Date of Award
Integrated Marketing Communication
This thesis is an overview of the creation and operation of Lindy and Liz, LLC dba Fraze. Fraze is an online boutique specializing in custom, beaded sunglasses. This thesis contains details of the founding, operation, and future of the business. The following business plan will give insights to marketing strategies, target audience demographics, and sourcing procedures.
Accompanying this business plan is market research relevant to the target market of Fraze. Part I details secondary research about the effects of social media on this target market and their consumption habits. It also contains insights about the products and marketing techniques most likely to reach them. Part III contains a survey conducted to gauge attitudes about social media and consumption habits from Fraze’s target market.
As social media becomes more and more commonplace, it influences the kinds of things people want to buy and the way they use them. Understanding this target market’s perceptions about the role of social media and product consumption will help develop productive marketing strategies and new ways to offer value through products.
Additionally, this thesis includes a financial breakdown of Fraze’s operations since 2018 as well as forecasts for the next few years of growth. This growth is expected as a result of the co-founders graduating and working on the business full time as well as finalization of outsourced bulk production. These factors should allow for more dramatic growth over the next few years.
Lanford, Elizabeth, "The Future’s So Bright: A Business Plan and Market Research Analysis of Fraze" (2020). Honors Theses. 1418.
Business Administration, Management, and Operations Commons, Communication Technology and New Media Commons, E-Commerce Commons, Entrepreneurial and Small Business Operations Commons, Social Media Commons