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Maison Singulier was an online vintage furniture and home goods store founded in October 2020 and based in Montreal. Since its inception, Maison Singulier had succeeded in building a loyal customer base across Canada and the United States. Despite the early success of Maison Singulier, the founder realized that she could increase the effectiveness and efficiency of the store’s marketing communications if she adopted a more systematic approach to its marketing strategy. Although she had a good understanding of the typical Maison Singulier customer, she wanted to have a more formal definition of her target segment so that she could fine-tune Maison Singulier’s marketing communications. Having enlisted the services of a local market research company, by the end of June 2021, Maison Singulier had the information it needed to redesign its marketing communications strategy to effectively reach out to the selected consumer segments. It was crucial for the future of the company to successfully manage this period.

Maison Singulier was an online vintage furniture and home goods store founded in October 2020 and based in Montreal. Since its inception, Maison Singulier had succeeded in building a loyal customer base across Canada and the United States. Despite the early success of Maison Singulier, the founder realized that she could increase the effectiveness and efficiency of the store's marketing communications if she adopted a more systematic approach to its marketing strategy. Although she had a good understanding of the typical Maison Singulier customer, she wanted to have a more formal definition of her target segment so that she could fine-tune Maison Singulier's marketing communications. Having enlisted the services of a local market research company, by the end of June 2021, Maison Singulier had the information it needed to redesign its marketing communications strategy to effectively reach out to the selected consumer segments. It was crucial for the future of the company to successfully manage this period.

Six years after its inception, Montréal-based social media marketing agency OVRGRND started a sister company, 66Agency, to tackle the growing need for brands to use Instagram influencers for their marketing needs. The new 66Agency acted as a facilitator between brands and influencers. However, the demands of managing people—the brands on one side and the influencers on the other—had become a burden that was distracting the agency from its original intention, which was be a social media marketing company. In May 2018, the company was looking for a creative business plan that would allow it to facilitate interactions between brands and high-quality influencers quickly and efficiently, while still ensuring that all parties were happy.

Six years after its inception, Montréal-based social media marketing agency OVRGRND started a sister company, 66Agency, to tackle the growing need for brands to use Instagram influencers for their marketing needs. The new 66Agency acted as a facilitator between brands and influencers. However, the demands of managing people-the brands on one side and the influencers on the other-had become a burden that was distracting the agency from its original intention, which was be a social media marketing company. In May 2018, the company was looking for a creative business plan that would allow it to facilitate interactions between brands and high-quality influencers quickly and efficiently, while still ensuring that all parties were happy.