You don't have to tell Mona Rutherford's merchandising students at Palo Verde Magnet High School the economy is faltering. If fact, her DECA students can advise small local businesses how to improve their chances to ride out the economic squall.
Be creative and innovative, said Chauncey Queen-Booker.
Be dedicated and organized, said Dayna Gallardo and Nicole Handorf.
Be competitive and bold, said Joey Longo and Ishmyel Myers.
The five students, along with 18 students from three other East Side and Foothills schools, will compete next month in California.
The students emerged from state competition that attracted more than 1,400 students who are studying marketing, management and entrepreneurship.
The Palo Verde students, all seniors, developed a marketing plan, conducted research and wrote 30-page papers to go along with their project.
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Rutherford, who has guided Palo Verde students to national competition in the previous seven years, said the students "are willing to go the extra mile."
That's because they enjoy marketing and retailing, they said. But they understand the challenges they will face tomorrow and those facing business owners today.
While the students realize the greater role technology and the Internet will play in virtual businesses, the old brick-and- mortar enterprises remain viable.
In their project, Longo and Myers developed a marketing plan for Reflections Barber Shop at East 29th Street and South Craycroft Road.
They studied the shop, which is near the entrance to Davis-Monthan Air Force Base, and made several suggestions to help improve business.
They suggested the price of haircuts be lowered from $13 to $10 and that the shop extend its 5 p.m. closing time to 7 p.m.
Myers said a lower price should bring in more customers and boost the overall income. And longer hours will make the shop accessible to working people, he added.
Longo designed a logo for the shop, suggested a new and larger outdoor sign. And for the long term he suggested the owner move the shop to East 22nd Street where there is more traffic.
Looking to the future, Queen-Booker, the DECA Club president, created an imaginary eco-friendly architectural firm specializing in "green" homes.
His research shows going green will become a stronger component in the economy. He cited that the green housing industry is currently a $40-billion-a-year business but that will jump to $143 billion by 2013.
Queen-Booker, who hopes to become an architect, said going green isn't enough in a stagnant economy.
"You have to be overly analytical and careful but willing to take risks," he said.
For-profit businesses were not the only focus.
Gallardo and Handorf developed and carried out a plan for a month-long Thanksgiving food drive. They called it "Don't Be Greedy Feed the Needy."
They collected large boxes of food and one to two turkeys each for 32 Palo Verde families, gave $20 food cards to 10 additional families and five calling cards to school refugee families, and three large food boxes and three turkeys to the Community Food Bank.
Their campaign included e-mails to teachers, in-school announcements, posters and flyers, an ad in the school newspaper and personal contact with students. In addition, the duo offered prizes to the top student and homeroom class that collected the most food.
Their success was the result of teamwork and planning, which is the basic recipe for any successful business, Handorf and Gallardo said.
While businesses will falter and fail during the recession, Handorf said they can survive if they focus on the basics.
"We have to stick it out and stay together. We can overcome the problem," Handorf said.
The competitors and their schools
East Side and Foothills high school students from Tucson Unified School District will compete in the International DECA Career Development Conference in Anaheim, Calif. April 28 to May 3.
Palo Verde Magnet High School:
Dayna Gallardo, Nicole Handorf, Joey Longo, Ishmyel Myers and Chauncey Queen-Booker.
Sabino High School:
Nicole Kelsey, Keaton Koch, Sarah Strahler and Nicholas Watkins.
Sahuaro High School:
William Fastje, Steven Avetissian, Jake Goswick, Craig Samoy, Shannen Porter and Catie Cromwell.
Santa Rita High School:
Alexis Dettra, Danielle Witt, Trisha Tullous, Amy Moore, Reggie Ewesuedo, Devin Clements, Kelsi Ryan and Joseph Lettig.
