The Big Leaf seeks to develop a comprehensive go-to-market strategy for its sister company’s innovative software designed to prevent never-happen events in surgeries, such as operating on the wrong organ, limb, or patient. This project aims to bridge the gap between the software's development and its successful introduction to the healthcare market. The challenge is to identify key market segments, understand the competitive landscape, and develop a marketing plan that highlights the software's unique value proposition. Learners will apply their knowledge of marketing principles, strategic analysis, and healthcare industry insights to formulate a strategy that ensures the software reaches its target audience effectively and efficiently. The project will involve market research, competitor analysis, and the creation of a strategic marketing plan.

The project deliverables include a detailed market analysis report, identifying potential customer segments and competitors. Additionally, learners will create a strategic marketing plan outlining promotional strategies, pricing models, and distribution channels. A presentation summarizing the findings and recommendations will also be prepared to communicate the proposed strategy to stakeholders. These deliverables will provide a comprehensive roadmap for the software's market entry.