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Alan Alda Center

MBA Consulting Team Project - SPRING 2019


WUSB-90.1 FM


College of BUSINESS


                                                                   manuel London, SBU, Dean

                                                                   Gerrit Wolf, SBU,

                                                                   Director of Innovation Center

                                                                   Lev Neymotin, SONAD, Inc., CEO




The objectives of the MBA Consulting Team Project are to help SONAD, Inc. to

• Develop and test marketing strategies for SONAD app in a wide range of mobile advertising and social settings,

• Secure buy-ins by corporate clients for SONAD technology and its inclusion in their advertising and marketing practices, and

• Build up the individual user base for SONAD mobile app.


The app developers believe that SONAD offers to the broadcast advertising market a timely and innovative mobile advertising and content delivery technology that has a high market potential.



The project offers a series of projects each focusing on a particular subject, as described in a table below. The number of students in a project may vary from 3 to 5, each bringing to the team a unique skill set – business, technology, marketing, advertising, design. For each project, the students will select several study cases, and develop a work plan with milestones and deliverables. The work plan should include implementation plans for each specific case. Finally, the real world tests of SONAD app will be conducted according to implementation plan of each project.


The MBA consulting teams are expected to use the SBU educational and social environment, Stony Brook's marketplace as the “implementation playground”, and students' ingenuity and creativity as the tool for discovering SONAD's values both for commercial and individual users. Obviously, there would be mutually reinforcing interplay between the two parties of this discovery “game”: advertisers/broadcasters on one side, and the individual users and consumers, on the other.




Analyze the market of corporate commercial users and organizations, including not-for-profit, and select one for study and test implementation.


1.1 Radio network/station: not-for-profit. An example can be a local FM WUSB 90.1 radio station operated by SBU. Explore regular and fundraising programs, dispensing SBU community information, promotion of sponsors, or branding.


1.2 Radio network/station: Commercial. Option: approach station, advertiser, and agency.


1.3 TV and cable network. Option: approach station, advertiser, and agency.


1.4 Pitch SONAD for use in local public and market arenas such as shopping plazas in Stony Brook, Smithhaven Mall, or public events planned in Stony Brook.


1.5 Develop approach for exploring possibility for integration of SONAD with Alexa. Develop examples of SONAD/Alexa integration, for example, ask Alexa a question and Alexa answering as the audio barcode would direct a sona to user’s phone. Prepare a pitch deck and arrange a demonstration meeting with Amazon representatives.


1.6  Develop approach for exploring possibility for integration of SONAD with GO Google. Develop examples of SONAD/GO Google integration, for example, ask Hey Google a question and GO Google answering as the audio barcode would direct a sona to user’s phone. Prepare a pitch deck and arrange a demonstration meeting with Google.


1.7 Develop contact and make a pitch at advertisement agencies specializing in mobile and broadcast advertising.


1.8 Develop a pitch deck for angel investors. Arrange a demo and pitch presentations for several investor groups.


1.9 ProHEALTH Project 1. Develop a pitch deck and make a demo/presentation at ProHEALTH Network HQs: Use of SONAD in Medical Offices.


1.10 ProHEALTH Project 2. Using SONAD for Medical Emergencies and Healthcare Needs.


Analyze SONAD applications on SBU campus to improve social campus life and enrich in-classroom teaching and learning experience.



2.1 SITE-WIDE APPLICATIONS project. Develop site-wide SONAD applications on campus.


2.2 INFORMATION project. SONAD to provide welcome support/info for SBU’s new students and their parents.


2.3 STUDENT CLUBS project. Develop ideas for using SONAD by student clubs. Conduct real world testing.


2.4 SONAD IN CLASSROM project. In cooperation with faculty from different SBU departments, design various ways of integrating SONAD capabilities with teaching process. For example, using SONAD for “professor to student in-class” communications, providing auxiliary materials in the course of a class (in real synced time), quick quizzes and tests, etc. Make the SONAD use both effective and helpful for students and professors AND entertaining.


2.5 PUBLIC GATHERINGS project. Develop an approach and specifics of using SONAD at conferences, public lectures, gatherings, and conduct a test implementation at one of the above in spring 2019.


2.6 ENTERTAINMENT project. Develop SONAD uses for entertainment projects on campus: Organize a concert, play or comedian show. Use SONAD for distributing synchronized and contextualized content directly related to the event, prizes, tickets, etc.


2.7  SPORT EVENTS project. SONAD use at a sport event on campus: Organize an event modeled after big-game events in US – sponsorships, leaving branding info on users phones for further use and reference or gifts, promotions, etc. This project might need a larger team due to its complexity.


2.8 SEARCH GAME project. Create on-site search-based games using SONAD and strategically placed micro speakers.


2.9 BRAND NAMES project. Develop campaign for corporate branding using SONAD with large companies supporting educational and charity causes, giveaways, prizes, etc.



2.10 STONY BROOK HOSPITAL project. Develop a pitch deck, make a demo/presentation at Stony Brook University Hospital, and set up a short testing in one or several locations at the hospital.


2.11 STONY BROOK OUTPATIENT project. Develop a pitch deck, make a demo/presentation at the SBU Hospital’s Outpatient Offices at Stony Brook Technology Park, and set up a short testing in one or several medical offices.


SONAD’s success is determined by its appeal to individual users and social groups which is the focus of this group of projects.


3.1 Analyze possible benefits for individual users in using the SONAD app: entertainment, conveniences, interaction, coupons, information/data, etc.


3.2  Identify unique intrinsic values of SONAD. Analyze the app’s unique features that may appeal to individual users. Suggest new features that would increase the app’s intrinsic values to individual users.


3.3 Explore SONAD's use in various social environments:


3.3.1 Individuals/groups listening to radio or watching TV.


3.3.2 Movie theater.


3.3.3 Concert or conference hall.


3.3.4 Small to large social gathering.


3.3.5 Individual-to-individual communication.

Example: SONAD Business Card transmission. Explore use of the ABOUT ME feature.





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