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The goal is to build a business model together, which makes innovation, ethics, creativity and sustainability its strengths, contributing to incessantly increasing its value chain in a continuous search for new competitive advantages. The new entrepreneurs of the Third Millennium should operate in a mobile and flexible way, be characterized by an intellectual dynamism, which allows them both to proceed with the solution of problems, and to always achieve new results and this by making available to them a permanent training process, which does not it ends with the end of their studies, but that it is projected throughout their professional life, allowing them to continuously acquire new knowledge, attitudes and notions.
Figure 10. The Seven Pillars
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Figure 11. Personal Success 1. The Motivation to Personal Success.
The drive for success is the main motivation of this School.
Today we live in a glass house, overwhelmed by a myriad of messages and inputs, we continuously absorb the social belief in the ever more numerous contacts with others, in frequent and rapid travels, we are influenced by the "sales" pitches of politicians, by the sermons of economists, from the suggestions of the media, from the solicitations of advertising. The era in which we live is characterized by the highest rate of innovation in the entire history of humanity, where a new "industrial revolution" is made possible by the infinite opportunities offered by science and new technologies.
Nothing will ever be the same again, we will be transported by car without a driver, we will communicate in languages unknown to us, we will increasingly access knowledge just a "click away" and we will be equipped with "digital superpowers".
Innovation is the workhorse of new entrepreneurs, together with the ability to communicate and offer their products globally.
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Figure 12. The Strategy
2. The Strategy and Tactics to "Fight" into the Market
This is the central pillar of the course, in which the foundations of the war plan inside the market are developed. It starts from the nature of the market segment that you want to "attack", then moves on to the theory of the offensive, strategy, tactics, up to the "war" plan. Furthermore, it is not a question of implementing a “total war”, but limited to a small market niche; the goal, in fact, is to excel in a very limited segment of the market. Analyzing the current market, it can be asserted that the extreme ranges, "low" and "luxury", are already the prerogative of consolidated companies (respectively Chinese for the low and European for the high), therefore we must refer to the medium range, which involves, anyway, the satisfaction of specific parameters, such as, for example: Safety,
Quality, Ethics, Sustainable Development, Circular Economy,
Green Energy, etc. From the point of view of topics, we will refer to teachings of the great "masters" of the art of war, such as: the
Chinese Sun Tsu (孫子兵法 - The Art of War), the Roman Julius Caesar (De Bello Gallico – The Gallic Wars) and the Prussian Carl von Clausewitz (Vom Kriege - On War).
Figure 13. Web Combat A particular section of the strategy will be devoted to "combat on the Web". In short, it is a question of making students think in order to encourage them to prepare a short, medium and long-term action plan, to be used to set up and coordinate actions aimed at achieving the predetermined goal.
Figure 14. The Business Management
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3. The Business Management
Another pillar of this project involves the definition and implementation of a series of activities for the formulation of good practices on topics such as, for example: the economic-financial enunciation of the business idea, sample verification of the reference market, the business plan, the start-up capital, the financial and credit instruments, the establishment of the company, the ICT technologies and the main applications for management and prediction, and so on. This pillar offers training in the various areas of entrepreneurship and management, deepening the fundamental issues, both on strictly technical areas, such as finance, marketing and economics, and on the development of personal skills, such as leadership and management.
Figure 15. The Industrial Design 4. The Industrial Design
It is known that in Eastern Europe there is a lack of training on some professional figures connected to the world of contemporary industry; such as, for example, a designer oriented towards systemic methodologies and processes characterizing the industrial future, whether systemic-processual, or systemic-creative. The project therefore intends to encourage new entrepreneurs to seek new methodological tools in order to propose an evolving mental scale oriented towards the construction of product-system maps and more articulated and performing design practices.
Figure 16. The Advance Marketing Plan
5. The Advanced Marketing Plan
This pillar identifies an innovative type of marketing concept, which would be able to overcome the problems of perception and affordance which germinate and are determined using methodologies based on the proposals on an emotional level. So, the Cognitive
Marketing "tools" will be introduced and explained. It is, therefore, the intention of making use of the latest scientific findings related to the study of cognitive processes, to those on the generative semiotics, Gestalt psychology, applications sensory synesthetic, up to
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new studies on the evolution of the neocortex (mirror neurons, memes, etc.), in close connection with the communicative value of new media.
Figure 17. Brand Image and Communication 6. The Brand Image and the Innovative Communication Plan for
Business
The purposes of this part of the Session are aimed at creating a training course in the field of business communication with lectures held by university professors, researchers and experts in the sector. The
Session is aimed at new entrepreneurs, who intend to deepen those issues, typical of the Communication Sciences, necessary for strategic choices in business management and within the internal and external interrelationships of the company. In this perspective, we will tend to prepare motivated people, who take part in the process of conception, formulation and governance of the brand communication (tangible and intangible) and of the interrelationships that exist between the actors of the production chain, customers and institutions. The path will thus become an opportunity for training development and an opportunity for scientific discussion and study for those who have already gained professional experience in this area. The goal is to make the market identify the new companies, that will be launched at the end of the "Business Warfare School", as unique, unrepeatable and immediately recognizable, capable of positioning themselves on the highest steps of a small market niche.
Figure 18. The Business Plan 7. The Business Plan
This is the final pillar of the whole "Business Warfare School", which must summarize all the acquired knowledge and express the entrepreneurial vision.
In addition to the "classic" topics, proposals based on the knowledge economy and the use of values will be highlighted, which also involve the promotion and management of intangible balance sheet items, such as, for example, human resources, relational capital, brand heritage, ethics and sustainability.
