01 Understanding Technology Startups
1 Why does the government support startups? 3
2 What is Entrepreneurship? 7
3 What is a Venture Business? 18
4 Can my startup be considered a technology startup? 23

02 The Founder's Mindset
1 The Entrepreneurial Spirit of the Founder 37
2 Common Mistakes of Technology Entrepreneurs 48
3 The Meaning of Business Establishment and Exit 57

03 How should technology commercialization be promoted?
1. Concept and Step-by-Step Process of Technology Commercialization 63
2. What is a technology eligible for commercialization? 97
3. Discovering Commercialization Items 104
4. How to Secure Commercialization Technology 111

04 Building a Business Model and Creating a Blueprint for Success
1 Definition and Components of a Business Model 123
2 Different types of business models 134
3 Using the Business Model Canvas 142
4. Utilizing Lean Canvas 164

05 Business Model Validation and How to Be Selected by the Market
1 The Need for Business Model Verification 187
2 Hypotheses Used to Verify Business Models 194
3 Business Idea Validation 202
4 Lean Startup Business Model Verification Methods 206
5 Hypothesis Testing Methods 211

06 Business Model Enhancement, Continuous Growth Engine
1. What is Business Model Enhancement? 223
2 Business Model Pivoting 230
3 Business Model Innovation Strategies 246

07 Establishing a marketing strategy for market entry
1. External Environment Analysis for Market Entry 291
2 TAM, SAM, SOM, LAM Analysis 306
Establishing a STP (Segmentation, Targeting, Positioning) Strategy 314
Developing a 4-P Marketing Mix Strategy 324

08 Business Feasibility Analysis, Success Potential Simulation
1 Business Feasibility Analysis Procedure 348
2 Market Entry Feasibility Analysis 355
3 Technology Development Feasibility Analysis 374
4 Financial Feasibility Analysis 385

09 Writing a Business Plan, Your Blueprint for Success
1 PSST Business Plan 405
2 Business Overview TVP Clarification 410
3 Components of a PSST Business Plan and Writing Tips 415

10 Funding and Investment Attraction, Wings of Success
1 Various Funding Methods 431
2 Preliminary Checklist for Attracting Investment 435
3 Investment-Related Terms and Concepts Every Entrepreneur Must Know 440
4 Investment Attraction Process 448
5 Things to Consider When Entering into an Investment Contract 455

This book provides specific help to readers who:

· College and graduate students preparing to start a technology business
· Aspiring entrepreneurs looking to commercialize innovative ideas
· Early-stage entrepreneurs seeking to flesh out their business model in the early stages of their startup.
· Employees of small and medium-sized enterprises considering developing new businesses using new technologies
· University students majoring in entrepreneurship-related fields
· Experts such as consultants who specialize in providing consulting services for technology startups

The most significant feature of this book is its focus on comprehensively covering the core processes and content that must be covered throughout the entire process of technology startup and technology commercialization.
This is because, in the process of starting a business and commercializing a business, it is more important to systematically understand the overall flow and step-by-step process rather than having detailed and in-depth expertise in a specific field.

The book consists of ten chapters, systematically and sequentially covering the main topics of technology entrepreneurship and technology commercialization.

Chapter 1 covers the basics of technology entrepreneurship.
It begins with the reasons why the government supports startups, explains the concepts of startups and venture companies, and presents methods for determining whether your startup idea qualifies as a technology-based startup.
Chapter 2 covers the basic mindset that an entrepreneur should have.
Explains the core elements of entrepreneurship, common mistakes made by technology entrepreneurs, and the meaning of business establishment and exit.
Chapters 3 through 6 cover the core processes of technology commercialization.
It explains step-by-step the process of discovering and securing technologies for commercialization, building and verifying business models, and continuously improving them.
In particular, it provides specific suggestions on how to utilize BMC (Business Model Canvas) and Lean Canvas.
Chapters 7 and 8 cover marketing strategy development and business feasibility analysis for market entry. They present STP (Segmentation, Targeting, Positioning) strategy development and comprehensive feasibility analysis from market, technology, and financial perspectives.
Finally, Chapters 9 and 10 cover the process of writing a business plan and raising funds and attracting investment.
This practical guide explains how to write a business plan that investors are paying attention to, various funding methods, and the investment attraction process and contractual considerations.

Each chapter strives to provide readily applicable help, including real-world examples and practical tips from domestic and international startups, to help entrepreneurs and technology commercialization initiatives understand the concepts.

Another unique feature of this book is that it is based on content that has been verified in the field.
The author has accumulated experience consulting various startups for several years at an actual startup support organization, and has provided specific answers to the questions students most often ask and find difficult while teaching entrepreneurship-related courses at a university.
Additionally, it was written based on educational content that has been verified in the field of entrepreneurship education at public sector institutions for over ten years.
By referencing the textbooks for the Korea Business and Technology Valuation Association's "Business Model Consultant" and "Technology Startup Instructor" certifications, which the author wrote, various domestic and international cases were added. To enhance readers' understanding, the difficulty of expression was adjusted and refined using generative AI, thereby increasing the completeness.
I hope this book will serve as a practical guide not only for aspiring technology entrepreneurs but also for all readers involved in technology commercialization, helping them understand the overall flow of entrepreneurship and develop effective decision-making and strategies at each stage.

November 2025
Author Baek Jong-il, Ph.D. in Management Consulting