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BUS 169 — Build a Better Business Model: The Key to Successful Innovation

Quarter: Spring
Day(s): Thursdays
Course Format: Live Online (About Formats)
Duration: 6 weeks
Date(s): Apr 27—Jun 1
Time: 7:00—8:50 pm (PT)
Refund Deadline: Apr 29
Unit: 1
Tuition: $500
Instructor(s): Eugene Shteyn
Class Recording Available: Yes
Status: Open
DOWNLOAD THE SYLLABUS » (subject to change)
Live Online(About Formats)
7:00—8:50 pm (PT)
Apr 27—Jun 1
6 weeks
Refund Date
Apr 29
1 Unit
Eugene Shteyn
DOWNLOAD THE SYLLABUS » (subject to change)
Technology innovation creates enormous value and brings to life entirely new industries and professions. Nevertheless, original innovators (both individuals and companies) often fail. To become successful, equal—if not more—attention must be paid to designing a strong business model. This means considering what business or consumer needs the innovation can serve and creating a clear path for monetizing, producing, distributing, pricing, and servicing. Successful companies must be able to scale up, achieve a dominating market position, and be ready to pivot as technologies and consumer needs evolve.

This course will examine how innovations in health tracking, machine learning, distribution services, fintech, and more have succeeded or failed based on the strength and adaptability of their company’s business models. We will delve into case studies of Invidia, Microsoft, and Pfizer—companies that successfully shifted focus to stay competitive, as Netflix did in moving from DVD distribution to digital streaming to producing original content.

Furthermore, we will consider the potential impact of AI technologies on internet platforms and their business models of the future. We will also look at how companies like Google and Apple provide “sandboxes” for their teams to pilot-test new ideas and business possibilities before scaling them up. Students will use brainstorming and business game exercises to create and test out new ideas and will apply lessons learned to design their own business models. The goal of the course is to learn by doing and to broaden students’ understanding of business model innovation.

Venture Capitalist; Partner, Blackwood Healthcare Breakthroughs

Eugene Shteyn is an inventor, author, entrepreneur, and venture capitalist. He is a partner in a venture firm focused on early-stage healthcare innovations at the intersection of life sciences, medical technology, and machine learning. He is the co-author of Scalable Innovation: A Guide for Inventors, Entrepreneurs, and IP Professionals.

Textbooks for this course:

(Required) Parker, Alstyne, Choudary., Platform Revolution: How Networked Markets Are Transforming the Economy―and How to Make Them Work for You (ISBN 978-0393354355)
(Required) Kai-Fu Lee & Chen Quifan, AI 2041: Ten Visions for Our Future (ISBN 978-0753559017)
(Recommended) Henry Ford and Samuel Crowther, My Life and My Work (ISBN 978-8184682120 )