In this case study scenario, I will identify smart device trends, identify how smart device users are using their smart devices to help Bellabeat’s marketing team unlock new growth opportunities. Bellabeat was founded in 2013 and has grown rapidly and quickly positioned itself as a tech-driven wellness company for women. Bellabeat is a successful small company, but they have the potential to become a larger player in the global smart device market. Bellabeat’s Chief Creative Officer believes that analyzing competitor smart device fitness data could help unlock new growth opportunities for the company.