Capstone – Project Charter

Strategic analysis of growth opportunities in existing and new markets

A Collaboration Between

Engagement Synopsis

Sumaria provides services to the US Department of Defense, primarily the US Air Force.  Sumaria was founded in 1982 and has grown rapidly over the last 3 years.  The company is analyzing how to continue to grow, with a focus on expanding margins, customers, and capabilities.  The Notre Dame team will work to understand our current situation and capabilities, market, competition and potential new customers. The team will develop a set of data-based recommendations for growth areas to explore further. Analysis should include: market sizes, competitors capabilities, basis of competition, size of individual opportunities, profit potential, resources required to execute, and probability of success.

HOST VENUE ADDRESS

  • 99 Rosewood Drive, Danvers, MA 01923.

REQUIRED PREREQUISITES

  • US Citizenship required
  • The Sumaria team will distribute company and market overview materials in advance of the engagement
  • Familiarity with government contracting is helpful
  • Former military or familiarity with military would be helpful

LEARNING OBJECTIVES

  • If successful, the students will become familiar with many of the challenges faced by small companies; they will also be able to more likely develop creative solutions to overcome these challenges
  • The students will become more knowledgeable about the U.S. government and defense business sectors and how small businesses navigate these sectors
  • The students will develop a near and long term growth strategy for Sumaria, helping the company focus its efforts while diversifying its market and service offerings

Company Information

CompanySumaria Systems
HQMassachusetts
RevenueUnlisted
Employees100-500
StageMedium Business
Hiring Potential
Websitehttps://www.sumariasystems.com/index.html

Company Overview

Sumaria Systems, Inc., is a leading woman-owned Information Technology, Engineering, and Professional & Technical Services company headquartered in Danvers, MA.

Company Supervising Team

President

Mark

[email protected]

Course Info & Engagement Details

SchoolUniversity of Notre Dame Mendoza College of Business
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.
ProgramCollege of Business
Course2019 FALL – MBA Interterm (APPLY)
Level
Students Enrolled120 Enrolled, 4-5 per group per project
Meeting Day & Time10/14 - 10/17/2019 on-site at host company
Student Time Commitment1-3 Hours Per Week
Company Time Commitment3-5 Hours
Duration4 days (10/15/2019 - 10/17/2019)
Departments InvolvedGrowth Strategy
Marketing
Sales & Business Development
Talent Management
File Attachments

School Supervisors

Instructor

Alice

[email protected]

Students

There are currently no students assigned.

Collaboration Timeline

  • August 29, 2019

    Finalize Project Details and Legal Documents – We’ll help build to project and ensure it’s appropriate for a group of MBAs to complete over a one-week period.

  • September 13, 2019

    MBAs Select Projects – Students rank their top three projects and are assigned based on their backgrounds and skillsets.

  • September 30, 2019

    Students are Provided Background Information – Students begin to ramp up for the engagement

  • October 14, 2019

    STUDENTS ON-SITE: KICKOFF MEETING – Students begin to work on the project. Company introduces key personnel and answers questions about the business model and project.

  • October 16, 2019

    STUDENTS ON-SITE: WORKING WITH DAILY CHECK-IN

  • October 16, 2019

    STUDENTS ON-SITE: WORKING WITH DAILY CHECK-IN

  • October 17, 2019

    STUDENTS ON-SITE: FINAL PRESENTATION

Key Milestones & Project Process

  • October 15, 2019 - Understand the company and preliminary evaluation of the market(s)

    1. Familiarize yourself with the company products/services, structure and organization
    2. Do a deep dive into the industry. Pay close attention to the key customers, contract vehicles, spend patterns. Look at near and far term trends, growth trajectory, and the likely areas of future success for the company.
    3. Develop data on market opportunities focused on how to accelerate growth. With concrete data evaluate: market segment sizes and attractiveness for:
      • Customers: Department of Defense (Army, Navy, etc); Cabinet Departments (State, Commerce, HLS, etc.); Other Government Agencies (NASA, FAA, States, etc.)
      • Contract Vehicles required
      • Partnership Opportunities: 8a mentoring, teaming with large prime contractors
      • Skills required to be successful
      • Profitability
      • Geography
      • Basis of Competition: Low price, best value, highest rated technical offer, etc.
      • Full and open competitions vs Small Business set aside

    Suggested Deliverable:

    • Begin to create an industry overview report, identifying potential areas of focus.
  • October 16, 2019 - Competitor analysis and strategies for differentiation

    1. Who are the largest/most important competitors and how do they stack up against Sumaria?
    2. Create a comprehensive list of key competitors and industry stakeholders that sell similar products and/or services.
    3. Compare Sumaria with competitors in the following areas: pricing, features, services, geographic reach, customer demographics, revenue, margins, etc.

    Suggested Deliverable:

    • Develop a competitive picture and strategy/rationale for differentiation
  • October 17, 2019 - Growth Prioritization

    1. Using the market analysis data, rank the segments for attractiveness
    1. Develop market entry strategies for the top 3 ranked segments
    2. What resources are needed?
    3. Is the organization structured appropriately for growth?

    Suggested Deliverable:

    • Develop focused, market entry strategy(ies); near and longer term paths for growth
  • October 18, 2019 - Final Report & Presentation

    • Present findings and recommendations on Sumaria’s market position, competitors, and strategies for differentiation and growth