INTRODUCTION: The Semi-Colon Company was created by a group of design, technology and business students with the objective of empowering women and raising awareness to the importance of their role in the technology sector. This business plan presents our latest product, called “The Ultimate Semi-Colon Iphone 7 Case,” which consists of a waterproof phone case with an internal sleeve for documents/cards/money and a removable chain. Coding and other technology-related symbols, showing that technology can be beautiful and trendy, inspired the pattern designs of the cases.
MISSION STATEMENT: To promote the education and empowerment of women in technology.
RATIONALE FOR IDEA: The technology sector is constantly perceived as a masculine environment, where women aren’t given enough voice, even though playing a very impactful role in the field. With that in mind, the Semi-Colon company is launching “The Ultimate Semi-Colon Iphone 7 Case,” as a way of solving women’s problems concerning the use and transportation of their phones and personal items, while supporting the females in tech cause by donating a percentage of our sales to the cause. The idea of including the internal sleeve instead of the usual pocket in the back of the case was made thinking about preventing the cards and documents from falling or getting damaged by water. The detachable chain gives the user another alternative for caring her phone and essentials and still keep her hands free.
TARGET MARKET:
The “Ultimate Semi-Colon Case” is targeted to 18-25 year old females living in major metropolitan areas around the United States. They are fashion conscious, independent and tech-savvy with high disposable incomes. • Young professionals and working mothers. • Either single or married. • Financially independent with average income over $30,000 a year. • They seek practicality, security and style, characteristics necessary for their daily activities that go from commuting to work, to happy hours and cultural events.
Personas
Young Professionals: 28, recently graduated young professional in business working hours living in metropolitan areas. She balances work, family and hobbies, which include fashion and travelling. She seeks independence and freedom and is willing to pay good money for accessories that offer both style and functionality in her daily life. Working Mothers: 35, working mother commuting to work from the countryside to a major city. She balances work and the house activities by spending time with her children. She is always busy and looking for ways to carry fewer items around when going to work or taking her children to school. She is willing to spend good money on gadgets that will offer her more control and security while performing her daily tasks.
Competitive analysis
There is a series of Iphone cases in the market with spaces to include cards and documents in the back. Some examples include the “JimmyCase Wallet” which has a silicone bumper to carry cards and documents and the “CM4 Q Card Case” that has a stitched fabric pocket in the back, they are both sold at an average price of U$35. The “Ultimate Semi-Colon Case,” however, differentiates itself by having the sleeve for cards and documents in the internal side of the case, which is also waterproof as a guarantee that the items and phone won’t be damaged. In addition to that, the Semi-Colon Case has a unique design created to raise people’s awareness to the women’s in tech cause, supported by us through our designs and donation of part of our revenues. Other possible competitors include “Mophie,” which donates part of its profits to the AIDS cause and “GelaSkins,” that also donates part of the profits for charity and use appealing designs to sell the product.
DISTRIBUTION CHANNEL MARKETING PLAN
• Social Media Semi-Colon will use Instagram, Instagram Stories, Twitter, Facebook and Snapchat as their main social media channels. Instagram will include pictures of the product, its functions, inspirational images used for our designs, quotes and videos showing our impact in the cause we support. Instagram Stories and Snapchat would include more of our daily activities at the company, interviews with co-founders and women from the technology area. Twitter will be more focused on news about the company and general info. The Facebook page will include bios about the founders of the company, product reviews, images of actions taken by the company towards our supporting cause and links to articles about the company and product.
• In-store retail strategy The “Ultimate Semi-Colon Iphone 7 Case” will be sold at Verizon and Apple stores at major US cities. It will have its special display inside the store with images and signs about the company and cause supported. The packaging will include bios on the designers of the product and how its purchase impacts women around the world.
• PR and Media There will be a major event for the launch of the “Ultimate Semi-Colon Iphone 7 Case” at the Verizon flagship. At the event, attendees will have the opportunity to meet the designers and co-founders of the Semi-Colon Company. It will also include guest speakers, which support and/or represent the women’s in tech cause, from professionals of the area to women that had their lives changed because of technology. The event and product would be announced in TV commercial, banners inside the Apple and Verizon stores, outdoors, subway ads and major fashion magazines such as Elle and Vogue. • Commercial
The commercial will air at Verizon and Apple’s websites and stores. At the stores it will air in Ipads located next to the display where the cases will be found. It will also be available on our social media pages and website. The commercial will also include Zac Posen and Rebecca Minkoff as supporters of the cause. Financial Plan The “Ultimate Semi-Colon Iphone 7 Case” will have a final retail price of U$ 40,00, with approximate production costs of U$ 15,00. From the U$ 25,00 dollars of profit generated by the sale of each case, 5% will be donated to support the females in tech cause.
Website : http://kw62027n.wixsite.com/website
URL for the video of the website : https://youtu.be/y2xlQXDRV9k
URL for the video commercial : http://www.youtube.com/watch?v=ZcJgf5_oQsE&sns=em
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