個案總覽

Chicanery is common in the start-up world: With so much at stake, founders are apt to exaggerate, obfuscate, and otherwise stretch the truth when courting investors and other important stakeholders. Such deception locks up resources by prolonging the life of doomed ventures and makes it hard for VCs and employees to know where best to invest their money or labor. It also exacts a personal toll on founders themselves. The authors take a multidisciplinary approach to the problem. They argue that common justifications for such deception--the need to protect investors and employees, and the belief that all entrepreneurs engage in it--do not stand up to scrutiny. And they offer several pieces of advice to founders, drawn from moral philosophy: Dream big, but be forthcoming and honest about the evidence and assumptions underpinning your vision. And surround yourself with virtuous people who will help you be your best self.

A young, college-aged entrepreneur seeks to launch a business around a set of interactive video games she has designed to help teens experiencing severe anxiety. She considers three possible business models, each of which targets a different customer segment with distinct value propositions, while remaining true to her vision of supporting teens with anxiety disorders. After doing basic research on each, she feels unsure which business model to pursue, and what her next steps should be. The case allows students to examine the process through which entrepreneurs develop and evaluate business models, while also highlighting a critical problem for many start up entrepreneurs - the need for focus. As students determine their recommendations for next steps, they come to understand the importance of the kind of disciplined research entrepreneurs must undertake to test the hypotheses embedded within their incipient business models.