
                                         generation marketing (including Social     to: 1) Attract and Inflience          companies who recruit alumni,           community sites with which you
                                         Media)                                     Prospective students; 2) Position     sources of research funding,            are familiar. Explore new
                                                                                    Stanford Engineering based on its     individual and corporate donors, and    consumer generated media such
                                                                                    Mission: "To seek solutions to        faculty at competing engineering        as social network sites. podcasts,
                                                                                    important global problems and to      schools, parents of students,           and blogs. In short, think about
                                                                                    educate leaders who will turn great   sources of scholarships, and other      what might have attracted you as
                                                                                    ideas into real changes that will     stakeholders.                           a potential student, and how you
                                                                                    make the world a better place." 3)                                            would have liked ot learn more
                                                                                    Garner key insights about the                                                 about Stanford Engineering as a
                                                                                    community Stanford Engineering                                                place to take a course and
                                                                                    aspires to serve.                                                             perhaps to earn a degree.
                                                                                                                                                                  Deliverable: You will be asked to
                                                                                                                                                                  share your ideas as part of the
                                                                                                                                                                  interaction in this session. It is
                                                                                                                                                                  likely that some members of the
                                                                                                                                                                  Stanford Engineering External
                                                                                                                                                                  Relations Team will join us to
                                                                                                                                                                  haer your ideas.

37
38
       Wed      19-May   Outbound        Demand Creation - Defining objectives HubSpot: Inbound Marketing                 Dolan, Robert (1999) "Note on           Teams in World 7 Open                   NA          Lynda Smith,
                         Marketing       & measurement, leveraging inside sales, and Web 2.0                              Integrated Marketing                                                                      Stanford Lecturer,
                                         picking lead vehicles (old & new world) HBS Online #9-509-409.                   Communications" HBS Online #9-                                                               Serial Chief
                                                                                                                          599-087; Facebook Era , Ch. 5, 8-                                                         Marketing Officer,
                                                                                                                          10                                                                                            including
                                                                                                                                                                                                                    Genesys, Nuance
39                                                                                                                                                                                                                  Communications,
40                                                                                                                                                                                                                    and Genpact
       Fri      21-May   Customer        Statement of need: Customers are a       Special Assignment on                   Facebook Era, Ch 5, Social Network Come to class prepared to share:             NA          Lynda Smith,
                         Marketing       powerful marketing tool for any          leveraging customers in your            Marketing; Ch. 6, Social Innovation. 1) a 30 second "elevator pitch" of                   Stanford Lecturer,
                         (working with   company. Thinking about your current     GEM project.                                                                 your project; 2) Who the                                Serial Chief
                         customers)      GEM project, customers certainly have a                                                                               customers or prospective                             Marketing Officer,
                                         role to pla. How are you going to                                                                                     customers are for your company;                          including
                                         harness them for the good of the                                                                                      3) The role(s) they play at the                      Genesys, Nuance
                                         company?                                                                                                              current stage in your company's                      Communications,
                                         Marketing Objectives: Leveraging                                                                                      development; e.g. product                              and Genpact
                                         Customers to: 1) Help define the product                                                                              development, pricing, being part
                                         and/or go-to-market strategy; 2) Help                                                                                 of word of mouth campaign; 4)
                                         promote/create demand for the product;                                                                                Your ideas for HOW you will
                                         3) Help reinforce selling opportunities                                                                               harness customers for the good
                                         aka customer references.                                                                                              of the company. You will be
41                                                                                                                                                             asked to share your ideas as part
42


     74aa8332-d5b7-4ad9-aca4-6e5621117312.xls                                                           Page 5 of 6                                                                                                   11/14/2010
                                                                            D:\Docstoc\Working\pdf\74aa8332-d5b7-4ad9-aca4-6e5621117312.xls




        A         B              D                             E                                   F                                     G                                    H                        I                 J
1                                                                                                                       Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                                       Class
                         Marketing                                                                                                                                                                   Guest         Discussion
3      Day       Date    Subject           Marketing Skills Learned                Case to Read or Lecture Topic        Reading                             Student Deliverable                    Confirmed?       Leader(s)
       Wed      26-May   Partners and      Attracting Investors and "Channel       Illuminate Ventures: Building a      Four Steps to Epiphany CH 4 and Teams in World 8 Open                           Y        Tom Kosnik and
                         Distribution:     Partners" for a first time VC Fund      Fund: Investments in High-Tech       5; Padnos, Cindy (2010), High                                                             Cindy Padnos,
                         Marketing a new                                           Entrepreneurs                        Performance Entrepreneurs,                                                                  founder of
                         fund to investors                                                                              Women in High Tech; Available at                                                            Illuminate
                         & to                                                                                           this URL:                                                                                    Ventures
                         entrepreneurs you                                                                              http://www.illuminate.com/whitepape
43                       hope to fund                                                                                   r/
44
       Fri      28-May   Partners and      Selecting Channel Partners; Managing S-Guaro Spirits STVP case 2004- Four Steps to Epiphany CH 4 and Teams in World 9 Open                                 NA           Tom Kosnik
                         Distribution:     relationships with large channel partners 004                        Crossng the Chasm CH 7
                         Designing and     as a start-up; Anticipating and Managing
                         Managing          Channel Conflict
                         Distribution
45                       Channels
46
       Wed       2-Jun   Course Summary Review of what we have learned             All GEM Learning Teams               Crossing the Chasm - entire book,      Each team prepares and                                All SCPD
                                                                                   Lessons Learned; Teaching            Four Steps to the Epiphany ,           presents a TWO MINUTE                             students should
                                                                                   team Finale                          Entire Book; Faceboook Era , entire    opening of lessons learned. Be                     attend class in
                                                                                                                        book.                                  CREATIVE! Humor is                               person if possible.
                                                                                                                                                               encouraged.                                      Friends and family
                                                                                                                                                                                                                     welcome.
47
48
       Fri       4-Jun   Final Projects    Application of GEM tools to a real world Final projects DUE Not later than   Use selected tools that are relevant   Submit an electronic copy of your      NA            Your GEM
                         completion        project.                                 5 pm. Final presentation must be    to your project from any of required   final case or project write up to                  teaching team
                         deadline                                                   made not later than Friday, June    texts: Crossing the Chasm - entire     andylin@gmail.com. If possible,                  member grading
                                                                                    4. Grades from project sponsors     book, Four Steps to the Epiphany ,     submit Word, Excel, and                          your project, plus
                                                                                    and GEM teaching team must be       Entire Book; Faceboook Era , entire    Powerpoint Documents. If that is                    whoever will
                                                                                    submitted not later than Monday,    book, as well as another book that     not possible, submit PDF Files.                  grade the project
                                                                                    June 7, 7 PM.                       you have read for your STP. Also                                                        from your project
                                                                                                                        use articles from the course,                                                                sponsor
                                                                                                                        Insights from Video CLips form
                                                                                                                        ecorner.stanford.edu and any
                                                                                                                        relevant sources you have found
                                                                                                                        from your other courses or
                                                                                                                        research/readings you did for your
                                                                                                                        project. Make sure to footnote your
49                                                                                                                      sources and include a bibliography!
50




     74aa8332-d5b7-4ad9-aca4-6e5621117312.xls                                                          Page 6 of 6                                                                                                11/14/2010

				
DOCUMENT INFO
Description: Angel Investor Market document sample