XOG GPS sales/buyer/channel presentation 2007


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Example of a channel presentation for a new product about to launch: XOG crossover GPS. This captures the need-to-know information when presenting to buyers, channel sales/executive staff, and internal sales staff.

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XOG GPS sales/buyer/channel presentation 2007

  1. 1. Background… <ul><li>In Q4 2007, Navico’s XOG crossover GPS device was delivered to market. I “chartered” this product in Q1 2007 and our team delivered it on a very tight schedule by: </li></ul><ul><ul><ul><li>Leveraging the hardware platform off of an existing hardware design via ODM, and focusing most of the attention on a unique mechanical design. </li></ul></ul></ul><ul><ul><ul><li>Leveraging the software design off of an existing Navico automotive turn-by-turn product, which lacked durability for crossover use and some support for outdoor mapping content. </li></ul></ul></ul><ul><li>This presentation was prepared by me and delivered to buyers and executives at major channel partners in outdoor sporting goods (such as BassPro, Cabelas, REI) and consumer electronics (such as Best Buy and Circuit City). </li></ul><ul><li>This presentation is a good example of how some components of the product charter, and subsequent product contract, are repurposed to support the sales team during the product launch and go-to-market phases. </li></ul><ul><ul><ul><li>The key USPs that are more loosely defined at charter stage are refined into simple messaging at this stage to drive buy-in and support sales efforts. </li></ul></ul></ul><ul><ul><ul><li>New content that is needed by retail channels, such as SKU #s and master pack information is added. </li></ul></ul></ul><ul><ul><ul><li>Channel support (marketing) materials are presented, along with packaging and any in-store POP displays. </li></ul></ul></ul><ul><li>Magellan also introduced a crossover GPS device in 2007. </li></ul><ul><li>Garmin introduced a crossover GPS device in late 2008, as part of their nuvi line. </li></ul> / 25
  2. 2. XOG Introduction Kevin Otterman October 4 th 2007
  3. 3. Agenda / 24 Who is XOG for? XOG: The Product XOG Sales Support What is XOG?
  4. 4. / 24 Crossover Functionality <ul><li>IPX4 (Splashproof) </li></ul><ul><li>Robust housing; no moving parts </li></ul><ul><li>Slim at only 19mm thick </li></ul><ul><li>Convenient form factor for car & outdoor use </li></ul><ul><li>Rechargeable battery for ultra-portable use </li></ul><ul><li>Proven, reliable Lowrance outdoor design </li></ul><ul><li>3.5” display for easy viewing </li></ul><ul><li>Scratch resistant </li></ul><ul><li>Touch screen + context sensitive “keys” </li></ul>High Value Design Clever Display XOG (crossover navigator) XOG combines traditional turn-by-turn navigation and outdoor mapping into a single device. XOG is the one-size-fits-all solution for the outdoors enthusiast and driver. <ul><li>Turn-by-turn car navigation similar to existing iWay 250C </li></ul><ul><li>Compatible with full Lowrance line of outdoor mapping SD cards </li></ul><ul><li>Compatible with new Lowrance line of downloadable maps </li></ul>
  5. 5. XOG: “X” marks the spot / 24 <ul><li>Major Specifications: </li></ul><ul><li>2GB On-board Flash with pre-loaded Navteq turn-by-turn data </li></ul><ul><li>Open SD memory card slot (for additional mapping, MP3, pictures) </li></ul><ul><li>3.5” landscape QVGA touchscreen </li></ul><ul><li>New high-sensitivity GPS chipset with internal antenna </li></ul><ul><li>Built-in loud speaker (1W) </li></ul><ul><li>Internal Lith-ion battery </li></ul><ul><li>Battery recharge using mini-USB or 12-volt Car charger (both included) </li></ul><ul><li>Proven Lowrance mapping and routing solution based on the iWay 250C </li></ul><ul><li>IPX4 Weatherproof design </li></ul>
  6. 6. Agenda / 24 Who is XOG for? XOG: The Product XOG Sales Support What is XOG?
  7. 7. XOG: Here, There,…Everywhere / 24 XOG is for all those people who think that outdoor GPS devices are still too complicated to use. XOG is for the GPS buyer wanting one device to satisfy outdoor mapping and car navigation needs. XOG is for anyone no longer content with the same old maps on everyone else’s automotive GPS…or on their traditional outdoor handheld. XOG offers: - built-in Navteq automotive mapping - plug-n-play simple outdoor mapping - PC downloadable enhanced outdoor mapping XOG is happy on the road or on the trail!
  8. 8. Agenda / 24 Who is XOG for? XOG: The Product XOG Sales Support What is XOG?
  9. 9. XOG: Outside the Box / 24 <ul><li>Standard Package: </li></ul><ul><li>Cradle </li></ul><ul><li>Suction Cup Bracket </li></ul><ul><li>Cigar Lighter Adapter/ Charger </li></ul><ul><li>Mini USB Cable </li></ul><ul><li>Quick Start </li></ul><ul><li>User Manual </li></ul><ul><li>Optional Accessories: </li></ul><ul><li>AC Adapter </li></ul><ul><li>Carrying Case </li></ul><ul><li>Optional Mounting Brackets </li></ul><ul><li>Downloadable Mapping Content </li></ul>Dimensions: 90mm x 75mm x 19mm Lanyard Attachment Cradle
  10. 10. / 24 MapSelect Online Map Store Map selection in FIVE easy steps. Full complement of satellite imagery and traditional mapping content. 1:100k BLM 2-meter Imagery 1:24k USGS Topo
  11. 11. XOG Mapping: Your Passport to the World <ul><li>Built-in Navteq U.S. and Canada turn-by-turn mapping with over three million points of interest </li></ul><ul><li>Optional map content available from the online store: </li></ul><ul><ul><li>2-meter Satellite Imagery </li></ul></ul><ul><ul><li>1:24k USGS Topographic Maps </li></ul></ul><ul><ul><li>1:100k BLM Maps </li></ul></ul><ul><li>Optional map content available as pre-programmed SD cards: </li></ul><ul><ul><li>FreedomMaps (topographic) </li></ul></ul><ul><ul><li>Fishing HotSpots </li></ul></ul><ul><ul><li>LakeMaster </li></ul></ul><ul><ul><li>NauticPath </li></ul></ul><ul><ul><li>Navionics (Gold/Classic) </li></ul></ul> / 24
  12. 12. XOG: Flexible Mapping Options / 24 - built-in Navteq automotive mapping - SD plug-n-play outdoor/marine mapping - internet downloadable outdoor mapping - Navionics Gold/Classic compatible Description SD/Online Coverage RRP Freedom Maps SD Regional $99 FishingHotSpots SD Regional $99 Nauticpath SD National $99 LakeMaster SD State $99 Satellite Imagery Online QuarterQuad (~15 mi 2 ) $5 Enhanced Topo Online 7.5-min Quadrangle (~60 mi 2 ) $5 Enhanced BLM Online 7.5-min Quadrangle (~60 mi 2 ) $5 Navionics SD Regional/National $99-$399
  13. 13. Satellite Imagery / 24 <ul><li>Satellite Imagery </li></ul><ul><ul><li>2-meter resolution </li></ul></ul><ul><ul><li>Coverage: conterminous USA </li></ul></ul><ul><ul><li>Majority of data is within 2004-2006 timeframe </li></ul></ul><ul><ul><li>Tile size is based off of USGS Quarter Quads </li></ul></ul><ul><ul><ul><li>Geographic Footprint ≈ 15 sq mi </li></ul></ul></ul><ul><ul><ul><ul><li>Map is approximately 4.3 mi tall </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Map width varies by latitude </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Over 100,000 map tiles </li></ul></ul></ul></ul><ul><ul><li>Data size, per tile ≈10-13 MB </li></ul></ul>
  14. 14. 1:24k USGS Topo Maps / 24 <ul><li>24k USGS Enhanced Topo Maps </li></ul><ul><ul><li>2-meter resolution </li></ul></ul><ul><ul><li>Coverage: Conterminous USA, Alaska (1:64k scale), Hawaii and Puerto Rico </li></ul></ul><ul><ul><li>Vintage ranges across the dataset </li></ul></ul><ul><ul><li>Tile size is based off of USGS 7.5-min Quadrangle </li></ul></ul><ul><ul><ul><li>Geographic Footprint ≈ 60 sq mi </li></ul></ul></ul><ul><ul><ul><ul><li>Map is approximately 8.6 mi tall </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Map width varies by latitude </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Over 50,000 map tiles </li></ul></ul></ul></ul><ul><ul><li>Data size, per tile ≈36-43 MB </li></ul></ul><ul><li>Features include: </li></ul><ul><ul><li>Elevation Contours (10 – 100 ft) </li></ul></ul><ul><ul><li>Boundaries, buildings, roads, railways and other man-made features </li></ul></ul><ul><ul><li>Campgrounds, trails and recreation areas </li></ul></ul><ul><ul><li>Monuments, mines, quarries, caves and summits </li></ul></ul><ul><ul><li>Bathymetric features, coastlines, lakes, rivers and canals </li></ul></ul><ul><ul><li>Surface features and vegetation </li></ul></ul>
  15. 15. 1:100k BLM Maps / 24 <ul><li>100k BLM Maps </li></ul><ul><ul><li>8-meter resolution </li></ul></ul><ul><ul><li>Coverage: Western USA </li></ul></ul><ul><ul><li>Vintage ranges across the dataset </li></ul></ul><ul><ul><li>Tile size is based off of USGS 7.5-min Quadrangle </li></ul></ul><ul><ul><ul><li>Geographic Footprint ≈ 60 sq mi </li></ul></ul></ul><ul><ul><ul><ul><li>Map is approximately 8.6 mi tall </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Map width varies by latitude </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Over 10,000 map tiles </li></ul></ul></ul></ul><ul><ul><li>Data size, per tile ≈2.5-3.5 MB </li></ul></ul><ul><ul><li>All 100k BLM maps available </li></ul></ul><ul><li>Features include: </li></ul><ul><ul><li>land ownership shown in color </li></ul></ul><ul><ul><li>50 meter contour interval </li></ul></ul><ul><ul><li>spot elevations </li></ul></ul><ul><ul><li>township and range </li></ul></ul><ul><ul><li>water features </li></ul></ul><ul><ul><li>highways, roads, and trails </li></ul></ul><ul><ul><li>township and range </li></ul></ul>
  16. 16. FreedomMaps / 24 <ul><li>Topographic Vector Maps </li></ul><ul><ul><li>Coverage: USA, Canada, Western Europe </li></ul></ul><ul><ul><li>50-foot contour interval (USA version) </li></ul></ul><ul><ul><li>Regional Coverage </li></ul></ul><ul><ul><ul><li>Five regions for USA </li></ul></ul></ul><ul><ul><ul><li>Three regions for Canada </li></ul></ul></ul><ul><ul><ul><li>Eight regions for Western Europe </li></ul></ul></ul><ul><ul><ul><li>Geographic Footprint > 100,000 sq mi </li></ul></ul></ul><ul><ul><li>Data Card size = 1GB </li></ul></ul><ul><li>Features include: </li></ul><ul><ul><li>contour lines </li></ul></ul><ul><ul><li>spot elevations </li></ul></ul><ul><ul><li>political boundaries </li></ul></ul><ul><ul><li>Hunting databases (WMA, WMU, GMU, public lands) </li></ul></ul><ul><ul><li>POI data </li></ul></ul>
  17. 17. Fishing HotSpots / 24 <ul><li>Inland Waters Marine Cartography </li></ul><ul><ul><li>Coverage: Conterminous USA </li></ul></ul><ul><ul><li>Shoreline details for thousands of lakes </li></ul></ul><ul><ul><li>Some enhanced with higher detail and depth contours </li></ul></ul><ul><ul><li>Select lakes contain Fishing Hot Spots angler-helpful data and detail: </li></ul></ul><ul><ul><ul><li>Depth contour lines </li></ul></ul></ul><ul><ul><ul><li>Lake profile </li></ul></ul></ul><ul><ul><ul><li>Fishery data </li></ul></ul></ul><ul><ul><ul><li>Fishing tips </li></ul></ul></ul><ul><ul><ul><li>Fishing area information </li></ul></ul></ul><ul><ul><ul><li>Boat ramps </li></ul></ul></ul><ul><ul><ul><li>Marinas </li></ul></ul></ul><ul><li>Other features include: </li></ul><ul><ul><li>Roads and highways </li></ul></ul><ul><ul><li>Landmarks and cities </li></ul></ul><ul><ul><li>Searchable POIs for near- and off-water navigation </li></ul></ul>
  18. 18. LakeMaster / 24 <ul><li>Inland Waters Marine Cartography </li></ul><ul><ul><li>Coverage: Minnesota, Wisconsin and Michigan </li></ul></ul><ul><ul><li>Shoreline details for thousands of lakes and ponds </li></ul></ul><ul><ul><li>Some enhanced with higher detail and depth contours </li></ul></ul><ul><ul><li>Select lakes contain LakeMaster Pro high-detail surveyed depth contours </li></ul></ul><ul><li>Other features include: </li></ul><ul><ul><li>Weed symbols </li></ul></ul><ul><ul><li>Navaids </li></ul></ul><ul><ul><li>Hazards </li></ul></ul>
  19. 19. NauticPath / 24 <ul><li>Offshore/Coastal Marine Cartography </li></ul><ul><ul><li>Coverage: USA, Central America, South America, Europe, Africa, Middle East, Pacific Islands, Australia, and more </li></ul></ul><ul><li>Features include: </li></ul><ul><ul><li>Depth contours </li></ul></ul><ul><ul><li>Intertidal zones </li></ul></ul><ul><ul><li>Spot soundings </li></ul></ul><ul><ul><li>Navaids with view and range </li></ul></ul><ul><ul><li>Lights, tides, currents, wrecks, obstructions, port plans, restricted areas and anchorages </li></ul></ul><ul><ul><li>Chart name, number and scale </li></ul></ul>
  20. 20. XOG: Incremental Sales / 24 Accessory Sales (preliminary): PART # NAME UPC DESCRIPTION 000-0124-52 MB-32 0 42194 53260 8 CYCLE MOUNT 000-0127-41 PAC-9 0 42194 53262 2 AC POWER ADAPTER 000-0127-42 CA-16 0 42194 53263 9 CAR CHARGER 000-0093-21 CC-8 0 42194 53264 6 CARRY CASE/HOLSTER COMBO 000-0124-53 MB-33 0 42194 53261 5 SUCTION CUP MOUNTING BRACKET
  21. 21. Agenda / 24 Who is XOG for? XOG: The Product XOG Sales Support What is XOG?
  22. 22. New Product Bulletin / 24
  23. 23. SEMA Show Ads / 24
  24. 24. Box Artwork / 24
  25. 25. Box Specifications / 24 <ul><li>Box dimensions: 185mm x 150mm x 105mm </li></ul><ul><ul><li>7.28” x 5.91” x 4.13” </li></ul></ul><ul><li>Weight of the box: tbd </li></ul><ul><li>Units per shipping box: 6 </li></ul><ul><li>Size of shipping box: tbd </li></ul><ul><li>Number of shipping box on pallet: tbd </li></ul>