Setting Up Businesses (2014)

Topic outline

• Setting Up Businesses (2014)

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  Teaching Faculty Ladislao Luna Sotorrío Elisa Pilar Baraibar Diez Ignacio Llorente García María Dolores Odriozola Zamanillo    Organisation of Business and Work, Administration and Human Resource Management

  The purpose of this course is to explain and apply a simple method for analysing the viability of business projects, which can be used by entrepreneurs for assessing the real potential of their ideas. Turning an idea for a potential business into a reality is the most complex stage. Entrepreneurs should address the risks of allocating resources to an activity about which they only have partial information.

     

  Keywords Business Viability, Viabilidad Comercial, Commercial Viability, Ventaja Competitiva, Viabilidad Financiera, Entrepreneurship, Proyecto Empresarial, Financial Viability, Emprendimiento, Competitive Advantage, Business Creation, Technical Viability, Viabilidad Empresarial, Creación de Empresas, Viabilidad Técnica, Viabilidad Económica, Business Plan, Economic Viability, Business Idea, Idea de Negocio.

• Course Details

  

   

   

  Course Information Course: Setting up Businesses Code: G1219 Department / Unit: Organisation of Business and Work, Administration and Human Resource Management Degree: Degree in Labour Relations Faculty: Faculty of Law ECTS credits: 6 Language of instruction: English Course director: Ladislao Luna Sotorrío Other instructors: Elisa Pilar Baraibar Diez, Ignacio Llorente García and María Dolores Odriozola Zamanillo

   

   

   
  

      Course structure    
  

    
  

  • Topic 1. Deciding whether or not to start a business: concept of viability.
  • Topic 2. Economic viability.
  • Topic 3. Commercial viability.
  • Topic 4. Technical viability.
  • Topic 5. Financial viability.
  • Topic 6. Legal procedures.

• Readings

  

   

   

      Required reading list    

   

  • Adán, Pablo (2014): «Emprender con éxito. 10 claves para generar modelos de negocio». SCLibro.

  • Blanco, Carlos (2013): «Los principales errores de los emprendedores». Grupo Planeta.

  • Claver, Pablo (2013): «Yo también puedo emprender». LID Editorial Empresarial S.L.

  • Hisrich, Robert D.; Peters, Michael P. & Shepherd, Dean A. (2005): «Entrepreneurship. Emprendedores». 6ª Edición. McGraw Hill.

  • Ocaña, José Andrés (2006): «Pienso, luego mi empresa existe». Editorial Club Universitario.

  • Veciana, José María (2005): «La creación de empresas. Un enfoque gerencial». Colección Estudios Económicos, n° 33. La Caixa.

• Lecture Notes

  

   

   

  Important notice In order to successfully browse through the different PDF documents, they must be downloaded to your hard drive.

   

   

  • MC-F-001. Topic 1. Deciding whether or not to start a business: concept of viability.
  • MC-F-002. Topic 2. Economic viability.
  • MC-F-003. Topic 3. Commercial viability.
  • MC-F-004. Topic 4. Technical viability.
  • MC-F-005. Topic 5. Financial viability and legal procedures.
  • MC-F-006. Topic 6. Legal procedures. Entrepreneurship module.

• Exercises

  

   

   

      Case studies    
  

    

  Topic 1. Deciding whether or not to start a business: concept of viability
  

  • EP-F-001. Case study 1.1. Teaching youth to build businesses. A NFTE-UK case study.

  • EP-F-002. Case study 1.2. Creating an entrepreneurial partnership. A Boots case study.

     
  

  Topic 2. Economic viability

  • EP-F-003. Case study 2.1. Building a competitive advantage. A Bryant Homes case study.

     
  

  Topic 3. Commercial viability

  • EP-F-004. Case study 3.1. Creating value through the marketing mix. An Aldi case study.

  • EP-F-005. Case study 3.2. Planning effective marketing strategies for a target audience.

     
  

  Topic 4. Technical viability

  • EP-F-006. Case study 4.1. Locating a business to enhance the customer experience. An Enterprise Rent-A-Car case study.

     
  

  Topic 5. Financial viability and legal procedures
  

  • EP-F-007. Case study 5.1. Perfil de apertura: Walt Disney.

  • EP-F-008. Case study 5.2. From ice cream van to Dragon’s Den. Duncan Bannatyne. A Bannatyne case study.

• Other Resources

  

    

   
  

      Generic resources    

   
  

  • Centro Internacional Santander Emprendimiento.

  • Ventanilla Única Empresarial – Asesoramiento online.

  • Business News & Strategy for Entrepreneur.

  • Emprendedores.

    

    

   
  

      Topic 1. Deciding whether or not to start a business: concept of viability    

   

  Webpages, blogs and articles

  • 3 Easy Exercises to Boost Your Creativity.

  • A Standard Business Plan Outline.

     

  To-do list

  • Test your idea: TESTiDEA.

  • Test your idea: Test de evaluación ideas.

  • Test your entreprenurial skills: Autodiagnóstico del emprendedor.

  • Test your entreprenurial skills: Mide tus habilidades como empresario autónomo.

    

    

   
  

      Topic 2. Economic viability    

    

  Webpages, blogs and articles

  • El modelo de las cinco fuerzas de Porter.

    

    

   
  

      Topic 3. Commercial viability    

   

  Webpages, blogs and articles

  • 4 Business naming tips for branding success.

  • 5 Business naming trends startups should consider.

  • The logo mishaps of giant brands.

  • 10 ejemplos de packaging creativo.

  • La forma correcta de determinar un precio.

  • Instituto Nacional de Estadística.

  • Base de datos de consumo en hogares.

  • Instituto Cántabro de Estadística.

    

    

   
  

      Topic 4. Technical viability    

    
  

  Webpages, blogs and articles

  • Local bien ubicado, negocio asegurado.

  • Las claves para elegir un local comercial.

  • Cómo seleccionar la calle y el local perfecto.

  • Business Planning & Financial Statements Template Gallery.

     

  To-do list

  • Break-even point quiz.

    

    

   
  

      Topic 5. Financial viability    

   

  Webpages, blogs and articles

  • Asociación Española de Entidades de Capital Riesgo.

  • Red Española de Business Angels.

  • Red Asturiana de Business Angels.

  • Awards for entrepreneurs:

    • Fundación Everis.

    • Premios Emprendedor XXI.

    • Premios Jóvenes Emprendedores Sociales.

    • UCem.

  • Crowdfunding:

    • Kickstarter.

    • Indiegogo.

    • Seedquick.

    • Lanzanos.

    • Verkami.

    • Goteo.

    • Partizipa.

    • 7 incredibly successful crowdfunding campaigns.

    • Crowdfunding y obra pública, una opción posible.

    • Top 10 ways to create a successful crowdfunding campaign.

  • State aids:

    • European Commission (Comisión Europea).

    • Ministerio de Industria, Turismo y Comercio.

    • Dirección General de Política de la Pequeña y Mediana Empresa.

    • Gobierno de Cantabria.

    • Cámara de Comercio de Cantabria.

    • Cámara de Comercio de Madrid.

    • Instituto de Crédito Oficial.

    

    

   
  

      Interesting Twitter profiles    

   

  • @emprendecise. Centro Internacional Santander Emprendimiento (Santander International Entrepreneurship Center).

  • @Emprendedores. Revista #Emprendedores. Hearst Magazines España.

  • @EntMagazine. Inspiring, informing and celebrating entrepreneurs since 1973.

  • @alejandrosuárez. Un tipo normal. Emprendedor, empresario y business angel. 

  • @carlosblanco. Entrepreneur & business angel.

  • @eoi. Escuela de negocios fundada en 1955 y especializada en formación en los valores de una economía abierta, social, verde y digital.

  • @nestor_guerra. Entrepreneur & business school professor.

• Assessment

  
  

   

   

      Assessment criteria    
  

   

  ASSESSMENT METHODS AND CRITERIA «SETTING UP BUSINESSES»
  Description	Type	Final assessment	Retake option	%
  Presentation of part 1 of the project: idea and economic viability	–	No	No	5%
  Minimum mark: 0.00. Duration: 1.5 hours. Date: Week 2 March. Retake conditions: Notes: Group presentation and submission.
  Presentation of part 2 of the project: commercial viability	–	No	No	5%
  Minimum mark: 0.00. Duration: Date: First week of April. Retake conditions: Notes:
  Presentation of part 3 of the project: technical viability	–	No	No	5%
  Minimum mark: 0.00. Duration: Date: First week of May. Retake conditions: Notes:
  Final submission and final presentation of the project	Oral exam	Yes	Yes	55%
  Minimum mark: 5.00. Duration: Date: Retake conditions: Notes:
  Theory test	Test	Yes	Yes	30%
  Minimum mark: 3.00. Duration: Date: Retake conditions: Notes:
  TOTAL				100%
  COMMENTS: In order to pass the course, it is necessary to form part of a group and do the work of analyzing the business project's viability (the work can not be done individually).
  COMMENTS FOR PART-TIME STUDENTS:

• Syllabus

  

   
  

   

  •   Here you can download the Syllabus in PDF format.
    

• About the Professor

  

   
  

   

  Ladislao Luna Sotorrío   Organisation of Business and Work, Administration and Human Resource Management UNIVERSIDAD DE CANTABRIA   Additional information

   

  Elisa Baraibar Diez   Organisation of Business and Work, Administration and Human Resource Management UNIVERSIDAD DE CANTABRIA   Additional information

   

  Ignacio Llorente García   Organisation of Business and Work, Administration and Human Resource Management UNIVERSIDAD DE CANTABRIA   Additional information

   

  María Dolores Odriozola Zamanillo   Organisation of Business and Work, Administration and Human Resource Management UNIVERSIDAD DE CANTABRIA   Additional information

    
  

    

    

    

    

    

    

    

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    Ladislao Luna Sotorrío Page
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    Elisa Baraibar Diez Page
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    Ignacio Llorente García Page
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    María Dolores Odriozola Zamanillo Page