This project gives Monroe College students the opportunity to conduct in depth market research and business analysis within the collegiate sports space. The goal is to identify and evaluate Division 1 (D1) football and basketball programs that invest in mental performance for their athletes and assess how The Biko Method could strategically position itself in this market. Students will research top programs, conduct a SWOT analysis comparing The Biko Method to existing sports psychology approaches, and compile key findings into a comprehensive strategic report with actionable recommendations.

This project will allow students to:

• Gain hands-on experience in market research, competitive analysis, and strategic business evaluation
• Develop analytical skills by assessing industry trends and evaluating business positioning
• Strengthen communication and professional writing skills by compiling a structured report with real world business applications

Deliverables

Students will compile all findings into one comprehensive strategic report that includes the following key components:

Division 1 Program Research

• Identify and analyze 10 to 15 D1 football and basketball programs that prioritize mental performance training
• Research each program’s current approach to athlete mental wellness, such as sports psychologists, mindset coaches, and mental conditioning programs
• Evaluate budget allocations for mental performance, if publicly available
• Identify any partnerships these programs currently have with external mental wellness providers

SWOT Analysis: The Biko Method vs. Traditional Approaches

Students will conduct a SWOT analysis to assess The Biko Method’s positioning within collegiate sports:

• Strengths: Unique selling points of The Biko Method, such as its subconscious approach, clinically tested
• results, and efficiency
• Weaknesses: Current market challenges, such as lack of brand awareness in collegiate athletics
• Opportunities: Growth potential in the market, including increasing demand for athlete mental health
• solutions and NCAA initiatives
• Threats: Competition from established sports psychologists, athletic budgets, and regulatory limitations

Key Decision Maker Identification

• Identify relevant stakeholders at each target school, including:
• Athletic directors who control program budgets
• Head coaches who influence training decisions
• Sports psychologists and performance coaches who oversee mental conditioning
• NCAA or conference officials who may have broader influence

Market Positioning and Strategic Recommendations

• Based on research, provide at least three strategic recommendations for how The Biko Method could enter the collegiate sports space
• Identify the most effective messaging and positioning strategies to appeal to athletic programs
• Highlight potential challenges and solutions for integrating The Biko Method into existing programs

Final Submission

At the end of the project, each team will submit a single, structured report compiling all research, insights, and recommendations. The report will serve as a real-world business strategy document assessing The Biko Method’s expansion opportunities in collegiate athletics.