2014-2015 Business Strategy Outline
GOALS AND OBJECTIVES GOAL ONE Build a fully functioning prototype for beta testing in local area schools. Objective: Complete two, full-functioning prototype robots and a functioning Android application that will act as an educational game and integrate with the robots by November 30, 2014. Strategy: Leverage company employees’ technical and non-technical skills to complete LazerBotz’s beta building, testing, and redesigning phases. Tactic: Follow an established timeline that dedicates appropriate time to acquire parts, build the prototypes, create the Android application, test in-house, and make needed adjustments. GOAL TWO Introduce LazerBotz into the elementary school curriculum at Title 1 schools in Escambia County. Objective: Increase the interest level of elementary students in STEM related areas by 10% by May 31, 2015. Strategy: Using PR tactics, build awareness for the brand and product within the education sector in Escambia County, FL. Tactic: Provide live in-class or video demonstrations of Lazer Botz for elementary children that coincides with a science or math related lesson. Objective: Achieve a 10% improvement in students’ scores on science and math related testing by May 31, 2015. Strategy: Develop in-class, hands-on STEM based games that function as the learning platform. Tactic: Make learning exciting by integrating STEM questions into a robotics themed application which runs on Android technology and controls real-life toy robots.
COMPETITION Direct Competition: DeskPets Advantages: 1. Established product and market 2. Distribution channels 3. Lower price and costs Secondary Competition: Xbox, Wii, Nintendo, etc. Advantages: 1. Mature Market 2. Mass audience appeal 3. Economies of scale and scope
LazerBotz Key Differentiators: LazerBotz key advantage over direct and secondary competition is the STEM based learning offered through the application. Another advantage is the precision of the physical robots’ movements and laser. Unique Offering: LazerBotz is the first educational robot offered to the target markets.
TARGET AUDIENCES IN ESCAMBIA COUNTY Primary Target: “The Engaged Learner (Elementary-aged children) The Engaged Learner is excited to learn in hands-on, innovative ways. Boys and girls aged 8-11 are still in primary education and have an introductory understanding of STEM subjects. The Engaged Learner accepts defined gender roles; boys play with masculine toys and girls play with feminine toys. The Engaged Learner is the influencer within his or her family structure when purchases are made for games and toys. Secondary Target: “The Inspirer” (3rd – 5th grade teachers) The Inspirer is the Engaged Learner’s primary school teacher and may range in age from 21-65 years-old. The Inspirer has influence over his or her students’ education and the emphasis on STEM related lessons. The Inspirer must follow The Board’s guidelines for lesson planning and are responsible for the students’ results on state-distributed tests, i.e. FCAT. Secondary Target: “The Board” (The School Boards) The Board is responsible for “setting policy and establishing the rules by which the schools and the system are administered. The members of the Board are a vital link between the citizens of Escambia County and the public schools. Input from the community is necessary to identify the needs and set priorities for the efficient operation and general improvement of the school system.” (Source: http://www.escambia.k12.fl.us/board/board.asp)
Business Model LazerBotz’s licensing strategy will be geared towards packaging robots and the application technology on a per school basis. Focusing on 3rd – 5th grade classes means each Title 1 school chosen for beta-testing will receive 24 robots and 24 smart phones including the LazerBotz application (8 robots and smart phones per grade level). Protective casing and storage areas will be provided for the product. LazerBotz will offer free product and application help and servicing and content management. The price for the educational package will be $40,000 per school year (per school). The ROI for each school will be 1. the opportunity to assist in the development of the final LazerBotz robot and application that will be introduced for beta-testing during the third-nine weeks of the school year, 2. the data results from the beta-testing in regards to the students’ performance on STEM related tests before and after the introduction of LazerBotz into lesson plans, 3. and the increased engagement levels of students in STEM-related subjects. Customer Value Proposition: Software updates: yearly robotic upgrades, routine application upgrades, and a dynamic online database to support an automatically changing question bank Online support with FAQs and contact information for LazerBotz’s developers Minimum downtime (broken robots will be switched out with functioning robots and repaired off-site) Option for at-school maintenance/training demonstrations for students.
MARKET RESEARCH / PRODUCT DEVELOPMENT Market Research Development More research needs to be conducted on the financial structure of the Escambia County school district to determine the best cost structure. Research on students’ interest in and involvement with LazerBotz will be completed and benchmarked during the first two nine-weeks of the school year. Research based on Title 1 program requirements and school ratings will determine which schools will be asked to be a beta-testing location. Product Development Plans 1. Include advanced technology to integrate augmented reality. 2. Develop multiple versions of robots that would teach different subjects and be based on users’ skill levels 3. Provide kits to allow users to add-on new functions through standard or customized features. 4. Offer a changeable shell design. Possibly the creation of other types of robots with pushing or picking-up functions (i.e. the construction industry). Market Development In the long-term, LazerBotz would like to reach a larger audience including students in middle and high school and adults 18+. Within the first five years, LazerBotz would like to begin distributing through retail stores such as The Discovery Channel, Best Buy, Toys R’ Us, and Target to grow sales and provide LazerBotz to a new market.