Virtual Internship Program (VIP) – Project

Build a Marketing Strategy to Grow and Engage our Target Market

A Collaboration Between

Project Synopsis

David Hagan invented 3 styles of Condom Holders to allow sexually active men (and women) to carry condoms discreetly at all times. Our first launch of UnderCover Rubber was in December 2019.

As a Beta Test, the Condom Holders were offered free of charge (you just pay shipping). The initial Condom Holders were made of Vinyl. While I actually received a Patent on the first model, we were not happy with the product because the Vinyl was too thick and stiff and both the fabric and fabrication were of poor quality. So, I spent a lot of time trying to find a new fabric/fabricator and trying to enhance the product design.

In July 2020, I located a fabricator in High Point, NC which is owned by a friend who is also an alumnus of NC State – small world. We spent 4 months evaluating multiple fabrics including suede, pleather and high denier nylon as well as tweaking the design of all 3 styles to arrive at our new products. We selected Cordura high denier nylon which is thin, supple, lightweight, waterproof and very durable (also used for backpacks & luggage).

In December 2020, we relaunched UnderCover Rubber with these new Nylon Condom Holders. As a continuation of our Beta Test, these new Nylon Condom Holders are also being offered free of charge (you just pay shipping) through June 30, 2021 with the goal of identifying any potential product enhancements before we begin selling these versions of the Condom Holders. We plan to start charging for the “Tool” Kits in the next month based upon the pricing feedback received to date.

We recognize we still need considerable help to enhance our product designs and develop a marketing plan.

Project Topics

Growth Strategy

Product Design & Development

Research & Development

Sales & Business Development

Company Information

CompanyLifeBrothers
HQGreensboro, North Carolina
RevenueUnlisted
EmployeesUnlisted
StageHigh-Growth Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttps://lifebrothers.net/

Company Overview

Nine years ago, founder David Hagan created LifeBrothers, a life coaching program, as a result of my passion for helping young men navigate life. The goal of LifeBrothers is to promote better health, authentic relationships and personal excellence in young men by encouraging men to hold themselves to a higher standard, to make better choices, and to create habits that deliver their desired future. I empower them to change their behavior and, in turn, to change the culture of alcohol abuse, drug use, hazing, sexual assault, sex without a condom and suicide on high school and college campuses. Other programs try to “tell” students what they can and cannot do and fail as a result. My program works because I have a compelling and graphically honest conversation with my men and inspire them to make better choices by deciding to do so themselves. LifeBrothers shows our brothers they are not alone with their fears and failures and, in doing so, opens the door for vulnerable, honest conversations and the amazing fraternal love and brotherhood that honesty creates. I have attached a few testimonials from young men and parents that illustrate the effectiveness of my program. The foundation of LifeBrothers is the copyrighted 20-point Life Brothers Promise that removes every stigma men have been given by society so they can have any conversation without fear, shame or hesitation. Under the LifeBrothers Promise, men have shared every issue imaginable with me including unintended pregnancies and sexually transmitted infections. When asked, these men admitted they were not wearing a condom because they did not have a condom with them because they were embarrassed to be seen carrying condoms, so, I invented UnderCover Rubber because, you cannot use a condom unless you have one– see below.

Experiential Learning Program Details

SchoolCapSource
Engagement FormatVirtual Internship Program (VIP) - Customized, Facilitated Virtual Internship Program
CourseUnderCover Rubber Fall Internship
LevelN/A
Students EnrolledN/A
Meeting Day & TimeTBD
Student Time Commitment1-3 Hours Per Week
Company Time Commitment2 Hours
Duration7.57 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
REMINDER OF CONFIDENTIALITY

REMINDER OF CONFIDENTIALITY

During this program, you'll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
October 7th, 2021 Event na
Pre-Kickoff Happy Hour

Pre-Kickoff Happy Hour

Zoom link and time: TBD
October 7th, 2021 Event na
COMPLETE KICK-OFF EVALUATION

COMPLETE KICK-OFF EVALUATION

October 7th, 2021 Evaluation evaluation
OFFICIAL INTERNSHIP KICKOFF WEB CONFERENCE

OFFICIAL INTERNSHIP KICKOFF WEB CONFERENCE

Zoom link and time: TBD
October 8th, 2021 Event na
Milestone #1 Due - Deep Dive on UnderCover Rubber - The Product and Competitors Milestone #1 Due - Deep Dive on UnderCover Rubber - The Product and Competitors
Suggested Deliverable: Prepare a 15-minute group presentation based on your understanding of the UnderCover Rubber. Ensure to include 3-5 key questions you’d like answered in order to begin working on the next milestone
October 15th, 2021 Submission Required submission-required
COMPLETE TEMP CHECK #1

COMPLETE TEMP CHECK #1

October 15th, 2021 Evaluation evaluation
WEEKLY WEB CONFERENCE / CHECK-IN

WEEKLY WEB CONFERENCE / CHECK-IN

Zoom link and time: TBD
October 18th, 2021 Event na
Milestone #2 Due - Develop a Target Audience Overview for UnderCover Rubber Milestone #2 Due - Develop a Target Audience Overview for UnderCover Rubber
Suggested Deliverable: Detailed research report on target audience for UnderCover Rubber
October 29th, 2021 Submission Required submission-required
COMPLETE TEMP CHECK #2

COMPLETE TEMP CHECK #2

October 29th, 2021 Evaluation evaluation
Milestone #3 Due - Gather Intel & Feedback from Suggested Target Audience Milestone #3 Due - Gather Intel & Feedback from Suggested Target Audience
Suggested Deliverable: A comprehensive overview of the data collected through surveys, focus groups, and one-on-one discussions with members of your suggested target audience group. What have you learned? Do you still think this group is an appropriate target audience?
November 12th, 2021 Submission Required submission-required
COMPLETE TEMP CHECK #3

COMPLETE TEMP CHECK #3

November 12th, 2021 Evaluation evaluation
WEEKLY WEB CONFERENCE / CHECK-IN

WEEKLY WEB CONFERENCE / CHECK-IN

Zoom link and time: TBD
November 15th, 2021 Event na
Milestone #4 Due - Develop Go-To-Market Strategy for Your Target Audience Segment Milestone #4 Due - Develop Go-To-Market Strategy for Your Target Audience Segment
Suggested Deliverable: A comprehensive overview of the data collected through surveys, focus groups, and one-on-one discussions with members of your suggested target audience group. What have you learned? Do you still think this group is an appropriate target audience?
December 3rd, 2021 Submission Required submission-required
OFFICIAL INTERNSHIP END

OFFICIAL INTERNSHIP END

 
December 3rd, 2021 Event na
SUBMIT FINAL DELIVERABLE SUBMIT FINAL DELIVERABLE
 
December 3rd, 2021 Submission Required submission-required
COMPLETE FINAL PEER EVALUATION

COMPLETE FINAL PEER EVALUATION

December 5th, 2021 Evaluation evaluation
COMPLETE FINAL SELF EVALUATION

COMPLETE FINAL SELF EVALUATION

December 5th, 2021 Evaluation evaluation

Key Project Milestones

  • October 15, 2021 - Deep Dive on UnderCover Rubber - The Product and Competitors

    – What is UnderCover Rubber?
    – What makes this product unique and different?
    – What competing products exist in the market?
    – What do you think about your sample products?
    – Explore UnderCover Rubber Instagram. What do you think of the content strategy?
    – How has the product evolved over time?


    Suggested Deliverable:

    Prepare a 15-minute group presentation based on your understanding of the UnderCover Rubber. Ensure to include 3-5 key questions you’d like answered in order to begin working on the next milestone

  • October 29, 2021 - Develop a Target Audience Overview for UnderCover Rubber

    – What is the Total Addressable Market?
    – How is this different from the Segmented Addressable Market?
    – What is the size of the Segmented Obtainable Market?
    – Can you create a customer archetype based on the target audience profile? What is the demographic and psychographic make-up?
    – Do you think UnderCover Rubber should be targeting customers in certain regions? Why or why not?
    – What about international markets? Are these worth prioritizing?


    Suggested Deliverable:

    Detailed research report on target audience for UnderCover Rubber

  • November 12, 2021 - Gather Intel & Feedback from Suggested Target Audience

    – Review survey used previously. How can we improve that as you look to collect intel from prospective customers?
    – Where can you find your target audience?
    – Do they seem interested in the product and brand?
    – Do they have a need that can be solved by UnderCover Rubber?
    – What should be the pricing of the product?


    Suggested Deliverable:

    A comprehensive overview of the data collected through surveys, focus groups, and one-on-one discussions with members of your suggested target audience group. What have you learned? Do you still think this group is an appropriate target audience?

  • December 3, 2021 - Develop Go-To-Market Strategy for Your Target Audience Segment

    – Based on what you learned throughout the previous milestones, who is the ideal target audience for UnderCover Rubber?
    – Where does this audience gather – both online and in-person?
    – How do you effectively reach your target audience segment?
    – What types of marketing content and strategy would be most appropriate given this target audience and product?
    – Can you suggest a marketing campaign or two that might work effectively for UnderCover Rubber?
    – If your Go-To-Market strategy is successful, what would be the reach and revenue? How can we prepare UnderCover Rubber for this growth?


    Suggested Deliverable:

    A comprehensive overview of the data collected through surveys, focus groups, and one-on-one discussions with members of your suggested target audience group. What have you learned? Do you still think this group is an appropriate target audience?

Project Resources

Industry Mentors

There are currently no supervisors assigned.

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

There are currently no students assigned.