From 53 entries to one winner after a tough Dragon's Den style presentation process, a first-year business student is about to have his dream realised.

This evening, Andrew McDonald received $10,000 at the inaugural AUT Venture Fund www.aut.ac.nz/venturefund awards, presented by AUT University Chancellor Sir Paul Reeves.

The money will fund his venture to create an apparel line for divers. MacDonald, a passionate diver, spearfisher and underwater photographer, hopes his brand will become for diving what Billabong is to surfing.

Despite big dreams, the 21-year-old plans to start small.

"I want to do one thing well, so I am starting with a t-shirt line and plan to move into beanies and hoodies for the winter," he says. "I want a Kiwi flavour in the range so that locals and international visitors see it as being distinctive."

MacDonald already has a hand in the industry having developed spearfishing and scuba diving website www.projectlocal.co.nz and running his own company Monkfish Media Ltd www.monkfish.co.nz. He says free diving has gained high-profile media attention from shows like Letterman and Rove, and diving clothing could become something for everyone.

MacDonald, who keeps an ideas folder on his computer desktop, believes that surf clothing gives its wearers a group identity and he wants the same for divers.

"I'm still wearing t-shirts I bought six years ago from overseas which I wear like a badge of honour. But there's nothing here for me in New Zealand," he says.

"I have door-knocked almost every dive store in Auckland and some elsewhere, and the response has been overwhelmingly positive with some retailers saying they'd stock my t-shirts tomorrow if they were available.

"In the future, it could even go the way of surf stores where shops are chocker with clothing and you have to go elsewhere for the boards and surf kit. But I'm a perfectionist, I want to do well in New Zealand then look into getting into the UK market."

MacDonald, who came from Nayland College in Nelson, started at AUT in July just a week before the launch of the AUT Venture Fund. He will now be mentored by the AUT Business Innovation Centre to ensure his idea gets strong business support. Faculty of Business and Law Dean Professor Des Graydon says MacDonald and his idea represent exactly what the Fund is trying to achieve.

"We want to create a mindset in our students about entrepreneurial opportunities from the first day they step on campus. We want them to think about what business ideas are out there and realise they are achievable, that they can create them and follow through."

MacDonald describes himself as an entrepreneur, photographer and video editor. He was selected from three finalists who came from across the university, from the Bachelor of Business, Master of Art and Design and Master of Engineering programmes.

The three students faced a panel of judges including the AUT Venture Fund's founding benefactor, Just Water International CEO Tony Falkenstein, ANZ manager of corporate banking Ross Verry, Waikato Business School senior lecturer Dr Eva Collins and AUT Business Innovation Centre manager Mike Aitken.

In their report, judges said MacDonald stood out as a natural entrepreneur.

"He has confidence to sell, is passionate about his product and knows the industry and industry players," they stated. "He hasn't tried to go for the total market, but has chosen the very distinct and clear diving market."

The AUT Venture Fund was established to give students a head start in setting up their own businesses and to enhance their learning experience. Students can apply for up to $20,000 to support their business ideas.