Your journey as CEO of Apex Manufacturing begins here
You've just been appointed CEO of Apex Manufacturing — a $125M automotive parts supplier with 2,400 employees and a 37-year legacy of quality craftsmanship.
The Board of Directors has delivered an ultimatum: modernize through AI and automation — or be replaced. Over the next 8 weeks, every decision you make will shape the company's financial future and cultural identity.
There are no perfect answers. The simulation rewards thoughtful analysis, not a single “right” choice.
| Company | Apex Manufacturing |
| Industry | Automotive parts supplier |
| Annual Revenue | $125 million |
| Employees | 2,400 |
| Average Tenure | 7.2 years |
| Location | Midwest United States |
| Founded | 1987 |
| Current Automation Level | 12% |
Meet the 17 key stakeholders at Apex Manufacturing. Understanding their backgrounds, motivations, and influence is critical to navigating your decisions successfully.
Angela Reyes was born and raised in Riverside, a vibrant community in the Midwest where she developed a deep love for her hometown.
David Chen, a second-generation Chinese American, grew up in the bustling suburbs of Chicago, where his parents ran a small grocery store.
Destiny Martinez grew up in a close-knit Latina family in the Midwest, where she witnessed the struggles of her parents after their employer shut down unexpectedly.
Dr. Helen Mercer grew up in a small town in the Midwest, where her parents instilled in her a love for learning and a strong work ethic.
Dr. Nathan Cross grew up in a middle-class neighborhood in Detroit, Michigan, where he was inspired by his father's work as an automotive engineer.
Frank Torres, a Mexican American, grew up in the same Midwest town that hosts Apex Manufacturing.
Jaylen Brooks grew up in a working-class neighborhood in Detroit, Michigan, the son of a factory worker and a schoolteacher.
Jennifer Park grew up in a tight-knit Korean American family in Chicago, where her parents ran a small grocery store.
Marcus Webb grew up in the heart of Detroit, surrounded by the sounds and stories of the auto industry.
Margaret 'Maggie' O'Brien began her career on the factory floor of Apex Manufacturing 28 years ago as a machinist, fueled by a passion for building and a desire for a better life.
Patricia Lawson grew up on a small farm in rural Indiana, instilling in her a strong work ethic and appreciation for the value of money.
Rachel Kim grew up in a tight-knit Korean American family in Chicago, where her parents instilled a strong work ethic and a belief in the power of education.
Robert Nakamura, a third-generation Japanese American, grew up in a suburban Midwest neighborhood where his parents emphasized the importance of education and hard work.
Sandra Williams grew up in a tight-knit community in Detroit, Michigan, as the daughter of a nurse and a factory worker.
Thomas Richardson was born into an affluent Atlanta family, a legacy of old money that shaped his worldview from an early age.
Victoria Hartwell was born into a wealthy Midwestern family, with the Hartwell name associated with success in various industries.
William Thornton III hails from a prestigious lineage, having grown up in an affluent Connecticut family known for its deep ties to Wall Street.
Head to Week 1: The Automation Imperative to start your first assignment.
Start Week 1