Capstone – Project Charter
In-depth analysis of Total Addressable Market
A Collaboration Between
Company Supervising Team
Course Info & Engagement Details
|School||Long Island University C.W. Post (LIU Post)|
|Engagement Format||Co-Op - Independent Study or Career Booster - Students work individually on remote, project-based learning collaborations with company mentors.|
|Program||School of Business|
|Course||Fashion Merchandising Internship|
|Students Enrolled||1-3 per project|
|Meeting Day & Time||Weekly|
|Student Time Commitment||8-15 Hours Per Week|
|Company Time Commitment||2 Hours|
|Duration||14 weeks (09/02/2019 - 12/03/2019)|
There are currently no students assigned.
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 - Part 1: Comp research
The first step in understanding HOMOCO’s Total Addressable Market (TAM) and Serviceable Addressable Market (SAM) is to look at brands across categories that are speaking to the queer market. This includes brands addressing specific queer segments, the broad LGBTQIA+ community, and brands that engage queer people as a part (but not necessarily the entire) of their market.
Deliver a brand matrix that identifies brands, addressable market(s), product categories, and price point of products.
September 23, 2019 - Part 2: Market Gaps
Looking at the brand matrix from Part 1, identify holes in the market. These may be gaps based on price, customer identity, brand voice, products offered, etc.
Build a deck exploring these white spaces in the queer market.
October 21, 2019 - Part 3: Market Size - TAM, SAM, and SOM
In this section, you’ll need to quantify the purchasing power of the LGBTQIA+ community and cross reference that against brands selling to the community in order to provide a potential market size for HOMOCO.Look at both gay-specific brands (like swim and underwear), gay-leaning brands (think about interior brand Jonathan Adler, which embraces a community but sells beyond it), and mainstream brands that receive major gay dollars.Tracking identity to dollars spent is tricky. Your proposal for this section might be a a few different answers using different methods and metrics to define the potential pool.Look at these other businesses as case studies – asses their Serviceable Addressable Market (SAM) in relation to the projected Total Addressable Market (TAM) to arrive at a Serviceable Obtainable Market (SOM) percentage.
In order to understand HOMOCO’s current and future SAM, build 5-10 case studies of other brands interacting with overlapping TAMs. Provide detailed SAMs for each case study with the numbers (and sources!) used in the calculations. Be clear about what you are including and excluding.
November 4, 2019 - Part 4: Where can HOMOCO grow?
Explore opportunities for HOMOCO’s growth. Based on the white spaces identified in Part 2, market size opportunities identified in Part 3, and your understanding of HOMOCO’s brand and voice, propose category expansions for HOMOCO.
Identify product expansion opportunities (list, for now).
November 18, 2019 - Part 5: HOMOCO's Serviceable Addressable Market
Using all of the information collected so fay, identify HOMOCO’s potential Serviceable Addressable Market based on proposed product expansions.Keep HOMOCO’s mission and identity in mind as you make this proposal (ie: introducing skincare products feels like a natural extension, whereas opening a restaurant or a gym is less of a fit).
Detail how adding relevant product categories would increase HOMOCO’s SAM. Break out relevant categories and their SAMs individually. In Part 6 you’ll pull this all together.
December 6, 2019 - Part 6: Pull it all together
In this final stage, you’ll pull together everything collected so far into a 10-year product roadmap proposal for HOMOCO.
Build a deck to both convince HOMOCO your product roadmap is the answer and convince our investors to support that growth.The deck should recap each Part of the semester, and end with a detailed 10-year product roadmap. You’ll have already completed Sections i-iv. Section v is a combination of Part 5 and further analysis under Part 6. Synthesize everything examined so far and provide a proposal for HOMOCO’s future.i. Comprable Brandsii. White Spaces in the Marketiii. Queer Market – Case Studies to arrive at TAM, SAM, and SOMiv. Product opportunitiesv. Product Roadmap: quantify the increased SAM and SOM at each product expansion. Build a 10-year product roadmap that tells a logical and exciting brand story for HOMOCO backed up by your calculations.