Market AnalysisState of the IndustryMarket SegmentationProjected SalesStrategy and ImplementationMarketing StrategyMilestonesMilestoneBudgetStrategy Pyramid3 Market Analysis 3.1 State of the Industry Current research indicates that the demand for wireless sensor network technology is becoming increasingly widespread. Our design philosophy emphasizes customizability and expandability, so our anticipated market is accordingly broad. It consists of the United States military and government, academic researchers, the security and agriculture industries, and strategic corporate partners. 3.2 Market Segmentation MilitaryAcademicCorporateGovernmentSecurityAgricultureMilitaryAcademicCorporateGovernmentSecurityAgricultureFigure 1. Market Segmentation OmniSense focuses on, but does not limit itself to, a market base consisting of various corporate partners. Many of these customers employ programmers who are trained at programming these modules to operate the specific sensor they desire. Our technology enables vendors to develop more efficient and cost-effective solutions, saving time and labor resources. Therefore, we access our market as one that is growing. Figure 1 shows the market segmentation. With a market as rich as the one that wireless sensor networks provide, competition is alive. Yet, our product is currently one of the most power-efficient modules on the market. It is comparable to the MICA2 sold by Crossbow. Crossbow is located in Silicon Valley, however their website brings in the majority of there revenue. The MICA2 is sold for $195 per unit in quantities of 10. Our product will sell for $100 in quantities of 20. Government, security, and corporate customers share a common interest: surveillance. Agricultural customers use WSN’s to keep track of humidity, temperature, and various other factors affecting their crops. The military is very interested in WSN technology for deployment in enemy territory. Also, since WSN’s are a hot research topic, the academic market is a substantial segment.3.3 Projected Sales Wireless Sensor Networks are an emerging and quickly-growing field. We expect to sell 100,000 units in our first year. After that, we anticipate steady growth due to the increased demand. See Figure 2 for an illustration of this growth. 050010001500200025002004 2005 2006 2007 2008Sales ($1,000)Total Sales Figure 2: Projected Sales 4 Strategy and Implementation 4.1 Marketing Strategy The performance of our wireless modules is comparable to that of the MICA2. However, we have an edge over the competition because we are able to offer our modules at a lower price to the customer. OmniSense has a head start on the competition since our modules implement channel coding for improved reliability and power efficiency. We will use these two competitive edges in our marketing strategy. Within the first 2 years, OmniSense will employ a 3-point marketing strategy: • Visit military bases across the U.S. to showcase our product • Contact FBI and other government intelligence organizations nationwide to generate interest• Use the Internet and trade shows to market to potential corporate partners Each Army, Air Force, Marine, and Naval organization has a different need for our sensors. In order to generate interest and maximize sales potential with these customers, it is essential for us to keep in contact routinely. Visiting bases in person allows our sales people to showcase our sensor modules and provide hands-on demonstrations. Our marketing strategy for government organizations will be much like that of our strategy for military organizations. We will make routine visits with FBI organizations in order to showcase, demonstrate, and keep our customers up-to-date with new changes and revisions in our products. The Internet will be our most valuable strategy for marketing to potential corporate partners. We will use the Internet to provide potential customers with direct access to all the necessary information about our product. Furthermore, we will use the Internet to solicit companies that are most likely to have a need for our sensor modules. 4.2 Milestones Table 1 outlines the milestones set forth by OmniSense along with budgets, projected dates, actual data, and variances from the projected data. The table indicates that we are on schedule for success. Milestone Planned Date Budget Actual Date Actual Budget Date VarianceBudget Variance Corporate Identity 8/1/2003 $1,000 8/1/2003 $1,200 0.00 $200 Product Specification 8/29/2003 $50 9/5/2003 $25 7.00 ($25) Presentation 1 9/25/2003 $100 10/3/2003 $100 8.00 $0 Prototype 11/15/2003 $1,000 1/16/2003 $1,700 62.00 $700 Prototype Testing 12/4/2003 $200 1/30/2003 $500 57.00 $300 Presentation 2 12/4/2004 $100 12/4/2003 $100 0.00 $0 Presentation 3 2/24/2004 $100 2/24/2004 $100 0.00 $0 Product Testing 4/23/2004 $200 4/23/2004 $200 0.00 $0 Presentation 4 4/28/2004 $100 4/28/2004 $100 0.00 $0 Brochure 5/1/2004 $1,000 5/1/2004 $1,000 0.00 $0 Sensors Expo 6/7-10/2004 $3,000 6/7-10/2004 $3,000 0.00 $0 Table 1: Milestones4.3 Strategy Pyramid Outlined below is our strategy pyramid, which declares our overall strategy (“Building lasting customer relationships”) and then lists the tactics and programs through which we will achieve that goal. Building lasting customer relationshipsProfessional TrainingCustom SolutionsHighly Available Support and Service24 Tech support Expert consultingTrain the sales teamCreate training materials (videos, etc.)Train the customers’ trainersProvide custom extensions to base productPartner on customer applications Figure 3: Strategy
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