DECA Direct | January-February 2018 by DECA Inc.

JANUARY-FEBRUARY 2018

DECA DIRECT

WILL YOUR CHAPTER ACCEPT DECA’S ADVOCACY CAMPAIGN CHALLENGE?

3 SURPRISING FACTS ABOUT THE HOSPITALITY INDUSTRY

WRITTEN EVENT COMPETITION TIPS

THE BEST CAREER FOR DECA MEMBERS WHO LOVE FOOD

EFFECTIVE FUNDRAISING PLANNING WITH THE DIAMOND FUNDRAISING MODEL

NEW YEAR, NEW YOU, NO LIMITS

TABLE OF CONTENTS EDITORIAL

Publisher Mary Peres Managing Editor Janelle Arrighi Editorial Committee Jeff Collins, Sarah Williams, Christopher Young Advertising Cindy Allen, Nick Edwards Design Shawna Hession, Frank Peterson

DECA EXECUTIVE OFFICERS President Jaron May North Atlantic Region Vice President Mason Smith Central Region Vice President Leah Hoffman Southern Region Vice President Marjorie Sproul Western Region Vice President Hayley Haas

COLLEGIATE EXECUTIVE OFFICERS President Jake Jardine Vice President Paul Averhart Vice President Joe Esposito Vice President Darcie Hill Vice President Joshua Koshy

3 HOW WILL YOU MAKE SURE YOU’RE IN D.C. THIS APRIL

President Mary Peres President-Elect Jacklyn Schiller Secretary Ginger Hill Treasurer Olga Plagianakos Members Curtis Haley, Pam O’Brien, Ed Trang, Dave Wait National Advisory Board Chair Mike Sins Ex-Officio Members Richard Faulkner, Frank Peterson

EDITORIAL CORRESPONDENCE DECA Direct Magazine 1908 Association Drive Reston, Virginia 20191-1594 communications@deca.org

DECA Direct (ISSN 1080-0476) is published four times each year—September/ October, November/December, January/ February and March/April. Copyright ©2018 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 6, Number 3. Postmaster—Send form 3579 for change of address to: DECA Direct, 1908 Association Drive, Reston, Virginia 20191-1594.

HOW THESE TWO ENTREPRENEURS WENT FROM A LAST PLACE DECA PROJECT TO PITCHING THEIR BUSINESS ON SHARK TANK

CHAPTER BUZZ

CLASSROOM CONNECTION

JANUARY-FEBRUARY | 2018

BOARD OF DIRECTORS

This issue of DECA Direct includes instructional content focused on the following performance indicators from National Curriculum Standards: •

Set personal goals.

•

Describe the nature of the hospitality and tourism industry.

•

Explain career opportunities in hospitality and tourism.

•

Describe current issues and trends in the hospitality and tourism industry.

•

Explain the nature of corporate branding.

•

Describe the nature of entrepreneurship.

NEW YEAR, NEW YOU, NO LIMITS HIGH SCHOOL DIVISION PRESIDENT

@DECA_Jaron

JAN FEB 9

Virtual Business Challenge Round 2 begins

School-based Enterprise certification documentation due

Student scholarship applications due Virtual Business Challenge Round 2 ends

DECA Idea Challenge global winners announced Outstanding New DECA Chapter Advisor Award recipients due Outstanding DECA Chapter Advisor Award recipients due

DECA Emerging Leader Honor Award applications deadline

31-Feb. 4

Sports and Entertainment Marketing Conference Orlando, FL

FIDM Challenge submission due

Piper Jaffray Taking Stock with Teens Spring Survey begins

Welcome to 2018! Every January brings New Year’s resolutions, like working out more, getting better grades or making new friends. Well, this year I have some different objectives for you - #DECAResolutions! Here are some goals that each and every DECA member should set during this new year. COMPETE If you want to compete at the 2018 International Career Development Conference (ICDC), don’t limit yourself by not studying or not practicing for competition. Put in those extra hours of hard work and dedication, and you might just end up making it on stage with a huge glass trophy in your hands. You can do anything you put your mind to, so make some extra time to help yourself achieve your #DECAICDC goals this year. LEAD If you want to become a chapter, association or executive officer, don’t limit yourself to thinking you cannot hold a leadership position due to lack of skills or inexperience. If you work your hardest and put your mind to it, you can be any type of officer you want. Use the time before elections to volunteer for committees, meet new members and help your advisor anyway you can. Remember, New Year, no limits. EXCEL If you want to make a difference in your life, in your community or in your chapter, remember that the smallest gestures can make the largest impact. Start with reasonable goals and then continue to make the world around you even better. Do not limit your drive by not going after your goals wholeheartedly. Instead, dive into them and see how your actions can affect others. Every new year is a special opportunity to leave the negatives in the past and look forward to a brighter future. You have a clean slate to achieve anything you want! I want to see what #Limitless goals you are setting for yourself in 2018. Use the hashtag #DECAResolutions and post your DECA goals for the remaining DECA year on Twitter, Instagram and Facebook.

JANUARY-FEBRUARY | 2018

JARON MAY

HOW WILL YOU MAKE SURE YOU’RE IN D.C. THIS APRIL COLLEGIATE DECA PRESIDENT

@JakeJardineDECA

JAN 19

Student scholarship applications due

DECA Idea Challenge Global winners announced

FEB 1

Intent to Run for Executive Office Form due

Stock Market Game Round 2 begins

Collegiate DECA membership submission and dues deadline for International CDC event competitors

Membership Campaign Goal-membership increase submitted

As the academic year nears half-way, our minds begin to shift from chapter and association competitions to the 2018 Collegiate DECA International Career Development Conference (ICDC). So my question to you is: How will you make sure you’re in Washington, D.C., this April? There is a lot to do in D.C., from exploring the monuments to finding local restaurants. With everything there is to do, it’s important to remember the reason you’re in D.C. - to represent your chapter internationally and to compete. So what’s the best way to prepare? The first thing to do in preparation for ICDC is simple - stay involved with the day-to-day operations of your chapter. Is your chapter throwing a social? Attend it; it’s a great way to meet other DECA members. Does your chapter have practice case competitions? Treat them like the grand stage in D.C., and give it your all! Whether it’s getting to know your chapter or attending local events, active involvement is a great way to prepare for and get excited for D.C. I also recommend taking practice tests and looking at sample case studies at deca.org. Find a friend in DECA to judge you, and treat the practice session like a real competition. This way, you can shake off some dust, get used to the case study format and refine your casetaking strategy. Additionally, don’t feel restricted to practicing only within your category. Similar categories in your cluster can act as excellent practice material. It doesn’t hurt to also start reading the news daily. When competing against many other people, you need to find a way to stand out. If you can relate real-life occurrences to your case study, it will make your case appear more real, and the judge is more likely to remember you. Last but not least, as #CDECAICDC is getting closer, it’s time to start planning your trip! I know my list of places to visit is slowly growing, but what about yours? Grab a friend, sit down over coffee and start exploring areas around the hotel. Talk to your chapter leadership and propose the idea of a chapter dinner as well. Ideas like this help to make D.C. memorable for you and your chapter.

JANUARY-FEBRUARY | 2018

JAKE JARDINE

I hope to see you in April, and good luck with your local competitions and preparation for #CDECAICDC! For more information about the 2018 Collegiate DECA ICDC, go to deca.org. 5

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WILL YOUR CHAPTER ACCEPT

APPLETON EAST DECA

DECA'S ADVOCACY CAMPAIGN ? E G N E L L A H C

February is Career and Technical Education (CTE) Month, a time to celebrate and recognize all that Career and Technical Student Organizations (CTSOs), like DECA, do for us. We have all heard the amazing DECA stories from advisors, members and even celebrities, but did you know you can use your own personal story to help DECA and other CTSOs this February? On behalf of DECA, I challenge you and all your chapter to complete this year's Advocacy Campaign. As a DECA member, you are often ambassadors for this organization, but this month let's take that one step further!

THREE SCHOOL OUTREACH ACTIVITIES

Promoting DECA within your school and school district is important to gaining members, as well as letting students and staff know what we are all about. Encourage your school’s CTSOs to wear their shirts on a certain day during the month. Also, reach out to your administration or school board and let them know the amazing things DECA has done for you.

THREE PUBLIC POLICY MAKERS OUTREACH ACTIVITIES

Policy makers have a huge impact on CTE funding. Often times, they are not in the classroom and do not know how much these organizations and classes affect students. Take the time to write letters and visit your local, state and even national policy makers. There are several policy makers that have already backed DECA and are apart of DECA’s Congressional Advisory Board. You can find the members of the board at http://bit.ly/decacab.

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THREE COMMUNITY OUTREACH ACTIVITIES

Much of DECA’s support comes from local communities, city leaders, business owners and parents who have seen firsthand the impact DECA has with the students in your area. During February, make sure you are reaching out to these groups to let them know what DECA is doing right in their hometown. You should also write thank you letters to businesses that have helped your chapter, and speak to prospective business partners about DECA. Completing these three steps in the month of February is sure to help progress DECA in your school, community and internationally. Thank you for making DECA amazing and sharing the inspirational stories you have from DECA. Make sure to post all your CTE activities this month using #CTEMonth and don’t forget the submission deadline for DECA’s Advocacy Campaign is March 1, 2018.

JANUARY-FEBRUARY | 2018

Complete these three items and you will leave a #Limitless impact on your community and DECA as a whole:

MARJORIE SPROUL

Southern Region Vice President @decavpmarjorie

The hospitality industry is one of the largest in the world. In 2016 alone, the hospitality industry grossed $199.3 billion. There is an entire world within this industry, which means there must be many hidden secrets and surprising facts to uncover! So here are three surprising facts that you may not have known about the hospitality industry:

THE HOSPITALITY INDUSTRY IS NOT THE “HOTEL INDUSTRY”

There is a common misconception that the hospitality industry only encompasses hotels and travel. However, that is not the case. Hotels and travel are only parts of the many fields that the industry embodies including event planning, restaurant management, sales, business management, the culinary arts and more. So, if you’re considering a major in hospitality, you’re opening yourself up to a whole world of career opportunities!

THE INDUSTRY IS A 24/7 JOB

Working in the hospitality industry requires some sort of human interaction, usually available 24 hours a day and seven days a week. Whether it’s answering calls, taking orders and scheduling appointments, someone has to be on the other side of that front desk at all times. In hotels, restaurants and resorts, people are scheduled throughout the day and overnight to ensure everyone is receiving the assistance they need. While these long hours may seem daunting, it’s all part of the exceptional customer service most industry leaders strive to maintain.

SOCIAL MEDIA IS KEY TO CUSTOMER ENGAGEMENT

You read that right! Reportedly 78% of hospitality organizations are now using social media to improve their customer engagement. This is extremely exciting considering the hospitality industry is known for face-to-face interaction when it comes to satisfying the customers. For example, Hyatt has a 24/7 concierge service available through its Twitter

account @HyattConcierge, where customers can tweet to Hyatt to receive help with reservations, travel issues and more. In this day and age, it seems technology continues to prevail even in the hospitality industry. The hospitality industry is so large that these three surprising facts don’t even begin to scratch the surface of all the opportunities it has for DECA members! It’s not just about the hotels, travel and tourism; there is an entire world within the hospitality industry. Some of the world’s top hospitality industry leaders are part of DECA’s National Advisory Board and are ready to help you discover your career path within their field. Go to deca.org/partners to meet and connect with these partners today.

JANUARY-FEBRUARY | 2018

If you’ve ever traveled, stayed at a hotel or taken a vacation at a beautiful resort, you’ve experienced bits and pieces of the hospitality industry.

PAUL AVERHART Collegiate Vice President @cdecavppaul

WRITTEN EVENT COMPETITION TIPS As the competition season heats up, take the opportunity to review the written event that you’ve worked so hard on. Make sure it’s the absolute best it can be before it reaches the judge and it’s your turn to deliver a knockout presentation! Even though the nature of competition relies on how subjective the judge’s opinion is, you can make sure that you present your best work. Here are three key considerations: 1. CONTENT IS

KING Now that you’ve written your entry, go back and make sure it does the job. The executive summary should be dynamic. It should concisely and effectively highlight the main points of your written entry all while including a call to action. Why? Because it’s the first thing that your judge will read. If you’re in the entrepreneurship events, for example, your ultimate ask would likely be for funding. Or, if you’re in a chapter team event, your goal is to demonstrate the impact of your project management through a compelling story.

However, a strong executive summary doesn’t mean the rest of your entry isn’t important. In fact, the entire entry shows your research, strategy and plan to achieve your purpose. 12

You will want to make sure that all of the items from the outline on the written entry evaluation form are included in your written entry, because your judge will award points based on those. Seven Tips for an Effective Executive Summary 1.

Start with a bang.

Identify the problem, solution and opportunity.

Focus on what makes you stand out.

Sell don’t just tell.

Include data and finances.

Use graphics and formatting as appropriate.

Imagine this is the only thing someone would read.

Action Item: Give your entry to a trusted advisor (alumni, a teacher other than your DECA advisor or community member) who would be reading about your written entry for the first time. Ask them to read it and make notes about items they may not understand or need more information on.

2. CHECK YOUR WRITTEN ENTRY TO

AVOID PENALTY POINTS Penalty points can cause you to lose your chance for advancement quickly! Many times, they can easily be avoided. Some of the most common reasons for penalty points include: •

Not using the current year’s event guidelines.

•

All participants or advisor not signing the Statement of Assurances.

•

Leaving out sections in the body of the written entry.

•

Having too many pages. Double check the number of pages allowed in your written entry.

Action Item: Give your entry to a trusted advisor or peer to review against the Written Entry Checklist from the DECA Guide.

3. ENHANCE AND REFINE YOUR

PRESENTATION You have a limited amount of time to give your presentation, so make sure you highlight the most important aspects of your entry, while also using it as a persuasive tool. You want the judge to think that you have the best entry. Use the oral presentation evaluation form as a blueprint for your presentation, because the judge will be awarding your points by using it. Don’t just repeat passages from your written entry. Take a look at your visual aids and make sure that they support your presentation. Do they add value to your presentation? Are your visual aids easy to use? Do you have a plan B in the event your visual aid becomes inoperable? And of course, rehearse, rehearse, rehearse so you feel confident in the information you are presenting. Action Item: Find a small audience to deliver your presentation to. Give them the oral presentation evaluation form and ask them to rate your performance. This is a great opportunity to see what questions or feedback they may have while obtaining the confidence to present to a judge.

DO YOU LOVE FOOD? Do you love creating amazing experiences for your friends and family? Do you love taking care of people? Then a career in the hospitality industry might just be the perfect calling for you! Now, we know what you might be thinking. Working at a front desk and swiping room keys doesn’t sound too glamorous, right? Well how does coordinating a $100,000 wedding sound? Or executing events for celebrities, top industry executives and athletes? Now you’re interested! The truth is, the hospitality industry has a wide array of careers focused in event planning, catering, operations management and more that are perfect for DECA members with a keen eye for detail and an ability to go the extra mile for a satisfied customer. Talib McDowell is currently the Assistant General Manager at the Renaissance Tampa International Hotel in Tampa, Fla., but has held several interesting positions within Marriott International, Inc. during his career. Talib shared with DECA his top tips how to advance

your career within a global hospitality brand such as Marriott and shared his favorite stories of the most elaborate and creative events he had a hand in executing. Talib first became interested in hospitality during high school, but was mostly focused in the culinary field. He decided to attend Johnson & Wales University, a DECA National Advisory Board partner, where he says he obtained what he called a “realistic view of the hospitality industry.” “JWU has professors who are retired industry professionals, so you’re learning from someone who was a manager, a regional vice president, a director of sales and marketing, and they’re able to share with you their reallife experiences and what you should expect.”

After graduation, Talib started his career as a server with Marriott, and then moved onto various roles including Senior Banquet Manager and Director of Banquets, which gave Talib the opportunity to learn many different disciplines. Talib said that the experience he gained through these positions at Marriott helped him propel his career forward, especially those banquet leadership positions. “I was literally given the key to a $5-10 million-dollar operation as a first-time manager, and had to oversee all kinds of corporate events. I learned how to motivate a team, how to hire the right people, and how to follow up and follow through because accountability is a huge factor. If someone is paying $100,000 for a wedding, those doors better open up in 15 minutes for the bride.”

During his time as Director of Banquets at the Ritz Carlton in Atlanta, Ga., Talib said his number one focus was service. “Your life is hospitality and making people happy,” he shared. When he transitioned to Director of Event Operations at the largest hotel in Georgia, the Atlanta Marriott Marquis, he said his focus suddenly shifted to volume. While now overseeing a staff of 150 individuals, it was Talib’s job to set the strategic vision for what the customer experiences. [The Ritz Carlton taught me] what it meant to create a vision and what the minimum expectation should be, and at the Marquis I was able to hone in on my vision on a larger scale, and then hold my directors accountable for executing the vision that I created,” Talib explained. “[Being at the Marquis] was a great learning experience because it gave me the opportunity to lead at such a high level, to be in charge of some of the most amazing meetings, conventions, functions and weddings that Atlanta had to offer, and extremely rewarding because I had the opportunity to really showcase my vision and talent by having a few hundred thousand dollars to spend on really cool props and equipment. You’re able to hone in on what your style is, your strategic partnerships in the community, the visitor’s bureau and the mayor’s office, and once you have all that in line, you’re really able to push the needle and change the game.” While at the Marquis, Talib was part of a very exciting project for Marriott called Meetings Imagined, which is a website solely dedicated to helping event and meeting planners create incredible experiences with Marriott.

At meetingsimagined.com, you’ll find inspiration galleries, tips from experts, planning tools and idea boards to help you create an unforgettable event, and Talib was one of the Marriott directors who had a hand in rolling out this innovative event creation and management tool. When it comes to Talib’s strategy behind creating a successful event, his first step is to always understand the purpose of the meeting. “Why is everyone getting together?” Talib asked. “Once you identify the underlying purpose, then you can truly start to tailor the programming and the experience to make something special.” “For example, when you’re planning a wedding, the couple always comes in with a theme. Let’s say the theme is blue – well why is it blue? Is it the bride’s favorite color? What makes it so special? Is it because it’s the color of the ocean and that’s where the couple went on a vacation? Knowing these details is so important because now I know I need to find textures and colors that remind the couple of this amazing vacation and place, not just blue.” Talib shared another one of his favorite events, which was a meeting for a group of high level executives in Charlotte, N.C. “The purpose of the meeting was to re-energize the group and dial into initiatives for 2018, but the group also wanted to experience the NASCAR Hall of Fame (located in Charlotte), so I really wanted to pull the strategy of the event in the hotel through the NASCAR theme,” Talib shared. “NASCAR drivers are athletes, and these executives were like corporate athletes, so why can’t they be treated like drivers too? Why can’t the meeting be in the form of a stadium, where they’re actually coming to perform?”

By partnering with the audio visual company, PSAV, Talib was able to bring the vision of NASCAR into the meeting. “We brought in specialty backdrops, we staged the meeting space to look like a stadium and we even created meal breaks that were “pit stop” themed, and in the end, the meeting was a huge success,” Talib said. If this sounds like your dream job – you’re in luck! The hospitality industry is constantly growing and hiring new talent like DECA members. If you’re already interested in the hospitality industry, Talib suggests that you get some experience as soon as possible. “Work in the environment you aspire to lead one day, because you’ll quickly understand and figure out what you love and what you don’t love,” he advised. “Get your foot in the door at an early age so when you graduate, you’ll truly be ready to take on the responsibility of managing and leading others.” And for those members who haven’t ever considered hospitality before, Talib is here to change your mind! Hospitality is such an amazing field because you can do and work in any discipline in business that’s out there,” he said. “You can do accounting or finance, you can be a chef, you can be at the front desk or in event management – you can do a million different jobs under one umbrella. The sky’s the limit and a world of opportunity is open, as long as you’re willing to go after it.”

Talib McDowell

JANUARY-FEBRUARY | 2018

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As part of DECA’s Elevate Series, The DECA Diamond Fundraising Model is the formula for an effective chapter fundraising plan. Having a plan is important because it defines direction, changes the shift from “reactive” fundraising to “proactive” fundraising and encourages involvement by the entire chapter. The Diamond Fundraising Model includes four areas that make up the fundraising mix: local advocacy, partnerships, personal selling, and events and activities. We’ve got some tips for each area to help your chapter find fundraising diversity and success!

EVENTS + ACTIVITIES

Fashion shows, concessions stands and car washes are all great event/activity based fundraisers. 1. MAKE A PLAN. Events and activities involve a lot of support, workers and hopefully, customers. Plan ahead to allow time for your chapter leaders to promote the event/activity and to make sure your customers have your event on their calendars! 2. WORK TOGETHER AS A TEAM. Even the best event will be exhausting. Build a team around the event to support your chapter. If your chapter uses DECA’s mission-based officer structure, a committee under the Vice President of Leadership will provide chapter members an opportunity to grow in their own leadership and provide the needed support for your event to be successful. 3. GET EDUCATED ON WHAT YOUR MARKET WANTS. Survey your customer base to see what they want in an activity before you begin planning.

JANUARY-FEBRUARY | 2018

ust like businesses have financial growth plans, DECA chapters need to create financial plans that support forecasted expenses, identify possible revenue sources and diversify access to financial resources.

LOCAL ADVOCACY

Staying engaged with your local public policy makers is vital to the continued support of your program. Be sure to keep in touch with your principal, CTE Director, school board members and others who influence policy and support for your school system. These groups are pivotal when it comes to funding decisions and potential grants. 1. PROMOTE THE CONTRIBUTIONS YOUR DECA CHAPTER MAKES TO THE COMMUNITY. Highlight how awesome your chapter is! Be creative in sharing how your DECA members are both community oriented and professionally responsible. 2. COMMUNICATE CONSISTENT, POSITIVE AND TIMELY DECA-BRANDED MESSAGES. Utilize DECA Direct articles to showcase how DECA is impacting communities across the organization. Be consistent in publicizing the impact your local chapter is having in your community. 3. SEND THANK YOU LETTERS AND PICTURES TO POLICY MAKERS. Many public policy makers are on social media. Find your local policy makers, school board members, principal, etc. and tag them in photos of your chapter’s activities, thanking them for their continued support of your DECA program.

PARTNERSHIPS

Partnering with local businesses, foundations and colleges can offer tremendous support to your chapter throughout the year. 1. DEMONSTRATE CREDIBILITY. Develop a strong presentation that highlights your chapter activities, how you impact your community and successes in competition and other DECA programs. 2. UNDERSTAND THE NEEDS OF YOUR TARGET PARTNERS. Create personalized presentations, answering the question, how will the business benefit from partnering with you? 3. IDENTIFY YOUR NETWORK AND MAKE THE INVITATION. Identify potential partners in your community that connect to one of DECA’s key areas – marketing, finance, hospitality, management and entrepreneurship.

PERSONAL SELLING

Personal selling is one of the foundational concepts of marketing. Put your creativity to the test with unique and exciting personal selling activities. 1. PUT A CREATIVE TWIST ON AN “OLD-SCHOOL” FAVORITE. Re-imagine the way things ‘have always been done’. Your School-based Enterprise could be the outlet for all ticket sales (sporting events, prom, etc.) sold during school hours. 2. CHECK THE CALENDAR AND ENSURE SCHOOL APPROVAL. Gain the support of your school’s administration by planning ahead and asking if you can help meet a need they have for the school. 3. CONSIDER YOUR COMPETITION AND BE UNIQUE. Let’s face it, most sports, organizations and clubs in your school fundraise. Create a unique opportunity for your chapter. Research a niche market and develop a plan to meet that need before anyone else! A fundraising plan that incorporates all four areas ensures diversity and creativity in the way funds and resources are raised for the chapter.

FUNDRAISING FACTORS

It is always a good idea to think through how all factors come into play when planning a fundraiser. Some areas to consider are: 1. NUMBER OF MEMBERS REQUIRED 2. DEGREE OF DIFFICULTY 3. START-UP CAPITAL NEEDED 4. TIME 5. FUN FACTOR 6. PAYOFF POTENTIAL Check out deca.org/elevate for more Diamond Fundraising resources and guides.

JANUARY-FEBRUARY | 2018

ave you and your DECA partner ever daydreamed about taking your entrepreneurship competitive event project and turning it into a real business, with real potential to make millions of dollars and land you a coveted spot on the hit ABC show, Shark Tank? Well thatâ&#x20AC;&#x2122;s exactly what happened to Aaron Dalley and Brighton Jonesâ&#x20AC;Śsort of.

Aaron and Brighton’s journey began in Orem, Utah, where they both attended Mountain View High School and eventually joined their school’s DECA chapter. While they both claim to have had an entrepreneurial spirit within themselves since the beginning, they did admit that it was their DECA experience that truly opened their eyes to this career path.

I think the entrepreneurial spirit was always there,” Aaron said, “but having that spirit and knowing what to do with it are two different things, and that’s one of the things that DECA helped shape and form.” “DECA played a huge part in my life and shaped what I wanted to do,” Brighton also shared. “I’ve always been entrepreneurially-driven and started my first business when I was five, but what I noticed is that DECA gave me a formal approach to entrepreneurship and what it means to want to go into business for yourself. Both Aaron and Brighton also give much of their entrepreneurial credit to their chapter advisor, Karsten Walker. “[Karsten] nurtured that entrepreneurial spirit in us…he brought in guest speakers and exposed us to DECA competitions and events, and he really helped light a fire under me personally,” Aaron explained. And while their entrepreneurial spirit was burning bright, their DECA competitive event accolades were not. The two laughed as they recalled that when they traveled to Los Angeles for their Shark Tank filming, they realized the last time they had been to the L.A. area together was when they competed in DECA’s International Career Development Conference in the early 2000’s and placed last in their event – but more on that later. After graduation, Brighton began pursuing a college degree while also running a successful business on his own. Aaron took some time to embark on a religious mission, and when he 24

returned, he enrolled in college while also working as graphic designer. While catching up over lunch one day, Brighton shared a story of how he almost lost a finger in a rock climbing accident when his wedding ring got caught during a fall. Aaron shared that he too had his own wedding ring woes, and had already lost multiple rings. The two realized that they couldn’t be the only ones looking for an alternative to a traditional wedding ring. And so Enso Rings was born. “After that meeting we realized that we had identified a need in the marketplace,” Aaron said. “We realized we needed to get into this and test the market, so we got scrappy and used the resources we had. We put up a website and started exploring materials and designs for our rings, and started a Kickstarter campaign. That’s when things really took off.” Thanks to Kickstarter, the guys reached 122% of their initial fundraising goal. That funding helped springboard Enso and allowed the duo to expand their product catalogue. They already had a strong product in their silicone rings for men, but thanks to this extra funding, they were also able to dive into a stackable collection of silicone rings for females, as well as their Elements Collection, which is a collection of silicone rings that still had the desired “elements” of the traditional metal wedding band. In January of 2016, Enso Rings was doing $13,000 in business a month. However, very quickly the team saw their sales jump to $13,000 a day, and that’s when Aaron and Brighton realized that this was something to get serious about. We both had full-time gigs [when Enso Rings was started] and [Enso] was a side project,” Aaron explained. “Time was a big obstacle…giving [Enso] the time and attention it deserved was a tricky balance until it became obvious that this needed our full-time attention. Until that point, we were trying to maintain family life, full-time jobs and launch this business on the side.” Aaron and Brighton point out that this is an important lesson for aspiring entrepreneurship, especially DECA members, to realize. “You don’t have to

risk it all [to be successful],” they shared. “We didn’t give up our full-time jobs until we realized it was totally necessary.” Manufacturing was another hurdle the team realized they would have to overcome too. “It’s fun looking back at [the manufacturing process] now, but it’s an uphill battle when you’re the pioneer in a new category and there isn’t a playbook to copy.” Brighton explained. “That’s really been the greatest challenge – coming up with a ring that the marketplace can adopt that not only looks cool, but is functional too.” Despite the obstacles Aaron and Brighton have faced in figuring out how to make Enso work, the rewards far outweigh the challenges, and not just the monetary ones either.

We would have never been able to anticipate the life changing experiences we created just by making this piece of jewelry,” Aaron shared. “We have over 10,000 reviews on our site, some from people saying they would have lost or injured a finger if it hadn’t been for their Enso ring. It’s a privilege to be a part of that.” Brighton shared that they were also surprised at how universal their rings have become in application. “We had a certain segment in mind when we started out, focusing on those with active lifestyles, but very quickly we started seeing the universal applications and the potential really started to sink in.” Enso is now seeing its customers range from firefighters and plumbers, to those with metal allergies, arthritis and even pregnant woman. Their stackable collection also touched on a fashion aspect, with the options to select different colors to represent family members or creating matching bands with your best friends. Despite their growing success and popularity, Brighton knew that Enso was destined for more. This drove his

After receiving so many no’s, Brighton finally connected with a senior producer who got it. His secret weapon – sales. “They might be saying no, but once you talk about the amount of sales you’re moving through your warehouse, you get them to listen,” Brighton said. Although they couldn’t share everything about their Shark Tank experience, they did say that a cool aspect of the show was how well it maintains the authenticity of being a reality TV show.

You don’t meet any [of the sharks] before, and they don’t know anything about you. The first time you meet them is when those doors swing open, and you have no idea how they’ll respond to your pitch.” Brighton shared. “It’s one of those surreal moments – because I’ve watched the show so many times – and halfway through our taping I sort of realized, ‘Whoa, I’m on Shark Tank.’”

Obviously the exposure on Shark Tank opened doors for this duo, but they admitted that one of the nice things was they were already doing pretty good business before their TV debut. “It was sort of like pouring gasoline on the fire,” Aaron explained. “We had a successful business model and the [Shark Tank] deal just helped accelerate our timeline, and open doors to potential partners, wholesalers and retailers.” Looking back over their careers, both Brighton and Aaron have discovered some true advice they believe can help current DECA members dreaming of their own entrepreneurial success. “Don’t be afraid to dream big,” Brighton said. “When it’s something that’s important to you, don’t be afraid to give it everything you’ve got.” Brighton also advised aspiring entrepreneurs to, “Start with your relationship with customers. No one can take away your relationship with your customers.” Aaron’s advice followed a different, more personal path. “Learn as much as you can from other people, but at the end of the day you have to know yourself and be yourself. Don’t try and replicate what others have done. Take the learning opportunities and nuggets of wisdom, but at the end of the day you have to be yourself and follow your own path.” Looking back, perhaps Aaron and Brighton’s failure at ICDC was

foreshadowing the success they would have years later in the same city. This notion truly captures the philosophy that the duo applies to their own lives, as well as their business. “Keep casting nets, because you never know what the tide will bring in tomorrow,” Aaron said. “We both tried many different ventures before. Enso was just the right time, right place. The concept was long overdue and the people needed it.” “We always think, ‘What if we didn’t do this one?’” Brighton shared. “What if we didn’t make this a priority…we wouldn’t be here a year and a half later.” It’s certainly clear from Brighton and Aaron’s story that all the failures, obstacles and no’s in life are there for a reason. You never know where your journey will take you, or how the people in your life now will reappear. The true entrepreneurs are the ones with the ability to always believe in the unknown and the courage to say yes when opportunity presents itself. It just goes to show that you never know how one unsuccessful DECA project could get you all the way to Shark Tank one day. AARON DALLEY (left) BRIGHTON JONES (right) @EnsoRings @EnsoRings ensorings.com

JANUARY-FEBRUARY | 2018

determination to get their business on the popular TV show, Shark Tank. After having auditioned for Shark Tank before and getting turned away, Brighton stayed persistent by reaching out to producers and sending in more videos.

CHAPTER BUZZ

▲ COGINCHAUG DECA | CONNECTICUT

Coginchaug DECA members raised over $1,000 for the JDRF One Walk held in Hartford, Conn., on October 22, 2017.

▼LYMAN DECA | FLORIDA

Lyman DECA officers and Florida DECA Vice President Logan Mills posed together at Light Up Lyman, an event where members shared their DECA experiences, skills and knowledge with 8th graders.

▲ BRISTOL-PLYMOUTH REGIONAL TECHNICAL DECA | MASSACHUSETTS Bristol-Plymouth DECA has a great time attending the University of Massachusetts-Dartmouth DECA Day!

▲ ALMA DECA | ARKANSAS

Alma DECA members collected and donated over 550 socks to the Next Step Homeless Shelter, located in Ft. Smith, Ark. 26

▲ OWATONNA DECA | MINNESOTA

Owatonna DECA members cleaned up their neighborhoods during a fall leaf raking event to help senior residents get ready for winter.

◀ FRANKFORT DECA | INDIANA Frankfort DECA members not only gained leadership skills and new experiences at the 2017 Indiana DECA Fall Leadership Conference, but also got a chance to cheer on the Indiana Pacers!

▲ LAKEVIEW CENTENNIAL DECA | TEXAS

Lakeview Centennial DECA posed in front of the American Airlines Center (AAC) before the Texas DECA and Dallas Mavericks Working in Sports Day. Members had a behind-thescenes tour of the AAC, heard from guest speakers and watched the Dallas Mavericks vs. Brooklyn Nets game.

◀ SANDY CREEK DECA GEORGIA

Members of Sandy Creek DECA were elated to receive the 2017-2018 Georgia DECA Statesman Award.

◀ SCOTTSDALE COMMUNITY COLLEGE COLLEGIATE DECA | ARIZONA

Scottsdale Community College Collegiate DECA members represented their chapter at the Phoenix Walk to End Alzheimer’s.

CHAPTER BUZZ

▲ TEXAS DECA | TEXAS

Texas DECA officers enjoyed sightseeing Philadelphia at the 2017 Ultimate DECA Power Trip! They got to see incredible sights such as Independence Hall and the Liberty Bell.

▲ ALLEN COUNTY CAREER & TECHNICAL CENTER DECA | KENTUCKY

Allen County Career & Technical Center DECA recently hosted the Runnin’ for Raylee 5K Color Run to benefit Norton Children’s Hospital and the Ronald McDonald House. Members were able to gain event planning and management skills while also giving back to their community.

▲ BARRY GOLDWATER DECA | ARIZONA

Barry Goldwater DECA members had an amazing time in downtown Phoenix during the 2017 Arizona DECA Fall Leadership Conference.

▲ NORTH FORSYTH DECA | GEORGIA

North Forsyth DECA members were all smiles at the 2017 Georgia DECA Fall Leadership Conference.

▲ CAPITAL HIGH DECA | IDAHO 28

Capital High DECA members hosted a Make-A-Wish child during their school’s homecoming assembly last fall.

▲ SECKMAN DECA | MISSOURI

Seckman DECA members had a full day of learning how to become entrepreneurs at TrepStart, held at Saint Louis University.

Study in New York

Apply now for DECA Participant Scholarships “Growing up in Arkansas, I was so excited to win a DECA Scholarship to Berkeley College in New York! DECA is a great organization that exposed us to the fundamentals of business. Berkeley takes it to the next level with great relationships with many corporations and networking opportunities that can be a great career advantage.” Rebecca Aguilera Marketing Communications Former DECA State President - Arkansas

Apply Today: • Download and complete the DECA Participation Scholarship Application (BerkeleyCollege.edu/LP/DECA). • Scholarships are renewable yearly based on GPA and consecutive full-time enrollment.* For more information, call 800-446-5400 ext. GDF or email info@BerkeleyCollege.edu

Find us @BerkeleyCollege • #BerkeleyCollege

Programs offered in New York, New Jersey, and Online Schedule an in-person visit, or arrange an online virtual tour with an Admissions Associate Berkeley College reserves the right to add, discontinue, or modify its programs and policies at any time. Modifications subsequent to the original publication of this document may not be reflected here. For the most up-to-date information, please visit BerkeleyCollege.edu. For more information about Berkeley College graduation rates, the median debt of students who completed programs, and other important disclosures, please visit BerkeleyCollege.edu/disclosures. *Award amounts applied after all other federal and state grants and scholarships are calculated, and will not exceed the remaining cost of tuition and fees. Cost of books and supplies not included.