Execution Guidelines (Team vs Individual, Format, Tools, Timeline)

Individual or Team Work: You may complete the capstone individually or in a team (2-4 participants per team recommended). If you work in a team, treat it as a mini growth team:

• Coordinate and divide the work: for example, one person can lead on GTM research, another on channel tactics, another on forecasting, etc., then collaborate on integrating everything and the final presentation. Ensure everyone contributes and understands all parts (you might simulate a cross-functional team with one acting as "marketing lead", one as "data analyst", etc.).
• Schedule regular check-ins to share progress (just like a real team aligning marketing and sales, keep yourselves aligned!). Use collaborative docs or a shared Notion page to build the content together.
• In the final presentation, each team member can present the portion they worked on. This can make the presentation engaging and also mirror how different department leads might present their part of a strategy.
• Important: Teams should still cover all required components thoroughly. Working together doesn't mean splitting into silos; rather, use each other's strengths to improve the overall plan. If working alone, you simply do all these tasks yourself – but you might seek feedback from a colleague or peer as you go (peer feedback is part of the process either way).

Recommended Deliverable Format: We encourage delivering your final capstone as a slide deck (e.g., in PowerPoint, Google Slides, or Notion deck) because it forces clarity and conciseness. A deck also is easily reviewed by peers/instructors, and you can use speaker notes to elaborate points as needed. Aim for about 10-15 slides as a guideline (it's okay if a few more, but avoid unnecessary fluff). If you prefer, a written report is acceptable (approx. 5-10 pages not counting images/appendices), but ensure it's well-structured with clear headings (following the 7 components above) and maybe some visuals or charts to break up text. In either format:

• Use headings and subheadings (as we have outlined) to clearly label each section of your plan.
• Include visuals if they add value: e.g., charts of TAM, a funnel diagram, an org chart for your team, etc. (Not required, but a simple graphic can convey a lot. If you're comfortable, create basic diagrams or use templates provided.)
• Be executive-friendly: use short, impactful statements rather than long paragraphs on your slides. In a written format, keep paragraphs short and use bullet lists for readability (much like this brief!). You can assume the audience (instructors/peers) is familiar with marketing concepts, so you don't need to re-explain basic terms – focus on your application of them.
• Ensure the final deliverable itself is presentable: proof-read for clarity, check any numbers for consistency, and make sure formatting is clean. This is a chance to showcase professional communication skills.

Optional Tools & Templates: To help you execute quickly, you can leverage templates or tools (feel free to adapt any from earlier modules or your own resources):

• TAM/SAM/SOM Calculator: A simple spreadsheet template to plug in numbers and get market size estimates. (We provided one in Module 2 – you can reuse that for market sizing.)
• ICP Persona Template: Use the worksheet from the ABM module to outline your Ideal Customer Profile (key attributes, pain points, messaging).
• Experiment Tracker: A template (like a Google Sheet or Notion table) with columns for Hypothesis, Test, Owner, Metric, Results – use this to plan and, if applicable, simulate results of your experiments.
• Channel Plan or Calendar: Consider using a calendar template for the 30-day campaign (as done in one exercise) to visualize when each tactic will run. It's optional, but it can help ensure you have an actionable timeline.
• Forecast Model: We shared a "Growth Forecasting Worksheet" in the Capstone prep materials – use that or a similar spreadsheet to model your funnel (you might include a screenshot of the key part of this in your presentation to support your numbers).
• Presentation Template: If design isn't your forte, use a clean slide template to plug in your content. We care more about substance than design, but a well-organized slide can help communicate your point. (Notion also has toggle lists and headings if you choose to write it here – just make sure it's easy to follow.)

Using these tools is optional – they are there to make your life easier. The focus is on your thinking and strategy, not the specific template.

Project Timeline & Time Management: This capstone is meant to be a substantial project. We recommend breaking your work into stages and budgeting your time for each component, so you're not rushed at the end:

• Stage 1: Choose Scenario & Gather Inputs (10%) – Day 1: Decide on Option 1 (own company) or which Scenario from Option 2. If needed, do quick research on the industry or gather internal data (e.g., current funnel metrics from your company, competitor info from scenario context). Time: ~2-3 hours (including reading the scenario and related course notes).
• Stage 2: Market & Strategy Definition (25%) – Days 2-3: Focus on Sections 1 & 2 (GTM Strategy and Full-Funnel Strategy). These set the direction, so spend ample time formulating your ICP, positioning, and how you'll drive demand. Time: ~4-5 hours. You might iterate here – e.g., define ICP, then brainstorm demand gen ideas, then refine ICP, etc.
• Stage 3: Tactics & Team Design (25%) – Days 4-5: Develop Sections 3, 4 & 5 (Experimentation Plan, Team Design, Channel/Tactics). This is detailed work – list experiments, outline team roles, and choose specific channel plays. Time: ~4-5 hours. You may split this stage: one session for experiments, one for team, one for channel mix. If working in a team, each member can draft one part then review together.
• Stage 4: Forecasting & Goals (15%) – Day 6: Build out Section 6. Open up your spreadsheet and crunch the funnel math based on your strategy. Try different assumptions if needed to make sure goals are ambitious yet plausible. Time: ~2-3 hours. Don't forget to double-check that the numbers make sense with what you proposed (e.g., if you said you'd do high-touch ABM to 50 accounts, don't forecast 500 new customers in one quarter).
• Stage 5: Prepare Presentation & Narrative (20%) – Days 7-8: Create your slides or write up the document, incorporating all sections in a logical flow. Aim to finish a draft of the presentation. Time: ~4 hours to assemble content into slides and another ~2 hours to refine. This is where you make sure each section ties together well, and add visual aids or charts as needed.
• Stage 6: Review & Polish (5%) – Day 9: Step away then re-read your plan with fresh eyes (or have a peer/friend review it). Refine for clarity, fix any inconsistencies, and ensure it addresses the original challenge well. Time: ~1-2 hours. If in a team, rehearse who says what if you'll present live. If individual, practice explaining your slides out loud – it often reveals any confusing parts to fix.

(The above is a general guide for pacing – adjust as needed based on your schedule. The key is to not leave any major component to the last minute. Each section builds on the previous, so tackling them in order helps, but you can overlap tasks if inspiration strikes earlier for a later section.)

By following a structured approach and managing time, participants typically spend 15-20 hours total on the capstone project spread over one to two weeks. Remember, quality is better than quantity: it's fine if your final deck is brief as long as it hits all the points with well-thought-out analysis.