Transcript Wire-Free Marketing Presentation - Final.ppt

Wire-Free
A3TM
Consulting
Stephen Adams
Mohib Ahmad
Tara Armatas
Keron Twum
Matt Muller
Wire-Free

Executive Summary
 “Wire-Free”
Concept
 Advanced Technology
 Ease-of-Use for Consumers
 No Wires. Period.
 Allows Users a Choice
Wire-Free

New Product Development
 Increased
Use of Wireless Technology
 Competition Already In Market
 Concept Offers Practical Options
 Viable Option for




First Time Buyers
Innovators
Early Adopters
Older and Younger Generations Alike
Wire-Free

New Product Development
 Competitive
Advantage
 #3, #4, #5 in the Market
 Complete Manufacturing – All In One
 Established Product offering




Sleek Design
Brilliant Picture
Simplicity
Reliability
Wire-Free

Situation Analysis
 Industry/Category
 Sales
Analysis
Analysis
 Competitor Analysis
 Customer Analysis
 Planning Assumptions
 Forecasting
Wire-Free

Industry/Category Analysis
 Market
for wireless home networking
equipment was estimated at $1.7 billion in
2004
 Up from $427 million in 2002
 Market is expected to grow to 32 million
households in 2009
 Opportunity for us as consumers are
increasingly adopting Wi-Fi devices
Wire-Free

Sales Analysis
 Product
marketed towards innovators (1%)
and early adopters (2-3 %)
 Opinion-makers would help diffuse the
message across aiding the accompanying ad
campaign
 Garner around 0.3% share of Consumer
Home Electronics market
Wire-Free

Competitor Analysis
 #1
and #2 would pour money into R&D to
have similar value additions in their products
 Having deep pockets, they can afford it
 However being market leaders, they would
be compelled to develop a better product
than ours
 To nullify any potential edge, A3TM needs to
keep innovating the product
Wire-Free

Customer Analysis
 B2B
focus
 Customer(s) would have a value-added
product and an opportunity to increase
market share
Wire-Free

Planning Assumptions
 HDTV
would become the first choice of
consumers buying a new TV (low)
 The wireless market would grow to 24
million households by 2007 (low)
 The sales would be innovation-driven
(medium)
 Bass model can forecast sales effectively for
our product (medium)
Wire-Free

Forecasting
 According
to ATAR, the market share is for
the first year would be 1.5% (1%)
 360,000+ (320,000+) households by 2007
Wire-Free
Corporate Objectives
 Overall Marketing Objectives

Market Acceptance
 Program Objectives

 Pricing
 Advertising/Promotion
 Sales
Distribution
 Product
Wire-Free

Marketing Strategy

Targets
 Customer
Targets
 Competitor Targets
Core Strategy
 Strategic Alternatives Considered

Wire-Free

Integrated Marketing Plan

Our Core Strategy
 Offer
manufacturers the full triad of quality,
cost, and speed

Sales
 Pre-launch

and pre-announcement period
International CES
 Trade
shows and conferences
Wire-Free

Trade Shows and Conferences

CARTS USA



EDS - ELECTRONIC DISTRIBUTION SHOW AND
CONFERENCE



March 26-29, 2007 Albuquerque, NM
Sponsored by the Electronic Components, Assemblies & Materials Association
(ECA) is annual forum for information on new components, improved applications,
and solutions to current problems.
May 15 - 17, 2007 Las Vegas, Nevada, USA Paris and Bally's Hotels
Where electronic component manufacturers, distributors and representatives forge
relationships and accelerate business.
ELECTRONIC COMPONENTS AND TECHNOLOGY
CONFERENCE


May 29-June 1, 2007 Reno, Nevada, USA,
ECTC is the premier international packaging, components, and microelectronic
systems technology conference.
Wire-Free

Trade Shows and Conferences
 ELECTRONIC


July 11-13, 2007 Santa Monica, California.
The Annual trade show for the computer and video games industry
presented by the Entertainment Software Association.
 HDTV


CONFERENCE 2007
August 15-16, 2007 Beverly Hills, California
This event provides an ideal forum for a wide range of important trends,
challenges and opportunities currently facing, TV manufacturers, DVD player
manufacturers, retailers, broadcast and cable/satellite networks, Set top box
manufacturers, TV and DVD supply chain members.
 CARTS


ENTERTAINMENT EXPO (E3)
ASIA TAIWAN
October 9 - 13, 2007 Taipei, Taiwan
TIATRONICS Autumn, Asia's largest professional electronics exhibition, is the
hottest venue for buyers and suppliers to meet and strike deals, sponsored by the
Electronic Components, Assemblies & Materials Association (ECA).
Wire-Free

Brand / Brand Management
 HDTV

“Wire-Free” logo
Intel’s “Intel Inside”
 Product



packaging
Silver & Black
Specifications and instructions
Intuitive and simple
Wire-Free

Market Research/Customer
Management
 Web

Presence & Advertisement
The flash videos, will emphasize the benefits of
HD wireless over standard televisions


uncluttered wall versus a messy clutter wall
the website will display positive sales and
revenues of our original clients
 Launch


Merchandise in the hands of the customer to
observe the interaction and reaction, just as TiVo
How to improve the firmware applications and
the manufacturer
Wire-Free

Market Research/Customer
Management
 Tracking System
 Client problems and issues in order to continually
improve on the quality and functionality of our product.
 Tech support personnel will have access to the data in
order to diagnose and fix problems.
 Design and installation engineers will also use the
database to configure products and record best
practices for later use in firmware and software
updates to manufacturers.
 Database
 Market research data on our client’s sales and
profitability for later use in the firm’s marketing
campaign.
Wire-Free

Financials
Sales Estimates
Production Estimates of HDTV's
0.50%
3
If A TM Captures…
1.00%
1.50%
2007
8,166,667
40,833
81,667
122,500
2008
12,055,556
60,278
120,556
180,833
2009
16,305,556
81,528
163,056
244,583

ATAR Model predicts a 1.52% market share

Assuming a 1.00% market share
Projected Total
Revenue
$
$
$
8,766,667
17,533,333
26,300,000
Wire-Free

Financials
Income Statement
2007
2008
2009
Revenue:
Licensing Fees
$ 1,960,000
$ 5,786,667
$ 7,826,667
Expenses:
Software Development
Salaries and Wages
Marketing
Building Rent
Depreciation and Amortization
Total Expenses
$ 2,280,000
600,000
80,000
17,500
147,000
3,124,500
$ 1,450,000
630,000
80,000
17,500
247,000
2,424,500
$
Net Income (Loss)
$ (1,164,500)
$ 3,362,167
$ 5,680,667
850,000
661,500
80,000
17,500
537,000
2,146,000
Wire-Free

Financials
Cash Budget
Year 1
Quarter 1
Beginning Cash Balance
$
Quarter 2
-
Year 2
Quarter 3
$ 1,671,500 $
Quarter 4
Quarter 1
Quarter 2
Year 3
Quarter 3
Quarter 4
Quarter 1
Quarter 2
Quarter 3
Quarter 4
184,000 $
856,500 $ 1,489,000 $ 2,035,667 $ 2,442,333 $ 3,614,000 $ 4,745,667 $ 6,094,458 $ 7,313,250 $
8,997,042
1,956,667
Add: Cash Receipts
Cash from customers
Cash from investors
Total receipts
Total available cash
-
-
980,000
980,000
1,446,667
1,446,667
1,446,667
1,446,667
1,956,667
1,956,667
1,956,667
3,000,000
-
-
-
-
-
-
-
-
-
-
-
3,000,000
-
980,000
980,000
1,446,667
1,446,667
1,446,667
1,446,667
1,956,667
1,956,667
1,956,667
1,956,667
3,000,000
1,671,500
1,164,000
1,836,500
2,935,667
3,482,333
3,889,000
5,060,667
6,702,333
8,051,125
9,269,917
10,953,708
-
Less: Cash Disbursements
1,140,000
1,140,000
-
-
725,000
725,000
-
-
425,000
425,000
-
Equipment
21,000
-
-
-
-
-
-
-
-
-
-
-
Building rent
17,500
17,500
17,500
17,500
17,500
17,500
17,500
17,500
17,500
17,500
17,500
17,500
-
140,000
140,000
140,000
100,000
100,000
100,000
90,000
90,000
90,000
150,000
150,000
150,000
150,000
157,500
157,500
157,500
165,375
165,375
165,375
165,375
Software development
Capital expenditure: software development
Salaries and wages
Marketing
Total disbursements
Ending Cash Balance

157,500
-
40,000
-
40,000
-
40,000
-
40,000
-
40,000
-
40,000
1,328,500
1,487,500
307,500
347,500
900,000
1,040,000
275,000
315,000
607,875
737,875
272,875
312,875
$ 1,671,500 $
184,000 $
856,500 $ 1,489,000 $ 2,035,667 $ 2,442,333 $ 3,614,000 $ 4,745,667 $ 6,094,458 $ 7,313,250 $ 8,997,042 $ 10,640,833
$3 million in startup capital
Questions?