TRITONTM MARKETING PLAN
TEAM ORANGE
Orange Team
December 10, 2007
The purpose of this document is to briefly describe the Triton System and
the approach it takes to prevent silent drowning. Also, it provides a study on
Triton’s competitors and potential customers, sales and marketing strategies,
break even analysis estimation, customers’ benefits, and ROI.
1. Promotional Statement
The following is the slogan that will be used in the promotion campaign of
Triton when this has been introduced to the market.
“Safe swim with Triton, the automated swimmer surveillance solution”
2. Product Description
Drowning is considered the number one-leading cause of death for
children under five and it’s the second-leading cause of unintentional, injuryrelated death among children under the age of 15. Nineteen percent of all
drowning cases involving children occur in pools staffed with certified lifeguards.
In addition to tremendous emotional heartache, this problem costs millions a year
in medical and legal expenses and the figures are continuously rising. Many
facilities have responded to this problem by requiring their lifeguards to receive
additional training or by simply hiring more lifeguards. However, an arguably
more reliable and efficient alternative is to add an additional tool for current
lifeguards to utilize. This tool is the Triton System which specializes in silent
drowning detection. In other words, Triton alerts the lifeguard when a person is
drowning at the bottom of the pool where lifeguards have difficulties spotting the
victim depending on the pool conditions (cloudy water, too crowded).
Triton will provide continuous underwater surveillance and notify lifeguards
when it detects a possibly hazardous situation. Triton works by sending
messages from sensor outfitted bracelets worn by pool patrons wirelessly to a
base station near the pool. These messages are received by the lifeguards in
real time, eliminating the time delay for lifeguards to recognize that there is a
problem. Furthermore, the transmission of messages is possible thanks to the
use of innovative technology, Rubee1. Triton is superior over other technological
solutions because along with offering additional features and benefits, its cost is
only a fraction when compared to the cost of similar competitors.
3. Market Analysis
1
http://www.eweek.com/article2/0,1759,1974931,00.asp
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Orange Team
December 10, 2007
Our potential customers are waterparks, recreation centers, apartment
complexes, colleges, schools, hotels, and other places with swimming facilities
open to the public such as lakes and private beaches.
Currently, there are more than one thousand waterparks in the United
States and over six hundred in other countries; these numbers keep increasing
every year. According to the World Waterparks Association the estimated
attendance at water parks in the United States was about 73 million during the
summer of 2004 and the average attendance growth per year is of 3 to 5 percent.
As of today, our solution has three major competitors:
Poseidon System2
The Poseidon System is a computer-aided video surveillance,
designed to aid the prevention of drownings in public swimming pools.
Composed of a network of underwater and overhead cameras connected to a
computer, Poseidon analyzes, in real time, the trajectories of swimmers and
sets of an alarm during a possible drowning.
Disadvantages
 Very expensive – ranges from $ 75,000 to $ 150,000
 Motionless detection – bottom of the pool victims only
 Environment adaptability – does not work in lakes, beaches, and
wave pools
 Use of proprietary computer vision technology
Swimguard Safety System3
The Swimguard safety system is a video surveillance system
composed of a network of underwater and overhead cameras. This system
depends on a human response to determine possible drowning incidents.
Disadvantages
 Expensive – starting from $ 60,000
 Environment adaptability – does not work in lakes, and beaches
 Human dependency – surveillance camera system
Drowning Early Warning System (DEWS)4
DEWS is a computer-based technology that operates through a
network of overhead video cameras mounted around the pool. DEWS detects
early drowning behavior by series of complex algorithms that analyze
swimmer movements in the pool.
2
http://www.poseidon-tech.com
http://www.swimguardsafety.com
4
http://www.i2r.a-star.edu.sg/files/phatfile/Tech_IM_DEWS.pdf
3
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Orange Team
December 10, 2007
Disadvantages
 Expensive
 Environment adaptability – works only in indoor facilities
 Only surface drowning detection
The following matrix compares each of our competitors’ capability with our
product.
All of these products are trying to solve one problem, drowning. And what
makes Triton different from its competitors? Its adaptability and low cost. Triton
does not only operate in swimming pools; it can also operate in wave pools,
lakes, and beaches; all the other products fail to work in those environments
because they are camera-based systems and visibility becomes a real issue for
them. Triton does not require very expensive camera equipment because it uses
sensor technology which reduces Triton’s cost and makes it accessible to more
customers.
4. Target Market
Our initial target will be the 10 water parks and more than 80 public
swimming pools that are available in the State of Virginia with a concentration on
the ones in the Hampton Roads area to minimize travel expenses.
We have contacted three potential customers, Massanutten Resort,
Ocean Breeze, and Splashdown Waterpark (all in Virginia). The three of them
are interested in exploring different options to help them prevent and reduce the
likelihood of drowning. However, cost is a major consideration for small
waterparks and municipal recreation centers such as Ocean Breeze and
Splashdown Waterpark. For further information please refer to the feasibility
documentation, Appendix B, section 2.1.
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Orange Team
December 10, 2007
Overall our target market is as follows:
Primary target:
 Outdoor and indoor waterparks
 Public swimming pool facilities
Secondary target
 Private beaches (hotels)
 Lakes (resorts)
5. Sales Plan
Triton has very specific customers. Simply advertising to everyone will not
get the Triton system sold. Furthermore, we are targeting waterparks that do not
currently use drown detection technology solutions. We need to contact different
water parks and/or public pools to introduce them to the Triton system. If they are
interested, travels and meetings with aquatic directors and/or managers will be
required to present and demo our solution. During the demo we need to prove
that Triton will work as described and that it will provide a safer swimming
environment to patrons.
Once we have proven, locally, the success of Triton, we can pursue more
businesses in other states. We will initially expand along the east cost targeting
as many waterparks, public pools, and other potential customers as possible.
With more customers using our product we will be able to start becoming a far
more recognizable company. After this has been achieved, it is only then that our
company and its product can spread through the central area and west cost of
the United States.
Having many of our products in different states will provide us with the
experience that we need to introduce our product internationally. Our potential
markets overseas are mainly in Europe and Asia.
6. Advertising Strategy
We will advertise Triton through our own website and by directly
contacting representatives of waterparks and public swimming pool facilities.
Once we sell our product, we will get indirect-free publicity because our
customers will promote their new safer environment thanks to Triton. In addition,
we could have an agreement with our customers to market our product through
their website. Also, we can contact the World WaterParks Association to promote
Triton through their different events, conferences, and/or their monthly magazine.
To summarize we will use the following mediums to initially advertise Triton.
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Orange Team
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December 10, 2007
Our website
Direct contact advertising
Our Customers’ website
World WaterParks Association
7. Price Point for Team Orange
This is the product’s estimated cost to implement the Triton system on a
17,000 sq. foot wave pool. The estimate will vary according to the swimming pool
or environment dimensions.
Triton System
RuBee receivers
RuBee tags
Cat5e Cable &
Accessories(1000 ft)
Application Server
Touch screen display
System pager
Customized Software
Quantity
35
3000
5
1
6
5
1
Individual Price Total Cost
$150.00
$5,250.00
$2.00
$6,000.00
$150.00
$3,200.00
$429.00
$80.00
$5,000.00
$750.00
$3,200.00
$2,574.00
$400.00
$5,000.00
$23,174.00
8. Price Point for Customer
The following chart provides detailed information on an approximated
customer cost for the water pool mentioned in the previous section.
Triton System
RuBee receivers
RuBee tags
Cat5e Cable &
Accessories (1000 ft)
Application Server
Touch screen display
System pager
Software
Training
Quantity
35
3000
Individual Price Total Cost
$200.00
$7,000.00
$3.00
$9,000.00
5
1
6
5
1
1
$150.00
$750.00
$3,500.00
$3,500.00
$500.00
$3,000.00
$100.00
$500.00
$10,000.00 $10,000.00
$1,000.00
$1,000.00
$34,750.00
*Note: It is estimated a $10,000 per year for maintenance and support expenses.
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Orange Team
December 10, 2007
Overall, our final product selling price is $ 44,750.00
9. Profit
The following chart summarizes what Triton will generate approximately
on each sale. These numbers are based on a 17,000 sq. foot wave pool used in
the previous sections.
Initial Customer Cost
Support and Maintenance
Customer Overall Cost
Revenues
$34,750.00
$10,000.00
Triton Implementation Cost
Team Orange Profit
Expenses
Total
$44,750.00
$23,174.00
($23,174.00)
$21,576.00
10. Break Even
The estimated cost to implement phase three is $ 222,3205. We will be
able to break even, after we sell eleven Triton systems.
5
For more information, please refer to our funding plan.
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Orange Team
December 10, 2007
11. Marketing Objectives
Orange Team has set some basic objectives for the first three years of
Triton in the market
 First Year
- Generate revenues for $ 129,456 (6 sales)
- Pay part of note payable account
- Advertise Triton
 Second Year
- Generate revenues for $ 258,912 (12 sales) + $ 60,000 (maintenance)
- Close note payable account
- Advertise Triton
 Third Year
- Generate revenues for $ 345,216 (16 sales) + $180, 000 (maintenance)
- Generate around $ 200,000 profit
- Get international customers
12. Customer Benefits
Within all the benefits offered by Triton, there is one that stands out
among the others. This benefit is the priceless satisfaction of saving lives, and
our primary concern. Other benefits offered are:
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Reduced number of drowning incidents
Reduced insurance costs
Reduced number of law suits
Increased number of patrons due to extra safety measures
Better reputation
Patrons privacy (no cameras)
Low cost
13. Customer Return on Investment
Triton bracelets can be rented out to customers or subsidized in entry
cost. Waterparks can get their money back before the first year of the Triton
system implementation if they charge $ 2 per bracelet and have around 18,000
patrons. After getting their money back, they will generate a profit of $ 36,000.
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