THE MAGAZINE
DECA
GOES
GLOBAL
NOVEMBER–DECEMBER 2012
EDITORIAL Publisher Edward Davis Editor Christopher Young Editorial Committee Jeff Collins, Shirlee Kyle, Sandra Tucker Advertising Cindy Allen Art Direction and Design Chuck Beatty
NOVEMBER–DECEMBER 2012
DECA NATIONAL OFFICERS President Morgan Thompson North Atlantic Region Vice President Emily M. Socha Central Region Vice President Christine O’Neil Southern Region Vice President Jordan Robinson Western Region Vice President Victoria Caña
WHAT IS YOUR PERSPECTIVE?
COLLEGIATE DECA NATIONAL OFFICERS President Elsa Tavares Vice President Demi Hall Vice President Michael Pham Vice President Fidelmar Rivera, Jr. Vice President Jessica Tormey
RECRUITING CHAPTER MEMBERS GET MORE DECA ONLINE
BOARD OF DIRECTORS President Jacklyn Schiller President-elect Jim Brock Secretary Lynore Levenhagen Treasurer Marsha Bock Members Mary Peres, Ev Vaughan, Dave Wait NAB Chair Roger Glenn Ex-Officio Members Edward Davis, LeAnn Dinsdale, Wayne Kutzer
EDITORIAL CORRESPONDENCE DECA Direct Attn: Editor 1908 Association Drive Reston, Virginia 20191-1594 communications@deca.org
SUBSCRIPTIONS & CHANGE OF ADDRESS DECA Direct Circulation 1908 Association Drive Reston, Virginia 20191-1594
DECA Direct (ISSN 1080-0476) is published four times each year—September/October, November/December, January/February and March/April. Copyright ©2012 by the Distributive Education Clubs of America, Inc., 1908 Association Drive, Reston, Virginia 20191-1594. All rights reserved. Annual non-member subscription rate is $5.00. Periodicals postage paid at Herndon, Virginia and additional mailing offices. $1.00 of membership fee goes toward subscription to DECA Direct, a publication of DECA, (USPS 566-200), Volume 1, Number 2. Postmaster—Send form 3579 for change of address to: DECA Direct, 1908 Association Drive, Reston, Virginia 20191-1594.
CHAPTER BUZZ
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FEATURES UNLEASH YOUR IDEAS WITH DECA Discover your inner entrepreneur with DECA and Collegiate DECA activities.
STACKING THE DECK IN YOUR FAVOR Make a five-slide pitch to initial investors.
ON-THE-SPOT IDEAS Participate in DECA’s first large scale Global Entrepreneurship Week contest.
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STAND-OUT INNOVATOR
11
NURTURING THE SPIRIT OF ENTREPRENEURSHIP
13
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Entrepreneurship and science come together to form a unique product.
17
Do you know if you have what it takes to be your own boss?
DECA GOES TO CHINA
22
You’ll feel as if you were part of the trip after reading the firsthand accounts of DECA members who went to China this summer.
SEPTEMBER–OCTOBER 2012
DECA DIRECT
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CHAT
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TIMELINE NOVEMBER 2012 1
Deadline for Honorary Life Membership Award and Outstanding Service Award candidate nominations ICDC T-shirt Design Contest begins
1–30
DECA Month
8–10
Innovations and Entrepreneurship Conference, Chicago, IL
12–18
Global Entrepreneurship Week
15
Online membership dues deadline
15–17
Western Region Leadership Conference, Seattle, WA
16
Virtual Business Challenge I ends
16–18
Central Region Leadership Conference, Detroit, MI
WHAT IS YOUR PERSPECTIVE? MORGAN THOMPSON | DECA NATIONAL PRESIDENT
The Ultimate DECA Power Trip Washington, DC
28–Dec. 2
New York Experience I New York City, NY
29–Dec. 1
How do you look at the world?
CareerTech VISION 2012 (ACTE Annual Convention), Atlanta, GA
Are you open to new ideas, new concepts and new people? Innovation is all about embracing change and making the most of opportunities. DECA prides itself on being an innovative organization. As students and DECA members, we are always competing—whether it’s for a position on a sports team, a seat in the band, the highest grade or that elusive trophy. Competition comes easily to us, but have you considered all the other people competing with you for the same goal? Have you thought about the fact that this could include students from across the globe? My experience in China this summer with DECA and People to People opened my eyes to the realization that the pool of competitors is a lot larger than I thought. You always hear about how education is really important in other countries, and this was certainly true in China. Chinese students aren’t just prepared to compete in their own country’s marketplace, they are also more than prepared to compete globally. I now know that I am going to be working with, meeting, and competing against students not only in the United States, but from around the world as well. This sets the bar a lot higher, but I have a secret weapon—DECA! The ease of communication today has allowed us to be more global than ever, and DECA embraces this trend. DECA members across the globe bring a unique perspective to the table, and our diverse backgrounds are great foundations for the competitive edge necessary to succeed. We dedicate a whole week to global entrepreneurship as we appreciate and learn how we can spread the spirit of entrepreneurship across the globe. Next time you read about the global economy, think about what role you play in it. How will you make an impact? How can DECA be your secret weapon? By broadening your perspective with DECA, you will be more than ready to compete in the global marketplace.
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NOVEMBER–DECEMBER 2012
Community Service Campaign due DECA Month Promotional Campaign due Global Entrepreneurship Week Campaign due Membership Campaign due
DECEMBER 2012 1
Deadline for Honorary Life Membership Award and Outstanding Service Award application packet
5–9
New York Experience II, New York City, NY
14
Stock Market Game ends Finish Line Challenge submissions due
21
ICDC T-shirt Design Contest ends
DECA DIRECT
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Otis Spunkmeyer® is proud to sponsor 16 new scholarships for students and chapters that run an SBE. (10) $1,000 School-Based Enterprise Awards (3) $1,000 School-Based Enterprise Chapter Awards (3) $1,000 Advisor Awards
Serve warm, irresistible Otis cookies with the Otis fresh-baked cookie program. We’ll even loan you the oven! Earn up to 50% profit on every transaction Generate sales all day long with a variety of over 20 ready-to-bake cookie dough flavors plus thaw-and-serve muffins, pastries and sheet brownies Meet the newest school nutrition requirements with Delicious Essentials reduced fat whole grain options
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To make even more money for your chapter with an Otis cookie dough tub fundraiser, visit otisfundraisingideas.com.
For more information on building your DECA program with Otis, call us or visit our website. © 2012 ARYZTA LLC. Otis Spunkmeyer is a registered trademark of ARYZTA LLC. DECA is a registered trademark of DECA Inc.
spunkmeyer.com
facebook.com/otisspunkmeyer
twitter.com/otis_spunkmeyer
CHAT
@elsadecapres
TIMELINE NOVEMBER 2012 1
Deadline for Honorary Life Membership Award and Outstanding Service Award candidate nominations ICDC T-shirt Design Contest begins Strive for 25! Membership Campaign deadline
1–30
Collegiate DECA Month
12–18
Global Entrepreneurship Week
15
Initial Collegiate DECA online membership dues payment deadline
15–17
Collegiate Leadership Academy New York City, NY
29–Dec. 1
CareerTech VISION 2012 (ACTE Annual Convention), Atlanta, GA
RECRUITING CHAPTER MEMBERS ELSA TAVARES | COLLEGIATE DECA NATIONAL PRESIDENT
Do you know why the sweet aroma of baking cookies makes us want to eat one, two or even three? The baker certainly does! The secret is a combination of ingredients mixed together and baked to perfection that satisfies all our senses. Developing a great chapter starts with recruiting and mixing all the right ingredients for success. So where do you start? On your campus, you have access to some of the best and brightest talent you can tap to meet your goals. Listen during your classes for students who say, “I want to get involved.” Those students are potential members, so be sure to tell them about DECA and stimulate their senses with details about where you’ve been and the interesting people you network with. Talk to your teachers, and tell them you’re a DECA member to plant the seed. Start building rapport and talking about how your teachers’ talents can help give your members a competitive edge. Not only can your teachers become professional members and help drive membership, but they can also be part of competition teams as they help prepare you for competition and polish your presentations. Take a look around your communities, especially the shops you, your friends and family frequent. Ask if they have heard about DECA. Stop in on a slow day and have a conversation with the people who work there. Community partners can motivate you, accelerate your success, help you promote your annual activities like community service projects and even support fund-raising. Finally, stay in touch with former DECA members who know DECA best while they continue their career development. Brainstorm creative ways to get alumni involved, whether it’s by inviting them to social events or campus competitions. We all know the benefits of being DECA members. Bringing together the talents of students, alumni, community partners and professional members can support your mission and goals, and you’ll be on your way to THRIVE! Best of luck this year and continued success. NOVEMBER–DECEMBER 2012
DECEMBER 2012 1
Deadline for Honorary Life Membership Award and Outstanding Service Award application packet
21
ICDC T-shirt Design Contest ends
JANUARY 2013 18
Corporate and Applegate student scholarship applications due (submitted directly online)
FEBRUARY 2013 1–15
Online voting for ICDC T-shirt Design Contest
1–28
Career and Technical Education Month
15
Intent to Run for National Officer Form due Collegiate DECA membership submission and dues deadline for International CDC competitors (Students may still join after this date and participate in other ICDC activities.) There is no deadline for advisors and alumni to join.
19
Collegiate DECA Academic Honor Award applications due
DECA DIRECT
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TRENDING
@decainc or @collegiatedeca
#DECA TWITTER STREAM
TatsiJ: @DECAInc I’m wearing my DECA shirt today and I want other people wearing it too! HollyClaireee: I still cringe when people call @DECAInc a club … 23Isaac23: I love doing work in DECA. It’s so fun and I learn so much. Thanks @DECAInc #DECARocks Mistarevolva4: Once you’re into DECA, you don’t get over it. #DECA #VCU
GET MORE DECA ONLINE GET INVOLVED WITH GLOBAL ENTREPRENEURSHIP WEEK. www.deca.org/events/gew
APPLY FOR DECA SCHOLARSHIPS. www.deca.org/scholarships
START PLANNING HOW YOU WILL THRIVE IN ANAHEIM. www.deca.org/events/icdc www.deca.org/events/colicdc
LEARN NEW IDEAS FOR MEMBERSHIP RECRUITMENT THROUGH MEMBERSHIP CAMPAIGNS. www.deca.org/membership/highschool www.deca.org/membership/college
WATCH VIDEOS THAT BRING DECA TO LIFE IN THE CLASSROOM. www.youtube.com/decainc
Leave your comments on DECA’s Facebook pages at facebook.com/decainc or facebook.com/collegiatedeca. 6
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DECAMORGANT: DECAlympics bound with @hanbrockhurst @kileyrwegener #jammin #deca DECABecca0397: DECA meeting today with over 100 members! Going to be amazing! @DECAnation #decalove #deca>everything TheRealMrEppes: #DECA service project. We are going to give them to children in the hospital. Another way DECA is giving back. pic.twitter. com/Url6RpHz @KWarncke11: @MrsSyron and I at the #DECA cards game yesterday. #DECA #DECA #DECA pic.twitter.com/ CqjoQqZq @maditrelease: I love my officer team! #DECA @joannejpeg: Sporting my #deca hoodie today! :) probably some of my best high school memories attached to this sweater and organization. @AnnaDolezal21: Yep, we’re going to be famous #DECA #BillBoard #SecretAgentz instagr. am/p/P5hJq5vbvS/
It’s a
Dog-Eat-Dog World
Especially if you are looking for scholarships! APPLY FOR A 2013 NFIB YOUNG ENTREPRENEUR AWARD Are you a young entrepreneur? Do you know a young entrepreneur? Graduating high school seniors who operate their own small business are eligible to receive a 2013 NFIB Young Entrepreneur Award from the NFIB Young Entrepreneur Foundation. Visit www.NFIB.com/YEA for more information and to apply online between October 1, 2012, and December 17, 2012. Don’t let your future go to the dogs!
UNLEASH YOUR IDEAS WITH DECA DECA AND COLLEGIATE DECA OFFER MANY ENTREPRENEURSHIP-RELATED COMPETITIVE EVENTS
DECA’S INNOVATIONS AND ENTREPRENEURSHIP CONFERENCE
<www.deca.org/competitions
ENTREPRENEURSHIP INNOVATION PLAN Generate ideas and recognize opportunities to take advantage of market opportunities and introduce a new business, product or service. DECA members will present a five-page concept paper and oral presentation explaining the opportunity that exists in the marketplace and how their innovation will meet the needs of consumers.
ENTREPRENEURSHIP WRITTEN Prepare a written proposal for a new business and request financing for the proposal in a role-playing interview with a bank or venture capitalist. In up to 30 pages, DECA members discuss their self-analysis, an analysis of the business situation, an operations plan and detailed financial plans for the first three years of operation.
A blend of workshops and competition, DECA’s Innovations and Entrepreneurship Conference is a springboard for DECA members to unleash their ideas. As the primary activity for the conference, DECA members engage in an entrepreneurship challenge and deliver a pitch to business executives serving as venture capitalists. Along the way, a variety of industry experts will share innovative knowledge on product ideation, financing, marketing, social entrepreneurship, sustainable entrepreneurship and more. <www.deca.org/events/iec
ENTREPRENEURSHIP GROWING YOUR OWN BUSINESS
ENTREPRENEURSHIP PARTICIPATING Develop and present a proposal to form a business — either independent or franchise. This event provides an opportunity for DECA members to apply knowledge and skills to the analysis of a business opportunity, the development of a marketing/promotion plan and the development of a financial plan. Members will present an 11-page proposal and oral presentation.
Analyze your current business operations and identify opportunities to grow and expand the business. Options may include franchising, expanding into new markets, opening a second location, licensing agreements, merging with or acquiring another business, diversifying product lines, forming strategic alliances and more. At least one team member must currently own and operate an existing business. Members will present a 30-page proposal and oral presentation.
DECA/DEVRY INNOVATION AND ENTREPRENEURSHIP CHALLENGE
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DECA members present ideas to launch innovative business concepts to enhance the lives of North American consumers in the areas of technology, environmental sustainability, personal health or tourism. Members develop short video presentations and post to YouTube for evaluation. <www.deca.org/page/challenges
ENTREPRENEURSHIP ACADEMY
The dream of becoming an entrepreneur is shared by many Collegiate DECA members, and the Entrepreneurship Academy at the Collegiate DECA International Career Development Conference allows members to join peers who share the same interests and learn new concepts during entrepreneurship-focused seminars. <www.deca.org/events/colicdc
ENTREPRENEURSHIP STARTING A BUSINESS
IDEA TO REALITY
Collegiate DECA members develop a 10-page plan for starting a business as a sole proprietorship, partnership, corporation or franchise. Members analyze a business opportunity, develop a marketing/promotional plan and financial plan and present the overall plan in an oral presentation.
ENTREPRENEURSHIP CHALLENGE
Collegiate DECA members work in teams to develop a unique business concept based on a new theme and then make a pitch to business judges. It’s a fastpaced challenge that takes place in preliminary and final rounds of competition at the Collegiate ICDC. <www.deca.org/events/colicdc
GLOBAL ENTREPRENEURSHIP WEEK IDEA CHALLENGE
The Idea Challenge is a quick competition that challenges teams to find a new use for a common, everyday item while creating the most value possible in just eight days. Open to everyone. <www.deca.org/events/gew
ENTREPRENEURSHIP GROWING YOUR BUSINESS Collegiate DECA members who own their own business are challenged to analyze their current business operations and identify opportunities to grow and expand the business through options such as franchising, opening a second location, diversifying product lines, forming strategic alliances, expanding to the internet and more. The event consists of a 10-page growth plan and oral presentation.
NOVEMBER–DECEMBER 2012
It’s true that great ideas can be born by participating in DECA. Just ask Bailye and Brynne Stansberry, two former DECA members from Moberly, Mo. They enrolled in an advanced marketing class in high school, joined DECA and are now entrepreneurs. At the suggestion of their DECA advisor Sonda Stuart, the Stansberry twin sisters participated in DECA’s Competitive Events Program and invented Bootleggers, an innovative, transparent boot design that allows its users to switch the visual design of the boot with interchangeable liners. Liners are available in different colors and patterns. What started as a brainstorm for DECA’s competitive events has turned into a reality and a patented product. “We both wanted to win, so we invented a product to promote instead of using an existing product,” said Bailye. “We did well at competition which led us to further our research.” The Stansberry sisters formed their own company, TwoAlity, LLC, in 2011 and have continued to develop their concept and product by attending entrepreneurship workshops and seminars. Just two months ago, the sisters finally located a manufacturer in the United States to produce the boots, and they hope to start shipping them in February 2013. DECA DIRECT
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beBELMONT.com Scarves Transforming Lives. Now that’s a Fashion Statement. Jordan is a marketing major at Belmont and the retail sales manager for fashionABLE, a Belmont-supported non-profit founded by Barrett Ward. fashionABLE creates sustainable business for women in Africa by selling the scarves they make.
It’s the DIFFERENCE between HERE and ANYWHERE Located in Nashville, TN, Belmont University is a fastgrowing Christian university, with more than 6,400 students who come from every state and 25 countries. Recognized for excellence, our undergraduate and graduate business programs have earned accreditation by AACSB International for business and accounting. In addition, our entrepreneurship program has been named a National Model Program by the United States Association of Small Business and Entrepreneurship and recognized as a Top 25 program by The Princeton Review. Belmont University also has one of the top Collegiate DECA chapters in the country.
Belmont’s Undergraduate School of Business Administration offers a Bachelor of Business Administration (B.B.A.) degree with concentrations in Accounting, Economics, Entrepreneurship, Finance, General Business, Information Systems Management, International Business, Management and Marketing. We also offer Bachelor of Science (B.S.) degrees in Economics and International Economics. Experienced faculty, innovative resources, small class sizes and dynamic internship and study abroad opportunities combine for a rewarding learning experience that prepares our students to go from here to anywhere.
BELMONT.EDU/BIZ
Learn more at WWW.
Create Conversation: Tweet @DECAInc. with your most innovative idea. You only have 140 characters to make your pitch.
STACKING THE DECK IN YOUR FAVOR
WHO ARE YOU?
Making a pitch for investment is one of the most important steps that entrepreneurs take when trying to get a new business off the ground. It can also be one of the most intimidating. First impressions matter with investors, so the pressure is on to make your pitch to them a winner. For many years, the rule of thumb was to limit your initial pitch to investors to no more than ten slides in your PowerPoint deck. But now there is a push to get entrepreneurs to consolidate their pitches even more. The latest recommendation for pitches to initial investors is to limit the presentation to five slides. “I am an advocate for communication in a clear, crisp way,” explains Mark Montgomery, founder of the Nashville, Tenn., consulting firm FLO Thinkery and active angel investor. “Great ideas at the core should be simple. If you require pages and pages to explain the concept, then perhaps the concept is not fully baked.” Here is what I would recommend you put on five slides for an initial pitch to potential investors.
WHAT IS YOUR CONCEPT? it What problem does it solve or need does take care of for your is target customers? Th ur slide conveys yo e target market and th u value proposition yo . offer them
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When it comes down to it, investments are primarily made in people, not in business plans, concepts or ideas. The best ide a in the world has no value to an investor if they don’t think the entrepreneur can successfully implement it.
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Your presentation during these five slides should be genuine and passionate. Show them you are committed, knowledgeable and prepared. If you can keep your initial pitch clear and concise, you have a much better chance of moving into more serious discussions with investors. The best way to sharpen your skills is to practice in real situations. Take advantage of business plan and other similar competitions that give you the opportunity to pitch business ideas in front of an experienced audience. Find a collegiate program that gives you the opportunity to pitch your business ideas in business plan, business model and idea competitions.
BY JEFFREY CORNWALL JACK C MASSEY CHAIR IN ENTREPRENEURSHIP BELMONT UNIVERSITY
NOVEMBER–DECEMBER 2012
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3
WHAT IS YOUR “PROOF OF CONCEPT”? The
more real and tangible this evidence is, the better. Conduct market experiment s and, if appropriate, develop prototypes that you can test on real customers. A great way to get real dat a from customers is to give the first versions away for fre e. The information you get from these first customers will be worth much more than what they might pay for the product. And, you will have real live customers to talk about with investors.
TH WHAT IS THE GROW IS POTENTIAL FOR TH BUSINESS?
siness can become Tell them what the bu ed to reach that and what you will ne nt to see growth— potential. Investors wa ey want the significant growth. Th their investment opportunity to make er, which means back several times ov w the business can you need to show ho ts or expand into grow into new marke new products.
WHAT IS THE EXIT PLAN? Investors want a path to get a return on their investment. Demonstrate that there will be someone willing to buy the business to get them that return. Find examples from your industry of other startups that have sold to larger companies as evidence.
4 ? QUICK QUESTIONS Why is it important to have an exit plan for your business? In addition to the five slides, what are some strategies for presenting your plan? 12
DECA DIRECT
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Create Conversation: Visit www.facebook.com/unleashingideas and share how your DECA chapter is promoting entrepreneurship!
ON-THE-SPOT
IDEAS Do you have a great idea? Are you an innovative thinker? Do you like to develop creative solutions to problems? Here’s your chance to unleash your ideas. DECA is hosting the first-ever DECA Idea Challenge, a fast-paced competition that challenges you to find a new use for a common, everyday item while creating the most value possible in eight days. So, grab your friends, find a video camera and get ready for the announcement of the everyday item on Nov. 7. You’ll then have eight days to execute an idea and create a three-minute video explaining your work and post it to YouTube by 5 p.m. EST on Nov. 16. A panel of judges will select a national winner shortly after Global Entrepreneurship Week. High school and college DECA members and nonmembers may participate in the challenge. The DECA Idea Challenge 2012 is all part of DECA’s annual celebration of Global Entrepreneurship Week (Nov. 12–18), a week-long movement to encourage existing and aspiring entrepreneurs to unleash innovative ideas, using the marketplace to improve lives and make their mark. From Albania to Zimbabwe, thousands of events, activities and competitions will help entrepreneurs reach the next level. Millions of participants will connect with potential collaborators and mentors. Hundreds of new startups will secure funding and spring to life. “With each passing year, GEW has seen the building of a global culture of innovation and entrepreneurship,” said Jonathan Ortmans, president of Global Entrepreneurship Week. “Such a culture is essential if we are going to help startups launch and scale.” An initiative of the Ewing Marion Kauffman Foundation, GEW connects people through activities designed to help them explore their potential as self-starters. For more information about DECA’s Idea Challenge and to participate, visit www.gewusa.org/ challenge.
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Remember to participate in DECA’s Global Entrepreneurship Week campaign to celebrate the week within your chapter and earn recognition. www.deca.org/events/gew
? QUICK QUESTIONS Why is entrepreneurship important to a global economy? How can your DECA chapter help promote the entrepreneurial spirit? NOVEMBER–DECEMBER 2012
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STAND-OUT
INNOVATOR
For every entrepreneur, one single spark fuels a string of ideas, opportunity and innovation. Six years ago, I experienced that spark in my own life. In order to share my story, I invite you to envision a blustery October night. Imagine you are standing in the heart of your community. Listen to the crunch of the leaves beneath your feet, tighten the scarf snuggly wrapped around your neck and look at the pumpkins stacked on the doorstep one more time. They are unlike the ones you have so often chosen from the patch, because these pumpkins are blue. You may be thinking, “how’d she turn a pumpkin blue?” Well, here’s how it all started. As a child, I grew up around pumpkins. During the fall season, I did not trek to a pumpkin farm; instead, I went to my grandparents’ house every weekend where I helped check out customers, wash pumpkins and pick them from the patch. Unlike the child who could only pick one perfect pumpkin, I was able to pick hundreds. By the age of eight, I had already learned about customer
BY CHRISTINE O’NEIL
DECA CENTRAL REGION VICE PRESIDENT @c_oneil46
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service, product pricing and marketing. By the time I was in sixth grade, O’Neil Pumpkin Farm became too much work for my family, and my grandparents decided it would be its last year. At this point, I became an entrepreneur, and Pumpkins with Perspective was born. I relocated the business to my own home, renting the land from my parents and completely restructuring the operation. I contacted businesses and offered to create contemporary displays on location, allowing business owners to save their most important resource—time. I turned these displays into an art using innovative concepts. The one innovative concept I am most well known for is cross-breeding. In contrast with the traditional orange pumpkin, I offer my customers a unique array of pinks, greens, blues and whites, each accentuating a unique pattern. I am able to do this due to open pollination. Many of the original seeds are heirloom varieties, meaning they are at least 100 years old. At that time Native Americans and other residents would have used these seeds for producing their favorite squash or other vegetables. I have traveled the country to find unique seeds, which I cross-breed in fields to make a unique color pattern. Simply stated, I have been able to thrive as an entrepreneur because I am passionate about pumpkins. DECA gives you the advantage of support and resources. You will not become successful because of an idea, but rather because of what you do with it. I learned the most through the hours I spent sweating in the fields and creating displays that “wow” customers. While it is crucial to be a dynamic spokesperson for your business, production is the heart of any business. As an entrepreneur and innovator, I challenge you to run with your own business idea; you never know where it may lead you.
? QUICK QUESTIONS How did Christine differentiate her product? What do you think are the benefits of starting a business while still in high school?
DECA SCHOLARSHIPS
leaders
entrepreneurs
$4,000 ($1,000/year) All active students with a 2.7 GPA and letter of recommendation from chapter advisor. $10,000 ($2,500/year) All state officers, and national or state 1st place winners by category with a 2.7 GPA and letter of recommendation from chapter advisor. $20,000 ($5,000/year) All national officers with a 2.7 GPA. These scholarships are in addition to academic scholarships. Eligibility requirements apply. Please visit our website for more information.
Our
graduates
emerge as leaders, managers, & entrepreneurs.
professionals competitors winners
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Many business majors to choose from (Check out our Four Year BBA/MBA Program!)
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Start courses in your major on day one
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High employment rate
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Academic merit scholarships up to $15,000 annually with on-campus residency
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34% of graduates own part or all of their own business (based on 2012 alumni survey)
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Intercollegiate athletics
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Award-winning Collegiate DECA program
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Residential campuses in Florida, Michigan, and Texas
Call, Click, or Visit Today! 800.622.9000 | northwood.edu NOVEMBER–DECEMBER 2012
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Create Conversation: Show us your school-based enterprise by posting a photo at www.facebook.com/decainc. Be sure to describe how your SBE teaches you concepts of entrepreneurship.
The recipe is just the beginning.
NURTURING THE SPIRIT OF
ENTREPRENEURSHIP
As with most economic downturns, this current recession has prompted a global resurgence in entrepreneurship. New ventures are being launched worldwide everyday by displaced corporate executives, seniors and students alike. That’s good news, as economists point out, because growth in entrepreneurship has historically been a precursor to economic recovery. Entrepreneurship and self-employment are quickly becoming viable alternatives to traditional jobs for many people, including recent college graduates. Few, however, have had any formal education, mentoring or assistance in how to start and run a business. But, that’s beginning to change. Rekindling the spirit of entrepreneurship among students, as well as providing formal educational programs and a supportive environment, is not just a good idea but it greatly expands the range of options students have upon graduation. BY JOHN ROBITAILLE While there continues to be disagreement on the definition of entrepreneurship, EXECUTIVE OF RESIDENT all will agree that being on your own takes a combination of self-reliance, LARRY FRIEDMAN INTERNATIONAL CENTER FOR ENTREPRENEURSHIP confidence and the ability to take risks. But, how do you know if you have what it JOHNSON & WALES UNIVERSITY takes to be your own boss? Can students start their own businesses while they are still in school? What does it take to create an environment where student entrepreneurs can flourish? Some believe we should start in elementary or high school where innovation and creativity naturally flourish. Being inquisitive is part of being a kid. It’s when we become adults we typically lose our curiosity and creativity, because we are more often than not conditioned to “color within the lines.” As adults we often become risk-adverse and tend to avoid failure and its consequences. Entrepreneurs, however, readily accept failures as a part of discovering something unique and special. They learn from failure and pivot to the next great opportunity. It’s been said that we learn more from our failures than we do from our successes. That’s a tough sell in an academic environment, but it would be a huge disservice to fledgling entrepreneurs to lead them to believe that all good ideas are going to succeed. They’re not! NOVEMBER–DECEMBER 2012
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Johnson & Wales University Entrepreneurship Center recently partnered with the Met School, a very unique inner city high school in Providence, Rhode Island, that lays claim to the nation’s only free-standing entrepreneurship center located at a high school. Here, students live their dreams and launch their new business ventures in a supportive environment that brings education, mentors and support services under one roof. While not every student venture succeeds, the overall results are quite noteworthy. Jodie Woodruff, director of the center for entrepreneurship, says “creating business plans based on a student’s ideas, interest or skill has ignited the creativity and enthusiasm of students while strengthening financial literacy skills, along with life skills, through something most students identify with—making money.” Met School students currently run a soft drink company and a tee-shirt company and support each other in a variety of new ventures from a tasty Peruvian sauce to a fitness center called Boomer Fit that’s especially designed for the ever expanding baby boomer generation. Flavio, the Met School student entrepreneur with the Peruvian sauce, was recently introduced to Linda Kane, JWU’s community service chef, who is mentoring him on the process of getting his product through the food regulatory maze as well as introducing him to supply chain partners in the food packaging industry. Chef Kane has her own products in the marketplace (RI Red HOT Sauce and Cowboy Ketchup) and knows firsthand the challenges he faces. “The recipe is the easy part” she explained, “and just the beginning.” Last year, Johnson & Wales University awarded its first $20,000 four-year scholarship to a Met School entrepreneur who began her studies at the university in the fall. Additionally, the two entrepreneurship centers will be embarking on a mentoring program where students from JWU will be working with Met School students in a collaborative relationship to promote entrepreneurship and the launch of new student run ventures. At the Johnson & Wales University Entrepreneurship Center, students from all academic majors work within a supportive environment where they can try out their new ventures in the “Test Track” incubator. At JWU, students compete annually for seed money cash awards, incubator space, mentors and support services provided by both the university and the Small Business Development Center, which is located on campus. Not all new student ventures will be highly scalable or even succeed. Many will fail or never get out of the incubator stage. But those that do will, at a minimum, keep both the student founder and a small group of friends and family members actively engaged in gainful employment—a worthy goal for sure. It’s never too early to follow your dreams of starting and owning your own business. Learning that hard work, willingness to take risks, and that failures can be the best learning experience you can ever have is a good foundation not only for aspiring entrepreneurs but for young people in general. Working with student entrepreneurs over the past year has given me much greater hope for the future. Entrepreneurship is not dead; it’s just waking up after a long nap, energized and rearing to go.
? QUICK QUESTIONS What is the “agreed upon” definition of entrepreneurship? Why is it better to think like an entrepreneur when you’re younger? List three different ways you can obtain the skills necessary to become an entrepreneur. 18
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JOIN THE DECA SOCIAL MEDIA CORRESPONDENT TEAM DECA’s Social Media Correspondent Program is an invitation for you to join DECA Direct’s conversation and an opportunity to be part of our global community. We know that the DECA universe is full of interesting people doing fascinating things. This is our opportunity to hear from you—in your voice—and your opportunity to share your awesome ideas with the DECA world.
Get more details and join today at www.deca.org/page/socialmedia.
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Social media allows us to maintain the connections we make in person as well as make them stronger through the sharing of information and resources. There are so many amazing ways to utilize social media within DECA including informing large numbers of people, getting them involved with upcoming events, sharing tips and tricks and posting pictures of chapter activities.
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INTRODUCING
THE LATEST INNOVATION IN STRENGTHENING DECA Welcome to the all-new DECA Direct Online, a digital platform for DECA members and advisors that brings all of DECA’s content into one place—24/7. Access all of the latest information including DECA news, chapter resources, college and career advice, college highlights, competition information and profiles of DECA members and chapters. Join the conversation by commenting on posts using your Facebook account and sharing great ideas with your social media network.
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DECA GOES TO CHINA
This summer, eight DECA members and two advisors had the opportunity of a lifetime—to visit China for a 10-day learning rendezvous that immersed them into Chinese culture and blended education, adventure and DECA. Partnering with People to People Ambassador Programs, DECA members observed traditional businesses like a silk factory, learned from experts on international business and emerging technology, hiked along the majestic Great Wall of China, interacted with DECA members and so much more. Here’s just a peek at their experience—shared in their own words—as they traveled through China.
COCA-COLA: A GLOBAL BRAND BY CHRISTINE O’NEIL Globalizing your business is one way of staying competitive in today’s economy. As we started our journey through China with the People to People program, we began to see, first-hand, why China is a growing superpower in today’s economy. Our first stop was the Coca-Cola Manufacturing Plant in Shanghai. With a small staff of only 1,000 people, this plant is a proven success in the production of Coca-Cola products. This particular plant has 16 production lines, each producing 200 to 600 bottles every minute. Allowing technology to take a pivotal role, products are screened to ensure perfection with little human interaction. The staff is simply there to monitor the machines. We have advanced leaps and bounds from the first assembly line designed by our own Henry Ford.
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REDISCOVERING THE SILK ROAD BY VICTORIA CAÑA After immersing myself in the Chinese climate, I looked forward to venturing to another secret spot in Shanghai. Our bus took us to a local silk factory where the entrepreneurial spirit has been alive for centuries. As soon as we entered the factory, an employee began to explain the delicate process of spinning silk. It all starts with a small silkworm and mulberry leaves. Over a 24-day period, a silkworm grows into a silk cocoon. At this stage factory workers carefully remove 70 percent of the silkworms while maintaining 30 percent for reproduction of more silkworms. The end result is beautiful thin white strands of silk that are delicately pulled from the shell of the cocoon and woven into the many products we purchase in the marketplace. After witnessing the production side of silk manufacturing, we were led into the product showroom where we could see the final result of these efforts. From silk scarves to ties to pajamas in every color and pattern, it was amazing to see how a process that has such ancient origins is still thriving in today’s global market. After this experience, I now look at silk and see more than just a fabric. I see the dedication, sacrifice and care that goes into each creation.
COMMUNICATION AS AN ART FORM BY JORDAN ROBINSON As we continued our journey through China, we further immersed ourselves in traditional Chinese culture and art. In a day centered on history and the arts, we found ourselves visiting the tranquil Yipu Garden in Suzhou where we were given a private lesson in Chinese calligraphy. While some may view it as merely an alternative means of communication, Chinese calligraphy, when done in the traditional form, can easily be described as an art. Every stroke is meaningful and deliberate. We were guided through the basics of forming several characters in Chinese calligraphy, and then we were given different characters to form on our own. Unlike English writing, in which each letter is only a piece of the whole word, the individual characters in Chinese calligraphy each represent a specific word. During our lesson, we learned how to write and recognize the modern and traditional characters for “dragon,” “love,” “rain” and several other words. NOVEMBER–DECEMBER 2012
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MORE THAN JUST A MEAL BY BRETT ISREAL Cuisine played a huge role in the overall enjoyment of our international experience. From Shanghai to Beijing, we were treated to some of the best culinary creations the Far East has to offer. During breakfast, lunch and dinner, our palates played host to dishes that blend exotic flavors with familiar classics. Our taste buds were thoroughly tantalized, and more importantly, our horizons were broadened. We witnessed (and tasted) first-hand how companies like McDonald’s and Pizza Hut have been able to expand into the Chinese market, a priceless lesson in effective globalization. Our local guides worked to create an experience that allowed us to sample local cuisine and fully submerse ourselves in Chinese culture. China is a culinary dream for those wishing to try something new. The succulent Peking duck and mouth-watering noodles became new favorites for many delegates. While the more adventuresome of our group enjoyed the ancient Chinese delicacy of boiled chicken feet and the gelatinous rhombus known in Chinese as “sticky rice,” there were always American classics available for those with a more conservative appetite. There were French fries available at every meal, including breakfast! Our culinary expedition culminated with the opportunity to study for a day at a vocational school. Founded in 1980, the special academy has prepared countless Chinese students for the world of hospitality. The second we walked through the aging doors, we were greeted by an array of welcoming scents which signaled that we were in for a tasty lesson. We began hands-on learning led by a traditional Chinese tea teacher. We watched while the members of the academy eloquently prepared our hot beverages. Learning the background of four different types of tea, we now know the importance of the beverage in Chinese culture. After the sampling, we moved downstairs to prepare traditional Chinese dim sum. Creating the dumplings got a little messy, but the finished product definitely passed the taste test.
IT SHOULDN’T WORK ... BUT IT DOES. BY EMILY SOCHA Cars, bikes, mopeds, rickshaws and buses. It shouldn’t work, but it does. Are you curious as to what I mean by that? In China, we had the pleasure of experiencing many different forms of transportation. We traveled by boat through the beautiful water town of Wuzhen. We traveled on the Mag-Lev high-speed bullet train from Souzhou to Beijing at speeds upwards of 200 miles per hour. We also had the pleasure of taking rickshaw rides through the old town of Huton, built right next to the Forbidden City. These forms of transportation truly helped us see and explore China in many unique ways. However, automobile transportation was one of the most exciting ways we got around town. Yellow lines in the center of the road generally mean “do not cross,” right? And have you ever heard of “right of way?” Well in China, we learned very quickly that those yellow lines are merely a suggestion to drivers and that “right of way” belongs to whichever bus, car or bicycle can get there first. It may seem dangerous, but we didn’t see any accidents while we were there. The drivers are experienced, and they will get you where you need to go—no matter what. 24
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BEIJING ADVENTURES BY SAMANTHA BIFULCO You can’t search for a path to happiness; you simply have to create one filled with it. The life you live is fulfilled through the choices and memories you decide to make. As our journey in China continued in Beijing, it was one amazing laugh after another, one amazing experience after another and one exquisite view after another. People to People provided us with an incredible tour guide, Andy, a current resident of Beijing who had been with us since day one! He was with us through it all, teaching us, preparing us for everything and making us feel comfortable and open to new scenarios. We developed a real connection with him; and quite the hilarious one I might add. Our adventures in China got us lost in the VIP section at the Beijing Stadium that held the 2008 Olympics. We dined at only the best places. Our skin jumped from the cool vibrations of drums at the Drum Tower near the Forbidden City. We also had an adrenaline rush after climbing what seemed to be endless stairs to get up to the tower. We even attempted to bargain with local vendors. Adventuring through the unknown has never been so educational.
PING-PONG GOALS BY MORGAN THOMPSON Did you know that if you have a goal posted somewhere you can see it, you are ten times more likely to achieve it? When we visited a Ping-Pong school in Suzho, we saw this strategy being implemented. As we walked into the building, we saw a huge Olympic and Chinese flag that took up the entire wall. A few minutes later we watched kids who attend the Ping-Pong academy. We were absolutely blown away by their skill, agility and domination with the Ping-Pong paddle. Our tour guide, Andy, told us that nearly everyone in China plays Ping-Pong, but these kids were standouts. They attend the school and practice more than six hours a day in hopes to become professionals and one day represent their country on the Olympic team. We even got our turn to take on these young champions. Even though we weren’t too successful, we did learn a valuable lesson. Keep your goals in front of you, put in the work it takes to get there, and surround yourself with people who challenge you. I can only hope that one day I will see one of those kids on TV as I tune in for the Olympics and say, “Hey, I remember when I was in China and that kid beat me at Ping-Pong!” NOVEMBER–DECEMBER 2012
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OLYMPIC VENUE— WHERE DREAMS COME TRUE BY MORGAN THOMPSON The first stop after our high-speed bullet train ride to Beijing was the “Bird’s Nest,” where the 2008 Olympics were held. The structure could be seen from far away, but only as we approached it, did we realize how big it truly was. Security was pretty tight to get into the facility, but we had our guide, Andy. When you’re in Andy’s group you get VIP access! A common phrase heard at each security checkpoint was, “No one gets in here—unless you’re on Andy’s bus!” As we stepped out of the bus and into the stadium, we were awestruck. We were walking where hundreds of athletes achieved their dream of Olympic competition, and for some, Olympic gold. After exploring the field, we learned more about what the Olympics meant to Beijing and China. We even had the opportunity to dine at the exclusive restaurant that overlooks the track and field area. One could only imagine the celebrities and athletes who dined there as well. We now have a better appreciation for the time, teamwork and dedication it takes to build such an amazing venue.
DECA GOES TO CHINA IN 2013
Join DECA members for an incredible and unforgettable learning experience in China. Expand your cultural I.Q. and global business knowledge with DECA during this trip that combines adventure, culture, DECA and fun.
July 5–19, 2013 Learn more and apply today. decapeopletopeopletravels.com
A CLOISONNÉ CULTURE BY MAISA COOK On our final day of our China experience, we were treated to something that is still part of Chinese heritage and has been for over 1,000 years. Even the glue recipe they use is that old! Our delegation received a personal tour of the cloisonné crafting center located in the Beijing Industrial Art Factory. In the United States, we call this type of product “enamelware.” While some may consider the handcrafted goods common knickknacks, cloisonné represents the beauty of hard work. It displays the resourcefulness and skill of the women that spend pain-staking hours and days on each piece to make the craft come to life. From shaping copper into the shapes of traditional Chinese patterns including dragons, flowers and birds, to gluing the copper with a 1,000-year-old glue recipe, to applying enamel in a sand form by eye dropper in numerous layers, cloisonné crafting takes great patience. 26
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CONQUERING THE GREAT WALL OF CHINA BY VICTORIA CAÑA After seeing everything from the Forbidden City to the Summer Palace in Beijing, I didn’t think another attraction could impress me. Then we traveled to one of the Seven Wonders of the World: the Great Wall of China. This ancient monument is the ultimate in protective architectural structures. The wall appeared to stretch as far as the eye could see. The throngs of eager tourists flooded the parking lot just to have a chance to climb the wall. Each step was rigorous as the wall is a very steep climb to each of its towers. Each tower looks down at the wall as it connects and protects like the longest arms in the world reaching across China. As I peered out one of the many side holes in the tower walls, I had the urge to scream “I’m in China!” We were happy to know that it was an easy downhill climb on the way back. It was an amazing attraction, and I know we saved the best for last.
? QUICK QUESTIONS Why is it important to study business and culture beyond your own country? What is the most fascinating thing you learned about China? Why does it pique your interest? List three similarities and three differences between life in your country and life in China.
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NOVEMBER–DECEMBER 2012
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BUZZ
Send a photo and caption of your chapter activity to communications@deca.org.
WHAT’S YOUR CHAPTER BEEN UP TO?
Buchholz DECA (Gainesville, Fla.) organized its first annual DECA officer leadership conference (below). The “Dream Team,” comprised of upperclassman officers and the underclassman officers went on a onenight, two-day trip to plan the year and work together for the first time.
Francis Howell Central (Cottleville, Mo.) DECA members (right) “took Busch Stadium” during the annual sports marketing career day with the St. Louis Cardinals. Johnson & Wales University North Miami (Fla.) Collegiate DECA officers and members (right) swept the stage at the annual JWU student leadership awards ceremony. The chapter earned national student organization of the year and community service awards while outstanding members also received recognition.
The Cheyenne Mountain (Colo.) DECA chapter (left) partnered with iTopit, a local frozen yogurt shop, to sell over 15 different flavors of yogurt and dozens of toppings during lunch. The chapter sold 120 bowls of frozen yogurt in just two hours making a 100% profit.
Tewksbury (Mass.) DECA members (right) held a car wash fundraiser, but it was a tough day in the rain. They still made the best of it by washing and scrubbing cars.
Statement of Ownership, Management, and Circulation (1) Publication Title: DECA Direct. (2) Publication Number: 0566-200. (3) Filing Date: 9/28/2011. (4) Issue Frequency: 4 times/year: Sept./Oct., Nov./Dec., Jan./Feb., Mar./Apr. (5) Number of Issues Published Annually: 4. (6) Annual Subscription Price: $5.00. (7) Complete Mailing Address of Known Office of Publication (Not printer): DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. Contact Person: Ed Davis. Telephone: 703-860-5000. (8) Complete Mailing Address of Headquarters or General Business Office of Publisher: DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. (9) Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher: Dr. Edward Davis, DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. Editor: Christopher Young, DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. Managing Editor: Christopher Young, DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. (10) Owner: Full Name, Complete Mailing Address: DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. (11) Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None. (12) Tax Status (For completion by nonprofit organizations authorized to mail at nonprofit rates): The purpose, function, and nonprofit status of this organization and the exempt status for federal income tax purposes: Has Not Changed During Preceding 12 Months. (13) Publication Title: DECA Direct. (14) Issue Date for Circulation Data Below: September 1, 2012. (15) Extent and Nature of Circulation: Average No.
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