Speaking to Willamette University's MBAs

Last Wednesday, I was invited by Professor Rob Wiltbank of Willamette University's Atkinson Graduate School of Management to speak to his class of 75 first-year MBA students about entrepreneurial strategy and marketing.

For my part of my class, I presented a case example of a high-tech startup idea and then led a discussion using a framework that Rob has developed over the years. The framework is a useful one for evaluating any idea so I thought I would share it.

Basically, there are six qualities that high-growth business ideas often possess. Rarely does an idea have all of these at the beginning but, with the right strategies and execution, most can gain them.

1. Feasible - Can you actually build the product or deliver the service?
2. Reachable - Can you reach potential customers (efficiently)?
3. Valuable - Is the product / service worth something (a lot?) to the customers (and you)?
4. Scalable - Can you scale the business? (Is the market big enough, can build or buy the systems necessary?)
5. Durable - Can you build in some sort of sustainable competitive advantage?
6. Saleable - Is it clear how you might exit the business?

I hope you find this useful! If you're interested in discussing your idea and your marketing strategies, please feel free to contact me.