Capstone – Project

Increase Traction with the ‘Shatoetry’ Application

A Collaboration Between

Engagement Synopsis

As 2019 kicked off, William Shatner reached out to us requesting that we make prompt efforts to revitalize the app (in his words: how can we ÔÇ£popularizeÔÇØ and ÔÇ£sensationalizeÔÇØ it). That will be the focus of this project.

Blindlight needs help serving one of their most premier customers, William Shatner, who has created an application for fans and enthusiasts called William ShatnerÔÇÖs team is looking for recommendations from Blindlight on how they can increase awareness, interest, and revenue from the application thatÔÇÖs been on the market for some time now. This project will require a deep dive on the application functionality and reviews in order to better understand what users most appreciate about the app experience. Ultimately, theyÔÇÖre looking for recommendations on how to take the application to the next level based on industry best practices and success stories. Their key performance indicators are downloads, active users, and paid subscribers. Although their goal is to increase traction with all three, theyÔÇÖre operating with an extremely lean budget and need to execute for their client without drastically changing the app or allocating money towards a formal marketing budget.

 Students who enroll in this course will:

  • Students will attack a manageable short-term assignment, i.e. recommending strategies for revitalizing interest in, and revenue from, the William Shatner app
  • Be on-site in a dynamic entrepreneurial startup, with full exposure to this successful entertainment-services pioneer uniquely positioned in the intersection between the Hollywood and video game industries


This project is suitable for all MBA students, but especially applicable to students with:

  • MBA concentrations in entrepreneurial strategy and/or marketing
  • Interest in entertainment production sectors
  • Valuable to students with interest in service providers
  • Special value to those with interest in video games

PLEASE NOTE: Participants will be required to sign a non-disclosure project agreement regarding the handling of confidential information and intellectual property.

Logistics: This ÔÇ£IntertermÔÇØ Immersion will be based in Hollywood, California. Students will need to secure transportation and lodging on their own. Additional details on travel can be found under ÔÇ£Travel Reimbursement DetailsÔÇØ at the front of this document.

Company Information

StagePre-Revenue Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time

Company Overview

For over 15 years, Blindlight has been a provider of Hollywood production services for the video game industry. Blindlight partners with developers and publishers to bring their narratives to life with script writing, celebrity acquisition, performance capture, casting, and voice production.

Industry Mentors

There are currently no supervisors assigned.

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA IMMERSE Interterm (SPRING 2019)
Students Enrolled120 Enrolled, 4-5 per group per project
Meeting Day & Time3/2 - 3/5/2019 on-site at host company
Student Time Commitment1-3 Hours Per Week
Company Time Commitment3-5 Hours
Duration0.43 Weeks

Project Topics

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

There are currently no students assigned.

Program Timeline

Touchpoints & Assignments Due Date Submission

Key Milestones & Project Process

  • March 2, 2019 - Understanding where we’ve been

    • Download and explore the app. Understand what it is and what it is not.
    • Digest publicly available information on the app (reviews, awards, press coverage from its launch, etc)
    • Gain background information from Lev on how this came to be, who is involved (Shatner, a 3rd party developer, Blindlight’s new parent, etc), the relationships between the parties, and what each party’s responsibilities and interests are

    Understand where we are now

    • Gain an understanding from Lev:
      • what William Shatner’s expectations are
      • how this new interest in revitalizing the app came about in January 2019
      • a short-term promo that will take place in March
      • what Apple may or may not do to help

    Suggested Deliverable:


  • March 5, 2019 - Analysis and recommendations

      • Study the current state of the marketplace for apps such as this
      • Correspond with the developer (as needed) and our contacts at Apple (as needed) to gather additional information
      • Develop strategies for how prospective consumers could be influenced and enticed to try, use, and spend money on the app
    • Recognizing that there is no budget for development or marketing dollars
    • Address tactically how Blindlight can execute the recommendations, without changing the app and without a marketing budget

    Suggested Deliverable:

    Final Presentation

Project Resources

There are no resources currently available