Capstone – Project

Industry research & commercial plan using data analytics and online marketing

A Collaboration Between

Project Synopsis

The business began in December 2019. Up to now, the only sales channel is our website, supported by or Social Network pages. e-commerce is still developing in Peru, we need to understand better how to sell and promote with an e-commerce, while introducing our service in other channels to increase sales. On a second level, the business could be expanded regionally, initially to Chile, Ecuador and Colombia.

Project Topics

Company Information

CompanyKuelga Decor SAC
HQPeru
RevenueUnlisted
Employees1-5
StageEstablished Startup
Hiring Potential
Websitehttp://www.kuelga.com

Company Overview

Kuelga is a print on demand e-commerce. Based in Peru, for now we only attend this market. We opened in December 10th. We have two purposes: 1. to transform the art industry in Peru making it massive; 2. to promote young and new artists. Today we have more than 50 artists, with almost 800 artworks available. Clients enter the web, select an image, choose the size, the type of paper and the type of frame. Pays, and in one week we deliver it to their address. No inventory needed.

Industry Mentors

Experiential Learning Program Details

SchoolUniversity of Richmond
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.
Course
LevelGraduate
Students Enrolled12
Meeting Day & Time6:15-8:50 PM ET
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration5 weeks (1585540800 - 1587960000)

Program Timeline

Touchpoints & Assignments Due Date Submission

Academic Mentors

Instructor

 

[email protected]

Assigned Students

There are currently no students assigned.

Key Project Milestones

  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • March 30, 2020 - Intro Session 1/3: Let's discuss the case

    Gonzalo will join the students via web conference from 6:30-7:00 PM


  • April 3, 2020 - Industry reasearch. Benchmark with other sites.

    The team must understand how the model works elsewhere, and then compare it to Kuelga’s model.


    Suggested Deliverable:

    Challenge Kuelga’s model by presenting ideas to improve our business model.

  • April 10, 2020 - Analysis of online marketing done to date

    Review what has been done to date with online marketing (Facebook, Instagram, AdWords), analyzing results of each campaign.


    Suggested Deliverable:

    Present analyzis of results, highlighting do’s and dont’s of what’s been done. Elaborate on good practices for e-commerce businesses.

  • May 8, 2020 - Regional Expansion

    Research if there are other print on demand companies in Chile, Colombia, Equador and Argentina. Explore printing companies specialized in photography or art prints, so they could be partners in Santiago, Buenos Aires, Quito, Guayaquil and Bogotá.


    Suggested Deliverable:

    Develop a go-to-market strategy for regions outside of Peru, including sales and marketing strategy. Present findings from research.

Project Resources

There are no resources currently available