This document provides information about a new translating pen product. It summarizes the product as a pen that can scan and translate words from foreign languages into languages like English. It then discusses target customers as businesses and consumers in major US cities, and provides population data for those cities. Finally, it outlines plans for research, testing, and promoting the product through advertisements in magazines, newspapers, radio and direct mailing lists.

1. Reading/Translating Pen
Megan Youells, Yu Gao， Christopher Miller,
Kyle Yoder, Carl Dixon,
Thursday, December 04, 2008

2. 2
What is our product?
Our company’s new product is a translator pen for persons vacationing/staying abroad
in other countries. This translator pen can highlight/scan words in a foreign language and
translate the words into almost any widely used language such as English, German, Spanish,
Arabic, Hebrew, Italian, French, Chinese and Japanese.
WizCom Technologies is the company that makes Quicktionary pen.

3. 3
Market Overview
Total $ or Unit Sales
Sales of the Handheld Electronic devices worldwide
Trends in $ or Unit Sales
This product is quite new on the market; therefore sales for the past 5-10 years are not
available for us to view. Shown in the sales graph, sales have increased and decreased for
products similar to ours within a 12 year period.
External Environment Factors
General Environment:
The economy nowadays in US is in a recession period. Most of American companies have their
factories in the third world countries. But the American government changed some of their
laws, make it easier to let people come to US for working, studying and travelling. So high-tech
and green products become the major business.

4. 4
Competition & technology
All these: translators, scanner, e-dictionary, traditional dictionary, USB, and flash will become
our competitors, because Reading will combine all this function as hand size devices. Reading
Pen is served as assistive reading devices for people with reading process. World has a
tendency as globalization, more and more people want to go to different countries for trading,
studying and traveling. Reading Pen is an effective productivity tool for business people and
students, allowing them to scan printed text and transfer it to a PC or handheld device either
immediately or at a later.
Ethics & Sociocultural trends
In our business, America is going to become our target market. Because there are lots of people
want to learn Spanish. We are going to make Spanish-English, English-Spanish basic scan pen. It
will lower our price, and focus on one unique market. We will add more basic knowledge about
different Spanish-speaking countries.
Affection
The Reading Pen will have a positively effect in American. It would help those people
understand the text, improve overall reading skills and boost self-confidence, the learning
process and the academic success.
Competitive Analysis
Direct Competitors:
Franklin Merriam-Webster USB Dictionary and Thesaurus
The Talking 14-Language Portable Translator
Indirect Competitors:
All language dictionaries
How well they are doing:
Due to this product being so new on the market, sales trends over any period of
time were not available.

5. 5
How they do their marketing:
Both companies do almost 100% exclusive online marketing. This is due to the
fact that this product is an international product, sold all over the world. They advertise on sites
for students studying abroad, company’s outsourcing, science research websites, and even
travel agent sites.
Strengths and Weaknesses of competitors:
Strengths
• Cheaply priced
• Available for anyone who can afford it
• Available to anyone who can find it
• Translated phrases downloadable to PC
Weaknesses
• Only available on the Internet
• Advanced/talking editions very expensive
• Restrictions on return policies
• Limited or no warranty
We will attempt to introduce our product into all major department stores (i.e. Kmart, Wal-
Mart, and Target) instead of only being available on the Internet. We will offer a full warranty
on the product which protects the buyer in case of damage. Our product will be cheaply priced
and affordable to the masses.
SWOT Analysis:
Strengths:
• Cheap/affordable to the masses compared to our competitors
• Full warranty
• Interactive voice command to help with pronunciation of foreign words and phrases
• Speak in your native language and have that translated into the foreign language
Weaknesses:

6. 6
• Bulky
• Unattractive
• Can only recognize certain font styles
• Cannot translate the nuances of language
• Slang words are used heavily and our translator might not be able to understand them
Opportunities:
• People love to travel abroad
• The more languages one can pick up on, the better off
• May be viewed as “wasteful spending” to some people who prefer phrase books
• New words are always made and used
Threats:
• Foreign firms developing better technology
• Development of amore sleek appearance by other firm
• New products incorporating an International theme to be used domestically and abroad

7. 7
What is our product?
Our company’s new product is a translator pen for persons vacationing/staying abroad
in other countries. This translator pen can highlight/scan words in a foreign language and
translate the words into almost any widely used language such as English, German, Spanish,
Arabic, Hebrew, Italian, French, Chinese and Japanese.
Target Customers
Our target customers are businesses and consumers. We have determined the majority
of our customers to be living in the eastern, mid-western and western parts of the United
States. The following cities and states are the most major in which the majority of our
customers reside: New York, NY; Los Angeles, CA; Chicago, IL; Philadelphia, PA; Dallas, TX; and
San Diego, CA. Our product is intended for use by males, females and ages 17-55. This product
is also meant for people who are interested in the Spanish language and are interested in
foreign travel. This is also intended for people who do not want to spend money to hire an
interpreter. Our product is also for people who can afford an interpreter, but do not trust
interpreter’s translations.

8. 8
This chart shows an approximation of how many target customers may be in the market for our
product.
Numeric Percent
7/1/2005 4/1/2000 4/1/1990 population population Size Size Size
population census census change change rank rank rank
estimate population population 1990–2000 1990–2000 1990 2000 2005
New York,
8,143,197 8,008,278 7,322,564 685,714 9.4 1 1 1
N.Y.
Los Angeles,
3,844,829 3,694,820 3,485,398 209,422 6.0 2 2 2
Calif.
Chicago, Ill. 2,842,518 2,896,016 2,783,726 112,290 4.0 3 3 3
Philadelphia
1,463,281 1,517,550 1,585,577 –68,027 –4.3 5 5 5
, Pa.
San Diego,
1,255,540 1,223,400 1,110,549 112,851 10.2 6 7 8
Calif.
Dallas, Tex. 1,213,825 1,188,580 1,006,877 181,703 18.0 8 8 9
In the cities listed above is where people can be found to market our product.
Our potential customers can be found within the SRDS Database of Lists, Magazines and
Newspaper Directories. The best lists that are targeted for our product are to place
advertisements in The Nation – Travel Enthusiasts, Magellan’s and the HFM Enriched Database
for Frequent Travelers. We really wish to market our product to the people who have a passion
and love for traveling and for those who want to travel abroad but do not think they can
because of the language barrier. Three great magazines/newspapers that are targeted for our
new product are Business Week, Travel & Leisure and The Wall Street Journal. It is in our best
wishes to reach the frequent business traveler as well and to make his or her life much simpler.

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The following is a short table identifying the number of persons in the lists that can be reached:
Name of List Total # in List Min. Order # $ per Thousand
The Nation – Travel 24,522 5,000 105.00
Enthusiasts
Magellan’s 458,261 10,000 115.00
HFM Enriched Database 1,110,564 7,500 105.00
for Frequent Travelers
The following is a short table identifying the number of persons in the circulation totals of
people that can be reached:
Names of magazines Total Circulation
(or newspapers)
Business Week 926,785
Travel & Leisure 987,153
The Wall Street Journal 4,053,593
Research Plan

10. 10
A potential threat to our business is foreign firms developing better technology,
producing at a cheaper cost and charging less than our product price. Another fear of ours is
the development of a sleeker and more user-friendly design than what we currently have
developed. Another thing that could cause our business to fail is new products incorporating
an international theme to be used domestically and abroad.
To start off the research, we would like to first see if our type of product is in demand
and who we believe would use it the most. We would like to test how durable our product is in
the hands of the consumer. We want to know what our potential customers are looking for in
the case of a product like ours.
The cost of conducting research for our research plan is going to be relatively
inexpensive. We will be surveying the current market and what is currently for sale. This would
cost approximately $15,000.
Test Plan
Our firm would like to start testing within the cities of Witchita Falls, TX, Grand Junction,
CO and Pittsfield, MA. These cities have shown and have been proven to be unique cities in
which marketing new products has been successful in the diverse consumer spending
community. We will have direct communication within the above cities in appropriate
technology/electronics stores. We will purchase ads in the local TV stations, newspapers and
radio stations. Our firm would like to have 3 salespeople (one per city) to get permission from
retailers in the test cities listed above to sell our product. Our estimate cost for this: $60,000
for our salespersons time and salary.
We will run advertisements in each of the 3 cities for 2 months:
TV: $30,000
Newspaper: $24,000
Radio: $24,000
These projected estimates for advertisements are for all 3 cities combined. The grand
total for our test plan is $78,000.00.
Promotional Plan

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Within our first year of our marketing promotions plan, we will be taking out
advertisements in major United States newspapers. A magazine we will be taking out
advertisements in is “Business Week”, so we would be able to reach business persons, whom
we think could be our most major consumer of our product. The cost for a 6 time, 1 page, 4
color advertisement in “Business Week” is $98,285. Our advertisement will be placed every
other month. We will also be taking out advertisements in United States newspaper “The Wall
Street Journal” to again, reach business persons throughout the United States. We would like
to place our advertisement in June because of the beautiful weather and persons wanting to
plan a vacation around that time. The pricing of a 1 time, 1 page, 4 color advertisement in “The
Wall Street Journal” is $254, 256.26. A large United States magazine that we would like to post
advertisements in is “Travel & Leisure” at a cost of $101,325 for a 1 time, 1 page 4 color
advertisement.
Our firm will be using direct mail advertisements to the persons subscribed to the
following lists: The Nation – Travel Enthusiasts, Magellan’s and the HFM Enriched Database –
Frequent Travelers. We wish to reach at least 10,000 customers a month, at a yearly cost of
$3960. After our first year of promotions, we will be commencing local newspaper and
television advertisements to raise awareness and interest in our product. We are estimating a
$15,000 budget for local newspaper advertisements and a $25,000 budget for television
advertisements. The total yearly costs for advertisements are as follows: Our first year:
$949,216.26. For the years following, we will be continuing our direct mail lists, newspaper ads
in The Wall Street Journal and Travel & Leisure magazine. We will discontinue our
advertisements in Business Week magazine. Our costs for advertisements will be $399,506.26

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for the remaining 2 years. Our costs for a website (domain name and hosting costs) are $25 per
year.

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Promotional Schedule for Reading/Translating Pen
2009
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Direct Mail Lists
$ $105. $ $105. $ $ $ $105. $ $105. $ $105.
The Nation - Travel Enthusiasts 105.00 00 105.00 00 105.00 105.00 105.00 00 105.00 00 105.00 00
$ $115. $ $115. $ $ $ $115. $ $115. $ $115.
Magellan's 115.00 00 115.00 00 115.00 115.00 115.00 00 115.00 00 115.00 00
HFM Enriched Database - $ $105. $ $105. $ $ $ $105. $ $105. $ $105.
Frequent Travelers 105.00 00 105.00 00 105.00 105.00 105.00 00 105.00 00 105.00 00
$98,285.
00
Newspaper Ads
$254,256.
The Wall Street Journal 26
Magazine Ads
$98,285. $98,285. $98,285. $98,285. $98,285. $98,285.
Business Week 00 00 00 00 00 00
$101,325.
Travel & Leisure 00
Radio Stations Ads
N/A
Internet
Website

14. 14
Promotional rollout expenses, assuming the test is a success.
2009 2010 2011
Direct Mail
The Nation - Travel Enthusiasts $ 1,260.00 $ 1,260.00 $ 1,260.00
Magellan's $ 1,380.00 $ 1,380.00 $ 1,380.00
HFM Enriched Database - Frequent Travelers $ 1,260.00 $ 1,260.00 $ 1,260.00
Newspaper Ads
The Wall Street Journal $254,256.26 $254,256.26 $254,256.26
Local Newspapers $ 15,000.00 $ 15,000.00
Magazine Ads
Business Week $589,710.00
Travel & Leisure $101,325.00 $101,325.00 $101,325.00
Television
Local Television $ 25,000.00 $ 25,000.00
Internet
Website $ 25.00 $ 25.00 $ 25.00
TOTAL PROMO BUDGET $949,216.26 $399,506.26 $399,506.26

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References
• Bureau of Census for the United States of America. 2005 Information by largest U.S.
cities. < http://www.census.gov>
• Global Market Information Database. Retrieved 05 November 2008.
http://www.portal.euromonitor.com.navigator-
lhup.passhe.edu/passport/magazine.aspx
• Popular Electronics. 15(7), 22. (1998, July) Retrieved 22 September 2008 from
EBSCOhost Business Source Premier database. <http://web.ebscohost.com/bsi/detail?
vid=7&hid=8&sid=4831a51f-b14c-448c-b078-43648fbd543a
%40sessionmgr9&bdata=JnNpdGU9YnNpLWxpdmU%3d#db=buh&AN=606402>
• Review Chart. Retrieved 23 September 2008 from
http://www.techlearning.com/techlearning/archives/2005/11/reviews_chart_lrg.gif
• SRDS Media Solutions. Retrieved on 24 October 2008. http://www.srds.com.navigator-
lhup.passhe.edu/library/
• SRDS Media Solutions. Retrieved on 24 October 2008. http://www.srds.com.navigator-
lhup.passhe.edu/library/
• SRDS Media Solutions. Retrieved on 24 October 2008. http://www.srds.com.navigator-
lhup.passhe.edu/library/
• Wizcom Technologies. (2008) Retrieved 22 September 2008 from Reference USA
database. http://www.referenceusa.com/bd/detail.asp?
rusa=1&abinumber=658022934&type=n&page=1
• WSTS. Retrieved 24 October 2008.
http://www.eetindia.co.in/IMAGES/EEIOL_2008MAY05_MANF_STOR_NT_01_graph.jpg