Capstone – Project

Identify the best go-to-market pricing strategy for a competitive eCommerce fulfillment business

A Collaboration Between

Project Synopsis

As a warehousing and logistics start-up, our success depends on our ability to quote a price and execute profitably. Quote too low and we end up in a bad, low margin situation. Quote too high and we usually lose out on the opportunity to a competitor. We need to find a healthy balance based on all the potential variables and the competitive marketplace. It would also be helpful to better understand how our value proposition compares and what types of differentiation opportunities could exsist. We are looking to lock in our offering in 2022 and ensure we’re priced right for growth.
We could benefit from competitive analysis of the industry, pricing of competitive services, and a comparison of our offering to other similar companies. This will require internet research, interviews, and financial analysis.
– Perceptual Maps
– Pricing comparison by Service
– Recommended target customers or markets
– Go to market strategy

Project Topics

Growth Strategy

Marketing

Sales & Business Development

Company Information

CompanyPackDash
HQN/A
RevenueN/A
EmployeesN/A
StageEstablished Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time
Websitehttp://packdash.com

Company Overview

We provide e-commerce and retail fulfillment services for small to midsize cpg brands. PackDash warehouses inventory and integrates our warehouse management system (WMS) with a brand's online store to handle same-day order fulfillment. We also support wholesale purchase orders via wholesale platforms and EDI. Our model is unique because we use smaller warehouses that we call "micro-fulfillment centers" and support all customers with a dedicated Slack channel for each brand.

Experiential Learning Program Details

SchoolMontclair State University
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.
CourseAccelerated MBA Consulting Co-Op (Spring 2022)
Level
  • All Undergraduate
Students Enrolled5
Meeting Day & TimeTBD
Student Time Commitment15-30 Hours Per Week
Company Time Commitment3-5 Hours
Duration13.43 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
Confidentiality and Rules of Engagement

Confidentiality and Rules of Engagement

REMINDER OF CONFIDENTIALITY

During this program, you\'ll be working on a real project posed by a real industry partner. 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.
January 17th, 2022 Event na
Co-Op Begins

Co-Op Begins

January 18th, 2022 Event na
Upload Resumes Upload Resumes
Students upload resumes using the above link
January 18th, 2022 Submission Required submission-required
Kick Off Student Self Assessment

Kick Off Student Self Assessment

January 18th, 2022 Evaluation evaluation
Week One Tasks and Deliverables Due

Week One Tasks and Deliverables Due

 
January 21st, 2022 Event na
Week Two Tasks and Deliverables Due

Week Two Tasks and Deliverables Due

January 28th, 2022 Event na
Week Three Tasks and Deliverables Due

Week Three Tasks and Deliverables Due

February 4th, 2022 Event na
Student Temperature Check #1

Student Temperature Check #1

February 4th, 2022 Evaluation evaluation
Week Four Tasks and Deliverables Due

Week Four Tasks and Deliverables Due

February 11th, 2022 Event na
Week Five Tasks and Deliverables Due

Week Five Tasks and Deliverables Due

February 18th, 2022 Event na
Week Six Tasks and Deliverables Due

Week Six Tasks and Deliverables Due

February 25th, 2022 Event na
Week Seven Tasks and Deliverables Due

Week Seven Tasks and Deliverables Due

March 4th, 2022 Event na
Student Temperature Check #2

Student Temperature Check #2

March 4th, 2022 Evaluation evaluation
Week Eight Tasks and Deliverables Due

Week Eight Tasks and Deliverables Due

March 11th, 2022 Event na
Week Nine Tasks and Deliverables Due

Week Nine Tasks and Deliverables Due

March 18th, 2022 Event na
Week Ten Tasks and Deliverables Due

Week Ten Tasks and Deliverables Due

March 25th, 2022 Event na
Week Eleven Tasks and Deliverables Due

Week Eleven Tasks and Deliverables Due

April 1st, 2022 Event na
Week Twelve Tasks and Deliverables Due

Week Twelve Tasks and Deliverables Due

April 8th, 2022 Event na
Week Thirteen Tasks and Deliverables Due

Week Thirteen Tasks and Deliverables Due

April 15th, 2022 Event na
Week Fourteen Tasks and Deliverables Due

Week Fourteen Tasks and Deliverables Due

April 22nd, 2022 Event na
Week Fifteen Tasks and Deliverables Due

Week Fifteen Tasks and Deliverables Due

April 29th, 2022 Event na
Week Sixteen Tasks and Deliverables Due

Week Sixteen Tasks and Deliverables Due

May 6th, 2022 Event na
Week Seventeen Tasks and Deliverables Due

Week Seventeen Tasks and Deliverables Due

May 13th, 2022 Event na
Peer Assessment Survey

Peer Assessment Survey

May 13th, 2022 Evaluation evaluation
Final Self Assessment Survey for Students

Final Self Assessment Survey for Students

May 13th, 2022 Evaluation evaluation

Key Project Milestones

  • January 28, 2022 - Milestone One: Conduct a Deep Dive into PackDash

    • What is the Company’s business model?
    • What services do they offer their customers? What value can they provide their customers?
    • What about the Company’s brand differentiates it from its competitors?
    • How would you define the Company’s brand? How is the Company looking to influence brand perception as the result of this project?

    Suggested Deliverable:

    One page written overview and an infographic of PackDash

  • February 11, 2022 - Milestone: Market Analysis for PackDash

    • Define PackDash’s Customer 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 and availability? eCommerce?
    • Value? Are the services priced appropriately for the value the customer will get from them?
    • How does PackDash meet customer needs? How is customer feedback obtained and used to make decisions?
    • Who are the influencers in this space? Are there opportunities to partner with individuals or companies?
    • What opportunities and challenges are presented for the PackDash as they look to expand? Are there customer needs/wants that are currently unmet?

     


    Suggested Deliverable:

    • Deliverable: Report highlighting understanding of products and customer segments relevant to the current project objectives.
  • February 25, 2022 - Milestone Two: 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:

    4-6 Distinct and Robust Customer Personas with corresponding Perceptual Maps

  • March 11, 2022 - Milestone: Conduct a Competitor Benchmarking Pricing Analysis for PackDash

    • From your research, who are the main competitors in the market?
    • What unique offerings does each competitor have? How do PackDash’s, services and brand compare to these companies? How would you benchmark PackDash against competitors in these areas?
    • Who are the top 5 competitors for PackDash in this space?
    • How are are their services priced and structured? How do these pricing structures compare to those of PackDash?
    • Considering pricing of services, what are the competitors’ current market advantages, weaknesses?
    • Considering price, how do PackDash’s products services stack up against their competitors in the expansion marketplace? Are there customer needs/wants that are unmatched by competitors?

     

     


    Suggested Deliverable:

    • Deliverable: Competitor Pricing Benchmarking Analysis Report & Presentation; Perceptual map
  • March 25, 2022 - Milestone Three: Conduct a competitor analysis for PackDash

    • Who are PackDash’s key competitors in the industry?
    • How might you analyze the key competitors’  positioning in the market and in relation to PackDash? On what criteria will you draw comparisons?
    • How does PackDash differentiate itself from two of its top competitors in messaging and visuals?
    • Considering what you learned from the customer profiles/personas, how do the results from the competitor analysis inform your understanding of the PackDash value proposition?
    • How much money have the other companies raised and how are they deploying that capital?

     


    Suggested Deliverable:

    Competitor analysis and value proposition statement for PackDash (report and presentation)

  • April 29, 2022 - Milestone Four: Propose a go-to-market strategy for PackDash

     

    • Who should PackDash target in their campaign?
    •  For each customer segment:
      1. What specific strategy/ies do you recommend?
      2. Are there any unmet industry opportunities for PackDash services?
      3. What messages or content would be most effective? How can these educate consumers and emphasize the value proposition that PackDash offers customers, particularly in relation to other companies in the market space?
      4. What messages and content would be likely to motivate consumers to establish a connection with the PackDash, by utilizing their services?
      5. What communication channels would be most effective?

    Suggested Deliverable:

    Go to Market Playbook, with prototype messaging, channels and storyboards for customer journey

Project Resources

Industry Mentors

Company Admin

Dave DiCosola 

[email protected]

Academic Mentors

Instructor

 

[email protected]

Instructor

Manveer Mann

[email protected]

Instructor

 

[email protected]

Instructor

 

[email protected]

Instructor

Rashmi Jain

[email protected]

Instructor

 

[email protected]

Instructor

Nicole Koppel 

[email protected]

Instructor

Jonida Dervishi 

[email protected]

Instructor

Geoff Chellis

[email protected]

Assigned Students

Student

Aash Patel 

[email protected]

Student

Wilson Smith 

[email protected]

Student

Sarah Burbano

[email protected]

Student

Amber Jaramillo 

[email protected]