3. 3
Smartphone app that allows remote
control of driverless vehicle
Product Description
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
5
Controls
6
4. 4
iDrive software in development
stage
There are no driverless cars on the
market yet, but Google is very close
to the end of testing one
Success of our product will depend
on release date and state of art
technology
Now 2020
Expected release date of first
driverless car
iDrive software release
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
5
Controls
6
5. 5
Geographic profile
United States of America
New York Metropolitan area car
market
Demographic profile
All ages that are permitted to
drive
Behavioral profile
Comfortable cars preference
Sport cars preference
Luxury cars preference
Tech innovative car preference
Needs Trends
Seamless transportation
experience
Efficient and easy consumer-
vehicle wireless
communication
Technology and convenience
Time-efficiency
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
5
Controls
6
Market Summary
6. 6
Strengths
First and only product on the market
Low operating expenses
No additional expenses on driverless cars
industry promotion
Weaknesses
High dependence on driverless cars
industry performance
Installation of additional device in the car
may repel significant percentage of
driverless car owners
Opportunities
Strong opportunity to become first
company in the market of driverless
parking thus achieving maximum share
and quick brand popularity
Quick global scale business growth
Safety is the only issue that needs to be
promoted in order to make people buy our
product more
Cooperation with Google or Tesla for
product promotion
Threats
Relatively long period before release of the
product
Car manufacturers may prohibit integration
of company’s software in driverless cars
operating system
High risk of similar systems introduction by
car manufacturers
Low demand due to people’s disbelieve in
safety of driverless parking concept
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
5
Controls
6
SWOT Analysis
8. 8
Mission Statement:
“Re-visioning your driving experience through innovation and
imagination. With just a few clicks on your smartphone, iDrive saves you time,
reduces stress and adds value to your daily life.”
Marketing And Financial Objectives:
Growth in share of target market to a goal of 20% after 5 years of operation
Keep the retention rate at 80% annually
Establish trust, emotional connection and increase brand awareness through
advertising, events and public relationship
Promote the safety of driverless cars in our website, our blog, advertisements and
social media
Break through and achieve profitability at year three
Achievement of aforementioned objectives will be described in the Marketing Tactics
section.
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
5
Controls
6
Marketing Strategy
14. 14
The iDrive brand positioning is aimed at futuristic capabilities and safety. Image of our
product that we intend to promote is a fearless first-mover that dare to bring tomorrow
standards in today’s life. There will be concerns about safety of such service, but we
expect support from driverless car industry as well as our own efforts.
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
Controls
65
Positioning
15. 15
Product Offering – Gain Market Share
Introduction Stage: Free trial
Subscription Model
iDrive
iDrive Premium
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
Controls
65
$9.99 per mo.
$12.99 per mo.
iDrive Website – Initial launch
Apple Store & Google Store
One month Free Trial on Web Purchases
Product, Pricing & Distribution
17. 17
Product Placement
Sci- Fi, Futuristic Appeal
The Avengers: Infinity War
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
Controls
65
Public Relations
Media
Tech Blog
Connectors
Social Media
Safety
.
Communications
18. 18
Monthly subscription costs $10
Quarterly advertising $2 per customer
Major fixed expense increase after year 1
Minor fixed expense increase after year 2
Third party sales platforms will take 30% of revenue
These will account for 2/3 of sales after year 1
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
Controls
65
Assumptions
19. 19
One “unit” equals one monthly subscription
Break even increases due to increased fixed expenses
related to expansions
First profitable quarter is Q8, followed by a small loss
in Q9, then back to profit in Q10
NPV after Y3 of -$1.1 million
NPV after Y4 of $5.7 million
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
Controls
65
Break Even Analysis
20. 20
First year focus on NYC market only
Starting from second year Entire US market
Situation
Analysis
Product
Description
Marketing
Strategy
Marketing
Tactics
1 2 3 4
Financial
Analysis
Controls
65
Demand Forecast
