This section of your report should provide a detailed description of the product, focusing on its key features, specifications, and unique advantages that can differentiate it in the marketplace. This includes identifying its unique selling proposition (USP) and the specific gains it delivers or pains it has potential to alleviate. 

Additionally, highlight any notable limitations of the product that could affect market adoption or customer satisfaction, providing context for refining the offering or identifying segments most likely to value it. Finally, include relevant insights into the production process, such as scalability, costs, and any barriers to manufacturing that could impact pricing or distribution. 

These details will be used later in the report to justify your proposed target market and go-to-market strategy, where at that point you should also frame the product’s potential to meet customer needs effectively while identifying strategic opportunities for enhancement or market fit.

This section of your report should articulate the entrepreneur’s motivations, values, and aspirations driving their business. It should include the founder's personal “why” for starting the venture, such as their passion for solving a specific problem, creating a positive social impact, or achieving financial independence. This section should also address their long-term vision for the business, including desired outcomes like market leadership, community engagement, or personal fulfillment. Once your analysis is completed, this section should be this should be updated to preview how the founder’s goals align with the product offering, business model, and target market, and go-to-market strategy being recommended to ensure a cohesive strategy that resonates with both the founder and potential customers.

This section of your report should identify and evaluate key (potential) stakeholders who can influence or be impacted by the entrepreneur’s product offering based on its place in the market. Key stakeholders include supportive groups such as customers, early adopters, non-profits, value chain partners, investors, and influencers who align with the product’s mission, as well as resistant groups like competitors, regulators, skeptics, or advocacy organizations who may perceive the offering as a threat. The assessment should consider stakeholders’ interests, such as cultural or functional values, and their potential influence, whether as advocates amplifying the product’s success or as barriers creating obstacles to commercialization. 

Engaging supportive stakeholders often requires leveraging emotional appeals, like compelling stories about the founder's mission or the product’s social impact, alongside rational appeals such as profitability or proven benefits. Addressing resistant stakeholders involves reducing perceived threats by building trust through empathy and transparency, while presenting evidence-based assurances, such as certifications or pilot studies, to mitigate concerns. Creating opportunities for dialogue or collaboration can also help neutralize opposition. These strategies ensure stakeholders are effectively engaged to maximize market viability. The Ventria case will be used in class to introduce these concepts and illustrate relevant considerations.

This section of your report should analyze how the entrepreneur's product offering fits into the broader competitive landscape, focusing on distinguishing factors that define its market placement. This can include both functional attributes (e.g., quality, price point, innovation) and cultural dimensions (e.g., environmentally-friendly, organic, craft-based, locally produced), which can significantly shape its appeal. The analysis should highlight how these features create a unique position in the market and resonate with potential customer values or preferences. For example, the product might align with trends like sustainability, ethical sourcing, or artisanal craftsmanship, or it might cater to specific audience types, such as college students, military personnel, or religious communities.

You will be tasked with developing a perceptual map that places the offering in the top-right quadrant, using two meaningful dimensions (e.g., affordability vs. quality, mass-produced vs. craft-based, or general vs. niche audience appeal). Other similar or substitute offerings should be located in the remaining quadrants for comparison.

This section should also address value chain considerations for serving customers in the identified position, including how production, distribution, marketing, or customer service processes must align with cultural and functional aspects of the product’s appeal. For example, environmentally-conscious products might require green manufacturing processes and partnerships with sustainable suppliers. Note that the FreshTec case will be used in class to introduce these concepts, emphasizing how cultural alignment and customer type can influence both positioning and the supporting value chain.

This section of your report should evaluate the factors that may either hinder or facilitate the acceptance and success of the entrepreneur's product offering. This analysis encompasses regulatory, socio-cognitive, behavioral, and normative dimensions. Regulatory barriers include compliance with industry standards, government policies, or certification requirements that may delay market entry or increase costs. Socio-cognitive barriers involve public perceptions, awareness, and understanding of the product, which can shape its acceptance or rejection. Behavioral barriers address individual or organizational resistance to change, such as habitual reliance on existing solutions or skepticism toward innovation. Normative barriers relate to cultural or societal norms, values, and expectations that may either align with or oppose the product's value proposition.

Conversely, enablers of adoption include supportive regulatory frameworks, public endorsements, or certifications that boost credibility; effective educational campaigns that enhance awareness and reduce misconceptions; strategies that reduce friction in adopting the product, such as ease of use or cost-efficiency; and alignment with cultural or ethical norms that resonate with the target market. Addressing barriers and leveraging enablers requires a multi-faceted approach, including transparent communication, targeted education, and collaborations with influential stakeholders. The TOTO case will be used in class to introduce these concepts and provide practical illustrations of how regulatory, socio-cognitive, behavioral, and normative factors interact in the adoption process.

The section of your report should begin a deeper exploration into the distinct value proposition offered by the entrepreneur’s product. This analysis will focus on identifying the key pain reducers and gain creators that set the offering apart and examining the specific target customers who prioritize these attributes. It explores how these customers currently fulfill these needs, highlighting the specific entities or broader classes of solutions they “hire” to get these “jobs” done. A competitor matrix should also be included to provide a clear, visual comparison of how the entrepreneur's product excels in delivering this kind of value to these customers compared to competing offerings. Additionally, this section should consider pricing strategies, balancing factors such as production costs, competing product prices, and the perceived value created for customers in identifying an optimal pricing strategy. Multiple sub-sections should be used to structure the elaboration of these ideas effectively. The XM case will be used in class to introduce these concepts and provide practical illustrations of how these considerations come together to inform a successful, evidence-based business model. 

This section of your report should provide a basic assessment of the financial possibilities associated with the proposed implementation plan, directly linking these projections to the go-to-market strategy. While top-down estimates of overall market potential are helpful for context, the focus should be on bottom-up forecasts. These should provide a more concrete and intuitive perspective by estimating revenue and growth based on specific, actionable elements of the strategy, such as the number of customers reached, average transaction size, and expected repeat business. Projections should also account for the engagement of key actors identified in the go-to-market strategy, demonstrating how their involvement can drive adoption and scalability. This section should include realistic assumptions, highlight critical financial drivers, and outline potential milestones for growth, offering a clear, actionable vision of the venture's financial trajectory. Together, the go-to-market strategy and growth projections should form a cohesive roadmap for achieving the entrepreneur’s goals.

This section of your report should focus on identifying the key actors essential to making the business model work, such as partners, distributors, customers, and influencers. Students should explore how these actors can be engaged creatively to minimize their risk and maximize their reward, fostering stronger alignment with the entrepreneur’s goals.

This section should also present a set of prioritized recommendations for moving forward, supported by clear criteria, assumptions, and justifications for why these specific recommendations are optimal compared to other reasonable options. Additionally, actionable steps that support the recommendations—such as client lists, contact information, or partnership opportunities—should be included to ensure practical application. The strategy should also incorporate an assessment of the risks and rewards associated with the implementation plan, providing a balanced view of potential challenges and benefits. The emphasis should be on providing a clear, realistic path to market success that aligns with the entrepreneur’s vision and resources. The R&R case will be used to introduce these concepts and provide practical illustrations of this approach, helping students craft a robust and actionable strategy.

This assignment requires your team to conduct a professional interview with an individual whose expertise directly informs your analysis, implementation plan, and recommendations for the entrepreneurial venture. This interview will help you gain unique insights, validate your assumptions, and refine your strategies by incorporating perspectives from someone with relevant knowledge or experience.

Assignment Objectives: To gather expert insights that enhance the depth and accuracy of your analysis and recommendations; to practice professional communication and interviewing skills; and to integrate real-world expertise into your report or video, adding credibility and practical value for the client.

Assignment Requirements:

Identifying the Interviewee: Select an individual with expertise relevant to the entrepreneurial venture’s key challenges or opportunities. Possible interviewees might include: Industry professionals (e.g., someone in the same market or industry); entrepreneurs with experience addressing similar challenges; academics, consultants, or analysts with specialized knowledge; stakeholders such as early adopters, potential customers, or value chain partners.

Preparation: Research the interviewee’s background to ensure a well-informed conversation.Develop a clear purpose for the interview, focusing on specific questions or areas of inquiry related to the analysis (e.g., product feasibility, market positioning, regulatory challenges, stakeholder engagement).Prepare a list of 10-12 thoughtful, open-ended questions tailored to the individual’s expertise. Questions should go beyond surface-level information to elicit meaningful insights. The following AI-based "Customer Discovery Coach" tool, created by Mike Giebelhausen in the Marketing Department, can be a great resource in identifying relevant questions, along with how they should best be asked: https://chatgpt.com/g/g-3SMmpujPe-customer-discovery-coach

Interview Execution: Conduct the interview in a professional manner, ensuring you are punctual, respectful, and engaged. Record the interview (with permission) for accuracy in referencing quotes and ideas. Take detailed notes to capture key points, insights, and any surprising findings.

Integration into Analysis: Summarize the interviewee’s key insights and explain how they inform your analysis or recommendations. Directly reference the interviewee’s contributions in your report or video to add credibility and demonstrate the value of their expertise. Reflect on how the interview supported or challenged your team’s initial assumptions and how you adapted your strategy based on these findings.

Deliverables:

Interview Summary: Submit a 1-2 page single-spaced document summarizing the key insights gained from the interview. Include the interviewee’s name, title, and expertise, as well as how the conversation informs your analysis and recommendations. Make good use of direct quotes.

Integration in Final Deliverables: Clearly incorporate the insights into your report or video presentation, referencing the interviewee where applicable.

Evaluation Criteria:

Selection of Interviewee (40%): Does the individual have relevant expertise that significantly contributes to the analysis? Insight and Relevance (40%): Are the insights gained from the interview directly relevant and valuable to your analysis, implementation plan, or recommendations? This will depend heavily on the types of questions you ask. Writing (20%): Is the write-up clearly written and well-polished in terms of structure, grammar, engagement, etc.

Submission:

Deadline: Submit the interview summary by March 13. Format: Upload the summary in Word or PDF format. Ensure any quotes or attributions are clearly cited. Length: The interview summary should be approximately 1-2 single-spaced pages.

When you submit your "Initial Report" and "Final Report," you will need to combine and integrate each of the report sections and also include an Executive Summary at the beginning. Below is guidance for the Executive Summary, as well as for the report more generally. Be sure to follow these guidelines.

EXECUTIVE SUMMARY:

This section should be written last and serve as a concise synthesis of the report's key insights. It should distill the essential ideas, considerations, and recommendations presented throughout the document, highlighting the most important points and the logical connections that tie them together. This summary should be no more than a single-spaced page.

GENERAL GUIDELINES:

Students should adhere to the following guidelines while preparing their reports:

AI Usage: Students are permitted to use AI tools for editing and image creation purposes to enhance the clarity and professionalism of their writing. However, AI should not be used to generate original content or ideas. All analysis, conclusions, and recommendations must be the students’ own work.

Citing Facts and Figures: All facts, figures, and data included in the report must be properly referenced. Use endnotes in the text to cite sources, and include a complete list of references at the end of the paper under a “References” section. Ensure that references are clear, accurate, and formatted consistently.

Use of Subheadings: Students should use subheadings wherever they enhance readability, particularly in the main required sections. Subheadings help to organize content, guide the reader through the report, and clearly delineate the key ideas and arguments.

Use of Tables and Figures: Where appropriate, data should be represented through tables and figures to provide a more meaningful and visually helpful presentation. These should not be included directly in the body of the text but referenced explicitly at least once within the narrative. For example, a section might state, “See Figure 1 for a Perceptual Mapping of the Market Landscape.” All tables and figures should be compiled at the end of the paper under a “Tables and Figures” section, clearly labeled and formatted for easy reference.

Clarity and Organization: The report should be well-organized and structured according to the specified sections. Each section should flow logically and contribute to a coherent overall analysis of the entrepreneur’s offering and its potential.

Length: The total length of the text of your report should be between 10-15 single-spaced pages. Importantly, this length excludes tables, figures, and references, of which you can include as many as you would like.

See instructions for First Expert Interview (both are the same)

See initial report instructions. This assignment is the final draft of a comprehensive report analyzing the entrepreneurial venture assigned to your team, integrating feedback from the initial draft, with higher expectations for precision and depth of analysis. Your goal is to present a cohesive and well-supported document that clearly conveys your analysis and recommendations