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MGSB22 Entrepreneurship / MGSD24 New Venture Creation & Planning

This guide will help students enrolled in MGSB22H3 and MGSD24 access key resources for research on competitors, industry trends, market research and financial modelling so to prepare a business plan.

Learning Outcomes


  1. You will articulate the questions you have about your business idea industry, competitor, and consumer in order to identify if these require primary or secondary market research.
  2. You will narrow and relate your business idea to industries to help limit the scope of your investigation in order to find relevant industry reports based on your information needs as early-stage startups. You will apply the Resources & Capabilities model as you discover and identify industry information so to inform your business plan and strategy. 
  3. You will consider your questions regarding competitors and explore appropriate search tools and utilize search strategies in order to find relevant data and market research. 

The Concentric Circle Model 


  • Start with a hypothesis 

  • How does your product solve a problem or create new value for a user?  

  • Consider questions you need answered about your customer, industry, and competitors 

  • Use primary and secondary market research to iterate answers, creating a better hypothesis at each stage 

  • Build confidence and move through the inner circle to out circle 

Activity: Your Hypothesis and Resources & Capabilities

Quick Write - Individually

  • What is your hypothesis on your business product/service?
  • What resources and capabilities do you think your group need?

Top eResources

Catalogue Search


Undergraduate Research Poster Forum and Prize


Have questions? Need additional information?

Check out the library website for details, contact your liaison librarian, or join us at 1 of 2 drop-in info sessions: February 10, 2021 10-11 AM EST OR February 11, 2021 1-2 PM EST.

Upcoming Deadline:

Undergraduate Research Poster Forum submission deadline: February 23, 2021 at 11:59pm EST - midnight (firm deadline)