• Total class time: 40 hours.
  • Unit: Centro Universitário FECAP Liberdade (Av. da Liberdade, 532).
  • Times: Fridays from 17:20 to 18:50, starting August 25th until December 15th. Also tow Saturdays from 8:30 to 17:30 (because of this, four Fridays will be free of class). See the table below for specific dates:
#  Day Date Theme Methods
1 Fri Aug 25th Introduction to the discipline and Challenges and Motivation to Entrepreneurship and Foundations of Creativity and Innovation Discussions, Dynamic “What my objectives”, Videos of Important Entrepreneurs and TED Videos
2 Fri Set 1st Effectuation and Causation: The foundations of Entrepreneurship Process Group Dynamic with Puzzles and Legos. Previous Reading of Sarasvarthy (2001).
3 Fri Set 15th Entrepreneurship Ecosystem, Angels and Corporate Venture – Special Guests: Franklin Ribeiro (Agência Investe SP) and João Burke (lawyer specialized in startup investments) Speech of special guests and discussion
4-5 Sat Set 16th (morning)

Set 16th (Afternoon)

Idea Generation and Prototyping: Workshop of Mind Mapping, Prototyping and Design Thinking Various exercises: (i) Qualitative construction of client´s persona (ii) Mind Mapping, (iii) Prototyping and (iv) Solution Drawing
8 Fri Set 29th Special class: Digital Business and Artificial Intelligence. Special Guests: Corporate Executives Daniel Capeloza and Fabio Bottura Speech of special guests and discussion
9 Fri Oct 6th First Presentation: Problems, Solutions and Prototype (NI1) Students´ presentation
10 Fri Oct 27th Foundations of Strategy for entrepreneurs and Business Model Canvas Discussed lecture and videos
11 Fri Nov 10th Reserved to discussion about student group´s canvas Discussed lecture
12 Fri Nov 24th Second Presentation: Business Model Canvas (NI2) Students´ presentation
13 Fri Dec 1st Monetization and Revenue Forecast and Special Guest: Tulio Albuquerque (Initbridge – USA over Skype) Lecture and discussions and Special Guest
14 Fri Dec 8th Final Pitch (“PO”) Students´ presentation to professor and investors
15 Fri Dec 8th Pitch Review Debate and Lessons Learned
16 Fri Dec 15th Final Examination (in case of not approval during the Pitches) (“Exame”) Students´s presentation to professor


  • Value: Students and Alumni: R$800,00
  • External Public: R$1.600,00
  • Professor: Edson Barbero

The value may be paid in up to 4 x without interest on the credit card (for the payment on the credit card, it is necessary to attend to the Financial Department of Fecap).

If the student, who has paid the enrollment fee or the whole course fee, doesn’t achieve the minimum grade in the English test, he/she can request the refund of the values paid.

The student who is approved in the discipline and in the future will substitute some discipline in your curricular matrix, will have the amount paid for this discipline reimbursed, corrected according to the financial indexes used by FECAP.






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 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.



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 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.



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

Business Model https://www.youtube.com/watch?v=RzkdJiax6Tw

How to instill Innovation https://www.youtube.com/watch?v=rrkrvAUbU9Y

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

Some tips by Pecce           http://www.ted.com/playlists/350/talks_for_when_you_want_to_sta

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