Asia Roscoe Dreams of Building an Online Beauty Destination for Black Women

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.

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