February 10, 2026 · Campus
Studying meets startup reality
When students put theory into practice, it often leads to particularly interesting insights. Florian Durrer, a student in the Bachelor’s program in Business Communications (BBC) at the HWZ and founder of a start-up in the event and catering industry, provides a striking example of how practical learning can work in the everyday business world. He started his own business while still studying and was able to apply the knowledge he had gained in integrated communications directly in his own company.
From studying directly to your own start-up
In February 2025, Florian Durrer, a student in the Bachelor’s program in Business Communications, founded Upwood Gastro GmbH together with a co-founder. The entry into the event and gastronomy industry was a deliberate career change, as his professional background is in marketing. The knowledge he acquired in the Bachelor’s program in Business Communications was all the more valuable for him: it could be applied directly to his company from the very beginning.
As a young start-up with limited resources, we faced the challenge of creating visibility, building a brand, and delivering a compelling experience all at the same time. In this industry, awareness alone is not enough; it is crucial that the brand becomes credible and tangible.
The practical study projects turned out to be particularly valuable. Instead of working with hypothetical case studies, he was able to work on, reflect on and develop real issues from his own company’s everyday life:
The Digital Tools, Channels & Publishing module produced a cross-media campaign for Upwood Gastro GmbH. Instagram served as the lead medium, supplemented by a landing page, a campaign video and physical touchpoints in the restaurant. All measures were structured along the customer journey and coordinated with one another. This made it clear which digital tools actually generate reach in practice and how important it is to communicate consistently across all channels.
In the Event, Live Communication & Sponsoring module, Florian developed an event concept for his event location. The focus was on live communication as an emotional brand touchpoint. While digital channels create attention, events enable direct proximity to the brand. Guests experience the atmosphere, offer and identity directly on site. At the same time, content is created that can be used digitally.
Client and implementer at the same time
One particular challenge was being both the client and the contractor at the same time. During his studies, Florian worked with fellow students who brought an external perspective to the company. Inputs from lecturers, fellow students and team members helped to question existing assumptions and to look at areas of the company that are not part of his primary tasks in the day-to-day business.
For me personally as a founder, this transfer was particularly valuable. Theoretical models helped to make decisions more structured, while practice showed that concepts need to be adapted flexibly. The opportunity to apply insights from various study modules directly in one’s own company made the course of study tangible, practical and sustainably instructive.
Entrepreneurship at HWZ: a central focus
The HWZ aims to be the most entrepreneurial university in Switzerland. This includes research, education and collaboration with entrepreneurs to create added value for Switzerland together. Students are specifically encouraged to develop their own ideas, think entrepreneurially and implement innovative projects.
Today, Florian and his co-founder run the company together, employing one full-time employee and around six part-time staff. His story is a powerful example of the importance of practical training and real entrepreneurial experience during studies. Such opportunities help to ensure that theory and practice are optimally combined and prepare students for the challenges of the working world.
