Innovation pitch

Innovation Pitch: The Smartprotect MP3 Fleur Vanslembrouck & Axelle Van Maele – 2MAR05 Erik Pollet – Business English 2B - 2014

Table of contents 1

Product ....................................................................................................................... 3

1.1 Sun protection......................................................................................................................................................... 3 1.1.1 How does it work? .................................................................................................................................................. 3 1.1.2 Skin types ................................................................................................................................................................... 3 1.1.3 Sunbathing ................................................................................................................................................................ 5 1.2 Waterproof ............................................................................................................................................................... 6 1.3 Swimming ................................................................................................................................................................. 6 1.3.1 How does it work? .................................................................................................................................................. 6 1.4 Music ........................................................................................................................................................................... 7

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Promotion................................................................................................................... 7

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Price ......................................................................................................................... 12

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Place ......................................................................................................................... 13

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1 Product The waterproof Smartprotect is the device where every active, music –and sun-loving water fan is looking for. Whether you just want to listen to your favourite music while doing your swim workout or you want to enjoy the sun safely with your favourite beats on the background, Smartprotect won’t disappoint you. With its high-standard software Smartprotect is THE answer for everything mentioned above and maybe more. Continue reading and find out all the things Smartprotect has to offer.

1.1 Sun protection With the alarming numbers of skin cancers being diagnosed around the world, it is extremely important that people protect their skin from the sun. Sunscreen with UV protection combined with Smartprotect’s sun program leads to an outrageous level of skin safety.

1.1.1 How does it work?

The Smartprotect MP3 contains smart software that will protect you from sunburn.

Based on your skin type, the Smartprotect guides you through your sunbathing experience. This device not only finds out which factor of sunscreen fits you best, it also knows when you need to put your sunscreen on. It will send out a subtle alarm to inform you that it’s time to protect your skin. In order to achieve the best results, you will need to indicate your skin type in advance.

1.1.2 Skin types Certain types of skin are at greater risk for developing sun damage and skin cancer.

Smartprotect works with 6 different skin types:  Type 1    

Light hair colour Light skin colour Extremely susceptible to skin damage Sunscreen with a SPF of 30+

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 Type 2

  

Light hair colour Medium skin colour Sunscreen with a SPF of 30+

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Dark hair colour Medium skin colour Sunscreen with a SPF of at least 15

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Dark hair Tanned skin Sunscreen with a SPF of at least 15

 Type 3

 Type 4



 Type 5

  

Dark hair Dark skin Sunscreen with a SPF of at least 15

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 Type 6   

Dark hair Very dark skin Sunscreen with a SPF of at least 15

 

Melanin absorbs the UV-rays from the sun and the amount of melanin in your skin determines its colour. Very light-skinned people have little melanin and need to limit their exposure to the sun. By taking this information into account, Smartprotect provides unique software that fits every kind of skin type. That’s why this device is indispensible for everyone who cares about his skin and health.

1.1.3 Sunbathing  Time of day It’s important to know that the time of day you choose to sunbathe is vital. The Smartprotect lets you know when the sun is at its full intensity and warns you for potential sunburn.  Length of your tanning session It’s critical to increase your time in the sun gradually, generally starting at 10 to 30 minutes a few times a week, depending on your skin type. The Smartprotect MP3 will guide you through your sunbathing sessions. As you spend more time in the sun, your skin produces more melanin, so the next time you are tanning with the Smartprotect MP3 you will be able to absorb the sun’s rays better. A logical consequence is that you can enjoy the sun longer without any risks for skin damage.  Dehydration The Smartprotect MP3 helps you to avoid dehydration. Due to the regular signals the Smartprotect MP3 sends out, you will be reminded to drink water and your body will not dehydrate.

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1.2 Waterproof The Smartprotect is completely waterproof. You can keep enjoying the wonderful services that the Smartprotect has to offer you, even when you’re swimming or sunbathing on top of a marvellous pool air mattress. Not only the earbuds, but also the device itself is especially made to be waterproof. In short you never have to leave your Smartprotect behind.

1.3 Swimming For many people, the biggest challenge of their daily swim is keeping track of how many laps they have done. Smartprotect has the solution. The device contains professional software that will count your laps for you. Whether you are a professional swimmer who’s training for an important race or you are a recreational swimmer, Smartprotect will not disappoint you. The software is integrated right into the earbuds, featuring a compact and lightweight design that allows you to move freely.

1.3.1 How does it work?

First you need to select how many laps you want to swim on the Smartprotect device.

Thereafter, the device connects with the earbuds through Bluetooth and all the information needed will be sent on. Of course, you can also spice up your workout with some music. After you workout, interesting information as time, speed, amount of laps and calories will be sent back to your device. Thus you have a clear view on your workout progress.

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1.4 Music Keep the music flowing even when you’re swimming or sunbathing with the waterproof Smartprotect mp3. The Smartprotect mp3 has a 4GB capacity for around 900 songs. All the options on the Smartprotect device can be combined with your favourite music. After all, music sometimes is the only thing that gets your mind off of everything else.

2 Promotion 2.1 Target audience

We want to target active, music and sun loving water fans. Of course this a very large target audience. That’s why we decided to split up our target audience into two subtargets. Since the two sub-targets are so different from each other, we will adapt our marketing efforts to each separate sub-target.

2.1.1 Professional/recreational swimmers The first sub-target audience contains professional or recreational swimmers who like listening to music during their workout. In order to give the sportive people an incentive to buy our product, we added professional software that is able to count laps while swimming.

2.1.2 Sun loving people who are aware of the importance of sun protection The second sub-target audience contains sun-loving people who are aware of the importance of sun protection. Our device guides them trough their sunbathing sessions taking the risks arising from sun exposure into account. The combination of a waterproof music player with the Smartprotect sun program makes our device a must-have for this target audience.

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2.2 Marketing tools 2.2.1 Leaflet & Flyer ď ś Flyer We decided to create two different types of flyers in order to make the flyer appealing to each sub-target audience.

The first flyer, with the large picture of a swimmer, targets our first sub-target audience (professional/recreational swimmers). We want to pass out those flyers in front of sport schools, public swimming pools and normal high schools.

The second flyer targets our second sub-target audience (sun-loving people). Those flyers will be passed out in front of train stations at the coast. In this way, we want to reach day-trippers who come to enjoy the sun at the wonderful Belgian coast. Those flyers will also be passed out in front of several high schools.

Picture 1 Flyer swimmers

Picture 2 Flyer Sun-loving people

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ď ś Leaflet

Picture 3 Leaflet

Picture 4 Leaflet

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2.2.2 Promotional stands Promotional stands not only will be used when passing out flyers, but also at retail level. We want to give our customers the best service possible. That’s why we’ll use those stands to inform our prospects and customers about the everything the Smartprotect has to offer.

2.2.3 Online advertising: Facebook We will use a Facebook page to communicate with our customers. First of all we need a lot of people who like our page. We will try to achieve this by passing out flyers and leaflets with a QR-code. If you scan this code with a smartphone or tablet, you will be immediately referred to the Facebook page of the Smartprotect mp3. The most important objective is to create higher brand awareness. From the moment the likes are significantly increasing we can start with funnier advertising on our page, for example contests and games. But one step at a time…

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2.2.4 Partnerships with sunscreen brands We’re also working on possible partnerships with sunscreen products or swimming suite brands. Beneath you can find examples of possible publicities together with the sunscreen brand Nivea and Speedo. We are full of optimism in approaching this form of cooperation with every brand that can be linked to our product, on the basis of parity and equivalence.

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3 Price 3.1 Prototype: production cost In order to present our product better to potential investors, we have already made a prototype of our Smartprotect MP3. We worked together with a qualified programmer who made the high-standard software for our product. The design of a product is at least as important as the software. That’s why we decided to consult a designer to make our product also visual attractive and compact.

Based on the cost for the prototype we estimate our production cost around €65/unit.

Partly thanks to economies of scale we hope to reduce our production cost in the future.

Interested investors can consult our more detailed financial plan.

3.2 The selling price We estimate our selling price around €99,99/unit. We consciously chose to work with a psychological pricing strategy. Since consumers tend to perceive odd prices as being significantly lower than they actually are, tending to round to the next lowest monetary unit. Thus, a price such as €99,99 is associated with spending €90 rather than €100.

3.3 Extra financial information After consulting a professional, we decided to create an incorporated business. The two shareholders will be Fleur Vanslembrouck and Axelle Van Maele. We will both inject €15.000 in our new company. With this starting capital we are able to make a prototype, taking into account all the potential costs.

We are actively looking for potential investors, who believe in our product and want to make in consultation with us the next step possible, particularly the production of the Smartprotect.

We’re also working on possible partnerships with sunscreen products or swimming suite brands. We want to mention their brands in our leaflets, flyers and on the packaging of our product in exchange for the same publicity or a sponsorship fee.

The negotiations with several brands are well under way. We are hoping to come to an agreement very soon.

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4 Place Our objective is to make our Smartprotect available at drugstores, sporting goods stores and large electronics stores.

Drugstores We want our product to be displayed close to the sunscreens and skincare products.

In that way, the customer will directly link our product to protection. The fact that our product will be available at drugstores will persuade our customers of the professionalism of our company and products. This will also strengthen our brand image.

Sporting goods stores Our sportive customer must be able to find the Smartprotect at his favourite sporting goods store, in the swimming division. Not only large sporting goods stores like Decathlon, but also the smaller shops are considered as potential sellers of our product. We want to ensure that our customers get enough explanation about our product at retail level.

Large electronics stores Of course, our product will be available in large electronics stores too. Potential shops that we are thinking of are Fnac, Saturn, Mediamarkt and KrĂŤfel.

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