Capstone – Project Charter

Marketing & Product Design for HIDAS

A Collaboration Between

Engagement Synopsis

Project 1 Marketing Analysis & Performance Improvement

Project 2 Product Design & Development

Company Information

CompanyHÍDAS
HQNew York
RevenueUnlisted
Employees5-10
StageSmall Business
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttps://www.hidas.net

Company Overview

HÍDAS creates high-end fashion collections that aim to shine a light on complex and difficult global issues, making them accessible to a wide range of audiences. HÍDAS collections have been shown in cities around the world such as New York, Milan, Jerusalem, Taiwan, and written about in Vogue Italia, Elle, Harper’s Bazaar, and others. Michal Hidas and her innovative work were also recognized in 2018 by her inclusion in the Forbes Israel 30 Under 30 list. Bridgings' first collection was made in partnership with a Palestinian architect from Gaza. The textiles patterns were created from a series of optimistic architectural drawings made in Gaza, which Michal interpreted into a full collection. Bridgings' unique aesthetics gained international recognition while spreading the possibility of an Israeli-Palestinian collaboration. HÍDAS aims to raise awareness, spark conversation and action, and give voice to the desperate plight of the the world's refugees. Bridgings' second collection was created in collaboration with a Palestinian creative partner and a Jewish calligrapher from Jerusalem. The collection was inspired by Hidas’ volunteer work with Syrians in Leros, Greece, and in an Israeli hospital. HÍDAS is a winner of the “Fashion Humanitarian Award,” presented by 'Runway the Realway' during New York Fashion Week.

Company Supervising Team

Fashion

Michal

[email protected]

Art Director

Noa

[email protected]

Course Info & Engagement Details

SchoolMontclair State 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.
ProgramAccelerated MBA Program
CourseMBA Capstone
LevelGraduate
Students Enrolled10 (2 Groups of 5 Students)
Meeting Day & Time5:30 - 6:45 Wednesdays
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration13 weeks (01/28/2019 - 04/22/2019)
Departments InvolvedMarketing
Product Design & Development
File Attachments

School Supervisors

Instructor

Manveer

[email protected]

Students

There are currently no students assigned.

Collaboration Timeline

  • January 18, 2019

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

  • January 28, 2019

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

  • April 22, 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

  • April 22, 2019 - Project 1: Marketing Analysis & Performance Improvement

    PART 1: Analysis of Existing Sales & Marketing Channels

    • Develop an understanding of Hidas value proposition, the industry, and competitor landscape.
    • Develop buyer persona based on the current target customers.
    • What sales channels is HÍDAS using? (e.g., E-Commerce, Retailers, Wholesalers, Marketplaces, etc.) What marketing channels does HÍDAS use to create brand awareness and engagement? (e.g., Social Media, Traditional Media, Webinars, Specialty Shows/Conferences, etc.)
    • Are the current marketing activities effective? How are they being measured?
    • How do the sales and marketing channels tie to one another? (Conversion)
    • How are the sales being attributed to the various marketing channels?
    • How would you rate performance on each sales and marketing category?
    • What suggestions do you have to improve performance in sales and marketing?

    Milestone Deliverable – Due on February 15th:
    Provide a detailed market research report and actionable guidelines to leverage a marketing strategy to increase market share.

    PART 2: Alternate Channels Recommendation

    • What sales and marketing channels are available that HÍDAS is not yet using?
    • What is the potential impact if they choose your suggested channels?
    • How can Hidas’s communicate and deliver it’s value proposition through new marketing channels?
    • How does that compare with their performance so far through their original channels of choice?

    Milestone Deliverable – Due on March 15th:
    Provide recommendations regarding new sales channels that can be used to increase market share

    PART 3: Select Top Channel & Recommend Launch Strategy

    • Of all the channels recommend in Part 2 above, what channel is most likely to produce the highest ROI (Return on Investment) for HÍDAS?
    • Once you hone in on the highest potential channel, develop a launch strategy.
    • Why do you feel this channel would be higher performing than others?
    • What are the expected outcomes? Over what timeline?

    Milestone Deliverable – Due on April 15th:
    Provide recommendations regarding a launch strategy and a timeline.

    PART 4: Final Presentation & Paper

    Milestone Deliverable – Due on April 22nd:
    Based on the research you have done and information you have learned, complete a final presentation & paper to summarize your findings and provide recommendations to HIDAS.


    Suggested Deliverable:

    Prepare a presentation and paper that provides an overview of the process that was used and the results that were ultimately generated.
  • April 22, 2019 - Project 2: Product Design & Development

    PART 1: Analysis of the Current Portfolio of Products

    • Develop an understanding of Hidas value proposition, the industry, and competitor landscape.
    • Develop buyer persona based on the current target customers.
    • How does the company categorize and organize their products so far?
    • How do current products compare with competitors?How does the pricing compare with competitors?
    • What makes each product category unique? How to leverage responsible manufacturing techniques (close the gap between manufacturing and end customer)?
    • Which product category is the most popular? Why do you think that is?
    • What suggestions do you have to improve performance in sales and marketing?

    Milestone Deliverable – Due on February 15th:Provide a detailed report regarding the value proposition of the products, buyer persona, and recommendation regarding how to best leverage product differentiation in the current competitive landscape

    PART 2: Develop Official Product Catalog

    • Develop a comprehensive product catalog for HÍDAS that can be used to develop new partnerships and/or sell through new channels, Include:
      • Mission Statement
      • Manufacturing Process
      • Overview of Team
      • Definition of Product Categories
      • Showcase of Products w/ Benefits and Features

    Milestone Deliverable – Due on March 15th:Sample product catalog.

    PART 3: Assess product roadmap and goals for new product development

    • Who are the critical stakeholders (including internal and external)?
    • Brainstorm and ideate product development ideas with the team. Identify the potential market opportunity and clearly define the problem.
    • Propose new manufacturing opportunities/partners/locations that align with Hidas value proposition.
    • Propose 2-3 new product ideas given the company’s current product portfolio and desired goals.

    Milestone Deliverable – Due on April 1st:Recommend 2-3 new locations and product ideas to expand current product portfolio.

    PART 4: Select one product category for further development

    • Select one product category among all current ones and make a research on the potential further development of that product: Is this a similar customer base to the company’s original product or is this product for a new market entirely?
    • Write user stories to detail why users need the product to solve a problem or accomplish a goal.

    Milestone Deliverable – Due on April 15th:Outline of research and detailed user stories.

    PART 5: Final Presentation & Paper

    Milestone Deliverable – Due on April 22nd:Based on the research you have done and information you have learned, complete a final presentation & paper to summarize your findings and provide recommendations to HIDAS.


    Suggested Deliverable:

    Prepare a presentation and paper that provides an overview of the process that was used and the results that were ultimately generated.