In this discussion, Loyola University, New Orleans music business professor and entrepreneur George Howard evaluates the strengths and weaknesses of student Alex McConduit’s plans for a New Orleans-based entertainment company. Howard assesses the company’s mission, initial strategy, business model, and long term goals for McConduit’s company, whose aim is to strengthen the hip-hop community in New Orleans through a combination of artist development and community service. Howard helps McConduit to articulate the problem in the marketplace; identify ways to solve it; and determine how to profit from this endeavor, all within the context of today’s music industry.