SCALE develops bio-based materials that are designed to replace part or all the carbon fiber in products, reducing costs and emissions while maintaining or even improving performance.

Our first target market is sporting goods, initially the cycling and racket sports segments. However, carbon fiber is widely used in other sporting goods segments including paddle sports (kayaking, SUP, rowing etc.), stick sports (golf, hockey, lacrosse etc.), yachting and more.

We want to better understand the dynamics and the requirements of these different segments, and the intersection with SCALE's unique added value, to identify our next target segment after cycling and racket sports.

We would like to collaborate with students to conduct market research into one or all of the different segments, and potentially into different subsegments.

This will involve several different steps for the students, including:

• Familiarizing themselves with SCALE's values, technology and products
• Researching target segments, market potential and dynamics, regulatory requirements etc.
• Researching the industry and competitive landscape
• Recommending priority segment(s) for SCALE
• Developing a marketing plan for the relevant segment(s) including customer segmentation, marketing strategy and tactics (both offline and digital marketing) etc.

This project can be adapted to suit student groups of different sizes, course hours, learning requirements etc. We are open to discussion on the best way to achieve the company's objectives as well as the students' learning objectives.

By the end of the project, students should demonstrate:

• Familiarity with SCALE's materials and products, and their differentiating added value
• Understanding of target segment requirements, size, growth rate etc
• Recommendation for next target subsegment after cycling and racket sports
• A report and marketing plan for the relevant segment

Final deliverables should include

• A final report
• A presentation