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研究生:林佳樺
研究生(外文):Lin, Shelley C.H.
論文名稱:偷偷看嬰兒監視器創業計劃書
論文名稱(外文):Totokan Baby Monitor Business Plan
指導教授:何小台
指導教授(外文):Ho, Chester
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:101
語文別:英文
論文頁數:35
中文關鍵詞:嬰兒監視器創業計劃書
外文關鍵詞:Baby MonitorBusiness Plan
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Infant safety has always been a major concern for new parents and those with small children. Monitoring young infants while they are asleep with the dangers of Sudden Infant Death Syndrome (SIDS) or Apnea has always been a very important part of parenting. Not only are there a multitude of products that are designed and produced each year to ease the minds of new parents, but there are numerous laws and regulations with the focus of enforcing the safety of young children in moving vehicles. Many countries around the world have made strict laws enforcing rear facing car seats for young infants. This position is ensures that its precious cargo is in the safest position possible in the event of a car crash. Though safe, the rear facing position is not the most practical for parents to monitor their child while in the driver’s seat. It is difficult while in motion to check on your child to see if she has spit up, fallen asleep, or if her safety straps need to be readjusted while she is rear facing.
This is where our product, Totokan Baby Monitoring Systems, can help ease the minds of parents. Designed for flexible usage and on-the-go parents; our product is wireless, portable, and durable. Totokan can be easily installed on the car head rest or attached wherever you need to monitor your child. Most importantly the image of your child is streamed directly to your smart phone. The convenience of this product allows this monitor to go where you go, whether it is a long road trip, a play date at a friend’s house, or a quick nap at the grandparents. The ultimate goal is for Totokan’s design to be easily portable and effortlessly set up for parents to take on-the-go.
1. Executive Summary 1
1.1. Our Vision 2
1.2. Mission 2
1.3. Company Goal 2
1.4. Core Competency 2
1.5. Product Design 3
1.5.1. Software: The Cloud/Online Storage/Add’l Revenue Streams/The Application (App)/Live Streaming 5
1.5.2. Potential Accessories Pack 8
2. Company Summary and Ownership 9
3. Market Analysis 10
3.1. Defining our Market 10
3.2. Market Size and Opportunity 12
3.3. Annual Market Size 13
4. Company Management 14
4.1. Organization Chart 14
4.2. Compensation Planning 15
5. Competitive Analysis 16
5.1. SWOT Analysis 16
5.2. Competitive Landscape 16
6. Marketing and Sales Strategy 21
6.1. Online Marketing 21
6.2. Marketing Strategy 21
6.2.1. Blogger Moms 22
6.2.2. Tech Dads 22
6.2.3. IndieGoGo – Crowdsourcing 23
7. Pricing Strategy 25
7.1. Sales Forecast 25
7.2. Likely Scenario 25
7.3. Aggressive Scenario 26
7.4. Phenomenon Scenario 26
8. Start-Up Budget 27
9. Operative Expense and Break Even Analysis 29
10. Summary 30
11. Appendix 31
11.1. Appendix I: Bill of Materials 31
11.2. Appendix II: Product Roadmap 33
[1] Euro RSCG Worldwide. 2012. Market Probe. Modern Parenting: Is there an App for that? Digital Dads VS Average Joes
[2] American Academy Pediatrics. Pediatrics. 2011. Child Passenger Safety Recommendations
[3] Summer Infant 10K: 2012 Annual Report
[4] New York Times. March 21, 2011. Rear-Facing Car Seats Advised at Least to Age of 2
[5] BabyCenter. April 2012. 2012 American Media Mom
[6] BabyCenter. November 2011. 2011 Shopping Rituals of the American Mom
[7] Consumer Electronics Association. December 16, 2010. Moms and Social Media: Influencing CE Purchases
[8] U.S. Census Bureau. 2010. Age and Sex Composition: 2010
[9] U.S. Department of Health and Human Service. 2012, Vol. 61, Births: Preliminary Data for 2011
[10] The World Bank, 2011. Levels and Trends in Child Mortality
http://data.worldbank.org/indicator/SH.DYN.MORT
[11] University of Virginia, Center for Applied Biomechanics. 2007. Car safety seats for children: rear facing for best protection
[12] National Highway Transportation Safety Administration. 2009. Child Restraint Use in 2008 – Demographic Results
[13] NPD Group. 2012. Mobile Phone Track
[14] Harvard Business Review. 2010. Gillette’s Strange History with the Razor and Blade Strategy
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