An MBA student team collaborated with Invasive Species Corp. (ISC) to evaluate the market potential for Zequanox®, a product designed to combat zebra and quagga mussel infestations in lakes and industrial water systems. These mussels cause millions of dollars in economic damage annually. Zequanox® offers an effective, yet more environmentally friendly, solution for reducing the presence of zebra and quagga mussels when compared to existing alternatives.

The student team assessed the target market size to inform ISC’s go-to-market strategy, then developed various vertical positioning strategies using a bottom-up approach. It also conducted a price multiplier evaluation, comparing Zequanox® with competitor’s products. This analysis helped determine various pricing strategies and assessed the potential impact of those strategies on market penetration. The team’s analyses provided ISC insights on specific trade-offs inherent in evaluating pricing strategies, sales volumes, and profitability. This approach identified potential price points to drive consumer interest and sales conversions. ISC will leverage the team’s findings and recommendations to prioritize market segment strategies. In addition, the team provided recommendations for refining ISC's sales strategy and distribution partnerships to enhance overall market success.

An MBA student team partnered with The East Cut Community Benefit District (CBD) - a neighborhood development organization in San Francisco that is focused on attracting businesses and enhancing quality of life for its residents. The team conducted research and stakeholder interviews, and also designed a comprehensive survey to identify commercial, residential and cultural opportunities within the district. Survey responses were analyzed using K-means clustering to reveal distinct community segments and preferences. The East Cut CBD will use the team’s findings to inform future development strategies and better align neighborhood initiatives with the needs of its growing residential population.