iSa
Marketing Plan
Blue Team
Blue Team
05/05/08
The purpose of this document is to briefly describe the iSa System and the
approach it takes to improve communication. Also, it provides a study on iSa's
competitors and potential customers, sales and marketing strategies, break even
analysis estimation, customers’ benefits, and ROI.
1. Promotional Statement
The following are the slogans that will be used in the promotion campaign
of iSa when this has been introduced to the market.
“intelligent Speech assistant, Let iSa be your voice.”, “Have you heard
what iSa.”, and “What I need, iSa.”
2. Product Description
The ability to communicate is our most basic human characteristic.
Communication is essential to learning, working, and social
interactions. However, one in 10 Americans has a communication
disorder.
This makes them the single largest population of challenged
Americans (1), with nearly 6 million of those affected being children under the
age of 18. iSa plans to aid those who have difficulty having their speech
misunderstood. We will provide a program for the Apple iTouch/iPhone that will
allow the user to communicate with a voice synthesizer through our applications
interface.
iSa also plans to add other features that will enhance the users
experience with the program. To make iSa easier to use the ability to use short
hand notation was added. This would help by saving typing time when using a
commonly used phrase. Another feature that can be personalized is our the
theme Another time saving feature is that while you type iSa will attempt to
predict the word you are type and save a few keystrokes.
3. Market Analysis
Our potential customers are people with speech disabilities and people
who use English as a second language.
As of 2002 there were approximately 2.6 million Americans who have
difficulty having their speech misunderstood, about 600,000 had severe
disabilities.
From a Survey in 2006 approximately 2.4 million Americans who use
English as a second language reported that they spoke English less than “very
well”.
The following is a look at 3 of our competitors:
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Lingo
Lingo features seven message locations each with 25 seconds of
recording time and one memo location with a full 60 seconds of recording time.
Each message location can be recorded and erased independently making it
easy to change individual messages on the fly. Plus, Lingo’s memo button offers
a list feature that allows for adding a message without recording over previous
messages. Lingo also boasts a digital engine for crystal clear voice output.
Disadvantages
 Cost - $179
 Limited to 25 second phrases
 Only allows preprogrammed messages
 Limited Storage
Afforda Speech
KN-200 MiniKey Keyboard Communicator
The Keyboard Communicator is a portable miniature keyboard
based speech synthesizer. Featuring the industry standard DECtalk voices, you
have a highly intelligible and configurable text-to-speech system. With its mini
keyboard, one can directly key in messages to be spoken, or you can recall
phrases from one of the 36 commonly used phrases that you have stored within
its internal memory.
Disadvantages
 Cost $ 795
 Needs a keyboard to work
 Limited to 36 stored phrases
 Runs on 4xAA batteries
Palmtop 2G
Palmtop2G is an excellent AAC solution for individuals requiring
powerful communication and extreme portability. Full-featured Impact
communication software and sleek styling combine to appeal to augmented
communicators of all ages with existing or emerging literacy skills.
Disadvantages
 Cost $2895-$3895
All of these products are trying to solve one problem, making
communication easier to understand. And what makes iSa different from its
competitors? Its adaptability and low cost. iSa is not a stand alone product. It is
meant to be used along side the iTouch/iPhone and in this manner this is a major
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difference between our solution and the competition. iSa does not require very
expensive hardware because it uses the technology that comes with the Apple
iTouch/iPhone which helps us to keep the cost of our product down. iSa also
inherits the functions that come with the iTouch/Phone.
4. Target Market
Our initial target will be the 2.6 million Americans who have difficulty
communicating. Since our product is software the distribution would not limit us
to a single state and we could potentially reach all of those in need of our
solution. Another possible market is the 2.4 million Americans who use English
as a second language. iSa could help those Americans by giving them a clear
voice without the distortion from their accent
We have made a few steps in applying to Apple as iTouch/iPhone
developers. As developers we would then be able to submit programs to be sold
on the iTunes store. This should gain us some exposure with those who like to
add features to their Apple products. This could also be a market that we could
expect some sales from.
Overall our target market is as follows:
Primary target:
 People with speech disorders
 People who use English as a Second Language
Secondary target
 iTouch/iPhone enthusiasts
5. Sales Plan
iSa has a broad market. We will not be able to set-up a store and sell our
product in retail chains. Our product will be made available through Apple's
iTunes store. To encourage sales a website will be made to offer a place for
people to review our product and ask any questions. We will also submit our
product for review to websites like downloads.com and slashdot.org in the hopes
of gaining some feedback and exposure.
6. Advertising Strategy
We will advertise iSa through our own website and via iTunes. Thanks to
Apple and the release of the iTouch/iPhone SDK there is a buzz about the
development of new programs to enhance the current iTouch/iPhones. We could
also target schools because iSa could be used as an aid to improve
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communication for students with communication problems. One other strategy
we were hoping to employ is asking for our product to be reviewed. These
reviews can help to expose our product to potential customers. Hopefully after a
successful launch the first iSa customers will be so satisfied that they would refer
people to us when in need of a program for communication. To summarize we
will use the following mediums to initially advertise iSa.




7.
Our website
iTunes
Schools
Word of Mouth(Blogs, Reviews, Customer responses,...)
Price Point for Blue Team
This is the product’s estimated cost to implement the iSa system.
Phase 0
$
0.00
Phase 1
$ 100,688.00
Phase 2
$ 375,144.00
Phase 3
$ 647,668.00
Total
$1,123,500.00
Funding
$ 325,000.00
Cost
$ 773,500.00
8.
Price Point for Customer
The following provides detailed information on an approximated customer
cost for the iSa.
iPhone
iSa software
$399
$499
Total Cost to customer
$898
Overall, our final product selling price for our software is $ 499.00
Our total solution price is $898.00
9. Break Even
The estimated cost to implement all phases is $ 773,500. We will be able to
break even, after we sell 2215 iSa systems.
10. Marketing Objectives
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Blue Team has set some basic objectives for the first three years of iSa in
the market

First Year
- Generate revenues for $ 300,000.00 (860)
- Pay part of note payable account
- Advertise iSa

Second Year
- Generate revenues for $ 400,000.00 (1150)
- Pay part of note payable account
- Advertise iSa

Third Year
- Generate revenues for $ 689,900 (1975)
- Close note payable account
- Get international customers
11. Customer Benefits
Within all the benefits offered by iSa there is one things that stands out
among the others. This benefit is the priceless satisfaction of having your speech
understood. Other benefits offered are:



Low cost
Improved quality of life
No additional cost for hardware warranty
12. Customer Return on Investment
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The customer will gain a tool that in combination with the iTouch/iPhone
will greatly increase the ease at which communication can occur.
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