UNISHELFSachi Nanda & Divyae Mohan Sherry

E Ink Display

Market Information• Market Size: At an average price of 42

USD per unit , we apparently estimate the global market to be of 1,00,000 users.

• Uniqueness of Market: The uniqueness of the market is that even though the shelf business has remained the same and hasn't evolved much.

• Niche: Warehouse CompaniesRetail Stores LibrariesStorage Units Educational Institutions

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MARKET SIZEOur market boundary is defined as the intersection of the globalinstallation of uni -shelves and displays estimated by proxy to be 10lakhs units.At an average price of 42USD per unit we estimate the globalmarket size for unishelf to be 40 million USD.concerning ourtechnology adoption rate and market penetration , we feel that ourproduct is compatible from small retailers to huge warehouses. Webelieve e ink is a part due to their product positioning .In the process of determining and verifying the market size for severalsegments and subsegments gathered through secondary research,extensive primary interviews were conducted with key people. Breakupof profile of primary participants is given below as: By Company Type:  Tier I¬¬–25%, Tier II–62%, and Tier III–13% By Designation: C-Level–20%, Director Level–70%, and Others–10% By Region: North America–14%, Europe–43%, APAC–29%, andRoW–14%With increased demand for retail automation products, expansion oforganized retail sector, and increasing digital transformation of retailstores, the Electronic shelf label market finds huge opportunity toproliferate in the next five years.

Warehousing and Retail business in AmericaSource: IBIS Knowledge

SEGMENTATION• Demographic: Our product is aimed at customers whose store

sizes are more than 4,000 Sq Ft as small stores really don’t need such a heavy infrastructure.

• Psychographic: Main Customer Groups are stores interested in technology advancement.

• Behavioral: Target Customers starts from mid - large size stores who want extreme efficiency and want to lower the human resource required for such jobs.

• Geographical: We will sell this product in all countries by online channels we will also have retail partners in developing & developed markets.

TARGETING & POSITIONINGTargeting• Location: We will target customers whose stores are in prime

locations cities as it will help us to easily make this a standard technology in the retail industry

• Revenue: Stores averaging around 1 Million USD in revenues per year or more will be targeted

• Branded/Non Branded: We will focus on more on branded retail stores like 7 Eleven etc as the orders from these chains will be in bulk and will be recurring.

PositioningWe position ourselves as a highly innovative and reliable company. We aim to make storing and finding products easy for our customers.

Survey ResultsAfter conducting the UNISHELF consumer survey, we found the reactions of our consumers really satisfying and motivating. This survey was taken by retailers , wholesalers ,various warehouse owners and our other targeted customers. We found that stores with more than 1 million USD found labelling and pasting quite burdensome. Their first reaction to our product is extremely positive .60 percent of the stores found the product to be very innovative and satisfying quality .50 percent of the people found UNISHELF worth the money .While the retailers with revenue less than 1 million found the product quite innovative and 50 percent found it worth the money.

Competitors Analysis• The labelling industry is currently limited to manual, printed and framed

tags. The existing products like LCD’s and many more are too small to be useful or too expensive to be practical.

• We have the first mover advantage as the current existing products are just old school methods.

• Utility Patent is an another feather to our cap , it will permit us to exclude others from making or selling the unique “UniShelf” product for a period of upto 20 years . Our business can prove really fruitful to us and can also give us an ultimate edge over others for minimum of 20 years .

• We will be competing with companies like Ikea who have been in this business for years but the fact that they haven’t adopted to the changes and advancement in technology in this space. They really don’t pose any threat to us.

SWOT AnalysisStrengths Weakness

Lower Power Consumption Technical know how Required

Utility patent rights First Movers Advantage

affordable price Opportunity Threats

Growing Economies and Growth in Per Capita Income

Disruption In Retail Technology Market

Rising Costs of Man Power

PESTEL Analysis• Political Factors: There can be direct intervention of the political factors on forex rated

but the increase in government debt leads to decrease in the price of the currency. Also, if there is political stability, the forex rate of the currency tends to increase. The recent demonetization by the Prime Minister of currency has also affected the exchange rate.

• Economical Factors: The higher the economic growth of any country more the chances for us to have better sales in that country as economic growth is an indicator of development and adoption of technology.

• Social Factors: Factors like the lifestyle of people also can help us get better market share. Countries like Dubai, Qatar etc. where flamboyancy is a part of culture will have our product as a standard in supermarkets, warehouses etc.

• Technological Factors: More the adoption of technology in a country or place more the opportunity for us to sell UniShelf.

• Legal Factors: Changes in Legal Framework can affect trade with other countries.• Environmental Factors: As the world is going paperless. UniShelf is a perfect example of

us working on to save the trees and environment also as the units are pvc free and are made using materials that don't harm the environment.

Key Market InsightsMarket: Revenue of

the company and market share

Services: As our product is an one time

investment , it will reduce the need of

employees and everything can be

upbeat with a touch of a finger .

Access: Our products can be bought via our various retail partners

and our e com website/

Competition: As we have first mover

advantage and utility patents on the

technology. We are not likely to face much of

competition Collaboration: We will

be collaborating with Logistics Software

Development companies and offer

them APIs to our product to make it more useful and

efficient

Sales & Distribution StrategiesPricing Strategy: We will price our product a bit higher than what a normal shelf costs but at a competitive price as bulk orders will bring in economies of scale and more the volume more will be the profits.Depending upon the number of units ordered and the goodwill of the client , we will offer free installation and the cabling for the same.Distribution Strategy: We will sell this product in all countries by online channels shipping it directly from China but will also have retail partners in developing markets like India where there is huge population base and in Developed markets like UK,USA etc. Promotion Strategy: • Sponsored articles in Business Magazines• Advertisement in Business Journals and Newspapers• One 2 One Interactions with management executives of targeted companies• Stalls in conventions related to retailing, academics (libraries) and warehousing.

THANK YOU!Sachi Nanda & Divyae Mohan Sherry