The primary objective of this project is to support the successful launch of CompCrafter’s beta platform by sharpening our go-to-market strategy and identifying qualified corporate leads. Over 6–8 weeks, students will conduct a competitive landscape analysis, refine our target customer segments (with a focus on Canadian tech startups and mid-sized employers), and build a vetted list of 50–100 potential partner organizations. They’ll also gain hands-on experience crafting tailored outreach messages and initiating first-contact emails to help drive interest and potential beta sign-ups.

Project Scope and Expectations:

During this project, students will conduct competitor and market research, refine our customer segments, identify and document potential leads, and support the early-stage outreach strategy for our pilot program. By clearly defining the scope, students will understand the project’s strategic and operational components and be equipped to meet expectations.

Project Details:

Task 1: Competitor and Market Positioning Research

• Research 5–7 key HR tech competitors (e.g., Pave, Deel, Gusto, Benepass)
• Analyze their messaging, pricing models, features, and outreach strategies
• Summarize findings into a report and recommend 2–3 ways CompCrafter can differentiate in messaging and value proposition

Task 2: Ideal Customer Profile (ICP) and Market Segmentation

• Define CompCrafter’s ICP by company size, industry, and role (e.g., HR, Total Rewards)
• Create user persona documents. 
• Segment the Canadian B2B market and identify 2–3 top target audiences for pilot outreach
• Provide rationale and prioritization framework (presentation).

Task 3: Lead Generation and Outreach Prep

• Build a list of 100–150 qualified leads, including company name, website, size, industry, and HR decision-makers
• Draft outreach templates (email and LinkedIn) tailored to each segment
• Assist in developing a pilot one-pager and short pitch deck using Canva or Google Slides

Task 4: Reporting and Recommendations

• Track outreach activity and categorize responses
• Report insights on responsiveness, interest levels, and segment engagement
• Provide final recommendations for post-project outreach strategy

Final Deliverables:

• Competitor analysis summary with positioning recommendations (Google Docs)
• ICP and segmentation report (Google Docs)
• Qualified lead list with contact info and company details (Excel)
• Outreach email and LinkedIn templates
• One-pager or short pilot program pitch deck (Canva, Google Slides)
• Final report summarizing outreach outcomes and next-step recommendations (Canva, Google Slides)