Capstone – Project
Go-to-Market Strategy for Iconically Marketplace
A Collaboration Between
Iconically is a video Q&A platform where icons share advice and influence in order to accelerate sales for diverse founders and social entrepreneurs. It’s like SharkTank, but we help companies get customers instead of cash so they keep their equity. Our goal is to help one-million BIPOC and Women-owned businesses achieve one-million or more dollars in sales.
Our mission is to provide underrepresented entrepreneurs a more efficient way to connect with mission-driven icons that can help scale and promote their business. Our activities will be focused around identifying and recruiting candidates on both sides of the marketplace.
Our KPI are centered around founders, icons and sponsors. Recruitment goals stand at 1000, 100 and 10; respectively.
Project Topics
Marketing
Company Information
| Company | Iconically |
| HQ | N/A |
| Revenue | N/A |
| Employees | N/A |
| Stage | N/A |
| Hiring Potential | N/A |
| Website |
Company Overview
N/A
Experiential Learning Program Details
| School | Montclair State University |
| 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 | Accelerated MBA Consulting Co-Op (Summer 2022) |
| Level |
|
| Students Enrolled | TBD |
| Meeting Day & Time | TBD |
| Student Time Commitment | 15-30 Hours Per Week |
| Company Time Commitment | 3-5 Hours |
| Duration | 13.43 Weeks |
Program Timeline
| Touchpoints & Assignments | Due Date | Type | |
|---|---|---|---|
|
Project Launch
Project Launch
You will learn about the company, its past activities and future growth plans.
From there you will receive your first assignment that will be the next milestone.
|
May 16th, 2022 | Event na | |
|
Target Markets Research Complete
Target Markets Research Complete
You will have complete research and created a report on all target audiences and reach identified including in depth psychographics.
|
May 30th, 2022 | Submission Required submission-required | |
|
Meet with Industry Partner
Meet with Industry Partner
Meet Derek Muhney, Director of Marketing & Strategy.
|
May 30th, 2022 | Event na | |
|
Social Media & Email Marketing Research
Social Media & Email Marketing Research
You will have completed research on the many different approaches on how to grow a social media following, with high engagement on instagram and facebook as well as best email campaigns to engaged and inform.
This will require a detailed outline of types of content, actions taken and results achieved / expected results
Keeping in mind the specific goals of the organization: increase following, engagement, attendance and to get them into our email or SMS lists.
To be submitted for review to determine next steps
|
June 20th, 2022 | Submission Required submission-required | |
|
Social Media & Email Marketing Plan Creation
Social Media & Email Marketing Plan Creation
Once the team has determined from your research, how to move forward, you will then have to create the detailed map and content calendars for Instagram, Facebook and Email.
|
July 18th, 2022 | Submission Required submission-required | |
|
Final Content Calendars Due
Final Content Calendars Due
You will present the final content calendars for IG, FB and Email Campaigns.
|
August 15th, 2022 | Submission Required submission-required | |
|
Project End
Project End |
August 16th, 2022 | Event na |
Key Project Milestones
-
May 30, 2022 - Define the Company’s brand and product
- What is the Company’s business model?
- What products and services do they offer their customers? What value can they provide their customers?
- How would you define the Company’s brand?
- What about the Company’s brand differentiates it from its competitors?
- How is the Company looking to influence brand perception as the result of this project?
Suggested Deliverable:
1-2 page infographic on the company and current challenge; questions for Industry Mentor
An infographic (information graphic) is a representation of information in a graphic format. It is designed to make qualitative and quantitative information easily understandable at a glance. Explore infographic content and designs, and design and develop your own infographic using Microsoft Power Point and free software such as Piktochart, and Canva. -
June 20, 2022 - Conduct a Customer Profile Analysis
- What are the key and relevant demographic, psychographic, geographic and behavioral factors that can help the Company understand its ideal customer profile(s)?
- What market does the product best serve? How does the Company and the product meet the values, wants, and needs and expectations of their customers?
- How do customers interact with the brand? What is the customer journey like?
- How do they find out about and engage companies and products in this market space? How can they be reached?
Suggested Deliverable:
Customer Personas
-
July 18, 2022 - Conduct a competitor analysis
- Who are the Company’s key competitors in the industry?
- How might you analyze their positioning in the market and in relation to the Company? On what criteria will you draw comparisons?
- How does the Company differentiate itself from two of its top competitors in messaging and visuals?
- Considering what you learned from the customer profiles, how do the results from the competitor analysis inform your understanding of the Company’s value proposition?
Suggested Deliverable:
Competitor analysis value proposition statement report and presentation
-
August 15, 2022 - Propose a go-to-market strategy for bringing about the company’s goals for the campaign and increase in conversions
- Who should the Company target in their campaign?
- For each customer segment:
- What specific strategy/ies do you recommend?
- What messages or content would be most effective? How can these educate consumers and emphasize the value proposition that the Company offers customers, particularly in relation to other companies in the market space?
- What messages and content would be likely to motivate consumers to establish a connection with the Company, by enrolling and creating an account?
- What communication channels would be most effective?
Suggested Deliverable:
Go-to-Market Playbook & Presentation
Project Resources
Industry Mentors
Academic Mentors
Assigned Students
There are currently no students assigned.