fisher ink spring 2014

OSU9:02 PM

A NEW WAVE OF TECHNOLOGY HAS ARRIVED,TURNING TEST CITY, USA INTO

CAR 2 GOHITS THE STREETS QUASAR PARTNERSWITH COLUMBUS NATIONAL CHAMPIONBUSINESS STUDENT

2 FISHER INK n Volume 9: Issue 2

CHEAT SHEETAre You Smarter Than a WolfDriverless cars, Costco, Dropped Lance Armstrong, Alexander Rekeda, Fastenal, Price benchmarks??

??

?

Acknowledgements

Hello Fisher Friends,

It’s hard to imagine that we are over half way through the second semester! While some of us may be finishing up the race, others are just starting their engines. Perhaps your energy could use a boost, which is why Fisher Ink has put together another special issue for our #1 fans.

As we gather our ingredients for the recipe to success, don’t forget to share the resources and achievements along the way. Whether it’s a cutting edge iPad app or a Wall Street Journal competition, we are given the opportunity to make a difference in the lives of ourselves and others.

Although this cold weather is something we could all do without, we must continue on our march. With our passion and pursuit in both hands, the gold is in sight; just reach out and hang on tight! Never forget that you are the inspiration that drives us toward another great publication, such as the one you hold in your hand.

Best,

Maggie WehriUndergraduate Achievement Newsletter Editor

President

PRESIDENT

AD SALES DIRECTOR

CONTENT EDITORS

DESIGN EDITOR

MARKETING DIRECTOR

NEWSLETTER EDITOR

SECRETARY

TREASURER

AD SALES

DESIGN TEAM

MARKETING TEAM

WRITING TEAM

ADVISOR

CAITLIN HWANG

LANE RUDOLPH

MADCHEN PETRIEADAM ZIMMERMAN

DEVIN CASEY

KAILI TAO

MAGGIE WEHRI

CRYSTAL SQUIRES

GRETCHEN WEBER

CHRISTIAN JOHNSON, ZILI LI, TZU-HUNG PAN, XIN WEN, LINRONG ZHOU, CLAYTON WANG

CHRIS ACOSTA, ROBERT CRAIG, SYDNEY GLASSMAN, SAM GOLDBERG, RACHEL KORSEN, MICHELLE LI, JAY MAZZONE

AUDRA DARGIS, AMANDA FRASURE, GREG GAITANOS, GEORGINA PINOU, AMY ROSENBURG, HALLIE SANSBURY, JON SAXTON, JORDAN STRIZAK

CAMILLE BAKER, LAURA DONCASTER, ALEX FIETE, MALIA FUNK, RUIDI LU, REAGAN RAMM, JOEY SELMANTS

ANDREA EVANS

This newsmagazine is a product of the Fisher Ink staff. Material does not necessarily reflect the opinions or policies of Fisher College of Business administrators. All printing costs are generated from advertisements, fundraisers and sponsors. Photos used are taken by Fisher Ink staff or labeled for free and commercial reuse.

Please contact [email protected] with suggestions or concerns for Fisher Ink.

FROM THE EDITOR

Maggie Wehri

fisherink.org.ohio-state.edu 3

Essentials

p. 23

volume 09 | issue 02

1220 04

10

04 Golden BusinessCrimson Cup founder and

president weighs in on success.

Are You Smarter

Than A Wolf? Contents

12 20Philanthropy & ProfitTHIS WEEK Annual APTE

Summit inspires students.

Student ChampionDara Schnoll does it all as a Fisher

student and an NCAA National Champion.

06 Professional WritingOSU adds professional

writing minor and we talk business.14 Energy Collaboration

Quasar has partnered with OSU in energy conservation.

08 Car2GoLearn about the smart cars

taking over the streets of Columbus.16 Food for Thought

The Luna Burger is turning heads for more than just taste.

10 Into the SunBrian Adler is a former

buckeye and current raceteam owner.18 TBDBITL

Ohio State’s famous band hits the national spotlight.

SCAN this QR code with your smartphone to check out Fisher Ink’s page and receive updates on Fisher College of Business events.

FOLLOWINGFISHER

@fisherink | facebook.com/fisherink

18


Why would a Harvard graduate leave his high paying, prestigious job in computer software to pursue

an interest in specialty coffee? For Greg Ubert, founder of Crimson Cup coffee & tea, the answer is quality of life. At 23 years old, Greg strayed from the secure path that seemed to stretch before him.

He left his high profile job in Chicago, IL and moved back to Columbus, OH. After much consideration, he realized he wanted to start a company that would provide him with three essential things: an “engaging work life, a fun environment, and a culture of giving.” He began Crimson Cup with the goal

of providing superior coffee to local coffeehouses. His experiences with business partner, Armando, led him to create a unique business model which came to define the success of Crimson Cup and its coffeehouse customers.

The goal of Ubert’s business plan was to increase the efficiency,

CRIMSON CUP,GOLDEN BUSINESSCrimson Cup founder and president Greg Ubert has pursued his passion for giving from Cambrige to central Ohio. Ubert hopes his book can help others find success in the field.

story by malia funk

FEATURE>COMMUNITY


quality of product, and profitability of any coffeehouse who sought out his guidance. The business grew in popularity and reputation. Eventually, Armando, began training coffee houses fulltime. In terms of traditional business goals, such as increasing profit and expanding one’s brand, one might assume that Greg would charge for his services, or at least mandate that coffee houses who receive assistance purchase Crimson Cup products. However, true to his original goal of a culture of giving, Greg never mandated that any customer sign a contract, franchise agreement, or compensate his company in any way. He did, however, write a successful book titled Seven Steps for Success: A Common-Sense Guide to Succeed in Specialty Coffee, which has been printed in two editions. The book features several tips regarding how to compete with a certain enormous coffee chain, nicknamed by Greg the “Green Giant.”

Today, Ubert’s passion for giving goes beyond helping fellow coffee houses. The Crimson Cup company produces and sells a particular roast called Grounds for Hope. For each bag purchased, Crimson Cup donates $1 to the Cancer Support Community of Central Ohio, and $3 for every box purchased. Crimson Cup is also a key donor to the See Kids Dream

organization, which focuses on “empowering young people (students K – 8th grade) to achieve their own potential, while creating positive outcomes for both themselves and our community at large.”

Today, Crimson Cup is not only a distributor of coffee products, but also owns an actual coffee house located roughly 15 minutes north of OSU campus. Students at OSU can visit a campus Crimson Cup branch located in the Union or purchase Crimson Cup products at various OSU dining locations

such as Berry Café, TerraByte Café, KSA café, McPherson, and Oxleys.

Despite advice from his colleagues to turn Crimson Cup into a franchise, Ubert maintains the firm belief that the monetary benefits of such a venture do not outweigh both the satisfaction and fulfillment he gets from helping others and engaging personally with his customers. Ubert serves as a role model and an inspiration to students hoping to mix community commitment and industry.

COFFEE MAPWhile Crimson Cup is a staple in the Columbus community, Greg Ubert has expanded his coffee company across the United States. Currently, one can find a cup of Crimson in 30 different states, coast-to-coast.

Information courtesy crimsoncup.com

7-STEP PROGRAMGreg Ubert details how

to be successful and community-minded in his book 7 Steps to Success


Whether it’s psychology, Spanish, economics, or statistics, pursuing a minor in addition to

a bachelors’ degree is a great way for students to differentiate themselves. As a benefit of being part of such a large university, Ohio State students have access to over 100 different minors.

For Fisher students, a minor in Professional Writing adds a particular edge to a resume. Writing is an important skill to have in the business world. According to his blog in Inc.com, Phil Libin, CEO of software company, Evernote, places an emphasis on writing. “When I’m interviewing people, I like to give them a writing test. I find that you can tell a lot more about a person’s personality from a few paragraphs of their writing than from a lengthy verbal interview. Many people can pretend to be something they’re not in person, but very few people can do so in writing.”

This minor is an ideal complement to business majors, but is not the place to learn how to write. Having a solid writing base is vital to be able to succeed in the program. Trish Houston, Coordinator for the Professional Writing minor, states, “The professional writing minor is for any student who wants to professionalize his or her writing skills. It’s not a remedial program. You won’t learn how to write here but if you know how to write, we will enhance those skills.”

Every student will eventually have to write professional correspondence at his or her future job. “If you are a good writer then you will set yourself apart. In every sector of the work world, people write more than they think they will and it matters more than they think it will. That’s just a fact.” Houston further stresses that, “knowing how to edit and write will set you apart. You don’t want to undermine your own brilliance.”

The Professional Writing minor program is housed in the Department of English. In order to complete the minor, students must take 15 credit hours from

a selection of courses. There is a lengthy list of electives offered, but English 3304: Business Writing is a particularly useful class for Fisher students. In the course, students polish their resumes, write cover letters, and practice business correspondence, skills that all Fisher students will find valuable when applying for jobs and internships.

In addition to the classes, students are required to complete a semester long internship where they work 7-8 hours each week. More than 150 companies have partnered with the professional writing minor program. Past internship opportunities have included the Ohio House of Representatives, Circone & Associates, the OSU Wexner Medical Center Marketing and Strategic Communications Department, and the Credit Union of Ohio. Houston

stresses the importance of hands-on quality experience: “I have vetted these companies for the students and I know that students will get writing-related work. We have made a commitment to our students to facilitate and make sure that they are getting a good experience. I can’t promise a particular place, but I can promise a good place.”

According to Houston, companies that have been partners for a while are enthusiastic when they get students from the minor in Professional Writing. This is because the program prepares students and presents them in their best light.

The minor program offers significant guidance to students throughout the course of their internship. Through the classroom component, students can ask questions or discuss concerns that they may be having at the workplace. According to Houston, it can be hard to transition from academic to professional writing and the class continues to professionalize writing skills.

In addition to enhancing their writing skills, students are building their professional reputations while at their internships. Houston strongly recommends that students take advantage of this opportunity. “Get everything that you can out of the experience. You might not know how to write everything or where every comma goes, but you do have control over showing up on time and being responsible.” The workplace is helping students to grow and evolve. College is a time to learn and explore and the minor in Professional Writing is a place where this is possible.

This program is all about preparing students for success while giving them the opportunity they need to excel with their writing. Houston is clearly passionate about her role in the process, “When you choose a place and it’s a good place for you, both you and the workplace are happy, and it’s like magic to me.”

ENGLISH 1110

2nd Writing, 2367

2 Electives

CSTW 4150

CSTW 4191

PATH TO THEPROFESSIONAL WRITING MINOR

MINOR DETAILSstory by laura doncaster

NEWS>AROUND FISHER


Do you wish to become a writer? Students may think an aspiring writer should get an English

degree, or perhaps take a few creative writing courses in college. While such studies certainly can help, they are a far cry from what an author must learn if he or she wants to actually have others read what they write. Surprisingly, one of the most important academic pursuits of the professional writer is learning how to market themselves.

Authors are entrepreneurs, and their products are themselves and the writing they create. However, there are a lot of writers out there, and with the advent of self-publishing, everyone and their cousin can now become a published author if they so choose. Getting published is simple; selling a published book, on the other hand, is a whole different challenge.

Increasingly, marketing is playing a major role in the life of a writer. Before signing a prospective author, publishing companies want to ensure that the author will be taking steps on their own to sell their books. Regardless of how good they may perceive the content to be, the primary concern of publishing

companies is the marketability of the content.

Of all the books which publishing houses sell, only around 10% actually earn them any profits; the other 90% of published books actually lose money. As a result, publishing companies are always on the hunt for an author who they believe will sell. By marketing and building an audience of followers while unsigned with a major publishing company, aspiring authors can ensure that their books will have a readership. Being able to prove to publishing companies that an author already has a readership often leads to a publishing contract. Publishing companies will jump at the chance to sign authors who they know will sell.

One of the best ways in which writers can boost their reach, according to author Jeff Goins, is to build their “tribe” of followers through blogging. Indeed, many writers have begun to see the importance of blogging from a marketing standpoint. When author Stephanie Morrill breaks down how she spends her time, only 25% actually goes toward writing. Blogging takes up 50%, while the other 25% is invested in marketing

and media relations. Blogging is where authors can interact and connect with their readers. Blogs are also connected to social media sites, such as Facebook, which provide an author with more exposure to potential readers.

If successful, a blog can even become a means of income in and of itself. Some writers make their living exclusively through blogging. However, becoming successful requires marketing know-how. Like with any product, everything from quality and design to audience and purpose must be considered. Effective marketing creates a positive feedback loop for the writer. Successful blogging leads to exposure for the writer, which in turn leads to more readers, and more readers then leads to more blog followers, and so on. Marketing is the key to unlocking this upward spiral.

Therefore, if you want to be a writer, learn how to market yourself, establish your brand and build your following. Only then will you be able to make a comfortable living. Authoring is an art, but writing is a business, and the life of the writer has become the life of the entrepreneur.

PURSUIT OF PUBLISHING

story by reagan ramm

Writers have always found success whether or not they are published, but a 2013 Digital Book World and Writer’s Digest Author Survey showed that published writers do, on average, have a higher income. Nearly 20 percent of self-published writers did not have income from writing, compared to six percent of published ones. This chart shows a breakdown of different income levels for all writers in each respective category.

Self-Published TraditionallyPublished

Hybrid

$100,000+

$30,000-59,999

$60,000-99,999

$0

THE BUSINESS OF WRITING

$1-29,999


Towards the end of 2013 many OSU students and other Columbus frequenters have noticed the

occasional white and blue smartfortwo vehicles spread about city wide. These vehicles belong to car2go, a visionary company originating in Europe seeking to spread their business and transportation philosophy worldwide. Columbus, Ohio is one of their most recent destinations. Singing up for car2go grants the consumer a membership card, which can be used to open any car2go and drive for as little or as long as needed.

The business ideology of car2go, designed by Daimler Business Innovation Unit, revolves around addressing “the issues that Modern North American cities face,” according to Location Manager, Nicholas Hill. “car2go provides an innovative mode of on-demand transportation which complements existing public transportation alternatives by bridging the gaps commonly

associated with the “first and last mile” of a public transit commute.” Considering traffic congestion and parking concerns, the notion that a community can share a set number of vehicles does a lot to alleviate these problems, not to mention the environmental-friendliness of the smartfortwo vehicles utilized by car2go.

As a European company, originating in Ulm, Germany in 2008, there certainly were some difficulties as well as successes involved in expanding into the United States and other countries. Hill informs us that the North American pilot was opened in Austin, Texas in 2009 for testing purposes and “to gather practical experience toward the international implementation of car2go.” Adapting to the legal frameworks of each country, in terms of business processes, as well as adhering to language and mobility trends were a couple of the challenges that had to be overcome in expanding the company. However,

the positive reception towards car2go in addition to Austin being home to an enormous university made it a great fit for the concept, and in 2010 car2go was opened to the American public.

When considering the company’s expectations and goals for the future, Hill cites a study by Frost & Sullivan that projects a growth from 2.3 million to 12 million members in the carsharing category internationally by 2020. As a “pioneer and market leader in flexible, one-way carsharing” car2go is excited and optimistic about its prospects for the coming years. The opportunity for them to expand and grow their company as well as gain exposure is huge given the possible outcome noted by these statistics, and car2go plans to lead the way by meeting with cities containing “high residential and business densities.”

Hill provided some insight as to how successful car2go’s Columbus endeavor has been as well. “The interest is there

Carsharingin the “Firstand Last Mile”Car2Go, a European smartcar company, introduces carsharing to the Columbus community.story by alex fiete

NEWS>AROUND COLUMBUS

and continuing to build,” he says, “from social media to questions at events and on the streets.” Even with limited cars available at the moment, the number of trips has exceeded the expectations of car2go for Columbus already, and by quite a bit, too. The company’s goal is to eventually reach 250 vehicles distributed throughout Columbus and to have 45 exclusive car2go parking spots around the Ohio State University campus.

Students and other Columbus citizens alike may find car2go to be extremely practical and a fantastic option for transportation around the city and campus. As the company expands and attention grows more people will consider this unique company’s service, and getting around the city and campus will be more convenient. As people will certainly get excited, so is car2go, as Hill says, “It’s been a great six weeks since we kicked off, and we’re excited to grow along with Columbus.”

$0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$80.00

application fee hourly rate daily rate annual rate

CARSHARING COMPARISON:

vs.

car2go (Columbus)

zipcar (Cincinnati Mon-Thu)

zipcar (Cincinnati Fri-Sun)

Zipcar, another carsharing company, has made a presence at the neighboring Columbus State University and in Cincinnati, Ohio. The graph below details some of the financial differences between Zipcar and car2go.

“Car2Go complements existing public transportation alternatives by bridging the gaps commonly associated with the ‘first and last mile’ of a public transit commute.”

—Nicholas Hill, location manager

CARSHARING COMPARISON

What’s it to me?REGISTRATION FEE

COST/MINUTE

PER HOUR MAX

PER DAY MAX

PER MILE AFTER 150 MILE PER TRIP

SUBJECT TO 7.00% TAX RATE

$35

$0.38

$13.99

$72.99

$0.45


INTO THE SUN

Professional auto racing is often thought of as a sport that is heavily rooted in engineering, and rightfully so. However, the business side of every racing

operation is what truly keeps the wheels turning. Brian Alder, 2002 Ohio State alumnus and Bar1 Motorsports team owner, knows all about the importance of both sides of the sport. After graduation, Alder put his engineering degree to good use as the lead mechanic for IndyLights and IndyCar teams. In 2004, Brian worked as the lead engineer for an American Le Mans (ALMS) sports car racing team, but also took on a managerial position with the team that allowed him to learn more about the business aspects of the sport. Brian continued this role until the 2012 season when he decided to form his own team in the highly competitive Le Mans Prototype Challenge (LMPC) class of the

prestigious American Le Mans Series.Brian describes working for another

racing team as an invaluable step for anybody looking to own a successful team of their own. He advises to, “Learn the ins and outs of racing and the series you want to join before starting your

own team. Build key relationships with partners and people who will back you before making the leap.”

“Taking a leap” is an accurate description for starting a racing team. The process can be quite an undertaking from a logistical and especially a financial

story by joey selmants l photos courtesy john thawley

Brian Adler has been pursuing his passion for the racetrack since he graduated as a buckeye in 2002; he is now the owner of a professional auto racing team.


standpoint. An LMPC chassis will set teams back around $350,000. Bar1 Motorsports runs two cars, so the cars alone are a hefty investment. On top of the price for the cars themselves, teams need a way to transport them to and from each event. A transporter can cost upwards of $100,000. After adding in spare parts, tires, entry fees, travel costs and wages for the employees, a team can easily expect to spend over $1,500,000 per season.

So, with startup costs as high as they are, how do teams break even- or turn a profit? This is where sponsorship and funded drivers come in. Many sports car racing teams operate in a similar fashion to American Athletic Union basketball (AAU) or other club sports, pay to play. Usually, a driver possessing private funding, sponsorship, or a combination of the two will approach a team about driving for them. These drivers are known in sports car racing as “gentleman drivers” because usually they have a day job other than driving race cars. Many teams also have a full-time, professional driver to help instruct and develop the paying drivers’ skill sets. Sports car races can range from 3 to 24 hours in length with 2 to 3 drivers sharing a car, so getting the gentleman drivers up to speed is pivotal for good results.

Attracting these funded drivers and keeping them happy is crucial to many teams’ survival. “Our team is mostly driver funded,” Alder says. “Other teams vary from no driver funding to all driver funding. Results speak for themselves. Drivers who are paying want to pay for a team that is capable of winning.” A winning record attracts the most talented drivers, which in turn enables a team to be more selective with who they choose to drive for them.

The funding is an incredibly important aspect of a successful racing team, but Alder also stresses the importance of having committed employees that work well together and strive to go the extra mile. He’s obviously found a system that works well, as Bar1 Motorsports was able to sweep the final three races of the American Le Mans Series in 2013, but Brian is not ready to get complacent. “Racing is always evolving and changing,” he notes, “if a team isn’t always looking for the edge, then they will get left behind.” As the 2014 racing season beckons, Bar1 will face an ever growing level of competition, but if 2014 is anything like 2013 then they should do just fine.

THE COST OF BUSINESSFinancial stability is crucial for survival in the world of highly-competitive racing, with teams spending millions each year. The graph belowshows the disparity in the cost* of a new engine forseveral car types. Professional racing engines,which dwarf the competition, are often builtfrom scratch by the racing team.

1,0003,500

9,0007,500

45,000

Honda Civic Smart Fortwo

Porsche BoxsterFord Mustang GT500

Pro-racing Engine

*figures are in USDInformation courtesy honda.com, smartusa.com,

caranddriver.com and Hendrick Motor Sports

FEATURE>OSU ALUM

&philanthropy Fifty years ago, President

Lyndon B. Johnson declared a war on poverty, a war on the suffering, scarcity, and squalor faced by the poor. From soup kitchens to homeless shelters to remote villages, poverty is still rampant in the United States and around the world. It’s a problem that philanthropists and volunteers dedicate millions of dollars and countless hours towards trying to solve each year. Social entrepreneurs are also fighting to alleviate poverty by creating products that can compete in the marketplace while improving the standard of living for those at the bottom of the economic

totem pole, and some of the world’s most successful social entrepreneurs are coming to The Ohio State University.

On March 22, 2014, thousands of Columbus community members and Ohio State students will gather at the Mershon Auditorium for the Alleviating Poverty Through Entrepreneurship

(APTE) Summit to engage with leaders of start-ups from around the world who are living the dream of creating both philanthropy and profit. This event is the largest free, student-run social enterprise in the Midwest, and has reached “signature event” status at OSU. The summit’s speakers engage their business acumen in causes varying from job training for low-income individuals to improving access to education for women in Africa. Speakers come from as far away as Kenya and as close as downtown Columbus. Yet despite their differences, these entrepreneurs are tied together by the shared desire to provide

sustainable solutions for the needs of people, to contrive ideas that enhance everyday life.

APTE not only runs the summit but also is the social enterprise of the Fisher College of Business’s Business Builders Club (BBC). APTE connects those who have a passion for improving quality of life with the resources to create

products that can thrive. Summing up the organization’s core beliefs, APTE co-director Julia Rizkallah, a senior in the John Glenn School of Public Policy, says, “It is lost that although impoverished places have weaknesses, they equally have opportunity and potential. Trading value for value is the way to create wealth, and wealth creation is the only sustainable approach to alleviating poverty.”

In addition to the summit, APTE runs a business plan competition, a blog on its website aptesummit.org, an online podcast featuring prominent social entrepreneurs, and a design studio that works to develop entrepreneurial

skills. The blog, podcast, and website work together to publicize social enterprise while the business competition and design studio provide perspective entrepreneurs with the market knowledge and finances needed to pursue their ventures. The summit is the culmination of all the entrepreneurial energy built

“Trading value for value is the way to create wealth, and wealth creation is the only sustainable approach to alleviating poverty.”

story by ruidi lu


LIFE>EVENT

&philanthropy profit When March 22, from 12 to 5 p.m.Where Mershon AuditoriumRSVP to the APTE Summit at aptesummit.org

throughout the year. The APTE Summit formats

itself similar to the TEDx talk series. A series of speakers from around the world tell their stories, describe their thought processes, and illustrate the power of business to improve the world. Each talk lasts about fifteen minutes, however APTE’s summit also includes two thirty minute question and answer sessions during which attendees address speakers via Twitter. In addition to these speakers, the Summit will feature pitches from the top three finishers in APTE’s business competition and a panel of policy experts and entrepreneurs from Detroit trying to revitalize the Motor City.

Speakers and panels at the APTE Summit ooze ingenuity. For example, Veronica D’Souza, the founder of Ruby Cup, is scheduled to describe her experience keeping Kenyan girls in school by selling eco-friendly menstrual cups that last up to ten years. Donnell Baird, on the other hand, markets solar panels to small businesses, churches, and underserved communities while providing job training for lower-income workers. Innovators like Ms. D’Souza and Mr. Baird fuse a

self-sustaining, profitable product with a socially beneficial cause.

The innovators presenting at the summit and social entrepreneurs around the world follow this same template, which APTE’s co-director James Paskett, a senior finance major, describes by stating, “If you separate the product from the emotional ties of who is making this, and can say you would still buy it, then it’s a social enterprise that makes a good product. I think that if you have a good stand-alone product and subsequently add in the factor of the people and culture, then the market will reward you.” Rather than focus on charity, social entrepreneurs focus on wealth creation and economic development.

Today the problems of poverty persist in the United States and around the world and the fight

continues. Social entrepreneurs D’Souza and Baird represent a group of innovators whose business models generate profits while creating jobs, promoting education, protecting the environment, and attacking the issues that those in poverty face. The summit’s goal is

to demonstrate the power of social enterprise to the public. By the end of March 22, APTE hopes students and community members alike will be inspired to start a cause or join a cause - to turn suffering into relief, scarcity into abundance, squalor into hope.

APTE Summit attendees place pins on a map showing places to which they have traveled.



As your enjoyable meal at the Blackwell Bistro comes to close, those last few bites are just too much for your already full stomach. The silverware is set to the side and the waiter bustles to the table to collect your plate;

have you ever wondered where exactly the rest of those food scraps go? It’s probably not where you think.

Technology advancements have allowed companies to utilize ordinary everyday materials, like table scraps, to create energy. Your leftover french fries are just some of the many products that are being recycled into biogas by Quasar, one of today’s leading renewable energy companies.

With energy, economy, and the environment in mind, this company recycles waste from biomass sources (food waste, manure, biosolids, and crop waste) to biogas energy. This waste-to-energy organization capitalizes on a process called anaerobic digestion, “a process in which microorganisms break down organic material in the absence of oxygen in turn creating biogas.”

At one time, the natural process of anaerobic digestion took millions of years to break down and create large deposits of natural gas. Today, Quasar Energy Group has dramatically sped up the process, which “generates a renewable form of natural gas within a matter of days.”

The process of anaerobic digestion begins at the receiving tank, when solid and liquid organic biomass is pumped into an equalization tank. Solids are “chewed” before entering the digester, which is where the biomass is digested by the microorganisms and methane gas is produced. The gas can then be used to create energy products, like fuel.

Typically, this organic waste would have been incinerated or hauled to the nearest landfill, instead Quasar’s biogas can be used to generate electricity, natural gas, motor vehicle fuel and even improve pipeline quality.

story by maggie wehri

According to Quasar, “the United States ranks second globally in renewable energy production, trailing behind China.” This is due in part to the challenges inherent with developing renewable technologies. Startup companies struggle to obtain the large capital investments that are required to get off the ground. In addition, there are few renewable energy laws that require companies to incorporate “green” energy into an established business.

Quasar technology not only generates new energy sources, but it solves waste management issues of agricultural farmers, industrial food companies, municipal treatment plants and ethanol producers. Quasar collaborates with over 30 institutions around the nation, including Ohio State’s Ohio Agricultural Research and Development Center, which happens to be the largest university agbioscience research center in the nation.

The growing popularity of this industry holds great potential to create American jobs that require a supply chain of skilled workers. Quasar happens to be one of many sustainable industries that are on the rise and will only expand further as technology expands across North America. As we look to the future, we can hope that more companies will use products like our waste and turn them in to something useful.

energycollaborationQuasar Energy Group has partnered with The Ohio State University’s Ohio Agricultural Research and Development Center in solving waste management issues.

SUSTAINABLE BREAKDOWNThis infographic depicts what forms the United States uses to attain energy (top flower), and a breakdown of the various forms of renewable energy used (bottom flower).


LIFE>ENVIRONMENT


Petroleum 40%

Natural Gas23%

Coal 22%

RenewableEnergy

7%

Nuclear ElectricPower

7%

Biomass 53%

GeoThermal

5%

Wind5%

HydroElectric36%

Solar1%



A sustainable brand of burger has debuted at Ohio State dining locations: the Luna Burger. The burgers themselves are delicious, but the business behind Luna Burger may provide the customer even deeper satisfaction.

Luna Burger, founded by Barbie and Megan Luna, provides burgers that are Pure Plant Veggie Burgers, meaning they are vegan and

F DOOFOR THOUGHTstory by adam zimmerman

Luna Burger, with its Pure-Plant Veggie Burgers and non-GMO certification, is making a statement in Columbus and working with The Ohio State University on a recipe for sustainable success.

LIFE>ENVIRONMENT

made with whole foods, all plant ingredients. The burgers come in a variety of colorful flavors, ranging from Classic to Garden Thyme to Spicy Peanut Cilantro.

Barbie and Megan’s recipe was so well received by friends, family, and participants in a home-delivery food program that it inspired them to go into business. “We wanted to find a way to embrace our values and way of living authentically. We were already doing that on a small scale personally, but a business allowed us to impact more than just ourselves,” says Barbie.

Initially, Barbie and Megan looked at local stores to sell their products, doing their own sales and distribution throughout Ohio. Luna Burgers’ popularity grew quickly and, in response to the demand, they are now sold in sixteen states. In order to support this increase in business, Luna Burger, which still makes all of its burgers in its kitchen in Columbus, Ohio, partnered with Eat Well Distribution for assistance with its selling and distribution needs.

Luna Burgers’ expansion now includes the Ohio State campus. These Pure Plant burgers can be found at Sloopy’s, the Union Market, Morrill and North Commons, and the Heirloom Café in the Wexner Center. Providing Ohio State with a quality veggie burger has certainly helped in creating awareness of Luna Burger and its values. “Ohio State is big on supporting local businesses and food providers, and we’re happy to be a part of that,” adds Megan. Students care more about what they are eating, making the Luna Burger especially appealing. As Barbie mentions, “Vegan, vegetarian, and even meat eaters are more open to healthy, natural, and locally sourced kinds of foods.”

Our individual and business choices impact the world in a number of ways. “Food businesses, in particular, are the biggest wasters and non-recyclers,” Barbie

explains. Therefore, Luna Burger has considered sustainability in every facet of its business, through composting its food scraps with Eartha Limited and using recyclable packaging. Barbie continues, “Another element of sustainability is sharing resources.” Luna Burger rents its kitchen space to other small businesses as a way to help those who need a commercial kitchen get their products off the ground.

Not only does Luna Burger embrace a sustainable standard of doing business, but it also takes pride in supporting its local community through using ingredients from local farms. “Our main focus is buying local ingredients, so we buy those in season and preserve them year round,” Megan explains. “The quality is great. We know they are ingredients that you can trust. We know the growers, and feel that it’s a confidence which we can pass down to our customers.” This transparent relationship with suppliers and customers is highlighted by the burger’s non-GMO certification, meaning there are no genetically modified organisms in any ingredients

Dused.

Since founding their company in 2008, Barbie and Megan have stayed true to their core values and mission. “In our personal lives and in business, what we choose to do and not to do has a great impact. It’s important to be a business that thinks about these things,” Barbie explains. “Using local ingredients and supporting local farmers is a way to reinvest in our community, create lasting relationships, and have a sense of accountability that gets lost in industrial agriculture.”

In regards to keeping Luna Burger successful, Megan advises, “It is hard work and time consuming. But you have to remember who you are and what you care about, because it is not sustainable if you are not having fun.” This is certainly something students should consider as they search for career opportunities.

As evidenced by its growing presence, Luna Burger has had sustained success while adhering to its core values. The next time you have a Luna Burger, you will realize how much more there really is to enjoy about it.


THE BEST DAMNBRAND IN THE LAND

The Ohio State Marching Band is well known for their excellence, but this past season they were thrust into the national media spotlight. Racking up millions of YouTube views, appearing on the nationally televised Today Show, and even scoring a cameo in the recent iPad Air commercial, the band’s reputation was even bigger and better than ever. This recognition was a testament to the hard work and dedication put in by every band member to learn and execute complex drills, a task made easier this year thanks to an innovative proposal from Fisher student Ryan Barta and engineering student Charlie King.

Each year, the band spends roughly $24,000 to print drill charts and sheet music. Seeing an opportunity to bring technology to the field and contribute to Ohio State’s sustainability initiatives, Barta and King proposed replacing the traditional paper copies with iPads. As they would soon learn, coming up with the idea was the easy part; it would take months of hard work before the first iPads would make it onto the field. But with Barta’s business background and King’s computer science skills, this team was up to the challenge.

While King communicated with the app developers, Barta

created the budget models and developed the business plan. As an Operations Management major, Barta was able to immediately apply the lessons he was learning in the classroom, such as the importance of tailoring a proposal to his intended audience. One recent class project in his Management of Technology and Innovation course required him to “work on a mini start up and present it in the way you would to an investor,” says Barta. This project provided a dry run to problem solve the types of challenges the team would face as they developed their proposal.. “We had to think in the perspective of the band director and our key stakeholders. With the software, we had to make sure it was user friendly and not too complex. We had to find a case that would support the rigors of being outside with the band,” Barta recalls.

Barta and King spent a month and a half fine-tuning their proposal, considering everything from which accessories would be most appropriate to how to make the program sustainable over time. But all their hard work eventually paid off, earning the pair a $25,000 grant from the OSU Office of Energy and Environment which allowed them to implement a pilot program and put the iPads to the test.

A grant from the OSU Office of Energy spawned a new relationship with technology, which has done something unprecedented, making The Best Damn Band in the Land even better.

SPECIAL>TECH CITY


THE BEST DAMNBRAND IN THE LAND

Equipped with iPads, the band used the apps Four Score, Buckeye Box, and Drillbook Next to improve processes, including the memorization of music and drills. Until then, the Drillbook app had primarily been used by band directors, so extensive collaboration with the app developers was required to modify the app. Additionally, the band capitalized on other iPad features, including the video recording feature. “This is why the iPads are great,” Barta says. “We’re going to use the iPads in every way that we can to make us more efficient in rehearsal. We waste a lot of time doing things that could be fixed with iPads. As the band is doing more complicated formations, this is going to help us do it more effectively and faster.”

So what is the future of this pilot program? Next season, the band looks forward to supplying each band member with an iPad of his or her own. They’ve already obtained a gracious donation to provide the money necessary to make this happen. The iPads will be free to the band students during the fall semester; and they even have the option to lease them for subsequent semesters, thus creating a revenue stream.

Barta takes the flurry of media attention all in stride. “It’s exciting to be in the band at this time,” he remarks. “I call it

the golden years of the band, right now. We don’t know if this kind of attention will ever come back again. We’re just doing what we can to entertain Ohio Stadium, and if YouTube views are a result of that then that’s great. It’s extremely exciting, we’re all proud. It’s great to see all the positive feedback from around the world.”

As the first marching band to replace paper with tablets, the OSU band may change how marching bands operate across the nation. “We’re making bands more relevant again,” Barta explains. “If this causes some middle school student to want to pick up an instrument and be in a band and eventually continue it on, then we’ve done our job.”

Barta thinks the technological switch was inevitable and thanks to the resources available, Ohio State was the best school to pioneer it. “The OSU band has always been on the cutting edge of technology and innovation, but this continues to cement our place as ‘The Best Damn Band in the Land’ and a place that students aspire to go.”

story by camille baker

inning the 2013 NCAA Championship in Women’s Rowing is just one of the many achievements that have highlighted the impressive college career of Dara Schnoll. During her tenure at Ohio State, the Wilmington, Delaware native has juggled many

commitments, each centered on her love of sports. With her eyes set on a career in athletic administration, potentially as an Athletic Director, Schnoll is taking her passion for athletics beyond the water and into the classroom.

A junior in the Fisher College of Business, Schnoll is pursuing a customized specialization in Sports Industry. Fisher provides students with unique interests in business the opportunity to construct their own curriculum. This allows students to get a degree in a subject that they may not have been able to get through traditional means. For Schnoll, a degree that allowed her

DARA SCHNOLL, junior in Fisher andmember of the women’s rowing team, isn’t just a student athlete, she’s a

Wstory by adam zimmerman l photos provided by dara schnoll

FEATURE>STUDENT SPOTLIGHT


to study business in the world of sports was an intriguing proposition; one that would require a lot of work.

Students pursuing a customized curriculum are required to draft a detailed proposal explaining the rationale for a specialized major. They must look beyond the business school for courses that fit their proposed program of study and obtain permission from instructors, including the Undergraduate Program’s Executive Director. Schnoll was up to the challenge.

“I explained why a traditional major was not for me, while realizing the importance of a degree at Fisher.” Fisher’s resources helped

“I EXPLAINED WHY A TRADITIONAL MAJOR WAS NOT FOR ME, WHILE REALIZING THE IMPORTANCEOF A DEGREEAT FISHER

Schnoll along the way while juggling her responsibilities in and out of the classroom, as she credits her advisor, Matt Miller, in helping guide her through the process.

Schnoll’s desire to expand her knowledge of athletics also motivated her to co-found the Association for the Business of Sports, a student organization in Fisher. Its mission is to showcase opportunities within the sports arena for students with a business degree. “I learned a lot from working in the athletic department about what you can do beyond working for a corporation,” Schnoll explains, referring to her part-time job with the Ohio State Athletic Department. “[The job] allowed me to see what administrators do behind the scenes for events like our regattas to happen.”

Schnoll has invited speakers from Ohio State athletics and professional teams within Columbus to educate members on the diverse array of career opportunities in the sports world. One notable speaker was Gene Smith, Ohio State’s Athletic Director, who spoke at the first meeting.

While she focuses on her distinct academic plan and student organization, Schnoll is also aiming for a consecutive rowing championship as the 2014 season nears. As coxswain for the rowing team, she is in charge of steering the boat and executing the race plan. “I love the atmosphere in the water and racing,” she explains.

A scholar athlete and true competitor, Dara Schnoll has many tasks to tackle this year, but her passion for sports and her personal drive will no doubt lead to more accolades before her time at Ohio State is finished.

Demand for The Wall Street Journal reached an all-time high in Fisher this past fall, with students arriving

early to scramble for a coveted copy. It wasn’t because of a breaking financial crisis or a celebrity gossip scandal; instead, students were fueled by their competitive drive in the inaugural Mini Biz Quiz competition.

Modeled after the larger national Biz Quiz event that Fisher College of Business hosts each fall, the Mini Biz Quiz featured teams of first-year students competing over their knowledge of current events. Participants were randomly assigned into twelve teams and directed to read The Wall Street Journal front to back for one week. A member of the winning team, George Miller-Davis explains his team’s strategy, “Our group split up The Wall Street Journal into four sections so each member knew their section better than everyone else. Although, I did read the rest of the paper to a lesser degree to have a general understanding of the topics.”

A team of business students in the Fisher Peer Advisor Program were the

driving force behind this event, from its conception to execution. The Peers coordinated all aspects of the day-long event, which included diligently reading The Wall Street Journal themselves in order to craft the questions for the competition. When asked about their motivation behind creating the event, one of the Peers, Alex Urban, explained “I wish every student would read The Wall Street Journal and keep up with what’s going on in the news. The Mini Biz Quiz is not only building excitement about the actual Biz Quiz but encourages camaraderie and involvement between freshmen.”

The event was comprised of three rounds of competition, with each team facing up to four opponents at one time. During each round, teams were given 10 seconds to discuss their answers before responding. The questions increased in difficulty and the excitement grew as the competition progressed. In the end, Collin Whitesell, George Miller-Davis, Shana Nichols, and Gilles Munezero made it to the final round and took away the gold in a fast-paced showdown. “My experience was great, and not just because we won,”

Nichols asserts. “Everyone was super nice and the event provided a wonderful networking event to meet other freshman pursing business.”

The thrill of the competition was felt by everyone, including the organizers. “I thought this was such an intriguing event and I really enjoyed the fun, high-energy environment,” Urban exclaims. “We wanted to encourage freshman students to pick up The Wall Street Journal and get more excited about becoming a part of Fisher.” Because the program was such a success, the Peers plan to continue fostering readership by turning the Mini Biz Quiz into an annual event.

WOLVES OF WALL STREET

Students reading up on The Wall Street Journal for Fisher’s Mini Biz Quiz event.

2,378,827 DAILY READERS

21 EDITORIAL BOARD MEMBERS

124YEARS OF THE

WALL STREET JOURNAL

900,000DAILY DIGITALREADERS

story by maggie wehri

WSJ

THE JOURNAL BY THE NUMBERS

Are You Smarter

Than A Wolf?

Google is curently lobbying state legislatures to pave the way for what specific groundbreaking

technology?

What is the name of the nuts and bolts

maker that has seen its shares increase

an astonishing 35,000% over the

past 25 years?

McGraw Hill and Argus Media poll oil traders every day and use a

complex methodology, combining reported

bids, offers and other data to determine what?

What is the name of the math whiz

who was very skilled at creating bonds from pools of risky

subprime loans before the financial crisis?

Nike, RadioShack, Anheuser-Busch

InBev, FRS, Easton-Bell Sports, and Trek. What do these companies have in common?

Which bulk-retailer has seen its stock return more than double that of the Standard & Poor’s

500-stock index and more than 3.5 times that of Wal-Mart?

Question 1

Question 4 Question 5 Question 6

Question 2 Question 3

Answers on page 2

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