Interactive Clustering Workshop Series

1. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
http://www.cit.ie
Monday 28th and Tuesday 29th of September 2015
Proudly Sponsored by:
Faculty of Business and Humanities & Cork County Council
As featured in:
Programme:
• Session 1: Cluster Analysis - Academia.
Monday 28th 2:30 to 4:30pm Venue: Seminar Room, CIT.
• Session 2: Building International Collaborations - Industry.
Monday 28th 6:00 to 7:30pm Venue: County Hall Council Chamber.
• Session 3: Building Economic Growth Through Clusters - Policy.
Tuesday 29th 10:00 to 12:00pm Venue: CIT Council Chambers.
• Session 4: Cluster Organisation Development.
Tuesday 29th 2:30 to 4:30pm Venue: Seminar Room, CIT.

2. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
Cluster Organisations Role
What is the Key Ingredient of a Successful Cluster?

3. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
How to Understand Clusters
Clusters don’t need to be the next Silicon Valley to innovate and grow, they just need to
understand, how they function, their members and how to build on their strengths &
develop their weaknesses.
V-LINC is an expert methodology and software application which informs and develops policy
recommendations through mapping, visualising and analysing the strength of key
relationships within Cluster Ecosystems. V-LINC can be applied to any industry sector.

4. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
Tamara Högler
Head of Innovations and International Affairs
CyberForum e.V.
Karlsruhe, Germany.
CyberForum is a cluster which connects more than 1000
firms from the high-tech and IT sector in Karlsruhe’s
Technology Region. Their membership includes start-up and
software companies to seasoned international IT suppliers.
CyberForum brings its members together whilst acting as an
intermediary to support their development through
connecting them with R&D competence, business contacts,
and career development and training opportunities.
hoegler@cyberforum.de @CyberForum
Joan Martí Estévez
Director of Cluster Development
ACCIÓ (Catalan Agency for Competitiveness)
Barcelona, Catalonia.
ACCIÓ is the Government agency responsible for the
competitiveness of industry in Catalonia. ACCIÓ specialises
in promoting innovation and internationalization and has a
network of 31 offices worldwide.
ACCIÓ has over 20 years of experience and knowledge in
supporting developing programs and services for clusters to
support the development of Catalan firms. ACCIÓ is
attached to the Department of Enterprise and Employment
of the Generalitat of Catalonia.
jomarti@gencat.cat @JMartiClusters
Cluster Manager Presenters

5. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
http://www.cit.ie
Running order for Session 4: Cluster Organisation Development
Thursday 10th of September 2015 13:00 – 14:00
www.cit.ie/vlinc
Tuesday 29th 2:30 to 4:30pm Venue: Seminar Room, Melbourne Building, CIT.
Opening of Session by Mr Brian McGrath, Head of School of Business, CIT.
Tamara Högler (CyberForum) & Joan Martí Estévez (ACCIÓ) will discuss the following themes:
• Development paths of clusters (cluster organisation).
• Cluster Organisation Financing Structures – Providing value for Members.
• Building productive links with State Agencies and Government Departments.
• Identifying and developing common interest in projects amongst Cluster members.
Q&A

6. Governance. Cluster Organizations
Cork, 29th September 2015

7. CLUSTERS IN THE WORLD
2001199719921980
Regions and
countries with
initiatives
based on
cluster
development
•+
•-
Emilia-
Romagna
Toscana
....
Basque Country
Scotland
Arizona
Catalonia
Massachusetts New Zealand
Costa Rica
California
....
Sweden
Turkey
Lithuania
Austria
Jordanian
México
South Africa
....
France
Estonia
Denmark
Slovenia
UK
Minas Gerais
...
1990 2003
Aprox. More than
3.000 initiatives in
different countries
and regions (*)
2005
Pakistan
Kazakhstan
Poland
….
2015
(*) Estimation from TCI,European Cluster Observatory 2011
Catalonia: a pioneer country

8. Cluster (“wild cluster”)
“Clusters are geographic
concentrations of interconnected
companies, specialized suppliers,
service providers, firms in related
industries, and associated
institutions in particular fields that
compete but also cooperate”
Michael E. Porter
Footwear industry
Raw materials
(recolectors)
Leather tanners
Fontanellasi Marti
Vidal Bosch
Curtidos Badia
Apparel industry
Goes SA
Torras SA
(...)
Chemical
products
Cleaning and
tanning
Adovinbe
Warehouse
Buyers
Associations
Unió d’adobadors
CEC-FECUR
Gremi de Blanquers
Technological
Centres
AIICA
S
L
A
U
G
H
T
E
R
H
O
U
S
E
S
Other end-users
Cluster initiative
“Cluster initiatives are organised
efforts to increase the growth and
competitiveness of clusters within
a region, involving cluster firms,
government and/or the research
community”
Örjan Sölvell, Göran Lindqvist & Christian Ketels in
The Cluster Initiative Greenbook (2003).
Mapping Analysis
Implementation
Institutionalization
Mentoring
Monitoring
Evaluation
Cluster association
Cluster organizations are entities that
are managing and representing a
cluster initiative.
A cluster organization does not
necessarily have members, but it
provides services to the cluster
initiative participants.
A cluster association is a not for profit
legally formed entity gathering
businesses and other stakeholders
involved in cluster initiatives

9. uniqueness

10. Strategic Change
Process
Month 0 Month 4
Competitive analysis
Strategic Analysis
Definition main
characteristics of the
sector
Strategic analysis
(competitive strengths)
Environment analysis
Business tendencies at
global level
Suggested actions for
companies
Suggested actions for
Government
Cluster monitoring
Publicpresentation
Action plan
Companies’ Strategic change
Technological change
Executive training
Internationalization
Benchmarking
Strategic Dive
Tailored actions
Cluster Methodology
Month 16
1
Understanding
the business
2
Changing the strategy in
the right direction
Set up
cluster
association
3
Stablishing
governance
Hiring
Cluster
manager
4
Guarantying
sustainability
Governance
Month 20
Analysis Udate
after 4 years

11. Retailers
Contract Manufacturing Operator
Eleectrosthetic equipment
Secents
Providers
Cosmetics and perfumes
Knowledge
centers
Consulting and
Certification
Cluster:
Ecosystem

12. 3. Working with small groups with leaders sharing the same vision
But, how do we cooperate?
1. Creating Trust
2. Developing transformational projects based
on the strategic challenges
4. Searching for your own profitability but also “sweating the t-shirt” for others
Cooperation is a “muscle”
which develops exercising

13. MONEY FOR COFFEE

14. The ambidextrous cluster: Explore vs exploit

15. The future will be hybrid
Optics cluster
Health tecnologies
cluster
Advanced materials
Cluster
Fashion Cluster
Agricultural machinery
Cluster
ICT cluster

16. SHORT TERM LONG TERM
PRIVATE LEADERSHIP IS ESSENTIAL
HIGH PRIORITY
LOW PRIORITY
•Sourcing in China
•Marketing China
•Support to companies’ strategic change
• Tablet’s Promotion
•Connect
•Support to tax reliefs
•EU Brand
•LEGO
•Logistics in Morocco
•Promotion of retail
•Research in
ICT
•manufacturing centers
•OUTLET
•Training
•Brand marketing
•Simulation tools
•New products T.I
No projects without private leadership

17. Cluster Governance
“Classical” Business Association Cluster Association
Statistical code
Controlled by the big ones
Value chain
Lead by the active ones
Vertical: Presidentialist Horizontal:Coleadership by projects
Lobby
To foster strategic projects
Manager Cluster manager
“Tractor” Board“Institutional” Board
Immobilist Vision Adaptive Vision
Associated
members
Strategic Board
Cluster Manager

18. Font:The Cluster Initiative Greenbook

19. Cluster Governance
Snowball of credibility

20. Cluster board
- Shared values
- Small teams (9-13)
- Strategy definition
- Support to cluster manager
- Focus on well defined projects
- Shared leadership: horizontal
organization
First people, then strategy

21. TECHNOLOGICAL CENTERS
RAW
MATERIALS INKS PRINTERS FILM
AUXILIARY
MACHINERY
PACKAGING
MACHINERY
PROCESS AUTOMATION PACK ENS USER
A diverse and cross-sectorial board facilitates open innovation

22. Leadership

23. Cluster chairman:the good and the bad

24. Cluster leaders
Believers (25-30%)
Followers (50%)
Hidden (20 – 25%)
Change agents, break conventional wisdom, team
players, spread the word. Board membres.
They participate in some cluster activities
They show up when they’re
through difficultues
Source: David García, Cluster Manager Fashion Textile

25. The cluster is not Top-Secret

26. Matching with pre-existing sectorial organizations
Less budget on fairs, but more on linkedin (retail
meeting point:leaders on retail, fashion all over the
world, affiliation programs)

27. The power of cluster managers

28. Cluster manager: T-shaped talent
Strategic vision
Communication skills
Project management
Match maker
Optimistic
Passionate
Intercluster promoter
Sectorial
Expertise

29. Ignasi, Strategist
David, Psychologist
Sergio, EntrepreneurEnric, Networker

31. We have some scars from where we’ve been: sharing failures

32. Israel 2013Boston 2012
Silicon Valley 2014
 Team building
 Inspiration from an advanced ecosystem
 International connections
 Training in an international context
Québec 2015
International Mission of Catalan Cluster Managers

33. Takeaways
• Cluster Organization is a means to increase companies’
competitiveness, never the goal
• Cluster organizations should differ from preexisting business
associations
• Cluster members should be salmons, not the “usual suspects”. The
board is not about the biggest ones is about the most active ones.
• A medium sized board team is required: 9-13
• CEOs from companies should be the majority + leaders from support
institutions (research organizations, Universities, design centers,
depending on the cluster value chain)
• Time is the main resource needed
• The global agenda should be on the lead not every member’s agenda
• It’s better there’s somebody missing than somebody left over
• Regular meetings are required (once a month the 1st year)

34. Catalonia: A Holistic Cluster Ecosystem
1.200 active companies
in 30 clusters
Pro-clusters
Government since 1993
Business Schools
(IESE,ESADE)
training
Cluster Professionals
TCI Headquarters
Some world-leading
Cluster Consultants

35. Go raibh maith agat!
Joan Martí Estévez
Director Cluster Development Division
jomarti@gencat.cat
Twitter:@JMartiClusters
LinkedIN: http://es.linkedin.com/pub/joan-martí-
estévez/10/433/34b

36. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
Session 4
Cluster Organisation Development
Tamara Högler, Head of Innovations and International Affairs,
CyberForum e.V.
Cork, 29.09.2015

37. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
Technology Region Karlsruhe
• Established 1987 as regional action group, called „TechnologyRegion“
• Comprises one regional federation, ten cities, and four counties
• Acting together in order to optimise cooperation between economy, science, culture, and
regional public administration
• > 1.25m citizens
• > 70,000 companies
• > 450,000 employees
• Competence emphases of research and industry:
• ICT, nanotechnology, microsystems technology, mechatronics
• Chemical technologies and material engineering
• Robotics, process and production technologies
• Automotive engineering, energy technologies
• Environmental and biotechnologies
• Process engineering, medical technology
• Specific strength in B2B-Business and IT operating industries
37

38. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
Karlsruhe – A Medium-Sized City with
Huge Opportunities
• Karlsruhe is a European ICT Hub (4th place among > 1,000 regions, only Munich, London and Paris
ahead)
• Karlsruhe is a German ICT stronghold and participant of the German Software-Cluster
• 99% SMEs, but also large companies (SAP, Siemens, Bosch, United Internet, …)
• Many Hidden Champions (e.g. security, logistics, traffic management)
• Many companies and research facilities are involved in the top cluster „Electric Mobility South-
West“
• Outstanding research facilities
• Karlsruhe Institute of Technology (largest German research facility)
• FZI Research Centre for Information Technologies
• 3 Fraunhofer institutes
• Many citizens are tech- and media-savvy
• 13 of 100 citizens possess an own domain (2nd place in Germany after Munich)
• 12 of 100 citizens use cloud applications (top position in Germany)
• Largest regional German ICT cluster => CyberForum

39. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
Cyberforum
… Who we are & what we do
1997
Inception
1000
IT Start Ups
4000
New
Employees
>1000
Members
23.000
Staff
600
Trainees
33
Employees
2015
Today
Multiple
Certifications* as one
of the best IT-
clusters in Europe!
1

40. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
Founded in 1997:
„Network of Founders“
Development paths of clusters
Stages of development I
10/5/2015P. 40

41. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
2004:
Affiliate Programme starts
„Business Angels“
Founded in 1997:
„Network of Founders“
Stages of development II
10/5/2015P. 41

42. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
2006:
From „Network of Founders“
to a „Network of High-Tech
Companies“
Founded in 1997:
„Network of Founders“
2004:
Affiliate Programme starts
Stages of development III
10/5/2015P. 42

43. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
Knowledge Transfer.
Networks.
Moderated Platforms.
2010:
„Network of High-Tech
Companies“ and
„Cluster of Excellence“
Founded in 1997:
„Network of Founders“
2004:
Affiliate Programme starts
2006:
From „Network of Founders“
to a „Network of High-Tech
Companies“
Stages of development IV
10/5/2015P. 43

44. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
Time bar
 Foundation
 100 members
 0.5 FTE
1997 2000
 500 members
 1st Business
Angel Event
 2.4 FTE
2006
 1st EU-project
 2.4 FTE
2010
 Software-
Cluster
 16 FTE
 Vision &
Mission
 CyberLab
 1,000 members
 25 FTE
 New management
structure
 Foundation of
affiliated company
 Smart BusinessIT
 23 FTE
 1st Cyber
Congress
1998 2007
 1st Catch-
the-Job
 Business-
Angel
network
 4.4 FTE
 CEO, Event-
Manager
2011 2013
Strategy
change
 Elan
 1,050 members
 29 FTE
 BA-Network:
41 members
and over 100
guests
2015

45. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
Our vision:
Connect.Combine.Cooperate.
h

46. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
Vision
HighTech.Entrepreneur.Network. in the TechnologyRegion
Karlsruhe:
„We are engine and competence centre for a internationally
attractive ICT location“
We support…
… the whole company lifecycle
Idea Foundation Early
Growing
Growing Maturity
05/10/201
5
46

47. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
Cluster Organisation Financing Structures &
Providing Value for Members
Why are we able to offer our services?
1. We know what our members need (surveys, interviews, direct requests…)
2. We try to find appropriate funding opportunities (local, regional, national, European
level)
– Very tight contact to City of Karlsruhe, Ministries of Baden-Wuerttemberg,
Ministries of the Federal Republic of Germany
3. We develop services during funded projects
4. We evaluate their sustainability in terms of economics & members´ needs
– If business model economically stable: New chargeable service
– If business model economically weak (but service needed): New funding
opportunities or service paid by membership fees
• In fact: appr. 80% of budget funded, 20% by other „incomes“ (membership fees,
donations…)
• To be honest: Quite risky!!!

48. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
Funding opportunities
1. Local level: City of Karlsruhe (regular funding, project-based subcontracting)
2. Regional / state level: Ministry of Economics, Ministry for Research & Education
– Sometimes „only“ convincing necessary, sometimes „regular“ applications
3. Baden-Wuerttemberg international:
– Different funding schemes for clusters (e.g. financial support for attendance of
delegation tours, up to 3.000€ / trip; 10.000€ for business delegation tours (CF +
some members), fundings for hosting foreign delegations
4. National level: Federal Ministries have different kinds of calls (BMBF, BMWi)
– Regular applications, e.g. OpenIT, FinishIT
5. European level:
– Horizon 2020, Innosup, Interreg, ….
As non-profit: Mostly 100% funding (Interreg: less…)
No „state / federal support“, almost every single Cent has to be earned!
Yearly turnover: appr. 2 Mio

49. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
CyberForum 2.0
• Founding of CyberForum Service GmbH in 2012
• Objective: Keep non-profit status of CyberForum e.V.,
generate „real“ profit by offering also services that do
not match to the „association statutes“.
100% subsidiary to
• Charged services for
all other purposes
• National & international
funded projects -> as supplier
CyberForum e.V. CyberForum Service GmbH
• Services „for free“
• Charged services for
educational purpose
• National & international
funded projects

50. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
Building Productive Links with State
Agencies and Government Departments
National level:
• Tight cooperation with Economic Development Department
• CyberForum CEO is on of the Karlsruhe councillors
• Cooperation with CCIs in the region (events, new educational program for college dropouts)
• Lobbying and cooperating with Ministries on state level (step by step expanding our visibility and
presence at national level)
• One of the coordination sites for Europe´s largest software cluster „Emergent software for the digital
enterprise“
• BITMi: Association for IT in SMEs
• Smart BusinessIT: Initiative funded by state Baden-Württemberg, connecting regional clusters, acting as
“project executing organisation”
International level:
• Business Roaming Agreement (BRA): 67 clusters and similar initiatives linked – worldwide!
• MCCIA in Poona
• Economic Development Department has an office for internationalisation activities in Poona
50

51. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
Identifying and Developing Common Interest in Projcets
Amongst Cluster Members:
Our Digital Transformation
Eco-system
Cyber
Forum
Software
Cluster
TRK
Electro
Mobility
SW
SIG
KAITSi
SIG
MCC
AEN
EDD
SCKA
FZI
KIT
DICE
FHI
SmBIT
BW
con
BMWi
BITMi
BW
IHK
MFG
Cyber
Lab
HoLL

52. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
www.be-wiser.eu
Benefits for our members
• Services for the whole company lifecycle at first-hand
• Connected to many other clusters & institutions -> „network of networks“ -
> additional services, interlinkage of experience
• 18 years of experience
• Networking events
• new business opportunities
• knowledge transfer
• Visibility! PR! Lobbying! National & international!

53. This project has received funding from the European Union’s
Seventh Framework Programme for research, technological
development and demonstration under grant agreement no.
319907
Tamara Högler
Head of Innovations and International Affairs
Email: hoegler@cyberforum.de
Thank you for your attention!