About the Course


4 Days


In this program, aspiring entrepreneurs and innovators will learn to research, craft, test, and transform their ideas into viable business concepts. Participants will dive deep into a four-step framework, The Startup Canvas, a proprietary tool developed at Stanford GSB as a way to systematize a pathway to market success.

Who Should Attend

  • Applicants typically have a business idea but few business skills. An educational background in business, management or finance is not required but a UK upper second class degree or above, or the equivalent from an overseas institution is required. If you have at least 3 years of experience working in a corporate or startup environment, or a technical background (although not required), and you have serious ambition to start your own business, then this program is for you

Key Benefits

  • Analyze various techniques to develop a product prototype
  • Conduct effective interviews with potential customers to develop your customer personas
  • Create and describe a value proposition for a specific product
  • Develop a go-to-market (GTM) plan, and determine key metrics, such as customer acquisition costs (CACs)
  • Present a viable profit model for a specific product
  • Apply the four-step entrepreneurship framework to a final capstone project
  • Learn entrepreneurship best practices, and avoid common pitfalls
  • Use strategies based in neuroscience to influence the decisions of stakeholders

Program Content

Module 1: Identifying and Interviewing Your Customers

  • Realize the importance of open-ended questions and how to develop effective interview questions
  • Analyze techniques for an effective interview, and synthesize interview information into customer personas

Module 2: Developing a Prototype

  • Explore what prototyping is and the significance of low-resolution prototyping
  • Learn prototype development, and assess user needs by gathering feedback on a prototype

Module 3: Articulating Your Value Proposition

  • Craft an ideal positioning statement, including each of the key components
  • Understand the importance of tying the value proposition to specific pain points, and develop a hypothesis for testing your value proposition

Module 4: Crafting a Go-to-Market Strategy

  • Understand the importance of direct and indirect GTM strategies
  • Examine a sample GTM strategy
  • Determine the CAC for a product and its implications

Module 5: Assessing Your Profit Model

  • Examine the factors and considerations that determine the price of a product
  • Evaluate the viability of a product based on customer lifetime value (LTV) and total addressable market (TAM)

Module 6: Winning the Entrepreneurial Game — A Neuroscience Perspective

  • Reevaluate your reasons for pursuing entrepreneurial endeavors
  • Use strategies based in neuroscience to influence the decisions of stakeholders
  • Explain the basic neurobiology of acute and chronic stress and how stress impacts decision making
  • Create a plan for your capstone project using the entrepreneurship road map

Special Features

This hands-on program includes group discussions, case studies, individual activity-based development and small group exercises to deepen your insights and sharpen your skills.