Principles

Principles of Entrepreneurship: Business Model Design & Financial Strategy introduces students to the foundational concepts, frameworks, and ethical commitments that shape how value is created, delivered, and sustained in entrepreneurial contexts. Centered on business model design and financial strategy, the course invites students to examine entrepreneurship not merely as execution or venture launch, but as a disciplined practice of stewardship, discernment, and decision-making in service of human flourishing.

Through engagement with field-defining texts, contemporary frameworks, and real-world case studies, students explore how mission, values, vision, and vocation inform economic choices—such as revenue models, cost structures, funding strategies, and growth assumptions. The course emphasizes interpretation and judgment over speed, helping students understand why certain models work, for whom, and at what cost.

Learning is anchored in guided reading, facilitated dialogue, reflective writing, and practitioner engagement, enabling students to develop a principled understanding of business model design and financial strategy that integrates economic competence with ethical imagination.

Areas of Inquiry:

  • Economics of Enough: Reframing profit, generosity, and sustainability in a wisdom economy.
  • Financial Models that Serve People: Building regenerative and transparent business models.
  • Capital & Calling: Integrating personal conviction with capital allocation and investor alignment.

Principles of Entrepreneurship is taken in tandem with Entrepreneurial Practice.

Practice

Entrepreneurial Practice: Business Model Design & Financial Strategy is an applied lab in which students develop practical competence by designing, testing, and refining business models and financial strategies in live contexts. Running concurrently with the Principles course, this lab focuses on translating conceptual understanding into real-world practice through experimentation, iteration, and reflection-in-action.

Students apply their work toward one of the following contexts:

  • A personal venture or startup concept
  • A portfolio of entrepreneurial or consulting assets
  • A project or initiative embedded within an internship or organizational setting

The course is guided through a hybrid model of coaching, mentorship, and facilitated learning, emphasizing adaptive execution, financial clarity, and responsible decision-making. Students learn to navigate uncertainty, test assumptions, and refine strategies while remaining attentive to formation, values, and impact.

Learning Objectives

  • Practice
      1. Design and articulate a coherent business model aligned with a specific context and audience
      2. Develop and interpret basic financial models, including budgets, projections, and pro formas
      3. Translate entrepreneurial principles into applied strategy, experimentation, and execution
      4. Iterate business and financial assumptions based on feedback, data, and reflection
      5. Demonstrate adaptive leadership practices through experimentation and learning
  • Principles
    1. Explain core concepts and frameworks related to business model design, financial strategy, and capital stewardship in entrepreneurial contexts
    2. Analyze business models and financial decisions using ethical, social, and formational lenses
    3. Interpret how mission, values, and vocation shape choices around revenue, funding, growth, and sustainability
    4. Evaluate entrepreneurial tradeoffs related to profitability, generosity, risk, and long-term impact
    5. Develop reflective judgment and principled decision-making capacity in economic and financial contexts
    6. Articulate a coherent perspective on entrepreneurship as a means of value creation aligned with the common good and a just society

Course Components

Formation, Vocation & Economic Imagination

  • Entrepreneurship as Stewardship

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  • Capital & Calling

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  • Introduction to Business Models

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  • Practice Integration

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Value Creation & Business Model Design

  • Customer Discovery & Insight

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  • Value Proposition Design

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  • Business Model Coherence

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  • Revenue Models

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  • Practice Integration

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Financial Strategy, Capital & Sustainability

  • Cost Structures & Unit Economics

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  • Financial Modeling Fundamentals

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  • Funding & Capital Strategy

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  • Sustainability & Stewardship

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  • Practice Integration (Unit 3)

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Integration, Testing & Strategic Clarity

  • Model Integration

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  • Feedback & Iteration

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  • Strategic Clarity & Narrative

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  • Reflection & Integration

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Features and Benefits

This area is dedicated to highlight the features and benefits of the course, providing potential students with compelling reasons to enroll.

How This Equips Faith Leaders

The Entrepreneur Lab forms students into wise, adaptive, and competent leaders who can bring renewal to any context. Grounded in seven core themes of Leadership & Identity, Strategy & Systems, Product Design, Business Model Design & Financial Strategy, Culture & Storytelling, Marketing & Growth, and Technology & the Future, the program cultivates the mindsets and practices of entrepreneurial leadership. Through an iterative journey of discovery, design, and development, students learn to integrate purpose with strategy, creativity with stewardship, and technological discernment with ethical imagination, preparing them to contribute meaningfully whether as founders, intrapreneurs, or culture-creators.

Jonathon Murillo, M.Div

Meet Your Instructor,
Jonathon Murillo, M.Div

Murillo is a communicator, coach, and creator who focuses on guiding early stage founders from communities of color to create meaningful change through their ventures. Creating and leading at the intersections of theology, spirituality, leadership, and social change, Murillo is a certified Formation Guide and Director of Strategy and Content at the Ignite Institute. 

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