Cookies that do more than satisfy a sweet tooth
Caption: Barrington Davis, Jason Woolf and Olivia Carpenter — founder of Via’s Cookies — at the Big Red Microenterprise Community Engagement Showcase. Photo Credit: Provided by Barrington Davis and Jason Woolf
As founder and CEO of Via’s Cookies in Ithaca, New York, Olivia Carpenter isn’t just baking indulgent treats — she’s crafting a platform for equity, empowerment and joy. Born out of her own story as a track athlete raising funds for school, her business focuses on the community: With every batch she bakes, Carpenter donates a portion of the proceeds to causes that support the LGBTQ+ community and underrepresented minority groups, reflecting a commitment to social justice, visibility and opportunity for all. Carpenter partnered with the Samuel Curtis Johnson Graduate School of Management’s Big Red Microenterprise (BRM) program to help Via’s Cookies expand its impact by strengthening its local market presence.
Baking up a brand
When our team began working on the project, we were immediately drawn to Carpenter’s mission. Via’s Cookies had the potential to be a household name in Ithaca and beyond. Our goal was to help Carpenter enhance her visibility, develop sustainable packaging solutions and conduct in-depth research for a product innovation — multi-pack cookies. We wanted to ensure that her brand could continue growing in a sustainable, impactful and scalable way.
This project called for thorough research and strong community engagement. We traveled extensively around Ithaca, visiting each vendor location, ranging from local cafés and co-ops to small markets and independent stores. At each location, we tracked cookie display locations, foot traffic patterns, and customer attention to the cookies.
In addition to collecting observational data, we surveyed the vendor location managers about sales volume, customer feedback, restocking frequency and their personal impressions of the brand. These conversations not only gave us insight into how the product performed at each location; they also opened doors to future opportunities for Carpenter, such as co-branding events or seasonal promotions.
We found that while Carpenter’s cookies were generally well received, their visibility varied at different vendors. This insight shaped our recommendations for improving brand recognition: By standardizing display strategies and offering branded signage, Carpenter could enhance her product’s presence and increase sales. Synthesizing feedback from vendors and customers, we formulated a marketing enhancement plan that suggested Carpenter increase her presence at local events. These venues not only allow for direct customer engagement but also provide a platform for Carpenter to tell her story. We also coached Carpenter on expanding her online presence, making sure that her name breaks the borders of Ithaca and can be reviewed by people worldwide.
Product expansion with social impact
We also worked closely with Carpenter on pricing strategy and product expansion. One of Carpenter’s ambitions was to introduce a line of multi-pack cookies. To help her prepare, we undertook a cost structure analysis with Carpenter, going through every cost associated with making a single cookie. With these numbers, we developed a dynamic pricing model that would allow Carpenter to explore pricing scenarios for three-pack and five-pack configurations. Our model took into account marginal considerations that aligned with her social mission, ensuring that any price point would still support the causes she donates to.
Through this process, we provided Carpenter with detailed financial models and data-driven recommendations for her multi-pack launch. We advised on optimal price points and suggested bundle options that reflected her brand’s vibrant and inclusive personality. The goal was not just to launch a new product, but to do so in a way that remained aligned with her values and business model.
Takeaways from social entrepreneurship
The impact of our BRM project extended beyond deliverables and data. We formed a genuine partnership with Carpenter, built on mutual respect and a shared passion for social entrepreneurship. We gained an appreciation for the complexities and challenges of running a company, and Carpenter’s resilience, creativity, and commitment inspired us. In the end, our project was not just about marketing or finance; it was about amplifying a mission. Via’s Cookies reflects Carpenter’s heart, her history and her hopes for a more equitable future.
Looking ahead, Carpenter is well-positioned to move Via’s Cookies forward. With a stronger local presence, data-backed pricing strategies and a road map for product expansion, she has everything she needs to grow her brand sustainably. More importantly, she’s doing it her way — authentically, boldly and with a purpose that goes far beyond profit.
Through this experience, we not only gained invaluable skills in market research and business strategy; we also witnessed firsthand how entrepreneurship can be a force for good. In working with Carpenter, we didn’t just help sell cookies. We helped share a story, support a mission and contribute to a brighter, more inclusive future.
About the authors
Barrington Davis is an MBA student at the Cornell Johnson Graduate School of Management, where he focuses on the intersection of technology, strategy and innovation. Prior to business school, Davis gained experience in technology consulting at PwC, sparking a deep interest in leveraging tech to solve complex business challenges. In the summer of 2025, Davis had an internship at Microsoft. At the Johnson School, he is actively involved in the High Tech Club and are passionate about driving inclusive growth through technology.
Jason Woolf is an MBA student at the Cornell Johnson Graduate School of Management, passionate about using business to drive social and economic opportunities. Prior to the Johnson School, he founded three ventures in Cape Town, South Africa, supporting Black township communities. In the summer of 2025, he was a strategy and data analytics intern at Special Olympics Pennsylvania and a portfolio management intern at Launch Africa Ventures in Nairobi, Kenya. With dual citizenship in South Africa and the United States, Woolf brings a global lens, entrepreneurial grit and empathy to his work. His BRM project with Via’s Cookies sat at the intersection of his two passions: early-stage business and meaningful social impact.