158 New Educationa l Pers pectives for Designers and Managers three years to

158 new educationa l pers pectives for designers and

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158 New Educationa l Pers pectives for Designers and Managers three years to establish a new programme on the market. One of the reasons for this foundation period is the absence of alumni within the first years. It is much easier to convince applicants (and investors) about a new school if you can show successful alumni to them. This phase of foundation and stabilization requires a business model that is not dependent on student fees. For a new school in management and design it is important to cooperate �� closely with industry. This cooperation might involve companies sending promising staff members to school for courses or companies giving donations to the school. Again, it takes some years to demonstrate to industrial partners that they might benefit from a partnership with this new school. In case of the Zollverein School, there had been many discussions with representatives from companies and in many of the discussions the outcome was that those representatives first wanted to be sure about the success of the school before giving money to it. This attitude is understandable and very much to be respected but it makes it difficult to start something new. To come back to the beginning of this chapter, it is very helpful to form personal contacts with top managers who are enthusiastic about the concept of a new school (see for example the engagement of Hasso Plattner, one of the founders of SAP, for the d-school at Stanford University).
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