Part of UWM’s umbrella program called Ideas Challenge, The Student Startup Challenge (SSC) is a unique co-curricular program that is creating an entrepreneurial culture at UWM by encouraging students to develop their ideas, launch businesses, and develop unique skills that come from the entrepreneurial experience. SSC is not a business plan competition. Instead, it helps student entrepreneurs develop their ideas while working with other students and mentors. In the Fall of 2016, the fifth year of the Student Startup Challenge was launched with a new model designed to engage more students in the process and develop ideas. The program has been redesigned with three phases – Explore, Discover, and Experiment – which allows student entrepreneurs to explore a broad range of ideas, discover markets through a structured process and experiment with business models and prototypes.