Live Case – Project
Refine a GTM Strategy for sales and marketing
A Collaboration Between
Easy Access Accounts Payable Solutions seeks to grow sales and increase marketing efforts through a refined sales and marketing campaign. Specifically, we seek to concentrate sales efforts on a few select industries. And, we need to find the most cost effective ways to market our services. We have earmarked $6,000 to increase lead flow and brand awareness. We desire a ‘Go To Market’ playbook which reflects a refined sales and marketing campaign that will engage potential sales partners and yield top targets in three market sectors: Manufacturing, Higher Education, and Health Care.
Measurable results include:
– A comprehensive marketing strategy which maximizes the reach and yield of our $6,000 investment
– Identification of 3-5 potential sales partners per ERP integrators
– Identification of top targets in the manufacturing, higher education, and healthcare market sectors
Project Topics
Growth Strategy
Marketing
Sales & Business Development
Company Information
| Company | Easy Access |
| HQ | Granger, IN |
| Revenue | N/A |
| Employees | Unlisted |
| Stage | Small Business |
| Hiring Potential | N/A |
| Website | https://easyaccessap.com/ |
Company Overview
Easy Access is an industry leader in Accounts Payable automation. We offer an on-premise or hosted solution to meet your needs. Our managed service offering fuels company growth and sustainability through operational efficiencies and lower cost structures.
Experiential Learning Program Details
| School | Butler University |
| Engagement Format | Live 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. |
| Course | MBA 505-50 Gateway Experience |
| Level |
|
| Students Enrolled | 25 |
| Meeting Day & Time | January 8, 2022 (1:00p-5:00p ET); January 13, 2022 (5:30p-9:30p ET); January 14, 2022 (7:30a-8:00p ET) |
| Student Time Commitment | 15-30 Hours Per Week |
| Company Time Commitment | 3-5 Hours |
| Duration | 0.14 Weeks |
Program Timeline
| Touchpoints & Assignments | Due Date | Type | |
|---|---|---|---|
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Library Session
Library Session
Students will meet with the Business Librarian, Teresa Williams, to learn about Butler's library resources. Students will also participate in a design thinking activity.
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January 8th, 2022 | Event na | |
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5:30p-9:30p ET - Welcome Dinner & Client Presentation
5:30p-9:30p ET - Welcome Dinner & Client Presentation
Students will meet their teammates at a welcome dinner and will have the opportunity to learn more about the client through a presentation and Q&A.
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January 13th, 2022 | Event na | |
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8:00 AM - 2:00PM - Primary Research and Data Analysis Working Session
8:00 AM - 2:00PM - Primary Research and Data Analysis Working Session
Teams will have the opportunity to do primary research with the new information provided by the client company and then analyze their findings. Teams will prepare a final presentation to present solutions to the client in real-time.
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January 14th, 2022 | Event na | |
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2:30 PM ET - 4:00 PM ET - Final Presentations
2:30 PM ET - 4:00 PM ET - Final Presentations
Students will have 10 minutes to present their insights directly to industry partner senior leadership in real-time. Industry partner will provide feedback and select top performing team.
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January 14th, 2022 | Event na | |
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UPLOAD 1-PAGE BRAINSTORM IDEAS
UPLOAD 1-PAGE BRAINSTORM IDEAS
DUE by 2:00 PM on 1/14/22
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January 14th, 2022 | Submission Required submission-required | |
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UPLOAD PRESENTATION MATERIALS
UPLOAD PRESENTATION MATERIALS
DUE by 2:00 PM on 1/14/22
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January 14th, 2022 | Submission Required submission-required | |
|
4:00 PM ET - 6:00 PM ET - Facilitator Feedback Session
4:00 PM ET - 6:00 PM ET - Facilitator Feedback Session
Teams will meet with their facilitator to give and receive valuable feedback that was observed over the day-and-a-half experience.
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January 14th, 2022 | Event na | |
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Complete End of Project Evaluations
Complete End of Project Evaluations |
January 16th, 2022 | Evaluation evaluation |
Key Project Milestones
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January 14, 2022 - Milestone One: Conduct a Deep Dive into Easy Access Accounts Payable Solutions
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- Conduct a deep analysis of the company’s brand, mission and values and how these are “lived” by the company.
- What is the company’s target demographic, product, and business model?
- What is the customer’s problem and how the company’s product or service is solving that problem? What is their unique value proposition?
- What is the company’s pricing model?
- What is the annual revenue?
Suggested Deliverable:
Deliverable: 1-2 page infographic overview of the company
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January 14, 2022 - Milestone Two: Conduct an Industry Benchmarking Assessment
- Who are the biggest competitors and how do they stack up against the company’s model? Do a SWOT assessment.
- Do any companies present interesting opportunities for partnerships? What about potential mergers and acquisitions?
- Who are the key thought leaders and media outlets in the space? What are they publishing and how do they interact with companies like yours?
- Design a comprehensive industry overview report. Pay close attention to the key players, their growth trajectory, and the major regions where they find the most success.
Suggested Deliverable:
Deliverable: A comprehensive industry overview report.
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January 15, 2022 - Milestone Three: Conduct a Sales Benchmarking Assessment
- Create a comprehensive list of key competitors and industry stakeholders that sell similar products and/or services. Compare your host company with competitors in the following areas: pricing, features, services, regionality, customer demographics, etc
- Who are the biggest competitors and how do they stack up against the company’s performance?
- How might you analyze their positioning in the market and in relation to the Company? On what criteria will you draw comparisons?
- Do any companies present interesting opportunities for partnerships?
- What additional channels can the company tap in order to scale more effectively?
Suggested Deliverable:
Deliverable: Comprehensive report identifying and describing 3-5 potential sales partners per ERP integrators based upon your analysis
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January 15, 2022 - Milestone Four: Propose a go-to-market strategy for increasing sales in the target market sectors
- Who should the Company target in their three identified market sectors (Manufacturing, Higher Education and Healthcare)?
- What are the company’s past marketing strategies? What worked? What did not? How would you showcase progress over time?
- What is the customer’s perception of the company’s brand, product, and services in each of their identified market sectors?
- Propose 2-3 digital, experiential, or social, marketing strategies for the company to consider. Assess cost, reach, mediums, and any other components needed for a full understanding of this investment.
- Select one campaign for each of the three market sectors (Manufacturing, Higher Education, and Healthcare) and develop a road-map that will prepare the company to launch your campaign. Keep in mind timing, required resources (budget, people, etc.), projected results, and how you would measure ROI
Suggested Deliverable:
Deliverable: Go-to-Market Playbook that addresses each of the three identified target market sectors.
Project Resources
- Website for Easy Access Accounts Payable Solutions
- What is ERP integration and how does it work? (Blog from Jitterbit)
Industry Mentors
Academic Mentors
Assigned Students
There are currently no students assigned.