FLEET PARTNERED WITH PLAN-IT to help evolve its Women’s Entrepreneurs Connection (The Connection), an organization designed by Fleet to support and foster women-owned businesses. Through in-depth focus groups among women business owners and key business “influencers,” such as leaders of local business support associations, PLAN-it helped Fleet gain a deeper understanding of the mindset and behavior of women-owned businesses today. This exploration uncovered business leaders’ attitudes toward banking, finance, debt and raising capital to grow their businesses as well as the perceived value and role of support organizations for women-owned businesses.

Ultimately, this work confirmed the viability and strong potential of Fleet’s Women’s Entrepreneurs Connection and identified a range of opportunities and unmet needs within the community. PLAN-it’s efforts resulted in the development of The Connection’s overall positioning strategy which served as the foundation for future marketing, targeting and product development efforts.

PLAN-it worked further with Fleet to develop tactical approaches to providing women at all stages of business with the information and financial resources needed to succeed. Group brainstorming and ideation exercises produced frameworks for lecture topics and speakers and helped determine schedules and forums beneficial to overscheduled business-owners.

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