Helping young entrepreneurs discover, build upon the possibilities

Finalists participate in ‘Shark Tank’-style entrepreneurship pitch contest

February 10, 2025

Heather Graves

NORTHEAST WISCONSIN – Clayton Elliott – a senior at Brodhead High School and founder of CE Property Services – was crowned this year’s winner of the Junior Achievement’s Young Entrepreneur Live Competition: Northeast Region.

The event – which was held at the end of last month at the Community First Career Exploration and Financial Literacy Center in Appleton – gave student entrepreneurs throughout Northeast Wisconsin the opportunity to showcase their businesses to a panel of “celebrity judges.”

Joining Elliott as a finalist were Daniel Schoeller (Wisco W’s) and the entrepreneurial team of Evelyn Zarate, Lucy Schumacher and Kimberly Diaz (Puretect).

“The night is all about celebrating entrepreneurship and experiencing a business-minded spirit within the room,” Mary Beth Tomsyck, development coordinator for Junior Achievement (JA) of Northeast Wisconsin, said. “Board members, mentors, JA staff, family and friends gather together to watch the live competition. It’s inspiring, electric and high energy.”

From a multi-purpose and safe insect repellent, to a curated collection of vintage clothing, to lawn care services – the budding entrepreneurs each took a moment in the spotlight in front of judges – John Swartz (Miller Electric), Holly Kowalski (Kay James Design), Aaron Vanden Heuvel (YumYum Rolls, former participant/winner), Kari Meixel (Fox Valley Technical College) and Ryan Fulcer (Ryan Fulcer Consulting) – as they vied for the $2,500 grand prize and an invitation to the state competition.

Elliott was named both the grand prize winner ($2,500) and the audience choice winner ($500).

“The winner also received an automatic bid to the state competition in February and a chance to win a $5,000 scholarship,” Tomsyck said.

Competition details

The competition, Tomsyck said, was open to students in fifth grade through 12th grade in the Northeast region’s 17 counties – Brown, Door, Kewaunee, Manitowoc, Marinette, Oconto, Calumet, Dodge, Fond du Lac, Green Lake, Outagamie, Waupaca, Waushara, Winnebago, Menominee and Shawano.

“They had to have owned their own business for at least one year,” she said.

Now in its fourth year, Tomsyck said the regional pitch competition is right in line with JA’s pillars for student success.

“One of those (pillars) is financial literacy,” she said. “Another is work readiness. And the third pillar of success is entrepreneurship. We know all three of those things are important life skills for young people to know. So, it aligns perfectly with what our mission is.”

The application process happened throughout November and December last year, and Tomsyck said finalists were notified in late December and paired with a mentor, from whom they received advice.

“Other parameters were given to help them feel prepared and successful coming into the competition,” she said. “We try to set them up for success and help them gain confidence in all aspects of this process.”

Tomsyck said the finalists were selected for the pitch contest using a variety of different criteria, including charisma and hustle, business success and financials, growth potential and social involvement.

“The winner is based on those factors,” she said. “It is a group effort by the judging panel. They pull their scores together and award the top place winner.”

During the event, Tomsyck said students had the opportunity to share a three-minute video on their business, pitch to the live panel of judges and then receive feedback/take questions from the judging panel.

“All the student finalists should be proud of what they’ve accomplished, in addition to going to school and other activities,” she said. “They are great role models for their communities and schools, too.”

Tomsyck said the skills the budding entrepreneurs have learned during the process include perseverance, creativity, problem-solving, resilience, leadership, networking and communication.

For more information on the local JA office, visit northeastwisconsin.ja.org.

Puretect – Evelyn Zarate, Lucy Schumacher, Kimberly Diaz

The trio behind Puretect are three sophomore students from Horace Mann High School in North Fond du Lac.

Zarate, Schumacher and Diaz, 16, 16 and 17 years, respectively, said they started Puretect in their INCubatoredu class – where students had to create a solution from a common problem.

In their case, the trio said they explored the common problem of being bothered by insects.

To combat that problem, the girls said they created Puretect, which offers a multi-purpose and safe insect repellent.

“We focus on providing a ‘pure’ solution to outdoor discomfort,” the girls said.

The budding entrepreneurs said challenges, like developing a formula, taught them determination and perseverance.

“We kept trying to better our formula and bring a product to people where they could enjoy outdoor experiences without worrying about insects,” the girls said. “It was tough testing out our product since we do live in the Midwest, but we managed to create and finalize a good product for customers.”

Though it was non-stop work, the girls said they are proud that not only did they create a solid product, they did it as sophomores.

“We work together really well, and we all put in our part and effort that makes this business keep running,” they said.

Diaz said though she doesn’t see herself pursuing entrepreneurship as a full-time career, “I would love to keep it as a side hustle.”

“Working on Puretect has taught me valuable life skills, and I enjoy doing the research behind the ingredients,” she said.

After she graduates, Diaz – who enjoyed learning about biology – said the plan is to further that passion by majoring in a related field in college with an ultimate goal of entering the dentistry profession.

Outside of the business, Diaz said her hobbies include baking, flower arranging, running, spending time outdoors and exploring fashion and design.

“These activities keep me busy and bring me a lot of joy,” she said.

Looking to the future, Zarate said the plan is to continue growing Puretect as they finish high school – and then college.

“I want to pursue a career in business or finance,” she said. “I enjoy the math involved in it and the leadership skills that go along with it. It excites me to pitch in front of people now, because I used to never want to talk or present to an audience. I enjoy everything having to do with business and the difficulties that come with it.”

If her other team members want to step back from Puretect to pursue different career paths in the future, Zarate said “I see myself continuing and taking over the business.”

After high school, Schumacher said she plans to attend college where she will major in human health services and minor in criminal justice.

“I love problem-solving and helping people,” she said.

In addition to her passion for business, Schumacher said she enjoys being active and “having tons of fun.”

“My world is surrounded by my friends and family,” she said. “Most of all I just love having a smile on my face.”

The trio of entrepreneurs said participating in the pitch contest provided them with an opportunity to show off their hard work and what shaped Puretect.

“It also allows us to expand our business and continue to push it more,” Schumacher said.

CE Property Services – Clayton Elliott

Elliott – an 18-year-old senior at Brodhead High School and brains behind CE Property Services – said the entrepreneurial spirit runs in the family.

“I have a sister who is 27 years old, who is also an entrepreneur and business owner,” he said.

Elliott said he started CE Property Services in 2017 at just 10 years old.

“I started mowing my disabled, elderly neighbor’s lawn every week for $10,” he said. “At that young age, I had found a strong passion to help people out, be my own boss and make money.”

Today, Elliott said CE Property Services offers weekly lawn care, blowing, trimming and any other service a customer may inquire about. 

“I have grown my business to more than 20 residential clients and a handful of commercial clients,” he said. “My business is also fully insured.”

As he looks to the future – graduating in just a few months – Elliott said he very much plans to continue being an entrepreneur.

“I am going to Madison College and double majoring in business entrepreneurship and finance,” he said. “I plan to grow my business over the years to a point where it is sellable after I graduate college, to start another business or grow this business to the next level.”

Junior Achievement’s Young Entrepreneur Live Competition, Elliott said, is the first event of its kind he has participated in.

“I think it was a great opportunity to step out of my comfort zone, as I was only used to talking one-on-one with a client to sell my service,” he said.

As the winner of the Northeast Region’s pitch contest, Elliott will compete with the finalists from other JA regional events Feb. 21 in a taped television event in Milwaukee.

Wisco W’s – Daniel Schoeller

Daniel Schoeller, 18, is a senior at Bay Port High School in Suamico and is the founder of Wisco W’s – a business that offers a curated collection of vintage clothing, specializing in workwear and sportswear from the ’90 and early 2000s.

Schoeller said the idea behind Wisco W’s was sparked when he was in eighth grade when he started reselling sneakers.

“I got into the sneaker world and followed other sneaker entrepreneurs,” he said. “I decided to try it myself, by getting into online auctions to purchase the ‘hot’ sneakers, and then I would resell them for a profit.”

Schoeller said he transitioned into vintage clothing when interest in those styles increased.

“I liked the look and the idea behind it,” he said. 

As a young entrepreneur, Schoeller said the biggest challenge he faced – specifically in the vintage space – was just that: he was young.

“When going to vintage events, they thought I was too young and just in it for the popularity,” he said. “They soon found out I knew what I was doing, and now I have a great network of other vintage vendors who have become friends, and I have made a name for myself in the vintage market.”

Schoeller said the thing he has enjoyed the most about being an entrepreneur is “being responsible for my own successes and failures.”

“To me, it is not so much work as something I enjoy doing,” he said. “I enjoy the thrill of finding the unique item in a thrift store that I know my buyers will like.”

Looking to the future, Schoeller said he definitely sees himself being an entrepreneur.

“I enjoy the challenge and rewards of relying only on myself for my successes,” he said.

Schoeller said he hopes to one day be someone others can look up to as he did with his role models – Brandon and Bryson Yamamoto, the brothers behind Common Hype.

“They were one of the top sneaker resellers in the U.S.,” he said. “I even got to meet one of them – Brandon Yamamoto – when we were on vacation in Arizona three years ago, as that is where their flagship store is.”

Schoeller said his grandparents were also entrepreneurs.

“They started by selling calculators out of their house back when calculators were new and expensive,” he said. “They then transitioned to selling, repairing and training on word processors. They were entrepreneurs their whole life, and that was inspiring.”

As a natural competitor, Schoeller said the JA pitch event provided him an opportunity to network and “get ideas from other entrepreneurs.”

“I know there are always ways I can improve,” he said. “I (also enjoyed) the exposure this may bring me, as well as the exposure it will bring to the vintage market in general.”

In the fall, Schoeller said he will be attending St. Norbert College where he will major in business.

“I will also be playing soccer for them, as well as playing in the orchestra – I play viola,” he said. “During college, I plan to continue my business. After college, I am hoping to continue growing my business and opening a retail shop.”

Schoeller said he appreciates that the JA pitch contest helps showcase young talent in the area.

“I hope it inspires others to pursue entrepreneurship,” he said.

Where are they now?

With this being the fourth year of the Junior Achievement’s Young Entrepreneur Live Competition: Northeast Region, The Business News wanted to take this opportunity to check in on a few past participants and see what they’ve been up to.

Ayden Fowler

Ayden Fowler competed in the 2022 Young Entrepreneur competition, as a co-owner of Commah, a company that provided all-natrual air fresheners. 

Though he didn’t win that year, he said he came away with valuable knowledge and skills that helped him grow the business and take on new ventures.

The North Fond du Lac High School graduate said he is now a sophomore at the University of Wisconsin-Madison where he is majoring in entrepreneurship and management, with a certificate in leadership studies. 

Fowler said he also works with young entrepreneurs from across the country as a National Alum Ambassador for Uncharted Learning and the INCubatoredu program.

His newest venture – daViTe – focuses on formulating custom scents to be diffused within retail locations, signature events and even in homes. 

With clients across the United States, Fowler said his new company is having a lasting impact on how people view ambient settings. 

He said he credits the early success of daViTe to the public speaking skills and business connections he made as a result of the JA Young Entrepreneur competition.

Aaron Vanden Heuvel

Fifteen-year-old Aaron Vanden Heuvel – the winner of the 2023 regional pitch contest, is currently a sophomore at Xavier High School in Appleton.

Vanden Heuvel took home the top spot for his business – Yum Yum Rolls – a cinnamon roll baking business inspired by his grandma, which he started when he was in sixth grade after reading the book “A Long Walk to Water”, which is about kids who have to walk eight hours each day to get water for their families in South Sudan.

Armed with his grandmother’s recipe for homemade rolls stuffed with cinnamon and smothered in caramel, Vanden Heuvel said he set out to raise money for Water for South Sudan – an organization focused on bringing clean water to communities in South Sudan.

Since February 2021, Vanden Heuvel said he has raised $15,000 to provide a new water well and $5,000 to send one amputee child to USA Patriots Kids Camp.

He said he is currently raising funds to provide bibles for Camp Tekawitha-Catholic Youth Camp.

Kaylee Lamers

Kaylee Lamers – the creative behind Stitches and Sweets – was the winner of the 2024 JA Young Entrepreneur Competition.

Lamers said her entrepreneurial journey started when she began hand-sewing cat toys.

Today, the young entrepreneur – who is currently a junior at Brillion High School – is managing her thriving business, which specializes in designing and sewing hot pads, dog collars, tote bags and memory bears.

Lamers said she invested her winnings into marketing materials, business cards and a new laptop computer.

As she looks to what comes after high school, Lamers said she is exploring career options in the accounting field.

Lamers said she has big plans for the future, as she continues to see where her business takes her.