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

Quarter: Winter
Day(s): Thursdays
Course Format: Live Online (About Formats)
Duration: 6 weeks
Date(s): Feb 10—Mar 17
Time: 7:00—8:50 pm (PT)
Refund Deadline: Feb 12
Unit: 1
Tuition: $470
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)
Feb 10—Mar 17
6 weeks
Refund Date
Feb 12
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 it. Finally, 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 a broad range of industries, including health tracking, machine learning, distribution services, and others, have succeeded or failed based on the strength and adaptability of their company’s business models. We will delve into case studies of InMedia, Microsoft, and Intel—companies that successfully shifted focus to stay competitive, as Netflix did in moving from DVD distribution to digital streaming to producing original content. 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 their own new ideas and will apply lessons learned in designing their own business models. By the end of the course, students will have significantly broadened their understanding of business model innovation.

Partner and Head of IP, Zoic Capital

Eugene Shteyn is an inventor, author, entrepreneur, and venture capitalist. He is a partner in a US-based venture firm focused on early stage healthcare innovations at the intersection of life sciences and medical technology. He is also a named inventor on nearly forty patents broadly used in the technology industry. He is the co-author of Scalable Innovation: A Guide for Inventors, Entrepreneurs, and IP Professionals.

Textbooks for this course:

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