Isabella Bank Institute for Entrepreneurship

In March, a group of Central Michigan University students recently traveled to Austin, Texas, to attend South by Southwest (SXSW), one of the world’s most influential conferences for entrepreneurship, technology, and innovation. As part of the Stephen Wakeling & Erin Gendron Entrepreneurial Scholars Program, the students gained hands-on exposure to industry leadership, creative thinking, and real-world business strategy. 

“SXSW is a fast-paced, eye-opening experience. It challenges students to step out of their comfort zones and think differently about what’s possible,” said Julie Messing, director of the Isabella Bank Institute for Entrepreneurship and Campbell Endowed Professor, who leads the program. “They’re exposed to emerging technologies, startup stories, and cutting-edge discussions that push them to grow in every way.” 

From campus to connections 

Throughout the trip, students attended high-profile panels, workshops, and networking events—diving into topics like venture capital, storytelling, longevity, and medical innovation. One standout session, Pitching to Angels 101, gave students a behind-the-scenes look at how investors evaluate early-stage businesses. 

The experience was especially valuable for students preparing for CMU’s New Venture Challenge, where they pitch their own business ideas to potential investors and compete for funding. 

“It was amazing to see how these insights tied back to what we’re doing with the New Venture Challenge,” Messing said. “It helped students understand how to refine their messaging, understand investor expectations, and think bigger.” 

Building confidence in the real world 

The impact of the trip went far beyond the sessions. For many students, the chance to connect with accomplished entrepreneurs helped them build confidence and envision themselves in those roles. 

“I really enjoyed getting closer with the cohort, but also the amazing and insightful seminars run by some very powerful entrepreneurs,” said Brynn Hubbard, a senior in entrepreneurship from Traverse City, Michigan. 

“At the end of the day, they are just like us,” added Derek Ballas, a junior in finance from Allen Park, Michigan. “The only difference is a few extra zeros in a bank account.” 

The power of being present 

One of the biggest takeaways? Put the phone away. 

Messing shared how a past group of students—by staying alert and off their phones—spotted Mark Cuban in a crowd and seized a once-in-a-lifetime moment. That message stuck with this year’s cohort. 

“I saw so many people miss opportunities just because they weren’t paying attention,” said Ballas. “Being present helped us make real connections with CEOs and other professionals.” 

Just show up 

Messing’s message to future students is simple but powerful: be willing to show up. 

“Opportunities like this start with a single step,” she said. “You don’t need to have everything figured out—you just need to put yourself in the right environment and be open to what’s possible.” 

Want to be part of the experience? 

Students interested in applying for the Stephen Wakeling & Erin Gendron Entrepreneurial Scholars Program can learn more through the Isabella Bank Institute for Entrepreneurship at Central Michigan University. Applications will be accepted through April 18, 2025.