Ozex is a digital self-help platform that supports parents during the transition into parenthood. While currently active in the nonprofit space, Ozex is aiming to expand into the HR and small business sectors by better understanding how to position itself as a valuable tool for employee well-being. This project will focus specifically on conducting a competitive analysis of HR-facing digital wellness tools, alongside identifying key decision-making drivers among HR professionals. While our preferred market is francophone organizations (primarily in Québec and other French-speaking regions), we are open to insights and opportunities in anglophone markets as well. The outcome will help Ozex refine its go-to-market strategy for this new segment.

Students are expected to complete the following:

• Competitive Market Analysis: A detailed benchmarking of digital wellness tools currently marketed to HR and small businesses. This includes identifying competitors, analyzing their value propositions, pricing models, marketing channels, and customer engagement strategies.
• Target Audience Research: Identify the needs, pain points, and decision-making criteria of HR professionals and small business leaders through surveys, interviews, or secondary data sources.
• Positioning & Differentiation Strategy: Based on the analysis, students will provide insights into how Ozex can stand out and address unmet needs in the HR wellness landscape.
• Strategic Recommendations: Students will develop clear, actionable next steps for Ozex’s market entry, including messaging suggestions, channel strategies, and partnerships.
• Final Presentation & Report: A concise, professional presentation and a written report summarizing all findings, insights, and recommendations, including a suggested roadmap for implementation.