The average US family spends $2000 a year on related products, software and services. Consumers will snap up $101 billion worth of our products this year - a five percent increase over last year.
- Gary Shapiro, President CES, January 2004
Work on this study as proposed was suspended at the request of ECD pending the allocation of resources to other projects. The data collected was primarily qualitative and limited in scope to the beginning of the first phase of the initial proposal.
From an abbreviated schedule of research and basic market contacts, it was possible to verify that there is in fact some immediate demand for the flexible Uni-solar PV material from OEMs of solar power devices.
We learned that within ECDs current production capacity, potential order quantities of 200,000 500,000 units (on a graduated scale most would start modestly under 50,000 for testing) were possible within some pricing constraints from solar device OEMs currently buying rigid/glass PV. Also, that distributors of solar devices would expect new accessories at this point-in-time priced in the range of $14 or less, so OEM partners would seek pricing from ECD less than $5 per unit in 2004.
The potential size of the market for an ECD PV product among the consumer electronics portable appliance manufacturers requires more study; however, as for potential market share, the competition is extremely limited, and there is positive brand recognition associated with the Uni-Solar and Ovonics names.
The target audience was more clearly defined as the PV purchasing managers or buyers, engineers and product designers who are currently using or would consider using PV in their products. We identified the media to reach them, including the networks of communications within their professional associations.
Ovonics is formulating a media relations management strategy across the spectrum of industries that will include all of Ovonics/ECD products and technologies. Ultimately, this strategy will impact the question of branding PV products for the consumer electronics manufacturing industry as Ovonics or ECD or Uni-Solar, etc.
To restart this project at some point in the future and continue through to the end of the first phase, ECD will have to repeat some of the same inquiries at that time to determine the most effective go-to-market strategy, analyze the new data, costs and variables in the market and decide to proceed or terminate this initiative
Client Meetings: 1/8/04, 1/9/04
IDSA Executive Director: 1/14/04
Sony Electronics PR Manager: 1/15/04
Client Telephone Meetings: 1/13/04, 1/16/04, 1/26/04, 1/29/04, 2/5/04, 2/6/04
ECD Ovonics has identified an opportunity to build and market portable solar chargers to manufacturers of portable electronic devices particularly the Gameboy, MP3 players and other consumer portable products.
ECD Ovonics is now charged with developing a detailed business plan to validate the feasibility of the market and execute a comprehensive go-to-market strategy.
The scope of this proposal is to validate the product opportunity and upon validation, develop and execute a detailed go-to-market strategy. The proposal entails five steps that are broken into the following three phases:
I. Phase One
1) Research Validate the business plan, determine the most effective go-to-market strategy, analyze the data, costs and variables and decide to proceed or terminate initiative.
II. Phase Two
2) Branding Produce and test Business to Business brand marketing materials and sales communications for portable consumer electronic appliance and device manufacturers. Release coincident with product availability.
3) Launch Conduct marketing and media relations to launch product/brand; arrange initial sales meetings; arrange trade shows, conference speaking opportunities, media story interviews and product placements.
4) Direct Marketing Conduct direct mail marketing campaign to top 20% sales prospects; pitch editorial stories to top 20% industry media.
III. Phase Three
5. Analysis Analyze ROI results and apply lessons to process and materials. Expand marketing reach to government GSA suppliers and sports/fashion apparel industry.
· Focus Groups to validate:
- Product Testing
- Business Plan assumptions Competition, Pricing, Demand
· Soft-sounding Discreet interviews with stakeholders:
- Industry Analysts, Trade Media, Business Media, B2B Prospects
· Competitive Analysis and Positioning Strategic Marketing Plan Development
- ROI: Opportunity, Barriers, Milestones, Brand Differentiation
- Competitive Market and Business Development Intelligence
· Attend Industry Trade Shows Consumer Electronics Show, January 8-11 2004 Las Vegas and TMA Toy Fair, February 15-18 2004 New York
- Gather competitive qualitative data and sales communication
- Gather strategic alliance data; other portable electronic devices
- Guerilla market contacts through conference speaker opportunities
- Consumer demand for alternative power supplies
- Traditional battery charger/adapter statistics; historic adoption rates
- Volume & Usage rankings of portable electronic devices
- Other validation of plan (Environmental Group Affinity Purchase
- State law re: blocking view through vehicle window
- Process for legal review of sales communications materials
- Warranty Terms Exposure to sunlight, heat, and use of third party products
MEDIA WISH LIST TO TARGET PRODUCT ENGINEERS, DESIGNERS, MANUFACTURERS (the original qualitative suggestions from Consumer Electronics Show - Industrial Designers):
- Business Week
- Fast Company
- Popular Science
- Electronics Monthly
- Automotive Week
- Road & Track
- Electronic News - Jonathan Cassell, Editor-in-Chief
- Industry Standard - Vince Bielski, Senior Editor
- Mobile Computing & Communications - Tim Bajarin, Contributing Editor
- The Washington Post - Peter Goodman, Staff Writer, Technology
- Wired - Ted Greenwald or Jeffrey O'Brien, Senior Editors
- Wireless Design & Development - Kim Stokes, Executive Editor
- Wireless Week - Monica Alleven, Editor
- Bloomberg Business News Radio - Paul Lin, Computers/Hi Tech Reporter
- Bloomberg Television - Lisa Gianni, Computers/Hi Tech Reporter
- Business Week - Tim Mullaney, Department Editor
- CNET.com - Steve Fox, Editor-in-Chief
- CNN - Marsha Walton Producer, Science & Technology
- Consumer Reports - David Heim, Computers/Hi Tech Managing Editor
- Dow Jones News Service - Peter Loftus, Technology Business Reporter
- Fast Company - Heath Row
- Fortune - David Kirkpatrick, Senior Editor
- Los Angeles Times - Russ Stanton Computers & Technology Editor
- The Orange County Register - Kate Lee Butler, Technology Editor
- National Public Radio - Les Cook, Business News Editor
- New York Times - John Haskins, Deputy Technology Editor
- San Francisco Chronicle - Marcus Chan, Computers & Technology Editor
- Seattle Times - Mark Watanabe, Technology Editor
- The San Diego Union-Tribune - Suzanne Choney, Technology Editor
- USA Today Geri Tucker Technology Business Editor
- Wall Street Journal - Walter Mossberg, Columnist, Personal Technology