Capstone – Project Charter

Develop a Partnerships Strategy

A Collaboration Between

Engagement Synopsis

Develop the strategy and approach to establish critical partnerships for RB so that it can “own” 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
 

HOST VENUE ADDRESS

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

REQUIRED PREREQUISITES

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

LEARNING OBJECTIVES

  • 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/exeprience, profitability, operations and execution complexity, and more in order to develop cogent strategies

Company Information

CompanyReserveBar LLC
HQConnecticut
RevenueUnlisted
Employees10-25
StageHigh-Growth Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time
Websitehttps://www.reservebar.com

Company Overview

ReserveBar (www.reservebar.com) 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!

Company Supervising Team

CMO/COO

Derek

[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.
ProgramMBA Consulting
Course2020 SPRING – MBA Interterm (IMMERSE)
LevelGraduate
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
Marketing
Operations
PR & Communications
Reporting, Financial Planning & Analysis
Sales & Business Development
File Attachments

School Supervisors

Instructor

Alice

[email protected]

Students

There are currently no students assigned.

Collaboration Timeline

  • November 11, 2019

    Alice Obermiller, MBA Experiential Learning Program Director, will begin interviewing interested companies and discuss project ideas.

  • December 20, 2019

    Final date for companies to express interest in participating.

  • January 10, 2020

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

  • January 31, 2020

    Student Teams Finalized

  • 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

  • February 28, 2020 - Pre-Project Outline

    Company will share an outline with students including any update on 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.

  • February 28, 2020 -


  • 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 2, 2020 -


  • 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 3, 2020 -


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

    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 partnership approach with each of the top ten prospects
  • March 5, 2020 -