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Media Entrepreneurship!
J410/J510 -Tuesdays/Thursdays 2-3:50 p.m. • Winter Room -Allen 211!
Office Hours: Mondays andTuesdays4 - 5 p.m. and by appointment !
Instructor: Ed Madison!
! madison2@uoregon.edu!

!

Overview & Purpose!



!

The digital age is marked by constant innovation. Having an entrepreneurial mindset is becoming essential to succeeding in many emerging media professions. Whether you choose to go into business for yourself or not it is important to understand the business of media. Freelance assignments and telecommuting are increasingly commonplace in media work.Thriving in this uncharted terrain requires: ingenuity, flexibility, persistence, and an understanding of basic business structures. !


!

This course introduces students to fundamental entrepreneurial principles. Individuals and teams will research, develop, pitch, and potentially launch prototype business ventures. Established media professionals will be featured as guests.The project- based nature of the course requires that students supplement class sessions with outside group meetings.!


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Key Learning Goals!



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Students will:!


!Gainan understanding of basic media business models and structures.!
!Developan ability to spot emerging trends and future business opportunities.!
•Become better skilled at ascertaining the merits of their creative ideas and whether

!

those ideas will succeed in the marketplace. !


!Experiencethe social dynamics of group work and supporting peers.!
•Gain confidence about organizing and presenting ideas to prospective funders and
partners. !

Required Texts!
!
G!reene,Robert. Mastery, NewYork, NY: Viking, 2012.!
Horan, Jim. One Page Business Plan for the Creative Entrepreneur, Berkeley, CA: OPBB,
2!009.!
Kleon,Austin. Steal Like andArtist: 10 Things Nobody ToldYouAbout Being Creative,
NewYork, NY: Workman Publishing, 2012.!



!
R!ecommendedTexts!
Osterwalder,Alexander. Business Model Generation:AHandbook for Visionaries, Game
Changers, and Challengers, NewYork, NY: Wiley 2010 (I have a PDF copy)!
!
R!ies,Eric. The Lean Start-Up, NewYork, NY: Crown 2011!
!
P!rimaryAssignments!
A!ssignment#1 - SWOTAnalysis !
Identify a minimum of two existing media companies that are similar or close in nature to your
own prospective venture. Create an in-class presentation that compares and contrasts their:!

Strengths -- What do they do well?
Weaknesses -- What are they lacking?!
Opportunities -- What opportunities are they missing? How so? What will set your venture apart from these?
Threats -- Which existing companies are their strongest competitors, and why?!
!

Assignment #2 - Entrepreneur Profile Presentations !

Identify a minimum of three entrepreneurs who have started media ventures that are similar or close in nature to your prospective venture. Create an in-class presentation that compares and contrasts their process, pathways, triumphs, defeats, and lessons learned. Interview at least one of these entrepreneurs (preferably in person) and outline the key takeaways. Write a
750-800 word brief (based on the interview) that captures the essence of their story. Include bullet points that relate to their specific effective strategies. !

Assignment #3 - Short Business Plan!

Short Business Plan - (Part 1)!

Follow the One-Page Business Plan model to articulate your prospective venture’s primary mission, unique proposition, and strategies for execution. !

S!hortOperations/Sales/Marketing Plan - (Part 2)!
Provide a page (or more) on each of these three topics: operations, sales, marketing. Provide
s!pecificdescriptions, identify key milestones, and designate deadlines. !
!
B!udget/Projections(Part 3)!
Provide an excel spread sheet that outlines your venture’s anticipated expenses and projected
revenues from inception and spanning 3-5 years out. How much startup funding might you need


to execute your plan? How will the money flow? What is your anticipated exit strategy? Note: It is okay to enlist the support of a business student or someone else with an accounting
b!ackground.!
A!ssignment#4 Investor Presentations!
You’ll have 8 minutes to make an effective Powerpoint presentation to a room full of prospective
investors at the SOJC’sTurnbull Center in Portland, OR. It should consist of no more than 10 slides, and should include basic financial projections.This assignment is the culmination of all of your hard work. It’s your “SharkTank” moment -- an opportunity to experience the value of
c!riticalfeedback from real investors.Therefore, it represents 25% of your final grade. !
A!dditionalAssignment - Graduate Students !
Create a minimum viable product (MVP) or a prototype that demonstrates the bare basics of
your venture’s idea.This allows prospective investors and/or customers to experience your offering, “kick the tires,” and provide you with valuable feedback. More specifics are available
h!ere:http://en.wikipedia.org/wiki/Minimum_viable_product!
Grading and Expectations!
Grading will be based on project assignments and related in class activities, with approximate weightings as follows. !
Attendance & participation! ! ! 15%! SWOTAnalysis! ! ! ! 15%! Entrepreneur Profile! ! ! ! 15%! Business Plan (Part1)! ! ! 10%! Operations/Sales/Marketing Plan (Part 2)! 10%! Budget/Projections (Part 3)! ! ! 10%!
Funding Presentation!! ! ! 25%!
!

Attendance, Late Work andAbsences!

Regular class attendance is required and is essential for your success in this course.This course will rely largely on audiovisual examples shown in class and discussion. For this format to succeed, you must be present and on time.You will receive points for participation and attendance in this course. !
Hospitalization, family emergencies or required university events are the only excuses that will be considered for quiz make-ups. NO OTHER EXCUSES WILLBE CONSIDERED.
Notice should be sent via e-mail BEFORE the scheduled quiz or exam, and the
request must be followed up by a written notice documenting the reason for absence,
with appropriate signature. Written notices must be presented in person during an office hour or scheduled meeting with instructor.!

If you miss class for any reason (excused or not) it isYOUR responsibility to learn what was covered in class (by borrowing notes, visiting the blackboard site, and reading the texts).
Do not ask the instructor for help until you have done your homework and attempted to find the


information on your own.!
!


A!
!
92-100%!
C!
!
72-77%!
A-!
!
90-91%!
C-!
!
70-71%!
B+ !
!
88-89%!
D+ !
!
68-69%!
B!
!
82-87%!
D !
!
64-67%!
B-!

C+
!
80-81%!

78-79%
F !
!
below 64%!


Grade point breakdown










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Class Schedule (subject to modification throughout term)


Date
Topic
Focus
Assignment
Due
Week
One !
1/7!
!
1/9
Overview of term, syllabus, and expectations.!
!
Grounding your idea!
Business structures: sole proprietorships, S & C corps, LLC’s, partnerships, nonprofits.!
!
Understanding intellectual
property, your intent, distribution pipelines.
!
!
!
Identify your
prospective venture
Week
Two!
1/14!
!
1/16*
Gathering
Information
Market brainstorming, investigation, researching the foundation, conducting a survey, opportunities and threats, focus groups.

Week
Three!
1/21!
!
1/23
Giving it Life
Product/service statement, your unique proposition, benefits & features, pricing, reality checks
!
!
!
SWOTAnalysis
due:Thursday,
1/24
Week
Four!
1/28!
!
1/30
Protecting It
Copyright, trademarks, patents, guild registration, nondisclosure agreements



!


Date
Topic
Focus
Assignment
Due
Week
Five!
2/4!
!
2/6
Financing It
Brainstorming: bootstrapping, joint ventures, investors, loans, private offerings, crowd sourcing, angel investors, venture capital, alternative sources.
Entrepreneur Profile Presentations DueThursday
2/6
Week
Six!
2/11!
!
2/13!
Making It
Minimum Viable Products (MVPs) Production, suppliers, operations

Week
Seven!
2/19!
!
2/21
Marketing It
Marketing strategy: promotional tie-ins, product placement, “freemiums,” social media !
Short Business
Plan (Part 1)
2/21!
Week
Eight!
2/25!
!
2/27
Delivering It
Sales methods, sales reps, sales pipelines
Short Operations Plan, Sales/ Marketing Plan! (Part 2) 2/27
Week
Nine!
3/4!
!
3/6
Serving Customers &!
Social Responsibility
Listening to customers, ethics, giving back
Business Budget
& Projections!
(Part 3) 3/6
Week
Ten!
!
!
3/11!
!
3/13
Convincing Others
Enrolling support, enlisting a management team, securing investors
!
!
!
Pitch Run-thru!
3!/11!
Investor
Presentations/ Pitches -Turnbull Center Portland!
3/132-5 p.m.