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Build the GENUINO USA Go-To-Market Roadmap

Last Updated: 04/28/2026

Case Organization

GENUINO

https://genuino.world/

Cagliari, Metropolitan City of Cagliari, Italy

11-50

Case Contributors

Case Disciplines

Growth Strategy Marketing Reporting, Financial Planning & Analysis

Skills & Expertise

Artists) Blockchain Fundamentals and NFT Ecosystem Understanding Brand Positioning for Premium/High-End Markets Budget Allocation and Marketing ROI Planning Business Model Analysis and Revenue Stream Design Collectors Community Engagement and Loyalty Program Design Competitive Analysis and Benchmarking Consumer Segmentation and Persona Development Critical Thinking and Strategic Synthesis Cross-Industry Collaboration (Sports x Fashion x Music x Art) Customer Acquisition and Retention Strategy Desk Research and Secondary Data Analysis Digital Collectibles) etc.) Executive Memo Writing and Business Communication Fans Financial Modeling and Revenue Projections Generative AI for Ideation and Drafting Support Go-To-Market Strategy Development Google Slides) Industry and Trend Analysis (Sports Influencer and Athlete Partnership Strategy Innovation and Concept Development for NFT Products KPI Development and Performance Tracking Market Sizing (TAM/SAM/SOM) Marketing Strategy and Campaign Planning NFTs Presentation Design (PowerPoint Product-Market Fit Analysis Social Media and Community Growth Strategy (Discord Stakeholder Mapping (Athletes Storytelling and Experiential Marketing Strategic Partnerships and Collaboration Strategy Teams Twitter/X Validation and Refinement of AI-Generated Insights Value Proposition Design Video Pitch Creation (Loom Web3 and Crypto Market Analysis Web3 Communities) Zoom

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

GENUINO, an early-stage Italian start-up, is building its US go-to-market strategy. The specific focus of this project is to explore how GENUINO can leverage it's their blockchain certification technology and community engagement platform across multiple sectors, including sports, music, art, and fashion, to build and grow revenue streams for all points of engagement in the life of the collectible (NFT + Physical).
Learning Objectives

This is what students will learn as they complete the case.

This case challenges students to design a comprehensive go-to-market strategy for an early-stage blockchain startup entering the U.S. market. Students will explore the intersection of NFTs, physical collectibles, and fan engagement while developing data-driven strategies across marketing, partnerships, and revenue generation. 
Students completing this case will be able to: 
  • Understand the fundamentals of NFTs, blockchain certification, and their application in sports, entertainment, and collectible markets. 
  • Analyze GENUINO’s business model, value proposition, and ecosystem of stakeholders (athletes, teams, creators, collectors, and fans). 
  • Conduct competitive and market analysis within the U.S. NFT and sports collectibles landscape to identify opportunities and threats. 
  • Define target customer segments and develop detailed personas across varying levels of NFT familiarity (e.g., crypto-savvy users, traditional sports fans, collectors). 
  • Estimate market size using TAM, SAM, and SOM frameworks to evaluate growth potential in the U.S. market. 
  • Design a go-to-market strategy, including positioning, channel selection, partnerships, and launch planning. 
  • Develop integrated marketing strategies, including social media, collaborations, and community-building tactics to drive adoption and engagement. 
  • Create compelling value propositions tailored to different stakeholders within the NFT ecosystem. 
  • Evaluate risks and challenges in the NFT/crypto space, including trust, volatility, and adoption barriers, and propose mitigation strategies. 
  • Communicate strategic recommendations effectively through executive memos, presentations, and concise pitch formats.
Key Action Items

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Milestone #3
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