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CLOCKY: THE RUNAWAY ALARM CLOCKLai AgboolaJessica WangDami ErapiIjafeh Akpe
+GUARI NANDA
27 year old MIT student
Worked at Apple as a programmer
Passion for merging entertainment and technology
Developed the Clocky concept as a project
+CLOCKY
Clocky is an innovative alarm clock designed to solve the problem of the SNOOZE button
It has two key functions:
1) Makes loud repetitive sounds.
2) Jumps off the nightstand and moves around in unpredictable directions.
+CONTEXT OF THE PROBLEM
MAJOR PROBLEM
Which market segment to pursue i.e. Need or Fun
OTHER PROBLEMS
Manufacturing and design
Distribution decision
Pricing decision
Media management and communication
Finance
+SITUATIONAL ANALYSIS
Consumers
Need Market: Wake-up difficulties (research supported)
An innovative gift item
Treatment of Narcolepsy
(1 in 2000 Americans)
Fun Market: Happy robotic household pet
(less risky approach based on expectations)
+SITUATIONAL ANALYSIS
breakdown of clocky’s mailing listAGE UNDER
13 13-17 18-25 26-35 36-45 46-55OVER 55
COUNT 185 32 463 2699 2253 896 557
% GIFT 9.9 7.7 23.9 26.7 35.3 53.2 73.4
+SITUATIONAL ANALYSIS
COMPANY: Does not have a company ( start-up issues)
Little or no capital
Media attention
Forgone alternatives
+SITUATIONAL ANALYSIS
Competition: Little innovation in the market even with
increasing consumer expenditure
Sleepmart: very differentiated market
Puzzle Alarm: similar to clocky but may be
cumbersome
+SITUATIONAL ANALYSIS
Distribution and Transaction Costs
Ties with MIT lab and MIT lab sponsors
Major retailers/ Large Distributors
Small retailers
Home-shopping network
+SWOT ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES
THREATS
1. Clocky is an innovative product
1. No company in place
1. Little innovation in the alarm clock market
1. Similar product as puzzle alarm
2. Product can undergo segment overlap in the future
2. No capital 2. Media attention
2. Possibility of becoming a fad product
3. Nanda enjoys working on projects and seeing them to completion
3. Teething problems of a start-up: cost of goods, warehousing, packaging fees, distribution
3. Sleep research and Americans’ general wake up habits
4. Clocky is not a multifunctional device
4. Price advantage
+BREAKDOWN OF CLOCKY MAILING LIST
< 13 13-17 18-25 26-35 36-45 46-55 >550
500
1000
1500
2000
2500
3000
count
count
+PERCENTAGE OF AGE GROUP
3%0%
7%
38%
32%
13% 8%
count< 13 13-17 18-25 26-35 36-45 46-55 >55
+% GIFT ENQUIRY
< 13 13-17 18-25 26-35 36-45 46-55 >55
01020304050607080
% gift
% gift
+DATA EXTRAPOLATION
AGE COUNT GIFT PURPOSE
NEED PURPOSE
< 13 185 18 167
13- 17 32 3 29
18-25 463 110 353
26-35 2699 721 1978
36-45 2253 795 1458
46-55 896 477 419
>55 557 409 148
TOTAL 7085 2533 4552
+PUZZLE ALARM ANALYSIS
OVERALL COST
LEADERSHIP
FAD FUTURE
FUN MARKET
BROAD MARKET
+SLEEP SMART ANALYSIS
DIFFERENTIATION/ FOCUS
COMPLEX COSTLY
NEED MARKET
NARROW MARKET
+POTTER’S MATRIX OF STRATEGIC POSITIONING
[UNIQUENESS; BROAD MARKET]DIFFERENTIATION:
CLOCKY
[LOW COST; BROAD MARKET]OVERALL COST LEADERSHIP
[UNIQUENESS; NARROW MARKET]DIFFERENTIATION/FOCUS: SLEEP
SMART
[LOW COST; NARROW MARKET]COST/FOCUS
POTTER’S MATRIX
+
American company promises the aversion of risk and quality that is so required
+CHANNEL OF DISTRIBUTION
+Clocky’s 4P’s analysis
4P’s analysis
Product
Promotion
Price Place
+Clocky’s 4P’s analysis
Promotion
Product
Place4P’s analysisPrice
• Design should reflect more functionality than fun
• Partnering with an American product design firm
+Clocky’s 4P’s analysis
• Collaborating with Wal-Mart
Promotion
Place
Product
4P’s analysisPrice
+Clocky’s 4P’s analysis
• Maintain media attention to be advantages to product launch
• Cooperating with large retailer for good network, for easy accessibility, and for more experience marketing
Promotion
Place
Product
4P’s analysisPrice
+Clocky’s 4P’s analysis
• The retail price shall be 60 dollars
Promotion
Place
Product
4P’s analysisPrice
