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Our Football Means Business at West Ham


Case Study

As part of the programme activity “Live Football Manager” was created by students from the University of East London who have been supporting ESquared and Catalyst in the delivery.  Three of the trainee coaches working with WHICT are acting as managers in a specially devised tournament for the KICKZ participants – ‘West Ham Chance’.

The young players were skills tested at the start of the tournament and allocated “values” based on their physical performance.  They can improve their values in two ways, by performance on the pitch as they play a six week tournament in four teams, and by participating in the “Our Football Means Business” classroom activities.  

During the winter of 2013 ESquared and Catalyst in Communities worked with West Ham in the Community to support the established Kickz programme.  Through funding from the Man Group, ESquared have developed “Our Football means Business” to sit within KICKZ and expand the activities offered to the young participants.

The four team ‘managers’ selected their players based on values and monitor their performance to allocate value points to the individuals.  At the end of the tournament prizes were awarded to; the  Winning Team  (pictured above)The Most Valued Team Member,  The Most  Improved Team Member in each of the four teams, based on their demonstration of footballing skills, team skills, discipline, creativity, commitment. The teams themselves also nominated Players’ Players in each team.

The group of 60 young people aged 12-15 years were encouraged to consider how the skills they are using in playing football might help them develop their employability and business skills.  

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By reflecting on their performance on the pitch and taking part in classroom activities the group have looked at employability skills and attributes in team working, creativity and initiative, self-management and discipline, problem solving and planning.  They also examined how Football operates as business, with a range of supporting roles and a customer focus.

Three trainee coaches are now well on their way to achieve the ABE QCF Level 3 Award in Employability and Enterprise. 

They have worked with the UEL students and ESquared to develop “Our Football means Business” and have facilitated activities both on and off the pitch with the younger participants, as their social action enterprise.

Project Objectives

1.  To enable pupils to describe the basic aspects of a business

2.  To describe how a simple business should operate

3.  To undertake very basic market research

4.  To develop a very basic business plan as part of a team.

5.  To assess enterprise options

6.  To agree basic management processes and money handling


Achievement to be celebrated - Case Study

charlton case studyLast summer ESquared and Catalyst in Communities supported Charlton Community Action Trust in working with 120 young people across Kent and SE London taking part in the National Citizen Service.  NCS offers young people the opportunity to take part in various different team-building activities culminating in their participating in social action projects.  A very clear objective of the scheme is to help young people improve their career prospects and employability but showing future employers the skills that they have acquired and demonstrated. ESquared and Catalyst delivered Your Life is Your Business in the residential week at HM Arethusa

Some of last summer’s cohort on NCS took that one step further. Working with ESquared, a small social enterprise which promotes Enterprise and Employability with young people, the NCS group enrolled on the ABE Level 3 Award in Employability and Enterprise. 21 of the NCS cohort had achieved their award by Spring 2013

A graduation event was held at the Centre for Innovation Management and Enterprise at the University of East London in June to present certificates. The attached photograph shows Richard Poole of ABP with five of the twenty-one successful candidates.  Three of these are going to work as NCS team leaders for the 2013 programme.

Breda Leyne of ESquared says “I am really proud of this group. Not only did they deliver some really useful community projects over the summer but they carried on and completed the award in their own time.  This was a real commitment whilst embarking on their AS level studies and getting to grips with the changing demands from starting in the sixth form”

Andy Carpenter of Charlton said “CACT used ESquared to support the delivery of our NCS Programme in Summer 2012. It really supported the young people’s development during the programme and we were delighted to see that some of our graduates took up the opportunity to continue the award in employability and enterprise. The award was a great opportunity for the young people to gain further recognition for the skills they developed through their participation in NCS and complimented the programme immensely”. 

By using business planning tools to shape their social action projects, reflecting on the end user as customer and working together in teams the participants have been able to build that experience into their CVs in a way that provides real evidence to future employers.    

What is the Junior Enterprise 360 programme?

1. Up to 10 groups of 5 students work together at each primary school.
2. Each group will receive 20-30 pounds to purchase goods.
3. They will receive one hour a week training delivered by the JE360 team.
4. They then devise enterprise projects, for example at their Christmas or Summer Fair they may run stalls, or as at Calverton and Winsor set up sustainable ventures running a ‘Healthy Tuck Shop’

Can be delivered as an intensive one week programme over e.g. the summer break, culminating in a final series of events or showcases.

Junior Enterprise 360

The Enterprise 360 primary phase is known as Junior Enterprise 360. 

In 2010 several pilot schemes ran at East London primary schools such as Winsor Primary in Beckton.  In 2013 a further successful programme was run by Sapphire Gray, a student at UEL working through the Consensio project, at Calverton Primary school in Newham.  The programme has embedded enterprise as part of the primary curriculum by mapping against the national curriculum for key stage 2 and against Functional Skills. 

Using a mix of basic theoretical material complemented by active group work the pupils develop their skills base while assessing their ideas about business.  We believe that the development of an integrated curriculum structure built around enterprise has a significant impact on the systematic development of enterprise within the community and primary schools. 

*  What is the Junior Enterprise 360 programme?
*  Project Objectives

Target Audience:

Year 6

Junior EnterpriseThese budding entrepreneurs at an East London primary set up their own tuck shop and were able to describe a number of important business concepts: pricing models, profit margins, market feasibility, and segmentation

Junior Enterprise Pic 1

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