1. The Apprentice Entrepreneur
Created and produced by WESTFOCUS

2. 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

3. 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

4. The Approach Must be Fun ! Interactive No winner !
Based on ‘serious gaming’ video technology
Approximately 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

5. 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

6. Screenshots

7. 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’ & ‘ ’ as the customer interface and with the mentor who offers advice and guidance throughout the game

8. 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

9. 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

10. Screenshots

11. 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

12. 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

13. 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 !

14. 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: