Alec Gonzales, the owner of Infinite Coolers, came to the UTPB-SBDC to create a business plan with financial projections to enter the Odessa Business Challenge. He and his partner invented a cooler that was an improvement over the Yeti. They created high-end rotomolded coolers that are well known for their ability to retain ice over a long period and their durability in harsh conditions. Infinite Coolers have a built-in retractable wheel system that eliminates the need to carry the cooler, allowing one person to transport it instead of two. The four, seven-inch wheels are on rubber pneumatic tires, enabling the cooler to roll over any terrain easily. Mr. Gonzales worked with an SBDC business consultant to complete a business plan narrative, financial projections, and the pitch to the judges. As a result, Mr. Gonzales was a winner in the competition and has continued to grow and expand its product lines since then.