Capstone – Project

Develop a Partnerships Strategy

A Collaboration Between

Engagement Synopsis

Develop the strategy and approach to establish critical partnerships for RB so that it can create the most valuable business driving relationships in the category.

In addition to selling directly to the consumer, there are a number of potential partnerships and corporate approaches that would represent significant volume opportunities, and would also prevent competitors from accessing those sales opportunities.

Some of these include:

  • Corporate gifting and incentives
  • Provisioning partners (e.g. AirBnB, timeshares, yacht clubs, etc.)
  • Gifting businesses and platforms (e.g. Touch of Modern, 1 800-Flowers)
  • Real Estate Companies
  • Licensing initiatives for custom products (NFL, NBA, MLB, NCAA, Entertainment properties, musicians, etc.)
  • Kiosk deployment for digital purchases in logical foot-traffic venues
  • Events, conferences, festivals



  • Either in our office in Ridgefield CT (426 Main St. Ridgefield, CT 06877) or midtown Manhattan


  • Students should have a basic understanding of corporate partnerships and licensing as well as a broad understanding of marketing and promotion
  • Students should review and on-demand alcohol eCommerce such as and and have a basic understanding of the eCommerce beverage alcohol space.


  • A better understanding of how companies can partner in order to achieve objectives for both
  • Affiliate marketing, content marketing, digital marketing, segmentation, direct response marketing
  • Analytics and reporting
  • How licensing arrangements work
  • Strategy and presentation development for pitching companies
  • Understanding how to deconstruct a business and understand various aspects of brand positioning, consumer needs and customer journeys/experience, profitability, operations and execution complexity, and more in order to develop cogent strategies

Company Information

CompanyReserveBar LLC
Revenue10,000,000 - 50,000,000,
StageMedium Business
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time

Company Overview

ReserveBar ( is the leading e-commerce platform for luxury spirits and champagne in the U.S. We enable consumers (as well as companies) to order the most esteemed bottles of alcohol in the world with the convenience of shipping across the United States for both self-consumption and gifting. The delivered beverage alcohol segment of the industry is in the earliest stage of growth. Currently, 50% of all alcohol is sold off-premise, and only 1.8% of sales is fulfilled via e-commerce and delivery or shipment. By way of comparison, over 14% of retail sales involve e-commerce and delivery, and off-premise dining and flowers are well over 20%. ReserveBar is close to closing an acquisition that will increase it's size significantly, while adding retail distribution with on-demand fulfillment ability (i.e. under and hour vs. shipment), and a more robust tech stack including an app. This is truly an exciting category poised for explosive growth!

Industry Mentors

Company Admin


[email protected]

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA IMMERSE Interterm (SPRING 2020)
Students Enrolled120 Enrolled, 2-5 per group per project
Meeting Day & Time3/2 - 3/5/2019 on-site at host company
Student Time Commitment1-3 Hours Per Week
Company Time Commitment3-5 Hours
Duration0.43 Weeks

Project Topics

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

There are currently no students assigned.

Program Timeline

Touchpoints & Assignments Due Date Submission

Key Milestones & Project Process

  • February 28, 2020 - Pre-Project Outline

    The company will share an outline with students including any updates on the progress the company has made in this area and/or more detail on priorities and focus.


    Suggested Deliverable:

    Students should review this document prior to arrival on-site so that we can begin diving right into the project.

  • March 2, 2020 - Deep Dive on Reserve Bar and Existing Partnerships and M&A Strategy

    Students will start off getting up-to-speed on the company’s business model Students will speak to key stakeholders about existing partnerships strategy. Students will learn more about attempted/successful mergers and acquisitions.

    Suggested Deliverable:

    Students will prepare questions for a Q&A debrief session with company leaders on day one.

  • March 3, 2020 - Develop New Partnerships Strategy

    Students will develop a new partnerships strategy, explore the market, and any synergies that might exist between business models. Students will begin aggregating a list of ideal partnership targets with a conceptual idea of how a partnership might benefit both parties.

    Suggested Deliverable:

    Students will review strategy and approach with key business leaders throughout the day.

  • March 5, 2020 - Prioritize the best partnership opportunities and develop the go-to-market strategy to initiate partnership discussion

    The project should yield the ability for the company to begin setting up meetings to pursue these opportunities, including a target list, contact information, “elevator pitch” (in phone and email/”teaser” format) as well as a presentation that could be sent to a warm lead.

    Suggested Deliverable:

    • Elevator pitch (both general and tailored to top prospects) in the form of an email and “teaser”
    • Presentation Deck
    • Target company list with contact info
    • Concept overview for a partnership approach with each of the top ten prospects

Project Resources

There are no resources currently available