Shooter On Scene: Startup Company Strategy

*Some things I am not able to disclose due to an NDA*

This was a marketing capstone team project from spring of 2025. The client was SoS (Shooter on Scene), a company dedicated to providing real time guidance during active shooters scenarios via an app. Our goal in this project was to provide SoS with an effective strategy to break into new markets and grow their business.

We started off by analyzing the business and its current marketing efforts, weeing where we could expand or fill in gaps. After that, we conducted a competitive analysis as well as an industry analysis to evaluate SoS’s points of differentiation and possibly markets it could break into. We then found a target market that would be sustainable and profitable for SoS. To better determine consumer attitude and purchase habits within this market, we conducted multiple focus groups, IDIs, and a survey.

Having done all this research, we were able to position SoS in a way where they stood out in the competitive landscape and put them directly in sight of the target customer. We then created a detailed and actionable marketing strategy that would allow them to reach their customers and achieve sustainable profitability.