This 30-minute simulation teaches students about value chain analysis and competitive advantage. Students act as a manager at SmartShoe, a manufacturer of technology-enabled athletic footwear. To fulfill a special order from a large sports retailer, students make strategic decisions about everything from the number of shoes to produce and the quality of raw materials to shipping and delivery options, manufacturing methods, staffing, procurement, and product features. Their decisions impact SmartShoe’s costs and the buyer’s willingness to pay. In the debrief, students learn about the value chain framework and how to apply it to their experience in the simulation; students will understand how to break down the various activities of the firm to help manage costs, increase differentiation, and create value.