Itsme_MBD@DomusAcademy04/2009

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ForeverYoung_BrandExploitation

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Itsme_MBD@DomusAcademy04/2009

  1. 1. “FOREVER YOUNG” Students: Dong Yeon Cho / Sheng Kuang Tsai Director: Giovanni Lanzone Project Leaders: Nikhil Paul, Guido Parlato Assistant: Andrea Tosi
  2. 2. “Forever Young” STRATEGY Customers Collaborators Company Context Target Product Marketing Market / service segmentation selection positioning Creating Value Product Retail Promotion / service Channels Capturing Value Pricing
  3. 3. “Forever Young” USER ANALYSIS Target Market Selection Who will need ITSME Why need ITSME •To Gather & To Organize Inform Trade Business ation Avalable in Various Chance •To Get Inspiration Designer •To Find Information •Multi Task •Election & Vote Political party •Political Party Relation •Internet Crime Search Securities (Military – Police.etc) & Prevent •Organize & Manage Memories Young & Memories •Share Memories
  4. 4. “Forever Young” USER ANALYSIS Why are we… • Are we the forty something Baby Boomers being neglected? Google % Yahoo % Search Words of Total of Total Baby 77.14% 75.75% Generation X 9.68% 8.37% Generation Y 6.09% 5.46% Teenager 3.97% 6.55% Senior citizen 2.83% 2.83% Baby boomers 0.99% 0.23% Baby boomers 0.04% 0.05% forty something
  5. 5. “Forever Young” USER ANALYSIS Who are they? • Who are The Baby Boomers? • 76 million people born between 1946 and 1964 • Associated with a rejection or redefinition of traditional values • Higher education than previous generations • About 42% of baby boomers were dropouts from formal religion • Key characteristics • Experimental • Individualism • Free spirited • Social cause oriented • Less optimistic • Distrust of government • General cynicism http://en.wikipedia.org/wiki/Demographics
  6. 6. “Forever Young” USER ANALYSIS Life Style “Health Care Oriented” “Home Entertainment “IT Devices unfriendly” Like” • Baby-boomers do not • 80% of Baby-boomers • Baby-boomers watch have a MySpace, have not seen a gym television shows on YouTube, Twitter, in 30 years an actual television Word Press or instead of a computer Blogger account • Less than 20 percent of Baby-boomer • Baby-boomers still • Baby-boomers have women are under 160 listen to Eagles, “at home” computers, pounds Jackson Brown and not laptops Fleetwood Mac • Baby-boomers have • Baby-boomers talk iPhones about their diabetes, hip replacement, bypass surgery or colonoscopy http://aguidetobabyboomers.wordpress.c om/
  7. 7. “Forever Young” MARKET ANALYSIS Rank importance of QOL Domains Interpersonal Relationships Family & Friends Health Self Community Service www.palgrave-journals.com/.../fsm200819f1.html
  8. 8. “Forever Young” MARKET ANALYSIS Online Community Users • The following graph shows the types of communities users belong to : • “Relationship -oriented” users were increased more than six times! blogs.praized.com/seb/category/verticalization/
  9. 9. “Forever Young” MARKET ANALYSIS Online Community Users • Baby Boomer Use of Social Networking Increasing According to the latest Consumer Electronics Usage Survey from The Accenture, Boomers (those born between 1946 and 1964) are the fastest growing users of social networking sites and blogs. http://3wdesign.com/blog/ archives/81
  10. 10. “Forever Young” MARKET ANALYSIS Forever Young Boomers are imagining the American dream all over again, a new Money Magazine survey reveals. Topping the agenda: closer relationships and more fun. By Marlys Harris, Money Magazine senior editor. September 13 2007 • Time is on our side, yes it is… -More than 70% of the respondents in our survey said they feel younger than their age. • Ride on the friendship… -Topping the boomer to-do list (after staying healthy) is reconnecting with spouses, parents, children, grandchildren and friends. • Boomers just want to have fun… -If money were no object, 59% of respondents said, they'd enjoy life more by, for instance, traveling or buying stuff. • Get a job Sha Na Na Na… -70% of the boomers in the Citigroup survey said they want to continue working, even if they don't need to do so for financial reasons. • We'll keep on fighting to the end… -Asked about their definition of success, 37% cited quot;my contributions to my community.quot; http://money.cnn.com/2007/09/11/pf/retirement/boomer_survey.moneymag/index.htm
  11. 11. “Forever Young” TARGET USER Baby Boomers “Most people who are over 40s. going to organize some community to share there life”
  12. 12. “Forever Young” BABY BOOMERS Issues & Needs “Recover Relationships” Issues Needs • Health & Fitness • Relationship Community -Family/Friend/School • Poor Computer • Experience Sharing • Global Crisis -Travel/Trends -Grooming Future • Health Care- Physically • Retirement & Fit Body Social Security • Home Entertainment • Government Political & Game Issues “Revival Memories & Nostalgia”
  13. 13. “Forever Young” CONCEPT “Memories Share 4 U” Memories Experience Share Share 1 2 Health Home Care Management 3 4
  14. 14. “Forever Young” PROPOSAL Dedicate to “Forever Young” Current New target Proposal “Baby boomers” “Memories” User + NEW “itsme” + NEW “Service” Centered on Title is Dedicate to “General User” “Forever Young” “Forever Young”
  15. 15. “Forever Young” PROPOSAL New “itsme” World Business ………………………………………………………………………. ITSME “FOREVER “Sharing” “Services” lets you save all YOUNG” your bookmarks in one place, so you can get to your stuff from any computer, Social anytime, wherever you are... Network NEW Nostalgia “itsme” Financing + Memories Share Health NEW Care “Service” Experience Home Management
  16. 16. “Forever Young” PROPOSAL New “itsme” World – Share & Service Entertainment Online Shopping Email, SMS and IM notifications on Social Memories faults Network Share NEW “itsme” server Built-in statistics analysis component “FOREVER YOUNG” Health Care Monitoring of local an d remote network res ources Medical Blog resources uptime and summary reports Network
  17. 17. “Forever Young” PROPOSAL New “itsme” World Business ……………………………………………………………… ITSME Share Travel Surf in Rio. Brazil XM XM has dozens of good breaks to surf. A surf adventure t o Brazil is worth it Finance Map Shopping Share Health Care Friend Family Work My Best 20 KDMADMAR WND House Care Attraction Time Machine Travel Community Seasons Hobby Experienc Booking e Relation Movie Music ship Video Entertainment
  18. 18. “Forever Young” PROPOSAL New “itsme” World Business …………………………………………………………… ITSME Service Health Care Justin~you have XM XM some of the best intensity faces. Keep adding load my friend! Finance Map Shopping Local Gym Health Care Family Friend Work Medical Service KDMADMAR WND House Care Special Service Body to fit Travel Community Social Security Hobby Experienc Urgency e Relation Movie Music ship Video Entertainment
  19. 19. “Forever Young” PROPOSAL New “itsme” World Share …………….……………………………………………… Memories & Nostal gia By sharing life experiences, there is a greater possibility that readers can relate to the article • Magazines and Newspapers and thus increase interactivity of the blog. • Entertainment • Story Telling Many media creates a natural way • Nostalgia for blog articles. • Conversation with Others NEW Everyone actually has very unique backgrounds “itsme” • Family/Friend/School and perspectives. When we interact with others, This alone creates a great we can hear different perspectives opportunity for sharing on many different issues which on even everyday topics. we can use to blog about. • Be Happy People love hearing what others really think. • Funny Things • People Watching • Take a Break • community There are so many different and interesting cultures in this world.
  20. 20. “Forever Young” PROPOSAL New “itsme” World Service ………..……………………………………………………………… Health Ca “Health Information re • Clinic Network Core ” • Community • Fit to Body • Gym NEW • Contact Doctor • Pharmaceutical “itsme” Network • Community • Hospital • Health management “Intelligent Health • Lap Network” “Healthcare” can receive exclusive, customized up-to-the minute information from the intelligent health network in six key areas: clinic center, contact doctor, lap center, the community, pharmaceutical network and hospital(health management).
  21. 21. “Forever Young” PROPOSAL New “itsme” World Service …………………………………………………………… Home Manageme nt • Magazines and Newspapers • Home Management • Information Research / Repair / Garden Many media creates a natural way for blog articles with many information. • Conversation with Others NEW “itsme” When we interact with others, we can hear different perspectives on many different issues which we can use to blog about. People love hearing what others really think. • Financial / Account • Social Security • People Watching When we watch people, we can learn about how people interact with each other which is both stimulating to the mind and great for the soul.
  22. 22. “Forever Young” BIZ MODEL Short Term Plan Product Bluetooth For exchange and share ITSME SOFTWARE CD install “ITSME” driver to computer
  23. 23. “Forever Young” BIZ MODEL Short Term Plan Why ITSME USB Cheap Easy to entrance into 3C marketing Marketing Test Low cost for new company
  24. 24. “Forever Young” BIZ MODEL Short Term Plan Product / service The Bridge between User & ITSME Company WEB SITE for User Update & be a memories holder “User Interface” User friendly Easy Connectives ITSME Bluetooth USB ITSME software inside USB
  25. 25. “Forever Young” BIZ MODEL Short Term Plan Channels Collaborators Hardware Device “System Merging” Herding Group veterans' organizatio ITSME ns The American Legion Auxil “Forever Young” iary
  26. 26. “Forever Young” BIZ MODEL Short Term Plan Company Support “ITSME” develop innovative software solutions for each of our customer groups. Diversify ITSME Bluetooth USB
  27. 27. “Forever Young” SCENARIO Short Term Plan Before starting Business Model we should know Common human behaviour Virtual Ownership Reality Ownership “Folksonomy” Folks + Taxonomy WEB 2.0 social software RSS Re-Education Baby boomers ( Digital Immigrant )
  28. 28. “Forever Young” SCENARIO Short Term Plan HOME management Daily activity
  29. 29. “Forever Young” SCENARIO Short Term Plan I Have a Question … for my Accounting” Via ITSME He can get organize it How much can I earn and still receive ……. Benefits ? How can I calculate my own retirement benefit estimates ? How can I get an estimate of my …… benefits ? What is the maximum …… benefits ? ……………………………………………………………………………………
  30. 30. “Forever Young” SCENARIO Short Term Plan Do Boomers Still Dig 70’s Music ? As soon as this song starts I get sooo happy! I will feel FOREVER YOUNG, and beautiful whenever I hear this! It just has something about it that is timeless...PERIOD. love it!!! love it!!! love it!!! Love ITSME !!! ABBA made the 70's, no question!!
  31. 31. “Forever Young” SCENARIO Short Term Plan Memories Good days , bad days They'll be with us always. Stories are memories, Memories are stories ! Nothing can replace the closeness of our childhood friendships. My Sisters & Brothers My friends & My classmates
  32. 32. “Forever Young” SCENARIO Short Term Plan As I lay back in my easy First Love chair my mind drifts to days Stories long ago. Suddenly my mind is filled with memories so Memories vivid that I can almost smell the salty air. It is a fragrance that I loved so much as a child. Don't you want to search her one time again? you seem to be in love with her still. Write down your love memories via ITSME
  33. 33. “Forever Young” FOREVER YOUNG

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