Naperville, Illinois
Our journey begins in Naperville, Illinois, home of North Central College, at the beginning of fall semester 2008. Five college students -- Ed, Marisol, Kristina, Kelli, and Yev -- meet in Professor Clifton's business class and come up with an idea that they think will win the national Students In Free Enterprise (SIFE) competition. This idea, marketing coffee, has the potential to be both profitable and socially responsible.

They spend the next year testing that theory and competing for the national prize. In the course of the year they also encounter some unexpected obstacles, develop unique relationships, and redefine what it means to win.