iCreate
Where the only limit is your imagination…
iCreate
Where the only limit is your imagination…
Table of Contents
EXECUTIVE SUMMARY 4
INTRODUCTION 5
BACKGROUND 7
STATEMENT OF OBJECTIVES 9
Strategic Initiatives 9
Controls 12
Control and Feedback Mechanism 12
THE MACRO ENVIRONMENT 14
Porter’s Five Forces Analysis: 17
THE MICRO ENVIRONMENT 18
Market Segments - Customers 18
General Consumer Segment 18
Large Corporate Segment 20
Medical Segment 20
Food Segment 21
Key Competitor Analysis 21
SEGMENTATION AND MARKET SIZE 23
Primary Data – Data Collection and Survey Results 23
Demographic and Geographic Segmentation 25
Behavioural Segmentation 26
Calculating Initial Market Size 29
POSITIONING 30
Positioning Strategy 32
Determining Price 33
Revenue Estimates 35
VALUE PROPOSITION 37
KANO MODEL 38
DETAILED SWOT ANALYSIS 42
Launch Plan 43
Launch Budget 44
REFERENCES 47
APPENDICIES 49
APPENDIX A – DETAILED SWOT ASSESSMENT 49
APPENDIX B – Revenue, COGS and Gross Margin Estimates 52
APPENDIX C - Business Model Canvas 54
APPENDIX D: Control Plan 57
APPENDIX E – Porter’s Five Forces Analysis 61
APPENDIX F – Empathy Maps 63
APPENDIX G – KANO Analysis 64
APPENDIX H – Primary Data Collection – Survey Results 69
APPENDIX I – Launch Plan – Microsoft Project 79
EXECUTIVE SUMMARY
iCreate™ is a class leading 3D printing platform designed specifically for the consumer, utilising Apple’s (“Apple Inc.”) design knowledge and established ecosystem, enabling our customers’ to embrace the new technology, with an easy to use and trouble free experience.
iCreate, is designed to service the mass target market of the general consumer and household market segment comprising young individuals, professionals and families. Using a single technology platform and design as a base, we will launch four separate levels of printing experience. Each level will provide different performance and price points, to suit the...