As an Entrepreneur  Introduction of your business idea on pages 1, 2, 3 + writing up 2 pages for each chapter (you should choose 10 chapters based on your own personal interest out of the

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Entrepreneurship The Practice and Mindset

Second Edition

Heidi M. Neck Babson College

Christopher P. Neck Arizona State University

Emma L. Murray

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Library of Congress Cataloging-in-Publication Data

Names: Neck, Heidi M., author. | Neck, Christopher P., author. | Murray, Emma L., author.

Title: Entrepreneurship : the practice and mindset / Heidi M. Neck, Babson College, Christopher P. Neck, Arizona State University, Emma L. Murray.

Description: Second Edition. | Thousand Oaks : SAGE Publishing, 2020. | Revised edition of the authors’ Entrepreneurship, [2018] | Includes bibliographical references and index.

Identifiers: LCCN 2019031105 | ISBN 9781544354620 (paperback) | ISBN 9781544354637 (epub) | ISBN 9781544354644 (epub) | ISBN 9781544354651 (pdf)

Subjects: LCSH: Entrepreneurship.

Classification: LCC HB615 .N43297 2020 | DDC 658.4/21—dc23 LC record available at https://lccn.loc.gov/2019031105

This book is printed on acid-free paper.

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Brief Contents 1. Preface 2. Acknowledgments 3. About the Authors 4. Part I. Entrepreneurship Is a Life Skill

1. Chapter 1: Practicing Entrepreneurship 2. Chapter 2: Activating an Entrepreneurial Mindset

5. Part II. Creating and Developing Opportunities 1. Chapter 3: Creating and Recognizing New Opportunities 2. Chapter 4: Using Design Thinking 3. Chapter 5: Building Business Models 4. Chapter 6: Developing Your Customers 5. Chapter 7: Testing and Experimenting With New Ideas 6. Chapter 8: Developing Networks and Building Teams

6. Part III. Evaluating and Acting on Opportunities 1. Chapter 9: Creating Revenue Models 2. Chapter 10: Planning for Entrepreneurs 3. Chapter 11: Anticipating Failure

7. Part IV. Supporting New Opportunities 1. Chapter 12: Bootstrapping and Crowdfunding for Resources 2. Chapter 13: Financing for Startups 3. Supplement A: Financial Statements and Projections for Startups 4. Chapter 14: Navigating Legal and IP Issues 5. Chapter 15: Engaging Customers Through Marketing 6. Supplement B: The Pitch Deck 7. Chapter 16: Supporting Social Entrepreneurship

8. Glossary 9. Notes

10. Name Index 11. Subject Index

Detailed Contents Preface Acknowledgments About the Authors Part I. Entrepreneurship Is a Life Skill

Chapter 1: Practicing Entrepreneurship 1.1 Entrepreneurship Requires Action and Practice 1.2 Entrepreneurship May Be Different From What You Think

Media Images of Entrepreneurs Debunking the Myths of Entrepreneurship • Entrepreneurship in Action: Juan Giraldo, Waku

Truth 1: Entrepreneurship Is Not Reserved for Startups Truth 2: Entrepreneurs Do Not Have a Special Set of Personality Traits Truth 3: Entrepreneurship Can Be Taught (It’s a Method That Requires Practice) Truth 4: Entrepreneurs Are Not Extreme Risk Takers Truth 5: Entrepreneurs Collaborate More Than They Compete Truth 6: Entrepreneurs Act More Than They Plan Truth 7: Entrepreneurship Is a Life Skill

• Mindshift: Tell Me Your Story 1.3 Types of Entrepreneurship

Corporate Entrepreneurship Entrepreneurship Inside Franchising Buying a Small Business Social Entrepreneurship Family Enterprising Serial Entrepreneurship

1.4 Entrepreneurship Is a Method, Not a Process 1.5 The Method Involves Creating the Future, Not Predicting It

Managerial Versus Entrepreneurial Thinking Entrepreneurial and Managerial Thinking in Action

1.6 The Key Components of the Entrepreneurship Method Eight Components of the Entrepreneurship Method

1.7 Entrepreneurship Requires Deliberate Practice • Mindshift: The 3-Hour Challenge Deliberate Practice Shapes the Brain Deliberate Practice and Entrepreneurs • Research at Work: How Entrepreneurs Think

1.8 How This Book Will Help You Practice Entrepreneurship • Entrepreneurship Meets Ethics: When to Practice Entrepreneurship

Summary Key Terms Case Study: Saurbh Gupta, founder, Gyan-I Inc.

Chapter 2: Activating an Entrepreneurial Mindset 2.1 The Power of Mindset 2.2 What Is Mindset?

• Entrepreneurship in Action: Franklin Yancey, WME Entertainment andYancey Realty • Research at Work: Study on Luck The Entrepreneurial Mindset Passion and Entrepreneurship • Mindshift: What Does Your Mindset Say About You? Entrepreneurship as a Habit

2.3 The Self-Leadership Habit 2.4 The Creativity Habit

The Fear Factor A Creative Mind

2.5 The Improvisation Habit • Mindshift: Building Entrepreneurial Habits

2.6 The Mindset as the Pathway to Action Self-Efficacy and Entrepreneurial Intentions The Role of Mindset in Opportunity Recognition • Entrepreneurship Meets Ethics: Family and Friends Along for the Ride

Summary

Key Terms Case Study: Maliha Khalid, founder and CEO, Doctory

Part II. Creating and Developing Opportunities Chapter 3: Creating and Recognizing New Opportunities

3.1 The Entrepreneurial Mindset and Opportunity Recognition What Is an Opportunity? • Entrepreneurship in Action: Jazmine Valencia, JV Agency Innovation, Invention, Improvement, or Irrelevant?

3.2 Opportunities Start With Thousands of Ideas The Myth of the Isolated Inventor • Entrepreneurship Meets Ethics: The Ethics of Taking Someone’s Idea Seven Strategies for Idea Generation

3.3 Four Pathways to Opportunity Identification • Mindshift: In Love With Your Idea?

3.4 Alertness, Prior Knowledge, and Pattern Recognition Alertness Building Opportunities: Prior Knowledge and Pattern Recognition

3.5 From Idea Generation to Opportunity Recognition • Mindshift: Practicing “Identify” in the IDEATE Model • Research at Work: Testing IDEATE in the Entrepreneurial Classroom

Summary Key Terms Case Study: Jillian Lakritz, founder, Yoee Baby

Chapter 4: Using Design Thinking 4.1 What Is Design Thinking?

• Entrepreneurship in Action: Shaymaa Gaafar, Shay Jaffar

4.2 Design Thinking as a Human-Centered Process • Research at Work: Design Thinking Is a Social Technology

4.3 Design Thinking Requires Empathy • Entrepreneurship Meets Ethics: Empathy as an Ethical

Challenge 4.4 The Design-Thinking Process: Inspiration, Ideation, Implementation

Inspiration • Mindshift: Needs Are Verbs; Solutions Are Nouns Ideation Implementation The Three Phases of Design Thinking in Action

4.5 Pathways Toward Observation and Insights Observation Techniques

4.6 Interviewing as a Useful Technique for Identifying Needs Preparing for an Interview • Mindshift: Observations to Insights Conducting the Interview After the Interview

4.7 Variations of the Design-Thinking Process Summary Key Terms Case Study: Anton Yakushin, cofounder and CEO, VentureBlocks

Chapter 5: Building Business Models 5.1 What Is a Business Model?

• Entrepreneurship in Action: Brandon Steiner, Steiner Sports

5.2 The Four Parts of a Business Model The Offering The Customers The Infrastructure Financial Viability • Entrepreneurship Meets Ethics: The Rights of Research Participants

5.3 The Customer Value Proposition (CVP) Jobs, Pain Points, and Needs • Research at Work: Overt Benefit, Real Reason to Believe, and Dramatic Difference Four Problems Experienced by Customers • Mindshift: Overt Benefit, Real Reason to Believe, and

Dramatic Difference 5.4 Different Types of CVPs and Customer Segments

Types of Value Propositions Types of Customer Segments

5.5 The Business Model Canvas (BMC) • Mindshift: Create Your Own BMC

The Lean Canvas: A Business Model Canvas Alternative Summary Key Terms Case Study: Gautam Gupta, cofounder, NatureBox

Chapter 6: Developing Your Customers 6.1 Customers and Markets 6.2 Types of Customers

• Entrepreneurship in Action: Anthony Magaraci, Trinity Packaging Supply

6.3 Customer Segmentation Creating an End User Profile

6.4 Target Customer Group Crossing the Chasm

6.5 Customer Personas Exclusionary Personas

6.6 Customer Journey Mapping Process • Mindshift: Build Your Buyer Personas Confirming Your Findings Six Steps to Creating Your Customer Journey Map • Mindshift: Create a Customer Journey Map • Research at Work: Connecting With Customers on an Emotional Level

6.7 Market Sizing Launch Market Calculating Market Size • Entrepreneurship Meets Ethics: Can You Sell Customer Information?

Summary Key Terms Case Study: Haim Saban, The Mighty Morphin’ Power Rangers

Chapter 7: Testing and Experimenting With New Ideas 7.1 Experiments: What They Are and Why We Do Them 7.2 Types of Experiments

• Entrepreneurship in Action: Karima Mariama-Arthur, WordSmithRapport Interview Paper Testing Advertising Button to Nowhere Landing Page Task Completion Prototype Preselling Concierge and Wizard of Oz Live Product and Business

7.3 A Deeper Look at Prototypes Different Types of Prototypes The Power of Storyboarding • Mindshift: Create a Storyboard and Take Action

7.4 Hypothesis Testing and the Scientific Method Applied to Entrepreneurship

The Six Steps of Scientific Experimentation in Action 7.5 The Experimentation Template

• Mindshift: Mockups Low-Cost Customer Engagement Generating Data and the Rules of Experimentation • Entrepreneurship Meets Ethics: When Links Break

7.6 Interviewing for Customer Feedback • Research at Work: Why Overconfident Entrepreneurs Fail The Case for Curiosity How to Stay Curious

Summary Key Terms Case Study: Katrina Lake, CEO, Stitch Fix

Chapter 8: Developing Networks and Building Teams 8.1 The Power of Networks

• Entrepreneurship in Action: Markesia Akinbami, Ducere Construction Services

8.2 The Value of Networks Advantages to Networks Impression Management and Self-Confidence • Research at Work: Don’t Pitch Like a Girl Self-Selected Stakeholders

8.3 Building Networks • Mindshift: Analyzing My Network Incubators and Accelerators Learning How to Network Networking to Find Mentors • Mindshift: Building My Network

8.4 Virtual Networking Networking Through Social Media Maintaining Your Network

8.5 Networking to Build the Founding Team • Entrepreneurship Meets Ethics: When to Focus on Values Characteristics of a Great Founding Team The Value of Team Diversity

Summary Key Terms Case Study: Jeff Goudie, AmeriCan Packaging

Part III. Evaluating and Acting on Opportunities Chapter 9: Creating Revenue Models

9.1 What Is a Revenue Model? • Entrepreneurship in Action: Kathey Porter, Porter Brown Associates

9.2 Different Types of Revenue Models Unit Sales Revenue Model Advertising Revenue Model Data Revenue Model Intermediation Revenue Model Licensing Revenue Model Franchising Revenue Model Subscription Revenue Model

Professional Revenue Model Utility and Usage Revenue Model Freemium Revenue Model • Mindshift: Revenue Model Pivot Practice

9.3 Generating Revenue From “Free” • Entrepreneurship Meets Ethics: How to Make an Ad Direct Cross-Subsidies Multiparty Markets

9.4 Revenue and Cost Drivers Revenue Drivers Cost Drivers Income Statement • Research at Work: The Dark Side of Entrepreneurship

9.5 Pricing Strategies Pricing Products and Services Different Types of Pricing Strategies

9.6 Calculating Price • Mindshift: Is Value the Same Thing as Price? Cost-Led Pricing Target-Return Pricing Value-Based Pricing

Summary Key Terms Case Study: Balaji Viswanathan, founder, Invento Robotics

Chapter 10: Planning for Entrepreneurs 10.1 What Is Planning? 10.2 Planning Starts With a Vision

• Entrepreneurship in Action: Dr. Emmet C.(Tom) Thompson II, AFC Management • Mindshift: The Vivid Vision Checklist

10.3 Plans Take Many Forms Business Model Canvas The Business Brief Feasibility Study The Pitch Deck The Business Plan Summary of Different Types of Plans

• Entrepreneurship Meets Ethics: When to Be Transparent With Investors

10.4 Questions to Ask During Planning What Is Your Business and How Does It Add Value? Who Is Your Customer? How Big Is the Market? How Will You Enter the Market? What Do You Know About the Industry? • Mindshift: What Do You Know About Your Competition? Who Is Your Competition? Why Are You Better? Who Is on Your Team and What Do They Bring to the Table? What Are Your Financial Projections?

10.5 The Business Plan Debate • Research at Work: Can We Think Ourselves Into (and out of) Planning?

10.6 Tips for Writing Any Type of Plan Remove the Fluff Define Your Target Audience Be Realistic Focus on Your Competition Avoid the Hockey Stick Projection Understand Your Distribution Channels Avoid Typos, Grammatical Mistakes, and Inconsistencies Be Honest About Your Weaknesses Use Visuals

Summary Key Terms Case Study: Boyd Cohen, cofounder, IoMob

Chapter 11: Anticipating Failure 11.1 Failure and Entrepreneurship

• Entrepreneurship in Action: David James, K12 Landing

11.2 The Failure Spectrum Deviance Inattention

Lack of Ability Process Inadequacy Uncertainty Exploratory Experimentation

11.3 Fear of Failure • Entrepreneurship Meets Ethics: From Tech Hero to Zero Net Worth Signs of Fear of Failure • Research at Work: Overcoming the Stigma of Failure Global Fear of Failure

11.4 Learning From Failure Lessons Learned by Successful Entrepreneurs Building a Blame-Free Environment • Mindshift: Your Failure Résumé

11.5 Getting Gritty: Building a Tolerance for Failure Building Grit • Mindshift: Go Get Rejected Removing the Stigma of Failure

Summary Key Terms Case Study: Emily Lagasse, founder, Petwell Supply Co.

Part IV. Supporting New Opportunities Chapter 12: Bootstrapping and Crowdfunding for Resources

12.1 What Is Bootstrapping? • Entrepreneurship in Action: Bryanne Leeming, Unruly Studios Bootstrapping or External Financing? The Bootstrapped Startup

12.2 Bootstrapping Strategies 12.3 Crowdfunding Versus Crowdsourcing

• Mindshift: Bootstrapping for Your Business Crowdsourcing to Improve Medical Treatment • Entrepreneurship Meets Ethics: When to Proclaim a Product Is Ready Crowdsourcing to Reduce Labor Costs Crowdsourcing Through Technology

12.4 Crowdfunding Startups and Entrepreneurships

Types of Crowdfunding Sites Equity Crowdfunding

12.5 The Four Contexts for Crowdfunding Patronage Model • Research at Work: The Informational Value of Crowdfunding to Music Entrepreneurs Lending Model Reward-Based Crowdfunding The Investor Model The Advantages of Crowdfunding for Global Entrepreneurs

12.6 A Quick Guide to Successful Crowdfunding • Mindshift: Kickstarter Assessment 1. Make Sure Your Product or Service Solves a Real Problem 2. Test and Refine Your Idea 3. Be Prepared 4. Seek and Accept Advice 5. Get Your Campaign Started—Now! 6. Money Matters 7. Focus on the Pitch 8. Make the Most of Crowdfunding Opportunities 9. Commit to Your Campaign 10. Avoid the Crowdfunding Curse!

Summary Key Terms Case Study: Daymond John, founder, FUBU

Chapter 13: Financing for Startups 13.1 What Is Equity Financing?

Splitting the Ownership Pie • Entrepreneurship in Action: Joel Barthelemy, GlobalMed Stages of Equity Financing Forms of Equity Financing

13.2 The Basics of Valuation How Can Entrepreneurs Value Their Companies? How Do Investors Value Startups?

The Age of the Unicorn Convertible Debt

13.3 Angel Investors Finding an Angel Investor Types of Angel Investors Angel Groups

13.4 Venture Capitalists A Brief History of Venture Capital • Research at Work: Why Most Entrepreneurs Can’t Access Capital How Venture Capital Works What About a Bank Loan?

13.5 Due Diligence • Mindshift: Find an Investor–Entrepreneur Pair The Due Diligence Process for VCs Exits/Harvesting Rich or King/Queen? The Trade-Off Entrepreneurs Make • Entrepreneurship Meets Ethics: Replacing the Founder CEO • Mindshift: Watch Shark Tank as an Investor

Summary Key Terms Case Study: Rich Palmer, founder, Gravyty

Supplement A: Financial Statements and Projections for Startups Financial Projections for Startups Three Essential Financial Statements

The Income Statement The Balance Sheet The Cash Flow Statement

Linkages Between the Three Financial Statements The Journey of Cash: The Cash Conversion Cycle Building Pro Forma Financial Statements

The Mechanics and Research Research Building Assumptions: Forecasting Sales Building Assumptions: Cost of Goods and Operating Expenses

Labor Estimates Building Assumptions: Operating Policies and Other Key Assumptions

Building Integrated Pro Forma Financial Statements Sensitivity Analysis Reasonableness Test

Summary Key Terms

Chapter 14: Navigating Legal and IP Issues 14.1 Legal Considerations

• Entrepreneurship in Action: Cameron Herold, 1-800- GOT Junk? and COO Alliance

14.2 Types of Legal Structures Sole Proprietorship General Partnership C Corporation S Corporation Limited Liability Company Limited Partnership and Limited Liability Partnership Benefit Corporation Not-for-Profit Entities

14.3 Legal Mistakes Made by Startups The Founders’ Agreement

14.4 Intellectual Property (IP) The Four Types of Intellectual Property • Mindshift: Patent Search Nondisclosure Agreement

14.5 Global IP Theft • Research at Work: Patent Trolls

14.6 Common IP Traps Publicly Disclosing Your Innovation • Mindshift: Patent Battle Failure to Protect Product and Processes Inability to Determine Originality Failure to Assign Ownership Failure to Protect IP in Global Markets

14.7 Hiring Employees

Equal Employment Opportunity Employer Identification Number Unemployment and Workers’ Compensation • Entrepreneurship Meets Ethics: The Danger of Going on Shark Tank Withholding Taxes Employee Forms Benefits Safety Measures Hiring a Contractor or an Employee? Compensating Employees

Summary Key Terms Case Study: Matthew Vega-Sanz, cofounder, Lula

Chapter 15: Engaging Customers Through Marketing 15.1 What Is Entrepreneurial Marketing?

How Entrepreneurial Marketing Is Different • Entrepreneurship in Action: Charlie Regan, Nerds on Site

15.2 The Basic Principles of Marketing 15.3 Building a Brand

How to Build a Brand • Mindshift: One Sentence, Clear Message Marketing Trends Reframing the 4 Ps

15.4 Entrepreneurial Marketing Guerrilla Marketing Marketing Through Social Media Getting the Most From Social Media Creating Content That Drives Sales Building Your Website Building a Fan Base • Mindshift: What “About Us”? • Entrepreneurship Meets Ethics: How Social Media Can Provide Marketing Headaches

15.5 Creating Your Personal Brand How to Build Your Personal Brand

• Research at Work: How a Pitch Can Help Build Your Brand

Summary Key Terms Case Study: Justin Real, founder, Realplay

Supplement B: The Pitch Deck Types of Pitches Overview of the Pitch Deck The Pitch Deck

Slide 1: Title Slide 2: Company Purpose/Description Slide 3: The Problem/Need Slide 4: The Solution Slide 5: Why Now? Slide 6: Market Opportunity Slide 7: Getting Customers Slide 8: Competitor Analysis and Differentiation Slide 9: Traction Slide 10: Financials Slide 11: Team Slide 12: Call to Action

The Question and Answer Period Team Questions Product/Customer Questions Competition Questions Financial Questions Growth Questions

Public Speaking Tips Summary Key Term

Chapter 16: Supporting Social Entrepreneurship 16.1 The Role of Social Entrepreneurship

• Entrepreneurship in Action: Organic Valley 16.2 Social Entrepreneurship and Wicked Problems

• Research at Work: United Nations Sustainable Development Goals • Mindshift: How Entrepreneurship Is Saving the Planet

16.3 Types of Social Entrepreneurship Social Purpose Ventures Social Consequence Entrepreneurship Enterprising Nonprofits Hybrid Models of Social Entrepreneurship

16.4 Capital Markets for Social Entrepreneurs • Entrepreneurship Meets Ethics: How Social Entrepreneurs Can Be Unethical Microfinance as a Source of Social Financing

16.5 Social Entrepreneurs and Their Stakeholders Types of Stakeholders • Mindshift: Practice Being “Other-Centered” Conclusions From the Mitchell Stakeholder Typology

16.6 Differences Between Social Entrepreneurship and Corporate Social Responsibility 16.7 Social Entrepreneurship and Audacious Ideas

The Bail Project Environmental Defense Fund GirlTrek Sightsavers One Acre Fund

16.8 Global Entrepreneurship Gender and Entrepreneurship What Makes a Country Entrepreneurial?

Summary Key Terms Case Study: Brandale Randolph, founder and CEO, 1854 Cycling Company

Glossary Notes Name Index Subject Index

Preface

Entrepreneurship: The Practice and Mindset (2nd ed.) catapults students beyond the classroom to think and act more entrepreneurially in order to create opportunities and take action in uncertain environments. Based on the world-renowned Babson program, this text emphasizes practice