Capstone – Project

Business Innovation, The Future of Storytelling

A Collaboration Between

Engagement Synopsis

The impact of COVID-19 on the entertainment industry has placed our organization into start-up mode. Artists are deprived of work and audiences deprived of art. Live events are on hiatus and many artists are without affordable healthcare coverage, during a globally recognized pandemic. This charter will encourage MBA students to act as our guests: take hold of the steering wheel. As a creative-based company, we believe our organization is positioned to inspire creative problem-solving in business strategy—as collaboration is the beating heart of the company.

A physical product example (now in development) brings art to audiences in the form of Scenario Boxes. Contained within them is an active ‘scenario’ that can be done individually, in pairs, or in groups; each box contains everything you need—unleashing one’s creative expression, sense of adventure, and connection; and can be custom-made to you (by answering a prompt upon reservation).

We need artists. They are also essential. Journey Lab is donating the proceeds of this initiative to help provide affordable healthcare to artists and those in need. Artists will also be partnered with and integrated into scenario developments to commune with audiences establishing needed connection during a time of COVID.

Additionally available initiatives:

(1) Strategizing brand innovation in response to market impacts from COVID

(2) Research and develop product offerings that align with the organization’s ethos and practices in lieu of live-events (such as the aforementioned ‘scenario boxes’)

(3) Research and develop digital/trans-media product offerings, through a prototype phase that combines narrative marketing, using lean start-up methodology, discovering KPI’s that provide the organization with a deeper understanding of guest needs, and apply their own creativity in application

(4) Develop a core strategy that ensures the organization’s sustainability

(5) Partnerships with like-minded organizations and artists affected by the COVID climate; in an effort to do good and make great work

Project-based initiatives:

(a) Scenario Boxes; (as mentioned)

(b) Navigators Club; bespoke-narrative adventures, ARG in expansion from our previous town-wide takeovers

(c) MSN’D at Cheekwood, TN; an immersive/interactive production set on a two-mile outdoor sculptural trail

(d) Prospective client offers; taking events clients through our creative production studio’s full-stack experience making process


At the conclusion of this charter, Journey Lab intends to thank participants for their transformative voice in the form of a custom event. (though this should be a secret to the class)

Company Information

CompanyJourney Lab
StageEstablished Startup
Hiring Potential

Company Overview

Journey Lab creates playable worlds that transform passive audiences into the heroes of storyworlds — dedicated to elevating the world’s consciousness through surprise and story. So far launching multiple, international award-winning experiences (from theatrical events to brand events and nightlife)—working directly on the frontlines to build original multi-sensory stories in unexpected spaces and to connect people with great visions and one another.

Company Supervising Team

Artistic Director


[email protected]

Course Info & Engagement Details

SchoolMontclair State University
Engagement FormatLive Case - Class Collaboration or Case Competition - This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
CourseMBA Business Consulting (Spring 2021)
  • All Graduate
Students Enrolled20 (4 Groups of 5 Students)
Meeting Day & TimeTBD
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration13 weeks (01/25/2021 - 05/28/2021)

Project Topics

Account Management

Corporate Social Responsibility

Customer Service

Data Management

Growth Strategy

International Affairs

Legal, Regulatory, Compliance



Org Culture, D&I

PR & Communications

Product Design & Development

Quality Control

Reporting, Financial Planning & Analysis

Research & Development

Sales & Business Development

Talent Management

School Supervisors



[email protected]



[email protected]


There are currently no students assigned.

Collaboration Timeline

  • December 4, 2020

    Deadline for companies to apply

  • January 11, 2021

    Finalize project scope and prepare for launch.

  • January 19, 2021

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

  • May 13, 2021

    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

Project Resources

There are no resources currently available