Members: Ian McKay Sean Alcos Robert Pilkington Joseph March Anjalee Sinha Andrew Cherry

1
Team Platinum
Team Platinum CS410 3rd May 2005
MembersIan McKay Sean Alcos Robert
Pilkington Joseph MarchAnjalee Sinha
Andrew Cherry
Website http//www.cs.odu.edu/cpi/cpi-s2005/iRes
pond/
2
Introduction
3
Problem

• Communicating the need for emergency assistance
  from any place at any time is not always possible

4
Problem Characteristics

• Inability to communicate
• Isolation
• Emergency

5
Solution
6
Outline

• Problem
• Solution
• Product details
• Goals, plans, and milestones
• Budget
• Management
• Conclusion

7
Solution Characteristics
8
iRespond Will Do

• Combination GPS and cellular positioning
• On-Demand positioning
• Report location data
• Continuous transmission of distress signal

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

10
iRespond Fob
11
UR Unit
unit
12
Modem
13
Battery
14
GPS Receiver
15
GPS Antenna
16
Cellular Transceiver
17
Flash Memory
18
iRespond Device
19
Whats In The Box?

• iRespond key fob device
• iRespond update and recharging unit
• Registration instructions
• User manual
• Telephone cord
• AC adaptor

20
Company Info
21
Goal

• Provide a simple yet reliable method to request
  assistance from emergency response teams
  regardless of the users location

22
Objectives
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/
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

25
Phase 0 Milestones

• Team Organization
• Project Initiation
• Feasibility
• Milestones
• Documentation
• SBIR
• Website
• Presentation / SBIR Submission

26
Phase 1 Milestones

• Team Organization
• Project Reanalysis
• Prototype Development
• Testing
• Documentation
• SBIR
• Website
• Phase Analysis

27
Phase 1 Budget
28
Phase 2 Milestones

• Team Organization
• Analyze Budget
• Gather Resources
• iRespond Device Development
• iRespond Customer Service Center Development
• Testing
• Documentation
• SBIR

29
Phase 2 Budget
30
Phase 3 Milestones

• Pre-Production
• Contracts
• Employees Hiring/Training
• Begin Production
• Marketing

31
Phase 3 Budget
32
Total Personnel Cost
33
Resource Cost
34
Total Budget
35
Profit
Yearly Profit assuming 600,000 units sold
57,093,944.80
36
Return on Investment
Breakeven Point
37
Competition
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

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 functionalityChang
e fee structure
Late deliveries from subcontractors Penalty
recovery clausesCarefully chosen subcontractors
Unforeseen production costs Reduce
functionalityChange fee structure
40
Marketing Plan
Framework for approaching Marketing strategy
model for iRespond. Marketing strategy model
provides an excellent frame of reference for our
marketing cases.
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
42
Target Market

• Specific market segments
• that we can win and dominate.

TARGET
18 yrs Old
WOMEN
ELDERLY
FAMILIES
Cell-Phone Luddites
43
Customer Characteristics

• Desire security
• Will pay for additional security
• Value privacy
• Live in urban areas
• Rely on Emergency Medical Services (EMS)

44
Overall Market
18
http//www.census.gov/popest/national/asrh/NC-EST2
003/NC-EST2003-01.pdf
45
Communications

• Reaching out to the most influential participants
  for iRespond like...

Businesses
711
Grocery Stores
Gas Stations
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

47
Positioning

• The value propositions for iRespond.
• Privacy
• Security
• Cost-effectiveness

48
Emergency Cell Phone Use
http//www.nhtsa.dot.gov/people/injury/research/wi
reless/c2.htm
49
Cell Phone Expense
http//files.ctia.org/pdf/CTIAYearend2004Survey.pd
f
50
Subscription Plan

• Marketing Incentive
• Lower cost to customer forguaranteed yearly
  funds.
• Possible discount for senior citizens.

51
SWOT Analysis

• Strengths
• Assurance of privacy
• Precise tracking of the victims position. It has
  the ability to get a response
• for the victim within a span of a few minutes.
• Weaknesses
• Does not offer a two-way voice communication.
• Security of the database
• Signals may get interrupted due bad weather

52
SWOT Analysis

• Opportunities
• - Market trends indicate devices for Location
  based technologies (LBS)
• have begun to gain prominence.
• - Make an alliance with some multimedia
  companies.
• - Once our product is a hit in the United States
  we may like to introduce our
• product to the International markets.
• Threats
• Our major threat is from the rise in increasing
  competition.

53
Marketing Research

• In our marketing research we have to cover these
  areas
• Competitors
• - Target market of our competitors
• - Market trends
• - Developments in this type of technology and
  product.

• Channel Marketing
• - Channel competition
• - Emergence of new channels
• - Major players in the production of this kind
  of product.

54
Management Plan
55
Evaluation Plan
Frequency of Evaluation1. At regular intervals
in phase 2. Upon phase completion Evaluation
plan is re-evaluated before starting each new
phase.
Phases will be evaluated based on criteria in
their respective evaluation checklists.
56
Conclusion
57
References

• Basic 911. (2005). Federal Communications
  Commission. Available http//www.fcc.gov/911/
• Battery Charger/Cable
• http//www.ixap.com/sti_ProdDet.asp?skuCHAV-8900
  -TC001BrandIDAVClassIDCHcidCHAVsPageNo1Pm
  dNameAUDIOVOX-9900
• Bergman M. (2004). U.S. Cell Phone Use Up More
  Than 300 Percent,Statistical Abstract Reports.
  U.S. Census Bureau News. Available
  http//www.census.gov/Press-Release/www/releases/a
  rchives/miscellaneous/003136.html
• Bonsor, K. (2005). How Location Tracking Will
  Work. Howstuffworks. Available
  http//people.howstuffworks.com/location-tracking2
  .htm
• CDMA Radio Chip
• http//www.investors.com/editorial/tech.asp?v4/1
  
• Cell Antenna
• http//www.cellphoneshop.net/
• Cleveland-Office-Space.com. (2005). Cleveland
  Office Space Market Overview. Cleveland Office
  Space. Available http//www.cleveland-office-spac
  e.com/

58
References

• Copper Wire
• http//www.allelectronics.com/cgi-bin/category.cg
  i
• Dan Arvin, Pioneer Plastics
• Enhanced 911 Wireless Services. (2005). Federal
  Communications Commission. Available
  http//www.fcc.gov/911/enhanced/
• Flash Memory Cards
• http//www.flash-memory-store.com/64mb-compact-fl
  ash.html
• GPS Mobile Locator / Tracker Cell
  Phonehttp//www.gpslocators.com/cogpsmolo.html
• Hot Jobs. (2005). Salary. HotJobs.com. Available
  http//salary.hotjobs.com/
• LED Lights
• http//www.allelectronics.com/cgi-bin/category.cg
  i?category340050typestore
• Lee M. (1997). Choosing cleaning service requires
  more than quick sweep. Savvy Business Shopper.
  Available http//www.bizjournals.com/bizwomen/con
  sultants/savvy_business_shopper/1997/06/16/column5
  4.html

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References

• Office Finder. (2005). Office Space Calculator.
  Office Finder. Available http//www.officefinder.
  com/officespacecalc.html
• PCBpro Instant Quote Form. (2005). PCBpro.
  Available http//www.pcbpro.com/pcb-quote.php
• Rechargeable Lithium Battery
• http//www.ixap.com/sti_deft_plists.asp?SkuDBTAV
  -9900-LI001ModelID9900ClassIDBTTypeIDallBra
  ndIDAVgID419
• SafeGuardian One Button GPS Cell
  Phonehttp//www.safeguardian.com/
• Technical Support Rep. (2005). Monster.com.
  Available http//jobsearch.monster.com/getjob.asp
  ?JobID27806931AVSDM20052D032D28113A033A55
  Logo1qtechnicalsupportrep.sortrvvwbcyUS
  brd1,1862,1863
• TFM-560U Trendware 56k fax/modem
• http//www.tigerdirect.com/applications/SearchToo
  ls/item-details.asp?EdpNo671885CatId564
• Trimble Lassen IQ GPS Receiver
• http//www.sparkfun.com/shop/index.php?shop1cat
  63

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References

• Trimble-Ultra Compact Embedded Antenna
• http//www.sparkfun.com/shop/index.php?shop1car
  t214595cat64
• US Department of Justice, Criminal Victimization
  in the United States, 2002 Statistical
  Tableshttp//www.ojp.usdoj.gov/bjs/pub/pdf/cvus0
  2.pdf
• Wherify Wireless Location Serviceshttp//www.wher
  ifywireless.com/corp_home.htm

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Questions?
Team Platinum CS410 7 April 2005
MembersIan McKay Sean Alcos Robert
Pilkington Joseph MarchAnjalee Sinha
Andrew Cherry
Website http//www.cs.odu.edu/rpilking/cs410/