开始时间: 04/22/2022 持续时间: Unknown
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所在平台: CourseraArchive 课程类别: 经济与金融 大学或机构: University of Rochester（罗切斯特大学） 授课老师： Mark Wilson |
课程主页: https://www.coursera.org/course/techcommercialpart1
课程评论：没有评论
This course is applicable to anyone in any setting who wants to improve their ability to generate winning entrepreneurial ideas and shape them for success.
While the course nomenclature will align most directly to high-technology for-profit new product ideas, its content is also applicable to all types of entrepreneurs, engineers, technology transfer offices, garage start-up companies, venture capital firms, angel investors, low-tech-no-tech ideas, not-for-profit ideas, lifestyle businesses, and social entrepreneurship.
Launching an engineered product based on hard-science, research, and patents takes an average of 3 to 5 years with $5 to $10 million dollars at stake. Hard-science technology products are profoundly different than information technology products, such as websites and apps, e.g., that can be prototyped in a weekend, tested with little risk of death or destruction, and easily improved or pivoted with software revisions.
Given the time and money involved, the exponentially ratcheting costs of changes, and an often-underrepresented appreciation of critical market factors, the commercialization process for R&D-based ideas deserves a front-end framework.
Despite this obvious rationale, the road of startup companies and new products is littered with failures because the idea had no rudder during the early concept stage. Given the complexity of possible offerings, a general enthusiasm for certain priorities and disregard for others; lack of discussion around the purpose of the undertaking; little consideration for how success will be measured; and a natural tendency to avoid obstacles, a team often jumps in over enthusiastically toward a commercial market, spending months (or years) and thousands of dollars (or millions) committed to a pathway that latter turns out to be stunted by “obvious” shortcomings.
In this course, we will delve into the most fundamental question every entrepreneur should ask themselves right up front: “Why am I doing this?” The need for an Innovation Creed applies to any scenario: from garage start-up to new product development to radical business development to mergers and acquisitions.
While the subtleties of failures
are infinite, the general categories are quite small. Sixteen top challenges stunting technology
commercialization will be presented and then built into an Idea Filter that helps force-rank a portfolio of ideas, screen
ideas for strong and weak points, prioritize next critical action, and shape
ideas to maximize their chance of success and alignment with the Creed.
Week One
• Welcome to the technology commercialization revolution!
• Foundational starting point: Your Innovation Creed
Week Two
• Top reasons why commercializing technology is so difficult
Week Three
• Turning those challenges into an Idea Filter
Week Four
• Customizing Your Idea Filter: the best ideas for your particular Creed
• Examples of various Filters for differing dimensions of Creed
• A sneak-peak at Part Two: Using the Filter to Optimize Ideas for Success.
New ideas based on high-technology research have a high failure rate because they hit the ground running with lopsided priorities and misalignments. Students complete this course with an Innovation Creed (“Why are you doing this?”) and a customized Idea Filter (“Are you working on the right priorities?”)—2 simple tools that steer concept-stage commercialization to success.
