Market Entry Acceleration: Developing a Strategic Go-To-Market Plan for a Boutique Leadership Consulting Firm
Abstract/Description/Artist Statement
This project details a professional consulting engagement for a boutique firm focused on providing leadership development, facilitation, and strategic planning services to the nonprofit and education sectors. Conducted as part of a joint undergraduate/graduate Management Consulting course (MGMT 490/595), the project aims to help the client transition from a part-time operational model to a broader, more structured regional presence.
The team’s primary objective is to develop a comprehensive go-to-market strategy that identifies high-potential customer segments and refines the firm's value proposition. Utilizing a structured problem disaggregation framework, the research evaluates the competitive landscape across regional, state, and national levels—benchmarking against both niche consultants and large-scale firms like Deloitte. Key research areas include:
- Market & Customer Segmentation: Identifying specific needs within K-12 leadership, higher education, and public libraries.
- Competitor Benchmarking: Analyzing service offerings, pricing models, and credibility signals used by established firms.
- Brand & Digital Presence: Conducting a website credibility assessment to enhance brand identity and trust within the industry.
Current progress includes a refined industry-specific problem statement, the initiation of a competitor benchmarking matrix, and a preliminary brand positioning assessment. The final deliverables will provide the client with an actionable menu of services, a reproducible marketing strategy, and a list of "low-hanging fruit" opportunities—strategic wins that can be executed within the next 6-8 months to build immediate momentum.
Faculty Advisor/Mentor
Kris Irwin
Faculty Advisor/Mentor Email
kirwin@odu.edu
Faculty Advisor/Mentor Department
Management
College/School Affiliation
Strome College of Business
Student Level Group
Undergraduate
Presentation Type
Poster
Market Entry Acceleration: Developing a Strategic Go-To-Market Plan for a Boutique Leadership Consulting Firm
This project details a professional consulting engagement for a boutique firm focused on providing leadership development, facilitation, and strategic planning services to the nonprofit and education sectors. Conducted as part of a joint undergraduate/graduate Management Consulting course (MGMT 490/595), the project aims to help the client transition from a part-time operational model to a broader, more structured regional presence.
The team’s primary objective is to develop a comprehensive go-to-market strategy that identifies high-potential customer segments and refines the firm's value proposition. Utilizing a structured problem disaggregation framework, the research evaluates the competitive landscape across regional, state, and national levels—benchmarking against both niche consultants and large-scale firms like Deloitte. Key research areas include:
- Market & Customer Segmentation: Identifying specific needs within K-12 leadership, higher education, and public libraries.
- Competitor Benchmarking: Analyzing service offerings, pricing models, and credibility signals used by established firms.
- Brand & Digital Presence: Conducting a website credibility assessment to enhance brand identity and trust within the industry.
Current progress includes a refined industry-specific problem statement, the initiation of a competitor benchmarking matrix, and a preliminary brand positioning assessment. The final deliverables will provide the client with an actionable menu of services, a reproducible marketing strategy, and a list of "low-hanging fruit" opportunities—strategic wins that can be executed within the next 6-8 months to build immediate momentum.