Growing up, Asia Roscoe was influenced by the strong, hardworking women in her family, and she dreamed of creating an online beauty destination for Black women. After graduating from Howard University in 2020, Asia developed “Above the Baar,” an ecommerce business specializing in satin-lined headwear and other hair accessories.
Asia partnered with TAP because she needed help with her pricing, inventory management, and marketing plan. She also wanted guidance revamping her website, and needed a better understanding of her finances.
Above the Baar and TAP
TAP consultants, Susan Berman and Beth Dell’Orto, created a pricing model for Asia to ensure her revenues were covering costs and allowing for some profit. They worked with Asia to identify her brand and use it to guide her marketing plan and website changes. The consultants also provided a basic financial model to help Asia plan for Above the Baar’s future growth. Finally, they provided Asia with industry resources to support her business.
Where is Asia now?
As a result of TAP’s engagement, Asia’s sales are up roughly 15%, and she feels she has a clearer sense of who her ideal clients are. She adjusted her pricing strategy to ensure her costs were being covered while still remaining competitive with others in the space. Asia updated her website and is using email marketing to reach her target audience. Asia credits her TAP consultants saying, “Susan and Beth were awesome! They connected me with so many different resources and people that helped my business grow and helped me grow as an entrepreneur. TAP’s tools were very useful and helped out a lot with financial planning and organizing.” Asia is now better prepared to grow her business, and is more confident about the future.
Joanna Prisco, a former food writer, transformed her farmer’s market pop-up into a thriving brick and mortar cafe when she opened The Good Witch Coffee Bar. Located in the Hastings-on-Hudson train station, the cafe offers delicious coffee and baked goods and prides itself on creating a sense of community by hosting live music, movies and other events. Joanna is incredibly passionate about her business and the impact it has on those around her.
Why did Joanna need TAP?
Joanna needed to make up for lost commuter and in-store business due to COVID. She was unsure of her financials and wanted marketing tactics and other strategies to help The Good Witch recover. In addition, she needed some legal advice regarding a denied insurance claim after a storm damaged her HVAC system.
How did TAP help?
TAP consultants Beatriz Franco and Suzanne Yearley created cash flow statements so Joanna could track revenues and expenses on a weekly basis. They suggested marketing tactics to help Good Witch increase sales and boost brand awareness, including website revisions, holiday boxes, local partnerships and changes to the menu. They also recommended initiating online ordering and delivery service to support business during the pandemic. Finally, they supplied resources so that Joanna could choose the right legal advice to help settle her insurance claim.
Where are they now?
Based on TAP’s recommendations, Joanna is updating the Good Witch website to include more visuals that showcase the breadth of baked goods it offers. She also introduced a "drink of the month" initiative that generated an immediate response from customers. Joanna is currently working with a law firm to help recover a claim owed to her by her insurance company. She notes, “my experience working with TAP was extremely beneficial. The consultants assigned to my business were experienced and well-suited to tackle challenges that the hospitality industry was uniquely faced with during the pandemic. Together, they brought a lot of energy and thoughtfulness to the project.” Joanna is now geared for growth, and Good Witch is thriving.
About this blog
This blog features some of our client engagements.