Kelley students partner with Origin Studio to tackle real-world housing challenges
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More than 250 students in Indiana University’s Kelley Direct Online MBA program recently worked with Bloomington-based modular housing company Origin Studio to develop solutions for real-world business challenges during a weeklong intensive case competition.
The event brought together 48 teams of MBA students to analyze and propose strategies for Origin Studio, which designs and manufactures accessory dwelling units, or ADUs, aimed at addressing the housing affordability crisis in states like California. The collaboration marks Kelley’s latest in a long-standing tradition of working with real clients to provide hands-on, high-impact business learning.
“When they start their MBA, we give them a really deep, challenging problem to work on in groups, and we’ve found that it really cements the bonds they have with their classmates,” said Professor Will Geoghegan, faculty chair of the Kelley Direct Online MBA program. “It would be far easier just to do a staged case study or a business game simulation, but they find huge value working for a real client.”
For the case competition, clients must bring a real-world business challenge that is both clearly defined and shareable, without requiring an extensive technical learning curve. Geoghegan said the program typically seeks smaller businesses, nonprofits or ESG-focused entities that can benefit most from a high volume of student input.
“We can’t develop new microprocessors over the course of five days and typically, we’re looking for a client that could garner the most value from 250 MBA students,” Geoghegan said. “This time around with Origin Studio, an accessory dwelling unit entity trying to solve the housing crisis in places like California, ticks all of those boxes.”
Geoghegan talks about the type of client that benefits from the Kelley online MBA case competition.
Origin’s primary hurdles include scaling its sales channels while maintaining quality, navigating complex permitting processes and designing investment structures that support growth while preserving mission alignment. Students were given full access to internal documents, pricing models, permitting workflows, financial data and video interviews with company founder, Brian English.
“Origin was founded to rethink housing as both a product and a process—one that’s smarter, more flexible and more beautiful,” English said. “Working with the Kelley MBAs is an extension of that mission. We’re tapping into new minds to help us make sustainable, well-designed ADUs more accessible to more people, especially in places where housing affordability is in crisis.”
IU faculty deliberately designed the experience to simulate real-world consulting. Students engaged in eight structured stages of analysis, from diagnosing the company’s current state to pitching strategic recommendations. They also toured Origin’s 20,000-square-foot Bloomington factory and submitted clarifying questions directly to English.
“We really heavily emphasize the in-person component of our online MBA,” Geoghegan said. “Many people think about online MBAs as being just passive screen time, but that’s not our model. These are some of the most important moments in their MBA journey.”
English praised the students’ ability to deliver both strategic insights and practical solutions. Noting that some of the most actionable student insights included ideas for a cost-effective customer portal.
“Uncovering these kinds of targeted, implementable insights is exactly what we hoped for,” English said. “We’re already seeing the benefit in the quality of their ideas.”
Top teams from each room have already been announced and Origin Studio is in the process of selecting overall winners. English said some students may be invited to continue working with the company as interns or consultants.
“We’re growing quickly,” he said. “And we’re always on the lookout for people who understand both strategy and the realities of building something meaningful.”
Previous clients of the MBA program’s case competitions have included Marcus Theaters, Straight No Chaser, Little 500 and the Riley’s Children’s Hospital.