Project and Production Manager
METAMORPHOSIS
STARTUP STRATEGY DEVELOPMENT SURROUNDING MENTAL WELLNESS
PROJECT TYPE
Comprehensive strategy for a new business concept
DURATION
10 Weeks | Spring 2022
DELIVERABLES
38 page “Metamorphosis” Strategic Plan
7:20 minute “Metamorphosis” Strategic Pitch
COMPONENTS
Consumer and industry research, long-term strategic planning, brand identity, purpose, and values
THE PROJECT
Metamorphosis is a business concept strategic plan that revolves around mental health and wellness. The business unites the café setting with mental health expertise and resources to foster a community-oriented and welcoming environment where visitors can pop in to discuss topics surrounding mental well being without feeling pressured to commit to long-term alternatives.
THE GOAL
The initial goal for this project was to pitch a viable for-profit business concept that included an informational strategic plan for implementation.
THE PROCESS
Identifying Potential
To tackle the project goal, I investigated trends within society and identified patterns. This identification led to a discovery that the growing awareness of mental health has brought to light a necessity for the existence of community locations. Thus the mental wellness café “Metamorphosis'' was born.
Market Trend Highlights
“Emphasis on physical and mental health and wellness” (Hansen 2021)
“Partnerships and collaborations are gaining prominence” (Hansen 2021)
“Value placed in product and service experiences” (Hansen 2021)
Understanding the Environment
In order to understand Metamorphosis’s strategic position, I conducted secondary research on both the mental wellness industry and café industry to synthesize strengths into one business concept. The distinctive position within the market and the minds of consumers is what helped shape the brand’s identity, values, and overall purpose.
Linking Brand to Operations
Most importantly to the success of Metamorphosis as a strategic plan was its foundation. I broke down the mission statement of the brand into objectives with their own set of goals and key performance indicators. Managing the project in this way allowed for actionable, measurable objectives to be achieved while also maintaining and strengthening Metamorphosis’s purpose every step of the way.
Vision
Embolden your true self
Mission
Providing a judgement-free location for confidence and self-expression, fostering a supportive community of diverse creatives and individuals, and promoting personal self-confidence and self discovery
THE TAKEAWAYS
Adapting to the Consumer
I noticed how the very first ideas I had quickly evolved into a different concept, and I realized how this pivot could be credited to the audience’s feedback to my ideas.
From Big-Picture to Details
I discovered how actionable objectives and a comprehensive plan can originate from a solid mission and vision.
Alignment
I learned how all decisions made within a strategic plan directly correlate with the brand and its function for consumers.
CLASS
Strategic Planning
TOOLS
Google Slides
Google Docs
Google Sheets
Adobe Premiere
ADDITIONAL CREDITS
Hansen, K. (2021). The Gen Z Diner—US - 2021—Market Research Report. Mintel. https://reports-mintel-com.ringlingcollege.idm.oclc.org/display/1045275/?fromSearch=%3Ffreetext%3Dgeneration%2520z
U.S. Access Board—ADA Accessibility Standards (enhanced single file version). (n.d.). Retrieved March 29, 2022, from https://www.access-board.gov/ada/
Diversity and Inclusion in the Workplace | Onsite Course. (n.d.). Skillpath. Retrieved March 29, 2022, from https://skillpath.com/onsite/course/diversity-and-inclusion-in-the-workplace
BRAND LOGO IMAGE CREDITS
NAMI: National Alliance on Mental Illness. (n.d.). NAMI: National Alliance on Mental Illness. Retrieved April 29, 2022, from https://www.nami.org/home
American Psychological Association (APA). (n.d.). American Psychological Association. Retrieved April 30, 2022, from https://www.apa.org
Mental Health America | Homepage. (n.d.). Mental Health America. Retrieved April 30, 2022, from https://www.mhanational.org/mental-health-america-homepage
ABOUT US - HelpGuide.org. (n.d.). HelpGuide. Retrieved April 29, 2022, from https://www.helpguide.org/about-us.htm
Coursera. (n.d.). Coursera. Retrieved April 21, 2022, from https://www.coursera.org/
Online Learning: Creative Classes on Skillshare | Start for Free. (n.d.). Skillshare. Retrieved April 21, 2022, from https://www.skillshare.com
Fernandez, C. (2020, August). Industry at a Glance—OD4184 Life Coaches—MyIBISWorld. IBISWorld. https://my-ibisworld-com.ringlingcollege.idm.oclc.org/us/en/industry-specialized/od4184/industry-at-a-glance
Moodfit | Fitness for Your Mental Health. (n.d.). Moodfit. Retrieved March 26, 2022, from https://www.getmoodfit.com
MindShift. (n.d.). Anxiety Canada. Retrieved March 26, 2022, from https://www.anxietycanada.com/
Happify: Science-Based Activities and Games. (n.d.). Happify.Com. Retrieved March 26, 2022, from https://www.happify.com/
Le, T. (2021, October). About—72221b Coffee & Snack Shops in the US - MyIBISWorld. IBISWorld. https://my-ibisworld-com.ringlingcollege.idm.oclc.org/us/en/industry/72221b/about
Daly, J. (2021, May). Major Companies—OD4319 Bakery Cafes—MyIBISWorld. IBISWorld. https://my-ibisworld-com.ringlingcollege.idm.oclc.org/us/en/industry-specialized/od4319/major-companies