Project Overview

DECA’s “Entrepreneurship–Starting a Business” event involves one to three students developing a proposal to start a business, then presenting the proposal to a potential investor or financial institution representative (judge).

In collaboration with Kelsie McManus (ME, ’24)

As co-founder of Pair Inc., I led the development of a nano-tracking wireless earbud designed to compete in a market dominated by Apple’s AirPods. I conducted extensive market research, built a compelling brand identity, and drove financial and product strategy to balance technological feasibility with consumer demand.

By spearheading cross-functional collaboration, we created a cost-effective prototype and a marketing plan that emphasized customization and differentiation. These efforts positioned our venture as a standout competitor, earning 2nd place at Michigan DECA and advancing to ICDC 2022, where our innovation and pitch attracted investor interest.

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Key Skills

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Role & Responsibilities

As co-founder and lead on the project, I was responsible for conducting extensive market research to understand the landscape of our industry, analyzing consumer trends and preferences to inform our approach. This foundational work allowed me to develop a compelling brand identity that resonated with our target audience, ensuring that our messaging aligned with their values and needs while overseeing the financial planning aspects of the business plan to secure necessary funding for the venture.

I led the product development phase with a focus on innovation, collaborating closely with engineers who brought their technical expertise to the table as we created a prototype of the nano-tracking device, which was designed to integrate seamlessly into popular earbud designs without compromising functionality or user experience.

In addition, I conducted a thorough competitive analysis to identify key differentiators for our product, uncovering unique selling points that would set us apart in a crowded marketplace. I worked diligently on developing a comprehensive market strategy aimed at effectively reaching our demographic through targeted advertising, partnerships, and social media campaigns, ensuring a strong introduction of our product into the market.

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Challenges

The main challenge in developing Pair Inc. was balancing technological feasibility with consumer demand, a task that proved to be more complex than anticipated.

Nano-tracking technology was still in its early stages, yielding both excitement and uncertainty about its potential applications. Finding a cost-effective way to integrate this cutting-edge technology into wireless earbuds without compromising the overall design and affordability was particularly challenging, as we aimed to avoid eroding our profit margins while still delivering an innovative product.

Another significant challenge was differentiating our product in a market that was heavily dominated by well-established competitors like Apple’s AirPods, whose brand recognition and loyalty made it daunting for newcomers. We needed to ensure our product stood out not just for its superior functionality but also for its sleek design that captured consumer interest and its customizable features that allowed users to express their individuality.

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Actions Taken

To address these challenges, we collaborated to develop a digital prototype of the nano-tracking device that was cost-effective, customizable, and compact, allowing for effortless integration without compromising performance or appearance.

We also created a comprehensive marketing strategy that focused on the product’s extensive customization options, which were tailored to appeal to a wide range of consumers who desired a more personalized listening experience, thus enhancing user satisfaction.

In addition, we worked closely with financial planners to create a detailed financial projection, meticulously analyzing costs and potential revenue streams to ensure the product’s affordability while maintaining profitability and positioning it competitively in a rapidly evolving market. This collaborative effort not only aimed to maximize our product’s reach but also to ensure that we could sustainably support further innovation and expansion in the future.

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Results

As a result of these efforts, we successfully developed a working prototype and a comprehensive business plan for Pair Inc. that positioned the company as a unique player in the wireless earbud market. Our innovative product not only featured a customizable design—allowing users to select colors, fit, and additional functionalities—but also incorporated cutting-edge tracking technology that monitored fitness levels, elevation, and provided personalized feedback. These key differentiators set it apart from competitors and captured the interest of potential investors (DECA Judges).

Furthermore, our team conducted extensive market research, identifying emerging trends and consumer preferences that shaped our approach, ensuring we met the demands of today’s tech-savvy audiophiles. This strategic foresight enabled us to compete in DECA’s Entrepreneurship competition, where we proudly finished 2nd place in Michigan, showcasing our concept’s viability and appeal, ultimately advancing us to the International Career Development Conference in Baltimore, where we further refined our pitch and were awarded as Second Place Finalists for ICDC 2022.

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