1. Marketing Plan

2. Market Analysis

3. Past Performance - R Markets already existing for this product
How product was sold into Care Homes
Profitability and Pricing
Care Home Competitors
Rylan

4. Market Information Sources: Size: Location: Trends:
# Houses built are expected to decrease to in Canada in 2008, in 2009
Large part of the housing market is in large urban centres
Trends are the housing market is decreasing
* Canada Mortgage and Housing corporation

5. Competition - R Major Competitors: Share of Market:
Strengths and Weaknesses: features, quality, price, durability, service, selling terms, profitability, customer perception
Competitive Advantage to Competitors
Trends to reduce competition
Barriers for competitive entry
Rylan
For saskatoon – look through electricians – home automation, alarms, security, sprinkler
Technical Strength – super technical strength – we’re doing the engineering, so we can adapt Very easy and fast to customer’s needs. We are the OEM
Location awareness of the system
Good quality – Really customize what the customer needs – different needs – enclosures etc. we can adapt it
if we were just an Electrical installer we would bel imited to suppliers
strong because local
Competitive Advantage – we’re going in with a hybrid approach – using suppliers to have product, but because we built stuff we have an edge to provide fully customized systems
Exploring Patents on some technology

6. Customers - R Who will buy Rate of Sales
Where and When sale will be made
Factors influencing buying decisions- all the good things
Buyer preferences and needs - mkt research
Product meets those needs
Influencers on the buyer’s decision – govt credits,
Rylan
Developers
first year sales of 5% of housing starts – so approximatly 100 homes – 200 homes in 2nd year
developer gives us the ability to take home automation to the next level and more than just inside home
Key things, energy consumption, enviroment and saftey – developers of adult living communities would be very interested beause its similar to care homes that we are in all ready but we would have higher percentage of product penetration
Lighting / energy consumption

7. Target Market Most attractive consumers
Easiest and lowest cost to enter
Weakest and most vulnerable to competition
Advantage over competitors in these markets
How much market share DP-W can capture
Greatest Sales and profit potential
Best niche for the company
joren

8. Product/ Service Features - R
Product Specifications
Key Features of the product vs Competition
How customers will perceive the product
List of items consumers are asking for
Decision: product matches these needs, therefore, keep the design
Rylan
How adaptable specific design
Location – customizabliity

9. Opportunity Key aspects of the Market Opportunity
Complete Sales Forecast of market share estimates for each target market
Joren

10. Marketing Strategy

11. Sales and Profit Objectives - R
“Our objective is to obtain a --% profit by selling xxx units of our new smart home package to house owners by the second year of operation”.
Rylan – to ask Herb
40% -
$ they pay this – cost ~$1500 per home (gross)

12. Channels of Distribution
Distribution method:
Cost effective
Technical and sales support
Specific distributors that are good matches for our company and our product/service
Joren

13. Pricing Strategy - R Competitor’s price
Combination of price and volume to achieve profit objectives
Different prices for different markets?
Discount options
Price maintenance
Rylan
Look at X10 for pricing or Leviton.
Standard price unless customization –
Flat rate for devloper – the device will be what They want to sell because they can charge the customer more, they can could double what the cost to them is.
Weather we give a discount or not shouldn’t matter

14. Service Mix Dominate target market
Advantages in price compared to Competition
Restrictions in certain target markets or specific product services
Joren

15. Selling and Advertising
Objective: personal promotion
Role of sales force
Expansion of sales force
Training and tools for sales force
Use of media
Sales force budget
Joren

16. Marketing Plan Budget Cost of Marketing Plan on Pro-forma statement
joren