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8/6/2019 H Gunadhi Case Briefing 2010-2011 (2)
1/23
TR3103 Start-up Business Case
Startup Business Case Briefing
Himawan Gunadhi, Ph.D.
Consulting Professor
2010-2011
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TR3103 Start-up Business Case
Supplement workshop in Singapore
Reinforce key aspects of the course
My expectations, grading and schedule, whichmay differ from workshop materials
Please read the workshop materials carefully before youread my briefing or start working on your case!
My Briefing Objectives
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TR3103 Start-up Business Case
Benefits of Writing the Case
Apply theory to practice
Take advantage of internship working in a
startup
If you can write a business case you can write a
business plan process is similar
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TR3103 Start-up Business Case
What is Expected in the Case
Founding
Financing
History and
progress of the
company (start-up
process), challenges
faced by thecompany, and the
current situation
Focus on one or
two key issues and
challenges; if more
than one, link the
two
Founders
Angels
VCs
Product
Development
Sales &
Marketing
Market
Development
Cash Flow
Customers
Recruiting
Human
Resource
Team
Building
Competitors
Technology
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TR3103 Start-up Business Case
How The Case Should Be Written
Write the case in the style of a teaching case
Include the following content:
Background and history
Dynamics of founders and founding team
Major issues and challenges faced by company in the
past and present
Market and competitive analysis Issues in the selected focus area (where analysis by the
readers of the case is to be carried out)
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TR3103 Start-up Business Case
It must provide sufficient details to allow the reader to
grapple with the problem in realistic way
It must also present the context and the protagonist
(usually a founder or key decision maker) in a rich fashion
It allows the reader to identify with the protagonist and
other decision maker(s) in the case
It allows the reader to gain some appreciation for the
complexity that the real world always imposes on
choices and decisions
A Good Case
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TR3103 Start-up Business Case
Ingredients of a Good Case Good story telling is very important substance alone is
not enough
The account of company history provides relevantlearning points through judicious highlighting of episodes
and critical turning points There is an analysis that students must perform after
reading it:
it poses an action question (a decision) to be made theprotagonist
It provides sufficient contextual information for the studentto perform some piece of analysis that will enable him/herto make the decision, or to formulate the pros and cons formaking particular decisions
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TR3103 Start-up Business Case
Funding sources, timing, control and dilution
Product what to build, single vs. multiple, targeting
Market Entry selection of market/product, timing,
business model
Marketing Channels distribution model, selection,
business model
Internationalization timing, partner selection, financing
Intellectual Property protection, licensing
Expansion vs. Burn how fast to grow, risk management
Staffing hiring strategy, outsourcing, local vs. remote
Typical Issues
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TR3103 Start-up Business Case
The issue you focus on can be in the present (outcome
may not be known) or in the past (known outcome)
You can disguise confidential information, e.g., company
name, decision makers, product, places and dates,without losing the gist of the case
You are at liberty to simplify and streamline some facts of
the case in order to present a more compelling and
manageable case
Dont forget
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TR3103 Start-up Business Case
Case Length
A good length is 10-15 pages of text and 8-10
pages of exhibits
Not too short or too long
Criteria on what to include:
Information that are critical to understanding the
context for the focus problem of the case
Developments that provide good learning points (e.g.,dynamics of founding team, creativity of founders,
attitudes toward risk)
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TR3103 Start-up Business Case
Case Analysis 2 parts
Part I Provides an assessment of the key lessons learned fromthe start-up process/experience of the company. You caninclude a broader assessment of the key strengths andweaknesses of the company beyond the content in the casewrite-up.
Part II Focuses on your analysis of how the focal
decision/problem of the case should be answered. Youranalysis should be in the form of either a recommendation onwhat the protagonist should do, or when the data is notsufficient to do so, to provide the framework for assessing themerits and demerits of alternative courses of action, and howthe decision can be made if more data are available (which
means identifying what data are needed). If the case focus ishistorical, compare and contrast your recommendation vs. thepath protagonist actually took.
No more than 10 pages in length
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TR3103 Start-up Business Case
PowerPoint Presentation
Summary of Case and Analysis
Aim for 15-20 slides that can be presented in 30 minutes
(without interruption)
This is what you will use to discuss case and analysis withme (first + final draft meetings)
Some pointers:
Flow should reflect that of case and analysis
Bullets, large fonts, short sentences! Should be fairly easy to prepare once the underlying case
and analysis are in shape
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TR3103 Start-up Business Case
Structure & Assessment
Proposal
One page Word/PDF doc
Not graded purpose is to make sure
students are on the right track and to
give initial feedback
First draft
Business Case (max 25 pages Word/PDF)
Case Analysis (max 10 pages Word/PDF)
PowerPoint Presentation (max 20 slides)
Not graded interactive session,
expect extensive feedback; late orincomplete submission may result in a
penalty applied to the final grade
Final draft: Case + Analysis +
PowerPoint Presentation
20% of overall grade awarded for 30
minute presentation based on the PPT.
Expect final feedback on case and
analysis.
Final submission: Case + Analysis +
PowerPoint Presentation
80% of overall grade awarded for
submitted documents (60:40 ratio
between case and analysis)
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TR3103 Start-up Business Case
Proposal
Submit via email (Word or PDF)
Feedback via email, phone call, Skype or in-
person consultation (optional)
Content:
Who approved the case (CEO, founder, key manager)
List of interviewees and sources of information
Company background, status and case focus One page limit
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TR3103 Start-up Business Case
First Draft Completed history and progress of company, challenges
faced, and the situation up to the case decision time point
Completed write-up of the focus area that you have chosento dwell in detail
Completed initial analysis of the case At this stage, you should indicate whether the company
wants the data disguised
Email documents to me by deadline
55 minute one-on-one will be set up within a week:
Present your case and analysis drafts to me via PowerPoint
I will provide extensive feedback on presentation, case andanalysis drafts
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TR3103 Start-up Business Case
Final Draft
Case study and case analysis to be fully completed
Presentation deck to include both the case and case
analysis
Presence of the company representatives at thepresentation is not expected but feel free to invite them if
they would like to attend
Email documents to me by deadline
One-on-one review session of 55 minutes will be arrangedwith same protocol as first draft session
Grading will be based on presentation to me (20% of total
grade)
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TR3103 Start-up Business Case
Final Submission
Submit final documents for case, analysis and
presentation
Presentation will not be graded (already graded
at final draft presentation)
Email documents to me by deadline
These documents will be forwarded to NUS
together with final grades Grading: 80% of total grade based on written
submissions (60:40 ratio between case and
analysis)18
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TR3103 Start-up Business Case
Grading Criteria for Presentation
Accounts for 20% of final grade
Provision of sufficient company background informationfor insightful discussion and analysis, especially marketand competitive analysis (20%)
Demonstration of good understanding of the issues andchallenges faced by the company for the specificfocus/topics of the case. (20%)
Choice of relevant analytical tools/frameworks and theireffective applications to provide insightful analysis of the
issues and challenges faced by the company (20%) Clarity and quality of the writing (20%)
Clarity and quality of the oral presentation (20%)
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TR3103 Start-up Business Case
Grading Criteria for Case
Accounts for 48% of final grade
Provision of sufficient company background informationfor insightful discussion and analysis, especially marketand competitive analysis (25%)
Demonstration of good understanding of the issues andchallenges faced by the company for the specificfocus/topics of the case. (25%)
Good description of the general start-up process in thecontext of business and market dynamics, especially on
the specific details on how opportunity was recognized byfounders and the key stages of the initial start-up process(25%)
Clarity and quality of the writing (25%)
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TR3103 Start-up Business Case
Grading Criteria for Case Analysis
Accounts for 32% of final grade
Demonstrate good understanding of the issues and
challenges faced by the company for the specific
focus/topics of the case (37.5%) Choice of relevant analytical tools/frameworks and their
effective applications to provide insightful analysis of the
issues and challenges faced by the company (37.5%)
Clarity and quality of the writing (25%)
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TR3103 Start-up Business Case
NCBV 10/11 Case Schedule
Milestone July 10 batch January 11 batch
Briefing in BV Early Nov, 2010 Early May, 2011
Case proposal due Jan 15, 2011 July 15, 2011
Feedback & consultation on proposal Within one week of submission Within one week of submission
First draft (case + analysis + PPT)due
May 1, 2011 Nov 1, 2011
First draft presentation & feedback inPhiladelphia
Early May, 2011 Early Nov, 2011
Final draft (case + analysis + PPT)due
June 1, 2011 Dec 1, 2011
Final draft presentation & feedback
in Philadelphia (GRADED
20%)
Early June, 2011 Early Dec, 2011
Final submission (case + analysis +PPT) (GRADED 80%)
July 1, 2011 Jan 1, 2012
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TR3103 Start-up Business Case
NCSV 10/11 Case Schedule
Milestone July 10 batch January 11 batch
Briefing in SV Oct 2010 Apr 2011
Case proposal due Jan 15, 2011 July 15, 2011
Feedback & consultation on proposal Within one week of submission Within one week of submission
First draft (case + analysis + PPT)due
May 1, 2011 Nov 1, 2011
First draft presentation & feedback inSV
Early May, 2011 Early Nov, 2011
Final draft (case + analysis + PPT)due
June 1, 2011 Dec 1, 2011
Final draft presentation & feedbackin SV (GRADED
20%)
Early June, 2011 Early Dec, 2011
Final submission (case + analysis +PPT) (GRADED 80%)
July 1, 2011 Jan 1, 2012
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