Initiator Co-creator

european mise en place cupMore than just a competition

February 14th & 15th 2016 - Maastricht - The Netherlands

Surfing the Silver Wave

8th edition

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Congratulations!You are now officially subscribed for the European Mise en Place Cup (EMCup) 2016! We are proud that you are representing your school during this 8th edition of the competition.

Pre-competition phase

To prepare you for the competition, we kindly request you to read this document carefully. It contains important deadlines and detailed information about the pre-competition assignments.

Theme 2016: Surfing the Silver Wave

“The Agenda for the Future”, consisting of the 7 pillars; Water, Power, Food, Pollution, Changing Markets, Health & Care and Education, has been a topic during the EMCup for a few years now. We all know that the world population is expected to grow to 9 billion in 2015, but do we also know the demographics of this population and the influence this has on our industry?

The ageing of the population is one of the most important trends determining the living and working conditions of the future. Within 35 years, there will be more people alive older than 60 than there will be people younger than 15. During most of the 21st century, the people over 60 will be the fastest-growing consumer group in the world. This “Agequake” influences the business models of various industries such as health & care, retail, technology and hospitality. Luckily, it also brings plenty of opportunities!

Research by Barclays shows that the over 65s added £37 billion to the UK economy through spending on the Hospitality & Leisure sector in 2014. They contributed over a third (36%) more than the average consumer and 27% more than the 35 to 54 year olds, who are the second biggest spending generation. Despite this, the report reveals that the UK Hospitality & Leisure Sector has missed out on at least £16 billion in additional revenues by underestimating the spending power of this generation in the last year.

It’s time to understand the needs of the ageing population, so our industry can cater to this important age group! It is an extraordinary business opportunity, for those who dare to look ahead and make timely adjustments. And that is exactly what the 2016 EMCup will challenge you to think about!

Yours faithfully,On behalf of the EMCup Advisory Council,

Organizing team EMCupJordy de GraaffVera Wissink

Are you already following the EMCup on Social Media?

Twitter: @EMCup_ - #EMCup

Facebook: www.fb.com/emcup.eu

YouTube: www.emcup.eu/youtube

Klout: www.klout.com/EMCup_

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Pre-assignments

Now that your team is enrolled for the EMCup 2016, you can start with the preparation for the competition. Below you will find more information about the assignments and the deadlines. All assignments need to be written and performed in English.

Preceding the competition days in Maastricht, each team has to prepare twopre-assignments, assignment 1 and 2A. These two assignments compose 35% of the total score. In addition to the two official assignments, each team member has to fill out the MEPS scan, which will be used during the competition days. Further, each team needs to create a creative introduction movie (max. 1 minute). These last two assignments are not included in the official grading.

During competition day 2 each team has to complete assignment 2B and assignment 3. These two assignments compose 65% of the total score. When all scores of assignment 1, 2A & B, and 3 are processed the top 10 will be calculated. These teams will receive the final assignment, Assignment 4.

Assignment 1 – Rumour around the Brand

What?Now that your team is selected, you can start promoting your school, your participation and the EMCup, by creating ‘Rumour around the Brand’ via different social media channels. The measurement of all Rumours will be done on different dates and the last measurement will take place on Friday the 12th of February 2016. The scores measured by the organisation will be handed over to the Jury during the competition days.

Why?Social media is a big part of our world nowadays. As a part of the preparation for the competition you need to create as much “Rumour around the brand” as possible. With this we mean promoting your school, your participation and the EMCup as much as possible. Let the world know with tweets, status updates, movies and guerrilla marketing, lip dubs, virals, flash mobs and everything else you can think of to announce your participation.

Creativity, the number of likes, views and followers will be judged. So take it seriouslyand spread the word.

Please use the following Channels and Key Words to make your efforts traceable.

Twitter: @EMCup_ - #EMCup

Facebook: www.fb.com/emcup.eu

YouTube: www.youtube.com/emcup

How?To define your popularity on social media we will use Klout to determine your scores. Klout scrapes social network data, creates profiles and assigns them a "Klout score." Klout claims to have built more than 100 million profiles. Klout is not an "opt-in" service, but individuals or companies who register at Klout can ensure that all of their social networks are accessed and therefore evaluated in their Klout scores. Klout scores range from 1 to 100, with higher scores corresponding to a higher assessment by Klout of the breadth and strength of one's online influence.

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True reach is based on the size of a company’s "engaged audience" of followers and friends who actively listen and react to their online messages. The amplification score relates to the likelihood that one’s messages will generate actions (retweets, @messages, likes and comments). The network score reflects the computed influence value of a person's engaged audience.

For your Klout score you can use:• Facebook• Twitter• YouTube• LinkedIn• Foursquare• Instagram • Tumblr • Blogger • Wordpress.com • Last.fm • Flickr• Pinterest• Google+• Yammer

It is up to you to decide which channels to use, just remember that the more channels you actively use, the higher your Klout score could be.

To get a head start, here are a few suggestions on how to increase your Klout score:1. Build a network. The key to increasing a Klout score is similar to finding success on the social web

in general: build a targeted, engaged network of people who would be legitimately interested in you and your content.

2. Create meaningful content. Adopt a strategy to create or aggregate meaningful content that your network loves to share with others. Provide links!

3. Engage. Actively engage with others in a helpful and authentic way. Ask questions, answer questions and create a dialogue with your followers.

4. Don’t scheme. Any gaming behaviour that fall outside the basic strategies will eventually catch up to you. For example, specifically targeting conversations with high Klout influencers will probably be more annoying than successful. If you keep focused on your network strategy and your content strategy, you’ll succeed.

5. Interact with everyone. Don’t be afraid to interact with Klout users with lower scores – it won’t hurt your own score. In fact, it helps build their score and in turn makes you more of an influencer.

6. Publish. Remember, you don’t have to make a movie or be elected to office, to have power now. All you need to do is publish. Access to free publishing tools such as blogs, video and Twitter have provided users with an opportunity to have a real voice, so take advantage of these many platforms.

7. Keep at it. Don’t be discouraged by your score. It’s more important to just enjoy your social media experience and let the chips fall where they may.

However, ...There are a few rules and tips:• Facebook & Twitter: don’t use a personal profile, but create a page/account for your EMCup

team instead. Tip: invent a clever name for your team• YouTube: if you upload your introduction movie to YouTube, this is a good way to boost your

Klout score

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• LinkedIn: using Klout, you cannot use your LinkedIn business or community page. If you do choose to use LinkedIn for your Klout score, remember that you can only link one of your group members’ personal accounts to Klout

• Foursquare: your group of course does not have a physical location where people can check in, but your school does...

• KLOUT: Think of your team as a business and make sure to create a ‘Klout for business’ account (not as an individual influencer) via the following link: www.klout.com/s/business

NOTEThe most important thing is that you let us know before Monday November 16th what the name of your Klout-account is so that we can track your score; if not we cannot measure your Klout score and no points can be awarded! AssessmentThe only thing that matters is the number of your Klout score; the higher, the better. If two teams have equal Klout scores, the creativity of their posts will be judged to decide on the winner.

The Klout scores will be measured on the following dates during the pre-competition phase: • Friday November 27th• Tuesday December 8th • Wednesday December 23rd • Monday January 11th• Thursday January 21st • Wednesday February 3rd • Friday February 12th

Score: 10% of total score

Deadline: Start as soon as possible in order to generate the most ‘Rumour.’ The team that has generated the most ‘Rumour’ overall on Friday February 12th will receive the highest score. Do not forget to let the organisation know before Monday November 16th what the name is of your Klout-account.

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Assignment 2A – The Paper

What?Each team has to write a paper of a maximum of five pages, which is relatedto the theme ‘Surfing the Silver Wave’. The business jury will assess each paper.

Why?The Silver Wave is a hot top nowadays, but what is the Silver Wave exactly? The Silver Wave is all about the ageing of the population, that certainly has gone up the last couple years. The market is changing and people that are over 60 years will take over the market.

The Facts:• Within 35 years there will be more people alive older than 60 than there will be people younger than 15 (United Nations, 2013)• The life expectancy of the population keeps growing every year (NIA, 2015)• Care hotels keep popping up nowadays (Hospitalitynet, 2014)• Barclays shows that the over 65 year olds added £37 billion to the UK economy through spending on the Hospitality & Leisure sector in 2014 (Barclays, 2014) • 65 year olds mostly have more money to spend than younger people (NIA, 2013)

It is clear that hospitality and the Silver Wave are strongly intertwined with each other. A question might be: What role does the Silver Wave currently play in hospitality? What role is the Silver Wave going to play in the hospitality industry in the future? Or, from a different perspective: What role does the Silver Wave have in improving and/or changing the hospitality sector? How can the hospitality industry prepare for the Silver Wave and what does the future look like?

How?Write a paper where you describe a future scenario about the following topic:‘The Silver Wave, surf or sink’

To get you started, here are a few criteria:• Look at this topic either from a hospitality approach or from a consumer approach.• Which demands and expectations do guests have with regards to the ageing population?

The paper:• needs to be written in English• has a five-page maximum (A4), appendices not included• has to be written in font Arial size 11, using line spacing 1,15

For your paper, all resources may be used. Don’t forget to cross-reference your sources and quotes. Writing this paper will prepare you theoretically for the competition days in Maastricht.

AssessmentBelow you can find an overview of the criteria on which the business jury will assess your paper:

FORMAT• Language (professional level + spelling)• Structure & Composition / Lay-out• Length

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CONTENT• Based on Facts & Figures, don’t use opinions from others• Originality, think out of the box! • Convincing line of reasoning• Clear link with the hospitality industry• Recent & relevant sources, no older than three years• Applicability and realistic

Every above standing point is important in your paper. However we know the Business Jury thinks it is more important to have an original paper than a paper with the latest sources.

Lastly, your team has to prepare a 1.5-minute pitch that summarizes the findings of your paper. This pitch will take place on the last competition day. Note: This is a pitch not a presentation. 15% of the total score will be awarded for the pitch.

Paper Score: 25% of total scorePitch Score: 15% of total score

Deadline Paper: Friday December 18th, 2015

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Additional assignments

These additional assignments are not part of the official grading, but will make your EMCup experience more valuable for you and your team.

The Introduction Movie

What?Each team has to present themselves, their school and the EMCup in a short introduction video with a maximum duration of 1 minute. The business jury will assess the videos and a special prize will be given to the team with the most creative movie.

Why?Since the competition days are still far away and we are very eager to meet you, we would like you to present yourselves in a movie. As they say, an image says more than a 1000 words. To see how creative, you are, we dare you to make an introduction movie in which you promote yourself in an original and playful way. And aren’t you curious to see who your opponents are?!

How?Blow the jury and organisation away with an amazing introduction movie.

Be creative. Be original. Be funny. Be innovative. Be smart. Be bold. Be different. Be yourself. Be unique. Be playful.

We only have two requirements, which must be incorporated in the video:Show us who you are and share your vision on the theme Surfing the Silver Wave with us.

Please remember that your movie cannot be longer than 1 minute. All introduction movies will be shown during the competition days.

NOTEYou have to upload your video on YouTube. Keep in mind that when you include music into your video, YouTube may reject your movie if you have not bought the audio rights of the song. There are multiple ways to insert music into your movie e.g. YouTube Audio Swap.

The introduction movie is not included in the official grading, but a special prize will be awarded to the team with the most creative introduction movie.

Deadline: Friday December 18th, 2015

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Q-staff

Like last year, our partner Q-staff is going to moderate the 8th edition of the European Mise en Place Cup. Q-staff provides trainings, workshops and long-term training sections. Their mission is to develop people in the hospitality sector through sharing knowledge and building culture.

The trainers from Q-staff are honoured and excited to moderate this major event. Last year it was a great success and they had a great experience together with the participating teams and coaches.

During the 8th edition of the EMCup, Q-staff will provide you an interactive workshop. During this workshop you will get insights about yourself and will be challenged in evaluating your own behaviour. Additionally you will obtain skills to develop and strengthen your ability to work in a team. In order to participate in the training you have to fill out the MEPS scan, this is a personality test. Keep an eye on your mailbox, soon we will send out the instruction on the MEPS scan.

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Contact informationEuropean Mise en Place Cup P.O. Box 4260 6202 WC Maastricht The Netherlands

tel: +31(0)43-356109 fax: +31(0)43-3264263organisation@emcup.euwww.emcup.eu

@EMCup_ - #EMCup

www.fb.com/emcup.eu

www.emcup.eu/youtube

www.klout.com/EMCup_

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