Capstone – Project

Industry Benchmarking Analysis

A Collaboration Between

Engagement Synopsis

CommonBond offers undergraduate student loans. The market for college student loans is massive, but concentrated among entrenched players. As a newer entrant, CommonBond needs to build trust & credibility with parents & students and find innovative & efficient marketing channels to message. The undergraduate loan is a co-signed product, which means that a student needs an eligible co-signer to apply with them (and essentially ÔÇ£vouchÔÇØ for the student that theyÔÇÖll cover the loan if the student canÔÇÖt pay). This makes the consumer journey more complexÔÇöfrom education to final purchase, there are two distinct audiences and then two ÔÇ£actorsÔÇØ within the loan application. This project will require thorough research on the company's target demographics (college-bound high school students & their parents). They expect that the team will help them compare the company's brand and product with the rest of the providers in the industry. Additionally, they will be able to go through CommonBondÔÇÖs undergraduate cosign application and provide analysis of user experience, design, ease of use, product options, etc. They can compare that experience to the experience with other competitive applications. TheyÔÇÖre ultimately looking for recommendations when it comes to future tools/ educational information that CommonBond could include as part of their loan application experience. Students who enroll in this course will:
  • Experience what itÔÇÖs like to work at a growth-stage fintech startup
  • Offer strategic recommendations that could help drive the business this year
  • Gain experience evaluating and designing a strategy for a tech startup competing against entrenched players
  • Get feedback and learn from working with experienced founders, product leads, and marketers┬á
Prerequisites:
  • Understanding of core dynamics of financial products & student loans (i.e. interest rate, APR, deferment, etc.)
  • Background in marketing an eCommerce business (i.e. funnel analytics, conversion metrics, targeting/retargeting, SEO/SEM)
  • Key Classes/Frameworks: MBA Core Curriculum - Finance, Accounting, Marketing, Strategy & SWOT analysis
  • MBA Concentrations preferred: Marketing, Analytics, Strategy
  • Ability to synthesize data from diverse sources into a coherent story & translate into actionable recommendation.
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 New York, NY. 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.┬á

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