Consumer Marketing Aggregate Spending Analysis-Rochester

It is estimated that marketers will spend $1.3 trillion in 2020 on media and marketing services. By any measure, that is a great deal of money. Where will all those dollars go? If we look at the total amount spent on consumer marketing, how does it break down by type of spend, intended distribution channel and region? For example, type of spend could be broken down into content creation, targeting, production/delivery, and validation. Distribution channel could be broken down into different forms of media (internet, TV, radio, magazine/newspaper, etc.) versus marketing services (sales promo, telemarketing, direct mail, events, etc.). The “internet” category is important enough that it merits further breakdown (e.g., search, video, desktop web, mobile web, app, etc.). How much of these costs were paid directly by marketers versus purchased through agencies, and what was the associated markup? This data set should be built out by geography, starting with US/NA, then Europe, etc., and finally global. This is a top-down analysis. The resulting data set and analysis will provide groundbreaking visibility into the world of consumer marketing.

Financial Model & Forecast

Internship Overview Interns: 1 Time Commitment for Each Intern: at least 13 hours/week Total Project Length: 4-6 weeks Project Overview We are building a brand-new approach to worldwide consumer marketing. Our service is currently in development and therefore in "stealth mode". We need a financial model that will help us understand our market, our business model and our value proposition for participants. Objective We need to design & build a financial model in Excel that will integrate macro-level (aka industry-wide) information regarding marketing expenditures and micro-level information regarding spending decisions by individual marketers, allow us to fine-tune assumptions over time, and output a complete financial forecast. Understanding our business model will be critical to helping fine-tune assumptions, creating meaningful KPIs and teasing actionable business intelligence from the model. Project Details This project will include: Spending time with our team to understand at a high level the service we are working to build and the marketplace in which it operates; Reviewing our existing analysis of macro- and micro-level marketing expenditures; Developing the high-level methodology that will drive the forecast and working with our team to refine that methodology; Building a detailed and flexible financial model that implements the final methodology; Working with our team to review & revise that model; and Doing a live presentation to explain that model to our team upon project completion. This will be a monthly 5-year model that rolls up into quarterly, annual, and trailing-12-month reports. It will include tabs for assumptions, revenue build-up, income statement, balance sheet, cash flows, schedules/supporting details and KPIs. We will give you access to organizational assets to support this project such as personnel, brand collateral and more. In addition, there will be opportunities to augment the modeling work with smaller projects around business strategy, competitive intelligence and technology selection. This project requires strong skills in financial modeling, financial analysis, accounting, communication and teamwork. In addition, the model will be built in Microsoft Excel, so a high level of experience and proficiency in Excel is required.

Level UP: Financial Model & Forecast

Level UP Internship Overview # of Teams: 1 Interns Per Team: 2-4 Time Commitment for Each Intern: at least 13 hours/week Total Project Length: 4-6 weeks Project Overview We are building a brand-new approach to consumer marketing. Our service is currently in development and therefore in "stealth mode". We need a financial model that will help us understand our market, our business model and our value proposition for participants. Objective We need to design & build a financial model in Excel that will integrate macro-level (aka industry-wide) information regarding marketing expenditures and micro-level information regarding spending decisions by individual marketers, allow us to fine-tune assumptions over time, and output a complete financial forecast. Project Details This project will include: Spending time with our team to understand at a high level the service we are working to build and the marketplace in which it operates; Reviewing our existing analysis of macro- and micro-level marketing expenditures; Developing the high-level methodology that will drive the forecast and working with our team to refine that methodology; Building a detailed and flexible financial model that implements the final methodology; Working with our team to review & revise that model; and Doing a live presentation to explain that model to our team upon project completion. This will be a monthly 5-year model that rolls up into quarterly, annual, and trailing-12-month reports. It will include tabs for assumptions, revenue build-up, income statement, balance sheet, cash flows and schedules/supporting details. We will give you access to organizational assets to support this project such as personnel, brand collateral and more. This project requires strong skills in financial modeling, financial analysis, accounting, communication and teamwork. In addition, the model will be built in Microsoft Excel, so a high level of experience and proficiency in Excel is required.

Level UP: Competitive Analysis (Phase 2)

Level UP Internship Overview # of Teams: 1 Interns Per Team: 2 (interns can be from different schools) Time Commitment for Each Intern: half-time (20 hours/week) Total Project Length: 4 weeks Project Overview We are building a brand-new approach to consumer marketing that does not currently exist "in the wild". Having said that, there are a number of existing companies that have products or services that cover a portion of what we are building, and other companies that have announced adjacent projects that have not yet launched. It is critically important for us to have a better understanding of each of these companies, what features and benefits they offer, who they are owned by, who the founders are, what their launch status is and what their funding status is. This will impact both our development plans as well as our fundraising direction. Objective We hope to gain a comprehensive understanding of the current and potential competitors in or adjacent to our space and how we can differentiate ourselves through our product/service offering, and our messaging. We will give you access to organizational assets to support this project such as personnel, brand collateral and more. We will suggest names of potential competitors to get you started. We will provide you with a pre-built Excel model to use as a starting point for your matrix of features/benefits. Phase 1 Details This phase of the project will include: Spending time with our team to understand at a high level what we are working to build; Doing research to identify companies that currently offer competing or adjacent products/services or are reputed to be launching shortly; and Doing a deep dive to understand each of those companies, including their ownership structure, founders, funding status, development stage, corporate partnerships/customers, target audience, revenue model and features/benefits. Phase 2 Details This phase of the project will include: The creation of a matrix identifying features and benefits shared across the companies and those that are different, and listing the characteristics of each company; and A narrative summary of each such company with supporting materials (which could include a SWOT analysis, website screenshots, quotes from articles, app screenshots, etc.). Note Regarding Phase 1 / Phase 2 This project has 2 related Riipen posts: "Level UP: Competitive Analysis (Phase 1)" and "Level UP: Competitive Analysis (Phase 2)". This was done so that the 2 interns could work either at the same time or sequentially. If 2 interns are going to work at the same time as a team, they can both apply to the other post (Phase 1). If 2 interns are going to work sequentially, they can also both apply to the other post (Phase 1). But if a single intern would like to apply to complete the entire project, that student should apply to BOTH this post (Phase 2) and the other post (Phase 1).