Start-ups are designed to grow quickly, but successful start-ups grow smart. This course is designed to provide you with an understanding of the essential elements of successful scaling, including an overview of demand generation, customer acquisition, adoption, diffusion and forecasting demand. You’ll also learn how to market effectively using best practices of digital marketing, social media, PR, SEO, and pricing. Finally, you’ll cover the nuts and bolts of building a sales process, partnerships and supply relationships, and examine the crucial components of attracting, developing and retaining talent. By the end of this course, you’ll have an outline of an expansion strategy for your idea or enterprise, and also be ready for Entrepreneurship 4: Financing and Profitability
Este curso forma parte de Programa Especializado - Emprendimientos empresariales
Entrepreneurship 3: Growth Strategies
ofrecido por
Acerca de este Curso
Resultados profesionales del estudiante
67%
59%
33%
Habilidades que obtendrás
Resultados profesionales del estudiante
67%
59%
33%
100 % en línea
Curso 3 de 5 en
Fechas límite flexibles
Nivel principiante
Aprox. 9 horas para completar
Inglés (English)
Programa - Qué aprenderás en este curso
Module 1: Acquiring Customers and Forecasting Demand
This first module focuses on strategies to acquire customers and understand product demand when a start-up is in growth mode. You’ll learn foundational economic concepts in customer acquisition, including customer value over time, customer lifetime value and ROI, and customer equity. You’ll also learn about the key theory of “two-sided markets” and explore how entrepreneurs can build these markets through pricing and subsidization. Even the most exciting and useful new products and services face challenges in convincing people to adopt them, and so you'll explore actionable research and examples that explain the rate of diffusion, the adoption of new products, and ways to attack the challenge of forecasting demand. By the end of this module, you’ll have a solid grounding in the core concerns of start-ups as they move from launch to growth.
Module 2: Marketing and PR
In this module, you'll explore the strategies modern start-ups use to get the word out about new products and services. You'll learn the three primary modes of digital marketing (owned, paid, and earned), and when and how these media options can be utilized by a start-up. You'll also learn how to harness the powers of social media, search engine optimization (SEO), “sponsored” search engine results, display ads and social ads. Finally, you'll understand how to leverage free media and assess the pros and cons of engaging PR firms. By the end of this module, you'll be able to develop digital marketing and pr strategies for your enterprise.
Module 3: Cost Structures, Pricing, and Tracking
This module was designed to give you a strong foundation in the economics around growing a start-up, including how to understand and implement cost targets, pricing strategies, and outcome measurement. You’ll learn the math behind creating cost targets and margin requirements (whether your product or service will be sold via retailers or some other channel), the principles that guide pricing of products and services, and how to implement the “four Cs” of pricing while measuring price sensitivity. You'll also explore how to identify key performance indicators (KPIs) to determine whether your business is thriving or failing, how to efficiently grow a customer base through sales partnerships, and how to decide whether to make your own products/components or purchase them from a third party. By the end of this module, you will possess the foundational economic knowledge that informs the cost, price, sales, and production strategies used by successful entrepreneurs today.
Module 4: Creating and Scaling Company Culture
This module explores the best approaches for attracting and retaining talent, creating a company culture that is conducive to growth, and how company founders and early employees can learn to delegate authority and manage the people-based growing pains that many start-ups experience. You'll learn how to scale up strategically, and how to you decide whether to expand to different segments once you establish a foothold in your target segment. You'll also examine the differences between vertical expansion and horizontal expansion, and learn how to decide which path to pursue. By the end of this module, you’ll be equipped to make the tough decisions required to manage a start-up’s personnel roster and strategic direction as your business grows.
Revisiones
Principales revisiones sobre ENTREPRENEURSHIP 3: GROWTH STRATEGIES
To all the professors: My Hearty thanks for developing this course. Got a vast knowledge on how to grow & scale the new found venture. Looking forward complete the certification & capston project
The course is very useful for entrepreneurs. For me it is much more information intense than Entrepreneurship 4. It's worth to review certain topics when you actually run the company.
Would have been nice to have more readings and interview with entrepreneurs in this area.\n\nIn general it was an ok course, but a little too obvious to be fair.
Useful techniques to thoroughly introspect one's organization, no matter one is an entrepreneur, a manager in an established firm, or even a college student.
The week 4 is not that clear. Hopefully, Wharton may host similar course at huntsman. To ask some questions face to face can be pretty nice. Thanks
Very Well done course. In its simplicity it is able to provide awesome tips for a such vast and complex subject. The professors are very very good.
Another brilliantly design course module which sharpens and imparts clarity to the budding entrepreneurs which in turn help build the confidence.
That's the best course although it's requires a great great attention. I have watched the videos more than 3 times.
Acerca de Universidad de Pensilvania
Acerca de Programa especializado Emprendimientos empresariales
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.
¿Qué recibiré si me suscribo a este Programa especializado?
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¿Cuál es la política de reembolsos?
¿Hay ayuda económica disponible?
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