Technology, Healthcare, And Entrepreneurship Dominate Michigan Ross Capstone MAP Projects

This semester, more than 160 Michigan Ross BBA seniors and Master of Management students are embedding themselves within companies across the world helping them tackle real-life business challenges.

It’s part of the Capstone MAP program, which pairs student teams with sponsoring organizations to work on a pre-defined business objective.

Throughout the MAP experience, students apply academic concepts, problem-solving skills, and creativity to frame and resolve the challenge set by their sponsoring organization. And at the end, teams deliver analysis and thorough, data-driven recommendations to the sponsor and Michigan Ross faculty in a formal presentation and written report.

There are 35 Capstone MAP projects this winter, spanning a wide variety of industries and business functions, but several projects students are working on this year involve working with Detroit entrepreneurs, technology, or healthcare organizations.

DETROIT ENTREPRENEURSHIP

Working with Detroit entrepreneurs on taking their businesses to the next level has been a popular choice for Capstone MAP students since the program was introduced. This year’s projects with Detroit startups span food, clothing, beauty, tech, and more.

PizzaPlex

It’s part cafe, part pizza place, part only pizza place in Detroit officially certified by the Italian certification organization Associazione Verace Pizza Napoletana.

Students will be working with PizzaPlex founders Alessandra Carreon and Drew McUsic on evaluating the business’s branding and understanding how the physical space of their café contributes to customer experiences.
 

Detroit Denim

Offering denim jeans for men and women, Detroit Denim sources their textiles in the U.S., and assembles and sells their products in downtown Detroit. Ross BBAs will be consulting with company leaders about how best to scale their manufacturing operation and return large-scale, US-made clothing operations to the city of Detroit.
 

ILERA Apothecary

Started by two sisters born to Nigerian immigrants, ILERA is a premium organic and vegan skincare brand inspired by ingredients available in their parents’ hometown in southeastern Nigeria. Sisters Chinonye and Nneji Akunne are ready to take ILERA to the next level and have asked Ross students to help them better understand their ecommerce and digital marketing needs, and develop a strategic marketing plan for the roll out of a new customer tool.

Students will also be working on projects with entrepreneurs behind Detroit-based companies All About Tech, Brooklynn Brownies, Detroit Dough, Hostel Detroit, Ocelot Print Shop, and the Empowerment Plan.

TECHNOLOGY

Careers in technology are popular for Ross grads, and technology projects during Capstone MAP are a great way for students to get real experience in the industry before starting their full-time jobs in the summer.

This year, technology projects for Capstone MAP include:

• A market analysis project for Motorola;
• A customer growth and audience acquisition project sponsored by iHeartMedia;
• A market entry strategy project with the artificial intelligence company Clinc;
• A marketing and communications strategy project with a data-science-based marketing firm OneMagnify; and,
• A supply chain project with smart lock company Passive Bolt.

HEALTHCARE

This year, healthcare projects for Capstone MAP include:

• A market entry strategy project for Cardinal Health, one of the largest healthcare services company in the world;
• A strategic assessment supporting an emerging opportunity for Blue Cross Blue Shield of Michigan, the largest health insurer in the state of Michigan;
• A business model, marketing strategy, and financial impact assessment project with Spectrum Health Ventures;
• A sales strategy project with the electronic health records company DocNetwork; and,
• A pricing strategy and marketing plan project helping the Association for the Blind and Visually Impaired.

Capstone MAP is just one of several capstone experiences Michigan Ross BBA seniors can select to complete in their final year, each requiring them to produce an assignment that brings together their insights, skills, knowledge, experience, and expertise gained during four years in the Ross BBA program.

Learn More about Capstone MAP