The Entrepreneurship Handbook

A step-by-step guide to recognizing opportunity, creating solutions, and spinning up flywheels to sustain advantage.

“The Entrepreneurial Flywheel”

Karl T. Ulrich
The Wharton School

This handbook is the textbook for the Wharton course on entrepreneurship I teach, MGMT801. The handbook is intended for a general audience. It assumes some basic knowledge of business, but not much. Most chapters include links to other media (e.g., podcasts or videos) as well as to the academic literature supporting the chapter.

About the Author



  • Entrepreneurship Journal and Self Assessment
  • Learn from Others and Post to Discussion
  • Jobs Analysis
  • Market Size
  • Solution Concept
  • Competitive Analysis
  • Business Model and Unit Economics
  • GTM System
  • MVP and Lean Action Plan
  • 12-Month Budget and Pro-forma Financial Statements
  • Alpha Assets and Sustaining Advantage
  • Branding and Naming
  • Pitch Deck and Executive Summary

Cite as:

Karl T. Ulrich. The Entrepreneurship Handbook. The Wharton School. University of Pennsylvania. 2023.

Copyright (c) 2023 Karl T. Ulrich – Permission is granted for all individual educational uses. The contents may not be reproduced for sale or otherwise distributed for financial gain without express permission of the author.

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