The Apprentice Entrepreneur Created and produced by WESTFOCUS

Project Background WestFocus is a ‘Collaborative’ project focused on technology transfer and innovation ‘Entrepreneurship’ is a core WestFocus activity Usually taught as a mixture of ‘Chalk & Talk’, Masterclasses and competitions E-Learning modules for distance learning Conventional business games / simulations are a little ‘dry’ Opportunity to utilise a more entertaining approach by using ‘games’ as the vehicle for learning

Concept A range of PC based games Each game to be based on a different industry PC pre-game questions assess ‘entrepreneurial’ qualities, and the answers are used to provide different amounts of seed capital and a ‘mentor’ for the players To establish and operate a business for up to 1 year (in accelerated time) by reacting to the games ‘real-life’ circumstances

The Approach Must be Fun ! Interactive No winner ! Based on ‘serious gaming’ video technology Approximately 10 - 15 hours PC gameplay to complete Able to see the effect of trying different business strategies To be used as stand alone or as part of a teaching module

The Apprentice Entrepreneur “E-Trader” Theme Creating & running an internet-based retailing business for 6 months Knowledge areas addressed Business strategy Web design Advertising Order fulfilment Stock control Distribution Cash Flow

Screenshots

Game Features Pre-game tasks Optional tasks in the game elevator pitch Prepare and launch a web-site Decisions on premises etc.. Optional tasks in the game Business Plan Marketing Plan Enterprising Vitae Variable amount of start-up capital to spend on stock, marketing etc. Uses a ‘desktop’ & ‘email’ as the customer interface and with the mentor who offers advice and guidance throughout the game

Game Features (cont) ‘Noogle’ search engine available in the game Daily cash flow analysis available Game algorithms dictate flow of orders depending on Quality of web site (Noogle related) Advertising spend Quality of order fulfilment Accelerated time Warning of ‘bankruptcy’ gives opportunity to modify strategy No winner

The Apprentice Entrepreneur “DJ Life” Theme Creating & operating a mobile DJ business Knowledge areas addressed Business strategy Equipment purchase Stock control Time management Negotiation Marketing Cash Flow

Screenshots

Game Features Pre-game tasks Optional tasks available as before Entrepreneurial attitude questions Purchase equipment Marketing Practice mixing Optional tasks available as before Specially commissioned music loops in nine genres Variable amount of start-up capital to spend on equipment, marketing etc. Uses a ‘mobile phone’ as the game interface throughout the game

Game Features (cont) Negotiating with Venue owners DJ Rating dependant on actual gig ‘performance’, which each lasts 1.5 minutes. Better gig venues pay more for DJ services DJ equipment subject to wear and tear Accelerated time Comprehensive game algorithms dictate Gig frequency & turnout Negotiating criteria Mixing evaluation

Conclusions Early player reaction is very positive High ‘addictive’ factor once started Suitable for both undergraduates and senior school Players don’t realise they’re ‘learning’ Safe environment to try different business strategies Fun !

Business working in partnership with Higher Education Distributed by Education for Enterprise Community Interest Company Britannia House, Lower Road, Ebbsfleet, Northfleet, Kent DA11 9BL Tel: 0845 388 7801 info@educationforenterprise.co.uk