Live Case – Project

Build the GENUINO USA Go-To-Market Roadmap

A Collaboration Between

Project Synopsis

GENUINO, an early stage Italian start-up, is building their US go-to-market strategy. The specific focus for this project is how GENUINO can leverage their blockchain certification technology and community engagement platform across multiple sectors: sports, music, art, and fashion to build and grow revenue streams for all points of engagement in the life of the collectable (NFT + Physical).  This is holistic: how can all points of contact (athletes, teams, artists, musicians, fashion designers, collectors, and fans) monetize opportunities within the US as they look to gain value and enrich their experience with athletes and teams through the use of NFTs, proprietary to the GENUINO marketplace, which uniquely incorporates physical asset blockchain certification protocol.

Your final deliverable should include a full ‘Go-to-Market’ proposal for GENUINO marketplace adoption in the United States. This proposal will fully explore and address adoption across three target audiences (consumers): a) the web savvy, veteran crypto user who understands the NFT concept, b) the sports fan with no prior experience or understanding of NFT’s, and c) the collector who may or may not understand the NFT concept.

Your incentive to participate: all student team members involved in submitting a proposal will receive GENUINO swag.  Top 4-winning team members will receive authentic NFT packs courtesy of GENUINO. The Top Performing Team will also win fully sponsored conference registration ($600-$800 per student) to the next round of the competition at the Annual IACBE Conference in Costa Mesa, CA in April 2022.

Project Topics

Growth Strategy

International Affairs

Marketing

Operations

PR & Communications

Product Design & Development

Reporting, Financial Planning & Analysis

Research & Development

Company Information

CompanyGenuino
HQCagliari, Sardenga, Italy
RevenueN/A
Employees5-10
StagePre-Revenue Startup
Hiring PotentialN/A
Websitehttp://genuino.world/

Company Overview

GENUINO collaborates with brands, teams, athletes, musicians, and artists to create new models of consumer engagement. We connect sports, music, art, and fashion enthusiasts to the blockchain through NFTs. Consumers can buy, sell and trade authentic digital collectibles (NFTs) backed by blockchain-certified physical products in the GENUINO marketplace. Our patent-pending certification protocol, enabled by blockchain and IoT technology, bridges the digital and physical worlds to fight counterfeiting and strengthen brand-consumer relationships.

Experiential Learning Program Details

SchoolThe International Accreditation Council for Business Education (IACBE)
Engagement FormatLive 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.
CourseFall 2021 OpenCase Competition featuring GENUINO!
Level
  • All Undergraduate
  • Advanced Undergraduate
  • All Graduate
  • Working Professionals
Students Enrolled1000
Meeting Day & TimeAsynchronous
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration6.29 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
Materials Released! Competition Official Launch

Materials Released! Competition Official Launch

Students can begin working the Genuino USA Go-To-Market Roadmap Project
October 1st, 2021 Event na
Submit your Project Team Roster

Submit your Project Team Roster

Please complete your registration for the competition: SUBMIT YOUR TEAM ROSTER Your team cannot exceed 4 total members. You must submit your roster, even if you're working independently.
November 5th, 2021 Evaluation evaluation
Upload your Resume Upload your Resume
 
November 12th, 2021 Submission Required submission-required
REQUIRED: 5-PAGE EXECUTIVE MEMO (+APPENDIX AND CITATIONS) REQUIRED: 5-PAGE EXECUTIVE MEMO (+APPENDIX AND CITATIONS)
Please upload your 5-page Executive Memo (+Appendix and Citations) in PDF format including your comprehensive ‘Go-to-Market’ strategy that positions the GENUINO as a high-end marketplace in the US Market NFT sport collectable space. Creative market strategies will include innovative collaborations between athletics (both, individual athletes and teams) and fashion/art/music which are designed to yield the most sought after NFT’s in the United States. (70 of 100 Points – See Rubric for Further Breakdown)
November 14th, 2021 Submission Required submission-required
REQUIRED: 3-MINUTE VIDEO PITCH REQUIRED: 3-MINUTE VIDEO PITCH
Please submit a link to your 3-minute recorded video pitch introducing yourselves and summarizing your creative USA Go-To-Market Strategy for the GENUINO team. We recommend recording and uploading your video using one of the following tools: YouTube, Vimeo, Zoom, Loom, DropBox, and/or Google Drive. (30 of 100 Points – See Rubric for Further Breakdown)
November 14th, 2021 Submission Required submission-required
Complete Required Competition Reflection

Complete Required Competition Reflection

November 17th, 2021 Evaluation evaluation
@ 10:00 AM ET - AWARDS CEREMONY: WINNERS ANNOUNCED!!

@ 10:00 AM ET - AWARDS CEREMONY: WINNERS ANNOUNCED!!

Join us to meet the Genuino team and hear their feedback as they announce the winner for the Fall 2021 OpenCase Competition! Zoom Meeting Link: https://us02web.zoom.us/j/4082595973
December 3rd, 2021 Event na
Spring 2022 Follow-on Competition, Early Bird Registration Deadline

Spring 2022 Follow-on Competition, Early Bird Registration Deadline

Interested in participating in the next round of competition with Genuino? Register for the Live Case Competition and join us and Genuino\'s leadership in Costa Mesa, California
December 31st, 2021 Event na

Key Project Milestones

  • October 24, 2021 - OPTIONAL: Deep Dive on GENUINO and NFTs

    • Develop an understanding of GENUINO (the story, the business, the vision)
    • What is GENUINO’s value proposition? Who are the key stakeholders in the model?
    • What is an NFT? How do NFTs leverage the blockchain?
    • What kind of NFTs does GENUINO offer through their marketplace model?
    • Conduct a deep dive on Sports pilot with Fiorentina. What does the world of sports memorabilia and collectables currently look like? How has this changed over the past century? Who are the incumbent players in the sports memorabilia industry? What are some of the challenges GENUINO aims to solve with their model?
    • What is GENUINO’s community partnership strategy? How do these partnerships work?
    • How might GENUINO’s collectable NFT marketplace model apply to Music, Art, and Fashion?
    • What is GENUINO’s revenue model?
    • What similar companies exist in the US? How about abroad?
    • What does GENUINO’s ideal target user look like?
    • How does GENUINO intend to grow?

    Suggested Deliverable:

    Optional: Create a Competitive Analysis and Product / Business Model Overview deck.

     

    Optional: Create 3-5 Personas for GENUINO’s target users in the NFT Collectables space.

     

    Please note that only the final deliverable is required. This milestone is intended to help you break down the project into smaller, more manageable chunks. 

  • October 31, 2021 - OPTIONAL: USA Market Analysis on Sports Collectables Industry & Adoption of NFTs as a Tool

    • How are NFTs currently being used in the US? What is the current market size? Who are the key players?
    • Are NFTs currently being applied to the sports industry? How about sports memorabilia? What about other types of memorabilia across music, art, and fashion?
    • What are the key prominent and emergent sports collectables communities (physical and digital) in the United States?
    • How large are these collectable communities? What types of collectables resonate the most with these audiences/communities?
    • Which of these collectables communities make sense to target?  Why?
    • How might these collectable communities think differently about collectables if you were to introduce digital collectables (NFTs) instead of just traditional physical collectables?

    Suggested Deliverable:

    Optional: Create a USA Market Analysis, including Key Channels and Target Audience of Interest to GENUINO

     

    Optional: Identify and describe 3-5 examples of cross pollination/nexus between a sports team and/or athletes with music/art/fashion in the United States. (I.e., what are good models of what exists physically in this nexus to build upon for the NFT?)

     

    Optional: Develop a market overview and competitive analysis covering organizations that focus on collectable sport memorabilia NFT’s within the USA market. We strongly advise at least highlighting the following: NBA Top Shot, Autograph (Tom Brady NFT), Socios.com, and Dapper Labs.

     

    Please note that only the final deliverable is required. This milestone is intended to help you break down the project into smaller, more manageable chunks. 

  • November 14, 2021 - Develop USA Go-To-Market Strategy for GENUINO as THE marketplace for NFT Sports Collectable adoption in the United States

    A comprehensive go-to-market proposal must include the following elements summarized into a 3-Minute Video Pitch & 5-page Executive Memo (+appendix and citations):

    • Who is your TAM (Total Addressable Market) SAM, and SOM? What are the key sectors and subsets that would adopt GENUINO’s marketplace in the United States?
    • What is the market size of your target audience(s)? How would you describe or categorize each of these audiences in more detail?
    • What is your plan for creating, building and retaining community engagement with sport collectable NFT’s in the GENUINO marketplace?
    • What is the Value Proposition Statements for key stakeholders (i.e., why is GENUINO the superior brand/marketplace for sport collectable NFT’s for a specific athlete, team, or sport?). Note: key stakeholders here include the team or athlete, the collector, fans, and the community (i.e., Discord) as a whole.  Artists in the fashion/art/music space will also be key stakeholders if your NFT includes one or more of those elements.
    • What athletes, teams, sports with most potential for early adoption partners with GENUINO in the United States?
    • What would a sample NFT sport collectable look like based on these potential pilot partners? How would this creatively connect the team/athlete’s brand with users through memorabilia? How does this leverage GENUINO’s unique tokenization model
    • What elements (physical, virtual, event based) are included in your launch strategy?
    • What is your recommended timeline for your launch strategy?
    • What is your marketing and social media strategy? Why do you recommend this marketing mix? Why do you feel this will be an effective approach? if you had $100,000 as a marketing budget, how much would you allocate the spend across each marketing vertical? Why?
    • What is your customer retention strategy for users (collectors, fans) and partners (athletes, teams)
    • What personnel will be required in the US in order to implement and manage your go-to-market strategy? What are each of their responsibilities in order to bring GENUINO to market in the NFT space in the United States?
    • What would be the key performance indicators and  outcome metrics you’d be looking to track and achieve over the next 1 – 3 – 5 years?
    • If your go-to-market is successful, what type of financial outcomes might be possible for GENUINO?

    Suggested Deliverable:

    There are two required deliverables for this project:

    • REQUIRED: 5-Page Executive Memo (+Appendix and Citations) – Please upload your 5-page Executive Memo (+Appendix and Citations) in PDF format including your comprehensive ‘Go-to-Market’ strategy that positions the GENUINO as a high-end marketplace in the US Market NFT sport collectable space. Creative market strategies will include innovative collaborations between athletics (both, individual athletes and teams) and fashion/art/music which are designed to yield the most sought after NFT’s in the United States. (70 of 100 Points – See Rubric for Further Breakdown)
    • REQUIRED: 3-Minute Video Pitch – Please submit a link to your 3-minute recorded video pitch introducing yourselves and summarizing your creative USA Go-To-Market Strategy for the GENUINO team. We recommend recording and uploading your video using one of the following tools: YouTube, Vimeo, Zoom, Loom, DropBox, and/or Google Drive. (30 of 100 Points – See Rubric for Further Breakdown)

Project Resources

Industry Mentors

Company Admin

Rick Stack

[email protected]

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

Student

Jennifer Ruth Fletcher 

[email protected]

Student

Cole Solomon

[email protected]

Student

Natalie Odisho

[email protected]

Student

Daniel Garcia Martin

[email protected]

Student

Julien Remiti 

[email protected]

Student

Megan Jonette Perdok 

[email protected]

Student

Kailee Pavlinich

[email protected]

Student

Elyse Morgan 

[email protected]

Student

Tanmoy Kolay

[email protected]

Student

aryan banerjee

[email protected]

Student

Priyanka Zurale 

[email protected]

Student

Alexandria Easterling 

[email protected]

Student

Koral Bischer 

[email protected]

Student

Nour Ettaieb

[email protected]

Student

William Branca 

[email protected]

Student

Veronica Hayward-Mildish

[email protected]

Student

james robbins 

[email protected]

Student

Megan WIlson

[email protected]

Student

Kayla Spina 

[email protected]

Student

Kiersten Chadwick 

[email protected]

Student

Seth McCroskey 

[email protected]

Student

Matt Popeck 

[email protected]

Student

Jonathan Ruffing 

[email protected]

Student

Hunter Curran 

[email protected]

Student

Darren James William Vidal 

[email protected]

Student

Eric Allen McDowell 

[email protected]g.edu

Student

Jonathan Baily 

[email protected]

Student

Will Helton 

[email protected]

Student

Garrett V. Horne 

[email protected]

Student

Ty'ya Givens

[email protected]

Student

Mitushi Khare

[email protected]

Student

Grant Gates

[email protected]

Student

Joran Spangler 

[email protected]

Student

Robert Muhammad

[email protected]

Student

Charles R Mitchell 

[email protected]

Student

Oscar B. Aamodt

[email protected]

Student

Josh Plaster 

[email protected]

Student

Sierra Fish

[email protected]

Student

Max Rotondo

[email protected]

Student

Amna Ashfaq 

[email protected]

Student

Akeeme Berry-Lopez

[email protected]

Student

Marjorie Bush Dixon

[email protected]

Student

Ian Taylor

[email protected]

Student

Wendy Fisher 

[email protected]

Student

Gian Francis Serrano

[email protected]

Student

Janna Lyn Bajamundi

[email protected]

Student

Angelica Mae Nailes

[email protected]

Student

Shann Paulo Garcia

[email protected]

Student

William Briggs

[email protected]

Student

Tom Romano

[email protected]

Student

Matthew Clark

[email protected]

Student

Dalma Ehmann 

[email protected]

Student

Matthew Dailey

[email protected]

Student

Isa Cerda

[email protected]

Student

Alyson Shelton 

[email protected]

Student

Aidan Moga 

[email protected]

Student

Jaxson Francisco 

[email protected]

Student

joseph hofmeister 

[email protected]

Student

Mary Renaud 

[email protected]

Student

Aran Heath 

[email protected]

Student

Katherine Harnden 

[email protected]

Student

Joshua Howell 

[email protected]

Student

Jacob Ehrmann 

[email protected]

Student

Megan MacKay

[email protected]

Student

Jakob Terpak

[email protected]

Student

Mikkel Kvinnesland 

[email protected]

Student

Katie Erdmann

[email protected]

Student

Mads Jensen 

[email protected]

Student

Robert Rojas 

[email protected]

Student

Andrew Ward 

[email protected]

Student

Jake Rider 

[email protected]

Student

Melissa Rodriguez 

[email protected]

Student

Caleb Leggett 

[email protected]

Student

Isabella Pommer 

[email protected]

Student

Antonio Touzard

[email protected]

Student

Erica Yu 

[email protected]

Student

Ergisa Bejkollari 

[email protected]

Student

Thatcher Broyles 

[email protected]

Student

Sadia Mubarik 

[email protected]

Student

Sakshi Koul 

[email protected]

Student

Ravneet 

[email protected]

Student

Pulkit Mahajan 

[email protected]

Student

Prerna Bhat 

[email protected]

Student

Himanshu Arora 

[email protected]

Student

Rashika Wali 

[email protected]

Student

Rashiv Gujral 

[email protected]

Student

Grisham Sharma 

[email protected]

Student

Malarvizhi Shanmuga Pandian 

[email protected]

Student

Zeel Jetli

[email protected]

Student

Banashri Kulkarni 

[email protected]

Student

ANKITA SENGUPTA 

[email protected]

Student

Priyam Datta 

[email protected]

Student

Rohit Kumar Singh 

[email protected]

Student

Praveen Kumar 

[email protected]

Student

Deepika Kumari 

[email protected]

Student

Sheeba Ullal

[email protected]

Student

Sage Bray 

[email protected]

Student

Hale Thomas

[email protected]

Student

Tyler Maider 

[email protected]

Student

Benjamin Arnold 

[email protected]

Student

Ankit Kumar Sahoo 

[email protected]

Student

Aadhishwar Arora 

[email protected]

Student

Blake Miller

[email protected]

Student

LeRoy Greene II 

[email protected]

Student

Mario Ramdial

[email protected]

Student

Skyler Sharp

[email protected]

Student

Jan Tucker 

[email protected]

Student

Keila Peters 

[email protected]