We are introducing a very disruptive product to the skincare market. We have the opportunity to lead a category that has not a clear dominant player. We need to make the right choices in terms of: price positioning, distribution and marketing.
* Market research: business potential evaluation
* Validation of different distribution strategies
* Define the customer avatar
* Set the right marketing strategy
We can become an important player on the skincare industry, not just by introducing a product but to create a subcategory that today doesn’t exist.
Results we are looking for: Building a solid path to grow (distribution and marketing)
Project Topics
Data Management
Growth Strategy
Marketing
Operations
PR & Communications
Sales & Business Development
Company Information
| Company | SGN Holding |
| HQ | Brooklyn, New York |
| Revenue | N/A |
| Employees | Unlisted |
| Stage | Small Business |
| Hiring Potential | N/A |
| Website | http://www.sgn-holding.com |
Company Overview
Business Platform for Fashion and Beauty brands expanding internationally. The range of capabilities goes from a specific single project to fully manage the subsidiary in the USA of an European brand.
Experiential Learning Program Details
| School | Montclair State University |
| Engagement Format | Capstone - Small Team Consulting Project - Students work in consulting teams of 3-5 directly with faculty and client liaisons on developing real solutions to real-world challenges. |
| Course | Accelerated MBA Consulting Co-Op (Spring 2022) |
| Level |
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| Students Enrolled | 5 |
| Meeting Day & Time | TBD |
| Student Time Commitment | 15-30 Hours Per Week |
| Company Time Commitment | 3-5 Hours |
| Duration | 13.43 Weeks |
Program Timeline
| Touchpoints & Assignments | Due Date | Type | |
|---|---|---|---|
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Confidentiality and Rules of Engagement
Confidentiality and Rules of Engagement REMINDER OF CONFIDENTIALITY During this program, you\'ll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional. |
January 17th, 2022 | Event na | |
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Co-Op Begins
Co-Op Begins |
January 18th, 2022 | Event na | |
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Upload Resumes
Upload Resumes
Students upload resumes using the above link
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January 18th, 2022 | Submission Required submission-required | |
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Kick Off Student Self Assessment
Kick Off Student Self Assessment |
January 18th, 2022 | Evaluation evaluation | |
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Week One Tasks and Deliverables Due
Week One Tasks and Deliverables Due |
January 21st, 2022 | Event na | |
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Week Two Tasks and Deliverables Due
Week Two Tasks and Deliverables Due |
January 28th, 2022 | Event na | |
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Week Three Tasks and Deliverables Due
Week Three Tasks and Deliverables Due |
February 4th, 2022 | Event na | |
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Student Temperature Check #1
Student Temperature Check #1 |
February 4th, 2022 | Evaluation evaluation | |
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Week Four Tasks and Deliverables Due
Week Four Tasks and Deliverables Due |
February 11th, 2022 | Event na | |
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Week Five Tasks and Deliverables Due
Week Five Tasks and Deliverables Due |
February 18th, 2022 | Event na | |
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Week Six Tasks and Deliverables Due
Week Six Tasks and Deliverables Due |
February 25th, 2022 | Event na | |
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Week Seven Tasks and Deliverables Due
Week Seven Tasks and Deliverables Due |
March 4th, 2022 | Event na | |
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Student Temperature Check #2
Student Temperature Check #2 |
March 4th, 2022 | Evaluation evaluation | |
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Week Eight Tasks and Deliverables Due
Week Eight Tasks and Deliverables Due |
March 11th, 2022 | Event na | |
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Week Nine Tasks and Deliverables Due
Week Nine Tasks and Deliverables Due |
March 18th, 2022 | Event na | |
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Week Ten Tasks and Deliverables Due
Week Ten Tasks and Deliverables Due |
March 25th, 2022 | Event na | |
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Week Eleven Tasks and Deliverables Due
Week Eleven Tasks and Deliverables Due |
April 1st, 2022 | Event na | |
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Week Twelve Tasks and Deliverables Due
Week Twelve Tasks and Deliverables Due |
April 8th, 2022 | Event na | |
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Week Thirteen Tasks and Deliverables Due
Week Thirteen Tasks and Deliverables Due |
April 15th, 2022 | Event na | |
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Week Fourteen Tasks and Deliverables Due
Week Fourteen Tasks and Deliverables Due |
April 22nd, 2022 | Event na | |
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Week Fifteen Tasks and Deliverables Due
Week Fifteen Tasks and Deliverables Due |
April 29th, 2022 | Event na | |
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Week Sixteen Tasks and Deliverables Due
Week Sixteen Tasks and Deliverables Due |
May 6th, 2022 | Event na | |
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Week Seventeen Tasks and Deliverables Due
Week Seventeen Tasks and Deliverables Due |
May 13th, 2022 | Event na | |
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Peer Assessment Survey
Peer Assessment Survey |
May 13th, 2022 | Evaluation evaluation | |
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Final Self Assessment Survey for Students
Final Self Assessment Survey for Students |
May 13th, 2022 | Evaluation evaluation |
Key Project Milestones
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February 1, 2022 - Milestone One: Conduct a Deep Dive into Lesielle
- What is the Company’s business model?
- What products and services do they offer their customers? What value can they provide their customers?
- What about the Company’s brand differentiates it from its competitors?
- How would you define the Company’s brand? How is the Company looking to influence brand perception in the United States as the result of this project?
Suggested Deliverable:
Prepare and deliver an “elevator pitch” on the Company, or a brief and persuasive speech about the company and what they do.
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March 1, 2022 - Milestone Two: Conduct a Customer Profile Analysis
- What are the key and relevant demographic, psychographic, geographic and behavioral factors that can help the Company understand its ideal customer profile(s)?
- What market does the product best serve? How does the Company and the product meet the values, wants, and needs and expectations of their customers?
- How do customers interact with the brand? What is the customer journey like?
- How do customers find out about and engage companies and products in this market space? How can they be reached?
- What are the most effective distribution strategies to reach customers?
- Can you identify any pain points with distribution processes (supply chain) for customers?
Suggested Deliverable:
Presentation of several distinct Customer Personas, based upon your research
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April 1, 2022 - Milestone Three: Conduct a competitor analysis
- Who are the Company’s key competitors in the industry?
- How might you analyze their positioning in the market and in relation to the Company? On what criteria will you draw comparisons?
- How does the Company differentiate itself from two of its top competitors in messaging and visuals?
- Considering what you learned from the customer profiles, how do the results from the competitor analysis inform your understanding of the Company’s value proposition?
Suggested Deliverable:
Report and Presentation detailing Competitor analysis and value proposition statement
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May 2, 2022 - Milestone Four: Propose a go-to-market strategy for bringing about the company’s goals for the campaign and increase in conversions
Who should the Company target in their campaign?
For each customer segment:
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- What specific strategy/ies do you recommend?
- What messages or content would be most effective? How can these educate consumers and emphasize the value proposition that the Company offers customers, particularly in relation to other companies in the market space?
- What messages and content would be likely to motivate consumers to establish a connection with the Company, by enrolling and creating an account?
- What communication channels would be most effective?
- What distribution strategies do you recommend?
Suggested Deliverable:
Go-to-Market Playbook
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Project Resources
Industry Mentors
Academic Mentors
Assigned Students