Background

Clubly is a platform made for UC Davis students to discover 200+ campus clubs. Clubly recently just launched a new feature that allows club leaders to post upcoming events.

Out of 800 clubs, Clubly currently has 209 registered clubs. Assume there were about 80 visitors within the past week and 200 visitors within the past month. With that in mind, prepare a slide deck that addresses the following:

1. Market Research (3 slides)

An important part of the PMM’s job is to act as the voice of the user and understand the competitive landscape of your product. Create a plan on how you will conduct research to understand Clubly’s target audience and evaluate potential competitors.

• Research Methodology: Explain how you would gather insights about the pain points of your target audience. Then, make an assumption on what problem the product is solving and justify your reasoning.
• Positioning: Write a comprehensive positioning statement including information about what value the product brings to the market, how it compares to alternative or existing options, and how it should be viewed by users.
  • Template: For [target user] who [problem or need], [product name] is a [category of product] that [unique value proposition].
• Competitive Analysis: Identify both direct and indirect competitors that target a similar user base or solve an adjacent problem. Highlight where competitors fall short (ex: complexity, lack of integration, poor UI) and where the product can uniquely deliver value.

2. Go-to-Market Strategy (4 slides)

Outline a detailed Go-to-Market (GTM) strategy for the events page feature. Ensure your GTM plan is based off of the product’s current state - its existing user base, adoption trend, and market position.

• Objectives & Metrics: Describe clear objectives to measure the success of the launch and define what metrics should be tracked.
• Timeline: Develop ****a detailed launch timeline centered around the pre-launch, during launch, and post launch of the events page. It should clearly outline the specific actions, channels, and deliverables for each stage. Be precise with dates and ensure logical rollout plan.

3. Marketing Campaign (3 slides)

Design a targeted creative marketing campaign for Clubly. The goal is to convince club leaders to utilize the new events page feature.

• Campaign Overview: Describe the campaign’s theme, hook, and how it works.
• Copywriting Sample: Write a short promotional copy (<100 words) for this campaign. You can include visuals to support the copy.
• Campaign Strategy: Describe how you plan to organize and execute the campaign. Explicitly state all potential challenges and factors.