ESHIP2_Build_Your_Strategy

Course Description and Competencies

What to Expect

In this course, you will work through four modules. These modules will be broken into smaller lessons. Studying this material will build foundational knowledge of entrepreneurship principles. Throughout the course, you will find readings, videos, and a variety of interactive elements. You will also have the opportunity to complete activities in end-of-module Startup Studio lessons. These hands-on exercises will guide you through building the deliverables you will need to submit for your final project.

Prerequisites:

Define Your Business (ESHIP1) is a prerequisite for this course.

Course Competencies

This course covers the following competencies:

The learner develops a marketing strategy to attract and retain customers.
The learner manages financial resources for entrepreneurial success.
The learner designs a comprehensive organizational structure that supports the strategic, legal, and operational needs of a new business.
The learner applies critical thinking and decision-making to solve complex problems.

Assessment

You must achieve a ranking of Competent on the assessment to pass the course. You may attempt the assessment two times before additional support is necessary. If you require further attempts, please contact your Student Experience Team.

1 Final Project

3 Competency Units

Course Outline

Module	Upon completion of this module, you will be able to:
Reach the Right People	Describe the core components of small business marketing. Identify and define the key elements of a simple marketing plan, including target market, goals, strategies, and budget. Apply market segmentation principles to develop tailored offers for different customer groups based on needs, age, or lifestyle. Explain the importance of sales forecasting and analyze how forecasting supports business planning, inventory management, and staffing decisions.
Structured for Success	Compare common legal forms of business ownership (e.g., sole proprietorship, partnership, corporation, LLC), including their implications for taxes, liability, control, and funding. Identify key factors to consider when choosing a legal structure and evaluate how those factors align with a business’s needs and goals. Describe specialized organizational forms (e.g., nonprofits, franchises, cooperatives) and explain when and why a small business might choose one. Define strategic alliances, boards of directors, and advisory boards, and analyze how these partnerships and governance structures support business growth and decision-making.
Price and Plan	Calculate basic cash flow and apply financial ratios to evaluate operational performance and spot potential red flags. Create simple pro forma financial statements (projected income statement, balance sheet, and cash flow forecast) based on revenue and cost assumptions. Use financial forecasts to make informed business decisions, anticipate cash shortfalls, and adjust spending or pricing strategies accordingly.
Problem-Solving Tools	Explain how to use four core entrepreneurial tools— SWOT analysis, the Eisenhower Matrix, the 5 Whys technique, and the Decision Matrix—to analyze problems, prioritize tasks, and support decision-making. Integrate two or more problem-solving tools to analyze a real business challenge, reflect on new insights gained, and identify actionable next steps.

Technology Requirements

We want to be sure you have the tools to succeed! Review the Computer System and Technology Requirements to learn about the technology you'll need. If you have questions about your setup, contact support@academy.wgu.edu.

You will need Adobe Acrobat Reader DC. If you haven't already, download this free software. You may encounter an interactive form that contains fields that you can select or fill in. Review how to fill in a PDF form.

Key Contacts

Certificate Connect
Check out this online community to take advantage of course resources, including videos and tips from your educators. You can ask and answer questions, provide feedback on your progress, and interact with fellow students. You will find this platform in the Student Resources section of the course. Log on and do some exploring!

Technical Support
If you encounter technical issues, be sure to contact the Help Desk. Just submit a Support Request for assistance.

Program Support
Do you have questions about your account? Student Support has answers. They can help with billing, switching courses, and other requests. You can contact them at (888) 320-0540 or support@academy.wgu.edu.

Accommodations

WGU provides compliant and accessible learning experiences. If you require accommodation, please contact us at the start of the course. You can email disability@academy.wgu.edu.

We are committed to ensuring that all students with disabilities have equal access to WGU's services and materials. We strive to use best practices for accessibility. Our goal is to conform to existing U.S. laws, including the Americans with Disabilities Act and Section 504 and Section 508 of the Rehabilitation Act.

Our learning management system (LMS) platform is Open edX. Open edX’s commitment to accessible content is published in their Website Accessibility Policy.