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 |
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| 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
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.