Entrepreneurship & New Venture Creation (ON CAMPUS)

ESS Course thumbnail Enterpreneurship & New Venture Creation

There are many reasons why someone might decide to start their own business and there are many aspects to starting a business - from getting ideas, evaluating them to getting from idea to launch and then running a business. Whether you're thinking of starting your own business or you're studying entrepreneurship at university, you will find this course highly useful and leave with a toolbox that will enable you to start your own business one day or advise others on starting a business.

Acquired skills

  • Finding ideas for a business
  • Evaluating business ideas
  • Investigating markets and competitors
  • Getting from idea to launch
  • Promoting a business
  • Running a business (Business resilience)
  • Start-up methods (e.g. lean start-up) that can be useful in other contexts

General information

Course term: 126.07. - 06.08.

Free seats: 7

Price: 800 €

Category: Bussiness & Marketing

Status: Available

Deadline: 30.04.2021


There are many aspects to finding and evaluating business ideas, choosing a business idea that could be successful, getting from idea to launch and then running a business. There are also many useful methods that can support this journey and can be used also in a corporate environment. This course covers the following topics:

  • Finding ideas for a business
  • Evaluating business ideas (where to play methodology)
  • Investigating markets and competitors
  • Getting from idea to launch (lean startup, business model canvas)
  • Running a business (even during tough times)
  • Lecturer

    Martina Jakl


    Universität St. Gallen

    Sales and business development advisor and lecturer


    Martina has been with innovation and start-ups for over 15 years. She has been leading incubators as well as being an advisor to public bodies for start-up support schemes. In her private practice as business advisor, she has been advising companies within Europe, mainly on strategy, innovation and internationalization aspects. She has been teaching at several universities, including St. Gallen University in Switzerland and the University of economics in Prague. Her big passion are technology commercialization and deeptech start-ups.

    Course outline


    • Being an entrepreneur
    • Are entrepreneurs born? Can they be made?
    • Types of entrepreneurs
    • Characteristics of successful entrepreneurs
    • Why people start a business
    • Pathways to business (from scratch, acquisition, franchise, family business)


    • Where do ideas come from?
    • What are useful methodologies for ideation?
    • Getting to use the lean startup methodology


    • Is the idea relevant, profitable, sustainable, scaleable
    • Does anyone want to buy it?
    • Will it be profitable?
      • Start-up costs
      • Time to break even
    • Is it financially viable and can you get financing?
    • Competitors – identifying, analysing: does our opportunity fit?
    • Sizing a market
    • Getting to use the “where to play” methodology


    • How will your business idea make money
    • Different types of biz model
    • Getting to use the business model canvas


    • Value proposition
    • Identify target clients
    • Profile target clients
    • Segmenting a market
    • Create a beachhead
    • How to approach clients? Network vs. Cold calls / what are good sales techniques


    • How to create a viable financial model for your business
    • Bootstrapping
    • Love money
    • Using credit cards
    • Getting bank loans
    • Venture Capital


    • Have a road map and what about a business plan?
    • How to create an identity? It is (not only) about the name
    • The legal side: what are necessary contracts and approvals?
    • Organizational stuff: location and others
    • Staffing: employees vs. cofounders
    • Who can help you? What types of support are available?
    • Pitfalls for early startups

    Course Gallery


    • Building Your Dream by Walter Good (2005 edition on amazon.com and 2014 edition on amazon.ca)
    • Small Business by Hiduke and Ryan (note all the tax and legal aspects are US focused. The last edition dates back to 2013)
    • Plus additional online articles, case studies, videos and other online content.


    You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.


    • attendance in class 15%
    • team assignment 40%
    • individual assignment 35%
    • exam 10% (optional, if required by home University)

    Course time total 125 hours

    1. Total time of in-class work = 50hours
    2. Preliminary assignment = 10hours
    3. Preparation = 65hours


    Course fee includes the course itself, application fee, study materials, Prague public transportation ticket for 2 weeks, afternoon/evening social activities and events, welcome drink and goodbye graduation party. Other expenses, such as meals, accommodation, insurance, personal expenses, extra activities (such as trips outside of town over the weekend and entrance fees), and required equipment (i.e. pencils, paper for illustrations) are not included in the price.

    Please note, after the 30th of April 2021 there will be a late enrollment fee charged in the amount of 50EUR on top of the course fee.

    COVID-19 Tests upon arrival to Prague you might be asked to take a COVID test to avoid quarantine or you will have to take the test before your departure to Prague at the airport. In that case, we have decided to contribute to the testing and reimburse you in the amount of 100,- EUR. More info here .

    COVID-19 Cancellation fee - in case a particular course will be cancelled without an alternative course or the Summer school program will not be happening even in an ONLINE version due to Coronavirus in your country or in the Czech Republic, we will be refunding all amount so cancellation fee is 0,- EUR.

    Terms and Conditions - Cancellation fees

    Costs of living in Prague


    For accommodation options, please visit the dedicated page

    *Program/Course Outline is subject to change.


    • B1 CEF absolute minimum, B2 and above strongly recommended
    • For students enrolled in a relevant bachelor’s course or students wishing to start their own business
    • A laptop will be needed