• Total class time: 40 hours.
  • Unit: Centro Universitário FECAP Liberdade (Av. da Liberdade, 532).
  • Time: Thursdays and Fridays from 17:20 to 18:50, Saturday (22/09) from 09:00 to 11:10 and Saturdays (29/09 and 10/11) from 08:30 to 11:30.
  • Value: Students and Alumni: R$100,00, in case of aprovement the value will be returned.
  • Classroom: Colaboração bloco/E (Thursdays and Fridays) and 501/A (Saturdays).
  • External Public: R$500,00.
  • Professor: Edson Barbero e Marcus Salusse.





Welcome to Entrepreneurship! As you probably know, this topic is one of the most discussed – and one of the most important – topics of the modern economy and society. Many people want to entrepreneur, and it is one of the essences to really use the potential of a country and of a person individually. In this course, we intend to not only discuss theories about this theme but, notably, put it into practice. During the classes we going to debate the most important issues related to entrepreneurship and practice it with dynamics, games, cases and exercises. So, be prepared to a real student-centered course. During this course, students will develop skills for evaluating, refining and pitching a new product or service as a start-up business. This course is appropriate for all students of our school. Would you like to be an entrepreneurship? Do you think it is impossible for you? Are you in doubt? See this simple video before answering: https://www.youtube.com/watch?v=8NxDO6fA5rU . Above all, this course will be a great reminder that no one gets where they are without being given an opportunity to prove themselves. It’s also a great reminder that it’s not easy. However, you really need to have faith in yourself – and be prepared.

Learning Method

This course will include lectures, in-class group exercises, group discussion and notably outside-of-class research and business planning work. Students are expected to fully participate in class exercises and contribute with their knowledge and perspectives to the course. Groups will be formed to facilitate the preparation of the final business plan presentation. The final “exam” (PO) will be the presentation of group business plans in a form of a pitch. Students are expected to attend 75% of the classes and have an active participation. A business plan including the final “Pitch” at the end of the course will be the most important evaluation item (instead of our traditional “POs”, each small group will present their projects in pitch format). All project proposals must be approved. On-going advice and assistance will be available during the classes. There will not formal written test, as this course will be eminently practical. The presence evaluation (“chamada”) will occur 15 minutes after the formal time. The exception is the Saturday´s classes; in these days, the presence will not be controlled but stimulated. To attend this course, we demand an intermediate level of English. No assessment test is necessary.

Course Outcomes

  • Personal qualities and characteristics of the most-likely-successful entrepreneur
  • Planning factors necessary to open a business enterprise
  • Identification of various strategies possible to small firms
  • Utilization of information, estimates and projections coupled with the logical and critical thinking to evaluate and solve business problems



# W-D Prof. Date Theme Methods
1 Fri EB + MS August, 31th Introduction to the discipline, challenges and Motivation to Entrepreneurship and Foundations of Creativity Lecture, Discussions and Dynamic “What are my objectives?” x “What I will deliver?” TED: https://www.ted.com/talks/linda_hill_how_to_manage_for_collective_creativity Dynamics of usages of a pencil
2 Thu EB September,6th Effectuation and Causation: The foundations of Entrepreneurship Process. Group´s arrangement. Group Dynamic with Puzzles and Quilting. Previous Reading of Sarasvarthy (2001).
3 Thu MS September, 13rd Introduction to Design Thinking: Empathy Map and Client Persona (i) Drawing of Empathy Map and (ii) Qualitative construction of client´s persona
4 Thu MS September,20th Workshop for idea development with mind maps Workshop. In this session, the groups will bring the problem and the idea. The facilitator will conduct the construction of mindmaps
5 Fri EB September, 21th First Group Evaluation (NI1): Presentation of the problem and idea Student´s presentation. In 10-12 minutes, each group will present the selected problem and general solution idea with arguments. These arguments must be related to the relevance of the problem, the solution-capacity and innovation of the idea (see evaluation table)
6 Sat* EB September, 22th (9-11:10) Development of Business Model Canvas Discussed lecture and discussions
7 Thu MS September, 27th Foundations of Strategy and Competitive Advantage Discussed lecture and discussions
8 Sat* EB September,

29th (8:30-11:30)

Prototyping Workshop Prototype development with recycled materials and Legos
9 Thu MS October, 11th Real Life Entrepreneur: A lecture Lecture and discussions with Special Guest (via Skype)
10 Thu MS October, 18th Pitch Development Lecture and discussions about how to communicate entrepreneurial ideas
11 Fri EB+MS October, 26th Second Group Evaluation (NI2): Presentation of the Prototype Student´s presentation. In 10-12 minutes, each group will present the prototype with arguments. These arguments must be related to the precision and real solution of that prototype and how this product/service can be scalable.
12 Sat* MS November,10st ((8:30-11:30)) Special Topics on Entrepreneurship: Visiting and Understanding the Ecosystem External Visits
13 Fri EB November


Pitch Review and feedbacks Debate and Lessons Learned. It is necessary for the students to be prepared to present a previous version of the pitch
14 Fri EB+MS December, 7th Final Pitch (“PO”) Students´ presentation to professors. This final presentation will be in “pitch” format. Each group will have precisely 10 minutes to present its entire startup with arguments.
15 Fri EB December, 14th Final Pitch (“Exame”) Students´ presentation to professors. This final presentation will be in “pitch” format. Each group will have precisely 10 minutes to present its entire startup with arguments.





Grading Procedures

Class work will be weighted according to the following table. Basically, the evaluation phases (N1, N2 and PO) will follow the phases of a creation of a start-up – that kind of human organizations designed to create something new under conditions of extreme uncertainty and with important growth forecasted.


Evaluation Description Deliverables and Grading Weights
40% 30% 30%
N1 Ideation and problem solving Problem Relevance General Solution capability Innovation
N2 Prototype Quality of the construction Specific Solution capability Scalability of the solution
PO Final Pitch* Quality and Profundity of the Canvas Potential Sustainable Competitive Advantage Quality and “commercial” arguments of the speech
Final Exam (if necessary) (“Exame”) Final Pitch enhanced

* Evaluated by both professor and other professionals

Evaluation Items Directive question used by the evaluators
Problem Relevance How socially and economically important is the selected problem? Is there potentially a huge market to be explored?
General Solution capability How the solution, in general lines, effectively solve the problem? It will be convincing to the future clients?
Innovation How new and disruptive is the solution?
Quality of the construction How detailed and well-built is the prototype? It would really convince an investor? Its construction showed a well-managed team?
Specific Solution capability In more details, how the prototype prove that the solution is feasible and precise? Any important obstacle persists?
Scalability of the solution What is the potential growth of this product/service?
Quality and Profundity of the Canvas The canvas is perfectly well-written? Does it show a well formulated strategy?
Potential Sustainable Competitive Advantage Potentially, the startup has a competitive advantage a couple of years after its inauguration?
Quality and “commercial” arguments of the speech The final presentation was convincing, professional and aesthetic? The time has been respected?


*** Award: The students of the best group in the class will receive a LinkedIn Recommendation of the professor (in English and with details).