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Ideation – Creating a Business Idea

Course number

KTH: ME2814, SSE: 8061, KI: 2XX050, KFK: SSES03, SU: FE6604


Spring 2018


Spring 2018: Jan 15 - Mar 7


The course runs after 5 pm on Mondays and Wednesdays in 2-3 hour sessions

Worth: 7.5 ECTS-credits

Taught at

Royal Institute of Technology

Swedish course name


NB: BSc-participants need to be admitted to the BSc-programme at SSE

Every business idea has to start somewhere. Ideation helps you visualise a business opportunity by creatively identifying market demands and analysing competitors.

“Ideation” is a course about generating, developing, and evaluating ideas for launching innovative and viable new ventures. Ideation entails a process of discovery designed to lead toward the creation of dynamic and impactful enterprises, whether business or social ventures. The course covers many business concepts but does not assume or require prior business knowledge or experience.

Intended learning outcomes

Upon completing the course, students should be able to:

  • Understand the context of entrepreneurship and innovation and their significance in today’s economy and society
  • Generate, develop and pitch innovative new venture ideas
  • Evaluate the attractiveness and feasibility of new venture opportunities
  • Analyze industries, markets, and competitors


Generating an idea is an important and exciting process but only the beginning for entrepreneurs. They must develop an idea into a promising opportunity through innovative thinking, market research, competitive analysis, and dynamic business modeling.

This Ideation course introduces students to:

  • Entrepreneurship
  • Creativity and innovation
  • Idea generation
  • Opportunity recognition
  • Elevator pitches
  • Idea evaluation
  • Industry, market, and competitive analysis

Teaching and learning activities

The course will mix and match lectures with debates, discussions and workshops by the students as well as leaders in the field.

Grades and form of assessment


Students will be required to satisfactory complete all of the course assignments in order to receive a passing grade.

The students grade will depend on several factors, including:

  • Written and oral assignments (individual and group work)
  • Contribution in class/ group activities
  • Attendance

Attendance is compulsory

Additional information

The course language is English.
The course is offered within the framework of the Stockholm School of Entrepreneurship.
Responsible institution: Royal Institute of Technology (KTH).

Literature and teaching aids

Literature will be announced in connection to the start and communicated to enrolled students.


Gregg Vanourek

Vice Center Director and Course Director, KTH

Adjunct Lecturer, KTH

Gregg Vanourek (@GVanourek) is an entrepreneurial leader, author, teacher, and changemaker. He leads workshops, speaks, and teaches on leadership, entrepreneurship, and personal development. He is co-author of three influential books: Life Entrepreneurs (an acclaimed manifesto for living and leading with purpose, passion, and impact), Triple Crown Leadership (an International Book Awards winner, and called “the best leadership book since Good to Great”), and Charter Schools in Action. Vanourek is Vice Center Director for KTH and a Course Director for the Stockholm School of Entrepreneurship. He is an adjunct lecturer at the Royal Institute of Technology and teaches a course in the Stockholm Business School Executive MBA program. Vanourek serves on the board of SE Forum, a Stockholm-based nonprofit supporting social entrepreneurs. Vanourek runs Far Horizon, co-founded New Mountain Ventures, and served as a startup executive for K12 Inc. (now a market leader) during its startup years. Previously, he helped to launch the Thomas B. Fordham Foundation and was a research fellow at the Hudson Institute. Vanourek is a graduate of the Yale School of Management, London School of Economics and Political Science, and Claremont McKenna College.