Workshop: Developing Better Business Models and Positive Liaisons with the Local Business Community

Date: Tuesday 31 January 2012
Time: 0930 - 1230
Venue: The University of Notre Dame Australia, Fremantle
Cost: $20 - includes a light luncheon and a morning refreshment, plus forum notes etc.

An important goal of entrepreneurial education is helping students grasp the relevance of topics discussed in the classroom. A complementary goal of many professors, and universities, is to develop positive liaisons with the local business community. This workshop introduces an exciting in-class exercise and global competition, The Google Online Marketing Challenge, that meets these goals and more. Attendees will learn about Google's key revenue source, AdWords, and how AdWords helps small businesses compete with large businesses.

In the second portion of the workshop, John Mullins of London Business School will interactively explore an approach to enabling aspiring entrepreneurs to create evidence-based business models, rather than the traditional, and nearly always naive, “assumption”-based spreadsheets which adorn so many business plans. Participants will gain first-hand experience with new teaching materials and will depart with access to cases, PowerPoints, and more, all based on John’s recent and critically-acclaimed business best-seller (co-authored with noted California VC Randy Komisar of Kleiner Perkins Caufield & Byers), Getting to Plan B.

Facilitator Profiles

John Mullins
BA (Lehigh) MBA (Stanford) PhD (Minnesota).
Associate Professor of Management Practice in Marketing and Entrepreneurship at London Business School.

John’s particular expertise lies in the assessment and development of new venture opportunities and business model innovation.  His two best sellers, ‘The New Business Road Test’ (the definitive work on assessing and shaping new venture opportunities) and ‘Getting to Plan B’ (with Randy Komisar; the "Best Book for Business Owners" in 2009 according to Inc magazine) have won widespread adoption in business schools around the world, as well as critical acclaim.

John’s session will focus on teaching students how to develop better business models and will draw heavily on his latest book ‘Getting to Plan B’.


Professor Jamie Murphy, Challenge academic lead, helps Google and the panellists ensure the Challenge provides a solid academic and consulting experience. A Professor at The Murdoch Business School, his background includes European marketing manager for PowerBar and Greg Lemond Bicycles, and a PhD from Florida State University. Prof Murphy's industry and academic experience spans continents and includes hundreds of academic publications and presentations, as well as New York Times and Wall Street Journal stories. His research focus is effective use of the Internet for citizens, businesses and governments. His passion is motivating and mentoring great students.