In W6 students will present in class to their classmates and the lecturer their analysis and their ideas. Students will receive constant feedback on their work drafts through the entire term

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General information

2,500 words (+/-10%) individual written report to be submitted by W11 (see hand in dates). The report will allow students to achieve the 3 learning outcomes mentioned before, and apply immediately the concept learnt in class on a hospitality or tourism already existing entity: a corporation.

Indicative steps to accomplish

• Students choose a specific corporation in hospitality and tourism they would like to

develop a new concept for.

• Students verify with the lecturer the selection during W2: this will enable students to

receive feedback on the selected company and adjust if needed to the lecturer

feedback

• Students start their own collection of data once they receive the feedback from the

lecturer (W3). They need to collect data to analyse the current situation about the

corporation selected

• Once they have collected data they need to carry out an internal and external

environment analysis they can identify implications for the company selected andstart

identifying an important problem to solve that relates to the company target market (one

main problem only)

• Through the usage of tools given in class and potentially additional one identified in the

literature, they will work on the customer profile and value map for their concept

• In W6 students will present their concept proposal including:

o Description of the idea (what, where, when, how)

o Target market and justification of the choice of this target (who)

o What customer problem does your idea solve? (why)

o Why now? (why)

o Preliminary SWOT Analysis for the company that justifies your idea

• Students need to provide develop the Javelin Board and test the idea with evidence of

customer needs and willingness to buy the product/service by interviewing at least 5

potential customers and analyse findings that will be included in report

o Students should have evidence of secondary data research about internal and

external analysis and customer profile analysis, and evidence of the need: a

minimum of 12 different references need to be identified and used

o Students can enrich their customer profile understanding also by creating a

survey and collect data (the survey does not replace the interviews)

o Students provide the TAM/SAM/SOM Analysis and estimate the growth of the

market in % on the basis of secondary data

• Students need to analyze the competition and provide evidence of the competitor

analysis by identifying at least 4 competitors to analyse and provide the positioning

map and the benchmark table

• On the basis of the additional information students should redefine the previous parts

and come up with the following aspects well covered:

• Problem

• Solution

• Target market and justification of the choice of this target + TAM/SAM/SOM

and % of growth

• Justification of the right timing for this offer

• SWOT Analysis of the new idea

• Analysis of the competitors

• Business / revenue model and pricing

• Road map/timeline

In W6 students will present in class to their classmates and the lecturer their analysis and their ideas. Students will receive constant feedback on their work drafts through the entire term through tutorials and in class activities that will enable them to further improve their work and their learning experience.

Indicative content

• Brief description about the company selected, the new value proposition and the target

market

• Solution – advanced description of the product / service with all the details with Mood

Board and the Value Proposition Canva

o Description of the Value Proposition

▪ Product/Service

▪ Gain creators

▪ Pain relievers

• Target market (identification and description with the Persona Canva – Create a customer

profile based on at least 8 criteria) and justification of the choice of this target

• TAM/SAM/SOM and % of growth

• Problem (with evidence of the validation of the problem and the solution with the use of

the Javelin board and primary and secondary data collection) with the Value Proposition

Canva

o Description of the Customer Profile

▪ Customer Job(s)

▪ Gains

▪ Pains

• Justification of the right timing for this offer

• Competitors analysis (benchmark table, positioning map)

• Internal and external (including current competition) analysis summarized in the SWOT

for your new offer and implications

• Road Map/Timeline

Full interviews transcription, and full survey results should be included in the appendix. Relevant information coming from this primary data collection needs to be provided in the customer analysis: main body with appropriate tables, charts, pictures, etc.

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