Student-run ‘SloanGear is a real company; this was not just a mathematical exercise’

 

There’s this notion that business school students tend to do a lot of talking, yet very little walking. But when I look back on my year as the Chief Marketing Officer of SloanGear – the only student-owned campus store in the country – I can honestly say that I applied what I learned in the classroom every day. SloanGear is a real company; this was not just a mathematical exercise, or Excel model or a case study. When we were buying the business, for instance, we had to come up with an enterprise valuation, which we figured out using a discounted cash flow model and other approaches we learned in finance and investment management classes. And in one of our marketing classes, we learned about how to use conjoint analysis to drive product innovation and as a company we implemented those methods.

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