Gary Hansen (UCSB) & Kenneth Pickar (Caltech) Slide Presentation

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1 Gary Hansen (UCSB) & Kenneth Pickar (Caltech) Slide Presentation How did we get here? B-schools had a major re-design in the 50s-70s Academic institutions are not the most flexible organizations B-schools often do work on the side (i.e. centers, etc.) Engineering schools are very well designed, leaving little room for flexibility Where does entrepreneurship fit into this??? Opportunity New jobs created in tech driven businesses Larger and smaller companies (UCSB small ones- Inogen- Oxygen, Calient- Fiber optical switching, Indigo Systems) You have to understand the technology to understand the alliances and business opportunities The engineers don t understand the business, MBAs don t understand the technology Blending the best of both (1) MBA strengths o Teams, marketing, finance, contacts MBA weaknesses o Discipline not function, Product development, tactics MBAs are applying models that don t fit the technologies Blending the best of both (2) Engineering strengths o Problem solving and quant skills o Tech evolution over time o Creativity Eng. Weaknesses o Business disciplines o Lack of interdisciplinary teams Business & Tech Education Depth & breadth of business and tech education (see matrix at the end) Who is really good at tech and business skills? Is that something companies value? Yes! Who is supplying it? o MIT and Stanford are good at both in their respective schools (engineering and business), but no school is really good at both. o Caltech, UCSB good at engineering, Berkeley and UCLA at business o Nobody gets both right in the same place at a university! o Where should schools be?

2 o Is the solution to get your undergrad in engineering at Stanford and then come back and get your MBA from Stanford several years later? o How do you play in that one area without having going through 4-5 years of undergrad and then 2 years of an MBA? o Can we do this all in one program at one time? o What about joint programs that allow students to work across departments while pursuing a degree (or even multiple degrees simultaneously)? o Let me pose the challenge whether formal academic programs should cover that? Or whether this should be a life pursuit rather than something you get in one degree? Current solutions Business courses for engineers o Tech ventures, Entrepreneurial Marketing, Entrepreneurial Finance, business basics, etc. Tech management courses for MBAs o IP, tech ventures, new product development (most of these are new) Alliance programs MBAs and engineers o Tech management certificate Question? Are there some courses that don t exist yet that would really blend these worlds? o New product development o Engineering management Challenge (get into 5 teams to work on this) Design one course that could be offered by an eng. school that teaches state of the art business concepts o Target customers- senior undergrads or grads prior to engaging in an entrepreneurial career. o Project or program manager or new product manager in a tech driven firm o How do we teach the things about business that engineers know the very least about? o UCSB is a good example- there is no business school, there is an economics program, and a great engineering school. How can we design a course to do this? o How does the person who is the get there? What is their behavior look like?

3 Breakout Session Team 1 (Mary Beth from??) Objective: to teach basic business skills to engineering and science students to function as pros. Course topics: o Accounting! o Marketing o Finance o Sales & customers o Biz models o IP o Leadership o HR o Operations/project management o Product viability Methods: (food, beer, pizza) o Case studeies o Projects: biz plans, biz simulation o Role playing o Consulting projects Within university Outside university o Speakers o Internships part of a course? o Field trips manufacturing facility, workplace, incubators o Food! o Lectures Team 2 (Eric Suuberg from Brown) What are the biggest gaps? o IP o Marketing o Team experience o Managing people Ideas o Simulation (tech-based spin off) o Biz plan: concept to commercialization o Touch functional bases- need of diversity o Spiral/iterate up to o Strategic planning Combo of classroom & experiential 2 semester capstone course given by a company and their mentors, present to the company Integrate field experience Do you know what the largest background of CEOs is?

4 o Marketing and sales- and the VCs know this Team 3 (Renee Rother from Stanford) We didn t think 10/10 was really possible Entrepreneurs? Loose cannon Creativity Dreams Comfort with ambiguity o Engineers are not comfortable with this What s the ideal outcome? o Knowledge (strategy? Process?) o Skills (tactics) o Attitudes/behaviors/mindset (Canada has a co-op program) o MBA mindset vs. sci/eng mindset o Other? Productization 101 o How much X is enough? (X = R&D, market research) o Need to know what they don t know and be able to express that (how do you ask for help). o How do you get it to market? o Biz appreciation (finance, pricing, strategy, IP, sales, marketing) o What problems do you need to prepare for or avoid? Corporate citizenship, ethics, conflict management Employees/unions, negotiation, social awareness Team 4 (Kristina Holly from MIT Entrepreneurial Center) Content (assume entrepreneurship focus) o Fuzzy front-end due diligence o Opportunity assessment (o product yet) o IP protection and licensing o Intro fundamentals (marketing, finance, accounting) Include simple terminology (e.g. what is an angel investor?) Pedagogy ideas o Simulation start with it, very limited time o Write business plan o Real startups o Look at failures (can learn a lot more from them)- use guest speakers, case studies, student writes case study o Team exercises and communication Summary o Start with bootcamp- short and intense Fundaments Mini MBA core w/simulations

5 o _ & _ lecture & case special topics o Case => failure analysis Session Conclusions Can you get all this in one course, or does it have to be more? Students work relative to how challenging the courses are and that we need to make sure us stuff is exciting and pushes them. What makes a successful entrepreneur in the marketplace? And then we should work backwards from that. Two course sequence- mini-mba then entrepreneurship, or do you try to hook them the other way around? There is really too much to do in one class Two things were valuable for me o How do you search? How do you learn new stuff? o Analyzing failures- students want to hear about the failures from our guest lectures.

6 Figure 1- Business Technology Education Depth and Breadth of Business (1-10 scale) Technology Education Depth and Breadth (1-10 scale)

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