WATCH ASSISTANT Developed by Murzakhmet Tomiris Tumysheva Malika

WATCH ASSISTANT Developed by: Murzakhmet Tomiris Tumysheva Malika Bakhtiyarov Arman Akbarov Olzhas Arslanbek Timur Omirzak Aidyn

STAGE 1. Product review.

PRODUCT OVERVIEW Device for blind and deaf people with the following functions: Basic functions: watches and alarm (by sound, vibrating, Braille) ➢ ➢ GPS navigator (principle of 2 GIS) Warning sensors for hazard or obstruction thanks to laser sensors. ➢

Stage 2. Product.

PRODUCT OVERVIEW ➢Sound and laser sensors could translate words of people into text (for deaf people) and also scan information from any printed material (price lists in the store, for example) into sound translated through Braille (for both deaf and blind) and sounds (for blind). ➢Modern and attractive design of the product. ➢Bluetooth headsets or Braille.

PRICING ❖For deafness people= 35 000 tenge; ❖For blinded people= 30 000 tenge; ❖Both functions: 60 000 tenge.

PLACE ⦿Special magazines for disabled people including internet magazines (Smart. Aids. ru, 7 cvetik. ru, etc. ); ⦿Direct sales through educational, medical and other profit and non-profit orgs or deaf and blind people; ⦿Web site.

COMPETITIVE ADVANTAGE ⦿Bluetooth headset; ⦿GPS navigator + Warning sensors for hazard or obstruction; ⦿Laser sensors could translate words of people into text (for deaf people) and also scan information from any printed material (price lists in the store, for example) into sound translated through Braille (for both deaf and blind) and sounds (for blind). ⦿Modern attractive design of the product.

MISSION ⦿Our company will look to manufacture inconspicuous and styles smart watches for use by the deaf & hard of hearing communities, blind & hard of seeing communities, elderly & wider population, which will be suitable for 24 hour convenient use in private and public places, while providing value to both our customers and shareholders.

NEEDS ⦿Value easy –to- use things which make them feel as normal people; ⦿Prefer not to stand out from the crowd, to be as everyone else. ⦿Slogan: “No more embarrassment, be safe, be like everyone else”.

SEGMENTATION Geographic Demographic Psychographic Behavioral · Kazakhstan, CIS countries • 155 000 totally deaf and 80 000 totally blind people in Kazakhstan (really much more); • No specific age group or gender • strong orientation towards other deaf and blind; • somatic and other complaints (nervousness, anxiety, stress); • hypochondriac; • conservative. • watches the tv (deaf) and listen to radio (blind), internet, social media; • actively participate in various associations of disabled people; • trust to their doctors, family members and other disabled people;

SWOT S · · · · Design and innovation background; GSP and danger alert functions; Suitable for both private and public places use; No additional accessories required; 24 hours alert assistance; Most competitively prices device in the market (for such an amount of functions); Easy of use by all generations; W Lack an established brand name; · No market share; · Lack of business connections; Lack of business negotiation experience. · O · · · T Ongoing disabled person rights preservice campaigns; Currents offerings not sufficient; Entering an unimaginative market place in terms of innovation and design; Expanding target market; Obtain design patents; Crowd funding; Rival products; · More established brands; · Cheaper alternatives may emerge; Advance in medical technology. ·

POSITIONING Positioning statement: “Within the category of products for blind and deaf people, Watch Assistant positions itself as a irreplaceable device offering superior safety, total elimination of embarrassment from using devise and wide range of useful features”. Figure 1. Perceptual map

TARGET MARKET ⦿Target group 1: Deaf & hard of hearing communities, blind & hard of seeing communities, elderly population; ⦿Target group 2: 35% of products for deaf and blind were bought by their relatives, friends, and therapist.

Stage 3. Price.

Price strategy ●Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the higher price; the firm makes fewer but more productive sales; ●We do not have location, time pricing

Stage 5. Promotion.

PROMOTION ⦿ Charity promotions; ⦿ Club program; ⦿ POS displays in the medical centers, offices of associations and special shops / internet shops, schools for deaf and blind people; ⦿ Promotional theater in places of accumulation of blind and deaf people; ⦿ Events for our target audience (meetings and seminars with doctors from other countries and local specialists, etc. ); ⦿ Contests; ⦿ Direct sales through therapists of deaf and blind people; ⦿ Google ad words and targeted advertising on social media.

Competitors. Review of the market.

COMPETITION • Low functionality • Unattractive design • Low functionality • Attractive design • High price • Low functionality • Unattractive design

SMART AIDS ⦿Low functionality (only for defining time) ⦿Unattractive design ⦿The cost is approximately - 15 000 kzt

THE BRADLEY TIMEPIECE ⦿Cool design ⦿Simplicity in use ⦿Low functionality ⦿Very high price – $325. 00

The alarm clock can be equipped with the following functions: : ⦿ Ability to switch modes of alerting (only vibration, vibration and sound, sound and light, light and vibration); ⦿ Adjust the volume of the signal; ⦿ Connector for connection to telephone line; ⦿ But generally it has only one function - to alarm

PROJECTED SALES PER 1 YEAR ⦿For deafness people= 35 000 tenge per unit*155 000*3% (conversion rate) = 162 750 000 KZT; ⦿For blinded people= 30 000 tenge per unit* 80 000*3% = 72 000 KZT; ⦿Both functions = 60 000 tenge per unit * 10 000 * 3% = 18 000 KZT. ⦿Marketing expenses are going to be 12 -20% from the projected sales.

CONTINGENCY PLAN ⦿ ❖ ❖ ❖ Financial: Optimization of costs; Focus groups; Analyzing and updating marketing strategy. Operational: Constant update of projected production plan of the devices; Long term contracts with suppliers and manufacturers; Ability to pre-order the device. Legal risks: To patent our product; To check out whether some technologies used in our product are not intellectual property of third parties; To register and operate company according to the law of the Republic of Kazakhstan.

THANK YOU FOR YOUR ATTENTION!