For my senior year capstone class at the Grossman School of Business at the University of Vermont, we were tasked to to complete a team project that required the use of the business knowledge that we had gained throughout our college career.

​

 

The project was to analyze a company and it's industry to determine industry attractiveness and any competitive advantages. The company that we were assigned was Motus. We were then asked to analyze and enter the company into a new vertical; for us it was the business service vertical. 

​

 

After analyzing Motus, we found that they possessed significant untapped potential due to their lacking marketing strategy. The minimal market penetration and the competitive nature of the software industry that Motus resides in drove our idea to enter into the Facility Management vertical. We decided to do this by creating a data-driven, analytical approach to securing their business consumers. Through the use of Business to Business marketing and a targeted marketing strategy, we believed that Motus will effectively enter and sustain their competitive advantage, while also improving their corporate performance.

​

 

Please click on the image below to take a look at the marketing budget, estimates, commercial, infographics, and marketing plan that we created and presented to Motus itself.