Capstone – Project

Partnering with employers to provide homeownership opportunities to their employees

A Collaboration Between

Engagement Synopsis

We want to work with a team of MBAs to explore partnering with employers to reach potential Hurry Home clients. We believe this can be an opportunity for employers to further support their employees financial health and stability while improving their retention, saving them from the costs of higher employee turnover. Hurry Home will benefit from this type of relationship by reaching new target demographics with stable incomes at a low acquisition cost. Our goal for collaborating with the Interterm team would be to create a playbook for how to pitch and work with these potential partners. This would include analyzing who’s the right person to approach at a company, what sort of messaging is likely to appeal to them, what sort of materials should we prepare, etc.

HOST VENUE ADDRESS

  • We have offices in Vested Interest, a mixed use space converted from a dry cleaning warehouse. The building is located at 251 E Sample St, South Bend, IN 46601

REQUIRED PREREQUISITES

  • There are no required prerequisites, but experience in marketing or strategic partnerships could be beneficial

LEARNING OBJECTIVES

  • Students will learn about a large segment of the US housing market that is typically overlooked
  • Students will get experience with strategic partnerships, including conducting user research on partners, stakeholder mapping within established firms, tailoring a pitch for them, etc.
  • Students will have the opportunity to build a marketing strategy to reach a low income demographic (64% AMI on average) generally considered hard to reach

Company Information

CompanyHurry Home
HQIndiana
RevenueUnlisted
Employees1-5
StagePre-Revenue Startup
Hiring PotentialFormal Internship
Websitehttps://www.hurryhome.io/

Company Overview

Hurry Home offers a new path for renter families to own the homes banks cannot make mortgages for, while providing property investors an effortless investment vehicle with boosted returns. Homeownership is still the primary way that American families build wealth, yet many people are unable to pursue it. With Hurry Home, buyers build protected ownership, and seller/landlords earn higher returns than conventional rentals with no maintenance/repair effort.

Industry Mentors

COO & Co-Founder

 

[email protected]

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA IMPACT Interterm (SPRING 2020)
LevelGraduate
Students Enrolled120 Enrolled, 2-5 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, 2020 - Understanding Employers’ Relevant Values

    1. Do employers think about their employees’ housing?
      1. Do they see any value in addressing this topic?
        1. Do they think it connects to employee loyalty and/or retention?
      2. Are they interested in affecting non-work-related aspects of their employees’ financial health?
    2. How do employees respond to non-work-related information coming from their employers?
      1. Would they trust recommendations from their employers?

    Suggested Deliverable:

    Interviews from 2-3 employers and employees, potentially snowballing to others; initial thoughts on a marketing strategy to review with other interviewees.

  • March 3, 2020 - Creating Targeting Strategy

    1. Which employers are the right ones for us to target?
      1. In terms of size, industry, etc.?
      2. What staff position is typically the right person to target at a given employer?
    2. What messaging would prospective employees prefer?
      1. What format (e.g. leaflets, email, etc), what timing, what sort of message?

    Suggested Deliverable:

    1-2 additional interviews with employers and employees, taking their feedback on any learning from previous interviews; initial concepts for messaging content.

  • March 4, 2020 - Outlining Marketing Strategy

    1. What’s the best way to pitch employers?
      1. What arguments have the most resonance for them?
      2. What sort of process is there that they need to go through before launching something like this?
    2. What’s the best method to pitch employees?
      1. What sort of information is compelling for employees about this type of opportunity
      2. Does how receptive they are to information from their employers depend on the messenger, the format, etc?

    Suggested Deliverable:

    The broad outline for a B2B2C marketing plan with a rough strategy for targeting.

  • March 5, 2020 - Iterating and Completing Marketing Plan

    1. How should we pitch employers?
      1. What messaging is most appealing to them?
      2. What sort of materials should we have on hand to leave with them?
      3. How do they prefer we initialize contact with them?
      4. What sort of follow-up campaign would work best?
      5. How do we build trust with them?
    2. How do employees want to learn about this opportunity from their employers?
      1. What messaging is most appealing to them?
      2. What form of contact should we use with employers to reach employees?
      3. What sort of frequency of contact would they prefer?
      4. What sort of collateral do we need for employers to share with their employees?

    Suggested Deliverable:

    Finished marketing plan including targeting plan and messaging recommendations.

Project Resources

There are no resources currently available