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Our MKTG 455 GreenTraffic Final Presentation

GreenTraffic
Steve Bass
Matt Weeks
Kevin McAllister
Marietta Crockett
Company Overview
Founded in 2007
Jin Hong Kim, 20 yrs experience
objective: to produce the only traffic monitoring service that offers actual real time information feedback
proprietary Traffic Pattern Recognition
potential to offer traffic data on all major highways, secondary and local streets around the globe
based on aggregated information from GPS enabled phones
allow commuters to: 
make informed traffic decisions
avoid roadway congestion 
save commute time 
save money
reduce CO2 emissions
Competitive Analysis/ SWOT
SWOT
POSITIONING MAP
Tactical Programs
Competitors
Recommended Key Messages: 
1.Green Traffic is the only GPS phone application providing real-time traffic information. 

2.Green Traffic will reduce your carbon footprint and frustration levels by saving you time, gas, and money on the road. 


3.By reducing the amount of time idling in traffic, Green Traffic will save you money by reducing your gas consumption. 

4.Because traffic happens in real-time, you need real-time traffic information that only Green Traffic can provide. 
 
1.Get 1,000 beta testers by August 2009 by offering incentives. 


 High-Low
New technology enthusiasts with GPS capable phones who travel by car around the Seattle metropolitan area at least 3 days a week.

To:  Commuters and frequent travelers around the Seattle area with GPS capable phones. 
Green Traffic:  Is the most efficient and accurate real-time mobile traffic monitoring application. 
That:  Saves time, gas, money, and reduces one’s carbon footprint as well as their frustration levels 
Because:  Of its unique real-time algorithm. 

Goal 1: Gain 1,500 Beta Testers by July 1, 2009
Goal 2: 
By June 2010 build up user base of at least 100,000 total users in the Seattle Metropolitan area. 

Goal 3:  Begin sales of Premium version of Green Traffic.

Must have supplemental features (LaunchTime, Best Route…etc) developed by September 2009 in order to start sales of premium edition. 
•
Must contact at least 10 members of the press and have 40% of the reviews be positive. 
•
Must be able to achieve patent protection for the proprietary algorithm. 
•
Must achieve either venture funding or positive ad revenue equal to, or greater than our $20,000/ year operating budget before 2011 to avoid bankruptcy. 
•
Must maintain positive and open customer communications to stay on top of evolving customer demands, needs, complaints, and to identify future opportunities. 

Budget 
houston, we have beta..
we need to get relevant users
what the hell does that mean?
that means folks from seattle, who love android and hate traffic, and also fit our target user profile
ok, so where do we find them?
community groups built around the Android platform, and more specifically those groups that are based in the Seattle area
email to current users of free app
Wait..... WHAT?
Recommended Positioning Statement:  
Target Market Definition:
MARKETING STRATEGY:
SMART Marketing Objectives



2.Achieve 25% awareness of the application among GPS phone users in the Seattle area by March 2010. 


3.By June 2010, build up at least 100,000 total users in the Seattle metropolitan area based on a minimum of 2,000 concurrent users for stable and accurate operations based on Jin Kim’s 50:1 conservative ratio of total users to concurrent users. 


4.By the end of 2010, achieve ad revenue of approximately $5,000 per month. 

 
5.Develop supplemental software add-ons for premium version by September 2009. 


6.Launch product in San Francisco metropolitan area by September 2010.
 Critical Success Factors 
Q&A?
Primary Research
(sort of)