Capstone – Project

22. Industry Research and Go-To-Market Strategy for Ed-Tech Product

A Collaboration Between

Engagement Synopsis

Next Gen HQ
MOMENTUM Product – Market Analysis Project
Week of March 22nd, 2021

Project Overview:

Next Gen HQ is releasing the MOMENTUM Membership product in 2H of 2021. The goal of this project is to create a market analysis memo which will inform the build-out of this product.

Key Values of the MOMENTUM Membership:

The MOMENTUM Membership consists of a digital platform (desktop & mobile app) and event experience that will provide the following values:

  1. Top-tier entrepreneurship learning, provided via live classes from inspirational guides
  2. An empowering community of leaders in pursuit of their dreams
  3. Individualized, curated entrepreneurship resources

Features of the MOMENTUM Membership:

The digital MOMENTUM platform consists of live & on-demand classes, entrepreneurial opportunities, access to an online community, entrepreneur perks/discounts, and more. The digital MOMENTUM platform takes inspiration from platforms like Peloton, Insight Timer, MasterClass, Headspace, AAA, Zero, and more.

The MOMENTUM Membership also consists of an event experience, providing members with complimentary access to Next Gen HQ’s award winning annual Next Gen Summit.

Who is the MOMENTUM Membership User?

Our ideal target customer is a Gen Z/Young Professional looking to level-up and design their dream career.

Deliverable Expectations:

Start by creating a market and competitor analysis, then help us define the product and market entry strategy. We are looking for an executive summary and slide deck presentation for the MOMENTUM membership.

Company Information

CompanyNext Gen
HQNew York
Revenue1,000,000 - 3,000,000,
StageEstablished Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time

Company Overview

At Next Gen HQ, we believe in creating opportunities that lead to extraordinary possibilities. That’s why we created a hub that cultivates the community, education, resources, and mentorship entrepreneurs need to keep pushing forward. Entrepreneurship is daunting, risky, and complicated. We’re here to support those who choose to overcome these obstacles in pursuit of something greater. We are proud to curate media for a monthly audience of 500,000+ who seize opportunities to grow and learn together.

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


Product Design & Development

Research & Development

Program Timeline

Touchpoints & Assignments Due Date Type
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

Project Milestones

  • March 22, 2021 - Overview of the MOMENTUM Product

    • Welcome to Next Gen HQ! Become acclimated with team, culture, and week’s project
    • Let’s Review the MOMENTUM Platform
      • Familiarize with MOMENTUM Platform features and vision
      • Create SWOT analysis

    Suggested Deliverable:

    End of day discussion about MOMENTUM, set goals for tomorrow

  • March 23, 2021 - Industry and Competitor Analysis

    • Industry and Competitor Analysis
      • Conduct industry analysis (after finalizing list of target competitors) including this list for inspiration:
        • Peloton
        • Masterclass
        • Headspace
        • Founders Card
        • LinkedIn Learning
        • Jay Shetty Genius
        • Coursera
        • Guild Education
      • Who are the target customer for each competitor?  (demographics, psychographics, income level, career, etc.)
      • Where is most of their success (geographically)
      • Any numbers of search traffic, revenue, or other key traction metrics

    Suggested Deliverable:

    Produce Spreadsheet of Competitors with Categories Analyzed

  • March 25, 2021 - Market Entry Strategy

    • Create a market entry strategy (including timeline) for the MOMENTUM Platform
    • What should be the timeline?
    • What resources (talent, finance, technology, etc.) would be required?
    • What is the estimated cost?
    • What might be the potential revenue?

    Suggested Deliverable:

    Finalize and present key takeaways, learnings, and proposed strategies

Project Resources

There are no resources currently available

Industry Mentors

Company Admin

Dylan Gambardella

[email protected]

Academic Mentors

There are currently no supervisors assigned.

Assigned Students


Gordon Holloway

[email protected]


Andalib Kabir

[email protected]


John Na

[email protected]