New Venture Creation

An Innovator's Guide to Entrepreneurship
Second Edition
Marc H. Meyer - Northeastern University, USA
Frederick G. Crane - Northeastern University, USA
New Venture Creation
January 2013 | 440 pages | Sage US
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Description

Structured around the idea that innovation is at the core of successful entrepreneurship, this insightful guide by Meyer and Crane establishes innovation as a necessary first step before writing a business plan or developing a financial model. With a focus on pragmatic methods for gaining industry and customer insight and translating this insight into innovative product and service solutions, Meyer and Crane help students design robust business models, financial projections, business plans, and investor presentations. New Venture Creation is devoted to helping students develop compelling business ideas. This is based not only on the authors’ well-known research in product and service innovation, but also on their extensive experience as successful entrepreneurs and investors.

In the updated Second Edition, part I guides students through six elements that comprise a clearly defined and focused venture: defining your target industry; defining your target customers; defining the needs and wants of those customers; defining winning product and service solutions; carefully designing a strong business model; determining competitive positioning, and then testing the entire concept against a small population of target customers—all before writing the plan. Think, design, test, and learn are the guiding principles. Part II then focuses on different types of investors and the process for raising capital, creating realistic financial projections, writing a concise but powerful business plan, organizing the venture team, and creating a compelling pitch that speaks to the needs and concerns of investors. The book also includes a number of independent case studies that focus on product, service, and business model innovation—all from recent ventures by students as well as recent college or master’s level graduates.



Contents

I. DEFINING THE VENTURE

  • 1. Defining Your Industry Focus and the Type of Business You Want to Start
  • 2. Defining the Target Customer: Users and Buyers
  • 3. Defining the Needs of Target Customers: Getting Into Their Hearts and Mind
  • 4. Defining Solutions for Customers: Developing a Product Line and Services Strategy
  • 5. Defining the Business Model for a Venture
  • 6. Positioning and Branding a Venture in the Marketplace
  • 7. A Reality Check on the Venture Concept and the Business Model

II. WRITING THE BUSINESS PLAN AND MAKING THE PITCH

  • 8. Financial Sources for Startups and Corporate Ventures
  • 9. Projecting the Financial Performance and Requirements for the Venture
  • 10. Organizing the Venture Team
  • 11. Writing the Business Plan!
  • 12. Making the Pitch
  • Cases

Additional materials

Description

Structured around the idea that innovation is at the core of successful entrepreneurship, this insightful guide by Meyer and Crane establishes innovation as a necessary first step before writing a business plan or developing a financial model. With a focus on pragmatic methods for gaining industry and customer insight and translating this insight into innovative product and service solutions, Meyer and Crane help students design robust business models, financial projections, business plans, and investor presentations. New Venture Creation is devoted to helping students develop compelling business ideas. This is based not only on the authors’ well-known research in product and service innovation, but also on their extensive experience as successful entrepreneurs and investors.

In the updated Second Edition, part I guides students through six elements that comprise a clearly defined and focused venture: defining your target industry; defining your target customers; defining the needs and wants of those customers; defining winning product and service solutions; carefully designing a strong business model; determining competitive positioning, and then testing the entire concept against a small population of target customers—all before writing the plan. Think, design, test, and learn are the guiding principles. Part II then focuses on different types of investors and the process for raising capital, creating realistic financial projections, writing a concise but powerful business plan, organizing the venture team, and creating a compelling pitch that speaks to the needs and concerns of investors. The book also includes a number of independent case studies that focus on product, service, and business model innovation—all from recent ventures by students as well as recent college or master’s level graduates.



Contents

I. DEFINING THE VENTURE

  • 1. Defining Your Industry Focus and the Type of Business You Want to Start
  • 2. Defining the Target Customer: Users and Buyers
  • 3. Defining the Needs of Target Customers: Getting Into Their Hearts and Mind
  • 4. Defining Solutions for Customers: Developing a Product Line and Services Strategy
  • 5. Defining the Business Model for a Venture
  • 6. Positioning and Branding a Venture in the Marketplace
  • 7. A Reality Check on the Venture Concept and the Business Model

II. WRITING THE BUSINESS PLAN AND MAKING THE PITCH

  • 8. Financial Sources for Startups and Corporate Ventures
  • 9. Projecting the Financial Performance and Requirements for the Venture
  • 10. Organizing the Venture Team
  • 11. Writing the Business Plan!
  • 12. Making the Pitch
  • Cases

Additional materials

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New Venture Creation

An Innovator's Guide to Entrepreneurship

Marc H. Meyer , Frederick G. Crane
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January 2013 | 440 pages | Sage US

Format Published Date ISBN Price

Structured around the idea that innovation is at the core of successful entrepreneurship, this insightful guide by Meyer and Crane establishes innovation as a necessary first step before writing a business plan or developing a financial model. With a focus on pragmatic methods for gaining industry and customer insight and translating this insight into innovative product and service solutions, Meyer and Crane help students design robust business models, financial projections, business plans, and investor presentations. New Venture Creation is devoted to helping students develop compelling business ideas. This is based not only on the authors’ well-known research in product and service innovation, but also on their extensive experience as successful entrepreneurs and investors.

In the updated Second Edition, part I guides students through six elements that comprise a clearly defined and focused venture: defining your target industry; defining your target customers; defining the needs and wants of those customers; defining winning product and service solutions; carefully designing a strong business model; determining competitive positioning, and then testing the entire concept against a small population of target customers—all before writing the plan. Think, design, test, and learn are the guiding principles. Part II then focuses on different types of investors and the process for raising capital, creating realistic financial projections, writing a concise but powerful business plan, organizing the venture team, and creating a compelling pitch that speaks to the needs and concerns of investors. The book also includes a number of independent case studies that focus on product, service, and business model innovation—all from recent ventures by students as well as recent college or master’s level graduates.




Table Of Contents:

  • I. DEFINING THE VENTURE
  • 1. Defining Your Industry Focus and the Type of Business You Want to Start
  • 2. Defining the Target Customer: Users and Buyers
  • 3. Defining the Needs of Target Customers: Getting Into Their Hearts and Mind
  • 4. Defining Solutions for Customers: Developing a Product Line and Services Strategy
  • 5. Defining the Business Model for a Venture
  • 6. Positioning and Branding a Venture in the Marketplace
  • 7. A Reality Check on the Venture Concept and the Business Model
  • II. WRITING THE BUSINESS PLAN AND MAKING THE PITCH
  • 8. Financial Sources for Startups and Corporate Ventures
  • 9. Projecting the Financial Performance and Requirements for the Venture
  • 10. Organizing the Venture Team
  • 11. Writing the Business Plan!
  • 12. Making the Pitch
  • Cases

Recent Product Reviews:

Just to be recommended!
Dr Katharina Fellnhofer, Entrepreneurship & Innovation, New Design University
This textbook contains a number of useful excercises (some of them can be mid-term assignments), however it does not have relatively short case studies (to be used in classroom) that illustrate individual topics. At the end of the text there is a number of bigger case studies, but these can be solved by students once the whole material is discussed. I would need more ideas on tasks that activate students in the classroom.
Dr Maciej Koczerga, Marketing Strategy, Uniwersytet Ekonomiczny w Poznaniu
This is an invaluable text and a must read for all students.
Mr Paul Matthews, Business Administration , University College Birmingham
Sirs:I have adopted and required Introduction to leadership by Northouse for ALL 5 of my courses for FALL 2013 and plan to do the same for ALL 7 of my courses in SPRING 2014. I trust that I am your leading professor for using this text. It is outstanding. Your courage to publish it is appreciated.Also, I have adopted Introduction to Intercultural Communication ALL 3 of my Intercultural Communication courses this academic year.I teach business (management & finance), philosophy, communication, and psychology at Foothill College, Evergreen Valley College and the University of Phoenix. I am in search for a philosophy text for one of my Introduction to Philosophy courses at EVC in SPRING 2014.I am indeed a dedicated SAGE instructor!Thank you,prof. douglas threet
Dr Douglas Threet, Manegment Communication, Evergreen Valley College
Too much liberal rhetoric and liberal agenda based case study selection
Professor Stephen Laughland, Sch Of Business Administration, University of Wisconsin - Milwaukee

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