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Carry the Catwalk
Spring 2023
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Carry the Catwalk is a start-up business plan for a born-global subscription-based retail service that matches clients with stylists who send clients new clothing items each month that they can try and return without purchasing them. Its unique structure and commitment to sustainability and inclusivity ensure it is positioned competitively.
Purpose
The objective: Learn new marketing tools and apply them to an international business plan and strategy, then demonstrate presenting and analytical proficiency to the class and professor.
Deliverables
- Create a born-global business plan with an accompanying slide show to present to the class
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-Each week, the professor introduced more tools to the class, and the team was to apply each new tool, for example, the BCG matrix or the PESTEL Analysis, to their market research and overall business plan.
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- Create a slideshow demonstrating the business plan and summarizing the findings from the Research and Development outlined in the paper
My Contributions​
- Create logo
- Create and design slideshow
- Executive Summary with team
- Segmentation and Targeting
- Positioning
- Distribution/Channel Management
- Revenue Stream Analysis
- Macro Analysis
- Micro Analysis
- Editor
Business Plan
Business Plan Presentation
Notes
Carry the Catwalk was my "baby" for the semester. I spent the most time on CtC because it was my most exciting project. I had never created a born-global business plan before, and had yet to take an international marketing class; I felt I had a lot to learn. Ultimately, the international marketing class for which this project was assigned contained quality content and presented new marketing students with tools to help achieve the assignment objectives. However, as a seasoned marketing student, I was disappointed not to learn any new tools or techniques. Despite my disappointment, I decided that even if I wasn't in a challenging class, that didn't mean that I couldn't create a great start-up and marketing plan I was proud to present and share on my portfolio.
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Given that most of my experience is from start-ups and their business/marketing strategies, I found my team relied on me and my experience heavily. Their contributions were essential to the project's success and the overall idea was generated by the group manager.
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Though my official position was the Channel Manager, I acted as a leader within the group as I had the most experience and in-depth understanding of marketing strategy. I found this opportunity to be great leadership and communication experience and enjoyable as my brilliant group supported my aim to elevate the product and worked hard to achieve a product of which we were proud. I would like to note, as humbly as possible, the final paper and presentation my team submitted were of exceptional quality, and highlighted by fellow students and the professor on several occasions. Though the born-global aspect of the organization still requires further development, this was my favorite and highest-performing project of my semester in Italy.