The document proposes expanding the ComfortTemp technology beyond car seats. ComfortTemp currently uses climate control seats to keep babies comfortable. The proposal is to apply this to strollers and bedding as well (Path 1). It acknowledges hurdles like resources and awareness but argues safety and affordability could help adoption. The goal is to reach new customer groups like those who don't typically buy baby products by emphasizing the product's uniqueness and value for friends and family (Path 3). It discusses pricing higher than competitors to ensure profits while benefiting people. Red ocean traps to avoid are seeing ComfortTemp only as new tech, thinking Graco must lead the market, and ignoring potential flaws.

1. Leila Jett, Logan George, Jessica Callaghan,
Shaquela Russ, Kaizsa Grant and Katelyn
Harvey
ComfortTemp

2. INTRODUCTION
 Safety/Comfort
 Technology used in cars
today
 Older cars not fit for
comfort

3. 4 ACTION FRAMEWORK
Factors that have been competed on:
•Comfort
•Convenience
•Safety
•Easy to use

4. 4 ACTION FRAMEWORK
Offerings overdesigned to beat competition:
Style of seat
Companies tend to not over serve, what you pay for is
what you get.
What factors should be raised well above
industry standards?
Safety
Move from a 5pt, 6pt harness system to a 7pt harness
system.

5. 4 ACTION FRAMEWORK
What offering or service has never been offered
before?
1.Climate control seats.
2.Keeps baby, or child in perfect comfort at all times
3.Has built in digital thermometer

6. RECONSTRUCTED MARKET
BOUNDRIES
 Path 1: Look across
alternative industries
 Path 2: Look across
strategic groups
 Path 3: Look across buyer
groups

7. RECONSTRUCTED MARKET
BOUNDRIES
 Path 4: look across complementary product and
service offerings
 Path 5: Look across functional or emotional appeal
to buyers
 Path 6: Look across time

8. BIG PICTURE / GOAL
Take ComfortTemp
technology and apply to more
than just car seats.
First the car seat.
Second move to the stroller.
Third move to bedding.

9. BLUE OCEAN REACH BEYOND
DEMAND
Three Tiers
Soon-to-be non-customers
Ex- Shop at the lowest priced store
Refusing non-customers
Ex- Loyal to another brand
Unexplored non-customers
Ex- people who do not buy baby products

10. BLUE OCEAN REACH BEYOND
DEMAND
Three Tiers
Soon-to-be non-customers
Ex- Our products are safe, valuable, reliable,
and quality.
Refusing non-customers
Ex- Be apart of our family.
Unexplored non-customers.
Ex- perfect gift for friends and relatives.

11. HURDLES
 Cognitive Hurdle
 Making people aware of the need for a strategic shift and to
agree on its causes
 Resource Hurdle
 limited resources questions if a company can use fewer
resources to accomplish their goals, or have the money to spend
on necessary changes.
 Motivational Hurdle
 Alert employees to the need for a strategic shift and identify how
it can be achieved with limited resources.
 Political Hurdle
 Focus on Leveraging Angels, Silencing Devils & Getting a Consigliere

12. STRATEGIC SEQUENCING
Cost:
$200 profit
Material and technology
Price:
Avg. price $250
Our price$400
Buyer Utility:
It is unlike anything
made. It is realistic to have.
Adoption:
Safety
Affordability

13. BUILD EXECUTION INTO
STRATEGY
 Building trust
 Graco established over 60 years
 Trial on current employees
 Test group
 Commercial on safety and testing
 All in One and Infant

14. VALUE PROFIT AND PEOPLE
 Cost of technology
 Overall profit
 Mothers, grandparents and
friends

15. RED OCEAN TRAP
Trap #1
Misconception that Comfort Temp is about new
technology.
Trap #2
Graco created Comfort Temp, so Graco has to be first to
the market.
Trap #3
Pretending that Comfort Temp will have no flaws.