This is a project created for my Management 411 course. My team was asked to create a product that would succeed within the communications industry. We came up with a smart-phone version of a walkie talkie named the "Wukie- Talkie." This product is aimed primarily to help law enforcement, but can also be used for recreational fun!

2. Judgmental Analysis
 Competition:
 Apple, LG, HTC, Motorola, Samsung
 All of the competitors are conglomerates that have
resources and cash on hand that we simply cannot
compete with.
 Therefore, we are directing our resources and
capabilities towards developing a new project within a
small niche market that we can dominate.
 This market will be the commercial communications
industry.

3. Product and Features
 Touch-screen capabilities on a walkie-talkie
 Physical design is similar to iPhone, with a smaller
screen.
 Point to Point encrypted SMS messaging via UHF (ultra
high frequency) and VHF (very high frequency)
frequencies
 GPS locator devices would signal officers of each others
locations and alert of messages/emergencies. This
allows officers to silently communicate with each other to
offer a better and safer working environment.

4. Issues Facing WuMobile
 Too much competition in the phone/tablet market
 How will the product be created and distributed?
 How will the product market be segmented?
 Choosing the correct supply chain strategy
 What is the best combination of these elements for a
small start-up company?

5. Porters 5 Forces
 Buyer Power - Moderate
- Since we are offering a
new product these firms
will not know our
capabilities and may not
feel a need to purchase
our product over our
competitors’.
 Threat of New Entrants
– Low - Our products and
technologies are new and
are designed for a
specific segment that
other new firms can not

6. Porters 5 Forces Con’t
 Supplier Power - High - We chose one supplier to
handle our hardware and software integration, which is
why the supplier power is high
 Threat of Substitute Products – Low - We have a
pioneer product, which implies new technologies. There
are no other products which makes this force low.
 Rivalry Amongst Firms – Low - Our competitors offer
different products than us and they don't focus only on
one segment.

7. 7 Segments of The Environment
 Technological- Technology is
increasing at an exponential
rate so we need to invest in
research and development in
order to keep up and stay
ahead of our competitors.
 Demographic - Our products
appeal to the public safety
segment and law enforcement
agencies.
 Sociocultural - Our products
are designed to maximize the
efficiency of the user in an effort
to create a safer environment.

8. Direct Competitors
 Uniden:
They focus on two way radios within police departments.
Offer water resistant, ruggedized devices
Expensive
Outdated
 Motorola:
Offer radios for first responders and emergency dispatch
units
Wide range of capabilities and features.
 These companies’ products are being used
currently in police and fire departments across the
country.

9. Indirect Competitors
 Mobile Market Players
Apple – 9.8 billion dollars in cash and cash equivalents
and a 17.8% market share
 Samsung - 1.8 billion dollars in cash and cash
equivalents and a 26.3% Market Share
LG – 2.3 billion dollars in cash and cash equivalents and a
17.6% market share
Motorola –1.9 billion dollars in cash and cash equivalents
and a 11% market share
 HTC – Has a 6% market share

10. Opportunities
 Our product is brand new and offers unique features to
a specific target market that other firms do not offer.
 Huge profit potential for a pioneer product due to lack of
competition on a product basis.
 Current systems that police departments have are
outdated and failing, and need to be replaced.

11. Threats
 It is possible that our target customers will not be
interested in our products and will not buy them.
 Once we have customers, they may not want to update
their products as often as we forecast, which would hurt
our projected profit margins.

12. Internal Analysis
 Core Competencies
 Superior Product – Wu Mobile offers an innovative
product that is more advanced than WalkieTalkies, and better meets the demand of customers.
 Efficient Supply Chain Management –Strong strategic
relationship with its supplier Acuce Co Ltd. They will
supply hardware and integrate our software into the
product. Also Wu Mobile will outsource delivery
services to a reliable, dedicated company.

13. Vision and Mission
 Vision
 To make life safer and easier for our customers
because we care.
 Mission
 To be the best commercial communications company
offering superior products to our customers while
maintaining our values of safety and efficiency.

14. Tangible Resources
 Cash on Hand
 Wu Mobile has $500 million in cash
 Employees
 Year 1 – Wu Mobile will hire 20 software developers to
research and develop the software we will incorporate
into the device
 Year 2 – By year 2 Wu Mobile will employ roughly 115
employees, including 45 software developers, 30 sales
representatives, and 40 support technicians. All of which
will be highly trained and competent to perform their daily
duties.

15. Resources Cont’d
 Property Plant and Equipment
 Purchase 13,000 square foot office space in
Newburgh, New York for $1,300,000.
 Lease warehousing facility for $131,092 per year.
 Entrepreneurial Spirit (Intangible)
 We have the drive and determination to supply the best
product and manage a successful and profitable company.

16. Make or Buy
Outsource hardware
production but develop
software
Produce hardware and software
in house
 Create extensive hardware
and software engineering
department
 Purchase
offices, warehouses, and
manufacturing facilities
 Create transportation
network for finished goods
delivery
 Full product cycle control

Create small engineering
departments, still create
software to obtain a CA

Outsource hardware
production and software
integration to external supplier

Lease warehouse for finished
goods storage

Contract a distribution
company for transportation to
customers

17. Segmentation Introduction
Multi-Market
 Penetrate police
departments, school
districts, fire
departments, and cab
companies all at once.
 Full boar product
introduction
Single-Market
 Penetrate only police
departments beginning
with NYPD
 Beta test product in one
segment
 Dominate single segment

18. Buy Product, Market to Single
Segment
 We advise WuMobile to start small with 20 employees, design a
product, hire someone to make it, and market it to one segment
within 18 months.
 12 month R&D phase, rented office spaces
 3 month beta testing after R&D followed by 3 month re-design
 Full integration into the NYPD by 18th month of operations
 Employee expansion at end of first year with purchase of office
building and leasing of warehouse space.
 We will design the software and patent it, Acuce Co. Ltd. will
create physical product and integrate it for us
 Acuce will handle all technical documents and branding

19. Potential Results
WuMobile has the potential to
earn significant profits by
year 3 of operations.
Losses in Year 1 attributed to
no revenue being generated
and R&D expenses
Losses in Year 2 attributed to
purchase of office building for
employee base expansion
Profits in Year 3 expected
because of significant
penetration into police
department segment with 65k
units sold in 2015.