INNOVATION. INVENTION. INTEGRATION. IMAGINATION. These are the core concepts for projects completed at Robert Morris University Illinois’ ICenter. This unique endeavor, which stands separately from the University’s programs of study, expands beyond our student’s classroom education by engaging them in real-world projects with actual clients. CLIENT OVERVIEW: Push Indoor Cycling Established in 2015 6315 South Central Chicago, IL 60638 pushindoorcycling.com PROJECT SCOPE ACCOUNTING MARKETING PHOTO/VIDEO GRAPHIC DESIGN ICenter Case Study
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INNOVATION. INVENTION. INTEGRATION. IMAGINATION.
These are the core concepts for projects completed at Robert Morris
University Illinois’ ICenter. This unique endeavor, which stands separately from
the University’s programs of study, expands beyond our student’s classroom
education by engaging them in real-world projects with actual clients.
CLIENT OVERVIEW:
Push Indoor CyclingEstablished in 2015
6315 South Central
Chicago, IL 60638
pushindoorcycling.com
PROJECT SCOPE
ACCOUNTING MARKETING PHOTO/VIDEO GRAPHIC DESIGN
ICenter Case Study
ICenter Case Study
THE PROPOSAL Raquel Prendkowski is a perfect example of a superwoman. As a mother of three, nurse by
day, and owner and instructor of Push Indoor Cycling near Midway Airport, she is doing the
ultimate in balancing acts. Raquel discovered cycling several years ago when a back injury
eliminated running from her personal fitness program. Given the limits Chicago’s weather puts
on people who share her love of the sport, she knew an indoor facility could fill a need for
snow-bound and traffic-plagued cyclists. There was definitely a market for her idea, and she
always wanted to be her own boss, so she jumped in with both feet. She found a storefront,
and with help from her husband, renovated the space, purchased equipment and set about
finding instructors.
Things started off a little shakily, but then plateaued. “I was doing this all by myself and I really
underestimated my startup costs. I had set an investment limit for what I could lose and still
be ok, but I honestly didn’t know if I was making a profit or not,” she admitted. She found that
her first need was to re-examine her business plan which was missing some key components.
“I thought I was doing a good job at marketing by putting together some packages but I was
maybe breaking even at best.”
A fresh look at the business with some innovative ideas could move things forward.
The RMU ICenter was the prescription this nurse-cyclist needed.
PROJECT TIMELINE:
ACCOUNTINGFall 2015
MARKETING Fall 2015
PHOTO & VIDEOFall 2015
ACCOUNTING 2Winter 2015
GRAPHIC DESIGN & WEBWinter 2015
ICenter Case Study
TEAM BUILDING A successful business plan has many facets and the programs of study at Robert Morris
University cover just about all of them. In the School of Business Administration,
accounting, management and marketing are among the areas of concentration for student
business majors. Those who study graphic design include print, photo, video and web design
in their program. Together, these areas complement the essential elements of a business
plan, creating a financial foundation with principles of management and effective marketing
techniques.
Deanna Ho, Dean of External Experiences at Robert Morris University, explained to Raquel
how students become involved in ICenter projects at Robert Morris. They talked about how
students from different majors come together and provide one another help to create a
cohesive plan for a new business, crossing over their areas of study to give a broader
approach with unique ideas.
Raquel was skeptical, at best. “I really thought the end result would be pretty amateurish
– after all these were college students. But, I enjoy working with students and since I didn’t
really know anything about the plan, I thought I would be helping them, instead of them
helping me.”
“The collaboration, critical
thinking, leadership and
communication skills acquired
during an ICenter project,
empowers students to take
ownership of their knowledge
and abilities, redefining them
and improving them with
each encounter.” - Deanna Ho
ICenter Case Study
THE PROCESS Over the course of four months, Raquel worked with a team of marketing, accounting,
management and design students from RMU’s Chicago and Orland Park campuses. They met
for information sessions, visited the facility and talked to clients. Initially, students spent a great
amount of time just collecting information and observing the process. They
assessed the business operation as outsiders and shared what they learned with faculty
members and others on the team.
The RMU students explained to Raquel that by doing a classic SWOT analysis (strengths,
weaknesses, opportunities and threats), they could build upon the strong components of
the business and resolve the weaknesses through the discovery of opportunities. They
proceeded to take her business plan apart, and put it back together again. They approached
each segment of the business, gave presentations on their findings and provided
suggestions. They examined her accounting practices, reassembled “frequent visit spinning
packages,” changed reservation policies, set up a marketing plan that included social media,
and redesigned the website with new photos and video.
Her impression of the presentations given by the RMU students? “It was beyond belief,” she
says. “They were amazing. I thought, ‘what can they see that I don’t see already?’ But there
were things I totally missed. I think sometimes it takes an outside perspective to see some
of the things you can do to improve business. Sometimes it is a major overhaul, but often, it
is a very simple change.”
The internal changes, such as cancellation policies, made a difference right away. Externally,
the photos and videos gave a very professional look to the entire operation. The imprint made
by including social media marketing made visits to her website and Facebook page soar.