Capstone – Project Charter

Industry research & commercial plan using data analytics and online marketing

A Collaboration Between

Engagement Synopsis

The business began in December 2019. Up to now, the only sales channel is our website, supported by or Social Network pages. e-commerce is still developing in Peru, we need to understand better how to sell and promote with an e-commerce, while introducing our service in other channels to increase sales. On a second level, the business could be expanded regionally, initially to Chile, Ecuador and Colombia.

Company Information

CompanyKuelga Decor SAC
StageEstablished Startup
Hiring Potential

Company Overview

Kuelga is a print on demand e-commerce. Based in Peru, for now we only attend this market. We opened in December 10th. We have two purposes: 1. to transform the art industry in Peru making it massive; 2. to promote young and new artists. Today we have more than 50 artists, with almost 800 artworks available. Clients enter the web, select an image, choose the size, the type of paper and the type of frame. Pays, and in one week we deliver it to their address. No inventory needed.

Company Supervising Team

There are currently no supervisors assigned.

Course Info & Engagement Details

SchoolUniversity of Richmond
Engagement FormatCapstone - Small Team Consulting Project - Students work in small groups of 2-6 directly with faculty and host company project champions on developing real solutions to real-world challenges.
ProgramProfessional MBA
CourseInternational MBA Consulting
Students Enrolled12
Meeting Day & Time6:15-8:50 PM ET
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration5 weeks (1585540800 - 1587960000)
Departments InvolvedData Management
Growth Strategy
Product Design & Development
Purchasing, Logistics, Supply Chain
Research & Development
Sales & Business Development
File Attachments

School Supervisors



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There are currently no students assigned.

Collaboration Timeline

  • March 29, 2020

    Finalize Project Partners & Scopes

  • March 30, 2020

    Project Kickoff with Students (via Web Conferencing): Discuss the Scope, Craft Project Plan, Get Excited, Get Started!

  • April 6, 2020

    Check-in 1: Company to Connect virtually with MBA Consulting Team

  • April 13, 2020

    Check-in 2: Company to Connect virtually with MBA Consulting Team

  • April 20, 2020

    Check-in 3: Company to Connect virtually with MBA Consulting Team

  • May 8, 2020

    Final Presentations: MBA Consulting Team Will Virtually Deliver Final Presentation

Key Milestones & Project Process