Daniela Villeda

Class of 2026-2027

Universidad Panamericana
Industrial Engineering and Innovation Management with a Specialty in Sustainable Development and Circular Economy and a Diploma in Data Science

Capstone Project Abstract

This capstone project is focused on developing a repeatable site-selection methodology for Retail Rush (Liquidity Services), a physical retail channel that sells returned and overstock merchandise through a hybrid Buy Online Pick Up in store auction marketplace and bin-store format. The sponsor’s immediate need is identifying the right location for a second store, but the broader deliverable is a transferable framework the company can apply independently to every subsequent expansion decision. This project will deliver that methodology, grounded in primary customer discovery rather than assumed demographics, so the sponsor walks away with a reusable tool, not just a one-time answer. To achieve this goal, the student will validate an Ideal Customer Profile through fieldwork and customer research, translate that profile into concrete screening variables, and apply operational and competitive constraints to identify and score candidate submarkets. Furthermore, the student will evaluate ownership models to inform how the company structures its physical footprint as it scales, contributing to a decision-making methodology built for long-term use.

Why did you choose ESTEEM?

I chose ESTEEM because I wanted to combine my technical background with business, entrepreneurship, and innovation. I was looking for a hands-on environment where I could challenge myself, learn from people with different perspectives, and develop the skills to turn ideas into meaningful solutions. What especially drew me to ESTEEM was the opportunity to explore how innovation can contribute to a more sustainable and human-centered future, which is closely connected to the kind of impact I hope to create.

What do you hope to do after ESTEEM?

After ESTEEM, I hope to build a career at the intersection of technology, business, and sustainability. I want to work on meaningful challenges and help develop solutions that create value while contributing to a more sustainable and human-centered future. At the same time, I hope to continue exploring, learning, and growing through new experiences, while finding opportunities where I can make a positive impact on both organizations and the people around me.

What do you like to do in your free time?

I enjoy staying active and exercising, baking, and spending quality time with the people I care about. I also love traveling and experiencing new places and cultures. In my free time, I’m always looking for ways to continue growing, both personally and professionally, whether that means learning something new or stepping outside of my comfort zone.