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- Creators: Poulenc, Francis, 1899-1963
- Status: Published
ContributorsPoulenc, Francis, 1899-1963 (Composer)
ContributorsPoulenc, Francis, 1899-1963 (Composer)
ContributorsPoulenc, Francis, 1899-1963 (Composer)
ContributorsPoulenc, Francis, 1899-1963 (Composer)
Description
This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.
ContributorsDavis, Natalie Marie (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Aventure is the newest contemporary luxury men and women’s apparel and accessories boutique in Arizona. The boutique will be located in Downtown Scottsdale, specifically in McKellips Plaza conveniently located near Scottsdale Fashion Square. Aventure is the first of its kind in the Phoenix Metropolitan Area, providing Millennial fashion fanatics with a destination that fills the empty void in the city’s growing fashion scene. At Aventure, we bridge the gap between pop culture, streetwear, and high-fashion. Through our mantra ‘Redefining the Luxury Retail Experience,’ we aim is to promote expression of one’s self to the fullest extent through style.
‘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.
‘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.
ContributorsImam, Ahmed Mohamed (Author) / Ostrom, Amy (Thesis director) / Schlacter, John (Committee member) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Independent artists are thriving in the modern music industry, creating and branding their own music, and developing rich concentrations of fans. Indie artists are progressively securing positions within mainstream music while also upholding individuality. With technology advancements, to include self-recording technology, wearable devices, and mobile operating systems, independent artists are able to extend their reach to a variety of audiences. Social media platforms' progression has further catalyzed artists' capability of growth, as they have the capacity to personalize marketing content, develop loyal fan-bases, and engage directly with potential consumers. Artists are increasingly fabricating their own unique spaces in an industry that was formerly controlled by conventions. This thesis involves the production of a three-song extended play, and ascertains how to effectively capitalize on the wide array of modern marketing platforms.
ContributorsBerk, Ruth C (Author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Department of Supply Chain Management (Contributor)
Created2015-05
Description
In the modern digital age, new methods of raising capital for entrepreneurs are being explored and developed at a rapid rate. This is in part due to new legislation aimed at democratizing the funding process for startup-sized businesses, and also due to the growing mistrust in the big banks following the recent financial crisis of 2008. Today, many entrepreneurs are turning to the Internet and crowdsourcing in order to raise the funds they need to get their business ideas off the ground. This trend is more commonly known as crowdfunding. Crowdfunding is not as narrow of an industry as some may think. It goes much deeper than just the commonly known platforms such as Kickstarter or Indiegogo. There are four different crowdfunding methods that exist today, as well as hundreds of websites known as crowdfunding platforms created in order to facilitate these methods as a third party intermediary. My thesis aims to research, break down, study, and compare the various methods of crowdfunding. In addition, I explore the modern uses of the more traditional methods of raising capital for entrepreneurs such as angel investors, venture capital, bank/Small Business Association loans, and bootstrapping. This research includes both primary and secondary research. For my primary research, I interviewed three subject matter experts on the capital markets, and conducted two case studies regarding crowdfunding campaigns. In my secondary research, I used credible published studies, blogs and articles with expert testimonials, and other trustworthy resources such as encyclopedias and professional reports. In the end, I compare and contrast the various methods of raising capital explored throughout the paper, and provide my recommendations regarding each method for entrepreneurs interested in raising funds for their next venture. We live in an exciting time, and there are a lot of interesting new developments emerging as the capital markets continue to integrate with the modern digital age. I hope this thesis will help entrepreneurs, investors, and anyone else who may have interest in the modern capital markets or fundraising develop a better understanding of new trends in raising capital today.
ContributorsCohan, Taylor (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor)
Created2015-12
Description
This thesis proposes the creation of a web service, Pulse, which will function as a content aggregator for the hardcore eSports fan. The hardcore eSports fan is characterized as an individual who (1) spends at least 10 hours a week consuming or engaging in eSports content, (2) follow multiple eSports personas (players or teams), and (3) have streamed or attended at least one eSports tournament. This segment of the eSports fanbase is targeted because it represents a very invested portion of the 380 million total eSports fans engaged with streaming and potentially attending live events and purchasing team merchandise (Newzoo 2018). The eSports industry itself is expected to reach almost a billion dollars in 2018, and Pulse will seek by capitalize on this record valuation by connecting fans to the highlights they love and performance metrics they wish to see for a given eSports Participant.
Pulse will stand out from its competitors by offering the hardcore eSports fan a digital space that provides them everything they care about eSports at a glance. From tracking Participant and franchise metrics to notifying them of an upcoming event, Pulse will sort through the eSports data stream and present its users with a customizable aggregation feed to sort through in a social media-type environment. Forum posts and comment sections on highlight videos will also be included to facilitate a social experience for the browsing user if he or she wishes to engage with the wider Pulse community. The web service will perform monetization by selling advertisement space to free users, or through monthly subscription fees to Premium users. The Premium users are offered additional features of the Pulse web service, such as additional Participant metrics, full video catalog of eSports highlights, and more focused search results.
Pulse will stand out from its competitors by offering the hardcore eSports fan a digital space that provides them everything they care about eSports at a glance. From tracking Participant and franchise metrics to notifying them of an upcoming event, Pulse will sort through the eSports data stream and present its users with a customizable aggregation feed to sort through in a social media-type environment. Forum posts and comment sections on highlight videos will also be included to facilitate a social experience for the browsing user if he or she wishes to engage with the wider Pulse community. The web service will perform monetization by selling advertisement space to free users, or through monthly subscription fees to Premium users. The Premium users are offered additional features of the Pulse web service, such as additional Participant metrics, full video catalog of eSports highlights, and more focused search results.
ContributorsMoore, Randolph Lee (Author) / Eaton, Kathryn (Thesis director) / Schlacter, John (Committee member) / Engineering Programs (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Asana Arizona is a concept created by Arizona State University students Halie Blauser and Stephen Argentati to sell handmade jewelry. They were inspired to start making jewelry in their free time, and were interested to see if they could create a profitable small business. Their first priority was to create a strategic marketing plan, to examine the current external/internal environment and find marketplace opportunities. As a part of this they performed research to determine which fashion styles would be the best target demographic to market their products to, and found that consumers who identified as "Bohemian", "Hipster", and "Punk" were the best target demographics. They also found that a majority of college students do not care whether or not a product is handmade or locally made, and primarily just care about price. Online social media pages were created for Asana Arizona on Instagram, Etsy, and Facebook, and a Facebook ads were created and boosted towards the target fashion styles.
ContributorsArgentati, Stephen (Co-author) / Blauser, Halie (Co-author) / Eaton, Kathryn (Thesis director) / Schlacter, John (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12