The Billy Goat

The Billy Goat

Automatic Lawn Mower

Chloe Beckmann, Payton Drury, Nick Mueth, Riley Rickhoff, Olivia Theising

Warranty

• Full Warranty
• Product breaks down on own
• Faulty parts
• No Warranty
• Product failure on consumer's part

Demographics/Psychographics

• Demographics
• High income
• Families
• Psychographics
• Busy

Psychology

Strategy

Skimming Strategy - The Billy Goat will be priced under what other mowers in its direct competition spectrum are (Most average at around $2,500.00

• Maslow's Pyramid
• In between Safety and Loving & Belonging
• It is a want
• Target Market
• Busy middle-high class families

Monthly Finances

• Unit sales per month = Around 20

20 x 2000.00 = $40,000.00/month

Manufacturing cost/month = $20,000.00

Monthly Profit = $20,000

Idea

Features

• Many different colors
• Can cut different patterns
• Electric/needs to be charged
• Quiet
• Device App
• Pair with mower
• Control while away
• Uses sensor to avoid obstacles

• Was no major influence
• Thought about it while brainstorming

Success

vs.

Failure

We think the Billy Goat will be a success because the product will make the life of the consumer easier in terms of mowing their lawn.

Billy Goat

Finances

• Sensor/GPS
• Ease of use
• Used by people who don't have the time or capabilities

Manufacturing Cost $1000.00

- Total Price/individual product $2000.00

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Gross Profit $1000.00

- Additional Expenses $ 200.00

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Net Income $ 800.00

Break Even Point = $1200.00

Benefit

• Consumer can spend time doing something else other than mowing lawn
• Easy to use
• Convenient

When & Where

• Seasonal
• Spring, Summer, & partly Fall
• Online
• www.billygoatrobotics.com
• In Stores
• Lowes, Walmart, Home Depot, Small businesses

Channel

Length = Relatively short, stretching immediately from the factories to the stores

Width = Determined by number of lawn and garden retailers in the area of sale

Launching Product

The Billy Goat will be launched by us having sales representatives go to various lawn and garden stores in our area, advertising our product and trying to get the company to buy and distribute our product. We will also advertise in various lawn and garden magazines, including Lawn and Landscape and Better Homes and Garden.

Promotion

• Approach
• We will be taking an emotional approach. We will try and connect with the consumer on a personal level, and make ourselves a company that the consumer can feel comfortable with calling if they have a problem or questions.

Pricing

Advertising

• We will advertise in the following magazines:
• Lawn and Landscape
• Better Home and Garden

Consumer Map

Test Market

• We will small market test our market. We will present the product to a few select lawn and garden care businesses and see how they like the product.
• Our focus group will be small businesses

Evaluate Success

We made small businesses our focus group specifically for this reason. We want the small businesses to grow and thrive, so if they are the ones testing and marketing the product in the beginning, that will be good for them, because if the target market likes it, they will buy it from the small businesses, and small businesses are trustworthy and really connect with the consumer on a personal level. This level of trust and care that small businesses provide is the exact type of business that we want to be identified with. Because we are all about the consumer.

• Competition
• Direct
• Husqvarna Robot Lawn Mower
• John Deere Tango E5
• Indirect
• Other lawn mowers
• Lawn companies

Appearance

Appearance (cont)

• Describes features
• Size
• Durability
• Cutting power
• Eco-friendliness
• Ease of use
• Statements from satisfied customers

• Sleek design
• Fairly large box
• Light silver background with green grass blades on the bottom
• Pictures Riley sitting in a lawn chair with a beverage watching the Billy Goat mow his lawn