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- All Subjects: Entrepreneurship
- All Subjects: Influencers
- Creators: Balven, Rachel
- Creators: Schlacter, John
‘Aventure,’ which means “experience” or “adventure” in French, defines this upscale boutique and its essence of inclusion. This store does not aim to be your traditional retailer; instead, Aventure aims to build a community within and around the store for individuals with similar styles and passion for fashion. At the moment, the city of Scottsdale (and the Metro Phoenix area as a whole) does not have its own identity in the fashion world. There is no reason why Metro Phoenix cannot, with time, become more recognized in the global fashion community. With an array of exclusive luxury merchandise and an urban atmosphere, Aventure aims to pioneer the Valley’s establishment on the national high-end fashion scene.
The boutique is a result of the vision of its founder Ahmed Imam. Ahmed is a graduating Honors student at Arizona State Univeristy’s W.P. Carey School of Business, pursuing concurrent degrees in Finance and Business Entrepreneurship. Having been passionate about fashion for as long as he can remember, Ahmed will leverage his connections to the industry and excellent understanding of the Metro Phoenix market to turn Aventure into a hallmark of the community. Through his professional experience and educational background, Ahmed also brings the necessary knowledge and skills to the table to effectively run a startup.
The retail industry is experiencing steady growth, with the luxury goods sector expected to perform very well in the coming years. Using market-based sales forecasting, Aventure is estimated to break even by the third year of operations. Sales are expected to grow 20 percent after Year 1, and grow 5 percent thereafter. Net operating income of $83,643 is estimated in Year 1, growing to $141,351 by the end of Year 3. Overall, total startup expenses are estimated to be $206,574, made up of investments from owners and a term loan from Bank of America. The owner investment will be used to cover capital equipment, location, and administrative expenses. These include furniture, equipment, machinery, rent, utility, legal and accounting fees, prepaid insurance, and other expenses. The majority of the term loan will be used to finance opening inventory and advertising expenses, with the rest going towards cash on the balance sheet to ensure liquidity.
To gain insight into the state of the industry and current position of independent bookstores, I will first examine the past fifty years of the brick-and-mortar bookstore, followed by a Porter’s Five Forces analysis of the industry threats and a SWOT analysis to compare the strengths and weaknesses of independent bookstores. Next, the patrons of independent bookstores will be discussed with a focus on the two largest consumer groups of Millennials and Baby Boomers, their characteristics, and the opportunities they provide to bookstores. After this there will be an exploration of the competitors to brick-and-mortar bookstores, focusing on Amazon and then touching on some of the other rivals to bookstores’ consumer base. The next section will be an in-depth analysis of a variety of bookstores across the United States, with attention to their successful practices, goals, concerns, and failures. First, there will be a comparison of industry success and failure through case studies of Borders and Powell’s bookstores. Next, there will be a comparison of five beloved independent bookstores across the country to share their varied competitive advantages that are the secret to their success. Finally, there are primary source interviews with the employees of three major Phoenix bookstores, which provide insight into the goals, current projects, attitudes, and inner strengths of these businesses. Finally, the thesis will conclude with a section offering solutions and suggestions for independent bookstores to pursue based on the primary and secondary research discussed above. These recommendations are focused on five key areas:
• Community
• Consumers
• Store Design
• Technology
• Diversification
Ultimately, the information provided by this research and these interviews indicates that while vital business changes are being pursued by independent and chain bookstores across the United States, the independent bookstore shows no signs of disappearing in favor of online vendors or e-readers.
Micro influencers have become extremely powerful in terms of swaying buying patterns among consumers. This thesis examines the greater impact that micro influencers have on brand marketing. This was completed through a literature review that highlights the evolution of marketing, influencer marketing, discussing reach, relevance, and resonance, and Generation Z’s purchasing decisions. In addition, we conducted an online survey through Qualtrics that allowed us to analyze the impact social media influencers have. The results of our research indicate that TikTok is used most frequently, but Instagram is where social media influencers are followed most. From our data, we concluded that Generation Z is most influenced by authentic, genuine content created by influencers regardless of follower count. We recommend that a brand interested in reaching Generation Z (we refer to the brand as “Brand X”) use micro influencers, as our research shows that genuine relationships are valued among this generation. We believe that micro influencers are the most valuable to use as they are able to create meaningful relationships with consumers due to their reach, relevance, and resonance with the individuals their content reaches.
Micro influencers have become extremely powerful in terms of swaying buying patterns among consumers. This thesis examines the greater impact that micro influencers have on brand marketing. This was completed through a literature review that highlights the evolution of marketing, influencer marketing, discussing reach, relevance, and resonance, and Generation Z’s purchasing decisions. In addition, we conducted an online survey through Qualtrics that allowed us to analyze the impact social media influencers have. The results of our research indicate that TikTok is used most frequently, but Instagram is where social media influencers are followed most. From our data, we concluded that Generation Z is most influenced by authentic, genuine content created by influencers regardless of follower count. We recommend that a brand interested in reaching Generation Z (we refer to the brand as “Brand X”) use micro influencers, as our research shows that genuine relationships are valued among this generation. We believe that micro influencers are the most valuable to use as they are able to create meaningful relationships with consumers due to their reach, relevance, and resonance with the individuals their content reaches.
This paper outlines cumulative research on food deserts in relation to college students; namely, that there are communities classified as food deserts because significant numbers of the population lack access to grocery stores selling fresh produce or other goods normally called “healthy.” These areas are often also food swamps, or areas with intense access to sugar-dense, high-fat foods. Research as a whole suggests that three, among many, things might primarily drive food insecurity for individuals caught in these food deserts: lack of access to a personal vehicle, low income or prohibitively expensive healthy foods, and personal education or culture (Wright, 2016). College students both fit into the geographical food deserts and are individuals who tend to have a worrying level of food insecurity (Kim, 2018). It is costly to make adjustments to entire environments to rid communities of food desert qualities, and it is not always effective as ending food insecurity or malnutrition; instead, it can be much more effective to focus on individuals within communities and help push cultures into a better direction. This project demonstrates that ASU students are experiencing food dissatisfaction and are in a food desert worthy of attention and action, and that students are motivated to see a solution. The solution that the paper focuses on is a food delivery system of fresh produce and foods for students.
Classic & Current is a sustainable e-commerce business that provides affordable, appropriate, and fashion-forward business clothes for college female students. Through customer discovery and market analysis, we have identified a need for trendy, affordable business wear that is tailored to a younger demographic. Our strategy includes a circular component where customers can send back items for a discount on a new piece, which will be listed on “Our Closet,” along with hand-picked, thrifted items exclusively available to verified college students at a lower price point. Classic & Current targets females ages 18-25 who are either college students or young professionals in the United States. Our mission is to provide affordable, fashion-forward, work-appropriate, comfortable, and durable clothing while also addressing sustainability concerns. Our marketing efforts will focus on social media, specifically Instagram and TikTok, using micro-influencers and paid advertisements to push our brand and gain traction. Our financial plan includes seeking funding opportunities through ASU’s entrepreneurship programs. Classic & Current distinguishes itself from competitors by providing unique solutions for sustainability while offering elements of a classic wardrobe and trendy, seasonal items to keep customers current.
Classic & Current is a sustainable e-commerce business that provides affordable, appropriate, and fashion-forward business clothes for college female students. Through customer discovery and market analysis, we have identified a need for trendy, affordable business wear that is tailored to a younger demographic. Our strategy includes a circular component where customers can send back items for a discount on a new piece, which will be listed on “Our Closet,” along with hand-picked, thrifted items exclusively available to verified college students at a lower price point. Classic & Current targets females ages 18-25 who are either college students or young professionals in the United States. Our mission is to provide affordable, fashion-forward, work-appropriate, comfortable, and durable clothing while also addressing sustainability concerns. Our marketing efforts will focus on social media, specifically Instagram and TikTok, using micro-influencers and paid advertisements to push our brand and gain traction. Our financial plan includes seeking funding opportunities through ASU’s entrepreneurship programs. Classic & Current distinguishes itself from competitors by providing unique solutions for sustainability while offering elements of a classic wardrobe and trendy, seasonal items to keep customers current.
Ctrl+P is a start-up business created through the founder's lab class at W.P. Carey. Our group created a 3D print shop that specializes in making products, such as customizable key chains and prominent landmarks, as well as custom 3D printed solutions for local businesses and companies.