3 May 2005
Team Platinum
CS410
3 rd May 2005
Members:
Ian McKay Sean Alcos
Robert Pilkington Joseph March
Anjalee Sinha Andrew Cherry
Website: http://www.cs.odu.edu/~cpi/cpi-s2005/iRespond/
Team Platinum 1

3 May 2005 Team Platinum 2

Communicating the need for emergency assistance from any place at any time is not always possible
3 3 May 2005 Team Platinum

• Inability to communicate
• Isolation
• Emergency
4 3 May 2005 Team Platinum

3 May 2005 Team Platinum 5

• Problem
• Solution
• Product details
• Goals, plans, and milestones
• Budget
• Management
• Conclusion
3 May 2005 Team Platinum
6

3 May 2005 Team Platinum 7

• Combination GPS and cellular positioning
• On-Demand positioning
• Report location data
• Continuous transmission of distress signal
3 May 2005 Team Platinum 8

• Transmit location without being activated by the user or reveal location to anyone other than E-911
– invasion of privacy
• Provide location information outside of emergency situations
– higher production costs
– shorter battery life
– harder to use
• Provide 2-way voice communication
– often impossible or unsafe
– higher production costs
– shorter battery life
3 May 2005 Team Platinum 9

3 May 2005 Team Platinum 10

unit
3 May 2005 Team Platinum 11

3 May 2005 Team Platinum 12

3 May 2005 Team Platinum 13

3 May 2005 Team Platinum 14

3 May 2005 Team Platinum 15

3 May 2005 Team Platinum 16

3 May 2005 Team Platinum 17

3 May 2005 Team Platinum 18

• iRespond key fob device
• iRespond update and recharging unit
• Registration instructions
• User manual
• Telephone cord
• AC adaptor
3 May 2005 Team Platinum 19

3 May 2005 Team Platinum 20

Provide a simple yet reliable method to request assistance from emergency response teams regardless of the user’s location
21 3 May 2005 Team Platinum

iRespond
3 May 2005
Fast
Emergency
Response
User-
Friendly
Interface
Inexpensive
Subscription
Fee
Team Platinum
Portable
Retain
Personal
Privacy
22

• National Science Foundation (NSF)
– SBIR Phase I awards maximum = $100,000
– SBIR Phase II awards maximum = $500,000
– Additional supplemental award (Phase IIB) may raise
Phase II awards maximum = $750,000
• Additional Funding from Virginia CIT Funding
• Phase III Funding from private investors http://www.nsf.gov/eng/sbir/
Team Platinum 3 May 2005 23

• Prototype Development
– Developing & testing completed
Year End 2005
• iRespond Device Creation iRespond Call Center
– Developing & testing completed
End of 2 nd Quarter 2006
• iRespond Mass Production & Marketing
– Beginning 3 rd Quarter 2006
3 May 2005 Team Platinum 24

1. Team Organization
2. Project Initiation
3. Feasibility
4. Milestones
5. Documentation
6. SBIR
7. Website
8. Presentation / SBIR Submission
3 May 2005 Team Platinum 25

1. Team Organization
2. Project Reanalysis
3. Prototype Development
4. Testing
5. Documentation
6. SBIR
7. Website
8. Phase Analysis
3 May 2005 Team Platinum 26

Total iRespond Phase 1 Budget
Description
Personnel Cost
Hard Resource Cost
Travel Cost
Total iRespond Phase 1 Cost
Cost
$81,428.33
$15,534.48
$680.00
$97,642.81
Total Cost: $97,642.81
3 May 2005 Team Platinum 27

1. Team Organization
2. Analyze Budget
3. Gather Resources
4. iRespond Device Development
5. iRespond Customer Service Center
Development
6. Testing
7. Documentation
8. SBIR
3 May 2005 Team Platinum 28

Total iRespond Phase 2 Budget
Description
Personnel Cost
Hard Resource Cost
Total iRespond Phase 2 Cost
Cost
$528,987.53
$208,824.90
$737,812.43
Total Cost:
$737,812.43
3 May 2005 Team Platinum 29

1. Pre-Production
2. Contracts
3. Employees Hiring/Training
4. Begin Production
5. Marketing
3 May 2005 Team Platinum 30

Total iRespond Phase 3 Budget
Description
Personnel Cost
Hard Resource Cost
Total iRespond Phase 3 Cost
Cost
$2,432,965.40
$19,781,104.80
$22,214,070.20
Total Cost:
$22,214,070.20
3 May 2005 Team Platinum 31

Employee
Project Manager
Task/Doc Specialist
Financial Specialist
Technical Specialist
Database Specialist
Marketing Specialist
Electrical Engineer
Webmaster
Total Salary
Employee Overhead (40%)
Total Employee Cost
Phase 1 Personnel
Months Pay Rate
2.84
2.70
2.70
2.70
2.60
2.60
2.70
2.60
$30,000.00
$22,000.00
$24,000.00
$22,000.00
$24,000.00
$22,000.00
$60,000.00
$22,000.00
Cost
$7,100.00
$4,950.00
$5,400.00
$4,950.00
$5,200.00
$4,766.67
$13,500.00
$4,766.67
$50,633.33
$20,253.33
$70,886.67
Communications Consultant
Hardware Consultant
Network Consultant
Injection Molding Consultant
Total Consultant Cost
Consultants
0.80
0.80
0.30
0.70
$50,000.00
$55,000.00
$60,000.00
$35,000.00
$3,333.33
$3,666.67
$1,500.00
$2,041.67
$10,541.67
Total
Employee
Project Manager
Task/Document Specialist
Financial/Accounting Director
Technical Specialist
Marketing Director
Webmaster
Call Center Supervisor
Customer Service Manager
Training Specialist 1
Database Maintenance Staff
Customer Service Rep 1
Technical Support Rep
Help Desk Support
Network Systems Admin
HR Manager
HR Staff
Traffic/Scheduling Analyst
Sales Director
Tester
Database Admin
Total Personnel Cost
Employee Overhead (40%)
Total Phase 2 Personnel Cost
$81,428.33
Phase 3 Personnel
# Employees Months
1 12.00
1
1
12.00
12.00
1
1
12.00
12.00
1
3
1
2
1
6.00
12.00
12.00
6.00
12.00
20
10
1
1
1
2
2
1
2
1
12.00
12.00
12.00
12.00
12.00
12.00
12.00
12.00
12.00
12.00
Pay Rate
$95,000.00
$30,000.00
$65,000.00
$45,000.00
$60,000.00
$28,000.00
$33,000.00
$55,000.00
$38,000.00
$81,791.00
$18,720.00
$24,960.00
$37,662.00
$50,000.00
$70,000.00
$45,000.00
$35,000.00
$60,000.00
$32,404.00
$60,000.00
Cost
$95,000.00
$30,000.00
$65,000.00
$45,000.00
$60,000.00
$14,000.00
$99,000.00
$55,000.00
$38,000.00
$81,791.00
$374,400.00
$249,600.00
$37,662.00
$50,000.00
$70,000.00
$90,000.00
$70,000.00
$60,000.00
$64,808.00
$60,000.00
$1,709,261.00
$683,704.40
$2,392,965.40
Legal Consultant 1
Consultants
6.00
$80,000.00
$40,000.00
Phase 2 Personnel
Employee
Project Manager
Task/Document Specialist
Financial/Accounting Director
Technical Specialist
Marketing Director
Networking Engineer
Electrical Engineer
Webmaster
Call Center Supervisor
Customer Service Manager
HR Manager
Traffic/Scheduling Analyst
Sales Director
Tester
Design Engineer 1
Database Admin/Designer
Database Engineer
Total Personnel Cost
Employee Overhead (40%)
Total Phase 2 Personnel Cost
Months
8.25
4.00
4.00
4.00
4.00
3.00
8.00
2.00
3.00
3.00
3.00
4.00
5.00
3.00
8.00
6.00
6.00
Pay Rate
$80,000.00
$22,000.00
$65,000.00
$45,000.00
$60,000.00
$62,000.00
$60,000.00
$28,000.00
$33,000.00
$55,000.00
$70,000.00
$35,000.00
$60,000.00
$32,404.00
$59,478.00
$60,000.00
$80,000.00
Cost
$55,000.00
$7,333.33
$21,666.67
$15,000.00
$20,000.00
$15,500.00
$40,000.00
$4,666.67
$8,250.00
$13,750.00
$17,500.00
$11,666.67
$25,000.00
$8,101.00
$39,652.00
$30,000.00
$40,000.00
$373,086.33
$149,234.53
$522,320.87
Legal Consultant
Total
Consultants
1.00
$80,000.00
Total Cost:
$3,043,381.27
$6,666.67
$528,987.53
Total
3 May 2005
$2,432,965.40
Team Platinum 32

Resource
FOB Case Prototype
GPS Receiver
GPS Antenna
CDMA Radio Chip
Mobile Phone Antenna
Rechargable Battery
Recharging Station
Flash Memory
Internal Circuits and Board
Solder
Soldering Iron
Database Server
Redhat Linux
Ethernet Cables CAT 6
Total Hard Resources Cost
Phase 1 Hard Resources
Number of Units Cost Per Unit
1 $10,000.00
Total Cost
$10,000.00
2
2
$59.95
$17.95
$119.90
$35.90
2
2
$20.00
$3.00
$40.00
$6.00
4
4
2
2
2
2
2
2
4
$19.98
$38.94
$11.95
$1.47
$2.00
$10.00
$2,500.00
$0.00
$35.00
$39.96
$77.88
$23.90
$2.94
$8.00
$40.00
$5,000.00
$0.00
$140.00
$15,534.48
Phase 3 Hard Resources
Resource
Call Center
Work Stations
Office Equipment
Phones
Testing Equipment
Shipping 10000 units
Shipping
Call Center Phone Number
Server UPC
Call Center Phone Number
Bulk Component Cost
Bulk Component Cost
Marketing Costs
Total Phase 3 HD Cost
Number of Units Cost Per Unit
1 $42,000.00
10
10
10
$1,800.00
$230.00
$140.00
1
100,000
500,000
2
2
2
100,000
500,000
1
$40,000.00
$0.19
$0.13
$24.95
$1,000.00
$24.95
$22.66
34.65
$800,000.00
Total Cost
$42,000.00
$18,000.00
$2,300.00
$1,400.00
$40,000.00
$19,305.00
$65,000.00
$49.90
$2,000.00
$49.90
$2,266,000.00
$17,325,000.00
$800,000.00
$19,781,104.80
Phase 2 Hard Resources
Resource
Call Center
Work Stations
Office Equipment
Phones
Network Equipment
Testing Equipment
Molds + Case Production + Assembly
Call Center Phone Number
Total Phase 2 HD Cost
Number of Units Cost Per Unit
1 $42,000.00
20 $1,800.00
Total Cost
$28,875.00
$36,000.00
20
20
1
1
100,000
2
$230.00
$140.00
$80,000.00
$40,000.00
$0.17
$24.95
$4,600.00
$2,800.00
$80,000.00
$40,000.00
$16,500.00
$49.90
$208,824.90
Total Cost:
$20,005,464.18
3 May 2005 Team Platinum 33

3 May 2005
Description
Personnel Cost
Total iRespond Budget
Cost
$3,043,381.27
Resource Cost
Travel Cost
$20,005,464.18
$680.00
Total $23,049,525.45
Team Platinum
Total Cost:
$23,049,525.45
34

3 May 2005
Yearly Profit
Description
Unit Profit @ $40.00 Each
Subscription Profit
Less Overhead Cost
Cost
$24,000,000.00
$55,308,015.00
$22,214,070.20
Total Profit $57,093,944.80
Yearly Profit assuming 600,000 units sold
$57,093,944.80
Team Platinum 35

100
80
60
40
20
0
1,000
-20
3 May 2005
10,000
Units Sold
Team Platinum
100,000
Breakeven Point
1,000,000
36

3 May 2005 Team Platinum 37

3 May 2005 Team Platinum
1. Rejection by FCC
2. Similar features implemented by cellular phone companies
3. Lower-cost competition
4. Unforeseen production costs
5. Unforeseen testing expenses
6. Similar products from established companies
7. Late deliveries from hired subcontractors
38

Rejection by FCC
Research
Similar features implemented by cellular phone companies
Marketing
Lower-cost competition
Reduce functionality
Change fee structure
3 May 2005
Unforeseen production costs
Reduce functionality
Change fee structure
Team Platinum
Unforeseen testing expenses
Careful planning
Incremental testing
Similar products from established companies
Marketing
Late deliveries from subcontractors
Penalty & recovery clauses
Carefully chosen subcontractors
39

Framework for approaching:
Marketing strategy model for iRespond.
Marketing strategy model provides an excellent frame of reference for our marketing cases.
Marketing
Mix
Economics
Consumer
Analysis
Distribution
Competition
3 May 2005 Team Platinum 40

Targeting
Positioning Communicate
Branding
• Select target market
• Study unmet needs.
•Sales history
•Demographics
•Psycho-Graphics
•Behavioral Differences
•Overall Growth
•Competitive challenge
•Total Value
“ – “
Total Cost
• Competition matrix
Vs
Customer needs.
•Identify needs, interest of each target audience
•Define core message
•Explore range of Communication channels.
•Communication Matrix
• Creating your brand identity.
• Building brand awareness and recognition.
•Delivering a positive brand experience.
3 May 2005 http://www.blueminegroup.com/strategy.asp
Team Platinum 41

18+ yrs Old
Specific market segments that we can win and dominate.
TARGET
WOMEN
ELDERLY
FAMILIES Cell-Phone Luddites
Team Platinum 3 May 2005 42

• Desire security
– Will pay for additional security
• Value privacy
• Live in urban areas
• Rely on Emergency Medical Services
(EMS)
3 May 2005 Team Platinum 43

2003 U.S. Population by Age
Individuals
45,000,000
40,000,000
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
0-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90-99 100+
3 May 2005
18+ Years http://www.census.gov/popest/national/asrh/NC-EST2003/NC-EST2003-01.pdf
Team Platinum 44

• Reaching out to the most influential participants for iRespond like...
Businesses
711
Grocery Stores
3 May 2005 Team Platinum
Gas Stations
45

• According to a Harris Interactive Study
– Nearly 60 percent of consumers surveyed would likely feel more safe and secure if they owned a mobile phone.
– 76 percent of non-cell-phone-owners would want a mobile phone in emergency situations
3 May 2005 Team Platinum 46

The value propositions for iRespond.
• Privacy
• Security
• Cost-effectiveness
3 May 2005 Team Platinum 47

3 May 2005 http://www.nhtsa.dot.gov/people/injury/research/wireless/c2.htm
Team Platinum 48

Semi-Annual, Average Monthly Cell Phone Bill 2000-2004
U.S. Dollars
$50.64
$49.91
$49.49
$49.46
$51.00
$50.00
$49.00
$48.00
$47.00
$46.00
$45.00
$44.00
$43.00
$45.15
$45.27
$45.56
$47.37
$47.42
$48.40
$42.00
JUN-
2000
3 May 2005
DEC-
2000
JUN-
2001
DEC-
2001
JUN-
2002
DEC-
2002
JUN-
2003
DEC-
2003 http://files.ctia.org/pdf/CTIAYearend2004Survey.pdf
Team Platinum
JUN-
2004
DEC-
2004
49

Marketing Incentive:
• Lower cost to customer for guaranteed yearly funds.
• Possible discount for senior citizens.
Monthly Payment Plan:
$9.99 Per Month
More Expensive
No Guaranteed Funds
Yearly Payment Plan:
$99.99 Per Year
Less Expensive
Guaranteed Funds
3 May 2005 Team Platinum 50

Strengths:
– Assurance of privacy
– Precise tracking of the victim’s position. It has the ability to get a response for the victim within a span of a few minutes.
3 May 2005
Weaknesses:
– Does not offer a two-way voice communication.
– Security of the database
– Signals may get interrupted due bad weather
Team Platinum 51

Opportunities:
- Market trends indicate devices for Location based technologies (LBS) have begun to gain prominence.
- Make an alliance with some multimedia companies.
- Once our product is a hit in the United States we may like to introduce our product to the International markets.
Threats:
Our major threat is from the rise in increasing competition.
3 May 2005 Team Platinum 52

In our marketing research we have to cover these areas:
• Competitors:
- Target market of our competitors
- Market trends
- Developments in this type of technology and product.
• Channel Marketing:
- Channel competition
- Emergence of new channels
- Major players in the production of this kind of product.
3 May 2005 Team Platinum 53

Management Plan
3 May 2005
Development Plan
Marketing Plan
Financial Plan
Risk Management
Plan
Team Platinum
Evaluation Plan
Scheduling Plan
Organizational Plan
54

PHASE 0 PHASE 1
PHASE 2 PHASE 3
EVALUATION PLAN
Frequency of Evaluation:
1. At regular intervals in phase
2. Upon phase completion
Evaluation plan is re-evaluated before starting each new phase.
3 May 2005 Team Platinum
Phases will be evaluated based on criteria in their respective evaluation checklists.
55

3 May 2005 Team Platinum 56

• Basic 911. (2005). Federal Communications Commission. Available: http://www.fcc.gov/911/
• Battery Charger/Cable http://www.ixap.com/sti_ProdDet.asp?sku=CHAV-8900-
TC001&BrandID=AV&ClassID=CH&cid=CHAV&sPageNo=1&PmdName=AUD
IOVOX-9900
• Bergman M. (2004). U.S. Cell Phone Use Up More Than 300 Percent,
Statistical Abstract Reports. U.S. Census Bureau News. Available: http://www.census.gov/Press-
Release/www/releases/archives/miscellaneous/003136.html
• Bonsor, K. (2005). How Location Tracking Will Work. Howstuffworks.
Available: http://people.howstuffworks.com/location-tracking2.htm
• CDMA Radio Chip http://www.investors.com/editorial/tech.asp?v=4/1
• Cell Antenna http://www.cellphoneshop.net/
• Cleveland-Office-Space.com. (2005). Cleveland Office Space Market
Overview. Cleveland Office Space. Available: http://www.cleveland-officespace.com/
3 May 2005 Team Platinum 57

• Copper Wire http://www.allelectronics.com/cgi-bin/category.cgi
• Dan Arvin, Pioneer Plastics
• Enhanced 911 Wireless Services. (2005). Federal Communications
Commission. Available: http://www.fcc.gov/911/enhanced/
• Flash Memory Cards http://www.flash-memory-store.com/64mb-compact-flash.html
• GPS Mobile Locator / Tracker Cell Phone http://www.gpslocators.com/cogpsmolo.html
• Hot Jobs. (2005). Salary. HotJobs.com. Available: http://salary.hotjobs.com/
• LED Lights http://www.allelectronics.com/cgibin/category.cgi?category=340050&type=store
• Lee M. (1997). Choosing cleaning service requires more than quick sweep.
Savvy Business Shopper. Available: http://www.bizjournals.com/bizwomen/consultants/savvy_business_shopper
/1997/06/16/column54.html
3 May 2005 Team Platinum 58

• Office Finder. (2005). Office Space Calculator. Office Finder. Available: http://www.officefinder.com/officespacecalc.html
• PCBpro Instant Quote Form. (2005). PCBpro. Available: http://www.pcbpro.com/pcb-quote.php
• Rechargeable Lithium Battery http://www.ixap.com/sti_deft_plists.asp?SkuD=BTAV-9900-
LI001&ModelID=9900&ClassID=BT&TypeID=all&BrandID=AV&gID=419
• SafeGuardian One Button GPS Cell Phone http://www.safeguardian.com/
• Technical Support Rep. (2005). Monster.com. Available: http://jobsearch.monster.com/getjob.asp?JobID=27806931&AVSDM=2005
%2D03%2D28+11%3A03%3A55&Logo=1&q=technical+support+rep.&sor t=rv&vw=b&cy=US&brd=1,1862,1863
• TFM-560U Trendware 56k fax/modem http://www.tigerdirect.com/applications/SearchTools/itemdetails.asp?EdpNo=671885&CatId=564
• Trimble Lassen IQ GPS Receiver http://www.sparkfun.com/shop/index.php?shop=1&cat=63&
3 May 2005 Team Platinum 59

• Trimble-Ultra Compact Embedded Antenna http://www.sparkfun.com/shop/index.php?shop=1&cart=214595&cat=64&
• US Department of Justice, “Criminal Victimization in the United States, 2002
Statistical Tables” http://www.ojp.usdoj.gov/bjs/pub/pdf/cvus02.pdf
• Wherify Wireless Location Services http://www.wherifywireless.com/corp_home.htm
60 3 May 2005 Team Platinum

3 May 2005
Team Platinum
CS410
7 April 2005
Members:
Ian McKay Sean Alcos
Robert Pilkington Joseph March
Anjalee Sinha Andrew Cherry
Website: http://www.cs.odu.edu/~rpilking/cs410/
Team Platinum 61