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Learning life skills through entrepreneurship

Four finalists participate in Junior Achievement entrepreneurship pitch contest

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January 26, 2023

NORTHEAST WISCONSIN – Taking a leap into entrepreneurship is something many inspire to one day do.

Taking that leap before even graduating high school is on a whole new level of inspiring.

Aaron Vanden Heuvel, Gabe Hansen, Maya Wiltzius and Issac Johnson are all under the age of 18 – and they are also all successful small business owners.

From pumpkins and caramel-cinnamon rolls to bike repair service and horseback riding lessons, these four youth-founded companies are holding their own in their respective niches.

Finalists in the Junior Achievement’s Young Entrepreneur Live Competition: Northeast Region held Jan. 23, Vanden Heuvel, Hansen, Wiltzius and Johnson had the opportunity to pitch their businesses to a group of judges – all vying for the $2,500 grand prize.

“The winner of our region automatically advances to the state competition,” Mary Beth Tomsyck, development coordinator for Junior Achievement (JA) of Wisconsin Northeast/Winnebago region, said.

Tomsyck said the competition was open for 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, Manitowoc, Outagamie, Waupaca, Waushara, Winnebago, Menomonee and Shawano.

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

Tomsyck said the regional pitch competition – now in its second year – is right in line with JA’s pillars for student success.
“One of those 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.”

Tomsyck said JA is about preparing young people for their futures.

“Learning the skills of an entrepreneur are also important life skills,” she said. “They learn problem-solving skills; they get to be creative – those are all important things that will help add to not only their financial success but their confidence and help them build skills for their future.”

Adam Sutter, regional director of Junior Achievement Wisconsin, said according to a 2022 U.S. Census Bureau study, Wisconsin has the fourth fewest jobs created by new businesses.

“Our hope is, the success of these young people encourages others to follow their entrepreneurial dreams and help Wisconsin move up that list,” he said.

Sutter said entrepreneurship is part of all JA programming.

“It’s important for all students to learn some of the classic entrepreneurial traits like hard work, innovative thinking and overcoming setbacks,” he said. “The Young Entrepreneur Live Competition allows us to highlight young people who have embraced these traits and started their own businesses.”

Tomsyck said the four finalists – Vanden Heuvel (Yum Yum Rolls), Hansen (Gabe’s Bike Repair), Wiltzius (Breezy Hill Horse Stables and E & M Wellness LLC) and Johnson (Isaac’s Pumpkins) – 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.

“These criteria are also used by the judges the night of the event,” she said. “The winner is based on those factors. It is a group effort by the judging committee. They pull their scores together and award the top place winner.”

Gabe Hansen – Gabe’s Bike Repair
As a member of a triathlon team for the past six years, 14-year-old Gabe Hansen said he has always had an interest in bicycles.

“I love all kinds of biking, including road cycling, fat tire biking and mountain biking,” he said. “I enjoy racing on bikes or running. I am also a part of My Team Triumph, and I help push or pull people with disabilities in carts to get them to the finish line.”

So you could say this De Pere Middle School eighth-grader knows a thing or two about bikes.

Hansen said that interest and know-how led to the opening of Gabe’s Bike Repair in the spring of 2021.

“I enjoy fixing bikes, and I want to help others enjoy riding their bikes,” he said. “I offer multiple repair services for a variety of bikes. The most common repairs I perform are tune-ups, brake and shifting adjustments, installing a new chain, tire repair or replacement and full bike cleaning.”

Hansen – also a competitive Nordic skier and cross-country runner – said the biggest challenge he has experienced with Gabe’s Bike Repair is time.

“I am involved in a lot of activities, and I want to balance my time between work and my other interests,” he said.

Hansen said there have also been times when he hasn’t been able to figure out a repair and had to reach out to local bike shops for help.

Hansen said he is excited to grow as an entrepreneur through the pitch contest.

“Since this contest began, I have learned a lot about how I can keep improving my business,” he said. “I also look forward to seeing the other businesses.”

Hansen said he hopes to one day own his own bike shop.

“I know I will always be involved in some way with bikes in my future,” he said. “I have a dream of owning my own bike shop or even becoming a professional cyclist or mechanic for a professional cycling team.”

Aaron Vanden Heuvel (Yum Yum Rolls)
Being surrounded by entrepreneurs, it was only natural that Vanden Heuvel – a 13-year-old eighth grader at St. Francis Xavier Middle School in Appleton – got the urge as well.

“My mom and dad are both entrepreneurs, having had businesses (of their own),” he said.

Vanden Heuvel said Yum Yum Rolls was inspired by a book his literature teacher introduced him to when he was in sixth grade.
“The book, ‘A Long Walk to Water’ by Linda Sue Park, is about kids who have to walk eight hours each day to get water for their families in South Sudan,” he said. “The book had a charity associated with it, and I wanted to donate to it, but didn’t have a way to.”

Around the same time, Vanden Heuvel said his grandmother, who made the “best ooey, gooey, delicious caramel-cinnamon rolls,” passed away.

He said he was inspired to make his grandmother’s special rolls.

“While I was making the rolls, my mom posted a picture of me making them on Facebook and someone asked if they could buy some from me,” he said. “After a family discussion, we thought what a great way to honor my grandma, start a business, and also donate to this charity. And, Yum Yum Rolls-Inspired by my Gramma’s love was born.”

Vanden Heuvel said the name of his business was inspired by a former foreign exchange student his family hosted.

“A few years ago, one of the students nicknamed me ‘Yum-Yum,’ and it stuck,” he said. “The name for the product was a no-brainer.”

Vanden Heuvel said Yum Yum Rolls is a one-day-per-week operation on Sundays.

“People email yumyumrolls@yahoo.com to place their orders,” he said. “Me and my team prepare the dough on Saturday, bake early Sunday and the customers pick up their orders between 7:45-8:15 a.m. at an Appleton east side location with curbside service.”

Currently, Vanden Heuvel said Yum Yum Rolls offers weekly pick up in Appleton, once-a-month pick up in Green Bay and quarterly pick up in Oshkosh.

Vanden Heuvel said the biggest challenge he has run into so far was a house fire his family experienced around the one-year mark of his business.

“My business lost its kitchen,” he said. “We moved four times in the first month after the fire, and I found out that baking in different ovens is quite the challenge, as it posed inconsistencies.”

Vanden Heuvel said thankfully, a local Appleton Bakery – Artistic Cakes and Cookies – heard about his business and the struggles he was having and opened its kitchen to him.

“The bakery opened its facilities to allow me to continue my mission,” he said.

Vanden Heuvel said being an entrepreneur is exactly what he’s meant to do.

“It’s the best,” he said. “I make my own schedule, establish my level of income and be my own boss. Yum Yum Rolls is giving me the opportunity to make and save money for college, so I may be able to graduate debt-free.”

Also, a fan of “Shark Tank,” Vanden Heuvel said he’s excited to be part of a similar experience.

“This experience will increase my confidence, enhance my public speaking skills and help me learn how to pitch business ideas,” he said.

Vanden Heuvel said his future will likely include business ownership of some kind.

“When I grow up, I am considering (being a) real estate mogul, UFC Fighter and of course, Yum Yum Rolls with expansions into my Gramma’s other famous recipe – Homemade Caramel Corn.”

Isaac Johnson – Isaac’s Pumpkins
Eleven-year-old Johnson is a sixth grader at Shawano Elementary School and the owner of Isaac’s Pumpkins.

“I grow and sell different varieties and colors of pumpkins,” he said.

Johnson said he got his start as a green thumb through school projects.

“I became more and more interested in pumpkins,” he said. “The summer after the third grade was when I planted 25 hills of pumpkins. This was during COVID-19, so I was looking for something to do. It is fun to see the different varieties grow.”

Johnson said his hobby expanded over the next two years and before he knew it, he was growing hundreds of pumpkins, which he began selling.

“I started selling them at the Shawano Farmers Market, a roadside stand and I invited customers to an open house day at our farm,” he said. 

Johnson said it isn’t as easy as just planting seeds and waiting for the pumpkins to grow.

“Some of my challenges have been weed invasion, seed germination and dealing with pests,” he said. “A couple of my successes have been selling pumpkins to a church in town and taking an order for pumpkins used at an outdoor wedding.”

Growing up on his family’s beef cattle farm, Johnson said he has always enjoyed raising things and watching them grow.
“As an entrepreneur on a farm, I get to work with my family members,” he said. “I also like to make money.”

Johnson said he envisions himself as some type of entrepreneur for years to come.

“(I will) most likely own a farm, and all farmers are entrepreneurs,” he said. “My parents own a farm and raise beef cattle – they have taught me to work hard, be nice to others because they might become your customers and be proud of your work.”

In addition to pumpkins, Johnson is also interested in beef cattle.

“I show cattle throughout Wisconsin and sometimes travel out of state to shows,” he said. “Part of my beef project is raising a steer and selling it at our county fair. I help my family sell beef at the farmers’ market. I also raise some meat chickens in the summertime and sell them to customers.”

As a fan of the show “Shark Tank,” Johnson said he’s excited to participate in his own version of it.

“It’s a cool contest,” he said. “I get to tell others about my business. I like watching ‘Shark Tank’ and learning about all those people’s businesses. Now I get to share my story with the judges.”

Johnson said he is saving the money he’s earned from his pumpkin, beef and chicken sales to help pay for college.

“I’m not sure at this time what I will go to school for but probably something in agriculture,” he said. “As for my pumpkin business, I plan to continue it at least through high school.”

Maya Wiltzius – Breezy Hill Stables and E & M Wellness LLC
Fond du Lac senior Wiltzius said her six horses are her entire life.

The 17-year-old said she started her two businesses – Breezy Hill Stables and E&M Wellness LLC – because of her love and passion for horses and wanting to share that with others.

“Breezy Hill Stables offers horseback riding lessons and wagon rides,” she said. “I give the lessons at my barn mostly during the summer, as I do not have an indoor arena to ride and teach in.”

Wiltzius said the wagon ride business is year-round. 

“The fall and winter are where we can get out into the community to do wagon rides,” she said. “The business is scheduled at a local winery this winter and will also be giving rides for a sturgeon spearing event for the community.”

Business No. 2 – E&M Wellness, Wiltzius said, offers MagnaWave, which is a form of pulsed electromagnetic field therapy that can be used on horses, people, dogs and livestock.

“The machine helps reduce inflammation, increase blood flow, relieve stress and help the body get back to overall wellness,” she said. “ I currently travel to different horse shows and barns across Wisconsin and Illinois to provide this service to horses, along with treating my own horses weekly.”

Wiltzius said she also plans on getting her equine massage certification this spring to add another service to the business. 
She said she loved the independence that comes with entrepreneurship.

“The Junior Achievement pitch contest is exciting to me because I love telling others about my businesses and getting feedback about them as well,” she said. “I am also excited to meet other entrepreneurs.”

Once she graduates later this year, Wiltzius said she plans to start her education at the University of Wisconsin-Oshkosh.

“I plan to transfer to the school of agriculture and UW-Madison when I need to,” she said. “(I plan on) majoring in animal science with a certificate in agribusiness and minoring in Spanish. I plan to work in the agriculture industry after college as well.”

Wiltzius said she plans to keep Breezy Hill Stables and E&M Wellness LLC alive in the future, whether they are her full-time career or not.?

“I plan to have E&M Wellness travel with me as I go to school to allow me to continue the business and gain new clients,” she said. “Also, Breezy Hill Stables will continue when I am home in the summer and on the weekends.”

And the winner is…
Each finalist had the opportunity to pitch their business ideas to the panel of judges – which included a condensed informational video, a three-minute live pitch and a Q & A portion with the judges.

The panel of judges chose Vanden Heuvel and Yum Yum Rolls as the 2023 winner.

Vanden Heuvel earned the $2,500 grand prize and an automatic bid for the state competition in February.

Each of the remaining finalists received $1,000.

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