by Dr. Charles Toftoy
GW Professor
March, 2002

The George Washington University Council for Advancement of Small Business (CASB) and the non-profit organization, World Resource Institute (WRI), have partnered to involve students as consultants for small businesses throughout the Latin American region. Groups of 3-4 students interact with WRI, CASB, and the Latin American companies to work on unique projects such as developing business plans, researching foreign markets, and preparing the company to seek venture capital.

These projects are an exciting opportunity to enhance traditional classroom education with real world experience. Students are matched with projects on the basis of the company's needs and the student's skill sets.

The purpose of this paper is to share our methodology which can be transferred to other colleges and universities throughout the world.

Requirements

WRI-CASB independent study projects are highly demanding and require a great deal of coordination between all parties involved. Students must fulfill the following meeting and reporting requirements throughout the semester:

· One initial meeting each with instructor and WRI
· Submission of an Action Plan to instructor and WRI
· Two scheduled meetings during the semester with instructor
· One to two scheduled meetings with WRI during the semester
- These meetings should include conference calls with the company
· One final meeting each with instructor with WRI for informal project presentations
· Biweekly Progress Reports throughout the semester
· Students are expected to communicate consistently throughout the semester with the company, WRI, and instructor

These requirements emphasize communication between all parties to ensure the focus and expectations of the project are maintained throughout the semester.

Registration

To register for the independent study course, students will receive a special registration form after the initial meeting with instructor.

Coordination/Organization Process

1. CASB-WRI Meeting
· Instructor and a Project Manager (student as signed by Instructor) meet with WRI to discuss new projects
· Screen projects for relevancy and manageability for 2-4 business students
· Divide work for large projects or narrow focus
· Agree with WRI on the available list of projects - usually 2-3 studies per semester, but may vary depending upon student availability and/or compatibility between student skills and project requirements.

2. Form Student Groups
· Advertise projects on graduate and undergraduate email list server early in the semester
· Include a description of the course requirements and an overview of projects
· Include the skill sets needed from the students for each project
· Form groups of 2-4 students (preferably 3)
· Groups can be a mix of graduate and undergraduate students

3. Student Group Meets with Instructor
· Students meet with instructor for further information and course requirements
· A syllabus is provided (includes WRI contact information)
· Students receive a registration form if project is accepted
· Students set up a meeting with WRI within one week
· An email list server of each student group is created to facilitate emails (list server includes students, instructor, student project manager, and WRI)

4. Student Meeting with WRI (within one week of meeting with Instructor)
· Students sign a confidentiality statement
· WRI provides more information about the company and its needs
· Based on the discussion, students prepare an action plan that summarizes the project's deliverables

5. Formation of an Action Plan (due one week after WRI meeting)
· The plan must align expectations for the project between CASB, WRI, the students, and the company
· The complete plan is reviewed by Instructor to ensure the scope and deliverables will satisfy the requirements
· A final version of the action plan is sent to WRI after conferring with Instructor

6. Meeting & Reporting Requirements
· Students must schedule regular meetings or conference calls with WRI, Instructor, and the company
· Students submit a meeting schedule within one week of completing the Action Plan - included are two additional meetings with Instructor and at least one meeting with WRI before the final report is submitted
· The group is also responsible for biweekly Progress Report
· Additional meetings with Instructor and WRI may be set up as needed
· It is expected students communicate with WRI and the company via email or conference calls throughout the semester on a regular basis in addition to meetings

7. Final Report Submission - CASB
· Final reports are due to Instructor by the end of final exam week or other agreed upon time
· Students must meet with Instructor to informally present final report
· Under special circumstances, students may seek an extension for the final report from Instructor

8. Final Report Submission - WRI
· Preferably the entire group, but at least one student, will meet with WRI to give an informal presentation of the findings

Independent Study Courses

There are independent study courses at the graduate and undergraduate levels. The course titles are: Directed Readings and Research (MGT 298) - graduate; Independent Study (MGT 199) - undergraduate. Students register for this course just as they do for any other course. The difference is that during the semester they do not attend class, yet they receive a grade and three credits.

CASB's Mission

CASB is a non-profit organization which is part of the Entrepreneurship/Small Business Program which comes under our Management Science Department in the School of Business and Public Management. The mission of CASB is to strengthen the Metro area's small business community by providing hands-on tactical assistance to entrepreneurs on their most urgent needs. We accomplish this through student consulting teams and specialized research projects. Additionally, we engage in global outreach projects aimed at giving students the chance to enhance their learning experience.

WRI's Mission and Goals

World Resources Institute (WRI) is an environmental think tank that goes beyond research to find practical ways to protect the earth and improve people's lives. The World Resources Institute's mission is to move human society to live in ways that protect the Earth's environment and its capacity to provide for the needs and aspirations of current and future generations. Because people are inspired by ideas, empowered by knowledge, and moved to change by greater understanding, WRI provides -- and helps other institutions provide -- objective information and practical proposals for policy and institutional change that will foster environmentally sound, socially equitable development.

Every project undertaken by WRI seeks to contribute to one or more of the following goals:
· Safeguard the Earth's climate from further harm due to greenhouse gas emissions and help people adapt to unavoidable climate change
· Protect the ecosystems upon which human beings depend
· Reduce the use of materials and generation of wastes in the production of the goods and services that improve people's lives
· Guarantee all people's access to environmental information and decisions regarding natural resources and the environment

Win-Win Situation

All three parties (students, WRI, and businesses) benefit from the partnership.

Students

· Students take theory based knowledge from previous courses and apply to real-world situations
· Students learn the essentials of consulting
· Students learn how to utilize resources
· Students play a role in the environmental cause that the company is addressing
· Three academic credits are received upon completion of the project

WRI

· WRI gains valuable resources through leveraging the student consulting teams
· Companies affiliated with WRI often receive funding as a result of the help received from student consulting teams
· By using these resources, WRI promotes environmental sustainability by assisting "green" companies in Latin America

Businesses

· Business owners receive free consulting
· Students have access to resources unavailable in Latin America
· Green businesses often lack management expertise, especially in the area of marketing and finance; students assist in these areas
· Final reports include tangible recommendations and offer a wealth of resources that companies can leverage

WRI-CASB Project Samples

"Ouro Fértil" - North American Market Study
Four MBA students assisted this Brazilian manufacturer of coir fiber products in researching the North American market potential. The report included an analysis for each of the three main markets for the company's coir fiber. A complete analysis of importation and intellectual property issues were also investigated and discussed. The report includes an analysis of existing competition and offers many resource contact information for Ouro Fértil.

"Noram de Mexico, S.A. DE CV" - Marketing Analysis
A group of two SBPM undergraduates and one MBA student conducted a U.S. marketing plan for this Mexican hardwood charcoal manufacturer. Market entry and promotional strategies were set forth to assist the company in capturing a larger U. S. market share. The group recommended that the company target Home Depot, Midwestern National Parks, and federal GSA (General Service Administration) and AAFES (Army and Air Force Exchange Service) markets for the company to gain a foothold in the American market.

"Jolyka SRL" - Market Development Strategy
Five MBA students assisted this Bolivian tropical hardwood-flooring manufacturer in defining a market development strategy in order to enter the American and Western European markets. The report included financial projections that match the financial objectives of Jolyka. An in depth marketing strategy was also set forth to enable the company to meet its financial objectives.

"Ecuador Organics" - Market Potential Study
A group of three MBA students researched the American and Venezuelan market potential for "Ecuador Organics" products. The political, social, and economic environments were studied and formed the basis for the group's recommendations. In addition, the company was provided with numerous resources for further market research and for future exportation efforts.

"Green Aqua, Ltd." - Mexican Market Analysis
Four MBA students assisted this Ecuadorian organic shrimp farming input producer to decide upon a market for exportation. After studying several worldwide alternatives, the group recommended and studied the Mexican market. The report sets forth essential information which impacts the company's decision to export, including U.S. patent protection, organic foods consumer markets in the U.S., and a macroeconomic study of Mexico.

In summary, it is hoped that all universities and colleges can gain insights as to how to arrange a similar partnership to benefit students, a partner or partners, and a global company or companies. Of course, modifications and adjustments may have to be made to our methodology.

Dr. Charles N. Toftoy
Director,
Center for the Advancement
of Small Business