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Sports fans outfox fellow students to take top business prize

A sporting idea by three business students has taken the top prize at this year’s Fox’s Lair ™  - DMU’s annual contest for entrepreneurs.


Josh Kitchen, Miles Heptonstall and Adam Holland came up with a business All Stars & Stripes to offer American sports training to primary schools.

Their idea not only won the backing of judges, who included Leicestershire’s top business people, but also earned them £1,000.

Adam, a Retail Management student, said: “Being fans of sport it’s something that is close to our hearts. We wanted to go with the American theme because it’s quite big at the moment.

“At this stage it is theoretical but when we were pitching there were a couple of the Foxes who said they would be keen to develop it.”

Miles and Josh, who are studying Business and Management, said they found making the pitch “nerve-wracking but fun.”

Every year, first-year business students are challenged to come up with an idea and pitch it to a team of “Foxes” – real-life entrepreneurs who give up their time to come to campus, give them feedback and judge the winners.

Hundreds of students formed teams and pitched a whole host of different ideas earlier on this term, and on Thursday night the winners were given awards, plus Champagne and goodie bags, from Leicester Business School senior lecturer and Fox’s Lair™ founder Edwina Goodwin.

Now in its ninth year, Fox’s Lair™ brings industry into the lecture theatre. It is the only course of its kind in the country and is registered to DMU.

Joint second place went to Initiative, comprising James Macfarlane, Olivia Duval and Niall Franklin. Joint third were RE-Form Designs, Oliver Bass, Gabrielle Malinauskaite and Sasha Fellows, and the Red Saloon Bus, run by Matthew Cooper and Beth Barnham.

Fox’s Lair™ helps prepare students for the world of work by getting them to focus on skills employers look for – teamwork, project management, research, communication skills and problem solving.

Edwina told the students: “Whether you have won or lost I want you to take away the creativity and the confidence and the fun that you have had in this process.

“You are the only students in the UK to do this.”

Champions UK, of Loughborough, donated £1,000 to be shared between the winners, while fellow sponsor Checkprint Ltd offered free mentoring for the winning team.



Posted on Friday 9th May 2014

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