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1. Competition
Manual
Global Creative
Business Cup
Version 3

2. The rights to Creative Business Cup belong to Center for Cultural and Experience Economy.
Creative Business Cup is supported by:
The Danish Ministry of Business and Growth
Global entrepreneurship Week
Photographic, mechanical or other reproduction of this material or parts thereof is only permitted under the
Copyright Act.
Creative Business Cup 1

3. With the competition we hope to highlight new
Creative Business Cup entrepreneurial talents in the creative industries
The creative industries are growing sectors that and motivate the entrepreneurs of tomorrow.
continue to provide more jobs, and add increasing
value to products and services. Moreover, creative
industries have a positive spill over effect on more
Organization of the
traditional industries improving growth and competition
innovation.
The organizations behind the Creative Business
These industries hold a great potential but the Cup are the Danish Ministry of Business and
creative entrepreneurs often lack insights and Growth and Center for Cultural and Experience
business competencies needed to redeem this Economy (CKO). Creative Business Cup is a
potential. That is why there is a need for a featured event of Global Entrepreneurship Week
competition such as Creative Business Cup that (GEW) an initiative supported by the Kauffman
can improve the business skills and the number of Foundation. Being a featured event means that
successful companies in the creative industries. Creative Business Cup will receive special mention
in GEW media and network.
The creative industries include
CKO is responsible for organizing the global
Design
competition, hosting the Global Award Show in
Architecture
Copenhagen in November 2012, and for
Content production e.g. computer games composing the international jury. The jury
Advertising consists of experts on creative industries and
Books and the press entrepreneurship and its primary task is to select
Music the winner of the Creative Business Cup.
Film & video
Art and crafts Creative Business Cup is not only a competition in
Radio & TV Denmark but also a number of national
Amusement Parks & Live Scenes competitions. In each participating country a
Gastronomy National Host Organization (NHO) is responsible
Leisure activities for implementing a competition and finding a
winner in their country
Creative Business Cup is a competition for
entrepreneurs from the creative industries Organization in each
anywhere in the world. The purpose is to
strengthen the business competencies of creative participating country
entrepreneurs. Through participating in the Each country finds its own winner – either by a
competition the entrepreneurs increase their national competition for entrepreneurs from the
ability to successfully start up a company based on creative industries or as a part of another
their creative competencies. competition for entrepreneurs. The national GEW
hosts are expected to be the entrance point in each
Creative Business Cup consists of both national country but other organizations can also be
competition and an international final in responsible or involved in running the
Copenhagen, Denmark during the Global competition.
Entrepreneur Week (GEW) 2012. National
winners competes against winners from other It is important to find the right national host
countries at the international final November 12- organization (NHO) for the job. In this regard it
14. should be noted that participation could promote
the organization as a major force for change and
We are looking for new and revolutionary economic development, and may position the
business ideas stemming from the creative country as an innovative and creative nation.
industries. The business idea must have a strong The NHO must establish a project organization
market potential and at least one of the people in and appoint one or more persons responsible for
the management team must have an education or the national competition and contact to CKO.
background from the creative industries.
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4. Timeline for Creative Business Cup
December 2011 - Sign up national hosts and local partners to assist with the competition
March 2012 Preparation for launch of Creative Business Cup
NHO’s and partners plan the national competitions
The final version of the Competition Manual is published
March 2012 Launch of the Creative Business Cup at the Global Entrepreneurship
Congress in Liverpool
March - September Launch of national competitions
2012 Promotion of national competitions
The NHO arrange workshops, presentations and other communication
activities that promote the competition to potential contestants and
relevant stakeholders
October 1, 2012 Deadline completing national competitions and selecting one winner from
each participating country
October 2012 NHO produce presentation video of the national winner. Deadline for
submitting presentation video is October 29, 2012.
NHO carry out pitch practice with national winner
November 12-14, Global Award Show in Copenhagen, Denmark
2012 NHO sends national winner and representatives to Copenhagen
November 2012 CKO, NHO’s and other partners communicate the result of the Creative
Business Cup to participants and relevant stakeholders
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5. that all submitted business plans have a
Division of responsibility high professional level
NHO responsibilities include:
Most important: Local partners assist the NHO to:
• Select a national winner to compete in the • Promote the competition to potential
Creative Business Cup and represent your contestants
country at the final in Denmark • Host local networking events, and
workshops about the competition
Also important: • Identify local media or sponsors
• Fund travel and accommodation costs for • Cover expenses from the competition and
national winners for their attendance at travel and accommodation of the national
the Global Award Show in Copenhagen in winner and other national
November or find sponsors to fund this representatives.
• Promote Creative Business Cup to all
relevant participants and stakeholders in Creative Business Cup provides support to
their respective country. Possible assist hosts and partners:
stakeholders are: • Host of Global Award Show in
o Universities Copenhagen in November – week 46,
o Organizations and unions for 2012
creative industries • General information, cases, marketing
o Entrepreneurial groups and material, judging instructions and
interest groups scorecards. All material will be available
o Inventors’ clubs on www.creativebusinesscup.com before
o Venture capitalists March 2012
o Business leaders
o Law firms and accountants • If possible provide special rates or
o Relevant media with interest in discounts on hotels and flights to
creative industries, Copenhagen for the event.
entrepreneurship or business
• Recruit partners to help run the The Global Award Show of
competition
• Assist national winner with travel/visa
Creative Business Cup
arrangements. The international competition Creative Business
Cup takes place from November 12-14, 2012 in
We encourage NHO’s to: Copenhagen, Denmark.
• Have a national final where the best
creative entrepreneurs from your country The Global Award Show itself will be held on
compete against each other to win the November 14 and will be the culmination of the
national Creative Business Cup and the Creative Business Cup. It will be a platform to
title of being the best, creative emphasize the growth potential of entrepreneurs
entrepreneur of your country. from the creative industries in a global
• Compose a jury of experts responsible for perspective.
selecting a creative entrepreneur for
participating in the Creative Business Cup We expect other related activities will take place
in Denmark. The jury for the national alongside the process of choosing the world’s best
competition should consist of local entrepreneur from the creative industries. This
experts with knowledge and expertise in could include a seminar on attracting capital to
areas such as creative industries, creative entrepreneurs, workshops on how to
entrepreneurship, IPR, marketing, sales, strengthen business skills, and
product development etc. The jury can internationalization of entrepreneurs from the
also be used for evaluating and creative industries. More information on will be
nominating business plans for the posted at www.creativebusinesscup.com.
national final.
The purpose of these related events is to highlight
• Arrange workshops, presentations and the possibilities and challenges in the creative
other communication activities which industries.
promotes the competition and ensures
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6. At the moment CKO is negotiating with an At least one participant in the management team
international media partner to broadcast the event must have background in one of the creative
to a global audience. This will increase the industries. Besides the individual with a
awareness on the Creative Business Cup, the background in a creative industry the
creative industries and the participants in the management team can consist of people with a
competition. TV-coverage of the event will professional from other industries.
possibly also include pre-produced presentations
of each of the participants in the competition. This What are the creative industries?
will result in more awareness on your national Creative industries are defined as:
winner and your country. Design
Architecture
Content production – e.g. computer
Business Plan games
Competition Advertising
Books and the press
Participant submission Music
Creative Business Cup is a competition on Film & video
business plans from the creative industries. Art and crafts
Radio & TV
The submitted business plan must not exceed 15
Amusement Parks & Live Scenes
pages.
Gastronomy
The business plan must be written in English. Leisure activities
Every business plan should address the majority Restrictions for participation
of the below topics: There is only one restriction that can deem a
Base for business company unable to participate in Creative
Market and customers Business Cup. The amount of external capital
Description of product/service invested in the participating company must not
exceed $ 500.000 US.
Competitive situation
Organization and Management team Besides this there are no requirements for the
Analysis of risks participating company in relation to the:
Financial needs Age of the company
Exit strategy Turnover of the company
Number of employees in the company
See ”Template for a business plan” below for more
information on what a business plan should The role of NHO and other organizations
include. The NHO and other involved organizations must
act neutral in regards to the participants. All
No appendix to the business plan is accepted. participants have the same rights in relation to
support from the NHO or other involved
organizations.
Rules of the competition
Who can participate?
Any global citizen with a business idea and a
background from within the creative industries is
eligible to compete in the Creative Business Cup.
You must own the rights to the idea with which
you are entering the competition.
A participant can be an individual as well as a
group of people collaborating in a management
team.
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7. Management team and business model:
Criteria for judging Does the management team have the right
business plans business and creative competencies? Are the IPR
secured? Is it a good choice of business model?
The business plan must be based on creative We are looking for business ideas that are
competencies and have a solid market potential. worth investing in. Furthermore, the
management should have the right
Participants are eligible to participate in Creative business and creative competencies to
Business Cup if their business: develop the business idea to a success. It
is based on creative competencies should also be noted who owns the idea.
has a great market potential Describe if it is possible to patent the
business idea and whether the company
Other criteria: has secured the IPR.
Originality: Is the business idea new or used in
a new context? Financial flair: Are there a convincing financial
We are not looking for companies plan for the company?
expanding their existing business but for Consider the expenses to establish or
new possibly revolutionary business ideas. develop the idea, and the expected
income. Furthermore, it should be noted
Creativity: Are creative competencies crucial for when the idea will turn into a business
the success of the business idea? that generates surplus.
The goal of the competition is to show,
that creativity can be the basis of a sound
business. Describe the creative
competencies and how they are utilized.
Market potential: Does the business idea have
a market potential?
We are encouraging the creative
entrepreneurs to come up with products
or services with a big market potential.
Not a nonprofit project with an artistic
goals. A good business plan should
include estimates of how big the market
potential of the business idea is and how
many competitors it has. It should also be
noted whether it can be substituted by a
competing product/service. Furthermore,
describe the profit margin.
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8. Business Plan Template • How are products or services priced?
• What is the "go-to-market" strategy?
The following items should not be seen as a • Which distribution channels are used?
definitive list of what a business plan must
contain. It should be used as an inspiration for the • Is the business model scalable?
participants and the NHO when arranging
workshops on how to write a good business plan. Competitive situation
Below each topic is a list of question that the • What substitutes and competitors are
entrepreneur should be able to answer or at least there for the product? Include sales,
consider when writing a business plan. distribution, strengths and weaknesses of
competing products?
Base for business • What are the entry barriers for
• Where does the idea originate and what is competitors?
the need for solution?
• What is the company's "Value Organization and Management team
Proposition" - the problem it solves and • Who are the people behind the company,
the value it creates for the customer? including their role, background,
• How urgent is the customer’s problem? Is experience, training, competence and
it "nice to have" or "need to have"? Here it network?
is relevant to support the statements and • How many employees are there in the
feedback from customers and partners or company? Who are key employees, and
other market data. how does the organization look like?
• Who does the board and possibly advisory
The market and customers board consist of?
• How big is the total market? How big is • Who are the investors, and how is the
the market that the company is selling to? shareholding distributed?
• Who is the target group for the company's • How much has the company's founder(s)
solutions and why? self-invested?
• What does the market look like in three • How old is the company?
years?
• How does the value chain look like in the Analysis of risk
target market? Where in the value chain is • What strategic, tactical, operational and
the company located? financial risks are there? What are the
steps planned to minimize them?
Description of product or service • What is the worst case scenario for the
• What is the company's product or service? company? What is the plan if the worst
(formulated in a concise and clear text) should happen?
• What technology is the product or service
based on? Describe level of maturity, Financial needs
evidence of efficacy and function. • How much capital is needed to implement
• How much innovation and differentiation the company strategy? How much of the
does the company’s product or service capital is self-investment by owner?
include compared to competitors’ offer? • How is the capital spent? Including
• Is the product protected by patent, investment plan and timeline.
trademark or copyright? • What is the preferred number of
• What is the product development stage? investors?
Including time horizon for completion
and plans for versioning? Exit strategy
• How is production now and in the future? • What are the exit opportunities for
Is the production in house or outsourced? potential investors? What is the time
• Are there a list of products or services horizon?
with prices and production costs? • What is the favorite type of exit? Who are
potential buyers of the company?
Business Model
• How does the company generate revenue?
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