Juma Ventures III

San Francisco, CA
Spring-Summer 2021
Project Type
Fast track
Project Focus
Marketing & Communications
Organization Type
Children, Youth & Families,
Community or Economic Development,
Human Services


Juma Ventures (Juma) is a nonprofit social enterprise that operates businesses with the purpose of employing young people. Juma makes sure its clients EARN a paycheck, LEARN to manage their money and gain essential skills like responsibility, teamwork and how to communicate in the workplace. Ultimately, Juma CONNECTS them to their next job and sets them on a path to a career. Juma’s vision is that all young people have the opportunity to succeed and thrive in the career of their choice, competing in a job market that is inclusive, equitable, and diverse. Juma is effectively a “learning lab” for developing best practices in youth employment.


How might Juma Ventures design a thought leadership strategy to amplify its existing marketing strategy and mission?


Equity is central to Juma’s vision, and as an organization that serves more than 90% youth of color, their work is through a racial equity lens. Over the past 28 years, Juma has developed best practices, expertise and a unique point of view for what it takes to successfully employ young people who others prejudge to be “unemployable.” Juma believes they have ideas to share that could change the world. The organization would like to develop a thought leadership strategy that would align with its marketing strategy and anchor on the expertise of Juma’s CEO, GSB alumnae Adriane Armstrong, MBA ‘09. As a woman of color, Adriane is eager to have a more prominent voice in the dialogue on equity today. 

Project Objectives

At a time when leaders of color are increasingly being recognized, CEO Adriane Armstrong is well-positioned to share best practices and further Juma’s vision to affect systemic change. Juma is seeking ACT’s help to develop a thought leadership strategy that would align with its marketing strategy and amplify its impact. Questions to be answered include: Who should be the primary voice(s) in Juma’s thought leadership strategy? How might Juma leverage the roles of Amplifier, Spokesperson and Supporter to create a comprehensive strategy? How might Juma further refine its unique point of view and storytelling? How might Juma build community (e.g. use of social media, opinion pieces/blogs, speaking engagements)?


This is a Fast Track project:

  • Scope: Focused, specific organizational issue
  • Team Size: 2-3 consultants including 1 project lead
  • Project Duration: 3 months
  • Estimated Time Contribution: 25-30 hrs total (per consultant)

Read more about the Fast Track Project Consultant role.