Seven Weeks, Big Impact: Our MAP Experience with Michigan Ross

This spring, Northern Classics had the unique opportunity to partner with a team of MBA students from the University of Michigan’s Stephen M. Ross School of Business through its signature Multidisciplinary Action Project (MAP) program. As proud Michigan alumni, both our CEO and COO were especially excited to welcome the team — and even more inspired by what they accomplished.

For those unfamiliar, the MAP program is a cornerstone of the Michigan Ross MBA experience. Each year, first-year MBA students take on a full-time MBA consulting project for a real company, stepping away from the classroom to deliver strategic, research-driven recommendations. It’s an intensive seven-week engagement that blends business theory with real-world application — and for many students, one of the most transformational parts of their MBA journey. For companies like ours, it's a chance to collaborate with smart, diverse, and highly motivated emerging leaders.

Our MAP team brought exceptional professional experience to the table — including backgrounds in military leadership and Deloitte consulting. From day one, they approached the project with curiosity, professionalism, and a drive to create real value for Northern Classics.

Their deep dive into our brand and business was both thorough and insightful. Over the course of the project, they conducted:

• One-on-one interviews with customers and retail partners

• Focus groups to gather insights from both current and prospective buyers

• Extensive secondary research using tools like Statista, Mintel, and IBISWorld

• Strategic analysis using proven frameworks such as the 5Cs, STP, and SWOT

The outcome? Actionable, research-backed recommendations across three critical areas:

1. A brand awareness strategy to help us expand our reach

2. A social media engagement plan rooted in our brand values and customer behavior

3. A marketing strategy for small business growth, designed to guide our next chapter

What impressed us most was the team’s ability to balance strategic thinking with real-world practicality. Their final deliverables were not just smart — they were doable. We’ve already begun implementing several of their suggestions, and we’re excited about where they’ll take us next.

We’re deeply grateful for the time, energy, and creativity this team poured into the project. The MAP program delivered exactly what it promises: fresh insight, actionable ideas, and a true partnership. Thank you, MAP team — we’re cheering you on in your next chapter!