CASE STUDY 1:

Case Study Questions:

1. *Introduction:*

- Explain the role of Larry Treanor and Jim Oswald in the development of Bowzo.
- How did the collaboration between Larry and Jim come about?

2. *Transition Period:*

- Describe Jim Oswald's initial challenges after leaving Rolls Royce.

- What role did Bowzo play in addressing Jim's concerns and providing a new direction?

3. *Vision Works and Mentorship:*

- What services does Coventry University's Vision Works provide to start-up businesses?
- How did mentorship and coaching contribute to Bowzo's development?

4. *Idea Generation:*

- Explain the problems in violin learning that Larry identified.

- How did Jim's background complement Larry's idea, and why did they decide to collaborate?

5. *Market Analysis:*

- What were the initial reactions of violin teaching professionals to Bowzo?

- Provide key facts and figures related to the potential market for Bowzo.

6. *University Support:*

- Describe the support mechanisms provided by the University's Design Institute.

- How did the Design Institute contribute to overcoming engineering challenges?

7. *Engineering Challenges:*

- Outline the engineering challenges faced by Bowzo during the design and manufacturing phases.
- Discuss the considerations for styling, durability, manufacturing options, and production costs.

8. *Progress and Funding:*

- What progress has Bowzo made to date, and how have prototypes performed in field testing?
- How did positive market research findings contribute to securing seed capital?

9. *Role Transformation:*

- Discuss the transformation in Jim's role from an inventor/engineer to an entrepreneur.

- How did the meeting with Larry influence Jim's openness to new ideas?
 - 10. *Conclusions and Lessons:*
- Summarize the key conclusions drawn from the Bowzo case study.
- What lessons can be learned from the collaboration between engineers and entrepreneurs in
addressing market needs?
- ### Case Study Answers:

1. Introduction:

- Larry Treanor was involved in planning the launch of a multi-media design business and had a
background as a professional musician and violin teacher. Jim Oswald, a career inventor and
design engineer, collaborated with Larry on the invention of Bowzo.

2. Transition Period:

- After leaving Rolls Royce, Jim Oswald found the first few months uncomfortable, missing the
challenges of project management. Bowzo provided a new direction and addressed Jim's need for a
collaborative project.

3. Vision Works and Mentorship:

- Coventry University's Vision Works provides accommodation, facilities, and mentoring/coaching for
start-up businesses, contributing to Bowzo's development.

4. Idea Generation:

- Larry identified problems in violin learning, and the idea was to design a device fixing to the neck of
the violin to help novice players bow straight.

5. Market Analysis:

- Initial reactions from violin teaching professionals were positive. Over half a million new violins are
bought annually, indicating a significant potential market.

6. University Support:

- The Design Institute offered services in marketing advice, product design, financial management, and
technology transfer, contributing to Bowzo's development.

7. Engineering Challenges:

- Challenges included styling and design values, durability, manufacturing options, and production
costs. The Design Institute played a role in addressing these issues.

8. Progress and Funding:

- Pre-production prototypes performed well in field testing, contributing to securing seed capital for
Bowzo.
9. Role Transformation:

- Jim's role transformed from an inventor/engineer to an entrepreneur after meeting Larry and
collaborating on Bowzo.

10. Conclusions and Lessons:

- Key conclusions include staying open to new opportunities, building diverse teams for product
development, and recognizing the interchangeability of engineers and entrepreneurs when addressing
market needs. Lessons include the importance of collaboration and adaptability in entrepreneurship.

CASE STUDT 2:

Case Study Questions:

1. *Introduction:*

- What problem did William Wilkes identify in the context of clay roof tiles?
- How did Daniel Platt Limited adapt to market needs in an entrepreneurial way?

2. *Niche Market Entry:*

- Explain the significance of Daniel Platt Limited's move into the niche market for clay roof tiles.
- Why was maintaining a strong, distinct position in the selected niche vital?

3. *Product Design Innovation:*

- Discuss the engineering issue related to the variety of pitches in roof construction.
- What challenges did Daniel Platt Limited face in designing a single tile to fit all three pitch angles?

4. *Design Engineering Process:*

- Describe the steps in the design engineering process for creating the universal valley tiles.
- Why was precision engineering crucial, especially considering the absence of 'nibs'?

5. *Innovative Actions Support:*

- How did the Innovative Actions Programme, West Midlands, enhance Daniel Platt's capacity to
exploit the opportunity?
- What specific support and mechanisms did the program provide for innovation and effective
product development?

6. *Testing and Feedback:*

- What testing processes were employed for the universal valley tiles, and where were they
conducted?
 - What positive feedback has Daniel Platt Limited received during the testing phase?

7. *Sales Impact:*

- How have sales of roof tiles contributed to Daniel Platt Limited's overall output?
- Discuss the role of diversification and building on core competencies in market movement.

8. *Entrepreneurial Lessons:*

- Summarize the key lessons learned from the Daniel Platt Limited case study.
- How can entrepreneurial characteristics be sustained across generations in a company?

### Case Study Answers

1. Introduction:

- William Wilkes identified the issue of builders facing delays in obtaining specific clay roof tiles,
especially for the valley area of roofs.

2. Niche Market Entry:

- Daniel Platt Limited entered the niche market for clay roof tiles to address increasing competition in
the wider market for ceramic products.

3. Product Design Innovation:

- The engineering issue involved designing a single tile to fit roofs with different pitch angles.
Challenges included aesthetics, functionality, and the absence of 'nibs.'

4. Design Engineering Process:

- The process involved using a cardboard template, a metal angled support plate, and extruded clay.
Different angles were tested on a metal frame roof construction within Daniel Platt's manufacturing
facility.

5. Innovative Actions Support:

- The Innovative Actions Programme provided funding, coaching, and mentoring to support research
and product development, enhancing entrepreneurial skills and engineering capability.

6. Testing and Feedback:

- The universal valley tiles underwent testing on a metal frame roof, and positive feedback has been
received from the building trade during the testing phase.

7. Sales Impact:
 - Sales of roof tiles contribute to one third of the company's total output, showcasing the impact of
diversification.

8. Entrepreneurial Lessons:

- Key lessons include employing knowledgeable design engineers, sustaining an entrepreneurial

culture, staying ahead of the market, and diversifying based on core competencies.

CASE STUDY 3:

### Case Study Questions:

1. *Entrepreneurial Journey:*

- What sparked Lee Prescott's journey into entrepreneurship, and what was his initial passion?
- How did Lee's background in Product Design contribute to the establishment of Hidden Nation?

2. *Market Analysis:*

- Describe the characteristics of the BMX market and its challenges.

- Why did Lee Prescott identify the need for high-quality, specialist BMX frames and components?

3. *Design and Engineering Issues:*

- How did market demands influence the design and engineering decisions for Hidden Nation's BMX
frames and components?
- Discuss the significance of material selection, particularly the use of heat-treated tubing from
Reynolds Tubes.

4. *Reducing Possibilities of Failure:*

- Explain the engineering considerations in designing stems and posts for the BMX frames.
- Why was the reduction of components a strategic decision, and how did it impact production
costs?

5. *Marketing Strategy:*

- How did Lee Prescott transition from being an engineer to an entrepreneur in terms of marketing
strategy?
- Discuss the process of establishing the brand Hidden Nation, including the choice of the name
'Akira.'

6. *Exclusivity and Sales Strategy:*

- How did Hidden Nation maintain exclusivity in its brand and sales strategy?
- What role did the appointed dealers play in the sales and marketing strategy?

7. *Financial Challenges:*
 - Summarize the challenges Lee faced in securing funding for Hidden Nation.
- What personal investment did Lee make, and how did he fund the early stages of his business?

8. *University Support:*

- How did Lee Prescott's university, particularly the Vision Works unit, support him in his
entrepreneurial journey?
- Discuss the role of coaching and mentoring in enabling Lee to develop Hidden Nation.

9. *Business Growth and Personal Investment:*

- Provide insights into Hidden Nation's sales growth over the first two years.
- How did Lee Prescott balance his full-time employment with Hidden Nation and manage the
financial aspects of the business?

### Case Study Answers:

1. Entrepreneurial Journey:

- Lee Prescott's journey began with his passion for BMX. He graduated with a BSc in Product Design
before establishing Hidden Nation.

2. Market Analysis:

- The BMX market is mature, with discerning buyers. Lee identified the need for high-quality, specialist
BMX frames and components.

3. Design and Engineering Issues:

- Market demands influenced material selection, and heat-treated tubing from Reynolds Tubes was
crucial for performance.

4. Reducing Possibilities of Failure:

- Engineering considerations for stems and posts prioritized avoiding thread stripping, minimizing
slippage, and ensuring safety.

5. Marketing Strategy:

- Lee transitioned to an entrepreneur by establishing the brand Hidden Nation, choosing 'Akira' for its
association with Samurai traditions.

6. Exclusivity and Sales Strategy:

- Exclusivity was maintained through appointed dealers, and customers became salespeople due to
their pride in the brand.

7. Financial Challenges:
 - Lee faced challenges securing funding and invested £30,000 of his own money, remortgaging his
house.

8. University Support:

- The Vision Works unit provided office space, facilities, coaching, and mentoring, enabling Lee to
complete the Business Plan

9. Business Growth and Personal Investment:

- Sales doubled in the second year, and Lee balanced full-time employment with Hidden Nation,
reinvesting profits.