BBE Summer 2016 Syllabus


We will welcome everyone to class. Introductions and overview of the class expectations. We will discuss the Entrepreneurial Journey. We will go over software tools to be used in the class. Discussions will include topics such as Visual Thinking, Design Thinking, Entrepreneurism and business plan development. Participants will introduce their business idea.

Class Time


Introduce Yourself

Class Overview



Business Planning Overview

Idea Development

Visual Thinking


Design Thinking

View Point

Lab Time

Software Introduction


Start work on “The Idea” in Pitch then Plan and be ready to talk about it in detail for the next class.




Pitch then Plan

Visual Thinking

Design Thinking


This week we want to look hard at the business idea and try to define what the business is going to be. We want to make sure that we can be confident that the business has an opportunity for success. Risk will be considered in the start of a business. Market research resources and techniques will be discussed.

Class Time

Homework Review

Business Idea Introductions

Discuss Your Idea and Get Feedback on your Idea

The Idea

Talk about the opportunity you have discovered and the big idea you have for the business.

All good ideas share at least one of three goals:

Desirability, Feasibility, Viability

Basic questions about the business:


Market Research

Tools to help keep track of research:

The Industry

Business Model

How does your company make money?

Lab Time

Industry Research

Take some time in the lab to look at the industry and see what you can learn about it. Make notes and put in your “Industry” section in Pitch then Plan.




Documents from week 2

Business Model Canvas

Week 3 - 5/17/2016


We will delve into more about how the business is going to work this week. Questions will include: How is your business going to make money? Why does your business exist? What are your products and services? We will work on answering these questions and more to make sure this can be a sustainable enterprise.

Class Time

The Business Model


Funding is difficult to come by for start-ups. We will discuss the Dollars for Dreams Micro Loan program. Pricing of products and services can be difficult to determine. Eric Marcus of the Sustainable Economic Development Initiative will discuss pricing strategy.


Eric Markus

Revenue Streams

This building block elaborates the earnings a business gets by subtracting the costs from the revenue generated from each customer segment. Where customers are generally considered the heart of the business, revenues are automatically likened to the arteries. Organizations must evaluate the worth of the value they provide to each customer segment. An accurate evaluation of this worth will result in multiple revenue streams being gained from a single customer segment.

Define the Product or Service

Design Thinking/Human Centered Design

We will take a little time to talk further about Design Thinking. We want you to effectively design your business to be successful and the Design Thinking Tools will help you solve many problems along the way.

The steps are:

Value Proposition -

Define your product or service specifically

Worksheet -

Lab Time

Presentation by Eric Marcus

Pricing Strategies for your products and services


Continue working on the Business Model, The Product and Pricing sections based on what you learned in class this week. Start working on your “Customer” Section in Pitch then Plan. Be ready to talk about your customers next week.


Pricing Strategy

Business Model Canvas


Week 3 Documents

Week 4 - 5/24/2016 - THE CUSTOMER

This week we will take some time to more precisely define our customer. For this section, talk about the groups of customers that you will target and that will be attracted to your idea. Ask yourself, “Who has my money in their pockets?” Topics will include customer segments, customer relationships and continuing to engage customers.

Class Time


City of Flagstaff Business Support and Research Tools - John Saltonstall, Business Retention and Expansion Manager

Define the Customer

Customer Segments -

Specifically define your customer

Worksheet -



Market research is critical to making sound business decisions. Conducting a market research survey will help you better understand your target audience so that you can increase leads, sales, customer awareness, and retention.

Insight on how your product or service is perceived compared to your competitors will help you determine the direction you need to take to improve and grow your business.

Customer Releationships

This building block dictates the nature of the relationships that an organization will develop with its various customer segments. A company could choose to communicate with its customers through people or automated means. The customer relationships that an organization opts for are based on the company’s business model and greatly impact the overall customer experience.

Lab Time

Research, working on plan, John Saltonstall’s presentation.


Continue working on your Customer section, Market Research Section and Sales Forecast. Start working on the Competition.


Venture Design

Week 4 Documents

Research Resources

Week 5 - 5/31/2016 - THE COMPETITION

The Competition

Competition is this week’s topic. We will look around in the market and see who we are going against both directly and indirectly. It is very rare that you have no competition. If you don’t, make sure there is a market for what you are doing. Take a look at what your competition does well and what they do not do well. Are they serving the whole market or are there segments that you can go after.

Class Time

Talk about the three to four main competitors trying to win your customers.


Lab Time

Progress Review


The Message

This is where things get a bit more fun. Start working on “The Message”. This is where we get to do some marketing and branding.


Week Five Documents

Article Links

Week 6 - 6/7/2016 - THE MESSAGE

Every successful business has a message that is the basis for all of the branding and marketing. Who are you as a business? What do you mean to your customers? What is your story? We will spend our time this week building your brand in preparation for developing your marketing. Logos, taglines, copy, colors and branding look will be discussed.

Class Time

Lab Time

Work on Message for discussion in 2nd half of class.


Work on your plan

Continue on each section - work on your message. Tell your story.



Logo Development


Week 6 Documents Folder

Week 7 - 6/14/2016 - THE SALES APPROACH

Knowing your market is important to your business. This week we will be discussing the environment surrounding your business and how it will affect your sales. This week we will dive further into branding and marketing. We will also start to work on our sales forecast. Marketing your business is something that needs to be done well and done all of the time. We will continue our marketing discussions with a speaker who does marketing for companies.

Class Time


The Plan


This building block defines how an organization communicates with and provides value to its chosen customer segment. Channels are the touch points through which an organization liaises with its customers and as such, play a huge role in defining the customer experience. Channels can be categorized as marketing, sales or distribution channels.

Key Partners

A business partnership is when two commercial entities form an alliance, which may either be a really loose relationship where both entities retain their independence and are at liberty to form more partnerships or an exclusive contract which limits the two companies to only that one relationship.

Lab Time



Sales Resources

More Marketing Resources

Excel Training Resources

Week 7 Documents Folder

Week 8 - 6/21/2016 - THE INNER WORKINGS

This week’s topic – how is your business going to operate? Will you have employees? Will you have contractors? If you make things, how does that happen? If you have service teams, how do you schedule them? Where do your products, resources and supplies come from? Who does what? These will all be discussed and worked on this week.

Class Time

Presentation: Joe Bodin - Web Designer.

Talk about the work you do and how you make things.
Talk about:

Lab Time

The Plan

The Financial Plan


Work on your plan and spreadsheet. Please send me a current draft of your plan and spreadsheet by the end of Sunday.


Week 9 - 6/28/2016 - THE MANAGEMENT TEAM

This week we will be talking about who will be running the show. Are you best suited to run your own company or would someone else be better? If you are looking for investment, your management team will be extremely important to your investors. This discussion also includes high level support people such as accountants, lawyers and marketing professionals.

Class Time

Talk about the key players who will manage your business.

Understanding the most advantageous legal structure, the need for insurance, salaries and wages and required start-up funds all impact your business from the start. This week will will discuss LLCs, Sole Proprietorship, liability insurance, hiring employees and start-up funding.


Personal Finance and how it fits with business finance.

Risk Management

Required Start-Up Funds

Lab Time

Financial Plan


Write, write, write, spreadsheet! I need to see your drafts - keep it going!


Week 9 Documents

Week 10 - 7/5/2016 - THE MONEY FORECAST

Many businesses fail because they don’t understand the accounting and financial side of their business. This week we will spend some time with a local CPA and talk about how accounting works for your business. We will also get deeper into our numbers on our forecast.

Class Time

Talk about how much money you need to get started. At this stage, list the major categories of start-up costs and estimate their amount.

Business Finance

Lab Time

Financial Plan


Continue working through the Pitch Then Plan sections. Also continue to develop the financial spreadsheet. Turn in drafts by Sunday night.



Week 10 Documents

Week 11 - 7/12/2016 - THE NEXT STEPS

So, now what? We have a plan pretty well complete by this time. We will talk about launching the business and the steps it will take.

This week is also about getting things ready for presentation and finishing the plan. We will have lab time, answer questions and get you ready for next week.

Class Time

Talk about the next five to ten steps that need to be completed in the next 90 days to consider yourself a success. Attach dates to each step.

Lab Time



Week 12 - 7/19/2016 - PRESENTATIONS

This week is all about you talking about your business. You will have 10 minutes to present your plan and will have the opportunity to get feedback from the group.