BETA ENTERPRISE PROGRAMME - Plymouth University
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BETA ENTERPRISE PROGRAMME
CREATE, COMMUNICATE AND IMPLEMENT YOUR SKILLS, TALENTS
AND IDEAS FOR ENTERPRISE AND PROFESSIONAL GROWTH.
FUTURES ENTREPRENEURSHIP CENTRE
ACADEMIC YEAR 2018 – 2019
BETA is an extracurricular Enterprise Programme for University of Plymouth
students, local businesses and individuals who aspire to enhance their professional
skills and potentially start a new enterprise.
BETA will give you the opportunity to put your entrepreneurial abilities to practice
via assigned projects, workshops, talks, mentoring and networking.
The programme consists of six sessions and a pitch day.
Who is BETA for? BETA offers practical skills workshops to all University of Plymouth students (both undergraduate and postgraduate) and businesses and individuals who want to acquire additional professional experience in the following areas: CREATIVITY AND IDEATION COMMUNICATION AND BRANDING FINANCE, LEGAL STRUCTURES AND AGILE BUSINESS MODELS IMPLEMENTATION OF ENTERPRISE The learning outcomes and benefits of taking part in BETA are relevant whether you want to establish your own start-up, develop your enterprise or enhance your professional and employability skills. The Programme is designed in such a way that the skills learnt can be applied across all industries, to new enterprises and existing businesses, where innovation, far-reaching thinking, agility, creativity, and confidence are in high demand. On the completion of the BETA Programme, participants will have an evidenced, project-based story illustrating their own development journey: starting from expressing who they are as both; individuals and professionals, to communicating their values and ideas in professional settings, to the implementation and evaluation of viability of an enterprise via appropriate methods and pitching. BETA graduates are enterprise-ready and sought after by employers. They respond positively to professional challenges with unprecedented solutions, agility, creativity, courage, curiosity and responsibility. Reinforced with the same principles of sustainability and inclusivity that apply across all Futures activities, BETA results will always connect with good growth, diversity and socio-environmental benefits.
How to enrol on BETA University of Plymouth Students University of Plymouth students access the Programme free of charge and are fully funded by the University of Plymouth Students are free to join BETA at any point during the Programme. Join by attending any of the session (see the schedule/back cover) or email us on futuresbeta@plymouth.ac.uk. Your attendance will be registered at each session. Business Community and Individuals External participants please contact the Futures Centre on futuresbeta@plymouth.ac.uk for information about programme fees or register here. Upon completion of your registration and payment via you will receive the Programme content and access to resources from Futures Centre. How is BETA structured? BETA has three stages: CREATE – COMMUNICATE - IMPLEMENT with two sessions per stage. See the Programme details below. BETA Programme will engage participants in the process of developing a start-up concept and turning it into a viable business entity, however, having a business idea is not pre-requisite of attendance. If you do not wish to develop a start-up you can still take part, picking and choosing BETA sessions which will contribute to your professional development and CV. To become a BETA graduate and receive a BETA certificate, a participant has to compete all six sessions. Only the best and most viable start-up ideas will be invited to pitch on the additional (7th) session. The selection of pitching ideas will take place after session five.
BETA Objectives:
1. Enhance participants’ enterprising skills and entrepreneurial mind-set
2. Support participants’ professional competencies and attributes
3. Impact participants’ employability and prepare participants for changing work
environments
4. Offer business support and help students to design, set up and launch a business
5. Bolster participants’ creativity, confidence, and individual voice
6. Create opportunities to link students with the business community and entrepreneurs
locally, nationally, and internationally
"Starting your own business is like riding a roller coaster. There are
highs and lows and every turn you take is another twist. The lows
are really low, but the highs can be really high. You have to be
strong, keep your stomach tight, and ride along with the roller
coaster that you started."--Lindsay Manseau, photographer and
entrepreneurRecommended resources for everyday use, if you want to stay up to date with the recent data,
research, examples, successes and lessons in entrepreneurship.
Professional Resources:
On advertising - best practice, evidence and insights from the world’s leading brands
https://www.warc.com/Welcome
Everything you need to know to start and grow your business
https://www.inc.com/
Everything about important new technologies that will affect your life/organisation
https://www.technologyreview.com/
Focus on curated creativity, data and analysis, people and culture, and innovation and forcasting
http://creativity-online.com/
Information and resources – Start Up/Marketing/Law/Tech/Money - for business owners
https://www.marketingdonut.co.uk/
Platform for exchange and collaboration of new ideas
https://ideagist.com/
Online platform for developers, tech enthusiasts and creators
https://hackernoon.com/
Best stories and ideas on topics as culture, entrepreneurship, politics, design, science and popular culture
https://medium.com/
The most up-to-date and accurate business information
https://bizfluent.com/entrepreneurship/
Resource with focus on product and service innovation with inspirational learning resources
http://beautiful.business/about/CREATE
PHASE 1 Session 1
PHASE 1
Ideation. Imagination. Creativity.
Session 1 Where do business ideas come from?
What do you care about?
Values in Start-Ups.
Tuesday What problem are you solving and for whom?
Design Thinking Methods
9th October
2018 Summary:
In this session you will be taken on a rollercoaster of creative experience which
will lead you to identify that one start-up idea to which you feel connected as
an individual with a certain mindset and values. By tapping into
unconventional resources, you will be asked to make connections between
Time:
disparate areas, as in this way, your imagination will be activated on a different
16:00 – 19:00 level, where the brain, the consciousness, the body and your personal and
professional aspirations and beliefs meet to spark new ideas and challenge
inhibitions. From this ‘creative chaos’ you will build a story and a structure of
Location: your first start-up, which will engage your intellectual and personal potential,
and expand your awareness of the world around you. Through design thinking
Mast House methods, you will map out your goals and the market problem you are
Room 202 prepared to solve.
You don’t need to have an actual business idea yet, but you will use this session
as a platform, determining what you want from your business and why.
The results from this session will help you to establish a mission statement and
value proposition for your business, if you want to take that path, and also to
distinguish your own strengths and goals when establishing your professional
identity.AIMS
PHASE 1 1. Foster curiosity and confidence while brainstorming ideas, views and
experiences with others
2. Address the area of interest/enterprise in relation to personal values
Imagination
3. Learn how to think independently and in response to the needs of the
Inspiration
market
Ideation
4. Build connections between social, economic, cultural, environmental and
psycho-material phenomena that underpin enterprise
for 5. Understand how design thinking works when solving problems
Business OUTCOMES: AT THE END OF THE SESSION, YOU WILL BE ABLE TO:
People
1. Define the experiential steps in start-up development
Planet
2. Ascertain the role of ‘added value’ in reaching the audience
3. Apply design thinking to understand stakeholders and their needs
4. Initiate a story behid your idea that will become the foundation for your
brand
Project 1: Using the Design Thinking template identify the problem in the market
and the way of solving it through your business idea.Recommended Resources: Andrii Sedniev (2016) The Business Idea Factory available on Kindle https://www.amazon.com/dp/B01ITHVQG2/ref=sspa_dk_detail_4?psc=1 Crush Course on Creativity TED: https://youtu.be/Tu-01IxpFeo Foster your Creativity: Learn to Paint: https://www.forbes.com/sites/alexknapp/2013/12/27/to-foster-your-creativity-dont-learn-to-code-learn- to-paint/#6c4a7fc611a9 Creative Ideas and Music: https://medium.com/s/how-to-design-creative-workspaces/how-to-use-music-to-boost-your-creativity- 558a091df1db Culture of Creative Thinking: https://www.businessnewsdaily.com/8894-creativity-business-success.html Academic paper on: From personal values to creativity: Evidence from frontline service employees https://www.researchgate.net/publication/235266412_From_personal_values_to_creativity_Evidence_fro m_frontline_service_employees How to take creative notes video: https://youtu.be/FG6nAQIb1YM The Power of Creative Constraints. TED: https://youtu.be/v5FL9VTBZzQ How to improve your creative thinking: https://youtu.be/zO2LdDpx-Tc Mission vs Vision: https://www.themarketingblender.com/vision-mission-statements/
CREATE
PHASE 1 Session 2
PHASE 1
Business Canvas.
Value Statement, Market Positioning and Market Research
Session 2 Methods.
Collecting Evidence.
How do you know your business will be viable?
Tuesday
16th October Summary:
2018
In this session you will learn what expertise, competency and knowledge you
need to build on your start-up idea. We will pose business canvassing
questions which inform the development of your start-up: are you prepared
Time:
to solve the problem of your audience/market better than your competitors?
16:00 – 19:00 How do you know that your target audience will want your product/service?
How will you find your customers and how will you make sure they are happy?
How will you make money? How much would your key activities cost? What
capital would you need? By answering these questions and relating to the
Location:
value statement you will position your start-up among competitors. You will
Mast House learn how to understand your target audience and their lifestyle choices and
108 what methods you can apply to collect evidence of their market behaviour.
At the end of the session two you will consider the measures of viability of
your business and the role of the business plan in start-up development and
acquiring investment.
AIMS
1. Understand how business canvas modelling relates to development and
strategy
2. Learn how to position added-value against competitors
3. Understand the meaning of evidence and differentiate qualitative and
quantitative methods of market researchOUTCOMES: AT THE END OF THE SESSION YOU WILL BE ABLE TO:
1. Apply a business canvas model and design a strategy on that basis
2. Articulate your unique selling proposition and value statement
3. Recognise the characteristics of your customers using evidence
4. Plan the ways of reaching your customers
5. Evaluate the viability of your business
Project 2: Set up a free website and create your own value statement there with relevant key words and
imagery reflecting your idea. Send the link to your BETA tutor before the next session.
Recommended Resources:
IMC E-book: Integrated Marketing Communications
http://mmclearning.com/wp-
content/uploads/files/Integrated_Marketing_Communications_-_ebook.pdf
Brand positioning: WARC – online service for the best practice in advertising
https://www.warc.com/search/brand-
positioning/Brand%20positioning?Sort=ContentDate%7c1&DVals=4294615760+4294615726+
4294951437+10785&FstEntry=false&RecordsPerPage=25
Information and resources – Start Up/Marketing/Law/Tech/Money - for business owners
https://www.marketingdonut.co.uk/market-research
Gilad, I. (2018) Why I stopped using product roadmaps and switched to gist planning.
https://hackernoon.com/why-i-stopped-using-product-roadmaps-and-switched-to-gist-
planning-3b7f54e271d1COMMUNICATE
PHASE 2 Session 1
PHASE 2
Target Audience.
Marketing & Communication Strategy.
Session 1 Market Trends.
How well do you know your audience? How would you
communicate with them?
Wednesday Summary:
14th In this session we will apply audience-related research methods and your
November value statement from the previous session to deploy your knowledge and
2018 understanding of the target market. How can you make sure that what you
offer will attract the attention of your customers? What is your evidence and
how it will be presented?
Time:
You will learn about consumer behaviour and how the market is segmented.
15:00 – 18:00 We will discuss different ways of communicating with your customers for
market research and different ways for promoting and marketing your
offering. You will distinguish the Marketing Mix and the Integrated
Location: Marketing (internal and external) to create your own communication
strategy.
Babbage
At the end, we will discuss the newest trends in market behaviours,
Room 406 consumption ethics and technology, so you would position your offering in
the context of the changing relationship between producers and consumers
globally.
AIMS
1. Understand consumer behaviour
2. Learn the purpose and application of market research methods
3. Establish Marketing Mix and communication strategy
4. Learn about market trends
5. Learn how to position an offering in the market against competitionOUTCOMES: AT THE END OF THE SESSION, YOU WILL BE ABLE TO: 1. Specify what you audience needs 2. Build a communications plan 3. Apply market research essential methods to understand your audience 4. Apply your communications plan and your research evidence to your Business Canvas Project 3: Apply the results of your market research and on your website develop a message to your audience inviting them to use your offering, which will show that you understand what they need/want. Use relevant imagery. Place under: WHO IS IT FOR? “Don’t limit yourself. Many people limit themselves to what they think they can do. You can go as far as your mind lets you. What you believe, remember, you can achieve.” –Mary Kay Ash, Mary Kay Cosmetics Founder
COMMUNICATE
PHASE 2 Session 2
PHASE 2
How to develop a brand?
Session 2 From advertising to branding: connecting your value
statement with your brand. Using social media.
Building a community of users.
Wednesday
21st November Summary:
2018
In this session you will start working on your brand, so that customers can
easily distinguish your business on the market and they will stay loyal to
your business over your competitors in long-term. To achieve that, you
Time: must offer them something special! You will learn how to relate the value
statement to the brand and how to develop your communications in a
15:00 – 18:00
symbolic and empathic way. You will learn about the meaning of a story in
branding and you will start developing your own story to build the
community of users for your business. We will discuss the role of the unique
Location: selling proposition in branding, PR and the benefits of partner marketing.
Babbage You will apply mental mapping to define your brand’s attributes and you
will position your business against competitors.
Room 406
We will use case studies to illustrate the development of big brands and you
will create your own roadmap to make your customers love your brand. You
will put your story, your values, and the emotions you want your customers
to feel in your branding strategy. You will apply the brief with 5 objectives
to make your plan clear and efficient.
At the end of the session we will use your website to plan your impact online
and we will go through the fundamentals of search engine optimisation,
targeting, AdWords selection, metadata and website analytics, so you can
start promoting your business online.AIMS
1. Understand the role of emotions and story-telling in building brand
PHASE 2 identity
2. Learn how to create a branding strategy
Audience 3. Learn how to position a brand on the market
Market 4. Create and use an advertising brief
Brand 5. Understand the relationship between the value statement and the brand
6. Learn the fundamentals of online marketing and analytics
to
OUTCOMES: AT THE END OF THE SESSION, YOU WILL BE ABLE TO:
Persuade 1. Establish your brand identity and create a story for your brand
Differ 2. Apply mental mapping to categorisation of brand attributes
Gain 3. Use a positioning template to distinguish your brand among competitions
4. Use the brief to plan a branding strategy
5. Apply online tools to evaluate your advertising value
Project 4: Add your own story to your website, whether it is personal or about your
offering, and place it under ABOUT. Use the analytical tools embedded in your
website to check your views. Link with another business via your website to increase
your impact and advertising value.Recommended Resources: All about Brands and Branding. http://beloved-brands.com/2016/02/29/roadmap/ Platform for strategic planning, marketing, new product launch, band development and ecommerce. http://tpgbrandstrategy.com/marketing-articles/branding-articles/master-brand-strategy- road-map/ Murray, P. N. (2013) ‘How emotions influence what we buy.’ https://www.psychologytoday.com/gb/blog/inside-the-consumer-mind/201302/how-emotions- influence-what-we-buy Frenay, D. (2016) ‘The importance of Emotions in Advertising.’ https://blog.emolytics.com/trends/importance-of-emotions-in-advertising/ Ste Davies – All the best books on branding to help you develop your unique identity. https://www.stedavies.com/best-books-on-branding/ Ste Davies on how to develop Twitter strategy https://www.stedavies.com/twitter-strategy/ On developing strategy, taking actions and empowering businesses to thrive https://www.rmlalchan.co.uk/ How to make a free promotional video: https://animoto.com/business https://www.kizoa.com/
IMPLEMENT
PHASE 3 PHASE 3 Session 1
How to run a start-up? Finance. Taxation. Legal Structures.
Session 1 Lean vs. Agile Start-Up.
Summary:
Wednesday In this session you will wade through the net of financial rules, taxation
terms and legal obligations that you need to apply when setting up a start-
5th December
up. You will be introduced to different types of business and their
2018
characteristics, so you can decide which model suits you best. We will
consider social enterprise versus traditional enterprise as well as community
interest and cooperative. You will learn about investment and loans,
Time: governmental schemes and how you can build up capital via alternative
routes such as crowdfunding. We will discuss leadership in the structure of
15:00 – 18:00
your business, how to do agile planning and stay afloat financially. You will
use your original business canvas to cost some activities there and you will
learn how to do a cashflow, sales conversion and other metrics important for
Location:
business evaluation.
Rolle
AIMS
Room 102 1. Understand the rules of taxation in the UK
2. Choose the right business model
3. Learn how to evaluate business financial effectiveness
4. Evaluate the cost of activities from the business canvas
5. Apply cashflow and costing to your business plan
OUTCOMES: AT THE END OF THE SESSION, YOU WILL BE ABLE TO:
1. Choose the most suitable business model in the legal context
2. Complete the costing and apply the financial evaluation in your
business plan and seek further investmentProject 5: Create a 3 year cash flow for your business and apply free online accounting app.
Recommended Resources:
Government services and information: A guide to legal forms for business
https://www.gov.uk/government/publications/legal-forms-for-business-a-guide
Social Enterprise/Companies House
https://www.gov.uk/government/organisations/companies-house
Setting up a social enterprise (Gov.Uk)
https://www.gov.uk/set-up-a-social-enterprise
Impact investment bank and capital raising platform
https://www.clearlyso.com/investors/clearly-social-angels/
The national trade association for angel and early-stage investment.
https://www.ukbaa.org.uk/member/ignitesocialenterprise/
Trends in investment:
http://www.whatinvestment.co.uk/key-trends-in-startup-investment-for-2018-2613717/
Governmental loans:
https://www.startuploans.co.uk/default
Crowdfunding:
https://www.seedrs.com/
https://www.crowdcube.com/
Alternative finance:
https://www.sage.com/en-gb/blog/tag/alternative-finance/
Taxation:
https://www.gov.uk/income-tax-rates
Agile philosophy:
http://www.agilestartup.com/agile-philosophy/
Start-up metrics:
https://a16z.com/2015/08/21/16-metrics/IMPLEMENT
PHASE 3 PHASE 3 Session 2
Elevator Pitch. Investment Pitch. Persuasion.
Session 2 Presentation.
Business Canvas in Action.
How to gain attention and investment?
Tuesday
Body language. Knowledge. Interaction. Creativity. Fun
11th December Summary:
2018
In human communication only 2% of what we say is perceived by others
through verbal signs (words) while the rest is the meaning contained in our
Time: body, gestures, the way we speak, move and even smell! That is why we will
start this session from making associations between verbal and non-verbal
15:00 – 18:00 ways of presenting. In this session you will put your idea into practice and
start planning your final pitch. You will learn the secrets of body language,
impact, performance, vocalics, kinesics, haptics, proxemics, chronemics,
Location: artefacts and narrative in an impactful pitch.
Babbage In this session, your business plan will play a key part and you have to have
it ready for this session. All headings from your business canvas will be
Room 406 applied to your pitch plan with suitable evidence. A BETA business canvas
template will be used to assess the evidence and its relevance.
In your rehearsal, you will apply all your knowledge and experience from
the business development period and create a selective system of presenting
it to the audience.
We will draw upon real pitches for investment, which were successful and
unsuccessful, so you could enhance your own style of communication and
engaging the audience.
You will receive a BETA pitch evaluation form, with assessment criteria,
which will be used by the judges and which will guide your rehearsing. You
will be introduced to free, online channels creating supportive videos and
interactive slides.AIMS:
1. Understand the power of verbal and non-verbal communication in a
PHASE 3 pitch
2. Understand the purpose of the pitch
Innovation 3. Synchronise the business plan, value statement and mission with the
content of the pitch
Change
4. Learn how to build a story into the pitch narrative
Strategy
5. Become familiar with online tools to produce impact
6. Gain confidence in professional communication
for
OUTCOMES: AT THE END OF THE SESSION, YOU WILL BE ABLE TO:
Investment
1. Deliver a successful pitch for investment
Development
2. Establish a pitch scenario relevant for your business
Success
3. Produce interactive formats of presenting for professional purposes
4. Apply a presentation check-list based on your business plan
5. Respond to the interest of the investor/judgeRecommended Resources: Verbal vs. non-verbal https://keydifferences.com/difference-between-verbal-and-non-verbal-communication.html The importance of the team: http://www.thepitch.uk/finance/when-i-invest-in-startups-its-99-the-team-and-1-the-idea/ How to present for Angel Investment: http://www.thepitch.uk/finance/prepare-pitch-angel-investors/ How to create a video for your business? http://promoshin.com/explain-yourself Moving away from Power Point to more interactive forms of presentation: https://www.blrt.com/ Story-telling in your pitch: https://www.propellercrm.com/blog/storytelling-techniques Harvard Review Business: Structure your presentation like a story: https://hbr.org/2012/10/structure-your-presentation-li Project 6: Prepare and deliver your final pitch.
How to register for a final pitch?
PITCH During the BETA Programme, the participants will be developing their business
ideas and plans for trading. They will also receive individual mentoring from
DAY established business owners, if they need support in any specialist area of business
development.
Those participants, who will have their business plan completed at the end of the
BETA Programme, will be able to pitch in front of the panel of businesses and
tutors in the last week of January 2019. To register for the pitch day, you will need
to email Futures after session 5.
Pitch preparation:
In order to qualify to pitch, you need to make sure that your business plan meets
the requirements of BETA, which are listed in the Business Plan Evaluation Form.
Your business plan will be gradually developed from session 1 to session 5. There
will be sufficient time for you to develop and work on your business plan
independently after session 5.
The Business Evaluation Form reflects the Learning Outcomes of the BETA
Programme and is your guide to check if your business plan meets BETA
requirements.
The document with your business plan has to be sent to
futuresbeta@plymouth.ac.uk 5 working days prior to the pitch day. On the pitch
day, you will need to link your business plan to your pitch and be prepared for
detailed questions from the judges (see the Pitch Evaluation Form and for the
Business Plan Evaluation Form). We will send you the pitch schedule at the
beginning of January 2019. The pitch will take place in Futures office. It last 20
minutes and will be followed by questions from the judges.
Why pitch?
The pitch will give you the opportunity to practise your presentation skills and
demonstrate your business plan to the panel of expert judges. If you receive the
approval of your pitch from the judges, you will be introduced to the community
of businesses in the Plymouth Science Park and the Formation Zone at the
University of Plymouth, where you will make further contacts with potential
investors and partners, you will receive further mentoring from Futures, and extra
opportunities to attend paid business development activities of your choice
(terms and conditions apply).BETA Schedule
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