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University System of Maryland

Identifying Entrepreneurial Opportunities

University System of Maryland and University of Maryland, College Park via edX


This course explores how anyone can be a successful startup entrepreneur or corporate innovator by thoughtfully examining themselves and the business opportunity. By harnessing these insights and cultivating an entrepreneurial spirit, you can create and transform an entrepreneurial idea into a new startup company or corporate venture.

Over 800,000 people have used The Opportunity Analysis Canvas that is the basis of this course. Designed by Dr. James V. Green, the lead faculty for this course, this unique model equips you to identify and analyze a new business opportunity that aligns with your startup entrepreneurship or corporate innovation interests.

The Opportunity Analysis Canvas distills vast amounts of research in psychology, sociology, and business into a practical how-to guide for aspiring and active entrepreneurs and innovators. The course presents a whole new understanding of entrepreneurial mindset and action. The course is structured as a nine-step experience segmented into thinking entrepreneurially, seeing entrepreneurially, and acting entrepreneurially.


Module 1: Introduction to Startup Entrepreneurship and Corporate Innovation - This module includes a welcome to the course, an orientation to our teaching approach and faculty, and an introduction to the fundamentals of entrepreneurship and innovation.

Module 2: Thinking Entrepreneurially - We examine entrepreneurial thinking within yourself and your colleagues with an awareness of entrepreneurial mindset, entrepreneurial motivations, and entrepreneurial behaviors.

Module 3: Seeing Entrepreneurially - We facilitate seeing entrepreneurially within yourself and your colleagues with attention to industry conditions, industry status, macroeconomic change, and competition.

Module 4: Acting Entrepreneurially - We explore acting entrepreneurially with an understanding of value innovation and opportunity identification.

Taught by

James Green


4.8 rating, based on 41 Class Central reviews

Start your review of Identifying Entrepreneurial Opportunities

  • Anonymous
    Really enjoy this particular professor & his style of intruction. Awesome Content, Clarity of Instruction, Ease of Concepts and Brilliant Diagrams, Flowcharts & Real World Examples! Highly Recommend and Follow Up w course on Innovative Business Models. I purchased the books and found them to be an excellent resource for referencing & overall wonderful tools.
  • Anonymous
    The course provided a complete overall insight and experience on how to Identify Entrepreneurial Opportunities for new start-up company. Indeed a great course every budding entrepreneur should undergo to make their decision better and effective
  • Anonymous
    I do really appreciate the content and structure. I would strongly recommend to revise some videos as the text do not match with the content (at least in 2 of them) and one video in the last module is cutted before the end.
  • Anonymous
    This is a highly informative and simple course for understanding entrepreneurial ventures for any business. The framework is very understandable and it holds the keys to successful business development.
  • Anonymous
    This was an excellent course that helped me understand more of my role and an entrepreneur. Both in my organisation and for my community. I highly recommend it to aspiring entrepreneurs.
  • Anonymous
    As I am from commerce background I have heard many time the term ''ENTREPRENEUR'' and its basic definition but in this course we learn many things which does not help an entrepreneur but also helps an intrapreneur.
  • Anonymous
    The course is enlightening for first time entrepreneurs and helps them understand the bigger picture in business rather than just thinking of simplistic buying and selling of products.
  • Anonymous
    Provides fundamental knowledge for being an entrepreneur. Various elements are neatly integrated to give a holistic perspective.
  • Profile image for Ezeh Maduabuchi S.
    Ezeh Maduabuchi S.
    The course content and structure are very good for easier learning.

    I also like the fact that the overview and summary re-emphasise the main course contents.
  • Anonymous

    Anonymous completed this course.

    Excellent course to understand the basics and fundamentals prior to startup. I am really glad that I did this course. Highly recommended.
  • Anonymous

    Anonymous completed this course.

    This is a well packaged and educative course. I sincerely recommed it for all entrepreneurs and anticipating entrepreneurs. Thank James Green!
  • Anonymous

    Anonymous completed this course.

    Very informative, covers a good range of content to beginners. I recommend for those who are considering the path of entrepreneurship.
  • Anonymous
    Great course that breaks down a lot of important ideas about what it means to be an Entrepreneur. The course focuses on teaching you how not only to think like an entrepreneur but also act like one. There are a lot of great ideas and key points that can help build your success on a regular basis with whatever goals you have in mind and want to reach.
  • Anonymous
    Excellent course!. I had some exposure to the basics of entrepreneurship and this course has shown me that there's a lot more to analyze in order to get the whole picture. I would definitely recommend this course :).
  • Sami
    The right level of detail at the right pace presented within a clear framework. Informative class room style lectures without advertising and interviews that many other online courses include to pad the material.
  • Anonymous
    Very comprehensive with well discussed contents thru video presentation. Assessments / quizzes captured significant issues / discussions of each module. These various relevant topics are well covered: the the macro business environment, the learning influence on entrepreneurial success, the complementary assets, reputation of competitors, value innovation, and competitive advantage. There were very interesting discussion on four significant questions of value innovation : what to eliminate, reduce, raise and create within a venture.
  • Juan Fernando Mosquera
    Great tools to understand, identify and analyze entrepreneurial ideas with the Opportunity Analysis Canvas.
  • Anonymous
    The opportunity analysis canvas enhanced my perspective of opportunity identification with a number of questions in my mind and at my table. Now the decision would be more practical for persuasion of the idea.

    I highly recommend the course for entrepreneurship faculty members and trainers so that they can give a new perspective to the participants with a simple and organized format and proposition of questions.
  • Anonymous
    Thanks James, the course was very insightful.

    A well structured approach to keep the steps simple and easy to understand. Really liked the Opportunity Analysis canvas that gives a very good reference to take the structured approach for entrepreneurs. Recommended.
  • Anonymous
    Entrepreneurial opportunities are usually defined as situations where products and services can be sold at a price greater than the cost of their production. An 'entrepreneurial opportunity', thus, is a situation where entrepreneurs can take action to make a profit.

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