Electronic Ink (E Ink) Shelf. The shelf uses an electronic E Ink Display to display the prices and other necessary information it uses IOT (Internet Of Things) This presentation was prepared for a competition sponsored by Practr.in and Christ University,Bangalore.This presentation secured third position in the competition.The competition revolved around coming up with a business proposal which uses E Ink Technology. Made and Presented By: Divyae Mohan Sherry Ms. Sachi Nanda

1. UNISHELF
Sachi Nanda & Divyae Mohan Sherry

2. E Ink Display

3. Market Information
• Market Size: At an average price of 42 USD
per unit , we apparently estimate the global
market to be of 1,00,000 users.
• Uniqueness of Market: The uniqueness of the
market is that even though the shelf business
has remained the same and hasn't evolved
much.
• Niche:
Warehouse Companies
Retail Stores
Libraries
Storage Units
Educational Institutions
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MARKET SIZEOur market boundary is defined as the intersection of the globalinstallation of uni -shelves and displays estimated by proxy to be 10lakhs units.At an average price of 42USD per unit we estimate the globalmarket size for unishelf to be 40 million USD.concerning ourtechnology adoption rate and market penetration , we feel that ourproduct is compatible from small retailers to huge warehouses. Webelieve e ink is a part due to their product positioning .In the process of determining and verifying the market size for severalsegments and subsegments gathered through secondary research,extensive primary interviews were conducted with key people. Breakupof profile of primary participants is given below as:By Company Type: Tier I¬¬–25%, Tier II–62%, and Tier III–13%By Designation: C-Level–20%, Director Level–70%, and Others–10%By Region: North America–14%, Europe–43%, APAC–29%, andRoW–14%With increased demand for retail automation products, expansion oforganized retail sector, and increasing digital transformation of retailstores, the Electronic shelf label market finds huge opportunity toproliferate in the next five years.
Warehousing and Retail business in America
Source: IBIS Knowledge

4. SEGMENTATION
• Demographic: Our product is aimed at customers whose store sizes are more than
4,000 Sq Ft as small stores really don’t need such a heavy infrastructure.
• Psychographic: Main Customer Groups are stores interested in technology
advancement.
• Behavioral:Target Customers starts from mid - large size stores who want
extreme efficiency and want to lower the human resource required for such jobs.
• Geographical: We will sell this product in all countries by online channels we will
also have retail partners in developing & developed markets.

5. TARGETING & POSITIONING
Targeting
• Location: We will target customers whose stores are in prime locations cities as it
will help us to easily make this a standard technology in the retail industry
• Revenue: Stores averaging around 1 Million USD in revenues per year or more will
be targeted
• Branded/Non Branded: We will focus on more on branded retail stores like 7 Eleven
etc as the orders from these chains will be in bulk and will be recurring.
Positioning
We position ourselves as a highly innovative and reliable company.We aim to make
storing and finding products easy for our customers.

6. Survey Results
After conducting the UNISHELF consumer survey, we found the reactions of our
consumers really satisfying and motivating.This survey was taken by retailers ,
wholesalers ,various warehouse owners and our other targeted customers. We
found that stores with more than 1 million USD found labelling and pasting quite
burdensome.Their first reaction to our product is extremely positive .60 percent of
the stores found the product to be very innovative and satisfying quality .50 percent
of the people found UNISHELF worth the money .While the retailers with revenue
less than 1 million found the product quite innovative and 50 percent found it worth
the money.

7. Competitors Analysis
• The labelling industry is currently limited to manual, printed and framed tags.The
existing products like LCD’s and many more are too small to be useful or too
expensive to be practical.
• We have the first mover advantage as the current existing products are just old
school methods.
• Utility Patent is an another feather to our cap , it will permit us to exclude others
from making or selling the unique “UniShelf” product for a period of upto 20 years
. Our business can prove really fruitful to us and can also give us an ultimate edge
over others for minimum of 20 years .
• We will be competing with companies like Ikea who have been in this business
for years but the fact that they haven’t adopted to the changes and
advancement in technology in this space.They really don’t pose any threat to us.

8. SWOTAnalysis
Strengths Weakness
Lower Power Consumption Technical know how Required
Utility patent rights
First Movers Advantage
affordable price
Opportunity Threats
Growing Economies and Growth in Per Capita
Income
Disruption In RetailTechnology Market
RisingCosts of Man Power

9. PESTELAnalysis
• Political Factors: There can be direct intervention of the political factors on forex rated but the
increase in government debt leads to decrease in the price of the currency. Also, if there is
political stability, the forex rate of the currency tends to increase.The recent demonetization by
the Prime Minister of currency has also affected the exchange rate.
• Economical Factors:The higher the economic growth of any country more the chances for us
to have better sales in that country as economic growth is an indicator of development and
adoption of technology.
• Social Factors: Factors like the lifestyle of people also can help us get better market share.
Countries like Dubai, Qatar etc. where flamboyancy is a part of culture will have our product as
a standard in supermarkets, warehouses etc.
• Technological Factors: More the adoption of technology in a country or place more the
opportunity for us to sell UniShelf.
• Legal Factors: Changes in Legal Framework can affect trade with other countries.
• Environmental Factors: As the world is going paperless. UniShelf is a perfect example of us
working on to save the trees and environment also as the units are pvc free and are made using
materials that don't harm the environment.

10. Key Market Insights
Market: Revenue of the
company and market share
Services: As our product is
an one time investment , it
will reduce the need of
employees and everything
can be upbeat with a touch
of a finger .
Access: Our products can be
bought via our various retail
partners and our e com
website/
Competition: As we have
first mover advantage and
utility patents on the
technology.We are not likely
to face much of competition
Collaboration: We will be
collaborating with Logistics
Software Development
companies and offer them
APIs to our product to make it
more useful and efficient

11. Sales & Distribution Strategies
Pricing Strategy: We will price our product a bit higher than what a normal shelf costs but at
a competitive price as bulk orders will bring in economies of scale and more the volume
more will be the profits.
Depending upon the number of units ordered and the goodwill of the client , we will offer
free installation and the cabling for the same.
Distribution Strategy: We will sell this product in all countries by online channels shipping
it directly from China but will also have retail partners in developing markets like India where
there is huge population base and in Developed markets like UK,USA etc.
Promotion Strategy:
• Sponsored articles in Business Magazines
• Advertisement in Business Journals and Newspapers
• One 2 One Interactions with management executives of targeted companies
• Stalls in conventions related to retailing, academics (libraries) and warehousing.

12. THANKYOU!
Sachi Nanda & Divyae Mohan Sherry