Start-ups are designed to grow quickly, but successful start-ups grow smart. This course is designed to provide you with an understanding of the essential elements of successful scaling, including an overview of demand generation, customer acquisition, adoption, diffusion and forecasting demand. You’ll also learn how to market effectively using best practices of digital marketing, social media, PR, SEO, and pricing. Finally, you’ll cover the nuts and bolts of building a sales process, partnerships and supply relationships, and examine the crucial components of attracting, developing and retaining talent. By the end of this course, you’ll have an outline of an expansion strategy for your idea or enterprise, and also be ready for Entrepreneurship 4: Financing and Profitability
Este curso faz parte do Programa de cursos integrados Empreendedorismo
oferecido por
Programa de cursos integrados EmpreendedorismoUniversidade da PensilvâniaInformações sobre o curso
Resultados de carreira do aprendiz
70%
58%
31%
Habilidades que você terá
Resultados de carreira do aprendiz
70%
58%
31%
oferecido por
Universidade da Pensilvânia
The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.
Programa - O que você aprenderá com este curso
Module 1: Acquiring Customers and Forecasting Demand
This first module focuses on strategies to acquire customers and understand product demand when a start-up is in growth mode. You’ll learn foundational economic concepts in customer acquisition, including customer value over time, customer lifetime value and ROI, and customer equity. You’ll also learn about the key theory of “two-sided markets” and explore how entrepreneurs can build these markets through pricing and subsidization. Even the most exciting and useful new products and services face challenges in convincing people to adopt them, and so you'll explore actionable research and examples that explain the rate of diffusion, the adoption of new products, and ways to attack the challenge of forecasting demand. By the end of this module, you’ll have a solid grounding in the core concerns of start-ups as they move from launch to growth.
Module 2: Marketing and PR
In this module, you'll explore the strategies modern start-ups use to get the word out about new products and services. You'll learn the three primary modes of digital marketing (owned, paid, and earned), and when and how these media options can be utilized by a start-up. You'll also learn how to harness the powers of social media, search engine optimization (SEO), “sponsored” search engine results, display ads and social ads. Finally, you'll understand how to leverage free media and assess the pros and cons of engaging PR firms. By the end of this module, you'll be able to develop digital marketing and pr strategies for your enterprise.
Module 3: Cost Structures, Pricing, and Tracking
This module was designed to give you a strong foundation in the economics around growing a start-up, including how to understand and implement cost targets, pricing strategies, and outcome measurement. You’ll learn the math behind creating cost targets and margin requirements (whether your product or service will be sold via retailers or some other channel), the principles that guide pricing of products and services, and how to implement the “four Cs” of pricing while measuring price sensitivity. You'll also explore how to identify key performance indicators (KPIs) to determine whether your business is thriving or failing, how to efficiently grow a customer base through sales partnerships, and how to decide whether to make your own products/components or purchase them from a third party. By the end of this module, you will possess the foundational economic knowledge that informs the cost, price, sales, and production strategies used by successful entrepreneurs today.
Module 4: Creating and Scaling Company Culture
This module explores the best approaches for attracting and retaining talent, creating a company culture that is conducive to growth, and how company founders and early employees can learn to delegate authority and manage the people-based growing pains that many start-ups experience. You'll learn how to scale up strategically, and how to you decide whether to expand to different segments once you establish a foothold in your target segment. You'll also examine the differences between vertical expansion and horizontal expansion, and learn how to decide which path to pursue. By the end of this module, you’ll be equipped to make the tough decisions required to manage a start-up’s personnel roster and strategic direction as your business grows.
Avaliações
Principais avaliações do ENTREPRENEURSHIP 3: GROWTH STRATEGIES
To all the professors: My Hearty thanks for developing this course. Got a vast knowledge on how to grow & scale the new found venture. Looking forward complete the certification & capston project
Very Important for a budding entrepreneurs who usually are stuck with building growth strategies. This course gives a very detailed in sights of how a startup must position itself while growing.
The course is very useful for entrepreneurs. For me it is much more information intense than Entrepreneurship 4. It's worth to review certain topics when you actually run the company.
Amazing course. This course gives you a great amount of important information to know how to make good strategies for any business. Recommend it to any leader or an aspiring one.
Sobre Programa de cursos integrados Empreendedorismo
Wharton's Entrepreneurship Specialization covers the conception, design, organization, and management of new enterprises. This five-course series is designed to take you from opportunity identification through launch, growth, financing and profitability. With guidance from Wharton's top professors, along with insights from current Wharton start-up founders and financiers, you'll develop an entrepreneurial mindset and hone the skills you need to develop a new enterprise with potential for growth and funding, or to identify and pursue opportunities for growth within an existing organization.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
O acesso a palestras e tarefas depende do tipo de inscrição. Se você participar de um curso como ouvinte, você poderá ver quase todo o conteúdo do curso gratuitamente. Para acessar tarefas valendo nota e obter um Certificado, você precisará adquirir a experiência do Certificado, durante ou após a participação como ouvinte. Se você não vir a opção de participar como ouvinte:
- o curso pode não oferecer essa opção. Você pode experimentar um teste gratuito ou solicitar o auxílio financeiro.
- Em vez disso, o curso pode oferecer 'Curso completo, sem Certificado'. Com esta opção, é possível ver todo o conteúdo do curso, enviar as avaliações necessárias e obter uma nota final. Isso também significa que você não poderá comprar uma experiência de Certificado.
O que recebo ao me inscrever nesta Especialização?
Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
Is financial aid available?
Sim, a Coursera oferece auxílio financeiro ao aluno que não possa pagar a taxa. Faça a solicitação clicando no link Auxílio Financeiro, abaixo do botão "Inscreva-se" à esquerda. Preencha uma solicitação e será notificado caso seja aprovado. Você terá que completar esta etapa para cada curso na Especialização, incluindo o Trabalho de Conclusão de Curso. Saiba mais .
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