Marketing Plan

The Challenge

Horizons is a young company that has been struggling to gain traction and is in dire need of some marketing expertise. While presenting the company to us, one of the co-founders said that he thought marketing was a waste of money and was not willing to spend any money on it. A push from his co-founder and their advisor (our professor) convinced him to at least consider the idea that marketing is important. Our task was to create a thorough marketing plan for the co-founders to use. We were allowed to go as far as even pitching them a new business model if we saw fit, as long as the core idea of the company remained in place.

The company focuses on experiential learning through events. The idea came from a large event attended by the co-founders called “The Summit” where the experience seemed lacking to them. They were looking to not only deliver experiential learning but also create a more interpersonal connection and a networking opportunity among the participants. The company was targeting more affluent people and had a fairly expensive pricing structure when compared to competitors.

Questions asked by Horizons

1. What does experiential learning mean to people and what are they looking to gain?
2. How do we find and target affluent people?
3. How do we become profitable while still keeping our events small and intimate (15 to 30 people max per event)?