1. The document discusses an entrepreneurship training program called DeustoSTART at the University of Deusto that aims to teach entrepreneurial skills through a combination of classroom instruction, mentoring, networking, and experiential learning. 2. DeustoSTART consists of two programs depending on the stage of the entrepreneur's business - one for starting businesses and one for established young companies. 3. Based on feedback, participants found the acquisition of tools and sharing experiences with peers most beneficial, while wanting more individualized mentoring and a holistic approach. The program provides a model for designing entrepreneurship education around the needs of entrepreneurs at different stages.

1. Developing technology-based startup entrepreneurs
A case study of an entrepreneurship open programme at the
University of Deusto
José Antonio Campos Granados
Garazi Azanza Martínez de Luco
Deusto Entrepreneurship Centre
University of Deusto
ADAT – e2013
International Conference on Education
Bilbao, July 18-20, 2013

2. Can entrepreneurship be learned?
 Entrepreneurship  economic development of a community.
 Academics, public and private institutions concern how to
promote entrepreneurship.
 Education  quantity and quality of future entrepreneurs
 Many universities offer training and education programmes,
but:
there is little uniformity and great diversity regarding aims,
philosophy, content, pedagogy and outcomes.

3. Entrepreneurial education and training can be classified differently:
Jamieson (1984)
• Education “about” enterprise
• Education “for” enterprise
• Education "in" enterprise
Scott et al. (1998)
• Education “about” entrepreneurship
• Education “through” entrepreneurship
• Education “for” entrepreneurship
Can entrepreneurship be learned?

4. DeustoSTART is a “for” or
"in" training programme.
Focused on entrepreneurs, people who
already have a business idea and need
training and support to launch their
technology-based project and its
subsequent development.
Can entrepreneurship be learned?

5. Towards a training programme
for entrepreneurs
Entrepreneurial process involves “art” and “science”(Jack &
Anderson, 1999):
• Science: functional skills of management, conventional
methods.
• Art: creative and innovative entrepreneurship skills
Many entrepreneurial characteristics are NOT easily acquired in
classroom (Rae & Carswell, 2001).

6. Towards a training programme
for entrepreneurs
Entrepreneurship programmes can offer additional services:
mentoring, counselling, incubation, seed capital, networking
opportunities and project monitoring.
 Mentoring (Lean, 1998; Cope y Watts, 200; Sullivan 2000)
– The individual needs of entrepreneurs should be
considered
 Networking (Raffo et al., 2000; Rasmussen y Sorheim,
2006)
– Entrepreneurs learn best networking with others
– Learning-by-doing

7. Towards a training programme
for entrepreneurs
Bridge, O'Neill and Cromie, 1998;
Monroy, 1995; O'Gorman and
Cunningham, 1997
Learning needs of
entrepreneurs
are different
depending on the
stage of
development of
the project.
Hisrich and Peters (1998),
main needs :
Marketing
Finance
Operations
Organizational
design
Le Roux and Nieuwenhuizen
(1996)
main areas of interest :
Marketing
Entrepreneurship
Business plan
Management
Financial
management
Identification of training needs

8. DeustoSTART
A programme that meets the realneeds of entrepreneurs,
adaptedto entrepreneurs and oriented to action.
DeustoSTART=training + mentoring + co-learning + networking

9. 1. Research on entrepreneurship education and best practices:
 adapt training to entrepreneurs
 oriented to action
2. Potential participants’ needs:
 training and support at the same time
 networking to meet other people in the same situation as a source of
support and co-learning
 Lack of economic resources to engage in costly training programmes.
3. Development and design of the programme.
4. Check with experts and potential participants.
DeustoSTART
Development

10. • Three complementary teaching-learning strategies:
– a theoretical and practical classroom session for each
module,
– a week in which the entrepreneur applies the lessons
learned to his or her project and
– a group coaching session that facilitates co-learning among
them and receive feedback from the instructors.
DeustoSTART
Methodology

11. To inspire entrepreneurs who
have an innovative idea and a
basic knowledge of business
techniques.
It is aimed at entrepreneurs with
an already existing company at
the beginning of its life that
needs to take a qualitative leap
forward.
DeustoSTART
Two programmes depending on the stage
DeustoSTART I
Addresses the basic needs of
entrepreneurs when their ideas
are being transformed into a
business project.
DeustoSTART II
Advises and accompanies the
process when entrepreneurs
have already set-up their
businesses and need them to
grow.

12. DeustoSTART
Content
DeustoSTART I
Module1. Many ideas, some opportunities and a few companies (10 h).
Module 2. The Business plan: things work very much better with a plan (5 h).
Module 3. Marketing for entrepreneurs. Successful teams (10 h).
Module 4. Money doesn’t buy happiness.... but if the numbers don’t work out the company goes under. (10 h).
Module 5. Preparation and presentation of business projects (5 h).
DeustoSTART II
Module 1. I’ve set-up my business, so what now? Refining the business plan (10 h).
Module 2. Marketing Mix for a young company to nurture competition and innovation (10 h).
Module 3. The numbers also matter (5 h).
Module 4. Legal frameworks: protection is strength (5 h).
Module 5. Effective communication (5 h).
Module 6. Imagining the future (5 h).

13. DeustoSTART
Participants’ feedback
Greatest benefits:
 the acquisition of knowledge and tools required for the
creation or development of a business.
 having the opportunity to share their project and experience
with the other participants, who were in their same situation.
Areas for improvement:
 a more individualized mentoring
 a transmission of a holistic approach

14. Conclusion
 Duality SMEs management + entrepreneurial skills
 Co-learning and networking facilitates the implementation and
development of enterprises
 The need for a more personalized and frequent mentoring, which
increases the costs and can only be carried out if there is a strong
sponsor.
…A step towards the development of entrepreneurial training
programmes; designed from the point of view of entrepreneurs,
considering the stage of development of their projects and
linking theory to practice.

15. Thank you very much for
your attention
tontxu.campos@deusto.es
garazi.azanza@deusto.es
ADAT – e2013
International Conference on Education
Bilbao, July 18-20, 2013