News Item

Entrepreneur Emily Mchugh '99 talks about overcoming challenges and going back to basics.

Tell us about Casauri and what makes your products different?
Casauri designs stylish and colorful laptop bags and travel accessories that cater to women and style-conscious men. Our products are different because we combine timeless style with function. We carefully think through what is important to our customers and design products accordingly.

How did you come up with the concept and how has it evolved?
On my first day at Columbia Business School we were all given canvas bags that were somewhat dowdy, then I had to carry a laptop bag that was equally dowdy – these two items made me feel there had to be a better way. This was more of a subconscious thought process than an overt conversation. To remedy this situation, my sister made a laptop bag for me that people would ask me about, so during my last semester I took an entrepreneurship class and wrote a business plan to start a company that would design fashionable laptop bags. As a result of the class project, our laptop bag became the first one sold at the MoMA Design Store and was nominated for a National Design Award in 2007. We also designed bags for the incoming first year students back in 2001.

What have consumers/media said about Casauri products?
We participated with TSA of the Department of Homeland Security to design checkpoint-friendly laptop bags that became the standard used at airports nationwide. Our press coverage has ranged from Business Week to Italian Vogue. Most recently we were featured on MSNBC’s Your Business Show. Last month we were selected as Supplier of the Year by the Southern Florida Minority Business Development Council and last year we won the Make Mine A Million $ Business competition. Our products have also been featured in movies and advertisements.

Our customers communicate their appreciation and love for the products and tell us what our products mean to them. We do not just design bags, but provide a product that people trust to carry their most valuable possessions. That level of trust that our customers place in us is key to our ability to grow as a company.

How do you use the internet/social networks to promote your business?
The internet is pivotal for our business and serves as the centrifugal force for what we do. Since it is a highly dynamic environment, keeping pace can be challenging. We are working towards maximizing our use of social media and we are open to any suggestions that can help us improve in that area. We invite everyone to follow us on Twitter, FaceBook, and please read our blog. When I was in business school I wrote a weekly column in the Bottom Line called Emily’s Chat Room, my current blog is somewhat of a continuation of that forum. The main difference now is that we have expanded it to include broader topics of interest to our customers.

Have you observed any changes in the way products like yours are marketed in this economy? What has been the most challenging aspect of the economy for your business?
I think fear by retailers to have excess inventory has been a definite issue in this economy. It is rational to not want excess inventory, however, not having inventory that actually sells only worsens the situation. So the good news for us is that our products can help the retailers increase sales, because our bags do sell. We do have to creatively propose certain product combinations and suggest merchandise ideas, while expanding distribution channels.  Another challenge has been financing, banks have seized up on access to capital, but now there seems to be some light at the end of the tunnel on that front.

What are you doing to prepare for the next market phase?
We are going back to basics, re-evaluating what we do well and what needs to improve. We are also re-focusing on what our goals are short and long term and being more aggressive in pursuing them. Time flies ridiculously fast so keeping on top of maximizing time by tracking the results is essential as we plan to expand into new product lines and geographic regions.

What impact has your Columbia MBA education had in the way you approach business today?
My Columbia MBA set the stage for Casauri to exist. I did not go to business school thinking that I would become an entrepreneur. But I left feeling that I could do anything – that is the most important thing I learned at Columbia.  I viewed my CBS experience more as an adventure instead of a detailed plan for exactly what I would do. I was always amazed by people who new that they wanted to be a fixed income trader or a hedge fund manager and took the classes that would prepare them for those fields. There is a lot of value to know exactly what you want and work toward it.  My path was to take classes that were of personal interest and that would lead me where I needed to go. It is a liberating approach, although somewhat nerve wracking. One of the things I tried to do at CBS was to get involved with other areas of the University, such as auditing a French literature class. It is important to have a holistic approach to education.

How do you stay connected to the Columbia entrepreneurial community?
I have spoken to classes and participated on panels. I also subscribe to all the newsletters and communications that come from CBS and follow the Lang Center on Twitter. I am open to becoming more involved in any way I can. Since I live in Florida, I interview prospective students in my area and am involved with the local alumni community.

What 2-3 advice/tips/insights would you give to a Columbia student with entrepreneurial aspirations?
1)    Clearly understand your opportunity
2)    Don’t waste time
3)    Pray without ceasing

What’s next for Casauri?
Our goal is to expand and become a dominant international player in mobile computing accessories and grow into a full-fledged lifestyle brand.  Casauri is a vehicle by which many great things can be accomplished. Not only do we want to create great products, but also be involved in great causes. We believe in supporting programs that help women and children, such as Dress for Success, local food banks, educational programs for young girls, and homeless shelters. The month of November is customer appreciation month at Casauri and we offer specials, free items, and will donate a percentage of sales to local charities (join our email list to keep informed).

What’s next for Emily McHugh?
For myself I need to learn to relax more, I have difficulty doing that since I’m always fully wound up thinking about what to do next, next, next, next….. I thank God every day for the opportunity to do what I do and appreciative to the marketplace for supporting our efforts.

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