please read my market plan and just write one part of implementation  please follow this guide to write a. The implementation plan shows how a company will turn plans into results. To implement a m

MGM 301

Teresa Wu

Tom Grandits

Shiyu Zhai

Daekeun Yeom

Chenxi Yang

Marketing Plan

1. Executive Summary

Detect Everything, a new revolution in technology, is ready to bring out the best in easy, convenient, and most importantly, safety to the future. While today’s market in applications offer immediate safety alerts to smartphones and more, this simple piece of software is ready to install in any frequently used device. This new app will target market families with children and especially, elderly individuals. But safety has no boundaries. Anybody is at risk of danger. With many harmful poisons in the air in and outside, Detect Everything wants everybody to be safe no matter what or where the location. As a company, our objective is to be available 24/7 without the relying on of physical detectors. Not every shelter has working detectors or detectors at all for that matter. That is where we come in. With two facilities opening in the United States and goals to reach a net worth of at least $125 billion by 2025, it is “safe” to say that making the investment with Detect Everything is the ultimate choice in safety.

2. Company Description

In 2018, five business students at the University at Buffalo decided to create a new and different kind of app for Apple, Samsung, Google Play and more. However, with all the thousands of apps today, it was extremely difficult to think of something creative, innovative, and useful. After careful research and endless brainstorming, the five students narrowed their thoughts down to one specific idea. This new and simple app is called Detect Everything.

3. Strategic Focus and Plan

1. Mission Statement

To ensure our customers safe and convenient service that is affordable on any budget.

1. Goals

Non-financial goals:

Become the leading app in detecting dangers in the air

Begin to advertise our app on prime time television along with ads on YouTube, Facebook, Twitter, etc.

Open two facilities right in the United States (one location for customer service and the other for IT/engineering)

Hire over 500 new employees in one year

Attain a minimum of 500,000 subscribers in two years

Financial goals:

Welcome at least 5 new investors within one year

Breakeven in 2 years

By 2020, sales to increase at least 50%

1. Core Competency and Sustainable Competitive Advantage

While Detect Everything (DE) is a fairly new establishment, its goals and objectives are to create a new revolution to the digital world we embrace today. DE expects to be the first and foremost service to notify someone of harmful pollution around them. Other app services require a subscription to allow users to be alerted when their smoke detectors or other detectors go off. This particular application does not require anymore detectors in homes, schools, hospitals, municipal buildings, grocery stores and other foundations. With a simple download, this digital service will alert anyone directly from their smartphone, tablet, laptop, or streaming television without the annoying detectors and phone calls from alert companies. Due to technology only growing stronger, this brand new phenomenon will provide safety to anyone and everyone.

4. Situation Analysis

1. SWOT Analysis

b. Industry Analysis

As technology rapidly developed, we felt that our safe devices should be more user-friendly and reliable. So we thought about the smoker detector that everyone has in the house. The smoke detector on the market right now is the smoke detector in our house. In the current smoke detector market, average of 40 million smoke alarms were sold each year. However, still many people have no detector or forget to change their batteries. In fact, three of every five home fire deaths resulted from fires in homes with no smoke alarms (38%) or not working smoke detectors (21%). Dead batteries caused one-quarter (24%) of the smoke alarm failures. As technology advances, so does the smoke detector. So we combined a smoke detector with an application that can be used anywhere.

The global mobile application market accounted for $108,440 million in 2016, and is estimated to grow at a CAGR of 19.2% to reach $311,249 million by 2023. And the total smoke detector market is estimated to grow from USD 1.31 Billion in 2015 to USD 2.52 Billion by 2022. According to growth rate, application has become a necessary item for people.This market will continue to grow tremendously. By comparison, a battery powered smoke detector market growth is small. But because people want a safer, more comfortable device, we believe that if we could put these two together, we would have a really good product. As we can see the growth rate of the application market, we thought it was a good time to introduce this product.

Our new device Detect Everything (DE) will help all people or busy modern people who can not care about small things. The original smoke detector is difficult to care about or can not work without paying. These are things that are related to human life, and they should always work. That's what makes our new products more competitive. It can also be downloaded to many electronic devices, which can protect people even if their cell phones are turned off. And wherever the air is polluted, the mobile phone you carry, gives you a warning so you can get out of there. These characteristics of DE give people a sense of stability and satisfaction. Our new application, Detect Everything, will be a better way to protect people’s life than the original smoke detector.

c. Competitor Analysis

With all the safety gadgets and services in today’s technologically advanced world, finding a new safety product was only half the battle. DE also had to factor in other issues that the company may have to face in the future. One big issue is facing all the competitors. There are several safety products in the market today. From automobiles to safety alerts, we as a company have to give our customers guaranteed safety and convenience that other companies cannot. Not quite easy. Downloading the app is free. After a free trial period of 90 days, subscribers will only pay a simple monthly fee of $14.99. What similar companies in the market lack that DE does not is how easy and convenient the app is. As specified earlier, our app includes the software and engineering that other apps do not. Everybody owns at least one of the daily electronics that the app is compatible with. So why not carry an app that is guaranteed to alert you without any detectors mounted on your wall? Smart smoke alarm companies like Nest and Roost have the ability to do what we at DE will do, but without the “all in one” app luxury.

d. Company Analysis

The strength of this app will allow our customers to be quick to react when knowing there is smoke being detected near them. It allows our customers know that they are safe wherever they are. This app makes it easier for customers to use when keeping themselves safe. Rather than hearing the loud beeping noise or not knowing when to change the batteries for the smoke detector, this app will be able to let you know when it detects something in the air. The product design is simple and easy for customers to use. Although technology is constantly changing, this app will be easy to use no matter what age a person is. Customers will find this app useful as it concerns to their safety wherever they go. We will achieve our marketing goals by advertising our app and hearing feedback from our customers on what we can improve.

e. Customer Analysis

Our target market is comprised of any age from young to older adults. Any person with the app is able to detect any smoke that is near them based on the smartphone that they have. Although older adults are more familiar with how a smoke detector works, they do not have to worry about the loud beeping noise or knowing when to change the batteries. Younger adults are able to familiarize themselves with a smoke detector when downloading the app that can help detect any smoke that may alert them. In our society today, technology is very popular among young and older adults. With this app, it is affordable and can be used on a daily basis when detecting any smoke in the air. Because the app will be with the person all the time, it is able to detect not only smoke at their homes, but anywhere else where they may be.

5. Market-Product Focus

1. Marketing and Product Objectives

Our goal is to create a safe life with advanced technology for our customers at an affordable price. We will also begin by increasing our share of the smoke detector market with innovative smoke detection technologies. The need for our products for anyone regardless of age and gender will help increase our market share. Within two years, the goal is to be known to many people and have a majority of the market share in the smoke detection market.

1. Target Markets

Our target market can be anybody. But we can focus on three target markets: busy workers, children and senior citizens. We chose these groups because we thought they were the ones who needed our products the most and would be the most effective if these groups used our product. In other words, these three groups will make the best use of our product’s stability and convenience.

First of all, busy workers don't care how much battery is left in their home for smoke detectors or if they're working. To be honest, they don't know how or how much battery they have left, and they rarely think about changing it after they finish their hard work. We've thought about all this. It should be simple and convenient for busy people. Our products DE work with just a few touch times. And you don't have to worry about it after it's been activated. And the price will not be a burden at all. $14.99 for each month, and indeed, the attraction is free of charge for the first 90 days. Busy modern people will feel safer.

Another target market is children and the elderly. To be more specific, the actual target is the family members who are raising young children or living with older people. Young children and the elderly have something in common. The immune system is weak and vulnerable to air pollution. For example, places with severe yellow-dust or high levels of smoke can be more deadly to children and older adults ' respiratory organs than other ordinary people. When we are exposed to these places, DE gives the people an warning alarm to get out of that area quickly. Moreover, young couples or any parents who have children will pay more attention to the terrible disasters such as fire, they want to prevent it because they have a family to protect. So families who have children will prefer a safer smoke detector and our product, DE, will be answer to that.

As air pollution continues to increase, we will focus on continuously updating our products to improve reliability. This stability and convenience update will not let the customer leave.

1. Points of Difference

Nowadays, the Smoke detector fire alarm product market is lagging behind. Despite the advancing technology, the product has not made much progress. Air pollution is getting worse, but the current product stays same, it's not changing. Detect Everything (DE) are more functional, reliable, convenient, portable and accessible than the ones the current market have today.

The current product is only attached to the home, so it can only react to the smoke of the fire, to be more specific, to the smoke of burning. On the other hand, because our products can be downloaded to many electronic products, we can always warn our customers by reacting to a variety kind of polluted air. Furthermore, our products don't need batteries that need attention or replacement at all times. And it's really easy to search our products in the app store for a free download. Customers don't need to go to BestBuy or Walmart anymore. We offer our customers 90 free trial days and then they pay $14.99 per month. A typical home-installed smoke detector costs more than $14 on average. And the average battery for a smoke detector is over $11. We respect the consumer's choice based on price. However, we are confident to say that DE will be the right choice given the free trial period and good features and benefits.

1. Positioning

To the busy people who pursue convenience, the young children and the elderly who need safety and functionality, our improved products, Detect Everything, will protect you from the polluted air wherever you go and will always be ready whenever is needed.

6. Marketing Program

7. Financial Data

8. Organization

9. Implementation Plan

10. Evaluation and Control

A. Appendices