Medical Imaging Entrepreneurship

Winter term 2016/17

In winter term 2010/2011, we introduced the new lecture Medical Imaging Entrepreneurship. This lecture was very successful and one team even won with their business plan from the lecture in the Munich Business Plan Competition and the Science4Life Business Plan Competition. Inspired by this lecture, another participant founded the software company celonis.

Successful lectures followed in summer term 2011 and winter term 2011/2012 which were extended to 2 SWS to cover the area of medical imaging entrepreneurship in even more detail. The concept proved to work out and we offer the lecture this summer semester again, the focus is on business creation in the healthcare domain and about entrepreneurship in general. The lecture will be in 5 blocks and cover team work, presentations, assignments, innovation games, and the basics of how to write a patent. This lecture is for everyone who is interested in being an entrepreneur or writing a business plan but also for everyone else who wants to understand the translational innovation in the live science industry leading to entrepreneurial activities. Ideally you bring to the first lecture your own concept / idea that we validate during the class.

Administrative Info Lecturer: Dr. Jörg Traub (Scientist, Entrepreneur, Innovator and more) Guest Lecturer: Prof. Dr. Michael Friebe Tutor: Oliver Zettinig, Salvo Virga Type: Lecture (Module IN 9038) Programs: Informatics (Bachelor, Master) Biomedical Computing (Master) Information Systems (Wirtschaftsinformatik) (Bachelor, Master) SWS: 2 ECTS: 4 Credits Course Language: English

Time, Location & Requirements The lecture will be held in 5 blocks of 3 hours each (01:00pm to 04:00pm), and one final seminar trip. The blocks are divided in theory and practical application defining a business case and getting it started. The dates for this semester are: Block 1: October 20th - 01.11.018 Block 2: November 03rd - special time 11.30-15.00 - Hörsaal Pavillion "P" - Klinikum rechts der Isar, Ismanningerstr. 22 Block 3: November 17th - Conference Room 0 in IAS Block 4: December 01st - MW 2101 Block 5: December 15th - Conference Room 0 in IAS Block 6: January 10th - 12th (3day/2 overnight Seminar Trip to a Mountain Hut if everyone agrees) Please be prepared for a trip to the Alps for the final lecture including interesting discussions, additional insights, team building activities, lots of fun. Ask some of your co-students who attended the lectures in the past about the value and content of this final lecture. Location: MI 01.11.018 for Oct 20th (first block), all other blocks in Conference Room 0 in IAS (close to Mensa). Requirements: The classes and assignments are in English Team work

Announcements There will be assignments that need to be done in teams of 3-4 students There will be several talks by high-level personalities from industry, medicine and financing affiliated to medical technology Active participation is compulsory; one excused (E-Mail at least two days prior to lecture with reason) absence will be accepted, two excused absences will cause a "4" in attendance, a non-excused absence equals failure of the entire course. That includes the attendance of the invited lectures. The first block is mandatory! To be there in time (s.t.) is mandatory! Assignments There will be 3 assignments during the course. The assignments will be done in teams of 3-4 people. A business case model and teaser (~8 pages) will be prepared and presented in a 10min pitch presentation to the group. Finally a comprehensive one page teaser document to highlight your business idea and its financing will be developes as well as a 30 second elevator pitch.

Photos Participants of last year's course Innovation Games Invited speakers form Industry

Overview

A "cook-book" lecture focussing primarily on the biomedical and medical technology market space around recognizing and translating user and market needs into new ventures. Students will learn how to evaluate market potentials, how to analyze decision making and customer handling, and how to organize sales channels. The basics about being an entrepreneur, which qualifications are needed, which organization, management, finance, strategic issues are suitable in the biomedical / MedTec market – are also covered in the lecture. A business case assignment will give students a hands-on experience on how to provide a realistic and sellable concept for their own ideas or for a technology challenge provided by the lecturer. You will present the assignments simulating the situations that start-up entrepreneurs will encounter. In one lecture block we will also work with a set of INNOVATION Games on identifying problems and solutions as well as generating novel concepts and ideas - very useful for identifying translational ideas and also for analyzing and improving current situations of a company, project or task. The lecture includes: Business and market basics in biomedical / medical technology and related areas (software, services, products) Qualifications of a technology entrepreneur and a related high-tech venture Introduction in setting up a startup company Presentation of innovation games and CANVAS for translation/improvement of ideas/concepts Conceptual Blockbusting Techniques Basics of intellectual property rights (IP), marketing, sales, finances and how to finance a venture, team and staff issues, and other important knowledge blocks around high-tech entrepreneurship Creation of a business case and associated documents combined with team presentations Present the concept in front of a panel; convince people that they fall in love with your great ideas

Lecture Schedule

Date	Content	Slides
October 20th	Introduction of the participants; introduction of the Lecture, Lecturer, Rules and Assignments; Team Assignments; Basics of Entrepreneurship	Slides1 Slides2 Slides3
November 03rd	Medtech - Innovation, Generation, Disruption and Exponential Technologies by Michael Friebe	Slides
November 17th	Innovation, Marketing, Sales and Financing	Slides1 Slides2
December 1st	Business Case and Business Plan	Slides
December 15th	Conceptual Blockbusting	Slides1 Slides2
January 10th-12th	Final Presentation and Path Forward for Business Execution	Summary

Readings/Literature

• Lecturers Current Favorit Pick: James Watt, Business for Punks: Break All the Rules – the BrewDog Way. Portfolio Penguin, 2015.

• MUST READ: Brant Cooper, Patrick Vlaskovits -- THE LEAN ENTREPRENEUR -- ISBN 978-1-118-29534-2
  5 books available in the library, eBook version.
• MUST READ: Alexander Osterwalder -- Business Model Generation -- ISBN 978-0470876411
  5 books available in the library, eBook download here (password protected).
• MUST READ: Steve Blank Slide Share - particularly up to Slide 115 here
• MUST READ: Alexander Osterwalder und Yves Pigneur – Value Propositon Design - particularly 100 page preview
• SHOULD READ: HARVARD BUSINESS REVIEW on ENTREPRENEURSHIP -- ISBN 978-0-87584-910-2
  
• SHOULD READ: Eric Ries, The Lean Startup, ISBN 978-0307887894
• SHOULD READ: Langdon Morris, THE INNOVATION MASTER PLAN, downloadable (Chapter 5) here
• SHOULD READ: Peter Merrill, Innovation Generation, ISBN 978-0873897341, Look inside.
• Additional reading will be supplied!