Entrepreneurship Development Institute of India

A Fashion Entrepreneurship Program by EDII

What you will learn:

  • You will learn and apply the tools of starting a startup in the creative industry.
    • positioning and differentiation, defining and developing products, customer creation, price discovery, developing a go-to-market strategy, creating a business model, and creating a robust pitch deck
  • Practical program.
  • You can apply these techniques to start your business.
  • The overall course is planned in four phases.
  • FEP is a program dedicated to entrepreneurs in creative industries. It offers learning, tools, techniques to take an idea to implementation.

The program is good for participants who:

  • Wish to set up a business and are looking for guidance/mentorship
  • Have already started a business and want to grow it
  • Are a creative label and are looking to accelerate
  • Are in career transition and wish to start a business

Audience of the Program
FEP is for entrepreneurs and startups in creative industries - fashion, art, design and digital.
The program is for all those who wish to start a business in the creative industries linked to

  • Women’s and men’s fashion
  • Luxury
  • Digital eCommerce
  • Accessories and leather goods
  • Footwear
  • Jewelry
  • Perfumes and cosmetics
  • Design based furniture and household products

Program structure, curriculum and rhythm

The program consists of 8 days of classes spread over 3 months. All classes are on weekends to facilitate engagement and enable working professionals to attend.

2 days Classroom Session
(Weekend)
3 weeks
Implementation of learning
2 days Classroom Session
(Weekend)
3 Weeks
Implementation of learning
2 days Classroom Session
(Weekend)
3 Weeks
Implementation of learning
2 days Classroom
Session
(Weekend)
Practical inputs Practical inputs Classroom Inputs & Preparatory work on Project Formulation Presentation on Projects by Participants and Feedback

Mentoring
Throughout the program, you will be placed under the responsibility of a mentor. This mentor will have been selected according to his or her skills and ability to support your project’s development. The mentor can be a professor or a professional.

Session details

Program consists of 4 phases:

PHASE 1

  • Introduction: Programme objectives,
  • Who is an Entrepreneur and Charms of being an entrepreneur
  • What is a business?
  • I too can be an entrepreneur
  • Ideas, customers and opportunities
  • Understanding customers through immersion / Observation research
  • Mapping your idea / value proposition
  • What are Lifestyle and Fashion Brands: Typology of Brands - Lifestyle, fashion, luxury, prestige, aspirational, etc.
  • Defining your product and customer.
  • Evening meeting to discuss assignment for 3 weeks

3 WEEK TASK
Defining product and customer.
PHASE 2

  • Economics of Lifestyle and Fashion brands -The Evolution of Business Models: From Designers to Fast Fashion Retailers - financial models, value chain, outlets, inventory etc. (using business canvas)
  • Conducting tests to validating your business idea
  • Consumer behavior and drivers:    Lifestyle and fashion brand consumer, historical and cultural underpinning, role of design, communication, etc.
  • Developing a concept of a lifestyle and fashion brand: Stylistic Identity and the Product Development Process - The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection
  • Evening meeting to discuss assignment
  • Outcome Day 3: Product is defined / target customer is defined
  • Lean startup methods - why test with customers
  • Execution of a lifestyle and fashion brand: Image identity and the communications: creating and disseminating digital contents for lifestyle brands
  • Developing a brand execution strategy: Products, categories, identity, price, consumer touch points, etc.
  • Mapping competition and detailing ‘how to’ and ‘what’ to make / serve: Brand architecture, Brand extensions, accessories, and categories to achieve lifestyle brand identity
  • Evening meeting - Testing ideas with customers

3 WEEK TASK
Finalizing tests to validate business idea
PHASE 3

  • Go to Market strategies - customer acquisition
  • Channel economics
  • Introduction to business model canvas - application for your business
  • Resources and relationships to produce
  • Evening meetings to discuss assignments
  • Pricing and costing
  • Digital platforms for launching business
  • Consumer behavior in a digital age - The future of Lifestyle and Fashion Brands:     The idea of Brand in the age of digital engagement – drivers and motivations
  • Managing a Lifestyle and fashion brand: Real time management of all consumer touch points and multiple channels – direct (brick and mortar, digital), JVs, or franchise?
  • Use business model to identify next steps
  • Post session actions - making product prototypes and testing - positioning, price, resources needed and costs

3 WEEK TASK
Get the pitch ready
PHASE 4

  • Financial models, investment needed, 
  • One-on-one counselling
  • Pitch presentations
After program actions

The program faculty is unique, consists of practitioners - who have started and are managing digital startups - and academics - engaged with reinventing retail.
Dr. Piyush Sinha

Prof. Piyush Kumar Sinha is Director, Advisory and Research at CRI. He has 37 years of Advisory, Research and Training as well as Managerial experience in marketing, sales, retailing, service and business strategy for product as well as service companies (B2C and B2B), in the domains of Retailing and E-Commerce; Luxury and Lifestyle; Healthcare; Decision Sciences and IT. He has been involved in more than 100 advisory and training initiatives in these areas. Prof. Sinha holds a Ph.D. in marketing. He was a Professor of Marketing at Indian Institute of Management Ahmedabad (IIMA), India till March 2018. Before IIMA, he taught at IIM Bangalore, XIMB and was Dean at MICA. He has published articles in International journals. He has been a member on editorial boards. He has published several books. He is one of the few resources in qualitative research in the country. Between 1995 and 1999, he served as marketing manager for a utility (Gujarat Gas) and an FMCG company (Rasna). He has been a mentor to several start-ups, especially in the area of social entrepreneurship. He serves on the boards of companies such as Gujarat Gas, Infibeam, Ujaas Energy and Jade Blue. He is a member of the CII National Retail Committee.

Dr. Manoj Nakra

Manoj has over forty years of work experience, has headed organizations for the last twenty years, with expertise in manufacturing, retail and distribution, and entrepreneurship. He was until recently Chief Strategy Officer for Apparel Group, a diversified retail company based in Dubai. More recently (2005-13) he was Executive Director of the Mohammed Bin Rashid Est. for SME Development (MBRE) in Dubai, a Government of Dubai organization that catalyzes entrepreneurship by providing funding and business incubation. In 2004 he established SmartGlobal, a specialized executive education company. 
In Dubai during 1996-2001 he was Dy CEO of Jashanmal National Co. (JNC), a $75 m GCC retail and distribution company. Before Dubai in India, as CEO, he started The Waterbase Ltd., a company he took public on the Mumbai Stock Exchange. Manoj is an occasional teacher, currently co-teaches Executive Education programs for Lifestyle and Luxury brands at IIM Bangalore
He has taught strategy to MBA students at Case (2001-04). He is an author. His second book ‘A 1000 Days Journey’ captures his experiences with entrepreneurship. Manoj is a Mechanical Engineer from Indian Institute of Technology Delhi, an MBA from Indian Institute of Management, Bangalore, and has a Doctorate from Weatherhead School of Business, Case Western Reserve University, USA.

Dr. Sanjay Pal

Dr. Sanjay Pal is an Economist and Management Professional and has 23 years of experience in SME cluster development, value chain up-gradation, business development services (BDS) market development, research, training and capacity building. He had worked as the Project Director in the “Business Development Services Market Development Project” in select SME clusters in India with the support of World Bank, DFID, GIZ, and SIDBI. As an International Expert, he delivered inputs in the “Training of Trainers (ToT) on Planning and Monitoring for Cluster Development Initiatives” programme in UNIDO, Vienna. He has conducted research on cluster, BDS and value chain, presented papers in national and international conferences and conducted training programme in different countries. As part of cluster development and value chain up-gradation work he has handled various assignments in Italy, Japan, Brazil, Argentina, South Africa, Iran, China, Netherlands, Thailand, Myanmar, Lao PDR, Vietnam etc. He had worked as a Consultant on SME Cluster and Value Chain Development with the Mekong Institute, an inter-governmental organization based in Thailand which is working in ASEAN countries.  He has published papers in reputed journals and a book on Supply Chain Management.

Presently Dr. Pal is working as a Senior Faculty & Head, ‘Department of Business Development Services and National Outreach’ in EDII. This Department is actively engaged in BDS and SME development activities for improving global competitiveness of small and medium enterprises. On behalf of the Institute, he handled the assignment of establishing India-Uzbekistan Entrepreneurship Development Centre (EDC) in Tashkent, Uzbekistan with the support of MEA, Government of India. Presently he is engaged in setting-up EDCs in five African countries which will undertake activities for promotion of entrepreneurship and start-ups in Africa.

Professionals from the industry will be invited to share their knowledge with the participants of the program.

Program schedule
The Program will have contact sessions on

  1. 14th-15th December
  2. 4th-5th January
  3. 25th-26th January
  4. 15th-16th February

Classes will be conducted at EDII Campus in Ahmedabad

The contact sessions will be of 6-hours duration starting at 9.00 am in the morning.
The program requires participants to allocate at least 6 to 7 hours every week doing self-study over the 3 months to realize full value of the program
Program Fee
Course fee is Rs. 145,000 (inclusive of GST). Installment payment option is available.
Cost includes material, classrooms, boarding and lodging for the entire program.
Participants must budget for travel to Ahmendabad four times during the 3 months of the program.
Important Dates
Application Deadline: 25th November
Payment Due Date: 9th December
Course Completion: 16th February
Award of Certificate
A certificate of completion will be awarded by EDII.

Entrepreneurship Development Institute of India

(Via Ahmedabad Airport & Indira Bridge), P.O. Bhat 382 428, Dist. Gandhinagar, Gujarat, India.

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