The use of collaborative platforms and eParticipation has turned out to be a promising channel to integrate citizens and external experts in various scenarios. While initiatives from institutions like political parties, governments or municipalities have been the target of influential research, another public service, namely higher education, seem to run below radar level. In this paper we analyze the project “Tomorrow’s MBA” of the College of William & Mary, Virginia, and show through hands-on insights key success factors on how co-creation initiatives have to be designed in the field of higher education. The bottom-up strategy to create a new MBA program together with external stakeholders, students and the faculty delivers substantial results, which can be transferred to other fields within the public sector.