Backyard Game Rental LLC, based in Grand Rapids, Michigan, has built a reputation for providing high-quality outdoor games for events such as weddings, corporate gatherings, private parties, and community events. The company has thrived on its strong customer experience, word-of-mouth referrals, and a growing demand for unique event entertainment. Despite its success, the company now faces the challenge of scaling its operations in a structured manner to meet increasing demand and support its expansion into the Detroit metro area.

The primary business challenge lies in defining and executing a scalable growth strategy. As Backyard GR expands geographically, it faces operational complexities and the need for more structured strategies around growth, marketing, operations, and pricing. Current impacts include potential operational inefficiencies, missed revenue opportunities due to seasonality, and a need for a more competitive pricing strategy that maximizes profitability across different markets.

This project presents an opportunity for students to tackle these challenges by developing strategic and data-driven solutions that align with Backyard GR's goals. Students will assess internal capabilities, evaluate market opportunities, and explore competitive dynamics to identify effective expansion paths. They will also develop targeted marketing strategies to increase demand generation, identify strategies to reduce seasonality, and optimize the pricing structure for profitability.

The project is divided into four key components: growth strategy and expansion planning, marketing strategy and demand generation, seasonality reduction and year-round utilization, and pricing strategy and profitability optimization. Each component offers a unique learning opportunity, allowing students to apply their skills in market analysis, strategic planning, financial analysis, and operational efficiency while delivering tangible business value to Backyard GR.

This project is ideal for students as it allows them to work in a consulting capacity, diagnosing challenges, analyzing alternatives, and delivering clear, evidence-based recommendations. Students will gain hands-on experience in strategic analysis, financial decision-making, market evaluation, and cross-functional problem solving, preparing them for executive-level roles in various industries.