DECA Insight | Sept.-Oct. 2015

COMPETITIVE EVENTS

Learn the changes to DECA’s entrepreneurship competitive events.

CHAPTER RESOURCES

CURRICULUM & INSTRUCTION:

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Discover DECA’s EPIC Chapter Campaigns.

DECA’s entrepreneurship lineup is going lean.

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ONE EPIC YEAR IN DECA AWAITS The DECA experience is unique—it’s big, it’s bold, it’s unforgettable, it’s epic.

This is the year to go beyond the usual or ordinary. It’s the year to say, “I did it all.” It’s time to be epic. Here are some ways your chapter can #beDECAepic this year: EPIC NETWORKING – Get connected with DECA through our social media and decadirect.org. Sign up to be an official DECA social media correspondent.

EPIC CAMPAIGNS – Take your chapter on an epic adventure and earn recognition through DECA’s Chapter Campaigns.

EPIC CONFERENCES – Epic educational experiences await at DECA’s conferences this year. From Austin to Kansas City to New York City to Orlando to Nashville, the epic opportunities await!

EPIC CHALLENGES – Make the most epic videos in DECA’s video challenges, including the DECA Idea Challenge, Herff Jones Challenge and FIDM Challenge.

EPIC ENTERPRISES – Take your school-based enterprise to epic proportions. Start one. Apply for certification. Certify your members.

Consult the DECA Guide or www.deca.org/high-school-programs for a comprehensive listing of DECA programs.

DECA WELCOMES SARAH WILLIAMS

DECA welcomes Sarah Williams as the Assistant Director of the High School Division. Sarah brings a wealth of experience as a former DECA chapter advisor and chartered association advisor.

Her responsibilities include chapter recruitment, developing resources for chapters, managing DECA’s emerging leader series and recognition programs and leveraging the executive officer team to support the high school division goals. Contact Sarah at sarah_williams@deca.org or (703) 860-5000.

GET MORE WITH DECA DIRECT ONLINE MARK YOUR 2015-2016 CALENDAR Plan your EPIC year with the calendar of important dates and deadlines! http://bit.ly/deca20152016 KEEPING YOUR CHAPTER’S SOCIAL MEDIA PAGES FRESH Download a content calendar template, presentation and social media guide. http://bit.ly/keepsocialfresh TOP 3 TIPS FOR PLANNING YOUR PROGRAM OF LEADERSHIP Drive success in your chapter this year by putting together an EPIC Program of Leadership. http://bit.ly/epicpol SBE ADVISORY COUNCIL HOLDS ANNUAL MEETING Learn key updates and initiatives that support your school-based enterprise. http://bit.ly/decasbe15 BUSINESS OPERATIONS RESEARCH TOPIC Access online resources to help with this year’s research topic. http://bit.ly/2016researchtopic NEW SAMPLE COMPETITIVE EVENTS VIDEOS Use these new videos to introduce DECA’s competitive events to your members. http://bit.ly/decasamplecevideos

■ WWW.DECADIRECT.ORG

EPIC

CAMPAIGNS

CELEBRATE DECA MONTH IN

NOVEMBER

www.deca.org/high-school-programs/high-school-chapter-campaigns

MEMBERSHIP

Guide your membership efforts by meeting these goals.

MORE STUDENTS THAN LAST YEAR

ALUMNI

DEADLINE 12.1.15

PROFESSIONALS

Earn ACHIEVEMENT LEVEL by meeting the requirements in any ONE of the categories (students, alumni and professionals) of the Membership Campaign and receive a pennant and certificate.

Earn THRIVE LEVEL by meeting the requirements in any TWO of the categories of the Membership Campaign and receive a pennant, plaque, flag and three allocations to attend the THRIVE ACADEMY at ICDC!

GLOBAL ENTREPRENEURSHIP WEEK Activities must occur during November 16-23, 2015.

Submit DECA Idea Challenge entries at www.deca.org/ideachallenge.

IDEA CHALLENGE ENTRIES

SUCCESS STORIES OF ALUMNI ENTREPRENEURS

SCHOOL/COMMUNITY OUTREACH ACTIVITIES

PROMOTIONAL

Conduct these activities from the beginning of your school year through DECA Month.

SCHOOL OUTREACH ACTIVITIES

SUCCESS STORIES OF ALUMNI

COMMUNITY OUTREACH ACTIVITIES

COMMUNITY SERVICE

Conduct a community service activity from the beginning of your school year through DECA Month.

Earn ACHIEVEMENT LEVEL by meeting the requirements in any ONE of the three DECA Month Chapter Campaigns (Global Entrepreneurship Week Campaign, Promotional Campaign, and Community Service Campaign) and receive a pennant and certificate.

Earn THRIVE LEVEL by meeting the requirements in any TWO of the three DECA Month Chapter Campaigns (Global Entrepreneurship Week Campaign, Promotional Campaign, and Community Service Campaign) and receive a pennant, plaque, flag and three allocations to attend the THRIVE ACADEMY at ICDC!

DEADLINE 12.1.15 OR MORE COMMUNITY SERVICE ACTIVITIES

OR MORE PARTICIPATION OF YOUR DECA MEMBERS

ADVOCACY

Advocate during Career and Technical Education Month in February.

SCHOOL OUTREACH ACTIVITIES

PUBLIC POLICY MAKERS OUTREACH

FORM OF PUBLICITY OR PROMOTION

DEADLINE 3.1.16 Meet the requirements in the Advocacy Campaign during February and receive a pennant, special plaque from DECA’s Congressional Advisory Board and a letter of recognition sent to your school administrator and government officials.

COMMUNITY OUTREACH ACTIVITIES

GOES LEAN IN ENTREPRENEURSHIP Entrepreneurship is driving the global economy.

DECA is pleased to introduce a series of improvements to its entrepreneurship competitive events that will make the student experience more authentic and more connected to both postsecondary education and industry.

NEW FOR THE 2015–2016 SCHOOL YEAR BUSINESS MANAGEMENT AND ENTREPRENEURSHIP EVENTS

ENI

ENTREPRENEURSHIP INNOVATION PLAN

ENPI

ENTREPRENEURSHIP PARTICIPATING

Creating an Independent Business

ENTREPRENEURSHIP EVENTS

EIP

INNOVATION PLAN will have new guidelines that follow a portion of the lean business model.

ESB

START-UP BUSINESS PLAN will have new guidelines that follow the lean business model.

ENW

EIB

IBP

IBP

ENTREPRENEURSHIP WRITTEN

INTERNATIONAL BUSINESS PLAN

ENGB

ENTREPRENEURSHIP Growing Your Business

ENPF

ENTREPRENEURSHIP PARTICIPATING

Franchising Business

INDEPENDENT BUSINESS PLAN will have new guidelines that follow the lean business model and require significant financial projections.

INTERNATIONAL BUSINESS PLAN will follow the lean business model with a section to discuss the country where the business is to be conducted.

EBG

BUSINESS GROWTH PLAN will have modifications to the guidelines.

EFB

FRANCHISE BUSINESS PLAN will have new guidelines that follow the Small Business Administration’s business plan model.

These changes are a result of recommendations from DECA’s Competitive Events Taskforce comprised of chapter advisors, association advisors, representatives from the Kauffman Foundation and International Franchise Association Educational Institute and postsecondary instructors. The DECA Inc. Board of Directors approved the recommendations.

LEAN BUSINESS MODEL CANVAS

More and more entrepreneurs are framing their business models using a “canvas paper. Once the key components have been identified, the details of the busines canvas has nine (9) sections or components. Below are brief explanations of the

LEAN MODEL CANVAS

PROBLEM

List the top three problems your product/service is addressing.

COMPANY NAME

SOLUTION

What are the top three features of your product/service?

KEY METRICS

What are the key activities that must be measured?

COST STRUCTURE

What are the customer acquisition costs, distribution costs, human resources costs and additional costs?

PRODUCT

UNIQUE VALUE PROPOSITIO

What is the single, clear, compelling message that states why your

s� as a way to present the key components of a business model on one piece of ss plan and model can be filled in using more detail. The lean business model components.

DATE: ITERATION:

ON

r product/service is different and worth buying?

COMPETITIVE ADVANTAGE CUSTOMER SEGMENTS What about your product/service means that it cannot be easily copied or bought?

CHANNELS

What are the pathways to customers?

REVENUE STREAMS

What are the revenue model, the life time values, the revenue and the gross margin?

MARKET

Who are the target customers?

DECA’S ENTREPRENEURSHIP EVENTS AND THE LEAN BUSINESS MODEL

EXECUTIVE SUMMARY One-to three-page summary of the business model

X

1 page

X

1 page

X

1-3 pages

ANALYSIS OF THE INTERNATIONAL BUSINESS SITUATION A. Economic, political and legal analysis of the trading country B. Trade area and cultural analysis

International Business Plan (IBP)

Independent Business Plan (EIB)

Start-up Business Plan (ESB)

Innovation Plan (EIP)

One key benefit of the Lean Business Model Canvas and DECA’s new entrepreneurship guidelines is that each event utilizes components of the canvas, allowing the teacher to use only one model for these events and allowing students to continue to expand on their plans through multiple competitive events.

The chart below clearly shows which components of the lean business model canvas are used in each of DECA’s Entrepreneurship Events.

RESOURCES

X

1-3 pages

X

PROBLEM List the top three problems your product/service is addressing.

X

X

X

X

CUSTOMER SEGMENTS Who are the target customers?

X

X

X

X

UNIQUE VALUE PROPOSITION What is the single, clear, compelling message that states why your product/service is different and worth buying?

X

X

X

X

SOLUTION What are the top three features of your product/service?

X

X

X

X

X

X

X

CHANNELS What are the pathways to customers?

There are many, many videos, books, podcasts, online courses, seminars, etc. related to the lean business model canvas. Below is a list of suggested resources to begin learning more about this topic.

REVENUE STREAMS A. What is the revenue model?

B. What are the life time values?

C. What is the revenue?

D. What is the gross margin?

X

X

X

COST STRUCTURE A. What are the customer acquisition costs?

B. What are the distribution costs?

C. What are the human resources costs?

D. Additional costs?

X

X

X

BOOKS

Running Lean: Iterate from Plan A to a Plan That Works (Lean Series)

By Ash Maurya Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers

By Alexander Osterwalder and Yves Pigneur Value Proposition Design: How to Create Products and Services Customers Want (Strategyzer)

By Alexander Osterwalder and Yves Pigneur The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses

By Eric Ries

ONLINE COURSES

Lean Canvas Course http://bit.ly/leanmodelcourse How to Build a Startup http://bit.ly/howtobuildastartup

DETAILED FINANCIALS A. Projected income statements by month for the first year’s operation (sales, expenses, profit/loss) B. Projected cash flow for the first year C. Projected cash flow by month for the first year’s operation D. Projected balance sheet, end of first year E. Projected three-year plan F. A brief narrative description of the planned growth of the proposed business, including financial resources and needs G. Proposed plan to meet capital needs

X

X

KEY METRICS What are the key activities that must be measured?

X

X

X

COMPETITIVE ADVANTAGE What about your product/service means that it cannot be easily copied or bought?

X

X

X

VIDEOS

Capture Your Business Model in 20 Minutes - Lean Canvas http://bit.ly/leanmodelcanvas The Lean Canvas Business Model Creating The Killer Business Plan http://bit.ly/leancanvasmodel Lean Startup Summary http://bit.ly/leanstartupsummary

WEBSITES

CONCLUSION Specific request for financing, summary of key points supporting the financial request

X

X

X

X

Leanstack http://leanstack.com

BIBLIOGRAPHY

X

X

X

X

APPENDIX An appendix is optional. Include in the appendix any exhibits appropriate to the written entry but not important enough to include in the body; these might include sample questionnaires used, letters sent and received, general background data, minutes of meetings, etc.

Business Model Canvas vs. Lean Canvas http://bit.ly/comparecanvas

X

X

X

X

NOTES

DECA’s Franchise Business Plan (EFB) does not follow the lean business methodology and terminology. It utilizes the Small Business Administration (SBA) business model and terminology.

DECA’s Business Growth Plan (EBG) does not follow the lean business methodology and terminology. It utilizes a unique outline focused on assessing how an existing business can grow and expand.

Lean Canvas Process and Examples http://bit.ly/leanprocess Social Lean Canvas http://socialleancanvas.com Lean Launch Lab https://www.leanlaunchlab.com

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by DECA Inc. Sept./Oct. Nov./Dec. Jan./Feb. April/May

THIS EDITION

Sept./Oct. 2015 No. 21 Copyright ©2015 by DECA Inc.

PUBLISHER

Paul A. Wardinski

EDITOR

Christopher Young

EDITORIAL COMMITTEE Janelle Scudder Shane Thomas Michelle Walker

CORRESPONDENCE

DECA Insight 1908 Association Drive Reston, VA 20191-1594 (703) 860-5000 www.deca.org communications@deca.org