How Vlerick’s Product Management programme accelerated Philippe’s new venture 

Philippe took his own advice when he was working as a consultant for steel construction company, Verhofsté Group. He was asked to lead product management for the company’s Bike Mobility business unit and prepare it for international expansion.  

“I didn’t have much product management experience,” he says. “So I asked the company to fund executive training – and I joined the Product Management programme at Vlerick.” 

Specialist training for a specific challenge 

Philippe already knew that Vlerick was a good fit for him. He’d followed the Sales Management programme in 2020 – and chose Vlerick based on its credible reputation and positive reviews from alumni. 

“When I decided to develop my product management skills, I only looked at Vlerick,” he says. “I chose it for pragmatic reasons. They give you the tools you need to solve your challenge. 

“I already had an MBA, which gives you a helicopter view of business. But when you want to dive into a specific discipline, you need a more specialist programme – which Vlerick offers.” 

Philippe’s previous programme had taken place online during the pandemic – so being on campus was a new experience for him. 

A hands-on approach 

“It was very engaging and interactive,” he says. “The programme is a real mix of theory and hands-on learning. All the cases are real businesses, and you bring your own project too. You work on it as a team – and go back to your organisation with a plan. 

“I found the group work really interesting, as there are so many different industries taking part. At the heart of it, you’re all applying a framework and looking for measurable results. You’re facing similar challenges, just in a different context. This was more enriching than if everyone was from the same sector, as you could exchange perspectives. And you create your own network – I’m still in touch with a few of my classmates.” 

The stand-out element of the programme for Philippe was the takeaway materials.  

“You have a full week of intensive modules, with a lot of information to digest,” he says. “Then at the end, you get a resource to take away that covers all of the content in a nutshell. You need to do the programme first – it’s a reminder not new learning material! But it’s so helpful. I kept it on my desk and referred to it regularly for at least six months.” 

An immediate impact 

The Product Management programme gave Philippe the tools and knowledge he was looking for to make an impact in his role – which he did quickly. 

“It allowed me to organise the whole product range – everything from pricing and brochures to technical sheets and distribution models,” he says. “Very soon after, I was asked to take on a new role as export manager and launch the product internationally. Then I was made head of the business unit.” 

As a consultant, Philippe’s goal was to create a solid base, hire the right people, develop the business unit and then hand it over. Once he’d done this, it was time for a new challenge. 

From bike mobility to artisan ice cream 

Philippe had always wanted to make ice cream. When his contract with Verhofsté Group ended, he decided to turn his passion for gelato into a business. 

“I’ve taken two courses at Carpigiani Gelato University in Bologna, he says. “It’s a bit like Vlerick – you really do dive in. You learn the theory and then apply it in a hands-on way.” 

Of course, Philippe’s product management knowledge from Vlerick helped to accelerate his plans too. 

“Having the tools from Vlerick to apply to my own product was so valuable,” he says. “It gave me the shortcut to the best approach, I didn’t need to go through trial and error. I applied the system I’d learned and really saved time. It’s the same process I followed with Verhofsté – just with a different type of product.” 

Embracing new opportunities 

Philippe created RALPH & ROXY'S – and his first step was making sure he had the best possible product before launching to market.  

“When I had my product, but no brand or business, I used my network to reach out to Brussels Airlines,” he says. “I delivered some samples, and a few months later, they got in touch and asked if I could scale production. At the time, I had a five-litre ice cream machine in my carport! But this was a golden opportunity. So I said yes. With my network, enough time and a robust process, I made it work.” 

After sharing his story and generating some media buzz, Philippe started moving into retail distribution too.  

“We’re very busy, creating new products and developing opportunities,” he says. “We’re supplying half a million units for Brussels Airlines’ long-haul flights every year – that’s a lot of ice cream!” 

A lifelong eagerness to learn 

Philippe says he would highly recommend Vlerick. “I got out of it what I expected – the toolbox I needed to approach my work in the most effective way,” he says. “If there was another programme that would help me in the future, I would definitely return to Vlerick. 

“For now, I would love RALPH & ROXY'S to become a favourite brand in Belgium. I believe in the product – now I need a flourishing brand and for everyone else to believe in it too. 

“I’ve also been approached by a couple of universities about teaching opportunities, which I’m exploring. Working with eager young minds is a great way to keep your own mind sharp. And you can inspire others too.  

“There’s always room to learn more. If you want to progress, an eagerness to learn is essential.”