PARENT INFORMATION
SOUTHWESTERN ADVANTAGE
Dear Parents,
You are receiving this information package because your son/daughter has shown interest in the summer entrepreneurial program organized by Southwestern.
The Southwestern entrepreneurial program was established in 1868 and, over the past 30 years, has helped more than 75,000 students from over 400 universities in 60 countries around the world acquire and develop skills and qualities such as business communication, sales, leadership, management, and teamwork, which are essential for their successful professional development.
During the summer holidays, participants sell an educational system that includes books, apps, and websites. The purpose of this system is to help children with schoolwork, save time when doing homework or preparing for tests and entrance exams. The system also includes books and apps for infants and young children, designed to prepare them for kindergarten and elementary school. Sales take place directly in households, in a so-called “door-to-door” format, so participants can develop communication and sales skills. In this letter, you will find attached information about the history and origins of the program, its nature, past and current participants, as well as answers to the most frequently asked questions.
The motivation of each participant in our program is different, but the very fact that your son/daughter has expressed interest in taking part demonstrates his/her enthusiasm and ambition for professional development.
Please expect a phone call from one of our managers, who will be happy to answer any questions you may have.
We hope you find this information useful.
You can contact us anytime using the contact details below if you have any further questions.
VASIL CHAKARDAKOV
Senior Regional
Sales Manager – Bulgaria
HELPFUL LINKS
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HISTORY OF THE SOUTHWESTERN ADVANTAGE PROGRAM
1855
Reverend R. J. Grimes founds Southwestern Publishing in Nashville, Tennessee.
1861
The American Civil War begins.
1867
Southwestern Publishing relocates to Memphis, Tennessee.
1878
The invention of the light bulb.
1879
Southwestern Publishing moves back to Nashville, Tennessee.
1903
The Wright brothers make the first airplane flight in Kitty Hawk.
1905
B. P. Jones becomes president of Southwestern.
1914
The First World War begins.
1918
The Southwestern internship program celebrates its 50th anniversary.
1921
J. B. Henderson becomes president of Southwestern.
1935
Dorch Oldham and Fred Landers sell books for the first time.
1939
The Second World War begins.
1960
Dorch Oldham becomes president of Southwestern.
1968
The Southwestern student program celebrates its 100th anniversary.
1969
Southwestern is sold to the Times-Mirror Corporation;
The first man lands on the Moon.
1973
Spencer Hays becomes president of Southwestern.
1980
Jerry Heffel becomes president of Southwestern.
1982
From Times-Mirror: the subsidiary Great American is established; Spencer Hays becomes Executive Chairman of Southwestern-Great American; Ralph Mosley is appointed Chairman and CEO of Southwestern-Great American.
1986
Book sales begin in Canada.
1987
The European division of Southwestern is launched.
1992
The “Highlanders” group (Europe) is founded.
1996
100th anniversary of the modern Olympic Games.
1996
Southwestern begins selling educational software.
2003
The Southwestern student program celebrates its 135th anniversary.
2005
Southwestern celebrates its 150th anniversary.
2007
Dan Moore becomes president of the company.
2011
Southwestern launches a new integrated educational system; the “Share the Advantage” program begins.
2012
Southwestern is listed in the Inc. 5000 ranking.
2018
The “Highlanders” group expands to include students from Asia.
2019
Southwestern receives the Charles Kettering Award for Best Student Program of the Year 2019.
2022
LEAD, a leadership development program that helps participants gain knowledge, confidence, and transferable skills not taught in classrooms, is launched.
WHY STUDENTS CHOOSE THE SOUTHWESTERN ADVANTAGE SUMMER PROGRAM: 7 KEY REASONS
This program is very different from other summer opportunities in the USA. It is much more practical, as well as physically and mentally demanding, which is the main reason why it is such a valuable experience for a young person. Each student has their own reason for participating, but here we summarize the 7 most common ones.
A CAREER WHILE STUDYING
Students have the chance to build a career while actively pursuing their studies, as the main part of the summer (sales) takes place only during the academic break. This experience contributes to professional growth and can lead to long-term cooperation with the company. Over the summer, students develop soft skills, improve communication, practice English, and learn professional conduct. A student who participates repeatedly has the opportunity to build an organization with other students and gain valuable experience in leadership and management. These skills are highly sought after by employers, regardless of the field.
NETWORKING
Each year, approximately 2,500 students from around the world participate in the program. They all share one thing in common – ambition and high expectations for life. As a result, students are surrounded by young people who are pursuing similar goals. This allows them to build lasting friendships and a global network of contacts, with whom they spend time not only during the summer months.
FINANCIAL COMPENSATION
Students have the opportunity to earn financial resources to support their studies and travels. How much each individual earns depends solely on their own effort. There is no set maximum income, and each student is responsible for their own success.
https://southwesternadvantage.com/disclosure/
At the same time, it provides experience in running one’s own small business, supported by the extensive expertise and background of a large, established company.
REQUIREMENTS FOR WORK EXPERIENCE
The company does not expect or require prior sales experience from applicants for the summer internship. On the contrary, it gives an opportunity to students who have the ambition to succeed, the willingness to learn new things, and the determination to apply their newly gained experience.
COMPANY TRADITION
Southwestern is one of the oldest companies, with a long history and tradition. The company was founded in 1855 and, since 1868, has specialized in collaborating with students.
According to CollegeGrad.com, it was even ranked among the top employers of 2015 (alongside companies such as EY, PWC, KPMG, Enterprise, Amazon, and Microsoft). Additionally, in 2019, Southwestern received the Charles Kettering Award for the best student program.
TRAVEL
Ambitious students want to explore the world, discover new cultures, and learn about themselves. In the summer, they meet in Nashville, Tennessee, and then travel to different states across the U.S., living with host families, working, and exploring the surroundings. At the end of the program, they enjoy a week of free travel around America.
Southwestern also connects alumni through a community that offers travel, lodging, and visits worldwide. This fosters international friendships and unique opportunities to explore new places in both the U.S. and Europe.
OPPORTUNITY TO STAND OUT
Most students go to college expecting better jobs and higher salaries. However, they don’t always gain the practical experience that gives them an edge in job interviews. A summer with Southwestern provides hands-on experience in sales, interacting with hundreds of customers, representing the company, and working intensively—up to 80 hours per week for 12–14 weeks.
Graduates can highlight determination, independence, and perseverance on their resumes. This experience often becomes the centerpiece of interviews, setting them apart with real achievements and professional training.
FREQUENTLY ASKED QUESTIONS (FAQ)
WHAT IS SOUTHWESTERN ADVANTAGE? WHAT DOES SOUTHWESTERN DO? Southwestern was founded in 1855 in Nashville, Tennessee. The goal of its summer entrepreneurship program is to develop students’ entrepreneurial mindset, sales skills, leadership, and character. The company’s mission has remained unchanged since its founding: “To be the best company in the world at helping young people develop the skills and character they need to achieve their life goals.”
WHERE DO STUDENTS WORK DURING THE SUMMER? Students are placed in summer teams of 10 to 20 people at various locations across the United States. Experience in another country, noted on students’ resumes, demonstrates their maturity and independence. The final placement of students is decided at the end of spring. Bulgarian students most often work in Colorado, Washington, Oregon, California, and Idaho.
WHERE DO STUDENTS LIVE DURING THE SUMMER? Southwestern provides housing for all participants with host families. These families are either former program participants or relatives of former participants. A nominal fee of $20–50 per week covers utilities and services. Managers arrive earlier to meet the families and ensure safe and comfortable accommodations for the participants.
WHAT ABOUT SAFETY? Student safety is Southwestern’s highest priority. During training in Nashville, students complete a course on safe work practices and how to respond to unexpected situations. Female participants have a separate session covering all important aspects of their safety during the summer. Before students begin work in their assigned city, the location is personally inspected by the company. Upon arrival, students register with the local authorities and law enforcement and receive a work permit if required by the municipality. Students maintain daily contact with their manager. Work backpacks provided by the company are equipped with reflective elements to increase visibility at night. Students who use bicycles must wear helmets provided by the company, along with additional lights and reflective vests.
HOW MUCH DOES PARTICIPATION COST? All training provided to students is completely free. Materials needed for the training are also provided at no cost. Students must obtain a J-1 visa, which is intended for work and travel. The costs for the visa and plane ticket are covered individually by each student. These usually amount to around $3,000 USD (approximately 5,500 BGN) and include: $1,495 USD – Program fee (insurance; unique identification number—the U.S. equivalent of a personal ID; work permit processing; sponsorship services fee—participation in the Work & Travel USA program is only possible through organizations licensed by the U.S. Department of State, known as “sponsors”; delivery of work documents from the U.S.) $160 USD – Visa interview at the embassy $250–300 USD – Domestic flights within the U.S. $500–600 USD – Personal spending money $185 USD – Visa interview at the embassy 1,600–1,700 BGN – Round-trip airfare Bulgaria–USA–Bulgaria $250–300 USD – Domestic flights within the U.S. 300–500 BGN – Tablet Southwestern assists with the preparation of all necessary documents. More detailed information about the sponsor organization can be found at: https://gecexchanges.com/
WHAT IS THE AVERAGE EARNINGS OF STUDENTS DURING THEIR FIRST SUMMER? In 2024, students who participated in the Southwestern program for one summer earned an average of $8,400 USD. The work period lasts 15 weeks. One of the benefits of the program is that students have the opportunity to earn passive income through an educational website that they sell during the summer. https://southwesternadvantage.com/disclosure/
WHY WOULD THIS PROGRAM BE BENEFICIAL FOR MY CHILD? Regardless of the career path students choose, or whether they decide to start their own business, the program provides them with the opportunity to develop the essential qualities and skills needed to succeed.
WHAT IS NEEDED FOR A SUCCESSFUL SUMMER? Southwestern chooses to work with students instead of experienced salespeople because the program’s goal is to help young people develop the skills and character they need to achieve their goals. A successful salesperson is defined by work ethic and a desire to grow. What students gain from the program is directly proportional to the effort they put in during training and work. Our most successful salespeople are positive, hardworking, ethical, and motivated. The goal for every successful student is to present their products to at least thirty families per day.
HOW DOES THE WORK PROCESS TAKE PLACE? Students work in cities selected by the company. Each participant is assigned to a city with at least 35,000 residents. During the first week, new salespeople have the opportunity to work a full day alongside an experienced salesperson. For the remainder of the time, they work independently. Every evening, their manager contacts them to review the day and provide guidance for improvement.
WHAT HAPPENS NEXT?
1. SELECTION PROCESS
At this stage, your son/daughter is not yet part of our team. They are currently in the selection process. This phase includes 3 to 4 meetings with our representative, during which your son/daughter will receive detailed information about the program.
The selection process culminates in an interview with one of our senior managers, who makes the final decision regarding your son’s/daughter’s application. If the candidate is approved, preparation begins for all necessary documents for the J-1 visa application.
2. PRE-SUMMER PREPARATION
If your son/daughter is approved, they will have the opportunity to participate in all the training offered by the program. There, they will learn the fundamental principles of success, including effective scheduling, perseverance, goal setting, proper communication, and more.
3. PROFESSIONAL TRAINING IN NASHVILLE, TENNESSEE
A five-day certified training focused on sales, effective communication, impactful presentations, managing your own business, and leadership. Our consulting company conducts similar training for companies such as Mercedes, Toyota, IBM, UniCredit, Dropbox, and others.
4. DURING THE SUMMER
Students work in suburban areas and often travel by bicycle. Top-performing salespeople sometimes rent a car. Program participants usually work near the house where they live. They work Monday through Saturday.
Every Sunday, participants in the area gather—starting with a short training session in the morning, followed by visits to interesting local sites.
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5. FINAL REPORT
The work period lasts 14 weeks, after which participants return to the company to close out their business. There, they see the final value of their business and how much they have saved.
6. SUMMER TRAVEL
After the summer program ends, many participants choose to travel and explore new places. Popular destinations include New York, Miami, Las Vegas, Los Angeles, and other major cities that offer unforgettable experiences.
7. DEVELOPMENT AS A MANAGER
If participants demonstrate strong leadership skills and/or excellent sales results, they have the opportunity to become part of our management team. All managers undergo training focused on building and leading successful sales teams. This training takes place in October in one of the major European cities.
8. AWARD GALA DINNER
At the beginning of December, Southwestern hosts a banquet to honor all students who successfully completed the summer program. Family members are invited as honored guests.
9. SIZZLER
This is a vacation at an exotic location that each participant can win by achieving above-average performance and generating profits exceeding $10,200 USD. The vacation takes place at the end of January and lasts one week.
LEADERSHIP TEAM
TESTIMONIALS FROM PARTICIPANTS & PARENTS
BLANKA ADAMOVÁ – MENDEL UNIVERSITY IN BRNO- BUSINESS MANAGEMENT – 8 YEARS IN THE PROGRAM
I started working with Southwestern in my first year of university, and it was a great decision. I knew I was stepping into something completely new and certainly not easy. However, I was fully informed in advance, and nothing was hidden from me.
Preparation for the summer was not complicated – everything could be easily balanced with school, friends, and family. I learned to organize my time better, which allowed me to have a successful summer. I met amazing people who constantly inspire, motivate, and support me to be better. At the same time, I know I can rely on them and trust them.
Every person is different, which is wonderful – there is always something new to learn that I don’t yet know. One thing I know for sure: no book on how to be a great leader will make you a leader. That depends entirely on me – on what I do for it and what I go through, whether it’s success or failure.
PETAR PETKOV – SOFIA UNIVERSITY, SOFIA, PSYCHOLOGY, – 8 YEARS IN THE PROGRAM
For me, the Southwestern program is an opportunity that embodies the old Bulgarian saying: “The bird only lands on your shoulder once.” It is the chance to develop soft skills that will help me in any field I choose to pursue;
to learn to work hard both physically and mentally; to travel to more places in the world over two years than I ever dreamed of; to be surrounded by the most positive and active young people in Bulgaria, who find solutions instead of excuses; to live away from my family; to build myself as an independent individual; and, not least, the opportunity to earn money based on my real skills, motivation, and potential.
I am grateful that my high school classmate shared this incredible program with me, which showed me how important the things we do today are for the person we want to become in the future.
KATEŘINA DRONZSKÁ – MENDEL UNIVERSITY IN BRNO- 5 YEARS IN THE PROGRAM
I never would have believed that one decision could so profoundly change my life. When I left for my first summer, I had many doubts – I was afraid I wouldn’t manage, that I wasn’t strong enough, or that I wouldn’t live up to the challenges ahead. But I soon realized that all limits exist only in my mind and that most obstacles can be overcome with effort and determination.
I worked hard and learned to overcome obstacles, to keep going without giving up, and to face rejection without fear. Every challenge I encountered strengthened me and revealed a determination I hadn’t realized I possessed. Thanks to the program, I gained skills that are useful not only in school and work but also in life in general – including organization, communication, and self-motivation.
The most important thing, however, was that I discovered faith in myself. No book or class could ever give you that. Hard work truly pays off – and I am living proof that if you don’t give up, you can achieve far more than you ever imagined.
DENISLAV NIKOLOV – SOFIA UNIVERSITY, SOFIA, JOURNALISM, – 8 YEARS IN THE PROGRAM
I used to think that to be successful, you had to know the right people and have “connections.” After five summers with Southwestern, I realized that true success is more about being in the right opportunities and knowing how to make the most of them.
For me, the program is an amazing and transformative opportunity for any student who wants to challenge themselves, grow personally, and see firsthand that with hard work, dedication, and the right mindset, a lot can be achieved. I am deeply grateful for the supportive environment of inspiring and motivated people I was surrounded by, as well as for the excellent training sessions that helped me develop skills I continue to use today.
TOMÁŠ KLIMENT – UNIVERSITY OF ECONOMICS, PRAGUE, FACULTY OF BUSINESS ADMINISTRATION – 2 YEARS IN THE PROGRAM
I learned about the program in my first year of university. I wanted to travel, see the world, and learn something new – and this experience gave me all of that.
Even the first summer was a huge challenge. I learned not only how to communicate with people but also how to push myself beyond my limits. I gained insight into how real business works and discovered that hard work truly pays off.
What I value most is the opportunity to work abroad and experience situations I would never have encountered at home. I made friends from the USA, Canada, Bulgaria, Estonia, and Lithuania, many of whom I still keep in touch with.
For my second summer, I continued in the program, already knowing what to expect and able to focus even more on developing my skills. The experience is invaluable, and I highly recommend it to anyone who wants to take their growth to the next level.
MRS. HANA ADAMOVÁ – MOTHER OF BLANKA ADAMOVÁ– 8 YEARS IN THE PROGRAM
From a mother’s perspective, I really like the program, though I realize it isn’t for everyone. I admire my daughter for the enthusiasm with which she started, even without knowing what to expect.
I trusted her, and she proved through her dedication that she can achieve even what seems impossible. The work is demanding, but it strengthened her, gave her confidence, and taught her to believe in herself. She faced tough challenges but didn’t give up, which I greatly admire.
Traveling, gaining new experiences, and improving her English are huge benefits. I believe her decision was the right one. Through the program, she also made supportive friends. This community is amazing – they help, motivate, and believe everyone can achieve more. Their rewards are well deserved, and I wish them and my daughter many more successes.
MRS. VANYA NIKOLOVA – MOTHER OF PETYA NIKOLOVA, – 8 YEARS IN THE PROGRAM
Petya participated in Southwestern Advantage for four consecutive years. At first, I was skeptical about door-to-door sales and worried about the unknown challenges she would face. None of our family or friends had experience with the company, so I had little context.
However, after her first summer, I felt immense pride seeing her at the annual parents’ event alongside so many smiling, ambitious, and successful young people. Petya was determined to pursue this opportunity in America, and her growth was remarkable. She became more responsible, disciplined, motivated, and confident.
Being in this environment taught her social skills, perseverance, and resilience, and I saw the same growth in her colleagues. Southwestern Advantage is not for everyone – it is for ambitious, hardworking, and independent young people. I am a proud mother, grateful for all that Petya achieved, from personal growth to rewards like trips to exotic destinations.
MR. ALEŠ DRONZSKÝ – FATHER OF KATEŘINA DRONZSKÁ, 5 YEARS IN THE PROGRAM
Parents often ask us why our daughter spends her summer in the USA. I always answer the same way: “What do you want your son or daughter to gain?” Do you want them to learn to work, value money, overcome obstacles, and have the courage to face new challenges? If so, this experience is the best way to achieve that.
Our daughter Kačka has become more confident, independent, and persistent thanks to the program. We see that the skills she gained will be useful not only in her studies but especially in life and her future career. For her, it was a huge life lesson, and for us as parents, it has been a joy to watch her grow and move forward.
Yes, it’s not easy – but overcoming difficulties is where the greatest value of this experience lies.