Marketing Plan for Pulse Smartpen


Published on

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Marketing Plan for Pulse Smartpen

  1. 1. Marketing Plan<br />Presenters<br />Pete Rooke<br /> Renee Lin<br /> Jacky Chen<br /> Marshall RX<br />
  2. 2. Joe’s Experience<br />10:00 : Joe takes out his note and turn on his digital recorder.<br />10:25 : Joe misses an important example when he tries to write down everything professor says.<br />19:00 : Joe lies down on the couch and turn on his 32” HDTV, leaving his note in the bookcase.<br />2 months later, mid-term is coming…<br />10:00 : Joe goes through his notes and find many unclear points.<br />10:20 : Joe plays his recording files and tries to find out what did the professor say.<br />10:40 : After 20 minutes, he finally gets the example Dr. P said.<br />11:30 : Joe sees a term “SMST” and does not know what it is. He recalls that Dr. P said few weeks ago. He flips around his notes to get the explanation.<br />11:40 : Joe finds the note after 10 minutes.<br />11:55 : He finds he missed a class and needs to borrow notes from Luke.<br />12:30 : He gets the notes from Luke and heads to FedEx Kinko to get a copy.<br />
  3. 3. Pain Points<br />Joe feels that his learning experience would be more productive if there is a tool to <br /> a) share notes easily on the web.<br /> b) search through the notes.<br /> c) remind him of what was talked about in the class.<br /> d) link the audio recorded in the class to the notes.<br />Digital Pen ( EPOS, Anoto )<br />Handwriting Recognition S/W with EPOS, Anoto<br />Digital Voice Recorder (Sony, Olymbus, Panasonic)<br />??????????<br />His Options are …..<br />
  4. 4. Introducing….<br />Giving Voice to your Notes<br />The Pulse Smartpen is a computer embedded in a pen that captures handwriting and simultaneously records audio, synchronizing it to the writing. This is particularly useful in taking notes during a class or conference. The Pulse Smartpen comes in two versions: the 1GB model with 100 hours of audio storage and 16000 pages of digital notes, the 2 GB model doubles the storage .<br />
  5. 5. Who is our Customer<br />Professional<br />Non Professional<br />Students<br />Need: Increase GPA<br />Market Size: 11 Million<br />Fit of the Product: Perfect<br />Benefits: Increase productivity, Saves time<br />Financially Viable: Yes<br />Need: Incorporate all details<br />Market Size: 52 Million<br />Fit of the Product: Partially<br />Benefits: Capture all details in a meeting<br />Financially Viable: Yes<br />Need: Fill Applications<br />Market Size: 94 Million<br />Fit of the Product: Poor <br />Benefits: Electronic Application<br />Source :<br />
  6. 6. Value Stack<br />Good Grades and Job<br />No time for Networking. Grades are average and lands in an average Job<br />Save time for networking<br />Cannot locate the required clip<br />Student with a pen and a Digital Voice Recorder<br />Student with a Pulse Smartpen<br />Linking Audio with notes<br />Searching Audio<br />Share Notes<br />Share Notes<br />v<br />v<br />Y<br />Y<br />Studious<br />Student<br />Studious<br />Student<br />
  7. 7. Commercial Break<br />Stay Tuned ….<br />
  8. 8. Positioning Livescribe<br />Audio Recording<br />Audio Recording<br />Link audio with notes<br />Non Digitized Note taking<br />Digitized Note taking<br />Non Digitized Note taking<br />Digitized Note taking<br />No Audio Recording<br />No Audio Recording<br />
  9. 9. Marketing Mix<br />Place<br />Product<br />Saves Time<br />Never Miss a word<br />Increase Productivity<br />Facebook<br />LiveScribe Technical blog<br />Book Stores<br />Sony Digital $64.95<br />Promotion<br />Price<br />IOGear Digital Pen $70.73<br />Smartpen $149.95<br />
  10. 10. Financials<br />35%<br />60%<br />60%<br />85%<br />10%<br />Livescribe will breakeven in 2011<br />Market Potential 2%<br />
  11. 11.
  12. 12. Tell your Success Story with the Smartpen<br />Your testimony could win you a $1,500 Scholarship<br />What is Livescribe ?<br /><ul><li> Enter to win a $1,500 scholarship & a Pulse Smartpen
  13. 13. See success stories
  14. 14. Checkout how the pen has helped students </li></ul>Tell your story and Win $1,500<br />
  15. 15. Other Suggestions<br />The price point may intimidate some college students on tight budgets. Livescribe must position their pen as a necessity (same as textbooks/course packs/tuition/housing) so that the parents will be willing to fit the bill. Target the ad’s at students and encourage them to use these to show their parents how necessary it is for them to get a Smartpen. <br />Increase the visibility by making it available in more retail outlets<br />
  16. 16. Thank You<br />