Capstone – Project
Compare Expansion in India vs. Expansion in US
A Collaboration Between
Little Land has been franchising since 2017, and since that time has opened outlets in the USA and in China. As part of our international expansion plans, we are actively planning to enter the Indian franchise market. The current challenge is to better understand the needs of local consumers, identify and plan to target investors to become a master franchise partner, and ensure our services meet the needs of the country. General research, understanding of the country and various regions will help begin the planning process. Some of the questions that need to be discussed include:1) Market areas. How many regions/territories are appropriate in India. Within each region, what are the parameters to determine the number of outlets that could be opened.2) Consumer need and demand. Little Land delivers developmental gym programs, art, music, camps and pediatric therapy services. What is the need and demand for such services within each region of the county.3) What is the ideal candidate for partnership in a Master Franchise Agreement, and how to reach such candidates should be a part of the overall market expansion and marketing plan.
Project Topics
Growth Strategy
Marketing
Research & Development
Company Information
| Company | Little Land |
| HQ | Austin, Texas |
| Revenue | Unlisted |
| Employees | 25-50 |
| Stage | Small Business |
| Hiring Potential | Follow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time |
| Website | https://www.littlelandplaygym.com |
Company Overview
Little Land Play Gym was birthed in the heart of Debbie Garcia-Beltz, a pediatric occupational therapist for nearly 20 years. After working in children’s hospitals, clinics and other healthcare facilities, Debbie dreamed of creating a place for all kids to play together and have fun, all while developing foundational skills that are instrumental to their growth, including gross motor, fine motor, sensory processing and speech and language skills. Ernie & Debbie Beltz founded the Little Land concept in 2014; a play-based gym designed to promote growth of core developmental skills for children of all ages, backgrounds and abilities. They opened the doors to their first location on April 3, 2015, in Austin, Texas and the company has since started franchising and continues to grow across the country and around the globe. Little Land Play Gym was a 2018 winner of the NextGen in Franchising Global Competition and was named a Best Place to Work in Austin, Texas in 2018.
Experiential Learning Program Details
| School | Dr. D Y Patil B School (DPU) |
| Engagement Format | - |
| Course | DPU Student Consulting Experience |
| Level |
|
| Students Enrolled | 127 |
| Meeting Day & Time | TBD |
| Student Time Commitment | 8-15 Hours Per Week |
| Company Time Commitment | 2 Hours |
| Duration | 7.14 Weeks |
Program Timeline
Key Project Milestones
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August 3, 2021 - Deep Dive on Little Land Business Model and Traction To-Date
- What is Little Land?
- What makes the company unique?
- Why does the model work well in Austin, Texas?
- What are the company’s KPIs?
- What are their overall revenues and reach?
- What other similar businesses exist in the region? What about the rest of the US?
- Are there any similar offerings in India? How do they compare?
Suggested Deliverable:
Prepare a product and business model deep dive presentation to showcase your understanding to the company
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August 18, 2021 - Analyze Target Audience & Addressable Market in US and India
- How does the market compare – US vs. India – for a business like Little Land
- Who is the target customer for Little Land?
- What types of areas are Little Lands most successful?
- What is the Total Addressable Market for Little Lands if they were to expand into the US and India
- What region of the US and India seems most appealing for Little Lands?
- What types of places in India would most appeal to Little Land?
- What types of places in the US and India would most appeal to Little Land?
- How does Little Land’s franchising model work?
- Would a model like this work in India?
Suggested Deliverable:
Provide a US vs. India market overview
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September 1, 2021 - Prioritize Market Most Appropriate for Growth Strategy & Dive Deeper
- What market seems more appealing from a growth perspective? Why?
- Will the franchise model work as an efficient way to scale the business in this market? Why or why not?
- What are the required costs for franchisees to open a Little Land?
- What is the investment horizon until franchisees see a return on that investment?
- How scalable is the revenue model for each individual location?
- What are the benefits when a single franchisee owns multiple locations?
- What is the revenue model for Little Lands Franchising Company?
Suggested Deliverable:
Propose the ideal market for expansion along with your franchising analysis so far
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September 15, 2021 - Build Go-To-Market Strategy for Target Market
- How should Little Lands go-to-market as a franchising business based on your current understanding of their target market and business model?
- Who is their target market exactly, especially within the region you’ve chosen?
- Where do those people gather? How can you target them?
- What does the revenue and costs look like for Little Land as a business and each franchisee as they scale?
Suggested Deliverable:
Develop a comprehensive go-to-market strategy with a focus on market entry and financial growth projections
Project Resources
- Little Land Overview PPT
- Little Land Brand Guide
- General Franchising Brochure
- Little Land 2021 Franchise Disclosure Document
- Sample International Company Profile
- Little Land - Consumer website
- Little Land - Franchise Website
- Program Planning Spreadsheet
- International Franchise Association - India Profile