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Boston University

Entrepreneurial Marketing & Finance

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Description

MASTER ENTREPRENEURSHIP IN THE WORLD’S INNOVATION HUB

Every summer, Boston University provides an extraordinary experience for young executives and graduate students from around the globe: a custom-designed, high-intensity entrepreneurship accelerator. Join faculty experts from Innovate@BU and the BUild Lab and dive into marketing and finance for entrepreneurs. Experiment and practice in the city’s ecosystem. Study and live at Boston University—the world-renowned, urban research university in the heart of Boston.

Join a Culture of Innovation.

The interactive, workshop-driven curriculum integrates theoretical frameworks, case-based discussions, real-life examples, site visits, and practical tools and techniques, underpinned by the proven Lean Start-up Approach. It focuses particularly on the two most challenging areas of entrepreneurship:

  • Marketing: Customer discovery, idea validation, building personas, growth hacking, and unit economics.
  • Finance: The reinforcing loop of selecting a business model, a revenue model, and a financing strategy in order to obtain early-stage capital – and how to make that loop evolve in tandem with changes in the product/service and the market.

Yet Entrepreneurial Marketing & Finance is more than a class. It’s also a workshop-based, project-oriented course that builds throughout the week and that ends with students presenting new ventures to experienced founders and entrepreneurs.

Learn & Network with Global Talent

Learn and network with entrepreneurs, investors, and industry experts. Join exceptional classmates from the finest institutions worldwide—some will be starting their own businesses while others already have one or are preparing to help run family businesses or grow innovation in an established firm. Develop lifelong relationships with your fellow students, who can introduce you to industries and countries throughout the world. Gain an understanding of US best practices and an expanded global network.

The Innovate@BU and EMF course faculty are widely recognized experts, successful entrepreneurs and academic leaders who have a passion for teaching and a commitment to developing entrepreneurship throughout the world. Participants benefit from our faculty’s deep expertise and strong industry ties within the Boston entrepreneurial community.

  • ** Ian Mashiter** is managing director of entrepreneurship activities and senior lecturer on entrepreneurship and strategy at BU Questrom School of Business. He is also an experienced operational executive and active angel investor who has raised $100 million in venture funding since 1996.
  • Peter Marton is director of Entrepreneurial Partnerships and an Executive in Residence at BU Questrom School of Business and the BUzz Lab Venture Center lecturing on entrepreneurship, strategy, and innovation. He is a successful entrepreneur with over 25 years experience founding or leading numerous high-tech start-ups, turnarounds, and high-profile ventures, including Cambridge Technology Partners, Fidelity Investments, and IBM.

Agenda

Day 1

IDEATION & THE LEAN START-UP METHOD

9 am – 12 pm

Marketing and Finance in a Startup Environment Focus on the roles – and expectations – of marketing and finance in entrepreneurial ventures, to recognize how choices in these two areas drive overall strategy rather than merely serving it. You’ll then turn to market and customer discovery: exploring what you can learn from early customers that will inform marketing strategy, then practicing aligning value propositions to customer pain points.

1-4 pm

Workshop and Team Projects: Ideation

Bring the morning’s concepts to life through an exercise in developing a viable business idea. You’ll begin by forming multi-school teams and creating, testing, and selecting venture ideas. You’ll then define the customer and practice developing intimate knowledge of not only what this customer will buy, but why and how – the value (marketing) and the payment model (finance).

Day 2

ENTREPRENEURIAL FINANCE

9 am – 12 pm

Designing Revenue and Business Models

Examine the typical sources of capital companies can pursue, delving into a core issue of new ventures: how much should we earn, and how much should we raise? You’ll then delve into the new digital business models and their impact on the design and strategy of new ventures. You will learn how to create value for customers and extract value for stakeholders using financial transactions, and will investigate the interrelationships and consequences of business model approaches, priorities, and related choices.

1-4 pm

Team Projects

Turn the morning lessons into practical reality. Working in your team and extending the Lean Canvas method, you will design a business and revenue model for your venture.

Day 3

ENTREPRENEURIAL MARKETING

9 am – 12 pm

Knowing Your Customer

Emphasize what customers find interesting, which means identifying the sub-sets of customers within one’s market. For each customer persona you will build unique value propositions—the cornerstone of a new venture concept.

1-4 pm

Site Visit: Boston/Cambridge Startup Incubator

Visit Boston-based entrepreneurs in one of the city’s extraordinarily vibrant incubators, such as MassChallenge or the Cambridge Innovation Center. You’ll learn what it takes to get a new venture off the ground and make connections with the Boston startup community.

Day 4

GROWTH & FINANCING

9 am – 12 pm

Growing your Business & Start-Up Financing

Raising money for a startup requires an in-depth understanding of financing and what investors expect to see. This session explores the various ways a new venture can generate revenue. Students will explore the art versus science of high-growth financing, the theory and practice of “Managing By the Numbers,” and review company valuation techniques. Students will be encouraged to relate this learning to the particular ideas that they each have been developing over the course of the program.

1-4 pm

Workshop and Team Projects

Synthesize your learning into a solid pitch to potential funders. In addition to building strong public speaking and presentation skills, your pitch will demonstrate the ability to identify key opportunities and challenges for the startup and articulate why an investor would choose your firm from the vast pool of potential ventures.

Day 5

THE ART OF THE PITCH; GRADUATION

9 am – 12 pm

Pitching Your Idea, Persuading Your Investors Deliver your prepared pitch to an audience of experienced advisors and funders. Using everything you’ve learned in the EMF course, you’ll have the opportunity to persuade sophisticated investors to fund your growth.

1-4 pm

Graduation Ceremony

Enjoy a congratulatory ceremony where you will be presented with your Boston University Certificate.


The Entrepreneurial Marketing & Finance program is held at Questrom’s Executive Leadership Center, in Boston—a world-class center for innovation and technology. At Questrom, you’ll learn from our dedicated, world-renowned faculty who are recognized for translating research into practice.

Boston is the world’s epicenter of education and a global capital of innovation and innovative thinking. Whatever your area of focus, Boston is fertile ground for growth because it’s the hub of nearly every key industry: technology, healthcare, finance and entrepreneurship, just to name a few. Plus, Boston is dense with corporations and successful business leaders you’ll want to learn from.

The Executive Leadership Center puts you at the center of it all. Questrom is located on the MBTA Green Line, minutes from Kenmore Square, Fenway Park and the neighborhoods of Back Bay and Beacon Hill. The city with all its arts, culture, food, entertainment and sports is at your fingertips. There are plenty of dining options ranging from Asian cuisine to classic American just steps from BU.

Who should attend

Master’s degree students and young executives who desire an intensive, hands-on experience in entrepreneurial marketing and finance. Past participants have ranged in age from 25 to 40 years old.

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