Capstone – Project Charter

Brand Awareness and Growth

A Collaboration Between

Engagement Synopsis

Heshí ( is a 2+ year old online fashion company dedicated to providing the most comfortable, high quality fashion socks and an extremely competitive price point. We have developed very efficient systems for maintaining low overhead costs and have surpasses our 2018 sales in June of 2019. We are always looking for new and creative ways to spread brand recognition while converting sales. Our conversion rates compared to industry standard are exceptional. So once we get people to our site, we are confident. Our socks are unisex and are offered in medium and large (women enjoy the comfort and stay up power of our product - especially in boots). We are open to any opportunities that come our way through this portal.

Company Information

HQNorth Carolina
StageEstablished Startup
Hiring PotentialFollow-on Projects, Formal Internship

Company Overview

We are an online fashion company specializing in high quality, fashionable dress socks. Why are Heshí socks different from your typical socks? Simply put, I was tired of wearing expensive dress socks that provided no protection for your feet in your dress shoe. We all complain about the comfort of our shoes, but nobody considers that one's dress socks could make your feet feel that much better. I wanted to make beautiful socks that felt amazing in dress shoes and could also be worn with your favorite sneakers. I took all the bells and whistles, and placed them in one killer sock! Once these socks enter your collection, there is no going back to your old brands. You will not find a sock this loaded at this price anywhere else! Vibrant color ways and creative designs PIMA cotton (highly breathable & absorbent) Cushioned heel, toe, & foot (comfort & protection) Arch support (similar to a performance sock that prevents sock from sliding) Antimicrobial (kills bacteria & smell) "Stay Up Cuff” (don't have to pull your sock back up all day) Ankle Support (prevents bunching)

Company Supervising Team



[email protected]

Course Info & Engagement Details

SchoolLong Island University C.W. Post (LIU Post)
Engagement FormatCo-Op - Independent Study or Career Booster - Students work individually on remote, project-based learning collaborations with company mentors.
ProgramSchool of Business
CourseFashion Merchandising Internship
Students Enrolled1-3 per project
Meeting Day & TimeWeekly
Student Time Commitment8-15 Hours Per Week
Company Time Commitment2 Hours
Duration14 weeks (09/02/2019 - 12/03/2019)
Departments Involved
File Attachments

School Supervisors



[email protected]



[email protected]


There are currently no students assigned.

Collaboration Timeline

  • August 19, 2019

    Collaboration request published. Companies may express interest in participating.

  • August 19, 2019

    School faculty will begin interviewing interested companies and discuss project ideas.

  • September 2, 2019

    School faculty and project champion finalize project charter, legal documents, and background materials.

  • September 2, 2019

    OFFICIAL PROJECT LAUNCH: We’ll find a time on this day to web conference you into our class to kickoff the project.

  • December 6, 2019

    OFFICIAL PROJECT END: We’ll find a time on this day to web conference you into our class to close the project.

Key Milestones & Project Process

  • September 23, 2019 - Analysis of Heshí’s Product & Business Model

    1. What is Heshí?
    2. What are the strengths and weaknesses of Heshí’s product line?
    3. Who are our key demos?
    4. Who are we missing?
    5. Where do we find them?
    6. How do we reach them with precision and ultimate efficiency?
    7. What is the emotional connection that drives results?
    8. Deep dive on specific customer use-case

    Suggested Deliverable:

    Create a Q&A guide to discuss with company personnel to discuss any gaps in understanding of the product and business model.

  • September 23, 2019 -

  • October 28, 2019 - Sales Strategy & Channels Analysis

    Present understanding of existing sales strategies and how you plan to finalize the project deliverables tomorrow by adding an industry-focused analysis

    Suggested Deliverable:

    1. Do any companies present interesting opportunities for partnerships?
    2. Do any of these companies present cost neutral opportunities (commission based/results driven)?
    3. What additional channels can the company tap in order to scale more effectively (emerging markets, app integration opportunities, gaming, forums, etc)?
    4. Where does the company hope to be in 1-3-5 years from a sales perspective?
    5. How will the sales process, team, and structure need to change in order to address these changes?
    6. What kind of financial investments need to be made to achieve these objectives (upfront costs, maintenance, length of commitment)?
  • October 28, 2019 -

  • November 25, 2019 - Industry-Focused Sales Growth Analysis

    1. What is the competition doing that we are not? What is the cost?
    2. What are the key killer apps in this industry?
    3. Who do we need to target? (Types of Companies/Roles Within Business)
    4. How do we pitch them this opportunity?
    5. What challenges will we face?

    Suggested Deliverable:

    Industry Overview Deck & Sales Strategy Deck (for the go-forward) *Note: These deliverables are going to be used for investor pitch decks, including:

    • Market Analysis
    • 1-3-5 Year Sales Growth Plan
  • November 25, 2019 -