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Teaching entrepreneurship in
schools: Experiential approach

Tine Nagy & Blanka Tacer
SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Knowing me, knowing you
1. The meaning of your name
2. A word about your job
3. Your precious hobby
4. What was your best learning
experience?

EXPECTATIONS
INVESTEMENTS

Let‘s start
My positive thoughts My negative thoughts
about entrepreneurship about entrepreneurship
are … are …
ENTREPRENEURSHIP
My open questions about

entrepreneurship are …

Changes in teaching entrepreneurship
From business planning …
to
business experimentation
Business Lean start- Design

modelling up thinking

From theory to theory grounded
practice
Entrepreneurship as a method Entrepreneurship as a process
(contemporary teaching) (traditional teaching)
A set of practices Known inputs and predicted outputs
Phases of learning Steps to complete
Iterative Linear
Creative Predictive
Action focused Planning focus
Investment for learning Expected return
Collaborative Competitive

5 practices teaching entrepreneurship
Practice
of
experime
ntation
Practice
Practice of Practice
of
reflection of play
creation
Practice
of
empathy

Teacher‘s role
Content Entrepreneurship as a method Entrepreneurship as a process
(contemporary teaching) (traditional teaching)
Communication Two-way communication Ex-cathedra approach
Focus of teaching Facilitates reflection Gives instructions
Content Business model innovation Business plan chapters
Location Classroom and field Classroom
Mistakes Welcome Punished
Source of learning Experience, cases, reflection Theory, cases
Assessment The learning process The quality of business plan

Session‘s design
Icebreaker and
homework Topic Homework
review
REFLECTION

Session
1
Entrepreneurship is…
New term: ENTREPRENEURSHIP
5 adjectives: _____________, _____________, _____________, _____________, _____________
How does it work? _____________, _____________, _____________
Feelings: _____________, _____________
Synonym: _____________

Session
1
20 € challenge
You have 20 € in your pocket. Which business ideas can you develop with 20 €?
Provide at least 7 ideas in 7 minutes.

Session
1
Start-up: your own defitnition

Session
1
Conclusion
• The structure of the entrepreneurship course
• Homework: Interview with entrepreneur

Session
6
User research
Discovery Interpretation Ideation Experimentation Implementation

Session
6
Icebreaker
• Describe the classroom from the perspective of people who
work in a particular profession. What do they observe? What
do they think? What do they feel?

Session
6
Purpose of the research
 To understand the needs, barriers and constraints!
 Without judgements
 Without assumptions
If I‘d asked my customers what

they wanted, they‘d have said a
faster horse.
Discovery Interpretation Ideation Experimentation Evolution

Session
6
Qualitative methodology
• Imagine you are a 7 years old girl / boy. How
would you approach to the research of your
problem?

Session
6
Observation
Why ethnography?
People don‘t always
do what they say.
Limitations of asking.
Ethnography
Field
Interview
research

Session
6
Observation
 What do we already know about our innovation challenge?
 Study of behaviour in natural settings.
 Data recording methods:
Ethnography
1. Photography, video
Field
research
Interview 2. Field notes
• Space: the physical place
• Actor: the people involved
• Activity: a set of related acts people do
• Object: the physical things that are present
• Act: single actions
• Event: a set of related activities that people carry out
• Time: the sequencing that takes place over time
• Goal: the things people are trying to accomplish
• Feeling: the emotions felt and expressed

Session
6
Observation vs. interpretation

Session
6
Observation
Ethnography
Field Interview
research
Observer as participant:
• Join the participants – shadowing
• In context immersion
• Try their experience
• Seek out anomalies
• Casual conversations
• Put results in context
• Seek inspiration in new places Discovery Interpretation Ideation Experimentation Evolution

Session
6
Observation  Semi-structured interviews
 Individual or group interviews
 Experts interviews
Ethnography
 The Right Questions:
Field
research Interview • Open questions: what, where, who, how, why
• Closed questions: are you, do you
• Probe deep: what if
Think
Reasons aloud
Draw it Aims
Show
me

Session
6
The researcher‘s behaviours
• Empathy
• Genuie curiosity and interest in participants
• Building rapport and trust

Session
8

Session
8
Interpretation
• Making sense of data = synthesis
• Identifying patterns
• Defining opportunities
• Transfer stories to meaningful
insights

Session
8
Interpretation
Share stories Identify patterns Find themes
Exploring the communalities, differences

Gather your notes, photos, artifacts Exstract key insights
and relationships
Gather team together Select key information Look for categories
Share stories Aggregate big thoughts Consider the relationships
Be specific, descriptive Work at the same level Group and re-group
Who, what, when, where, why, how

Session
8
Concept Extraction
Focus: How to improve staff morale
Ideas Concepts Alternative ideas
Increase pay Incentives Time and a half for overtime
Bonuses for reaching goals
Friday Happy Fun Company sports team
Hour Monthly coupon for a free lunch in
cafeteria
Fitness Kindergarten at work
membership Life balance Every 4th Friday off
Monthly coupon for a free massage
4-day Flexibile Job sharing

Work week schedules Work from home
3-day, 12-hour shift
Session
8

Session
8
Interpretation
Create frameworks Opportunity areas
A framework is a visual representation of

„How might we…“ statement
a system
A good framework will help you see the

From current states to future possibilities
issues and relationships in a clearer way
Rearticulation of problems or needs in a

generative, future facing way
A stepping stone to idea generation

How might we…
• How might we enable homemakers to easily find new ideas for

meals?
• How might we create an environment that would encourage
inhabitants to grow vegetables?
• How might we help shopping centre visitors look after their
children?
• How might we make the long hours of sitting in the car seat
easier for drivers?

An important change in business
modelling
Traditional organisation – centric Contemporary customer –
models centric models
• What can we sell to our • Which are the needs of our
customers? customers and how can we
• How can we better target help them?
our customers? • How do our customers want
• What a relationship we to be treated? How does
need with our customers? our company fits their every
• How and where can we day life?
make money? • What kind of relationships
• Which technology we would do customers expect from
like to create? us?
• Which value is our customer
prepare to pay?
Session
9

Session
9
Brainstorming
• Alex Faickney Osborn, 1953
• How to find a very good idea?  By generating a lot of ideas
• The quantity is important (100, 200, 300 …)
Starting point
• How might we … statement
Warming up
• Generate a list of barriers
Process
• Remind a team of the rules of brainstorming
• Generate as many ideas as possible

Session
9
Brainstorming Guidelines
Defer judgement
7 Encourage wild ideas
Principles Build on the ideas of others

Stay focused on topic
Be visual
One conversation at a time
Go for quantity

Session
9
Random Input
Film

Session
Random Input 9
We need a new way to break from that ‘circle’, a

new stimulus that will show us another ‘path’.
Doing that means using a technique that is
random, unconnected to our experiences and
inevitably, judgement.

Session
Random Input 9
• You cannot get new ideas by looking

harder at the old ones, so you bring in
something which is random or
unconnected with the situation.
• The drawing on this workcard shows
thinking proceeding along the usual
track until something random is
brought in and leads thinking off in a
new direction.
Session
Random Input: Example 9
Cigarettes PO soap.
Soap suggests freshness, and freshness
suggests spring, and that means flowers.
Perhaps every cigarette should have
flower seeds in the filter so when it is
thrown away a flower will blossom from it
and therefore make parks more beautiful.

Session
Random Input: Exercise 9
You are trying to invent a new detective

character called James Cooper. In order to
get some new ideas, you use a random
input and say:
“James Cooper PO ice cream”.

Session
Random Input: Suggestions 9
• He ought to have a youngster to help him (youngsters like

ice cream) or perhaps he could be a youngster
• He is very fat person (eating too much).
• Perhaps the detective could operate on ice cream stand.
• The detective might be an ice hockey player.
• The detective might be very perceptive (different ice
cream flavour).
• The detective might be very soft hearted (ice cream
melts).
• He might divide the case into little portions and tackle one
of these in turn.
• He might appear to be messy and stupid but underneath
he is actually very bright.
• His nickname might be Jimmie.

Session
“Police officers PO canary”
• Perhaps police officers should wear very bright

uniforms to increase their deterrent effect. And
from time to time other people should wear
these uniforms and so apparently increase the
number of police officers.
• Police officers should have different notes on
their whistles to indicate: warning need help,
watch-it, I’m coming, etc.
• From the idea of talking birds: police officers
should have little transmitter microphones
which they could leave in suspicious places and
then listen in from a distance.
Session
Random Input 9
Double operation:
• What can I use as a random input?
• What is triggered by the random input?

Session
Invent a new type of school in which students will learn

much more
• School PO toothbrush: Very short periods of definite

learning three times a day, with students left to explore
subjects or do anything else for the rest of the time. The
periods get shorter or longer according to the learning
effort of the students.
• School PO matchstick: From matchsticks in a box.
Students could work in several very small groups, each
one on its own and arranging its own teaching, sometimes
joining with other groups. Each group of students would
be responsible for its own learning.
• School PO chimney: The chimney is usually at the top of
the house. A school could have the top students teaching
those at the bottom. A school could have every student
involved in both learning and teaching.
Session
Invent a new book. Random input: orange

Session
Michael Michalko 9
• M. Michalko analyzed thinking styles of famous people:

Einstein, Leonardo da Vinci, Freud, Darwin, Mozart …

Session
SCAMPER 9
• Video
https://www.youtube.com/watch?v=G8w0rJhztJ4

Session
SCAMPER 9
1. Isolate your challenge or subject you want to think about

2. Ask SCAMPER questions: Substitute
• What procedure can I substitute for my current one? Combine
Adapt
• How can I combine?
Modify / Magnify
• What can I adapt from someone else? Put
• How can I modify or alter my way of doing? Eliminate
• What can I magnify or add to my way of doing? Reverse / Rearrange
• How can I put my challenge to other uses?
• What can I eliminate from the way I do?
• What is the reverse of my method?
• What rearrangement might be better?

PROTOTYPING

Design thinking
Experimentation phase
We understand a problem… and we have ideas…

how to experiment with them?
By building a PROTOTYPE!

Prototype
Wikipedia: A prototype is an early sample or

model built to test a concept or process or to act
as a thing to be replicated or learned from.
In general, prototypes fall into five basic

categories:
- Proof-of-Principle Prototype
- Form Study Prototype
- User Experience Prototype
- Visual Prototype
- Functional Prototype

Design thinking and prototyping
Is about creating quick prototypes (don‘t spend

time on details)
Prototypes create conversation (discussion with
users)

Design thinking and prototyping
– Prototypes are ALIVE (room for improvement)

– Sooner they are in practice, sooner you will
understand what product or service needs to be
about

From ideation to experimentation
– Prototypes create conversation (learning by

doing)
– Make your ideas real & learn from peoples’
reactions to your prototype
– 2 most important things:
• Rapid
• Focus
– When users look at low resolution prototypes
they see potential … When users look at highly
sophisticated prototypes, they see problems

What can be a
rapid prototype?
• Paper model
• Digital 3D model
• Simulation
• Mechanical model
• Animation, film, trailer
• Different Mock-ups
• FlipBook
• Scheme, Tables, Process
• Computer programme

Storytelling –
Service prototyping

Define technology - Touchpoints
Dolor hic tibi proderit olim! Magnum vectigal parsimonia!

Dulce et decorum est pro Memoria minuitur, nisi eam
patria mori! exerceas! Mens agitat molem!
Mens sana in corpore sano (sit)
Dum spiro, spero! Errare
humanum est! Dives qui
sapiens est! Faciunt favos et vespae!
Faciunt favos et vespae!

Mala sunt vicina bonis!
Exigua pars est vitae qua
vivimus. Ceterum quidem omne Longa mora est nobis om
spatium non vita sed tempus est! quae gaudia differt!
Habet suum venenum

blanda oratio! Homines
sumus, non dei! Homo est
animal sociale!
Male parta male dilabun

Horae quidem Magna res est vocis et
cedunt et dies et silentii temperamentum!
menses et anni; nec Iustitia sine prudentia
praeteritum tempus multum poterit: sine iusti
umquam revertitur; nihil valebit prudentia!
nec quid sequatur!
Homo ex Medio tutissimus ibis!

veste
aestimatur!

Prototype of business process, Henkel, Germany
Portal Mikrobiz

Prototype has an agenda
Field Service Provider Delivery PM Legal Account Management Sales
PSU SDA ECC, Tax, etc… Procurement GSMC Member
Customer
Technical
StandardService
Solution Budget / RFP/Contract with RFP/Contract with Service Level
Description
Descriptions Invoicing Service Provider Customer Agreements
Web-based Ticket System Service Standards for Clients, Network, Servers, Voice
PC / Image
Example - Apple
iTunes
Apple Shop

Why might we feel strange when talking about
prototyping?
• Using processes and procedures

which not match to any familiar
processes and procedures
• Using tools and methods which we
have not used before
• Lack of detailed definition about
expected results of the project
before the project started

Prototyping is thinking by hands!

Rapid prototyping - tips
• Tell the story and not try to build an aesthetic prototype

(don‘t spend time)
• Avoid final decisions before building a prototype or before
testing
• Avoid emotional connectivity with idea
• Avoid destructive thinking
• The size of prototype (bigger is not necessary better)
• Build with the user in mind (user centered)

Action 

Izberi idejo
Show your prototype
FEI 2011 – Workshop
Table no.4

Thinkertoy
Rearrange the letters in the

words "new door"
to make one word.

Thinkertoy
By moving one of the following digits, make the
equation correct:
62 – 63 = 1

Thinkertoy
Rearrange the letters in the

words "new door"
to make one word.

Thinkertoy
Two fathers and two sons go

fishing together in the same
boat. They all catch a fish, but
the total catch for the day is 3
fish. How is this possible?

Thinkertoy
Construct the shape out of 7 pieces

Thinkertoy

to think of as many uses
as they can

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Teaching entrepreneurship in

schools: Experiential approach

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

My open questions about

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Business Lean start- Design

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

New term: ENTREPRENEURSHIP

5 adjectives: _____________, _____________, _____________, _____________, _____________

How does it work? _____________, _____________, _____________

Feelings: _____________, _____________

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Start-up: your own defitnition

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

If I‘d asked my customers what

Discovery Interpretation Ideation Experimentation Evolution

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Discovery Interpretation Ideation Experimentation Evolution

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Discovery Interpretation Ideation Experimentation Evolution

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Discovery Interpretation Ideation Experimentation Evolution

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Discovery Interpretation Ideation Experimentation Evolution

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Discovery Interpretation Ideation Experimentation Evolution

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Discovery Interpretation Ideation Experimentation Implementation

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Discovery Interpretation Ideation Experimentation Evolution

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Exploring the communalities, differences

Gather team together Select key information Look for categories

Share stories Aggregate big thoughts Consider the relationships

Be specific, descriptive Work at the same level Group and re-group

Who, what, when, where, why, how

Discovery Interpretation Ideation Experimentation Evolution

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

4-day Flexibile Job sharing

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

A framework is a visual representation of

A good framework will help you see the

Rearticulation of problems or needs in a

A stepping stone to idea generation

Discovery Interpretation Ideation Experimentation Evolution

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

• How might we enable homemakers to easily find new ideas for

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Discovery Interpretation Ideation Experimentation Implementation

SKUPINA PRIMERA, integrated HR solutions, Ltd | www.skupinaprimera.si | info@skupinaprimera.si

Discovery Interpretation Ideation Experimentation Evolution

5 adjectives: _______, _, _, _, _______

How does it work? _______, _, _______

Feelings: _, _