MJINI: Understanding the Urban Youth Market

Case Solution

Michael Lelyveld, Serge Paul-Emile, David Wylie
Babson College ()

Founded by two college graduates as a research consultancy, MJINIUrban Youth Experts focuses on the shopping habits and lifestyle preferences of urban youth, which set many fashion trends but was elusive for marketers. Not only were the founders able to draw on their experience, they also helped their communities by communicating, building respect, and giving back to youth groups. Despite some successes, they were faced with some typical startup questions: how fast to grow, how and who to hire, how to train new employees, how to finance growth, choose the right marketing and consulting product, its real value of market and turnover. rates and identification of the greatest opportunities.

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