FINAL MASTER PROJECT - ESADE FT-MBA 2023

Elrow Challenge & Information Package Contents

CHALLENGE: “135SMILES”
(https://elrow.com | https://135smiles.com)

THE CHALLENGE: Elrow has launched a creative agency for brands to create and execute
activations and bespoke experiences outside their own events. The project is called “135SMILES”.
This has been created after organic B2B demand but it needs a proper business plan. The
challenge is to propose a business plan to ensure the success of 135SMILES; estimate the
potential and explore the viability of 135Smiles as a possible focused and scalable Business Unit
in the company.

Deliverables include:
 Market research – including:
o Corporate events market analysis: Analysis of market size, market trends, etc
o Benchmark players of interest in the market:
 Benchmark at least 2 creative and brand activation agencies: Vampire
agency (under Primavera Sound company) and any second corporate
events company you consider relevant.

 Go-to-market strategy – including:

o Design the value proposition
o Define the capabilities and enablers of the transformation
 Budget and resources: The only real limitations is the potential
business/revenue that can be made. If the business unit makes sense,
elrow has the capabilities to find the resources, capital and human
resources to make it run accordingly.
o Define the market assumptions required to develop the business plan

 High level P&L and financials – use elrow´s material regarding P&L + previous analysis to
build a Business Case
o KPIs which are more relevant to elrow that should be considered: average deal
revenue and the number of potential projects they can deliver x year

Purpose & Disruption & New Immersive

Major trend impacts to be considered:
Sustainability Market Entrants Entertainment
Level of importance to the project: High Other
FINAL MASTER PROJECT - ESADE FT-MBA 2023
Elrow Challenge & Information Package Contents

INFORMATION PACKAGE CONTENTS

1. 135Smiles pitch deck. A recent deck that the elrow Brand Partnership team is using to pitch
bespoke projects and events for the business units that the student teams will need to work
with
2. A brief document from Rayban where they were requesting a proposal for a bespoke project
that went into the scope of 135smiles: so the student teams can understand and example on
why a brand would request a bespoke project. This is just to work as an example of request -
attached
3. A very high level flash results of a bespoke event that was made for Pernod Ricard employees
in Sevilla last year, where the fee they paid was 120k EUR. The costs doesn't reflect overhead
costs of preparing everything (planning, creative work...)
4. Just as an example of one of the biggest Elrow event, a festival in Madrid, Elrowtown, where
they can see a P&L of a non-bespoke event and the ones we usually run in our main Business
Unit (not 135 smiles)