Goal: 
Design and execute a 30-day community pilot for Qalaa inside a 600-home apartment complex to secure RWA approval for a 1-year paid contract based on participation, feedback, and smooth operations.

Tools & Frameworks Used:
Demand estimation modeling, pricing & combo strategy, trial-to-paid conversion design, operations & instructor timetabling, launch event planning, QA & feedback loops, competitor defense strategy, RWA pitch structuring.

What I Did:
Estimated activity-wise demand across 220 children using age and interest distribution.

Designed pricing + combo plans to maximize enrollment without discounting.

Built a trial-to-paid conversion structure with caps to avoid freeloaders.

Created a weekly timetable & instructor load plan under 3-class concurrency constraints.

Designed a 3-day launch event playbook to drive footfall and conversions.

Built a parent + instructor + RWA feedback system with weekly scorecards.

Created a competitor defense strategy (no price drops) when a cheaper brand entered.

Structured the final 10-slide RWA approval deck.

Challenges & Learnings:
High-intent trial design matters more than raw footfall.

Combo pricing increases stickiness without killing margins.

Community GTM is as much about parent trust as child interest.

Competing on quality + structure beats discount wars.

Ops breakdown kills trust faster than poor marketing.

Result / Outcome:
~100 projected paid enrollments in Month 1 (shown in pilot review projections).

Activity-wise demand validated across Dance, Karate, Chess, Public Speaking & Art.

Combo pricing showed 35–40% higher participation.

Trial structure achieved 100% trial slot fill with zero freeloaders.

Weekly QA framework drove: 4.6/5 parent satisfaction; 85%+ attendance rate; 70%+ continuation intent; Zero safety incidents.

Final recommendation: Proceed with 1-year contract based on pilot metrics.

Confidentiality Note

This project was completed as part of a Growth & Strategy hiring assignment. All data is presented for case representation only.