YEREVAN, Armenia — As part of their final-year capstone project, undergraduate students from the Manoogian Simone College of Business and Economics at the American University of Armenia (AUA) successfully applied four years of academic training to a real-world business challenge. The team partnered with Narim Ltd, Armenia’s exclusive distributor of high-quality coffee and fully automatic coffee machines, to help strengthen the company’s innovative coffee subscription model. Designed as an integrative experience that brings classroom theory into direct practice, the capstone project enabled students to deliver actionable business solutions while gaining hands-on consulting experience in a dynamic commercial setting.
The student team was tasked with investigating the current subscription models that Narim Ltd offers its Melitta coffee customers, particularly with understanding the root causes of customer churn, in order to recommend how to improve retention and achieve higher market penetration for the famous German coffee brand. As a result of the project, the team recommended radically new methods for onboarding customers and a working prototype for an algorithm that customizes subscription plans for each customer, while keeping those plans commercially feasible. The team hypothesized that the new model will drastically improve customer retention.
Karen Sarkavagyan, capstone consulting project supervisor, remarked on the students’ impressive performance: “The student team did an exceptional job in terms of the complexity and comprehensiveness of their recommendations. Throughout the project, the team demonstrated outstanding professionalism in its internal and external communication, as well as in seeking and incorporating feedback into its output from client company management and customers. The team wisely divided the work and delivered a flawless project.”
Zarmine Zeytuntsyan, CBE lecturer and chair of the Graduate Certificate in Hotel and Hospitality Management program, concurred, sharing: “I am thrilled to witness our students not only meeting, but indeed exceeding the high expectations set by companies as we collaborate with them on capstone projects. As a business license coordinator, I recognize the immense responsibility we hold in ensuring these companies are satisfied, as it is crucial for us to uphold the highest standards. I am proud to say that our students consistently demonstrate their ability to rise to this challenge, reflecting the quality of education and preparation they receive.”
Davit Balyan (BAB ’20, MSM ’23), sales and import manager at Narim Ltd and AUA alumnus, likewise shared his glowing impressions of the AUA student team: “As an AUA alum, it was both a proud and rewarding moment to collaborate with these amazing students on this project. Their enthusiasm, professionalism, and fresh perspectives impressed me and reaffirmed the high quality of education, talent, and academic environment supported at AUA. We were pleased with the professional approach of the students and faculty and look forward to implementing the project’s proposals in our everyday operations.”
Each team member also offered a personal reflection on her experience producing this capstone project.
Yeva Hovhannisyan (BAB ’25):
“This experience was truly unique in the way it brought together everything we’ve learned over the four years of our AUA education. It gave us the opportunity to apply our knowledge to a real business challenge, offer actionable recommendations, and grow both professionally and personally. Working with Narim was especially rewarding — not only did we get to design a fully functional subscription platform, but the company’s trust, openness, and enthusiasm assured us that what we built would be meaningful and impactful. None of this would have been possible without the immense support and guidance of our supervisor, Karen Sarkavagyan, who set us on the right track from the very beginning and made this journey both valuable and memorable.”
Lusine Harutyunyan (BAB ’25):
“Our capstone project with Narim LLC went beyond theory — we built a fully functional, artificial-intelligence (AI)-powered subscription platform that combined behavioral analytics, inclusive UX, and smart pricing. The partnership was real and rewarding, and the project not only solved a business challenge, but also pioneered a new IT and AI vertical in the capstone program. Winning Best Capstone Project made it all feel real — a fitting culmination to four years of hard work.”
Anush Muradyan (BAB ’25):
“Working with this team was one of the most rewarding experiences of my AUA journey. Each member brought a distinct strength to the table, and our ability to challenge, trust, and learn from one another made the project more than just a task but a culmination of everything we have grown into over the past four years. For all of us, it was about building something we believed in, and I am proud of how that is reflected in the outcome.”
Margarita Apinyan (BAB ’25):
“This project was more than just a grade — it felt like proof of everything we have learned, built, and become over the past four years. We pushed each other, trusted each other, and ended up creating something we truly believed in. It was not always easy, but it was always honest, and that made winning Best Capstone feel real — a culmination of four intense, transformative years. Winning Best Capstone was not just a win — it was the moment it all came together and made sense.”
Aida Kamalyan (BAB ’25):
“What stood out to me was how real this project felt. We were not just presenting ideas, we built something functional, with logic, structure, and impact. Narim’s feedback showed us it was not just useful on paper, but something they were genuinely excited to use. And doing it alongside this team made all the difference. We challenged each other, backed each other up, and got through the tough parts without losing momentum. It felt like we were building more than a product; we were building trust.”
Founded in 1991, the American University of Armenia (AUA) is a private, independent university located in Yerevan, Armenia, affiliated with the University of California, and accredited by the WASC Senior College and University Commission in the United States. AUA provides local and international students with Western-style education through top-quality undergraduate and graduate degree and certificate programs, promotes research and innovation, encourages civic engagement and community service, and fosters democratic values.