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Target Market Profiles (with rationale – why will these customers choose your concept?)

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Target Market Profiles (with rationale – why will these customers choose your concept?)

Capstone project
Business Proposal



1.    Purpose of a Proposal

A proposal is in essence a question:  Will the recipient support (endorse and/or or fund) the presented concept? A proposal should try to elicit a yes answer to that question by presenting the ideas and data supporting them in an organized and persuasive manner. You already have most of the information needed from the 7 team tasks your team has completed to this point.  

2.    Project Scope

The proposal should a total of 5 pages (not including visuals). It will include concept requirements defined in the next section as well as any other information your team thinks will be helpful on selling the business concept. This could include visual aspects or other details that support the business concept proposal.

3.    Required Proposal Components

  1. Project Name and Identity (if created)
  2. Problem/Opportunity Statement with supporting data
  3. Concept Summary (products/services, service style/level, operating details, pricing, location, ambiance, etc.). Include supporting data that explains why you made these choices)
  4. Competitive Analysis with perceptual map
  5. Target Market Profiles (with rationale – why will these customers choose your concept?)
  6. Value Proposition and Brand Credentials – explain how you will use this to promote your concept
  7. KPIs and Financial Projections
  8. References in APA style (does not count towards page-count)


4.    Submission Requirements

  • Share the draft proposal and concept summary form with faculty in class.
  • Revise proposal based on faculty feedback.
  • Submit proposal and concept summary form to the link in the Week 8 folder.

GRADING NOTE:  You must receive an 80% or higher on this assignment to move on to Second Quarter assignments.  If a lower score is achieved, the team will be required to revise and resubmit the assignment before moving forward. 

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