What California DECA does

California DECA is a nonprofit 501(c)(3) Career and Technical Student Organization (CTSO) that prepares California high school students for careers in marketing, finance, hospitality, and management. Founded in 1951 and chartered by the California Department of Education with endorsement from the U.S. Department of Education, the organization operates as the California chartered association of DECA Inc., delivering co-curricular programming across 59 affiliated high schools serving 4,500+ student members. Its portfolio centers on the DECA Competitive Events Program (role-plays, written events, team decision events, professional selling) supported by a tiered conference funnel — District CDCs (NorCal, SoCal, Silicon Valley), the State Career Development Conference in Anaheim, and the International Career Development Conference (ICDC) — plus leadership development programs such as the Emerging Leader Summit, Advisor Conference, Presidents Council, and District Action Teams.

The product surface includes the DECA+ online practice platform with roleplays, case studies, flashcards, and sample exams; Virtual Business Challenges and the Stock Market Game (online simulations spanning fashion, hospitality, sports, retail, accounting, and finance); and an expanded Corporate Challenges lineup built with partners such as the National Pediatric Cancer Foundation. For the 2026-2027 season, scoring shifted to a 50/50 split between prepared presentations and written entries, the 21st Century Skills framework was replaced with Career Competencies aligned to national career readiness standards, and Adobe Express was integrated into Chapter Campaign submissions. Membership operates under a new site license model priced as an annual subscription at the school level rather than per-student.

The business model combines five revenue streams: chapter site license/membership fees, conference registration fees, tiered corporate sponsorships ($2,000–$10,000), individual donations and monthly giving, and California Department of Education state funding allocations. The organization is overseen by a Board of Directors and managed by a State Director (Brycen Woodley) and Executive Director (Ryan Underwood), with 11-50 employees supporting operations from Santa Ana / Costa Mesa, California.

Name

California DECA

Legal name

California DECA, Inc.

Website

https://californiadeca.org

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

11–50 employees

Short description

California DECA is a 501(c)(3) chartered CTSO preparing 4,500+ California high school students for careers in marketing, finance, hospitality, and management through competitive events, conferences, and leadership programs across 59 affiliated schools.

Ownership category

akta.pro rank

Product category

Career and Technical Education

NAICS

Technical and Trade Schools (6115), Educational Services (611), Educational Support Services (611710)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Public Career & Technical Education (CTE) Centers & Programs (EDAJAAAJ)

akta.pro secondary industries

Advancement Services & Donor Operations (CRM, Gift Processing, Stewardship) (EDALAOAD), Career & Technical Education (CTE) Standards Authorities (EDADAEAE), Regional Education Service Agencies (ESAs/BOCES/Intermediate Units) (EDADABAC)

Keywords

• Career technical education
• Student leadership development
• Business competitive events
• Youth entrepreneurship programs
• Marketing education programs

Headquarters

HQ city

Santa Ana

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Chapter Affiliation/Membership Fees: Schools pay chapter affiliation fees to join California DECA. The organization operates under a site license model for DECA affiliation.
2. Conference Registration Fees: Revenue generated from students and advisors attending District, State, and International Career Development Conferences. Fees cover conference entrance, materials, and competition.
3. Corporate Sponsorships: Corporate partners sponsor competitive events, conferences, and scholarships. Sponsorship tiers range from $2,000 to $10,000 for various levels of visibility and engagement.
4. Donations: Individual donations from alumni, supporters, and industry partners. Monthly giving programs support student participation.
5. State Funding: Receives funding allocations from the California Department of Education via state funding allocations.

Pricing tiers

Distribution channels5 records

Marketing channels6 records

Core offering

California DECA is a nonprofit 501(c)(3) Career and Technical Student Organization that delivers co-curricular competitive events, leadership development programs, and conferences for high school students enrolled in marketing, finance, hospitality, and management Career and Technical Education (CTE) courses. The core deliverable is the DECA Competitive Events Program, in which students compete at district, state, and international conferences in role-plays, written events, team decision events, and professional selling events judged by industry professionals. Membership is school-based and administered through certificated faculty advisors at high schools in California.

Product overview

California DECA is a nonprofit 501(c)(3) Career and Technical Student Organization (CTSO) that provides a comprehensive portfolio of programs and services for high school students interested in business education. The core offering is the DECA Competitive Events Program, which includes role-plays, written events, team decision events, and professional selling events aligned with National Curriculum Standards. Supporting programs include DECA+ (online practice platform), Virtual Business Challenges, Stock Market Game, and Corporate Challenges created with major partners. The organization operates a tiered conference system: District Career Development Conferences (NorCal, SoCal, Silicon Valley), State Career Development Conference (SCDC), and International Career Development Conference (ICDC). Additional programs include leadership development through Emerging Leader Summit, Ultimate Power Trip, Western Region Leadership Conference, Advisor Conference, District Action Teams, and Presidents Council. All programs integrate into classroom instruction to prepare emerging leaders and entrepreneurs in marketing, finance, hospitality, and management.

Differentiator

Problem solved

Functional benefit

Products and services

• DECA Competitive Events Program Industry-validated competitive events aligned with National Curriculum Standards in marketing, business management, finance, and hospitality. Includes role-plays, written events, team decision events, and professional selling events in which students compete at district, state, and international conferences. Designed for high school students enrolled in CTE business coursework.
• DECA+ Online platform offering practice role-plays, case studies, flashcards, and sample exams to help DECA members prepare for competitive events and conferences. Aimed at chapter members and student participants.
• Virtual Business Challenges Online simulation events where students run virtual businesses in industries including fashion, hospitality, sports, retail, accounting, and finance, competing regionally and qualifying for ICDC.
• Stock Market Game Online investment simulation in which students build portfolios and compete with DECA members across the country while learning financial analysis and trading.
• Corporate Challenges Competitive projects created with major corporate and nonprofit partners in which members solve authentic business problems over weeks or months, build portfolios, and compete for recognition at ICDC. Includes the Social Impact Leader Challenge with the National Pediatric Cancer Foundation, Social Influence Challenge, DECA at the Bell Challenge, Hospitality Sustainability Innovation Challenge, Procurement for the Public Good Challenge, Future of Accounting Challenge, Insurance Pathways Innovation in Action Challenge, Food Truck Challenge, Personal Branding Challenge, Digital Presentation Skills Challenge, and Social Media Marketing Simternship.
• District Career Development Conferences Regional conferences held annually in January for three California districts (NorCal CDC, SoCal CDC, Silicon Valley/SV CDC) where students present to industry judges and compete in DECA competitive events.
• State Career Development Conference (SCDC) California's largest DECA event, held annually in February/March in Anaheim, CA, where members compete, network, attend workshops, campaign for state office, and top competitors qualify for ICDC.
• International Career Development Conference (ICDC) DECA's flagship annual conference gathering over 22,000 high school students, advisors, businesspersons, and alumni to compete in competitive events and recognize outstanding achievements. California sends delegations of more than 600 students each year.
• Emerging Leader Summit National leadership conference held annually in July where DECA leaders engage in educational programs to empower them for the upcoming year, with opportunities to collaborate, network, and grow.
• Ultimate DECA Power Trip Annual national conference in November featuring dynamic general sessions, day of learning, and leadership labs with professional presentations, allowing members to customize their itinerary.
• Western Region Leadership Conference Regional leadership conference bringing together thousands of DECA members from the Western Region with nationally recognized speakers, workshops, business tours, and leadership training designed for chapter and state leaders.
• Advisor Conference Annual two-day conference bringing California DECA advisors together for motivation and empowerment, with training focused on integrating DECA into classroom instruction and guidance on the competitive events program.

Quantifiable outcome

• 86% of members excel academically with A or B averages
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• U.S. Department of EducationcoreStrategic or Co-development PartnerDECA is endorsed by the U.S. Department of Education as a co-curricular student leadership and career technical education program.
• California Department of EducationcoreStrategic or Co-development PartnerCalifornia DECA is chartered by the California Department of Education and endorsed as an essential component of business education. Receives state funding allocations.
• California Business Education Association (CBEA)minorStrategic or Co-development PartnerPartner organization supporting business education in California.
• National Pediatric Cancer FoundationminorStrategic or Co-development PartnerCorporate partner for the Social Impact Leader Challenge, where DECA members develop fundraising and cause-marketing campaigns.
• Army ROTCminorGTM or Marketing PartnerListed as a sponsor of California DECA events and conferences.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Technology Student Association (TSA): TSA is a national CTSO for students interested in STEM, technology, and engineering career pathways. It competes with California DECA for the same pool of CTE-credentialed advisors and school chapters across California.
• Business Professionals of America (BPA): BPA is a national CTSO serving middle, high school, and postsecondary students pursuing careers in business, finance, and information technology. It competes directly with California DECA for school chapters and student members in business-focused pathways.
• DECA Inc. DECA Inc. is the parent organization and national CTSO for marketing, finance, hospitality, and management. California DECA is a Chartered Association of DECA Inc., operating under its brand, conferences, and competitive event framework.
• Future Business Leaders of America (FBLA): FBLA is the largest U.S. student business organization and a direct peer CTSO. Both FBLA and California DECA compete for high school chapters, CTE teacher advisors, and corporate sponsors within overlapping business-education pathways.
• HOSA-Future Health Professionals: HOSA is a national CTSO for students pursuing health science careers. It is a peer CTSO competing for CTE school chapters, student members, and corporate sponsors within California CTE programs.
• National FFA Organization: National FFA is a national CTSO focused on agricultural education and career pathways. It is a peer CTSO operating in California high schools, sharing the same CTE framework, chapter structure, and competitive event model.
• SkillsUSA: SkillsUSA is a national nonprofit CTSO serving middle, high school, and college students preparing for careers in trade, technical, and skilled service occupations. It is a peer CTSO competing for CTE students and chapter sponsorships in California schools.

Broad incumbents

• National Business Education Association (NBEA): NBEA is the national professional association for business educators. It is a broad incumbent operating across K-12 and postsecondary business education, overlapping with California DECA's teacher-advisor and curriculum-standards focus.

Regional players

• Texas DECA: Texas DECA is a peer state-chartered association of DECA Inc., operating in a different geography. It is directly comparable in business model, conference structure, and member scale to California DECA, providing a useful state-level benchmark.
• California Business Education Association (CBEA): CBEA is a California-based association supporting business education teachers. It is a regional peer/partnership organization that overlaps with California DECA in serving California's CTE business educators and competes for educator mindshare.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/californiadeca
• Facebookfacebook.com/californiadeca
• Instagraminstagram.com/californiadeca
• LinkedInlinkedin.com/company/californiadeca

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about California DECA