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Building the Business Model for Corporate Entrepreneurs (Coursera)

Led by Dan Gordon, a University of Maryland faculty member who teaches business modeling in the National Science Foundation’s I-Corps Program, this course enables you to develop and apply the Business Model Canvas tool to scope a corporate challenge or opportunity. You will learn how to identify and communicate the nine elements of a business model: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partners, and Cost Structure.

Your completed project will be a customer-validated Business Model Canvas that outlines the business case for a new product or service to address your selected challenge or opportunity in a corporate context. This project is derived from four areas of focus in the course:

• Identifying how to create and deliver value for existing and future customers of the company;

• Learning how to extract value for the corporate venture in a sustainable fashion;

• Conducting in-depth interviews to guide the customer discovery process for your corporate venture; and

• Developing business models that encompass the product or service, customers, and economic engine that deliver on the corporate venture objectives.


Week 1: Introduction to Business Modeling

Week 2: Customer Discovery and Customer Validation

Week 3: Customer Segmentation and Analysis

Week 4: Creating the Business Model for the Corporate Venture

Course 2 of 5 in the Corporate Entrepreneurship Specialization.