We want to expand our product offering with a digital offering.

We need insights to help anticipate the ramp-up to commercialization and the best approach to go to market successfully with our new product. Initial questions to brainstorm include, but are not limited to:

1. Where is the best place to launch for early success (e.g. digital social media platforms)? What is the total market size for this opportunity?

2. Who are our closest competitors, and how do we differentiate ourselves?

3. How do we establish our brand: Build awareness, acquire customers, and defend any early success?

4. How do we design our product development roadmap to move from a 3rd-party "membership site" to our own digital platform?

We are looking to gain alternative perspectives on potential marketing tactics and better understand the current competitive market.

During the project, students will work with the founder and team to understand our:

• existing product assets,
• current marketing strategy, and
• help us refine and outline a detailed go-to-market strategy to take our clients (existing and potential) through our various product versions (pre-launch, beta, V1).

By the end of the project, students should demonstrate an:

• Understanding of our company vision & direction and the importance of creating a go-to-market strategy
• Understanding of the customer journey during the purchasing process, how the customer interacts with our company in different phases, and 
• Recommendations in how we price our product versions as they are released
• Recommendations for how to prioritize product features based on our client avatars and their stage in our customer journey map

The final deliverables should take the form of: 

1. A final report that outlines

• Product positioning with a proposed pricing model
• Platform and Product features
• Product messaging with considerations to branding

2. A 60-minute interactive discussion to review the report and recommendations