We want students to help us build a Go-To Community strategy to create, grow and create value for Gen Zers in college struggling to find meaningful beauty and wellness conversations. How can we create a space that attracts and retains members who are highly engaged?

The main questions we’d like students to help us answer are the following:

• Who is in our community, and why are they here? Who is not in the community?
• What value will we create for the community, whether or not they are paying customers?
• What value will the members provide each other?
• How will we listen, talk to, and be directed by our customers?
• How and where will we deliver insights from these conversations to the rest of the company?
• How will we incentivize, recognize, and reward participation?
• What values and norms will we model and do we expect of the community?
• How can we make our community smarter, happier and feel protected? Through what programs, which channels?

A report on a Go-To Community (a bottom-up go-to-market) strategy that recommends how we can create, grow and deliver value for highly engaged beauty and wellness communities. We would like the report to include how the community can become a core competency of our start-up with a team, budgets etc.

• Identify what Gen Zers in college are struggling with in terms of beauty and wellness.
• Research and identify popular beauty and wellness content that Gen Zers are engaging with online.
• Creating community assets that help drive awareness, adoption, and retention
• Competitor research
• Understand what motivates the community members.

• Students will connect directly with the employer for mentorship and supervision throughout the project.

They will have access to:

• users
• current research and data