SECON Team Zulu
Solar Initiative, LLC
1.1 Mission and Objectives
Solar Initiative, LLC exists to empower the eco-friendly consumer market with low-power products that
operate within the home. The company will initially focus on a solar-powered alarm clock that
autonomously navigates a closed room and maneuvers around obstacles whenever necessary.
Navigation is important so that the robot can randomly hide itself within the room to force the sleeper
out of bed to disable the alarm. After successful deployment of the Shine and Rise, Solar Initiative plans
to further penetrate the low-power appliance market by releasing subsequent solar powered items such
as toasters, coffee makers, and radios.
Company Objectives:
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To inform the consumer market about eco-friendly solutions to everyday tasks.
To empower the eco-friendly consumer with low-power appliances to decrease the consumer’s
carbon footprint.
To dominate the low-power appliance market by using unique engineering to solve everyday
problems.
1.2 Keys to Success
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Informing the consumer market about the environmental and financial impacts of our product
will prove vital to establishing Solar Initiative long term. SI provides solutions to everyday tasks
that obtain their power from excess light within the house. This will save the consumer money
on power bills as well as decrease power usage.
Providing a wide range of consumer appliances will allow Solar Initiative to position itself as a
name brand within the appliance market. By manufacturing reliable, innovative products, Solar
Initiative can initially gain consumer trust, which will lead to deeper market penetration as the
company matures.
Seeking out mentors in both the solar and appliance market will enable Solar Initiative to accept
valuable information on initial business strategy and product design. By communicating with
leaders in both academia and the business world, SI will better position itself for long term
success.
1.3 Target Market
Solar Initiative, LLC seeks to target consumers between the ages of 16-30. This product will also be
targeted at eco-friendly consumers wanting to reduce their carbon footprints. The Shine and Rise will
predominantly appeal to the heavy-sleeper. This is due to the fact that it will move on its own while the
alarm is going off causing the sleeper to rise and find the alarm to turn it off.
Once that market has been penetrated, Solar Initiative hopes to target a larger audience by creating a
more diversified product line. This line would include kitchen appliances such as coffee makers,
SECON Team Zulu
toasters, and radios. By creating an expanded product line, Solar Initiative will provide products for
every household need of the eco-friendly consumer.
1.4 Competitive Advantage
The biggest advantage that Solar Initiative has is an untapped market of solar-powered home
electronics. Most of the time, appliances sit around unused. Instead of wasting power during this time,
these products will constantly capture solar power, allowing them to operate without replacing
batteries. With the current trend moving towards greener, more environmentally products, Solar
Initiative is sure to be a success.
1.5 Basic Strategy
Startup capital will be provided by a combination of personal savings, loans, and investments from
friends and family. The prototype is in its final stages; performance is being optimized, and new
firmware features are being developed. The product design is estimated to be ready for full-scale
production in Q2 2010.
Solar Initiatives aims to market the initial product with several approaches:
first, we will place advertisements in notable magazines popular with the target audience. These
magazines may include Living Green Magazine, PC Gamer, and Seventeen. Second, a targeted online
campaign through Google, MySpace, Facebook, and Bing will trigger on key words including "Green
Alarm Clock" and "8 AM Class." Finally, after the product has penetrated the market, a direct TV
advertisement campaign will leverage the voice talents of Anthony Sullivan to sway consumers to
purchase the product. The product will be made available from online retailers, including Amazon.com
and ThinkGeek, as well as in Walgreens stores (to capitalize on the last-minute gift market). Once Solar
Initiatives has developed brand recognition with the low-power solar alarm clock market in the United
States, the company will expand sales and advertising internationally. Additionally, new products will be
developed, beginning with solar-powered radios and coffee makers.