Rebecca Brianne Nelson

MainStroll: Digitally Advancing Our Access to Main Street in the wake of COVID-19

Management & Strategy


There’s a predicted $355 billion drop in tourism spending to the US due to the Coronavirus and according to a national poll, 60% of our Main Street businesses had zero online sales component and for those who did, it only represented 0-25% of their overall revenue. So while giant retailers such as Amazon and Walmart continue to have their biggest quarters yet, revenue on Main Street has decreased by more than 75%. As the virus continues to surge in the US and consumers avoid shopping and spending in-store, this issue only grows. How can we provide the digital infrastructure to support our Main Street communities and brick-and-mortar businesses as if we were there, touring in-person?

MainStroll is a shopping aggregator and informational site designed to digitally advance the way we explore, shop, and access our Main Street communities across the country. Our platform develops virtual “Strolls” designed after your real-life Main Street and serves as a fully interactive resource and search engine.


  1. Our Vision
  2. The Problem Today
    1. COVID-19 and Main Street
    2. Main Street and Our Local Economy
  3. MainStroll Solution
    1. Prototype – Neighborhood Tour
    2. Retailer Portals
  4. Industry Opportunity
    1. Retail eCommerce
    2. Online Marketplaces
    3. Small Business Development
    4. Main Street Economic Development
  5. Revenue Model
    1. Market Share
    2. Projections
  6. Competitive Analysis
  7. Go-To-Market Strategy
  8. First Round Goals

More Management & Strategy
April 2019

Main Street Strategy: Project Management Transformation and Productivity

Rugg Road Paper Company (“Rugg Road”) is undergoing a transition after its recent purchase by Geraldine O’Hagan in May 2018 from Amy Madanick and Cassandra McIntyre, who opened the brick-and-mortar shop 25 years ago in Boston’s famous Beacon Hill neighborhood. Over the years, Rugg Road has established itself as one of Boston’s leading fine stationers, acquiring several awards in various categories such as best wedding stationery, best paper store, and best social stationery. The new transition in ownership has left the shop with organizational issues regarding their custom print services and management, including several pricing mistakes made by current staff. As a result, the store risks losing its long-standing history and credibility with loyal customers, most of them residing in Boston and New England. In addition, they’re facing declining sales as the retail paper market and card shop decreases. Rugg Road relies heavily on the residents of the neighborhood and surrounding areas who spend thousands annually on custom print services with them.

With a small team of four, including O’Hagan and Madanick, I propose that Rugg Road transform its internal systems by implementing new software solutions. These solutions are designed to reduce their time spent on repetitive tasks to improve customer experience and avoid pricing and file management mistakes. To help transform their systems, I propose technological updates and semi-automated systems to help Rugg Road focus on what matters most to them and their customers. This will be essential to helping Rugg Road achieve success, retain clients, and increase productivity, giving the staff more time to focus on product knowledge to better serve their customers and community.


  1. Background on Products and Organization at Rugg Road
    1. The Market in Retail Card Shops, Wedding and Printing
  2. Proposed Solutions
    1. Custom Print Order Workflow
    2. Proof Approvals and Production
    3. Quality Control and Closeout
  3. Timeline and Investment
  4. Conclusions and Recommendations
May 2018

Customer Project Management and Acquisition in Online Stationery Sales

In the greeting cards and stationery industry, a stationery store places itself to not only act as a retail store but a design company that handles many different aspects of guest communications. This document focuses on those efforts from the needs and viewpoints of the customers who will have to actively use collaboration tools that are new to them while building a system that allows employees to navigate client projects and stages internally. With limited time to teach users how to operate these project management tools, an intuitive and simple interface that offers the necessary features to communicate with the company is critical.

In regard to acquiring and retaining customers, social media network marketing plays a huge role in targeting core demographics. A variety of strategies is recommended including individual listening, social customer relationship management, and personalized information broadcasting to appeal to core demographic and customers. These strategies will play a role in implementing successful earned and paid social media promotions as well as word-of-mouth marketing plans.


  1. Understanding and Attracting Customers
    1. Individual Listening Using Social Media
    2. Lead Forms as Engaging, Collaborative Content
  2. Virtual Project Management for E-Commerce
    1. Virtual Collaboration Tools for Establishing Relationships
    2. Project Management Dashboards for Customers
  3. Customer Retention
    1. Social Customer Relationship Management and Information Broadcasting
  4. Summary