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Title
Startup Nyumon (Startups 101)
Size
300 pages, A5 format
Language
Japanese
Released
April 25, 2019
ISBN
978-4-13-042151-5
Published by
University of Tokyo Press
Book Info
See Book Availability at Library
Japanese Page
This book is a compilation of the 2017 lectures of the Entrepreneurship course offered by the Faculty of Engineering and by the university-wide extracurricular program “Entrepreneur Dojo” at The University of Tokyo.
In a dictionary, “entrepreneurship” is described as “being an entrepreneur, entrepreneurial process or entrepreneurial mindset.” Although becoming an entrepreneur may be out of scope for many people’s career aspirations, it is now becoming necessary for everyone to acquire an entrepreneurial skillset and mindset. Starting a business must be included in one’s career options, especially when wanting to create something entirely new, or when finding something to pursue in life.
This book starts by asking the question: “Why is entrepreneurship important?” and then argues that startup companies advance society by creating new businesses from new technologies. Business is an activity that provides a certain value to customers and obtains money in return. In order to create a scalable business, many factors such as customers, markets, competition, and how to make money must be considered. This book explains such basic knowledge that is essential in business and for actually establishing and running a startup company. It includes topics such as the essence of a stock company, fundraising, venture capital, capital structure, intellectual properties, and finance in startups.
This book is for students who do not have any knowledge of business or for people who started working without having had the opportunity to learn about entrepreneurship and startups. The goal is to provide them with a wide range of basic knowledge that is useful when considering the option of starting a business. Simply acquiring this knowledge, however, does not automatically imply that one can become an entrepreneur; this book does not reveal how to come up with new business ideas nor how to meet potential co-founders. Although many successful entrepreneurs identify major social problems and create novel solutions to them, this book does not describe how to find a problem nor how to solve it.
Nevertheless, one must be knowledgeable about certain aspects such as fundraising and business plans when starting a business. In the early stage of a startup, in particular, one must have a different way of thinking from general company management. This book will provide an opportunity for readers to become interested in entrepreneurship and startups while serving as a guideline for one’s “to do list” when considering starting a business.
(Written by HASEGAWA Katsuya, Project Professor, Division of University Corporate Relations / 2020)
Table of Contents
Chapter 1. Introduction
1-1 Why is entrepreneurship important?
1-2 Entrepreneurship education at the University of Tokyo
Chapter 2. Startup as a driver of innovation
2-1 What is innovation?
2-2 Transition of the driver of innovation
2-3 Situation in Japan
2-4 Silicon Valley’s eco-system
Chapter 3. Startups are different from ordinary companies
3-1 What is a startup?
3-2 Startups are different from small businesses
3-3 Startups are not just smaller versions of large enterprises
3-4 New businesses in a large company
3-5 Why do you need to learn about startups?
Chapter 4. Business provides value to customers
4-1 What is a business?
4-2 What do customers pay for?
4-3 Customers and users
4-4 Marketing
4-5 How to sell?
Chapter 5. How to find a scalable business
5-1 Market and market size
5-2 How big should the market be?
5-3 If the market is big, there will be competitors
5-4 How to win the competition
5-5 How to find a scalable business
5-6 The concept of “lean startup”
Chapter 6. Business model and business plan
6-1 Business model in a narrow sense: How to make money
6-2 Business model in a broad sense: How the business works
6-3 Business plan
6-4 Presentation and pitch
Chapter 7. Essence of a stock company
7-1 Why do you need a company to do business?
7-2 Why startups are stock companies
7-3 Basic structure of a corporation
7-4 Ownership at startups
7-5 Corporate forms other than stock companies
Chapter 8. Financing the business
8-1 Fundraising
8-2 Equity financing and debt financing
8-3 Who provides funding to startups
8-4 Basic mechanism of a venture capital
8-5 Exit
8-6 Characteristics of venture capital investments
Chapter 9. Various stock forms and capital policy
9-1 Capital policy
9-2 Various stock forms
9-3 Capital policy for startups
9-4 Google’s experiment
Chapter 10. Basic knowledge needed to run a company
10-1 Establishing a company
10-2 Legal knowledge needed to run a company
10-3 Intellectual Properties
10-4 Finances and accounting
10-5 Various functions of a company
Related Info
Featured article:
How the University of Tokyo supports startups (“Tansei” Dec 3, 2020)
https://www.u-tokyo.ac.jp/focus/en/features/z1304_00095.html
Korean translation is available:
스타트업 101 미래 성장 동력과 혁신의 아이콘
https://book.naver.com/bookdb/book_detail.nhn?bid=16311457