Capstone – Project

Evaluation of the BevAlc e-commerce competitive space

A Collaboration Between

Project Synopsis

The Current Challenge:

Over the last decade the online, DTC BevAlc business has been slowly plodding along with pockets of success in wine. This governor of growth has been largely due to regulation. But recently, in the last few years, with changes in the laws and COVID, the space has not only grown exponentially (with new entrants and revenue potential) but also a sifting out of top players, smaller participants with unique value propositions, specialties, etc. Growth and consolidation of the category will be part of the future. For ReserveBar to continue to grow and be a competitive leader in the space, we need to have a full understanding of all the category participants (across spirits, wine, beer, hard beverages, etc). Additionally there will be other entrants that are broader like Instacart, gopuff, Grocery Store enterprises and Big Box/Club retailers to consider.

Activities/Action Items Suggested by Industry Mentor:

-Research online BevAlc space Eg. Boucard Nesin from Rabobank
-Develop comprehensive competitive participant mapping
-Identify potential new entrants
-Identify potential strategic acquisitions or partnerships for ReserveBar
-Develop SWOT analysis among top competitors and ReserveBar

Goal/Project Success for Industry Partner:

Complete research documentation to understand where ReserveBar sits against competitors, potential ReserveBar opportunities for acquisitions and partnerships for continued growth.

Project Topics

Growth Strategy

Mergers & Acquisitions

Company Information

CompanyReserveBar LLC
HQConnecticut
RevenueUnlisted
Employees100-500
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!

Experiential Learning Program Details

SchoolFordham University
Engagement Format -
CourseMBA On the Spot Consulting Spring 2022
Level
  • All Graduate
Students Enrolled80-100
Meeting Day & Time3 Sessions on Wednesday 3/30, & 4/13 from 3:30 - 5:30 PM ET (https://fordham.zoom.us/j/6097637482)
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration2 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
Project Intro Presentation & Project Working Session

Project Intro Presentation & Project Working Session

Topics via Zoom: https://fordham.zoom.us/j/6097637482
March 30th, 2022 Event na
Upload Final Deliverable Upload Final Deliverable
Upload 5-10 minute Video Presentation
April 8th, 2022 Submission Required submission-required
Debrief with ReserveBar's Leadership

Debrief with ReserveBar's Leadership

4:30 – 5:30 Wrap Up Session and Debrief
April 14th, 2022 Event na

Key Project Milestones

  • March 30, 2022 - Deep-dive Into ReserveBar Brand and Current Challenge; Develop Strategy for Successful Project

    • What is the Company’s business model?
    • How many different products or services does the company offer? How are they categorized and defined?
    • What products are the best sellers?  (What’s the product mix?)
    • What are the different customer segments? What channels are used to earn those customers?
    • What are the key drivers for customers to purchase their products?
    • Who are the top competitors? What do their customers say about their brand and products?
    • How would you describe the company’s supply chain? What are the implications for the customer experience?
    • What are the current goals for the project? What information do you need from the company in addition to the resources you’ve already been provided? How will the outcomes of the project be used to drive business objectives?

    Review the key objectives for the current project:

    -Research online BevAlc space Eg. Boucard Nesin from Rabobank
    -Develop comprehensive competitive participant mapping
    -Identify potential new entrants
    -Identify potential strategic acquisitions or partnerships for ReserveBar
    -Develop SWOT analysis among top competitors and ReserveBar


    Suggested Deliverable:

    No deliverable required. 

    Suggested project resources to compile/organize/develop:

    • Overview of the current challenge.
    • A description of the company and its brand.
    • High-level description of target audience, customer segments, competitors.
    • Company’s needs and goals for the project and anticipated obstacles.
    • Preliminary list of resources.
    • Preliminary annotations on research findings, industry-related frameworks/practices, approaches, strategies, ideation, etc.
    • Plan for successfully completing the project (major action steps/tasks).
  • April 6, 2022 - Analyse the Competitive Environment

     

    • Research online BevAlc space Eg. Boucard Nesin from Rabobank
    • Develop comprehensive competitive participant mapping
    • Identify potential new entrants
    • Identify potential strategic acquisitions or partnerships for ReserveBar
    • Develop SWOT analysis among top competitors and ReserveBar

    Suggested Deliverable:

    • Research-driven report that provides a comprehensive, detailed perspective on ReserveBar’s position in the BevAlc space and in relation to competitors and identifies potential ReserveBar opportunities for acquisitions and partnerships for continued growth.
    • 5-minute video presentation to company

Project Resources

There are no resources currently available

Industry Mentors

Company Admin

 

[email protected]

Company Admin

Brian Mehta

[email protected]

Academic Mentors

Instructor

Robert Gach

[email protected]

Instructor

Rocco Totino

[email protected]

Instructor

Janez Koprivec

[email protected]

Instructor

Linda Agnew

[email protected]

Instructor

Julita Haber

[email protected]

Instructor

Alex Markle 

[email protected]

Instructor

Lonnie Kussin 

[email protected]

Instructor

Ally Callaghan 

[email protected]

Instructor

Elizabeth Ostler 

[email protected]

Assigned Students

Student

Ruiyang Wang

[email protected]

Student

Patrick Codispoti

[email protected]

Student

Taiba Quraishi 

[email protected]

Student

Sami Dibyani

[email protected]

Student

Andrew Goldstick

[email protected]

Student

omar davis 

[email protected]

Student

Matthew Brimo

[email protected]

Student

jin zhang 

[email protected]

Student

Maximiliano Garcia Chirinos

[email protected]

Student

Natalia Cabrera

[email protected]

Student

Ana Lucia Ubillus 

[email protected]

Student

Josefina Israel 

[email protected]