Julian Bennet Vogel

As the initiator of NEVER ESTABLISHED and an IB alumnus myself, I understand both the challenges and the opportunities that come with launching a project like this. Throughout the year, I’ll be your point of contact – someone you can rely on for insights, feedback, and guidance.

MY ROLE DURING THE YEAR:

  • Mentor and facilitator – not micromanager
  • Support as personal and/or team coach
  • Help with mindset, critical thinking, and soft skills

While student teams retain full ownership of their project, I will be available to support both school coordinators and students whenever needed – with insights, feedback, and strategic guidance. Whether you’re stuck on strategy, need help with soft skills like sales psychology or decision-making, or simply want clarity around CAS documentation – support is just a message away.

📬 Email support is always available – and guaranteed within 24 hours.
💬 Need more in-depth support? Book a personal coaching or strategy call directly via my calendar link.

TIMELINE for the School year

PHASE #1: AUGUST – END OF SEPTEMBER

REGISTRATION PERIOD & TEAM-BUILDING

  • Team registration
  • Kick-off meetings with teachers
  • Definition of work & creating the internal team work-flow (e.g. regular meetings, communication, feedback) and decision-making processes
  • Role distribution within the team (marketing, finance, design, etc.)
  • First creative icebreaker tasks (innovation method)
  • Set-up of website and eMail

LEARNING TOPICS
“Know YOURself: Team Dynamics & DISC Profiles”

  • Understanding team personalities with DISC
  • How to build a complementary team (e.g. creative + organized + analytical)
  • Self-awareness in leadership and collaboration

PHASE #1: AUGUST – END OF SEPTEMBER

PHASE #2: SEPTEMBER – END OF OCTOBER

RESEARCH, BRAND STRATEGY & PRODUCT DEVELOPMENT

  • RESEARCH: Market and target group(s)
  • Development of brand identity
  • First product concepts (what products are the students selling & first design concepts)
  • Choosing which print-on-demand suppliers will be used
  • Receiving/ordering test products (if necessary)
  • Building the online presence (website development, shop, socials, content plan)
  • Preparing for launch

1. LEARNING TOPICS
“Blue Ocean Thinking vs. Red Ocean Reality”

  • Explanation of Blue/Red Ocean concepts
  • How to define new spaces or subcultures in a crowded market
  • Case studies from fashion/streetwear
  • Timing drops and campaigns around school life, seasons, or social trends
  • How to learn from competitors and pivot wisely
  • Drop culture, hype cycles, and momentum

2. LEARNING TOPICS
“Strategic Positioning: What Kind of Brand Are You?”

  • Short brand analysis matrix: B2B vs. B2C, luxury vs. mass-market
  • Choosing the right product & price point for your audience
  • How to avoid being “everything for everyone”

PHASE #2: SEPTEMBER – END OF OCTOBER

PHASE #3: NOVEMBER- MAY

LAUNCH & SALES PHASE

  • Official launch of brand “drops”
  • Active sales phase across multiple weeks
  • Execution of marketing campaigns (TikTok, Insta, etc.)
  • Customer service & response to feedback

LEARNING TOPICS
“Building a Castle: Castle Moat Strategy”

  • What makes a brand defensible?
  • Storytelling, community-building, unique design principles
  • Brand examples with strong “moats”

PHASE #3: NOVEMBER- MAY

PHASE #4: JANUARY

MID-SEASON REVIEW & DEDICATED COACHING SESSIONS

  • Interim reporting & team reflection
  • Optimization before the final phase

Mid-Season Coaching sessions

  • Hands-on Coaching Sessions

PHASE #4: JANUARY

PHASE #5: FEBRUARY – MAY

Revision & optimization

  • Live tracking: sales, reach (leaderboards)
  • Adjustments to brand management

LEARNING TOPICS
“Marketing Psychology & Authentic Selling”

  • Social Media tactics that don’t feel cringe or forced
  • Scarcity, storytelling, and community as tools
  • Sales with discounts

PHASE #5: FEBRUARY – MAY

PHASE #6: JUNE

THE FINALS – CLOSING & REPORTING

  • Submission of a brand presentation (One-Pager) and a final business report (revenue and profit, profit and loss account)
  • AWARDS: Judged evaluation in categories
  • Digital award show or local celebration event
  • CAS reflection and documentation

PHASE #6: JUNE

… REPEAT.

LEGACY & TRANSFER to New School Year

  • Handover to new teams (knowledge transfer, mentoring)
  • Planning for the next school year

… REPEAT.

FAQ