entrepreneur – Page 2 – Ciocca Center for Business, Ethics, and Society Blog

December 8, 2023

Entrepreneurship Course Students Pitch Business Ideas for Final Presentations

Thursday, December 7th marked the last day of classes and final presentations for students in the Entrepreneurship Class taught by Tom Patton ’86. Students presented business ideas to a panel of judges from SV Health Investors, including Andrew Capetta, A.J. Rossi, and Megan MacDonagh. SV Health Investors is a venture and private equity investor that backs entrepreneurs in the healthcare space.

Students pitched their ventures on a variety of innovative topics including:

PennyVentures, an app to support students who study abroad that combines budgeting, social media, and connections to local restaurants and services vetted by users.
Bass River Cruise, a luxury boat company providing unique water bound experiences on the Cape.
Splitz, an app that easily divides expenses for group online orders.
VapeEscape, nicotine patch therapies in fun shapes and colors to encourage young adults to quit vaping without the stigma.
UniBite, an app to aid college students in maintaining healthy and nutritious diets.

After deliberating, the panel announced the winning teams. Second Place went to Team UniBite comprised of Devyn Gianino ‘25, JP McCarthy ‘24, Ashley Bunici ‘26, and Nico Corporan ‘26. First Place went to team VapeEscape comprised of Eileen Evans ‘25, Mikey Rufino ‘24, and Mary Pat Sayre ‘24.

To close the event, Cassie Gevry, Associate Director of Business Certificate Programs for the Ciocca Center at Holy Cross, shared the dates for upcoming spring events such as CrossTank, the annual Holy Cross spring pitch competition, to be held on March 25, 2024. She also announced that the city of Worcester will hold the inaugural WooTank Intercollegiate Showdown on April 2, 2024 where winning teams from their respective college competitions will compete for capital from real sharks. This year, competing colleges include Holy Cross, WPI, Clark University and Nichols College. Students from the Entrepreneurship course were encouraged to compete.

December 5, 2023January 6, 2025

No More Confusion: Your Ultimate Guide to Marketing Communication Lingo

Considering that every industry has its own language, concepts, and acronyms, try to familiarize yourself with this list if you are interested in the Marketing Communications industry. The list of need-to-know terms will continue to grow as time, techniques, and technologies advance, so feel comfortable asking about a term or acronym if you are unfamiliar with it because chances are that others are also in the dark when they hear “UX,” “KPI,” or “CTA.”

General Marketing Terms

Analytics: In marketing, analytics refers to the process of analyzing data to determine the return on investment of a particular marketing activity. Marketers may also use the term “analytics” to talk about the dashboard or system they use to review and track this data.
B2B: Business-to-business marketing refers to companies that market their products or services to other businesses rather than individual consumers. (See also B2C below for comparison.)
B2C: Business-to-consumer marketing refers to companies that sell their products or services directly to the end customer.
Brand: A brand is the way a company is perceived and experienced by potential customers. Pieces of a brand include its logo and other design elements, the voice it uses when interacting with customers, and the target customers it’s known for serving.
Brand awareness: The extent to which potential customers are familiar with your company and the distinct images or qualities that are associated with what you are selling.
Buyer persona: Imaginary profiles of ideal customers based on real-life consumer data, which are used to inform the audience, tactics, and tone of marketing activities.
Call to Action (CTA): A prompt encouraging website visitors to take a specific action, such as signing up for an email newsletter or making a purchase. CTAs guide potential customers through the next step in the sales funnel.
Campaign: A cohesive set of marketing activities designed to achieve a specific goal, such as spreading awareness of a product or increasing sales.
Case study: A type of content showcasing a company’s work with a past customer, often using statistics or other quantifiable results to highlight the value provided.
Cold calling/emailing: Outreach by phone or email to potential customers with whom the company has had no prior contact.
Content: Any piece of information created to be viewed by an audience, such as blog posts, email newsletters, social media posts, videos, or print brochures.
Customer journey: The process that describes the stages a potential customer goes through—from showing initial interest to completing a purchase or interaction.
Engagement: Refers to the connection and relationship marketers build over time with their customers, often measured by actions like clicks, comments, or shares in digital marketing.
Lead: A potential customer who has engaged with a brand and shows interest in its products or services.
Qualified Lead: Leads identified as high-potential customers based on engagement or data, often passed along to sales teams for follow-up.
Return on Investment (ROI): A core metric of whether a marketing campaign yielded enough success to justify its cost.
Sales funnel: The process that potential customers go through before making a purchase, starting with awareness and leading to conversion.
Unique Selling Proposition (USP): The standout feature, quality, or value that differentiates a product or service from its competitors.

Media, PR, and Communications Terms

Byline: An article written for a publication, often ghostwritten to appear under a client’s name.
Earned Media: Publicity or exposure a company receives from third-party sources, such as journalists or influencers, without paying for it.
Media Relations: Managing the relationship with members of the media to secure press coverage and maintain a positive brand reputation.
Media Training: Prepping clients to effectively handle media interviews, ensuring they deliver the desired messaging while maintaining confidence and composure.
Newsjacking: Injecting your brand, service, or client into trending or breaking news to gain publicity or visibility.
Owned Media: Media channels directly controlled by a business, such as its website, blog, or LinkedIn profile.
Pitch: A proposed story idea shared with journalists, often used to secure media coverage. This is typically sent in an email or via direct outreach on social platforms.
Press Release: An official statement or announcement sent to the media to share important news about a business, product, or event.
Share of Voice (SOV): A metric that evaluates how much visibility or market presence a brand, product, or service has compared to its competitors.
SME (Subject Matter Expert): An authority on a topic, often used as a spokesperson for a company or specialized projects.
Stakeholder: Any individual or group—internal or external—who has an interest in a business’s success.
Thought Leadership: Positioning oneself or a brand as an expert in a specific discipline through content, speaking engagements, or other authoritative statements.
Top-Tier: Industry jargon referring to the most prestigious national news outlets, such as The Wall Street Journal or The New York Times.

Digital Marketing Terms

Content Management System (CMS): A tool marketers and web developers use to create and manage digital content on websites (e.g., WordPress).
Keyword: Words or short phrases used in search engines by users, often incorporated into content to increase search engine visibility (SEO).
Landing Page: A standalone web page used as part of a marketing campaign, often featuring a strong CTA like signing up for a service.
Lead Magnet: A free item or resource offered in exchange for contact information, such as a free PDF guide or discount code.
Search Engine Optimization (SEO): Strategies and techniques for improving how a webpage ranks in search engine results pages (SERPs), often by using relevant keywords and high-quality content.
Social Proof: The phenomenon where potential customers are more likely to trust a brand or product if they see other users recommending or endorsing it (e.g., testimonials, reviews).

Social Media Marketing Terms

Avatar: A profile image used for representation on social media.
Boosted Post: A paid promotion for a social media post, typically used to target specific demographics and increase visibility.
Cross-Channel: The use of consistent messaging and creative assets across multiple marketing channels, such as combining social media, email, and traditional marketing efforts.
Dark Post: Targeted social media advertisements that do not appear on the company’s formal profile or page but are shown directly in targeted users’ feeds.
Vlog: A “video blog” released regularly as part of a brand’s content strategy.

Market Research and Analytics Terms

A/B Testing: Experiments comparing two versions of marketing material (e.g., webpages or email designs) to evaluate which performs better.
Conversion Rate: Measures the percentage of users who take a specified action on a website or platform—this could range from completing a purchase to signing up for a newsletter.
Customer Acquisition Cost (CAC): The total expense incurred to acquire a new customer.
Customer Segmentation: Dividing customers into distinct groups based on demographics, behavior, or other factors to tailor marketing strategies.
Key Performance Indicator (KPI): Data points or metrics used to determine whether a marketing strategy is meeting specific goals.
Metrics: Quantifiable indicators (like click-through rate or bounce rate) used to assess campaign performance.
S.W.O.T Analysis: A strategic planning framework that evaluates a company’s Strengths, Weaknesses, Opportunities, and Threats.

Additional Useful Concepts

In-House vs. Agency: A comparison of working directly for one company (in-house) versus working for a third-party agency serving multiple clients.
Whitespace: Refers to untapped market opportunities or unmet consumer needs where there is little competition.

November 13, 2023

2023 Innovation Challenge – Recap

The Ciocca Center, in partnership with HC Launch, hosted the annual Innovation Challenge yesterday afternoon. Yesterday’s competition revolved around business solutions for SidelineSwap, the premier marketplace dedicated to connecting athletes and sports enthusiasts in the dynamic world of sports gear selling. Founded by Brendan Candon ’10 in 2015, SidelineSwap has a remarkable track record of facilitating transactions exceeding $250 million and has earned its place among the fastest-growing global marketplaces, as recognized by the esteemed Andreessen Horowitz A16z Top 100 list. Backed by influential investors, including strategic partners such as Dick’s Sporting Goods and eBay, SidelineSwap is not only a platform for buying and selling sports equipment but a community-driven hub that empowers athletes to access quality gear affordably. The recent addition of the Trade-in Platform further exemplifies SidelineSwap’s commitment to innovation, enabling retail partners to create circular shopping experiences and fostering a sustainable and accessible marketplace for sports enthusiasts worldwide.

Students were tasked with pitching one of three solutions proposed by the CEO himself:

Identifying Potential Sales Opportunity:

Identify a sport with over $10 million annual secondhand gear sales potential, requiring research on market size and characteristics for a successful second-hand marketplace.

Creating a User Experience Using AI:

Design an AI-driven user experience to address user problems and drive positive outcomes for SidelineSwap.

Designing a Solution For Cleaning Bats and Clubs in Bulk:

Propose solutions for efficiently cleaning baseball bats, softball bats, and golf clubs in bulk before listing on SidelineSwap.

Integrating AI into the UI: Securing 1st place, API-tizer tackled the challenge by suggesting an innovative incorporation of AI into SidelineSwap’s user interface. Rather than taking the conventional route of directly enhancing the user experience, API-tizer put forth a groundbreaking proposal to integrate AI seamlessly into SidelineSwap’s UI. This integration, facilitated through an API, was specifically aimed at photo verification and data-related processes for enhanced verification. The team not only addressed the prompt but also demonstrated forward-thinking by devising cost-effective strategies for the smooth integration of this advanced tool. Their pitch underscored a profound understanding of how strategically deploying AI could fortify user trust and elevate the overall credibility of the platform.

Savvy Sam: Claiming the 2nd place position, Team Sam directed their focus toward creating a more personalized and efficient user experience. Their innovative solution involved introducing a virtual chat assistant, named Sam, to SidelineSwap’s website. This AI-powered assistant was conceptualized to facilitate personalized user interactions, streamlining the process for users to find customized sports gear more efficiently. Team Sam’s approach emphasized the importance of user-centric design and showcased a commitment to enhancing the overall journey for SidelineSwap users, aligning with the prompt’s objective of using AI to drive positive outcomes for the business.

Squeaky Clean Solutions: The Clean Team, securing 3rd place, devised a meticulous solution aimed at optimizing the cleaning process for SidelineSwap. Acknowledging the operational challenge of managing thousands of sports products, especially baseball bats, softball bats, and golf clubs, the team presented an innovative proposal. Their approach involved implementing ultrasonic cleaners for golf clubs, demonstrating a practical and cost-effective strategy to enhance efficiency and reduce costs in the cleaning process. The Clean Team’s pitch showcased a thorough understanding of the operational intricacies within SidelineSwap’s warehouses, highlighting the significance of maintaining product quality through streamlined cleaning procedures.

Thank you to our judges, Tom Brennan ’86, Terry Waters ’81, and Brendan Candon ’10 for their invaluable time, expertise, and thoughtful evaluation during the SidelineSwap Innovation Challenge.

Winners:

API-tizers (Meggan Fourie ’25, Maura Switzer ’25, Ivor Teagle ’25)

1st Place – $1,000: API-tizers (Meggan Fourie ’25, Ivor Teagle ’25, Maura Switzer ’25)

2nd Place – $500: Team Sam (Nico Corporon ’26, Sean Doyle ’26)

3rd Place – $250: Clean Team (Briana Sullivan ’24, Nico Popeleski ’26, Maya Kryzwda ’24)

Written by Liz Garfield ‘24

October 27, 2023

From Liberal Arts to Co-founder and CEO: A Conversation with Brendan Candon ’10

The Innovation Challenge provides students with a unique opportunity to collaborate with local businesses or non-profits, addressing real-world issues and presenting innovative solutions. This year, the challenges are focused on SidelineSwap, an online marketplace for sporting equipment co-founded by Holy Cross alumnus Brendan Candon ’10. In a recent interview with Maeley Nakamura ’26, Brendan shared his journey from a political science major at a liberal arts school to becoming the CEO of SidelineSwap and how his experiences at Holy Cross shaped his entrepreneurial success.

MN: As a political science major at Holy Cross, how did your liberal arts education contribute to your entrepreneurial success?

BC: “As an entrepreneur, there’s no blueprint. You’re constantly problem-solving and learning across a broad surface area. And the learning is often self-directed. There’s no better foundation for entrepreneurship than liberal arts because you learn how to learn and you have an opportunity to study a broad range of subjects – from economics and accounting to political science and psychology.

Majoring in political science helped prepare me for an environment where the right answer is often far from obvious. I learned to think critically, consider multiple perspectives, understand multiplayer strategy, and communicate persuasively.

In both politics and business, it’s up to the leader to ask the right questions, distill the information at hand, make the best decision possible and influence their teams to pursue that plan of action. As a political science major and history minor, I had an opportunity to study these dynamics through history’s most challenging conflicts and greatest leaders, and I think that prepared me well for life as an entrepreneur.”

Long before Brendan founded SidelineSwap, he had a history of starting businesses and talks about his successes and failures along the way, and the story of how SidelineSwap started.

MN: Did you always know that you wanted to be an entrepreneur? Continue reading “From Liberal Arts to Co-founder and CEO: A Conversation with Brendan Candon ’10”

October 18, 2023

Unlocking Innovation – The Journey of Flare

On Monday, HC Launch warmly welcomed Quinn Fitzgerald ’11 as the distinguished guest for their first Founder Forum event of the semester. The audience, predominantly composed of aspiring entrepreneurs, had the privilege of hearing an engaging story that intertwined innovation with personal safety. Quinn Fitzgerald shared her journey from her academic exploration in peace and conflict studies to her foray into entrepreneurship, culminating in the creation of Flare, a revolutionary personal safety company.

Quinn’s leap into entrepreneurship wasn’t premeditated but rather spurred by a college assignment that tasked her with launching a startup. The result was Flare, a company designed to tackle personal safety concerns head-on. What fueled her passion for this endeavor was a deeply personal experience – an assault that ignited her determination to address a long-standing societal issue.

Throughout the event, Quinn stressed that entrepreneurship is not just a career but an approach, a unique way of problem-solving and confronting challenges. She also shed light on the soft skills she acquired along her entrepreneurial journey, which proved instrumental to her success.

Flare was in the spotlight during the event, presented as a company specializing in personal safety, with an innovative app and a wristband. Established in 2016 and recently acquired by new ownership, this transition marked a significant milestone in its evolution. Quinn’s current focus is on coaching and mentoring other entrepreneurs, following her successful sale of Flare.

Quinn shared her venture into an industry with a centuries-old history. Her aim was to offer a more comprehensive solution to multifaceted safety concerns, moving beyond conventional methods like pepper spray. She engaged potential users rigorously through surveys and focus groups, gaining profound insights into their needs and circumstances.To develop a product that truly resonated with the market, she began with product sketches and employed 3D printing technology. The search for the right engineers was pivotal, and she successfully assembled a talented team by offering them a modest stake in the company’s ownership. The initial 3D printed prototype evolved gradually, incorporating features such as a chip and a button to enhance functionality.

Quinn also discussed her journey to secure funding. She commenced with competitions as her initial source of financing, ultimately succeeding in securing three rounds of capital. The first round brought in $750,000, the second an impressive $3 million, and the third attracted even more substantial investments, thanks to the support of both venture capitalists and angel investors.

Quinn’s narrative provides a wealth of insights for budding entrepreneurs, illustrating the path from concept to funding. Her story is a testament to the transformative power of innovation and unwavering determination in addressing complex societal challenges, one step at a time.

Thanks to Liz Garfield ’24 for writing this HC Launch recap!

May 10, 2023

Student Highlight: Nick Lazzaro ’23

“Holy Cross helped foster my passions as an entrepreneur” shares Nick Lazzaro ’23, “and helped me to learn how to take risks.” Nick was a long time participant in the Entrepreneurship & Innovation Program and heavily involved in HC Launch, the student entrepreneurs group. “Encouragement from professors and advisors at the College’s Ciocca Center for Business, Ethics, and Society allowed me to network out of my comfort zone” states Lazzaro, “and created a space for me to flourish in business. I learned that taking risks academically and professionally are crucial to success and the best way to accomplish your goals is to be your unique self.”

In 2022, Lazzaro won first place during the annual Shark Tank Competition for his pitch on Nick’s On-Site Auto Detailing business. The company not only details cars but we seek to help others via a scholarship fund for Millbury students, where the business has donated more than $1,500 to future college-bound entrepreneurs. He was also named one of Worcester Business Journal’s 40 Under 40 in 2022.

Read more in the Holy Cross Newsroom.

March 30, 2023

Local Colleges Attend Inaugural Student Entrepreneurial Ecosystem Summit in Worcester

Last month at WorcLab, Worcester’s premier business incubator and coworking space, the city hosted the inaugural Student Entrepreneurial Ecosystem Summit (SEES) to bring the startup community together on Saturday, March 25. Organizations and local businesses set up tables to share their resources with budding student entrepreneurs. The event brought nearly 25 students together from various colleges in the Worcester area including Holy Cross, WPI, WSU, Clark, Assumption, and UMass. Students had the opportunity to learn directly from local business owners, pitch their businesses and explore resources. SEES provided an excellent platform for students to gain practical knowledge and insights from the successful entrepreneurs next door.

The event kicked off with food and networking on the 7th floor of the Printer’s Building on Portland Street in downtown Worcester. During the summit, students interacted with business owners from a diverse range of industries including biotech, gaming, and maker spaces. They learned about the challenges that these entrepreneurs faced when starting and growing their businesses, the strategies they used to overcome these obstacles and the many resources available to them in Worcester. Continue reading “Local Colleges Attend Inaugural Student Entrepreneurial Ecosystem Summit in Worcester”

March 21, 2023

HC Launch Student Group Host Local Serial Entrepreneur

This year, HC Launch has been connecting with the local Worcester startup community. Recently, the club visited MultiScale Systems, Geisel Software, and is planning a visit to Redemption Rock Brewery later this spring. As with many startups though, one of the companies we were working with only had a desk at a coworking space. This, we decided, wasn’t suitable for a site visit so we pivoted!

On Monday, March 20th, the HC Launch student group hosted local serial entrepreneur, Jonathan Lincoln. Rob Murner, director of the Ciocca Center and entrepreneur in residence, started the conversation and students were able to learn from Jonathan’s three ventures: Continue reading “HC Launch Student Group Host Local Serial Entrepreneur”

February 27, 2019

Ciocca Center Intern Interviews Rick Patterson ’80

Rick Patterson ’80
Founder of Coniston Capital

Rick Patterson ’80 was an economics major and currently serves as the chair of the Holy Cross board of trustees and is a director of Global Weather Corporation and RedShelf Inc. Rick has been a trustee on the Holy Cross Board since 2011 and became chair in Aug 2018. As a first generation student, Rick’s time on the hill was dedicated to working hard and knowing he wanted a career in business. After Holy Cross, Rick went on to earn his M.B.A in finance and international business from Columbia University. Rick began his career in 1982 as a banking officer at Mellon Bank, where his first assignment was actually as a driver for a corporate golf event! Before founding Coniston Capital, Rick was a founding partner of Spire Capital (1999-2015) and previously a partner at Waller Capital Corporation (1986-1999). As founder of Coniston Capital, Rick drove investment opportunities within the media and communications sectors. Based in New Jersey, Rick dedicates much of his time to the Holy Cross community. Since becoming chair of the board in September 2018, Rick’s visit to Worcester in February 2019 marks his 8th trip back to the hill.

Most important qualities of CEO/President:

Rick values natural leaders with a vision and the ability to express that vision. The best CEOs are people who “can select and motivate talent.”
Continue reading “Ciocca Center Intern Interviews Rick Patterson ’80”

November 22, 2018

Student Incubator Success

Wilox, a student startup focused on making the world a cleaner place, is part of the Holy Cross student-run incubator. Earlier this month (11/13/18) they competed at the Beantown Throwdown (part of Global Entrepreneurship week) pitch contest hosted at LogMeIn, sponsored by Nutter/John Loughnane ’87 P19. The student team placed second, beating teams from MIT, Harvard, BC, BU, Tufts, McGill, Massachusetts College of Pharmacy and Health, Wentworth, Brandeis, and Berklee.

Congratulations to the Wilox team!

Pictured from left to right: Joe Egan ’19: Business Development, Mike Brown ’19: Director of Sales, Luke Knox ’22: Co-Founder/CEO, Mary Anne Wiley ’22: COO, Paul Wiley ’20: President/Founder, Eric Lane ’21: Product Manager, John Bowen ’22: User Research, and Nolan Howard ’19: Market Research

“Tremendous job by the student team in competing so effectively! Congratulations to all involved! Great job too by the entire team from the Ciocca center for Business, Ethics, and Society at the College including Director David Chu and Entrepreneur-in-Residence Ja-Naé Duane.” – John Loughnane ’87 P19: Partner, Nutter

The Entrepreneurship & Innovation Program, led by Ja-Nae Duane, provides students the opportunity to utilize and build upon their liberal arts education while learning the fundamentals of starting a venture and keeping a company relevant in this fast-changing world. The new Certificate of Entrepreneurship offered through the Ciocca Center for Business, Ethics, and Society provides students with comprehensive and structured programming to acquire technical business skills and experiences.

The Incubator started in 2018 with two student entrepreneurs, Paul Wiley ’20 and Joe Egan ’19. They currently have over 40 members and work with 4 different student ventures. Their goal is to teach the entrepreneurial method across campus which in turn will allow students to make their business dreams a reality as a part of the E&I programming.

Thanks for reading! Cassie

Cassie Gevry, Associate Director of Student Engagement
Ciocca Center for Business, Ethics, and Society