• Case Study
    Mississippi State University

    The Challenge

    The Office of Technology Commercialization at Mississippi State University supports University researchers by helping them turn their work into marketable products. The OTC calls on Southern Growth Studio to validate those products through analysis of the competitive environment, the global market, and consumer trends.

    The Work

    Assets

    Southern Growth evaluated the market for an experimental golf swing training device developed by MSU’s Director of Golf, Tony Luczak.

    Southern Growth Studio conducted qualitative and quantitative research to map out a guide for the inventor and the OTC. The analyst team interviewed the inventor extensively and then took the product to potential consumers, interviewing retail and specialty golf pro shops and conducting target market surveys. The team tested the product with a group of golf aficionados to gain their feedback.

    The team also studied the industry, gathering market data and analytics and discussing the product’s potential with a leading industry analyst. The study the team delivered to Mississippi State predicted the market size and the revenue potential, but then went a step further. Southern Growth recommended a brand position for the product, from name, tagline, value proposition, to an advertising and publicity strategy to bring the product to market. Even product design and usability were vetted in depth.

    The Results

    Southern Growth Studio discovered a new market category for the Mississippi State golf swing trainer worth many millions. Armed with this data and confident in its accuracy, Mississippi State and the inventor, Luczak, filed a provisional patent on the device, and are currently conducting proof of concept demonstrations at the University.

    “The Southern Growth Studio team became completely immersed in the project, conducting countless interviews and surveys, and exploring market segments that had not yet been considered,” said Joe Fanguy, the assistant director of the MSU office. “Their professionalism and experience were evident in a great report.”

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