7) Potential to “Close the Loop” and Meet the Artisan . What’s really neat about this project is that the consumer could “opt in” and consider a tour to meet the artisan. On the surface, this might seem unlikely. However, if you do the segmentation and targeting right, you could be speaking to an audience that has a natural affinity for this type of cause. And, the idea that they might be able to go and meet Angelica who hand-made this awesome rug that is now in their living room might be an item on a future bucket list. The win, here, is that the consumer then supports EnVia and their tour program, which uses the funds to further support women entrepreneurs, and the whole system benefits. Further, the consumer builds their relationship with EnVia, and the potential for WOM grows significantly. For EnVia, and for the women entrepreneurs, this supports the entire ecosystem. How cool is that? Well, it’s so cool that you get to suggest how this migh t happen. That’s cool! 8) Social Media & Outreach. Using your experiences and creativity, you’ll consider and recommend how EnVia (and/or retailers) can use a variety of social media platforms to tell the story of the women artisans and the products. How can EnVia get other people to share these products through their networks, and how can the power of influence (social proof, liking, etc) assist in developing both awareness and demand? 9) Business Plan. Many of you have likely never written a business plan. And, while this starts as a marketing plan (research, consumer insights, recommendations), it will also include the business plan components. Why? Well, you’ll actually present your work at the Tacoma Entrepreneurs Network Business Plan Competition in April, 2015. The event will take place on 4/14, and local entrepreneurs will be the judges. If your team places, or even wins, it’s a great line on a resume. Regardless, you’ll get additional experience on creating and delivering a marketing/business pitch, and you may even win some money to help EnVia implement some of these ideas.
Project Components Through this project, you will have the opportunity to: 1) Partner with a real-world business and help provide solutions for a real marketing challenge. 2) Develop skills in understanding a need, market segmentation, targeting, and positioning. From there, marketing activities will be designed and communicated via the marketing plan. 3) Gather market research. A key will be to put yourself into the shoes of someone who has no idea what EnVia offers, and consider ways to make a link and relationship with the right customers. This will take market research, either via a focus group or many interviews. You’ll learn some focus group techniques, and we’ll have a variety of components for the market research (i.e., sample products, survey, conjoint analysis, etc.).
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