📅 Attendance
Attendance is mandatory with a maximum of 2 absences. Tracked via Mentimeter codes at the start of each session.
About the pillar
An intensive 6-week in-person program in Yerevan (July 5–Aug 12, 2025) led by Pieter Verhallen, focusing on advanced business strategy, financial modeling, and trend modules like AI & sustainability, with hands-on case presentations and peer jury feedback
Dates
July 5 – August 12, 2025
Trainer
Pieter Verhallen (NC State)
Location
Yerevan (in-person)
⏱️ Instructor Response
Instructors respond within 48 hours (often faster).
🤖 AI Usage
AI is permitted for analysis and presentations. Output must be reviewed and verified before use.
📬 Contact Protocol
Email subject lines must include “CaseKey Academy 2025” to ensure prompt attention.
🕒 Structure & Timing
Participants are divided into two groups of up to 50 people each:
Group 1 (G1)
- 🗓️ Saturdays: 09:00–12:00
- 🌙 Mondays: 18:30–21:30
Group 2 (G2)
- 🗓️ Sundays: 09:00–12:00
- 🌙 Tuesdays: 18:30–21:30
⚠️ Please review all policies and structure carefully. Adherence is required to continue participating.
Meet the trainer
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Pieter Verhallen (see the CV) Marketing professor (NC State), researcher (Netspar), and entrepreneur with expertise in consumer behavior, behavioral economics, and startups. Former affiliations include Duke, Maastricht, and IAE-Aix. Combines academic rigor with real-world experience, having founded and scaled multiple global ventures. Passionate about coaching case competition teams to global success.
Program & Agenda
Tentative Schedule
Build from Understanding → Strategy → Communication
We follow the natural progression of thinking and learning:
✅ Foundation → Analysis → Synthesis → Expression
Weeks 1–2
Understand the case + analyze the company and market
You can't solve a problem you don’t understand. Students need to know what the case is asking, the industry landscape, and the company’s position.
Weeks 3–4
Strategy development and quantification
Once they understand the case, they learn to create solutions using structured thinking and real data. Quantifying strategy adds credibility.
Week 5
Communicating effectively + presenting confidently
You only present well if you know your strategy inside out. Storyline and delivery come last because they rely on all the previous skills.
Advanced Series Weekly Schedule
Week 1: Jul 5–6
Group 1: Sat 5 | Group 2: Sun 6
Session Focus:
Intro to Case Solving & Problem Structuring — Understanding case asks, SCQA thinking, and company value proposition.
Enrichment Segment:
How to work in high-performing case teams:
- Group decision-making
- Conflict resolution
- Delegating roles (lead analyst, designer, presenter)
- Managing deadlines
Week 2: Jul 7–8
Group 1: Mon 7 | Group 2: Tue 8
Session Focus:
Advanced Frameworks — Applying frameworks effectively to real cases.
Jul 12–13
Case 1 Battle & Feedback
Summary:
Team Pitch with Peer Q&A and Trainer Feedback.
Reflection / Feedback Loops:
What worked in our team? What would I improve next time? What feedback surprised me?
Week 3: Jul 14–15
Group 1: Mon 14 | Group 2: Tue 15
Session Focus:
Internal Analysis & Strategic Diagnosis — SWOT, VRIO, internal KPIs, value chain, and benchmarking.
Week 3: Jul 19–20
Group 1: Sat 19 | Group 2: Sun 20
Session Focus:
Strategy Formulation & Structuring Pillars — Strategic options, functional vs business strategy, MECE challenge tree.
Enrichment Segment:
Ethical Case Solving & Bias Awareness:
- Ethical decision-making in strategy
- Bias impacts (confirmation bias, availability bias)
- Importance of diverse thinking in problem solving
Week 4: Jul 21–22
Group 1: Mon 21 | Group 2: Tue 22
Session Focus:
Researching for Strategy & Customer Insights — Assumption validation, segmentation, personas, customer journey mapping.
Enrichment Segment:
Mini Research Library or Source Map:
- Market data (Statista, IBISWorld, Euromonitor, Crunchbase)
- Financials (Annual reports, Yahoo Finance, Macrotrends)
- Trends (McKinsey, BCG, industry blogs)
Jul 26–27
Case 2 Battle & Feedback
Summary:
Original team pitch with scoring and trainer evaluation.
Reflection / Feedback Loops:
What worked in our team? What would I improve next time? What feedback surprised me?
Week 5: Jul 28–29
Group 1: Mon 28 | Group 2: Tue 29
Session Focus:
Quantification: Revenue Model, KPIs & Implementation — Cost/revenue modeling, KPI development, strategy roadmap.
Aug 2–3
Group 1: Sat 2 | Group 2: Sun 3
Session Focus:
Slide Design & Storyline Building — Slide structure, appendix building, storyline logic (Pyramid, SCQA).
Aug 4–5
Group 1: Mon 4 | Group 2: Tue 5
Session Focus:
Executive Communication & Q&A Mastery — Public speaking, presenting insights, handling Q&A confidently.
Aug 9–10
Case 3 Battle & Feedback
Summary:
Final team presentations with Q&A and wrap-up.
Reflection / Feedback Loops:
What worked in our team? What would I improve next time? What feedback surprised me?
Aug 11–15
Individual Wrap-up & Team Reflections
Session Focus:
Final feedback sessions, personal reflection, team retrospectives.
Note: Group 1 and Group 2 are assigned specific attendance days. However, for the 2nd and 3rd Case Battles, participants will return to their original CaseKey Competition teams to work collaboratively on case studies and prepare pitches. Since these additional team members are not part of Group 1 or Group 2 attendance schedules, the pitch presentations will not be restricted to the predefined group session dates.
Instead, pitch presentations will be scheduled through an open slot selection system available during the presentation submission process. Each pitching slot will accommodate exactly two teams—one pitching to the other, and vice versa. This flexible scheduling ensures that all teams can present and receive feedback efficiently while maintaining structured attendance for the training sessions.
Integrated Case Series
Case 1
📅 Jul 12–13, 2025
Teams
Random Academy teams
Format
10 min pitch + 10 min Q&A
Purpose
Peer learning and collaboration
Case 2
📅 Jul 26–27, 2025
Teams
Original CaseKey teams
Format
2 min pitch + 15 min Q&A + 3 min wrap
Purpose
Apply learnings & knowledge transfer
Case 3
📅 Aug 9–10, 2025
Teams
Original CaseKey teams
Format
15 min pitch + 10 min Q&A
Purpose
Final integration and performance showcase
Jury & Team Dynamics
While one team presents, another serves as a peer jury—posing questions to deepen discussion. Trainer oversees the session, ensuring diverse inquiries that sharpen critical thinking and presentation skills.
Cases 2 & 3 are presented by original CaseKey teams to embed learning and simulate final competition conditions.
🏆 Competitive Component – Case 2 & 3
To elevate engagement and reward performance, Case 2 and Case 3 will incorporate a professional scoring mechanism. While the core purpose remains learning, teams will be evaluated and recognized based on consulting-grade standards.
📐 Structure
Use of SCQA, MECE logic, clarity of argument flow.
💡 Solution
Innovation, feasibility, and strategic soundness.
🎤 Presentation
Slide design, tone, storytelling, timing.
❓ Q&A
Confidence, accuracy, logic, teamwork under pressure.
🎯 How It Works
- Each team will present in both Case 2 and Case 3 rounds.
- Pieter will evaluate using a consistent rubric across the four categories above.
- Scores from both cases are aggregated to determine final rankings.
- This system balances skill building with strategic competition.
🎖️ Final Recognition
🥇 1st Place – Best Overall Team
🥈 2nd Place – Runner-up
🥉 3rd Place – Honorable Mention
Awarded during the closing session on August 12.
Analytical Depth & Understanding
1 Point:
Minimal analysis, unclear logic, or fundamental misunderstanding.
2 Points:
Lacks depth; unclear problem identification or inconsistent use of evidence.
3 Points:
Recognizes central issue; analysis lacks clarity or depth in places.
4 Points:
Solid comprehension with mostly reliable reasoning and minor gaps.
5 Points:
Thorough and sophisticated grasp; logically organized and strongly evidenced.
Creativity & Innovation
1 Point:
Fully conventional or copied ideas without originality.
2 Points:
Limited creativity; approach is predictable with missed opportunities.
3 Points:
Sparks of creativity; mostly standard thinking with some innovative ideas.
4 Points:
Unique insights or angles that improve the standard approach meaningfully.
5 Points:
Bold, original thinking that enhances strategic value significantly.
Feasibility & Impact
1 Point:
Implausible or absent implementation plan; no risk or outcome discussion.
2 Points:
Unclear feasibility; vague or unrealistic components; weak risk/impact articulation.
3 Points:
Partially viable with limited detail; risks or long-term plan not fully addressed.
4 Points:
Workable and likely to succeed; minor gaps in execution or evidence.
5 Points:
Highly achievable with actionable plan, strong impact, and scalable solution.
Communication & Delivery
1 Point:
Disorganized and unclear delivery, failing to engage or convey the message.
2 Points:
Presentation lacks clarity and structure; visuals poorly executed or absent.
3 Points:
Message is communicated, though structure or visuals may lack clarity.
4 Points:
Coherent and confident presentation with mostly strong visual support.
5 Points:
Polished and compelling narrative, strong visuals, confident and clear delivery.
Teamwork & Collaboration
1 Point:
Disjointed effort with unclear roles and lack of preparation.
2 Points:
Limited collaboration; some members dominate or appear disconnected.
3 Points:
Some uneven participation or surface-level collaboration during Q&A.
4 Points:
Strong teamwork with few imbalances; responses generally well-aligned.
5 Points:
Excellent collaboration, balanced participation, and seamless coordination.
Advanced Series – FAQs
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Pieter is a strategy expert affiliated with NC State, known for an interactive, high-impact teaching style focused on advanced analysis, storytelling, and creative problem-solving.
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July 5 – August 12, 2025, in Yerevan. Sessions run twice a week:
- Group 1: Saturdays and Mondays
- Group 2: Sundays and Tuesdays
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A mix of advanced workshops, peer feedback loops, and team case presentations. Includes deep dives into SCQA, financial modeling, sustainability, AI tools, and customer journey mapping.
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Partially. The first presentation is with randomly assigned teams to encourage cross-learning; later cases are presented with your original CaseKey teams to reinforce knowledge transfer.
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Not strictly required, but highly recommended. The Verhallen Series assumes familiarity with SCQA, MECE, and basic case frameworks.
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The Verhallen Series focuses on depth, real-world trends (AI, sustainability), storytelling finesse, and high-level teamwork—ideal for students aiming for consulting or leadership roles.
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Feedback is constant and multi-layered: peer jury feedback, coaching from Pieter, and interactive Q&A. Every team gets the chance to present, judge, and improve.
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Yes. The program includes three structured case presentations where you pitch to your peers and Pieter in competitive formats, simulating high-pressure environments.
Sponsors & Partners
Title Sponsor
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The Amaryan Charitable Foundation Established in October 2023 by accomplished entrepreneurs and investors, brothers David Amaryan, Founder and Executive Director of Balchug Capital, and Vardan Amaryan, Founder of Apricot Capital, the Amaryan Charitable Foundation unites their long-standing philanthropic efforts under one umbrella, aiming for sustainable, long-term impact across Armenia by supporting initiatives in education, culture, sports, and youth development that leave a positive impact on a wide range of beneficiaries, both individuals and communities. Since its inception, the Foundation has positively impacted over 1,800 direct and indirect beneficiaries across Armenia through 11+ diverse projects.
Partners
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Zangezur Copper
ZCMC CJSC is committed to contributing its fair share to the development of the sector and national economy, while observing principles and standards of sustainable development.
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Byblos Bank Armenia
Byblos Bank Armenia is striving to offer world-class services to its customers, fulfillment to its employees, and economic benefit to the communities it serves.
Organizers
About Nation 2.0 Educational NGO
Non-formal educational, entrepreneurship, and professional development platform for the youth aimed to support its stakeholders and become a change agent on the national and local economic levels
Founded in
2018
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