Applied research at Coventry University Issue 7 Spring 2010

special focus

Perfect
match
How Coventry is
Dream
machine
using its sports and designing a
bespoke car for
business expertise to benninghoven’s
promote education centenary
overseas
living off
the land
Helping nigeria
profit from
organic sustainable
agriculture
Decorating The Camping
and Caravanning Club’s
headquarters
Supporting niche vehicle
manufacturers
Setting up fashionable
enterrpises in South Africa
Advice and funding to beat
the recession
 16
Applied research at Coventry University Issue 7 Spring 2010

Welcome
With World Cup fever just around the

8
SPECIAL FOCUS

Perfect
match
How Coventry is
using its sports and
business expertise to
DREAM
MACHINE
DESIGNING A
BESPOKE CAR FOR
corner and in the build up to the 2012
Olympics and Paralympics, this issue of
BENINGHOVEN’S
promote education CENTENARY
overseas
LIVING OFF
THE LAND
HELPING NIGERIA
PROFIT FROM

Innovate is focusing on the University’s

ORGANIC SUSTAINABLE
AGRICULTURE
Decorating The Camping
and Caravanning
Club’s headquarters
Supporting niche
vehicle manufacturers
Setting up fashionable
enterrpises in South
Africa Advice and funding

commitment to sport.
to beat the recession

Managing Editor
You might be surprised to
Karen Smith,
read about some of the ways

26
Deputy Director
Coventry is active in sports.
of Marketing for
Many of our faculties and
Coventry University
departments are involved in
Edited and designed by sport, from designing sports

inside
Elliott House equipment for leading brands to developing
Communications student teams to compete in international
motorsport competitions.
Printed by Our applied research and projects are focused
Emmersons on making a difference and often use an
“Our applied interdisciplinary approach to achieving results. Our
research and new Workplace and Wellbeing Applied Research
our projects Group includes a combination of skills from sports
Innovate / spring 20 10 are focused science to counselling. The team are currently
on making a implementing a project throughout Coventry
difference and to encourage more people from different social
4 News 26 passion for fashion often use an groups to participate in sport. You can read about
the different sporting profiles in this issue and
The latest research news from across the campus Encouraging small enterprises in South Africa interdisciplinary learn about the innovative approach the University
For more approach” is using to target them.
information 28 happy campus As you will see from our special sports focus,
If you would like to find Features Art and leadership management are improving life at our projects are all aimed at making an impact upon society. Whether it's
out more about any of the The Camping and Caravanning Club by encouraging more physical activity in schoolchildren or using sport to

10
articles within this issue,
8 dream machine promote higher education overseas, the projects are aimed at making a
if you have a general
The University made one man's lifelong dream come positive difference.
enquiry about applied
true with a bespoke car design This focus on impact that Coventry applies to all of its research projects is
research or to subscribe
to a future issue of
Special focus - Sports now proving beneficial in light of the new Research Excellence Framework
Innovate, contact us on 10 Living off the land (REF) that replaces the Research Assessment Exercise (RAE). The REF,
An educational project in Nigeria is training graduates 13 sporting achievements which assesses the quality of research in UK higher education institutions,
Email to profit from organic sustainable agriculture Introducing the University's sports activities now requires that research delivers demonstrable benefits to the economy,
innovate@coventry.ac.uk society, public policy, culture and the quality of lives.
20 recession buster 14 reading, writing and running
28
You can read over the page about the ways we plan to meet the new
Website A funding package is helping businesses realise their Teaching children to hop and skip could improve REF targets but this issue of Innovate is a major example of the ways the
www.coventry.ac.uk/ potential during the difficult economic climate health and the nation's sporting achievements institution is already having an impact locally, nationally and internationally.
researchnet You can keep up to date with all our applied research projects, latest
24 niche 16 pitch perfect studentships and services for business at www.coventry.ac.uk/researchnet.
This publication is available vehicles An innovative football project is promoting Regulars If you have any comments about the magazine or any of our
in other formats on The University is education overseas projects, please do not hesitate to get in touch. I look forward to
request. Please offering research and 23 Case notes: compost hearing from you.
contact Marketing and development support 18 sporting champions? Testing compost for use in sustainable drainage
Communications on to niche vehicle What sporting type are you? New research is Professor Ian Marshall, Pro Vice-Chancellor (Research)
+44 (0) 24 7688 8352 manufacturers helping Coventry target non-participants in sport 30 Q&A
Designing teaching materials for adult learners innovate@coventry.ac.uk

2 Innovate / Spring 2010 Innovate / Autumn 2009 5

 intheknow
» Leading the way in applied research
WAR SURVIVAL / The University is
working with Isis-WICCE and local
organisations in Northern Uganda and
Liberia to offer research and training that
is having a positive impact on the lives of
women war survivors
4 Innovate / Spring 2010
inbrief
Award for HDTI
Demand for
The Health Design &
Technology Institute (HDTI)
has won a national award for
research
its collaborative work with a
local company.
The iawards, backed by the
with impact
Government, recognise British
achievements in science,
technology and innovation.
HDTI won for its work with
Birmingham-based Opal
New hydrogen force
» Coventry’s research agenda is already Contracts, a manufacturer
on target for funding council reforms of blinds, curtain tracks and
security systems.
Delivering research with impact is one of the key focuses HDTI helped Opal develop
of the new system for assessing the quality of research in UK higher » Fuelling up for a new project that will test a a novel curtain fixing clip that
education institutions, and Coventry is confident about its projects. range of hydrogen-fuelled vehicles enables the easy packing,
The Research Excellence Framework (REF) replaces the Research storage, handling and
Assessment Exercise (RAE) and the changes are being made in Low carbon / A new hydrogen station is being built on the University’s Technology Park as suspension of disposable
Coventry will now
consultation with the four higher education funding councils for test Microcabs like part of a major project to explore the benefits of low-carbon vehicles. curtains within a healthcare
England, Scotland, Wales and Northern Ireland. the one pictured As part of the CABLED (Coventry and Birmingham Low Emissions environment.
Coventry is particularly focusing its research efforts on core areas above Demonstrators) project, Coventry is also testing eight hydrogen-fuelled The product has recorded
of applied research such as Engineering, Education, Politics and Microcabs® and the station will enable users to fill up easily during the trials. first year sales of £1.3m and is
International Studies, Allied Health Professions, Dentistry and Nursing, The station will be the third of its kind in the Midlands, making a ‘hydrogen ring’ targeted at minimising the risk
Business and Management, and Art and Design. with two others located at the University of of infection, particularly from
The assessment is scheduled for completion in 2013 and the major Birmingham and Loughborough University. superbugs in UK hospitals.
difference to the RAE is that institutions will need to provide case study The road-worthy Microcabs, which can be
examples to show how their research delivers demonstrable benefits to the
economy, society, public policy, culture and the quality of lives. An example
Murder trials driven legally on the road, are expected to
be in use from September and will be able to
of how the University is making an impact on people’s lives is the work it The Law School is researching public reaction do a 70-80 mile range in one fill.
has carried out with Isis-Women's International Cross-Cultural Exchange to sentencing in cases of murder in England Data during the trials will help inform
Serious recognition
(Isis-WICCE), an international non-government organisation based in and Wales after receiving a research grant of local and national Government as well as Director of the Serious Games
Kampala, to support women war survivors in Northern Uganda and Liberia. over £50k from the Nuffield Foundation. car manufacturers about the future of low Institute (SGI), David Wortley
Dr Helen Liebling-Kalifani has been carrying out research, intervention and The Government has been reviewing the carbon transport. was invited to become a
training with Isis-WICCE together with local community stakeholders and homicide law of England and Wales, but the Director of Strategic Developments, Dave Fellow of the Royal Society of
professionals, to impart new skills. This has enabled local organisations punishment of convicted murderers – the Wright said the station would offer new Arts in November 2009.
to facilitate change and positive transformation in the lives of women war most serious killers – has been expressly opportunities. “Having a hydrogen station Wortley was given the
survivors and increase capacity and knowledge of professionals. excluded from consideration. on site will open up national and European honour in recognition of
Coventry has always focused on applied research and Head of The law is based on an untested assumption opportunities for projects in hydrogen and the work he has done to
Research Development Neil Forbes said selecting some of its key research that there is overwhelming public support for fuel cell power. The station accelerates our promote serious games. The
areas allows the institution to develop its interdisciplinary approach. the mandatory sentence of life imprisonment presence in this area.” West Midlands (UK) region
“A greater impact can be achieved on projects that have an and that if the law was changed there would CABLED is part of eight national trials of is recognised as one of the
interdisciplinary solution. We are now very much focused on building be a serious loss of public confidence in the low carbon vehicles being funded by The key EU regions with regard to
interdisciplinary teams to respond to current and future challenges. It criminal justice system. Technology Strategy Board. the development of serious
opens up more opportunities and means we can capitalise on a range Barry Mitchell, Professor of Criminal Law games.


of expertise from different disciplines,” he said. and Criminal Justice, will conduct a public For more information: Last year Professor John
Other areas of the REF will focus on Outputs, which will be assessed survey to test this assumption. The survey will visit www.microcab.co.uk Beddington, the Chief
through a process of expert review using robust data where available (for identify the kinds of homicides regarded as Scientific Adviser to the
example, in medicine and science) and Environment, which takes account deserving a mandatory life sentence and public Government, visited the SGI
of the quality of the research environment in supporting a continuing flow of understanding for the way current sentencing and HRH Prince Andrew has
excellent research and its effective dissemination and application. of convicted murderers operates. also expressed an interest in
The project called Sentencing in cases of looking around the Institute
For more information: murder: an analysis of public opinion runs until after seeing one of its projects
visit www.hefce.ac.uk/Research/ref/ July 2010 and received a grant of £57,871. in Oman.
Innovate / Spring 2010 5
 intheknow Leading the way in applied research
savethedate
Make a note of events
happening in the next few
months and keep up to date
online at www.coventry.
ac.uk/researchnet
20 May
David French
French gives a Professorial
Lecture entitled How Can We
Get People To Walk More?
Location:  As above
Time: 18:00
30 June
10th Regeneration
Management Research
Network
What now for regeneration?
Examining policy and
strategy options for the next
decade of UK regeneration.
Location: Coventry
University, Jaguar Building
Time: TBC
6 July
Academy of Marketing
Conference 2010
Hosted by Coventry
University Business School
and with the theme of
Transformational Marketing.
Location:  Ricoh Arena,
Coventry
Time: All day
7 Sept
UKACC International
Conference on Control 2010
This international event,
supported by industry,
is organised through
the Control Theory and
Applications Centre (CTAC).
Location:  Advantage West Midlands
Coventry University
Time: All day
6 Innovate / Spring 2010
Regional
honour for
enterprise
» Coventry recognised for work
with local businesses
The University’s relationship with local
businesses was recently praised at an awards
ceremony, when both the institution and its staff earned
recognition for their work.
The annual West Midlands Lord Stafford Awards
highlight the best in partnership working and innovation
between businesses and universities in the region
Educating a global
Research and Coventry won in the Entrepreneurial Spirit and
hits / Knowledge Transfer Champion categories.
Research videos
are now being put The Health Design & Technology Institute (HDTI) and
audience online
online for more company Stretching by Design won the Entrepreneurial
people to access Spirit award for a device, called the LARA, to ease
spasticity and severe tightening of the muscles – a
common symptom of multiple sclerosis (MS). the last five years to access the University’s research wiinners / Lord
» New initiative showcases University research Its inventor, Dave Collins, was diagnosed with the and development capabilities. He has also supported Stafford with award
winners Dr Brian More,
condition 20 years ago and has worked with HDTI the spin-out of 12 companies from the University.

 and David Collins from
The University has joined a new initiative to allow a number of its research on product design, prototyping, a field trial and the Lord Stafford, who is the patron of the awards, Stretching By Design
projects and lectures to appear in a global classroom on YouTube. production of an instructional DVD. said: “If we are to continue to have such excellent
YouTube EDU, YouTube’s education site for partner universities and colleges,
allows users to access lectures and documentaries from around the world.
Dr Brian More, Intellectual Property Business
Development Manager, was named the Knowledge
working between universities and businesses, it’s vital
that we have people like Dr Brian More to make the
The platform initially launched in the United States in March 2009 and includes Transfer Champion for helping more than 350 firms in relationships work.”
content from many prestigious universities such as Harvard, MIT and Stanford. The
project proved to be so popular that it was soon made available in Europe.
As a partner university, Coventry’s lectures,
documentaries and student work now feature
in the global education hub, meaning anyone, Enterprise goes Schoolchildren in Coventry are learning
how to be enterprising.
and pupils are now making their ideas a
reality with support from the University
£29m
back to school
including researchers and students, can watch Pupils from five local secondary and the businesses involved.
hundreds of hours of academic content from the schools have been challenged with Louise Marjoram, Senior Project
University. developing and managing an external Manager at the University's Institute of
Pete Woodbridge, Multimedia Manager at project for their school that will provide Applied Entrepreneurship, said: “I am
Coventry University, commented: “Being part
of the EDU project will enable us to share video
them with the opportunity to be noticed
by industry specialists BT and Cisco.
really excited about the possibilities this
presents to our local schools and also
The amount invested in resources more efficiently with the public so this is The Innovation-University Enterprise the young people it serves, as are the
a really exciting initiative to be involved in. Network (I-UEN) project, supported participating schools.”
the Low Carbon Vehicle “Our YouTube branded channel has already by the National Council for Graduate Ideas will be shared around the
Transport Project (LCVTP) helped us to communicate our work, bringing Entrepreneurship (NCGE), is aimed five schools during the project using
by the European Regional profile and debate to our public lectures at the at embedding enterprise into the collaborative tools and technologies
same time as bringing attention to our research curriculum and ensuring a high quality and other local schools can share in the
Development Fund (ERDF), and this new site will only add to that.” education in entrepreneurship. It will best practice when the project ends in
also encourage skills in communication an awards ceremony in July 2010.
and collaboration.
and industry partners. As For more information:
The project was launched in
For more information:
Visit www.coventry.ac.uk/cutv and also download Contact Louise Marjoram on +44 (0) 24
one of the partners, Coventry more research at www.coventry.ac.uk/itunesu November 2009 at Cisco’s headquarters 7623 6001 or lmarjoram@cad.coventry.ac.uk
is helping reshape the future
of passenger transport.
Innovate / Spring 2010 7
feature design
Hand crafted body
and interior trim.
0 to 60 mph – four seconds.
Unique 20-inch directional
turbine wheels.
Dream machine
One man’s lifelong dream became a reality when the University used its design
expertise and regional contacts to help him create a bespoke car in time for the
100-year anniversary of his company Benninghoven
T
he sleek, silver finish of The Benero shone
as it slid around the Dunlop Wittlich test
track in Germany last September. This
car is special in more ways than one. Not
only because it was designed especially
for its owner Bernd Benninghoven but
because it was also created in record time.
The German businessman wanted the bespoke car to
be finished in time for the 100-year anniversary of his
successful family business Benninghoven. And after the
University had been asked to help make it happen, there
was just over a year in which to design and make the fully
functioning vehicle – a timeframe almost unheard of in
the industry.
8 Innovate / Spring 2010
Founded in 1909 Benninghoven was set up to produce
gear wheels and various machine tools, 100 years later
and the company has expanded into steel construction
and the asphalt industry and has sites all over the world.
After scrapping original plans to buy a kit car company
in the UK, Chief Executive Officer Bernd Benninghoven
and his UK Managing Director Paul Bolley decided
it would be more interesting to have a car developed
specifically for them. It had been Benninghoven’s lifelong
dream to have a personally designed car and he had a
clear idea about his preferred style.
“Bernd has a love of British and Italian styles,” said
Chris Johnson, the University’s Director of Commercial
Products and leader of the project. “He felt German car
Audi V8, with an MTM
Supercharger delivering
525 bhp.
manufacturers could never
make a style of car that has the
character and beauty of a Jaguar
or a Ferrari so he turned to us
for help in creating one.”
Bolley, who is based in
Leicester running the UK arm
of the Benninghoven group,
approached the University about
the project as he was aware of its
reputation in Transport Design.
Johnson flew out to Germany
in April 2008 to meet Bernd, look at the facilities and
his personal car collection – including the 1965 Fiat
Dino, which formed the inspiration for the final design.
Johnson also wanted to find out more about the man
himself and his motivations. From this he could then
develop a design that was truly bespoke to him.
“The requirements were for it to be a traditional GT
car, capable of long, fast, comfortable journeys. For
example Bernd wanted to be able to drive his family in
the car down to the South of France for the weekend
from where he lived in Germany,” explained Johnson,
an experienced designer who has worked for leading car
manufacturers such as Jaguar, Volvo and Peugeot. “We
knew it would need to have four seats whatever we did.
We presented a lot of design proposals for his new car,
which involved ideas from professional designers. But it
“He felt German car manufacturers could
never make a style of car that has the character
and beauty of a Jaguar or a Ferrari so he
turned to us for help in creating one”
was my drawings he picked and I am sure it was because
I had spoken to him personally and found out what he
really wanted to achieve.”
The decision came down to one basic rendering
Benninghoven liked from Johnson’s drawings. The
design was styled with a hint of the classic 60’s Italian
sports cars but with a modern twist.
The timescales were tight though, and to build a car
from scratch would have been impossible, so Johnson
and the team came up with an idea to base it on an
existing vehicle. Aware of Benninghoven’s appreciation
for Audis – most of the fleet in the Benninghoven car
park are Audis – the collective decision was made to
adapt an Audi A5 and re-clothe it with the new design.
The process involved scanning the car to get all the
details needed to make an armature (a framework to
support the clay), which was designed at the University
and built by Benninghoven UK.
The life-size clay model of the car was finished
Christmas 2008 and was approved by Benninghoven
ready for the production phase in the new year.
classic / The stylish interior was hand
The whole process involved considerable support from
crafted in a local company (left inset) Chris
regional automotive businesses, which was a welcome Johnson with the finished car in Germany
boost to some during these difficult economic times.
“There were things like panel
beating and body pressing
the University couldn’t do so
we sourced companies in the
industry that we knew were
excellent and flexible,” said
Johnson who worked with a
local company in Coventry to
produce the tools, a Nuneaton
business to do the metal work,
Northampton and Warwick
companies to do the trim and
hardware, and a Milton Keynes
business for the seats and interior trim. Paint and final
assembly took place at Benninghoven’s Asfordby division
near Melton Mowbray before being shipped to Germany
for the fitting of the supercharger and suspension
modifications. “We have built up a whole network of
suppliers and contractors now. In some ways, this project
has helped to keep regional activity alive.”
Benninghoven has invested a considerable sum in the
project, which will create a first run of 20 of the limited
edition cars, with the possibility of a further run.
There are also plans to make a Convertible version of
the car and the lessons learnt on producing the first car
will be applied to the production run and the Convertible.
But for now, Bernd is enjoying his very personal car.
It’s the stuff dreams are made of – and the University has
helped make this happen.
Innovate / Spring 2010 9
feature agriculture

Living off “Coventry has just started

the land
a new project with UNAAB
aimed at encouraging and
supporting more Nigerian
graduates to develop
sustainable and profitable
Developing organic agriculture in Nigeria is helping the organic agriculture
country tap into a booming global industry. Professor Phil enterprises”
Harris explains how an educational programme has sown
the seeds for a better future

O
ver the past 50 years organic Partnership (EAP) Programme, the Department for
agriculture has grown into a Innovation, Universities and Skills in the UK gave
multi-billion dollar industry. More funding to the University of Agriculture Abeokuta
than 120 countries now report (UNAAB), which is part of OAPTIN, and Coventry
agricultural land under certified University to develop the curricula and teaching
organic production and even sub- materials around organic agriculture. The materials
Saharan African nations, such as would enable educational institutions in Nigeria to
Ghana, Kenya and South Africa, deliver high quality courses in organic agriculture
are progressing in this international market. relevant to the next generation of teachers, researchers,
While these nations are supplying organic food, producers, extension officers and policy makers.
beverages and fibres to industrialised countries and small After studying Research in Sustainable Agriculture
domestic markets in Africa, in comparison, Nigeria’s MScs at Coventry, two Nigerian graduates were also
organic industry is relatively underdeveloped. There employed by EAP for six months to establish organic
is very little certified organic production, partly due to production and sales on the UNAAB campus. The
the dominance of the oil sector, which graduates set up a kiosk in a busy
accounts for 94% of export earnings. area of the campus and proved that
But Nigeria’s governing bodies and Biography organic products were popular and
private organisations are waking up to commercially successful.
the opportunities in organic agriculture This Coventry has just started a new
This document is article was
an output from and the University has been working project with UNAAB aimed at
compiled by
the EPA Project with partners in the country over the encouraging and supporting more
Professsor
funded by the last four years to help them develop the Nigerian graduates to develop
Phil Harris
UK Department sector further. sustainable and profitable organic
and Liz
for Business,
Innovation It was clear from the outset that Trenchard agriculture enterprises. The Work,
and Skills (BIS) although 40% of the population were who are part of the Earn and Learn Programme for
for the benefit employed in conventional agriculture, Sustainable Agriculture Developing Entrepreneurship in
of the African and Food Applied
training was needed to work in the Organic Agriculture among Graduates
Further and Research Group and
Higher Education
organic side of it. Isaac Aiyelaagbe and in Nigeria (WELP) is funded by
Sector and the UK A consortium of Nigerian universities Joe Atungwu from the the UK’s Department of Business,
Higher Education joined forces in 2005 to launch the University of Agriculture, Innovation and Skills as part of the GROWTH
Sector. The views Organic Agriculture Project in Tertiary Abeokuta, Nigeria. Phil's Education Partnerships in Africa INDUSTRY /
expressed are research has focused on Organic plantain
Institutions in Nigeria (OAPTIN) to act Programme (EPA). The project started
not necessarily tropical crop development, produced by
those of BIS, nor as a networking and support group. with an organic agriculture training one of the WELP
sustainable agriculture
British Council As part of the England Africa and agroforestry, with course at UNAAB and after it was graduates
projects in the Caribbean,
Africa, The Middle East,
10 Innovate / Spring 2010 India and China.
 feature agriculture
innovate
SPORTs SPECIAL
infocus

Sporting
Pride in Jamaica
A sustainable agricultural project in the
Caribbean is reaping rewards

achievements
A rural community in Jamaica share and demand for
has successfully diversified community-based agro-
its crop production and products, and to develop the
increased its income. concept of agro-tourism.
The Jamaica PRIDE Mango Valley's facilities
project (featured in Innovate and equipment have been
issue 5) aimed to integrate upgraded, and production of
agricultural production
(preferably organic), agro-
a range of food products is
underway. As the nation gets active for the 2012 Olympics, Innovate reveals
tourism, and the production
and marketing of value added
MVVFS staff have been
trained in basic food hygiene the depth of the University’s sporting connections
agricultural products. and safety with 11 members
Working with the Jamaica gaining a qualification from
Organic Agriculture
Movement, the project
the Royal Society of Public
Health in London.
Fashionable sport Talk sport
has provided training and Funded by the EU Banana Students are designing sports products both as part Sports journalists regularly give talks on campus, such
technical assistance in Support Programme – Rural of the Fashion course and also in Product Design. as the Daily Telegraph's sports writer and columnist Jim
organic farming to the Mango Diversification and Enterprise Graduates have gone on to design sports equipment for White. At the high profile international sports conference
Valley Visionaries Friendly Development Project, Adidas and Puma in Germany, Reebok and Nike in the Play the Game, which the University hosted in 2009,
Society (MVVFS). Jamaica PRIDE has shared USA, Speedo and Animal in the UK, and FILA in Italy. journalism students reported on the event for a special
Grants to MVVFS and other knowledge with neighbouring
publication as well as providing volunteer services.
organisations in the Mango communities and it is now
Valley area of St Mary Parish hoped to extend the benefits
Playing for peace
FRUITS OF advertised nationally across Nigeria, 23 students were have allowed them to clear, to the wider Caribbean. Together with the city, the Cathedral, the Herbert Art Health benefits
LABOUR / chosen from 70 applicants to participate in the four-week cultivate, plant and irrigate Gallery and the Coventry and Warwickshire Partnership for As well as specialist sports physiotherapy courses that
Professor Phil
Harris inspecting residential course. farmland, and to erect "The project has the 2012 Games, the University's Peace and Reconcilliation produce successful graduates who work with sports
greenhouses, producing crop
WELP graduates'
organic produce
UNAAB staff, including three people who had gained
diversification and a local provided training Centre is planning a number of events that encapsulate the teams around the world, the University is also involved in
UK experience under the EAP programme, delivered true spirit of the Olympics and Paralympics. applied research projects to involve more participation in
the course using the curriculum developed for EAP. This
source of ingredients for their and technical Dr Ian Brittain, an international expert on the sport. See pages 18-19 for more information.
food processing plant.
course was followed by three weeks' work experience on Using a Rural Community
assistance in organic Paralympics, said: “The Paralympics, as well as the
private farms and enterprises in Nigeria, during which Resource Audit approach, the farming to the Mango Olympic Games, show us how people can come together Business of sport
time the trainees were evaluated to check for skills gaps, project has helped MVVFS
develop brand distinctiveness
Valley Visionaries through their love of sport and overcome barriers which The Centre for the International Business of Sport (CIBS)
and if necessary relevant action plans were put in place. lead to hostility and conflict.” is currently analysing the commercial impact of Rugby
The experience is already proving successful. After
so they can expand market Friendly Society" Union for Mastercard. The report's findings will be
drawing up feasibility studies for organic enterprises, promoted by leading public relations
the trainees were assisted with financial planning and company Weber Shandwick. Working
marketing as well as being advised on the acquisition of Motorsport with experts in each of the Six
land and transporting goods. This enabled the trainees to programme and have BETTER As well as undergraduate and postgraduate Nations the report will examine the
start productive enterprises in rural and peri-urban areas upgraded course material PRODUCE / Motorsport courses, the University also actively state of rugby in each country.
A graduate
where it is more common to find unemployment and in readiness for the next inspects his crops participates in the Formula Student and The Shell Read about another CIBS
under-employment. batch of trainees. Eco Marathon competitions. project on pages 16-17.
Enterprises so far have included snail farming, The farmers who Formula Student is an international competition
local and exotic leaf vegetable production, organic pop offered work experience where 250 teams compete over three days in events
corn, organic maize for livestock feed, organic plantain are enthused by what they to test engineering skills, team organisation and
production, and organic cucumber and water melon learnt from the students driving skills and since 2000, Coventry has
Parts of this
production. Further businesses planned include organic and are keen to offer more entered a team. Coventry has also entered
article have
previously yoghurt production and organic honey marketing. placements as well as be involved in problem solving The Shell Eco Marathon since 2009.
appeared in: The WELP graduates have become employers of applied research. Head of Motorsport Bernard Porter
Aiyelaagbe, I. O. labour, take management decisions and are increasing The WELP programme is successfully bridging the gap has also become a technical advisor
O., Harris P. J. local awareness of the merits of organic farming. between skills acquired at university and those required t0 TTXGP – the world's
C., Trenchard,
E., and Atungwu. Although still at an early stage these businesses are by the market place to succeed. It has demonstrated that, first zero carbon, clean
J. J. (2009). generating income. It has been hard work but business in given the right environment, young graduates can be emission grand prix.
‘Organic organic farming is booming. gainfully self-employed in agriculture. research Coventry has excellent
Agriculture in Two of the most promising graduates have been given As well as supporting these new enterprises, it will also sponsor: industry connections and
Higher Education
in West Africa.’ the opportunity to gain practical experience of organic stimulate greater business activity in organic agriculture many graduates go on to enjoy
Ecology & production, certification and marketing in the UK. with a model that can be replicated across Nigeria and successful motorsport careers.
Farming 45, 31-33 WELP lecturers have also benefited from the the wider region.

12 Innovate / Spring 2010 Innovate / Spring 2010 13

 SPORTS SPECIAL sports science
Reading,
writing and
running
While literacy and numeracy targets dominate, is a
crucial area being over looked? Dr Samantha Birch,
Senior Lecturer in Applied Physiology, says improving
children's physical literacy could impact on the
nation’s health and its sporting achievements
C
hildren just aren’t doing enough
exercise. Whether it’s due to computer
games or general attitudes, fitness levels
of children in the UK are falling at twice
the global average according to a recent
study from the University of Essex.
This inertia has not gone unnoticed: the rise in
childhood obesity cases and the future implications this
has for the health service has dragged the problem up to
the school gates.
The national curriculum for Physical Education
is changing and from this year children will now be
taught the reasons why keeping fit and staying healthy
are so important.
“There is a lot of national information about physical
activity and obesity – particularly in children. If we can
increase physical activity, it will help healthy lifestyles"
Until now, the issue has focused on secondary
schoolchildren as this is when the majority of young
people start to show a disinterest in sport – especially
girls. However, it is believed that attitudes and opinions
14 Innovate / Spring 2010
towards sport and physical activity have
probably been formed a lot earlier.
A negativity towards physical activity
could be formed as early as primary
school if children do not learn the basic
skills needed to practise sport. This is
through no fault of the primary schools'
teachers; there are just relatively few PE
specialists in primary schools compared to
secondary schools.
Initial research within the Coventry
University Sport and Exercise Science Applied
Research Group shows that children are only moderately
active for 10-15 minutes of a one-hour PE lesson. In
many cases the two hours of time
put aside for PE lessons per week
in primary schools for all children
aged between six and 11 years old
is the only time some of them will
participate in physical activity at all.
Furthermore, many children
leave primary school without mastering skills such as
throwing, catching, hopping, jumping and balancing.
Without these skills, known as Fundamental Movement
Skills (FMS), children lose confidence in their ability
EXERCISE /
Encouraging
throwing, catching
and skipping helps
children develop
confidence in
sports
to take part in sport and
their participation levels drop
significantly due to low self-esteem.
If these skills could be nurtured in
primary schoolchildren, it would seem
that the outcome could have a positive
effect on their health and wellbeing – and
even on the future of British sport. The
two hours of PE lessons are a window of
opportunity for this development.
Studies in Australia and Canada have proven
this theory and there is growing support in the UK
for more research into the effects of teaching these
skills to primary schoolchildren.
Together with Coventry City Council, the University
is now using local primary schools as a testing ground to
explore the benefits of teaching FMS. The programme
is being funded by the Coventry Primary Care Trust
through the Coventry Health Improvement Programme.
While Ken Adamson, Advisory Teacher PE in
Education and Learning Services at Coventry City
Council, suspected children’s health could be improved
through FMS, he needed the research to back it up.
“There is a lot of national information about physical
activity and obesity – particularly in children. If we
can increase physical activity, it will help with healthy
lifestyles. While we had the foundations in place, we
needed the expertise of the sports science specialists at
the University to provide the research. It’s also a great
opportunity for us to work with a local university.”
The University began by assessing children’s FMS
development in PE in a small
pilot project with years two, four
and six of a local school. While "As Britain prepares for the
only a small sample, it was
worrying to find the children 2012 Olympics, there’s never
showed little or no progression
in their skills development. been a better time to focus
Serious repercussions would
be expected if similar results
on sport in schools. Inspiring
had been found in literacy and
numeracy levels, but because it
children to get active will take
is PE the lack of skills is often more than this spectacular
overlooked.
The findings encouraged the sporting event though"
Council to back a much wider
project to see if this was, as
suspected, an issue affecting all schools. Of course, not
all teachers know how to pass on these skills, and as part
of the research, Coventry University are investigating the For more
information:
need for specialist support or training.
Contact
The research began in January and a Masters Samantha Birch
student from the University is now assessing the at aa0052@
development of children’s FMS in years one coventry.ac.uk
through to six in local primary schools.
The University will be implementing
a 10-week intervention programme
at six to eight local schools,
working with around 800 children. research
A PE specialist will work with sponsor:
the children to develop their FMS
and another funded Masters student
will analyse videos and review subjective
and objective measures to scrutinise their
development. During the summer the University will also
monitor the activity levels of schoolchildren throughout
the week to see if improving their FMS also encourages
them to be more active generally.
This is only the beginning and the plan is to broaden
the research nationwide by working in collaboration with
other universities and councils to gather more evidence.
As Britain prepares for the 2012 Olympics, there has
never been a better time to focus on sport in schools.
Inspiring children to get active will take more than this
spectacular sporting event though. We need to take sport
back to the classroom and equip children with the right
skills to succeed.
Innovate / Spring 2010 15
 SPORTS SPECIAL business management
"As well as the media value we have
generated, the experience itself has
been fantastic. The students were so

Pitch perfect
passionate and it was great for us
to be able to share knowledge with a
very experienced panel of experts”
Fran Jones, Spurs’
Head of International Development

An innovative football project could kick off a new way of

marketing to international students for universities and
football clubs. Simon Chadwick, Director for the Centre for
the International Business of Sport (CIBS), explains how

W
hat better way to attract
thousands of international
students to a British education
than with the excitement and
glamour of the beautiful game?
It was a concept the
British Council selected, as one of only four from
those submitted by education institutions, to help the BEAUTIFUL
organisation market a UK education overseas.
Coventry’s winning idea, called The Pitch, was
GAME /
Involving football
infocus
players such as
developed by the Centre for the International Business of
Sport (CIBS) and it was the only initiative selected with a
Peter Crouch
helps engage
The site
The Pitch online learning
business and management focus. the interest of
international platform was built and
Maria Llinares, Education UK Brand Manager for the designed by Coventry
students
British Council, said: “Coventry University’s proposal University and included
stood out right from the start. We could see it would three tasks the teams had
WINNERS /
capture the imagination of students across the world. We teams of four students from to complete. Assignments
(above left) The
Chinese team consisted of choosing shirt
were very keen to work with Coventry because of their schools across the country
present their sponsors, making decisions
specialist knowledge of the sports business industry.” were chosen to take part. The about their club’s stadium and
ideas and below
the winners are ‘The Pitch’ is based around the management of a competition ran for three selecting players. New content
rewarded British professional football club and involves teams months from September to was added all the time and
taking charge of a fictitious club, November 2009 and the 18-to-19 students could participate
called the Covchester Rovers, for year old students were set three in online forums. The British
Council designed and built the
Biography one season, while also planning its tasks via an online learning Despite being approached to support projects all the team. All the students will get to tour Coventry and spend
marketing site for the project.
future development and success. platform, with login areas. time, Jones felt The Pitch was different. “We hadn’t time in lectures and meet students and academics.
The competition covers a range of Tasks were supported with come across a project that was as well thought out as this Plans are now underway to look at countries where the
Simon Chadwick
business, management and sporting background materials as well as one. It was an opportunity for us to do something that competition can run next and the University believes the
Sponsors
became Professor As well as the football clubs'
of Sport Business disciplines, and requires teams to vodcasts from both CIBS and could have a positive impact and present our brand in a programme can be further adapted to work for different support, Emirates Airlines and
Strategy and Marketing strategically plan the development external sports specialists, such different way as well as share our 130 years of experience. sports and even different subject areas. Jet Airways sponsored the
at Coventry University of the club based on specific tasks. as the Commercial Director of Tottenham Hotspur. The Given the opportunity we jumped at it,” explained Jones For the British Council, Llinares said the project has competitions, which included
Business School in free flights to the UK.
It took over 18 months to get players also recorded messages to build excitement. who sat on the panel of experts that judged the winning been a hit. “The Pitch really captured the imagination
2007, having previously
worked at the University of Leeds and from initial concepts to choosing the “China is a very important market commercially for team at a Grand Final at the Bird’s Nest Olympic Stadium of people in China, combining the country’s passion for
the University of London. first winners, but the competition the club,” said Spurs’ Head of International Development
For more
in Beijing. The club will host the Chinese team when they football with an exciting competition,” said Llinares. Promotion
Simon is a founder and director of has already run in two countries – Fran Jones. “It’s one of our priority territories in terms information: come to the UK in April and as well as bespoke football There are real benefits for commercial organisations In China The Pitch received
CIBS (Centre for the International attracting international sponsors of our international development programme so we’re visit http://e- shirts, the winners will also go to a match, tour White wishing to raise brand awareness overseas too – wide coverage on Chinese
Business of Sport). His research learning.coventry. TV, radio, print and online
and support from football clubs. always looking for opportunities where we can generate Hart Lane and learn even more about running the club. something Spurs would like to keep a secret. “I wouldn’t
interests are based around sport ac.uk/thepitch/ media, with media reach of 29
Tottenham Hotspur partnered awareness for our club and build our brand. As well as A similar programme has been running in Thailand, recommend the experience to another football club million. Over 10,000 students
marketing and sport business strategy. and www.
with the University to run the first the media value we have generated, the experience itself britishcouncil.org/ supported by Manchester United, and the winning team because we would love to be involved again!” Jones said. visited The Pitch website in the
competition in China where 20 has been fantastic.” china-thepitch will fly over to the UK at the same time as the Chinese “There are only upsides to taking part.” run up to the final.

16 Innovate / Spring 2010

 research sponsor: business management SPORTS SPECIAL

Sporting
Comfortable
retired
couples
Pub
League
team mates
(26-45, rent,
employed, Ds
Career
focussed
females (26-
45, employed)
champions?
Are you a Competitive Male Urbanite or a Middle England
and Es) Mum? A new project is identifying Coventry’s non-sporting
social types to encourage more physical activity

J
ackie, 43, is married with three school activities to this group such as using preferred
age children. She works part time at a call reading material or focusing on locations they visit. infocus
centre and her husband Gary is a salesman. The Workplace and Wellbeing ARG will work with
Swimming, walking, dance exercise, aqua the Coventry Sport and Physical Activity Network
aerobics, body pump and ice skating with (C-SPAN) to recruit nine community champions who
Corporate fitness
Local companies such
the children are the types of sports that are relevant to each market segment. For example, an as BBC Coventry and
appeal to Jackie who has difficulty finding time for 18-year old musician who could target Sports Team Warwickshire and Ikea
herself in the family’s hectic schedule. Drinkers or an older Asian female who could target are taking part in a fitness
Jackie is one of 19 profiles that Government agency Later Life Ladies. challenge to improve the
health of staff who do not
Sport England has identified that epitomise the These champions will be trained by the University
participate in physical activity
different sporting behaviours and attitudes of the to hold informal focus groups with their peers to very often.
English population. The profiles also include essential investigate the reasons why they do not participate in The University has
Young Middle details about the best ways to reach out to the different sport and to find out their activity preferences. challenged 15 teams to see
Black England Later demographics, including interests and life priorities. The University will use the feedback to make who can improve their fitness
Minority mums (26-45, life ladies The research into the different market segments was recommendations for a relevant organisation in levels the most.
Ethnics home or part- (56-65, single, All participants had a
done to give those working in community sport a better C-SPAN to set up suitable activities for a target group.
time, Cs and council, health and lifestyle evaluation
retired) understanding of different sporting behaviours so they Using a social marketing programme, set up by the to establish their baseline
Ds)
could engage more people in an active lifestyle. University, the champions will promote the activities. before taking part in a 12-
It is this research that has inspired a University-led “Rather than saying it’s a one-size fits all week training programme to
project to encourage more sporting activity in Coventry. approach, we’re asking 'what can we do to shape improve their fitness score.
The work, which will run over three years, is one of a that programme to suit you?',” explained Vince The team that accumulates
the largest percentage
range of projects run under the PASSION (Physical Mayne, Project Lead and Deputy Director Student
increase in their performance
Activity and Sports in our Neighbourhood) banner Services, Health and Wellbeing, about finding will win.
which is part of the Coventry Health Improvement relevant activities. “For example, Age Concern runs a Sport and Exercise Science
Programme (CHIP), a £22million joint project funded programme called Fit as a Fiddle, so if we’re targeting will test participants and the
by NHS Coventry and delivered in partnership with Elsie and Arnold, how can we get them involved in training programmes will
Coventry City Council. that programme? The social marketing information be provided by Sport and
Recreation.
Using the social marketing research, the new we have can help organisations like Age Concern
After the competition, the
Workplace Wellbeing Applied Research Group (ARG), attract more Elsie and Arnolds to their existing ARG will deliver a Wellbeing
will target groups in the city that are underrepresented programme, and by using a champion to promote it.” Day to a range of invited
or where there is a specific health need. The University will monitor and evaluate the companies on selected topics
The project team narrowed down Sport England’s 19 effectiveness of the programme in the hope of such as healthy eating and
stereotypes and identified nine key target groups that creating a more active Coventry. alcohol consumption. Regular
workshops could impact
are particularly relevant to different wards in the local
on a company’s bottom line
Sports area. So for example, in the east of the city there are FOR MORE INFORMATION: by reducing absenteeism
Retirement The Workplace and Wellbeing ARG is the
Home singles Competitive team more ‘Elsie and Arnolds’ – these are Retirement Home by up to four days per year,
drinkers (18- institutional lead into research on workplace wellbeing
(65+, Ds and male Singles who want to be active but are more interested and responds to external initiatives in the Coventry and
increasing productivity and
Es) urbanites 35, rented) in sports like bowls or dancing. The segmentation reducing staff turnover.
Warwickshire area. For more information visit wwwm.
(single 18- information outlines the best way to market these coventry.ac.uk/researchnet/WorkplaceWellbeing
25)

Innovate / Spring 2010 19

feature business support

Case study:
Spaceoasis in Telford

Recession
Company details: The solution:
Spaceoasis provides space efficient The Design Institute team worked with
furniture solutions for organisations. Spaceoasis to:
EDUCATED

buster
SEATING / The The furniture is for use in offices, » Research current design solutions, “Building Schools
innovative furniture education establishments and cafes. for the Future” standards, new materials and
will help Spaceoasis The furniture is configurable, easily processes, user interaction and product ergonomics.
compete in a new
market scalable, robust and available in any » Provide Spaceoasis with a range of design solutions
colour or finish so can be adapted to and then develop the chosen concept for prototyping.
the changing needs of the client. » Undertake design analysis, including Finite Element
Analysis (FEA) and Design For Manufacture and
Why ECIF funding Assembly (DFMA).
was needed: » Create drawings for prototype and produce a

E
Spaceoasis identified a gap in the computer modelled animation to showcase the
Businesses xperts say the UK is starting to recover
from the deepest recession since the
education market for a new design-
led furniture range based around
new design, its potential uses and its ease of
configuration.
have been 1930s, but the aftershock is expected to a flagship communal seating area.
The results:
beating the last a while longer yet.
Businesses have been receiving
The range required a unique design
that would satisfy the aesthetic The concept design has enabled Spaceoasis to take their
negative effects some welcome relief from the
financial crisis through access to a £25m Economic
requirements of Spaceoasis’ clients
as well as the rigorous demands of
range forward as the market develops, enabling a rapid
reaction to the market opportunity. They have already
of the recession Challenge Investment Fund (ECIF) from the Higher school furniture standards. ECIF used the animation at the built environment industry’s

using a package Education Funding Council (HEFCE).

Coventry University secured a maximum allowance
of support from from the fund, which has enabled it to offer businesses
access to a number of support packages worth £1m.
the University There are five packages in total, which cover areas
worth £1m as diverse as niche manufacturing support to helping
companies in the games sector – please see below for
more information.
One of the packages, which ends in July, is committed
to giving 40 companies access to business sustainability
vouchers, worth up to £3,000 each. These vouchers have
already helped more than 30 companies tackle specific
issues caused by the recession and two companies who
have benefited from the scheme explain how the funding
has helped them survive.
funding enabled the company to
engage the services of the Design
Institute at the University.
Interbuild Exhibition 2009 at the NEC, Birmingham.
Martin Wood, Managing Director of Spaceoasis,
said: “The Design Institute provided us with a highly
innovative new design to lead our flagship furniture
range forward. Their rapid reaction to our design brief
meant the project was delivered on time and enabled us
to quickly progress with the design for manufacture.
"Their work really added value to the product, not
only through their design and engineering expertise but
also through their guidance in identifying and applying
for various funding schemes. We are impressed with the
Design Institute’s delivery so will be engaging with them
again for the product design for manufacture.”

indetail Design support

As part of the Faculty of Engineering and Computing,
As well as the voucher scheme the ECIF funding is also the Design Institute draws upon the leading design
providing the following support until September: facilities, expertise and skills nurtured within Coventry
University. Based in the Design Hub, the Design
» Workforce development and specialist scheme, industry placements Institute delivers expert design solutions including:
support for the niche manufacturing/ and specialist support for at-risk » Product Design & For further information
automotive sector, which is carried out companies in the sector. Development contact the Design Institute
by Cogent. » The Institute of Applied » Design Visualisation visit: www.coventry.ac.uk/
» The Institute for Creative Enterprise Entrepreneurship (IAE) is helping » Prototyping designinstitute
(ICE) is developing and delivering a companies develop enterprise skills » Graphic Design call: +44 ( 0) 24 7679 2220
bespoke graduate and mentoring and grow their business. » Design Research email: designinstitute@
system for creative industries. coventry.ac.uk
» The Serious Games Institute (SGI) For more information contact Derek
is providing a graduate mentoring Griffiths at d.griffiths@coventry.ac.uk

20 Innovate / Spring 2010 Innovate / Spring 2010 21

feature business support
1
2
Case study:
Reports4Property
About the company:
Coventry-based Reports4Property Ltd is a certified
surveying service for commercial and residential
properties. It has delivered a range of surveys to
local, regional, and national buyers and sellers since
2007.
Why ECIF funding was needed:
Fluctuations in the housing market are common
but the recent recession caused a major downturn
in property survey sales for Reports4Property. With
increased competition for fewer sales, the company
recognised a need to evolve its product offering to
distinguish it from its competitors. With long-term
sustainability in mind, the company identified an
opportunity to rebrand the business to appeal to
potential customers’ needs while still maintaining its
existing client relationships.
For more
information: The solution:
visit www. The Economic Challenge Investment Fund (ECIF)
coventry.ac.uk/
designinstitute enabled Reports4Property to purchase expert design
or call +44 (0) and marketing support from specialists at the Design
24 7679 2220 Institute, part of the Faculty of Engineering and
22 Innovate / Spring 2010
3
Computing at Coventry University.
The Design Institute produced a visibility strategy,
and professional marketing material to promote the
new brand under a new name of Midland Surveyors.
Core messages were created for Midland Surveyors to
ensure a smooth transition in company identity, and
a logo and associated images were designed alongside
a new website and promotional literature.
The results:
The revitalised branding and the development of its
product, has given the company a stronger position in
the market. Its new offering includes more powerful
sales tools for their clients to use, such as virtual tours
and online floor plans.
Len Cannon, Director of Reports4Property, said:
“The Design Institute team were quick to assimilate
our present situation along with the threats and
challenges facing our business. They provided
valuable input into it and ultimately created the
marketing infrastructure to carry our business
forward. The whole process was made all more
enjoyable by the team’s proactive approach, humour
and professionalism.”
Case notes Compost
Could a pillow provide the answer to
utilising green and food composted material
in vegetated SUDS devices?
Background
The UK produces 30m tonnes of rubbish
every year, half of which is recyclable and the
Landfill Directive requires a reduction in the
weight of material going to landfill.
A victim of its own success, the Department for
Environment, Food and Rural Affairs (Defra) reported
that in 2007/8 approximately 2.7m tonnes of compost
was produced from source segregated waste, much of
which was spread on farmland or, ironically, used for
landscaping landfill sites. There are also commercial
outlets for compost screened to finer particle sizes,
providing a market for peatless material sold
in garden centres and nurseries. The focus now
therefore, is on finding commercial outlets
for the coarser composted material which has
previously struggled to find a specific use.
This project, run by Dr Ernest Nnadi and
funded by WRAP (Waste and Resources
Action Programme), will assess the technical, The four main aims of the DOWN TO EARTH /
environmental and commercial potential of project are: (above) “Windrows” of
using green and food based composts as part l Establishment of compost food and green compost
at VitalEarth, Derbyshire
of a PreVegetated Component (PVC) for use geochemistry.
in a Sustainable Drainage (SUDS) device such as a l The ability of the compost to support the growth of a (left) A grassed swale,
1. NAME / A new swale or filter strip. variety of grass types. Upton, Northants.
name gives the A swale is essentially a grassed ditch that either l Investigation of the ability of the compost to improve
company a fresh
approach slowly transports excess stormwater or allows it to water quality.
infiltrate, so it attenuates the storm peak and reduces l To design and test a small-scale PVC for installation
2. POSTCARDS / flooding. Swales are usually excavated, their surface in a swale using compost as the growth medium.
Incentives reveal the
new branding and
scarified and then topsoil is added and smoothed The first three aims are standard experimental
reward customers before grass seeds are broadcast on top. Quite often, techniques, which have been carried out at Coventry
the topsoil and ungerminated seeds are lost during University many times. The fourth aim, however, is
3. SUPPORT /
the next storm. innovative and could potentially provide the commercial
Clear guides show off
the product offering The compost would be used as a substitute for outlet WRAP is looking for. The field trial of a small
standard top soil and is a sustainable way of using scale PVC would take place at the Sports Turf Research
waste which would otherwise go to landfill. Institute’s centre in Yorkshire.
Biography
Methodology Predicted Results Dr Sue
The PVC is envisaged as a pillow made of The compost shows potential to replace topsoil Charlesworth
is Director
either biodegradable material or a more in constructing SUDS devices, and therefore will
of the SUDS
permanent geotextile filled with compost. It help stimulate new markets for this product. Applied
would either have grass seed broadcast on the upper It will enhance the SUDS role in reducing water Research
surface, or would be used with germinated seedlings quantity, improving water quality and provide an Group and
already growing in place. The PVC would be placed aesthetically pleasing landscape more quickly. Reader in Urban Physical
Geography. Her international
into a roughly excavated swale and temporarily It is hoped that it will reduce disturbance to the soil
research profile is mainly
held in place until the grass roots penetrated the surface during construction and therefore it will also
in urban environmental
subsurface. There would be no need for scarification reduce erosion. geochemistry and urban
or topsoil addition and the PVC would be stable If the PVCs can use the compost, it could provide a hydrology.
during subsequent storms. further commercial outlet for quality compost.
Innovate / Spring 2010 23
feature transport
Niche
vehicles
Academic rigour and advanced technology is helping niche
vehicle manufacturers to compete in a global market
I
nnovation drives the UK automotive sector.
To stay ahead, companies need capacity for
research and development but for niche vehicle
manufacturers, the large R&D departments
and the expensive testing facilities of their
mainstream counterparts are not a realistic
option. Universities are taking on a key role by providing
academic expertise and access to facilities. In the West
Midlands, Coventry University is part of the Niche Vehicle
Network, which is being supported by a three-year funding
package of £2.5m from Regional Development Agency
Advantage West Midlands (AWM).
WIND TUNNEL / The Network was originally established in 2005 as
(above right and
an informal association and has grown into a powerful
below) Testing a
Microcab through a networking group that influences the direction of support
wind tunnel for niche companies in the West Midlands and beyond.  “Coventry University collaborations are some of the
AWM recognised the importance
of supporting the growth of the niche
vehicle cluster and invested the £2.5m
to create the three-year Advantage
Niche Vehicle Research & Development
Programme in 2008. It identified that by
assisting SMEs to invest in R&D there
would be the potential for more rapid
adoption of technology than with the
high-volume vehicle manufacturers.
The programme encourages a
consortium approach to research, design
and innovation, where companies
come together to develop and apply
PROJECT new technologies, leading to innovative products such as
PARTNERS: electric and hybrid vehicles, lightweight chassis structures
and recyclable plastic body panels.
Cenex, the UK’s first Centre of Excellence for low carbon
and fuel cell technologies, delivers the programme and
organises events and approves funding applications. In
its first year of operation, 20 companies were assisted, 17
new collaborations between companies and technology
24 Innovate / Spring 2010
partners were developed, 45 jobs created or safeguarded
and eight new products and processes were developed.
most exciting and innovative of the programme thus
far,” said Advantage Niche Vehicle Programme Manager
Julia Chance from Cenex. “The relationship between
Cenex and Coventry University is a close one as both
organisations work together to ensure that the companies
involved in the Advantage Niche Vehicle Programme
gain competitive advantage in a global marketplace.  We
anticipate continuing to work together to safeguard the
West Midlands’ position as the hub for niche automotive
manufacturing and in automotive R&D in the UK.”
Coventry has been a lead partner in a number of
projects so far that are not only safeguarding but also
growing niche vehicle manufacturers’ businesses.
Mike Dickison, Senior Research Fellow in Automotive
Engineering at the University, said: “One of the key
advantages for niche vehicle manufacturers working
with the Niche Vehicle Network is that it provides them
with access to specialist research and development
facilities and expertise that is usually only available to the
manufacturers of mass-produced vehicles (OEMs). This
enables niche manufacturers to compete head-to-head
with OEMs, in terms of product performance and quality.”
"The relationship between Cenex and
Coventry University is a close one as both
organisations work together to ensure that
the companies involved in the Advantage 5 NICHE VEHICLE
Niche Vehicle Programme gain competitive PROJECTS
advantage in a global marketplace" 1. Feasibility study
Cenex and Coventry led a benchmarking and
feasibility study into aerodynamics, electric and
hybrid vehicle technologies, lightweight chassis
technologies, and polymer body panel technologies.
The outcome of the tests formed a guide for
manufacturers with recommendations in the four
areas. It included advice such as typical weight and
cost for a chassis and fuel efficiency information.
2. Recycling vacuum formed
plastic body panels
Working with Spatz Arlon and Westfield
Sportscars, the University is testing vacuum
formed panels (plastic that can be moulded into
shapes) to see if they can be used in place of
glass fibre panels on a vehicle.
Glass fibre has low value in terms of recycling
and is often thrown into landfill when damaged.
Vacuum formed panels can be re-heated and
effectively reused.
Coventry is undertaking laboratory controlled
‘abuse tests’ at low and elevated temperatures
to assess the performance of the panels under
extreme conditions.
3. Electric Race Car project
The iRacer (pictured) is an all electric car destined to
be the world’s first one made for an electric race car
series. Coventry has been working with Westfield
Sportscars, RDM Automotive, Potenza Technology
and Delta Motorsport to help get the weight of the
battery-powered vehicle correct. The University will
mathematically model the car's vehicle dynamics
and drive-torque distribution to optimise its
performance on the track.
4. Mercedes minibus
The University is involved in the aerodynamic and
cooling development of an electric Mercedes
minibus. Zytek Automotive Ltd has converted the
minibus to an electric vehicle. The electric motor
requires a much smaller cooling radiator than the
original diesel engine and the University is carrying
out analysis work, using advanced software
methods, to optimise both the size of the radiator
and also the grille opening. Energy savings will
enable an increase in the vehicle’s driving range. 
5. Anti Lock Brake System (ABS)
iRACER / By 2012, new legislation will mean mainstream
Proving that vehicle manufacturers will not be able to sell
a sportscar cars without ABS. Although niche vehicles are
can also be not included yet, a PhD study is developing a
environmentally unique system that will not cost small companies
friendly millions of pounds when the legislation does
come into force for them.
Innovate / Spring 2010 25
feature art and design
fashion
Passion for
The University is educating new producer
groups in South Africa about European styles.
Senior Lecturer Ann Muirhead reveals the
impact of a recent visit to rural townships
T
here is no running water or electricity in
the rural townships of South Africa. In
an area bereft of the basic essentials, it
might seem ludicrous to be talking about
fashion to people who have walked for
days just to attend a two-week workshop.
But it is workshops like these that are helping to
change lives. The skills taught at these organised events
at the agriculture college in Tsolo offer the chance for
future work and the potential to make money.
Entrepreneurship comes in all forms and even on the
dusty streets of the Eastern Cape, where crime is rife
and people live in extreme poverty, there are business
opportunities. Organisation Tabeisa (Technical and
ACCESSORIES/
Ann had to shop Business Education Initiative in South Africa), which is
in Cape Town for partnered with the University, assists some of the poorest
materials (below) regions in South Africa to realise those opportunities.
because of the
lack of shops in Working with disadvantaged communities, it advises
the Eastern Cape them on entrepreneurship and offers help in setting up a
small business.
Tabeisa has a trading arm called
Exclusive Roots, which stocks
unique ethically sourced products,
giving entrepreneurs from
deprived communities in Africa
the chance to sell their creations
in the UK. This opportunity offers
hope and incentive for people in
26 Innovate / Spring 2010
"Introducing a sim
ple
enterprise such as
this...
is groundbreakin
g
work for the Univ
ersity
and Tabeisa"
disadvantaged situations
and is a vital step
towards a fairer future. 

For Exclusive Roots
to be successful, it needs
to stock beautiful items
that UK shoppers would
want to buy, and not just
because it would help
people in Africa. But British Introducing a simple enterprise such as this into
tastes and styles are more sophisticated – and what might one of the world’s most challenging environments is
sell successfully to tourists or other locals, is often not of a groundbreaking work for the University and Tabeisa.
good enough standard for the high street in Oxford. Professor Jane Conlan has been seconded from the
Educating future producer groups about European University to be the Chief Executive of Tabeisa and
styles was just one of the challenges. There are no described the project's impact. “This
fashion magazines to refer to – people here are surviving group talked about how they would
not reading about the latest trends – so there is little spend the money they had earned on
comprehension about preferred colours or fabrics. paying school fees or buying clothes
Productivity in the country during the winter months for their children. They even talked
is also an issue. Stalls and markets close down when about the possibility of being able to
there are fewer tourists, but producers need to learn have a celebration meal. These are
about supplying products overseas all year round. things we take for granted,” said Jane.
After being surprised at the limited facilities of small “Women can get depressed from
fashion businesses in the more developed areas of Cape being so poor and their shoulders will
Town – one company was making nylon track suits in a hang. Taking part in these workshops
garage – I was even more shocked at the primitive lives Biography can increase self-esteem and give
of the women at the Tsolo workshop. them more control over their lives.”
The sessions were focused on teaching 22 ladies and Ann Tabeisa also ran a course on jam making and taught SEWING CLASS
one man how to sew so they could make bags using people about flavours and general hygiene. If the jams / The women learn
Muirhead
how to use the
patterns I provided. People travel for miles to attend the is a Principal sell overseas, they will also sell well in South Africa sewing machines
residential courses at Tsolo because it offers the much- Lecturer in because of the kudos attached to exporting the product.
needed opportunity for future income. They stay at the Fashion. Both the jams and bags are created on small, simple
She is also a
college for two weeks, where they are fed three meals a member of
production lines but just a few sales in the UK can have a
day and given somewhere safe and comfortable to sleep. the School of Art and Design massive effect on the future lives of these producers and
After a week of teaching sewing skills, the group, aged Employability and Enterprise their families in South Africa.
from 18 to 60, made a range of 23 differently styled bags. Enhancement Group and
Each bag was named after a member of the group and they the Association of Fashion For more information:
and Textile Courses. Ann ran The bags are now on sale at www.exclusiveroots.com
are now on sale in Exclusive Roots shops in the UK. More
her own fashion business and in both the Exclusive Roots shops in Leamington Spa
orders for the bags will mean the producer group will be before moving into academia and Oxford. For more information about Tabeisa visit www.
called back and they will start to make money. and taught at the University tabeisa.com.
of Derby before moving to
Coventry to help set up the
Fashion course in 2006. Innovate / Spring 2010 27
feature EDUCATION

project
partner:

infocus
Leading the way
A bespoke leadership and
management programme
is having an impact on The
Camping and Caravanning
Club's employees.
New recruits to the
business and internal
promotions had prompted
the need for a management
training programme and so
The Club approached the
School of Lifelong Learning for a solution.
With a diverse range of ages, skills and
experience, The Club needed a tailored approach.
“I wanted a training package that could be
bespoke to The Club which ensured all managers
were handed the same training and came out
of it on the same level,” said Human Resources
Manager Angie Clarke, who consulted with
managers and directors before arranging the
course. “I wanted a programme that benefitted

Happy
The Club and the individual.”
The University's location was a unique selling
point as well as the fact that the course would be

campus
taught by an academic institution and accredited
by the Chartered Management Institute.
“Coventry was very flexible in wanting to work
with me to produce a programme that would
meet our needs and equally so something that
To would tie in with a body so that the individuals
watch a doing the course would come away with a sense
film about the of achievement,” explained Clarke, who felt
art project visit confident that Coventry would deliver because of
www.coventry. its experience of working with other large clients.
ac.uk/research/
All managers that reported to a director were
videos
invited on the training course, which is taught
over nine sessions at The Club’s headquarters.
The first cohort has now completed the course

T
and one of the attendees, PR Manager Jon Dale
(pictured above) said that while it was early days,
Partnering with he Camping and Caravanning Club’s
smart headquarters, pitched on
the experience. "They came up with some innovative
solutions and ideas for the building. They were excited
different approaches students had made and we found it
very difficult to choose one winner so in the end we chose
he felt the course would make a difference.
“It was extremely beneficial, and whilst
a local academic a business park on the outskirts of by what they had achieved and the benefits of the four because we felt we could make use of their different everything wasn’t completely new to me, it was
good to have a bit of a refresher. It has also made
institution is Coventry, is a world away from the rural
idylls it promotes to campers.
project were evident in their studio work, portfolios, and
professional attitude to Applied Arts practice,” she said.
skills and ideas.”
The winning designs included Sarah Illsley’s 3D folded
people interact more with their teams and work
a bit more fluidly as a result. The session we did
improving The It is typical in style of most modern
offices but this 109-year-old Club wanted to inject a sense
The project was assessed as part of their course work
but only nine were shortlisted by The CCC to develop
paper maps, which are suspended in the atrium, Rachel
Sutton’s metalwork grass, which is positioned across
on delegation and time-management certainly
helped. That benefits The Club because your time
Camping and of identity into its conservative surroundings. their ideas further in the competition. Those students the front window ledge, Joanne Price’s textile digitally can sometimes be better served elsewhere.

Caravanning Club’s As the base for all operations, housing around 200
employees, The Friendly Club, as it is also known, needed
had to present their ideas to a panel from The CCC,
which included Director General Robert Louden and
printed banners, which are hanging in the atrium and
Darren Ward’s digitally printed and stitched canvas
“I think individuals appreciate the fact that The
Club has invested its time and money and has

headquarters in to bring a little bit of the great outdoors inside. After Elizabeth Simpson, Finance and prints, which are on display in the Staff Bistro. CANVAS ART / (main
believed in people,” added Dale.
The Club has also found that communication
working with the University on a previous project, The Administration Director. Simpson added: “It creates a wow factor in our
more ways Camping and Caravanning Club (CCC) approached the “It was quite interesting to see entrance now. It has been a fascinating process and we’d
image) the digitally
printed canvas, (above)
between teams is improving as a result of the
course, as many managers get to understand
than one School of Art & Design for help.
A competition was launched and 40 Applied Arts
how their thought processes had
evolved, to see the samples they
be happy to be involved again in the future.”
The work was officially unveiled in February this year.
the 3D maps hanging
in the atrium and (left)
more about each other’s roles. They have also
reinstated one of the regular management
the textile, digitally
printed banners meetings that had previously been abandoned.
students set to work on creating ideas that would be would use and also the costs of
For more information: “Coventry was willing to take on board the
suitable for installation in The CCC’s headquarters. A putting it together. It was a good areas that this organisation needs to focus on.
about The Camping and Caravanning Club visit
cash prize was on offer as well as the opportunity to have training exercise,” said Simpson The course was based on now and the future of
www.campingandcaravanningclub.co.uk and for more
their work installed in a large corporate office. about the panel presentations. information about the course contact Ambrina Wahid in the organisation; we would definitely recommend
Lecturer Imogen Aust said all the students enjoyed “We were very taken by the SoLL on +44 (0) 247765 7867 it,” said Clarke.

28 Innovate / Spring 2010 Innovate / Spring 2010 29

 Q&A Innovation networks

C kf om
br ca

om as p
ea l c
lo

Bus s on g de
e t n ani
al et es
In g to orkin tten
on w a

in tof o ents the l

Q&A

ighe ev d
ess s ur m . Ov ast
Looking to host an

on er on
th 10 e!
One publishing company broadened

ly 0
its offering with funding from
Innovation Networks. Axis
Education’s Managing Director
Jayne Garner explains how
Exceptional Conference
Q. Where did the idea come from?
Axis Education is an independent publisher of
Q. How did you use the Innovation
Networks funding?
in a central location?
innovative teaching resources for teachers of adult We used the grant to develop designs for six new
and young adult literacy and numeracy students. We
developed a range of age-appropriate, multi-sensory
games called Hands On, which would appeal to adult
learners. We used modern photography and more
We are. Coventry University Technology Park offers
teaching materials for teenagers and adult learners with
learning difficulties after the popularity of a card game
sophisticated typography and packaged the products
in tins, instead of the brightly coloured packs primary
award-winning conference facilities in the heart of the city.
we included at the back of one of our resource packs school children have. Teachers were delighted with Innov
Netwo ation
called Fast Track to Reading. the new packaging because of its durability and r
grant ks offers
Prior to making the packs our research found ease of storage, as well as for being more age region support to The award-winning Conference Services
a
teachers were using materials designed for children appropriate. are de l SMEs tha Department offers flexible solutions for events
velopin t
p roduc g
(which not only alienate and patronise older learners Products include Hands On Flips and Prompts ts, pro new in our recently refurbished high-tech venue. We
or ser cess
but often have unsuitable learning styles) or making to help with writing, Hands On Comps to aid vices. es offer five superb conference venues, the largest
their own materials, which is incredibly time consuming. reading comprehension and Hands On Packs,
An estimated 5.2 million adults have worse literacy which are card games for basic literacy, phonics, sight holding up to 200 delegates.
than that expected of 11-year-olds, while 14.9 million words, spelling and literacy development.
have numeracy skills below this level. This is thought to The funding also helped us to create an e-commerce The highlights:
cost the UK economy hundreds of millions of pounds website, design a catalogue and display the product at l Complimentary WiFi
each year and so we felt it was imperative to get the key exhibitions. l Plasma screens and video conferencing
learning resources right. l PA system and AV equipment
The National Association of Special Education Needs Q. How well is it going? l Conferencing aids
(NASEN) agreed there was a gap in the market but We launched them at the Special Education Needs
no one wanted to take on the production costs of the show in October 2009 and we had a lot of interest from HANDS ON / l Free car parking
Cards and l 24-hour access
materials for such a small niche. We came up with the show. Our website has launched and we receive games to inspire
a business model that enabled us to produce these positive feedback from teachers all the time. adult learners
resources in-house at our premises in Shrewsbury and
send them out from here.

Q. How did you make

it happen?
We applied for £15,000 worth of funding from
Innovation Networks at Coventry University to help
us develop the design and the look and feel of the
product.
For more
As a print-on-demand publishers we already had
information:
visit: www. a relevant business model, but we invested
axishandson. time and effort into researching ways of
co.uk and www. producing the orders in-house.
axiseducation. Over the course of 12 months we
co.uk. For more
about Innovation have interviewed over 200 teachers
Networks funding about their requirements for multi-
contact Gill Roberts sensory learning materials for adult and View our extensive range of products and services online at
on +44 (0) 24 older learners. We also exhibited at the
76 236 391 or
wwwm.coventry.ac.uk/conferences
visit www.2wm. Education Show 2007 and conducted
co.uk/innovation- market research with exhibition To view the facilities or for more information contact the sales and marketing office on
networks attendees. +44 (0) 24 7623 6016 or email conference.cad@coventry.ac.uk

30 Innovate / Spring 2010

Do you need to find an innovative solution to
a difficult problem?

At Coventry University, our applied research teams

work closely with your organisation, applying their
knowledge and expertise to devise inventive and
original solutions for real-world problems.

At a local, national and international level, we work

with clients across the public, private and voluntary
sectors. From art to design, health to sports,
regeneration to human security, mathematics to
engineering, computing to communications –
we can find a solution that’s right for you.

Applied Research at Coventry University

www.coventry.ac.uk/researchnet

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