Capstone – Project Charter

How to help three franchisees collaborate on marketing strategy in the tri-state area

A Collaboration Between

Engagement Synopsis

Marketing strategy for the tri-state area (we have three locations; Manhattan, Englewood NJ, and Westchester NY all with different owners). Looking at ways we can gain efficiencies in digitial and traditional marketing that we already do. Each location does between $1M and $2.25M in revenue per year. Marketing budget is $5k to $7k per location, per month. We also do free online courses (thousands of users), and planning to launch a new podcast for dog owners for our over 90,000 social media followers. Instinct is an Inc. 5000 company (#1604).

Company Information

CompanyInstinct Dog Training Inc.
HQNew York
StageSmall Business
Hiring PotentialFormal Internship, Entry Level Full-Time

Company Overview

Instinct was founded on the principle that dogs are family. At each Instinct facility, experienced teams of certified, veterinarian-recommended trainers and behavior consultants are guided by this simple principle, and are committed to providing help and hope to every dog and owner – no matter how difficult a situation may seem – through practical, positive, and effective training and behavior consulting services. (I couldn't upload this brochure due to size: )

Company Supervising Team

Co-Founder and Co-CEO


[email protected]

Course Info & Engagement Details

SchoolLong Island University C.W. Post (LIU Post)
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.
ProgramLIU IQ
CourseLIU IQ Student Consulting
Students Enrolled7 Students Per Project (20 Students Enrolled)
Meeting Day & TimeTuesdays 2:00 - 4:50 PM ET
Student Time Commitment8-15 Hours Per Week
Company Time Commitment1 Hour
Duration13 weeks (02/04/2020 - 04/28/2020)
Departments Involved
File Attachments

School Supervisors



[email protected]


There are currently no students assigned.

Collaboration Timeline

  • December 2, 2019

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

  • January 10, 2020

    Final date for companies to express interest in participating.

  • January 17, 2020

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

  • February 4, 2020

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

  • March 17, 2020

    MID-POINT PRESENTATION: Showcase results so far

  • April 28, 2020

    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