Capstone – Project Charter

Explore Strategic Partnerships

A Collaboration Between

Engagement Synopsis

Our Lasso brand and product line have become the primary focus of our company for the next several years. We are focused on creating injury prevention technologies and marketing them to our customers in a culturally relevant way. Our primary goals are to become a thought leader in the injury prevention and rehabilitation space, and to market our products in a way that pushes culture forward (think hip-hop, hypebeast, basketball, and fitness culture).

Company Information

CompanyBW Health
HQGeorgia
RevenueUnlisted
Employees1-5
StageEstablished Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time
Websitehttps://www.bwhealth.com

Company Overview

BW Health works tirelessly to create and proliferate sports medicine solutions that help people move, on the rehab and preventative sides of an injury. We are proud to make excellent products that provide the best in patient care.

Company Supervising Team

There are currently no supervisors assigned.

Course Info & Engagement Details

SchoolThe University of Texas at Dallas
Engagement FormatCapstone - Small Team Consulting Project - Students work in small groups of 2-6 directly with faculty and host company project champions on developing real solutions to real-world challenges.
ProgramNaveen Jindal School of Management
CourseHealthcare Management Capstone
LevelUndergraduate
Students Enrolled10
Meeting Day & TimeTBD
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration13 weeks (01/28/2019 - 04/24/2019)
Departments InvolvedGrowth Strategy
Operations
Product Design & Development
Sales & Business Development
File Attachments

School Supervisors

There are currently no supervisors assigned.

Students

There are currently no students assigned.

Collaboration Timeline

  • January 11, 2019

    Finalize Participating Companies

  • January 23, 2019

    Finalize Project Plan & Paperwork

  • January 28, 2019

    Project Kickoff

  • April 24, 2020

    Final Presentation

Key Milestones & Project Process

  • February 11, 2019 - Deep Dive on Product, Business Model, and Industry

    • Who’s the customer?
    • What’s the product?
    • Who are the key competitors?
    • What makes this model more effective/relevant?

    Suggested Deliverable:

    Produce an overview deck to present to class based on your understanding of the company. This internal exercise is to ensure everyone is on the same page and understands the business model before moving on to more critical areas of the project. Please be sure to escalate any questions that arise as a result of these discussions.

  • February 11, 2019 - Deep Dive on Product, Business Model, and Industry

    • Who’s the customer?
    • What’s the product?
    • Who are the key competitors?
    • What makes this model more effective/relevant?

    Suggested Deliverable:

    Produce an overview deck to present to class based on your understanding of the company. This internal exercise is to ensure everyone is on the same page and understands the business model before moving on to more critical areas of the project. Please be sure to escalate any questions that arise as a result of these discussions.

  • February 11, 2019 -


  • March 4, 2019 - Map Out Value Chain & Explore Partnership

    • What is the business doing from end-to-end? How does Lasso deliver value to customers?
    • What are the critical processes in order to deliver value to end customers?
    • How could Lasso leverage large corporates and other strategic partners to operate more efficiently or reach more customers?

    Suggested Deliverable:

    Produce a strategy deck to present to class based on your understanding of Lasso’s value chain. What areas do you see strengths in, and what areas could use improvement? Where do you see ideal opportunities for partnership? Please stay away from the obvious channels, like pro athletes, celebrities, and athletic trainers, and look deeper to find more unique partnership and value opportunities for the brand.

  • March 4, 2019 - Map Out Value Chain & Explore Partnership

    • What is the business doing from end-to-end? How does Lasso deliver value to customers?
    • What are the critical processes in order to deliver value to end customers?
    • How could Lasso leverage large corporates and other strategic partners to operate more efficiently or reach more customers?

    Suggested Deliverable:

    Produce a strategy deck to present to class based on your understanding of Lasso’s value chain. What areas do you see strengths in, and what areas could use improvement? Where do you see ideal opportunities for partnership? Please stay away from the obvious channels, like pro athletes, celebrities, and athletic trainers, and look deeper to find more unique partnership and value opportunities for the brand.

  • March 4, 2019 -


  • March 18, 2019 - Select Potential Partners & Explore Synergies

    • Consider partnership outside of influencers and professional sports teams/athletes, for example: other vendors, non-profits, etc.
    • What partners present the most intriguing opportunity?
    • What could a collaboration look like?
    • How complicated would it be to get started?
    • What are the benefits to both sides?

    Suggested Deliverable:

    Produce a presentation to communicate ideal partners that Lasso should consider, and summarize potential opportunities that you think make sense. Be sure to communicate the value for the brand and for the partner in each potential opportunity. 

  • March 18, 2019 - Select Potential Partners & Explore Synergies

    • Consider partnership outside of influencers and professional sports teams/athletes, for example: other vendors, non-profits, etc.
    • What partners present the most intriguing opportunity?
    • What could a collaboration look like?
    • How complicated would it be to get started?
    • What are the benefits to both sides?

    Suggested Deliverable:

    Produce a presentation to communicate ideal partners that Lasso should consider, and summarize potential opportunities that you think make sense. Be sure to communicate the value for the brand and for the partner in each potential opportunity. 

  • March 18, 2019 -


  • April 8, 2019 - Recommend Partnership Strategy & Plan

    • How should Lasso proceed with their partnership strategy?
    • How can Lasso leverage this initiative from a marketing and PR perspective?
    • How would you measure impact?

    Suggested Deliverable:

    Produce a short write up (or presentation) of a partnership plan. Outline your thoughts on how to make this strategy successful, and how to gauge the impact of this strategy after it is implemented. If you were running the strategy, what information would you need to see to be able to execute it properly? Please include any previous examples of corporate partnerships that you may have drawn inspiration from or that validate the potential results of the partnership you suggest, if this exists. It’s okay to be completely out of the box as well.

  • April 8, 2019 - Recommend Partnership Strategy & Plan

    • How should Lasso proceed with their partnership strategy?
    • How can Lasso leverage this initiative from a marketing and PR perspective?
    • How would you measure impact?

    Suggested Deliverable:

    Produce a short write up (or presentation) of a partnership plan. Outline your thoughts on how to make this strategy successful, and how to gauge the impact of this strategy after it is implemented. If you were running the strategy, what information would you need to see to be able to execute it properly? Please include any previous examples of corporate partnerships that you may have drawn inspiration from or that validate the potential results of the partnership you suggest, if this exists. It’s okay to be completely out of the box as well.

  • April 8, 2019 -


  • April 24, 2019 - Final Presentation & Paper

    The Lasso Executive Team will be on-site for the final presentation


    Suggested Deliverable:

    • Lasso is looking for a comprehensive overview of the work that was done. Prepare a presentation and paper that provides an overview of the process that was used and the results that were ultimately generated.
  • April 24, 2019 - Final Presentation & Paper

    The Lasso Executive Team will be on-site for the final presentation


    Suggested Deliverable:

    • Lasso is looking for a comprehensive overview of the work that was done. Prepare a presentation and paper that provides an overview of the process that was used and the results that were ultimately generated.
  • April 24, 2019 -