The Internship Program – Case Study

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.

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

Research

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.

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.

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

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

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

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

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

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

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

Strategy

OUR TARGETED SCHOOLS

University/College Student Population Institution typeEntrepreneurship

Education ConsortiumEntrepreneurship Center Minor/Major

Ohio State University 64,435 4-year Public The Center for EntrepreneurshipMinor in Interdisciplinary

Entrepreneurship

University of Akron 24,119 4-year Public EECFitzgerald Institute for Entrepreneurial

StudiesEntrepreneurship Minor

Cuyahoga Community College 23,234 2-year PublicCertificate-Virtual office Assistant

University of Toledo 23,000 4-year PublicCenter for Technological Entrepreneurship

and innovation/ Center for Family and Privately Held Business

Entrepreneurship Major

Kent State University 22,924 4-year Public EECCenter for Entrepreneurship and Business

Innovation Major and Minor in Entrepreneurship

Wright State University 18,304 4-year Public EECCertificate 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

Loraine County Community College 11,124 2-year PublicGreat Lakes Innovation and Development

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

Ashland Community College 6,490 4-year Private not-for-profit EECBusiness Management/International

Business/Entrepreneurship Major and Minor

Baldwin-Wallace College 4,374 4-year Private not-for-profit EEC Entrepreneurship Major

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.

.

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.

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.

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.

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.

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.

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.

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.

• Company Start-Up Checklist

• Small Business Shadow Days

• Tutorials & Workshops• Online Marketing• Social Media• 24/7 COSE Knowledge

Center• Download COSE App

• Advocacy Committee• Public Policy Agenda• Grassroots

eNewsletter• COSE Day at Capital• Learn how COSE will

represent you

• COSE Bonus Card• Campus Bookstore

Discount• COSE iPad Rental

• COSE Bonus Card• Campus Bookstore

Discount• COSE iPad Rental• Office Max Discounts

• Networking Events• Small Business Mentor

Program• Peer to Peer Advocacy

Groups• Arts Network• Home Business Network• NEOSA Technology

Network• Membership Directory

• How to: Generate Business• Membership Directory• COSE Advertising &

Sponsorships• Leads Group• Local Business Recognition

Awards

• COSE Bonus Card• Campus Bookstore

Discount• COSE iPad Rental• Office Max Discounts• Discounts on

Concerts, Trips and Different Leisure Activities

• How to: Manage Employees

• Human Resources• Employee Benefits &

Insurance Options• Handling Employee

Benefits

• How to: Manage Expenses• Budget & Payroll• Learn Legal Standards• Renting Office Space

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.

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.

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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.

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