Strategy and Implementation Summary

Our strongest competitive advantage is our ability to introduce a product that is not only entirely new to the brand, but also utilize multiple features from other products and combine them into one trendy device. By combining a video recorder, camera, GPS, mp3 unit, and the ability to alter lens colors, it creates a brand new spectrum for a variation of activities whether it is extreme sports, water sports or even a walk along the beach, which allows our product to have a competitive advantage over our competitors and their similar products. Based on the three general core competencies, which are it provides potential access to a wide variety of markets, should make a significant contribution to the perceived customer benefits of the end product, and difficult to imitate by competitors. Our new goggles with added features will fulfill all core principles of a strong product.

We plan on being the leader of the market to gain market dominance. With being the first company to create this type of product we are able to gain new brand awareness and develop loyal consumers across the markets. Our penetration strategy that will best suit our product is price skimming. Since we will have limited amount of products available at the beginning we are planning to create a skimming strategy that will charge the most we can get for the product by adding value to the goggles. The perceived value will be that this is a product that is well constructed and a top product. A company who uses this strategy is Apple with their various products as a basis as for how we would like to market our goggles.

Our sales strategy will focus on being able to have a strong product available when we debut the goggles. Our goal will be to have enough goggles in stock that we will be able to sell them as soon as they are ready. If we generate a lot of sales we plan on to not have a long wait time in delivery of no more than a week that a consumer would have to wait for their product to arrive. One we have the availability we are going to set them at a mid to high level to show the perceived value of the product is higher than any of the other accessories that may be close to our product. Once a product is solid we want to make sure we create a solid track record that our product is heavily used and that the consumer is happy with the product. Once our track record is strong we will have word of mouth and advertisements that will help generate more sales. We plan on using stages for our forecasting. We will create milestones throughout each stage. Procurement of the product, marketing of the products, selling process, and after purchasing assessment are various stages of milestones we could create. After each stage is finished we can see what needs improved and what we are satisfied with. This will help us determine the profitability we are gaining and in what areas we are struggling in that will help profits grow by a learning process and the results of the assessment after each stage.

We will be using the sales effectiveness system which is based on 4 key principles. Define, direct, develop, and deliver are the key principle of the effectiveness system. The define principle strategic selling is based on the premise that the sales strategy is clearly understood and consistently executed by everyone in the organization. The direct principle is based on the strategy that owners need to look closely at the organization's processes for creating and deepening relationships with customers and ensure that they are defined and communicated. The develop strategy is that sales managers are responsible for developing the individuals on their teams to make sure that they will be capable of achieving and maintaining the desired customer relationships. Finally, the delivery strategy has salespeople who need skills to help them deliver on promise of needs -- satisfaction selling -- the skills which help build relationships from sales call to sales call and guide customers and prospects through the sales cycle.

01/25/13 - Won Entrepreneurship Contest - $15,000

02/1/13 - Presented Business Plan to Johrdin’s parents and received a charitable donation

$1,250,000

2/3/2013 - Developed our six phase e-commerce presence

03/28/13 - Opened business office and lab - $30,000

04/29/13 - Full Staff hired - $1,000,000 annually

5/15/13- Accomplished all six phases of our e-commerce presence

12/20/13 - Opened production and call center facility in India - $20,000

1/08/14 - Indian production and call center team hired - $100,000

5.1 Strategy and Implementation Summary

➢ Competitive Advantage and Core Competencies

➢ Marketing Strategy

➢ Sales Strategy

▪ Sales Forecast

▪ Sales Programs

➢ Milestones (including Budgets and Dates)