Rosebud prevails over University competitors

By: Alysson Cwyk

Posted: 8/8/08

No matter what year of college you are in, whether a first-term freshman or a fifth-year senior, we've all experienced it-grandiose class assignments that require lots of time, effort, thought and energy.

Business plans, design concepts, and everything in between, the average student at one point or another partakes in such a challenge. At the time, the projects seem pointless, like a filler to waste several hours or a punishment to diminish our social lives. But once in a while, these assignments lead to bigger and better things, far beyond a passing grade in a required course.

Last spring term, a group of five Antoinette Westphal College Design & Merchandising Program students entered a once-class assignment into the University-wide 2008 Baida Business Plan Incubator Competition and came out winning second place overall.

Their plan for Rosebud, an undergarment store that caters to the tween population's needs, wowed their audience as "a basic concept with a unique twist," Jaime Hazley, a member of the team, said. They were awarded their prizes at the Baida Entrepreneur Conference along with several other entries from the Drexel community.

The group, recent alumni Hazley, Christine Bugg, Emily Johnson, Kerry Mahoney and Bridget Bramante, took home $8,000 in cash, as well $15,000 in in-kind services from a financial advisor and a communications/marketing specialist. With their winnings, the women hope to craft their plan into a reality.

The group felt that the need for a retail store aimed at the developing pre-teen was necessarya. From past personal experiences, the students were able to brainstorm ideas into a strong plan.

"It seemed like a natural thing to create a retail store that catered to the needs of this growing demographic, while also providing education and support in terms of healthy body image and proper body care," Bramante said.

Originally developed for Senior Problem, taught by Beth Phillips, the women were encouraged to enter their business plan into the Baiada competition.

"We entered the Business Plan Competition because we felt it was a good opportunity to follow through with our concept. We feel that nothing like Rosebud exists in the market and we are all very passionate about changing the way young girls feel about undergarments," Bramante said.

Aside from displaying their concept, the group created an eye-catching PowerPoint and gave an oral presentation to the audience in attendance at the competition.

"It was really great to see so many young people trying to make their dreams a reality. The competitors were a mix of business and engineering majors," Bugg said.

Bramante and Mahoney took to the stage to present Rosebud.

"I was nervous because I had never spoken in front of such a large audience before. It was also very exciting. We were able to take a lot of questions from people, not only the judges. This was great because it proved that our idea was something that needed to become a reality," Bramante said.

Now that the competition is over, the team is working to open the Rosebud store within a year, according to Hazley.