Amanda and Kristen: Mented Cosmetics
By: and
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- Synopsis
- Case - The case highlights the two co-founders (black HBS alumnae) of a black-owned beauty startup and the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the black community. Students learn approaches to product ideation/innovation, marketing strategies for the social media age and launching a startup for a targeted audience. Students learn to analyze macro and micro economic data of an industry, synthesize consumer demographics and purchase behavior data, and create pro forma financial documents to determine the potential economic opportunity that is unmet in a market and the requisite fundraising to launch a new business. Mented co-founders became the 15th and 16th African-American women to raise over $1 million in startup funding.
- Copyright:
- 2017
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Hbs
- Date of Addition:
- 12/19/18
- Copyrighted By:
- President and Fellows of Harvard College
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.