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Joseph Kappen
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If you are just starting your capstone project, here are a few things to keep in mind. Drew will tell you at the beginning of the semester that you are "already out of time". And you will be surprised how quickly the project goes by. My project required a research component, where my teammate Paul and I called on doctors around the US to understand how they treat wounds. After doing that research, our project sponsor asked if we could do more research for another part of her business, and we agreed. She asked us for a little bit of... Continue reading
Posted Jul 29, 2018 at CAPSTONE!
Paul and I had a meeting with Drew this week to catch him up on our Big Picture Analysis. During that process, we discussed some of the challenges that an entrepreneur may run into when starting a business, and what our roles are as an outside marketing agency. It sounded like we were on the right track, but there may need to be some things we need to clear up with our project sponsor before our final presentation. Which goes to show how important it is to not only keep your sponsor updated with progress, but also to run the... Continue reading
Posted Jul 22, 2018 at CAPSTONE!
This week Paul and I met to work on our Big Picture Analysis. We realized that what Dr. Maggie would create a different Big Picture Analysis than we would if she did it, because she would likely qualify her business in quadrant 1. We realized that while her product is innovative, she is still reaching the same customer base that her competitors are. Her product is just more effective. When we started doing the qualitative interviews, I wasn’t sure where that research would fit in with the Big Picture Analysis. As we started working on the Big Picture, it became... Continue reading
Posted Jul 16, 2018 at CAPSTONE!
This week was not as productive for me as I would have liked. Paul had a chance to call a hospital network, that could act as a great partnership for Dr. Maggie.. In the meantime I had started looking more at the Big Picture Framework and where Dr. Maggie's services fit into it. It was pretty easy to see that she needs to earn share, with a focus on acquisition, because her product is so new to the market and she doesn't have existing customers. At the same time, even though her product works differently that existing products, the same... Continue reading
Posted Jul 8, 2018 at CAPSTONE!
This week, we spoke to Dr. Maggie to show her the insights we gained from our qualitative interviews. The purpose of that conversation was two fold – to update her as well as to get more questions answered. First, she had several questions about how doctors viewed her technology, as well as who she had to go through at each clinic in order to sell her technology. And we were largely able to answer those questions for her, even suggesting changing her target market to organizations with a wider reach. After the conversation Dr. Maggie even had thoughts about changing... Continue reading
Posted Jul 1, 2018 at CAPSTONE!
This week we talked to Dr. Maggie's COO, to fill her in on some of the major insights that Paul and I had found. Speaking with her helped us to understand what was important to Dr. Maggie's team, and to find out what they didn't already know, like the barriers that come with introducing a new product into a hospital network. This was great preparation for our phone call that we will have with Dr. Maggie tomorrow, because now we have a better idea of what will stand out in her mind. Paul and I initially believed that our next... Continue reading
Posted Jun 24, 2018 at CAPSTONE!
This past week Paul and I took a tour of the Sycamore branch of the Kettering Medical Center. We wanted to understand how someone dealing with a non-healing wound would be treated. Including which treatments they received first, which doctors they dealt with, and when they were moved to more intensive treatments. Understanding this customer pathway can help us identify the value that Dr. Maggie's treatment can bring to the table, and how to frame that value in a way that doctors and patients will see this as a very necessary treatment for non healing wounds. There was one treatment... Continue reading
Posted Jun 17, 2018 at CAPSTONE!
This week Paul and I wrapped up our qualitative interviews. As I mentioned in a previous post, we were surprised to see how many clinicians were willing to speak with us. I did have a situation where one of the nurses I was speaking to asked me if this was really for a class project, or if I was a representative trying to sell her clinic something. I told her that this was for a class project, and we progressed with the interview. Another program director I talked to told me that representatives from another company tried to sell him... Continue reading
Posted Jun 10, 2018 at CAPSTONE!
Paul and I started calling on doctors last week for qualitative interviews, and were surprised to find that they were very receptive to answering our questions. In our opening statement, we say that we are University of Cincinnati students doing research for a project on behalf of our client. If we were purely employees of a business calling on these doctors, they may be much less willing to give us the time. After speaking with just a few doctors, more questions came up that Paul and I realized we didn't have the answers to. Especially since we do not have... Continue reading
Posted Jun 4, 2018 at CAPSTONE!
Last week Paul and I worked on getting the project charter approved by our client, as well as the list of qualitative interview questions. She (our client) was very satisfied with our proposed project charter, and is happy to see where we take this project. We should have started calling on interview subjects on Wednesday, but postponed it in case our client wanted to make edits to any further questions. I am now starting to feel a little pressure, realizing that it will be very difficult to get medical professionals to answer our interview questions, and later our survey questions.... Continue reading
Posted May 28, 2018 at CAPSTONE!
This week, our team’s focus was on creating the project charter, and understanding what our responsibilities and timeline would be. This charter did help us find an end point to the project, knowing that we will not be expected to implement a marketing plan. Instead our role is to perform market research and make recommendations for marketing initiatives to try. This distinction is important, because implementing the marketing initiatives would add several more weeks to our timeline that we do not have in the time frame for this class. We would also need to bring in expertise from a graphic... Continue reading
Posted May 21, 2018 at CAPSTONE!
Last week, my teammate Paul and I met with Dr. Maggie Kalmeta, founder of BioRegentech. Paul and I are going to help Dr. Maggie perform market research to understand how her product should be marketed, and then we will create a marketing plan for her to launch her product. When we met for our first Skype call with Dr. Maggie, she did not log on to join the conversation. We found out shortly after that when we asked to meet at 11 AM EST, she had misread it and thought we were asking to meet 11 AM Pacific time, because... Continue reading
Posted May 15, 2018 at CAPSTONE!
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May 7, 2018