GigEfx Laboratories is seeking a comprehensive go-to-market strategy for their innovative app, HBC, designed to revolutionize home-based care. The app connects terminally ill patients, senior citizens, and children needing care with vetted home care professionals. It offers users the ability to anticipate future care needs by pre-purchasing services across various tiers, including an emergency function. The project aims to identify target markets, develop marketing strategies, and establish a competitive positioning for the app. Learners will apply their classroom knowledge in marketing, consumer behavior, and strategic planning to create a robust strategy that addresses the unique needs of the target audience. The project will involve market research, competitor analysis, and the development of promotional tactics to effectively launch the app.

The project deliverables will include a detailed go-to-market strategy document outlining target market segments, marketing channels, and promotional tactics. Additionally, learners will provide a competitor analysis report and a presentation summarizing their findings and recommendations. The final deliverables will equip GigEfx Laboratories with actionable insights to successfully launch the HBC app and capture market share.