Maximizing Stakeholder Value Through Effective Sales and Equity Strategies
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Project scope
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Digital marketing Marketing analytics Marketing strategy Market researchSkills
sales strategy risk management planning business strategies revenue growth financial modeling salesThe main objective of this project is to create and execute a strategic business plan that establishes Dinosty Fossils as a market leader, driving revenue growth and maximizing stakeholder value through effective sales and equity strategies. This will involve several different steps for the students, including:
- Analyzing the current market and competitive landscape.
- Developing a comprehensive sales strategy that will maximize revenue growth.
- Researching and evaluating potential equity strategies.
- Developing a financial model to assess the impact of the proposed strategies.
- Developing a risk management plan to ensure the success of the strategies.
- Testing the strategies and making adjustments based on feedback.
By the end of the project, students should demonstrate:
- Understanding of the current market and competitive landscape.
- Comprehensive sales strategy that will maximize revenue growth.
- Evaluation of potential equity strategies.
- Financial model to assess the impact of the proposed strategies.
- Risk management plan to ensure the success of the strategies.
- Testing the strategies and making adjustments based on feedback.
Final deliverables should include:
- All source code.
- A written report explaining the design process and outcomes.
- A presentation summarizing the project.
I can actively listening to their marketing ideas and objectives. Understand their vision and what they hope to achieve with the project and Offer constructive feedback and suggestions on their marketing plan. Point out strengths and areas that may need improvement, but do so in a positive and supportive manner.
About the company
Lucentara
Science | Technology | Innovation
Lucentara is a Canadian science and innovation company dedicated to advancing the study and application of ammolite and other natural materials. Founded by Caitlin Furby and Mark Turner, Lucentara operates at the intersection of geology, materials science, and design — exploring how nature’s rarest formations can inspire modern advancements in technology and sustainability.
Through ongoing research partnerships and applied experimentation, Lucentara develops cutting-edge methods for fossil preservation, laser restoration, and structural color analysis. Every discovery contributes to the deeper understanding of ammolite’s optical and geological properties, positioning Lucentara as a pioneer in natural photonics and gemstone science.
Lucentara represents the future of Canadian innovation — where art, science, and nature converge.
Dinosty Fossils
Mining | Restoration | Heritage
Dinosty Fossils is the foundation of Alberta’s ammolite industry — a mining and restoration company co-founded by Mark Turner and Caitlin Furby, specializing in the ethical extraction and preparation of ammonite fossils and gem-grade ammolite from the Bearpaw Formation.
Operating across more than 1,200 hectares of mineable land in Southern Alberta, Dinosty Fossils combines traditional field expertise with modern restoration technology to bring prehistoric treasures back to life. Every specimen is meticulously excavated, stabilized, and restored by hand, honoring both its geological origin and its natural artistry.
Through Dinosty Fossils, Furby and Turner have built one of Canada’s most respected fossil operations — supplying collectors, museums, and jewelers worldwide while preserving the integrity and story of each discovery.
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