This experience focuses on equipping learners with the skills to evaluate market opportunities and develop strategic plans for new ventures. Participants will learn to apply analytical frameworks and strategic thinking to real-world business challenges, particularly in the context of helping a Ugandan coffee producer, Carledorian Connection, enter the U.S. market. Learners will gain hands-on experience in creating value propositions, identifying market obstacles, and crafting actionable recommendations, all while honing their communication and problem-solving skills.

• Developing a market entry strategy for a new coffee product in the U.S. market
• Creating a value proposition for a Ugandan coffee brand targeting American consumers
• Identifying and analyzing potential distribution channels for Carledorian Connection in the U.S.
• Designing a marketing campaign to raise brand awareness in the U.S. coffee market
• Assessing competitive landscape and positioning strategies for Carledorian Connection
• Formulating a stakeholder engagement plan to build partnerships in the U.S.
• Developing a pricing strategy for Carledorian Connection's products in the U.S. market

Client Report Structure outline (for more context, please refer to your Resources on the Riipen platform):

Executive Summary:

This report analyzes the entrepreneur’s product, market positioning, and growth strategies. It covers the founder’s mission, product features, market dynamics, and stakeholder analysis, and provides actionable recommendations for market entry and growth.

Founder Mission and Goals:

The entrepreneur is driven by a desire to solve a specific problem and create a social impact. The business’s long-term vision aligns with market leadership and personal fulfillment, supported by the recommended product and market strategies.

Product Overview:

The product’s unique features, advantages, and limitations are discussed. Key aspects include its unique selling proposition (USP), customer benefits, production scalability, costs, and any barriers to market adoption.

Market Positioning:

The product’s competitive position is analyzed, focusing on its functional and cultural strengths. A perceptual map is used for market comparison, with an emphasis on value chain considerations for the target market.

Stakeholder Assessment:

Key supportive and resistant stakeholders are identified, with strategies for engagement. The focus is on leveraging emotional and rational appeals to maximize success and address resistance.

Barriers and Enablers of Adoption:

This section evaluates barriers to adoption, including regulatory and cultural factors, and highlights enablers such as supportive frameworks and educational campaigns to facilitate product acceptance.

Business Model:

The product’s value proposition and competitor comparison are discussed, with attention to pricing strategy and customer needs. This section lays the foundation for a strong, competitive business model.

Go-to-Market Strategy:

The strategy outlines key actors, including partners and influencers, and provides prioritized recommendations with clear steps for market entry and risk assessment.

Growth Projections:

Financial projections are based on customer acquisition, revenue growth, and repeat business, providing a clear growth trajectory linked to the go-to-market strategy.

General Guidelines: Students should ensure original analysis and proper referencing, with a clear, organized report structure that includes visual aids to support their arguments.