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Faculty of Management, Economics and Social SciencesMarketing Area

Major Module Business Project

Business Project II in Cooperation with Springlane GmbH

Seminar (14266.0007)

Instructor: Robert Münster

Date, time and location: see KLIPS

“Developing a Business Concept for Extending Service Offerings to Grill Classes for Springlane, focusing on their outdoor cooking brand Burnhard” in cooperation with Springlane GmbH

Content

Background information: Springlane is a scale-up company founded in 2013 in Düsseldorf that has two Direct-to-Consumer brands. The first one – Springlane – serves customers with small kitchen appliances such as ice-cream machines, waffle makers, etc. The other one is run as Burnhard – an outdoor cooking brand positioned as an entry level premium brand. The focus of this business project is on the brand Burnhard.

Burnhard is sold mainly through its own channels (Burnhard.de), on marketplaces such as Amazon, Bol.com, etc. and through service partners abroad (Switzerland and Israel). Among other performance channels, traffic is driven through social media with a network of influencers and through own content formats (BBQ Madness (youtube.com/SpamProtectionBURNHARD)). Burnhard also converts foot traffic at 3rd party specialty stores to its online-shop and through its own showroom “Grillgarage” in Düsseldorf.

Springlane’s home market is Germany with a share of 90%. In Germany, Burnhard is the fastest growing BBQ brand with a CAGR of >50% and the strongest online brand in the biggest category “gas grills”. The overall BBQ market is estimated across all channels to ~1.3 bn EUR in 2022 with ~ 700 mn EUR in gas grills.

The task: As a team of consultants to Springlane’s marketing managers, your task will be the following: you review the existing service offerings (principally grill classes and barbeque events) in terms of prices, ranges, class sizes, offerings, locations, etc. Also, perform a market segmentation analysis to identify relevant target groups (e.g., firms, private persons) and think of collecting some data (e.g., survey, interviews) to uncover potential needs, elements of interests for grill classes, WTP etc. Then you develop a business case and concrete concept for realizing a dedicated offering for grill classes (also consider regulatory / hygienic requirements, possible partners, booking tools, etc.).