CHAPTER RESOURCES Discover DECA’s EPIC Chapter Campaigns.

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CURRICULUM & INSTRUCTION: DECA’s entrepreneurship lineup is going lean.

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COMPETITIVE EVENTSLearn the changes to DECA’s entrepreneurship competitive events.

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MARK YOUR 2015-2016 CALENDARPlan your EPIC year with the calendar of important dates and deadlines!http://bit.ly/deca20152016

KEEPING YOUR CHAPTER’S SOCIAL MEDIA PAGES FRESHDownload a content calendar template, presentation and social media guide. http://bit.ly/keepsocialfresh

TOP 3 TIPS FOR PLANNING YOUR PROGRAM OF LEADERSHIPDrive success in your chapter this year by putting together an EPIC Program of Leadership.http://bit.ly/epicpol

SBE ADVISORY COUNCIL HOLDS ANNUAL MEETINGLearn 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 VIDEOSUse these new videos to introduce DECA’s competitive events to your members.http://bit.ly/decasamplecevideos

GET MORE WITH DECA DIRECT ONLINEONE EPIC YEAR IN

DECA AWAITSThe 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.

■ WWW.DECADIRECT.ORG

DECA WELCOMES SARAH WILLIAMSDECA 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.

www.deca.org/high-school-programs/high-school-chapter-campaignsEarn 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!

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.

CELEBRATE DECA MONTH IN

NOVEMBER

Activities must occur during November 16-23, 2015. Submit DECA Idea Challenge entries at www.deca.org/ideachallenge.

MEMBERSHIP

EPIC CAMPAIGNS

MORE STUDENTS THAN LAST YEAR

ALUMNI PROFESSIONALS

DEADLINE 12.1.15

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!

IDEA CHALLENGE ENTRIES

SUCCESS STORIES OF ALUMNI ENTREPRENEURS

SCHOOL/COMMUNITY OUTREACH ACTIVITIES

GLOBAL ENTREPRENEURSHIP WEEK

Guide your membership efforts by meeting these goals.

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

SCHOOLOUTREACH ACTIVITIES

SUCCESS STORIESOF ALUMNI

COMMUNITYOUTREACH ACTIVITIES

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

OR MORE COMMUNITYSERVICE ACTIVITIES

OR MORE PARTICIPATION OF YOUR DECA MEMBERS

FORM OF PUBLICITYOR PROMOTION

DEADLINE 12.1.15

Advocate during Career and Technical Education Month in February.ADVOCACY

SCHOOLOUTREACH ACTIVITIES

PUBLIC POLICY MAKERS OUTREACH

COMMUNITYOUTREACH ACTIVITIES

DEADLINE 3.1.16

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.

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.

GOES LEAN IN ENTREPRENEURSHIP

NEW FOR THE 2015–2016 SCHOOL YEAR

ENIENTREPRENEURSHIP

INNOVATION PLAN

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

ENPIENTREPRENEURSHIP

PARTICIPATINGCreating an Independent Business

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

ENPFENTREPRENEURSHIP

PARTICIPATINGFranchising Business

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

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

ENWENTREPRENEURSHIP

WRITTEN

ENGBENTREPRENEURSHIP

Growing Your Business

EBGBUSINESS GROWTH PLAN will have modifications to the guidelines.

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

IBPINTERNATIONAL BUSINESS PLAN

BUSINESS MANAGEMENT AND ENTREPRENEURSHIP EVENTS

ENTREPRENEURSHIPEVENTS

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

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

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

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

CUSTOMER SEGMENTSWho are the target customers?

KEY METRICSWhat are the key activities that must be measured?

CHANNELSWhat are the pathways to customers?

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

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

LEAN BUSINESS MODEL CANVASMore and more entrepreneurs are framing their business models using a “canvas” as a way to present the key components of a business model on one piece of paper. Once the key components have been identified, the details of the business plan and model can be filled in using more detail. The lean business model canvas has nine (9) sections or components. Below are brief explanations of the components.

LEAN MODEL CANVAS COMPANY NAME DATE:ITERATION:

PRODUCT

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

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

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

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

CUSTOMER SEGMENTSWho are the target customers?

KEY METRICSWhat are the key activities that must be measured?

CHANNELSWhat are the pathways to customers?

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

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

LEAN BUSINESS MODEL CANVASMore and more entrepreneurs are framing their business models using a “canvas” as a way to present the key components of a business model on one piece of paper. Once the key components have been identified, the details of the business plan and model can be filled in using more detail. The lean business model canvas has nine (9) sections or components. Below are brief explanations of the components.

LEAN MODEL CANVAS COMPANY NAME DATE:ITERATION:

MARKET

DECA’S ENTREPRENEURSHIP EVENTS AND THE LEAN BUSINESS MODELOne 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.

Inno

vati

on

Pla

n (E

IP)

Star

t-up

Bus

ines

s P

lan

(ESB

)

Ind

epen

den

t

Bus

ines

s P

lan

(EIB

)

Inte

rnat

iona

l B

usin

ess

Pla

n (I

BP

)

EXECUTIVE SUMMARYOne-to three-page summary of the business model

X1 page

X1 page

X1-3 pages

X1-3 pages

ANALYSIS OF THE INTERNATIONAL BUSINESS SITUATIONA. Economic, political and legal analysis of the trading countryB. Trade area and cultural analysis

X

PROBLEMList the top three problems your product/service is addressing. X X X X

CUSTOMER SEGMENTSWho are the target customers? X X X X

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

X X X X

SOLUTIONWhat are the top three features of your product/service? X X X X

CHANNELSWhat are the pathways to customers? X X X

REVENUE STREAMSA. 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 STRUCTUREA. 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

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

X X

KEY METRICSWhat are the key activities that must be measured? X X X

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

X X X

CONCLUSIONSpecific request for financing, summary of key points supporting the financial request

X X X X

BIBLIOGRAPHY X X X X

APPENDIXAn 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.

X X X X

RESOURCESThere 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.

BOOKSRunning 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 ChallengersBy 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 BusinessesBy Eric Ries

ONLINE COURSESLean Canvas Coursehttp://bit.ly/leanmodelcourse

How to Build a Startuphttp://bit.ly/howtobuildastartup

VIDEOSCapture Your Business Model in 20 Minutes - Lean Canvashttp://bit.ly/leanmodelcanvas

The Lean Canvas Business Model Creating The Killer Business Planhttp://bit.ly/leancanvasmodel

Lean Startup Summaryhttp://bit.ly/leanstartupsummary

WEBSITESLeanstackhttp://leanstack.com

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

Lean Canvas Process and Exampleshttp://bit.ly/leanprocess

Social Lean Canvashttp://socialleancanvas.com

Lean Launch Labhttps://www.leanlaunchlab.com

NOTESDECA’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.

SHOPONLINE

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JOIN US AT THE 2016

DECA AMPEDJUNE 21-24, 2016 | DENVER, CO Johnson & Wales University Denver Campus

deca.org/amped

CORRESPONDENCEDECA Insight1908 Association DriveReston, VA 20191-1594(703) 860-5000www.deca.orgcommunications@deca.org

THIS EDITIONSept./Oct. 2015 No. 21Copyright ©2015 by DECA Inc.

Published four times each year by DECA Inc.

Sept./Oct. Nov./Dec. Jan./Feb. April/May

PUBLISHERPaul A. Wardinski

EDITORChristopher Young

EDITORIAL COMMITTEEJanelle ScudderShane ThomasMichelle Walker