Capstone – Project

Prepare to Launch Farina by Producing a Comprehensive Marketing Strategy

A Collaboration Between

Project Synopsis

Hive Hospitality is an organization with lots of experience designing, launching, and scaling hospitality concepts. They are preparing to launch a new concept called Farina, a concept that blends of . They need your help preparing for launch and planning out their marketing strategy to get customer adoption quickly once they launch. How can Farina differentiate themselves? How do you inform customers about the opening of the physical store locations in Reston and Arlington, VA? What ways would you suggest cross-selling the subscription to physical patrons? What about selling the subscription to customers that have not yet been in the store? Don’t forget to dive deep into successful marketing examples for similar companies to see what best practices we can learn from them. The ideal outcome of this project would be a comprehensive marketing plan, including a detailed overview of the marketing mix to achieve the best results. An effective marketing plan should also outline resources required for the plan to be successful and how you would measure success. With any additional time, please help the Farina team think through the official launch strategy as well.

Project Topics

Marketing

Operations

Product Design & Development

Research & Development

Sales & Business Development

Company Information

CompanyHive Hospitality
HQWashington, DC
RevenueUnlisted
Employees50-100
StageHigh-Growth Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttps://www.brescadc.com/

Company Overview

Hive Hospitality is a Washington, D.C. based hospitality group with multiple restaurants and growing. Our team represents a diverse range of backgrounds & expertise – from building profitable businesses ground-up, to delivering award-winning full-service guest experiences – we are passionate professionals pioneering the future of hospitality. We're excited to expand our footprint of award-winning food & beverage concepts and best-in-class experiences.

Experiential Learning Program Details

SchoolWashington University of Virginia
Engagement Format -
CourseBUS 700 Business Research (Capstone) – Fall 2021
Level
  • All Graduate
Students Enrolled28
Meeting Day & TimeTuesdays, 2:20pm - 4:50pm
Student Time Commitment4-7 Hours Per Week
Company Time Commitment3-5 Hours
Duration14 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
REMINDER OF CONFIDENTIALITY

REMINDER OF CONFIDENTIALITY

During this program, you'll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
August 28th, 2021 Event na
KICKOFF ASSESSMENT DUE

KICKOFF ASSESSMENT DUE

August 29th, 2021 Evaluation evaluation
PROJECT KICK-OFF

PROJECT KICK-OFF

Zoom: Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
August 31st, 2021 Event na
Check-In #1 with FARINA (Groups A & B)

Check-In #1 with FARINA (Groups A & B)

2:30-3:00pm (A1) / 3:00-3:30pm (A2) / 3:30-3:50pm (B1) / 3:50-4:10pm (B2) / 4:10-4:30pm (B3) Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
September 7th, 2021 Event na
Upload DELIVERABLE #1 File(s) [Groups A&B] Upload DELIVERABLE #1 File(s) [Groups A&B]
Upload presentation file and written file (if one) to CapSource website.
September 14th, 2021 Submission Required submission-required
DELIVERABLE #1: Q&A With FARINA LEADERSHIP (Groups A & B)

DELIVERABLE #1: Q&A With FARINA LEADERSHIP (Groups A & B)

Deep dive on concept, the market and competitive analysis. Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
September 14th, 2021 Event na
TEMP CHECK #1 DUE

TEMP CHECK #1 DUE

September 21st, 2021 Evaluation evaluation
Check-In #2 with FARINA (Groups A & B)

Check-In #2 with FARINA (Groups A & B)

2:30-3:00pm (A1) / 3:00-3:30pm (A2) / 3:30-3:50pm (B1) / 3:50-4:10pm (B2) / 4:10-4:30pm (B3) Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
September 21st, 2021 Event na
FACULTY / TEAM CHECK-INS (All Teams)

FACULTY / TEAM CHECK-INS (All Teams)

2:30pm - 2:45pm: All Teams Check-In (Dr. Chase) 2:45pm - 4:30pm: Individual Team Meetings (Team Leaders) Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
September 28th, 2021 Event na
DELIVERABLE #2: PRESENTATIONS (All Teams)

DELIVERABLE #2: PRESENTATIONS (All Teams)

GROUP A: Present Financial Modeling Plan to Farina Leadership (Deliverable #2) GROUP B: Competitor Marketing Brief + Presentation (Deliverable #2) Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
October 5th, 2021 Event na
Upload Deliverable #2 Presentation files (ALL TEAMS). Upload Deliverable #2 Presentation files (ALL TEAMS).
Upload presentation and written files (deliverables) to CapSource.
October 5th, 2021 Submission Required submission-required
FACULTY / TEAM Check-Ins (All Teams)

FACULTY / TEAM Check-Ins (All Teams)

2:30pm - 2:45pm: All Teams Check-In (Dr. Chase) 2:45pm - 4:30pm: Individual Team Meetings (Team Leaders) Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419
October 12th, 2021 Event na
TEMP CHECK #2 DUE

TEMP CHECK #2 DUE

October 13th, 2021 Evaluation evaluation
Check-In with FARINA (Groups A & B)

Check-In with FARINA (Groups A & B)

2:30pm-4:30pm  - All teams meet with Farina for Check-In. Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
October 19th, 2021 Event na
FACULTY / TEAM Check-Ins (ALL TEAMS)

FACULTY / TEAM Check-Ins (ALL TEAMS)

2:30pm - 2:45pm: All Teams Check-In (Dr. Chase) 2:45pm - 4:30pm: Individual Team Meetings (Team Leaders)   Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419
October 26th, 2021 Event na
Upload Deliverable #3 Presentation & Written Files (ALL TEAMS) Upload Deliverable #3 Presentation & Written Files (ALL TEAMS)
Upload presentation and written files (deliverables) to CapSource.
November 2nd, 2021 Submission Required submission-required
DELIVERABLE #3: PRESENTATION (All Teams)

DELIVERABLE #3: PRESENTATION (All Teams)

Group A: Present Preliminary Working Financial Model (Deliverable #3) Group B: Present Your Comprehensive Marketing Plan (Deliverable #3) Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
November 2nd, 2021 Event na
FACULTY / TEAM Check-Ins (ALL TEAMS)

FACULTY / TEAM Check-Ins (ALL TEAMS)

2:30pm - 2:45pm: All Teams Check-In (Dr. Chase) 2:45pm - 4:30pm: Individual Team Meetings (Team Leaders) Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
November 9th, 2021 Event na
TEMP CHECK #3 DUE

TEMP CHECK #3 DUE

November 12th, 2021 Evaluation evaluation
Check-In with FARINA (Groups A & B)

Check-In with FARINA (Groups A & B)

2:30-3:00pm (A1) / 3:00-3:30pm (A2) / 3:30-3:50pm (B1) / 3:50-4:10pm (B2) / 4:10-4:30pm (B3) Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
November 16th, 2021 Event na
NO CLASS - Thanksgiving Break

NO CLASS - Thanksgiving Break

November 23rd, 2021 Event na
DELIVERABLE #4: FINAL PRESENTATIONS (Group A)

DELIVERABLE #4: FINAL PRESENTATIONS (Group A)

Present Improved Financial Model with KPIs and Dashboards for Farina Concept (Deliverable #4).   Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
November 30th, 2021 Event na
Upload Final Presentation & Written Deliverable #4 files (Group A). Upload Final Presentation & Written Deliverable #4 files (Group A).
Upload presentation and written files (deliverables) to CapSource.
November 30th, 2021 Submission Required submission-required
DELIVERABLE #4: FINAL PRESENTATIONS (Group B)

DELIVERABLE #4: FINAL PRESENTATIONS (Group B)

Present Comprehensive Marketing Plan with Launch Strategy (Deliverable #4).   Join Zoom Meeting https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09 Meeting ID: 828 7747 6211 / Passcode: 512419 One tap mobile +13017158592,,82877476211#,,,,*512419# US (Washington DC) +16465588656,,82877476211#,,,,*512419# US (New York) Find your local number: https://us02web.zoom.us/u/kbCxa9CRE
December 7th, 2021 Event na
Upload Final Presentation & Written Deliverable #4 files (Group B). Upload Final Presentation & Written Deliverable #4 files (Group B).
Upload presentation and written files (deliverables) to CapSource.
December 7th, 2021 Submission Required submission-required
FINAL SELF ASSESSMENT DUE

FINAL SELF ASSESSMENT DUE

December 11th, 2021 Evaluation evaluation
FINAL PEER ASSESSMENT DUE

FINAL PEER ASSESSMENT DUE

December 11th, 2021 Evaluation evaluation

Key Project Milestones

  • September 14, 2021 - Deep Dive on Concept, the Market and Competitive Analysis

    • What’s the difference between brick and mortar retail vs. subscription models?
    • How does this materialize with food service companies?
    • What companies have been able to accomplish both within one model? (See Cooper’s Hawk as good reference)
    • Who are the top players in subscription food service?
    • What about subscription wine and spirits?

    Suggested Deliverable:

    Prepare for Q&A with Farina Leadership

  • October 12, 2021 - Identify Successful Marketing Strategies Used by Similar Concepts

    • How does the retail store strategy compare with the subscription concept?
    • What components need to be included in the comprehensive marketing strategy based on your diligence?
    • What are the key differentiators for Farina? How can the company highlight those through a carefully designed marketing strategy?

    Suggested Deliverable:

    Prepare Competitor Marketing Brief + Presentation

  • November 9, 2021 - Produce a Comprehensive Marketing Strategy

    • How would you plan marketing for the first 12 months of operations?
    • What budget would be required?
    • What about other resources like desgners, copywriters, PR agents?
    • How will you measure success?
    • What should be the marketing mix?
    • Are there influencers or others that might add value?
    • What should be the social media strategy?

    Suggested Deliverable:

    Outline and present your comprehensive marketing plan

  • December 7, 2021 - Finalize Marketing Plan with Official Launch Strategy

    • How should the company plan for the official launch of the Farina concept?
    • How can they make the launch extra successful?
    • How would you measure success?
    • What types of event marketing and promos could be a good fit for a concept like Farina?
    • Who should be at the launch?
    • What about PR?

    Suggested Deliverable:

    Produce comprehensive marketing plan with launch strategy

Project Resources

There are no resources currently available

Industry Mentors

Company Admin

Asim Walia

[email protected]

Company Admin

Jhonatan Cano 

[email protected]

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

Student

Subha Joshi 

[email protected]

Student

Dilasha Shrestha 

[email protected]

Student

Min Young Oh 

[email protected]

Student

Surendra Shrestha 

[email protected]

Student

OSMAN ESKIOGLU

[email protected]

Student

Mallika Thanasanti 

[email protected]

Student

Nuttima Suptongtavorn 

[email protected]

Student

Tunc Berk Keskin 

[email protected]

Student

Tanyatorn Dullyasiriwit 

[email protected]

Student

Anchalee wantanapalakoon 

[email protected]

Student

SEUNGJI HONG 

[email protected]

Student

Elorm Attor 

[email protected]

Student

Yeonjoo Park 

[email protected]

Student

Inkyong Chung 

[email protected]

Student

Orgil Chinbat 

[email protected]

Student

Onon Bayasgalan 

[email protected]