ArmorPoxy is the country’s leading manufacturer and distributor of ultra high-quality commercial epoxy flooring, epoxy floor kits, and interlocking floor tiles. We offer customers a wide-range of products an services in-store and online, with about 30% of sales from online business. Our company is currently in an expansion phase; we recently established a distribution partnership with Lowe’s, moved into a new 13,000 square foot facility, and are looking to increase local customer base and in-store retail business.
To expand our local, in-person business over the next year, ArmorPoxy needs to define and better understand the local market and how to reach our target audience, the contractors, floor installers, and other industry alike professionals who may add our products into their service offering. We want you as consultants to make recommendations for new marketing, service, and onboarding, and strategies, including at least two actionable strategies that the ArmorPoxy team can use to develop and grow this part of the business.
Project Topics
Growth Strategy
Marketing
Company Information
| Company | ArmorPoxy |
| HQ | Plainfield, New Jersey |
| Revenue | N/A |
| Employees | 5-10 |
| Stage | Small Business |
| Hiring Potential | N/A |
| Website | https://armorpoxy.com/ |
Company Overview
ArmorPoxy is the country’s leading manufacturer and distributor of ultra high-quality commercial epoxy flooring, epoxy floor kits, and interlocking floor tiles. Our clients include many Fortune 500 companies, all branches of the U.S. Military, and thousands of manufacturing and distribution facilities. Our specialty flooring products are easy to apply by just about anyone, and we provide free, unlimited technical support.
Experiential Learning Program Details
| School | Clark University |
| Engagement Format | Live Case - Think "Hackathon" or Case Competition with a whole class of students! 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. |
| Course | Clark University Consulting Group Live Case Competition |
| Level |
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| Students Enrolled | 20 |
| Meeting Day & Time | Wednesdays 12pm EST |
| Student Time Commitment | 8-15 Hours Per Week |
| Company Time Commitment | 2 Hours |
| Duration | 4 Weeks |
Program Timeline
| Touchpoints & Assignments | Due Date | Type | |
|---|---|---|---|
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6 PM ET - Project Introduction & Launch
6 PM ET - Project Introduction & Launch
Virtual meeting with club members and company representative. Slideshow presentation will provide an overview of the competition and project. Virtual location and time TBA.
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March 24th, 2022 | Event na | |
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Complete Kickoff Evaluation
Complete Kickoff Evaluation |
March 27th, 2022 | Evaluation evaluation | |
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Milestone #1: Deep-dive on ArmorPoxy and Current Challenge
Milestone #1: Deep-dive on ArmorPoxy and Current Challenge
Internal Deliverable: Prepare a 1-2 page overview of the company and current challenge. Prepare a short list of questions for the company or additional information needed to achieve project goals.
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March 30th, 2022 | Submission Required submission-required | |
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Milestone #2 - Make Recommendations for Improving Product Catalog and Product Knowledge to Boost Local Sales
Milestone #2 - Make Recommendations for Improving Product Catalog and Product Knowledge to Boost Local Sales
Deliverable to Company (Required): Written Report & Slideshow Presentation: Strategies for Improving Product Sales Copy and Product Knowledge to Boost Local Sales
Note: For this milestone, the company will assess each team’s deliverable to determine which teams will move forward in the competition.
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April 6th, 2022 | Submission Required submission-required | |
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Schedule your team's final presentation with company representative(s)
Schedule your team's final presentation with company representative(s)
Advancing teams must schedule time to deliver their presentation to company representatives during the week of April 25. Utilize THIS LINK to reserve your meeting time.
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April 11th, 2022 | Event na | |
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Milestone #3 - Discover New Growth Opportunities in the Local Market
Milestone #3 - Discover New Growth Opportunities in the Local Market
Internal Deliverable: Market Opportunity Analysis Slideshow or Report
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April 13th, 2022 | Submission Required submission-required | |
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Complete Temperature Check Survey
Complete Temperature Check Survey |
April 14th, 2022 | Evaluation evaluation | |
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Milestone #4 - Develop & Deliver an Actionable Growth Strategy
Milestone #4 - Develop & Deliver an Actionable Growth Strategy
Deliverable to Company (Required): 10 page Growth Strategy Report & Presentation, including analysis and recommendations for 1) expansion into local market, 2) increasing large-volume distribution channels, 3) supporting sales and marketing by improving on product portfolio knowledge and sales copy, and 4) evaluating the effectiveness of your recommended strategies.
Note: In addition to submitting the final report and slideshow, each team will deliver their presentation to the company representative(s) during the week of April 25. Teams must schedule a session with the company representative in advance.
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April 25th, 2022 | Submission Required submission-required | |
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Complete Wrap-up Self Reflection
Complete Wrap-up Self Reflection |
April 30th, 2022 | Evaluation evaluation | |
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Complete Wrap-up Peer Evaluation
Complete Wrap-up Peer Evaluation |
April 30th, 2022 | Evaluation evaluation |
Key Project Milestones
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March 30, 2022 - Deep-dive on ArmorPoxy and Current Challenge
- How would you describe ArmorPoxy’s business model and brand?
- Who is the company’s target audience? What information does the company have on their current and prospective customers? How are they categorized?
- What is the company’s value proposition? What sets the Company apart and how does their product satisfy customers’ needs uniquely?
- Who are ArmorProxy closest competitors in this space? How is the company positioned and performing compared to their closest competitors?
- Review the ArmorPoxy catalog an any additional information provided on the company’s product portfolio.What is the product mix, and how are products categorized and related? What markets do they serve?
- What are the current and future sales goals? How is success measured and evaluated? What do data suggest about the strengths and weaknesses of the current process?
- What challenge or initiative is the client aiming to solve or pursue? What does a successful project look like?
Suggested Deliverable:
Internal Deliverable: Prepare a 1-2 page overview of the company and current challenge. Prepare a short list of questions for the company or additional information needed to achieve project goals.
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April 6, 2022 - Make Recommendations for Improving Product Catalog and Product Knowledge to Boost Local Sales
Analyze the product catalog a key asset for ArmorProxy’s marketing and sales functions:
- Who/what groups are the likely business users of the product catalog? How do they use the catalog?
- What are the key ingredients to an effective product catalog? What are best practices for organizing and showcasing products and their relationships? What information is vital to include? How does ArmorPoxy’s catalog compare to these standards? What are the strengths and areas for improvement?
- Given the range of products and their multiplicity of uses/applications, are there ways to simplify and streamline the catalog to better serve users? To better attract customers, suppliers, and distributors/retailers? To better serve the sales staff?
- Should ArmorPoxy’s make changes to their product catalog as part of their growth strategy? If so, what changes do you recommend?
In what ways can/should the product catalog content be used to increase product knowledge among members of our sales team?
- What are some tactics the company can use to help salespersons make the connection between the sales copy and actual products they are selling?
- What are some practical, non-judgmental ways that the company can assess current knowledge and identify and close gaps?
- What are 3-4 ways our sales team can leverage the product catalog to boost our local, in-person sales?
Suggested Deliverable:
Deliverable to Company (Required): Written Report & Slideshow Presentation: Strategies for Improving Product Sales Copy and Product Knowledge to Boost Local Sales
Note: For this milestone, the company will assess each team’s deliverable to determine which teams will move forward in the competition.
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April 13, 2022 - Discover New Growth Opportunities in the Local Market
In order to expand the local market, they need to better understand what’s out there.
- How does ArmorProxy define the “local market”? What conditions, opportunities and constraints uniquely define the local market for this company?
- Review/update the target audience and customer categories. Who are the customers, suppliers, and distributors/retailers within their reach? Which ones are a good fit for ArmorProxy products, and why?
- The company is looking to expand its distribution channels for large volume sales, akin to the relationship it has established with Lowe’s. What other distribution channels would be a good fit for ArmorProxy products?
- Brainstorm: what other opportunities would allow ArmorProxy to leverage its current assets and competencies for penetrating the local market and expanding in-person sales?
- What method(s) will you use to help the company evaluate and prioritize these opportunities?
Suggested Deliverable:
Internal Deliverable: Market Opportunity Analysis Slideshow or Report
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April 25, 2022 - Develop & Deliver an Actionable Growth Strategy
- What marketing mix do you consider most likely to help with the ArmorPoxy’s local growth strategy (e.g. hosting in-store events, collaborating with other local, small businesses, creating and executing a content marketing strategy, and establishing a strong presence at local community events)?
- What media and communication channels are best for engaging and educating their target customers? What messages would be most appealing and effective?
- What are the top priorities for the sales team in terms of improving their approach to and tools for creating conversions? How can ArmorPoxy support and motivate the sales team around this strategy?
- What are the costs and benefits of using your strategy? What are the key risks and costs? Compare these risks with potential reach and benefit.
- What are the suggested metrics for evaluating this strategy and set of tactics? How often should this strategy be assessed?
Suggested Deliverable:
Deliverable to Company (Required): 10 page Growth Strategy Report & Presentation, including analysis and recommendations for 1) expansion into local market, 2) increasing large-volume distribution channels, 3) supporting sales and marketing by improving on product portfolio knowledge and sales copy, and 4) evaluating the effectiveness of your recommended strategies.
Academic Mentors
Assigned Students
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