Capstone – Project

Franchise Model for Disruptive Cocktail/Mocktail Drink Mixer

A Collaboration Between

Project Synopsis

Zurena is a beverage company that was formed to create drinks and drink mixers. It has launched an innovative all-natural non-alcoholic craft cocktail & cocktail mixer that has the potential to disrupt the beverage industry. There are three markets: (1) Direct-to-Consumer via eCommerce, (2) Off-Premise via supermarkets and liquor stores, and (3) On-Premise via bars, restaurants, hotels, etc. The team is in process of building out a presence in the Washington DC Mid-Atlantic region. We believe that a franchise model can be a viable path to national growth. Would like to get a recommended franchise model blueprint, taking into account best practices, rules and regulations, and creativity given the disruptive nature of our product.

Project Topics

Customer Service

Growth Strategy


PR & Communications

Product Design & Development

Quality Control

Research & Development

Sales & Business Development

Company Information

CompanyZurena LLC
Hiring PotentialN/A

Company Overview


Experiential Learning Program Details

Engagement Format -
Students EnrolledN/A
Meeting Day & TimeN/A
Student Time Commitment1-3 Hours Per Week
Company Time Commitment1 Hour

Program Timeline

Touchpoints & Assignments Due Date Type

Key Project Milestones

  • February 27, 2021 - Competitive Assessment of Best-In-Class Franchises

    Identify the top 10 franchises in the USA.

    What is common among the franchises?

    What makes each unique/special?

    How do they maintain quality control?

    What features would you recommend Zurena LLC focus on given our size and charge?

    Suggested Deliverable:

    Competitive assessment

  • March 27, 2021 - Qualitative Feedback

    Conduct two sets of qualitative interviews:

    1. Current franchise owners (preferably in the beverage industry). Understand what works, what doesn’t work and their wishes. Get their input on key considerations for a Zurena franchise.
    2. Zurena franchise prospects. Generate hypotheses about who would be the best target and why. Interview to understand their likely channels of becoming aware of a Zurena franchise opportunity, what marketing messages would resonate (i.e., what they would want from a Zurena franchise) and what concerns they may have in pursuing a franchise opportunity.

    Suggested Deliverable:

    Synthesis of qualitative interviews.

  • April 10, 2021 - Regulatory Considerations

    Conduct research to understand the regulatory considerations in executing a franchise. Reporting requirements. Tax requirements. Other?

    Suggested Deliverable:

    Synthesis of regulatory considerations.

  • May 1, 2021 - Final Presentation

    Present final recommendations.

    1. What is the optimal structure for a Zurena LLC franchise?
    2. Who is our target audience? Why?
    3. What are the compelling value propositions for our target audience to become a franchise owner?
    4. How do we find and market to our target audience?
    5. What support do we need to provide to our target audience beyond product?
    6. Which geographical markets should we target first? Why?
    7. Are there any key partnerships that will make a franchise path more successful?
    8. Overall would you recommend Zurena LLC pursue a franchise at this stage of our evolution? Why or why not?

    Suggested Deliverable:

    Final presentation – PowerPoint with supporting documentation.

    Presented via video conference.

Project Resources

There are no resources currently available

Industry Mentors

Company Admin

Nigel Smith

[email protected]

Academic Mentors



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Assigned Students

There are currently no students assigned.