Research Projects Spring 2025

Sponsor Introduction 

The Media Bias Detector (MBD) is a cutting-edge, open-source platform that aggregates and visualizes media bias without making value judgments. Unlike traditional platforms that focus on partisan bias or scoring mechanisms, MBD leverages data-driven methodologies to allow users—researchers, companies, and the public—to independently assess and compare biases across publications. Developed by a research team at the University of Pennsylvania, MBD provides a transparent, interactive, and accessible tool for addressing critical issues in media literacy and decision-making. 

Project Description 

WHY (Motivation):
The Media Bias Detector, while a powerful tool for academic and community use, needs to be more funded and utilized in broader markets. To maximize its potential and ensure long-term sustainability, the platform must transition from an academic project to a self-sustaining product. This project seeks innovative business models and strategies to achieve this goal, encompassing entrepreneurship, venture capital, and innovation management principles to ensure long-term sustainability.  

WHAT (Scope):
Students are tasked with developing a comprehensive business proposal for the long-term sustainability of the Media Bias Detector. The proposal should focus on market segmentation, product value proposition, and potential revenue models. Key aspects include identifying target audiences—such as academic researchers, corporate users, and individual consumers—and proposing strategies for scaling the platform, enhancing customer engagement, and building stakeholder loyalty. 

HOW (Methods): 

• Market Analysis: Evaluate MBD’s current and potential user base across the identified markets (Colleagues, Companies, Consumers, and Communities). 

• Competitor Analysis: Identify and analyze similar tools in the market to uncover gaps, differentiators, and best practices. 

• Product Development: Brainstorm and propose features or services to increase user engagement and broaden appeal. 

• Revenue Models: Explore various revenue streams, such as subscription services, freemium models, enterprise partnerships, or grant funding. 

• Outreach Strategies: Devise innovative approaches to increase stakeholder engagement and grow MBD’s presence. 

• Sustainability Planning: Develop a roadmap for long-term viability, focusing on scalability, resource allocation, and risk management. 

• Workflow Optimization: Propose a streamlined development framework to enhance collaboration among internal teams and external partners. 

WHO (Qualifications):
This project is ideal for students with backgrounds in entrepreneurship, innovation management, and business strategy.   

Deliverables 

A PowerPoint presentation and supporting documentation, including: 

• Market analysis with target audience segmentation. 

• Competitive analysis and positioning strategy. 

• Recommendations for product features and user engagement enhancements. 

• Detailed revenue model. 

• Outreach strategy with specific tactics to engage stakeholders. 

• Sustainability plan with milestones for growth and funding. 

• A streamlined development workflow and collaboration framework for scaling the platform. 

• A go-to-market strategy tailored to MBD’s unique value proposition. 

 

Sponsor Introduction: 

Menon & Menon Ltd, established in 1954 by Mr. Chandran Menon in Kolhapur, Maharashtra, India, specializes in manufacturing intricate automotive grey iron castings, particularly cylinder blocks and heads. Over the past five decades, the company has expanded its capabilities to include both casting and machining of these components to meet diverse customer requirements.   

In 2014, Menon & Menon inaugurated a state-of-the-art foundry in Kagal, near Kolhapur, effectively doubling its production capacity and enhancing its ability to serve both domestic and international markets. The company supplies castings to nearly all major Indian automotive original equipment manufacturers (OEMs) and has established significant export capacities. The company’s clientele includes prominent names such as Mahindra & Mahindra, John Deere, Tata Motors, and Ashok Leyland. Notably, Menon & Menon has been a key supplier to Mahindra & Mahindra, providing high-quality machined cylinder blocks essential for the development of diesel engines    

Project Description:  

WHY (e.g., motivation): Problem Statement: Menon and Menon Limited is planning to enter the global UAV market with a focus on developing UAVs which will have a payload capacity of up to 500 kg, a speed of up to 300 km/h, and will feature fix wing, Short Take-off and Landing (STOL) capabilities. The company aims to position its product competitively in the international market by identifying key factors that will influence its success. This project aims to evaluate market feasibility, develop a detailed business model, and outline a strategic plan for product development, launch, and growth along with establishing a roadmap for setting up the business entity and assembling the team. The focus is to conduct a thorough market and technical feasibility analysis for the company’s new UAV initiative.   

WHAT (e.g., scope): Students are required to approach this as a real-world business challenge and deliver insights across several key domains. As part of this project, your task is to analyze the potential business opportunity for developing this UAV in India and sell it worldwide. The company is open to setting up a new and a different business entity in any country that helps in its fast track growth and attract global talent by offering incentives and perks. The goal is to explore key aspects of the product, market, and business, considering factors such as market demand, product features, pricing, cost structures, revenue models, and supply chain logistics.   

HOW (e.g., methods): You are required to address the following points in your analysis: 

• Market Understanding: What are the most suitable countries for launching operating these UAVs with the company’s specifications (Payload and speed)? 

• Target Users and Customer Persona: Define the ideal customer segments (civilian, commercial, military, etc.); Assess the needs, preferences, and pain points of these customer segments; Create a customer persona that outlines the specific needs and characteristics of potential users 

• Use Cases: What are the most promising use cases for such UAVs in various industries (e.g. agriculture, logistics, aerial surveying, etc.)? 

• Competitor Analysis: Analyze competitive landscape: Who are the key players in this space? How are these companies positioning their products in terms of technology, pricing, and target markets? 

• Product Features and Specifications: Analyze the technical specifications in terms of payload capacity, range, speed, and safety standards as per the laws that govern UAV manufacturing in India. 

• Cost Structure and Product Pricing: Estimate the development, production, and operational costs involved in building and maintaining this UAV. What should be the ideal price point for this UAV to make it competitive in the global market? 

• Regulatory Landscape: What regulations govern the use of such UAVs, both in India and internationally? 

• Technological Considerations: What are the latest technological advancements in UAVs with payload capacity of up to 500kg, and recommend the most suitable options that can be integrated into the product to offer a competitive advantage? 

• Revenue Model 

• Supply Chain and Manufacturing 

• Business Entity Set Up 

WHO (e.g., qualification): Technically minded students who have both experience in engineering and business modeling 

Deliverables: A PowerPoint presentation with supporting materials, which contains: Market analysis and country selection rationale; Competitor Analysis; Detailed customer personas and target segments; Recommended product features; Proposed use cases and applications; Recommended Pricing strategy; Supply chain and manufacturing strategy; Recommended entity set up and talent retention program; Go-to-market strategy; Overview of relevant regulations and compliance strategies; A business plan with cost and revenue projections. 

Sponsor Name: BTCS   

Description: The Ethereum blockchain is the largest smart contract platform in the world today, powering a wide range of applications from NFTs, ICOs, DeFi applications and now AI agents. With institutional adoption of Ethereum such as Blackrock’s $100 million tokenized US treasuries fund to Tether’s $USDT stablecoin organization (resulting in it being the 3rd largest purchaser of US treasuries globally), Ethereum’s global adoption necessitates a deep understanding of its infrastructure. Is Ethereum quantum-resistant? Can its infrastructure match recent well-funded VC-backed competitors with the luxury of learning from Ethereum’s weaknesses? Did the migration from Proof-of-Work to Proof-of-Stake end up creating vulnerabilities to Ethereum from a centralization or 51% attack perspective? These are pivotal questions that are largely unresolved in one of the most historic financial revolutions. We want to assemble a team to analyze Ethereum’s infrastructure as a way to assess its viability. 

Sponsor Background: 

Formed in the early 1930’s, the Triveni Group now consists of two independently listed companies, Triveni Engineering & Industries Limited (TEIL: www.trivenigroup.com) and Triveni Turbine Limited (TTL: www.triveniturbines.com). TEIL functions in a variety of industries including: Sugar, Biofuels, Water, Power Transmission, and Alcohol. TTL is a leader in the Industrial Steam Turbine segment. They are listed on the Bombay Stock Exchange & National Stock Exchange  

This diversified group focusses on profitable growth driven by engineering efficiency, product development, technology and have strong networks & customer relationships. At its organizational core Triveni believes in a high level of integrity linked to product, people and business practices. The Group is promoter driven, professionally managed and have an eminent and independent Board of Directors. 

Objective:  

The Triveni PTB is in the process of establishing operations in Western Europe (Germany) and is also looking to enter the US market. To aid this the MBA students are to recommend a possible PTB market entry strategy to the US and capture opportunities across our two revenue streams linked to OEMs and Aftermarket.   

All feasible options must be assessed and critical success factors for customer acceptance must be identified including a fleshed out B2B marketing strategy. 

The MBAs should also use the Wharton/Mack Institute network to gather information that may aid the project and not limit it to just desktop research. This can include cold calling or initiating warm connects with OEM & Aftermarket customers to gather relevant data for the project. 

Conduct a market study to ascertain the Total Addressable Market for PTB for its Gears (OEM) and After Market Business with correct insights linked to North America and the US in specific   

The Entry Strategy routes also should cover but not be limited to a recommendation on: 

• Establishing a Branch Office 

• Setting Up a Wholly Owned Subsidiary (Company) 

• Inorganic Acquisition 

• Partnership or Strategic Alliance with a local player 

Based on the chosen route there should also be clear line of sight on:

• Location for setting up the base office/operations 

• Potential organizational structure  

• Job Descriptions 

• Distribution Network 

A Branding and Marketing Strategy must also be created for this venture: 

• Tailored Branding Strategy: Develop a compelling branding strategy to establish Triveni’s credibility and presence in the US market. 

• Marketing Initiatives: Recommend a mix of digital and traditional marketing approaches to drive brand awareness and lead generation along with relevant metrics.  

Sponsor: Willis Tower Watson

Project Description:

Why (Motivation): 

The digital economy and digitization have grown exponentially with the proliferation and explosion of new technologies, means of communication, and ways of doing business.  With the advent of the Internet in the 90s, companies underwent a fundamental shift in how they dealt with their customers and clients.  Now, with societies now entering the artificial intelligence age, specifically GenAI, companies are again having to reassess how they approach consultancy services to deliver maximum impact for their clients.  This project stems from wanting to understand how digital disruption will affect the value proposition of existing insurance and consultancy services, the way companies interact with clients and prospects, and how to pinpoint potential client targets.     

What (Scope): 

This project will delve into various aspects of digital disruption and what that means for companies who wish to have a leg up on the competition. Key focus areas include: 

• Looking at the existing insurance and consultancy services landscape – and what the future of that landscape may look like. 

• Examining the impact of AI on consultancies across a wide range of fields and disciplines. 

• Determining how GenAI may affect consultancy services in the coming 2-5 years. 

• Pinpointing how leading AI companies such as Microsoft, Nvidia, and Alphabet are incorporating products and services into their clients’ business offerings. 

How (Methods): 

• Data Analysis: Utilizing data on digital disruption across specific industries over time. 

• Comparative, Historical Studies: Case study analysis examining different industries and their approaches to digital disruption. 

• Interviews and Surveys: Engaging with experts in AI, risk management, the consultancy economy, and business models. 

• Literature Review: Analyzing existing research on digital disruption.

Who (Qualification): 

Ideal candidates for this project are professionals with a blend of expertise in risk management, cyber security, technology, and business studies.