Unleash Your Creativity with the FIDM Entrepreneur of Tomorrow Challenge

August 31, 2022

Submissions due by February 6, 2023

The Fashion Institute of Design & Merchandising (FIDM) Entrepreneur of Tomorrow Challenge provides an opportunity for DECA members to present an entrepreneurial proposal for a new product idea for a specific market segment.

Participants will pitch the new clothing, beauty, home, health, food or entertainment concept in a four-minute video presentation that will describe: the target market, the product offering with relevant benefits, the market potential with pricing and distribution plan, as well as a marketing launch strategy with collateral.


The top three teams will be recognized on DECA Direct Online and on stage during DECA’s International Career Development Conference in Atlanta, Georgia. The overall winning team will be awarded a travel stipend to attend ICDC.

Challenge Timeline

  • Challenge Begins: August 2022
  • Challenge Registration Deadline: February 6, 2023
  • Top 3 Teams Announced: March 7, 2023
  • Top 3 Teams Travel to ICDC: April 22-25, 2023*

*Eligibility to attend DECA’s ICDC is determined by the chartered association advisor based on their rules and regulations. Finalists should consult with their chartered association advisor for eligibility guidelines and gain approval from their chapter advisor to attend the conference.


Christy Rutherford is DECA's education manager. She enhances and manages an educational framework for DECA’s comprehensive learning program ensuring that all student programs are aligned to National Curriculum Standards. Christy also leads the advisor professional learning series and programs to support local chapter advisors.

Discussion Questions

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Classroom Connection

Career CLuster:


Instructional Area(s):


Performance Indicators:

Identify methods/techniques to generate a product idea
Generate product ideas
Explain the concept of market and market identification
Select a target market and develop a customer profile
Develop a marketing plan
“Sell” ideas to others