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15th &16th of January - Amsterdam

Congratulations! You are now officially subscribed for the European Mise en Place Cup (EMCup) 2014! We are proud that you are representing your school during this sixth edition of the competition.

Pre-competition phase

To prepare you for the competition, we kindly request you to read the following document carefully. It contains important deadlines and detailed information about the pre-competition assignments.

The Agenda for the Future - There is no Time to Waste!

Living together, now and in the future. In 2050, the world population will consist of 9 billion people. This means that we need to make changes now, in order to be ready tomorrow! For this reason, we must find new ways to keep the world liveable for everyone, even then. To underline the global problems even more, transnational cooperation is a necessity. In order to create awareness and come up with sustainable solutions, the EMCup organisation the would like to bring ‘The Agenda for the Future – There is no Time to Waste!’ to the attention, consisting of 6 global topics. The Agenda for the Future will be the overall theme during this sixth edition of the EMCup and all 6 topics will be addressed at some point; either alone or combined with one another. We will give you frequent updates about the proceedings of the competition. If you have any questions, feel free to contact us at any time. We are looking forward to meet you all on Wednesday the 15th and Thursday the 16th of January 2014 in Amsterdam. For now we would like to wish you all the best with the pre-assignments. ‘The clock is ticking. Make the most of today. Time waits for no man. Yesterday is history. Tomorrow is a mystery. Today is a gift. That's why it is called the present.’ (Alice Morse Earle) On behalf of Maartje Beijsens, director HotelloTOP, and the EMCup Advisory Council, Yours faithfully, Organising team EMCup Stephanie Cleven Marleen van Kappen Anja de Kleijn Are you already following the EMCup on Social Media?

Twitter: @EMCup_ - #EMCup





the Agenda for the Future There is no Time to Waste!


In 2013,

36% of the

global population lives in water-

scarce regions. If we do nothing, this will increase to

50% by 2050

An average of

1,000 m3

of water is needed to produce the 2,800 daily

calories required



More than half of


the heat

we pump into our homes

disappears through walls,

The global cost of lighting is

$230 billion per year

Global water demand

people have no access to

from manufacturing (+400%), thermal power plants (+140%) and domestic use (+130%)

780 million

and European

food waste could feed the

3rd world

In Europe, 180 kg of food is wasted

perperson per year

1.4 billion

55%, due to growing demand


windows and roofs

for a nourished diet

will increase by some


reliable electricity

By 2050, we

Global population growth projections of 2–3

billion people over

the next 40 years, combined with

all the energy

result in a predicted

increase in food demand of 70% by 2050

people do not have access to

clean water and almost 2.5


do not have access to adequate


If 0.3% of the

Sahara desert was a concentrated solar plant, it

would power

Every year

20 million tons of fish are thrown back into the

all of Europe

Laying the foundation


can travel thousands of kilometres by air. In many cities, only a part of local air pollution is generated by the city itself

Rich countries

changing diets,

renewable sources

Air pollutants


The retail

More than 1.4 billion adults are overweight. Of

industry is focusing more and more on hospitality. Is this blurring a

threat to

traditional hospitality?

In response to the technologization of society, there is a growing need for

authenticity; in product, in

concept, in perception

will suffer worse effects from exposure to ground-level ozone, because of their ageing populations – older people are

initiatives like

Air B&B

and Couchsurfing are

hotel accommodation.


has 1,2 million beds on offer, all over the world Booking sites such as Expedia and are becoming increasingly to be mentioned on the

Urban air pollution is set to become the top environmental

commission of 15% until

by 2050, ahead of dirty water and lack of sanitation


People are becoming more and more conscious about their options and choices regarding a healthy lifestyle. The hospitality

industry also has a responsibility in this matter

Our society is aging.

Customer needs are changing, as we are

growing older Obesity is a major

risk factor for a

number of chronic


influential. If a hotel wants

more susceptible

cause of mortality worldwide

these, over 200 million men and nearly 300 million women are

Consumer to consumer

upcoming alternatives to

could get we need from

A city a large area outside its own boundaries. London alone will need an area of almost 300 times its size to satisfy its demands and to dispose its waste and emissions

Changing markets

first page, a booking

site often demands a

diabetes, cardiovascular diseases and cancer

25%. Google plays a major role in the rise of these commissions.

From global to local

Currently the Health Care Industry is

not known for being very


Creating awareness

Education Initiated by

Supported by


Preparation Now that your team is enrolled for the EMCup 2014, you can start with the preparation for the competition. Below you will find more information about the assignments and the deadlines. All assignments need to be written and performed in English.


Preceding the competition days in Amsterdam, each team has to prepare three pre-assignments. These three assignments compose 50% of the total score. The fourth assignment preceding the competition days is an individual assignment, which each team member needs to complete. The explanation of the fourth assignment will be communicated to all teams in the beginning of November.

Assignment 1 – Rumour around the Brand What? Now that your team is selected, you can start promoting your school, your participation and the EMCup, by creating ‘Rumour around the Brand’ via different social media channels. The measurement of all Rumours will be done on different dates and the last measurement will take place on Wednesday the 14th of January 2014. The scores measured by the organisation will be handed over to the Jury during the competition days. Why? Social media is a big part of our world nowadays. As a part of the preparation for the competition you need to create as much 'Rumour around the brand' as possible. With this we mean promoting your school, your participation and the EMCup as much as possible. Let the world know with tweets, status updates, movies, guerrilla marketing, lipdubs, virals, flash mobs and everything else you can think of to announce your participation. Creativity, the number of likes, views and followers will be judged. So take it seriously and spread the word. Please use the following key words to make your efforts traceable:

Twitter: @EMCup_ - #EMCup



How? To define your popularity on social media we will use Klout to determine your scores. Klout scrapes social network data, creates profiles and assigns them a "Klout score." Klout claims to have built more than 100 million profiles. Klout is not an "opt-in" service, but individuals or companies who register at Klout can ensure that all of their social networks are accessed and therefore evaluated in their Klout scores. Klout scores range from 1 to 100, with higher scores corresponding to a higher assessment by Klout of the breadth and strength of one's online influence.  


True reach is based on the size of a company’s "engaged audience" of followers and friends who actively listen and react to their online messages. The amplification score relates to the likelihood that one’s messages will generate actions (retweets, @messages, likes and comments). The network score reflects the computed influence value of a person's engaged audience. For your Klout score you can use: • Facebook • Twitter • YouTube • LinkedIn • Foursquare • Instagram • Tumblr • Blogger • • • Flickr What is influence? Influence is the ability to drive action. When you share something on social media or in real life and people respond, that’s influence. The more influential you are, the higher your Klout Score.

It is up to you to decide which channels to use, just remember that the more channels you actively use, the higher your Klout score could be. To get a head start, here are a few suggestions on how to increase your Klout score: 1. Build a network. The key to increasing a Klout score is similar to finding success on the social web in general: build a targeted, engaged network of people who would be legitimately interested in you and your content. 2. Create meaningful content. Adopt a strategy to create or aggregate meaningful content that your network loves to share with others. Provide links! 3. Engage. Actively engage with others in a helpful and authentic way. Ask questions, answer questions and create a dialogue with your followers. 4. Don’t scheme. Any gaming behaviors that fall outside the basic strategies will eventually catch up to you. For example, specifically targeting conversations with high Klout influencers will probably be more annoying than successful. If you keep focused on your network strategy and your content strategy, you’ll succeed. 5. Interact with everyone. Don’t be afraid to interact with Klout users with lower scores – it won’t hurt your own score. In fact, it helps build their score and in turn makes you more of an influencer. 6. Publish. Remember, you don’t have to make a movie or be elected to office, to have power now. All you need to do is publish. Access to free publishing tools such as blogs, video and Twitter have provided users with an opportunity to have a real voice, so take advantage of these many platforms. 7. Keep at it. Don’t be discouraged by your score. It’s more important to just enjoy your social media experience and let the chips fall where they may.


However... There are a few rules and tips: • Facebook & Twitter: don’t use a personal profile, but create a page/account for your EMCup team instead. Tip: invent a clever name for your team • YouTube: if you upload your introduction movie to YouTube, this is a good way to boost your Klout score • LinkedIn: using Klout, you cannot use your LinkedIn business or community page. If you do choose to use LinkedIn for your Klout score, remember that you can only link one of your group members’ personal accounts to Klout • Foursquare: your group of course does not have a physical location where people can check in, but your school does... • KLOUT: Think of your team as a business and make sure to create a ‘Klout for business’ account (not as an individual influencer) via the following link: NOTE The most important thing is that you let us know before the 1st of November what the name of your Klout-account is so that we can track your score; if not we cannot measure your Klout score and no points can be awarded! Assessment The only thing that matters is the number of your Klout score; the higher, the better. If two teams have equal Klout scores, the creativity of their posts will be judged to decide on the winner. The Klout scores will be measured on the following dates during the pre-competition phase: • November 1st • November 15th • November 29th • December 13th • December 20th • January 8th • January 14th Score: 10% of total score Deadline: Start as soon as possible in order to generate the most ‘Rumour.’ The team which has generated the most ‘Rumour’ overall on January the 14th will receive the highest score.  


Assignment 2 – The Introduction Movie What? Each team has to present themselves, their school and the EMCup in a short introduction video with a maximum duration of 1 minute. The videos will be assessed by the business jury. Why? Since the competition days are still far away and we are very eager to meet you, we would like you to present yourselves in a movie. As they say, an image says more than a 1000 words. To see how creative you are, we dare you to make an introduction movie in which you promote yourself in an original and playful way. And aren’t you curious to see who your opponents are?!

How? Blow the jury and us away with an amazing introduction movie. Be creative. Be original. Be funny. Be innovative. Be smart. Be bold. Be different. Be yourself. Be unique. Be playful. We only have two requirements which must be incorporated in the video: Show us who you are and share with us your vision on: ‘The Agenda for the Future - There is no Time to Waste!’. Please remember that your movie cannot be longer than 1 minute. All introduction movies will be shown on the first day of the competition. NOTE You have to upload your video on YouTube. Keep in mind that when you include music into your video, your movie may be rejected by YouTube if you have not bought the audio rights of the song. There are multiple ways to insert music into your movie e.g. YouTube Audio Swap. Assessment Below you can find an overview of the criteria on which your introduction movie will be assessed by the business jury: • Creativity – overall movie • Original introduction of the team • Innovative incorporation of ‘The Agenda for the Future – There is no Time to Waste!’ • Professionalism Score: 20% of total score Deadline: Friday the 15th of November 2013  


Assignment 3 – The Paper What? Each team has to write a paper of a maximum of three pages, which is related to one of the topics of ‘The Agenda for the Future’, namely ‘Health’. Each paper will be assessed by the business jury. Why? Health is a hot topic nowadays, but what is health? Health is a state of complete physical, mental and social wellbeing, not merely the absence of disease or infirmity. The enjoyment of the highest attainable standard of health is one of the fundamental rights of every human being. The Facts: • More than 1.4 billion adults are overweight. Of these, over 200 million men and nearly 300 million women are obese. • Our society is ageing. Customer needs are changing, as we are growing older. • Obesity is a major risk factor for a number of chronic diseases; diabetes, cardiovascular diseases and cancer. • Currently the Health Care Industry is not known for being very hospitable. • People are becoming more and more conscious about their options and choices regarding a healthy lifestyle. The hospitality industry also has a responsibility in this matter. It is clear that hospitality and health are strongly intertwined with each other. A question might be: ‘What role does hospitality play in improving health?’. Or, from a different perspective: ‘What role does health play in improving hospitality?’. How? Write a paper about the following topic: ‘Hospitality and health, hand in hand towards a better future’ To get you started on your paper here are a few criteria: • Look at this topic either from a hospitality approach or from a health approach • Which demands and expectations do guests have with regards to health & hospitality, and is there a shift in this relation? • Describe a future scenario on ‘Hospitality and health, hand in hand towards a better future’ The paper: • needs to be written in English • has a three page maximum (A4), appendices not included • has to be written in font Arial size 11, using line spacing 1,15 For your paper, all resources may be used. Don’t forget to cross-reference your sources and quotes. Writing this paper will prepare you theoretically for the competition days in Amsterdam. Lastly, your team has to prepare a 1 minute pitch which summarizes the findings of your paper. This pitch will take place on the first competition day. Note: This is a pitch not a presentation. 10% of the total score will be awarded for the pitch.


Assessment Below you can find an overview of the criteria on which your paper will be assessed by the business jury: FORMAT • Language (professional level + spelling) • Structure & Composition / Lay-out • Length CONTENT • Based on Facts & Figures • Originality • Convincing line of reasoning • Clear link between the hospitality- and health industry • Recent & relevant sources • Applicability Score: 20% of total score Deadline: Friday the15th of November 2013


Initiated by


Supported by

Contact information European Mise en Place Cup P.O. Box 4260 6202 WC Maastricht The Netherlands tel: +31(0)43-356109 fax: +31(0)43-3264263

Twitter: @EMCup_ - #EMCup





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Emcup 2014 pre assignments