Program Overview

April 27, 2016

  • Admission is by teams of 2-4 entrepreneurs (PCC students are free)
  • Your entire team must attend the first class to be enrolled.
  • Teams must apply and will be screened by the teaching team.
  • Non students may also participate and/or serve as advisors to the teams
  • Exceptions for team size will be made on a case-by-case basis
  • There are no remote options for this course–you must be present to participate. Exceptions may be made on a limited basis.
Attendance and Participation
  • Class is held Wednesday nights beginning October 3, 2018 and runs for 6 weeks. 
  • This is an intense program with very high workload. If you cannot commit to 5-10 hours a week outside the classroom, this may not be for you.
  • We expect your attention during our presentations and those of your fellow students.
  • During your classmates’ presentations you will be required to give feedback.
Experiential Learning

You will be spending a significant amount of time in between each of the lectures outside the class talking to customers. Each week your team will conduct a minimum of 10 customer interviews focused on a specific part of the business model canvas. This class is a simulation of what startups and entrepreneurship is like in the real world: chaos, uncertainty, impossible deadlines in insufficient time, conflicting input, etc.

Inverted Lecture Hall

Sitting in the back of the classroom are experienced instructors and professionals who have built and/or funded world-class startups and have worked with hundreds of entrepreneurial teams. We won’t be lecturing in the traditional sense, but commenting and critiquing on each team’s progress. While the comments may be specific for each team, the insights are almost always applicable to all teams. 

Peer to Peer Culture

While other teams are presenting the results of their weekly experiments, the rest of the class is expected to attentively listen, engage, and react to what they see and hear. Sharing insights, experience, and contacts with each other is a key way that this unique laboratory achieves results

Class Culture

Startups communicate in a dramatically different style from the university or large company culture you may be familiar with. At times it can feel brusque and impersonal, but in reality is focused and oriented to create immediate action in time, and cash-constrained environments. We have limited time and we push, challenge, and question you in the hope you will quickly learn. We will be direct, open, and tough just like the real world. This approach may seem harsh or abrupt, but it is all part of our wanting you to learn to challenge yourselves quickly and objectively, and to appreciate that as entrepreneurs you need to learn and evolve faster than you ever imagined possible.

This class pushes many people past their comfort zone. You will be receiving critiques in front of your peers weekly, and the pace and the uncertainty pick up as the class proceeds. As part of the process, we also expect you to question us, challenge our point of view if you disagree, and engage in a real dialog with the teaching team.

Amount of Work

This class requires a significant amount of work on your part. Projects are treated as real start-ups, so the workload will be intense. Getting out of the classroom is what the effort is about. If you can’t commit the time to talk to customers, this class is not for you. Teams are expected to have completed at least 10 in person or Skype video interviews each week focused in the business model canvas area of emphasis for that week.

Team Organization

This class is team-based, and you will be admitted as a team. Teams must submit a proposal for entry before the class begins. Projects must be approved before the class.

The teams will self-organize and establish individual roles on their own. There are no formal CEO/VPs, just the constant parsing and allocating of the tasks that need to be done.

Pre-class Preparation

This class hits the ground running. It assumes you and your team have read the assigned reading, viewed the online lectures, and prepared a set of customers to call on. A syllabus will be provided to accepted teams.


Meaningful customer discovery requires the development of a minimum viable product (MVP). Therefore, each team should have the applicable goal of the following:

  1. Teams building a physical product will develop a prototype.
  2. Teams building a web product will build a wireframe or something similar. See
  3. Your team will present a weekly in-class Powerpoint summary of progress.
Shared Material

Your weekly presentations and final Lessons Learned presentations will be shared and visible to others. We may be video taping and sharing many of the class sessions.