![\"\"](\"http:\/\/d3.harvard.edu\/platform-hbapideation\/wp-content\/uploads\/sites\/33\/2021\/04\/mi-studio-market-1024x819.png\")
<\/a><\/p>\n<\/p>\n
Vision and Value Proposition.<\/strong><\/p>\n I have long wanted to bring marketing access to small business.\u00a0 On the HBAP journey, I offer this timely idea to connect Michigan small business with local leading talent.\u00a0 This collaboration is a 2-sided platform model that will leverage the power of the crowd “independent businesses marketing collectively”<\/p>\n 1. Local shops<\/strong> sit on one-side of the platform.\u00a0 This offers significant value to shops working to reopen:<\/p>\n 2. local award-winning talent <\/strong>stand on the other side.\u00a0 The value creation here is that it opens their client base, enables exploration of local collaboration, and aligns with desire to help at this time.<\/p>\n <\/p>\n The Problem.<\/strong><\/p>\n There is a gap that exists for Michigan small businesses.\u00a0 Marketing opportunities that could propel their business forward are cost-prohibitive.\u00a0 Independent stores are hoping to compete with the growing e-commerce giants lacking the tools, knowledge and access to power.\u00a0 I’ve asked 20 local businesses one question, “What is your biggest marketing challenge?”\u00a0 The predominant responses that illustrate this opportunity gap are highlighted below.\u00a0 Most were offered with a sigh of desperation.<\/p>\n “I’m out of content!”<\/p>\n “It’s cost prohibitive to expand marketing. I wish I could use an agency.”<\/p>\n “I’m a small business.\u00a0 How do I compete with Amazon?”<\/p>\n “I need new customers.”<\/p>\n “I don’t have any time for marketing.”<\/p>\n “I’m marketing. I post some pictures on social media.”\u00a0 (That’s my favorite reply.)<\/p>\n <\/p>\n Target Market.<\/strong><\/p>\n The target market is independent businesses in Michigan looking to grow their marketing share and try new innovative campaigns.\u00a0 There are 185,000 small businesses in Michigan so far as research has shown.\u00a0 The potential localized market model is scalable into other regions once the recipe is tested.<\/p>\n <\/p>\n The Solution.<\/strong><\/p>\n The solution is a platform that brings together local businesses and local talent. Campaign roadmaps, execution, and analysis at the crowd level across participants increases the localized marketing value.\u00a0<\/strong> Most importantly, it’s EASY access to test innovative opportunities providing unprecedented opportunity to these small business.\u00a0 The strength is in the community.\u00a0 Key feature requirements will include: intuitive platform for collaboration, data visualization, AI or ML consideration to build performance recipes when critical mass of data is reasonable.<\/p>\n Businesses will be asked to execute the campaign sprints.\u00a0 The community of talent is available on-demand of course.\u00a0 60 day pilots will kick off with “Maximizing free opportunity”, “channel performance”, “producing deep story content”.<\/p>\n\n
![\"\"](\"http:\/\/d3.harvard.edu\/platform-hbapideation\/wp-content\/uploads\/sites\/33\/2021\/04\/GardnerHeadshots-046-1-1024x684.jpg\")
<\/a><\/p>\n
![\"\"](\"http:\/\/d3.harvard.edu\/platform-hbapideation\/wp-content\/uploads\/sites\/33\/2021\/04\/Screenshot-500-1024x448.png\")
<\/a><\/p>\n![\"\"](\"http:\/\/d3.harvard.edu\/platform-hbapideation\/wp-content\/uploads\/sites\/33\/2021\/04\/IMG_4140-1024x1024.jpg\")