Shuteng Ong

Class of 2026-2027

St Edward's University
Mathematics

Capstone Project Abstract

Rankwise is an early-stage technology company within the Founder Ventures portfolio, developing an AI-powered content intelligence platform designed to improve brand visibility across traditional and AI-powered search. As tools such as ChatGPT, Perplexity, and Google AI Overviews continue to change how consumers find information, businesses and marketing professionals are adapting traditional search engine optimization (SEO) strategies alongside the emerging field of generative engine optimization (GEO). This capstone project will focus on identifying the strongest go-to-market opportunity for Rankwise within this evolving market. Through primary customer discovery and market research, the student will identify a starting customer segment, determine the most important needs within that segment, and evaluate which aspects of Rankwise’s platform provide the greatest customer value. These findings will inform product positioning, pricing, customer acquisition, and growth strategy, providing Rankwise with an evidence-based path to focus its resources and accelerate adoption within the SEO and GEO market.

Why did you choose ESTEEM?

I chose ESTEEM because I had spent most of my academic career in technical fields, studying math and data science, and I wanted to try something completely different. I knew very little about business or entrepreneurship coming in, which was honestly part of what excited me about it. I also really wanted the opportunity to meet people outside of my usual academic circles and be part of the community at Notre Dame. ESTEEM felt like a chance to get out of my comfort zone, learn a completely new way of thinking, and see where my technical background could take me.

What do you hope to do after ESTEEM?

After ESTEEM, I hope to work at a smaller company in tech or in the nonprofit space, where I can be close to the work and see the impact I’m making. I’m still open to where exactly my career takes me, but what matters most to me is believing in the mission of the organization and feeling like the work I’m doing has real value. I want to use the technical and business skills I’ve built to contribute to something I genuinely care about.

What do you like to do in your free time?

I love watching movies and reading in my free time. They’re some of my favorite ways to learn more about the world and experience perspectives different from my own.