Watch assistant

1. WATCH ASSISTANT

Developed by:
Murzakhmet Tomiris
Tumysheva Malika
Bakhtiyarov Arman
Akbarov Olzhas
Arslanbek Timur
Omirzak Aidyn

2. STAGE 1. Product review.

3. PRODUCT OVERVIEW

Device for blind and deaf people
with the following functions:
Basic functions: watches and alarm
(by sound, vibrating, Braille)
➢
➢
GPS navigator (principle of 2GIS)
Warning sensors for hazard or
obstruction thanks to laser sensors.
➢

4. Stage 2. Product.

5. PRODUCT OVERVIEW

➢Sound and laser sensors could
translate words of people into
text (for deaf people) and also
scan information from any printed
material (price lists in the store,
for example) into sound
translated through Braille (for
both deaf and blind) and sounds
(for blind).
➢Modern and attractive design of
the product.
➢Bluetooth headsets or Braille.

6. PRICING

❖For deafness people= 35 000 tenge;
❖For blinded people= 30 000 tenge;
❖Both functions: 60 000 tenge.

7. PLACE

⦿Special magazines for disabled people including
internet magazines (SmartAids.ru, 7cvetik.ru,
etc.);
⦿Direct sales through educational, medical and
other profit and non-profit orgs or deaf and
blind people;
⦿Web site.

8. COMPETITIVE ADVANTAGE

⦿Bluetooth headset;
⦿GPS navigator + Warning sensors for hazard or
obstruction;
⦿Laser sensors could translate words of people
into text (for deaf people) and also scan
information from any printed material (price
lists in the store, for example) into sound
translated through Braille (for both deaf and
blind) and sounds (for blind).
⦿Modern attractive design of the product.

9. MISSION

⦿Our company will look to manufacture
inconspicuous and styles smart watches for use
by the deaf & hard of hearing communities,
blind & hard of seeing communities, elderly &
wider population, which will be suitable for 24
hour convenient use in private and public
places, while providing value to both our
customers and shareholders.

10. NEEDS

⦿Value easy –to- use things which make them
feel as normal people;
⦿Prefer not to stand out from the crowd, to be
as everyone else.
⦿Slogan: “No more embarrassment, be safe,
be like everyone else”.

11. SEGMENTATION

Geographic
Demographic
Psychographic
Behavioral
·
Kazakhstan, CIS countries
• 155 000 totally deaf and 80 000 totally blind people
in Kazakhstan (really much more);
• No specific age group or gender
• strong orientation towards other deaf and blind;
• somatic and other complaints (nervousness, anxiety,
stress);
• hypochondriac;
• conservative.
• watches the tv (deaf) and listen to radio (blind),
internet, social media;
• actively participate in various associations of disabled
people;
• trust to their doctors, family members and other
disabled people;

12. SWOT

S
·
·
·
·
·
·
·
Design and innovation
background;
GSP and danger alert
functions;
Suitable for both
private and public
places use;
No additional
accessories required;
24 hours alert
assistance;
Most competitively
prices device in the
market (for such an
amount of functions);
Easy of use by all
generations;
W
Lack an
established
brand name;
·
No market
share;
·
Lack of
business
connections;
Lack of
business
negotiation
experience.
·
·
·
·
·
·
·
O
T
Ongoing disabled person
rights preservice
campaigns;
Currents offerings not
sufficient;
Entering an
unimaginative market
place in terms of
innovation and design;
Expanding target
market;
Obtain design patents;
Crowd funding;
Rival products;
·
More established
brands;
·
Cheaper
alternatives may
emerge;
Advance in
medical technology.
·

13. POSITIONING

Positioning statement: “Within the category of products for
blind and deaf people, Watch Assistant positions itself as a
irreplaceable device offering superior safety, total
elimination of embarrassment from using devise and wide
range of useful features”.
Figure 1. Perceptual map

14. TARGET MARKET

⦿Target group 1: Deaf & hard of hearing
communities, blind & hard of seeing
communities, elderly population;
⦿Target group 2: 35% of products for deaf and
blind were bought by their relatives, friends,
and therapist.

15. Stage 3. Price.

16. Price strategy

●Setting
a high price for a new product to skim maximum revenues
layer by layer from the segments willing to pay the higher price; the
firm makes fewer but more productive sales​;
●We
do not have location, time pricing

17. Stage 5. Promotion.

18. PROMOTION

⦿ Charity promotions;
⦿ Club program;
⦿ POS displays in the medical centers, offices of associations
and special shops / internet shops, schools for deaf and
blind people;
⦿ Promotional theater in places of accumulation of blind and
deaf people;
⦿ Events for our target audience (meetings and seminars
with doctors from other countries and local specialists,
etc.);
⦿ Contests;
⦿ Direct sales through therapists of deaf and blind people;
⦿ Google ad words and targeted advertising on social media.

19. Competitors. Review of the market.

20. COMPETITION

•Low functionality
•Unattractive design
•Low functionality
•Attractive design
•High price
•Low functionality
•Unattractive design

21. SMART AIDS

⦿Low functionality (only for defining time)
⦿Unattractive design
⦿The cost is approximately - 15 000kzt

22. THE BRADLEY TIMEPIECE

⦿Cool design
⦿Simplicity in use
⦿Low functionality
⦿Very high price – $325.00

23.

The alarm clock can be equipped with the following functions::
⦿ Ability to switch modes of alerting (only vibration, vibration and sound,
sound and light, light and vibration);
⦿ Adjust the volume of the signal;
⦿ Connector for connection to telephone line;
⦿ But generally it has only one function - to alarm

24. PROJECTED SALES PER 1 YEAR

⦿For deafness people= 35 000 tenge per unit*155
000*3% (conversion rate) = 162 750 000 KZT;
⦿For blinded people= 30 000 tenge per unit*
80 000*3% = 72 000 000 KZT;
⦿Both functions = 60 000 tenge per unit * 10 000 *
3% = 18 000 000 KZT.
⦿Marketing expenses are going to be 12-20% from
the projected sales.

25. CONTINGENCY PLAN

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Financial:
Optimization of costs;
Focus groups;
Analyzing and updating marketing strategy.
Operational:
Constant update of projected production plan of the
devices;
Long term contracts with suppliers and manufacturers;
Ability to pre-order the device.
Legal risks:
To patent our product;
To check out whether some technologies used in our
product are not intellectual property of third parties;
To register and operate company according to the law of
the Republic of Kazakhstan.

26. THANK YOU FOR YOUR ATTENTION!