Case Competition Scoops Up a ‘Sweet’ Deal for Mary Wash Business Students

From left to right: Craig Schneibolk, UMW students Jenna Diehl and Brian Gaydos, and Andrew Blate '04 pose with the winning check at the end of last week's Case Competition for business students. Diehl and Gaydos won the competition, judged by Schneibolk and Blate, who sponsor it, along with two other UMW alumni. Photo by Suzanne Carr Rossi.

A University of Mary Washington capstone experience offered a sweet treat to business students this semester.

Teams from the 400-level Strategic Management course came together to analyze a business scenario involving a four-way merger that produced Canadian ice cream company Top Glaciers. They presented their findings - including proposals for how to increase profits - last week at the annual Endowed Live Case Competition. The Shark Tank-like event, held in Woodard Hall, features real business professionals as judges, real cash prizes for winners and scoops of real-world experience.

"An event like this simulates real-world scenarios and allows students to apply what they've learned in the classroom throughout their academic careers," said College of Business Dean Filiz Tabak. "It helps them develop practical skills such as presenting in front of experienced judges, problem-solving, critical thinking, leadership and team building. These are invaluable skills for career success in the business world."

Sprinkled on top, the winners - seniors Jenna Diehl and Brian Gaydos, who put forth a partnership and co-packaging plan - walked away with prize money of $3,500. Second place received $1,000; third place took $500.

"The winning team really knocked our socks off," said Andrew Blate '04, who sponsors the competition along with business partner Craig Schneibolk of the D.C.-area remodeling company Beautiful Home Services. "They gave a very well-thought-out presentation, in a professional and detailed manner, and answered our questions thoroughly."

Each year, UMW business professors select a scenario - last year's involved a California-based street-sweeping company - and ask students to research the case, identify potential problems, come up with possible solutions and share their findings via video. Top performers become finalists should they choose to compete in front of a panel of judges, with 15 minutes to deliver their projects and five minutes for questions and answers.

Tossing around terms like total asset turnover, profit margin and return on investment, they shared market analyses and ideas for continued success and expansion. Teams took unique approaches, choosing to double down on niche markets, form partnerships with dairy farmers, branch out to foreign markets and get creative with byproducts like fruit pulp and peels.

"Talent is being produced in front of us right now," said Blate, who started an endowed fund with Schneibolk to cover the annual award money - $5,000 in total. Joined by fellow judges Mary Washington alumni Linda Blakemore '84 and Lou Marmo '94, they peppered the contestants with questions in Shark Tank-style … but nicer.

"Who's your competition?"

"What about shipping costs?"

"Did you look into Japan's import laws?"

Blate sees the endeavor as a bit of tough love.

But, he said, "In my heart of hearts, I hope that one day I'll read in the Wall Street Journal that one of these teams has started the next big thing that does great things for people. The relationships and the seeds for that are planted here today."

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