Capstone – Project Charter

Marketing & Customer Acquisition

A Collaboration Between

Engagement Synopsis

N/A

Company Information

CompanyFloe Oral Care
HQINTERNATIONAL
RevenueUnlisted
Employees1-5
StagePre-Revenue Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttps://www.getfloe.com

Company Overview

Over 3.6 billion toothbrushes end up in oceans and landfills every year. To do this, we are creating a closed-loop subscription box featuring key dental products, sent directly to you every quarter. FLOE is also developing a platform to connect patients with a curated network of leading dental clinics.

Company Supervising Team

There are currently no supervisors assigned.

Course Info & Engagement Details

SchoolFordham University
Engagement FormatLive Case - Class Collaboration or Case Competition - This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
ProgramMBA
CourseMBA “On-the-Spot” Consulting
LevelGraduate
Students Enrolled40-60
Meeting Day & TimeWednesday, April 22nd 3:30 - 6:00 PM ET
Student Time Commitment1-3 Hours Per Week
Company Time Commitment2 Hours
Duration1 days (1587528000 - 1587528000)
Departments InvolvedCorporate Social Responsibility
Growth Strategy
Marketing
Operations
PR & Communications
Purchasing, Logistics, Supply Chain
Sales & Business Development
File Attachments

School Supervisors

Instructor

Robert

[email protected]

Students

There are currently no students assigned.

Collaboration Timeline

  • March 25, 2020

    Prep Session #1: Case Cracking

  • April 8, 2020

    Prep Session #2: Preparing for On-The-Spot Consulting Program

  • April 22, 2020

    Official "On-the-Spot" Consulting Program: Wednesday, April 22nd 3:30 – 6:00 PM ET

    AGENDA:

    3:30 – 4:00: Introduction to Floe's Products, Business Model, and Marketing Strategy


    • What makes Floe Oral Care’s product and business model unique?

    • Who are Floe’s biggest competitors?

    • What the size of the market?

    • How/where are the products manufactured?

    • How are the products distributed?

    • How does Floe price their products?

    • Who are Floe’s target customers and why?

    • What social media outlets does Floe currently use? How much success have the had to-date?

      • Consider: Demographics, Psychographics, and Geographic (UK?) implications




    4:00 – 5:00: Student Brainstorming & Organize Results

    5:00 – 5:45: 5-minute Brief the Audience on Results

    5:45 – 6:00: Floe Executive & Facilitator Debrief

Key Milestones & Project Process

  • April 22, 2020 - BUILDING OUT INSTAGRAM STRATEGY

    • How would you recommend improving Floe’s current Instagram page?
    • Where does Floe’s audience congregate on Instagram? 
    • What asset/advertisement needs to be produced in order to engage audience?
      • What should the ad look and feel like?
    • What should be the call-to-action for the Instagram ad?
    • What would be the estimated cost of this 3-month campaign?
    • How would you measure success?
    • What other social channels might be beneficial for longer term social media planning?
    • How does this Instagram campaign feed into the broader social media strategy?

    Suggested Deliverable:

    • Prepare for 5-Minute Debrief
  • April 22, 2020 - BUILDING OUT B2D2C (BUSINESS-TO-DENTIST-TO-CONSUMER) MARKETING STRATEGY

    • What’s in it for the dentists and how do you influence them?
    • How do you reach the dentists? Where do they gather?
    • What materials do the dentists need in order to support Floe?
    • How would consumers redeem the offer?
    • What would on-boarding a new dentist look like?
    • How much would this campaign cost?
    • How would you measure success?

    Suggested Deliverable:

    • Prepare for 5-Minute Debrief
  • April 22, 2020 - HOW TO EDUCATE CONSUMERS ABOUT ENGAGING IN FLOE'S SOCIAL PROMISE

    • How would you educate consumers on Floe’s Social Innovation?
    • How could you monitor/gamify/reward the recycling portion of the model?
    • How can packaging be optimized for delivery and return in a more sustainable way?
    • How can Floe measure the positive impact on society?
    • Who might Floe be able to partner with that offers similar products with a recycle social promise?

    WHAT EMERGING TECHNOLOGIES EXIST THAT MIGHT SUPPORT FLOE’S BUSINESS

    • Consider interesting technology that might be added to inform consumers about Floe’s social mission

    Suggested Deliverable:

    • Prepare for 5-Minute Debrief