Main Goal for the Project

This capstone project empowers students to tackle a real organizational challenge: improving content creation and storytelling for Curly Lifestyles. Students will audit current workflows, identify inefficiencies, and build a scalable, digital-first content system that amplifies Curly Lifestyles’ mission to educate and empower the natural hair community.

By the end, students will deliver a research-backed, feasible, and tech-enabled marketing system that supports long-term brand growth and storytelling excellence.

1. Problem Identification & Market Opportunity

Organizational Challenge

Curly Lifestyles struggles with inconsistent content scheduling, scattered post planning, and limited storytelling cohesion across platforms. As the brand scales, the absence of a formalized content workflow risks diluting its messaging and limiting community growth.

Capstone Tasks

• Audit current content creation and posting processes
• Research content curation best practices in beauty and lifestyle industries
• Benchmark content workflows and brand storytelling of competitors
• Gather community and audience feedback on educational content preferences

2. Entrepreneurial Innovation & Feasibility

Creative Solution Goals

Design a content curation system and storytelling framework that balances brand consistency with operational efficiency.

Proposed Innovations

• A reusable digital content calendar using a CRM or project management tool (e.g., Notion, Airtable, Asana)
• A brand storytelling guide to maintain consistent voice, tone, and themes
• A modular campaign template that includes themed post ideas, visual direction, and caption examples

Validation Activities

• Test framework with a mini campaign
• Solicit internal and external feedback
• Review feasibility in terms of time, staff, and technology

3. Business Model & Value Proposition

Value Creation

The solution adds value by streamlining Curly Lifestyles' content operations, improving community connection through consistent storytelling, and enabling scalable, branded campaigns as the business grows.

Capstone Tasks

• Use a framework (e.g., Lean Canvas or Business Model Canvas) to map how the content system creates value
• Define customer segments (e.g., new platform users, long-time followers, haircare learners)
• Craft a value proposition that positions Curly Lifestyles as a go-to educational and lifestyle hub for the natural hair community

4. Financial Viability & Sustainability

Objective

Ensure the content system is cost-effective and sustainable over time.

Capstone Tasks

• Estimate the cost of content tools (e.g., CRM, design platforms, automation software)
• Identify potential labor/resource implications
• Propose solutions that minimize ongoing costs through automation or templates
• Forecast time savings, improved reach, and engagement impact

5. Implementation Plan & Execution Strategy

Goal

Build a realistic rollout plan for the new system and campaign approach.

Capstone Tasks

• Map out step-by-step implementation (audit, build, train, launch)
• Set key milestones for testing and content rollouts
• Identify internal roles and responsibilities
• Include risk and contingency planning (e.g., low engagement, team adoption)

6. Use of Digital Tools & Emerging Technologies

Objective

Integrate digital tools to manage content and enhance storytelling reach.

Capstone Tasks

• Recommend digital platforms for content scheduling and collaboration (e.g., Airtable, Trello, Buffer)
• Explore AI-powered tools for content ideation, scheduling, or personalization (e.g., ChatGPT, Grammarly, Canva AI)
• Evaluate cloud storage options for managing brand assets
• Ensure ease of use and integration with existing marketing workflows

7. Data-Driven Decision Making

Objective

Make storytelling and content decisions based on analytics and audience insights.

Capstone Tasks

• Analyze engagement data from Instagram, email newsletters, and platform interactions
• Identify which content formats and themes perform best
• Establish KPIs for content success (e.g., saves, shares, click-throughs, platform visits)
• Use findings to inform the campaign calendar and storytelling themes

8. Entrepreneurial Mindset

Student Role

Students will act as strategic consultants, bringing entrepreneurial thinking and problem-solving resilience to help Curly Lifestyles professionalize its content process.

Expectations

• Navigate ambiguity and limited resources creatively
• Prototype and iterate content frameworks
• Apply design thinking to storytelling and brand identity
• Reflect on real-world problem-solving for small, mission-driven brands

• A clearly defined, data-backed content strategy challenge with insights into industry trends, user expectations, and platform-specific needs.
• A creative, scalable solution that solves the content management challenge while aligning with the brand’s tone and mission.
• A financial outlook that supports a long-term content strategy with reasonable costs and a clear return on effort.
• A practical launch and growth plan for integrating the content system into daily operations.
• A tech-enabled content workflow that improves consistency, saves time, and scales with the brand.
• An analytics-informed content strategy with defined success metrics and ongoing optimization guidelines.
• A growth-oriented, proactive plan that brings startup-level strategy to an emerging lifestyle brand.
• A documented business model and value proposition aligned with Curly Lifestyles' mission and growth goals.

Final Capstone Deliverables

1. Content Strategy Audit & Market Research Report
2. Reusable Content Calendar Template & Posting System
3. Brand Storytelling Guide (voice, tone, themes, and format standards)
4. Themed Campaign Plan with post ideas, captions, and visual direction
5. Business Model & Value Proposition
6. Digital Tool Recommendations & Implementation Plan
7. Financial Sustainability Overview
8. Analytics-Driven Strategy & KPIs
9. Launch Plan with Milestones & Risk Assessment
10. Stakeholder Presentation & Final Capstone Report