2. Provide an engaging atmosphere
where customers have the freedom
to express creativity
Portfolio Development:
Reposition Corporate events as
Team-building
Product Development:
Offer new products for current target
market
Capitalizing on Paint Bar’s Strengths in Inspiring
Creative Confidence Leads to Growth Opportunities
4. Currently, the Paint Bar Offers Corporate Events
Positioned as Fun Events
Q. How did you come about your
decision?
A. “…. for fun and something
different to do.”
- Emily Libby, BU MBA Director
Q. How was the experience
facilitate team building?
A: “.. Get to have fun [with]
yourself and friends…”
- Focus Group Participant
Source: The Paint Bar Website
5. Paint Nite
$2.51m
41%
Paint Bar
$1.39m
22%
Muse Paint
Bar
$1.16m
19%
PCAB
$0.50m
8%
Others
$0.62m
10%
Estimated Paint-and-Sip Market
Size in Boston
Total Market Size: $6.2m
With 1.7m full-time employees in
Greater Boston, the total market size
is over $400m in 2015 .
Corporate Events Positioned as Team Building Have
Upside Potential
Estimated EE Training
Market Size in Boston
6. - Dr. Fred Foulkes, Director of HRPI
50% Of HR Respondents View Culture and
Engagement as “very important”
“Decide your purpose and goals, and
let them dictate the type of team building to
try…”
- David Jacobson, TrivWorks Founder
“Look at goals [of events], is it a one time
thing?”
Corporate Events Positioned as Team Building Have
Upside Potential
Challenge HR Executives Face Today
#1
Industries Rank Culture and
Engagement as Their Biggest
Organization Challenge5/9
7. Redefine Events that Meet
Corporate Objectives
Acquire Team Building
Certification for Instructors
Market with the Focus on Team
Building Outcomes
Reposition Paint Bar’s Corporate Events to Address
Engagement and Culture
8. Reposition Paint Bar’s Corporate Events to Address
Engagement and Culture
Redefine Acquire Market
Mission Statement
• Cultivate Creativity at Every Stage of a Team
• Foster Belief in Creative Capacity
• Create Strong Engagement Amongst Participants
Introducing...
9. Corporate Package 1 Redefined to Fit Organization
Needs
Redefine Acquire Market
Customer Needs
Type: New Teams, New Hires
Challenges: Trust, Communication, Being
Comfortable
Reason: Getting Participants to Bond
Skills: Self Expression,
Communication
Current
Products
Redefined
Products
12. Corporate Package 2 Redefined to Fit Organization
Needs
Redefine Acquire Market
Customer Needs
Type: Cross-Functional Teams
Challenges: Coordination, Understanding
Different Mindsets
Reason: Work on Differences Across Team
Skills: Understand Different Perspective
Current
Products
Redefined
Products
15. Corporate Package 3 Redefined to Fit Organization
Needs
Redefine Acquire Market
Customer Needs
Type: Mature, Developed
Challenges: Seeing Individual Impact
to Organization
Reason: Rejuvenate Team by
Celebrating Hard work and
Successes
Skills: Navigate uncertainty,
Team Identity
Current
Product
Redefined
Product
18. Acquire Team Building Certification Provide Validity
to Class Structure
Redefine Acquire Market
Why Get Certified?
• Low Investment Cost
• Establish Reputation
• Access to Global Professionals
20. Hiring a Salesperson with Extensive Experience in
Both Team Building and Sales
Redefine Acquire Market
Salesperson Responsibilities:
1. Communicate Strengths
LinkedIn Blogs
Manage Client Relationships
21. Hiring a Salesperson with Extensive Experience in
Both Team Building and Sales
Redefine Acquire Market
Salesperson Responsibilities:
1. Communicate Strengths
2. LinkedIn Blogs
Manage Client Relationships
22. Hiring a Salesperson with Extensive Experience in
Both Team Building and Sales
Redefine Acquire Market
Salesperson Responsibilities:
1. Communicate Strengths
2. LinkedIn Blogs
3. Manage Client Relationships
23. Calendar Private Teambuilding Contact
Package 2: Coordinated Painting
“Communicate and Connect!”
Teams of 3-6 people will collaborate on a 3
canvas mural. The team will have to use
communication and coordination skills in
order to create the finished product.
Objectives
Reinforce Diversity
Promote Open
Communication
Ideal For Teams:
Facing Coordination Issues
Multi-Functional Teams
Testimonials
“The event was great for participants to have
open dialogue and communicate their
problems. It is VERY engaging!”
Nancy T.
Contact
Us
Download
Details
Group Size…………. 0-30
Time………………… 2 hours
Price………………… $75/Person
Develop Website that Clearly Communicates
Teambuilding Focus
24. Year 5
ROI 390%
Return on New Corporate Investments
Costs Revenue
Amount $132k $ 645k
% Change 10% 45%
Huge Opportunity for Growth in Revenue
25. Large Competitive Market Makes it High Risk, High
Reward Move
1. Multiple Established
Competitors
2. New Customer Base
3. High Initial
Investment
1. High Value-Added
Product
2. Large Potential for
Growth
RISK
PROS
27. 9%
74%
9%
1%
6%
1%
Facebook Likes Breakdown
F (13-24)
F (25-54)
F (55-65+)
M (13-24)
M (25-65+)
Others
SOURCE: FACEBOOK PAGE
Today, the Paint Bar’s Main Product Mainly Attracts
Females Between Age 25 to 54
28. “Sometimes I donate paintings
because I have no space in my
apartment.”
“I’d like something
smaller - like pottery.”
Focus Group Participant:
However, Main Customers Show Interest In New
Things Besides Paintings
29. What do our target
customers like?
• Home décor
• Cooking classes
• Trendy fitness classes
Understanding Customer Needs Gives Us Insights
on Product Development
SOURCE: Survey with 280 Responses
2.1
0.4
0.0
0.5
1.0
1.5
2.0
2.5
DIY: Vases,
Candles, etc.
Painting,
Canvases
Thousands
Pinterest:
30. What do our target
customers like?
• Home décor
• Cooking classes
• Trendy fitness classes
Understanding Customer Needs Gives Us Insights
on Product Development
SOURCE: Survey with 280 Responses
Instagram:
8.2
2.1
0
2
4
6
8
10
DIY: Home
Décor
DIY: Painting
Thousands
31. Research Shows That Compared with Paintings,
People Are More Interested In Home Decoration
37%
10%10%
43%
Preferred Decor Items for Women (25-
54)
Decorative
Pillow
Floral
Arrangment/Va
se
Painting
Rug
SOURCE: Survey with 89 Responses
34. Marketing Online is the Best Way to Reach the Paint
Bar’s Target Customer
Promotion
Campaign
Social
Media
Inbound
Marketing
35. Use Facebook pay per click ads to target
women:
• Age .…..…………. 25-54
• Location………….. Greater Boston
• Interests….............. DIY
Marketing through Facebook and Instagram is the
Easiest Way to Reach the Paint Bar’s Target Market
Social Media Inbound Marketing Promotion Online
36. 1. Create content that is valuable to
the target customer
- “10 ways to dress up your home”
- “5 Instagram DIY accounts”
Use Inbound Marketing to Push Out More Content That
Your Customer will Love
Social Media Inbound Marketing Promotion Online
37. Use Inbound Marketing to Push Out More Content that
Your Customer Will Love
1. Create content that is valuable to
the target customer
- “10 ways to dress up your home”
- “5 Instagram DIY accounts we love”
2. Include Call-to-Action
Social Media Inbound Marketing Promotion Online
38. Social Media Campaign
• Low Cost
• Specific to Paint Bar
• Tracks Current Customers
Encourage Customers to Display and Share their
Products Online Through Promotions
Social Media Inbound Marketing Promotion Online
39. ChristyVanGo
Tina_Tourtellini
4 minutes ago
KayBayBay
PrincessMao
OMG SO CUTE! Take me next time!
Let’s go! I heard they do vases. ;) But
first…BRUNCH!
Making my home #PaintBarPretty with
my custom pillows! #DIY #ThePaintBar
HawaiiTom, FrankLinStein, MannieMouse
OMG, Shall we brunch?
40. Year 5
ROI 60%
Return on New Corporate Investments
Costs Revenue
Amount $120k $192k
% Change 9% 14%
Low Risk Volume Driven Strategy for Growth in Profit
41. The Product Development is a Risk and Opportunity
to be a Leader in the Market
1. Products can be
Easily Replicated
2. Increased storage
and training
3. FAD Products
1. Reposition
Products
2. Low Fixed Costs
3. Same Customer
Base
4. Adjustable Strategy
RISK
PROS
42. Grow by Focusing on the Mission to Inspire Creative
Confidence for All
Deliver the
Mission
Corporate
Events
New Product
Offerings
