The individual project allows you to practice the course content by developing a

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The individual project allows you to practice the course content by developing a customer-centric marketing plan for one of the new business ideas presented by your classmates. You may choose any business idea presented in the class as your individual project idea. Links to presentation videos of are listed here: www.tinyurl.com/Project2Videos
The individual project should involve the following mandatory components:
Title page: Your full name, family name, class section, etc.
The business idea: Please use about half a page to describe the business idea itself. The business idea should be one of the ideas presented in class but you may use this section to explain your understanding of that idea, develop it further, and/or make minor tweaks to it. Please write this section as if it is your own idea (even if you are working on the idea presented by another group).
The go-to-market strategy: Please use 1-1.5 pages to describe the general go-to-market strategy for this product. If you were the CEO of this startup, what would your thinking be in taking the product/service to the market? Generally speaking, the go-to-market strategy is a plan for launching a new product/service into the market. The main components of the go-to-market strategy are the following:
Identifying a group of consumers (also called a beachhead market) who would have the least resistance to the product/service (this is not the target segment; it is much narrower).
If applicable, an overview of how you should design the consumer experience to make the target group identified in section 1 receptive to the product/service.
An in-depth and comprehensive analysis and description of your plans for promoting the product/service among the identified group of consumers. Your analysis in this section should uncover which of the following components are most important:
Branding
Marketing communication
Social media presence
Email marketing
Community building
Word of mouth
Then, please use choose either 2 or 3 of the above components and write a total 5-6 pages explaining the tactics you would use in implementing them. Your choice of which components you write about should be based on the analysis above; i.e., you should choose the components that you have identified to be the most important.
Branding Strategy: The following are examples of questions you could write about: What are your branding goals? What is your brand positioning strategy? How would you create a positive attitude towards your brand?
Marketing communication: The following are examples of questions you could write about: What is your approach in marketing communications? What are your goals? How would you message look like? Which message sources would you choose? Through which mediums would you spread your message? If you were to write a memo to an advertising agency to design your communication campaigns, what would you include? How would you use market research to optimize your messaging?
Social media presence: The following are examples of questions you could write about: What is your social media strategy? What are your goals? Which social media platforms would you use? How would a typical ad/post look like? What behavioral tactics would you use to improve the effectiveness of your social media campaigns? How would you use market research to optimize your ads?
Email marketing: The following are examples of questions you could write about: What is your email marketing strategy? What are your goals? What is the frequency and the occasions that you would send emails? What behavioral tactics would you use to improve the effectiveness of your email marketing campaigns? How would you use market research to optimize your email marketing?
Community building: The following are examples of questions you could write about: What are your community building goals? How does the relationship between members look like? What tools would you use to foster these relationships? What role does the company play in this community?
Word of mouth: The following are examples of questions you could write about: What is your word-of-mouth strategy? How would you spread positive word of mouth and reduce negative word of mouth?
Note that the key here is getting as detailed as possible in explaining what you would do. Try to use the course concepts as much as possible to develop your strategies and explain the reasoning behind your choices. While it is important to rely on course material and point to them when explaining your reasoning, please do not repeat course content themselves in the report.
Please use APA formatting throughout the paper: https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/general_format.html
You may use 1.5 line or double space formatting for the paper.
When grading I typically start off with the full grade and reduce points if:
I can think of counter arguments to the logic which have not been explained clearly or satisfactorily.
I find a piece of the analysis shallow, incomplete, or unclear.
I find incoherent logic and/or different parts of the analysis are inconsistent.
I find missed opportunities to develop your ideas further using course material.
The analysis or solutions are not detailed enough.
The writing is not clear, has too many typos and errors, and/or is not concise (e.g., something that could have been explained in 1 sentence, is explained in 5 sentences).

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