MondoMower Marketing Plan

MondoMower by TechoLawn
Marketing Plan
2016–2019
Submitted by Team Spotify:
Clinton Bartek
Ross Bruening
Dain Christensen
Jacob Dudley
Anindita Mukherjee
Mikaela Yeager
Submitted to:
Dr. Amit Saini, Associate Professor of Marketing,
University of Nebraska–Lincoln, College of Business Administration
April 29, 2016

GRBA 813 Team Spotify: Marketing Plan: MondoMower
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MondoMower: Advanced Lawn Maintenance
EXECUTIVE SUMMARY
Product Idea & Purpose
The labor required to maintain a scenic lawn can be both time-consuming and costly. To save on such
expenditures, while also minimizing negative environmental effects, business owners with large
commercial lawns can rely on the MondoMower—an autonomous, battery-powered lawn mower that
eliminates the need of operator input or supervision.
The advanced engineering of the MondoMower gives it the ability to maintain up to five-acre lawns in
a single mowing session, even in rainy weather and on uneven terrain. High-efficiency plastic string—
versus a traditional metal blade that needs sharpened over time—gently trims the lawn and produces
fine clippings that serve as a natural fertilizer. Laser-based obstacle avoidance technology ensures
optimal safety, and on-board GPS integration assists with navigation. The MondoMower can even
detect when its battery is running low, prompting it to maneuver its way to the self-charging docking
station.
Market Opportunity
While a handful of self-operating lawn mowers have surfaced in the last several years, most are
designed to only manage residential lawns no larger than one acre (44,000 square feet) in size. This
limited capability makes the devices impractical for businesses such as golf courses with vast green
areas typically maintained by contracted workers or internal employees.
Product Positioning
TechnoLawn will position the MondoMower as a premier self-operating lawn mowing device trusted
for safely, efficiently, and economically maintaining larger, commercial lawns. This will be achieved
by leveraging the MondoMower’s competitive advantage: high operating power, intuitive
functionality, and unparalleled safety features.
Marketing Mix
Product: The MondoMower will have a sophisticated, adroit, and futuristic appearance. Points-of-
parity include environmental friendliness (no harmful emissions) and economic effectiveness;
capability to endure elevated terrain and function in wet conditions; ability to control the device from a
smartphone; battery-operated; size and weight (30 pounds); product warranty, service contracts and
guarantee; self-charging docking station; and low noise. Points-of-difference include integrated GPS
navigation; greater working area capacity (five acres); cost-effective cutting feature (plastic string
versus metal blade); longer battery power; and unique safety sensing (laser-based obstacle avoidance).
Price: The per-unit price will be slightly higher than direct competitor pricing due to added features,
benefits, and performance.
Promotion: Develop a cohesive digital and social media strategy featuring paid/targeted ads, video
demonstrations and business owner testimonials. Select golf courses and hotels/resorts in the target
geographic area and rely on the sales force team and a grassroots marketing, public relations, and
advertising campaign to build awareness and trial use.
Place: Employing a niche market approach, the Mondomower will initially be promoted and sold to
golf courses in the state of Florida that consider lawn maintenance a priority but do not heavily depend
on it for building brand equity. Along with ranking top in the nation for number of golf courses,
Florida’s subtropical climate requires year-round lawn care, making it an ideal launch location for the
MondoMower. Visible demonstrations of the device in action on designated golf courses and hotels

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will allure patrons, building product awareness and believability that leads to buying consideration for
their own businesses.
Budget: Development & Commercialization
The below cash flow statement breaks down the projected costs needed to successfully implement this
plan and the outlined objectives.
Projected One-Year Expenses (in thousands of dollars)
Year 0 Year 1
Development Costs
 Product Development/Enhancement
 Market Research
 Manufacturing Development
-4,500
-1,500
-500
-2,500
-600
-50
-50
-500
Marketing Costs
 Brand Development
 Website
 Advertisements (digital, social & print)
 Public Relations
 Demonstration & Testimonial Videos
-210
-80
-20
-0
-10
-100
-110
-0
-5
-100
-5
-0
Allocated Overhead
 Employee Salaries
 Employee Benefits
 Sales Force Training
 Operational/Office Resources
 Travel
 Liability Insurance
 Legal Costs
-1,700
-1,000
-250
-20
-60
-20
-100
-250
-2,830
-2,000
-500
-10
-40
-80
-100
-100
Total -$6,410 -$3,540

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Table of Contents
Section Page
1.0 Introduction..................................................................................................................................1
1.1 Industry Background & History...............................................................................................1
1.2 Market Opportunity .................................................................................................................1
1.3 Competitive Advantage ...........................................................................................................1
1.4 Expected Sales .........................................................................................................................2
2.0 Situation Analysis.........................................................................................................................3
2.1 Environmental Analysis...........................................................................................................3
2.2 Demographic Analysis.............................................................................................................3
2.3 Political Conditions:.................................................................................................................3
2.4 Economic Conditions...............................................................................................................3
2.5 Legal Analysis .........................................................................................................................4
2.6 Competitor Analysis ................................................................................................................4
2.7 Industry Analysis .....................................................................................................................5
3.0 Marketing Planning.....................................................................................................................7
3.1 Marketing objectives................................................................................................................7
3.2 Segmentation and Targeting ....................................................................................................8
3.3 Positioning ...............................................................................................................................9
4.0 Marketing Mix ...........................................................................................................................11
4.1 Product...................................................................................................................................11
4.1.1 Description.................................................................................................................................11
4.1.2 Key Features ..............................................................................................................................11
4.1.3 Specifications.............................................................................................................................12
4.1.4 Life Cycle ..................................................................................................................................13
4.1.5 Competitive Advantages:...........................................................................................................13
4.2 Promotion...............................................................................................................................14
4.3 Distribution ............................................................................................................................17
4.4 Price .......................................................................................................................................17
4.4.1 Pricing........................................................................................................................................17
4.4.2 Discounts and Special Deals......................................................................................................18
5.0 Implementation & Control of the Marketing Plan.................................................................19
6.0 Summary.....................................................................................................................................20
APPENDICES..................................................................................................................................22
Appendix A: Marketing Planning..................................................................................................23
Appendix B: Marketing Mix...........................................................................................................24
Appendix C: Financials...................................................................................................................27
Appendix D: Market Research.......................................................................................................29
REFERENCES.................................................................................................................................30

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Table of Figures
Figure Page
Figure 2 7 Robotic Lawn Mower Market Share by Revenue 2014 (Business Wire, 2015)………... 5
Figure 3.3 Robotic Lawn Mower Perceptual Map: Desired Positioning for TechnoLawn………... 10
Figure 4.1.3 Specifications………………………………………………………………………….12
Figure 5.1 Implementation and Control Calander…………………………………………………. 19
Figure 4.2.1 Website Example …………………………………………………………………….. 24
Figure 4.2.2 Sales Brochure Example ……………………………………………………………...25
Figure 4.4.1 Production Costs ……………………………………………………………………... 26
Figure 4.4.2 Cost Per Acre Comparision ………………………………………………………….. 26

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1.0 Introduction
Automation and Robotics are increasingly being used in manufacturing to reduce the human labor
required to do highly repetitive tasks. This can be seen in the automotive industry where robots are
used to weld, paint, and even inspect automobiles being manufactured. At hardware stores, such as
Home Depot, cashiers are being replaced with self-checkout machines. McDonald’s is starting to
install self-service kiosks that “allow a customer to order and pay for their food without ever
interacting with a human” (Peterson, 2015). Robots are starting to work their way out of the
commercial sector and into the residential sector as well, with items such as iRobot’s, Roomba. As
technology continues to progress and get more advanced, the tasks robots are capable of
performing are also going to increase. Lawn care, particularly mowing, is one segment of the
robotic industry that is posed to revolutionize how humans spend their labor and recreational hours.
1.1 Industry Background & History
The attempt to make an automated lawn mower goes back to at least 1986, when a group of
students at the University of Cincinnati created a prototype (Hicks and Hall, 2000). In 1995,
Friendly Robotics (originally called Friendly Machines) was founded in Israel by Udi Peless
and Shai Abramson (Robomow.com); Friendly Robotics started selling their first commercial
model of an automated lawnmower in 1998 (Probiotics.com). Friendly Robotics only sold a
few hundred of their lawn mowers in the U.S., concentrating most of their sales in Europe.
Currently Friendly Robotics is the market leader in robotic lawn mowers and holds almost half
of the market share (Business Wire, 2015). The majority of the remaining market share of
robotic lawn mower companies is held by three European companies: Husqvarna (Sweden),
Zucchetti Centro Sistemi (Italy), and Global Garden Product (Italy) (Business Wire, 2015).
U.S. companies such as John Deere are starting to enter the robotic lawn mower market, as is
Japan’s Honda (Neff, 2012). Currently, the market appears to be concentrated mostly in
Europe, and mostly for small residential lawns. As an example, Honda launched their product
exclusively in Europe in 2013 (Neff, 2012), completely forgoing the U.S. market.
1.2 Market Opportunity
With the majority of the robotic lawn mowers focused in Europe and on small residential
lawns, TechnoLawn is positioned to capitalize on the market opportunity for commercial
automated lawn mowing needs in the United States, with its MondoMower. The MondoMower
is an all-weather battery-powered automated lawn mower that can mow up to 15 acres a week,
and is uniquely situated to service the commercial industry needs. The MondoMower will be
marketed to Florida’s 1250 golf courses. With Florida showing an increase in population and
number of tourists, the golf market, and hence the market for golf course lawn maintenance, is
poised to increase as well, or in a worst case stay steady.
1.3 Competitive Advantage
The MondoMower uses laser-based obstacle avoidance technology, and onboard GPS
differential navigation to consistently and safely mow up to 15 acres per week, with a 10 year
lifespan. Unlike competing robotic lawn mowers, the MondoMower’s differential GPS system
does not require guidewires, saving consumers not on the expense of wire installation and
maintenance, but also lawn damage caused by the wire installation. The MondoMower utilizes
four wire blades powered by electric motors to efficiently, cleanly, and most importantly safely
cut grass, leaving the trimmings behind to act as fertilizer. The onboard laser-based obstacle
avoidance adds an additional layer of safety, ensure the MondoMower does not run over
anything it is not supposed to. TechnoLawn also stands behind their product, offering a two

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year warranty standard, for any consumer who purchases two or more ModowMowers.
TechnoLawn also offers extended warranty and service packages to consumers for a nominal
fee, allowing them to know that help is always just a phone call away. The minimum wage in
Florida is subject to adjustment yearly, allowing for wage inflation across the entire state. The
MondoMower, allows golf course owners and managers the ability to accurately predict,
maintain, and even reduce their labor costs, over traditional lawn maintenance services.
1.4 Expected Sales
The MondoMower will sell for $19,999, and will cost around $10,000 to produce, providing a
50% gross margin on each unit sold. TechnoLawn will also sell an extended warranty package.
In the first year TechnoLawn forecasts approximately 300 units sold and 150 warranty
packages resulting in $3.16 million dollars in sales. The high gross margin per unit, along with
the warranty packages, will allow TechnoLawn to recoup its research and development costs as
well as pay their full-time sales and support staff of around 29 people. TechnoLawn is
expecting sales of $4,500,000 by the end of year three, posting a loss of $890,000.
TechnoLawn projects the breakeven point will be reached approximately 6 years after product
launch.

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2.0 Situation Analysis
2.1 Environmental Analysis
Florida is located in the southeastern United States and has a subtropical climate. Florida is
approximately 500 miles long (north to south). Due to the large north to south length, the
weather in northern Florida is slightly different than southern Florida. In northern Florida there
is a rainy season from June to August. During the rainy season, average over 7” of rain a
month. In the non-rainy season average rainfall is between 3 and 6 inches (U.S Climate data,
2016). The coldest month of the year is January where the average low is 39˚F (U.S Climate
data, 2016). Due to the colder winter temperatures lawns do not always require mowing during
the winter months (University of Florida, 2015). Southern Florida has a longer rainy season,
which lasts from June to September, with average rainfall between 6.3” to 9.7” (U.S Climate
Data, 2016). January is the coldest month of the year with an average low of 60 ˚F (U.S
Climate Data, 2016). Due to the warm temperatures, year round lawn maintenance will be
required.
2.2 Demographic Analysis
In 2015 the population of Florida was estimated to be 19,815,189 per the US Census Bureau,
representing a 5.4 percent increase from 2010. Florida is also a popular tourist destination with
98,492,000 people visiting the state, an increase of 6.6% over 2014 (Visit Florida, 2016).
Florida also has more than 1,250 golf courses, more than any other state (State of Florida,
2016). This positive trend in population and visitors ensures a consistent market for golfing,
and therefore golf course maintenance.
2.3 Political Conditions:
Per the United States Department of Labor, the minimum wage in Florida for 2016 is $8.05 per
hour, this is higher than the Federal minimum wage of $7.25. The Florida minimum wage is
recalculated every year on September year based off of the federal consumer price index. The
2016 minimum wage did not increase from the 2015 level, however, prior to 2015 the
minimum wage has been increasing on average by $0.15 per year (GovDocs). The current
average yearly wage for a lawn maintenance worker in Florida is $24,000 (Indeed.com) or
approximately $11.57 per hour. The possibility of a yearly minimum wage increase in Florida
will therefore not directly impact the required wage for an average lawn care worker; however,
wage inflation caused by the increasing minimum wage will have an effect on worker salaries.
The MondoMower allows for a business to better and more accurately predict and control lawn
maintenance expenses for years to come.
2.4 Economic Conditions
The United States represents 50% of the world market for powered lawn and garden equipment
(Research and Markets, 2015). The powered lawn and garden equipment market in the United
States is valued at $10 billion and is projected to increase by 3.2% per year until 2019
(Freedonia Group, 2015). The southern United States, accounts for 38% of market demand
(Freedonia Group, 2015). Robotic lawn mowers are currently considered a niche product,
mostly in the residential section, but robotic lawn mower sales are expected to triple by 2019
(Freedonia Group, 2015). While both the residential and commercial sectors of the market are
expected to grow, the commercial sector is expected to expand faster than the residential sector
(Freedonia Group, 2015).

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2.5 Legal Analysis
Golf courses, the target market for the ModowMower, face a high risk of lawsuits, with golf
ranking first or second in sports related lawsuits (Applebome, 2010), baseball being the other
major sport attracting lawsuits. Golf course owners currently face potential liability lawsuits
from a variety of sources, such as errant golf balls, clubs, or golf carts (Devoto, 1993). Public
golf courses are often exempt from liability due to negligence, but private golf courses are often
not afforded the same exemption (Devoto, 1993).
Owners and operators may be liable for injuries sustained on the golf course if it can be shown
the owner or operator failed to “exercise ordinary care in maintaining the course in a
reasonably safe condition” (Devoto, 1993). By providing consisting performance, the
MondoMower can help assure owners and operators that their courses are well maintained,
reducing the likelihood of them being found liable in the event of an injury. However, until the
owners and operators can trust that the MondoMower can adequately maintain the grounds, it
may be hard to convince them to assume the liability risk, creating an incentive for owners and
operators to resist being an early adopter.
When an injury occurs due to equipment on the golf course, such as a golf cart, it is possible
that several parties can be found liable, including the operator, owner, servicer, seller and or the
manufacturer of the equipment (Devoto, 1993). The MondoMower uses two distinct safety
features to minimize the chances of an injury accident. First the laser-based obstacle avoidance
system prevents the MondoMower from mowing over an occupied area. Second, the wire
cutting blades that will cause significantly less injury than a traditional mower blade should an
impact with the blades occur. In the case of golf cart accidents the injured party's negligence is
often used to offset some or all of the defendant's liability (Devoto, 1993), due to the safety
features of the MondoMower should an injury occurs there will be a high probability, it was at
least in part due to others negligence. TechnoLawn, however, will need to carry a liability
insurance policy to protect themselves from accidents, private golf courses already carry this
liability insurance, and it is unlikely that the use of the MondoMower will raise their rates
appreciably.
2.6 Competitor Analysis
The MondoMower’s primary competitors are other high end lawn care tools; automatic lawn
mowers such as the Husqvarna Automower, Commercial golf course mowers such as the John
Deere 7500A PrecisionCut, high end riding lawn mowers such as the John Deere X700 Lawn
tractor series, and lawn service companies such as Down to Earth Inc, which operates
throughout the entire state of Florida. The MondoMower also faces some competition from
traditional personal mowers, such as the Toro self-propelled lawn mower, and even
neighborhood kids mowing lawns in the summer; however, due to substantial price differentials
these competitors are not considered to be in direct competition.
A commercial golf course mowers such as offered by John Deere series mowers are built for
golf course maintenance. The John Deer mowers are all-wheel drive, with powerful motors.
Different types of mowers are sold for different purposes. The fairway cutters are configured
with two cutting decks that can be independently shifted to the left or right to allow for variable
width cutting (Deere.com). The rough cutters are built with wider mowing surfaces and one
rotary blade. The commercial mowers are quite expensive and have a wide range in price
depending on use. A smaller Trim and Surrounds Mower starts at $25,766, and a high end
Fairway Mower can sell for as much as $72,716 (Deere.com)

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A traditional riding lawn mower such as the John Deere X700 series Lawn tractor (one of the
higher end John Deere models that could be used for commercial lawn maintenance), are
gasoline powered, offer cutting widths from 48” in width up 60” in width, and have a top speed
of 8.5 miles per hour. The mowers come in two and four wheel drive configurations, and have
21 to 25 inch turn radius to suite different lawn needs. The John Deere X700 series lawn
tractors come with a 4 year warranty (Deere.com). The X700 series vary in price from
$8759.00 on the low end to 12,279.00 on the high end (Deere.com).
2.7 Industry Analysis
The current industry leader in robotic lawn mowers is Friendly Robotics, who has just under
50% of the market share by revenue (Business Wire, 2015). Husqvarna, Zucchetti Centro
Sistemi, and Global Garden Products each share approximately 12.5% market share and the
final 12.5% is distributed amongst other brands, such as John Deere (Business Wire, 2015).
See Figure below 2.1 for a visual breakdown of the 2014 market share in robotic lawn mowers.
Figure 2.7: Robotic Lawn Mower Market Share by Revenue 2014 (Business Wire, 2015)
Friendly Robotics, (also called RoboMow) currently offers four robotic lawn mower options
(Robomow.com). The least expensive Friendly Robotics mower, the RC306, costs $1,199.00
and is rated for a lawn up to .125 acres, while the most expensive version, the RS630 is priced
at $2,099.00, and is rated for a 0.75 acre lawn (Robomow.com). All four Friendly Robotics
lawn mowers offer a 1-year warranty, are electric powered, can be controlled from a
smartphone application, and require in ground guide wires to operate (Robomow.com). The
Friendly Robotics lawn mowers can be purchased directly from their website, or other websites
such as Amazon.com. Sears is also listed as a dealer, but it appears to be online only, rather
than available at a physical Sears store.
Husqvarna also currently has four models of robotic lawn mowers (Husqvarna.com). The least
expensive Husqvarna lawn mower, the Automower 315, has a MSRP of $1,999.95 and is rated
for a 0.37 acre lawn (Husqvarna.com). The most expensive mower, the Automower 450X,
MSRP of $3,455.95, and is rated for 1.25 acres (Husqvarna.com). All of the Husqvarna robotic
mowers are electric powered, require ground guide wires, and some higher end models have an
on-board GPS unit that helps with set up (Husqvarna.com). The mowers equipped with GPS
can communicate with their owners per a SMS (using an installed SIM card), or an iPhone app
(Husqvarna.com). The Husqvarna mower does not have any form of object detection or
avoidance as a safety feature; however, it will automatically stop if it is lifted up or turned over
(Husqvarna.com). The Husqvarna robotic mowers are sold through authorized Husqvarna
dealers, of which there are approximately 176 located in Florida and spread throughout the
state (Husqvarna.com).

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Zucchetti Centro Sistemi, is an Italian company, who offers the greatest variety of robotic lawn
mower options, at 15 models. The smallest model is the Ambrogio L30 Delux, and is rated for
0.2 acres, and is priced at $1447.83, using current exchange rates (listed at 1290 euros)
(Ambrogiorobot.com). The largest model, the Ambrogio L400 Elite, is rated for 7.4 acres, and
costs $21,313.43 at current exchange rates (it is listed at 19880.00 euros)
(Ambrogiorobot.com). The higher end Zucchetti mowers do not require guide wires, as they
function off of differential GPS, same as the MondoMower, while the lower-end models still
require a guide wire. The Ambrogio lawn mowers are sold through authorized dealers.
Zucchetti, does not currently have a large US presence, and as result the state of Florida does
not currently have a Ambrogio dealer, with the closest dealer being located in Atlanta Georgia
(Ambrogiorobot.com), which is approximately 230 miles north of Florida’s northern border.
At this time The high-end Ambrogio models offer the most direct competition to the
MondoMower, as they share similar features, such as a large lawn capacity and no guide wires
required.
Global Garden Products, like Zuccchetti Centro Sistemi is an Italian company, and has seven
robotic lawn mower options, manufactured under its Stiga brand. The smallest model, the
Stiga Autoclip 22 is rated for 0.2 acres, the largest model is the Stigia Autoclip 720 S is rated
for 4 acres (Stiga.com). Stiga is currently only sold in Europe and the low end models sell for
$1,700 and the large models $5500 (Stiga.com). The main advantage of the Stigia robotic lawn
mowers is the ability to mow steep inclines, with some models advertising to mow a 50%
grade, however this is on the smaller models, the largest model has recommended maximum
slope of 35% (Stiga.com). The smaller models do not require a guide wire installation however
require a closed in yard, and navigate by running into objects and turning around, the larger
models require a guide wire. The company was taken over by lenders and underwent
restructuring in 2010 (Horticulture Week, 2010). Several of its brands were sold in 2013, and
the company has undergone four holding company changes in the last 10 years (Kleinman,
2013). Due to the financial restraints of the company it is unlikely they will enter the United
States Market in the near future.

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3.0 Marketing Planning
3.1 Marketing objectives
The key to the marketing strategy is focusing on the cost- and time-saving benefits the
MondoMower provides the target segments (golf course owners throughout the state of
Florida). Through a combination of niche targeting, direct advertising, and holistic marketing,
the company intends to achieve the following marketing objectives within one year of
launching the MondoMower:
 80% awareness: Gain brand and product recognition from 1,000 Floridian golf courses.
 30% trial: Motivate 300 of the brand-aware golf courses to test the MondoMower or watch
a demonstration (in person or online).
 40% purchase: Convert 120 of the 300 trial users to purchase one or more MondoMowers.
 9.5% market share: Ensure all 120 buyers receive the proper customer support to maintain
or increase their usage of the MondoMower.
 $6,000,000 in sales: Sell an average of 2.5 MondoMowers to each buyer and one warranty
package to each buyer.
There are an estimated 1,250 golf courses in Florida (Howard, 2016). Well-targeted digital and
social media marketing actions, combined with an aggressive sales force approach, will be
fundamental in achieving the lion’s share of the awareness objective for this market.
Once members of the target market are aware of the MondoMower, the sales force team will be
instrumental in promoting and coordinating trial use of the product, primarily to those who
have expressed interest through online behavior, i.e., clicking on an advertisement, visiting the
company’s website, or watching a demonstration video. TechnoLawn will base trial
percentages on how many target consumers elect to postpone their current lawn maintenance
procedures for a 30-day period. The purchase percentage will be calculated by taking the
number of consumers who complete the 30-day trial period and then elect to buy the
MondoMower, in addition to those who are aware of the product and purchase it without any
trial use.
With trial use and purchase, buyers will fully adopt the MondoMower, recognizing its utility
and energized differentiation. Initial buyers will be identified as innovators and early adopters
who can provide user testimonials. Word of mouth marketing; customer observation of the
product in use; and video testimonials integrated into targeted online and mobile display
advertising, search engine marketing, as well as owned (YouTube) and paid social media
(Facebook and Twitter) advertising will serve as secondary associations in meeting the stated
objectives.
Sales projections within the first year launch of the MondoMower are based on basic
mathematical equations constituting the respective variables and measureable objectives. These
figures also assume each golf course will purchase, on average, 2.5 MondoMowers.

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Number of Golf Courses in Florida: 1,250
Awareness Objective: 80%
Trial Use Objective: 30%
Purchase Objective: 40%
Market Share Objective: 9.5%
1,250 (awareness objective) = 1,250 (.8) = 1,000
1,000 (trial use objective) = 1,000 (.3) = 300
300 (purchase objective) = 300 (.4) = 120 buyers
120 ÷ 1,250 = .096 = 9.6% market share
a = number of buyers
b = cost of MondoMower
c = net sales revenue
a (b) = c
120 (19,999) = $2,399,880.00
TechnoLawn recommends seven MondoMowers per 18-hole golf course. Considering a portion
of golf courses are nine holes and that not all buyers will initially purchase multiple
MondoMowers (they will purchase more over time as product believability and satisfaction
rise), TechnoLawn forecasts 20% unit growth year-over-year as product believability and
satisfaction rises. The initial market share results in sales revenue of:
$2,399,880.00 (2.5) = $5,999,700.000.
The purchase of product warranties will garner additional revenue gains. The following
equation assumes 50% of the buyers purchase the $2,500 five-year service agreement (see
Pricing section of Marketing Mix on p. 17 for more details). TechnoLawn anticipates the
sales/warranty mix to continue through Year 1 to Year 3:
Buyers (average number of mowers purchased per buyer) = Total number purchased
120 (2.5) = 300.
Total number of mowers purchased (50%) = Total mowers with service agreement
300 (.5) = 150
Total mowers with service agreement ($2,500) = Total net sales revenue from warranties.
150 (2,500) = $375,000.000.
Total Sales = $5,999,700 + $375,000 = $6,374,700.00.
3.2 Segmentation and Targeting
At the initial launch period, TechnoLawn will target golf courses in the state of Florida with
vast (three acres or more) greens to maintain. Geographic, economic, and psychographic
characteristics, as well as various operating variables, purchasing approaches, situational
factors, and personal characteristics helped TechnoLawn identify the appropriate number and
nature of segments to target in this niche market. Additionally, each of the potential buyers that

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make up the target market are: 1) measureable in size and purchasing power; 2) large and
profitable enough to serve; 3) accessible from a marketing and selling standpoint; 4) exhibit
distinguishable needs and characteristics than other businesses with lawns to maintains; and 5)
able to become aware of, purchase, and use the MondoMower.
Firstly, TechnoLawn saw a gap in the robotic lawn mower product category in that it primarily
caters to smaller (one acre or less) residential lawns. One exception—and a direct competitor—
is the Zucchetti Ambrogio L400 Elite, which can mow lawns up to 7.4 acres in size; however,
there is not currently a Zucchetti salesforce presence in Florida.
Along with there not being steep direct competition in Florida, the subtropic climate supplies a
need for year-round lawn maintenance. The “sunshine state” is the most popular golfing spot in
the U.S., as evidenced by the proliferation of Americans and foreigners who visit the peninsula
panhandle more than any other state in search of tropical conditions and lush fairways (see
Figure 3.2 in Appendix for economic output).
TechnoLawn chose to market the MondoMower specifically to golf courses in Florida for
reasons that go beyond their conducive geographic and economic dimensions. Businesses
operating at the scale of golf courses have their own brand image to uphold. They understand
that the exterior appearance of their service is a tangible variable customers will consider in
terms of perceived quality and satisfaction. Thus, well-maintained fairways and surrounding
green areas are critical to maximizing brand equity. However, golf courses and resorts at the
highest level may feel the only viable option is to invest in a team of groundskeepers who can
provide the optimal care needed to maintain a pristine and virtually flawless lawn.
Brand image is often a direct correlation of buying behavior. Top decision makers of well-
established golf courses seek to buy solutions to their business's economic and strategic
problems, while also aiming to suffice their own personal needs and rewards (Kotler and
Keller, 2010). They see the need for maintaining aesthetically attractive lawns, with reliability,
quality and price (value) being of utmost importance. The MondoMower is not only a durable,
safe, and dependable solution for meeting such needs; it will also be a more cost-effective one
in the long-term. The added warranty and technical/customer service offerings will create an
even more compelling customer value proposition.
One additional benefit the target market may be seeking or will find attractive is the
MondoMower’s ability to reduce negative environmental consequences. One hour of gas-
powered lawn mowing produces as much pollution as four hours of driving a car (National
Geographic, n.d.). Realizing the increasingly important role environmental issues are playing in
businesses’ purchasing decisions, the MondoMower was designed to run on 100% electricity to
eliminate any smog-forming emissions. Additionally, the very fine clippings the device
continuously trims from the tips of the grass burrow into the turf and then easily decompose to
feed the lawn. This can reduce the need for chemical fertilization and even reduce watering
requirements.
3.3 Positioning
The key dimensions that give the MondoMower a distinctive position in the marketplace
include endurance and durability, economic power, intuitive functionality, and unique safety
features. More specifically, the MondoMower can mow large lawns efficiently; reduce
environmental and financial costs generated from gas-powered lawn mowers and their
operators; navigate its way around a designated green area using integrated GPS to achieve the

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highest quality cutting result; and stop the plastic string blade from spinning if it detects an
object in its path.
TechnoLawn will position the MondoMower as a premier self-operating lawn mowing device
trusted for safely, efficiently, and economically maintaining large commercial lawns. This will
be achieved by leveraging the MondoMower’s competitive advantage: high operating power,
intuitive functionality, and unparalleled safety features.

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4.0 Marketing Mix
4.1 Product
4.1.1 Description
MondoMower is an autonomously operated lawn mower that uses an electric engine
powered by a Li-ion battery. It navigates using an onboard GPS receiver. During initial
setup the MondoMower will create a GPS generated “Yard Map” that will demarcate
boundaries, paved areas, flower beds, trees, bunkers and any other areas that will not be
mowed. The MondoMower will use the Yard Map to autonomously mow the lawn while
avoiding all obstacles. The MondoMower is extremely safe due to a laser based obstacle
avoidance system and the use of plastic wire blades instead of solid metal blades. The
obstacle avoidance system allows the MondoMower to detour around unexpected
obstacles like large branches, tools, and even animals or people. The plastic wire ensures
that even if the MondoMower drove over an obstacle both the mower and the obstacle
would be safe from serious damage
4.1.2 Key Features
Environmentally and economically efficient: The MondoMower utilizes a lightweight and
efficient electric motor that is emission free and cheap to power. It limits environmental
impact and significantly lowers operating costs. Over its ten year lifecycle the
MondoMower can provide turf maintenance at a cost of only $3.33 per acre.
Conventional turf maintenance in Florida costs $8.43 per acre at current wage and fuel
prices.
GPS guided navigation: The MondoMower creates individual Yard Maps for each
mowing surface. Upon activation, the MondoMower uses the charging station location as
a reference point to begin cutting the grass. There is no need for expensive and time
consuming wire emplacement which is used in most other autonomous mowers. Each
MondoMower is able to record up to twenty yard maps.
Obstacle avoidance: The MondoMower uses a laser based obstacle avoidance system. If
the MondoMower detects an unexpected obstacle in its path it automatically reroutes to
avoid damaging property or injuring people or animals.
Safety: In addition to the MondoMower’s innovative obstacle avoidance system the
mower utilizes plastic line instead of a potentially hazardous metal blade. Even if
MondoMower did run over an obstacle both the object and the mower would not be
heavily damaged. MondoMower’s string line cuts through and around small objects
without dulling or damaging expensive blades.
Automatic charging: The MondoMower automatically returns to its charging station when
the battery dips below 10%. When it is recharged it will continue mowing. The battery
takes approximately one hour to recharge and can mow for one hour on each charge.
Smartphone Mobile Controls: Start, Stop, or Park MondoMower using a smartphone
application. In case of theft or tampering MondoMower will send an alert directly to a
mobile device.
Convenience: Program your MondoMower to mow at the time of your choice; times
when a loud conventional mower would disturb guests. Mow at night or during non-peak
hours.

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Longevity: Each MondoMower is expected to last up to 10 years of daily use if properly
maintained. The most vulnerable component is the battery which during the mower’s 10
year life cycle will likely need to be replaced. The cost of replacing a battery was
considered when pricing the warranty program.
Service and Support: MondoMower’s dedicated website and social media presence will
provide in depth setup and troubleshooting instructions and videos. The warranty and
service program ensures timely and cost effective repairs when MondoMower does need
expert repair.
4.1.3 Specifications
Dimensions: 36”L x 22”H x 26”W
Cutting Width: 24 inches (60.24 cm)
Weight: 30 lbs. (13.6 kg)
Avg. Charging Time: 90 minutes
Avg. Running Time: 60 minutes
Avg. Speed: 3.0 mph (4.8 kph)
Avg. Acres/hour: 0.625 acres (0.25 hectares)
Avg. Acres/week: 15 acres (6 hectares)
Figure 4.1.3 Specifications
Setup:
1. Setup Charging Station: Setup MondoMower’s charging station outdoors near the
edge of the mowing surface on flat ground with some space around it. The
MondoMower will automatically return to this location when it has completed
mowing or when it needs to recharge its battery.
2. Charge: Charge the battery (about 80-100 minutes) and install the removable push
handle.
3. Initialize: Turn on the MondoMower and allow 1-2 minutes for the machine to
initialize and establish GPS connectivity.
4. Establish the Boundaries: Using the keypad, select “Create Yard Map”. When
prompted to do so, push the MondoMower around the perimeter of the mowing
surface as if you were operating a traditional walk-behind mower. Ensure you follow
the exact path you want the mower to use. After you have walked the entire perimeter
push “Perimeter Complete” on the keypad.
5. Mark Additional Obstacles: After you push “Perimeter Complete” you will be
prompted to select “Mark Additional Obstacles”. Select this and then push the
MondoMower to each tree, bunker, or other obstacle. At each obstacle place the left,
front, wheel against the obstacle and select, “Mark Obstacle”. When you have marked
every obstacle in your yard select, “Obstacles Marked,” then “Yard Map Complete”.

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You have now successfully created your Yard Map that the MondoMower will use to
navigate the mowing surface.
6. Return to Charger: Return the MondoMower to the charging station and turn it off. If
you are ready for the MondoMower to mow the yard turn it back on and select
“Autonomous Mow”. The mower will begin mowing the lawn on its own once it has
GPS connectivity. Remember, the mower must be turned on and set to mow from the
charging station because the charging stations is the MondoMower’s reference point
for the Yard Map. If you move the charging station, you must establish a new yard
map.
4.1.4 Life Cycle
MondoMowers represent an innovative and disruptive change to how golf courses and
potentially all lawns are maintained. Both this product and the product category are just
beginning the growth phase. Any entrant that gains early market share will have control
of a product category with extremely high growth potential. As with any game changing
product, the largest obstacle to broad adoption is demonstrating their effectiveness.
Initially, sales will be slow because few groundskeepers will want to be the first to make
the large initial investment. However, new golf courses or those looking to replace
existing mowers will be tempted by the cost savings MondoMower offers. Early sales
will not be for multiple units. Customers will want to buy one or two units in order to test
their effectiveness before converting an entire mowing fleet. In the first year sales will be
low but over time existing customers will buy additional units and other courses will
choose MondoMower after they see its success. In short, autonomous mowers make sense
and the first entry that can demonstrate effectiveness to the target market will gain huge
growth opportunities. If MondoMowers are able to demonstrate quality and reliability to
golf course managers and customers, then TechnoLawn products will become the most
known and trusted brand in autonomous mowers not just for golf courses but also for
residential use.
4.1.5 Competitive Advantages:
MondoMowers possess numerous points of difference that create a competitive advantage
over other autonomous mowers and conventional riding mowers. MondoMower is the
first autonomous mower designed for commercial use available in the United States. It is
larger than other autonomous mowers, capable of mowing up to fifteen acres per week.
It’s onboard GPS allows the MondoMower to navigate without the use of wires. Laying
wire around every perimeter and obstacle would be impractical for any golf course.
MondoMower is also safer than other autonomous mowers due to its obstacle detection
laser and use of plastic wire instead of metal blades. Safety is important with any
mechanical device but is crucial when being used in public spaces. MondoMower’s
mowing capacity, unique navigation system, and industry leading safety features make it
the only reasonable choice for golf courses or other large, public spaces but Mondomower
also has many advantages over conventional riding lawnmowers.
MondoMowers can complete turf maintenance at nearly half the cost of manually
operated riding lawn mowers. Autonomous mowers, like MondoMower, cost more
initially but have far lower operating costs, essentially only the cost of electricity and
cutting line. Choosing an autonomous mower reduces the risk of increases labor or fuel
costs to businesses. MondoMower is also able to maintain turf at night or during non-peak
hours. Golf course patrons will not have loud, smoke-emitting, lawnmowers disturbing

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their game. Finally, autonomous mowers like MondoMower are far more environmentally
friendly than equivalent gas powered lawnmowers. Choosing a MondoMower contributes
to a sustainable golfing experience that many courses and their customers want to create.
4.2 Promotion
Advertising Objectives
Advertising objectives for the MondoMower are centered on the pillars mentioned below.
Establishing a need for the category
The main need for the category is the cost saving over a period of time. A clean and well-
manicured lawn and course is a necessity for a golf course. While golf courses can outsource
the job to mowing companies, there is still a major cost overhead associated with it. We have
established previously, that the cost for mowing a lawn is $8.43 per acre. Many golf courses are
currently struggling to maintain profitability. Over time, the MondoMower reduces the cost to
only $3.33 per acre - that’s a 60% reduction over time. MondoMower’s laser based obstacle
avoidance technology and wire cutting blades are significant points of differences, enhancing
safety and a cleaner cut than in any other competitor machine.
Creating Brand Awareness
Creating brand awareness will be the key for MondoMower’s success. For creating brand
awareness, MondoMower will use a multi-pronged approach. The first step will be getting the
word out about the product.
The initial plan is to garner support from the tech community. Great testimonials for the
product will go a long way in winning purchaser confidence and creating the word of mouth
buzz.
Tech Shows and Local Florida Exhibitions:
MondoMower will be demonstrated at tech shows and local trade shows such as Florida’s
Orange County Home and Garden show. Consumer Electronic Show will be a platform for the
demo of the lawn mower. “Robobusiness” is another tech show focused at the “cutting edge of
robotic investment, innovation and adoption”. MondoMower will be showcased in the
exhibition. Florida hosts several golf shows “to provide a forum for the display, exhibition and
sale to the consuming public of golf related merchandise, goods and services.”. MondoMower
will be registered in all these local events.
Reviews from reputed organizations:
Free trial units will be sent to some reputed consumer and robotics review forums for feedback
and review. Consumer Forum already has a current section on robot lawn mowers, however the
market so far has focused on the residential lawn mowers. With MondoMower’s business
appeal, a separate segment can be expected for MondoMower. Good reviews from Consumer
Reports will go a long way in the product launches and future brand extension. Other
organizations, such as “Robotics Business Review” will also be approached for trial runs and
reviews.
A functional and attractive website
A functional, simple yet attractive website will be highly significant for MondoMower’s initial
marketing campaign. Customers will need to be able to locate the product, sales and support
information at a glance.

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 The home page will feature the video of MondoMower mowing a golf course with a
voiceover explaining the MondoMower features.
 The point of differences will be featured on the first page.
 Other pages will be built for detailed product specifications, cost, and contact details
 Promotions will be advertised on the website in the “Sales” tab
 Testimonials from consumer reports and other curators will be featured
 Sections for consumer reviews and feedback will be added to the testimonials page
 Page for Frequently asked Questions will be present
 User community interaction will be encouraged through Facebook
 E-commerce and Online Ordering will be added as later phases.
(See Figure 4.2.1 in Appendix B)
Search Strategy
Paid advertisements and users clicking on links to MondoMower’s website through Facebook
and Search Engines will be targeted.
Facebook Marketing
Aggressive Facebook Marketing will be used to spread the word about MondoMower.
Clicks to Website campaigns with Link Clicks will be utilized
Brand Awareness Objective will be selected with Facebook automatically bidding for us.
Google Ad Search
Companies such as WordStream will be used to manage the keyword search program for
Google with the intent of showing MondoMower as one of the top links for the keywords such
as “robot” “autonomous” “lawn” “mower” “golf” “Florida Golf Course”
Influencing Purchase Intent
A mix of social media, online, and print targeted advertisements will be used to advertise and
market MondoMower.
Using Social Media
A Facebook page will be created for MondoMower. A video of the MondoMower cutting a
lawn will be featured as the initial advertisement. To get the video, a camera can be mounted
on the MondoMower while the mower is in action. Comments and discussion will be
encouraged and over time a useful community of autonomous lawn mowers are expected to
join in the discussion. Posts of recent advancements in autonomous lawn mowing techniques
will be provided and MondoMower’s Points of Difference and Parity with competing brands
will be discussed.
Surveys will be posted on Facebook to gauge interest in the autonomous lawn mowing category
for both residential and business needs. The survey results along with other market research can
impact future brand extensions.
YouTube
Videos will be inserted into YouTube showing the MondoMower in action. Videos will be
updated regularly and specifically testimonials from clients will be used in the videos. Every
effort will be made to have different videos in the different networking platforms to keep up the
consumer interest and reduce any monotony. Promotions and bundles will be mentioned in the
video and at some regular intervals specific Promo Codes will be shared in YouTube videos for

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existing customers and new customers. Promo Codes can be for extended service bundles or for
future purchases.
Print Ads:
Print Ads will be featured in Golf Magazines and Local Florida newspaper “Sun Sentinel” in
the Sports Section
The ads will feature the robot mower and the PODs and the contact information.
Frequency – Every Friday and Sunday for one year
Size of Print Ad: Quarter Page
Sales Force
The Sales Force will be the key for MondoMower’s success. A team of 4 sales representatives
will be used for the Florida Region. Two team members will target the east coast and two will
be shared between the central and the west coast.
To optimize travel costs, employees will be selected from the regions they are responsible for.
Sales Force will target customers who have shown interest in the product, either by clicking on
the links to the website, who have watched any trial video, been to MondoMowers booths at the
different trade shows or contacted MondoMower directly, reference Figure 4.2.2 in Appendix
B for an example sales brochure that will be distributed by the sales for to potential customers.
Word of Mouth
During start up, promotional campaigns will be launched 2 times a year for existing customers
for “Bring a Friend” initiative, where for every referral an existing customer provides, they will
receive a 5% discount for the next two MondoMowers bought within the next two years. The
friend referred to will receive a 5% discount if they buy 2 or more MondoMowers. Word of
Mouth marketing is expected to have a big impact on MondoMowers sales growth
To Stimulate Trial Use
MondoMower expects a 30% conversion for trial use by the target segment. Specially trained
sales force and support personnel will be available for sales and support questions. Providing
exceptional service will be the key for MondoMower’s adoption.
Justifying the Marketing Mix
Initial target market for Mondo Mower are golf courses. MondoMower is expected to have a
market leader advantage in the B2B space. Keeping this in mind, the marketing mix is geared
towards businesses. With an 80% awareness objective in a targeted and localized market such
as MondoMower’s, expensive mass marketing techniques such as TV ads and endorsements
are not necessary. The marketing objective for MondoMower is to get the word out, establish
the need and build brand awareness. Hence local establishments such as local golf shows will
be a prime target. Spreading the word about MondoMower through tech shows will also be an
immediate way of gauging consumer interest. Initially direct marketing to golf courses will be
heavily relied on and will be the most efficient marketing technique for this niche category.
Facebook pages and twitter handles will also be used to gauge and improve customer
engagement.

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Promotion Costs for the first year
 Facebook Advertising and Google AdWords and maintenance: $50,000
 CES Launch and review forums, including travel, trial units: $80,000
 Sponsorships and demos at local golf shows $60,000
 Website, YouTube and other Facebook pages and maintenance: $20,000
 Print and other advertisements: $50,000
 Coupons and Promotions: $50,000
4.3 Distribution
TechnoLawn will use a direct distribution strategy, acting as the wholesaler and retailer.
TechnoLawn will outsource the final assembly, and projects to purchase each MondoMower
for $10,000 (reference Section 4.4 for a breakdown of costs). By employing a direct sales staff,
and selling directly to golf courses, TechnoLawn avoids the expense of training and informing
retailers on all the benefits and features of the MondoMower. By having a tight control on over
the distribution chain, TechnoLawn can exert more control over the brand’s image, and ensure
consistent and high levels of service. TechnoLawn will plan to have 10 units on hand at all
times. With TechnoLawn advising 7 MondoMowers per 18-hole golf course, the 10 units will
allow MondoMower outfit a 18 hole golf course while still having 3 units on hand for trial and
warranty purposes. Online Sales orders will not be accepted initially however registration for
knowing more about the product will be allowed online and our sales force team will reach out
to the interested parties promptly to service their questions.
4.4 Price
4.4.1 Pricing
TechnoLawn will follow a market penetration strategy when it comes to the price of its
product. The MondoMower will have a base retail price of $19,999. This is cheaper than
its direct competitor, the Zucchetti Ambrogio, which is listed at about $21,300. It is also
within the price range of conventional gas-powered lawn mowers that are currently used
by most golf courses which generally run between $15,000 and $20,000. This is a good
price for the MondoMower for a few reasons. The first is that it will allow for a decent
profit margin. The second is that its value will be attractive to many of the golf courses
located in Florida.
The MondoMower will cost nearly $10,000 to produce (Figure 3.4.1). This will be due to
a few fairly expensive, yet necessary, components. The powerful lithium-ion battery pack
alone will cost $2,565 and the differential GPS system will cost around $400.
TechnoLawn will lower its variable costs by finding a mass supplier of all components,
which will total about $6,000. Beyond the individual pieces, production will cost another
$4,000. Since the entire mower will be able to be produced for $10,000, the profit margin
will be around 50%. This will be enough to cover sales commissions and overhead costs
that will accompany the startup of TechnoLawn.
The golf course industry in Florida will also find the price to be attractive. A
conventional commercial mower with a 72” deck can mow 2.5 acres per hour if it is
travelling at 4 miles per hour. This will allow a rider to mow about 100 acres each week.
The average mower earns $11.57 per hour. With the cost of the mowers, gas, labor, and
maintenance, the cost of mowing each acre is $8.43.
Although the mower will be autonomous, it will still require some attention from the golf
course employees. It can be estimated that around $600 of labor will be spent by the golf

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course on each MondoMower per year for routine maintenance. The majority of
maintenance will be from the recommended weekly cleaning. The mower should last 10
years and will be capable of mowing 15 acres per week. This means that the
MondoMower will cut costs from $8.43 per acre to only $3.33 per acre mowed for the
average golf course (Figure 3.4.2).
4.4.2 Discounts and Special Deals
Since each mower would be able to mow about 15 acres per week, and each golf course is
around 100 acres, some courses will want upwards of seven MondoMowers. In order to
further appeal to the golf course industry, TechnoLawn will offer a variety of
MondoMower packages. They will include bundles of one to nine mowers in increments
of two. Each bundle will reduce the retail price of each mower by 2%. For example, the
three-mower bundle will include a 2% discount, and the five-mower bundle will include a
4% discount. While TechnoLawn expects each golf course to purchase an average of 2.5
mowers, the discounts will remain appealing for those who wish to purchase the entire
fleet at once.
Each bundle offered will include a two-year warranty that will cover faulty batteries and
other mechanical parts. Additionally, a five-year service agreement will also be available
for $2,500 per mower. This agreement will require TechnoLawn to perform yearly
inspections on each MondoMower and replace any damaged mechanical or cosmetic parts
found.
Some periodic promotion campaigns will be held and coupon codes through watching
advertisements on YouTube and other websites will be provided. Most of these
campaigns will be targeted towards incentivizing future purchases.

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5.0 Implementation & Control of the Marketing Plan
TechnoLawn will begin investing in product development and market research at the beginning of
January, 2017. These activities will proceed throughout the first and second year, concluding in
May of 2018. Brand development will begin in February and will need to be completed by the end
of the year. The company will need to have its corporate strategy and brand identity set in stone
before it contacts any consumers.
May of 2017 will mark the beginning of another major development period for TechnoLawn. The
company will begin developing a user friendly website, which will be completed by the end of the
first year, and will also begin working on public relations. To complement the website,
TechnoLawn will begin working with social media. A Facebook page will allow interested
customers to keep up with the developments within the company, and a YouTube page will allow
the customers to see how the MondoMower works. Most importantly, TechnoLawn will begin
hiring and training its sales representatives. This process should last about six months and will
result in 29 well-trained sales representatives that will travel around Florida to pitch MondoMower
to golf courses.
Finally, TechnoLawn will begin investing more heavily into advertising at the beginning the
second year. This will include a wide range of advertising methods, from social media to printed
ads. TechnoLawn will also begin taking orders and manufacturing MondoMowers at this time.
Figure 5.1 Implementation and Control Calander

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6.0 Summary
Autonomous mowers are a latent demand of U.S. consumers that has potential for years of high
growth. The first brand that can demonstrate effectiveness and reliability can stake a position of
long term profitability in a new consumer category. TechnoLawn’s market entry strategy is to
dominate the niche market of the most discriminating consumer of lawn maintenance products,
golf courses. By proving that MondoMowers can maintain high quality turf efficiently, safely and
reliably, TechnoLawn will become the brand of choice for lawn maintenance professionals and
eventually residential customers.
The MondoMower includes many features that give it advantages over competing products.
Currently, there are no autonomous mowers sold in the U.S. that have the capacity, flexibility, and
endurance for commercial use. Existing products are designed for the residential market but have
not gained popular acceptance. The MondoMower includes many key features that optimize it for
golf course use. One, it is guided by GPS not underground wires. All competing products require
wires to be emplaced around all boundaries. Wire and its installation are exceedingly expensive on
a 100 acre golf course and would require regular maintenance. Secondly, the MondoMower is a
market leader in safety; using lasers to detect obstacles and plastic wire to cut the grass as opposed
to potentially dangerous metal blades. No competing autonomous mower incorporates these
features. Safety is an extremely important selling point for a product that is unproven in the eyes
of consumers especially those buying the product for use in public places. MondoMower’s strong
safety features and liability protections will increase trust in our product and the likelihood that
decision makers will make the leap to autonomous lawn care.
MondoMower also outpaces conventional lawnmowers in many key factors, most importantly,
cost. Although the initial purchase price of MondoMower is higher than most professional
lawnmowers (MondoMower retails for $19,999 while similar quality gas mowers cost $15,000 to
$18,000) the costs to operate autonomous mowers is much lower. On average, commercial riding
lawn mowers at current wage and fuel prices will cost $8.43 per acre. This includes the cost of
machinery, maintenance, wages for the operator, and fuel costs. MondoMowers in contrast cost
only $3.33 per acre even with the additional cost of the warranty package. Furthermore, the cost of
autonomous lawnmowers is far more predictable than fuel and labor costs which increases cost
incentives to purchase MondoMowers.
Financial costs are not the only considerations for businesses. Autonomous mowers are far better
for the environment than gas alternatives because they are emission free. They will not disturb
guests with noise because they are much quieter than gas mowers. Choosing MondoMowers can
help a course brand itself as an industry leader in both sustainability and technological innovation.
TechnoLawn’s marketing strategy for MondoMowers is to first create demand for the product then
using word of mouth, direct observation, and social media to brand MondoMower’s as the both the
premier autonomous mower and a reasonable alternative to a riding lawnmower.
Focusing on the golf course niche will not only generate long term profits in professional turf
maintenance but will also give the product exposure to the target demographic of future residential
models. Smaller versions of MondoMowers will appeal to upper middle class, male, homeowners
who are looking to save time and effort on lawn maintenance. In the past many of these customers
would settle for small riding lawnmowers but TechnoLawn can provide a lucrative alternative.
Both businesses and private customers will be reluctant to purchase a product as innovative as
MondoMowers without first seeing it in action. By focusing initial efforts in one state, in one niche
market, TechnoLawn can ensure a well-trained and attentive sales staff. TechnoLawn staff will be
able to provide maintenance service, rapidly repaid malfunctioning units, and assist in the design

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and setup of complete autonomous turf care systems. Establishing TechnoLawn as the choice of
professionals will not only create a profitable niche but will also lend credibility to future products
that are geared for residential use. Overtime MondoMowers can move beyond Florida into
Georgia, the Southeast, and eventually throughout the United States. It can dominate the
professional autonomous mowing market and use its status as an industry leader to expand into
residential sales with smaller models.

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APPENDICES

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Appendix A: Marketing Planning

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Appendix B: Marketing Mix
Figure 4.2.1 Website Example

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Figure 4.2.2 Sales Brochure Example

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Figure 4.4.1 Production Costs
Figure 4.4.2 Cost Per Acre Comparision

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Appendix C: Financials
Illustrated below is represent TechnoLawn initial proforma income statement for Pre-Launch through
Year 3. Forecasted income figures are represented before the effects of interest, depreciation, and tax.

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Appendix D: Market Research
Marketing research was conducted using primarily secondary data. Syndicated-service research firms,
such as The Freedonia Group as well as Research and Markets were used to evaluate the market for
robotic lawnmowers. Freedonia provided insight into the market size of $10 billion and a steady
market growth of around 3.2% for through 2019. Freedonia also indicated that a significant portion of
the market (38%) was located in the southern United States. Freedonia also provided insight into the
faster growth of the commercial sector over the retail sector and that the sales of robotic lawnmowers
were projected to triple by 2019. Research and Markets provided insight into the U.S. share of the
total world market at 50%. Business Wire was used to do an industry analysis, which determined the
current market share held by each of the robotic lawn mowing companies (Reference Figure 2.6 in
Section 2.). Once the current market leaders were defined, their company websites were primarily
used to gather data on their product offerings.
Secondary data was also used to evaluate the potential markets. The U.S. Census website was used to
view population trends in the state of Florida. Travel websites were used to determine the number of
golf courses in Florida, as well as to investigate other potential markets, such as hotels. Additionally,
the U.S. Census and the travel websites were used to ensure a positive population and visitor trend to
Florida, indicating an expanding market. Internet sites such as Indeed.com and GovDocs.com where
used to analyses the current labor rate trends in Florida.

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REFERENCES
Applebome, Peter. "Golf Courses: A Gold Mine for Lawsuits." The New York Times. The New York
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