Nico360 Research and Strategy by Morgan E. Morris

CAMPAIGNS

NICO360 PLANSBOOK

Bria S., Colin G., Emily D., Emma B., Morgan M., Jacquelyn N.

Executive Summary Nicocam is a start-up company, based out of Hong Kong, China. Nicocam has developed a 360-degree camera, the Nico360. Jim Huang works as the Chief Executive Officer (CEO) and has a strong team of dedicated professionals working alongside him. Team members include; Serneg He, Chief Technology Officer (CTO); Min Xu, Principal Engineer; Ron Mao, Senior Industrial Designer; and Gracia Gao, Senior Graphics Designer. After a period of thorough trial and error, the company is prepared to introduce the following product to the market: Nico360 camera: the smallest 360-degree camera, to potentially, hit the market captures views and images from every direction without having to manually rotate the camera. The Nico360 is also the only 360-degree camera to include broadcasting in real-time. It is notable for its lightweight body, weighing in at 96 grams (3.38 oz.). The Nico360 is currently not available in the marketplace. The initial timeline provided by Nicocamâ&#x20AC;&#x2122;s Indiegogo page claimed the product would be ready for mass production in September, 2016. In October, it would be shipped to the early backers of the product. Then by November, it would be available for retail distribution. However, Nico360 is behind schedule on its timeline because it has just wrapped up the final efforts of its fundraising campaign, and only just completed the first mechanical prototype. Notable competitors to Nico360 include: Ricoh Theta S, Samsung Gear 360, and the LG 360 Cam. The only competitor that is the same price as the Nico360 is the LG 360 Cam, which retails for $199.99. Nicocom should target Generation Y, Millennials, because there are approximately 80 million in the United States alone, making up about a fourth of the population. Millennials, also, have tremendous influence over older generations. The top generation to target are Millennials, as they are technology savvy and like owning the latest innovations from less known companies.

The goal is to position Nico360 camera as the elite, low-cost 360-degree camera, essential for millennials on-the-go lifestyle.

Situation Analysis Client: Nicocam Employees Jim Huang is the CEO of Nicocam. He is a pioneer of virtual and augmented

reality. In the past, he has developed product solutions for companies like Honeywell and Microsoft. In 2008 and 2009, he was awarded Microsoft MVP. According to Microsoft, its MVP (Most Valuable Professional) is someone who has, “...very deep knowledge of Microsoft products and services, while also being able to bring together diverse platforms, products and solutions, to solve real world problems. MVPs are driven by their passion, community spirit and their quest for knowledge,” (Microsoft, n.d.).

Serneg He is the Chief Technology Officer (CTO) of Nicocam. He has over 15 years of multimedia microchip design

experience, as well as experience working on military and radar systems.

Min Xu is the Principal Engineer at Nicocam. He was pursuing a PhD in Electronic Engineering at Carnegie Mellon University when he joined Nicocam.

Ron Mao is the Senior Industrial Designer of Nicocam. He is a Red Dot winner. The Red Dot award recognizes the world’s best

designers and “is aimed at all those who would like to distinguish their business activities through design,” (“About Us”, n.d.).

Gracia Gao is the Senior Graphics Designer for Nicocam. In the

past she has done contracting work for Nike and Sequoia Capital.

Location Nicocam is based in Hong Kong, China. The headquarters and team members pose to be a communicational and logistical problem. Shipping is a factor that must be addressed. This is because consumers may believe the product will take longer to receive, or may be more costly to ship than a domestic competitor’s product. However, once the product is stocked into big-box stores, these concerns should not be an issue. Creating awareness that the camera is conveniently available for purchase in local stores could be a communication goal. Hong Kong is a popular headquarter for companies looking to break into the U.S. marketplace. This is for a few reasons. According to the U.S. Department of State: “American companies have a generally favorable view of Hong Kong's business environment, including its legal system and the free flow of information, low taxation, and infrastructure.” Hong Kong is also favorable because of its trade system which is generally considered to be very comprehensive, and they work closely with the U.S. on a litany of trade safety measures,” (U.S. Department of State, n.d.). There is little to no information available regarding the work environment of Nicocam.

Collaborations/Partnerships Nicocam is partnered with Xilinx (an American tech company that is a supplier of programmable logic devices), Microsoft, and Texas Instruments. Collaboration with these large brands will hopefully increase name recognition and brand credibility.

Financial Performance From a financial standpoint, Nicocam’s Indiegogo campaign has been very successful. The campaign launched in July of 2016 and began with a goal of $50,000. As of August 24, 2016, they have raised $310,068. That is roughly 583% of their original goal. The company

has promised stretch goals for reaching the $100k, $200k and $300k funding levels. This includes a diving case and 4k video support.

Product Basics A 360 degree camera captures views and images from every direction without having to manually rotate the camera. Nicocam has developed a 360-degree camera, the Nico360. Compared to competitors, the Nico360 is not only the smallest 360-degree camera to, potentially, hit the market, but also the only 360-degree camera to include broadcasting in real-time. It is notable for its lightweight body, weighing in at 96 grams (3.38 oz.), (Huang, 2016).

Features The Nico360 featuresâ&#x20AC;&#x2122; include; waterproof body, glass lens, mic, 32MP image sensor, 2560 x 1440 @30FPS video resolution, live streaming without PC, WiFi 5G/ac with a WiFi range of 30 ft, 32G internal storage, Bluetooth, Adobe RAW/DNG, Rotation and G-Force data recording, compatible devices to iOS/Android/Windows, 1400Ah battery, 46mm x

46mm x 28mm dimensions, and a retail MSRP (manufacturer's recommended retail price) of $199, (Huang, 2016). The Nico360 has an electronic image stabilization technique imbedded within the camera, which enhances the image using electronic processing to minimize blurring and compensate for, potential, shaking. With the iOS and Android apps, the Nico360 offers live preview to view the captured images. Over-The-Air (OTA) software updates are available to the Nico360, which allows that hardware to upgrade without being physically connected to another device. Updates would, typically, be available every quarter, (Huang, 2016). With the time lapse feature, the Nico360 can capture objects with 2-60 second intervals. The sound quality of this camera records stereo AAC audio at 48KHz, 128KHbit/s. It also has a built in Automatic Gain Control option. The field of view (FOV) is 195 degrees for each lens and for the entire FOV it is 360 degrees by 360 degrees, (Huang, 2016). This camera is sleek and simple with one button. This button does everything from turning the device on and off, to taking the pictures and shooting the videos.

Attachments The Nico360 offers different attachments, sold separately, that enhance specific features on the camera. Attachments include a; VR (virtual reality) headset that retails for $29, dive housing (60 meter) retailing for $39. Dive housing is meant for deep sea diving and extreme activities. Consumers can also purchase the full accessory pack, retailing at $89, which includes; the VR headset, a battery selfie stick, bike handlebar mount, flexible tripod mount, wrist strap mount and one head strap mount. With the purchase of the Nico360, customers receive a one year warranty, (Huang, 2016).

Current Market Standing The Nico360 has not officially launched, so consumers have not experienced the product hands-on, and perceptions are based solely on the information, pictures of prototypes, and videos provided by product creators. There has been a large amount of support and money raised through Nico360â&#x20AC;&#x2122;s Indiegogo fundraising campaign. 2,091 people have

backed the product, and people are still donating although the campaign’s monetary goal has been exceeded. As of August 24, 2016 Nico360 has been funded 583%. The outstanding funds raised for the campaign shows the large support behind the product, however it is clear from the comments on the campaign page that there is a lack of communication between the creators and backers. Backers are awaiting more updates on the camera’s production and a specific release date from Nicocam. Currently a lot of questions regarding the current state of the product and features are going unanswered. Various backer’s have left commenters seeking to know more about 4K video, battery life, and comparisons to competitors, such as the Ricoh Theta S. From the beginning of the campaign to the most recent comments it is clear that backers want more frequent updates and better communication from developers at Nicocam. Early on in the campaign the creators were communicating frequently, and then towards the middle of the campaign the replies started to taper off. The lack of answers and updates has created much speculation about the product. There are concerns that the company raised money and are not going to deliver a product, which is creating a lack of trust. There were a few comments stating that they want to get a refund for their donation. It is expected that once promotion for Nico360 has began and the product is launched to the U.S. market consumers’ perception on the camera will change.

Environment Geography The United States is made up of 50 states, bordered by Canada to the north and Mexico to the south. The United States is the third largest county in the world if measured by geographical size. It offers a variety of scenery, from large cities to very rural areas. The population of the United States is approximately 82.4% urban and 17.6% rural (Encyclopedia Britannica, n.d). Some notable landmarks in the United States include: the Grand Canyon, Mount Rushmore, the Rocky Mountains, farmland in the Midwest, and beaches on the west and east coast.

Economics Between the United States and Hong Kong, both countries traded goods and services with one another in 2015 totalling $62.1 billion, (United States Imports, 2016). The United States receives more imports than exports each year, showing that the products we consume come from other countries rather than our own. Looking at the total imports coming into the United States, approximately 19% of the imports come from China having consumer goods with 26% of the total. With the average United States minimum

wage being $7.25 and Hong Kong having a minimum wage of 30HK ($3.87 U.S. dollars), it can be concluded that outsourcing would be cheaper. The cost of labor can vary, depending on the region in China. For example, Hong Kong is on a different currency than the rest of the country. For every dollar spent on manufacturing, it costs 96 cents in China before taking in consideration the cost of transportation (Sirkin, 2014).

Politics Under the Obama Administration, trading with Hong Kong and China has increased. Foreign Direct Investment (FDI) between the two countries has also increased in the last eight years. FDI is when a business owned in one country is controlled by an entity in a different country. There are currently two frontrunners in the 2016 U.S. Election, both with similar plans regarding foreign trade with China. Donald Trump seeks to penalize other nations for shortchanging American manufacturers. More pertinently, he has proposed to impose a 45% tax on imported Chinese goods (New York Times-Trump, 2016). This could drastically alter how international businesses make economic decisions. Hillary Clinton favors a similar toughening of American foreign trade policies. She promises to fight to retain American jobs, which is similar to Trumpâ&#x20AC;&#x2122;s stance. However, the two candidates differ slightly on their positions regarding the Trans-Pacific Partnership. Trump wants to completely get rid of the TPP, while Clinton want to keep it. However, Clinton is not above criticizing the deal. She has moved towards wanting to slightly amend the TPP to help American workers (New York Times- Trade Stances, 2016).

Social Corporate Social Responsibility (CSR) in China is emerging. In China, CSR includes laws and regulations, governmental instructions and guidelines, non-governmental standards and organizations. A major issue with Chinese manufacturing are the labor laws, more specifically the use of sweatshops. Consumers like to know which businesses are, and which are not using this method of manufacturing. It is common for consumers to lean

away from companies that employ sweatshops. CSR requires companies to provide the quantity of goods, services, and employment but also the quality of life for those who would be affected by the corporate activities (heinonline, n.d.). Researchers have found that companies who have a strong CSR will have more loyal customers, helping the consumers develop a more positive company evaluation (link springer).

Cultural There are approximately 80 million millennials in the United States, making up about a fourth of the entire population. They contribute about $200 billion in annual buying power. Millennials tend to influence the older generations, making them a top generation to target. A problem that arises when targeting the millennials is that traditional advertising does not always grasp their attention (Schawbel, 2015). This forces companies to find alternative ways to gain the attention of millennials. Additionally, some millennials are not brand loyal. They are looking for the best-performing products, rather than the brand itself. In a 2014 survey taken by Forbes and Elite Daily, about one percent said that a compelling advertisement would make them trust the brand. 33% of millennials also said they are most likely to read blogs to find more out about a specific product or service. This speaks to the persuasive power that blogs can have. In the same survey, about 44% said that they value authenticity in a company or product. They want something that not everyone else has; they want the product or service to be unique (Schawbel, 2015).

Financial The United States makes up approximately 44% of the world's bond market. Since the United States makes up a good portion of this market, it would benefit Nicocam because the company would be able to both purchase and sell debt (CNBC, 2016). In 2015, approximately 125 million Americans owned digital cameras. According to Deloitte Global the VR (Virtual Reality) industry will surpass $1 billion for the first time this year, $700 million of that is coming from hardware such as headsets, cameras and computers.

This is beneficial to Nico360 because it features this hardware. By 2020, the industry could top $30 billion, according to Digi-Capital (Augmented/ Virtual Reality, 2015).

Diversity Millennials are those born in the years between 1982-2000. There are approximately 83.1 million millennials in the United States. Of that 83.1 million, 44.2% are part of a minority race or ethnic group. On the contrary, there are about 75.4 million baby boomers in the United States, only 21.7% of whom are minorities. Baby boomers were born between the years of 1946-1964 (US Census, 2014). This information shows that millennials are the most diverse population to strategically target.

Market Market Size According to Fortune, the action camera market sells nearly 8 million cameras a year. There is evidence shown in an article from Research and Markets that predicts the market will grow 22.2 % by 2019. This research also found that a main factor working against the action camera market is the decreasing prices of smartphones. However, this could work in Nico360’s favor because they still cost less than the average smartphone on the market. Statista found that in 2015 smartphones cost $276.20 on average. Meaning, Nico360 is priced nearly $100 cheaper. Personal action cameras account for 75% of the total market revenue of the action camera market (“Global Market Insights”, n.d.). 360 cameras are a subcategory of the action camera market. Virtual reality cameras are an up-and-coming trend, and are expected to control a fifth of the entire action camera market by 2020. Virtual reality cameras will make up $6 billion of the estimated $30 billion in the next four years (The Motley Fool, n.d.).

Competition

Direct The Nico360 is entering a market full of direct competitors due to the continual and projected growth of the VR market. It should be noted that Nico360 is entering the

market later than some of its direct competitors. Its direct competitors include Ricoh Theta S, Samsung Gear 360, Giroptic 360, 360 Fly 4K, Bublecam, VSN Mobil V. 360-degree Action Cam, LG 360 Cam and the Nikon Key Mission 360. The direct competitor that matches the Nico360’s price is the LG 360 Cam. According to the LG website, this product is available for $199.99. The LG 360 also matches the number of cameras and lenses. It also features the ability to livestream through Google Street View and Youtube, Wifi/Bluetooth connection and it offers two additional microphones. The LG 360 lacks waterproofing, image stabilization and has a smaller frame than the Nico360 (“LG 360 Cam (R 105): Compact 360 Camera LG USA,” n.d.) (“8 new 360-degree cameras that won’t break the bank,” n.d.). Next is the Ricoh Theta S and the Samsung Gear 360, which are both priced around $350. Theta S is more expensive than the Nico 360, lacks waterproofing and is larger. Two differentiations are that the lens is made of seven parts in six diverse groups and has two sensors (“Products,” n.d.) (“The 7 Best 360 degree Cameras and Rigs for Shooting INSANELY Awesome VR Videos,” 2015) (“The World’s Smallest 360 Camera - Nico 360,” 2016). The Samsung Gear 360 boasts two lenses and dust-proofing but it is not fully waterproof and is also larger than the Nico 360 (“The Nico 360 to launch as the world’s smallest 360 camera with a multitude of features,” n.d.) (“Samsung Gear 360,” n.d.). The VSN Mobil V. 360-degree Action Cam has similar specs to that of the Nico 360 except for it offers two microphones, shock proofing, larger dimensions and is priced at $419 (“VSN HD Camera Kit,” n.d) (“Click Here To See in Motion,” n.d.). Going up in price, the Giroptic 360 camera costs $499 and offers live streaming technology, three microphones and optics, GPS and six elements glass lenses (“8 new 360-degree cameras that won’t break the bank,” n.d.) (“360cam,” n.d.). While Nico 360 can not compete with these particular specs, it offers a lower cost, smaller size and waterproofing (“The World's Smallest 360 Camera - Nico 360,” 2016). The 360 fly 4K matches the price of the Giroptic 360. It also differentiates itself by offering two microphones, built-in telemetry sensors including e-compass and non-assisted GPS and water/shock proofing (“8 new 360-degree cameras that won’t break the bank,” n.d.) (“360fly 4K flyshop - Welcome to surround sound,” n.d.).

The Nikon Key Mission 360 has shock proofing image stabilization, two lenses and sensors as well as a price of $554.23. It offers smaller dimensions, but not as small as the Nico 360 (“8 new 360-degree cameras that won’t break the bank,” n.d.) (“Nikon Key Mission 360 price and specs appear on retailer’s website,” n.d.) (“Nikon Key Mission 360 4K Ultra HD 360-Degree Action Camera,” n.d.). Bublcam in comparison is sold for $799. The major differentiation for the Bublcam is that it has four lenses (“Bublcam,” n.d.).

LG 360 Cam Ricoh Theta S Samsung Gear 360 VSN Mobil V. 360-degree Action Cam Giroptic 360 360 fly 4K Nikon Key Mission 360 Bublcam

Indirect Nico360’s inexpensive price tag places it indirectly in competition with GoPro’s Omni virtual reality hardware and software, smartphones with VR capability, DSLR and digital cameras, and photo stitching software. Smartphones with VR capability

DSLR and Digital Cameras

Photo stitching software

LG 360 Headset (Adapter for LG 5)

Nikon

PTGUI

Samsung’s Virtual Reality (adaptor for Samsung tablets and smartphones)

Canon

Kolor 360

GoPro (Virtual Reality Capability through the Omni adaptor and provides both photo stitching display for Virtual Reality) The Nico360 supports virtual reality headsets while also having availability to broadcast 360-degree live stream content. Indirectly, the Nico360 will compete against smartphones that have virtual reality capability, such as Samsung Galaxy and the LG Nexus. These respective devices both use the existing cameras to dock with virtual reality headsets to create a 360 degree view. While these adaptors may give a 360-degree view they do not allow for people to live stream. Nico360 is the first 360 camera allowing users to live stream without a computer. Live stream and full circle capability place the Nico360 indirectly in competition with photo stitching software. This software allows the user to take various still photos, but does not allow for a live stream of these images. The use of photo stitching software also places digital cameras as an indirect competitor with the Nico360. This software gives the user the ability to create a panoramic visual by connecting various still images. These softwares are based upon still images and do not give the user the ability to live stream 360 images. Image quality will be greater with still images but doesn't give users live stream availability.

Market Share Because Nico360 is still in the Indiegogo Crowdfunding Campaign phase of its timeline, it has not sold any units of the product (“The World's Smallest 360 Camera - Nico 360,” 2016). This means that it does not yet have a market share value. While it has not sold anything, Nico360 has raised $315,143 in funds that will go towards the company (“The World's Smallest 360 Camera - Nico 360,” 2016).

According to KZER Worldwide the world sales of VR during 2015 was $1.4 billion and is estimated to grow to $2.7 billion in 2016 (“Consumer Virtual Reality market worth $5.2bn by 2018,” n.d.). In October and November, when the product presumably is shipped to retailers and funders the market share can begin to be assessed (“The World's Smallest 360 Camera - Nico 360,” 2016). For now we can speculate that due to the growing VR market, Nico360’s reputable partners, competitive price, small size and creative design; it is possible that it will do well in sales during 2016 and 2017. This statement is possible if appropriate measures are taken to promote the product, eliminate all product glitches, and build a reputable image as a brand.

Supply Both quality and price vary greatly in the market, 360-degree camera and video technology is being supplied at professional and consumer grades at prices ranging from $200 to $15,000. Nico360 will be competing with other consumer grade 360-degree cameras ranging in price from $199 - $800. ABI research predicts that 360-degree camera technology will bypass the usual slow market entrance that new technology usually experiences due to its close relationship with virtual reality (VR). This has proven true given that the top producers of 360-camera technology, such as Kodak, Nikon, Samsung and LG are also heavily invested in virtual reality. Forecasts from ABI indicate that more than 4 million consumer grade and 2 million professional 360-degree camera devices will ship in 2021. VR products are estimated to sell 70 million in 2021, as 360 cameras create the content for these devices, the 360 market is predicted to closely follow the VR market.

Demand According to Indiegogo, the largest global crowdfunding and fundraising site online, Nico360 raised $299,873, resulting in it being 583% funded. The surplus in funds from the crowd-funding source, which is popular with tech-centered early adopters, indicates a high interest in, and future consumer demand for, the product (Indiegogo, 2016). Over 4 billion videos are viewed daily on Youtube. 60 hours of video are uploaded every minute. This high volume of video calls for new technology (Bullas, 2012). Youtube began

supporting 360 videos in 2015. The 360 degree technology is newly accessible to the public (Hollister, 2015). Facebook released a feature on its website, June 9th 2016, allowing users to upload a photo using a 360 app, allowing them to view the whole photo by clicking and dragging their mouse (Groden, n.d.). With major social media platforms adapting their services to support 360 videos and photos, it shows the demand is going to increase, as a larger audience is more aware of the technology. Support from major platforms that play 360-degree video has accelerated the demand for 360 cameras (Entrepreneur, 2016).

Location of Market While Nicocam’s home base is in Hong Kong, its primary target market is the United States. It aims to have its product available for purchase on major e-commerce sites such as Amazon, BestBuy and Walmart. Having visibility on these reputable sites, where many of its competitors also live, will allow Nico360 the ability to potentially win over consumers in the market for a 360 camera. As stated on Indiegogo, November 2016 is the projected “Retail Distribution” date. The published timeline also portrays that in order to get to that point, the Nico360 must confirm its suppliers and manufacturer, finalize mass production, and send shipment to backers (“The World’s Smallest 360 Camera - Nico 360,” 2016). As stated on the Business section of The Travel Channel’s website, some of the top tech-savvy cities within the United States are as follows: Silicon Valley in the San Francisco Bay Area, Boston, Austin and Seattle; these cities were included for a plethora of different reasons. For example, Google is headquartered in Silicon Valley; Boston has been regarded as a “hotbed of high-tech innovation in fields such as biotech and software” (“U.S. News & World Report”, n.d.). Austin’s inclusion of Forbes as a ‘Top Innovative City,’ and 700 tech groups find residence in the Seattle area (“The Top US Tech Cities,” n.d.). Nico 360’s market location focus on the United States is prime for tech innovation and aligned with its competitors target market as well.

Audience Demographics The intended target audience for Nico360 is millennials in the United States. Currently, millennials are defined as someone born between 1981-1997, and aged as 19-35 according to Pew Research Center (Fry, 2016). Millennials have surpassed the Baby Boomers, as the largest and most diverse living generation in the United States (Fry, 2016). The current population of Millennials is 75.4 million compared to the Baby Boomers population of 74.9 million. The average household income of Millennials is $54,243 according to Mintel 2014 data. Compared to the other generations, the millennials have much less disposable income, and their focuses tend to be more on providing for their household and paying off your debt. The Nicocam can benefit from this factor by providing a cheaper alternative compared to to the competition. There is no specifications on race or gender for the the intended audience, as long as they meet the other specifications for the audience they will be targeted by the Nico360 campaign. Millennials are are also technology driven, according to Forbes.com. 87% of millennials use more than two devices on a daily basis (Schwabel, 2015). There is a market for millennials because it is evident they use more than two devices a day and are not dependent on one in particular, such as a smartphone, therefore the Nico360 could be an addition or replacement for their current devices. Millennials like new innovations and products. Nearly 50% of “millennials say they like to be one of the first to buy new/trendy products” (“Marketing to Millennials,” 2015). Psychographics

Following demographics, the intended lifestyle of the target audience for Nico360 audience are people who are active and seek adventure, whether it be through hiking, sports, or traveling. They have a passion for how they spend their leisure time. They also

enjoy capturing and sharing their adventures with others, whether it be through social media or in person. In addition to being adventurous, the lifestyle of the target audience is someone who is technology savvy and enjoys technology. They are looking for the newest innovation, and they “tend to move quickly from one trend to the next” (“Marketing to Millennials - US,” 2015). Ideally, they fall into the Early Adopters to Early Majority on the diffusion of innovation. Since the idea of 360 cameras is still a fairly new innovation, Nicocam should aim to target Early Adopters to the Early Majority, because they are the ones more willing to buy the product. An example of someone that fits into the lifestyle for the Nico360 is a college student studying abroad. They are looking for a camera to share all the images they have captured of their once-in-a-lifetime adventures. Nico360 is the camera for thrill-seekers, adventurers, and travelers to provide high quality images, and make friends and family back home feel like they are there in the moment.

Location Cities highly populated with Millennials would serve as the best area for Nicocam to promote and launch the Nico360. The top 10 markets for Millennials are as followed: Austin, TX; Salt Lake City, UT; San Diego, CA; Los Angeles, CA; Denver, CO; Washington, DC; Houston, TX; Las Vegas, NV; San Francisco, CA; and Dallas Fort Worth, TX (“Why The “Y” Millennials and the Generation of Innovation,” 2015).

Target Audience Based on the research provided in the audience section, the concluded target audience for the Nico360 is millenials (19-35), that reside in urban cities of the United States. They enjoy adventure and travel in their leisure time. They looking for a reasonable priced 360 degree camera, to share their adventures with family and friends. The target audience

keeps up with the latest technology advances, and are dependant on more than one electronic device for their daily life.

S.W.O.T. Analysis

Strategic Plan Goal: To strategically increase and direct the internal and external channels of communication for the company so that Nico360 can be perceived as the premier 360 degree camera amongst US millennials.

Objective 1:

Increase impressions on Nicocam website by 20% from Week 1 to Week 25 (or 6-months) by using Google Analytics.

Strategy 1.1: Create a product launch news release and distribute it to leaders and influencers in the intended market Tactic 1.1.1: News release Strategy 1.2: Implement â&#x20AC;&#x153;Now You See Itâ&#x20AC;? Campaign Guerrilla Marketing Campaign Tactic 1.2.1: Computer-generated draft Strategy 1.3: Search-Engine Optimization Tactic 1.2.1: Keyword research write-up Strategy 1.4: Buy a booth at Northside Festival. A festival in Brooklyn, New York with events focused around music, film, and innovation. Comparable to SXSW. Tactic 1.2.1: Cost of Booth Tactic 1.2.2: Booth display

Objective 2: Increase brand awareness on Nicocamâ&#x20AC;&#x2122;s Facebook page by increasing the amount of followers from its current 179 followers to 750 from Week 1 to Week 25 (or 6-months) of the campaign launch. Strategy 2.1: Create and place Facebook Advertisement Tactic 2.1.1: Ad content and design Strategy 2.2: Create a Twitter account and sync Facebook content to Twitter. Tactic 2.2.1: Facebook content Objective 3: Improve internal communication performance between U.S. and Hong Kong before the product goes to launch. Strategy 3.1: Hire one U.S. employee fluent in Mandarin to represent Nicocam Tactic 3.1.1: Hiring process and job requirements Strategy 3.2: Locate an office to headquarter U.S. affairs. Tactic 3.2.1: Office headquarters Tactic 3.2.2: Budget plan Strategy 3.3: Develop a supply chain management communication plan Tactic 3.3.1: Communication plan content

Creative Plan Overview MORE INFORMATION AND RESEARCH WOULD GO HERE

Measurements MORE INFORMATION AND RESEARCH WOULD GO HERE

Timeline

Week 1-Week 25 (Total of 6-months) MORE INFORMATION AND RESEARCH WOULD GO HERE

Budget $100,000 US dollars. MORE INFORMATION AND RESEARCH WOULD GO HERE

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