Capstone – Project

Introduction of Lesielle in the USA

A Collaboration Between

Project Synopsis

We are introducing a very disruptive product to the skincare market. We have the opportunity to lead a category that has not a clear dominant player. We need to make the right choices in terms of: price positioning, distribution and marketing.
* Market research: business potential evaluation
* Validation of different distribution strategies
* Define the customer avatar
* Set the right marketing strategy
We can become an important player on the skincare industry, not just by introducing a product but to create a subcategory that today doesn’t exist.
Results we are looking for: Building a solid path to grow (distribution and marketing)

Project Topics

Data Management

Growth Strategy

Marketing

Operations

PR & Communications

Sales & Business Development

Company Information

CompanySGN Holding
HQBrooklyn, New York
RevenueN/A
EmployeesUnlisted
StageSmall Business
Hiring PotentialN/A
Websitehttp://www.sgn-holding.com

Company Overview

Business Platform for Fashion and Beauty brands expanding internationally. The range of capabilities goes from a specific single project to fully manage the subsidiary in the USA of an European 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

  • February 1, 2022 - Milestone One: Conduct a Deep Dive into Lesielle

    • What is the Company’s business model?
    • What products and 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 in the United States as the result of this project?

    Suggested Deliverable:

    Prepare and deliver an “elevator pitch” on the Company, or a brief and persuasive speech about the company and what they do.

  • March 1, 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 customers find out about and engage companies and products in this market space? How can they be reached?
    • What are the most effective distribution strategies to reach customers?
    • Can you identify any pain points with distribution processes (supply chain) for customers?

    Suggested Deliverable:

    Presentation of several distinct Customer Personas, based upon your research

  • April 1, 2022 - Milestone Three: 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:

    Report and Presentation detailing Competitor analysis and value proposition statement 

  • May 2, 2022 - Milestone Four: 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:

      1. What specific strategy/ies do you recommend?
      2. 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?
      3. What messages and content would be likely to motivate consumers to establish a connection with the Company, by enrolling and creating an account?
      4. What communication channels would be most effective?
      5. What distribution strategies do you recommend?

    Suggested Deliverable:

    Go-to-Market Playbook

Project Resources

Industry Mentors

Company Admin

Sever Garcia 

[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

Stephanie Wang 

[email protected]

Student

Suzeanna Elizabeth Seeram 

[email protected]

Student

Julissa Alejo

[email protected]

Student

Mark Ryan

[email protected]