This project focuses on designing a scalable go-to-market strategy for a newly launching platform that enables consumers shopping on brand websites to discover and purchase (while on the brand's website) products available locally for same-day pickup or delivery. The company must determine how to launch efficiently without diluting effort across too many markets, brands, or customer segments, and how to price the product offering to optimize client engagement and company profitability.

 Students will analyze early pilot assumptions and market dynamics to recommend a phased launch approach, evaluating tradeoffs between geographic expansion, vertical market focus, and retailer density. Research may include comparisons between urban, suburban, and rural markets; analysis of delivery infrastructure constraints; and assessment of how network effects influence adoption among brands and retailers. In addition, a pricing strategy that considers the willing price point of different types or sizes of brands and retailers is key to an effective go-to-market strategy. The final deliverable will outline a practical launch strategy that balances speed, focus, and long-term scalability while supporting early proof points for investors and partners. 

A clearly defined and actionable plan for product launch and early growth that meets the growth expectations of the company and investors is desired. The plan should carry the company through 2027 by identifying which market segments to prioritize, supported by a pricing strategy that supports initial pilots followed by the growth and profit requirements of the company.