Dr. Anca Constantinescu from the Technical University of Cluj-Napoca (Romania) & Dr. Madalina-Alexandra Cotiu from Imera Napoca SRL-D delivered a workshop during the EMIMEP Research & Industrial at the Technical University of Cluj-Napoca (Romania) from Wednesday 29 May 2024  to Friday 31 May 2024 entitled «Designing your Entrepreneurial Journey».

Abstract.

• Introduction to Entrepreneurship
  • The entrepreneurial mindset
  • From market problems to solutions – idea generation
  • Ishigawa diagram
  • Participants are grouped in teams
• Effective Entrepreneurial Teams
  • Setting the SMART objectives
  • Steps to create entrepreneurial effective teams
  • Participants work together in order to achieve a business goal
• Creative entrepreneurship
  • Business Model Canvas – main quadrants, examples
  • Participants set up their business ideas
  • Drafting of initial business structure
• Value proposition
  • Competition analysis
  • Strategic market positioning
  • Participants draft their strategic market positioning maps
• Target segment
  • Market segmentation strategies
  • Client analysis and Persona model
  • Participants define and describe their target markets
• Financial plan
  • Initial investment and operating costs
  • Sales forecast
  • Breakeven point
  • Profit and return on investment
  • Participants compute costs, profit margin, and return of
  • investment for their business ideas
• Promotional strategy
  • Integrated communication strategy: advertising, promotion, PR,
  • direct sales
  • Participants draft a promotional campaign to persuade clients
• How to finance a business idea
• Student context & pitching session

Biographies.

Anca Constantinescu is an associated professor  and industrial marketing researcher at the Technical University of Cluj-Napoca (Romania).

Graduated from the Economic Science Faculty, Babeș-Bolyai University, she is working as an Assoc.Prof at the Technical University of Cluj-Napoca. She is a trainer in the field of entrepreneurship and coordinates the activity of the Entrepreneurial Students Association at the Technical University of Cluj-Napoca. She is a mentor international incubation programs.

She is specialized in efficient marketing-management strategies, online marketing strategies for SMEs, market research especially for the IT, automotive, medical, sustainable development and sustainable transportation industries.

She teaches Entrepreneurship for Engineers, Marketing, and Digital Techniques for Marketing.

She has over 35 publications, including books, refereed journal and conference articles. From this, 19 articles are indexed in Thomson-Reuters or in international databases. Her publications detail management strategies, lifecycle assessment considerations or market research results from automotive, IT or services sector. She has been involved in 20 national and international research and institutional projects as a project manager (6) or team member.

Madalina-Alexandra Cotiu is a Marketing researcher, trainer and business development consultant at Imera Napoca SRL-D (Romania)

She holds a PhD in Marketing from the Babeș-Bolyai University in Cluj-Napoca, Romania. Currently running her own training and consultancy company, Madalina has over 10 years’ experience in conducting market analysis and completing business and marketing plans for new venture set-up or company development in a wide array of industries including renewable energy, tourism, agriculture, IT, manufacturing etc.

As a trainer she is specialized in designing and delivering soft skills customized training curricula for different target groups including young people, youth workers, and adults from various backgrounds or fields of activity. Training themes covered include entrepreneurship skills, communication and decision-making skills, public speaking abilities.

Her research interests focus on two main areas: entrepreneurship and market acceptance of innovative ideas, and consumer satisfaction. She enjoys challenges, team-work and competitive environments.