Changing the way people meet
DownToDash is a millennial focused app that connects people in the same location based on what they are down to do, whether it’s workouts, sports, movies or other activities. Users can post specific plans, for example, play Tennis on Thursday at 5 pm at McCarren Park and other users can join.
MarketingFor your reference, we've included some sample project ideas below. We encourage educators to mix-and-match components from various departments so that the projects are cross functional in nature. In all cases, we customize the projects based on company goals and course teaching objectives.
- Do thorough research on the company's target demographic and product. Understand the problem at hand and how the company's product or service is solving that problem. Compare the company's products with the rest of the providers in the industry. Pay close attention to how other companies are marketing the product and positioning the brand.
- Examine the company's past marketing strategies. What worked? What did not? How would you showcase progress over time? Compile data into a visualization to track trends of successful and less successful strategies. (Note: You may want to compare the company's marketing tactics with competitors to showcase what works effectively - or not effectively - with the same consumer set).
- Conduct structured customer interviews to gain a better understanding of their preferences, purchasing habits, and decision-making processes. What information do you need to collect? Consider: a. Demographics b. Preferred discovery channels c. How familiar are they with product category / company brand
- Consider a 360 marketing approach when deciding the appropriate channel to pursue. Design a marketing mix for the company that you think will work best for the product, industry, and customer type. Where will you allocate your resources in order to generate the greatest impact? Consider paid advertising, social, display, content, guerrilla , experiential, affiliate, partnerships, etc.
- Suggest 3-5 - digital, experiential, social, etc - marketing campaigns for the company from scratch. What is the objective of the campaign? What are the distribution channels and expected costs? How will you measure the effectiveness (ROI)? Select one and develop a road-map or prepare to launch (depending on company resources and timing)?
- Select one marketing campaign and prepare it for launch.
- Why do you believe would be more impactful than what the company has done previously.
- What medium(s) will you use? How can you A/B test it?
- How much will this plan cost?
- How many weeks will it take to implement?
- Set goals for the campaign. How will you measure success?
- Are there any resources required to implement this strategy that the team doesn’t already have? If so where would you find them?
- What kind of asset production will you need? What other parties/vendors/teams will need to be involved? Map out a budget and timeline accordingly.
Sales & Business DevelopmentFor your reference, we've included some sample project ideas below. We encourage educators to mix-and-match components from various departments so that the projects are cross functional in nature. In all cases, we customize the projects based on company goals and course teaching objectives.
- Craft an industry overview to familiarize yourself with how other companies are operating in the current business environment. Pay close attention to the key players, their growth trajectory, and the major regions where they find the most success.
- Who are the biggest competitors and how do they stack up against the company's model?
- Do any companies present interesting opportunities for partnerships?
- What additional channels can the company tap in order to scale more effectively?
- How has the company's revenue model changed since they began
- Why did they decide to change their revenue model?
- What made this model more appealing? How has it been received?
- Do you agree with the new strategy? Why or why not?
- How satisfied are the current customers with the product or service? Craft a survey and administer customer interviews to help identify where the company can improve. Pay close attention to how the company may be able to provide additional value to existing customers.
- How should the sales team prioritize their sales initiatives?
- What different sales opportunities are on the table? How do you prioritize them? What is your logic?
- Are there alternative ways sell that the company hasn't considered? Would they be more effective? What data do you have to support your reasoning?
- Should the sales team be focused on expanding existing relationships or creating new ones? Why?
- Consider an inside vs. outside sales strategy for this company. What makes more sense and why? How would you go about implementing this sales strategy? Why is it beneficial over the alternative? What goals would you set for this team (considering size, location, and industry)?