{"id":32638,"date":"2025-07-10T12:26:00","date_gmt":"2025-07-10T19:26:00","guid":{"rendered":"https:\/\/www.uwb.edu\/news\/?p=32638"},"modified":"2025-10-21T16:22:53","modified_gmt":"2025-10-21T23:22:53","slug":"capstones-benefit-local-businesses","status":"publish","type":"post","link":"https:\/\/www.uwb.edu\/news\/2025\/07\/10\/capstones-benefit-local-businesses","title":{"rendered":"Capstones benefit local businesses\u00a0"},"content":{"rendered":"\n

A capstone project is an integral part of many degree programs. It\u2019s the culmination of everything a student has learned throughout their studies, and often, it\u2019s a chance to put their knowledge and skills to the test in the real world. <\/p>\n\n\n\n

Master of Business Administration<\/a> students at the University of Washington Bothell got to do just that in two spring 2025 capstone courses taught by Dr. Stephen Jones, associate professor in the School of Business<\/a>. Together in three separate teams, they spent the quarter working directly with a \u201cclient\u201d \u2014 a local business owner they connected with through a partnership with the Historic Downtown Snohomish Association \u2014 to provide an actionable plan for improving their business. <\/p>\n\n\n\n

Snohomish, Washington, is a small town of about 10,000 people, located a 45-minute drive northeast of Seattle. It\u2019s also home to a variety of small businesses ripe with opportunity for growth \u2014 the perfect setting for the budding professionals of tomorrow to apply their business acumen to create a real-world impact. <\/p>\n\n\n\n

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A perfect partnership<\/strong>\u00a0<\/h2>\n\n\n\n

Before the start of each quarter, Jones reaches out to his network of former students and friends who are entrepreneurs to see who might be interested in partnering with his class. Small businesses, he noted, are the perfect fit for a capstone project. <\/p>\n\n\n\n

\u201cSmall businesses are a good size for a 10-week course,\u201d he said. \u201cThe goal of the class is for students to think about the business holistically \u2014 all its different functions and how they can fit all the pieces together \u2014 and small businesses are great for that. You can walk in and understand the operation quickly in a week or two and then spend your time really getting to know the owner and what you can contribute.\u201d <\/p>\n\n\n\n

For his friend Ken Coman, HDSA board president and owner of Top It Yogurt Shoppe, the partnership fit well with the HDSA\u2019s mission to revitalize the downtown. <\/p>\n\n\n\n

\u201cI was excited by the opportunity for some of our businesses that are really trying to succeed in a challenging environment to get outside support that they otherwise wouldn\u2019t be able to afford on their own,\u201d Coman said. \u201cIt\u2019s just a unique opportunity that fell in our laps and I\u2019m very grateful.\u201d <\/p>\n\n\n\n

After asking around, Coman found two businesses interested in participating \u2014 Luxe Salon and Uppercase Books. <\/p>\n\n\n\n

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A full spectrum of support<\/strong><\/h2>\n\n\n\n

In one of the two classes, students broke into two teams, each supporting their client, Luxe Salon, and focusing on different areas of growth potential. One group focused more on branding and digital marketing, such as social media and email and text campaigns to improve web traffic. The other dug deeper into the financial side by looking at top services by revenue, acquisition cost per customer and other analytics. <\/p>\n\n\n\n

\u201cI love how the two groups were not competing with each other. It was broken up in a fashion that allowed students to dive deep enough to provide real, actionable recommendations and gave the owners a full spectrum of support,\u201d Coman said. \u201cI loved the work that was done on data analytics and the thought behind, \u2018what can we do to retain customers?\u2019 <\/p>\n\n\n\n

“I was excited by the opportunity for some of our businesses that are really trying to succeed in a challenging environment to get outside support that they otherwise wouldn\u2019t be able to afford on their own.”<\/p>Ken Coman, board president, Historic Downtown Snohomish Association\u00a0<\/cite><\/blockquote><\/figure>\n\n\n\n

As the salon is also looking to move in the near future, the second group looked at ways to capitalize on the move, offering solutions such as renting out space to an esthetician and expanding their services. <\/p>\n\n\n\n

\u201cWe knew they were going to be moving, and that\u2019s a real opportunity for growth,\u201d said Benjamin Studley, MBA student and team lead. \u201cGrowing the customer base, enhancing the stylist experience and the physical space, it made sense for us to naturally go down that path.\u201d <\/p>\n\n\n\n

For the other team lead, Ashley Wilson, an MBA student who currently works as a procurement analyst for Boeing, the experience fit well with her professional goals. <\/p>\n\n\n\n

\u201cThis project directly aligned with my long-term goal of working in brand strategy or customer experience,\u201d she said. \u201cIt reminded me how much I enjoy solving business problems creatively and collaboratively, which is exactly the direction I want to keep moving.\u201d <\/p>\n\n\n\n

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Achievable solutions<\/strong><\/h2>\n\n\n\n

In Jones\u2019 second, and smaller, class, students collaborated in a single group on a holistic marketing strategy for a local bookstore. A small business run by a mother-daughter duo, Uppercase Books is a cozy two-story bookshop in a log cabin nestled in a corner of the Furniture World parking lot in downtown Snohomish. <\/p>\n\n\n\n

\u201cWe really tried to tailor our recommendations to what makes Uppercase, Uppercase,\u201d said Nicole Eng-Duncan, MBA student and team lead, noting that there’s an experience that charming, small-town bookstores such as Uppercase provide that large retailers simply don\u2019t. <\/p>\n\n\n\n

\u201cFor me, the best part of this project was working so closely with the owner and getting the chance to hear firsthand what her vision was,\u201d she said. \u201cI could not have asked for a better team. We all really wanted to focus on making realistic, achievable and affordable recommendations.\u201d <\/p>\n\n\n\n

In addition to completing her MBA, Eng-Duncan is also finishing her last year of pharmacy school and working on clinical rotations. She hopes to someday work in the biotech industry. <\/p>\n\n\n\n

\u201cThis project related to my goals because I hope to be a manager in my future career, and it is important to me to be a good leader,\u201d she said, noting that this project was her first time serving in a high level, organizational role as the team leader. \u201cEventually, I would like to lead a cross-functional team that requires a lot of juggling of priorities, needs and wants \u2014 which I think this project helped me get a small taste of.\u201d <\/p>\n\n\n\n

The students recommended easy-to-implement steps to draw in new customers, such as additional signage and other exterior improvements as well as an increased social media presence. They also proposed the idea of a passport program to encourage customers to support various local establishments. <\/p>\n\n\n\n

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A domino effect<\/strong><\/h2>\n\n\n\n

What benefits one business can often have the power to lift others around it, particularly in a tight knit community like Snohomish that has lots of tourism potential. Whether through a passport program such as the one Eng-Duncan and her team proposed or by simply drawing in more visitors to the area, incremental growth compounds. <\/p>\n\n\n\n

The business owners who participated in this year\u2019s capstone projects said they directly benefited from student expertise, but they also mentioned a desire to share what they\u2019d learned with fellow entrepreneurs in town. <\/p>\n\n\n\n

\u201cWe have a lot of businesses downtown that could benefit from this partnership, and I hope we\u2019ll be able to send more to the school in the future,\u201d Coman said. <\/p>\n\n\n\n

For the students, the experience offered the perfect jumping off point to the next chapter in their careers. <\/p>\n\n\n\n

\u201cIt was exciting to work on a real business challenge where we could combine branding, marketing and strategic thinking in a meaningful way,\u201d Wilson said. \u201cCollaborating with a team of sharp, motivated peers made it even more rewarding. <\/p>\n\n\n\n

\u201cI feel really grateful for this experience and the people I got to work with. It was the perfect capstone to the MBA program.\u201d <\/p>\n\n\n\n

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MBA students shared their expertise with members of the Historic Downtown Snohomish Association.\u00a0<\/p>\n","protected":false},"author":121,"featured_media":32639,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_is_archived":false,"_archived_contact_email":"","footnotes":""},"categories":[202,218,204,1],"tags":[],"school":[417],"class_list":["post-32638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campus-news","category-community-engagement","category-students","category-uncategorized","school-school-of-business"],"acf":{"related_links":{"toggle_visibility":false,"link_1":"","link_2":"","link_3":"","link_4":"","link_5":""},"highlight_box":{"toggle_visibility":false,"title":"","content":"","button":"","button_style":"angled-purple-button","button_screen_reader_text":""},"contact_type_1":{"toggle_visibility":true,"contact_title":"","email":"","phone":"","box":"","address_line_1":"","address_line_2":"","location":""},"contact_type_2":{"toggle_visibility":false,"contact_title":"","email":"","phone":"","box":"","address_line_1":"","address_line_2":"","location":""},"social_media":{"toggle_visibility":false,"facebook_url":"","instagram_url":"","linkedin_url":"","twitter_url":"","youtube_url":""},"blog_archive_sidebar_visibility":false},"yoast_head":"\nCapstones benefit local businesses\u00a0 - 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