Capstone – Project

Increase Traction with the ‘Shatoetry’ Application

A Collaboration Between

Engagement Synopsis

As 2019 kicked off, William Shatner reached out to us requesting that we make prompt efforts to revitalize the app (in his words: how can we ÔÇ£popularizeÔÇØ and ÔÇ£sensationalizeÔÇØ it). That will be the focus of this project.

Blindlight needs help serving one of their most premier customers, William Shatner, who has created an application for fans and enthusiasts called www.shatoetry.com. William ShatnerÔÇÖs team is looking for recommendations from Blindlight on how they can increase awareness, interest, and revenue from the application thatÔÇÖs been on the market for some time now. This project will require a deep dive on the application functionality and reviews in order to better understand what users most appreciate about the app experience. Ultimately, theyÔÇÖre looking for recommendations on how to take the application to the next level based on industry best practices and success stories. Their key performance indicators are downloads, active users, and paid subscribers. Although their goal is to increase traction with all three, theyÔÇÖre operating with an extremely lean budget and need to execute for their client without drastically changing the app or allocating money towards a formal marketing budget. ┬áStudents who enroll in this course will:

Students will attack a manageable short-term assignment, i.e. recommending strategies for revitalizing interest in, and revenue from, the William Shatner app
Be on-site in a dynamic entrepreneurial startup, with full exposure to this successful entertainment-services pioneer uniquely positioned in the intersection between the Hollywood and video game industries

Prerequisites: This project is suitable for all MBA students, but especially applicable to students with:

MBA concentrations in entrepreneurial strategy and/or marketing
Interest in entertainment production sectors
Valuable to students with interest in service providers
Special value to those with interest in video games

PLEASE NOTE: Participants will be required to sign a non-disclosure project agreement regarding the handling of confidential information and intellectual property. Logistics: This ÔÇ£IntertermÔÇØ Immersion will be based in Hollywood, California. Students will need to secure transportation and lodging on their own. Additional details on travel can be found under ÔÇ£Travel Reimbursement DetailsÔÇØ at the front of this document.

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