Two Alfred University students worked with the Westchester Children’s Choir (WCC) on a consulting project designed to help the organization better understand its competitive landscape and identify opportunities for growth.
The project was completed during the spring 2026 semester, when Keira Hanschman ’26 and Natalee Collins ’26 were wrapping up their undergraduate studies. Hanschman, who earned a bachelor’s degree in marketing from Alfred University in May, is scheduled to earn her MBA, also from Alfred, in 2027. Collins, who earned a bachelor’s degree in business administration and management from Alfred in May, is a Master of International Business (MIB) student at the University of Miami, set to earn her degree in 2027.
The students’ work was done through Alfred University’s Institute for Experimental Entrepreneurship (IEE) and Alfred Market Insights, initiatives that provide students an opportunity to apply skills from their coursework to a real organization. The IEE, launched in 2025, emphasizes the intersection between curricular and career experience, benefiting students by exposing them to experience-based learning initiatives. Alfred Market Insights, introduced the same year, is a student-run business that operates under the umbrella of the IEE to provide market research services to outside clients like the WCC.
WCC came to Alfred Market Insights looking for a better understanding of its position within the regional youth choral market. The organization was interested in developing strategies around finances, branding, enrollment and networking, with the broader goal of improving operations and attracting more participants. Hanschman and Collins began their work with WCC by identifying youth choral organizations and comparable vocal programs in the region. From there, they researched each organization’s background, program structure, audition requirements, tuition and finances, marketing channels, reputation, messaging and overall value proposition.
One of the challenges, Hanschman said, was that many of the organizations operated very differently from one another. Some relied on different funding models, had relationships with larger affiliate organizations or had been operating for much longer than others. Because of those differences, the students had to adjust how they compared the organizations and place more emphasis on understanding what made each one distinct.
“To understand the ecosystem within the region, value proposition and unique positioning became a key element in our research,” Hanschman said. The students used several marketing and competitive-analysis frameworks to organize their findings, including Porter’s Four Corners, competitor benchmark tables, and comparison charts. These tools helped them identify common performance indicators, gaps in the market, and areas where WCC could potentially differentiate itself.
After completing their research, Hanschman and Collins developed strategic recommendations and presented their findings directly to members of the WCC Board. Hanschman said board members were impressed with both the recommendations and the students’ ability to organize and present a large amount of information in a useful way. For Hanschman, the experience was different from a traditional classroom assignment because the work had a real client and a real purpose.
“It was very rewarding to be able to apply my learned skills and knowledge to a real-world organization and provide effective insights,” she said. The project also helped Hanschman learn more about her own strengths and weaknesses in areas including research, data analysis, teamwork and strategic presentations. She said the experience has better prepared her for a career in marketing and for working in fast-moving professional environments.
“This research experience was an amazing opportunity not only to grow my marketing skills, but more specifically within competitor profiling,” Collins added. “I was able to gain so much more respect for market research and grasp a deeper understanding of what it truly takes to run a successful organization. I could not be more grateful for this opportunity and will definitely be using it to guide me with my future endeavors.”
Shelly Freyn, associate professor of marketing and a co-director of the IEE, and Mark Lewis, former dean of the College of Business now serving as interim vice president for Business and Finance, lauded Collins’ and Hanschman’s work on the WCC project.
“The Children’s Chorus project provided Keira and Natalee with an authentic consulting experience involving extensive research, critical thinking, and strategic planning,” Freyn commented. “From competitor profiling to developing evidence-based recommendations, they dedicated significant time and effort to producing a high-quality final deliverable.”
“As Dean of the College of Business, I had the pleasure of observing Keira and Collins present their market research and recommended strategies for expansion to a corporate client. The presentation and answers to questions were as polished and professional as any consultant I hired in my government and corporate careers,” Lewis added. “The board and senior management of the client were extremely complementary of the depth of actionable analysis and professionalism of the report Keira and Natalee delivered.”
Through projects like the WCC collaboration, IEE and Alfred Market Insights provide students with opportunities to take what they learn in the classroom and apply it to challenges faced by real organizations.
“Conducting real-world research for an organization provided the students with invaluable hands-on experience and skills directly applicable to future careers. Beyond strengthening their research, analysis, and strategic thinking skills, the project enhanced their resumes and demonstrated their ability to deliver meaningful outcomes in a professional setting,” Freyn said. “I hope the success of this project creates additional opportunities through IEE, allowing more students to gain similar experiential learning experiences in the future.”
