LA CROSSE, Wis. (WKBT) -

The C.E.O.'s of about 20 new businesses were high school students Wednesday, at least in a simulation.

Junior Achievement put on its annual Business Challenge for six area high schools at Gundersen Health System.

The students are paired up with local business leaders to get advice on how to run their own company.

They set price, production, marketing plans, and even look at research and development. "It's a really interesting insight to be able to listen to these mentors and see what they're talking about, how they use their knowledge to help us because it's really interesting how they can translate that into a game, and yet they do this in real life," said student Chad Seitz.

Chad and classmate Christian Schran actually won the competition last year.

This is the fifth year of the competition.