Hive Hospitality is an organization with lots of experience designing, launching, and scaling hospitality concepts. They are preparing to launch a new concept called Farina, a concept that blends of . They need your help preparing for launch and planning out their marketing strategy to get customer adoption quickly once they launch. How can Farina differentiate themselves? How do you inform customers about the opening of the physical store locations in Reston and Arlington, VA? What ways would you suggest cross-selling the subscription to physical patrons? What about selling the subscription to customers that have not yet been in the store? Don't forget to dive deep into successful marketing examples for similar companies to see what best practices we can learn from them. The ideal outcome of this project would be a comprehensive marketing plan, including a detailed overview of the marketing mix to achieve the best results. An effective marketing plan should also outline resources required for the plan to be successful and how you would measure success. With any additional time, please help the Farina team think through the official launch strategy as well.