Project Scope

1) On-Boarding and Context Setting - Gain familiarity with the context (company strategy and goals, competitive landscape, industry trends). Subject to a non-disclosure agreement, team members will be given a number of resources, including a high-level internal competitor analysis prepared in 2020, Werrv's customer behavior and survey platform ( https://www.luckyorange.com/ ) and Werrv's Social Media Strategy. Other resources will be provided as required.

2) Competitor and Market Assessment - Scan the market to shortlist leading competitors and perform an in-depth analysis of their marketing strategies, including brand positioning, key messages, advertising focus, appeals, social media presence, affiliate/influencer support, etc. ; If applicable, research beyond direct retail competitors to identify brand messages and appeals used by leading product manufacturers that may help to identify and validate winning strategies.

3) Assessment of Consumer Interest - For the major Customer Personas, identify interest, conversion drivers and appeals that most influence purchasing decisions and brand affinity:

1. Retirees – Empty nesters who are still active, enjoying nature and travel; includes snowbirds who head south during the coldest months of the year.
2. Lifetime RVers – Dedicated campers and boaters who are passionate about the lifestyle and spend some portion of every year in their RV. This includes seasonal site campers who leave their unit parked at a trailer park/campground long term.
3. Families – Families with children who spend some of their vacations and seasonal weekends every year in their RV – some travel, some stay at a favorite site/park.
4. Millennials & Centennials – A wide range of personas from those with families who have more in common with the group above, to “Van Life” advocates. This group is a meaningful and growing segment.

4) Werrv Assessment and Opportunities Identification - Evaluate Werrv's current brand positioning, advertising, social media and identify opportunities to appeal to customers and differentiate it's brand in the marketplace. The Team may be able to engage retail customers virtually in on-line surveys, A/B testing and behavioral observation by testing messages and validating appeals through Werrv's survey platform.

5) Final Deliverables include:

• Identify where competitors' product or service offerings are positioned to meets the needs of customers
• Who are the competitors to watch and
• An analysis of advertisements, web site information and any promotional materials that support the brands.
• An overview of how each brand uses consumer appeals
• Specific recommendations on ways to effectively appeal to consumers and/or gain competitive advantage against competitors supported by consumer-based insights.

Our retail website platform is Shopify and we will give you access to the website and other organizational assets to support this project. Work can be completed remotely and online brainstorming and update meetings can be done via Microsoft Teams, Zoom or other preferred platforms. Timely meeting access and response to questions will be provided, including by text, or on-line communication tools.

This project is best suited for inquisitive, creative, ambitious, self-starting candidates who embraces the opportunity to leave their mark. Students will be provided with knowledge sharing, constructive feedback and mentorship with respect to business skills, entrepreneurship and career skills,

1) Introductory Meeting - Candidates will be provide with additional background material and engage in an introductory on-line, two-way discussion about WERRV goals, project priorities and opportunities.

2) Chat/On-line Meetings- Students can ask questions, pitch ideas, request feedback and communicate anything required via chat, screen sharing, on-line, etc. Timely responses will be provided - generally within minutes or hours and rarely more than 24 hours.

4) Project Milestone Updates- Project update summaries against milestones can be provided by e-mail on a periodic (weekly, or as deemed mutually appropriate given the timelines and feedback will be provided as required.