Case Competitions

The Live Case Competition is a flagship, semester-long consulting challenge involving all first-year business students at Wilfrid Laurier University. The competition centered on a real company facing a pressing business problem in real time, providing an opportunity to develop actionable solutions that mirrored the expectations of real-world consulting. The project unfolded in two key phases: Individual Report – Conducted comprehensive research and in-depth market analysis to propose an optimal solution that addressed the company’s challenges. This report was evaluated against a highly rigorous rubric emphasizing analytical depth, strategic insight, and clarity of recommendations. My report earned a 96%, reflecting its strong alignment with professional standards. Group Presentation – Assigned to a diverse team, we critically reviewed each member’s proposal to either refine an existing solution or synthesize the strongest elements into a unified strategy. Together, we developed a 15-minute presentation supported by data-driven insights and business models, followed by a live Q&A session with evaluators. Our team placed 2nd in our division, standing out among a large pool of competing groups. This competition provided hands-on experience in business problem-solving, strategic planning, collaboration, and high-stakes presentation delivery, preparing me for the analytical and communicative demands of consulting and corporate strategy roles.

This project was part of the Laurier Company and Industry Insight Project (CIIP), where my team and I analyzed Planet Fitness' business model, market position, and customer retention strategies. Over the semester, we conducted an in-depth evaluation of their key success factors—including employees, customers, products & services, financial resources, innovation, and brand uniqueness—and developed strategic recommendations to enhance customer retention and expand their member base. Key Contributions: -Researched and analyzed financial data, franchise performance, and customer trends to identify growth opportunities. -Developed actionable strategies such as expanded membership tiers, enhanced amenities, and innovative partnerships (e.g., outdoor/virtual classes, healthy food collaborations). -Delivered a professional slidedoc presentation outlining recommendations for sustainable revenue growth and improved customer loyalty. Impact: Our proposed strategies aimed to increase retention by creating a more engaging, flexible, and value-driven member experience while supporting Planet Fitness’s long-term growth goals.