§ 01 · Morning
Arrival checklist.
What to bring
Business professional attire, no exceptions
Pencils only, no pens (for scantron exams)
Photo ID for check-in
Snacks and water, competitions run long
Timing targets
Arrive extra early, more time is always better
Check in at registration immediately on arrival
Objective test: aim to finish within 60 min
Mental state
You have prepared more than most competitors in the room
Nervous energy is useful, it sharpens focus
You will forget something in prep, that's normal, move on
The judge is not your adversary, they're scoring what you give them
One weak point does not break a strong presentation
Your recommendation is more important than your vocabulary list
§ 02 · Prep Room
Using your 10 minutes.
Read
Read the entire scenario twice. Both times. No exceptions.
Circle your role and the judge's role. You must open addressing the right person.
Mark the exact task statement, this is what the judge will score you on.
Underline any numbers, constraints, or specific details. These become your evidence.
If you don't know exactly what they're asking, you'll answer the wrong question.
Decide
Write one sentence: 'My recommendation is to ___ because ___.'
If you can't write that sentence, you don't have a recommendation. Pick a direction.
Identify 3 PIs you'll use. Write the keyword, not the full statement.
Note which PI you'll open with, judges remember the first minute.
The recommendation is the entire point. Everything else supports it.
Structure
Outline the body: 3–4 numbered points. Each point = one PI + one application.
Write keywords, not sentences. 'Segment → 18–24 cohort, 3× frequency' is enough.
Plan your Q&A defense: what are the 2 questions a skeptical judge would ask?
Sketch a visual if relevant (chart, matrix, timeline). Hand it to the judge at the end.
Solid structure survives nerves. Freestyle doesn't.
Polish
Write your opening line. 'Based on [company's situation], I recommend [X] because [Y].'
Write your closing call-to-action. The last 30 seconds are scored heavily.
Review your notes: did you address every bullet in the scenario? Add any you missed.
Stand up if you can. Run your opening line aloud at least once.
The open and close are the two highest-scoring 30-second windows.
§ 03 · Opening
Effective opening structure.
Standard Template
“Based on [company situation], my recommendation is to [action], specifically because [evidence from scenario].”
State your recommendation in the first sentence. Judges hear 20+ openings per block. The ones that start with the answer are memorable. The ones that start with introductions blend together.
Role-Specific Openers
Employee addressing manager
“I’ve reviewed the situation and want to recommend a direct approach to [issue]. My recommendation: [X], for three reasons…”
Consultant addressing client
“After analyzing [company]’s current position in [market], I’d recommend focusing on [X]. Here’s why this is the right move for your situation…”
Team presentation
[Person 1]: “Our recommendation is [X].” [Person 2]: “I’ll walk through the analysis, [lead first point]…”
When you’re uncertain
“The most critical issue here is [X]. My recommendation addresses that directly: [state it]. Here’s the supporting logic…”
§ 04 · Q&A
Handling judge questions.
The 3-part answer structure
In one sentence, restate what the judge asked. This buys 5 seconds and signals that you heard the question exactly. 'You're asking whether [X]…'
Answer directly. Don't hedge. If you don't know, name the framework you'd use to figure it out. 'My answer is [X], because…'
Connect your answer back to your recommendation. The best Q&A answers don't introduce new topics, they deepen the judge's confidence in your main thesis.
Common judge questions
“What's your timeline for implementation?”
Name a specific phased approach: 'Short-term [X] in 30 days, medium-term [Y] in 90 days.' If the scenario gives timeline data, use it. If not, state an assumption out loud.
“How does this affect the budget?”
Use order-of-magnitude thinking: 'This is a low-capital initiative, primary costs are [X] and [Y]. ROI would be visible in [timeframe] through [metric].'
“What's the risk if this doesn't work?”
Name one real risk and a mitigation: 'The main downside risk is [X]. We'd mitigate it by [Y], which keeps total exposure bounded.' Don't say 'there are no risks.'
“Why not [alternate approach]?”
Validate the alternate, then explain your trade-off: '[Alternate] would address [sub-problem], but my recommendation better addresses [core problem] because [evidence from scenario].'
§ 05 · Scoring
What judges actually score.
Performance Knowledge
21 ptsHow accurately and deeply do you demonstrate understanding of the relevant performance indicators? Judges score whether you applied the right PIs at the right verb depth.
Every recommendation should name or apply a PI. 'Identify the target segment' is not enough if the verb says 'analyze.' Build your answer to match the verb.
Presentation & Communication
21 ptsVoice control, eye contact, flow, confidence, and professional manner. This isn't about speaking fast, it's about sounding like someone who actually knows the answer.
Slow down when you make the key recommendation. Speed through background; slow for conclusions. Judges write scores on the conclusion.
Professional Appearance
14 ptsBusiness professional attire, grooming, and first impression. This is the easiest 14 points in competition, you get them before you speak a word.
These points are free, don't give them away. Tie, blazer, dress shoes. No exceptions. Judges notice when competitors dress down.
Judges' Evaluation
28 ptsThe judge's holistic evaluation of your poise, solution quality, and fit for the scenario. This is where your recommendation quality separates you from the field.
To max this category: your recommendation must be specific (not generic), supported by scenario data, and delivered like you believe it completely.
Exam Score
16 ptsThe objective exam contributes to final scoring for Individual Series events. The exam tests BA Core and cluster-specific PIs at the knowledge and application levels.
Study PIs, not facts. The exam tests whether you know what PIs mean and how they apply, not trivia. Knowing 80 PIs well beats knowing 20 PIs by heart.
Holistic Takeaway
100 ptsA top competitor is: well-dressed (free points), gives a clear recommendation (1st sentence), applies PIs correctly (body), handles Q&A calmly, and closes with a specific action.
State the recommendation early. Apply PIs intentionally. Defend one question calmly. The winners aren't usually the most confident, they're the most prepared.
§ 06 · Verb Reference
Bloom's taxonomy applied.
Every PI begins with a verb. That verb is the judge's rubric in one word. Answer at the verb's level or above, not below. A judge scoring "Analyze" does not award full marks for a definition.
Name it correctly. One or two sentences.
"The strategy used here is market penetration, increasing market share in existing markets."
Explain its characteristics and components.
"Market penetration involves reducing prices, increasing advertising, and acquiring competitors in a current segment."
Show cause and effect. Why does this happen?
"Market penetration works here because the company already has distribution infrastructure, scaling in existing markets lowers marginal cost."
Break it down. Evaluate the components and their relationships.
"This market has three segments. Penetrating Segment A generates 2× revenue but requires a 15% price cut that compresses margin. Segment B…"
Weigh options and make a judgment. Compare trade-offs.
"Between market penetration and market development, penetration is the stronger choice here given existing infrastructure and lower capital requirements…"
Propose a specific course of action with justification.
"My recommendation is to focus on Segment A market penetration over 90 days, targeting 12% share growth, funded by a $40K ad budget reallocated from Segment C…"
Next steps
Keep practicing between now and competition day.