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Team Platinum

Team Platinum. Team Platinum CS410 3 rd May 2005. Members: Ian McKay Sean Alcos Robert Pilkington Joseph March Anjalee Sinha Andrew Cherry. Website: http://www.cs.odu.edu/~cpi/cpi-s2005/iRespond/. Introduction. Problem.

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Team Platinum

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  1. Team Platinum Team Platinum CS410 3rd May 2005 Members:Ian McKay Sean Alcos Robert Pilkington Joseph MarchAnjalee Sinha Andrew Cherry Website: http://www.cs.odu.edu/~cpi/cpi-s2005/iRespond/ Team Platinum

  2. Introduction Team Platinum

  3. Problem Communicating the need for emergency assistance from any place at any time is not always possible Team Platinum

  4. Problem Characteristics • Inability to communicate • Isolation • Emergency Team Platinum

  5. Solution Team Platinum

  6. Outline • Problem • Solution • Product details • Goals, plans, and milestones • Budget • Management • Conclusion Team Platinum

  7. Solution Characteristics Team Platinum

  8. iRespond Will Do • Combination GPS and cellular positioning • On-Demand positioning • Report location data • Continuous transmission of distress signal Team Platinum

  9. iRespond Will Not Do • Transmit location without being activated by the user or reveal location to anyone other than E-911 • invasion of privacy • Provide location information outside of emergency situations • higher production costs • shorter battery life • harder to use • Provide 2-way voice communication • often impossible or unsafe • higher production costs • shorter battery life Team Platinum

  10. iRespond Fob Team Platinum

  11. U&R Unit unit Team Platinum

  12. Modem Team Platinum

  13. Battery Team Platinum

  14. GPS Receiver Team Platinum

  15. GPS Antenna Team Platinum

  16. Cellular Transceiver Team Platinum

  17. Flash Memory Team Platinum

  18. iRespond Device Team Platinum

  19. What’s In The Box? • iRespond key fob device • iRespond update and recharging unit • Registration instructions • User manual • Telephone cord • AC adaptor Team Platinum

  20. Company Info Team Platinum

  21. Goal Provide a simple yet reliable method to request assistance from emergency response teams regardless of the user’s location Team Platinum

  22. Objectives Team Platinum

  23. SBIR Funding • National Science Foundation (NSF) • SBIR Phase I awards maximum = $100,000 • SBIR Phase II awards maximum = $500,000 • Additional supplemental award (Phase IIB) may raise Phase II awards maximum = $750,000 • Additional Funding from Virginia CIT Funding • Phase III Funding from private investors http://www.nsf.gov/eng/sbir/ Team Platinum

  24. Schedule Overview • Prototype Development • Developing & testing completedYear End 2005 • iRespond Device CreationiRespond Call Center • Developing & testing completedEnd of 2nd Quarter 2006 • iRespond Mass Production & Marketing • Beginning 3rd Quarter 2006 Team Platinum

  25. Phase 0 Milestones • Team Organization • Project Initiation • Feasibility • Milestones • Documentation • SBIR • Website • Presentation / SBIR Submission Team Platinum

  26. Phase 1 Milestones • Team Organization • Project Reanalysis • Prototype Development • Testing • Documentation • SBIR • Website • Phase Analysis Team Platinum

  27. Phase 1 Budget Team Platinum

  28. Phase 2 Milestones • Team Organization • Analyze Budget • Gather Resources • iRespond Device Development • iRespond Customer Service Center Development • Testing • Documentation • SBIR Team Platinum

  29. Phase 2 Budget Team Platinum

  30. Phase 3 Milestones • Pre-Production • Contracts • Employees Hiring/Training • Begin Production • Marketing Team Platinum

  31. Phase 3 Budget Team Platinum

  32. Total Personnel Cost Team Platinum

  33. Resource Cost Team Platinum

  34. Total Budget Team Platinum

  35. Profit Yearly Profit assuming 600,000 units sold $57,093,944.80 Team Platinum

  36. Return on Investment Breakeven Point Team Platinum

  37. Competition Team Platinum

  38. Risk Matrix • Rejection by FCC • Similar features implemented by cellular phone companies • Lower-cost competition • Unforeseen production costs • Unforeseen testing expenses • Similar products fromestablished companies • Late deliveries fromhired subcontractors Team Platinum

  39. Risk Mitigation Rejection by FCCResearch Unforeseen testing expenses Careful planningIncremental testing Similar features implementedby cellular phone companiesMarketing Similar products fromestablished companies Marketing Lower-cost competitionReduce functionalityChange fee structure Late deliveries from subcontractors Penalty & recovery clausesCarefully chosen subcontractors Unforeseen production costs Reduce functionalityChange fee structure Team Platinum

  40. Start Start Economics Consumer Analysis Marketing Mix Competition Distribution Marketing Plan Framework for approaching: Marketing strategy model for iRespond. Marketing strategy model provides an excellent frame of reference for our marketing cases. Team Platinum

  41. Marketing Strategy Positioning Communicate Branding Targeting • Identify needs, interest • of each target audience • Define core message • Explore range of Co- • mmunication channels. • Communication Matrix • Creating your brand identity. • Building brand awareness and recognition. • Delivering a positive brand experience. • Select target market • Study unmet needs. • Sales history • Demographics • Psycho-Graphics • Behavioral Differences • Overall Growth • Competitive challenge • Total Value • “ – “ • Total Cost • Competition matrix • Vs • Customer needs. http://www.blueminegroup.com/strategy.asp Team Platinum

  42. Target Market Specific market segments that we can win and dominate. TARGET 18+ yrs Old WOMEN ELDERLY FAMILIES Cell-Phone Luddites Team Platinum

  43. Customer Characteristics • Desire security • Will pay for additional security • Value privacy • Live in urban areas • Rely on Emergency Medical Services (EMS) Team Platinum

  44. Overall Market 18+ http://www.census.gov/popest/national/asrh/NC-EST2003/NC-EST2003-01.pdf Team Platinum

  45. Communications • Reaching out to the most influential participants for iRespond like... Businesses 711 Grocery Stores Gas Stations Team Platinum

  46. Sales • According to a Harris Interactive Study • Nearly 60 percent of consumers surveyed would likely feel more safe and secure if they owned a mobile phone. • 76 percent of non-cell-phone-owners would want a mobile phone in emergency situations Team Platinum

  47. Positioning The value propositions for iRespond. • Privacy • Security • Cost-effectiveness Team Platinum

  48. Emergency Cell Phone Use http://www.nhtsa.dot.gov/people/injury/research/wireless/c2.htm Team Platinum

  49. Cell Phone Expense http://files.ctia.org/pdf/CTIAYearend2004Survey.pdf Team Platinum

  50. Subscription Plan • Marketing Incentive: • Lower cost to customer forguaranteed yearly funds. • Possible discount for senior citizens. Team Platinum

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