Taking the Road Less Traveled: My Keystone Project
“After some introspection, I came up with the idea to explore youth entrepreneurship.”
The Keystone process, expertly designed by the EVERLab faculty, allows for turns and restarts. I had my fair share, and the product I’ve arrived at was not wrought without strife.
I began my Keystone fresh off a summer where online creators inspired me to pursue marketing as an exciting possible career path. To that end, my first Keystone proposal was a marketing internship (primary mode) and a pamphlet on the intersection of marketing and psychology (secondary mode). Yet as college applications heated up, I felt uninspired and wanted a creative outlet. My next project idea was music video design and production. They’d always fascinated me, and I wanted to try my hand at making a music video (primary mode), and write an essay on the history of music videos (secondary mode). I stuck with this for a few months, and even created a prototype video. However, as college applications winded down, I realized I’d gotten myself into a project that had a heavy learning curve. I craved for a linear process that was a hybrid of my first two. After some introspection, I came up with the idea to explore youth entrepreneurship.
For my primary, I knew I wanted to write a business plan. Yet I didn’t have the requisite knowledge: terms like ROI, USP, hockey stick growth, and CPM rate were all foreign. I took the month of February to create a 32-page research document where I would document my extensive research on the basics of business. I won’t profess to have learned all, but I bit a sizable chunk. This enabled me to create my business plan for a college essay editing sole proprietorship in March and April, linked here.
I must address the weighty context surrounding this industry. The latest worldwide college scandal has brought into clear focus its unsteady morality. Parents pay untold amounts of money, photoshop their children’s faces onto rowers bodies, or even just simple test prep, to get their kids into top universities. This obviously alters the integrity of this industry. I am looking to do something different with my business, titled “frosting edits.”
“frosting edits” occupies a small niche. In a nutshell, I edit essays that are already deemed finished, and work with my students to help them add ‘frosting.’ I define frosting an essay to be adding unique details, images, and improving flow and word choice; this makes the content within shine apart from the rest. I won’t be frosting an essay with Sam’s frosting, I’ll be working with my students to help them develop and apply their own.
Why is this a needed service? Here’s an example. University X is a highly selective college that draws 100,000 applications per year. Let’s call each prospective applicant for University X a cake. Some of these ‘cakes’ are bad, some are excellent, but most are well-done, perfectly delicious options. What’s going to make your application, your cake, stand out in the crowd? Frosting: working on an already finished essay’s flow, word choice, and sparkle.
I will charge $19/essay. This includes an initial in-depth reading and editing from me, a phone or in-person conversation + editing session, and unlimited re-readings and edits until my student is satisfied. The average rate in my industry ranges anywhere from $50-$250 per essay, so my price is a large part of my USP (unique selling point), combined with my credentials. I’ve scored perfectly on the English and Reading sections of the ACT, am the executive editor of the Observer (JCHS’ student newspaper), and have been trained in writing at Stanford and the New York Times.
Ms. Gluck, one of my Keystone advisors, sent my business plan to Jenny Dearborn. Ms. Dearborn is a Stanford graduate with an MBA and extensive business experience. She had questions (“is frosting papers even a thing?”), suggestions (“should have more ways of generating business leads”), and feedback (“Overall, pretty good. I’ve seen worse ones done by adults with MBA’s”). I was blown away to have Ms. Dearborn’s eyes on my work, and grateful for her comments. I will address them, and enact frosting edits this summer.
For my secondary mode, I wanted to explore my topic in a non-superfluous manner. Not knowing exactly which path to take, I looked inward and realized that, as an openly gay man, I am curious about how gay people have survived in the business world prior to social acceptance. I have written a paper on the evolution of the LGBT business experience—including workplace discrimination, gay rights, and gay business leaders—from Stonewall to 2019. It is linked here.
I’d like to thank my Keystone Design Team: Aviv, Nava, Maya G, Sophie K, Dr. Rosen, and Ms. Gluck. They helped me move towards this final product with invaluable suggestions, understanding, and lots of laughs. I am grateful that I attend a school where Keystone is an integral part of the learning experience, and happy to have arrived at the finish line.
