XINE249 BBM Sample Syllabus
XINE249 BBM Sample Syllabus
XINE249 BBM Sample Syllabus
Course Description
An innovative product may be a feat of engineering, but that does not automatically turn it into a commercial
success. What makes the difference between success in the lab and success in the marketplace is the business
model. How will you create and deliver value for your customers? How will you extract some of that value for
your organization? The business model encompasses your product or service, your customers, and the economic
engine that will enable you to meet your profitability and growth objectives. Business model analysis is important
for startups, new and established businesses which need to discover, defend or evolve their business models. This
course introduces a structured way to think about, analyze, and develop a sound business model.
Course Topics
Business Models: An Introduction
Haim Mendelson
In this module, we discuss what is a business model and how to structure it. Using the examples of Zipcar and
RelayRides, we characterize a few common types of business models, value creation model, profit model, and
logic of the business. We discuss examples of each type.
Business Models: Drilling Down
Haim Mendelson
In this module, we elaborate on the business model concept using Dropbox as our central case study. We also
discuss customer acquisition through viral marketing and the "freemium" revenue model.
Logic of the Business
Haim Mendelson
In this module, we introduce the concept of network effects, which underlies the logic of many technology-based
business models in technology markets. We apply the concept and study its ramifications for adoption.
Presenting Business Models
Haim Mendelson, featuring an interview with the co-founders of Kitchit
Whereas the previous modules focused on the construction and analysis of business models, this module
prepares you for your final assignment - preparing and presenting a business model designed by you. We
illustrate the approach using the business model of Kitchit, a young Silicon Valley startup.
Course Requirements
Please watch all course videos and complete all course assignments. Successful completion of the assignments,
final examination and course evaluation is required to complete this course. Access to the exam will automatically
be given to you on the learning platform after you have submitted all required assignments. A score of 90% is
required to successfully pass the exam. Once you have passed the examination and completed the evaluation a
digital record of completion will be emailed to you. The exam is consists of multiple choice questions, and is done
online.
Assignments
Each assignment will be submitted via the course assignment submission area. To successfully complete each
assignment you will need to follow all instructions. Upon completing an assignment you will be given access to
the discussion of the answers to that specific assignment. Upon submission of all assignments, you will be given
access to the course exam. You will be receiving instructor feedback on some of your submitted assignments.
Feedback on those assignments will be given within 3-5 business days and can be reviewed in the course
assignment submission area.
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Any questions related to the assignments should be sent to ask-the-professor-innovation@lists.stanford.edu. Be
sure to include your name, the course number, and assignment name along with your questions.
Course Materials
All course materials are provided within the course website. These include the course videos, assignment
instructions, case studies, and other course handouts.
Questions
For content-related questions, please contact ask-the-professor-innovation@lists.stanford.edu. Be sure to include
your name, the course you are taking and your questions.
For questions relating to course materials, billing, testing, general program information, etc., please contact SCPD
Student Services at stanford-innovation@stanford.edu or 650-273-5459. Available 8:30am- 4:30pm PST, M-F.