Reid Frost

Class of 2025-2026

Texas Tech University, 2024
Communication Studies

Capstone Project Abstract:

The student is working with New York Embroidery Studio (NYES), a women-owned apparel and manufacturing business that pivoted to produce personal protective equipment (PPE) at the height of the COVID-19 pandemic. NYES now seeks to determine how its PPE division can remain viable and competitive in a post-pandemic market. This capstone project focuses on developing a forward-looking business strategy that leverages NYES’s current government contracts, explores new industrial and medical supply channels, and identifies areas for operational efficiency and growth. Through market segmentation, customer discovery, and strategic analysis, the student aims to provide actionable recommendations that position NYES for long-term resilience in U.S.-based manufacturing.

Why did you choose ESTEEM?

I chose the ESTEEM Graduate Program to bridge the gap between business strategy and technical innovation. I was drawn to ESTEEM’s hands-on, real-world approach to problem-solving and its emphasis on launching ideas with impact. The program offered the opportunity to collaborate with startups and industry leaders, while sharpening the tools needed to bring innovation to market.

What do you hope to do after ESTEEM?

After ESTEEM, I hope to work in sales or business development for a medical or healthcare startup, where I can help bring innovative technologies to market and make a meaningful impact on people’s lives. I’m energized by the fast-paced, mission-driven environment of startups and excited to be part of a team that’s pushing healthcare forward. Long term, I aim to grow within the medtech industry and eventually lead strategic initiatives that expand access to care and improve patient outcomes

What do you like to do in your free time?

I enjoy being social, golfing, hanging out with my three-legged dog, and watching Notre Dame and Texas Tech football.