YLES Participant Guide: Navigating the Six Rounds

Dear Delegates,

A warm thank you for registering for the 18th Edition of the Young Leaders’ and
Entrepreneurs’ Summit (YLES), organized by the LUMS Entrepreneurial Society.
We're thrilled to have you as part of our event. This document is designed to assist
you through the six rounds lined up for YLES, each offering a unique learning
experience where you can explore new concepts and enhance your skills in various
aspects of business. Whether you're addressing HR challenges, making strategic
decisions, or proposing solutions for social enterprises, we have designed YLES to be
your platform for growth.

This document will provide you with details about all the rounds, what you must do in
each of the rounds, and how your performance in these rounds will be judged. Through
this, we hope that you can prepare for the event in a better way, and we can’t wait to
see you at YLES!

General Overview:

There are a total of 6 categories, and every category has been further divided into
rounds:

1. Idea Den: This round shall be the premier round of the whole event. In many
respects, Idea Den represents the essence of entrepreneurship and the
essence of what YLES stands for. Its main objective is to assist in teaching
delegates how to create their own innovative venture.

a. Round 1: Elevator Pitch: You will have the chance to present a unique and
new idea in a fast-paced and exciting Elevator Pitch during the first stage of
Idea Den. Your task is to make a compelling case for your innovative idea
within a concise 90 seconds. This round is all about showcasing the best
aspects of your product quickly and effectively. Teams delivering the most
impressive pitches will qualify for Round 2, where you can further develop
and refine your entrepreneurial concepts. You are allowed to design a one-
page poster advertising their product/service which shall be displayed in the
background during their pitch, however this is optional. This poster may
include: the product/service’s unique selling point, features, a photographic
representation of the product, etc. You will be judged on the originality,
creativity, feasibility, and delivery of your idea.

b. Round 2: Business Model Portfolio: Building on the same ideas

presented in Round 1, you will delve deeper into the evaluation of your
concepts in Round 2 of Idea Den. This stage involves a comprehensive
analysis, where teams will scrutinize critical elements such as marketing
strategy, product differentiation, market analysis, financial feasibility,
revenue generation, and a strong emphasis on long-term sustainability. This
round is designed to refine and strengthen your entrepreneurial ideas,
ensuring a robust foundation for the subsequent stages of the competition.
 In this phase, your task is to create a concise yet comprehensive business
plan presentation with a maximum of 6 slides, covering the following key
points:

1. Introduction and Overview:

• Set the stage by outlining your business and its objectives.
• Highlight key goals.
2. Product or Service Description:
• Showcase unique features that add value.
• Explain the underlying technology or innovative approach.
3. Marketing and Sales Strategy:
• Clearly define your target audience.
• Explain how your marketing strategy communicates the unique
value proposition.
• Outline distribution channels and cost-effective advertising
strategies.
4. Finance and Feasibility:
• Utilize the provided financial template for costs, revenue, and
profit projections.
5. Competitive Analysis and Pricing Strategy:
• Identify competitors and challenges in your industry.
• Evaluate competitors' strengths, weaknesses, and pricing
strategies.
6. Future Outlook:
• Consider future trends, disruptions, and innovations.
• Explore eco-friendly practices for long-term sustainability.
Remember, keep it clear, concise, and compelling within the 6-slide limit.

You will have 3 minutes for your presentation. Any number of team members
may present.

2. Brand Rush: This round evaluates your presentation and branding skills. You'll
have the opportunity to showcase your ability to communicate effectively and
create a strong brand presence.

a. Round 1: Battle of the Brands: This round seamlessly integrates market

insight, design, psychological marketing tactics, innovative problem-solving,
and persuasive communication skills. It presents a holistic challenge, urging
you to showcase your creativity, adaptability, and strategic thinking within a
real-world branding context. In the next few days, you will receive an email
with your brand allocation for this round. There will be 6 categories of
brands: Sports and Fitness, Junk Food (non-perishable foods), Fashion and
Apparel, Beauty and cosmetics, Stationery and office supplies and Room
décor. Every team will be allocated a brand from one of these categories,
and for your brand, in this round, you will have to set up small stalls for your
allocated brand. We will provide you with a small table and chairs for your
stall, but you will have to prepare for the stall and make all the arrangements
for your stall before coming to the event. All the categories that we have
been chosen contain products that are not too expensive or difficult to
procure, and hence you will have to arrange all the relevant material
 yourself. You may choose to bring products for the brand, any relevant
marketing material (posters, advertisements, print media) or any relevant
material for the assigned brand. You will be given 1 hour to set up your stall.
Please do not spend too much money to gather products or material for your
stall. Remember that you will not be judged by the number of items on your
stall, but for your demonstration skills, communication skills, and creativity.

For everyone who has opted for accommodation at YLES and will be staying
at LUMS, you will have to bring all your relevant needed material for the stall
with you beforehand as you will not be allowed to go out and buy anything
for the stall once you have checked in. For those who will not be residing at
LUMS, you need to bring your material on the morning of Day 2, when this
round is scheduled.

b. Round 2: The LaunchPad: In this dynamic round, you will embark on an

exciting entrepreneurial journey by crafting an innovative new product for
the brand you were assigned in Round 1. Beyond product development,
your team will strategically unveil the target audience, design launch plans,
and set ambitious sales goals. This challenge not only explores the art of
creating exciting new offerings but also immerses you in the crucial realms
of finance and sales, adding a compelling layer to your entrepreneurial skill
set.

Your task involves not just designing the product but also preparing a
presentation that covers your target audience, launch strategy, and sales
objectives. Here's the breakdown:

1. Product Innovation:
• Brainstorm and design an innovative product aligned with the
brand's values.
• Highlight key features and benefits.
2. Target Audience:
• Identify your audience, considering demographics, shopping
behavior, and media habits.
• Demonstrate a complete understanding of potential users.
3. Launch Strategy:
• Craft a comprehensive launch plan considering the product and
target audience.
• Highlight your unique selling point, marketing strategies, and
distribution channels.
4. Sales Objectives:
• Set ambitious yet realistic sales targets, considering market
trends and competition.

You will have to prepare a maximum of 5 slides for this.

3. Media Madness: This YLES round will evaluate your marketing and persuasive
abilities through two engaging challenges. In the first round, Ad Frenzy, you'll
showcase your creativity by crafting a compelling advertisement and delivering
a persuasive sales pitch. The second round, Press Corps, immerses you in a
company's PR crisis triggered by a controversial ad, where you'll defend your
position. This unique test delves deep into your communication and
argumentative skills.

a. Round 1: Ad Frenzy: For this round, you will be challenged to create a

compelling video advertisement for a product from your assigned company,
followed by a sales pitch explaining the rationale behind your creation. You
will be allocated a company through an email sent to you in a few days.

• Advertisement time limit: 60 seconds.

• Originality is key; copying existing videos is not allowed.
• Only self-shot videos are accepted, with points awarded for cinematography
techniques.
• Filming equipment and editing software of your choice can be used.
• Minimum video quality: 480p.
• Video submission deadline: December 24th, midnight, the night before the
round day.
• After playing the ad, you will have 30 seconds to deliver a sales pitch in front
of the judges, explaining the ad.
• Maintain decorum and avoid profanities in your advertisements.

Prepare for a creative challenge that will showcase your video production
skills and marketing acumen.

b. Round 2: Press Corps: Press Corps is crafted to assess your ability to

think on your feet and navigate through various crises. Teams will receive a
company profile in the midst of a PR crisis, including details about a
controversial advertisement and a brief description of the crisis. This profile
will also provide guiding questions to assist you in developing your
arguments. Your task will be to defend your company in relation to the
advertisement, using any approach you deem effective. Your grasp and
understanding of the situation will be thoroughly examined. The judging
criteria will focus on your ability to communicate and defend your company
persuasively, while adeptly addressing any questions posed by the judges.
You will have 2 minutes for your address to the judges. You will be judged
on your clarity of the message, adherence to time limits, adaptability,
professionalism, and overall effectiveness.

4. Social Enterprise:

a. Round 1: Women at Work: In this round, participants will delve into the
challenges confronting social enterprises and broader issues prevalent in
such setups. The focus will be on case studies highlighting the myriad
problems women encounter in workplaces, ranging from implicit biases to
outright discrimination in all potential perspectives. Delegates will be tasked
with discerning critical facets within these case studies, formulating
 comprehensive policies aimed at redressing these challenges, and
eradicating prejudices and gender-based discrimination, particularly
targeting women in professional environments. The participants will present
their ideas through either a slide deck or a poster. If you choose to make
slides, you can make a maximum of 5 slides. Notably, the panel of judges
for this round will exclusively comprise accomplished female professionals,
adding a unique perspective to the evaluation process.

b. Round 2: Social Enterprise: You will dive into real-world challenges faced
by active social entrepreneurs through provided case studies. Your mission
is to propose comprehensive solutions to these issues, offering detailed
explanations that cover various aspects. The most effective solutions will be
recommended to the businesses. You will get the case studies prior to the
event, and you will have 3 minutes to present your solutions through a
maximum of 5 slides.

5. Strategic Business Management: Strategic Business Management is a

pivotal round in which participants analyze complex business scenarios, make
strategic decisions, and adapt to dynamic market conditions. This round tests
their ability to formulate and execute effective business strategies, showcasing
their managerial and problem-solving skills.

a. Round 1: The HR innovate-A-Thon: In this round, candidates will step into

the role of consultants for their assigned companies. Armed with a
comprehensive company portfolio, including financial data, marketing
strategies, and objectives, delegates will tackle a specific HR challenge
presented in a problem statement. Their mission is to craft and present
solutions tailored to address the identified problem, ensuring alignment with
the company's overarching goals and needs. This exercise provides a
practical opportunity for delegates to apply their problem-solving skills within
a real-world business context. You will have two minutes to present a slide
deck of maximum 5 slides.

b. Round 2: Decision Precision: In this simulation-based round, teams

receive a company assignment with initial guidelines, encompassing a
company profile, financial data, and objectives. Delegates face a
challenging test of decision-making skills through 8-10 scenarios spanning
HR, Operations, Supply Chain, Fintech, and Marketing, each accompanied
by a concise background. Each scenario presents choices with quantifiable
impacts on relevant metrics, influencing team performance. Decisions affect
finances and competitive standing. The entire simulation is hosted on a
custom website, featuring an engaging front-end with infographics and
videos to enhance interactivity.

You are required to bring any electronic device for participation. There will
be around 8-9 scenarios appearing infront you on projector screens, with
every scenario lasting for 10 minutes. Instructions for this round will be given
on-spot by our hosts.
 c. Round 3: Battle of Entities: In this dynamic round, four teams compete
within a unified setting, each assigned a specific organization such as a
government agency, corporation, or NGO. A distinctive, holistic challenge is
presented, impacting each entity uniquely. The teams' objective is to craft a
legislative strategy or problem-solving approach, akin to an unmoderated
Model United Nations (MUN) session. Operating within a shared economic
landscape, teams receive detailed entity profiles. A designated period is
allocated for teams to comprehend the problem, with collaboration
encouraged among teams for policy development.

In this round, teams are granted 10 minutes to read and comprehend the
presented problem, followed by a focused discussion round lasting 45
minutes. During this collaborative phase, teams are encouraged to delve
into the intricacies of the challenge and strategize for effective problem-
solving.

Following the discussion, each team is allocated 2 minutes for presentation,

providing a concise overview of their devised legislative strategy or problem-
solving approach. You will present orally, without any media aid.

6. Investomania: In essence, this round focuses on teaching delegates how to

operate in a stock market. We have developed a virtual replica of a real-life
stock market, and this round will be following the set rules and regulations of a
stock market. The round will be based on commodity market scenarios, with
the delegates being given certain portfolios which will change with each
investment. For instance, if the round is being run the delegates would have
access to their commodity portfolio with a given amount of cash. The live market
scenarios will be displayed on a large SMD screen, displaying our YLES version
of the stock market. We will present the delegates with specific scenarios and
allow the delegates to process the change in the market to make their move
before that scenario affects the market itself and the display changes. The
delegates will do so by logging onto the online portal for the event where they
will have access to how the market changes throughout the day, even outside
the event itself and can take note of certain trends. The budget that teams will
be given will be accumulative.

You will be given your login details for this website via email before the start of
the event, and to better explain how this round is to be navigated, we will be
hosting a short online live briefing session two days before YLES, i.e. 22nd
December 2023. Meeting Links for this session will be shared with you in the
next few days. This event will be held in 3 parts, with one part happening on
Day 2, one on Day 3, and the final on Day 4 of YLES.

Best of luck for YLES, and do feel free to reach out to us at the following email in case
of any queries: [email protected]