Capstone – Project

5. Develop a Go-to-Market Strategy for a Small Boutique Commercial Real Estate Firm

A Collaboration Between

Engagement Synopsis

Bradley Company is a commercial real estate firm with over 40 years of corporate history serving the Midwest region of the U.S. As “Midwest experts”, Bradley and Company help clients navigate the changing landscape of the region to find their ideal commercial real estate fit. They are committed to, and actively invest in, the growth and prosperity of their local communities.

Once affiliated with a national firm, Bradley and Company now operates as a small boutique agency alongside larger, national competitors in the region. Though the firm has experienced recent growth with the acquisition of the RESOURCE Commercial Real Estate company, their relative limited resources and data management system means that Bradley and Company’s marketing strategy must be creative, nimble, and resourceful. Bradley and Company looking to you to develop a Go-to-Market Strategy to help them meet their challenges.

Company Information

CompanyThe Bradley Company
StageLarge Enterprise
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time

Company Overview

Our highest priority is to provide innovative services for all commercial real estate needs and to help our clients align their real estate requirements with their strategic business objectives. Our full-service approach ensures that every client’s experience with us is outstanding from beginning to end while our expertise in all sectors of the market allows us to create an environment that solves problems and strengthens relationships. The benefit to you is a broader suite of services, real-time market knowledge and trend analysis that smaller, more localized firms, may not provide. With a corporate history that began in 1978, we are a seasoned and talented team of more than 330 solution-driven, commercial real estate professionals serving the Midwest region. We are a work family, where every member of our family is equally valued. We are flexible, nimble and innovative problem solvers. We believe that the whole is greater than the sum of its parts. We are committed to, and actively invest in, the growth and prosperity of our local communities. Trust, loyalty and responsibility are at the heart of everything we do.

Industry Mentors

There are currently no supervisors assigned.

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA Interterm (SPRING 2021)
Students Enrolled120 enrolled, 3-5 students per team per project
Meeting Day & Time3/22-25/2021
Student Time Commitment30+ Hours Per Week
Company Time Commitment5+ Hours
Duration0.43 Weeks

Project Topics

Growth Strategy

Research & Development

Academic Mentors

There are currently no supervisors assigned.

Assigned Students


Wang Qi Chen

[email protected]


Mohit Jumani

[email protected]


Matthew Thorndyke

[email protected]


Kevin Trembach

[email protected]

Program Timeline

Touchpoints & Assignments Due Date Submission
During this program, you'll be working on a real project posed by a real industry partner. Please download, sign, and then upload the Statement of Confidentiality. If your industry partner requires an additional NDA, that will be loaded as a Project Resources
March 20th, 2021 Submission Required submission-required


Each company will provide a web conference link and time for scheduled kickoff meeting
March 22nd, 2021 Event na
Temperature Check #1 Due by 5:00 PM ET

Temperature Check #1 Due by 5:00 PM ET

March 22nd, 2021 Event na
Temperature Check #2 Due by 5:00 PM ET

Temperature Check #2 Due by 5:00 PM ET

March 23rd, 2021 Event na
Please upload your final presentations and/or any final reports you delivered to the company.
March 25th, 2021 Submission Required submission-required
Final PEER Evaluation Due

Final PEER Evaluation Due

March 28th, 2021 Event na
Final SELF Evaluation Due

Final SELF Evaluation Due

March 28th, 2021 Event na
Final Interterm Feedback Survey

Final Interterm Feedback Survey

March 28th, 2021 Event na

Key Milestones & Project Process

  • March 22, 2021 - Define Bradley and Company's target audience.

    • Conduct a deep analysis of the company’s product and customer portfolio.
    • Highlight your understanding of customer segments and services relevant to the current project objectives.
    • Why do customers choose Bradley and Company for their commercial real estate needs?
    • What sets Bradley and Company apart from their competitors? What makes Bradley and Company relevant? Differentiated/Unique? Credible?

    Suggested Deliverable:

    Business summary report, including details on target market audience.

  • March 24, 2021 - Identify opportunities for marketing in free, performance-based, and owned media channels

    • Research marketing channels (methods and platforms) and offer suggestions for channeling marketing
      • Research target audience and customer segments to learn online media usage and marketing channel patterns.
      • What information and presentation are target audience members looking for when researching commercial real estate listings?
      • Identify and review the channels currently used by Bradley and Company to promote listings and channels and materials used in marketing strategies.
      • Survey the listings and marketing strategies of competitors and their locations.
      • Are there channels that Bradley and Company should increase their presence? What are the costs associated with these channels?
      • Are there channels where Bradley and Company currently advertise that show limited value for attracting target audience?
    • Evaluate the relevance of existing marketing materials
      • Are existing marketing materials aligned with the target audience and customer segments?
      • Are existing marketing materials/channel content reflective of the needs of and value of services to the customer?
      •  How should this firm develop marketing materials to best suit target audience and channels?

    Suggested Deliverable:

    Listing of options for marketing channels (methods and platforms) and guidance for marketing content.

  • March 25, 2021 - Prepare Go-to-Market Strategy

    • Identify objectives and target audience
    • Make recommendations for leveraging marketing channels
    • Advise on content of marketing materials
    • Establish measures for easily determining effectiveness of objectives and overall strategy

    Suggested Deliverable:

    Real Estate Marketing Strategy, complete with channels, estimated cost, objectives, and metrics.

Project Resources

There are no resources currently available