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Key Terms. Juul: A recent entrant into the personal vaporizer market. Thin and convenient, it has quickly taken hold. Nicotine: A naturally occurring, highly addictive substance found in members of the nightshade family (e.g. tobacco)
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Key Terms Juul: A recent entrant into the personal vaporizer market. Thin and convenient, it has quickly taken hold. Nicotine: A naturally occurring, highly addictive substance found in members of the nightshade family (e.g. tobacco) Nicotine Salts: An innovation in nicotine delivery, designed to be vaped, nicotine salts provide many benefits over traditional nicotine
Mission & Purpose • D.R.A.I.N seeks to reduce the use JUUL and other personal nicotine product vaporizers in teens nationwide • “The mission of the D.R.A.I.N program is to educate students on the danger of nicotine products, and enable good decision making skills in teens in order to mitigate the generational dangers presented by smoking, traditionally or otherwise.”
SWOT Analysis Strength • Sole focus on nicotine and its by products • Target young adolescents and mature high school students Opportunities • Curating programs to specific sub groups in our target market • An app that offers tips, activities, or other preventatives measure Weakness • New drug prevention program • Students may not be perceptive to change immediately Threats • Societal acceptance and popularity on social media promote vaping • Funding development
Target Market • D.R.A.I.N. target market, American pre-teens and teenagers (aged 12-18) • Smokers Characteristics = extroverted, anxious, tense, and impulsive
Financials Grants • Safe and Drug Free School (SDFS) Federal Grant Required to use 93% of the grants on drug prevention programs • Justice Assistance Grants (JAG) The JAG Program provides states funding to support a range of programs such as crime prevention and education, community corrections, and also drug treatment and enforcement • Consolidations Appropriations Act 2018 Federal funding bill recently signed worth nearly $4 billion to combat public health emergencies such as opiod use and other drug related issues.
Financials cont. Volume Beginning with 12 states, we plan to increase our volume 50% by our second year to incorporate one school from at least 18 different states Year 1 Jan $0 Feb $0 Mar $0 Apr $1,000 May $1,000 Jun $1,000 Jul $1,000 Aug $,1000 Sep $1,000 Oct $1,000 Nov $1,000 Dec $1,000
Organizational Structure Executive Sales Manager: Operates as the C.E.O. ● Decide on market functions ● Tasked with tracking the company's: Profit, strengths & weaknesses. District Managers: ● Visits to each assigned school ● Monitoring each salesperson's /counselors efficiency ● Setting quotas for each counselor based on forecasts. Eastern / Western Regional Sales Manager(s): ● Distinguish our service differentiation, (Emphasize our competitive advantage) ● tracking profit & employee productivity ● strategic selling based on region and hire/fire employees if needed Campus Ambassador(s): ● Have knowledge of how the service is provided ● Has the same motives as the company ● Understands the needs of the customer ● Salary offer of $42-56,000k
Implementation Plan • Target: Middle and High School Aged Students (6th grade where applicable)
Objectives/Goals • Implementation in 50% of schools across the nation by 2019 • Reduce the sales of JUULs by at least 50% by 2019 • Transition into the next stage stage of the product life cycle
Positioning • Straightforward • Candid • Raw Information
