Photo courtesy of Justin Vannieuwenhoven

Sometimes, victory comes when you least expect it.

Justin Vannieuwenhoven, a University of Wisconsin engineering student, simply wanted to learn how to write a business plan but ended up winning the 2013 G. Steven Burrill Business Plan Competition.

“I thought going into the competition my odds of winning were extremely slim to none,” Vannieuwenhoven said. “(That’s because) the competition at the Burrill is very stiff.”

His CFS Holder–through his company called 3in1 Holders–is a self-adjusting rod that keeps bait at a designated height, even in choppy water. Vannieuwenhoven earned $10,000 for having the best product plan in terms of “feasibility of its survival and prosperity,” according to the judging criteria.

Fetch Rewards (a grocery shopping mobile app) and Re (prosthetics) tied for second place and won $5,500 apiece.

Vannieuwenhoven will use the prize money to complete his last prototype and to advertise and market the product. He also plans to enter more competitions.

The annual Burrill competition promotes entrepreneurial activities and serves as a valuable learning experience for students, who can take advantage of workshops, seminars and skill-building sessions.