Pre-business student Charlie Willsey (BS ’27) arrived at the Wisconsin School of Business’ first-ever Idea to Aisle Pitch Competition (I2A) with something more than a product concept—he had a purpose.
“Becoming a father has completely changed my life,” said Willsey, of his young son, Vance, with wife Emma. “When I heard about this competition, I knew that it had to be something for Vance.”
Willsey set his sights for I2A knowing he would have to sell the idea to a group he hadn’t even met yet.
“Luckily, I met some of the greatest friends I’ve ever had during this competition,” he said.
After inviting them over for dinner at his apartment to meet Vance, HappiCub—an animal-protein infused baby food—was officially born.
Across campus in kitchens, libraries, study rooms, and living rooms, other ideas were taking shape as part of the hands-on competition.
“[I2A] is an event that gives students an opportunity to learn about building new products, specifically in food and consumer packaged goods,” says Maia Donohue, director of student engagement–entrepreneurial mindset with the Weinert Center for Entrepreneurship.
Open to first-year undergraduate business and pre-business students, the competition includes guidance and recommendations from the team at Happi Co., a multi-million dollar frozen-food company founded by three WSB alums. Their family of brands includes Dr. Bombay Ice Cream, a collaboration with legendary rapper and entrepreneur Snoop Dogg with flavors like S’more Vibes and Tropical Sherbet Swizzle.
Throughout October, the students formed teams, decided on a food product idea, and worked on their pitch. Six teams of finalists presented to a panel of judges, including Jeremy Reich (BBA ’10), one of the co-founders of Happi Co., which began as a startup while the students attended WSB.
“An entrepreneurial mindset blends imagination with the drive to create solutions to problems—or offerings—that didn’t exist before,” says Dan Olszewski, Goldberg Family Director of the Weinert Center for Entrepreneurship. “Through I2A, our students gain hands-on experience with entrepreneurship by working with a product they all know and consume: food. The Happi Co. story is a powerful example of what Badger entrepreneurs can achieve when creativity meets hard work.”
Brainstorming and team creation
More than 100 students took part in the competition, netting 26 teams.
“We were excited to see that half of the attendees were women, which tends to be rare for startup events,” Donohue said. Co-founder Sam Rockwell (BBA ’10) spoke during the kickoff, and he and Donohue handed out Dr. Bombay ice cream as teams collaborated.
Teams were tasked with creating a short video submission about their product; from there, the six finalists were chosen to pitch live.
Finalist Jhanik Posnanski is a pre-business sophomore who transferred to UW–Madison from UW–Oshkosh this year. “I was astonished by the vast opportunities presented at WSB,” said Posnanski. “Specifically, I2A aligned my creative aspirations with my passion for business.”
Posnanski’s rolled ice cream product, Rollin’, which placed second in the competition, grew out of a “market gap in the $1.12 billion niche ice cream industry,” he says.
“The competition has provided me with invaluable hands-on experience, which I can apply to my future endeavors,” says Posnanski, who is hoping to graduate in 2028 from WSB with a major in management and a certificate in environmental studies. “Most importantly, it’s put me in touch with those who can assist my own career journey. I2A has been a great opportunity to meet university staff, fellow student entrepreneurs, and network with WSB alumni and corporate partners.”
‘Obstacles’ to ‘opportunities’
After the six finalist presentations, the judges shared their remarks, with Reich reminding the teams that he had been in their shoes.
“We’re running a business right now, and we still don’t have all the answers, right? It’s about getting out there and starting and figuring things out, taking obstacles and turning them into opportunities,” he said. “And I think that’s what this exercise is all about.”
It’s especially true for Willsey. The product idea that began with a father’s desire to create something better for his son, and a team that bonded over dinner at an off-campus apartment, rose to the top. HappiCub took first place, edging out glitter pickles, rolled ice cream, and three other food product teams.
While the students enjoyed the thrill of a hard-earned victory, Donohue offered one last note of entrepreneurial philosophy.
“I don’t believe in winners,” he said. “The market will decide.”
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