1. 1
Findings and
Recommendations Report
for
St. Peter’s University 2016 Town and Gown Project
In conjunction with the
Hudson County Chamber of Commerce
Student Consulting Team:
Kaycee de Voogd
Steven Competiello
Nancy Eyeson
Fatoumata Drame
2. 2
Table of Contents
I. Executive Summary 3
II. Engagement Description 4-10
a. Background of Project 4
b. Team Members 4-5
c. Business Overview 5
d. Industry Overview 6
e. Customer Overview 7-8
f. Issues and Problems to be Solved 8-9
g. Methodology & Analytical Tools/Techniques 9-10
III. Findings 11-16
a. Competitive Analysis 11-12
b. SWOT Analysis 13-14
c. Survey Results 15
d. Survey Conclusions 16
e. Constraints 16
IV. Recommendations 17-19
V. Conclusion 20
VI. Appendices 21-40
a. List of Trade Shows 21-23
b. List of ROAR Competitors 24-26
c. Letter of Engagement 27-30
d. Survey Monkey Results 31-40
3. 3
I. Executive Summary
In 2013, the Hudson County Chamber of Commerce partnered with the Saint Peter’s
University Business School to create the Town and Gown Project. This partnership was formed
to give graduating seniors firsthand consultancy experience. The businesses selected to
participate are given the chance to receive new ideas and recommendations from the students.
The Saint Peter’s University Consultancy Team consisted of four members, Kaycee de Voogd,
Steven Competiello, Nancy Eyeson and Fatoumata Drame. The team was assigned to the
company, Rokitt Inc.
Rokitt Inc. is a Data Managing and Application Design Company founded by Oksana
Sokolovsky and Rohit Mahajan. Together with their design team, they have created a new
Augmented Reality application called, ROAR. Augmented Reality allows users to take an
existing image and add multi-media content to it, to further explore it in real-time from a
person’s mobile or tablet device. This interactive industry is expected to boom within the next
three to five years. Rokitt Inc. engaged the Consultancy team to provide an analysis of the
ROAR application and make recommendations based on their findings.
During this analysis, there were three tools that were used to further deepen the
understanding of Augmented Reality and the ROAR application. In order for the team to get a
better grasp of the consumers understanding of Augmented Reality and mobile/tablet
applications, they conducted a survey via Survey Monkey. Another tool that was used was a
SWOT analysis. There the team dissected the strengths, weaknesses, opportunities, and threats of
the application. From the SWOT analysis, the team deepened their understanding of ROAR’s
competitors and conducted a Competitive Analysis of ROAR’s largest competitor Blippar. The
team also identified constraints that affect the application. The time identified two constraints,
Rokitt Inc. has not defined a budget for the ROAR application, and the application is not
scheduled to be market-ready until the third quarter of 2016.
After completing these analyses and considering the constraints, the team developed three
recommendations that Rokitt Inc. should apply regarding ROAR. These recommendations
include a budget approximation, along with a timeline of when they should be implemented.
The three recommendations that Rokitt Inc. should implement are:
Define and implement a Brand Identity and Value Proposition for both consumers
and businesses. This will define clearly how ROAR should be perceived by its,
including markers and consumers.
Upon ROAR’s official launch Rokitt Inc. should become active on their Social Media
accounts. This would allow them to grow a following base for ROAR and expand
their applications knowledge amongst consumers.
Attend selected trade shows. The team has provided a list of recommended trade
shows that Rokitt Inc. should attend with the ROAR application. These trade shows
will promote the ROAR application and allow them to gain exposure amongst various
industries bringing “Augmented Reality to Everyone”.
4. 4
II. Engagement Description
A. Background of Project
In 2013, The Business School of Saint Peter’s University collaborated with the
Hudson County Chamber of Commerce to provide a consulting experience to
undergraduate seniors entering the business field. The Business School developed the
Town and Gown Project. The Town and Gown Project allows graduating business
students to gain a wealth of information from business owners in the Hudson County
area. Students utilize the skills learned in Business School to resolve current issues that
particular businesses may face. The students act as a Student Consulting Team to
provide recommendations to businesses under the direction of their professors. The
Town and Gown Project is intended to sharpen the skills of the students, so they can
apply their knowledge to the real world.
Rokitt Inc. is a Data Managing and Application Design Company. Rokitt Inc.
focuses on developing products that will change the lives of consumers and big business
information experts. Rokkit Inc. has recently launched a new application entitled ROAR.
ROAR is an Augmented Reality application that aims to transform consumer’s social
reality. Rokitt Inc. is one of the several companies chosen to participate in the Town and
Gown Project. Rokitt Inc. seeks the help of the Student Consulting Team with their new
application. Businesses in the Town and Gown Project have the advantage of increasing
new thoughts and knowledge from youthful minds while students have a leeway of
managing genuine business issues. The Town and Gown project is a crucial final step for
graduating business students, as this allows them to implement all that they have learned
in their time at the Business School.
B. Team Members
The Team consists of four members. Each team member brings a valuable skill set to the
team and is eager to work with Rokitt Inc. The four members of the Student Consulting
Team include:
Team Leader, Kaycee de Voogd, an International Business and Trade major and
Marketing minor, is currently an intern for NYC Navigator. She has been
inducted into Sigma Beta Delta the International Honor Society for Business
Management and Administration. She is a diligent student that works hard to
make sure that her team members meet project deadlines.
Fatoumata Drame, an International Business and Trade major, is a Student
Ambassador for the Saint Peter’s University Pavo Society and a Work Study in
the Admissions Office. She is always able to lend a helping hand and has
firsthand experience of working with many teams.
5. 5
Nancy Eyeson, an International Business and Trade major, is a Work Study at the
Enrollment Service Center. She has been President of the African Student
Association for the past two years and also owns her own business that provides
cosmetology services. She brings a wealth of business knowledge along with
strong research skills to the team.
Steven Competiello, a Business Management major and Business Law and
Accounting minor, is a two-time MAAC championship winner with the golf team.
Previously, he has interned with Pershing LLC., a financial solutions company,
where he provided office assistance to top tier employees. He is a highly
motivated student and brings a strong positive attitude to the team.
C. Business Overview
Rokitt Inc. is a technology firm that is built on the foundation of passion,
performance, and precision. Rokitt Inc. strives to advance better approaches to
streamline consumer information. Rokitt Inc. develops game- changing software to
improve the lives of their consumers. Their culture consolidates innovation and expert
development to concentrate on solving the challenges of different media platforms.
Rokitt Inc. was founded in August 2014 by Oksana Sokolvsky, who is a former Wall
Street executive, and her co- founder Rohit Mahajan, likewise a former Wall Street
executive and a Saint Peter’s University Alumni. Rokitt Inc. is an application
development company that focuses on a variety of consumers in diverse fields. Along
with application development, Rokitt Inc. also focuses on quality and testing, Data
Management, and security. Besides ROAR, a few of their products and services include
GOLOKAL (a platform that alerts consumers to real-time promotions from their favorite
local businesses), ToFrom (allows for consumers to search less and travel more),
GALACTICA (connects like-minded travelers with travel guides), ROKITT DYNAMIX
(takes gaming experience to the next level), Rokitt Bootcamps (trains future-ready
professionals by equipping them with vital hands-on skills for the digital economy),
EDM (Enterprise Data Solutions), and FINTECH (provides financial management for
consumers). Rokitt Inc. states that they “Research, develop and play with next-
generation technology, prototype ideas, develop algorithms, and immerse ourselves in
our love for technology and the benefits it can provide.” Through their different products
and services, Rokitt Inc. enhances the way technology works for consumers. Their
objective is to guarantee that their various innovations, help people get the most out of
their daily activities, and enhance the lives of their consumers.
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D. Industry Overview
Rokitt has seen the market growth of Virtual Reality. Virtual Reality, distinct
from Augmented Reality, allows users to have the capability of experiencing the world
through a computer operated device. With Virtual Reality, consumers need a Virtual
Reality headset to experience the world. Consumers have a general sense of what Virtual
Reality is because it currently is popular in the market. However, businesses are
predicting the move from Virtual Reality to Augmented Reality due to the price of
Virtual Reality headsets being unreasonably high. Augmented Reality has been around
for nearly three decades however, Augmented Reality was not easily accessible to
consumers. Due to the advancement of technology, consumers have switched from using
flip phones to smartphones. This switch has caused technology become more affordable
and accessible for everyday consumers.
Augmented Reality is an innovation created to overlay a computer- generated
image on a consumer’s perspective of this present reality. Augmented Reality integrates
digital information with the consumer’s present environment. Augmented Reality allows
users to take an existing image and blend it into new virtual information making it exist
in real- time from a person’s mobile or tablet device. Augmented Reality is available to
anyone with a smartphone, tablet, or another computer operated system.
Augmented Reality has two primary forms, Marker Based Augmented Reality
and Markerless Augmented Reality. They both require Augmented Reality-based
programming to function. Marker Based Augmented Reality utilizes a picture from a
particular QR/2D code and upon being scanned to the device, presents an image that
allows the user to then interact with it. Markerless Augmented Reality is typically used
on devices that have GPS systems. Markerless Augmented Reality is the less popular of
the two. The Marker Based Augmented Reality is one that is being utilized by application
designers such as Rokitt Inc in the ROAR application. Augmented Reality is being used
in industries such as Architecture, Art, Commerce, Education, Social Media, Gaming,
Entertainment, Beauty, Sports, Military, and etc. Rokitt Inc. aims to penetrate the Sports
and Entertainment Industry.
ROAR aims to bring Augmented Reality for everyone. Rokitt Inc. states that
“ROAR provides a groundbreaking approach to marketing, propelling customer
engagement to new heights, drastically reducing the cost of customer acquisition, and
escalating market real with real- time monitoring of customer behavior and interest.”
ROAR works in three easy steps. First, consumers have to download the application and
launch the scanner.Then, consumers have to point their device’s camera at the marker
and wait for several seconds while the image is recognized and loaded to the screen.
Finally, the marker will bring reality to the content, and consumers will be able to explore
their image in this Augmented Reality application further.
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E. Customer Overview
Businesses
o Rokitt Inc. is focusing ROAR, their Augmented Reality application, to
organizations in the Entertainment and Sports Industries. These businesses are
looking to develop consumer engagement with their business. These
businesses have media content that they want to expand to their consumers.
ROAR allows these businesses to have a media platform where their
consumers can have a more immersive experience. ROAR will work with
these organizations to create Markers that will be used to expand the content
that the businesses currently has. This is ideal for the business to engage with
the consumer. Since businesses are continuously searching for different
approaches to engage with their consumers, giving consumers an interactive
way right from their mobile/tablet device will sure to peak interests. ROAR
aim to redefine the experience that consumers get from entertainment and
sporting events.
Consumers:
o Rokitt Inc. is promoting the ROAR application to consumers that have
enthusiasm for the newest digital trends and more specifically those in the
Sports and Entertainment fields. Consumers typically spend a large amount of
money to attend such events and sometimes leave without getting the
experience that they desire. ROAR will enhance their experience once the
application is downloaded to the consumer’s mobile device. ROAR takes
content that is provided by the event coordinators and develops a marker that
a consumer can scan on the mobile device. The Marker will overlay an image,
video, or audio content and give the consumer a more immersive experience.
With the Augmented Reality market on a steady incline, these consumers will
be exhilarated with the newest application technology that Rokitt Inc. has to
offer.
Location
o Rokitt Inc. is located in Jersey City, New Jersey.
o Rokitt Inc. is in close proximity to New York City. This area is highly
populated with numerous entertainment and sporting events that Rokitt Inc. is
looking to quantify their application to. Over 100 million people attend nearly
15,000 trade shows each year. These trade shows offer manufacturers,
application designers, and brands to display their products and services to
potential consumers. New York City is ranked one of the top five most visited
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cities in the world. This provides Rokitt Inc. with an enormous amount of
opportunity to gain exposure for ROAR.
Age
o Rokitt Inc. is targeting the application to anyone as young as thirteen and as
old as one hundred as long as they have an enthusiasm for entertainment and
sporting events. These events may include but are not limited to trade shows,
concerts, theaters, and various sporting events.
F. Issues and Problems to be Solved
The Student Consulting Team has recognized three main key issues that Rokitt Inc. is
faced with regarding the ROAR application. These issues are:
Promoting the ROAR application downloads to their target consumer markets
o Rokitt Inc. needs to implement a strategy to promote ROAR application
downloads to their consumer target markets. Rokitt Inc. has recognized that
they want to penetrate the Entertainment and Sports Industries. In order to do
so, Rokitt Inc. must create awareness for not only the ROAR application but
deepen the understanding of Augmented Reality to the consumers. If
consumers are able to recognize and fully comprehend what Augmented
Reality is, they will become more enthusiastic about the application. On the
other hand, if Rokitt Inc. is able to understand why consumers download
certain applications and the length that they keep these applications and the
length that they keep these applications on their mobile or tablet devices,
Rokitt Inc. will be able to understand how to target the ROAR application to
its consumers.
Develop marketing strategies to raise ROARs awareness in the business and
consumer markets
o A variety of marketing strategies would be valuable to Rokitt Inc. regarding
its ROAR application. The will develop a familiarity with ROAR from both
the business and consumer standpoints. Social Media is a valuable tool used
to promote products and services. Social media can be very beneficial to a
company or product. It has the capacity to connect with users, develop
relationships with other organizations, and improve customer service. With a
larger presence in social media, Rokitt Inc. will be able to reach their target
markets in a much faster way. The Student Consulting Team has also made
recommendations based on events where ROAR can improve customer
involvement.
9. 9
Developing a communicable value proposition and brand identity
o A communicable value proposition and brand identity to both consumers and
organizations would change that the way that ROAR is perceived. A value
proposition states why a consumer should utilize a certain product or an
application. A brand identity characterizes how Rokitt needs to be seen by
potential consumers. These two concepts demonstrate why ROAR is valuable
to the consumer and how it can enhance their digital experiences in the
Augmented Reality world. Without a communicable value proposition and
brand identity consumers will not see the need for the ROAR application.
Hence, consumers will not miss a trendsetting application, and Rokitt Inc. will
lose potential application downloads.
G. Description of Methodology and Analytical Tools/ Techniques
The Student Consulting Team used a variety of different methods and tools to determine
the strongest and weakest aspects of the ROAR application. The first tool that was used
was a SWOT analysis. A SWOT analysis identifies both the internal and external factors
that a company or product can face. The SWOT analysis that was done for the ROAR
application has taken the following facts into consideration:
1. Strengths: List the strengths of ROAR. These include areas such as location, user-
friendliness, versatility of application, and the ability to customize their own
ROAR.
2. Weakness: List the internal weakness of the application. These include lack of
market awareness, lack of social media presence, poor marketing techniques, and
product readiness.
3. Opportunities: Demonstrates opportunities for ROAR. These allow for the
development of ideas to expand the application to more of Rokitt’s target
consumers and businesses.
4. Threats: Assesses ROAR’s external competition in the application industry.
The second analytical tool that was used was a competitive analysis. It was deemed
appropriate to conduct this analysis so that Rokitt Inc. is aware of how their application
can be compared to ones similar to ROAR. This analysis was broken down into four
parts:
Main Competitor
Competitor Services
Strengths and Weaknesses
Strategies Used to Reach Consumers and Businesses
10. 10
The final analytical tool that was used was a conducting was a consumer survey using the
service, Survey Monkey. The survey was conducting asking the respondents nine
question in order to gauge consumer’s knowledge of applications, Virtual Reality,
Augmented Reality and their interest in this upcoming market. See Appendices for the
complete survey.
11. 11
III. Findings
A. Competitive Analysis of the ROAR application vs. the Blippar application:
Main Competitor:
ROAR’s main competitor is Blippar, which describes itself as an “Augmented Reality
Advertising & Marketing App”. Blippar is based out of the United Kingdom and was
launched in 2011. The application has already been made available to the public. Therefore,
Blippar has a larger consumer base along with a multitude of content providers. Blippar has
partnered with companies such as PepsiCo, Jaguar, Procter & Gamble and many others. In
2016, they were recognized by Business Insider as one of the most innovative technology
companies and named on Bloomberg’s top list of UK Business Innovators.
Competitor Services:
Consumers are able to use their mobile devices to point to any image and words or media
content describing that particular image will pop up. Then, the application detects what the
image is and directs users to a link to explore more about it. This allows an enhanced
experience with the image that the user can interact with right from their mobile/tablet
device. The application has the capability to allow users to “blip” their food, household
appliances, musical instruments, everyday objects and more. Blippar for businesses provides
a variety of services that a company has access to. Some of these services include a large
consumer base, tailored “blips”, and application integrated software. This software allows for
the company to take their existing application and integrate Blippar’s Augmented Reality to
it. Blippar creates revenue by charging a nominal fee to businesses that want to create
content for the application. This fee is different for every company depending on what
services a company wants to be provided with. To learn more about Blippar’s pricing the
company must contact them directly.
Strengths and Weaknesses:
Compared to the ROAR application a major strength of Blippar is that this app has a larger
consumer base. Currently, 65 million people use Blippar, and it is available in over 170
countries. The main weakness evident in the Blippar application is that Blippar hasn’t
saturated all of the industries. Bippar’s main focus is on the Fashion, Music Entertainment,
Publishing, and Shopping industries while ROAR is targeting the Sports and Entertainment
industry. This leaves a plethora of information that has yet to be accessed in the Augmented
Reality Market that ROAR can take advantage of.
Strategies Used to Reach Consumers and Businesses:
Blippar allows the user a chance to learn more about the objects within their homes and the
world around them. Also, Blippar has attracted many consumers and marketers by being
active on Social Media, it has over twenty-three thousand followers on Twitter alone. Blippar
has gone viral and therefore is able to continue to reach a growing consumer base.
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Meanwhile, Blippar also has successfully reached many businesses through the use of
successful media campaigns. There are currently over a thousand companies using Blippar.
**For a full list of competitors and their analyses please see the appendices**
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B. SWOT Analysis of ROAR:
Strengths:
Customizability: Users are able to create their own ROAR markers along with the
media content to go with them.
User-Friendly: The application allows any consumer to create a ROAR without the
use of expensive equipment or having software development knowledge.
Versatility: The ROAR application is very adaptable. It can be used on any mobile
device, computer, or tablet. This allows its users to share them with peers and interact
with them anywhere and anytime.
Weaknesses:
Competitive Market: The Augmented Reality market, although not very widely
known, is a very competitive market because many companies want to become a part
of the “next big thing.”
Product Is Not Market-Ready: The ROAR application is still in the research and
development phase. The market-ready product is not scheduled to launch until the
third quarter of 2016.
Lack of Social Media Presence: ROAR has a limited presence in the social media
scene. This affects the awareness of the application because that is where most of the
consumer base that they are trying to reach to resides.
Lack of Market Resources: Rokitt is a smaller company; therefore, it does not have as
many resources as a larger company would. Because of this, it may take longer to
research and develop a new product along with providing a large enough budget for
all of the costs as well.
Opportunities:
Market Exposure: ROAR is in a prime location to reach its target markets being
located by the Jersey City waterfront. There are 11 professional sports team within a
25-mile radius. Also, the amount of concert venues, Broadway theaters, and trade
shows will also help ROKITT get this product out due to the amount of events going
on a daily basis. With the ROAR application, it would give teams, artists and
actors/actress the chance to interact with the fans on a different level than before.
Partnerships: As the ROAR application makes its official launch, it can look to
expand into its target markets by partnering with content providers in those markets.
As the application grows, it can look into partnering with larger content providers that
may include the PGA tour, local golf courses and clubs, AMC/Loews, etc.
Trade Shows: The Team has developed a list of trade shows that they believe Rokitt
Inc. will be able to take advantage of to give the trade show goers and exhibitors an
interactive experience with ROAR.
Threats:
Business to Consumer Competition: ROAR’s competitors have already developed
and launched applications that are accessible to consumers. This can affect ROAR
downloads due to consumers already having an application that they are satisfied
with.
Business to Business Competition: There are many Augmented Reality applications
that businesses can saturate their content with. This can be harmful to the ROAR
application because companies have already invested in one application. Therefore,
they may not feel inclined to switch.
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Trends in Society: Consumers typically download applications that are trending in the
market. If an application is not trending in the market, users will not feel the need for
the application.
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C. Survey Results:
The Team surveyed the Saint Peter’s University business school community. They received a
47% response rate. For a full analysis of questions and responses, see the attached results in the
appendices.
Question 1- Which types of apps do you currently have on your digital devices
(computer, tablets, phones, etc.)? (Check all that apply.)
o Results- 90% answered with Social Networking applications
Question 2- If you went to an event (concerts, sporting event, trade shows) that has
an app to coincide at such events, you would download the app.
o Results- 33% agreed that they would download the application
Question 3- How long do you keep a non-social media app on your device?
o Results- 58% answered with keeping non-social media applications on their
devices for 3 or more months
Question 4- Why did you delete a particular non-social media app? (Please give
examples of the type of app you deleted, and why.)
o Results- The most common answer was deleting the application because it got
old or wasn’t trendy anymore
Question 5- Do you know what Virtual Reality is?
o Results- 26% of the people surveyed are Moderately Aware of Virtual Reality
Question 6- Have you ever used Virtual Reality?
o Results- 88% of the people said they have not used Virtual Reality
Question 7- If there was an app the allowed you to interact with Virtual Reality, you
would use it on your mobile or tablet device.
o Results- 44% of the people surveyed somewhat agreed that they would use a
virtual reality application on a mobile or tablet device
Question 8- Augmented Reality is a way to interact with Virtual Reality on your
mobile or tablet device. Augmented Reality allows individuals to use existing
information and integrate new information on top of it. Knowing this definition, you
understand the concept of Augmented Reality.
o Results- 35% somewhat agreed that they understood the Augmented Reality
definition.
Question 9- Based on the description above, how likely are you to use/download an
Augmented Reality application in the next 6 months?
o Results- 32% of the people surveyed are slightly likely to download an
Augmented Reality application in the next 6 months
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D. Survey Conclusions:
From the survey that the Team conducted a variety of conclusions can be formed. The Team
discovered that most of the applications that consumers download are social media applications.
Also, more than half of consumers tend to keep non-social media applications on their
mobile/tablet devices for three or more months. They also agreed that the reason they delete non-
social media applications is due to the fact that the application becomes old or is not “trendy”
anymore.
Many consumers do know what Virtual Reality is, however, they have never interacted with
it before. Consumers aren’t fully aware of what Augmented Reality is, yet they would be open to
downloading an Augmented Reality application in the future. This is important information for
the Team to be aware of, as Rokitt Inc. is trying to penetrate the Augmented Reality market.
E. Constraints:
Budget
The ROAR application budget has not yet been defined. However, the team has
indicated approximate costs for the recommendations that the team has provided.
Market Ready Product
ROAR is currently in its Beta stage and is expected to be completed in the third
quarter of 2016.
Brand
ROAR is one of Rokitt’s many different applications. This is their first application
into the Augmented Reality market, and therefore it has not established itself yet.
17. 17
IV. Recommendations
These recommendations are predicated on the ROAR application being market ready by quarter
3 of 2016
Implementation Recommendation Cost
1. ASAP – Q3,
2016
Implement Brand Identity and Value Proposition
The Consultancy Team has created a value proposition and
brand identity for the ROAR application. A brand identity is
how a company wants to be perceived by its consumers, in
this case, the brand identity is for the ROAR application and
how Rokitt wants it to be viewed by the consumers.
The brand identity was created for both the marketer and the
consumer.
For the Business: ROAR is a way for people to gain a
more meaningful experience at events they attend such
as trade shows, sports events, and concerts. ROAR
brings exciting content to the users that they would not
just get by attending the show. ROAR maximizes the
user experience.
For the consumer: ROAR means a convenient, easy to
use application that can be used in a variety of events
(trade shows, sports events, concerts). When used this
application will add excitement and interest to the event
content.
A value proposition was also created for both the marketer
and consumer.
For the business: Marketing booster. The ROAR
application will enhance advertising campaigns. ROAR
could also be used by the business as a promotional
technique for ideas that are not yet market ready, but
want input from consumers on how to make the product
or event better.
For the consumer: The ROAR application can give
consumers a better idea of what the product or event
they are attending is about and what it is going to be
like. ROAR will also enhance the experience of the
event for the consumer.
None
18. 18
2. Quarter 3,
2016
Increase Social Media Activity
Rokitt has a variety of Social Media accounts for ROAR
however; they all have limited activity due to the
application still in its Beta phase. Once ROAR makes its
official launch, the Team recommends Rokitt invest in
growing the popularity of these accounts. Rokitt has a few
ways it can go about promoting these social media accounts.
They can use Twitter promotions which range from $1.50-
$23.00 depending on the type of campaign used to reach
consumers and also on their marketing budget. Also, as
ROAR gains popularity, the word-of-mouth technique will
attract many followers to Social Media accounts. Facebook
also has ways for businesses to market themselves and that
cost is determined by how many people the business is
trying to reach and also the budget that Rokitt determines.
Varies
3. Q1-Q4, 2017
3A. Quarter 1,
2017
3B. Quarter 2,
2017
Attend various Trade shows
The Team recommends that Rokitt attends a variety of trade
shows with the ROAR application. This will allow for
immediate consumer interaction as they will be able to
engage with the application at that time. These are the top
five trade shows that the Team recommends.
Please see the appendices for the full list of trade shows.
Golf Industry Trade show
Rokitt wants to focus on the sports and entertainment
industries for the ROAR application and the Golf industry
show would be good exposure for the application. This
show takes place in Orange County Convention center,
Orlando, Florida in February. There are about 561
exhibitors and approximately 6,845 attendees. The Golf
Industry Show is an innovative trade show designed for the
owners/operators of golf facilities and the professional
members of the golf course industry. The event combines
education, networking and solutions for golf course
superintendents, owners, operators, architects, builders,
equipment managers, appraisers and others.
Market New York Expo Sales & Marketing For Small
Business
Rokitt is a small business within the tri-state area and
attending this show will significantly increase their
exposure. This event is at the end of May and is held at the
Varies
Available
Upon
Registration
Available
Upon
Registration
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3C. End of
Quarter 2, 2017
3D. Quarter 3,
2017
3E. Quarter 4,
2017
Jacob Javits Center in New York City. It is only a business-
to-business trade show, conference, and networking event
focused specifically on sales & marketing for small
business. Market New York Expo is a one-day event that
provides small businesses with the tools and strategies they
need to improve their corporate marketing, drive new sales,
and grow.
Small Business Expo
The Small Business Expo is another chance for Rokitt to
interact with other small businesses, create contacts, and
increase exposure. There are about 120 exhibitors and
5,000+ attendees. This event is held in the beginning of
June, also at the Jacob Javits Center in New York City.
Their website states, “Here at Small Business Expo we
celebrate the New York entrepreneurs that decide to take
that next step. Our free, one-day expo helps you cut through
the noise and get valuable face time with small business
thought leaders and experts in a broad range of custom
tailored workshops, seminars, and presentations.”
Affiliate Summit East 2017
The Affiliate Summit East show are three tradeshow areas
packed with affiliates, merchants, vendors, networks,
technology providers, digital agencies and traffic sources.
This trade show is a great opportunity to gain exposure.
This event is held around the end of July/ beginning August
at the Marriott Marquis in New York City and has about
5,500+ attendees..
ICSC New York National Conference
This event is held in December at the Jacob Javits Center
with about 484 exhibitors and approximately 9,500
attendees. The New York event is a unique conference and
exhibition dedicated to the retail real estate industry. It
brings together retail and real estate leaders to explore the
most innovative projects, discover new properties, forge
partnerships, close deals and stay on top of trends and
innovation in the industry. The cost associated with this
event is $300-$15,000 for advertising. The Consultancy
team recommended this trade show due to Rokitt stating
that they have intentions of penetrating the Real-estate
Industry as well.
Available
Upon
Registration
$5,745-
$7,745
$300-
$15,000
20. 20
V. Conclusion
The Team has provided Rokitt Inc. with three deliverables for their ROAR application.
These deliverables include: implementing a brand identity and value proposition, increase Social
Media activity, and to attend a variety of trade shows. The biggest difficulty that ROAR faces is
that the Augmented Reality Industry is not very well known. The recommendations the Team
provided are there to aid Rokitt promote the ROAR application and raise awareness of both the
application and the Industry. The trade shows are recommended because they will “put Rokitt on
the map” and increase its exposure to both businesses and consumers. The Team believes that
once consumers understand the concept of Augmented Reality and see its value, they will
quickly want to download an application that gives them an immersive experience.
The recommendations given by the Team are consistent with the constraints mentioned in
the findings because the implementations should start after the application is fully released. This
release period is expected to be around the third quarter of 2013. There has been no defined
budget for the application however, the Team provided Rokitt Inc. with possible cost estimations
that the implementations that they provided could result in. Also, due to the application still in
its development phase, the social networks are inactive. They should become active as soon as
the application becomes market-ready to help grow consumer awareness. Not only will the social
networks grow consumer awareness, they will also allow Rokitt Inc. to engage and communicate
with their consumers. This will allow for a much better customer relationship if Rokitt Inc. has a
way to interact with their application users. These recommendations will contribute to the future
success of ROAR on both a consumer and business standpoint. The end goal is to “Make the
World ROARABLE”.
The Saint Peter’s University Student Consultancy Team is grateful for the hard work of
everybody who made the Town and Gown Project possible. A gigantic thank you goes to the
Hudson County Chamber of Commerce for permitting Saint Peter’s student to be exposed to
everyday businesses and firsthand experience with the problems they may face. The team would
like to thank the founders of Rokitt Inc., Oksana Sokolovsky and Rohit Mahajan, for giving the
team the test to succeed and allowing them to work with the individuals behind ROAR, Elona
Zejnati, Verrion Wright, and Gabriel Baron. Lastly, the team would like to thank their educator,
Professor Raymond Butkus, for managing them through any challenges that they encountered.
The Town and Gown Project is a positive aspect of the Business School, and it would forever
stay in the minds of the Team as they enter the business world.
21. 21
VI. Appendices
A. Trade Shows
Event Name Location of Event Month of Event # of
Exhibitors
# of
Attendees
Description
ICSC New York
National
Conference
Jacob Javits
Center, New York
December 484 9,500 The New York event is a unique conference and
exhibition dedicated to the retail real estate industry. It
brings together retail and real estate leaders to explore
the most innovative projects, discover new properties,
forge partnerships, close deals and stay on top of trends
and innovation in the industry
Golf Industry
Show
Orange County
Convention
center, Orlando,
Florida
February 561 6,845 The Golf Industry Show is an innovative trade show
designed for the owners/operators of golf facilities and
the professional members of the golf course industry.
The event combines education, networking and
solutions for golf course superintendents, owners,
operators, architects, builders, equipment managers,
appraisers and others.
Market New York
Expo III Sales &
Marketing For
Small Business
Jacob Javits
Center, New York
End of May N/A N/A Only business-to-business trade show, conference and
networking event focused specifically on sales &
marketing for small business. Market New York Expo is
a one day event that provides small businesses with the
tools and strategies they need to improve their corporate
marketing, drive new sales and grow.
Affiliate Summit
East 2017
Marriott Marquis,
New York
End of
July/Beginning
August
N/A 5,500+ Three tradeshow areas packed with affiliates,
merchants, vendors, networks, technology providers,
digital agencies, traffic sources
Ad:Tech New
York
Jacob Javits
Center, New York
November N/A N/A Engage with quality audience at scale, Discover the
latest in tech innovation, mix mingle and have fun,
address key challenges with game-changing content.
SIA: SnowShow Denver, Colorado End of January N/A N/A “This show is so important because a it’s the preview for
what's to come; it's the big picture. You can talk to the
22. 22
people that are in sales, product development, we can
tell you plans for next year as well as help retailers with
their buy so they become informed and make better
decision for their business.” Ryan Green, Noridc Divison
manager, rossignol
BookExpo
America
Jacob Javits
Center, New York
End of
May/beginning
of june
N/A N/A BookExpo America (BEA) is the #1 book and author
event for the book industry. It's the best place to
discover new titles, authors, and education about the
publishing industry. It is a dynamic environment for
networks, sourcing, and relationship building within
publishing in North America
Accessories the
Show
Jacob Javits
Center, New York
Beginning May N/A N/A Top retailers from all over the world have made
AccessoriesTheShow their show of choice. To make the
most of the opportunities in today’s market, you should
too.
BuildingsNY Jacob Javits
Center, New York
End of May N/A N/A BuildingsNY provides building owners and managers
with the products & services they require to make
decisions, make deals, issue RFPs and ultimately save
money. Building Owners & Property Managers will have
the opportunity to source products & services they need
for all phases of their buildings' lifecycle.
Small Business
Expo
Jacob Javits
Center, New York
Beginning of
June
120 5,000+ Here at Small Business Expo we celebrate the New
York entrepreneurs that decide to take that next step.
Our free, one-day expo helps you cut through the noise
and get valuable face time with small business thought
leaders and experts in a broad range of custom tailored
workshops, seminars and presentations.
Search Marketing
Expo East
Jacob Javits
Center, New York
End of
September
N/A N/A Grow your business by sponsoring or exhibiting at a
Search Marketing Expo - SMX event! The SMX
Audience is made up of senior decision makers involved
in buying media, tools and services for their businesses.
The Everything
Condo, HOA, &
Apt. Expo
Meadowlands
Exposition Center
Beginning of
May
250+ N/A Learn about the latest building services from more than
300 exhibitors, Attend educational seminars, Get free
advice from industry experts, and network with your
peers at this leading real estate trade show in New
Jersey.
23. 23
NACAC College
Fair
Jacob Javits
Center, New York
End of April N/A N/A Parents and students participating in National College
Fairs meet one-on one with representatives from
colleges and universities to discuss admission and
financial aid opportunities
New York
Business Expo
and Conference
Jacob Javits
Center, New York
November N/A N/A The New York Business Expo and Conference has been
the Northeast’s LARGEST b to b trade show, conference
and networking event for business owners and
executives
New York
International Auto
Show
Jacob Javits
Center, New York
End of March/
Beginning of
April
N/A N/A Ushering in the latest automotive trends. The New York
International Auto Show will showcase an incredible
collection of cutting-edge design and extraordinary
innovation.
Digimarcon East New York May N/A N/A Marketing Conference connects digital marketing
professionals with new customers, ideas, technologies,
and business opportunities. Learn to attract and satisfy
customers through digital strategies, social media
marketing, search engine marketing, content marketing,
analytics, mobile integration, and other best practices.
Graph Expo Orange County
Convention
Center, Orlando
September N/A N/A Grape Expo presents the most comprehensive trade
show for prepress, printing, finishing, converting mailing,
wide format and digital technologies in the Americas
24. 24
B. Full List of ROAR Competitors
Application
Name
Brief Description Application Capabilities Application in Comparison to ROAR
Blippar This application is available for
free to android and iOS
users. Users have the ability to
take any object such as an image,
movie poster, magazine, clothes,
shoes and the application will pull
up related digital content. The
creators of the application believe
that the naked eye can only see
what’s in front of it and that there
is a wealth of information that is
hidden in the digital world.
Users can use their mobile device to
point to any image and words
describing that particular image will
pop up. Then, the application is
detecting what the image is and direct
users to a link to explore more on the
image. The application has the
capability to allow users to blip their
food, household appliances, musical
instruments, everyday objects and
more. The idea is for users to discover
more than they know about their
surroundings.
Roar does not have the capability to
detect every object and overlay digital
information on top of it Blippar has over
65 million users. It’s available in over
170 countries and over a thousand
brands use Blippar. Businesses can use
Blippar to enhance the experience for
their consumers.
Layar This application is available for
free to android and iOS
users. Users are able to view
digital information and product QR
codes. The application would
lead consumers to content such
as movie trailers, promotional
codes, videos, related web pages,
and different content. Layar is
apart of the Blippar group.
Users can use their mobile device,
point to any that that has the Layar
symbol and digital information will
appear. Since the application is
created by blippar, they are
similar. However, Layar partners up
with businesses in the entertainment
industry and allows them to create their
context that they want users to Layar.
ROAR aims to saturate the
entertainment and sports
industry. However, they do not have a
pricing point on the business to
consumer markets. On the Layar
website, the application has a pay as
you go system. It allows businesses to
choose between the basic or premium
option. The basic option is priced at
$3.50 for a page. The Layar content for
the basic member will go live for 30 days
with features such as the basic, media,
and social buttons. It has a video
hosting capability. The pro membership
is priced at $34, and the content will be
published for a year. This pro
membership includes features such
as: basic, media, and social buttons,
video hosting capabilities, and statistical
25. 25
information regarding the page
created. The application has 40 million
downloads, over 500k published pages,
and over a 100 thousand creators.
Snapshop This application is only available
for free to iOS users. This
application has partnered with
furniture companies and allows
users to visualize how particular
furniture will look in their
room. The application uses
existing image on iOS users
camera and/ or camera roll to
overlay images from different
leading furniture beads.
This application has partnered with
companies such as IKEA, Crate &
Barcel, Pier 1and more. Users can
access information in regards to piece
of furniture that is selected on the
application to views dimensions.
Although this particular application is not
going in the direction ROAR aims to go
in, it still is useful consumers. Many
times consumers want to buy a piece of
furniture, but they do not know how that
piece of furniture will appear in their
room. This application eliminates the
hassle by allowing users to overlay
information digitally, save the images,
and access more information.
Mybrana This application is available for
free for both Android and iOS
users. This application more of a
creative Augmented Reality
application. It allows users
overlay graphics images, stickers,
animations over new or existing
photos and short videos.
This application is aimed to be fun and
creative. Users can do fun and cool
things to their images and get in tuned
with artistic side. The application has
basic and premium features for the
applications.
This application sees the growth within
Augmented Reality. It is more on the fun
side. There are many improvements
that this application should have. The
application is very basic. ROAR has far
more advanced features.
Snapchat This application is available for
free to both Android and iOs
users. Snapchat is more of a
social media application. It is
intended to let users share
images and/ or videos with their
friends. Those images and/ or
videos can viewed amongst a
person’s friends in a matter of
seconds.
This application is intended to be more
a social media application. It is not
advertised as an Augmented Reality
application. However, the application
has features that are considered
Augmented Reality. These features
are called filters. The filters allow
users to overlay a featured animated
image on top of the individual’s
face. The animated graphics could be
things such as: a dog with it’s tongue
out, an angry bunny, a distorted face
and etc.
Snapchat constantly is changing the
experience for its users. Almost every
two weeks, Snapchat adds a new
feature for their users to become more
interactive. Snapchat uses Augmented
Reality as a feature but does not call it
Augmented Reality. Snapchat has
recently partnered up with business in
the entertainment industry such as:
Sweet, CNN, Comedy Central, Daily
Mail, National Geographic, MTV,
Refinery 29, People Magazine, ESPN,
and BUZZFEED just to name a
26. 26
few. Although these businesses do not
use the Augmented Reality feature,
users do not know how Snapchat will
change in the next upcoming works and/
or months. ROAR has to be aware of
these changes because Snapchat has a
heavy market presence.
Aurasma This application is available for
free to both Andriod and iOS
users. It allows users to users
embedded content on the
application called “Aurars” in
different advertisements, locations
or packages.
Aurasma allows uses to create their
own Auras by using their photo and
videos that are already on their mobile
device or through a library that on the
Aurasma application. Users can
choose an effect, select an trigger
image, and their Augmented Reality
will be created.
The Aurasma application is, “Changing
the way we interact with the world. Turn
everyday objects, images, and places
into new opportunities for engagement
through striking augmented
experiences.” Aurasma has generated
over 40 thousand download just by
partnering up with the Best Western
which is a hotel chain. The Best
Western has an application called the
Best Western Alive app. The application
users Augmented Reality to have their
guests be involved with the interactive
lobby stands.
Field Trip This application is available for
free to both Andriod and iOS
users. It is marketed as a location
based Augmented Reality
application acting as a user’s
personal mobile tour guide.
This application uses detects a
person’s location if the users allow the
application to do so. Then, it shows
users different location in their area
that they might be interested in such
as: historical landmarks, museums, or
local restaurants. The application will
notify users in they are near by a
particular location.
The application aims to alter the way
users experience their surrounding
environment or environments that they
visiting.
27. 27
C. Letter of Engagement
Saint Peter’s University
Consulting Team
February 23, 2016
ROKITT Inc
185 Hudson Street
Jersey City, NJ 07302
Subject: Letter of Engagement between Rokitt Inc and the Saint Peter’s University Student
Consulting Team
I. Background
Rokitt Inc. is a technology firm that is built on the foundation of passion, performance,
and precision. Rokitt Inc. was founded by Oksana Sokolovsky, who is a former Wall
Street Executive, and her co-founder Rohit Mahajan, also a former Wall Street executive
and a Saint Peter’s University Alumni. Both founders have a background in high
technology. Rokitt is an application development company that focuses on a variety of
consumers in diverse fields. Along with application development, Rokitt also focuses on
quality and testing, Data Management, and security.
Rokitt recently entered the Augmented Reality market and has started developing an
application entitled ROAR. Augmented Reality is a technology that integrates digital
information and applies it to the real world. Augmented Reality allows users to take an
existing image to blend it into new virtual information making it exist in real-time. The
ROAR application aims to bring augmented reality to everyone. Rokitt states that,
“ROAR provides a groundbreaking approach to marketing, propelling customer
engagement to new heights, drastically reducing the cost of customer acquisition, and
escalating market reach with real-time monitoring of customer behavior and interest.”
Rokitt has seen the market growth of virtual reality. Virtual Reality, which is different
from Augmented Reality, allows users to have the capability of experiencing the world
through a computer operated device. Consumers are able to grasp the concept of virtual
reality because it is already in the market. Augmented Reality is projected to grow
rapidly over the next five years, ultimately surpassing Virtual Reality.
28. 28
II. Project Objectives
To capitalize on opportunity in the market, Rokitt has enlisted the help of the Saint
Peter’s University Student Consultancy Team to:
1. Promote ROAR application downloads to their target markets
2. Make marketing recommendations to raise ROARs awareness in both the
business and consumer market
3. Develop a communicable value proposition and brand identity
In order to accomplish these objectives Rokitt is considering focusing on the sports and
entertainment industry and more narrowly on the Jersey City and New York City areas.
Augmented Reality is a new technology, and these areas have had limited exposure to
Augmented Reality or the ROAR application system. The Saint Peter’s University
Student Consultancy Team will research and deliver an effective market entry strategy
into these target markets.
III. Approach
The Saint Peter’s University Consultancy Team consists of four members:
● Team Lead: Kaycee de Voogd, International Business and Trade major - Edison, New
Jersey
● Steven Competiello, Business Management major - Staten Island, New York
● Nancy Eyeson, International Business and Trade major - Newark, New Jersey
● Fatima Drame, International Business and Trade major - Newark, New Jersey
In order to meet project objectives, the Saint Peter’s University Student Consultancy
Team will conduct further research into the Augmented Reality market and learn how
similar competitor applications are reaching their target markets. The team will also
research recurring events in the Jersey City/New York city area along with doing an
extensive analysis on the ROAR consumer market. The Consultancy Team will develop a
marketing strategy for the ROAR application. The team will also provide a deeper insight
to the consumer market in relation to the ROAR application and will develop a further
understanding as to why they would want to use it.
The tools that will be used for this research include:
● SWOT analysis that will compare Rokitt/ROARs internal and external factors
that are affecting their business
● Analysis of ROARs largest competitors using research databases
● Research and data will also be collected through surveys, such as Survey Monkey,
and focus groups to further understand the consumer's thoughts on augmented
reality and the use of ROAR.
29. 29
IV. Client Deliverables
1. ROKITT will receive a preliminary findings and recommendations review on
April 7th
2. ROKITT will receive an official findings and recommendations report on April
14th
3. The team will make a formal presentation of findings on April 25th
V. Scope of Consulting Project/Responsibilities
ROKITT Inc. Responsibilities
1. Communicate project requirements openly and precisely with the Consultancy
Team.
2. Provide the necessary company/product information to the Consultancy team as
well as committing the time for tele-conferences as well as in person meetings.
Saint Peter’s University Consultancy Team Responsibilities
1. Actively participate in all aspects of the consultancy process.
2. Meet all deadlines that are mentioned in section III of this letter of engagement.
3. Communicate open and honestly with the client and teammates at all time.
4. Maintain the confidentiality of all project information.
VI. Agreement
The final recommendations report that is to be submitted to ROKITT Inc. does not reflect
the views of Saint Peter’s University or its staff. This report does contain the views and
opinions of the Consultancy Team that have been formed based on discussions, research,
observations, and information that has been provided to us by ROKITT. If however,
circumstances arise that does not allow for the Consultancy Team to achieve the stated
goals and deliverables, an agreement would be made between both parties to take another
course of action
VII. Approval Signatures
________________________________________________________
Kaycee de Voogd (Team Lead)
33. 33
Q2 If you went to an event (concerts,
sporting event, trade shows) that has an
app to coincide with the event and enhance
your experience at such events, you would
download it the app.
Answered: 139 Skipped: 2
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly
Disagree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Strongly Agree 27.34% 38
Agree 33.81% 47
Somewhat Agree 28.06% 39
Disagree 9.35% 13
Strongly Disagree 1.44% 2
Total 139
34. 34
Q3 How long do you keep a non social
media app on your device?
Answered: 138 Skipped: 3
3 or More
Months
2-3 Months
A Month
Less than a
Month
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
3 or More Months 57.25% 79
2-3 Months 26.81% 37
A Month 10.87% 15
Less than a Month 5.07% 7
Total 138
35. 35
Q4 Why did you delete a particular non
social media app? (Please give examples of
the type of app you deleted, and why?)
Answered: 83 Skipped: 58
36. 36
Q5 Do you know what Virtual Reality is?
Answered: 137 Skipped: 4
Extremely Aware
Moderately
Aware
Somewhat Aware
Slightly Aware
Not at all
Aware
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Extremely Aware 18.98% 26
Moderately Aware 26.28% 36
Somewhat Aware 24.09% 33
Slightly Aware 8.03% 11
Not at all Aware 22.63% 31
Total 137
37. 37
Q6 Have you ever used Virtual Reality?
Answered: 137 Skipped: 4
Yes, I have.
No, I have not.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Yes, I have. 11.68% 16
No, I have not. 88.32% 121
Total 137
38. 38
Q7 If there were an app that allowed you to
interact with virtual reality, you would use it
on your mobile or tablet device.
Answered: 136 Skipped: 5
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly
Disagree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Strongly Agree 15.44% 21
Agree 17.65% 24
Somewhat Agree 43.38% 59
Disagree 19.12% 26
Strongly Disagree 4.41% 6
Total 136
39. 39
Q8 Augmented Reality is a way to interact
with Virtual Reality on your mobile or tablet
device. Augmented Reality allows
individuals to use existing information and
integrate new information on top of it.
Knowing this definition, you understand
the concept of Augmented Reality.
Answered: 129 Skipped: 12
Strongly Agree
Agree
Somewhat Agree
Disagree
Strongly Agree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Strongly Agree 17.05% 22
Agree 31.01% 40
Somewhat Agree 34.88% 45
Disagree 15.50% 20
Strongly Agree 1.55% 2
Total 129
40. 40
Q9 Based on the description above, how
likely are you to use/ download an
Augmented Reality application in the next 6
months?
Answered: 128 Skipped: 13
Extremely
likely
Very likely
Moderately
likely
Slightly likely
Not at all
likely
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
Extremely likely 10.16% 13
Very likely 7.81% 10
Moderately likely 29.69% 38
Slightly likely 32.03% 41
Not at all likely 20.31% 26
Total 128
