Say it with t-shirts

Angela Gonawela, Dinuka Rupasiri, Angela Ponrajah, Sheron Mendis, Surangika Goonetilleke, Pemindee Gamage and Matthaus Lang have been experiencing a nerve-racking challenge. Come January, they will be judged on their performance in a hands-on project that would help them gain valuable insight and understanding of this new and challenging business world.

The task of raising funds for the development, launch and marketing of a product is a course requirement of their module 'Seminar in Marketing' as part of the BSc Hons in Business Management of the Imperial Institute of Higher Education. It is no defunct TV game, but an everyday business reality for the youth who will play a completely active role in a real scheme, which involves setting up, and running a small business.

More than ever before, students need business and personal skills as well as traditional technical skills, to prosper in their endeavours after graduation. Traditional courses are changing in delivery method and content to meet this need. A fine example is being set by the Imperial Institute of Higher Education (validated centre of the University of Wales) in setting the project that will prepare students to face the corporate world.

For the seven students it couldn't get more real, as it involved: Brainstorming the concept analysing all options using the six thinking hat philosophy and discussing the concept with focus groups comprising school going children, already employed individuals and university students in order to deliver a viable business plan for commercialising their product.

The 'Good Citizen' (GC) concept took shape when the group opted to capitalize on the popular trend of wearing T-Shirts with slogans. "We thought that T-Shirts that reflect one's identity would be emotionally appealing," explains Angela Gonawela who has assumed the role as CEO of Sunbeam Enterprise, which is registered with the Young Entrepreneurs of Sri Lanka (YESL). It basically helps the young generation communicate their ideas with the rest of the community through a T-Shirt, which in turn will help them portray a positive image of themselves which says they are good citizens of the country.

The focus of the messages is on current social issues and environmental issues. "When I am in charge war stops" is one of the slogans for Peace, "Save the Thalogaya" – for Environment, "Mallum Rocks" for Nutrition, etc., in all three languages – Sinhalese, Tamil and English. Individuals wearing the T-shirts would make a statement – indirect, yet effective, but said with a sense of humour.

The toughest challenge was to raise funds. "We didn't know where to go or what to do," Marketing Director, Sheron Mendis says, before they decided to have a car wash and a raffle draw. It apparently rained like mad the week of the car wash but miraculously stopped on that day. "We actually managed to pull off a car wash that helped us raise a fairly large sum,' she laughs. Eventually they managed to get some sponsors.

The formal launch of their product is to be held at the Mount Lavinia Hotel – Tropical Hut, on December 20 at 8 p.m. Tickets priced at Rs. 650 can be bought at the Institute. The event will feature a fashion show, entertainment, commencement of sales and the after-launch party.

Proceeds of the show will go to charity. Should there be a loss, students would have to make up for it with their own money. "It has motivated us to work harder," Angela says. They have also appointed a chartered auditor to check their accounts.

On their outfit – "We want it to be an organisation that brings hope. Like a sunbeam, we want to give light," explains Angela. For the enthusiastic students, their project is one that also promotes freedom of speech and national integration. "We were born into a culture of war – but we are all Sri Lankans despite the different languages we speak."

Having to deal with the media, advertising and hotels in preparation for the big launch and implementing their marketing strategies has been an incredible learning experience. "Grants treated us like we were real clients," Sheron marvels. They assisted the students with the designing and advertising process.

Above all, it has been a tremendous learning experience – uphill at times, while introducing them to the vital planning, coordination and review processes. "We have learnt how to handle situations, people and finances while practicing good ethics and sound values." They are sure the realistic workplace experience would help them in the future, should they wish to make a career in business. Since each of them took on different roles – as CEO, Marketing Director, Operations, Finance, PR, IT and so on – they have fully understood how the system works. Further, they have seen for themselves how to solve problems in a business context.

The moment of truth comes when the students will be evaluated on two counts – how much profit they would receive on selling their products and how much of it would go to charity. They would be marked on project presentation, concept report, launch and overview of the entire project. The project will be critically analysed and studied for feasibility at a meeting held in a real boardroom setting, which would require of them to be dressed suitably and be punctual.

The project that provided a glimpse of business in the real world would definitely be a step in meeting the growing demand in the field of industry, more vocationally-oriented courses for students and the increasing emphasis on education for business.

Winning or losing aside, going by the tremendous efforts and teamwork put into the project, the students are certainly inspired. Real life lessons are being learnt along the way. By selling a product they believe in, they can't but be successful. The real lesson to take home here though is the belief that "We can make a huge difference," as the enthusiastic participants put it. "We want future citizens to think in an unbiased manner and not be brainwashed."