1. ????? ??? ??? ??
??
? ??? vs. ???
? ??? ¨C ??? ????? ???
? ?? ?? , ??? ??? ??
? ? ?? ??? ??? ????
??
? ??? ¨C ???? ?? ???? ?
? ??? ??? ??? ?? ??
? ???? ??? ? ?? ??
Chapter 1 Entrepreneurs 1
2. ????? ??? ??? ??
??
? ??? ?? ??? ???? ?? ???? ?
YES - ????? 95%~99% ? 3 ? ?? ??
NO ¨C ??? ?? ??? ??
?????? - 19 ?? Facebook ? ??
???? - 20 ?? ??????? ??
????? - 21 ?? Apple ?? ??
????? ¨C 25 ?? Google ??
Chapter 1 Entrepreneurs 2
3. ????? ??? ??? ??
??
? ????? ??? ??? ?
Idea ? ¨C ?????? ???? ?? ???(???) ???
? ) ????
- Alexander Fleming ? ??? ???? ??
- ??? ???? ?? ????? ???
? Idea
- 10 ? ?
- Ernst Chain, Howard Florey ? ??? ???? ???
???? ?? ? ??
? ?? (Opportunity)
Chapter 1 Entrepreneurs 3
4. ????? ??? ??? ??
??
? 20 ??? 10 ? ???? ?
??? (1903 ? )
????? (1907 ? )
???? (1923 ? )
???? (1928 ? )
??? (1938 ? )
??? (1946 ? )
??? (1954 ? )
??? (1960 ? )
??? (1969 ? )
??? (1978 ? )
Chapter 1 Entrepreneurs 4
5. ????? ??? ??? ??
??
? ??? ? ???? ?? ????
? Starwich
??? ???? ???? ?
??? ???
Spiro Baltas , Michael Ryan
Why can¡¯t we get a decent
sandwich anywhere?
Chapter 1 Entrepreneurs 5
6. ????? ??? ??? ??
??
? ??? ? ???? ?? ????
? ???
??? ??
????? ???? ??? , ??? , ?
?? ? 3 ? - ??? ?????? ?
Chapter 1 Entrepreneurs ? 6
7. ????? ??? ??? ??
??
? ?? ??? ?? ??? ????
? ????
???? ¨C ?? , ?? ?? ??
- ?? ??? ???? ??
- ???? ???? ??
???? ¨C ??? , ????
- ???? , ???? , ????
- ????? ?? 8 ?? (1 ?? ?? )
- ????? ????? ????
Chapter 1 Entrepreneurs ? ¡¤ ????? ???? 7
8. ????? ??? ??? ??
??
? ?? ??? ??? ?? ???
? PODS (portable on-demand storage)
We deliver You pack. We store.
We move.
Chapter 1 Entrepreneurs 8
9. ????? ??? ??? ??
??
? ?? ???? ??? ????? ????
? Alaska Glacial Mud Company
??
78,300
Chapter 1 Entrepreneurs 9
10. ????? ??? ??? ??
??
? ??? ???? ????? ???
? Stroller Strides
??? ?? ? stroller fitness program
- ??? ?? ??? ???? ????
?
?? 16 ?
Chapter 1 Entrepreneurs 10
11. ????? ??? ??? ??
??
? ??? ?? ?? ??? ????
? Dogs on Wheels
Chapter 1 Entrepreneurs 11
12. ?? ????? ??? ???
??
? ?? ?? ???? ??? ????
? ?? , ?? ?
?? ??? Yvon Chouinard (1938)
Patagonia ???
???? ??? ??
????? ???? ???? 15 ? ? ?? ?
?
???? ? ?? ??? ??
??? ??? ? ???? / ?? ??? ??
According to Fortune magazine, Chouinard is
Chapter 1 Entrepreneurs arguably the most successful outdoor 12
13. ?? ????? ??? ???
??
? ??? ??? ?? ???
? IDEO
1990 ? Matrix ? ??? Mike Nutall, ID2 ? ??? David Kelly, ??
? ????? ??? Bill Modgridge ? ?? ???? ??? ???
?
Nutall ? ??? ? ? ? ? - Industrial
Design, Human Factor, Interaction Design,
??? ??????? ???? ? ???
? ?? ?? ??
Chapter 1 Entrepreneurs 13
14. ?? ????? ??? ???
??
? ??? ?? , ??? ????
? BigBelly
- BigBelly
- ??? (Jim Poss)
- ???? ???? ?? ??? ?
?
- ??? , ???? ?? ??
- ???? ? ?????? ??
- ??? ?? ??????? ???
Chapter 1 Entrepreneurs 14
15. ??? ????? ?? ???
??
? ?? ???? ?(X) ?? ??? ?????
??
1) ??? ?? ?? (Need) ? ???? ?
2) ????? ???? ??? ? ??? ?
3) ????? ?? ??? ??? ? ??? ?
4) ???? ?? ???? ????? ??? ???? ?
Chapter 1 Entrepreneurs 15
16. ??? ????? ?? ???
??
? ??? ??? ???? ?
1) ?? ??? ( ???? , ???? ) ? ???? ??? ?
2) ??? ?? ( ?? , ??? ) ? ??? ??? ?
3) ??? ???? ??? ??? ???? ?
4) ?? ??? ??? ??? ? ??? ?
Chapter 1 Entrepreneurs 16
17. ??? ????? ?? ???
??
? ???? ??
1) ? ??? ???? ???? ??? ??? ?
- ??? ????
- ?? ?? ?? ? ?? ? ??
- ??? ?? ? ?? ??? ??
- ???? ?????
- ???
-
Chapter 1 Entrepreneurs 17
18. ??? ????? ?? ???
??
? ???? ??
2) ???? ???? ???? ??? ?
- ??? ?? ? ????? ????
- ??? ?? ? ????? ????
- ?? ??? ?? ??
- ??? ??
- ?? ???
Chapter 1 Entrepreneurs 18
19. ??? ????? ?? ???
??
? ???? ??
1) ????? ??? ?? ?
- ?? ??? ?? : ??? ?? ( ???? , ?? , ?? , ?? ? )
- ??? ?? : ????? , ?? , ??? ?
- ?? ?? : ??? ?? , ???? , ??? ??? ?? , ????
- ??? ?? : FTA, ?? , ?? , ?? ?
- ??? ?? : ??? , ???? , ???? , ???? , ??? ?
2) ????? ???? , ?? , ??? ?? ?? ?? ??
Chapter 1 Entrepreneurs 19
20. ??? ????? ?? ???
??
? ???? ??? ?
1) ?? , ?? , ?? ?? ?? ???? ?? ??? ??? ?
2) ????? ??? ? ?? ?? ????? ??? ? ??? ?
3) ??? , ??? , ??? ???? ?? ?? ?? ?
4) ?????? ????? ?? ??? ?
Chapter 1 Entrepreneurs 20
21. ??? ????? ?? ???
??
ATTRACTIVENESS
Criterion Favorable Unfavorable
Market Factors
Need for the product Well identified Unfocused
Customers Reachable; receptive Unreachable; strong loyalty to competitor¡¯s product or service
Value created for customers Significant Not significant
Market structure Emerging industry; not highly Mature or declining industry; highly concentrated competition
competitive
Market growth rate Growing by at least 15% a year Growing by less than 10% a year
Competitive Advantage
Control over prices, costs, and distribution Moderate to strong Weak to nonexistent
Barriers to entry:
Proprietary information or regulatory Have or can develop Not possible
protection
Response/lead time advantage Competition slow, nonresponsive Unable to gain an edge
Legal/contractual advantage Proprietary or exclusive Nonexistent
Contacts and networks Well developed; accessible Poorly developed; limited
Economics
Return on investment 25% or more; sustainable Less than 15%; unpredictable
Investment requirements Small to moderate; easily financed Large; difficult to finance
Time required to break even or to reach Under 2 years More than 4 years
positive cash flows
Management Capability Management team with diverse Solo entrepreneur with no related experience
skills and relevant experience
Fatal flaws None One or more
Chapter 1 Entrepreneurs 21
22. ??
? ?? ????? ?? ? ?? ??? ?
(?)
??? ???
- ??? ???? ??? ? ( ???? ??? )
- ??? ??? ???? ?
( ?? ??? , ??? ??? , ???? ???
)
- ?? ??? ??? ? ( ?? ?? )
- ??? ???? ???? ?? ?? ??? ?
Chapter 1 Entrepreneurs 22
23. ??
? ??? ?? ??? ?? ?
1) ??? ?? ? ?? , ??? ? ?? ??
2) ?????? ??? ??? ??? ? ??? ??? ??
3) ????? ?? ? ?? ? ? ??? ???? ?? ?? ??
Chapter 1 Entrepreneurs 23
