Procter & Gamble Developed CONVENIENCE COMPANIONS CONSUMER ROBOTICS (‘BOTS)
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Procter & Gamble DevelopedCONVENIENCE COMPANIONSCONSUMER ROBOTICS (‘BOTS)
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MULTIPLE ‘BOTS FROM A COMMON ($30) TECHNOLOGY
PLATFORM
CLEANING
SECURITY
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• Patrols house while you sleep, work, or vacation• No Installation - Works right out of the box• Home safety
– Temperature (risk of freezing pipes or fire)– Gas and water leaks (washing machine, roof, bath)– Smoke (listens for ceiling smoke alarms)
• Intruder deterrence & detection– Makes sounds to suggest home occupied– Motion sensors
• Uses cordless phone to call numbers you specify– Pager, cell phone, neighbor, relative
Home Safety System ‘Bot
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Why Safety/Security • High-order need
– People will pay whatever it takes to feel safe
• “Home safety system” very appealing!– “Does everything I need”
• Intruder deterrence & detection plus leaks, fire
– Installation ease – just plug it in
• 52% purchase intent at “reasonable price”– Will improve; 37% fence sitters
• $353 mean “reasonable price”, $200 median
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‘BOTS HAVE “WOW” ONE OF THE MOST LONG-DESIRED (BUT NEVER
AVAILABLE) PRODUCTS EVER TO COME TO MARKET - - LOWER INITIAL ADVERTISING COSTS
Sony sold out $100 million in a few hours by word of mouth
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THE SWEET SPOT
Fun, Companion-
ship
Functional
Increasing Automation
Increasing Human Interaction
Clean Air bot
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$30 MASS-PRODUCED ‘BOTS ARE ON-TRACK TO BE THE “MODEL T” OF THIS
CENTURY
$4,500 Dyson vacuum$140,000 Cyberguard $4999 ISR avatar
5X cost at $149.95 retail
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$149.95 PROFIT STRUCTURE
$4.94
$11.45
$14.97
$44.70
$30.00 $42.94
Warranty/Returns
SGA
Sales & Merchandising
Trade Margin
Manufactured Cost
Profit
Profit
Trade Margin
Unit Mfg Cost
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MULTIPLE SALES INTO A SINGLE HOME BY FUNCTION
CLEANING
SECURITY
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CONTINUING SALES VIA PLANNED OBSOLESENCE AND UPGRADE
ACCESSORIES (PC model)
THE LATEST AND GREATEST
PAINFULLYOBSOLETE
FADING FAST
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EXISTING MARKETS(INITIAL FOCUS)
• $640 MILLION sales of manual brooms, mops, and dusters;
• $5.1 BILLION U. S. market for residential security devices and services;
• $2.4 BILLION in North American sales of manual carpet cleaners
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NEW-TO-THE-WORLD MARKETS(future development and patents)
• A remote PHYSICAL AMBASSADOR (projects your remote physical presence - - being in two places at once - an Avatar.)
• Remote INTELLIGENCE as a service (entities, security, companionship, elder care, pet monitoring, etc.)
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INITIAL (target) OUTLETS• Specialty Catalogs e.g. Hammacher
• QVC
• PetSmart
• Tupperware Parties
• Corporate Holiday Gift Packs
• E-commerce (P&G I-ventures)
• Comdex, Consumer Electronics Show
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SCALABLE REVENUES• SOFTWARE DOWNLOADS (new personalities
and functions)• ‘BOT RELATED SUPPORT SERVICES (e. g.
security monitoring, remote provision of intelligence)
• ‘BOT MAINTENANCE AND SERVICE CONTRACTS
• PURCHASE REBATES from service providers (MSN, ADT, ISP’s, Atlantic Bell)
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“RAZOR AND BLADES” REVENUESAUTOMATED USE OF CONSUMABLES PROVIDES FOR REVENUES FROM SALES OF CONSUMABLES
AND C0-BRANDING
BATTERY PACKS
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REVENUE FROM AGGRESSIVE PATENTING
• Exclusive Licenses to key Patents and Patents Pending (from P&G)
• “Frequent Filing” around early consumer experiences and marketing research
• Filing patents on new to the world Business Models (e. g. remotely provided intelligence.)
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THE INVESTMENT OPPORTUNITY
• SIZE OF POTENTIAL MARKETS NOT CONSTRAINING
• $217 MILLION SALES IN 2004• PROFITABLE OPERATIONS
BEGINNING IN 2003.
MULTIPLE LIQUIDITY EVENTS • PRODUCTS TARGETED TO
STIMULATE FORTUNE 50 INVESTMENTS.
• DEVELOPING NEW, HIGH-VISIBILITY MARKETS TO STIMULATE IPO.
Annual Sales
0
50
100
150
200
250
2001 2002 2003 2004Millions
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THE INVESTMENT$4.0 MILLION CAPITAL NEED
2001 $2.9 MILLION operating cost
2002 $1.1 MILLION operating cost
2003 $12.9 MILLION operating income
2004 $37.8 MILLION operating income
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DISCUSSION
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Segment ProfileFunctional Needs
• Needs More Time (automation)
• Gives a better result (always clean, fresh)
• Needs More Security
Aspirations• Stress Relief (save time, provide service,
pleasant experience ie. Aromatherapy)
• Companion/Amusement (sounds, movements, reactions, interactions or no interactions)
• Self / External Image (I’ve Got One!)
• Appearance (polarizing, distinctive, elegant, fun)
• Background Story
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Initial Segments
• Professional women - - Women Entrepreneurs, Managers, Travelers
• Pet Owners
• Upscale Technophiles
• People buying Gifts for these Segments
• College Startup Gift Packs and Wedding Registries
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Sample Media
• Working Woman Magazine
• Delta Airlines Sky Magazine
• Frequent Flyer Points Redemption / offers
• Internet Presence at Robotics Clubs, and iVillage.com
• Quality Value Channel (QVC)
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REVENUE STREAMS • SALES OF ‘BOT UNITS
• HARDWARE ACCESSORIES (PC model)
• CO-BRANDING and PROMOTIONS of consumer goods
• SOFTWARE DOWNLOADS and SERVICES (SCALABLE)
• PROMOTIONS & PATENT LICENSING
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Consumer Ranking of ‘Bot Benefits (n=454)
1. Device that mops floors while you sleep
2. Patrolling home security system
3. Moving air purification device*
4. Device that picks hair out of carpets & rugs*
5. Device that kills weeds & sows grass seed
*especially appealing to pet owners
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Results of “Dusty’s” Initial Qualitative In-Home Testing
• Enthusiastic response
• Overwhelming agreement they would use product daily
– 2.5-3x normal consumption of consumables
• Belief that Dusty random pattern does cover floor
• Numerous improvement suggestions
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Why Hard Surface Floor Cleaning • Unmet consumer need
– Saving even a few minutes is important
– Wet mopping is hated• Uses only quiet time she has
• Huge market opportunity– $400 million Swiffer, WetJet eventually bigger
– Bots’ automation 2.5-3x consumables usage
• Requires both robotic and cleaning competencies
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MARKETING PLANS• Recruiting Marketing Officer likely with CEO • P&G Marketing and external specialists • Target Segments (Time Starved Women, Pet
Owners, Gift Buyers), Target Media• Use News (WOW), sampling, demonstration,
targeted advertising to generate WOM Buzz.• Marketing Alliance Options for revenue and
credibility
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REVENUE FROM PROMOTIONAL DESIGNS AND SOFTWARE
HIGH VISIBILITY IS KEY TO ADVERTISNG
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