Capstone – Project

Marketing Strategy of the omni-channel marketplace HiO

A Collaboration Between

Project Synopsis

HiO is an innovative / omni-channel market place, where US consumers can find relevant foreign fashion brands that are not yet in this market. HiO is a ‘discovery’ destination.
They are 3 main objectives we would like to achieve:
* Complete in detail our customer profile (conducting a consumer research)
* Identify the best marketing channels to reach our target consumer (digital or not, since we are totally omni-channel)
* Complete marketing assets: physical (visual store elements) and digital

Project Topics

Company Information

CompanyThe HiO Life
HQBrooklyn Bridge
StageSmall Business
Hiring PotentialN/A

Company Overview

SGN Group is the go-to firm for foreign fashion brands entering in North America. 2 years ago SGN created the retail platform HiO ( that has 2 purposes: (1) from the consumer point of view is an innovative market place that offers an experience by discovering new brands, and (2) from the market perspective is a brand incubator, that allows SGN to understand the business potential of each brand to expand it into the market.

Experiential Learning Program Details

SchoolLong Island University C.W. Post (LIU Post)
Engagement FormatCapstone - Small Team Consulting Project - Students work in small groups of 2-6 directly with faculty and host company project champions on developing real solutions to real-world challenges.
Students Enrolled30
Meeting Day & TimeMondays 2-5
Student Time Commitment15-30 Hours Per Week
Company Time Commitment1 Hour
Duration9.43 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type

Key Project Milestones

  • October 6, 2020 - Deep Dive on HiO Product Catalogue and Current Target Audience Profile

    • What kind of products does HiO support?
    • What makes these products unique and different?
    • Where are these products sourced from?
    • What can you learn about each of the brands to better understand the marketplace and key clientele?

    Suggested Deliverable:

    Develop a presentation showcasing what you’ve learned about the HiO marketplace and product catalogue

  • October 20, 2020 - Establish Current 'HiO Customer Avatar'

    • Who is currently visiting / purchasing from HiOs marketplace?
    • Where do they find out about HiO?
    • What demographic, psychographic, and geographic profiles are included in the target audience?
    • What volume is HiO currently working with?
    • What household income is currently included in the demographic?
    • HiO will provide access to the students to our current list of ‘HiO fans’
    • HiO will provide access to Google Analytics and Social Media Analytics

    Suggested Deliverable:

    Create a presentation showcasing a well defined ‘Customer Avatar’ including all relevant parameters

  • November 17, 2020 - Build Marketing Strategy based on Target Customer Avatar

    • What digital marketing initiatives might work well for HiO based on their target audience?
    • Consider email marketing, social media marketing, paid ads, snail mail, etc.

    Suggested Deliverable:

    Please prepare a proposed marketing plan for initial feedback

  • December 15, 2020 - Propose Comprehensive Marketing Strategy for HiO

    • What is the final marketing plan?
    • What is included in the plan?
    • What is the timeline for the marketing plan?
    • What is the projected cost of the marketing plan?
    • What is the potential Return on Investment (ROI) if the marketing plan is successful?
    • What marketing assets are required to launch?
    • What marketing channels will you be using?
    • How will you measure success?

    Suggested Deliverable:

    Present comprehensive marketing plan

Project Resources

There are no resources currently available

Industry Mentors

Company Admin

Sever Garcia

[email protected]

Academic Mentors



[email protected]


Olyvia Gendron

[email protected]

Assigned Students

There are currently no students assigned.