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Marketing Plan for Pulse Smartpen
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Marketing Plan for Pulse Smartpen

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Transcript

  • 1. Marketing Plan
    Presenters
    Pete Rooke
    Renee Lin
    Jacky Chen
    Marshall RX
  • 2. Joe’s Experience
    10:00 : Joe takes out his note and turn on his digital recorder.
    10:25 : Joe misses an important example when he tries to write down everything professor says.
    19:00 : Joe lies down on the couch and turn on his 32” HDTV, leaving his note in the bookcase.
    2 months later, mid-term is coming…
    10:00 : Joe goes through his notes and find many unclear points.
    10:20 : Joe plays his recording files and tries to find out what did the professor say.
    10:40 : After 20 minutes, he finally gets the example Dr. P said.
    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.
    11:40 : Joe finds the note after 10 minutes.
    11:55 : He finds he missed a class and needs to borrow notes from Luke.
    12:30 : He gets the notes from Luke and heads to FedEx Kinko to get a copy.
  • 3. Pain Points
    Joe feels that his learning experience would be more productive if there is a tool to
    a) share notes easily on the web.
    b) search through the notes.
    c) remind him of what was talked about in the class.
    d) link the audio recorded in the class to the notes.
    Digital Pen ( EPOS, Anoto )
    Handwriting Recognition S/W with EPOS, Anoto
    Digital Voice Recorder (Sony, Olymbus, Panasonic)
    ??????????
    His Options are …..
  • 4. Introducing….
    Giving Voice to your Notes
    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 .
  • 5. Who is our Customer
    Professional
    Non Professional
    Students
    Need: Increase GPA
    Market Size: 11 Million
    Fit of the Product: Perfect
    Benefits: Increase productivity, Saves time
    Financially Viable: Yes
    Need: Incorporate all details
    Market Size: 52 Million
    Fit of the Product: Partially
    Benefits: Capture all details in a meeting
    Financially Viable: Yes
    Need: Fill Applications
    Market Size: 94 Million
    Fit of the Product: Poor
    Benefits: Electronic Application
    Source : http://www.census.gov/population/www/socdemo/school/cps2007.html
  • 6. Value Stack
    Good Grades and Job
    No time for Networking. Grades are average and lands in an average Job
    Save time for networking
    Cannot locate the required clip
    Student with a pen and a Digital Voice Recorder
    Student with a Pulse Smartpen
    Linking Audio with notes
    Searching Audio
    Share Notes
    Share Notes
    v
    v
    Y
    Y
    Studious
    Student
    Studious
    Student
  • 7. Commercial Break
    Stay Tuned ….
  • 8. Positioning Livescribe
    Audio Recording
    Audio Recording
    Link audio with notes
    Non Digitized Note taking
    Digitized Note taking
    Non Digitized Note taking
    Digitized Note taking
    No Audio Recording
    No Audio Recording
  • 9. Marketing Mix
    Place
    Product
    Saves Time
    Never Miss a word
    Increase Productivity
    Facebook
    LiveScribe Technical blog
    Book Stores
    Sony Digital $64.95
    Promotion
    Price
    IOGear Digital Pen $70.73
    Smartpen $149.95
  • 10. Financials
    35%
    60%
    60%
    85%
    10%
    Livescribe will breakeven in 2011
    Market Potential 2%
  • 11.
  • 12. Tell your Success Story with the Smartpen
    Your testimony could win you a $1,500 Scholarship
    What is Livescribe ?
    • Enter to win a $1,500 scholarship & a Pulse Smartpen
    • 13. See success stories
    • 14. Checkout how the pen has helped students
    Tell your story and Win $1,500
  • 15. Other Suggestions
    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.
    Increase the visibility by making it available in more retail outlets
  • 16. Thank You