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Optical Distortion   Presented by:   Srinivasan Raghavan Shawn Ritzenhaler Jaime Valle Matthew Lackowski Vlad Ignatov May 19, 2011
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Situation and Market Forces ,[object Object],[object Object],[object Object],[object Object]
Segmentation and Targeting ,[object Object],[object Object],Farms Hens Hens/Farm Pacific Region 592 45,516,021 76,885 South Atlantic 1081 46,372,092 42,897 Mountain 26 1,488,794 57,261 West South Central 526 28,252,131 53,711 East South Central 400 18,311,473 45,779 East North Central 398 15,360,907 38,595 West North Central 199 8,661,383 43,525 Middle Atlantic 324 15,629,652 48,240 New England 161 7,955,616 49,414
Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Saving Per Hen Mortality $0.124 Egg-laying trauma $0.044 Feed $0.112 Total $0.28
 
Assumptions: Year 1 Year 2 Year 3 Year 4 Year 5 Number of farms Targeted 592 1673 2599 3520 3707 Conversion Rate 50% 50% 50% 50% 50% number of farms Purchased 296 836.5 1299.5 1760 1853.5 Number of Sales people 8 21 33 44 47 Number of technical representatives 2 5 7 9 10 sell price (Introductory Price in Year 1, Value Based Price in Year 2 & 3, Post Patent Expiry Price in Year 4 & 5) $0.18  $0.18  $0.18  $0.18  $0.18  Volume (Targeted) 45,516,021  91,888,113  138,451,717  178,103,659  187,548,069  Volume (Purchased) 22,758,011  45,944,057  69,225,859  89,051,830  93,774,035  Revenue 4,096,442  8,269,930  12,460,655  16,029,329  16,879,326  COGS (784,696) (1,584,151) (2,386,908) (3,070,507) (3,233,329) Regional Office expense (196,000) (392,000) (588,000) (784,000) (784,000) Sales person (320,000) (840,000) (1,320,000) (1,760,000) (1,880,000) Technical Representative (70,000) (175,000) (245,000) (315,000) (350,000)             Fixed Cost Per Year           Research and Development Expense (250,000) (250,000) (250,000) (250,000) (250,000) Headquarters Expense (614,000) (614,000) (1,200,000) (1,200,000) (1,200,000) Advertising expense (100,000) (100,000) (100,000) (100,000) (100,000) Trade Show Expense (100,000) (100,000) (100,000) (100,000) (100,000) Licensing Fee (25,000) (25,000) 0  0  0  Pre-Tax Net Income 1,636,746  4,189,779  6,270,747  8,449,822  8,981,998  Total Pre-tax income 29,529,091         
Distribution – 5 year Plan ,[object Object],[object Object],[object Object]
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object]
Happy hens– Happy farmers!

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Optical Distortion Marketing Plan

  • 1. Optical Distortion Presented by: Srinivasan Raghavan Shawn Ritzenhaler Jaime Valle Matthew Lackowski Vlad Ignatov May 19, 2011
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.  
  • 8. Assumptions: Year 1 Year 2 Year 3 Year 4 Year 5 Number of farms Targeted 592 1673 2599 3520 3707 Conversion Rate 50% 50% 50% 50% 50% number of farms Purchased 296 836.5 1299.5 1760 1853.5 Number of Sales people 8 21 33 44 47 Number of technical representatives 2 5 7 9 10 sell price (Introductory Price in Year 1, Value Based Price in Year 2 & 3, Post Patent Expiry Price in Year 4 & 5) $0.18 $0.18 $0.18 $0.18 $0.18 Volume (Targeted) 45,516,021 91,888,113 138,451,717 178,103,659 187,548,069 Volume (Purchased) 22,758,011 45,944,057 69,225,859 89,051,830 93,774,035 Revenue 4,096,442 8,269,930 12,460,655 16,029,329 16,879,326 COGS (784,696) (1,584,151) (2,386,908) (3,070,507) (3,233,329) Regional Office expense (196,000) (392,000) (588,000) (784,000) (784,000) Sales person (320,000) (840,000) (1,320,000) (1,760,000) (1,880,000) Technical Representative (70,000) (175,000) (245,000) (315,000) (350,000)             Fixed Cost Per Year           Research and Development Expense (250,000) (250,000) (250,000) (250,000) (250,000) Headquarters Expense (614,000) (614,000) (1,200,000) (1,200,000) (1,200,000) Advertising expense (100,000) (100,000) (100,000) (100,000) (100,000) Trade Show Expense (100,000) (100,000) (100,000) (100,000) (100,000) Licensing Fee (25,000) (25,000) 0 0 0 Pre-Tax Net Income 1,636,746 4,189,779 6,270,747 8,449,822 8,981,998 Total Pre-tax income 29,529,091        
  • 9.
  • 10.

Hinweis der Redaktion

  1. 1 - Pacific 2 - South Atlantic 3 – East South Central, West South Central 4 – Mid Atlantic, East North Central, West North Central 5 – New England, Mountain
  2. 1. Product positioning – debeaking and cannabalism 2. Erected barriers to entry thru patenting and license agreements, needs to use the 3 years it has to solidify these by building relationships with farmers, for instance. 3. Segmentation and targeting – ODI should target medium to large farms, for whom these costs are more prevalent, as well as areas with many farms, i.e. dense geographical regions, to save on regional offices and other costs of doing business 4. Pricing – the optimal price is $0.18 given our assumptions, this will produce the most profits and meet the goal of 50% market penetration 5. Distribution – start in california and expand from there