BRINGING

VISIBILITY TO
SUSTAINABILITY

Prepared By:
Digital Solutions Consulting
Kendall Chase
NicoleCorriveau
Megan Lau
Austin Baker

Prepared For:
Anna Aliaga,
Founder of AHA Bolivia
November 30, 2017
1
 2

COVER
LETTER

November 30, 2017

Anna Aliaga
Founder
AHA Bolivia
681 Hamiraya
Cochabamba, Bolivia

Dear Ms. Aliaga:

Thank you for considering Digital Solutions Consulting as a potential consultant. Digital
Solutions Consulting ispleased to present this proposal for your consideration. We
acknowledge the strides AHA Bolivia is making to produce sustainable products and
dedication to providing fair wages and services to you employees. It would be an honor
to work on your behalf to expose more consumers to your amazing brand.

Digital Solutions Consulting is dedicated to providing the best services to our clients
andwill work to share your mission with as many consumers as we can. Through our
services, we will increase brand visibility for AHA Bolivia amongAmerican college
students.

Digital Solutions Consulting looks forward to collaborating with AHA Bolivia to expose
your brand to more potential consumers. Our teambringsa diverse set of skills that
enable us to provide the best service and results for AHA Bolivia. With experience in
various business fields and communications, our team has the expertise required to
connect with your target market.

Thank you again for your review of our proposal. Digital Solutionslooks forward to
hearing from you soon.

Sincerely,

Digital Solutions Consulting

3

TABLE OF
CONTENTS

Cover Letter..................................................................................................Page2
Executive Summary...................................................................................Page 4
The Need........................................................................................................Page 5
Project Rationale........................................................................................ Page 6
Deliverables..................................................................................................Page 9
Delivery Schedule.....................................................................................Page 10
Cost Analysis............................................................................................. Page 11
Project Success Metrics.........................................................................Page 12
Discussion...................................................................................................Page 13
Meet the Team..........................................................................................Page 14
Appendix......................................................................................................Page 16
Appendix A-Resumes.............................................................................Page 17
Appendix B-Beneficiary Information...............................................Page 21
Appendix C-Logo & Letterhead......................................................... Page 24
Appendix D-Brand Associate Guidelines Memo.........................Page 25
Appendix E-Training Guide Quiz........................................................Page 26
Appendix F-Website manual...............................................................Page 27
Appendix G-Works Cited..................................................................... Page 28
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EXECUTIVE
SUMMARY
AHA Bolivia is a company that specializes in making handmade accessories, such as
handbags, wallets, backpacks, etc. AHA Bolivia prides itself on being an ethical
manufacturer of these products by employing local artisans and using recycled materials in
all of their products. AHA Bolivia has recently launched its new brand, Tote La Vie, and is
searching for ways to market this brand to American college students.

THE IDEA
Marketing practices have significantly changed in the span of the last decade. Now, social
media applications have become much more influential for millennial when deciding which
products to buy. Along with this marketing change, the way companies sell their products
has also become more electronic.

E-commerce websites are growing in popularity due to the convenience of shopping at

home. According to a 2016 UPS study, more people are buying products online than they
are in brick and mortar stores. Digital Solutions plans on leveraging these two developments
to increase awareness of the Tote La Vie brand.

THE PROCESS
Digital Solutions will establish an e-commerce website for AHA Bolivia's Tote La Vie brand
and research the steps that must be taken for AHA Bolivia to be recognized as a business in
the United States. Digital Solutions will also create a social media campaign via Instagram for
AHA Bolivia using Brand Associates in order to reach the American college student
demographic, which will be implemented next year. Finally, Digital Solutions will create
training guides for both elements of this project for AHA Bolivia's continued use.

THE BENEFITS
There are multiple benefits that will arise
from this project. These benefits include:
Increase in brand awareness in the target
market.
Increase in American sales.
Increase in activity on AHA Bolivia's
Instagram page.

An assortment of AHA Bolivia products.

5

THE NEED

ONLINE SHOPPING
Online shopping has become the most preferred method of shopping of Millennials. AHA
Bolivia's current website only features pictures and descriptions of their products and
information about the company. E-commerce websites are pivotal in gaining sales from
Millennials. In order to cater to the college student demographic, the Tote La Vie brand must
establish electronic channels for consumers to purchase their products.

Online Shopping Preference in the U.S. (2017), by Age Group

Data Gathered From Statista, 2017
Percentage of Respondents

70%
Who Prefer Online

56%
Shopping

42%
28%
14%
0%
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ill
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Age Group

SOCIAL MEDIA MARKETING

Although AHA Bolivia has a following in Bolivia, it is seeking to become a more internationally known
brand. The company specifically wants to reach American college students through social media. In
2016, researchers at Argosy University found that companies' brand recognition and online sales
increase when they increase their social media engagement.Currently, AHA Bolivias Instagram profile
has 82followers and 16 posts. In order to reach the intended demographic, a new social media
program must be implemented to increase AHA Bolivia's online presence.

45% 72%
of American college of Instagram users have
students use Instagram purchased a product
according to a Harvard they saw on Instagram
study on U.S. social media according to Business
usage. Insider.
 6

PROJECT
RATIONALE
This project will improve AHA Bolivia's brand awareness intheir new desired target market
of young, college-aged consumers. This will be achieved through creating an e-commerce
websiteto easily allowconsumers to purchase products, an Instagram campaign to help
show the many uses and benefits of the products, and training guides on how to implement
the project long term for the employees of AHA Bolivia.

1. E-COMMERCE WEBSITE
Thee-commerce website will be created on
Weebly.com to ensure the website is user
friendly and visually appealing to potential
consumers. It will incorporate detailed
information about the products, such as
physical sizes, so consumers can make
informed decisions about purchasing the
products.
Photograph of a Tote La Vie product for the
newly designed website.

2. BRAND ASSOCIATE PROGRAM

Brand associate positions will be given to the Global Scholarswhowill be selected by the
Leavey School of Business at Santa Clara University and placed with AHA Bolivia.Selecting
the brand associates in this mannerwill help assure that the brand associates have positive
qualities necessary topublicize AHA Bolivia's Tote La Vie brand and will get them excited
about the work they will do throughout the next year.
Main responsibilities:

Post on social media (Instagram) with different products.

Offer comments/possible improvements on the products from their own perspective and
from their networks.
Train the upcoming Global Fellows after their year as a Global Fellowis completed.

3. TRAINING GUIDES

A video training guide andinstructional manualwill be given out to the AHA Bolivia staff. The
video guide will help so that they can implement the brand associate program after the initial
introduction. Theinstructional manual will be a physical copy per the request of AHA and will
teach AHA Bolivia staff how to use and update the website . The guides will explain:

How to use the E-Commerce website

How to implement the brand associate program (video)
7

PROJECT
RATIONALE
TARGET MARKET
AHA Bolivia hopes to reach college aged consumers, which includes millennials or consumers
around ages 18-28. AHA Bolivia outlined how millennials are often focused on products that
are:

Durable --- due to millennials taking their products to different environments

Have social merit--- due to millennials caring about social causes
Can be used in travel--- due to millennials frequently traveling
Have multiple functions---due to the amount of products in the market for millennials

Tote La Vie passport wallet.

AHA Bolivia understands that the college population are often unable to spend as much as
other age brackets. This will affect the products that the brand associates will post about. As
brand associates, one of their roles will be understanding their network and what products
they will be interested in.
 8

PROJECT
RATIONALE
BENEFITS

E-COMMERCE WEBSITE
Easily acceptsorder requests from customers from outside Bolivia.
Gathers customer information in an organized platform.
* The website creates a digital record of what customers ordered.
Increases ability to compete with other online retailers.

BRAND ASSOCIATES
Expands the Global Fellow responsibility.
Increases Global Fellow's involvement in their AHA Bolivia
placement.
Simplifies the process of finding brand associates that fit the AHA
Bolivia lifestyle.
* As they will be coming from the Global Fellows program.

TRAINING GUIDES
Increases longevity of the programs.
Increases understanding of the programs.
*Having videos will make the learning process more interactive and interesting.

OBSTACLES

1. Longevity of brand associate program

To address this obstacle:
Create clear, concise training guides.
Work with the Global Fellows program will continue the program.

2. Finding brand associates

To address this obstacle:
Worki with the Global Fellows and giving them the additional role of brand associate.
Offering great perks to the position (free products).

3. Keeping the website updated

To address this obstacle:
Create training materials.
Use the Weebly platform which offers 24 hour technical assistance.
9

DELIVERABLES
BRAND ASSOCIATES/SOCIAL MEDIA POSTS
Global Fellowsfrom the 2016-2017 school year
will help train the new global fellows. The new
Global Fellowswill act as brand
associates.They will post on social media and
act as representatives of AHA Bolivia until next
year when they will train theincoming
associates. This continual trend will help keep
the relationship between the Global Fellows
and the brand associate position strong.

Post about AHA Bolivia from a Global Fellow

E-COMMERCE WEBSITE
The newly created e-commerce website features a
variety of products available for purchase. The
website's software easily allows for customer
transactions. The website includes details, photos,
and videos about the products allowing customers
to make more informed decisions about the
products.

The new E-commerce website

TRAINING GUIDES

Thetwotraining guides consist of specific

instructions on how to continue the
programsimplemented in this project:the brand
associate programand the e-commerce website.
The guides include photos and voiceovers to
make themclear,interactive, and informative.
Video Training Guide
 10

DELIVERY
SCHEDULE

Below is the Digital Solutions Consulting's delivery schedule for this project based on AHA
Bolivia's needs:
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COST ANALYSIS

MONTHLY COSTS
Below is a breakdown of monthly costs for the two projects implemented:

BREAKEVEN POINT ANALYSIS

In order to give another perspective on the financial impact of the brand associate and e-
commerce website programs, the breakeven point analysis below indicates how many
products must be sold on the website in order for it to be profitable:

According to this calculation, at least 23 units must be purchased on the e-commerce

website for this project to be profitable considering the one time photo-shoot fee. Below is
a breakpoint analysis for the remaining months.

Due to the elimination of the one time photo-shoot fee, the breakeven point significantly
decreases. For the remaining months, at least 2 units must be sold on the website for it to
be considered profitable.
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PROJECT
SUCCESS METRICS

BRAND AWARENESS
AHA Bolivia's brand awareness will be
determined by the number of likes and followers
its Instagram page receives during the Brand
Associate program. Quarterly progress reports
on AHA Bolivia's Instagram page will allow staff
members to evaluate which aspects of the
program should be changed in order to more
successfully reach the target demographic.
Digital Solutions is striving for a 50% increase in AHA Bolivia's Tote La Vie logo.
followers on AHA Bolivia's Instagram page
within the first year of the program, raising the
number of followers from 82 to 143.

ACTIVITY ON THE E-COMMERCE WEBSITE

Internet traffic on the e-commerce website will be a further indication of how impactful the
social media associate program is on potential consumers. The number of sales generated
through the newly established e-commerce website would be closely monitored. The
website will be considered successful if consumers from Instagram buy products as a result
of the brand associate campaign. In order to track this, each brand associate will be given a
promo code, clearly indicting how consumers were introduced to AHA Bolivia's products.

FEEDBACK ON INSTRUCTIONAL MATERIALS

AHA Bolivia staff who use the social media training guide will be given quizzes to ensure
their understanding of the knowledge. Feedback on the training guides from the AHA
Bolivia staff will be collected and reviewed to determine any changes that should be made
to the guides in the future. Feedback will also be collected on the utility of the e-commerce
website instruction manual.

Tote La Vie tote bag.

13

DISCUSSION

After theinitialproposal was submitted,the trainingmaterials and e-commercewebsite

were created. In addition,a quiz was created and given to AHA Bolivia' staff to test their
knowledge on the brand associate program and the e-commerce website. AHA Bolivia staff
earned an average of 95% on the quiz.

Product design was completed for the new Tote la Vie collection by consulting group. Over
the course of ten weeks, these products wereprofessionally photographed. This cost the
company roughly $450 to shoot8 products. For privacy reasons, AHA Bolivia will not
disclose manufacturing costs for Tote La Vie's products.

The company overall had a six month goal to create an online presence. With the new
ecommerce site and collection, AHA Bolivia was able to fulfill this goal and now have the
platforms and trainings need to implement many studentassociateprograms as well as be
ready to launch their site fully by the end of the month.

IMPLICATIONS
A key takeaway from the report and project is that social media plays an extreme role of
buying trends and the presence of a product. Communication was key among the
organization and their many departments in order to manufacture the new products,
market the new products, and ship and fulfill products. Now with their new ecommerce site
andassociateprogram, this international company will have a presence within the United
States.

LIMITATIONS
Order fulfillment through Amazon or other similar companies is currently being
researched. AHA Bolivia currently has anemployeein the U.S.who canfulfill their product
orders for the time being. After discussions with AHA Bolivia's founder, it was agreed to
continue to research and develop a strong program for someone within their organization
to implement thatassociateprogram at a later date. To help with this setback, there were
extensive research and trainings for staff with a longer deliverable schedule allowing the
organization to continue successfully continue their online presence.

RECOMMENDATIONS
Technology and social mediaareconstantly changing. Extensive, continuousresearch of
social trends and technology are neededin order to maintaina strong presence on online
platforms. Therefore, it is recommended to have someone on staff who can maintain and
edit all web pages, social media platforms, and the associateprogram. From this
project,AHA Boliviawill be able to continue making a presence within the US. Based off of
this success, other ethical international companies can model and find similar success with
implementing an e-commerce site and finding people to represent their brand in the
market they are trying to enter.
 14

MEET THE TEAM

Nicole Corriveau is a senior Operation

Management of Information Systems major.
Having moved and lived in two countries and six
different states, Nicole considers herself a global
citizen. Nicole is a Global Fellow with Santa Clara
University and traveled to Bolivia for an internship
with AHA Bolivia. Nicole aspires to work as a
project manager and work with global companies.
Nicole has also served as President, New Member
Educator, and VP Chapter Operation within Alpha
Phi. Nicole's experience with global
communication, systems knowledge, and
leadership of an organization provides the team
with an understanding of E Commerce and social
media trends.
Nicole Corriveau

Kendall Chase is a senior Accounting major and

Communications minor at Santa Clara University.
Born and raised in Los Angeles, California, Kendall
aspires to work as an accountant in the
entertainment industry. Kendall has had two
internships with Ernst & Young, LLP. Through her
time with the firm, she has assisted with reviewing
financial documents and auditing public
companies. Kendall has also done communications
work for Santa Clara Universitys Pan-African
Student Union, Igwebuike. Kendalls experience in
accounting and communications provides the team
with an understanding of technical financial
concepts and advertising to college students.
Kendall is passionate about exploring issues of
diversity and inclusion.
Kendall Chase
15

MEET THE TEAM

Megan Lau is a marketing major with a

management information systems minor at Santa
Clara University. Through my multiple marketing
classes shes been able to gain knowledge about
analyzing the markets and how to best use social
media to gain the most attention from customers.
Her work in marketing for Santa Clara University
and the San Jose Earthquakes have taught her
customer service and how to run promotional
events. Her past summer internship with
Hawaiian Airlines has given her more experience
about how to work in a company environment as
well as experience analyzing different companies.

Megan Lau

Austin Baker is Junior who aspires to major in

finance. Having experience with finance, Austin
provides the group with financial analysis and E-
Commerce knowledge.

Austin Baker
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APPENDIX
17

APPENDIX A-RESUMES

Education
Nicole Corriveau
Santa Clara University, Santa Clara, CA
Bachelor of Science inOperation Management of Information System , Expected June 2018
Related Coursework: Theatre Design, System Database Design, Graphic Design, Intro to Database Systems, Computer Networks,
Global and Cultural Environment of Business, Statistics & Data Analysis

Professional Experience
AHA Bolivia,Cochabamba, Bolivia June2017-July 2017
Social Media Marketing & Systems Design Internship
Developed and managed online marketing campaigns for AHA Bolivia effectively driving brand awareness, engagement and traffic
to social media pages
Developed and trained staff on a strong, visible social media presence and developed concepts with viral potential
Continuously monitored online platforms and store displays
Started a brand ambassador program
Design new value chain operation and system specifically for AHA Bolvia

SCU Campus Recreation,Santa Clara, CA Summer 2016

Bronco Kidz Camp Coach (Camp Counselor)
Worked with campers and a team of ten to develop appropriate all skill progression, drills, and games for all activities selected
Developed a safe and age appropriate lessons for primary sports that reflect camp goals
Ensured a positive and fun environment for all campers
Effectively analyzed the personality and skill set of each camper to guarantee the most optimal growth in athleticism and self-
awareness

SCU Graduate Business Department, Santa Clara, CA Summer 2015

Student Assistant
Assisted students and visitors with their questions and direct more complex inquiries to appropriate departments
Integrated my international experience with workplace knowledge to serve to the challenges facing the international demographic
Completed projects as assigned for office staff which may include performing basic word processing/data input or research on the
internet

Leadership Experience
SC Alpha Phi, Santa Clara,CA December2016-Present
Chapter President
Leads Chapter, Executive Council meetings, and Judiciary Board hearings
Ensure the safety of the chapter by doing extensive risk management and emergency procedure planning
Develop a team of ten leaders to help guide the chapter in marketing, campus affairs, and chapter operation positions implement
and help navigate a new operation system application for the Chapter

SCU Women's Leadership Own It Summit, Santa Clara, CA December2016-Present

Director of Logistics
Coordinating all day-of activities, including people operations, transportation logistics, volunteer committees, room bookings, etc.
Calmly and efficiently ensuring the day is organized with extensive pre-event planning
Leading a team through the processes of the day and Santa Clara legalities

SC Alpha Phi, Santa Clara, CA January 2016-December 2016

Director of New Member Education
Lead and made a new member program in order to educate our new members as well as help them adapt to college
Lead a team of ten which planned event primarily for new members to build relationships and character
Facilitated relationship and interconnectedness with every new member in order to maintain member retention

Skills
Proficient in Language C, HTML, Windows and Mac OS, Microsoft Word, Powerpoint, Excel, Photoshop
 18

APPENDIX A-RESUMES
CONTINUED
Kendall Chase
Education
Santa Clara University, Santa Clara, CA
Bachelor of Science inAccounting,minor inCommunications
Expected June 2018

Professional Experience
Santa Clara University, Santa Clara, CA September 2016-Present
University Villas Desk Assistant
Organized and maintained detailed records of mailing and housing informationfor over 400 residents.
Implemented multiple creative and informational initiatives for the resident population.
Promptly responded to a variety of resident inquiries, issues, and concerns.

Ernst & Young, LLP,Los Angeles, CA June 2017-August 2017

Assurance Intern
Reviewed financial information to ensure high quality of financial statements for many high profile clients.
Prepared audit work-papers in compliance with GAAP and IFRS using client provided information.
Performed daily supporting tasks that increased the efficiency of the audit team.

Santa Clara University, Santa Clara, CA March2017-May2017

Research Assistant
Reconciledcritical data points by analyzing the given support files.
Correspondedwith faculty regarding constant changes in research assistant schedules.
Maintained detailed records of all changes and note worthy events in the project.

Ernst & Young, LLP, San Jose, CA June 2016-August 2016

Launch Intern
Gathered data used to project future audit fees charged to biotechnology clients in the Bay Area.
Conducted research used to expand the firms most notable corporate social responsibility program,
College Map.
Managed a professional headshot photography program available to all employees in the San Jose office.

Leadership Positions
Ernst & Young, LLP
Campus Ambassador (September 2016-Present)
Acted as a representative for Ernst & Young during recruiting events.
Offered information about Ernst & Young to prospective employees.

SCU Igwebuike (Black Student Union)

Event Planner (September 2016-June 2017)
Prepared and implemented decoration plans for the most attended student-run program on campus with
a $200 budget.
Consulted with leadership regarding the selection of talent to be showcased in Love Jones.

Skills
Microsoft Office Suite
EY Canvas
Conversational Spanish
19

APPENDIX A-RESUMES
CONTINUED
Megan Lau
Education:
Santa Clara University, Santa Clara, CA
Bachelor of Science in Marketing minor in Management Information Systems
Expected June 2018

Classes: Marketing (Social Media, Market Analysis), DBMS, Accounting, Finance, Management)

Australian Catholic University, Melbourne, VIC, Australia

Fall 2016, Semester abroad, GPA: 4.0

Professional Experience
Hawaiian Airlines, Honolulu, HI June 2017-August 2017
Global Marketing Communications Intern
Curated social media posts on Facebook (500K), Instagram (200K), and Twitter (152K)
Created several reports analyzing and making recommendations on email campaigns
Write and present a report to all senior managers about a new social media account

Santa Clara University, Santa Clara, CA October 2014-Present

Sports Marketing Intern
Execute and assist with game day promotions and activities
Set up and operate the merchandise counter, kids corner, and photo booth during events
Handle the monetary transactions at athletic events

San Jose Earthquakes, San Jose, CA February 2016-Present

Retail Associate
Efficiently and accurately processed customer check-out including, cash and credit card transactions-
maintained and balanced an accurate cash drawer
Resolved customer concerns while maintaining a calm attitude during high volume times
Maintained the appearance and cleanliness of the in-stadium store

Leadership Positions
Ka Manao O Hawaii (SCU Hawaii Club)
Co-Chair of Country Store for SCU Luau (2016-Present)
Raise money for a cultural show and dinner to show our culture to the SCU community
Coordinate the delivery of over a hundred specialty goods from Hawaii
Manage and sell specialty goods during the two shows

SCU Barkada (Filipino Club)

Co-Chair of Fundraising Committee for PCN (Jun 2017-Present)
Raise money for two large cultural shows with casts of over 90 members

Skills
Microsoft Office Suite
C++, HTML, CSS
 20

APPENDIX A-RESUMES
CONTINUED
Austin Baker
Phone +1-650-924-7589//+1-647-349-5108
austinbaker1997@gmail.com

Education:

Warwick Academy, Bermuda | Grades 1 to 5, September 2003 to June 2008

Prem Tinsulanonda International School, Chiang Mai, Thailand-International Baccalaureate Diploma
Program (IBDP), September 2008 to June 2015
Santa Clara University, Santa Clara, California, September 2015 to Present, Business Major

Experience:

Hope House Children's Home, Chiang Mai, Thailand September 2015-2016

Home for orphaned or disadvantaged children.
Entertained and took care of the children.
Provided emotional support and guidance.

DSW Shoe Store July-August 2017

Worked for 2 months performing basic retail tasks.

Awards & Acknowledgements:

Duke of Edinburgh International Award - completed Silver

Operation Wallacea 2015, Expedition to Indonesia

Skills, Expertise and Hobbies:

Proficient in Thai - reading and writing

Basic Spanish speaking skills
Basic 3D modeling abilities
Certified PADI scuba diver
21

APPENDIX B-BENEFICIARY
INFORMATION

AHA Bolivia's main website.

AHA Bolivia'sInstagram page.

 22

APPENDIX B-BENEFICIARY
INFORMATION

Initial communication between AHA Bolivia and Digital Solutions Consulting.

Email attached with AHA Bolivia's needs.

23

APPENDIX B-BENEFICIARY
INFORMATION

Email discussing target market and budget for the project.

 24

APPENDIX C-LOGO &

LETTER HEAD

LOGO:

LETTERHEAD:
25

APPENDIX D-BRAND ASSOCIATE

GUIDELINES MEMO

To: AHA Bolivia Brand Associates

From: Kendall Chase, Digital Solutions Consulting
Date: November 6, 2017
Subject: AHA Bolivia Brand Associate Program Guidelines

As you know, AHA Bolivia is working to promote its Tote La Vie brand to American college
students. In order to effectively reach this demographic, AHA Bolivia is implementing a Brand
Associate program in which Associates will post promotional content on their Instagram
accounts for AHA Bolivia. Below are specific responsibilities and guidelines for Brand
Associates to follow:

RESPONSIBILITIES
Post positive content promoting Aha Bolivia on your personal Instagram account (At least
one post that features AHA Bolivia each week).
Provide feedback to the marketing and product departments regarding customers
requests.
Offer ideas and suggestions on possible future products based on your own experience
with the brand.
Include your promotional code and its discount value, which will be given to you by AHA
Bolivia, in each promotional post as it will be used to determine how many customers each
Associate brings to AHA Bolivias e-commerce website.

GUIDELINES
DO NOT post any offensive content on the social media account from which you post AHA
Bolivia sponsored posts.
AHA Bolivia products should be prominently displayed in AHA Bolivia sponsored posts.
Tag AHA Bolivia in all promotional posts.

Thank you in advance for your contribution to AHA Bolivia. For any further guidance, please
contact the appointed Brand Associate Program Director, Kristin Andersonat
k2anderson@scu.edu.
 26

APPENDIX E-TRAINING
GUIDE QUIZ
27

APPENDIX F-WEBSITE
MANUAL
 28

APPENDIX F-WEBSITE
MANUAL
29

APPENDIX G-WORKS
CITED