Project name: worldwide anaZana

Background: 

anaZana is an internet-based website developer and business platform which is made in Latvia. More than a website builder, anazana allows business creation for free and also incorporates social networking functionality. As an internet-based company the anazana operates globally although its marketing activities have been concentrated on Latvia.

Project overview:

As part of its global expansion, anaZana is partnering with the Stockhom School of Economics in Riga and the Stephen M. Ross School of Business at the University of Michigan on the project anaZana Worldwide. The project provides students the opportunity to work as consultants, developing an anaZana marketing plan for a market outside Latvia and participate in its implementation. The project will begin with an information session on 10 September 2010 and culminate with a video conference, and award presentation on 28 January 2011.

Project goal: to market & sell anaZana worldwide

Project time: 6 month (August, 2010 - January, 2011)

Project tasks:

1. To involve students of Stockholm School of Economics in Riga (EU) & Michigan Ross School of Business (USA) in anaZana worldwide business by utilizing their theoretical business management & marketing knowledge for practical marketing, and setting up their own business.
2. To teach students to use innovative e-business technologies (students will be provided by free access to the Internet technology for marketing and sales).
3. To make an independent study with possible competition elements of anaZana worldwide marketing by utilizing Stockholm School of Economics in Riga & Michigan Ross School of Business student practical involvement in anaZana product marketing & sales:
    a. between regions (EU & USA):  the best team will be awarded

Project activities:

August-September, 2010:
 - to set up teams of students from Stockholm School of Economics in Riga and Michigan Ross School of Business 

September 10, 2010 at 4pm (Latvian time), 9am (Michigan time):
- an information session

September 20, 2010:
- team registration

October - December, 2010:
 - each team defines the anazana product to sell & makes own marketing strategy

November 9, 2010 at 6 pm Latvian time, 11:00 am Michigan time:
 - videoconference Riga-Michigan (presentation of teams & marketing plans)
 
November 9, 2010 - January 21, 2011:
- worldwide anaZana marketing and sales by the individual teams according to their marketing plans 

 January 22, 2010 -  January 27, 2011:
 - evaluation of results of each team and region, experience exchange

 January 28, 2011:
 - videoconference and awards announced

Project details:

Team:

1. A team will consist of 2-3 bachelor level students.
2. Each team will elect an ‘Account Manager’ who will serve as the primary liaison with anaZana.
3. Each team will be assigned an academic advisor, who, like a ‘Partner’ in a consulting company, provides technical expertise to the team.
4. Each team will have unlimited use of the anaZana system.

Principle Tasks:

1. Identify a market which would be attractive to anaZana.
2. Specify the type of marketing activity (direct sales, partnership, licensing, etc.).
3. Segment and target the market.
4. Position anaZana for the market.
5. Outline the marketing mix activities (the 4 Ps).
6. Propose an implementation plan (budget, timeline, etc.).

Deliverables:

1. The marketing plan will be limited to 10 pages, excluding prefatory material (cover page, contents page, etc.) and appendices.
2. It ought to be written as a professional, consulting-oriented document.
3. Teams will also present their marketing plans during a video conference.

Key Dates:

10 September: Information Session
20 September: Team Registration
9 November: Videoconference
14 January 2011: Submission of Marketing Plan
28 January 2011: Videoconference and Award Ceremony

Project outputs:
- (......) USD earned by involved students and anaZana group from anaZana sales;
- (......) number of students learned practical marketing and business;
- (......) number of students employed by anaZana group;
- (......) number of students started their own business;

Project sustainability:
- all involved students can continue their business with anaZana;
- the best students will be employed by the anaZana group;
- the best employees will be awarded shares of the anaZana group;

Project budget:
- free anazana system use for business and marketing provided by the anaZana group;
- all other activities are provided on each participant personal expenses (if needed).