Welcome to fitbitmom:
Helping you exercise, eat, sleep and live better
MS Digital Innovation in Marketing Capstone Project 2017, Fox School of Business, Temple University
Team Members: Patrick Yurista, Ashley Louth, Matt Senderling, Sarah Cassidy, Sean Houlihan, Jessica Smith
Project Selection: fitbitmom
Fitbit is going through a difficult time competing in the current wearable tech market. In order to stay competitive, we are suggesting for them to create a new product, with many applications, primarily focusing on an application for moms – fitbitmom. The application will focus on mother’s health during and post pregnancy.
Project Scope
In Scope:
- Application Platform Optimizations (including prototype)
- Brand Extension
- Marketing Opportunities
- Digital Capability Analysis
- Data & Process Model Analysis
- E-commerce Opportunities
- Partnership Recommendations
- Competitive Analysis
Out of Scope:
- Pricing Recommendations
- Creation of Marketing Material
High-Level Requirements
This project will focus on expanding the product offering suite of Fitbit to include specialized features/apps – specifically for moms/expecting-parents. Planned deliverables include:
- Review & Analysis of current the Customer Journey, Competitors, Millennial Mom Market and Opportunities
- Proposal for New Features/Functionalities
- Development of a Prototype for a “fitbitmom” App Experience
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