ESCP EUROPE DESIGN GUIDELINES Unternehmerschule Developing, Experiencing & Living Good Entrepreneurship
2013 Edition
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European Identity Global Perspective T h e Wo r l d ’s F i r s t B u s i n e s s S c h o o l ( e s t . 1 8 1 9 )
5 campuses in Europe Paris
London
Berlin
Madrid
To r i n o
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escp europe at one glance The World’s First Business School
1819
The World’s First Business School is established in Paris by a group of economic scholars and businessmen on 1st December. Even at its debut, ESCP Europe’s Global Perspective is well established, with one third of its students coming from an international background.
1973
On 5th April 1973, the concept of ESCP Europe as a multi-campus business school is born. The inauguration of campuses in the United Kingdom and in Germany soon follows, landmarks of the School’s strong European Identity.
1988
The School opens its 4th campus in Madrid.
2004
ESCP Europe enters Italy with a 5th campus in Torino.
Key Facts and Figures
five 100 4,000 127 ESCP Europe campuses in Paris, London, Berlin, Madrid, Torino
Triple accredited with international quality labels:
EQUIS AMBA AACSB 40,000 150 200
academic alliances in Europe and the World
Over
students in degree programmes representing 90 different nationalities
5,000 high-level participants in customized trainings and executive education
research-active professors representing more than
20 5
active alumni in over
nationalities across our
countries and from over
campuses
Consistently ranked among the world’s best business schools
eighty fourty sevenhundred affiliate professors,
visiting professors, over
practitioners & experts
nationalities
1
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p. 03 escp eUrope at one glance p. 05 Welcome to UnternehmerschUle! p. 06 content & target groUp oF UnternehmerschUle p. 07 hoW — methods p. 08 What — the modUles & schedUle p. 10 Who — meet the FacUlty p. 12 next steps — admission reqUirements & application p. 13 What experts say p. 14 FUrther execUtiVe edUcation programmes at escp eUrope supported by
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Welcome to Unternehmerschule! The programme for entrepreneurs, intrapreneurs and familiy business holder Who wants to be a better entrepreneur? “The entrepreneur shifts economic resources out of an area of lower and into an area of higher productivity and greater yield,” said Jean-Baptiste Say, economist and co-founder of ESCP Europe (est. 1819) more than 200 years ago. Ever since that day, dedication to entrepreneurship has been one of the key motivators for ESCP Europe. It is one of our priorities to foster and accommodate today’s ambitious entrepreneurial efforts with more courses and specialisations in the fields of Entrepreneurship, Innovation and Creation. Through UNTERNEHMERSCHULE we have created a programme which will enable participants to step successfully into Say’s footsteps. It offers entrepreneurs, intrapreneurs and family business holders the apparatus necessary to take on new challenges successfully in a constantly changing world. The programme has been designed with Unternehmer Club Berlin, an organisation of successful entrepreneurs and investors from businesses such as eBay, Amazon, Bigpoint, betterplace.org and Axel Springer. It combines experience gained from different accelerator programmes and the latest results in management research. Participants will work with lecturers with a strong academic background from ESCP Europe and experienced entrepreneurs and intrapreneurs rooted in a very successful specific activity. This co-teaching environment creates a hands-on learning atmosphere and makes the programme unique. Each participant’s individual needs are taken into account and an ever-growing network offers cutting edge support and inspiration. Are you ready for an excellent opportunity to leverage your business and broaden your horizon through a new learning experience? Join us on your way to becoming a better entrepreneur! Sincerely, Marion Festing, Campus Director ESCP Europe Berlin
— At the ESCP Europe Chair of Entrepreneurship (ChairEEE) we truly believe in blending entrepreneurial experience with scientific rigour. Founded in 2007 by former French Prime Minister Jean-Pierre Raffarin, with the support of Ernst & Young and the ESCP Europe Foundation, the ChairEEE educates, inspires, and accompanies tomorrow’s entrepreneurs. We are therefore very happy to support UNTERNEHMERSCHULE in unleashing the entrepreneurial potential of its participants, who can truly make a difference in the world.
— As entrepreneurs we felt that something was missing. Of course there were fantastic management schools – some focusing on starting up new ventures and some extremely strong in managing the psychological aspects in family businesses – but nothing was really tailor-made to the demands of entrepreneurs combining the academic world with real entrepreneurial life. This was why we developed UNTERNEHMERSCHULE with ESCP Europe: a place that helps entrepreneurs – as diverse as they might be – to become better business people for themselves, for their companies and for society.
Jacqueline Fendt Head of the ESCP Europe Chair of Entrepreneurship
Marc Sasserath | Jörg Rheinboldt Unternehmer Club Berlin
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content & target group of unternehmerschule Every economy needs entrepreneurs to create companies, products, jobs and value. But courageous entrepreneurs often fail as start-ups or as the drivers of innovative initiatives within established companies. unternehmerschule sets out to improve the likelihood of these entrepreneurs’ success by creating a safe practice ground in which start-up entrepreneurs, intrapreneurs and family business members can work on their ideas, turn these ideas into reality, learn and improve their ideas quickly and grow their projects on a European level. Ideate, jump, manage and grow are the four steps to building successful projects, and these are also the four modules of UNTERNEHMERSCHULE.
Target Group The UNTERNEHMERSCHULE programme welcomes participants with diverse educational backgrounds who have already gained a minimum of three years’ professional experience by having built their own start-up (or in the midst of doing so), as an intrapreneur or business developer within a large company or as the holder or leader of a family business. The more diverse the backgrounds and careers of the participants, the better they can learn from each other and build a sustainable network — key elements of the programme.
Take-Home Value The objective of UNTERNEHMERSCHULE is to create a safe and agile learning enviroment to take your projects from idea to implementation, improvement and growth in four intense modules. Take-home values are: ∧ Applying design-thinking principles to generate ideas ∧ Experiencing triggers and barriers for individual and collective creativity ∧ Prototyping your project idea and developing experiences to test your assumptions ∧ Operationalising strategies through effective and efficient methods ∧ Identifying and managing Key Performance Indicators (KPI’s) ∧ Deepening your knowledge of finance fundamentals ∧ Building and maintaining productive teams, organisations and workflows ∧ Using the brand as the guiding principle around which all communication is focused ∧ Accessing a truly European network through the participants, faculty, practitioners and beyond
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How — methods The programme is divided into four modules which take place over four weekends (from Thursday to Saturday) between November 2013 and May 2014. The modules ideate, jump and manage take place in Berlin, while the module grow is taught in Paris.
Tandem teaching approach Each module is presented through a tandem teaching approach consisting of members of ESCP Europe’s academic faculty and experienced practitioners. This co-teaching method enables rich discussions. Academic research is challenged for its practicability and entrepreneurial experience is challenged by rigorous research insights. Last but not least, this also creates a wide network in both worlds and guarantees a multi-perspective learning environment.
The Project Learning by doing is at the heart of UNTERNEHMERSCHULE. Therefore, we ask each participant to apply for the programme with a project, which helps us to exemplify our gained knowledge. This can be an innovative product or process within a larger context such as an existing large company or a family business, an idea for a potential start-up or an existing start-up in a very early phase. Participants have the time to work on their project in each of the modules and improve them by working on the idea (ideate), taking the first steps (jump), learning and improving (manage) and reaching the next level (grow).
Mentoring Unternehmerschule fosters each participant‘s entrepreneurial personality and network. Throughout the programme participants are guided by an experienced mentor, who helps them raise self-awareness and develop their projects.
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1.
ideate this module is about your ideas and your visions and how to apply the power of collective creativity. We take a close look at what is widely referred to as ‘ideation’. as you come to the programme with ideas, projects, and companies, we take these elements and improve them further through our collective creativity. By applying design-thinking principles we take a deep dive into the creative process and look at triggers and barriers to creativity. We also delve into establishing what the fundamental idea or company is based upon and growing from and what you want to achieve. Furthermore, we visit start-ups and agile companies and discuss with them how they came up with their ideas originally. at the end of module one you should have torn your ideas into pieces and hopefully put them back together with many new ideas. concepts & tools design-thinking ideas pitching individual and collective creativity
What — the modUles & schedUle noV 2013—MaY 2014
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MODULE 3: MANAGE March 13th—15th, 2014
COMPETITIVE ENTREPRENEURIAL STRATEGY | LEGAL & FINANCE | NEGOTIATION, MEDIATION, CLOSING
net
wo r
kin
g
project
2.
JUmp this module is about testing your assumptions, developing and testing your business model and getting feedback from the market. It is time to put your ideas to the test. and we mean this quite literally! this module is all about the step from the idea to the actual product. We talk about and build prototypes, create minimal viable products and run other tests to challenge your assumptions and learn all about product/service market fit. We then discuss options to test and fail fast and cheaply – and why this is important for your project and company. last but not least, we discuss how stories will help you to build a powerful identity and brand for your project. concepts & tools prototyping Business modelling tiger riding
MODULE 1: IDEATE November 21st—23rd, 2013
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IDEAS PITCHING | INDIVIDUAL & COLLECTIVE CREATIVITY | DESIGN THINKING – THE SYSTEMIC INNOVATION
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project
your entrepreneurial project idea
mission: deVeloping, and liVing good entr 8
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etw
3. Your business success
MODULE 4: GROW May 15th—17th, 2014
ETHICS & GOVERNANCE | RESPONSIBLE LEADERSHIP | GROWING INTERNATIONAL
project
o rk
concepts & tools competitive strategy legal & finance negotiating, mediating and closing
ing
MODULE 2: JUMP January 16th—18th, 2014
project
re f l
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manage this module is all about developing your strategy as well as operationalising and reaching your goals. now it is time to turn your business model into a functioning system. Key elements of module three are therefore competitive strategy, negotiating, legal and finance. We talk about different elements constituting your strategy, such as the structure of your organisation and its resources, the environment and the objectives being pursued. We also look at the fundamentals of finance and of course legal issues connected to your project.
ion
PROTOTYPING | BUSINESS MODELLING | TIGER RIDING | BRANDING & COMMUNICATIONS
4.
ect
eurial dea
groW this module is about scaling your company. It is all about bringing your business model to the next level. this module is held at our escp europe campus in paris. We discuss what it takes to grow your business in europe – and potentially globally – and we examine a number of leadership issues connected with growth, such as the role of ethics, diversity and responsibility. We ask what is your role in this project and how can you make sure you have the right skills and the right people in your team to help you scale your project? concepts & tools growing international ethics and governance responsible leadership
loping, experiencing d entrepreneUrship 9 ESCP_Programmbroschüre_V14.indd 9
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Who — meet the faculty ESCP Europe Martin Kupp Programme Director of Unternehmerschule and Associate Professor for Entrepreneurship
Martin Kupp is Associate Professor for Entrepreneurship at ESCP Europe, Paris, and a visiting professor at EGP Business School in Portugal and the European School of Management and Technology, Berlin. Martin’s areas of expertise lie in strategic innovation, competitive strategy and organisational creativity. He has worked for clients such as Bosch, ThyssenKrupp, Siemens, MAN, Coca-Cola, Deutsche Bank and Bertelsmann. Recent publications have appeared in magazines such as California Management Review, Journal of Business Strategy and The Economist. He frequently speaks at industry conferences and events.
Jacqueline Fendt Professor of Strategy and Entrepreneurship
Jacqueline Fendt is Professor of Strategy and Entrepreneurship at ESCP Europe and Scientific Director of the school’s Chair of Entrepreneurship. She holds a PhD in organisation science (cum laude) from Leiden University, Netherlands. She founded and managed her own company and then embarked upon a corporate career holding many executive positions. Jacqueline founded Business Angels Schweiz in 1999 and also serves on the boards of international companies.
Marion Festing Professor of Human Resource Management and Intercultural Leadership
Marion Festing is Professor of Human Resource Management and Intercultural Leadership, and since 2012 she has been Rector of the ESCP Europe, Berlin campus. She holds a PhD and habilitation degree from the University of Paderborn, Germany. Her areas of expertise are international and strategic human resource management, global leadership, intercultural management and globalisation processes. She is actively involved in various executive education programmes and has strong links with the world of business.
Ulrich Pape Professor of Finance
Stefan Schmid Professor of International Management and Strategic Management
Ulrich Pape is Professor of Finance and holds the Chair of Finance at the ESCP Europe Berlin campus. Since 2002 he has been Berlin Director of Studies for the Master in Management Programme and Prorector of the Berlin campus. Ulrich holds a Doctorate as well as a post-doctoral degree (Habilitation) in business administration. He teaches courses in corporate finance, financial theory, financial markets, and firm valuation. Before entering the scientific community he worked for a couple of years for Deutsche Bank. Stefan Schmid is Chair of the Department of International Management and Strategic Management at ESCP Europe campus, Berlin. He studied General Management and International Management in Augsburg, Paris, Oxford and Berlin and holds a PhD and a habilitation degree from the Catholic University of Eichstätt-Ingolstadt. Stefan is Academic Dean for Executive Education at ESCP Europe and he is actively involved in various executive education programmes.
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Our tandem teaching approach involves a member of ESCP Europe’s academic faculty and an experienced practitioner for every course. You can find the entire list on our website www.escpeurope.de/unternehmerschule
Entrepreneurs Peter Borchers is founder and head of hub:raum, Deutsche Telekom’s global incubator, and he co-founded and managed T-Innovations, an internal innovation accelerator for Deutsche Telekom and Everseven, one of the first marketplaces for freelance jobs. He engages in UNTERNEHMERSCHULE because he loves making things that make sense – and to him it definitely makes sense to build and grow successful companies that provide great products and services.
Peter Borchers Founder and head of hub:raum
Stephan Breidenbach is an experienced entrepreneur. He founded knowledgeTools International GmbH, the leading company in rule mapping and legal knowledge mapping in Europe. In the non-profit sector he founded Humboldt-Viadrina School of Governance and betterplace.org, the global online donation platform for social projects. His next venture will be NExtSSE, a social stock exchange for investment through the Internet in social impact companies.
Stephan Breidenbach Founder of betterplace.org and business mediator
Gunnar Graef is co-founder and CEO of Deutsche Ventures and Affiliate Professor of ESCP Europe’s Paris campus. He studied industrial engineering in Berlin and Shanghai and graduated at Technical University Berlin (Diplom-Ingenieur), ESCP Europe (MIM Paris-Oxford-Berlin) and at Ecole Nationale d‘Administration in France (ENA). He has founded several companies – Airtag, Index Europe, which he sold to Index Corp. in Japan, and DHL Globalmail, which grew significantly under his 5 year leadership, after integration in Deutsche Post Group.
Gunnar Graef Co-founder of Deutsche Ventures and Affiliate Professor ESCP Europe Paris
Jörg Rheinboldt is a serial entrepreneur. While studying management in Cologne, he co-founded the Internet consulting company denkwerk, and later alando.de, a marketplace which was acquired by eBay. After the acquisition, Jörg served as Managing Director of eBay in Germany for five years. Today, he focuses on early stage investments in groundbreaking Internet, telecom and media businesses as founding partner of M10 GmbH. Jörg is also the founding donor of betterplace.org, a platform for social projects.
Jörg Rheinboldt Managing partner at M10
Marc Sasserath is co-founder of Sasserath Munziger Plus, a brand consultancy that works out of Berlin and Milan for some of the world’s best and most ambitious brands. He was born into an entrepreneurial family which started its first business in 1871. However, instead of joining the family business he decided to become a globally-oriented brand strategist working with groups such as Saatchi and BBDO before starting Publicis Sasserath and later Supermarque and Sasserath Munziger Plus.
Marc Sasserath Co-founder of Sasserath Munziger Plus
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NEXT STEPS ADMISSION REQUIREMENTS & APPLICATION UNTERNEHMERSCHULE is looking for motivated entrepreneurial managers who have gained professional experience in their own start-up, as an intrapreneur within a company or as the holder or leader of a family business and who have already demonstrated their business talent.
The concept of your project should be presented on no more than three pages and will need to outline the need for your project, the planned process of implementation, your entrepreneurial creativity and the project’s potential. THE TUITION FEE FOR THE COMPLETE PROGRAMME IS € UDING UDING BREAKS. VAT
Admission to UNTERNEHMERSCHULE will be considered by an assessment committee made up of ESCP Europe academics and entrepreneurial experts. To provide a diverse, fully enriching and high-class learning experience we only allow a certain number of participants from each sector. There are no formal education requirements; however, English language proficiency skills are mandatory.
Please submit your application via email not later than September 30th, 2013 to Jan Ehlers
Candidates will be selected according to our assessment criteria. If you are an eligible candidate you will receive your letter of acceptance within a month after submitting your application, but no later than October 15 th, 2013.
YOUR APPLICATION MUST INCLUDE: F •A MOTIVATION • YOUR CV • THE CONCEPT BEHIND YOUR ENTREPRENEURIAL PROJECT
For further questions and information contact: ESCP Europe Berlin Jan Ehlers, Head of Corporate Relations
THE LETTER OF MOTIVATION SHOULD ANSWER THE FOLLOWING QUESTIONS: • WHY ARE YOU THE IDEAL CANDI DATE FOR UNTERNEHMERSCHULE ? • WHAT VALUABLE EXPERIENCE CAN YOU BRING TO TH GRAMME? • WHAT ARE Y NEURIAL GOALS?
+49 (0)30 / 32 007 149
More information on www.escpeurope.de/unternehmerschule
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What experts say Alexander Sixt Family business holder – Managing Director – Head of Corporate Development, Central Purchasing and Workflow management at Sixt AG “The leader of a family business demands the ability to seize chances while keeping up the approved business model. That’s one of the main challenges in a family business. Growing into a family business sometimes needs external support. Family business leaders will benefit from UNTERNEHMERSCHULE by obtaining insights into challenging business cases and through a top-class network. It is what you need to develop into a responsible leader much quicker.”
Ulrich Schmitz Intrapreneur and Managing Director of Axel Springer Plug and Play “A successful entrepreneur needs talent, applicable methods, tools and the right timing. Entrepreneurial talent often exists naturally; however, it needs to be developed in practice. As such, Unternehmerschule offers the chance to do so!” Jan Bohl CFO and Co-Owner of Ableton “For me entrepreneurship is about not only turning an opportunity into a successful business but also the drive to scale this business into something big and meaningful. I truly believe that UNTERNEHMERSCHULE will be the place where these skills can be acquired.”
Nicolas Gaume Serial Media & Game Entrepreneur “Unternehmerschule is providing the tools to really accelerate the development of your business ideas and to take you further – not within years, but within months.”
Till Behnke CEO betterplace.org “As founder of betterplace.org I have seen a vision turn into a successful social business. In times of rapid change, sustainable entrepreneurship is where our future lies. And that’s exactly where Unternehmerschule is coming from: to shape better, more sustainable and thereby more successful entrepreneurs and use entrepreneurship as a platform to create value. UNTERNEHMERSCHULE understands that change is an opportunity.”
Marcus HipP CEO of BMW Foundation Herbert Quandt “We do not need to reinvent the wheel, but together we can considerably improve the technology in some areas if we want to do business with more values and be successful and responsible leaders – the tools for that are taught and tested at Unternehmerschule.”
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FURTHER EXECUTIVE EDUCATION PROGRAMMES AT ESCP EUROPE Executive MBA Five different executive-friendly study tracks are offered: Paris, Berlin, Madrid, Torino or Itinerant, 18 months part-time programme with nine core courses and several electives 8 Executive Masters EMS Business Consulting (study location: Paris) EMS Energy Management (London, Paris, Berlin, Madrid & New Delhi) EMS Financial and Fiscal Engineering (Paris) EMS Healthcare & Hospital Management (Paris) EMS Human & Organisational Factors of Safety (Paris) EMS International Wealth Management (formerly Specialized Master in Private Banking) (Paris, London, Geneva) EMS Marketing & Communication (Paris) EM Marketing & Creativity (London, Paris &Torino) Open Programmes Specialised and Impact Programmes in: - Finance, Accounting, Management Control, Taxation, Corporate Law - Human Resources, Change Management, Personal Development - Marketing, Communication, Branding, Sales - Operations Management, Supply Chain - Strategy, International Development, Business 2.0, Sustainable Development General Management Programme The part-time open programme consists of nine modules - Corporate Finance - Management Control - Corporate Strategy - Managerial Economics - Human Resource Management - Marketing - International Business Law - Operations Management - Organisational Behaviour Customised Programmes Areas of expertise are: - Change Management - Corporate Finance - Corporate Strategy - Energy Sector Management - Entrepreneurship - Finance, Accounting and Control - Financial Regulation - Human Resource Management - Innovation Management
- Intercultural Management - International Dynamics - Leadership - Marketing and Creativity - Operations Management and Supply Chain - Personal Development - Sustainable Development
Check out our website for more details: www.escpeurope.eu
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www.escpeurope.de/unternehmerschule
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escpeurope.eu
PARIS 79, avenue de la République 75 543 Paris CEDEX 11 France T : + 33 1 49 23 20 00 F : + 33 1 43 55 99 63 info.fr@escpeurope.eu
LONDON 527 Finchley Road, Hampstead London NW3 7BG United Kingdom T : + 44 20 7443 8800 F : + 44 20 7443 8874 info.uk@escpeurope.eu
BERLIN Heubnerweg 8-10 14059 Berlin Deutschland T : + 49 30 32007 0 F : + 49 30 32007 111 info@escpeurope.eu
MADRID Arroyofresno 1 28 035 Madrid España T : + 34 91 386 25 11 F : + 34 91 373 92 29 solicitudes@escpeurope.eu
TORINO Corso Unione Sovietica, 218 bis 10134 Torino Italia T : + 39 011 670 58 94 F : + 39 011 670 58 04 info.it@escpeurope.eu
EFMD
Unternehmerschule Design guidelines
2013 Edition
ESCP Europe supports sustainable development ESCP Europe supports sustainable development
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