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

Quarter: Summer
Instructor(s): Eugene Shteyn
Duration: 5 weeks
Format/Location: On-campus
Date(s): Jun 25—Jul 27
Class Recording Available: No
Class Meeting Day: Tuesdays
 
Class Meeting Time: 7:00—8:50 pm (PT)
Please Note: Class sessions: 5 Tuesdays, June 25 - July 23, 7:00 – 8:50 pm (PT); Workshop: Saturday, July 27, 10:00 am - 4:00 pm (PT)
Tuition: $600
   
Refund Deadline: Jun 27
 
Unit(s): 1
   
Status: Open
 
Quarter: Summer
Day: Tuesdays
Duration: 5 weeks
Time: 7:00—8:50 pm (PT)
Date(s): Jun 25—Jul 27
Unit(s): 1
Format/Location: On-campus
 
Tuition: $600
 
Refund Deadline: Jun 27
 
Instructor(s): Eugene Shteyn
 
Recording Available: No
 
Status: Open
 
Please Note: Class sessions: 5 Tuesdays, June 25 - July 23, 7:00 – 8:50 pm (PT); Workshop: Saturday, July 27, 10:00 am - 4:00 pm (PT)
 
 
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, AI and 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 Nvidia, 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 OpenAI, 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.

EUGENE SHTEYN
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 AI. He is a named inventor on 38 US patents covering technology solutions most of us use every day. Shteyn is the co-author of Scalable Innovation: A Guide for Inventors, Entrepreneurs, and IP Professionals.

Textbooks for this course:

(Required) Geoffrey G. Parker, Marshall W. Van Alstyne, & Sangeet Paul 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 Qiufan , AI 2041: Ten Visions for Our Future (ISBN 978-0593238318 )