Just inCase Final

Just inCase
Seyed Ahmed, Lance Brown, Katy Flick, Jamie
Kohler, Hannah Schneider

Table of Contents .
Executive Summary………………………………………….……………………..Page 1
Situation Analysis…………………………………………….…………………….Page 2-7
SWOT Analysis………………………………………………………..................... Page 8-11
Product Innovation Charter & Product Planning Objective……………………….. Page 12-14
Target Market……………………………………………………………………….Page 15-18
Product Concept Statement……………………………………………………........Pages 19
Product Positing Map ………………….…………………………………………...Page 20-21
Concept Evaluation ……………...……………………………………………........Pages 22
Expert Evaluation………...……………………………………………………........Pages 23-25
Prototype Sketches………...……..……………………………………………........Pages 26-29
IMC Strategy…………………………………………………....…………………..Page 30-33
Conclusion……..………...……………………………………………………........ Pages 34
Appendices………………………………………….………………………………Page 35-39
References………………………………………….……………………………….Page 40-41

[JUST INCASE] [ Group 7 ]
Just inCase Page 1
Executive Summary
Safety is a concern for nearly all Americans. Every day, millions of Americans venture
out on their daily commutes, and for many in new or unfamiliar setting, there is fear of assault,
robbery, or sexual assault. There are many options to add a layer of safety on these trips in the
growing safety apps and wearable market, but none like Just inCase.
This safety market has yet to fully develop and penetration into the market is highly
feasible. Many safety options consist of either a standalone smartphone application or wearable
device, there is a hardly ever an option that pairs these together. Just inCase seeks to solve this
problem. Just inCase consists of a Bluetooth case and smartphone application that pair together
to provide safety to the consumer. A switch on the phone and the application will help notify
required personal of your current situation and assist you in receiving help.
Just inCase is strategically placed to enter and penetrate this developing safety market. It
is a new concept to this market. Currently, many safety options within this market are not well
known or lack certain functionality. Just inCase seeks to fill this void by providing consumers
with an option that does not require any additional baggage, a case that fits on the phone they
currently have.
Through our research we have determined that a product like Just inCase is
technologically feasible. Additionally, consumers have responded and are seeking means to
increase their general safety. Just inCase hopes to capitalize on this known demand and take a
strong position within this newly growing market.

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Situation Analysis
The need for Just inCase has developed due to the simple fact that there is nothing else
like this out on the market that makes people feel safer and empowers them when it comes to
street crime on college campuses and all over the country. According to “Crime Rates on the
College Campus,” college campuses are overall less prone to crime than the national averages
(Johnson). However, this does not mean college students are at less of a risk. There is no way to
determine when or where a raping, shooting, or robbery will take place or who it will happen to;
most everyone is vulnerable when it comes to these types of crimes. Kendall Plageman, Safety
Case Manager for VCU, says that the top concerns of VCU students are robbery and assault.
That is where Just inCase comes into play. This phone case is not just for girls or for college
students; everyone can benefit from having a Just inCase phone case. That feeling of safety and
security away from home is something that, before, money could not buy. Now, with Just
inCase, consumers can do exactly that.
Technology Considerations
Just inCase uses existing technology but applies it a totally new manner. The case will
use Bluetooth to communicate to the cell phone, and the cell phone will have an AGPS-enabled
app that allows users to share their location when they feel endangered.
AGPS stands for assisted global position system and provides a greater level of accuracy
than standard GPS.GPS uses towers and satellites to send and receive signals from smart phones.
Configurations between a cell phone and a satellite and/or tower are made through “cells”. A cell
phone uses this cell to transmit location whereabouts. However, external risks can affect the cell
and therefore give an inaccurate or unclear location. Unusual weather, tall buildings, high
populated areas, or high traffic volume can affect signals travelling to and from one’s mobile

Just inCase Page 3
device. Assisted GPS completely avoids these external risks. AGPS was created to ensure cell
phone tracking for Police to ensure accurate location. A-GPS can be used with a phone’s WiFi,
hotspot, and internet connection to give accurate information. Advances in GPS technology have
made sending and receiving location information incredibly fast and accurate.
Bluetooth is a wireless technology that allows for communication between devices using
short-distanced radio waves. It is used in wireless headsets and in cars. Bluetooth Smart
technology introduced in 2011 is the 2.0 version of Bluetooth that has improved the battery life
and reduced the size needed for Bluetooth batteries. With Bluetooth Smart devices can be run off
of coin-sized batteries that can last for months or year (“Fast Facts”). With Bluetooth Smart, Just
inCase will be able to be a thin as most cell phone cases and won’t run the battery life on the
case or phone after a short period of use.
Social
According to The General Social Survey, women are more than twice as likely to fear
walking alone at night than men (Badger). Kendall Plageman, Safety Case Manager, says that
students at VCU top safety concerns are being robbed or assaulted on campus. Just inCase will
be able to provide students the most effective way to report an emergency when it happens,
putting some level of concern at ease. The product will empower people to walk around outside
without being so fearful about what could happen, because they will have an immediate plan of
action if something should go wrong.
Just inCase and other new technologies have attempted to reduce crime and fears about
crime in public. Increased media attention on sexual assault cases on campus, like the UVA
student, Hannah Graham’s high profile abduction and murder have strengthened the need for
safety technology. President Obama quoted a report prepared by the White House saying, “one in

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five women is sexually assaulted in college” (Kessler). The FBI has reported that crimes on
college campuses has become one of America’s most troublesome problems. (Crime in Schools
and Colleges). With major news channels, The White House, and the FBI all spotlighting the
serious threat to safety on college campuses, many parents are worrying more about sending
their kids off to college. A CNN article describes conversations with mothers who all agree that
parenting is very different now than it was in the 1960s, ‘70s, and ‘80s: kids are no longer given
the freedom to be independent because parents feel the need to keep an eye on them at all times
(Wallace). It is this kind of parenting that has brought about the Free-Range Kids movement.
Free-Range Kids is all about emphasizing a parenting style that works to raise safe and self-
reliant children (Skenazy). Just inCase would allow parents to give their kids the freedom
necessary to let them grow into responsible adults without sacrificing complete peace of mind for
their kids’ safety.
Regulatory
Currently, a text based system to the notify police of a situation is not possible. However,
the Federal Communications Commission is currently testing text-to-911 abilities in select
regions of the country. Although there are several checkpoints in place to expedite this new
form of 911 communications, there is no set date for this to be a nationwide endeavor, and it
does not look like it will occur anytime soon. Many of the safety apps out there rely on texting
pre-registered friends and family to monitor the safety of their loved ones which takes reliability
out of the government’s hands but places pressure on those friends and family members.
For the construction of the case, it must meet the minimum guidelines set forth by the
United States Consumer Product Safety Commission. It must avoid being built with any toxic or
hazardous components. This is not an issue the current industry faces and we do not foresee it

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being one. To collect this data in emergency situations, users will need to grant Just inCase
permissions upon installing the app. There are no legal concerns for app permissions. This
application will require a very large number of permissions, like GPS information and the ability
to access video. This will not be a barrier to entry because most consumers accept these
permissions with almost any given app. Currently, GPS tracking on a phone is completely legal
as long as the user grants permission.. Additionally, the FCC is pushing for all cell phones to
have GPS by 2018 (Crook). The regulatory requirements for creating Just inCase are not
constrictive and easy with which to comply.
Competitive Assessment
Just inCase competes against other mobile applications, safety wearables, and phone
cases. Safety mobile applications vary in price and functionality. Applications such as Watch
Over Me, Circle of 6, and Life Safe promote “safety circles”, which are friends and family that
are notified of the consumers whereabouts. These applications make the consumer feel protected
and cost nothing. Applications that have a monthly fee have more safety functions, such as
connecting with campus police, and GPS location. These include Guardly, BSafe, and On Watch.
Competitive wearables are items that consumers wear on a daily basis to protect them
when harmful situations arise. Examples are Stiletto Charms, First Sign, Artemis by Sense6, and
Cuff. These wearables are costly, and designed to accommodate consumers in their everyday
apparel and lifestyle by offering audio and sensor capabilities. Taser phone cases exist in the
market, providing consumers with a defense tool for when a violent situation occurs. One
example is Yellow Jacket, a phone case which has a high-voltage, detachable stun gun that
deploys from the phone case. More information regarding the competitive wearables, mobile
applications, and phone cases is provided in the Table 1.

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Table 1.0 Mobile Applications
App Price GPS
notifica
tion
First
Responder
notification
Video or
Audio
recording
Light
or
Alarm
Signal
Alert
trigger
method
WiFi
positioning
Other
Features
Watch
Over Me
Free Yes Yes Yes No Shake
phone,
Timer,
Manual
No Message alert
when entering
high crime
areas
Live Safe Free Yes Yes Yes No Manual No
Circle of 6 Free Yes Yes No No Timer,
Manual
No Ordinary icons
sends friends
warnings
incognito
Guardly $20/year Yes Yes No No Quick
Swipe
Yes GPS shows
exact location
inside a
building,
network failure
protection
bSafe $20/year Yes No Yes Yes
both
Timer,
Manual
Yes Fake call
button, test
button
On Watch $10/year No No No No Timer,
Manual
No Call campus
police feature,
informs user
before
triggering alert
when watch
times out

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Table 1.1 Wearables
Wearables Price GPS
notification
First
Responder
notification
Video or
Audio
recording
Light
or
Alarm
Signal
Alert
trigger
method
WiFi
positioning
Other
Features
Stiletto
Charms
$200 Yes Yes Yes No Press
Gem
Yes Automatically
answers
dropped 911
calls. Buzzes
when phone
is left behind.
First Sign $60 device
+ app
$60/year for
professional
monitoring
Yes Yes Yes Alarm Auto
detect,
Missed
Check-
in,
Manual
No Sensors can
auto detect an
emergency
and start
collecting
evidence
Artemis
by Sense6
Unknown Yes Yes Yes No Tap 3
times
No
Cuff $49 pre-
order
Yes No Audio only No Squeeze No Vibrates for
important pre-
determined
callers.
Buzzes when
phone is left
behind.
Tracks
activity.

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SWOT Analysis

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Strengths
Quickest alert triggering method- The major strength of this product relies on its
capability for the user to trigger an emergency alert faster than any other solution out
there. Users will not have to go in to an app which can be time consuming in a
threatening situation. It will also be able to respond faster than safety wearables because
of the close proximity of the phone case to the actual phone, reducing the time it takes to
transmit the Bluetooth signal.
Dual functionality as case and safety device- As seen in the survey conducted in this
report, 80% of our potential customers use a case for their phones. Because the majority
of our users already feel the need for a case, it will be easier to convince them to buy Just
inCase.
Discreet alert system- The button on the phone that triggers an alert could be pressed
quickly and with the potential attacker noticing the person is on their phone. It could be
pressed from inside of a purse or in the user’s pocket. Other apps would be more obvious
and the attacker may notice and immediately swipe the phone from the user.
Unlikely to be forgotten- Because the safety device is part of the phone and knowing how
attached people are to their phones, Just inCase will most likely always be with the user.
Safety wearables on the other hand may be forgotten.
Weaknesses
Battery life of case- The case and the phone itself rely on rechargeable batteries to
operate. Without both being charged the system cannot function. The case will use Smart
Bluetooth technology which will give it a fairly long battery life.

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Does not prevent an attack- While this device is created to make users feel more safe, it
will only assist in getting help quicker during an attack and in recording the event. The
device will not prevent users from being attacked.
Liability concerns- Because Just inCase is dealing with life-threatening situations, there is
a high level of expectation for it to work properly. If Just inCase is found to be at fault for
not reporting an attack quick even, intense scrutiny will be placed on the company.
Limited phone protection- As the case is currently being designed, it does not offer the
same level of protection as high-end phone cases like LifeProof which is water resistant.
Opportunities
Partnership with campus police- Just inCase would benefit from getting support and
knowledge from campus police. Campus police are especially wanting to increase safety
through the use of technology due to rising media attention on campus safety.
Partnership with Otterbox or LifeProof- As mentioned as a weakness, Just inCase does
not currently have the same level of protection as other high-end cases. A partnership
with Otterbox or LifeProof would allow users to have both an extraordinary level of
protection for themselves and their phones.
Rising concerns of safety on college campuses- Talked about in further detail in the
social section, there is increasing concern and attention spotlighting crime on college
campuses.
Parents need for peace of mind- Parents struggle with giving their children freedom to
grow and keeping them safe. Just inCase will give these parents more confidence for their
kids’ safety.

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Threats
Free and lower cost safety apps- Some consumers may not want to pay a premium price
for their safety when there are free and cheap options available to them.
Seen as unnecessary substitution to 911- Consumers may feel that 911 is already a quick
enough solution to alert authorities and may see Just inCase as unnecessary.
Defensive items such as pepper spray- Some consumers may prefer to have a defensive
weapon when an attack happens and will not see how a phone case provides protection to
them.
GPS-enabled stalking- There are concerns that hackers could use GPS-enabled phones to
stalk users, which would greatly contradict the safety purpose of this case.

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Product Innovation Charter
Background
Just inCase is a safety phone case for iPhone and Android smartphones. Like most cases
on the market, this case is made to be stylish and durable. However, Just inCase has one
additional feature that makes it stand out from the rest: a built-in safety button. The built-in
safety button immediately contacts local police with your location whenever it is pressed. The
case itself can be turned on and off, so consumers can use it when and where they feel necessary.
This on/off feature also helps to minimize the chances of accidentally pressing the safety button,
which can easily be disarmed by entering a pin code or by pressing the button three times. Just
inCase serves as a quick and discreet way to notify the police in any emergency, making
consumers feel more comfortable knowing that police force is always with them, right in their
own back pocket. Just inCase is perfect for a wide variety of people who will feel better knowing
that they are equipped with this kind of device.
Arena
Just inCase will compete in the safety category, which primarily consists of both phone
applications and wearable devices. We plan to design a high quality case to ensure reliability and
durability. Our core competency is our partnership with local police via A-GPS, a satellite
tracking system that is widely used by 911 call centers and emergency personnel.
Goals and Objectives
Our long-term objective is to continue to satisfy the safety needs of our consumer by
catering to their every need. Just inCase is a counterpart to the smartphone; therefore, Just inCase
will keep up with current trends and updated cell phone additions.

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We are trying to increase consumer awareness and action regarding Just inCase. We
already know that there is interest out there for products in the same general category as ours
because “fear of crime affects everyone,” according to sociology professor Heather Rollwagen
(1). There is also a desire for these products already because our consumers are buying and using
the ones that are currently being sold by our various competitors. In order to increase awareness,
we have to make consumers aware of Just inCase and let them know that it is available. In order
to increase action, we have to make consumers want to buy it so they will take that action and
purchase it. We believe Just inCase will be a product that forces consumers to take action
because of all the benefits it offers will reinforce the need for safety to them.
Product Planning Objectives
Our objectives are to be the preferred mobile method of communication during an
emergency, to become the market leader in safety technology, and to be the fastest responding
mobile safety solution for our consumers.
We aim to fulfill our goals by being the first phone case to be designed as an emergency
alert system. Other safety devices and apps are currently on the market; however, none are
proven to be widely successful. The development of the product will be guided by the research
that we do on the current marketplace solutions and gaps that those products have in filling
safety needs. One such gap has identified the inconvenience and impracticalness of going into an
app to signal an alert. Our focus is on giving the customer confidence by providing the quickest
and most effective method of triggering an emergency alert.
With Just inCase, we are trying to be market driven. The technology that is used in our
product is nothing new or revolutionary, it is just old technology being applied in a more
efficient way. For this reason, it is not enough for us to take the technology leader approach.

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Being market driven means we have to identify, understand, stimulate, and service market
demand. Consumers may not even know they want something like Just inCase, but once they
become aware of this product it will be something that they believe they need in order to feel
more safe. We have already identified a market demand for this kind of product, considering all
of the other competitors out there. The next step we took required us to understand the market
demand and why there is a demand for this kind of product in the first place. Upon doing that,
we have determined a few potential target markets for us to pursue: college students, young
professionals, and those living in areas of high crime.

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Target Market
College Students
We have defined college students as individuals between the ages of 18 and 22, which is
the typical age range for most college students. These students include those living both on
campus and off campus. They commute by walking, driving, and/or riding their bikes.
It is no surprise that college students have safety concerns both on and off campus. As we
previously stated, fear affects everyone – whether a student is a freshman straight out of high
school or taking graduate level courses. Safety is an issue that both students and university
officials worry about, which is why universities are seeking out ways to make campuses safer
and help prevent crimes on campus. Virginia Commonwealth University (VCU), for example,
has 350 emergency telephones located all throughout campus that gives students immediate
access to VCU Police. These emergency phones also connect students to VCU’s RamSafe,
which is an escort service that provides free transportation to students when they are coming
back from a late-night class or meeting (2).
Travelling Professionals
We have defined travelling professionals as individuals between the ages of 23 to 50.
These professionals include those that have recently graduated from college as well as those that
are established in their careers. Their work requires them to travel frequently, meaning at least
once a month.
Travelling professionals may often find themselves in new and unfamiliar settings. After
experiencing the community of friends and support structures they received in college, young
professionals especially may find themselves in a position where their safety concerns have risen

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due to accepting jobs in new and unfamiliar cities. Though women have been proving
themselves more and more as independent leaders professionally, many people still have
stereotypical thoughts when it comes to their safety and independence. One commenter on an
article describing the murder of a mother who was on vacation in Turkey said, “A woman has no
business traveling alone” (5). Unfortunately, this is a belief that many people probably have.
Travelling professionals, both men and women, deserve to go out into the world confidently and
do their jobs without fear for their safety, and Just inCase will allow them to do that.
Living in High Crime Areas
We have defined high crime areas as those with the highest number of violent crimes per
1,000 residents. Violent crimes include murder, rape, armed robbery, and aggravated assault.
These areas can include cities, neighborhoods, and/or even particular streets.
Generally, a person will know how safe or unsafe the area they dwell in is. If a consumer
feels they need an extra measure of safety, Just inCase will serve as a product to fulfill that need
for safety. According to NeighborhoodScout’s Most Dangerous Cities list, it is a common
misperception that large cities are the only places that are dangerous (6). It is important to note
this due to the fact that many people may believe they are living in a relatively safe place just
because they don’t live in a large city. This, however, is not the case. High violent crime rates are
more related to economic issues rather than city size in many communities (6). Just inCase will
encourage potential users to check out the crime statistics from the areas they live and work in,
which will hopefully reinforce the need for safety and encourage them to buy our product as a
safety measure.

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College Students and Young Professionals
Our research has provided us with enough information to focus on two specific target
markets: college students and young professionals. Although Just inCase is a safety gadget that
can be used by any consumer with a smartphone, college students and young professionals live a
lifestyle that exposes them to more crime, therefore requiring a greater need for a product like
Just inCase.
Safety is a concern on college campuses nationwide. For example, at Virginia
Commonwealth University, the college has sworn in over 90 officers and 200 security personnel
that provide 24-hour protection. Additionally, VCU either runs or has helped partner with 29
different entities that serve victims of domestic violence, dating violence, sexual assault, and
stalking. VCU has also pledged to increase the safety for all students (3). This example illustrates
the clear and present danger college students experience on campuses, and especially on urban
campuses. Added to the possibility that a student is going to school in a new area, the risk is real.
Young professionals, especially those who relocate after college, may find themselves in
an unfamiliar location with unfamiliar social structures. In college, as we previously discussed,
many resources exist to help aid in the safety of the consumer. Additionally, many college
students attend college with other students their age and create stable social structures. Upon
graduation and entrance into the “real world,” however, the support structures are not as well
defined as they are in college.
“Women are attacked in their own backyards, let alone when they are traveling in
unfamiliar locations. Men are attacked as well while traveling if they are ignorant enough to
display a blatant disregard for their safety. You must, as a human being aware of the fact that
the perfect world does not exist yet…” (5).

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This quote from a Forbes article reinforces the notion that anyone, male or female, can be
attacked – a risk that increases during travel, which is something many young professionals do
for work. This demonstrates a clear need for men and women to be concerned about their safety
and take the actions necessary to ensure that they are safe, both while traveling and while at
home.
Safety is a concern that affects all people of all races and ethnicities. The target market
we have chosen is a market that is technologically literate and extremely aware of its
surrounding environment. The addition of safety in their life is now being seen more as a need
than a want. Our product delivers upon these safety concerns without interrupting their daily
lives or asking them to carry around any additional hardware. Just inCase easily compliments the
smartphone, a device that 85% of young adults (aged 18-29) own, with that number only
growing (4).

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Product Concept Statement
Just inCase is a protective phone case that also provides users with the comfort of
knowing they can notify family, friends, and/or first responders with the touch of a button. The
case communicates to an app that uses the phone’s text, GPS, audio, and video capabilities to
send the chosen information to the chosen people in the user’s app settings.
Form: Phone case with one button that when pressed three times sets off alert. Phone
case communicates with the customizable app installed on device.
Technology: The phone case is a Bluetooth device and the phone app is able to receive
directions from the Bluetooth. GPS abilities on the phone are used to track the user when
in danger.
Benefits: The user is able to notify emergency contacts that they are in danger without
having to go into an app on the phone or dial 911. User can customize their settings and
choose to pay for extra services. Customization levels include who is contacted in
emergency (family/friends, first responders) and what information is given to those
alerted (text, live GPS map, audio, video).

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Product Positioning Map

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Name Cost Description Type
Watch Over Me Free ($20 for extra
features)
App
bSafe $20 a year Phone light goes off and
GPS locations are sent to
contacts
App
React Mobile Free SOS button that sends
alert via text, email,
Facebook, and Twitter
App
Stiletto TBD Charm that transmits up
to date locations stats
based on available wifi
points
Wearable & App
Siren $199 Ring that acts as a high
pitched alarm
Wearable
Paxie $175 + $10 a month Allows parents to
monitor children’s
location
Wearable and App
Guardian Angel $120 One click sends fake call
to yourself to get out of
situations. 2 licks sends
your GPS coordinates
Wearable
Safelet $79 Emergency GPS signal
sent and microphone
starts recording
Wearable & App
GPS locations sent
(Shaking phone
triggers audio and
camera if you pay
extra)

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Concept Evaluation
A Survey Monkey survey was constructed and sent to fellow classmates of ours. With a total
of 90 responses from 59 females and 31 males, we gained insight in to our product. Major
findings are detailed below (please see Appendix for survey statistics).
Few students (5.08% of females and 3.45% of males) live in a rural area
A majority of students (67.8% of females and 78.95% of males) use walking as a primary
mode of transportation
A large percentage of females (95.55%) and males (92.86%) own a smartphone
Females are slightly more likely to own a case for their smartphone (82.76% verse
75.96%)
Women are significantly more afraid of harassment and sexual assault than men. 73.47%
of women fear harassment and 69.39% fear sexual assault. Just 10% of males fear
harassment and 0% hear sexual assault.
Females are more likely than males to purchase a safety device that allows them send
emergency alerts faster than dialing 911 (67.24% verse 44.83%)

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Expert Evaluation
Safety Experts
Just inCase took the time to interview two VCU safety experts. Kendall Plageman, Safety
Case Manager, coordinates the Threat Assessment Team and the Student Assistance and Support
Team. Both teams are designed to identify and provide solutions for current and potential safety
threats on VCU campus. Kendall says that the highest concern of students regarding their safety
on campus is the potential threat of robbery, followed by physical and sexual assault. She has
knowledge of a few safety apps but could not recall any by name. She thinks that these apps need
more publicity, because many students have not heard of them.
As for our safety case and app, a barrier is that many students feel invincible and would
not consider paying for personal safety. Another concern is that the GPS ability could lead to
hackers being able to stalk the user. Her final suggestions were to follow up with Chief Venuti
and to make sure that the case would appeal to students by being affordable and durable.
Chief Venuti is the Chief of Police at VCU. He helped introduced a text-a-tip phone line
for people to send in anonymous crime tips. Chief Venuti approached Live Safe to partner with
them to further safety technology at VCU. Live Safe appealed to Venuti because it seemed like
the most high tech of the safety apps on the market and it was headquarters in Arlington,
Virginia. VCU was the first large institution to partner with Live Safe two years ago and now it
is among forty other schools. VCU and Live Safe are in a collaborative partnership. Live Safe
listens to feedback from VCU students and police to improve their product. Currently VCU
produces a daily map of recent crimes reported, however it is not mobile friendly.
Live Safe will help VCU to create a mobile friendly crime map. Venuti said that he liked
Live Safe’s Walk Me Home function, because alerts are sent to friends and family instead of

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directly to the police. Chief Venuti worries about the liability and manageability of having direct
alerts sent to the police, however is open to new technologies that will make the campus a safer
place. While some safety devices have subscription services that give users access to personal
security representatives, these are not cost friendly. Subscription services would appeal more to
parents than to students, because parents can account for and pay the monthly fee. Chief Venuti
said the most popular item that the VCU Police gives away for marketing materials is an
adhesive for phone cases that allows ID and credit card to be stored in it. He suggests Just inCase
should offer ID and credit card storage.
Design Expert
Just inCase also took the time to interview a design expert. Larry Thacker is the User
Experience Designer at CarMax. He has a Bachelor of Arts degree in Graphic Design from
Virginia Tech as well as a Masters of Science degree in Advertising from the Virginia
Commonwealth University Brandcenter. After thoroughly discussing the design of our product,
he suggested to spend less time worrying about the aesthetics in the early stages of our
development and more on the functionality of the product. His biggest concern was the
consumer’s ability to locate the emergency button in the fastest way possible. In order to test
this, he suggested to have potential users pull out their phones and see where their hands could
most quickly gravitate to push the button.
From an advertising standpoint, he proposed that we should urge college kids to buy our
product, but never have to use it. This bold statement emphasizes our importance on safety. By
providing safety tips to avoid dangerous situations, our consumers may never have to use the
emergency button. Just inCase’s purpose is to be the total safety package. The safety button is a
worst case scenario function that allows immediate help. Also, Larry advised us to configure a

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prototype using basic materials like cardstock and duct tape and to draw rather than design on
computers how the app will work. He suggested using a Helvetica font which has a serious tone
as well as a blue-gray-black color scheme that signifies police colors.

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Prototype Sketches
This first sketch represents where the buttons will be located on an iPhone case. The
safety switch will be located on the right side (when you are holding it facing you) of the iPhone.
Currently, this side of the phone does not contain any buttons, it will be easy to place it there and
it is easy to flip with your thumb. Once the switch is flipped, you can signal your emergency by
pressing in on the red dot, which will be where the apple symbol is.

Just inCase Page 27
This second concept shows what the app will look like on an iPhone home screen.
Located on the bottom right.

Just inCase Page 28
The following represent additional logo ideas:

Just inCase Page 29

Just inCase Page 30
IMC Strategy
Just inCase Launch Strategy
The integrated communications strategy for Just inCase consists of the promotional
activities surrounding the launch strategy. To better fit the needs of our target market, we plan to
initially introduce Just inCase to fit iPhones (5, 5s, and 6, 6+). After feedback from iPhone
consumers supports our product, we will integrate Just inCase to fit other mobile phones. The
focus of our launch is aimed at the case itself. Once the consumer identifies the case, other
additional features will be bundled into the Just inCase safety essentials package, such as apps,
wearables, and portable chargers.
Phase 1 of introducing our project begins with test marketing college campuses. This
allows us to fully understand the strengths and weaknesses of our product, while monitoring the
external factors that may affect the use of our product. For example, we will be able to see the
types of emergencies that exist within the test market, and measure the speed of response. Most
importantly, test marketing enables us to confirm if a need exists within our target market before
officially launching it to the public. Phase 2 is extending our launch to additional college
campuses, varying by size, location, and crime rating.
Our commercialization strategy aims at targeting touch points where college students and
their parents have access to Just inCase, such as campus activities. Orientation, open houses, and
information sessions are all events in which Just inCase will gain one on one interaction with
parents and students. Direct marketing, such as mail, can serve as an opportunity to reach
consumers as well. Information packets are mailed to students and parents of incoming
freshman. Credible sources of information, such as Student Ambassadors are influencers due to

Just inCase Page 31
their broad knowledge of on and off campus activities. By pushing our product, their credibility
can affect parents and students’ decision process when choosing to purchase our product.
Promotional Mix
Our main tool for reaching our target market is Social Media. The average college
student is spending less time watching television, checking emails, and using handheld gaming
devices (Campus Quad, 2014). Smart phones conveniently give consumers a computer in their
hands. As students use their phones more, changes in social media preferences have evolved as
well. Twitter, Instagram, Snapchat, and WhatsApp are the most used social media applications
among college students in 2014 (Campus Quad, 2014). College Facebook users have dropped
12% from 2013 to 2014, signifying a disinterest in the website entirely (Campus Quad, 2014).
Students are gravitating towards apps that are visually appealing and easy to use.
The whole idea behind Just inCase’s promotional campaign is to sell on a personal level.
Real people feel emotions, such as fear, uncertainty, and vulnerability. By building a community
that reinstates safety and control, Just inCase can be shared on Instragram, SnapChat, and
Twitter. These apps allow for marketers to start a conversation with the consumer. Starting the
conversation begins with getting noticed. The most apparent and feasible way for Just inCase to
be noticed among students is to partner with a university. Then, the university can share Just
inCase’s website and additional information. It opens doors for educating consumers on safety.
Our message for continual safety every day, no matter where you are, can be shared through
these channel.

Just inCase Page 32
Just inCase will sell for $79.99. Our pricing strategy caters to the average college
student’s budget and the pricing of our competitors. On average, tuition has increased 5.6% in
the past ten years. Due to this increase in tuition, student loans are increasing at a rapid rate,
leaving little to no spending money for college students. On average, the typical college student
in the U.S. receives $757 a month from jobs, parents, or other sources, and $211 is spent on
discretionary spending. Most of the money comes from work. Seventy-five percent of college
students (undergraduate or graduate students) maintain a job while attending school, earning
about $645 a month. Based on this research, it is appropriate to sell Just inCase as a one-time flat
rate offer. Our most successful competitors have a flat rate plus monthly fee, however, we feel a
monthly fee is overwhelming for a college student and may cause consumers to reject our
product without proper knowledge of its capabilities.
For our spokesperson, instead of using a high profile celebrity to endorse the product,
Just inCase will utilize real world victims of robbery and assault within the target market’s age
group and geographic location. By allowing true victims to tell their stories, Just inCase will use
their experiences to create the most effective product and to share with others the dangers that
many of us do not think about on a daily basis. The cost to recruit and secure these real world
victims will be financially insignificant compared to having a well-known spokesperson.
Considering our target market of college students, our social media presence will be
large. A recent PEW study has found that 89% of college aged students use social media and
27.2% of incoming college students use social media in excess of 6 hours a day. We plan to use
Facebook advertisements, Twitter, and YouTube advertisements to reach our target audience and

Just inCase Page 33
get the word out about our product. As these are the three biggest social media platforms that
allow for ads, our focus will be on those sites.

Just inCase Page 34
Conclusion
Just inCase is strategically placed to enter and penetrate this developing safety market.
Through our research, we have determined that a product like Just inCase is technologically
feasible. Additionally, consumers have responded and are seeking means to increase their
general safety. Just inCase hopes to capitalize on this current void consumer are seeking to fill:
increasing safety while not decreasing convenience.

Just inCase Page 35
Appendix A: Survey Results
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
15-20 20-25 25-30 30+
Age
Overall
Female
Male
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
On Campus Near Campus Suburbs Downtown Rural
Location of Residence
Overall
Female
Male

Just inCase Page 36
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Walking Cycling Car Public Transit
Sources of Transportation
Overall
Female
Male
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
In between
classes
Walking
during night
time
Walking to
nearby places
Cycling to
nearby places
Driving to
nearby places
Timing of Communtes
Overall
Female
Male

Just inCase Page 37
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Overall Female Male
Do you own a smartphone?
Yes
No
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Overall Female Male
Do you use a case?
Yes
No

Just inCase Page 38
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Theft Shooting Harrasment Sexual Assult
Fears while Communiting
Overall
Female
Male
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Call 911 Shout for
helo
Try to make a
run
Take an
alternative
route
Find a hiding
spot
First Response in an Emergency
Overall
Female
Male

Just inCase Page 39
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Overall Female Male
Will you be willing to purchase a device
that would allow you to send out an
emergency alert faster than dialing 911?
Yes
No

Just inCase Page 40
References
1. "Feel Safe at Home? Depend on Where You Live." Research News. Ryerson University, 4
Sept. 2014. Web. 24 Feb. 2015.
<http://www.ryerson.ca/news/news/Research_News/20140904-neighbourhood-
watch.html?body_newslist_start=10>.
2. "Virginia Commonwealth University." Campus Safety – VCU Undergraduate Admissions.
N.p., n.d. Web. 09 Apr. 2015. <https://www.ugrad.vcu.edu/why/campuslife/safety.html>.
3. Annual Security and Fire Safety Report. Rep. Richmond: VCU Police, 2014. Web. 26 Feb.
2015.
4. "Mobile Technology Fact Sheet." Pew Research Centers Internet American Life Project
RSS. Pew Research Center, 27 Dec. 2013. Web. 09 Apr. 2015.
<http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/>.
5. Doucette, Elisa. "The Realities Women Face When Traveling Alone, And How To Stay Safe."
Forbes. Forbes Magazine, 7 Feb. 2013. Web. 09 Apr. 2015.
<http://www.forbes.com/sites/elisadoucette/2013/02/07/sarai-sierra-emphasizes-that-
women-need-to-keep-traveling/>.
6. "Top 100 Most Dangerous Places to Live in the USA - NeighborhoodScout." Top 100 Most
Dangerous Places to Live in the USA - NeighborhoodScout. NeighborhoodScout, n.d.
Web. 09 Apr. 2015. <http://www.neighborhoodscout.com/neighborhoods/crime-
rates/top100dangerous/>.

Just inCase Page 41
7. Campus Quad. "The Evolution of Social Media Use Among College Students.” CampusQuad
The Evolution of Social Media Use Among College Students Comments. N.p., 19 Feb.
2014. Web. 01 Apr. 2015.
8. "Social Media Use by Age Group Over Time." Pew Research Centers Internet
American Life Project RSS. N.p., 12 Nov. 2013. Web. 01 Apr. 2015.

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