Recognizing Opportunity for Pursuing Entrepreneurship

This Course helps the prospective entrepreneur gain a basic understanding of how to approach launching a business. The topics covered in this Course include entrepreneurial characteristics, how to find and test an idea to ensure it has market potential, and some important thoughts on how to use “lean” principles and how to develop a viable business model.


Prof. Al Osborne

Prof. Al Osborne


Alfred E. Osborne, Jr. is senior associate dean of UCLA Anderson.  In this role, he oversees a variety of key areas and initiatives within the school, including development, alumni relations, marketing and communications, corporate initiatives, and executive education.

Dr. Osborne is also professor of Global Economics and Management and founder and faculty director of the Harold and Pauline Price Center for Entrepreneurial Studies.  The Price Center serves to organize faculty research, student activities and curricula related to the study of entrepreneurship and new business development at UCLA Anderson including the Management Development Entrepreneurs Program.  He has been at UCLA since 1972.

Course Learning Objectives:

By the end of this course, you will be able to:

  • Given an idea for a new business, evaluate the Total Addressable Market and the Potential Market to determine the realistic size of the opportunity.
  • Analyze the market to determine and describe the opportunity set in which a given idea resides.
  • Predict the window of opportunity for a given idea and defend your prediction, using a graph and text explanation.


Module Components:

Video Lectures:

  • Spotting the Opportunity
  • Understanding Opportunity Sets
  • Identifying the Window of Opportunity


  • The Three Pieces of Entrepreneurship
  • Opportunity Recognition as Pattern Recognition

Case Study:  

  • Wii Arcade (Continued- Part 1)


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