Capstone – Project Charter

Marketing Strategy of the omni-channel marketplace HiO

A Collaboration Between

Engagement Synopsis

HiO is an innovative / omni-channel market place, where US consumers can find relevant foreign fashion brands that are not yet in this market. HiO is a 'discovery' destination. They are 3 main objectives we would like to achieve: * Complete in detail our customer profile (conducting a consumer research) * Identify the best marketing channels to reach our target consumer (digital or not, since we are totally omni-channel) * Complete marketing assets: physical (visual store elements) and digital

Company Information

CompanyThe HiO Life
Revenue500,000 - 1,000,000
StageSmall Business
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time

Company Overview

SGN Group is the go-to firm for foreign fashion brands entering in North America. 2 years ago SGN created the retail platform HiO ( that has 2 purposes: (1) from the consumer point of view is an innovative market place that offers an experience by discovering new brands, and (2) from the market perspective is a brand incubator, that allows SGN to understand the business potential of each brand to expand it into the market.

Company Supervising Team

Company Admin


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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.
CourseLIU IQ – Honors Consulting Seminar
Students Enrolled30
Meeting Day & TimeMondays 2-5
Student Time Commitment15-30 Hours Per Week
Company Time Commitment1 Hour
Duration12 weeks (09/22/2020 - 11/27/2020)
Departments Involved
File Attachments

School Supervisors



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There are currently no students assigned.

Collaboration Timeline

  • September 23, 2020

    4:30 – 5:30 PM ET – – OFFICIAL PROJECT LAUNCH: We’ll find a time on this day to web conference you into our class to kickoff the project.

  • December 8, 2020

    OFFICIAL PROJECT END: We’ll find a time on this day to web conference you into our class to close the project before final exams start for the LIU students.

Key Milestones & Project Process

  • October 6, 2020 - Deep Dive on HiO Product Catalogue and Current Target Audience Profile

    • What kind of products does HiO support?
    • What makes these products unique and different?
    • Where are these products sourced from?
    • What can you learn about each of the brands to better understand the marketplace and key clientele?

    Suggested Deliverable:

    Develop a presentation showcasing what you’ve learned about the HiO marketplace and product catalogue

  • October 20, 2020 - Establish Current 'HiO Customer Avatar'

    • Who is currently visiting / purchasing from HiOs marketplace?
    • Where do they find out about HiO?
    • What demographic, psychographic, and geographic profiles are included in the target audience?
    • What volume is HiO currently working with?
    • What household income is currently included in the demographic?
    • HiO will provide access to the students to our current list of ‘HiO fans’
    • HiO will provide access to Google Analytics and Social Media Analytics

    Suggested Deliverable:

    Create a presentation showcasing a well defined ‘Customer Avatar’ including all relevant parameters

  • November 17, 2020 - Build Marketing Strategy based on Target Customer Avatar

    • What digital marketing initiatives might work well for HiO based on their target audience?
    • Consider email marketing, social media marketing, paid ads, snail mail, etc.

    Suggested Deliverable:

    Please prepare a proposed marketing plan for initial feedback

  • December 15, 2020 - Propose Comprehensive Marketing Strategy for HiO

    • What is the final marketing plan?
    • What is included in the plan?
    • What is the timeline for the marketing plan?
    • What is the projected cost of the marketing plan?
    • What is the potential Return on Investment (ROI) if the marketing plan is successful?
    • What marketing assets are required to launch?
    • What marketing channels will you be using?
    • How will you measure success?

    Suggested Deliverable:

    Present comprehensive marketing plan