Ategeka Musinguzi

Class of 2026-2027

Whitman College
Biology and Philosophy

Capstone Project Abstract

This capstone project is focused on assessing market viability and developing user conversion strategies for Upparent, an online crowdsourced platform offering parent-curated recommendations for family activities, local venues, and products. In an era where traditional search engines and social media feeds are increasingly saturated with commercial ads and sponsored content, peer-curated platforms have strong potential to deliver authentic, time-saving solutions for families. This project will deliver actionable insights to evaluate whether a defensible go-to-market path exists for Upparent’s standalone consumer model or if a strategic pivot is required. To achieve this goal, the student will conduct comprehensive primary customer discovery with target parent demographics, investigating discovery habits, friction points with existing search tools, and mechanisms to convert passive site visitors into active community contributors. Furthermore, the student will explore alternative engagement models and monetization strategies to position the company for sustainable growth and empower families with trusted local insights.

Why did you choose ESTEEM?

I choose to come to ESTEEM to learn how to complement my biological research background with entrepreneurship skills. Also, I was amazed by the unique community at Notre Dame, and knew it would be an incredible professional and personal learning experience.

What do you hope to do after ESTEEM?

After ESTEEM I plan on working in the biotech industry. My aspiration is to work on exciting technology, with the ultimate goal of helping communities in need in sustainability and disease. I look forward to learning how to contribute to a value-based organization committed to using the power of technology for the benefit of the community.

What do you like to do in your free time?

In my free time I love to creative write and travel!