University of Alberta: CSL Case Competition 2025

What's your favorite fish?

This is a question I like to ask all of the students we work with. It serves as a classic icebreaker, but also brings in the idea that - there may be a fish that is important to you. Which leads to the question why? Why is this fish important to me?

In late November 2025, the University of Alberta presented the Aquatic Biosphere with a fascinating idea: Judge a marketing case study competition.

We brainstormed a challenge for students to create a revenue stream with minimal start-up investment and a six-month timeline. While this challenge is generally manageable for non-profit organizations, there can be obstacles. High demand for volunteer time and funding might lead to project delays or even missed opportunities, a common challenge within the non-profit sector.

The following, very appropriate, very relevant, but stubbornly challenging guidelines were provided:

• Create a low-maintenance revenue stream that aligns with our mission.

• A creative and unique product or service within physical or digital spaces.

• Budget – Consider a $500 budget, with plans to scale with revenue.

With the students in place, and 24 hours to produce, the Aquatic Biosphere team took our seats as judges.

The presentations offered compelling and intriguing ideas. More notably, they reflected on previous efforts by the Aquatic Biosphere to solve the challenge of creating low-cost, high-impact, yet sustainable programs. Concepts like classroom-nurtured aquariums resonated with the organization's history and aligned seamlessly with its mission and values. These included familiar challenges and solutions that have influenced business strategy in the past, as well as ideas that address future challenges, such as competitions with entry fees and the integration of digital media and gamification to advance education and sustainability. While only two teams entered the challenge - Team "ADEPTS" and Team "Your Queeries Answered," who both gave engaging and thoughtful solutions to the problems, they reflected on a past and future that I felt was timely, and retrospective.

Team ADEPTS took the prize, with a compelling if not ambitious idea seeking to unlock value in competition.

Team "Your Queeries Answered" provided the runner-up presentation, weaving an innovative classroom program that strongly reflected the missiion and values of the organization.

With a thrilling Kahoot quiz to top off the evening, chock full of Aquatic Biosphere factoids, the evening was met with smiles, cheers, and deep discussions on sustainability and outreach. These students were impressive in their introspection, as we ask all of our students, they were eager to share their favorite fish, and with a growing perspective on water, sustainability, and the challenges of the non-profit sector, they shared why.