ESHIP1_Define_Your_Business

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. At the end of each lesson, you will be able to further your understanding of the material with optional AI prompts and reflection questions. In the Startup Studio lesson at the end of each module, you will have the opportunity to complete hands-on activities that guide you through building the deliverables you will need to submit for your final project.

Course Competencies

This course covers the following competencies:

The learner applies strategic planning to guide business development.
The learner conducts effective market research to identify opportunities.
The learner leverages generative AI tools to enhance learning, research, and business planning.

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:
Defining the Problem	Identify and describe real-life pain points by observing common frustrations and complaints in everyday settings. Distinguish between a general inconvenience and a business-relevant pain point by analyzing the frequency, intensity, and emotional impact of the issue. Evaluate the potential of a problem as a business opportunity by asking key questions about market gaps, current solutions, and user behaviors. Write a clear and empathetic problem statement that identifies a specific audience, describes their goal, and defines the obstacle they face.
Power Up with AI	Describe foundational concepts of artificial intelligence, including how AI works, its practical applications in entrepreneurship, and current tools and trends. Craft effective AI prompts tailored to specific business planning tasks such as idea generation, customer research, marketing, pricing strategy, and competitor analysis. Apply AI tools to enhance core startup tasks by writing business pitches, outlining services or products, comparing pricing models, researching competitors, and summarizing market trends. Evaluate the ethical implications of using AI in entrepreneurship by analyzing bias, ensuring transparency, protecting data privacy, and promoting equity and sustainability.
Know Your Customer	Conduct secondary and primary research to gather insights about target customers’ needs, behaviors, and challenges. Identify and analyze both direct and indirect competitors to understand market gaps and position your business idea effectively. Create detailed customer personas and journey maps that reflect diverse user motivations, pain points, and experiences with your product or service. Summarize and communicate research findings using storytelling tools such as user personas, customer journeys, and competitive comparison visuals to support customer-centered business decisions.
Test Your Idea	Define and design a minimum viable product (MVP) that can be built and tested quickly to gather real-world feedback on a business idea. Select an appropriate MVP format (e.g., digital prototype, manual service, landing page) that aligns with your user and learning goals. Collect and analyze user feedback using surveys, interviews, and observation to evaluate the usability and value of your MVP.

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.