Project Portfolio
As a pro-bono consultant and client executive, I collaborated with the CEO and COO of Tech Maple Works on a weekly basis from September to December 2024. My role involved helping the company evaluate the potential market for a new temperature-controlled bottle currently in the prototype stage.
My team–consisting of myself and 3 others–conducted market validation research, including segmentation, sizing, and competitive analyses, to assess the feasibility of entering the temperature-controlled, insulated bottle market in Canada. We designed and distributed a questionnaire using Qualtrics, conducted interviews with potential target consumers, and analyzed the collected data using SPSS. This work provided actionable insights into consumer perceptions and the viability of the product within the identified target market.
Key findings included a willingness-to-pay metric of $80.65, highlighting the need to reduce production costs to align pricing with consumer expectations. We also identified and quantified other consumer expectations for the product, delivering a comprehensive overview of the market landscape.
Ultimately, we concluded that the current prototype lacked sufficient appeal to justify market entry. We presented our findings and recommendations to the client and a panel of judges, achieving a 2nd place finish in the class competition.
Relative Athletic Scores (RAS) and the NFL Draft
My team analyzed the impact of Relative Athletic Scores (RAS)—a metric that quantifies the athleticism of NFL prospects—on general managers’ draft decisions in the NFL. Our findings were intriguing as we discovered specific low-performing teams rely significantly on athleticism scores in their draft decisions, even though we determined relative athletic scores to be poor predictors of NFL success, especially in the short term.
Pulo Ice Cream Marketing Campaign - Corinthian Distributors
Acted as the Director of Marketing & Client Relations on a project to market Pulo Ice Cream, a brand featuring natural Philippine-sourced ube. Created a new brand book and launched a targeted social media marketing campaign across Instagram and Facebook to increase brand awareness. Developed an original Pulo Ice Cream website, which served as both a retailer directory and an informative resource about the brand and its products. These efforts were aimed at enhancing the brand’s credibility and visibility, ultimately resulting in a 25% increase in engagement metrics and the introduction of the brand to 18,000 new accounts.
Collaborated directly with DUER, a Vancouver-based denim company, to assess their brand health and provide strategic recommendations for expanding market power in the US. Designed and deployed an original survey via Qualtrics, and analyzed the data using SPSS to derive insights that informed our recommendations. Successfully pitched these recommendations to both our professor and the company receiving the top grade in the class for the project.
Comparing Nike & Under Armour's International Marketing Strategies
Authored an essay comparing Nike & Under Armour's International Marketing Strategies to explain their varying levels of success in international markets. Received the highest grade in the class.
Comparing Nike & Under Armour's International Marketing Strategies.pdf
Developed and pitched a hypothetical brand and product concept called Nomad, a digital travel companion app designed to enhance the trip planning experience. Nomad features a unique map built on Google Maps’ software, offering travel-specific suggestions. Additionally, the map integrates real-time crime statistics from local police departments to help users avoid unsafe areas in unfamiliar cities.
Attitude Change Essay - Analyzing an Ad by Natural Calm
Co-authored an essay analyzing an advertisement released by Natural Calm in Better Health magazine. The essay employed consumer behaviour theories such as the Elaboration Likelihood Model (ELM), Balance Theory, and Social Judgment Theory to assess the ad's effectiveness.
Jake & Logan Paul - Talent Branding in the Age of Social Media
Authored an essay examining the careers of Jake and Logan Paul as content creators and their success in marketing themselves within a saturated market. The essay utilizes social psychology theories to analyze the effectiveness of their strategies, exploring why these approaches have resonated with audiences. Additionally, it provides insights on how aspiring creators can leverage these strategies as a reference for their own success.
Jake & Logan Paul: Talent Branding in the Age of Social Media.pdf
Market Research Study - Triangle Meal Kit Concept
Developed an original branding concept and conducted market research on meal kits in Canada. Utilized Vivdata, Qualtrics, and SPSS for data collection and analysis. Created the concept brand, Triangle, which utilizes a logo that symbolizes balancing the three macronutrients: carbs, protein, and fat. The research provided insights into market preferences and opportunities for positioning Triangle.