4. SITUATION STATEMENT
The Council of Smaller Enterprises (COSE) is ingrained in the
minds of Cleveland’s business community as a conduit to health
insurance savings. Unfortunately there are problems with this.
First, the level of health insurance savings COSE member’s
experience have declined significantly.
Second, health insurance reform is causing concern for
potentially drastic changes in how COSE is utilized. By
2014, small business will no longer be required to provide health
insurance to it’s employees.
Therefore, COSE must attract new audiences through offering
new programs and opportunities that benefit a broader target
audience.
5. OUR CONSUMER
CONSUMER
• Primary Audience:
• Undergraduate and Graduate Students; 18-30
• Secondary Audience:
• College Professors
RESEARCH
• Primary Research:
• Survey
• 25 College Students/graduates
• 10 College professors
• Focus Groups
• 5-8 students in 2 separate groups
• One-on-one interviews with 4 professors
• Secondary Research:
• Forrester
8. Climate
UNEMPLOYMENT RATES
• Decrease in Ohio unemployment went from 9.0% to 7.7% in
2012
• Creation of more jobs could mean fewer people are starting
small businesses.
CORPORATE TAX REFORM
• Proposed elimination of corporate tax loopholes to cut tax rate
from 35% to 28% could raise tax rates for small business
owners.
• This elimination of loopholes puts COSE in a good position to
be a small business advocate.
9. Climate
HEALTH CARE REFORM
• Small enterprises of 50 or less will not be required to provide
employees with insurance.
• COSE can serve as a thought leader in this time of uncertainty.
• Small enterprises can receive a tax credit for providing
insurance for its employees.
• COSE can use health care reform to attract potential
customers.
• Many in large organizations without insurance may leave to
start their own business.
• COSE can help to cover missing positions, such as human
resources.
10. Competition
DIRECT COMPETITION
• Employee Resource Council (ERC)
• Cleveland Chamber of Commerce
• National Federation of Independent
Business(NFIB)
• SCORE (Small Business Counseling)
• US Small Business Administration
• NYS Small Business Development Center
INDIRECT COMPETITION
• American Express Open
• Dell-Americas Favorite Small Business
• The Kauffman Foundation
11. Top Competitor
ERC (Employee Resource Council)
• Insight: ERC Health claims to be Ohio’s leading organization dedicated to
HR, workplace programs and practices, training, health insurance and
consulting.
• Audience: Small business owners
• Ecosystem: Website, Call Center
12. Case Studies: Concierge
Apple Genius Bar
• Insight: One-on-one technical support for Apple products
from specially trained “Geniuses” with the ability to schedule
an appointment online or in person.
• Audience: Apple product owners
• Ecosystem: Apple Store app, website and in-store
13. Case Studies: Concierge
Lexus Link®
• Insight: Lexus Link®, which is much like OnStar®, is a
feature that can put a driver in contact with an advisor who
can provide you with safety, security and convenience
services.
• Audience: Wealthy, middle-aged consumers
• Ecosystem: Website
14. Case Studies: Membership
AARP
• Insight: AARP is a membership organization leading
positive social change and delivering value to people age 50
and over through information, advocacy and service.
• Audience: Men and women ages 50 and over
• Ecosystem: Website, Facebook, Twitter, YouTube
15. Case Studies: Membership
Costco
• Insight: Costco is a membership warehouse club, that
offers convenience of specialty departments and exclusive
Costco services. Costco offers three types of membership
based on the shoppers needs.
• Audience: Personal use shoppers, business owners and
managers, and frequent and wealthy shoppers
• Ecosystem: Website, In-store, Facebook, Mobile Apps
16. Case Studies: Rewards
Starbucks
• Insight: A coffee shop that offers a rewards card. Every
time you purchase a coffee you gain a star. As you earn
stars you gain levels and better rewards.
• Audience: middle to upper class men and women
• Ecosystem: Website, In store, Facebook, Twitter, Google+
Mobile Apps
17. OUR TARGETED SCHOOLS
Entrepreneurship
University/College Student Population Institution type Entrepreneurship Center Minor/Major
Education Consortium
Minor in Interdisciplinary
Ohio State University 64,435 4-year Public The Center for Entrepreneurship
Entrepreneurship
Fitzgerald Institute for Entrepreneurial
University of Akron 24,119 4-year Public EEC Entrepreneurship Minor
Studies
Cuyahoga Community College 23,234 2-year Public
Certificate-Virtual office Assistant
Center for Technological Entrepreneurship
University of Toledo 23,000 4-year Public and innovation/ Center for Family and Entrepreneurship Major
Privately Held Business
Center for Entrepreneurship and Business
Kent State University 22,924 4-year Public EEC
Innovation Major and Minor in Entrepreneurship
Wright State University 18,304 4-year Public EEC
Certificate Program in Innovation and
Entrepreneurship in High technology
Youngstown State University 15 4-year Public SIFE/ The Monus Entrepreneur Center Certificate in Entrepreneurship
Cleveland State University 15,139 4-year Public EEC
Miami University 14,936 4-year Public The institute for Entrepreneurship Entrepreneurship Minor
Bowling Green State University 13,354 4-year Public Entrepreneurship Minor
Great Lakes Innovation and Development
Loraine County Community College 11,124 2-year Public
Enterprise: Innovation Fund
Case Western Reserve University 9,814 4-year Public EEC Entrepreneurship Minor
Lakeland Community College 9,017 2-year Public Entrepreneurship Center
Business Management/International
Ashland Community College 6,490 4-year Private not-for-profit EEC
Business/Entrepreneurship Major and
Minor
Baldwin-Wallace College 4,374 4-year Private not-for-profit EEC Entrepreneurship Major
18. Positioning Statement
COSE needs to encourage undergraduate and graduate
students between the ages of 18-30 to join their tier
program as a means to reach their entrepreneurial
aspirations. The College Student Tier Program is a
learning tool that provides knowledge expansion,
advocacy and connection building.
.
19. GOAL
If COSE wants to attract membership and foster creativity
among undergraduate and graduate college students then
COSE must show undergraduate and graduate students
that COSE will lead them to success and self-expression
through:
• A new college student tiered membership program.
• A new rewards and incentives program.
• A new student contest.
• COSE integration in the classroom.
20. OBJECTIVES
BUSINESS
• Increase undergraduate and graduate student membership.
• Increase enrollment in programs and services of new members.
• Establish a clear value/benefit proposition for undergraduate and
graduate students with the college student tiered membership program.
• Establish a clear understanding of programs and incentives.
• Attract new membership among undergrad and graduate students.
21. OBJECTIVES
RELATIONSHIPS
• Retain undergraduate and graduate membership, so that they.
eventually upgrade to the small business package.
• Train employees to be valuable COSE advocates, in and out of the
college classroom.
• Increase membership among undergraduate and graduate students.
22. OBJECTIVES
MARKETING COMMUNICATIONS
• Increase awareness of all the programs and services that COSE offers
college level members.
• Build value in membership to undergrad and graduate students.
• Position COSE as the learning tool of undergraduate and graduate
students.
23. STRATEGY No. 1
IF COSE wants to motivate undergraduate and graduate
students to sign-up for COSE and foster a community…..
THEN COSE should create a platform through the creation of
a mobile (smartphone and tablet) application where
likeminded entrepreneurial students can interact, share
stories, experiences, networking events and view
testimonials from other students.
24. STRATEGY No. 2
IF COSE wants to motivate undergraduate and graduate
students to sign-up for COSE, based on the success
stories of other college student COSE members…..
THEN COSE should use college student video and print
testimonials to tie together COSE membership and
entrepreneurial success; through sharing their stories.
25. STRATEGY No. 3
IF COSE wants to obtain undergraduate and graduate student
membership…
THEN COSE should create a COSE college student tiered
membership program based on the needs of college
students.
26.
27. • Company Start-Up • Advocacy Committee • COSE Bonus Card
Checklist • Public Policy Agenda • Campus Bookstore
• Small Business Shadow • Grassroots Discount
Days eNewsletter • COSE iPad Rental
• Tutorials & Workshops • COSE Day at Capital
• Online Marketing • Learn how COSE will
• Social Media represent you
• 24/7 COSE Knowledge
Center
• Download COSE App
28. • Networking Events • How to: Generate Business • COSE Bonus Card
• Small Business Mentor • Membership Directory • Campus Bookstore
Program • COSE Advertising & Discount
• Peer to Peer Advocacy Sponsorships • COSE iPad Rental
Groups • Leads Group • Office Max Discounts
• Arts Network • Local Business Recognition
• Home Business Network Awards
• NEOSA Technology
Network
• Membership Directory
29. • How to: Manage • How to: Manage Expenses • COSE Bonus Card
Employees • Budget & Payroll • Campus Bookstore
• Human Resources • Learn Legal Standards Discount
• Employee Benefits & • Renting Office Space • COSE iPad Rental
Insurance Options • Office Max Discounts
• Handling Employee • Discounts on
Benefits Concerts, Trips and
Different Leisure
Activities
30. STRATEGY No. 4
IF COSE wants to increase undergraduate and graduate
membership and offer incentives to standout from
competition…
THEN COSE should create an incentives and rewards
program that includes a COSE bonus card that offers
discounts on merchandise of interest to college students,
and incentives that offer discounts on trips and gift cards
and other products.
31. STRATEGY No. 5
IF COSE wants to engage and create awareness through
competition among undergraduate and graduate
students…
THEN COSE should create a contest through the Kauffman
Istart program where students can share their COSE
success.
32. STRATEGY No. 6
IF COSE wants to integrate itself into the college classroom, show its
importance and align itself with college professors to be
recognized as a real world resource and expert…
THEN COSE should create a college partnership, create a classroom
advocacy program, put COSE in the class, and create a COSE
curriculum.
