Business 101: Starting a New Business

Instructor:	Stephen A. Goveia, CPA, GPHR, MBA
Telephone:	(510) 797-8661
Email:	sgoveia@groco.com
Class Time:	Wednesday, 9:00am to 12:00pm, Fremont Wednesday, 6:30pm to 9:30 pm, Pleasanton
Class Length:	Starts September 15, 2010 Meets twice a month for 4 months
Classrooms:	39159 Paseo Padre Parkway Fremont, California 4305 Hacienda Drive Pleasanton, California 94588
Prerequisites:	Complete the Kolbe Index prior to class (Kolbe Index $50.00)
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Course Description

This course is designed for individuals who believe they would like to become Entrepreneurs or are currently managing emerging businesses. The basics of Entrepreneurship are taught including business formulation, financing, human resources management, insurance, marketing, planning, risk management, sales, social media, strategy and working with sources of venture capital. Secondly, the course emphasizes the differences between employees and entrepreneurs. Considerable time is devoted to the uncertainty and ambiguity of cash flow for early stage and emerging businesses. Entrepreneurs also learn how to explain and pitch business ideas to potential investors. This course provides the necessary tools to determine the viability of an idea and a fully executable business plan.

About the Instructor

Stephen A. Goveia has a long record of successfully establishing startups and restructuring complex businesses in the US, Europe and Asia. Stephen has served as a corporate officer and management consultant to numerous healthcare, tech and educational management companies. As CEO of Sybersay, he successfully raised several rounds of capital, developed and licensed a number of patents to the hearing healthcare industry. His strategic work with Sybersay led to the introduction of the first Bluetooth noise cancellation headsets into the mobile device market. Mr. Goveia was a Founding Partner of Madeira Ventures LLC, a management consulting firm, providing start-up consulting to emerging global businesses. Stephen was a Senior Vice President for Larry Ellison’s and Michael Milken’s private equity firm, Knowledge Universe. As one of the first operating executives, he oversaw human capital, real estate and the integration of mergers and acquisitions as the Company grew from a few to 14,000 employees, 50 companies, 2 IPOs and several secondary public offerings. Mr. Goveia was a Vice President of Sega of America during their dynamic growth from start-up to $1.4 billion in revenue and a 55% share of the world-wide video game market. Stephen was a key contributor to Coopers & Lybrand's Sand Hill Road Venture Management consulting practice, which provided organizational design, staffing and strategic consulting to venture backed companies. Mr. Goveia began his career with Levi Strauss & Co.’s corporate development staff transforming the Company from a centralized to de-centralized operation. He established an overseas finance company in Geneva as well as assisted in the growth of their European operations. Mr. Goveia earned his MBA at the University of South Carolina. He is a CPA and a GPHR, has served on several technology company boards, and is a former facilitator with the Alliance of CEOs. He is currently Board Advisor to the Silicon Valley Cancer Foundation, a founding Board member of the California Autism Foundation and served as Finance Committee Chairman of Berkeley’s Center for the Education of the Infant Deaf. Mr. Goveia is a frequent lecturer and speaker on entrepreneurship and the founder of the 86400 foundation.

Required and Suggested/Readings

Kolbe Index www.kolbe.com - Required

Book List - Suggested Readings Course Schedule

The Portable MBA in Entrepreneurship, Fourth Edition, William Bygrave, Andrew Zacharakis

Course Drop Box

Copies of the course materials such as the syllabus, major assignment handouts, etc. may be found on the course Drop Box site.

Course Goals and Student Learning Objectives (LO)

The goal is to prepare the beginning entrepreneur with the general business tools to establish or improve an emerging business. Each student will be able to write a simple and a complex business plan. Students will also learn the pricing theory, be able to develop a basic marketing plan and deliver a sales presentation.

Upon successful completion of this course, students will be able to:

Module 1 - September 15, 2010

·         LO1 Understand their personal profile and entrepreneurship/temperament

·         LO2 How to challenge Convention, an understanding of the passion of former Entrepreneurs

·         LO3 Describe their business concept in less than thirty seconds

·         LO4 Prepare a pitch deck and elevator speech

·         LO5 Understand the different types of plans and how to write a business plan

·         LO6 How to craft their own personal bio

·         LO7 What is a personal branding statement

 

Module 2 - September 29, 2010

·         LO1 Legal Structure - the differences between C and S corporations, partnerships, schedule C, LLC’s and LLP’s, & which is the correct model for their business

·         LO2 How to register domain names, patents and trademarks

·         LO3 SIC codes and the importance of understanding the right code

·         LO4 City, State and Federal governance, fictitious business names

·         LO5 Networking and success teams

·         LO6 Chambers of Commerce and other business development resources

·         LO7 Business/Government partnerships

 

Module 3 - October 13, 2010

·         LO1 Basic tools for time management

·         LO2 How to write the components of strategy, mission statements and simple truths

·         LO3 How to set goals

·         LO4 How to plan cash flow for failure and success

·         LO5 Financial planning and analysis for rate per hour and service businesses

·         LO6 Write a single page business plan summary

·         LO7 Expand and prepare a business plan with financials

 

Module 4 - October 27, 2010

·         LO1 Develop a brand

·         LO2 Write a marketing plan

·         LO3 How to price your product or service

·         LO4 What makes a model client and how to develop reference clients

·         LO5 Understand channels, segmentation and affiliates

·         LO6 Coordinate external and internal message mapping

·         LO7 Forecast revenue

·         LO8 Prepare competitive analysis

·         LO9 How to sell like a CEO

 

Module 5 - November 10, 2010

·         LO1 Management team, mentors & advisors

·         LO2 How to conduct a SWOT analysis

·         LO3 Diagnose personal and business financial readiness

·         LO4 Develop a social media presence

·         LO5 How to get found on the internet

·         LO6 Ecommerce

 

Module 6 - November 24, 2010

·         LO1 Insurance and risk management

·         LO2 Basic accounting

·         LO3 Financial statement preparation

·         LO4 Basic banking assumptions

·         LO5 How to draft personal and business financial statements

·         LO6 Break even analysis and key performance indicators

·         LO7 Basic tax strategy and planning

·         LO8 Business evaluations

 

Module 7 - December 8, 2010

·         LO1 Venture Capital, SBA, Angels, Friends and Family Financing

·         LO2 Equity, stock, warrants

·         LO3 Private placement memorandums

·         LO4 Business Plan viability

·         LO5 What does a venture capitalist look for

·         LO6 What is corporate venture capital

 

Module 8 - December 22, 2010

·         LO1 LO2 Organizational Design and Development

·         LO2 Basic Human Resources Management/ Gary Becker

·         LO3 Value creation incentive plans

·         LO4 Professional Employers Organization Benefits and Burdens

·         LO5 Payroll and payroll reporting

·         LO6 Employee forms and governance

·         LO7 The Most Important Number