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斯坦福商學院創業工廠解密

斯坦福商學院創業工廠解密

Kim Girard 2014-03-31
大約95%的斯坦福商學院學生至少會選擇參加一門創業課,而斯坦福商學院也利用得天獨厚的資源,打造了一個創業車庫式的教學氛圍,引導、幫助學生創業,提高創業的成功幾率。事實證明,這種模式效果明顯。

????在這份榜單上,哈佛商學院(Harvard Business School)的畢業生占據了34個名額。斯坦福畢業生也不甘落后,共有32家初創公司上榜,其中包括視頻流媒體公司Viki、衛星影像公司Skybox、移動初創公司Karma Science、學生貸款再融資公司SoFi和基因檢測公司Counsyl。位居榜首的是一個在斯坦福校園如雷貫耳的名字:野火(Wildfire),一家創建于2008年的社交媒體營銷公司,創始人是一對分別畢業于哈佛和斯坦福的夫婦。谷歌(Google)2012年收購了野火公司,交易價格據說高達3.5億美元。

????位居第6位的SoFi就是在創業車庫誕生的。2011年,邁克?卡格尼,丹?麥克林,詹姆斯?菲尼根和伊恩?布雷迪構想出了一個點子,以更低的利率幫助學生籌集資金以償還學生貸款。他們呼吁斯坦福校友借錢給正在進行再融資的斯坦福學生。“一年的工夫,他們就募集了好幾百萬美元,”贊尼奧斯說。截至去年9月份,SoFi已經為4,500名借款人籌集了4.5億美元貸款,人均募得9,400美元。

????身為斯坦福大學創業研究中心的教導主任,贊尼奧斯還鼓勵MBA、工程師、律師和醫學院學生相互協作。最近一個名為“尋找你的團隊”的聯誼活動共吸引了250位來自斯坦福大學不同院系的學生。他們正在討論各自的工作,贊尼奧斯說,如果一切順利的話,這些學生將組建創業團隊。

????與此同時,創業車庫學生杜安正在嘗試創建一個研究生,特別是MBA學生的在線網絡,這些學生一直在尋找計算機科學家幫助他們打造產品。杜安開玩笑地說:“他們會帶上一塊比薩餅去工程系那邊溜達?!?/p>

????轉變,堅持或消亡

????創業車庫在一個名為CoLab,明亮的現代空間授課,這些顯然是為了模仿車庫的氛圍,只不過這個車庫充滿了白色的宜家( Ikea)風格家具和許多白板。去年9月,100名學生申請參加這門課程。根據他們提交的旨在解決客戶痛點的新產品或新服務創意,贊尼奧斯最終接收了70名學生。今天,20多名學生聚在一起,參加一個關于初創公司人力資源問題的討論會。

????許多商學院的選修課程都使用現實世界的商業案例來傳授創業技巧,MBA畢業生往往會在兩三年后創辦一家公司。作為二年級的選修課,創業車庫要求學生借鑒埃里克?里斯宣揚的精益創業模式,迅速開發、推出產品或服務,以避免代價高昂的失敗。贊尼奧斯說:“你變成你自己的案例?!?/p>

????今天的任務是進行一個競爭力的分析,確定競爭對手的商業模式,并為某位學生的企業確定一個“獨特的差異點”。本學季即將結束,團隊已經建立了一個為期12個月的營運計劃。

????去年,贊尼奧斯采用“翻轉課堂”這樣一個正在斯坦福校園流行的理念,改變了創業車庫的授課方式。不是利用寶貴的課堂時間講課,翻轉課堂要求學生提前觀看錄制的講座。學生團隊觀看講座,同時在網上提交功課,這樣他們就可以利用課堂時間應用自己已經學到的知識。

????去年秋天共有25支團隊啟動了創業車庫,目前僅剩下12支。其中有幾支團隊已經改弦易轍。有一支團隊最初構想了一個面向新車市場的創業理念,但最終轉向巴西的寵物托管B&B服務領域。另一支團隊放棄了一個針對醫療市場的創意。贊尼奧斯說:“他們碰到了障礙,并且發現無論怎么做也不會產生經濟效益,但他們可以迅速地做出調整,把相同的知識應用到他們正在探索的全新領域。”

????Harvard Business School graduates have launched 34 of the top 100 MBA-founded startups. Stanford grads weren't far behind, with 32 startups on the list -- including video streaming company Viki, satellite imaging company Skybox, mobile startup Karma Science, student loan refinancing company SoFi, and genetic testing startup Counsyl. At the top of the list is a name well-known on Stanford's campus: Wildfire, a social media marketing company founded by a Harvard/Stanford couple in 2008. Google (GOOG) acquired WildFire in 2012 for a reported $350 million.

????SoFi, No. 6 on the list, came out of Startup Garage. In 2011, Mike Cagney, Dan Macklin, James Finnigan, and Ian Brady had an idea for refinancing student loans at lower rates. They decided to ask Stanford alumni to lend money to Stanford students who were refinancing. "They raised a couple of million within a year," Zenios says. By last September, SoFi was funding $450 million in loans to 4,500 borrowers at an average savings of $9,400 per borrower.

????As faculty director of CES, Zenios also encourages collaboration between MBAs, engineers, lawyers, and medical school students. A recent "Finding Your Team" social mixer drew 250 people from different Stanford programs, who discuss what they're working on and, if all goes well, get together to form startup teams, Zenios says.

????Meantime, Startup Garage student Duane is trying to connect graduate students online, particularly MBA students, who are always searching for computer scientists to help build a product. "They'll go over and hang out at the engineering department with a pizza," Duane jokes.

????Pivot, persevere or perish

????Startup Garage is held in a bright, modern space called the CoLab, which is meant to resemble a garage; that is, if the garage were filled with white, Ikea-style furniture and many whiteboards. This past September, 100 students applied to take the course. Zenios accepted 70 students with ideas for a new product or service that addressed a customer pain point. More than 20 students are gathered today for a panel on HR issues at startups.

????Many business school electives use real-world business cases to teach entrepreneurialism, and MBA grads move on to start a company two, three years later. Startup Garage, a second-year elective, asks students to build an idea for a company using, in part, the lean startup model, Eric Ries's method of developing and rolling out products or services quickly to avoid costly failures. "You become your own case," Zenios says.

????Today's assignment was to do a competitive analysis, defining rivals' business models and a "unique point of differentiation" for the student's business. With the academic quarter ending soon, teams have already built a 12-month operating plan.

????Last year, Zenios revamped Startup Garage by flipping the classroom, an idea that's gaining traction at Stanford. Instead of using precious classroom time for lectures, a flipped classroom asks students to watch recorded lectures with instructors ahead of time. Student teams watch lectures and file their assignments online so they can spend class time applying what they've learned.

????Of 25 teams that began Startup Garage in fall, 12 are left. A few have pivoted. One team that started with an idea for a new car market ended up switching to a petsitting B&B service in Brazil. Another ditched an idea in the medical market. "They bump up against something [and discover] the economics will never work no matter what we do, but they can apply the same learning to the new space they're exploring and move really quickly," Zenios says.

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