E-Guard

Project
E-Guard

Professor

Dr. Ahmed Fouad

Members
Ayman Kamal

Eman Yassin

Ihab Samy

Khaled Hegazy

Said Bakry

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Table of Contents
I. Over view.
II. Target Market
III. 1-General Company Description
2-Company Vision
3-Company Mission
4-Our objectives
IV. Market analysis
Research
1-Research Problem
2-Research Objectives
3- Research plan
4 Data Sources
5 Type of research
6 Research approach
7 Research Instrument
8 sampling plan
9 contact method
V. Survey
Survey Analysis
VI. SWOT analysis
1 Strength
2 weakness
3 Opportunity
4 Threats
VII. Market Mix
VIII. Competitor Analysis
IX. Company Structure
X. Financial plan
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I- Overview:

Security is one of the most important needs for the human

being and everyone is seeking for security especially for his
family.
In Egypt neighbors are used to live like one big family and
everybody is feeling secure among his neighborhood, but during
last 30 years the population has increased rabidly and many new
areas has been added to the cities especially Cairo where no one
becomes to know his nearest neighbor.
New towns were created with huge area and still with low
population, where safety and security is limited.
With the increase of prices, people requirements and
increasing of the unemployment rate, the crime rate increase. This
creates a need of a secure house and thus a Secure House System.

II- Target Markets:

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E-Guard House Security has the following main characteristics of the
targeted market:

 People living generally in remote areas with low density population

and People living in New Cairo, El-Shrouq and 6 October City and
Ahrma Gardens is our market niche.

 thorough the individual owners of the residential unit(s) (Apartment,

Villa, Building)

 Current owners of security systems are invited to replace their existing

systems with our integrated system.

 New communities moderate to high level of standard of living is our 5

years plane target clients, including villas and high class residential
buildings.

III 1- General Company Description:

Our company is a limited liability company for security services, the startup
will be by offering security services for target market of customer in great
Cairo.
We offer a full integrated security services system including
 Security House Alarm system
 Dialup system for communication
 Security person respond on Alarm or call
 Insurance (optional)

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III 2- Company Vision:

“Utilizing technology to achieve 24/7 home security for everyone.”

III 3- Company Mission:

“To be a market leader in Egyptian Market by offering house protection

for customer family and properties, using friendly ,responsiveness and
updated technology ,applied by our professional highly skilled team “

III 4- Our objectives

 Establish our new concept in E-guard addresses the targeted
customer of A class in specific area, where we can latter proceed in
other areas of less classes
 Increase our market share in new Cairo area, then expand our
market to 6 October City, Sherok city, and other territories.
 To offer a high quality product and service

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IV- Market Analysis:

IV.1 -Research
IV.1, 1- Research Problem:
The main question should be answered by this research is:
Is there a real need in Egyptian market for house security systems and what
the needed options are in this system?
IV.1, 2 - Research Objectives:
The following are the research objectives:
- Determine the market demand of house security systems
- Determine level of price accepted for prospected clients
- Define the most important characteristics for security systems from
clients' perspective.

IV.1, 3 - Research Plan:

In order to achieve the above research objectives, the following research
plan was implemented:
IV.1, 4 - Data Sources:
The following data sources were utilized:
1. Secondary Data Source: Internet was used as a secondary data source
to collect the following data:
- Main brands available in the local / international market and
their manufacturing origins
- Characteristics of available brands.

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- Level of prices of available brands.
2. Primary Data Sources: data were collected through questionnaires,
monkey survey

IV.1, 5- Type of research:

The most suitable type for our case was the Exploratory Research by
which we've collected general data about the market for house security
systems in Egypt.

IV.1, 6- Research Approach:

The approach used for our research was the Survey Research.
Through this research we've collected data form prospected clients in order
to suggest solutions for the main advantages of the required systems.

IV.1, 7 - Research Instruments:

The most convenient instrument for our research was a detailed
questionnaire. The questionnaire was designed to be concise in size and
grasp the major aspects for our problem. Arabic was chosen as the language
of the questionnaire to minimize the time required to fill it by selected
sample persons. Results were shown above to this report for reference.
IV.1, 8 - Sampling Plan:
As in above survey we contact 55
IV.1, 9 - Contact methods:
The following contact methods were used to fill the questioners through
survey monkey.

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‫‪V Survey‬‬

‫أستطلع رأى‬

‫‪-1‬السن‪:‬‬
‫‪25-35 ‬‬
‫‪36-45 ‬‬
‫‪ 46 ‬او اكثر‬

‫‪-2‬منطقه السكن‪:‬‬
‫‪ ‬التجمع الخامس‬
‫‪ ‬حدائق الهرام‬
‫‪ ‬اكتوبر‬
‫‪ ‬اخري…………………‪( ( .‬‬

‫‪-3‬هل تعرف احد تعرض الي حادث سرقه منزله من معارفك او في‬
‫منطقه سكنك من قبل؟‬
‫ل‬ ‫‪ ‬نعم‬
‫‪-4‬هل تترك منزلك لفترات طويله‬
‫‪ 10 ‬ساعات او اكثر‬
‫‪ ‬يوم او اكثر‬
‫‪ ‬عدده اسابيع‬
‫‪ ‬عدده اشهر او اكثر‬
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‫‪-5‬هل تتوقع في حاله تعرض شقتك للسرقه سوف يبادر احد بالتدخل‬
‫ل‬ ‫‪ ‬نعم‬

‫‪-6‬هل تترك اولدك بمفردهم في المنزل‬

‫ل‬ ‫‪ ‬نعم‬

‫‪-7‬ايهما تفضل كوسيله تامين لمنزلك‬

‫‪ ‬جهاز انذارو كاميرات ترسل لك رساله علي الموبيل‬
‫‪ ‬حارس خاص‬
‫‪ ‬او الثنين معا‬

‫‪-8‬ما هو المبلغ الذى تراه مناسب لدفعه مقابل تامين شقتك و تامين‬
‫عائلتك ب ما هو‬
‫المبلغ المناسب………………………………‪.‬‬

‫‪-9‬تحب تدفع المبلغ كاش أو قسط مع البنك‬

‫قسط مع البنك‬ ‫‪ ‬كاش‬

‫‪-10‬تحب تعمل بوليصة تأمين على محتويات شقتك‬

‫ل‬ ‫نعم‬ ‫‪‬‬

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V 2- Results

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VI. SWOT Analysis:

VI.2, 1- Strength
 Providing call centre service 24/7 to receive alarm calls then
forwarding and follow-up with police
 Free consulting service
 Availability of both electronic and human security.
 Availability of after sales service
 Periodic system validation tests

VI.2, 2- Weakness
 Locally unknown organization
 Lack of experience
 Competitors prices are more competitive
 Alarm systems culture is not very well established in Egyptian society

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VI.2, 3- Opportunity
 Create the culture and need for alarm systems
 Target the fast growing new communities around Cairo
 B2B opportunities with major developers (DAMAC, TMHC, EMAR ,
….etc)
 Increase customer interest to get houses outside crowded area .

VI.2, 4- Threats
 Market demand could be less than expectations
 Miss using the alarm by customers, then well affect the credibility by
police
 Ideas to be copied by better established competitors
 No good response from police for call centre

VII Marketing Mix

VII, 1-Product & Price
- Security system offer
- Security System Catalogs
- Product portfolio
- 2017 sales and cost Forecast
- 2018 sales and cost Forecast

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VII 2-Place:
- 1st location (Temporary Head office) will be in Al Ahram
Garden
- Distribution channels:
Company office
Booth and events at Wady Degla club 6th Oct. Branch.
Sales rep visit
VII 3- Promotion& Communication:
- Discount for Insurance
- Discount for Extra IP camera
- Free maintenance for two year
- Warranty for one year
- Paid adds on company Facebook page
- Using marketing materials in events (panels, printing
brochure)

VIII Competitor Analysis

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Electo. Logic E-Guard Wight Combative

Dream Safety Security
Advantage
Co. Tech. Co. system
0.4 2 0.4 2 1 5 0.20 Long life Battery
0.75 5 0.75 5 0.75 5 0.15 Call system
0.75 5 0.75 5 0.75 5 0.15 Sound alarm
0.5 5 0.5 5 0.5 5 0.10 High sensitivity
0 0 0 0 0 0 0.10 Light alarm
0.15 3 0.15 3 0.25 5 0.05 Periodic
Maintenance
0 0 0 0 0 0 0.05 Password
0.15 3 0.1 2 0.25 5 0.05 Free installation
0 0 0 0 0.25 5 0.05 Free Consulting
0 0 0 0 0.25 5 0.05 Security call center
0 0 0 0 0.25 5 0.05 Technical Call center
2.7 2.65 4.25 1.00

IX- Company structure

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General
manager

Operation
Manager

3Operation
Sales rep
officer

Security
guard

1 Job Description
1, 1 Job Description for General Manager
1, 2 Job Description for Operation manager
1, 3 Job Description for Operation officer
1, 4 Job Description for sales rep
1, 5 Job Description for security guard

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X Financial Analysis:
- 2017
- 2018

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