Capstone – Project
Develop a Customer Retention & Business Growth Plan for H2 2022
A Collaboration Between
We aim to increase the impact of wellness and environmentally friendly companies through growth marketing plans at Greenspan Consulting.
Currently, we have an opportunity to increase the impact we create because the wellness industry is growing excessively. The opportunity is to build a growth strategy focused primarily on retaining clients, enhancing digital presence, and building our internal operations to be able to handle projects more efficiently.
Ideally, we can start to execute some of the strategies we create. There will be funding and an admin dedicated to this opportunity if we get the chance to work together.
To achieve this growth goal, I believe we will need to start with some research to get the team up to speed on the industry.
Then I think we will need to evaluate our value proposition and ideal customer profile.
From there, we will need to build an omnichannel approach, both on the marketing side and the business development side.
They once prioritized, we can begin to execute here.
To be more specific, think of digital marketing and business development plans. But since we are youthful, quick-acting, and willing to test, we can get creative here.
A success here would be to have higher converting marketing funnels (email campaigns, impact from PR, etc.), a sales process that is established and proven by an increased pipeline, and an increased retention rate.
Numbers and KPIs are to be defined but these are all quantifiable.
Project Topics
Growth Strategy
Marketing
Sales & Business Development
Company Information
| Company | Greenspan Consulting, LLC |
| HQ | Milwaukee, WI |
| Revenue | N/A |
| Employees | 5-10 |
| Stage | Established Startup |
| Hiring Potential | Follow-on Projects, Formal Internship, Entry Level Full-Time |
| Website | http://sgreenspanconsulting.com |
Company Overview
Allow yourself to focus on developing the best product you can while we utilizing integrated digital marketing solutions to expand your impact.
Experiential Learning Program Details
| School | Washington University of Virginia |
| Engagement Format | Capstone - Small Team Consulting Project - Students work in consulting teams of 3-5 directly with faculty and client liaisons on developing real solutions to real-world challenges. |
| Course | BUS 700 Business Research (Capstone) – Spring 2022 |
| Level |
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| Students Enrolled | 30 |
| Meeting Day & Time | Tuesdays, 2:20pm - 4:50pm |
| Student Time Commitment | 4-7 Hours Per Week |
| Company Time Commitment | 3-5 Hours |
| Duration | 13.43 Weeks |
Program Timeline
Key Project Milestones
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February 8, 2022 - Milestone One: Conduct a Deep Dive into Greenspan Consulting
- Conduct a deep analysis of Greenspan Consulting’s mission and values and how those are “lived” by the company.
- What is the company’s target demographic, product, and business model?
- What is the customer’s problem and how do Greenspan Consulting’s products and services solve that problem? What is their unique value proposition?
- Run a competitive analysis on what successful companies are doing in the same niche both big and small.
- What is Greenspan Consulting’s pricing model?
Suggested Deliverable:
A 1-2 page Infographic Overview of Greenspan Consulting
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February 22, 2022 - Milestone Two: Conduct a Competitor Benchmarking Analysis
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- Who are the main competitors in the market?
- What unique offerings does each competitor have? How does Greenspan Consulting’s products, services, and brand compare to these companies? How would you benchmark Greenspan Consulting against competitors?
- What are the competitors’ current market advantages, weaknesses?
- How do Greenspan Consulting products and services stack up against their competitors in the expansion marketplace? Are there customer needs/wants that are unmatched by competitors?
- What opportunities and challenges are presented for Greenspan Consulting as they look to expand into this area of the marketspace?
Suggested Deliverable:
Competitor Benchmarking Analysis Report & Presentation
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March 15, 2022 - Milestone Three: Analyze Greenspan Consulting’s Past Marketing Strategies
- How has the Company reached prospective leads in the past? How have they turned leads into customers of the products or services the business provides?
- What is the customer’s perception of the company’s brand, product, and services?
- How have strategies informed marketing campaigns? How is their effectiveness measured and assessed? Compile data into a visualization to track trends of successful and less successful strategies.
- Were these strategies repeatable? Scalable? Why or why not?
- What conclusions can be drawn about the effectiveness of prior marketing strategies?
- What opportunities and challenges are presented for Greenspan as they look to expand into the target audience of Small-Mid Sized Wellness Business Owners?
Suggested Deliverable:
Slideshow Presentation & Summary Report
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April 5, 2022 - Milestone Four: Conduct a Market Analysis
- Define Greenspan’s customers by conducting a customer segmentation analysis. Where is the outside customer perspective coming from?
- What are the “must have’s” from the customer’s perspective?
- What features do customers expect and want?
- What are the expectations customers have regarding access to and availability of Greenspan’s services and products?
- Value? Are Greenspan’s products and services priced appropriately for the value the customer will get from it?
- How does Greenspan meet customer needs? How is customer feedback obtained and used to make decisions?
- Who are the influencers in this space? Are there opportunities for Greenspan to partner with individuals or companies?
- What opportunities and challenges are presented for Greenspan as they look to expand? Are there customer needs/wants that are currently unmet?
Sean’s Notes:- How to communicate this (messaging)
Suggested Deliverable:
Deliverable: Report highlighting Greenspan’s products and services and describing customer segments relevant to Greenspan’s growth objectives.
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April 19, 2022 - Milestone Five: Make Recommendations for Improving Marketing Strategies and User Engagement
- What other marketing strategies could be used to increase user adoption of and engagement with Greenspan Consulting’s services and products (SAAS)?
- What technologies and techniques could be involved in different marketing strategies? How can you use them most effectively? How would you measure success?
- Can you propose 2-3 digital, experiential, or social, marketing strategies for Greenspan Consulting to consider?
- What mediums do you propose for testing your proposed strategies?
- Who are the key POC’s in your proposed strategies?
- What KPI’s do you recommend to benchmark success of user engagement and retention for your proposed strategies?
- What information and tools do you recommend for Greenspan Consulting to utilize in increasing user engagement in the target market (i.e., Fortune 1000 HR Leaders in Fortune 1000 Companies)
Suggested Deliverable:
Written Report of Recommendations and Marketing Strategy Playbook for testing proposed stragegies.
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May 3, 2022 - Milestone Six: Refined strategy recommendations based upon test market research
- What recommendations for revised strategy can you make based upon the test market research results?
- Can you recommend any new strategies based upon test market research results?
- Can you recommend refinement to any of the proposed and tested strategies based upon the test market research?
- Can you recommend any changes to target market personas and POC’s based upon test market research?
- Have you validated or identified any new unmet customer needs based upon test market research?
- Have you validated or identified any new areas of growth based upon test market research?
- Which channels and mediums proved most effective at target market engagement and retention based upon test market research?
- What strengths and weaknesses have you identified in each of your proposed strategies based upon test market research?
Suggested Deliverable:
Final revised and updated strategy for growth in the desired sector (Small to Mid Sized Fitness/Wellness Company Owner), increased customer engagement, and retention.