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Marsha Ashley
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My partner and I finished our client presentation and turned in our final report, all in the same day. It felt, exhilarating and climatic. Its hard to believe that our capstone course is finally complete. We had wonderful clients that we hope we keep in touch with or even work with in the future. Ive figured out three key things a student consultant must do in order to have the most successful capstone project possible: Follow that fieldbook. The one thing we forgot to do on a regular basis is check the fieldbook -- something that we continued to refer... Continue reading
Posted Jul 30, 2017 at CAPSTONE!
I feel like most of my blog posts have been pretty optimistic. We had a goal. We met or exceeded the goal. We delivered those updates to the client and the client was happy. Rinse and repeat for the past eight weeks. In the last week, however, we have had serious difficulty in transitioning from presenting just our research, to understanding how to package that research into a coherent marketing plan.... essentially, "What does all of that work mean!?" By Thursday evening, our report was still in serious draft mode, our presentation was only 60% finished and we had no... Continue reading
Posted Jul 24, 2017 at CAPSTONE!
This past week we shared our survey results and analysis with our client. We are helping our clients figure out how their new product: a technology (product) that scans a patient's skin to detect skin cancer or any skin changes that could potentially be skin cancer. We had to conduct three separate surveys: dermatologists, physicians and customers (potential patients). While it was extremely difficult at times to get dermatologists and physicians to participate, we were happy with the results we were able to present to our client. Now we have about two weeks to put all our recommendations into our... Continue reading
Posted Jul 15, 2017 at CAPSTONE!
My capstone client is a startup company that is looking to transform the way dermatologists track, analyze and diagnose skin cancer. We sent out three different surveys in order to get a better understanding of what physicians (especially dermatologists) and customers would think about a product like the one our client is proposing. After doing our major analyzing, we thankfully have a good direction of what we think will make sense for our client. While we knew that the research and survey portion of our capstone project would be the majority of our work, we were surprised by the results... Continue reading
Posted Jul 7, 2017 at CAPSTONE!
For my past few blog posts, I have talked quite a bit about our client surveys. In fact, I'm sure its about the only thing I've talked, obsessed and created anxiety over for the past few weeks. Finally, after nearly three weeks, my partner and I closed our only surveys this past Friday. While we were hoping to get millions upon millions of responses, we are pretty satisfied with our haul. We realized that getting dermatologists to participate was going to be a challenge, and I'm glad we begged and annoyed our contacts as much as we did, because it... Continue reading
Posted Jul 1, 2017 at CAPSTONE!
It is hard to get a dermatologists appointment, for a variety of reasons. None of which are necessary to explain here. However, even when asking for five minutes to answer survey questions, it has been an outright battle. We sent out our three surveys last week specifically designed for potential customers, physicians and dermatologists. Our clients want to introduce a product / service / technology that will help track and diagnose any skin changes that could be cancerous -- thus preventing skin cancer deaths. However, getting dermatologists -- those on the front lines of this battle, to participate in our... Continue reading
Posted Jun 23, 2017 at CAPSTONE!
My partner and I spent the past couple of weeks creating and refining three surveys -- one for potential customers, one for physicians and one for dermatologists. Our client is a startup looking to revolutionize the skin-check process to detect skin cancers and anamolies. This week we received approval for the three surveys to be sent out. And gleefully we did!!! Thankfully we created "ask" copy for a variety of people and scenarios so that made quick work. The waiting however, is proving to be the worst part. As we see our customer participation ratchet up, I'm starting to feel... Continue reading
Posted Jun 18, 2017 at CAPSTONE!
Last week my partner and I were having a slight freakout. Things seemed to be going smoothly...almost too smoothly. We like our client. We enjoy working with each other and we were starting to see how the project would progress. Obviously all signs that something must not be right. Right? "What if we don't get enough dermatologists to interview?" "What if we're completely misunderstanding what the client wants?" "If we give them a recommendation based on data that isn't robust enough?!" Then...enter Drew and our capstone class! Thankfully, we were not alone with our suspicious feeling that anxiety was lurking... Continue reading
Posted Jun 11, 2017 at CAPSTONE!
As we closed our third week of Capstone, so much of our past week's work has been focused on interviews and focus groups. More to the point, attempting to schedule them, especially for Dermatologists. Our client is a startup company that is looking to disrupt the skin-cancer screening industry with learning technology and an impressive amount of high performance cameras. We assumed that getting in front of physicians and dermatologists would be difficult. We didn't realize how hard it would be, especially for dermatologists. Thankfully, we were able to interview our first dermatologist this past week, and the amount of... Continue reading
Posted Jun 4, 2017 at CAPSTONE!
Today marks week three of our capstone project and our direction is beginning to crystalize more and more. We are working with a startup company and it is extremely exciting to know that our research will guide the trajectory for our client. This past week, we have started our quantitative research and had our first weekly recap with our client. The interviews have gone well once we have been able to schedule them. Scheduling interviews with dermatologists, who we suspect will be one of our most important targets, has proven slightly more difficult. However, we have used many of our... Continue reading
Posted May 28, 2017 at CAPSTONE!
This past week my partner and I met with our client, a skin imaging system that would scan individuals for changes in their skin that may be cancerous. Think melanoma. With over 87,000 of melanoma skin cancer cases a year, melanoma claims nearly 10,000 of the skin cancer deaths. We were extremely excited to meet our clients. After our more than hour long conversation, we realized that we will be conducting extensive market research with our client to determine if their product is a viable option to move toward prototyping. The thought that we are working with a client that... Continue reading
Posted May 22, 2017 at CAPSTONE!
Hello Capstone Blog World... As this is my inaugural post, I suppose I should introduce myself. My name is Marsha Ashley. I am in my second-to-last semester in my MS Marketing program and after my first capstone class with Drew Boyd I am also extremely anxious. The breadth and depth of work that will go into this project is cause for excitement and nervousness. The message of our first lecture was a clear: "Do NOT mess this up!" Though not explicitly mentioned, the point was made -- this is a real client, with real implications and the potential to turn... Continue reading
Posted May 14, 2017 at CAPSTONE!