SBIC Noordwijk and its space business community played host to 60 students from the MSc International Management/CEMS programme this summer for the annual ESA–CEMS block seminar study project. On the last day of presentation pitches, the winning team was announced on 30 August. It’s a yearly tradition that we have come to love and look forward to: welcoming the CEMS students as part of the opening of their academic year. The cohort gets split into two groups, each dealing with a different area. In “Turning Technology into Business,” the group is shown an asset from space technology that ESA has developed for space missions. Their challenge is to make this asset work for terrestrial life. The other group focuses on challenges set by space business startups incubated at ESA BIC Noordwijk, as well as the wider community at SBIC Noordwijk. It is the latter stream that is covered in this report under the banner of “New Venture Consulting.”

Celebrating 20 years of cosmic collaboration

This year’s organising team for this ESA–CEMS project included Prof. Yu Liu, René Olie and Graham Cross (RSM), along with Niels Eldering (ESA). The 20 years celebration of the alliance of ESA, CEMS and RSM was at the forefront of proceedings, which follows on from an anniversary symposium earlier this summer at RSM. This event was the first occasion for all parties to reflect on the success of the collaboration so far, explore the multitude of possibilities ahead, and discuss how business schools can shape the future of the space economy and commercialisation.

“These block seminars are a great way for CEMS management education students to see space technologies through the lens of business administration and make connections to and from completely new markets down on Earth,” comments Niels, who leads the network of 30 ESA Business Incubation Centres. “Joining together to develop the students’ curiosity and creativity to find solutions using space tech, data and infrastructure has led to numerous innovations – the applications of space technology are vast.”

Space business cases

For the 2024 ESA–CEMS collaboration after the initial kick-off at ESTEC – with a welcome from RSM’s Prof. Yu Liu (pictured) – groups of students were then teamed with different entrepreneurs at SBIC, which provided the opportunity to gain real world insights from these incubated space business companies and for the startups to get input from the talented students.

On the first day, challenges were set by the current ESA BIC incubatees 2C Degrees, Aardvark Sensing and Terraprisma, as well companies located at the SBIC hub: Clemessy (with Rocket Group NL) and Solidflow (spin-off of ESA BIC alumnus HDES). Over the next three days, the students worked in their individual groups, deliberated with “their” startups, and attended workshops and presentations about pitching, entrepreneurship and consultancy – both at SBIC Noordwijk and on the campus of ESA’s European Space Research and Technology Centre (ESTEC). The challenges were varied, including market entry for a startup that’s reshaping the future of mining through advanced geospatial analytics (Terraprisma) and applications/markets for new hydrogen cool gas generator technology (HDES).

Sharing strategic solutions

Final presentations of the business cases covering the future of #NewSpace markets were made in front of a jury. Inputting with expert analysis across the week for the teams in this NVC stream were Marc Sandelowsky (NL Space Campus) and Mercedes Sanchez Alvares (ESA), along with two ESA BIC coaches Roeland Mackloet and Marc Vloemans.

The overall winners were selected to be the students that worked on the Clemessy challenge. Team MARS (Manh Doan, Aashna Esther Francis, Ruben Bruin and Sofia Timpani) had been tasked to explore the possibilities of establishing a small sounding rocket test and launch facility in the Caribbean. Of the experience, Sofia stated: “Our project focused on the design and cost estimation of a rocket launching site, which was a challenging yet rewarding undertaking that truly tested our skills and teamwork.” On completing the consultancy report, the team also won the panel vote for best presentation.

“The space industry is truly a frontier for innovation, yet not that ‘distant.’ Through this course, our students see their crucial value as business consultants in getting space technology ‘closer to Earth,’ Prof. Yu Liu commented. “I’m incredibly proud of their hard work, creativity and dedication throughout the week. They dived deep into each venture’s challenges, delivering strategic solutions under intense pressure and presenting the case as professionals before the juries.”

Perspectives and podcasts

During the course of the week as the students tackled real-world strategic challenges from the startups, the entrepreneurial atmosphere was infectious. After the award presentations on the last day, the scene was set to pose some questions. A selection of the students and collaborators in this 20 year alliance met with Niels Eldering in the Spark Hub (aka impromptu podcast studio!) at SBIC to engage in a fruitful discussion.

As Niels stated: “Durability is now synonymous with sustainability, but it still has to be paid for, and this is where new business modelling comes in. This is why I’m so passionate to bring modern business talents into our ESA BIC programme” – which is itself celebrating 20 years in 2024 (#20yearsESABIC). He concluded: “I am so proud of RSM and CEMS students. I see their potential when working with them and I see my colleagues recognising this as well. They represent the future decision-makers, investors and policy makers. They represent the force for positive change in a growing space economy.”

Thanks to everyone involved for the enthusiastic participation and we are already looking forward to welcoming the cohort of CEMS students next year!

Related links:

Exploring the cosmos of ideas: A conversation with Niels Eldering about leadership
Celebrating 20 years of cosmic collaboration

ABOUT ESA BIC NOORDWIJK:
In this programme, startups working with space tech or space data can get up to €60,000 zero-equity funding for the development of their business idea. They also receive technical support by ESA or partners and get extensive business support by SBIC. Selections are made twice a year, with the next deadline being on 16 October. Full details at: esa-bic.nl.

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Energy, enthusiasm and business-savvy ideas were all flowing at SBIC Noordwijk at the start of February – this could only mean that it was time for the RSM Space Business Challenge 2024 to get underway! Every year, students on the Honours BSc course of the Rotterdam School of Management (RSM), Erasmus University take part in the 2-day programme organised by RSM’s associate professors René Olie and Willem Hulsink.

The students are learning about innovation and entrepreneurship in dynamic ecosystems, such as the space sector, so what better place to come and make use of their excellent business and marketing ideas to the “clients” that set the space business challenges – ESA BIC Noordwijk incubatee Turtle Island Space, ESA Technology Broker-appointed prize winner ZemQuest, LDE Space for Science & Society, NL Space Campus and SBIC.

Dutch space tech on the agenda

The first day of the RSM Space Business Challenges 2024 began with presentations by representatives of the Dutch space network and entrepreneurial ecosystem to give an introduction of the space industry This event is an engaging way to broaden knowledge about businesses in the space sector, which many of the 40 business students may never have had any contact with before. Though, it was apt that on this day in question – Thursday 8 February – Dutch space tech was making the news. That very morning, the NASA climate satellite PACE (Plankton, Aerosol, Cloud, ocean Ecosystem) had launched from Cape Canaveral with an Dutch space tec on board. The instrument, built and developed in the Netherlands, will measure aerosol particles in the Earth’s atmosphere.

Read more about the Dutch instrument launched on the NASA climate satellite here

This important contribution to climate research is one example of how Dutch technology is being used in space, as explained by Martijn Leinweber (COO of SBIC Noordwijk and the ESA BIC programme manager) in his introduction to the student delegation. He explained about the startups that use space technology for upstream or terrestrial applications, which can have benefit for life on Earth. Here, in the Dutch business incubation centre of the European Space Agency, there are entrepreneurs developing innovative solutions. For example, Meteory is making environmental data more accessible – and working on real-world applications of satellite data for a more sustainable world – and Turtle Island Space (one of the challenge setters) is offering educational packages that give students experience of controlling a ground station (like the one on-site at SBIC Noordwijk) and downlinking their own satellite imagery.

Educational challenge: Identifying new customer segments was the focus of the challenge set by Turtle Island Space. The startup, headed-up by founder Brian Treacy, is currently incubated at ESA BIC Noordwijk and is already working to supply universities and space agencies with educational services. The company’s public outreach initiatives will allow students to get access to practical and affordable experiences relevant to the space industry through e-learning. turtleislandspace.com

Fresh perspectives

Every year at this event, a new cohort of students are assigned tasks covering the commercialisation of academic knowledge and designs by research centres, universities, R&D-based companies, startup firms and established companies in the space business cluster. The varied assignments that student teams could be invited to work on include:

• Analysing business opportunities in space and non-space markets
• Developing market communication strategies for different customer groups
• Helping companies and organisations to optimise their business models
• Developing ideas on how to add value for customers
• Collecting best practices from other industries

The students are provided with a dynamic and practical learning experience that prepares students for the challenges and opportunities in the evolving space industry. For the companies in this entrepreneurial ecosystem, the opportunity to work with such ambitious and bright bachelor students can offer a fresh perspective on their business and organisational initiatives.

Challenges set: countdown to final presentations

This year, there were 8 challenges set, which covered innovative space tech solutions related to education and energy, among others. The challenges were offered by Turtle Island Space and ZemQuest, as well as LDE (Leiden–Delft–Erasmus universities), ESA BIC, the ESA Technology Broker NL, NL Space Campus and SBIC Noordwijk.

On the afternoon of day 1, the students were split into groups to work on the challenges. It was at this point that the teams dispersed around the SBIC hub to really dive into their assignments. The buzz of creativity was abundant – in the atrium, on the couches behind the satellite, in every meeting room and upstairs in the new Spark Hub – as the students began their research and put in place a plan of action. This included holding several interviews with various representatives of the challenge owners for the 2 days.

Energy challenge: Green energy was the focus of one challenge from ZemQuest, when students were asked to deliver a market penetration strategy for electric vehicles suitable for a key regional location, such as Schiphol airport. The Leiden-based company is working to bring emission-free and sustainable electrification for industrial mobility and long-range electrical aviation with aluminium–air batteries, which could be used for space applications. The batteries are also an economical alternative to diesel, for the electrification of heavy-duty vehicles, and the company aims to offer full-cycle infrastructure and service. zemquest.com

With a focused determination, the student teams worked quickly and efficiently so that, on the Friday afternoon, they could present their findings and recommendations to all the clients and the accompanying delegation in a plenary session. This exchange allowed students to apply theoretical concepts learned in the classroom to practical, industry-specific problems, enhancing their understanding of how academic knowledge translates into real-world applications.

Fruitful collaboration

Taking to the stage to present their solutions gave the students the chance to highlight new marketing and business potential for every challenge owner. The dedication and creativity of these students was remarkable and made a lasting impression on everyone present.

“I was in awe at the speed of how these talented students got to grips with the challenge and how they managed to identify a promising new market that we will be investigating further,” Brian Treacy (founder of Turtle Island Space) enthused. “It was refreshing to work with people 10 years younger than I am and from a different field.”

David de Haas, chief marketing Officer at ZemQuest, was also enthusiastic: “We were impressed to see these students tackle the complex challenge of devising a go-to-market strategy for our aluminum batteries at Schiphol airport. We see a bright future for these keen young minds and look forward to welcoming them to join us on our quest for zero emissions.”

Focusing on the successful ongoing collaboration with RSM Erasmus University, Martijn Leinweber (COO of SBIC and programme manager of ESA BIC) commented: “The interaction of the students with the startups was complementary and, once again, new perspectives emerged that can be implemented into business ideas. We are already looking forward to see what will emerge from next year’s event.”

Companies interested to set a business challenge at the next event, get in touch.

ABOUT ESA BIC NOORDWIJK: In the ESA BIC programme, space startups get up to €60,000 zero-equity funding for the development of their idea, receive technical support by ESA or partners and get extensive business support by SBIC. esa-bic.nl

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