Go-To-Market-Strategy @Fleming

Go-To-Market-Strategy @Fleming pixabay.com

As part of the MAN 633 Entrepreneurial Spirit course in spring 2022 Kacper Szostakow and Homayoun Rasoulian joined Fleming.

The main objective of this work was to develop a marketing plan for the company. Since Fleming intends to target both B2B and B2C customers, they first separated B2B customers into two distinct groups: young entrepreneurs, who are in the process of opening their first office, and business owners who are already the owner of one or more offices and wants to expand the business. The B2C customer is a younger type that is currently finishing the medical studies or is currently working in the health sector and plays with the thought of opening his/her own doctor‘s office in the future. With that said, marketing channels were selected, with a strong focus on digital channels as the most effective ones. Following, they discussed pricing and positioning of the firm and came to the conclusion that Fleming should be positioned on the higher tier spectrum of pricing. This lead to the draft of two marketing campaigns during their ITV project.

Fleming is a Berlin based start-up, focusing on loan underwriting to the health practicioners wanting to open their practices. The company also plans and already partly offers bank account and credit card solutions.

To learn more about the company see https://fleming.de/

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  • University of Mannheim
  • Institut für Mittelstandsforschung
  • Gründerverbund
  • ESF
  • Europäische Union
  • Baden-Württemberg - Ministerium für Finanzen und Wirtschaft
  • Absolventum