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High School Business
Heroes 2015
Opening
Ceremonies
February 21,
2015
Agenda
›  Opening
Remarks
›  About HSBH
›  2015 Challenge presented by Duncan Ross,
RBG Director of Marketing, Sales & Visitor
Experience
›  Competition Overview
›  Phase 1: The Elevator Pitch
›  Helpful Tips
›  Contact Information
›  Questions, comments, concerns?
›  Closing
Remarks
2015 Participants – Thank you!
About HSBH
Established in 2006 at DeGroote to introduce high
school students to the exciting world of Business.
Mission
• 
To enrich the educational experience of senior
high school students in the Greater Toronto and
Hamilton Area (GTHA)
• 
To give undergraduate students the chance to
develop leadership
Our Means
•  Offer a challenging, competitive and rewarding
experience for high school students
•  Give opportunities to explore and experience postsecondary education
•  Learning from each other and interacting with
professors, students and industry professionals at the
DeGroote School of Business.
Rewards
•  Experiential learning in the real world
•  Prize money for the top three teams and incentives for
the school of the winning team
The 2015 HSBH Case Challenge
Presented by
Duncan Ross
Director of Marketing, Sales & Visitor
Experience
What is Royal Botanical Gardens? •  Canada’s largest botanical garden on the basis of the size of lands: 1,100 hectares or 11 square km! •  Dedicated to connecDng people and nature! •  Using experDse in horDculture, conservaDon, science and educaDon, and unique gardens, faciliDes and natural lands, to inspire and nurture peoples’ commitment to the environment. •  A self-­‐governing charity that owns its own lands and buildings! Page 1
Where is RBG & where did it come from? •  Located in both Hamilton and Burlington, centred around Cootes Paradise Marsh •  McMaster University is next-­‐door neighbor •  Started as both a major public park with natural areas, and a scienDfic and educaDonal facility, in 1920s •  City of Hamilton Board of Parks Management led the creaDon of RBG through 1930s •  Province of Ontario formally created RBG as a charitable organizaDon in 1941 Page 1
Royal Botanical Gardens Nature Sanctuaries
Royal Botanical
Gardens: 2015
Burlington
Escarpment Properties
Hendrie/Grindstone
Cootes Paradise
Formal Gardens
Hendrie Park
Laking Garden
Dundas
Rock Garden
The Arboretum
Hamilton
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5 Kilomet ers
CelebraDng BeauDful Plants & Healthy Lifestyles! •  Five major gardens, including themes like Mediterranean plants, large rose and lilac collecDons, medicinal plants, and demos of home gardens to grow your own! •  Outdoor acDviDes all year long including gardening for kids, hikes on trails, cra[s, music, food and much more! •  Community involvement with special collecDons like orchids •  Over 20 km of hiking trails, connecDng nature and the gardens Page 1
ProtecDng Nature Right in the City! •  Almost 1,000 hectares of protected nature sanctuaries: Canada’s richest place for biodiversity! •  NaDonally recognized habitat for birds, turtles, and endangered plants! •  Ecological restoraDon projects since the 1940s protecDng Cootes Paradise Marsh, prairie habitats, savannahs and forests •  Research and educaDonal programs on ecosystem management, fighDng invasive species, protecDng endangered species Page 1
Exhibits and Special Events for Everybody! •  Annual special winter exhibits like Dinosaurs (2013), Nature’s Ninjas (2014), and Frogs (2015) •  Annual fesDvals celebraDng gardens, flowers, and nature •  Special events for kids like the Teddy Bears Picnic and The Enchanted Garden Weekend •  Hundreds of courses and public programs, from flower arranging to yoga to painDng! Page 1
DEMOGRAPHIC SCOPE
Average household income of visitors
Less than $50,000
$50,000 - $69,999
5.80%
14.49%
8.70%
$70,000 - $89,999
5.80%
$90,000 - $124,999
Demographic
Info
14.49%
$125,000 and above
50.72%
No Response
Average age of visitors
12 - 18
19 - 29
30 - 39
2.86%
4.29%
20.00%
34.29%
40 - 49
22.86%
50 - 59
15.71%
60 +
Page 2
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Facebook
Page 8
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Twitter
Page 6
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Target
Audience
Active adults with interests in culture
(Aged 25 to 65; average annual household income of $100k from
Golden Horseshoe, GTA and surrounding areas over 100km)
Young families into healthy, active living and the outdoors
(Aged 25 to 45; average annual household income of $80k; from
Golden Horseshoe, GTA and surrounding areas over 100km)
RBG members
(Aged 25 to 80; average annual household income of 100k; from
)
Golden Horseshoe
Page 14
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The Challenge
Help RBG increase interest and attendance
from the youth audience.
THANK YOU FOR HELPING
RBG!
Page 1
The 2015 HSBH Case Challenge
Develop a marketing strategy to
increase interest and attendance
among youth for the RBG
›  Conduct
research on the RBG, and gather
opinions of fellow students
›  Look into what the RBG has to offer and then
market its features to youth
Meet The Execs!
Competition Overview
Events
Important Dates
Opening Ceremonies – 2015 Challenge February 21, 2015
Revealed
Seminar 1: How to Analyze a Marketing February 23, 2015
Case Phase 1: Elevator Pitch
Submission Date: February 28, 2015 at
11:59pm
Seminar 2: How To Write A Business
Report
March 2, 2015
Seminar 3: Drop In Session (March
Break)
March 16, 2014
Events
Important Dates
Phase 2: Business Plan Report
Submission Date: March 20, 2015 at 11:59pm
Seminar 4: Presentation Preparation
March 23, 2015
Final Presentation PowerPoint
Submission Date: March 27, 2015 at
11:59pm
April 4, 2015
Closing Ceremonies and Final
Presentations
PHASE ONE: THE ELEVATOR PITCH
›  Clear,
concise explanation of your ideas—
should be possible to deliver in the time
span of an elevator ride
›  Present a 2-page proposal outlining the
key elements of team’s creative business
solutions, plan and analysis
Mentorship Roles
›  Provide
valuable insight due to their past
experiences and knowledge
›  Cannot
instruct you or teach you entirely new
business concepts; but
›  Will
help facilitate what you’ve already
learned in the classroom (e.g., Marketing Mix,
SWOT analysis)
›  Cater
approach to your team-specific needs
Helpful Tips
› 
› 
› 
› 
› 
› 
› 
Edit work together as a group
Plan ahead
Follow guidelines carefully
Do your research
Use concepts learned in class
Ask your mentors
Get feedback
Please refer to the HSBH Case and
Submission Details packages for more info!
(Available on our website under
News > Competition Details)
2015
Case Package
2015
Case Submissions
Next Event:
Seminar 1
›  Monday, February 23 at 6:00-7:30pm
›  DeGroote School of Business,
Hamilton campus—DSB room 505
›  Professor Ambika Badh, Marketing
Professor from DeGroote School of
Business
›  More information on Elevator Pitch
›  Bonus Marks
Check us out online!
›  HSBH
Website:
http://hsbh.degroote.mcmaster.ca/
›  Facebook:
High School Business Heroes
›  Twitter:
@HSBH_McMaster
›  YouTube:
HSBH McMaster
Contact Information
Your Mentors
Contact mentors for their e-mail addresses ☺
Co-Chairs
Marysuzan Nguyen & Alexandra Tinebra
[email protected]
Mentorship Coordinator
Ceviel Najmi
[email protected]
Questions, comments, concerns?
The HSBH Team wishes you
GOOD LUCK!
You are all Business Heroes!