LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Managerial Perspectives (BBA)

Goal 4 質の高い教育をみんなに（Quality Education）

第1日（Day1）

THEME: Business Plan Basics - PART 1
ARTICLE: How to Write a Great Business Plan
OUTLINE: This first session is intended to establish core criteria of what is a business plan as well as the key criteria of how to successfully build up a new business model through the entrepreneurial management process.

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Case1: Collabrys Inc.: The Evolution of a Startup
Collabrys is a perfect place to start, as it seems that, for whatever reason, this company has not well thought through the business planning process. The CEO of this two-year-old start-up must decide whether to become a technology provider or a service agency. In a time of enormous uncertainty about the viability of various business models for Internet-delivered services and products, this case traces the company from its early days and its original value proposition to a point at which the two very different future strategies appear feasible. Funded by venture capital, the company has changed key personnel, experimented with different business models, developed some sophisticated intellectual property, and raised a second round of funding. In a focused new business start-up, the case the chance to think about this situation logically and critically, and try to understand what the real strategic issues are for all concerned stakeholders, and how to deal with them. The choice of a new strategy is not as clear as the CEO would like you to believe.
The case offers a key window into business startups and business plans, especially from the point of new business ideas, value propositions and structuring new business models, and the critical role of the people in new ventures. The case allows learning various management frameworks including “Where now, where to go, how to get there”, SWOT, vision/mission, stakeholders and strategic decisions.

第2日（Day2）

THEME: Business Plan Basics - PART 2
ARTICLE: How to Write a Great Business Plan
OUTLINE: This first session is intended to establish core criteria of what is a business plan as well as the key criteria of how to successfully build up a new business model through the entrepreneurial management process.

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Case2A: "Starbucks Coffee, Tea and Spice" from 1971-1987
Case2B: “Il Giornale” from 1986-1987 (Schultz first startup)
Case2C: "Starbucks Coffee Corporation" from 1987-1992 (Schultz/CEO)
The three mini case studies examine the history of Starbucks from its beginning in 1971 in Seattle (Washington State, US) to the early 1990s, when Starbucks is mostly a USA/Canada focused firm. It examines two dramatically different stages in the company's history, as well as the coffee chain that Howard Schultz created (Il Giornale) when he quit Starbucks in 1986.
It explores how different business plans, business models, stakeholder priorities and leadership might make a very different outcome in terms of organizational focus and business success (however that is defined by the stakeholders). It also starts to examine how one entrepreneur helped make a mass market for specialty coffee during a moment of opportunity.
These Day 2 mini cases invite you to analyze the relationship between prioritizing and defining the mission and goals of a new business organization and how entrepreneurial opportunities can be shaped/exploited/implemented.

第3日（Day3）

THEME: Business model refinements and new value propositions PART 1
ARTICLE: Note on Business Model Analysis for the Entrepreneur (HBS)
OUTLINE:
Special attention will be paid to using the “People, Opportunity, Context, Deal” framework from the “How to Write a great Business Plan” article, using the case study as a point of analysis/reference.
After this class, students will have a much idea of what to include in a business plan as well as what is important in a business plan.

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Case3: Zipcar – Refining the business model
Zipcar is a Boston-based (Massachusetts, US) start-up organized around the idea of "sharing" car usage via a membership organization. This case describes several iterations of the Zipcar business model and financial plan. These iterations include a very early version and a version developed just prior to the launch of the business, as well as data from the first few months of operations.
Students can learn how to analyze the underlying economics and business model for the venture and to discover how these assumptions are holding up as the business is actually rolled out.
Especially, the case allows students to evaluate the quality of the business idea, the quality of the business model built around that idea, and the quality of the business plan built around that business model by the entrepreneurial team.
A key learning will be the in-class comparison assessment (and likely success or not) of Zipcar as a new venture (and its business plan) and earlier cases on Collabrys and Starbucks.

第4日（Day4）

THEME: Business model refinements and new value propositions PART 2
ARTICLE: Note on Business Model Analysis for the Entrepreneur (HBS)
OUTLINE:
Special attention will be paid to using the “People, Opportunity, Context, Deal” framework from the “How to Write a great Business Plan” article, using the case study as a point of analysis/reference.
After this class, students will have a much idea of what to include in a business plan as well as what is important in a business plan.

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Case4: Business Plan for "Room for Dessert"
This case summarizes the business plan for a concept restaurant focused on late evening dessert service as well as its subsequent rollout plan. Some things to think about before you begin: This "case" is being used to give you a real understanding of what a "business plan" actually is, as the case study actually is not a case like you normally see, but it is a "real" business plan that was submitted in the annual business plan contest at Harvard Business School. Business Plan in this context means a document developed as an early articulation of the idea for a "yet-to-be-formed" business, the primary audience being potential investors, as well as other types of partners like key employees, suppliers, service providers, etc. This is a great chance too analyze all the pieces of a business plan and evaluate if it is a good plan and why?

第5日（Day5）

THEME: What makes a great business plan - PART 1
OUTLINE:
The case in Day 5 focuses on the search for opportunity, the generation and evaluation of business concepts, creation of a business plan, and the start-up process. After this case, students will have a better idea about how to explore and evaluate entrepreneurial ideas and examine ways of putting them in action. Students will also be able to develop skills related to crafting a business plan and presenting the ideas persuasively. A key learning point from the case will be to assess the likelihood of the success of the venture. Again, the case allows students to evaluate the quality of the business idea, the business model built around that idea, and the business plan built around that business model. Special attention will be paid to using the “People, Opportunity, Context, Deal” framework from “How to Write a great Business Plan” article.

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Case5: Revolut 2020 - A Revolut-ion?
OUTLINE: In 2020, a few days after the launch of its banking application in the United States, Nikolay Storonsky, CEO of Revolut, is forced to think more seriously about the future direction to take in order to secure the future of his new- born company. Indeed, despite having once again successfully raised $500 million early 2020, thus becoming the most valuable fintech company in the UK, profits are struggling to come in while year-over-year, net loss is only increasing. In the case discussions, we will go back and look at the start of Revolut’s life in 2015, and why the business model chosen was disruptive in this space. We will also take a look at the business plan implemented and whether it was the right way to proceed forward in this situation.

第6日（Day6）

THEME: What makes a great business plan - PART 2
OUTLINE:
The case in Day 5 focuses on the search for opportunity, the generation and evaluation of business concepts, creation of a business plan, and the start-up process. After this case, students will have a better idea about how to explore and evaluate entrepreneurial ideas and examine ways of putting them in action. Students will also be able to develop skills related to crafting a business plan and presenting the ideas persuasively. A key learning point from the case will be to assess the likelihood of the success of the venture. Again, the case allows students to evaluate the quality of the business idea, the business model built around that idea, and the business plan built around that business model. Special attention will be paid to using the “People, Opportunity, Context, Deal” framework from “How to Write a great Business Plan” article.

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Case6: Yuka 2021 - App to raise awareness about consumption *Time permitting
OUTLINE:
In 2021, five years after the start of Yuka, the application which revolutionizes the food and cosmetic
industry continues to grow. Yuka is a French start-up founded in 2016 to help consumers in their purchasing choices by giving them information about product composition. Thanks to scanning, application users can access easy-to-understand data about ingredients and components. Yuka represents a new type of solution that brings technological solutions to people’s preoccupations. Thanks to data and digital, the start-up wants
to resolve a daily informational concern.
The need to stay independent, the data challenge and the increase in competitors are challenges that Yuka needs to faced, while remaining faithful to its initial commitments to bring a new tool to customers to make a choice. Maybe the start-up will need more funds to transform the little application into a wealthy business. Julie Chapon, Yuka’s co-founder and head of communication, represents in the media the new application and is in charge of its visibility and promotion. Through her voice, this case describes the development of Yuka and approaches new forms of businesses. It raises the dilemma between social and economic goals in an era where companies are more and more aware of their duty towards society.
This case study will start by studying the history and development of Yuka. It pursues by analyzing the success of the company, their position on this new market and the strategy to growth. Then, it describes how the application influences consumer behaviors and industry standards in the food and cosmetic sectors. Finally, the case study will go deeper into the main challenges and the vision of Yuka for the future through Julie Chapon’s choice.

第7日（Day7）

THEME: Business Plan Group Project output discussion
OUTLINE: TEAM PROJECT:
Build a business plan “outline” based on your “own” ideas!
Key points –
Using all the things we have learned, especially the things that were good/bad about the business plans we reviewed, you or your team build a simple business plan on any idea you want to chose.
-The plan can be Japan-based, Europe, USA, global, whatever
-The idea can be a new idea or existing idea reverse engineered
-The structure/contents of the business plan decided by teams
-The teams can decide any appropriate plan structure/outline
-The financial numbers can be “simplified” and not too detailed
Business plan outputted by each team and then peer/instructor discussion/evaluation

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