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Página 1 de 6
Entrepreneurship in Emerging Markets: An Argentine Boot Camp for Startups
Summer Intensive Program 2017
Universidad de San Andrés
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 13)
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Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 33)
Entrepreneurship in Emerging Markets:
An Argentine Boot Camp for Startups
Summer 2017
Professor:
Luis Castiella
lcastiella@udesa.edu.ar
Bachelor in Business Administration from University of
Buenos Aires and MBA from Universidad de San Andrés.
Professor in Operations Management at Universidad de
San Andrés.
Luis has more than 15 years of experience in the
insurance industry working as Operations Manager and
as Claims Manager. He was part of the Executive
Committee of the group BBVA Consolidar.
He currently works at the Modernization Ministry for the
government of the City of Buenos Aires as a Controlling
Manager. He also teaches a course in Project
Management at Instituto Superior de la Carrera (City of
Buenos Aires Government). His current research focuses
on Smart Cities. As an expert in this area, he has given
numerous presentations at various conferences and
activities.
Página 2 de 6
Entrepreneurship in Emerging Markets: An Argentine Boot Camp for Startups
Summer Intensive Program 2017
Universidad de San Andrés
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 13)
}
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 33)
Content Overview
This course provides an immersion into the subject of business design and development
from a local perspective, adopting an agile design methodology applied to a real
product. Participants will experience first-hand the development of a startup with the
support and help of local entrepreneurs.
The goal of the course is to provide students with tools and basic training in developing
and implementing innovative ideas under the Lean Startup methodology in an
emerging ecosystem.
Objectives
This course is designed for business graduate students interested in furthering their
learning and experience in entrepreneurial activities. Theoretical aspects related to
innovation and entrepreneurship in emerging markets are addressed throughout the
course. A broad view on reality at local a level is developed, taking into consideration
the economic, social and cultural contexts. Successful and unsuccessful local case
studies are examined and complemented with lectures by local entrepreneurs and
experts.
This course combines theory and practice and is delivered under the flipped classroom
model. The practical part includes the development of a business project that enables
students to put into practice the different techniques learned throughout the course.
The presentation and analysis of each individual project triggers group discussion,
analysis and peer feedback.
Methodology
During the course, students will define a product and develop a business model for its
effective launch.
The course comprises ten classes. Each class is divided into three sections: (1)theoretical
aspects, (2) lectures by experts and (3) practice focused on business development.
Classwork will take place in groups. Students will work in teams to develop the projects
at the beginning of the course.
Creating the teams is an important task, especially considering that this course is
intended for international students. We will seek to ensure a good balance of
Página 3 de 6
Entrepreneurship in Emerging Markets: An Argentine Boot Camp for Startups
Summer Intensive Program 2017
Universidad de San Andrés
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 13)
}
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 33)
experience, knowledge and interests as well as cultural diversity within each team in
order to enrich the work and experience of each member.
Learning is developed in a collaborative environment through the analysis and
contributions of the entire group to the cases presented during the course.
Evaluation
To pass the course, each team is required to make a final presentation, in which team
members will illustrate their experience, learning and conclusions using the
methodology applied to their project. The evaluation will be based on the quality of the
content of the presentation, the participation of every team member, the observations
and conclusions, and presenters’ dynamism and public speaking skills (.
Those teams which succeed in implementing and testing a prototype will obtain an
outstanding grade.
Participation:
Our course philosophy is to acquire a common knowledge built upon the contribution
of each and every participant. In addition, we seek to provide valuable training in
posing different problems and perspectives, in becoming acquainted with and using
technical terms, as well as in discovering valid alternative approaches to a specific
problem.
Course Contents
1. Innovation and change: incentives and restrictions. Disruptive innovation vs.
incremental change: Why do large companies fail? Concept and relevance of
Value Networks. Assessment of disruptive ideas. Managing disruptive change.
Organizational schemes that favor innovation. Discovering new markets. Inverse
innovation.
2. Design Thinking. The Knowledge Funnel. Innovation vs. Execution. The prejudice of
reliability. Thinking like a designer. Innovation and design capability: the new
competitive advantage. Ideation; Empathy maps; Prototyping; Scenarios.
3. Lean Startup: The concepts of Startup and Lean Manufacturing. Lean thinking. The
Customer Development Model. Stages of a Lean Startup: Vision; Leadership.
Acceleration. The scientific method applied to product development: the
Concept of
Página 4 de 6
Entrepreneurship in Emerging Markets: An Argentine Boot Camp for Startups
Summer Intensive Program 2017
Universidad de San Andrés
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 13)
}
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 33)
4. Validated Learning; The Hypothesis of Value; The Hypothesis of Growth; Successive
implementations (Leap of Faith) and Testing; Measuring: Vanity Metrics and the
three A´s; Innovation Accounting; Minimum Viable Product; Engine of Growth; Pivot
or Persevere.
5. Business Generation Model: Canvas model; Segments of clients; Value proposition;
Channels; CRM; Income flows; Key Resources; Key Activities; Key Partnerships;
Costs; Business Models.
Session Schedule
Session Day Topics
1 Jan-06 Introduction: Innovation and Entrepreneurship. Agile development
methodologies. Business Generation Model.
Introduction to the course, learning methodology and evaluation.
✓ Activity 1: Setting up the project teams. Discussion of
project ideas.
✓ Activity 2: Creating the initial Canvas.
2 Jan-13 Design thinking. Tim Brown and the IDEO case. Concepts: Value
Networks and Managing Disruptive Change. Reverse Innovation.
✓ Activity 1: Applying Design Thinking to the design of the
selected business.
3 Jan-07 Project and Lean Management. Analysis and research methods.
The scientific method vs. the inductive method. Corporate
innovation. Innovation vs. execution. Disruptive innovation.
✓ Activity 1: Expert lecture: “Analysis of Argentine
economic, social and cultural context from an
entrepreneurial perspective”
4 Jan-14 Defining the problem to be solved or the need to be satisfied. Value
proposition. Product design. First hypothesis design. Designing the
method and the testing questionnaires.
✓ Activity 1: Visit to a local business incubator
5 Jan-20 Client and competition. Identifying segments. Determining volume.
Defining testing at segment level. Hypothesis and test.
✓ Activity 1: Designing questionnaires and samples.
6 Jan-21 Analysis of a successful local case.
✓ Activity 1: Lecture by a local entrepreneur
7 Jan-28 A local micro-entrepreneur case study
Página 5 de 6
Entrepreneurship in Emerging Markets: An Argentine Boot Camp for Startups
Summer Intensive Program 2017
Universidad de San Andrés
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 13)
}
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 33)
Field Activity
✓ Activity 1: Survey “Detecting the needs and problems of
the common citizen”.
8 Jan-27 Detailed Canvas. Resources, activities and costs. Distribution
channels. Analysis of field survey results. Pivot or persevere
analysis.
✓ Activity: Execution of tests. Analysis and interpretation of
test results. Redesign of tests.
9 Feb-03 New hypothesis test. Final analysis and definition of the product.
✓ Activity 1: Website prototyping and design
✓ Activity 2: The Art of Pitching
10 Feb-04 Final teamwork presentations. Course closure.
Required reading
Business Model Generation, Alexander Osterwalder & Yves Pigneur (2010), John
Wiley & Sons Inc., pp. 1-59.
Case Studies
Design Thinking and Innovation at Apple, Harvard Business School, 2012.
Los Grobo: Farming´s Future?, Harvard Business School, 2011.
Mercadolibre, Stanford Business School, 2013.
The Dabbawala System: On-Time Delivery, Every Time, Harvard Business School,
2013.
Bibliography (optional)
The Lean Start Up: How Today´s Entrepreneurs Use Continuous Innovation to Create
Radically Successful Business, Eric Ries (2011), Crown Business.
The Innovator´s Dilemma: When New Technologies Cause Great Firms to Fail,
Clayton Christensen (1997), Harvard Business Review Press.
The Startup Owner´s Manual: The Step by Step Guide for Building a Great
Company, Steve Blank, Bob Dorf (2012), K&S Ranch Inc Publishing Division.
Design of Business: Why Design Thinking is the Next Competitive Advantage, Roger
Martin (2009). Harvard Business Press.
Reverse Innovation: Create Far From Home, Win Everywhere, Vijay Govindarajan,
Chris Trimble, Indra Nooyi (2012), Harvard Business Press.
Página 6 de 6
Entrepreneurship in Emerging Markets: An Argentine Boot Camp for Startups
Summer Intensive Program 2017
Universidad de San Andrés
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 13)
}
Sede Centro: 25 de Mayo 586, CABA, Argentina Tel: (54 11) 4312-9499 (ext. 33)
Innovation and Entrepreneurship, Peter Drucker, Routledge, 2014.
The 7 Day Startup: You dont´Learn Until You Launch, Amazon, 2014.
Entrepreneurship,William D. Bygrave and Andrew Zacharakis
The Oxford Handbook of Creativity, Innovation and Entrepreneurship, Oxford
Library of Psychology, 2015.
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