Capstone – Project

2. Understanding Shoppers – Research & Marketing Plan

A Collaboration Between

Engagement Synopsis

The Angela’s House Home Store currently has very active social media presence on facebook and Instagram. Since our store opening just a year and a half ago (October 2019) we have learned a bit more about the trends of who is shopping at the Angela’s House Home Store and we want to revamp our marketing efforts to engage them more. Students will spend time reviewing the current accounts, trends that work and other insights (provided by the Angela’s House staff). Upon review, students will sit with staff to understand goals for the future. Students will also spend some time looking at other companies in this space (on Long Island and elsewhere) that are social enterprise and for-profit entities.

Company Information

CompanyAngela’s House Home store
HQNew York
StageSmall Business
Hiring PotentialFollow-on Projects, Formal Internship

Company Overview

Angela's House Home Store is a home improvement, retail outlet that will sell new and gently-used donated merchandise. Items will include building supplies, kitchen cabinets, doors, windows, appliances, flooring, tile, furniture, household items and anything else you can find in a home! The best thing is that proceeds generated by the Home Store will help support the programs of Angela's House, a 501(c)3 Long Island based non-profit organization that assists families caring for children with special health care needs who are medically fragile, chronically ill or suffering from a life threatening illness. Angela's House assist families caring for their children at home and for children that can no longer live at home. We have three special homes that have 24 hour nursing care in East Moriches, Smithtown and Stony Brook.

Industry Mentors

Company Admin

Johanna Rotta

[email protected]

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA Interterm (SPRING 2021)
Students Enrolled120 enrolled, 3-5 students per team per project
Meeting Day & Time3/22-25/2021
Student Time Commitment30+ Hours Per Week
Company Time Commitment5+ Hours
Duration0.43 Weeks

Project Topics

Growth Strategy


Academic Mentors

There are currently no supervisors assigned.

Assigned Students


Emilio Estela

[email protected]


Chris Randall

[email protected]


Sabrina Zaffiro

[email protected]

Program Timeline

Touchpoints & Assignments Due Date Submission


Each company will provide a web conference link and time for scheduled kickoff meeting
March 22 Event na
Please upload your final presentations and/or any final reports you delivered to the company.
March 25 Submission Required submission-required
Final PEER Evaluation Due

Final PEER Evaluation Due

March 28 Event na
Final SELF Evaluation Due

Final SELF Evaluation Due

March 28 Event na
Temperature Check #1 Due by 5:00 PM ET

Temperature Check #1 Due by 5:00 PM ET

March 22 Event na
Temperature Check #2 Due by 5:00 PM ET

Temperature Check #2 Due by 5:00 PM ET

March 23 Event na
During this program, you'll be working on a real project posed by a real industry partner. Please download, sign, and then upload the Statement of Confidentiality. If your industry partner requires an additional NDA, that will be loaded as a Project Resources
March 20 Submission Required submission-required
Final Interterm Feedback Survey

Final Interterm Feedback Survey

March 28 Event na

Key Milestones & Project Process

  • March 22, 2021 - Deep-dive into Angela's House Home Store

    • What is the history and mission of Angela’s House Home Store? What is their relationship with Angela’s House? What is their purpose?
    • Where are they located?
    • What products do they sell?
    • How do they acquire the goods they sell?
    • Who is their target market?
    • What channels do they currently use to engage their target market?
    • How is Angela’s House (and their customer base) differentiated from other non-profit home improvement donation centers/stores? What makes them unique/different?

    Suggested Deliverable:

    Asks: Tri-fold, Presentation from last year’s Notre Dame engagement, Top buyers and frequency, Video of Angela’s House space

    Angela’s House Home Store Website

    Angela’s House Home Store Facebook

    Suggested Deliverable: 

    Produce an overview deck to present internally on your understanding of Angela’s House. This internal exercise is to ensure everyone is on the same page and understands the business model before moving on to more critical areas of the project. Please be sure to raise any questions that arise. 

  • March 23, 2021 - Develop Target Audience Personas

    • Develop target audience personas for Angela’s House Home Store.
    • Take into account how routine activities shaped by the current pandemic may give rise to particular goals, problems, or interests of different segments.
    • Explain why these personas are potential customers and why you feel these groups present a reasonable market opportunity.
    • Develop customer stories to detail and exemplify why customers shop at Angela’s House Home Store, how it helps them to reach their goals, solve their problems, and/or live their values.

    Suggested Deliverable:

    Detailed target audience personas and 2-3 customer stories and related imagery ready for publication via multiple communication channels

  • March 24, 2021 - Competitor Analysis

    • What other stores are operating in Angela’s House Home Store’s market space, particularly those with similar target customers?
    • What channels do they use to reach customers and market goods?
    • How do they market their comparable services/products? What is their messaging?
    • How do customers perceive their competitor’s goods? Their shopping experience?
    • How does Angela’s House Home Store compare?

    Suggested Deliverable:

    Competitor Analysis Table/Matrix

  • March 25, 2021 - Analysis and Recommendations for Marketing Channels

    • What marketing channels do you recommend Angela’s House Home Store use to reach their target customers?
    • What are the top priorities for improving their marketing strategies and supporting materials? What recommendations do you have?
    • How would you measure success? What is the potential impact if they proceed with your new marketing plan?
    • What are the cost implications of using new marketing strategies or channels?

    Suggested Deliverable:

    Develop a comprehensive proposal on a new marketing strategy to help Angela’s House Home Store bring in more customers and increase their customer base. The more detail, the better! This should highlight not only the channels you recommending using, the cost assessment, the expected outcomes, and the plan to get started.