; Programme content | London Business School

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Solve customer problems and funding solves itself

What you learn

We take entrepreneurs and change-makers on a journey through five proven models for startup success. We’ll interview company founders and analyse a range of business cases, from B2B and B2C, from India to London and Denmark, and from e-commerce and retail to second-hand business equipment. When exploring the following situations, we'll ask:


  • What are the six economic elements that affect subscription models like Netflix and Amazon?
  • How can we align our ideal price point for wine with a network of buyers and sellers for optimal revenue?

  • How do we identify and deliver customer value in SaaS models?

  • How can we get customers to pay in advance, then use that growth capital as a funding source?

  • How can we manage through a downturn?

  • With limited resources, how should we balance the needs of getting to know the customer with developing a great product?


Programme topics

Module 1 – Growing your venture: funding options and market uncertainties

Learn and apply tools for exploring market uncertainties, and evaluate whether or not to seek VC in a new venture.

Module 2 – From Uber to DogVacay: lessons in developing sustainable matchmaker models

Understand strategies for balancing supply and demand in matchmaker markets, and assess the potential challenges and opportunities faced by various matchmaker companies.

Module 3 – The importance of courage and trust: pay-in-advance models

Learn and apply tools for developing relationships with early customers and managing cashflow using a pay-in-advance model.

Module 4 – Making the economics work: subscription models

Evaluate the merits and drawbacks of various subscription models across industries and understand strategies for maximising return on investment from new customers.

Module 5 – When less is more: scarcity models

Assess customer-funded scarcity models that maximise cashflow and the conditions in which those models will most likely work.

Module 6 – Implementing customer-funded models

Use the strategies learnt on this programme to select and apply a customer-funded model to a business idea.

How you learn

Our programmes are designed to meet the needs of individual learning styles, while also leveraging the power of peer learning. This is achieved through a user-friendly learning platform that enables participants to easily navigate the programme content to achieve learning objectives.

Keeping it real

Our pedagogical approach is designed to bring concepts to life through:


  • live, interactive teaching

  • bite-sized learning techniques

  • real-world application

  • peer learning discussions.


Keeping it convenient

Access to programme content is flexible and available through multiple devices, allowing working professionals to easily manage schedules and learn remotely—anytime, anywhere. Programme participants get access to learning materials in a modular approach, with new content released weekly. Programme modules feature a variety of teaching instruments, such as:


  • video lectures

  • discussions

  • class materials: articles, cases

  • quizzes

  • surveys

  • assignments

To further personalise the modules, live teaching sessions – often with Q&As – are scheduled during the programme. We record and share these live sessions so participants who can’t attend don’t miss out. Our industry-leading learning platform allows participants to create a profile, connect and collaborate with peers, and interact with academic/industry experts such as programme leaders, coaches and teaching assistants. Assignments are often linked to participants' real-world situations, making concepts inherently practical.

Key details

Duration: 2 months: 4-6 hours per week
Next start: 24 January 2019
Fees: £1,500 (US$1,975)
Location: Online

Contact us

Email: lbs@emeritus.org

Tel: +44 2897 441155

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