• Total class time: 40 hours.
  • Unit: Centro Universitário FECAP Liberdade (Av. da Liberdade, 532).
  • Times: Fridays from 17:20 to 19:00, starting March 02th.
# Theme Methods
1 Introduction to the discipline and Challenges. Motivation to Entrepreneurship. Groups arrangement. Lecture and Dynamic “What are my objectives? x “What I will deliver?”
2 Effectuation and Causation: The foundations of Entrepreneurship Process and general profile of an entrepreneur Group Dynamic with Puzzles and Legos. Previous reading of Sarasvarthy (2001) – available at Moodle
3 Foundations of Innovation and Creativity Lecture and TED Video: (https://www.ted.com/talks/linda_hill_how_to_manage_for_collective_creativity)
4 Special Guest: An Entrepreneur in real life Testimonial of an entrepreneur and discussions.
5 Problem Discussion and deep understanding of it Presentation, by the groups, of the problem selected. Brief Feedbacks by the professor
6 Workshop for Idea Development: Problem understanding, Mind Mapping, Brainstorming, and preliminary prototype (Design Thinking) Lecture about qualitative research, Workshop and Several methods based on design thinking. Feedbacks by the professor.
7 First Group Evaluation (NI1): Presentation of the problem and idea Student´s presentation. In 5 to 7 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
Foundations of Prototyping Professor Lecture and workshop
Foundations of Competitive Advantage and Economics of Strategy for entrepreneurship and Business Model Canvas Professor Lecture
Workshop and feedbacks Workshop. In this session, the groups will bring the problem, idea, prototype and initial strategies. The faculty will discuss – group by group – the evolution of the entire project.
Second Group Evaluation (NI2): Presentation of the Prototype Student´s presentation. In 7 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.
Workshop designed to discussion about the group´s current canvas Workshop. In this class, the groups will bring its current Canvas. The professor will give feedbacks group a group.
Foundations of Marketing and Stakeholder Relationships for Entrepreneurs Professor Lecture
Workshop and Discussion about Monetization, Scalability and Revenue Forecasting Workshop. In this class, the groups will bring its proposal to future revenue (in a Excel file) and monetization (revenues must emphasize the scalability). The professor will give feedbacks group a group.
Final Pitch (“PO”) Students´ presentation to professor and an investor-like professional. This final presentation will be in “pitch” format. Each will have precisely 5 minutes to present its entire startup with arguments. The “commercial” quality of the pitch will be evaluated (including time respect)
Final Pitch Feedbacks Professor will give feedbacks about the final examination pitch. Also Debate and Lessons Learned.
Pitch Final Exam (if necessary) (“Exame”) Students´ presentation to professor in the same format of PO (without external evaluator – investor)
  • Value: Students and Alumni: R$100,00, in case of aprovement the value will be returned.
  • External Public: R$1.600,00
  • Professor: Edson Barbero and 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 undergraduate course, we intend to not only discuss theories about this theme but, notably, put it into practice. During the classes, we are going to debate the most important issues related to entrepreneurship and practice it with project, dynamics, cases, and exercises. So, be prepared to a student-centered course. During this course, students will develop skills for idealizing, strategizing, evaluating, refining and pitching a new start-up business.



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 (“sinal”). The exception is the Saturday class; in this day, the presence will not be controlled.



High intermediate english.



  • 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
  • Understanding the fundamental components of marketing a small business
  • Utilization of information, estimates and projections coupled with the logical and critical thinking to evaluate and solve business problems





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 potential investor

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). Besides, if desired by them, the professor will present the best-group students to an angel investor. The president of Harvard Business School Angels is interested in listen to this best-in-class group.


Mauborgne, René, Blue Ocean Strategy, Boston, Harvard Business School Press

Eric Ries Lean Start Up

Sarasvarthy, S. Effectuation and Causation, 2001



Lean Start Up: https://youtu.be/l4olqE8RtDc

What is entrepreneurship https://www.youtube.com/watch?v=Xcsp0486olY&t=9s

Importance of Network    https://www.youtube.com/watch?v=9g95QGhqAus

What is social innovation https://www.coursera.org/learn/social-innovation/lecture/7ZE6P/what-is-social-innovation

What is innovation https://www.youtube.com/watch?v=oD7X3KvJAVk&index=2&list=PLUl4u3cNGP63CLq-GxVm4VSr-0iKAS-07

Open Innovation http://www.ted.com/talks/charles_leadbeater_on_innovation

How to get na idea spreading http://www.ted.com/playlists/350/talks_for_when_you_want_to_sta

What factors made a startup succeeded       http://www.ted.com/playlists/350/talks_for_when_you_want_to_sta

Effectuation https://www.youtube.com/watch?v=t5HZW4NqZ-E

The art of Innovation https://www.youtube.com/watch?v=Mtjatz9r-Vc

Creativity https://www.ted.com/talks/ken_robinson_says_schools_kill_creativity