Entrepreneurship and Concept Development in the Food and Beverage Industry

Catalog description

As a participant in this course, you will engage in a structured, experiential exploration of food and beverage concept development with a strong emphasis on entrepreneurial thinking and strategic decision-making. Through a blend of active learning sessions, collaborative group work, lectures, research, and presentations, the course focuses on understanding markets, identifying customers, testing assumptions, and shaping viable food and beverage concepts. Central to the course is the use of the Business Model Canvas and Value Proposition Canvas as tools to guide the development, refinement, and communication of new concepts. You will learn how to articulate customer needs, define a compelling value proposition, evaluate competitive positioning, and align key elements of a business model to support your concept’s success. Guest speakers and industry examples will introduce you to major industry segments, key players, and the market forces and challenges shaping today’s food and beverage landscape. Throughout the semester, you will iteratively develop and test your concept, culminating in the preparation and delivery of a professional-quality pitch. The course prioritizes strategic clarity, evidence-based reasoning, and persuasive communication over detailed operational execution. While foundational exposure to operational considerations remains, the primary focus is on concept viability, business logic, and the ability to clearly and convincingly present an integrated food and beverage business idea to relevant stakeholders.