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  • A Proposed Compensation Plan Using The University Of Kentucky's Men's Basketball Program Under Fair Pay To Play Act

    Daniell, Robert; Mellinger, Natalie (2020-05-01)
    The purpose of this thesis is gathering research on Kentucky University Men’s Basketball program and the revenue that is generated by the players success. Based on that research, a compensation plan will be created in order to provide the players the financial stability for then they graduate. Having access to this public information in order to see the financial success for the Men’s Basketball program is significant to the thesis in building the plan. In addition, I would like to research how much the university received in revenue for a year that is generated specifically from the Men’s Basketball program festivities. The annual March Madness tournament generates millions of viewers on national television, bringing these prestigious schools to the public eye. With that being said, admission rates also increase due to this tournament, especially if they go into the Sweet Sixteen. Many sports articles such as ESPN will provide me with the information I need to complete my research to develop my thesis. This topic has been heavily debated over the years, and with college basketball athletics becoming a billion-dollar industry, it has attracted a lot of publicity. The main debate is if whether or not the athletes should be compensated for their hard work and dedication to their craft. There has been bills proposed in different states for the “Fair Pay to Play Act,” and there will be research done to see if whether or not that is a good idea and refute the argument by providing information on my compensation plan which is the better option. Many believe that not compensating athletes is wrong. This thesis will agree with that statement, but instead create a different alternative to compensating the players under Fair Pay to Play to provide for these players futures after basketball.
  • Business Plan for PAWSitively Fit Club: A Fitness Club designed for you and your Furry Friend

    Daniell, Robert; Roy, Samantha (2020-05-01)
    “PAWSitively Fit Club” founded by Samantha Roy, creates a way for our health conscience society to bring their dogs to the gym like you would with kids. This business plan will show the demand for canine/human fitness facilities, identify a target market to market “PAWSitively Fit Club” to. This business plan will analyze the emerging industry of canine/human fitness facilities and explain the “Human Canine Fitness Certification”. It will directly impact the wave of obese dogs and humans by promoting a fun, active lifestyle with a supportive community. The main questions this business plan will answer are: What business is PAWSitively Fit Club in? What service does it provide? Who is the target audience and what do they value? What is the vision and mission for the company? What is the sales and marketing strategy? Who is the competition? How do we find more of the right people? How will it on-board, train and develop the “right people”? Does it have the physical plant and equipment it will need? Do we have the capital we need? Will it generate the profits it needs? How will the business measure its success? What is our exit strategy? What are the short and long-term goals of the business?
  • Exploring the Feasibility of a New Business Model in Videogame Streaming

    Daniell, Robert; Serra, Sean (2020-05-01)
    Live streaming is the practice of broadcasting live video from a device such as a computer or gaming console. “Streamers”, those who broadcast video, often do so of themselves playing video games or chatting with followers in real-time. This study explores the feasibility of the new business practice for video game streaming websites (also known as “platforms”) in which these websites contract streamers to stream exclusively on their platform. The point of this model is to maintain competition within the market as viewership becomes increasingly concentrated and heightens the importance of live streaming platforms to retain high-profile talent. Discussed throughout this paper are the current business models that streaming platforms utilize to generate income, with the industry-leading streaming platform Twitch being the focus of study. The study offers a critical analysis of the methods and perks these companies use to capture streamers on their platform. Research was conducted utilizing a mixture of online academic databases, reputable news articles, statistics, and case study. An online survey of Reddit users is used to better understand whether viewers of video game streams would support streamers financially by continuing the common act of donating to the streamer even after the streamer has been signed to a platform and guaranteed a source of income. This examination of the video game live streaming industry concludes with a determination of whether contracting streamers will develop into an industry practice or stand as an anomaly that is fated to fade away as the market grows.
  • Business Plan For Parlee’s Farm

    Daniell, Robert; Parlee, Caroline (2020-05-01)
    This is a detailed business plan for Parlee’s Farm in Chelmsford, Massachusetts. This is a unique location for a farm as it is in a suburban location that has pushed out most farms in the area and converted it into housing. It is in central Massachusetts about thirty miles from Boston. They are a small family farm that mostly does pick your own activities and operates a small farm stand that sells fruits and garden vegetables. It is about forty acres and they rent another twenty from the town giving them plenty of space to utilize. They face a unique set of challenges as they are a New England farm with rocky soils and a unique client base. This plan dictates how to continue their practices in a more successful manner and expand into new ways to expand while maintaining a profit. The farm currently grows strawberries, blueberries and garden vegetables, the plan details on how to expand into pumpkins, a maze, apples, raspberries and other money-making opportunities. The key point of this plan is to keep this business running and growing to support its family while overcoming the unique set of challenges facing a suburban New England town farm.
  • The Zoo in Forest Park Marketing Plan

    Daniell, Robert; Newell, Rachel (2020-05-01)
    Marketing is crucial for the success of any business. The goal of this thesis is to create a 1 year marketing plan for The Zoo in Forest Park, in Springfield, MA. The Zoo in Forest Park is a private non-profit zoo located in the middle of a public park. The Zoo in Forest Park opened 125 years ago and has undergone several large changes throughout their years of operation including downsizing to their current size of 735 acres. The primary change they are attempting to currently undergo is that they would like to change their focus from entertainment to education, rehabilitation, and conservation. The marketing plan will create a strategy for rebranding The Zoo based on a situation analysis, product analysis, and competitive analysis. This plan will be used by The Zoo in Forest Park to update their old marketing materials, host new events and recreate more programs that reflect the new mission of education, conservation and rehabilitation.
  • NANU BARI: For People Who Love Desi Food – and Their Grandma: A Food Truck Business Plan

    Daniell, Robert; Azam, Shaima (2020-05-01)
    This thesis details the steps necessary to successfully start a mobile restaurant operation (food truck) in the greater Boston area. A primary issue to consider before starting this business venture is the permitting process and what permits are necessary to operate a food truck. As such, a business plan will be required in order to be able to obtain the permits. Along with the business plan, a detailed marketing section illustrating the brand for the business is needed. The marketing plan will include a mission statement or a “why” page to include in our marketing. The vision for this section is to craft a statement that customers can associate our business with; telling the story of my family’s culture, why we pursued the business and emphasizing the importance of food and family. Another primary consideration is where to buy a food truck, how much capital is required, and determining costs of all the necessary renovations. There are many potentially overwhelming steps to starting a food truck, but this thesis will break those steps down into manageable sections to create a comprehensive plan to follow in order to successfully open a competitive and appealing food truck business in the Greater Boston Area.
  • Financial Stability In Not-For-Profit Organizations: A Case Study

    Daniell, Robert; Anderson, Olivia (2019-12-01)
    A nonprofit organization (NPO), is defined as a business “not conducted or maintained for the purpose of making a profit” (merriamwebster.com). However, to pursue the goal of benefiting society, a nonprofit must have enough funds in order to further their mission. Nonprofits rely heavily on government funding, outside donations, and fundraising to get what they need, but the amount received by an organization fluctuates year to year which makes budgeting and accounting difficult. This thesis will work to evaluate the financial and business processes of the not-for-profit organization called Partners in Development located in Ipswich Massachusetts. Partners in Development is a recognized 501(c)(3) organization that sends teams of volunteers to Haiti, Guatemala, Peru, and the Mississippi Delta to build homes, and provide medical care and clean water to those in need. Based off of extensive research in the not-for-profit sector as well as an interview with the organization’s President; this thesis will identify and explain the business and financial practices of this organization that result in its success, and serve as an example for those wishing to pursue their lifelong dream of helping others.
  • The Power Of Sensory Marketing In Controlled Consumer Sales

    Bahnan, Nisreen; Hamilton, Ariel (2019-05-01)
    Have you ever wondered why you are drawn to certain products over others? The use of our senses is something which cannot be controlled and is often taken for granted, yet sensory stimulation is what shapes both how we perceive the world around us and how we react to it. This thesis studies how visual, auditory, olfactory, and tactile appeal can be used in a point-of-purchase retail display to positively influence consumer perception of a product or company and push the consumer to make a purchase. By setting up two mock retail displays with contrasting sensory stimuli, the thesis determines 1. Whether appeal to one sense evokes a stronger response from the consumer than appeal to other senses and 2. Which characteristics, such as a particular color or product arrangement, have the greatest impact on increasing positive perception of the display and ultimately leads to more sales. By determining what consumers best respond to, businesses will be able to adopt more effective sensory practices which may increase their profit while consumers will enjoy a more comfortable shopping experience.
  • The Customer Is Always Right, Right?

    Daniell, Robert; McDonough, Alex (2018-01-01)
    The phrase "The customer is always right" is one that alludes to the fact that customer service is extremely important, especially in the retail industry. However, what does it mean for the customer to be right, all the time? In order to learn more about this a survey was developed and distributed to gauge consumers' thoughts and feelings on certain aspects of shopping, management, store policies, and customer service, amongst other things. The results of the survey led to implications that customers are not actually sure what they want. Respondents of the survey contradict themselves based on their answers on multiple questions. Additionally, the respondents' answers to these questions contradict prior research. The results of the survey and how the customers answered could have a huge effect on how managers of the retail industry should handle customer problems.
  • The Power Of Persistence: Harnessing Time Management Through App Design

    McArdle, John; Cabana, Nael (2018-01-01)
    As a young adult finalizing his Bachelor’s Degree, it is important to overcome the limitations of poor time-management skills in order to prioritize one’s best performance. In this case study, I analyze the results of strategically reassessing one’s personal time-management skills through the usage of accessible task management tools alongside the development of a time-budgeting discipline. This study describes the development of this process from a rough initial adoption of software-based time-management tools to the creation of an app prototype whose purpose is to encourage time-management. This prototype is structured with proper user experience (UX) in mind while maintaining compliance with guidelines to fulfill its core feature integrity. The ongoing development of this prototype is sectioned into a sequence of design that is representative of key components of understanding time-management, and its potential if harnessed correctly within an everyday workflow. t to overcome the limitations of poor time-management skills in order to prioritize one’s best performance. In this case study, I analyze the results of strategically reassessing one’s personal time-management skills through the usage of accessible task management tools alongside the development of a time-budgeting discipline. The final results of this prototype development are represented in various graphical mockups that showcase the user experience of the application, how the prototype is compliant with self-imposed design rules, and the impacts that developing this prototype has had on personal time-management skills.
  • Professional Cuddling: Stigma, Market Business Plan

    Daniell, Robert; Pike, Emily (2018-01-01)
    Professional cuddling is an emerging business that has attracted media attention from major news sources. However there is little research on professional cuddling or its industry. A twenty-seven question survey designed to research potential stigmas, market, and opinions was distributed through social media and email. Based on preliminary results there is a market and interest for professional cuddling. Both the opinions and stigmas regarding professional cuddling are mixed. Through the presentation of the study and subsequent business plan, the business world will gain the knowledge of this burgeoning field and its feasibility. The world of business will also potentially gain a new company and new jobs.
  • The Major Factors That Contribute To E-Commerce Growth In The U.S And China: Analyses And Adoption By Morocco

    Jain, Anurag; Kabbaj, Mohamed Walid (2018-01-01)
    The purpose of this study is to research and analyze the growth of electronic commerce (e-commerce) in the United States and China. This thesis will focus on the evolution of mobile commerce (m-commerce) which implies conducting business transactions online through wireless handheld devices such as cellular phones and tablets. Through a review of literature, our first goal is to determine the major factors that contribute to advancements in e-commerce and especially mobile commerce in each of these two countries. The next part is to apply insights gleaned to Morocco, a Northern African country that has significantly developed its Information Technology (IT) infrastructures during the last few years, but has yet to fully embrace electronic commerce. The aim of this project is to establish those success factors for mobile commerce in Morocco.
  • Business Model For Tender Love And Care Yoga Studio

    McArdle, John; Tierno, Cameryn (2018-01-01)
    The proposed business model for the Tender Love and Care Yoga Studio (TLC) was developed as a part of an Honors Thesis by the author, Cameryn Tierno. TLC strives to provide its students with accessible yoga classes that are relaxing and rejuvenating. TLC’s staff and environment fosters relaxation and acceptance, while also offering practical stress-relieving techniques that are beneficial to all. The report presents the various methodologies and tools used for developing the business model and states the individual development plan for Cameryn Tierno as a yoga instructor and business woman before embarking on the journey of becoming a business owner. The report is concluded with Cameryn’s personal reflection of her experience completing this project.
  • On Latino Representation In Theatre

    Cunningham, William; Mateo, Jazmine (2018-01-01)
    Theatre is becoming more inclusive, more diverse, and I am intending on this paper to to shed light on it, so others may see this too. Growing up I didn’t see much Latino representation in Broadway theatre, so naturally the feeling I got when I was first presented with In the Heights by Lin Manuel Miranda at my high school was incredible. Seeing people on stage that looked like me and had stories like mine for the first time in my life was inspiring. It left me wondering, wanting, and curious to see what else was out there. I also want young people, such as the ones I have run theatre workshops for in my hometown in the summer, to know, that should they choose to pursue theatre, they have role models to look up to in the field and plays that tell stories they can really relate to. This was my inspiration for my thesis. I conducted research on Latinos and Latinas in theatre and interviewed people in the field to hear their experiences. I have also collected data to find out if the number of Latinos in theatre is growing or diminishing. During my research I concentrated on how many Latino actors were playing Latino roles, how many Latinos were playing non-Latino roles, how many plays exist that realistically display Latinos, and what the future of Latino theatre will look like. This is information I want others so that they can see Latino theatre in a new light.
  • Identifying Predictor Variables Of Academic Performance For Student-Athletes

    Luther, Raminder; Marcelino, Justin (2017-05-01)
    Numerous studies have been conducted over the years to find out exactly what factors play a primary role in determining the academic success of student-athletes in college. The purpose of this paper is to conduct a survey on existing writings and literature pertaining to this relationship. Using secondary data from the National Collegiate Athletics Association (NCAA) and various academic journals, this paper examines the factors and conditions that affect academic performance as well as their level of impact. One would generally expect that participation in collegiate athletics would lead to better academic performance because the organized regimen of the competitive season may carry over into the student-athlete’s academic life. However, research findings show that this is not always the case. Studies have shown that student-athletes participating in a high-profile sport with high time demands such as basketball and football are found to perform better academically in the off-season despite taking fewer courses during the season. Although the NCAA reported that graduation rates of Division I student-athletes had gone up considerably over the last 15 years, a closer look at the report indicates that the rates differ based on other factors. Based on the literature, factors that may impact academic performance are high school GPA, type of sport, race, gender, and university ranking on U.S. News’ “Best Colleges.”
  • An Investigation Into The Financial Strength Of Higher Education Institutions: Predicting Potential Risk Factors Of Closure

    McArdle, John; Colina, Fernando; Hatfield, Whitney (2016-12-01)
    There are thousands of colleges in the US, and hundreds that fit into the small, private, non-profit, liberal arts focused market segment. The colleges in this market segment have seen financial struggle in the past decade, (Martin 2009). The following research analyzes this market segment by documenting business statistics and indicators derived from various sources. These sources include the Integrated Postsecondary Education Data System, Moody’s Investors Service, 990 tax forms released by Guidestar’s non-profit database, and news articles from reputable journals. Colleges that struggle tend to: 1) depend on tuition for a majority of their revenues, 2) grant large institutional scholarships to a majority of students, 3) have a low full time instructional staff percentage and 4) have negative core operating margins. Data suggest additional potential risk factors of institutional failure and these will be discussed in the scope of this paper. The following analysis classifies colleges into three categories indicating status: exemplary, at risk, and closed. Colleges that have been coded as at risk status may use the produced list of potential risk factors as a benchmark of how to design a proper, sustainable business model for their college.
  • Marketing Makeup: How Advertising Cosmetics Affects Consumers

    Kelkar, Mayuresh; DeBelen, Bianca (2016-12-01)
    As a young woman who wears makeup, I notice new makeup trends in society. I see what the popular look is, and I understand the inspiration behind that look. Trends in makeup seem to be changing at rapid speeds, with new styles and ideas appearing every few weeks. Style icons are changing weekly, with focus moving from Angelina Jolie to Kylie Jenner. With trends changing to quickly, there must be a psychology behind it. The marketing major in me wants to discover why these trends are changing so rapidly. Are makeup consumers influencing these changes? Are advertisers influencing these changes? Are advertisers going too far with the advertising of makeup and cosmetics?