Training for DECA members in school stores and other school-based enterprises (snack bars, cafeterias, bank branches and credit unions, holiday gift wrap businesses, etc.) has long been recognized as a fundamental part of students' education in marketing and business. It is often referred to as the DECA lab.

Here is a list of curriculum knowledge and skills that are taught through school stores and strengthened by practice in school stores. They are taken mainly from DECA's Guide for Starting and Managing School–based Enterprises. (See www.schoolbasedenterprises.org.)

DECA Resources

A Dedicated Web Site for School–based enterprises
The excellent Web site www.schoolbasedenterprises.org offers resources and ideas for school–based businesses.

The SBE Certification Program
Expert teachers and novices alike benefit from the SBE certification program. By going through the steps toward certification, your members will organize and document what they have learned. They will also learn how to improve their business. For newer teachers, the certification manual can be a blueprint for SBE success. The certification manual is also a way to pass along the chapter's collective knowledge about school store procedures to new groups of students.

Gold–level certified chapters receive recognition in DECA publications and at the International Career Development Conference.

School–based Enterprise Academy
Representatives of Gold–level Certified SBEs who attend the International Career Development Conference may participate in this Academy. As a part of the Academy, students make presentations on topics relating to school store operations. The top three presenters on each topic will be videotaped. These instructions tapes are then posted on the SBE Web site as a teaching/learning resource for other school stores.

The Virtual Business Challenge
Participants in the DECA Virtual Business Challenge (VBC) operate a computerized business simulation of a retail environment or sports franchise. The VBC is conducted via the Internet and allows DECA members to test their skills at managing a retail convenience store or sports franchise.

Participants develop a marketing strategy centered on such functions as pricing, promotion, merchandising and market research; operate the venue, optimizing its profitability; and manage through any competitive threats, pressures or other obstacles.

Applicable Competitive Events
Students who have school store experience have an edge in many of DECA's competitive events, where they can demonstrate their knowledge and receive recognition for their accomplishments.

Management Team Decision-making Events in Buying and Merchandising and Financial Analysis also apply.

School-based enterprises help members learn and practice many functions that are used in the Business Management and Entrepreneurship events. These skills include market segment analysis, choice of location, proposed products/services, proposed marketing strategies (pricing, promotion, costs), financing (income statements, balance sheets, financial resources) and more. Go to the outline of the events (in the guidelines) to see the specific content.