Course title
The strategy for the New Business

hayashi ryuichi
Class name
Strategy for New Business Creation
  • New Business
  • Business plan
  • Innovation
  • Stage gate process
  • Corporate management
Course description
This course will provide general overview of new business development activities as the first step. Later small teams are formed to develop convincible new business proposal by utilizing the opportunity of Shinagawa Business Model Competition (SBMC). External speaker might be invited to learn real examples of new business development.
Purpose of class
New business development is critically important activity of a company to achieve sustainable growth. Success of the new business is dependent on how well we create unique idea, select the idea with marketing and technology assessment, and prepare viable business plan before phases of development and commercialization. Participants will learn important aspects of new business development by conducting collaborative team work to generate a new business plan. Throughout the activities the team experiences ideation and market assessment to develop viable and strong value proposition as a manufacturing business, as a service provider, or their combination as a new business model. Participation to the SBMC will provide real experience and confidence to develop new business proposal.
Goals and objectives
  1. Be able to understand importance of marketing, value proposition and business sustainability when a new business model is developed. Utilize several examples of new businesses in various industries.
  2. Be able to understand methodology of ideation and screening, and be able to conduct the activities with small group. Utilize opportunities of team work during this course.
  3. Be able to understand concept of manufacturing and servitization of the business, and be able to propose a new business plan as participating SBMC event.
Class schedule

Class schedule HW assignments (Including preparation and review of the class.) Amount of Time Required
1. Review purpose, process and achievement of this course by understanding the event of SBMC.

New business development as a corporate strategy: New business development is an important element of corporate strategy. Utilize cases of DuPont company as an example of a global company and discuss implications of corporate strategy and new business development.
Summarize thoughts of new business development, such as, its needs and challenges based in business circumstances of each participant. 180minutes
2. Innovation new trend:
Review Destructive Innovation and Open Innovation. Discuss innovation in manufacturing business and service providers. Share the SBMC event information and plan how the team apply for it.
Read application process of SBMC and prepare thoughts to apply. 180minutes
3. Importance of marketing strategy in new business development:
Learn how to understand value of things and services though the discussion.
Revisit knowledge of marketing strategy. Summarize thoughts of buying motivation of things and services. “Why people want to pay for it.” 180minutes
4. New stage gate concept and process:
Discuss how to manage risk of new business development by reviewing few topics.
Learn about basics of stage gate process. Gather experience of using the method in a company. 180minutes
5. Project setting:
Form two to three teams, and set objectives of each project.
Study new idea which can be applicable for the business plan of each team. Prepare for proposing the idea into the new business plan. 180minutes
6. Workshop 1 :
Idea creation: Discuss new idea for each new business proposal as each team. Think about value proposition of offering. Present the outcome of discussion briefly.
same as above 180minutes
7. Workshop 2 :
Idea screening: Investigate the idea previously provided further and conduct screening of the idea in each team. Apply what learned in marketing strategy and market analysis method. Each team makes short presentation to share the progress.
Prepare draft of the new business plan of each team. Collect necessary information to participate the discussion in next workshop. 180minutes
8. Workshop 3 :
Business plan development : Start writing business plan based on the discussion and conclusion obtained previously. Identify what are missing information to make the plan viable, and develop action plan how to fill it.
same as above 180minutes
9. Workshop 4 :
Business plan development : Continue to shape-up the contents of business plan of each team.
Prepare to finalize the business plan as each team. 180minutes
10. Presentation of business plan :
Each team makes presentation of own business plan to others. Discuss how to improve the contents to make the proposal more convincible.
Prepare for presentation of the business plan as each team. 180minutes
11. Example of new business development in a company :
Lean reality of new business development through the invited lecture.
Learn background of invited lecture. 180minutes
12. Finalizing new business plan :
Shape up each business plan based on learning of the lecture. Finalize the plan as each team.
Further improvement of the business plan as each team. 180minutes
13. Presentation 1 :
Each team makes presentation of business plan to others. Other teams support to improve the contents of the plan each other.
Prepare for presentation of the business plan 180minutes
14. Discussion and reflection Prepare for presentation of the business plan 180minutes
15. Final presentation and reflection : Reflection 180minutes
Total. - - 2700minutes
Relationship between 'Goals and Objectives' and 'Course Outcomes'

Contents of proposal Frequency and Quality of Q&A Participation to team work Total.
1. 20% 5% 5% 30%
2. 10% 15% 5% 30%
3. 20% 10% 10% 40%
Total. 50% 30% 20% -
Evaluation method and criteria
Contents and skills of presentation, and active participation to group discussion and lecture (50%),
Contents of new business plan (50%)

Guideline of evaluation is following
・Meeting basic requirements : 60 points
・Meeting requirements with logical background. : 70 points
・Meeting requirements by utilizing knowledge obtained in the course. Presentation is clear with logical sequences. : 80 points.
Textbooks and reference materials
Followings are reference books.
The Innovator's Dilemma, C. Christensen, Harvard Business School Press 1997
Open Innovation, H. Chesborough 2003
Winning at New Products : Creating Value Through Innovation, 4th edition, Robert G. Cooper, 2011
Think about new business development activities by reading the references and other sources.
Read SBMC event and application information, and read related references.
Course objectives
Office hours and How to contact professors for questions
  • Thursday: 17:00-18:00, Saturday: 13:00-14:00, Will respond before or after of each lecture, or based on request by e-mail. Set meeting discussion upon request by e-mail.
Relation to the environment
Environment-related course ( 5%)
Regionally-oriented course
Development of social and professional independence
  • Course that cultivates an ability for utilizing knowledge
  • Course that cultivates a basic interpersonal skills
  • Course that cultivates a basic self-management skills
  • Course that cultivates a basic problem-solving skills
Active-learning course
Most classes are interactive
Last modified : Wed Oct 17 08:00:31 JST 2018