Mind-to-Market Case Challenge

MBA students get real-world experience in annual competition

The Mind-to-Market Challenge began as a CyBIZ Lab project aimed at identifying a niche in case competitions that aligned with Iowa State University’s strengths.

The students developed the idea of a “live” case competition format centered on technology and entrepreneurship. To bring this vision to life, the Pappajohn Center for Entrepreneurship partnered with the Ivy MBA program to create the challenge, selecting a technology company that originated at the Iowa State University Research Park as the case company.

“We have developed a pretty cool program, and we’ve figured out how to run it well. However, it will be a little different each year based on the case company chosen,” said Judi Eyles, director of the Pappajohn Center for Entrepreneurship. “As a part of the experience, students travel to the startup company, meet and interact with its founders, and solve an actual challenge for the company. We hear from students that the experience is unique, really fun, and they love working on solutions for the company that will likely be implemented.”

The 2025 Ivy MBA Mind-to-Market Case Challenge kicked off on Friday, March 6, providing participants with an exclusive tour of Sabanto, an innovative autonomous agriculture solutions company.

Led by Sabanto CEO and Founder Craig Rupp, the tour set the stage for an intense and thought-provoking competition that brought together MBA teams from top business schools nationwide. Hosted jointly by the Ivy College of Business and the Pappajohn Center for Entrepreneurship, the event challenged teams to develop strategic solutions for real-world issues in agricultural autonomy.

“These MBA students came in with sharp business instincts, asked tough questions, and approached our problems from angles we hadn’t considered.”

— Craig Rupp, CEO and founder, Sabanto

Nine business schools participated in this year’s challenge:

• Baylor University Hankamer School of Business.
• University of New Haven.
• University of Rochester Simon Business School.
• Missouri State University College of Business.
• Iowa State University Ivy College of Business.
• University of Tennessee, Knoxville.
• The University of Kansas School of Business.
• Washington University in St. Louis Olin Business School.
• University of Florida.

This year’s case focused on Sabanto’s Autonomy System, a solution that transforms existing tractors into autonomous machines capable of independent field operations. Over two days, teams worked to devise strategic recommendations for market expansion, scaling, supply chain efficiencies, and demand generation. The competition pushed participants to think critically, collaborate effectively, and present data-driven solutions to a panel of industry experts.

“I was presented with the opportunity to have teams of MBA students across the country spend a day with us, dig into the challenges we’re facing, and create a case study to help move the company forward. It was a no-brainer,” said Rupp. “When smart, motivated people are willing to roll up their sleeves and give us an honest, outside perspective, count me in.”

After a rigorous preliminary round, three teams advanced to the final presentations, where they presented their strategic insights to an esteemed panel of judges. Following a series of compelling and well-researched presentations, the winners of the 2025 Ivy MBA Mind to Market Case Challenge were:

• First Place ($5,000): University of Tennessee, Knoxville.
• Second Place ($3,000): Iowa State University.
• Third Place ($1,500): University of Florida.

Ivy MBA team members included: Amanda Thomas, Bryson Mitchell, Violet Lapke, and Tim de Wit.

“The Mind-to-Market challenge provided us with a remarkable opportunity to gain fresh perspectives and insightful recommendations from professionals beyond our industry,” said Cory Spaetti, chief operating officer of Sabanto. “Thinking outside the box and stepping away from our daily routines is never easy, but this experience encouraged us to do just that. The participating teams carefully considered our feedback and returned with ingenious suggestions that will be invaluable in helping us achieve our goals and initiatives.”

Having developed a strong and well-structured program, the Mind-to-Market Challenge will continue to evolve. Participants consistently share that the experience is both unique and exciting, as their solutions often have a real impact on the company.

“These MBA students came in with sharp business instincts, asked tough questions, and approached our problems from angles we hadn’t considered,” said Rupp. “Yeah, we have big goals, and we’re not afraid to admit we don’t have all the answers.”

One of the most fulfilling parts of this competition is seeing students actively help a real company. They appreciate the opportunity to meet a company’s founder, tour the facility, and then apply their business acumen to real challenges. The experience is deeply impactful for participants, making it one of the most valuable aspects of the competition.

Violet Lapke, a second-year MBA student at Ivy, stated that the most valuable part of the experience was seeing their ideas be implemented by the company. “The case really comes to life when you realize that you are actually serving as a consultant for the company,” Lapke said.

Her team member, Amanda Thomas, said, “Mind-to-Market was my first external case competition, so the most valuable part for me was just learning what case competitions are all about. I got to chat with competitors from other business schools about their experiences, participate in a well-organized event with a local twist, and practice the skills I’ve been honing through the MBA program. Working effectively under pressure is absolutely a skill I will continue to use for the rest of my life. Completing this challenge in less than 24 hours bolstered my self-confidence in being able to synthesize, analyze, brainstorm, and formally present business information on a tight timeline.”

“Honestly, how did somebody new to the agriculture industry come up to speed on a pretty niche and complex subject? They didn’t just skim the surface, they went deep,” Rupp said. “The questions they posed were smart. Their ideas were well-thought-out. Their thinking was disciplined. People with less experience sometimes see more options because they’re not constrained by expertise.”

Learn more about the 2026 Ivy MBA Mind-to-Market Case Challenge.

July 2, 2025