CTF Detailed Challenge Guide

Challenge Title Dragons Den

Inquiry
Questions

Grade

What does it take to successfully market a good or

service?
To what extent should consumerism affect quality of life?

Total
Duration

9
20
60
Minutes
Each

All CTF learning outcomes must be addressed within your Detailed Challenge Guide

Challenge
Description

Students will think about what possible career opportunities interest them in
the future and open a theoretical business based on their interests. Students
will be given the opportunity to show whether or not they could successfully
sell a product or service that is of interest to them. Students will be
responsible for developing products, establishing a first location, and
promoting their product or service. Students will then pitch their business
venture to a group of investors (dragons) who will provide feedback on the
students ability to be successful in their business, and provide tips for
improvement. These investors will be members of the community who have
been successful in business themselves, and understand what it takes to be
able to market to consumers.
People generally aspire to make a living doing what they love to do. There
exists a wide spread belief that if you are making a living doing what you love,
then you will never work a day in your life. The world is changing, and in these
times, it is important to be prepared to create jobs that may not yet exist. The
economy is largely based on the exchange of currency for goods and services
that people need or desire. The goods and services that people need and
desire change over time. Think about companies that have been successful
and why they have been successful. What do you consume, and why do you
consume it? Think about the food that you eat, the soft drinks you drink, or
the clothes that you wear. Somewhere along the line, somebody decided that
if they could produce things that they believe looked good, tasted good, or
had a real world function that we needed, they could make money.

Scenario

A group of investors (dragons) is looking to assist you in building a business

selling a product or service that you have an interest in and feel is important
for people to consume. You will be given a preset amount of money to start
your business and begin to market your products. The set amount of money
should be enough to help you begin to design your product, apply a service,
and start small in the business world, however expansion is also important.
The investors want to help you build your business by financing your business
venture, but they need to know that if they invest in your company, they will
see a fair return, and hopefully a profit following their investment.
Your job is to develop a business venture which will allow you to sell a product
or service of your choosing. Creating the business it the first part. You will need
to develop your products, services, location, prices, and so on in order to have
a base to begin to make a profit. From there, you will need to develop a
promotion that will convince people to buy your product or service. At this
point you will need to pitch your business and promotion ideas to the panel of
investors that will be brought in on the last two days of the challenge. These
investors will not actually be giving you any money, but will provide feedback
on your business, and ultimately decide whether or not they would have
invested. The goal here is to give you the opportunity to look at the process of
starting a business venture that can be successful and hopefully provide
insight for how to do it in the near future, or after high school.

Occupational
Areas

BUSINESS
Computing Science

2014 Alberta Education, Alberta, Canada

Financial Management Management & Marketing

Information Processing Networking
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CTF Detailed Challenge Guide

(Select at least two Enterprise & Innovation
COMMUNICATION
to explore)
Communication
Technology
HUMAN SERVICES
Community Care Services
Cosmetology
Esthetics
RESOURCES
Agriculture
Environmental
Stewardship

Design Studies

Fashion Studies

Foods
Health Care Services
Human & Social
Services

Legal Studies
Recreation Leadership
Tourism

Forestry
Primary Resources

Wildlife

Fabrication

Mechanics

TECHNOLOGY
Construction
Electro-Technologies

How the
Occupational Areas
Relate to the
Challenge

Logistics

Business:
This challenge is most closely associated with the occupational area of
business as a large part of what students will be doing is developing the skills
that they need to be successful in marketing, financial management, and
innovation. Students will need to apply skills involved in each of those areas in
order to be successful in pursuing a business venture.
Communication:
Communication is large part of being successful in business. Students will be
tasked with promoting the product or service marketed through their business
and will need to apply elements of design and communication technology in
order to create and engaging promotion.

Skills Related to
the Occupational
Areas

Business:
Organization and management of a project and innovation.
Plan, organize, and control the finances of a developed business.
Model the process of motivating consumers to invest in a product or
service.
Communication
Model the creative process in any given area of design in order to make
a promotion, product or skill within a business appealing.

Safety and/or
Environmental
Concerns

Digital citizenship is big here, as students will market using the internet.
Confidentiality will also be important, students must be kept safe from outside
forces from the school.

Facility Type

Classroom, computer labs, shop classroom, art classroom

Equipment and/or
Consumables

Largely student choice as promotions can be made in a variety of ways

Computer labs or portable laptops/tablets

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CTF Detailed Challenge Guide

Lectern
Judges table

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CTF Detailed Challenge Guide

Interdisciplinary
Learning
Opportunities

SUBJECTS
ELA
Fine Arts
French Language
Arts
French Second
Language

Health and Life Skills

Mathematics
Outdoor Education
Physical Education

Religious Education
Sciences
Social Studies

Interdisciplinary Learning Outcomes: Identify possible learning outcomes from other

subjects.
Social Studies:
9.2.4 Compare and contrast the principles and practices of market and mixed economies
by exploring and reflecting upon the following questions and issues:
What is the role of the consumer in market and mixed economies? (ER)
9.2.5 Assess, critically, the relationship between consumerism and quality of life in
Canada and the United States by exploring and reflecting upon the following questions
and issues:
How does marketing impact consumerism? (ER)
English Language Arts
GLO 3: Students will listen, speak, read, write, view and represent to manage ideas and
information
GLO 4: Students will listen, speak, read, write, view and represent to enhance the clarity
and artistry of communication

Cross-curricular Competencies:
Know how to learn: to gain knowledge, understanding or skills through experience,

study, and interaction with others

Think critically: conceptualize, apply, analyze, synthesize, and evaluate to construct
knowledge
Identify and solve complex problems
Manage information: access, interpret, evaluate, and use information effectively,
efficiently, and ethically
Innovate: create, generate, and apply new ideas or concepts
Create opportunities through play, imagination, reflection, negotiation, and
competition, with an entrepreneurial spirit
Apply multiple literacies: reading, writing, mathematics, technology, languages, media,
and personal finance
Demonstrate good communication skills and the ability to work cooperatively with others
Demonstrate global and cultural understanding, considering the economy and
sustainable development
Identify and apply career and life skills through personal growth and well-being

Literacy and Numeracy Learning Opportunities: Identify how the challenge supports
literacy and numeracy skills in order to construct and communicate meaning.
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CTF Detailed Challenge Guide

Draft Literacy and Numeracy Benchmarks (see Appendix F)

Creating promotions Knowing what demographic of people will need the produced good or service.
Basic numeracy skills to be able to account for supply and demand. How much of a good should be
produced? How do we calculate profit?
Communicating basic promotions
Calculating financial costs of marketing and selling a product vs. Money that can be made.

Opportunities for Students to Reflect on their Learning: What strategies will guide students to
reflect on their learning, their thinking, their experiences and the processes they used?

Discussions
Written briefings on progress
Peer reviews
Product pitch
Business design Model
Financial calculations
Social media development
Promotion creation
Social media template
Dragon pitch

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CTF Detailed Challenge Guide

Challenge Plan at a Glance: A general outline that describes how the challenge unfolds
Lesson #: 1 Introduction

Time Allotted: 60 min

Objective

1. Students will identify a product or service that they believe they have an
interest in or believe they could successfully market.
2. Students will discuss the role of a consumer in a market economy.

Learning
Outcomes

Social Studies:
9.2.4 Compare and contrast the principles and practices of market and
mixed economies by exploring and reflecting upon the following questions
and issues:

What is the role of the consumer in market and mixed economies? (ER)
LA:
GLO 3: Students will listen, speak, read, write, view and represent to manage ideas
and information
CTF:
1. I explore my interests and passions while making personal connections to
career possibilities
10. I communicate my learning

Assessment

Discussion, written briefing on a product or service of interest

CTF Assessment: Outcome one rubric, outcome ten rubric

Resources

https://www.youtube.com/watch?v=ib-Qiyklq-Q Coca cola, teach the world to sing

commercial
https://www.youtube.com/watch?v=GdR5TOhHJGM Dodge superbowl commercial
So God made a farmer.

Notes

Students will accomplish the objectives by reflecting on products or services that

they find appealing and may consume on a daily basis. Students discuss how these
products or services may have become successful and what may be appealing
about them. Students will also examine product commercials and discuss what
makes them affective.

Lesson #: 2 Development of product or service

Objective

Learning
Outcomes

Time Allotted: 60 min

1. Students will begin to develop a product or a service pitch that they believe
they can sell.
2. Students will begin to explain why their product or service might be needed
or desired.
Social Studies:
9.2.5 Assess, critically, the relationship between consumerism and quality of life in
Canada and the United States by exploring and reflecting upon the following
questions and issues:

How does marketing impact consumerism? (ER)

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CTF Detailed Challenge Guide

LA:
GLO 3: Students will listen, speak, read, write, view and represent to manage ideas
and information
CTF:
5. I design in response to challenges
10. I communicate my learning

Assessment

Observation of student product or service

Written briefing on progress
CTF Assessment: Outcome five rubric, outcome ten rubric

Resources
Notes

Students will not be expected to finish developing their product for their short
presentation of it during this lesson. Although the objectives seem vague, this is
necessary as students will work in their own way to develop a product or service.

Lesson #: 3 Development of product or service part II

Objective

Learning
Outcomes

Time Allotted: 60 min

1. Students will continue developing their product or service pitch.

2. Students work collaboratively to gain feedback on their product or service
plan
Social Studies:
9.2.5 Assess, critically, the relationship between consumerism and quality of life in
Canada and the United States by exploring and reflecting upon the following
questions and issues:

How does marketing impact consumerism? (ER)

LA:
GLO 3: Students will listen, speak, read, write, view and represent to manage ideas
and information
CTF:
10. I communicate my learning
13. I collaborate to achieve common goals

Assessment

Peer feedback forms on product or service ideas

Written briefings
CTF Assessment: Outcome 10, 13 rubrics

Resources

http://www.businessinsider.com/how-to-market-your-product-to-cybil-2010-9 - How
to make your product attractive to all types or people.

Notes

The development of a product or service is long process. Students are tasked with
thinking thoroughly about why someone may want to consume something. Peer
feedback is meant to be a first step in providing students with the insight they need
to make their product or service more appealing.

Lesson #: 4 Development of product or service part III

2014 Alberta Education, Alberta, Canada

Time Allotted: 60 min

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CTF Detailed Challenge Guide

Objective

Learning
Outcomes

1. Students will add the finishing touches to their product or service plan
2. Students will make the decision to combine ideas for their business venture
to start a business collaboratively.
Social Studies:
9.2.5 Assess, critically, the relationship between consumerism and quality of life in
Canada and the United States by exploring and reflecting upon the following
questions and issues:

How does marketing impact consumerism? (ER)

LA:
GLO 3: Students will listen, speak, read, write, view and represent to manage ideas
and information
CTF:
7. I make decisions in response to challenges
12. I develop skills that support effective relationships

Assessment

Written briefing on progress towards product pitch in lesson 5

CTF: rubrics 7, 12.

Resources
Notes

Students will be finishing up with their product pitches that will take the duration of
lesson 5

Lesson #: 5 Product pitches

Objective
Learning
Outcomes

Time Allotted: 60 min

1. Students will present their product or service pitches

2. Students explain why their product or service is appealing to a consumer.
Social Studies:
9.2.5 Assess, critically, the relationship between consumerism and quality of life in
Canada and the United States by exploring and reflecting upon the following
questions and issues:

How does marketing impact consumerism? (ER)

LA:
GLO 4: Students will listen, speak, read, write, view and represent to enhance the
clarity and artistry of communication
CTF:
2.I use skills/technologies associated with occupational areas
10. I communicate my learning

Assessment

Product pitch
CTF: Rubrics 2, 10.

Resources
Notes

Communication is a key part of any business venture as it is important to

communicate why a given product or service should be appealing to a consumer.
That is the focus of this lesson.

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CTF Detailed Challenge Guide

Resources: Identify potentially useful resources for teaching and learning the challenge.
The following resources are not authorized but are provided as a service to identify potentially useful ideas for teaching and
learning. The responsibility to evaluate these resources rests with the user. Note: All website addresses listed for this project
were confirmed as accurate at the time of publication but are subject to change.

Books and Articles

Websites and Multimedia
https://www.youtube.com/watch?v=ib-Qiyklq-Q
https://www.youtube.com/watch?v=GdR5TOhHJGM
http://www.businessinsider.com/how-to-market-your-product-to-cybil-2010-9
http://www.entrepreneur.com/article/233451
http://www.entrepreneur.com/article/235054
http://blog.reachlocal.com/5-elements-of-a-good-display-advertising-campaign-and-why-they-work

Handouts: Materials for student use.

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