Syllabus: MBA 6560

Market Strategy & Business Planning Planning

The right answers are the results of asking the right questions.

- Peter F. Drucker

[T]here are few things as futile -- and as damaging -- as the right answers to the wrong questions.

- Peter F. Drucker

Course Overview

MBA6560 is an integrative hands-on course for executives, future executives, and entrepreneurs. It centers on writing an informative business plan (a.k.a., market plan) and entails gathering and analyzing pertinent data. Emphasis is placed on identifying and addressing key questions rather than on mechanistic procedures. Students work in self-selected teams of 1 to 4 members and, subject to approval, choose the business for which they write their plan. Most class time is devoted to coaching, mentoring, and working on the term project.

Written Assignments and Quizzes

1. Term project: Business Plan or Feasibility Analysis

a. Project suggestions, project selection, and team formation (6/16) - Read About the Term Project; then, think about projects that would interest you. If you come up with a project idea or two, please share your thoughts with the class during our first meeting on 6/16. Doing so is helpful, but is not a requirement. Further, you are not bound to undertake any project you suggest. Usually, plenty of good ideas are suggested in class. After project ideas have been suggested and discussed in class, chose a project (subject to approval), join a team of up to three other students, or chose to work alone. Note: Approach the term project with the intent of writing a business plan. However, if you eventually discover that your venture is unlikely to be profitable, then write a feasibility analysis instead, which will not affect your grade.

b. Rough draft (Tuesday, 7/20; weight: 10%) - Email a rough draft of your business plan or feasibility analysis to evalentin@weber.edu as a single email attachment. I will review your draft in class (7/21) with you and your teammates to (a) ensure your team is on the right track and (b) is making good progress. Include a draft of the required Financial Template, and be prepared to ask specific questions that will help you complete the project. Note: By then, you should have conducted the Financial Reality Check outlined in Chapter 4 of Market Strategy & Business Planning.

c. Submit your business plan or feasibility analysis in class (8/4; weight: 35%) - email a backup copy by 5pm (7/20) to evalentin@weber.edu.

d. Present your term project to the class in a professional slide presentation no longer than 15 minutes (8/4; weight: 10%) - All team members should participate.

2. Individually, critique either the plan for Royal Limousine or The T-Shirt Shop (Tuesday 7/13; weight:15%) - Read both plans and be ready to discuss them in class on 7/14. Go to Critique for details.

3. Complete all open-book quizzes on time (30%); no exams.

Text

Business Plans That Work, 3rd Ed., by Alice H. Magos and Steve Crow (ISBN-0-8080-0858-7). Copies should be available at the WSU Davis bookstore, but you may prefer ordering online (approx. $13.50 at Amazon.com). Several books have the same title, and  the covers of the second and the third editions are nearly identical. Therefore, check the ISBN carefully!

Market Strategy & Business Planning is a short supplemental text that you can download at no cost.

Readings:

R1. An Awful Business Plan exemplifies what you should not do; glance at it online.