Capstone – Project Charter

What are the best ways to grow the Swoondle member base

A Collaboration Between

Engagement Synopsis

Current State:
  • Member Growth has been in small increments from Social Media ads and word-of-mouth.  While this works it can be an expensive approach and needs to gain a lot of momentum for the cost/benefit to pan out.
  • Several small "influencer" tests on IG/Blog have not proven successful
  • Post card "leave behind/coupon" and Direct Mail inserts haven't had great take up
Most successful have been:
  • video content on social
  • person-to-person explain and sign up (word of mouth, expos)
  • Inclusion in "guide-type" online content "What do to with your kids clothes"
We are looking to expand our marketing efforts, including social media and beyond. We want to explore ways to target highly engaged "mom networks" that already exist and figure out the best way to target, engage, and convert members.

Company Information

CompanySwoondle
HQNew York
RevenueUnlisted
Employees5-10
StageEstablished Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttps://www.swoondlesociety.com/

Company Overview

It has always been The Swoondle Society’s mission to create an easy, hassle-free and fun marketplace for parents to trade their children’s clothing. Our hope is that The Swoondle Society will encourage our members to buy fewer, high-quality goods by giving them the opportunity to continuously trade for “new-to-you” items in the right sizes, seasons and genders. By giving clothing a “greater life,” we’re also doing better for the Earth - fewer textiles ending up in landfills. We hope you will enjoy “shopping” on Swoondle for all your children’s clothing needs, while spending less and doing it from the comfort of home.

Company Supervising Team

Founder & CEO

Jennifer

[email protected]

Course Info & Engagement Details

SchoolLong Island University C.W. Post (LIU Post)
Engagement FormatCo-Op - Independent Study or Career Booster - Students work individually on remote, project-based learning collaborations with company mentors.
ProgramSchool of Business
CourseFashion Merchandising Internship
LevelUndergraduate
Students Enrolled1-3 per project
Meeting Day & TimeWeekly
Student Time Commitment8-15 Hours Per Week
Company Time Commitment2 Hours
Duration14 weeks (09/02/2019 - 12/03/2019)
Departments InvolvedGrowth Strategy
Marketing
PR & Communications
File Attachments

School Supervisors

Instructor

Jamie

[email protected]

Instructor

Cherie

[email protected]

Students

There are currently no students assigned.

Collaboration Timeline

  • August 19, 2019

    Collaboration request published. Companies may express interest in participating.

  • August 19, 2019

    School faculty will begin interviewing interested companies and discuss project ideas.

  • September 2, 2019

    School faculty and project champion finalize project charter, legal documents, and background materials.

  • September 2, 2019

    OFFICIAL PROJECT LAUNCH: We’ll find a time on this day to web conference you into our class to kickoff the project.

  • December 6, 2019

    OFFICIAL PROJECT END: We’ll find a time on this day to web conference you into our class to close the project.

Key Milestones & Project Process

  • September 13, 2019 - Understanding the business, market, competition and current state

    Gain understanding of how Swoondle works and it’s unique place  in the market.


    Suggested Deliverable:

    • Interviews with Jen, CEO to understand the business
    • Explore website – ideally come back with pro/con feedback
    • Explore competition and build a “grid” – similarities/differences
    • 1-2page synopsis of market size & trends (children’s clothing, second-hand, households with children under 13, by income, circular fashion trends, clothing waste, owning less, buying less… )
  • October 4, 2019 - Market Research

    Understand current customer motivationsUnderstand what might motivate non-members


    Suggested Deliverable:

    • Conduct an online survey to existing members:
      • biggest motivations for membership
      • how has Swoondle helped/changed your shopping habits
      • Would you recommend
      • ?how to make them into advocates
    • Conduct interviews/focus group with non-member, target audience
      • What would motivate them to want to Swoondle
      • What are the hesitations
  • October 18, 2019 - Test Development

    Coming out of the market research, what are some ways we can convert more customers in a broad, but personal way.

    1.  How to turn current customers into advocates
    2. How to reach & convert new customers into members

    Suggested Deliverable:

    • Brainstorm ‘monster’ list of ideas
    • Evaluate list based on costs, potential to scale and originality
      • (we’ve done a bunch of stuff – so really want to focus on – low CAC and high person-to-person, low static imagery…)
    • Provide a short list of 1-3 tests for each audience (current/non-member)
  • November 1, 2019 - Test Execution

    launch Pilot 1-2 of the agreed upon tests.


    Suggested Deliverable:

    Tests/Pilot launched –

    • careful monitoring of effectiveness and results.
    • ensure knowledge of success criteria and ability to track
    • high focus on CAC and lessons learned
  • December 6, 2019 - Recommendations & Synopsis

    Compile test results, data, lessons learned and recommendations for going forward


    Suggested Deliverable:

    • simple deck/presentation summarizing what was learned:
      • overall market – how swoondle fits
      • Swoondle customers – current
      • Non-member//potential customers
      • What tests were recommended & executed
      • Results
      • Recommendations for next steps, tests, etc…