by Lennart Brunstein, Leuphana University of Lüneburg, Germany.
Are you thinking about starting a startup, joining one, or studying in that direction? In this post, I will introduce the Entrepreneurship module in my study programme through the beverage startup “Craft Circus GmbH”.
Entrepreneurship isn’t just about starting a company. You can apply the theory in your project groups, associations, or daily life. The module looks at four angles: From a financial perspective, what resources are available, and what risks or opportunities come with them? The strategic perspective considers: how do you build something that lasts? The institutional perspective looks at the institutional framework, such as laws, regulations, and norms that shape what is possible.
And then there’s the psychological perspective: Ideas do not turn into businesses on their own, and ultimately, all structures are irrelevant if no one takes action. It is the individual’s motivation, their willingness to persevere after failures, and the knowledge they have acquired over time, often not from textbooks but from experience, that drives things forward.
As soon as you start, the focus shifts to finding information. Set goals, build the right network, and just try things out. After all, there’s no perfect plan, only the one that gets you moving.
As mentioned, we will look at the practical example of Craft Circus to illustrate the theory we have looked at. The company started in 2014 in Hamburg, back then under a different name and with a different beverage, founded by two friends. What began as a single project has since grown into four beverage brands, sold in 14 countries. You might have spotted Glitter Spritz at your Rewe or the other liquors and gins at your local Christmas market. What you probably didn’t notice: behind that bottle is a company that has quietly expanded to 68 Christmas market stands across Germany.
When Craft Circus first considered Christmas markets, it wasn’t a spontaneous idea. They recognized that these markets attract almost every demographic in one place and that people there aren’t just browsing, they’re looking for something special to give as a gift: beverages. But recognizing an opportunity is one thing, seizing it is another. In 2023, Craft Circus started with 15 stands and used the season to learn: What sells? At what price? That feedback led directly to a XMAS Gin Edition and a redesigned stand concept the following year.
To make that work, a structure was necessary: temporary staff, standardized processes, and a dedicated project manager. Since every market operates under different local rules, flexibility was essential. Their approach is simple: test, learn, adapt, scale. This is where motivation, perseverance, and trust in the team really matter. Decentralized stands only succeed when seasonal staff are well-trained and feel responsible for their work.
Looking at Craft Circus from these four perspectives, it’s clear that their success didn´t happen by chance. It came from people making choices, learning from mistakes, and not giving up. For IBAE students, this module is more than just theory. It helps you develop practical skills, gain direct knowledge of entrepreneurship, and build the confidence to apply what you’ve learned in real-world situations.
This is entrepreneurship in practice, just as we learn in the module. Maybe it inspired you!
