From the Classroom to the Community: Students Support Small Business Growth
At Jay’s Watermelonade, mission meets heart—literally. Founder and Chief Hydration Officer Joyson BaLisamore has built a brand dedicated to bringing heart-healthy hydration to Baltimore communities, especially those where access to nutritious options can be limited. But running a small business with a big mission comes with challenges, from standing out in a competitive market to finding the capacity to tackle important growth projects. That’s where profession-based learning (Pro-BL) came in. Partnering with students through a Pro-BL program gave Joyson access to fresh perspectives, new marketing strategies, and the energy of a team ready to make a real impact—not only on their business, but on the community they serve. Hear more about Joyson’s experience:
- How has being involved in profession-based learning benefited your organization?
Partnering with this program has been a game-changer for Jay’s Watermelonade. As a small business owner, there are many competitors and socioeconomic barriers I have to address. This collaboration allowed us to tap into a new generation of thinkers who brought authentic perspectives on how to better market our offerings and increase access to healthier beverages in underserved areas. It was extremely valuable to have access to talent dedicating their time and skills to a project that I had limited capacity to take on as a solo-preneur.
- What talents, skills, or ideas have students brought to your organization?
The students brought an impressive mix of creativity, strategy, and technical skill to this project. They conducted field research to understand our customers and community better, used artificial intelligence tools to analyze market trends and generate branding insights, and synthesized their findings into polished visual presentations. Their final recommendations were clear, thoughtful, and aligned with our values—showing a deep understanding of how we can increase access to healthier hydration while remaining profitable and mission-driven. I was very impressed and plan to implement much of the guidance they provided.
- Why has engaging with profession-based learning been important? What has it helped you with, either short-term or long-term?
Engaging with profession-based learning has been a meaningful two-way experience. It gave students the opportunity to explore social entrepreneurship firsthand and enriched their skills as critical thinkers, problem solvers, and consultants. They offered a range of practical, actionable solutions to help us address our core challenge: how to reach more people with heart-healthy hydration in a sustainable, profitable way. Their insights gave us new marketing tactics, access strategies, and community engagement ideas that we can build on both now and in the future. The experience strengthened our commitment to mentorship and education—revealing the impact young people can have when empowered to tackle major challenges. It’s also helped me recognize the value of involving youth voices in our marketing and outreach strategies moving forward.
- How would you encourage other industry partners who have not previously experienced profession-based learning to get involved?
For us, this partnership brought new energy and real ideas that we can act on. The experience challenged us to think bigger and deepen our social impact, incorporating the brilliance of young minds. I highly recommend connecting with the Caps Network to explore opportunities to empower students and receive support in addressing a need in your enterprise.
If you’re an industry partner who hasn’t yet explored profession-based learning, now is the time to dive in! It’s an investment that benefits your business, your community, and the leaders of tomorrow. Explore more on the Industry page or connect with us to get started.
