We are looking to launch a new subscription software service related to this. We already offer board management software to the condo and nonprofit market. We would like to offer ticketing/support services for the condo/HOA market. We need to better understand the potential for this service in our target market and ensure there is a need and demand for it.

This will allow us to determine if we are targeting the right segments to be profitable. We want to ensure we offer benefits and use our marketing budget most effectively.

Tasks:

• Assess the size of our market with metrics such as sales data and number of competitors, and compare them to the size of our customer base to determine our market share and how many potential customers we could obtain.
• Analyze our current offerings and the positioning of our brand.
• Create a survey and interview questions for empirical interviews and conduct the interviews to gain feedback on the potential for this new service.
• Analyze survey and interview results to create recommendations on improving our positioning, branding and products/services.

By the end of the project, students should complete the following list of activities (this is basically a retelling of the steps above):

• Assessed our market size and share to determine the amount of potential customers we have.
• Analyzed our current offerings and the positioning of our brand.
• Created survey and interview questions to gain feedback on our brand, products, and services.
• Analyzed the survey and interview results to create recommendations for next steps.

Bonus steps would include:

• Researched the most effective marketing strategies for our segments to include in the report and recommendations.

Final deliverables should include

• A report including research, survey data trends, and recommendations for next steps for our branding and positioning.
• Final presentatio

Students will connect directly with us for mentorship throughout the project. We will be able to provide answers to questions such as:

• Who is our target market?
• Are we happy with our current positioning and marketing strategies for that segment?
• Which of our products and services are most popular?
• Input on choices, problems or anything else the students might encounter.