By Karen Sorensen
After earning an engineering degree and consulting at large companies for five years, Ben Ferrara arrived at Haas with an appetite for learning more about what it would be like to work with a small, dynamic startup.
He got a taste of that this fall when he and a team of fellow MBA students consulted on an expansion plan for gourmet meal delivery service Munchery. Popular in San Francisco and Seattle, the company wanted to avoid potential growing pains by clearly identifying customers and creating a roadmap to scale its operations nationally.
Ferrara, MBA 15, is among the 60 students who formed Startup Lab teams to work on real-world strategic business challenges faced by a dozen startups. The applied innovation course is taught by Lecturer Whitney Hischier, who co-created it last year with former MBA student Faisal al Gharabally.
“Startup Lab provides students the unique ability to work directly with an entrepreneur or company founder and experience startup life,” Hischier said.
While students gain insight from the startups, the reverse is true as well. “Startup Lab students are usually experienced in many fields,” said Gonzalo De Los Rios, Founder and CEO of GameMiles, which asked its Startup Lab team to work on valuation and key documentation for potential investors. “The team really brought value to the table and helped us learn more about our industry.”
The 12 startups that participated this fall provide a variety of innovative products and services, from drones to fire detection technology to online collaboration software. Several have deep ties to Haas: Skimatalk, which provides English language coaching, was co-founded by Koji Shimizu and Ted Smith, both MBA 12; Lecturer Ajay Bam co-founded Produkme, which provides online purchase product support; and Slava Balter, MBA 14, heads business development for online collaboration software startup Convo. Two other companies came out of Lawrence Berkeley National Laboratory.
Team projects ranged from developing new market entry strategies, products, and pricing models to pitch decks for investors.
Julie Barmeyer, MBA 15, worked on the team dedicated to online advertiser MightyHive. The group researched potential new markets and experienced firsthand the importance of adaptability. “The company pivoted during the middle of the semester, so our project pivoted too,” she said.
Ferrara said he drew on knowledge from his core Marketing and Operations courses, and also incorporated Problem Finding Problem Solving (PFPS) concepts. “The PFPS course has been extremely useful because it really helps you understand the business model canvas and brainstorm in a way to see opportunities and be more creative with ideas.”