Digital Entrepreneurship

Description

Technology has enabled a new age of entrepreneurship as entrepreneurs find digital tools that enable new ventures to exploit commercial opportunities around the world. This textbook provides students with expert guidance on using technology platforms to start new ventures.

With an award-winning approach, the author guides readers through the process of a lean startup, taking a “digital first” approach to entrepreneurship. Students using the book will emerge with enhanced understanding of different digital business models, analytical skills for digital ventures, and the confidence to move from prototype to product.

Online resources such as slides, a sample syllabus, and exercises encourage the classroom to become an interactive and dynamic space. To access these resources,

Table of Contents

1. Preface  Chapter 1. Digital Entrepreneurship: New Opportunities and Challenges
2. Chapter 2. Choosing a Digital Business Idea
3. Chapter 3. Creating a Digital Business Design
4. Chapter 4. Building a Business Prototype
5. Chapter 5. Digital Content for Business
6. Chapter 6. Business Prototype Look and Feel
7. Chapter 7. Business Prototype Features
8. Chapter 8. Web Analytics
9. Chapter 9. Creating and Tracking Business Goals
10. Chapter 10. Usability and Customer Experience
11. Chapter 11. Customer Acquisition in a Digital World
12. Chapter 12. Digital Business Experiments
13. Chapter 13. Launching a New Digital Business Venture
14. Key Terms
15. Appendices
16. Index

Reviews

“At last, a textbook we can use to teach our students digital entrepreneurship!” —Clyde Eiríkur Hull, Professor, Rochester Institute of Technology, USA

Author Biography

Jonathan P. Allen is a Professor at the School of Management, University of San Francisco, USA.