The main objective of this project is to develop a comprehensive market expansion strategy for Hidden Gemz. Students will analyze the current event marketing strategy and explore opportunities to scale and replicate the Hidden Gemz model in new cities. By the end of the project, students are expected to present a feasible plan for market expansion, including strategic recommendations, partnership frameworks, and implementation plans.

To achieve the project goal, learners will need to complete the following tasks and deliverables. Hidden Gemz will provide documentation on our existing event marketing strategies as well as learnings from current projects creating these bookable experiences in their city.

Part 1: Market analysis and strategy development

1. Competitive analysis report

• Tasks:
• Identify and analyze key competitors in potential new markets.
• Evaluate the strengths and weaknesses of these competitors.
• Identify market gaps and opportunities for Hidden Gemz.
• Deliverable: A comprehensive competitive analysis report detailing findings and insights.

1. Market analysis report

• Tasks:
• Conduct market research to identify target cities for expansion

. - Analyze local business ecosystems, customer demographics, and potential demand for Hidden Gemz experiences. - Assess the feasibility of entering identified markets.

• Deliverable: A detailed market analysis report with recommendations for target cities.

1. **Scalability and repeatability strategy**

• Tasks:
• Develop a scalable and repeatable marketing strategy for entering new markets.
• Identify key success factors and potential challenges.
• Propose solutions to overcome identified challenges.
• Deliverable: A strategic document outlining the scalable and repeatable marketing strategy.

Part 2: Partnership development and implementation plan

1. Partnership framework

• Tasks:
• Identify potential partners (local businesses, tourism boards, event planners) in target cities.
• Develop a framework outlining how local partners can create and manage experiences under the Hidden Gemz brand. - Propose partnership terms, benefits, and support mechanisms.
• Deliverable: A partnership framework document detailing the process and criteria for onboarding and supporting local partners.

1. Implementation plan

• Tasks:
• Develop a detailed plan for launching Hidden Gemz in new markets, including timelines, budgets, and key performance indicators.
• Outline risk management strategies and contingency

plans.

• Deliverable: An implementation plan document with clear timelines, budgets, key performance indicators, and risk management strategies.

1. Presentation of findings and recommendations

• Tasks:
• Prepare a comprehensive presentation summarizing all research findings, strategies, and plans.
• Present the market expansion strategy to the Hidden Gemz team and stakeholders.
• Deliverable: A final presentation deck and a live presentation session.

Weekly Meetings

• Weekly meetings with the Hidden Gemz team will provide guidance, answer questions, and offer feedback on project progress.

Access to Documentation and Data

• Learners will have access to documentation on existing event marketing strategies and learnings from current projects, helping them understand strengths, challenges, and areas for improvement.

Communication Channels

• Learners will use our Slack channel for real-time communication and Notion workspace for project documentation and resources.

Mentorship from Hidden Gemz Team

• The Hidden Gemz team will offer insights and expertise in market research, strategic planning, digital marketing, and partnership development.

Access to Tools and Technology

• Learners will have access to tools and technology platforms used by Hidden Gemz for event management, marketing, and data analysis.