MBA and former diver Nazareno Mario Ciccarello is making a splash in the start-up world – his company seeks to energize the consumer goods sector.
As a manager in a cadre of leading healthcare and pharmaceuticals companies, Nazareno Mario Ciccarello used to spend his time travelling across South America, the Middle East and Asia, scouting out licensing deals or new drugs to bring to market.“I was spending most of my time on planes,” says Nazareno, a former professional diving champion.
He relied on coffee and coke to combat jetlag – until he was flown to Hong Kong and while in transit from the airport realized that all the local taxi drivers were chewing gum. Fascinated, he looked into clinical studies which proved that the simple act of chewing helps people to stay awake. “You always need to find a way to fight sleepiness,” says Nazareno, an MBA graduate.
He sensed potential. “It was at the same time that Red Bull and the energy drinks were ramping up [demand],” he says. Companies behind energy drinks such as Monster and Red Bull, which increased sales by 5% this year according to Beverage Digest, have been gaining in popularity. But the consumer goods sector has come under scrutiny by health authorities. “On the other side, we are starting to see some concerns about the vitamins and the huge amount of sugar.”
Nazareno came up with a solution to appease both sides: Drivegum. The caffeinated chewing gum he developed is set to be sold in thousands of convenience outlets in Italy, Spain and Romania.
He co-founded Functional gums s.r.l., the company which manufactures the gum, in March 2013, a few years after completing an MBA program at Spain’s IE Business School. The founders have invested about €40,000 into the company, but Nazareno hopes to raise an initial round of investment of about €500,000.
The company is targeting drivers. Nazareno says sleepiness is a problem that kills: he points to research which shows that 86% of drivers would not stop to take a rest even when tired.
So far Drivegum has struck deals to supply motorway convenience stores with REPSOL and TOTAL-ERG – companies which operate petrol stations in Europe – among others.
Nazareno seems confident that his product can emulate the success of the energized drinks giants but admits it will not be easy. Marketing the gum is a balancing act: “On one side we believe our product helps with concentration... [But] if you’re tired while driving, our advice is to stop and take a rest.”
He has tried to develop a unique brand. Drivegum is “bittermint” flavoured – a cross between mint and the bitter taste associated with coffee. If that sounds unappetising, Nazareno knows he cannot please everyone. “Not even Nutella can do this,” he laughs.
He says his market research showed that 85% of people like the taste. “We tried different developers and ended up with a leading European company which is producing exclusively for us,” says Nazareno. “We wanted to find a characterising taste.”
He spent years in the healthcare sector but it was his professional career as an athlete that provided inspiration for his business. Nazareno Mario Ciccarello is a name synonymous with diving in Italy, the entrepreneur’s native country.
He spent about 25 years as a sportsman before retiring as vice-national champion in Italy for the 10-meter platform. “I’ve spent until now more time in Speedos than with a suit on,” he laughs. “I’ve been diving since I was eight or 10 years old.”
A fellow athlete’s father owns a confectionary distribution company. “I started with him and a couple of other shareholders including a nutritionist. Our mission is to use chewing gum as the main active ingredient [in consumer goods products]. We have been developing other products,” says Nazareno.
He thinks the product can adapt to different markets and consumers. They are looking into targeting students and specific athletes with a similar caffeinated product. “There is potential, we just need to push it and [we] need funds.”
The Italian-based company is lean with only a handful of employees and two interns. The founders pooled personal savings into the business, and have received help from family and friends. “If you have to take a flight it’s going to be with Ryanair,” Nazareno says.
He describes his Bolzano base, a city in northern Italy, as “extremely efficient in providing support to start-ups”. But his background has the hallmarks of a globetrotter.
After a stint in the Italian Army, Nazareno landed a job at Johnson & Johnson, the drugs giant, before moving onto other healthcare companies where he has been responsible for regions in EMEA.
The political science graduate enrolled in an MBA program at IE, the Spanish business school, in 2007. “Even if I didn’t find the job I dreamt [of] at the beginning, it was an amazing experience,” he says. “It’s a solid base where you can build your success,” Nazareno adds.
He values the global nature of the program – “image being in a class with people from 49 different countries” – but has also leveraged his MBA network. He signed a network agreement with REPSOL, the energy major which has petrol stations across Spain, after introductions by IE alumni. “It’s what you learn, but also the network you build up,” Nazareno says.
He may be running a promising European start-up but the MBA graduate isn’t your archetype up-start. “I’m not the type of entrepreneur who would sell his house to set up a start-up,” he admits.
But he puts his motivation to pursue an entrepreneurial career down to his MBA – as well as a harsh jobs market during the financial crisis, among other factors.
“I finished my MBA in December 2008; Lehman Brothers collapsed in September, so it was impossible to find a job. I started to found a company because I couldn’t find a job,” says Nazareno.
Last week Drivegum started supplying TOTAL-ERG, the energy company which has 76 service areas on its motorway network. That follows a deal with REPSOL which could see the caffeinated gum stocked in up to 2,500 petrol stations across Spain.
Nazareno, however, is unashamedly cautious. “It’s not a business which will boom in a week,” he says. “You need to get in one chain, get a good result [and] then expand step by step. Let’s see how it goes.”
Student Reviews
My Review
Madrid Is incredible, I've had a fantastic time at IE University. I've had some excellent lecturers overall. They sincerely want the students to flourish and are concerned about developing a personal relationship with them. Having said that, students typically must fulfil their half of the contract by putting in the necessary work and demonstrating a desire to achieve success.
Coming Master
I spent 1 semester on my Erasmus during my BBA trip. This was the great experience and after that I decode to enroll for the master program there. I must say that the only disappointing fact is connected to distribution of the students. Master students are being connected to the old campus what is not fully fail.
Former BBA
As the former BBA student I can say that the level of the learning is quite high. In addition the place (IE Tower) is probably one of the most innovative and networking-support place in the Europe. I totally recoupment this Uni for business students.
International focus
IE university has a global perspective and attracts a highly diverse student body, with students from all over the world. This international environment fosters cross-cultural understanding and prepares students to work in a globalized world. This is same for the faculty members as well, the university's faculty members are from diverse parts of the world and are reputable. they are not only experts in their fields but are also often actively engaged in research and industry. Their practical experience and academic expertise create a stimulating learning environment.
Loved it
IE University, in my experience as a student, stands out as an outstanding institution for higher education. Its international perspective is a major strength, evident in the diverse student body that represents a multitude of countries and cultures. Interacting with such a global community has broadened my horizons and deepened my understanding of various subjects, providing a rich and comprehensive educational experience.
The quality of the faculty at IE University is exceptional. Many professors bring real-world experience to the classroom, making the learning process more practical and relevant. This approach not only enhances engagement with coursework but also ensures that students are well-prepared for their future careers. The accessibility of professors and their willingness to engage with students personally fosters a collaborative and supportive learning environment.
Practical learning is another significant advantage at IE University. The integration of real-world projects, internships, and case studies bridges the gap between theory and practice. This emphasis on hands-on experience equips students with practical skills and industry insights, making them more competitive in the job market.
IE University offers a wide range of programs across various fields of study, making it a versatile choice for both undergraduate and postgraduate students. This diversity ensures that individuals can find a program that aligns with their academic and career interests.
However, like any institution, IE University has its challenges. The cost of attending can be a major concern for some students, as tuition fees are relatively high. While scholarships and financial aid are available, not all students may qualify for them. This financial aspect is an important consideration, particularly for those with budget limitations.
The competitive nature of some courses and programs can create a high-pressure environment. While competition can be motivating for some, it may also lead to stress for others. Maintaining high academic standards can be demanding, and students should strive for a balance between excellence and well-being.
The workload can be quite challenging, especially for students undertaking double degrees or heavily involved in extracurricular activities. Effective time management is essential to manage academic demands while maintaining a healthy work-life balance.
In conclusion, I would recommend IE University to prospective students with specific considerations. If you value an international perspective, practical learning, and a diverse educational environment, IE University is an excellent choice. However, it's crucial to carefully weigh the tuition costs against the benefits and to be prepared for the competitive nature of some courses. Students should also be ready to handle a demanding workload. IE University has provided me with a rich and globally-focused education, equipping me for a career in an interconnected world. Ultimately, it's important to make an informed decision based on your educational and financial goals, along with a willingness to confront the challenges that may arise.
Rather Exciting
As a student at IE University, enrolled in the Business Administration program, I can confidently say that my experience at this institution has been overwhelmingly positive. IE University's innovative approach to education stands out as one of its most remarkable features. The interactive classes and focus on critical thinking, particularly through the use of case studies, have significantly enhanced my ability to apply theoretical knowledge to real-world business scenarios. Additionally, the global perspective at IE University, fostered by the diverse student body and international faculty, has broadened my understanding of global business practices, which is crucial in the field of Business Administration.
The university's strong industry connections have proven to be invaluable. These connections provide students with numerous internship opportunities and networking prospects, allowing us to gain practical experience and build professional relationships while still studying. Moreover, the comprehensive career support services offered by IE University, such as resume building, interview preparation, and job placement assistance, have been instrumental in preparing us for the job market.
On the flip side, it's important to mention that tuition costs at IE University can be relatively high, which may pose a financial challenge for some students, even though there are scholarships and financial aid options available. Additionally, the programs at IE University can be intensive, demanding a significant time commitment, which might not align with everyone's preferences.
In conclusion, I wholeheartedly recommend IE University to individuals considering a degree in Business Administration. The innovative teaching methods, global perspective, strong industry connections, and comprehensive career support make it an excellent choice for those aspiring to enter the world of business. However, prospective students should be aware of the financial considerations and be prepared for the intensive nature of the programs. If you're willing to invest in your education and are dedicated to your studies, IE University offers an exceptional and enriching educational experience in the field of Business Administration.
A Decent Experience
I've had the privilege of being a student at IE University, where I've been pursuing a degree in arts. My experience at IE University has been highly rewarding and unique. One of the aspects I appreciate the most is the university's strong emphasis on interdisciplinary learning. The opportunity to collaborate with students from diverse fields, including business, technology, and social sciences, has enriched my artistic endeavors. This cross-pollination of ideas has added depth and diversity to my creative work.
IE University's international perspective is another significant advantage. The institution's diverse student body and faculty from various corners of the world have broadened my artistic horizons and encouraged me to think more globally. In the field of arts, where cultural influences play a pivotal role, this global outlook has been invaluable.
The university also invests in modern resources and technology, providing students with access to cutting-edge software, creative tools, and state-of-the-art facilities. These resources have allowed me to explore new mediums and techniques, pushing the boundaries of my creativity.
Furthermore, IE University places a strong emphasis on practical experiences. This practical orientation has given me insights into the professional art world and how to navigate it effectively. Opportunities for internships and collaborations with art institutions have been instrumental in bridging the gap between academic learning and real-world application.
On the downside, tuition costs at IE University can be relatively high, which may pose a financial challenge for some prospective students. Additionally, the university's programs are quite intensive, demanding a substantial time commitment and strong time management skills.
In conclusion, I would wholeheartedly recommend IE University to students seeking an arts education with an interdisciplinary and global perspective. The institution's innovative resources, practical experiences, and international approach have significantly enriched my artistic journey. Nevertheless, it's crucial to consider the financial aspect and be prepared for the demanding nature of the programs. If you're willing to invest in your arts education and are committed to hard work, IE University offers a truly unique and rewarding artistic experience.
A Great Experience
As a student at IE University studying architecture, I have a unique perspective on the institution. Let me share my thoughts on this university:
Overall, my experience at IE University has been quite positive. The university's commitment to a holistic education, combined with its innovative approach to learning, has made my time here rewarding. Here are some key aspects I appreciate:
Interdisciplinary Approach: IE University places a strong emphasis on interdisciplinary learning. In the field of architecture, this means I've had the opportunity to collaborate with students from various backgrounds, such as engineering, business, and design. It's been enlightening to work on projects that integrate different disciplines, mirroring the real-world scenarios architects often find themselves in.
Faculty and Industry Connections: The professors at IE University are experienced professionals in their respective fields, and they bring a wealth of practical knowledge into the classroom. This has greatly enriched my architectural education. Additionally, the university's strong connections with industry professionals and firms provide students with valuable networking opportunities and potential internships.
Global Perspective: IE University's international approach to education is a significant advantage. I've had the chance to collaborate with students from all over the world, which has broadened my cultural awareness and global perspective. This is particularly important in architecture, as it's a field where global influences and trends play a significant role.
Innovation and Technology: The university's commitment to staying at the forefront of technological advancements is impressive. In architecture, this means access to cutting-edge software, tools, and resources, which have been instrumental in my academic and design work.
On the flip side, there are a few aspects that might not suit everyone:
Tuition Costs: IE University is a private institution, and as such, tuition can be on the higher side. This might be a challenge for some students, but there are scholarship opportunities and financial aid options available.
Intensive Programs: The university's programs are often quite intensive, requiring a significant time commitment. While this can be beneficial for learning, it can also be demanding, so time management skills are crucial.
In conclusion, I would certainly recommend IE University to those interested in studying architecture. Its unique approach to education, international perspective, and strong industry connections have enriched my architectural journey. Just keep in mind the financial considerations and be prepared to put in the effort, and you'll find a stimulating and rewarding academic experience at IE University.
A Global and Innovative Learning Experience
IE University is a dynamic and innovative institution that has gained recognition for its unique approach to education. There are several aspects that make it stand out, and while it may not be the perfect fit for everyone, it certainly has a lot to offer.
One of the notable strengths of IE University is its commitment to fostering a global perspective. The university attracts a diverse student body from all over the world, creating a rich multicultural environment. This diversity enriches the classroom experience and prepares students to thrive in an increasingly interconnected world. The emphasis on international exposure through study abroad programs, exchange partnerships, and a global network of alumni further enhances this global outlook.
IE University is also known for its focus on entrepreneurship and innovation. The institution places a strong emphasis on practical, real-world learning experiences that encourage students to develop an entrepreneurial mindset. This approach aligns well with the demands of the modern job market, where creativity and adaptability are highly valued.
Furthermore, IE University's faculty is often comprised of professionals with extensive industry experience, providing students with valuable insights and connections in their respective fields. The small class sizes enable more personalized attention, fostering a close-knit community and facilitating meaningful interactions between students and professors.
However, no university is without its drawbacks, and IE University is no exception. One potential downside is the cost of tuition, which can be relatively high compared to some public institutions. While scholarships and financial aid options are available, this cost may still be a barrier for some prospective students.
Another consideration is the intensity of the academic programs. IE University is known for its rigorous curriculum, and students often find themselves facing a demanding workload. While this can be an advantage for those who thrive in a challenging environment, it may not be suitable for individuals seeking a more relaxed college experience.
In conclusion, IE University is an excellent choice for students who are looking for a globally oriented, innovative, and academically rigorous education. Its emphasis on entrepreneurship, international exposure, and practical learning experiences can prepare students for success in a competitive job market. However, the high cost of tuition and the demanding nature of the programs should be carefully considered. Ultimately, whether IE University is the right fit depends on the individual's goals and preferences, but for those who are up to the challenge, it can be a rewarding and transformative educational experience.
The liquid learning method
I do like my program so much, since it gives me the possibility to develop my own personal skills while building a strong professional cv with plenty of extracurricular material. The amenities are extraordinary and the campus is super professional and convenient for networking!
The variety of courses
This university has provided me with the perfect university experience, complete with numerous resources that help students reach their goals. The beauty of this university is the variety of courses offered, and how the diverse nature of courses can prepare you for the real world.
High quality
The course has high-quality content, lessons, and educational materials. Everything is precise, concise, and well-explained so that this part can stay the same. It effectively provides full fundamental knowledge on the subject and suggests how to learn each concrete subtopic of digital marketing further. So, at the end of the course, I understood all the topics and substantially improved my skills in cooperation with marketing departments. The course also showed me approaches and tools to execute digital marketing so I can do the job myself.
As for improvements, it would be nice to work on the part dealing with tasks and developing individual projects. I felt like I needed more time for that. Doing homework and projects is essential for effective learning, but more time was required, harming the quality. Practice and individual projects should have more time and interactions between the students and the professor or learning facilitators. The course provided such opportunities for interaction, but doing the projects in a rush made it impossible to be prepared with questions for those meetings. Also, the more time students spend on practical tasks, the more they will remember. So, it would be great to extend the timing of the practice part.
