Capstone – Project

Develop a Customer Retention & Business Growth Plan for H2 2022

A Collaboration Between

Project Synopsis

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

CompanyGreenspan Consulting, LLC
HQMilwaukee, WI
RevenueN/A
Employees5-10
StageEstablished Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time
Websitehttp://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

SchoolWashington University of Virginia
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.
CourseBUS 700 Business Research (Capstone) – Spring 2022
Level
  • All Graduate
Students Enrolled30
Meeting Day & TimeTuesdays, 2:20pm - 4:50pm
Student Time Commitment4-7 Hours Per Week
Company Time Commitment3-5 Hours
Duration13.43 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
Sign-Up for CapSource Account

Sign-Up for CapSource Account

Sign-Up for CapSource Account. Add your photo to your profile.
January 25th, 2022 Event na
FACULTY Check-In / TEAM Meetings (All Teams)

FACULTY Check-In / TEAM Meetings (All Teams)

All Teams Check-In with Faculty Mentor (Dr. Chase) Individual Team Meetings (Team Leaders) Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
February 1st, 2022 Event na
REMINDER OF CONFIDENTIALITY

REMINDER OF CONFIDENTIALITY

During this program, you'll be working on a real project posed by our industry partner, Greenspan Consulting. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
February 1st, 2022 Event na
KICKOFF ASSESSMENT DUE

KICKOFF ASSESSMENT DUE

Survey link: https://forms.gle/GCHRf9T5ytWwur5KA Instructions: For "Name of Company/Organization you worked with" use "Greenspan Consulting" For "What is the title of the project you are working on?" use "Growth Strategy"
February 1st, 2022 Evaluation evaluation
PROJECT KICK-OFF Meeting

PROJECT KICK-OFF Meeting

Kick-Off Meeting with WUV, CapSource and Greenspan Consulting. 5pm-6pm EST Zoom: Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
February 8th, 2022 Event na
DUE: MILESTONE #1 (All Teams) DUE: MILESTONE #1 (All Teams)
Upload Milestone #1 (Infograph) to CapSource.
February 8th, 2022 Submission Required submission-required
CHECK-IN with Greenspan Consulting (All Teams)

CHECK-IN with Greenspan Consulting (All Teams)

February 15th, 2022 Event na
MILESTONE #2: PRESENTATION (All Teams)

MILESTONE #2: PRESENTATION (All Teams)

TEAM 1 (5:00pm - 5:15pm) TEAM 2 (5:15pm - 5:30pm) TEAM 3  (5:30pm - 5:45pm) TEAM 4  (5:45pm - 6:00pm) TEAM 5 (6:00pm - 6:15pm) TEAM 6 (6:15pm - 6:30pm)   Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
February 22nd, 2022 Evaluation evaluation
UPLOAD Milestone #2 Presentation File (All Teams) UPLOAD Milestone #2 Presentation File (All Teams)
Upload Milestone #2 Presentation File (in pdf format) to CapSource.
February 22nd, 2022 Submission Required submission-required
TEMP CHECK #1 DUE

TEMP CHECK #1 DUE

February 22nd, 2022 Evaluation evaluation
FACULTY Check-In / TEAM Meetings (All Teams)

FACULTY Check-In / TEAM Meetings (All Teams)

All Teams Check-In with Faculty Mentor (Dr. Chase) Individual Team Meetings (Team Leaders)   Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
March 1st, 2022 Event na
CHECK-IN with Greenspan Consulting (All Teams)

CHECK-IN with Greenspan Consulting (All Teams)

March 8th, 2022 Event na
MILESTONE #3: PRESENTATION (All Teams)

MILESTONE #3: PRESENTATION (All Teams)

TEAM 6  (5:00pm-5:15pm) TEAM 5 (5:15pm-5:30pm) TEAM 4 (5:30pm-5:45pm) TEAM 3 (5:45pm-6:00pm) TEAM 2 (6:00pm-6:15pm) TEAM 1 (6:15pm-6:30pm) Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
March 15th, 2022 Evaluation evaluation
UPLOAD Milestone #3 Presentation File(s) (All Teams) UPLOAD Milestone #3 Presentation File(s) (All Teams)
Upload Milestone #3 Presentation file(s) in pdf format to CapSource.
March 15th, 2022 Submission Required submission-required
TEMP CHECK #2 DUE

TEMP CHECK #2 DUE

March 16th, 2022 Evaluation evaluation
NO CLASS - WUV Spring Break Week

NO CLASS - WUV Spring Break Week

March 22nd, 2022 Event na
CHECK-IN with Greenspan Consulting (All Teams)

CHECK-IN with Greenspan Consulting (All Teams)

March 29th, 2022 Event na
FACULTY Check-In / TEAM Meetings (All Teams)

FACULTY Check-In / TEAM Meetings (All Teams)

All Teams Check-In with Faculty Mentor (Dr. Chase) Individual Team Meetings (Team Leaders)   Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
April 5th, 2022 Event na
DUE: MILESTONE #4 (All Teams) DUE: MILESTONE #4 (All Teams)
  Upload Milestone #4 file(s) in pdf format to CapSource
April 5th, 2022 Submission Required submission-required
FACULTY Check-In / TEAM Meetings (All Teams)

FACULTY Check-In / TEAM Meetings (All Teams)

April 12th, 2022 Event na
TEMP CHECK #3 DUE

TEMP CHECK #3 DUE

April 15th, 2022 Evaluation evaluation
MILESTONE #5 (All Teams) MILESTONE #5 (All Teams)
Upload Milestone #5 file in pdf format to CapSource.
April 19th, 2022 Submission Required submission-required
CHECK-IN with Greenspan Consulting (All Teams)

CHECK-IN with Greenspan Consulting (All Teams)

April 19th, 2022 Event na
CHECK-IN with Greenspan Consulting (All Teams)

CHECK-IN with Greenspan Consulting (All Teams)

Check-In with Greenspan Consulting (5:00pm-6:00pm)   Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
April 26th, 2022 Event na
MILESTONE #6: FINAL PRESENTATION (Teams 1-3)

MILESTONE #6: FINAL PRESENTATION (Teams 1-3)

TEAM 1 (5:00pm-5:30pm) TEAM 2 (5:30pm-6:00pm) TEAM 3 (6:00pm-6:30pm)   Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
May 3rd, 2022 Evaluation evaluation
UPLOAD: Final Presentation & Executive Summary Files (Teams 1-3). UPLOAD: Final Presentation & Executive Summary Files (Teams 1-3).
Upload Final Presentation file (in pdf format) and Executive Summary file (in pdf format) to CapSource.
May 3rd, 2022 Submission Required submission-required
PROJECT WRAP-UP Meeting

PROJECT WRAP-UP Meeting

Project Wrap-Up with Greenspan Consulting (6:30pm-7:30pm)   Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
May 10th, 2022 Event na
MILESTONE #6: FINAL PRESENTATION (Teams 4-6) & PROJECT WRAP-UP

MILESTONE #6: FINAL PRESENTATION (Teams 4-6) & PROJECT WRAP-UP

Team 4 (5:00pm - 5:30pm) Team 5 (5:30pm - 6:00pm) Team 6 (6:00pm - 6:30pm) Wrap-Up (6:30pm - 7:30pm) Meeting ID: 828 7747 6211 Passcode: 512419 https://us02web.zoom.us/j/82877476211?pwd=b2ZhL2FQR1BvUTA1ZkxkUHU1QlBWUT09
May 10th, 2022 Evaluation evaluation
UPLOAD: Final Presentation & Executive Summary Files (Teams 4-5) UPLOAD: Final Presentation & Executive Summary Files (Teams 4-5)
Upload Final Presentation file (in pdf format) and Executive Summary file (in pdf format) to CapSource.
May 10th, 2022 Submission Required submission-required
FINAL SELF ASSESSMENT DUE

FINAL SELF ASSESSMENT DUE

May 13th, 2022 Evaluation evaluation
FINAL PEER ASSESSMENT DUE

FINAL PEER ASSESSMENT DUE

May 13th, 2022 Evaluation evaluation

Key Project Milestones

  • 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

  • February 22, 2022 - Milestone Two: Conduct a Competitor Benchmarking Analysis

     

      • 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

  • 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

  • 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.

  • 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.

  • 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.

Project Resources

Industry Mentors

Company Admin

Sean Greenspan

[email protected]

Academic Mentors

Instructor

John Chase

[email protected]

Instructor

Abraham Kim

[email protected]

Instructor

Mehroj Emomov 

[email protected]

Assigned Students

Student

Kwang Soo

[email protected]

Student

Ivo Dimitrov

[email protected]

Student

Mikyong Philson

[email protected]

Student

Sung Jin Lee

[email protected]

Student

Josiana Laiz

[email protected]

Student

Natalia Guimaraes

[email protected]

Student

Renata Lobo

[email protected]

Student

Karunia Suma

[email protected]

Student

Sarah Thong

[email protected]

Student

Ertan Caner

[email protected]

Student

Bercem Yel

[email protected]

Student

Tatcharach Nawalimp

[email protected]

Student

Claudia Milena

[email protected]

Student

Gabriela Coelho

[email protected]

Student

Aungkhana Jangmanee

[email protected]

Student

Jidapa Srithum

[email protected]

Student

Wisarat Thatjan

[email protected]

Student

Debora Puntel

[email protected]

Student

Augusto Carvalho

[email protected]

Student

Ulziijargal Sukhbaatar

[email protected]

Student

Monique Armelle

[email protected]

Student

Romrujee Praphasirisulee

[email protected]

Student

Karolinne Chagas

[email protected]

Student

Camila Maria

[email protected]

Student

Branka Ilic

[email protected]

Student

Hamin Cho

[email protected]

Student

Priscila Daguer

[email protected]

Student

David Garcia

[email protected]

Student

Gunay Akhundzada

[email protected]

Student

Natalia Vieira

[email protected]

Student

Juliana Lange Porfirio

[email protected]