Capstone – Project Charter

Jobs To Be Done Growth Strategy Development

A Collaboration Between

Engagement Synopsis

Harvard Business School Professor Clayton Christensen says that companies need to continue to innovate to grow. His theory of "Jobs to Be Done" is a framework for better understanding customer behavior. While conventional marketing focuses on market demographics or product attributes, Jobs Theory goes beyond superficial categories to expose the functional, social, and emotional dimensions that explain why customers make the choices they do. People don’t simply buy products or services; they pull them into their lives to make progress. This progress is the “job” they are trying to get done, and understanding this opens a world of innovation possibilities. We are looking for a group of MBAs who will work with us and interface with our customers to help us uncover growth opportunities that are aligned with our business. Specifically, asking questions like: - Do you have a job that needs to be done? - Where do you see nonconsumption? - What work-arounds have people invented? - What tasks do people want to avoid? - What surprising uses have customers invented for existing products? We expect that after a few days of customer discovery, this MBA team will be able to make thoughtful recommendations for our company to pursue.


  • The students will spend the majority of their time at our HQ at 25 Broadway, FL 12, New York, NY 10004. However, there may be opportunities to travel to some of our host sites to meet with our partners around NYC.
  • Students will need to secure transportation and lodging on their own.


  • This opportunity would be most ideal for students interested in learning more about educational programming geared for low-income families. Students should have taken an intro strategy class. Marketing and finance backgrounds are also helpful. Proficiency with Microsoft Office is required. PLEASE NOTE: Participants will be required to sign a non-disclosure project agreement regarding the handling of confidential information and intellectual property.


  • Define the role of social enterprises in helping narrow the achievement gap for low-income students and families
  • Understand how to conduct informational interviews with customers
  • Learn how to differentiate between aligned business opportunities and distractions
  • Articulate internal and external forces that influence the triple bottom line
  • Enhance relationship-building skills through interactions with the founder, executives and other company employees

Company Information

CompanyPractice Makes Perfect
HQNew York
StageHigh-Growth Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time

Company Overview

Practice Makes Perfect is a benefit corporation that partners with low-income k-12 schools to help students reach proficiency in Math and Reading.

Company Supervising Team



[email protected]

Course Info & Engagement Details

SchoolUniversity of Notre Dame Mendoza College of Business
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.
ProgramCollege of Business
Course2020 SPRING – MBA Interterm (IMPACT)
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
Duration4 days (03/02/2020 - 03/05/2020)
Departments InvolvedGrowth Strategy
Product Design & Development
Sales & Business Development
File Attachments

School Supervisors



[email protected]


There are currently no students assigned.

Collaboration Timeline

  • January 19, 2020

    Student Teams Finalized. Companies provided with final roster of students that will be visiting your office to work on the interterm project.

  • February 7, 2020

    Companies will send a formal welcome/on-boarding email to students to get them excited and ramped up for the project, which should include any pre-work/pre-reading. We’ll provide you with a template you can use when we notify you of your student roster.

  • March 2, 2020

    OFFICIAL PROJECT LAUNCH: Students will be on-site working for the week

  • March 5, 2020

    OFFICIAL PROJECT END: Students will present results to company leadership on-site

Key Milestones & Project Process

  • March 3, 2020 - Part 1: Opportunity Analysis

    What outsourced services are in the highest demand across k-12 low-income schools?What services are projected to be in the highest demand across k-12 low-income schools in the next 5 – 10 years?Where are there opportunities to be a first-mover and a second-mover?

    Suggested Deliverable:

    Summary of current demand and opportunities.

  • March 4, 2020 - Part 2: Customer Wants

    Informational Insight from customers.- Do you have a job that needs to be done?- Where do you see nonconsumption?- What work-arounds have people invented?- What tasks do people want to avoid?- What surprising uses have customers invented for existing products?

    Suggested Deliverable:

    Summary of findings

  • March 5, 2020 - Part 3: Recommendations

    Based on the findings from the first two parts:What services would you recommend Practice Makes Perfect introduce? What is the investment/return timeline?

    Suggested Deliverable: