42 Abu Dhabi
Abu Dhabi, UAE
Coding students with zero business training doubled their understanding of market sizing and improved marketing skills by 86% over a 6-week programme.
+100%
Market Sizing Skills
+86%
Marketing Skills
100%
Would Recommend
Challenge
What the institution needed
42 Abu Dhabi is a peer-to-peer technology hub that produces highly skilled software engineers. However, students who aspire to launch their own startups lack foundational business knowledge - from market analysis and financial literacy to marketing strategy. The hub needed a way to introduce business fundamentals that matched its hands-on, self-directed learning culture.
Use case
How Business Heroes was used
In late 2025, 42 Abu Dhabi ran a 6-week Business Heroes programme. Five participants (ages 20-25) managed food truck businesses in the simulation, making real-time decisions on pricing, marketing, inventory management, and financial planning. The simulation's learning-by-doing approach aligned naturally with 42's peer-to-peer pedagogy - students learned by experimenting, failing, and adapting rather than sitting through lectures.
Outcomes
What changed
- Market Size & Demand understanding improved by 100%
- Marketing Effectiveness skills improved by 86%
- COGS Analysis improved by 50%
- Business concept confidence increased by 33%
- 100% of participants would recommend the workshop
- 100% found the simulation more enjoyable than traditional learning
- 100% said it added a lot of value or was essential to their learning
Discuss a similar setup
We can walk your programme team through class setup, AI-assisted grading, UAE OBEF support, and rollout timing.