Purpose: This paper reports on the development of a workplace-based e-learning programme for small and medium enterprise (SME) managers in five European countries. The course is designed to address the specific needs of SME managers who, it has been noted, represent a significant proportion of the EU workforce but often experience difficulty in finding time or resources to undertake relevant training. The aim of this paper is to present the design principles developed to underpin the programme. These principles were developed specifically to address the need for greater pedagogic structure in the design of e-learning courses. Design/methodology/approach: The course design was informed by a literature review of e-learning and management learning and by a set of focus groups conducted to identify the specific concerns of SMEs with regard to accelerating their learning in the workplace. The course structure was further refined through trial workshops in all five partner countries. Findings: The paper presents a pedagogic framework and a structured set of design features, both of which were built into the course as a result of the research undertaken. It also provides reflections on the efficacy of the design process that resulted in the formation of the design principles, and also the prospects for e-learning programmes in supporting accelerated learning in the workplace. Practical implications: The design process and reflections may usefully be extracted to inform other cross-national or SME-focused e-learning programmes. Originality/value: The paper draws on theory and research data to demonstrate the importance of thorough research in e-learning course development. (Contains 2 tables and 3 notes.)