The DemandTec Retail Challenge is a math and science scholarship competition that lets high school seniors across the United States compete to win a monetary scholarship toward the college of their choice. Contestants also vie for the opportunity to ring the NASDAQ OMX Stock Market closing bell on January 10, 2011 in New York City. The competition is conducted through an online business simulation where students are presented with the sales, pricing, merchandising, and inventory history of a hypothetical assortment of retail products for a fictional retailer. The teams are responsible for maximizing profits by making daily pricing and inventory decisions. Using a modified version of DemandTec retail analytic software, students use historical data to create statistical models of consumer behavior and then make decisions each day as they are given additional information. Each Regional winning team will be invited to compete in the Semi-finals round, consisting of a three-hour contest, after which the top ten teams with the highest profits will advance to the Grand Championship round at NASDAQ in New York City for a chance to win a $10,000 college scholarship, sponsored by Netezza.