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CLOCKY: THE RUNAWAY ALARM CLOCK

Lai Agboola Jessica Wang Dami Erapi Ijafeh Akpe

GUARI NANDA
27

year old MIT student

at Apple as a programmer

Worked Passion

for merging entertainment and technology the Clocky concept as a project

Developed

CLOCKY
Clocky

is an innovative alarm clock designed to solve the problem of the SNOOZE button
has two key functions:

It

1)
2)

Makes loud repetitive sounds.

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 clockys mailing list

AGE UNDER 13 13-17 18-25 26-35 36-45 46-55 OVER 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
WEAKNESSES 1. No company in place 2. No capital OPPORTUNITIES 1. Little innovation in the alarm clock market 2. Media attention THREATS 1. Similar product as puzzle alarm 2. Possibility of becoming a fad product

STRENGTHS 1. Clocky is an innovative product 2. Product can undergo segment overlap in the future 3. Nanda enjoys working on projects and seeing them to completion

3. Teething problems of a startup: 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

count
3000

2500

2000

1500

count

1000

500

0 < 13 13-17 18-25 26-35 36-45 46-55 >55

PERCENTAGE OF AGE GROUP

count
< 13 13-17 18-25 26-35 36-45 0% 46-55 >55

8%
13%

3%

6%

38%

32%

% GIFT ENQUIRY
% gift

100 50 0 < 13 13-17 18-25 26-35 % gift 36-45 46-55 % gift

>55

DATA EXTRAPOLATION
AGE
< 13 13- 17 18-25 26-35 36-45

COUNT
185 32 463 2699 2253

GIFT PURPOSE NEED PURPOSE

18 3 110 721 795 167 29 353 1978 1458

46-55 >55
TOTAL

896 557
7085

477 409
2533

419 148
4552

PUZZLE ALARM ANALYSIS

FUN MARKET FAD FUTURE

OVERALL COST LEADERSHIP

BROAD MARKET

SLEEP SMART ANALYSIS

NEED MARKET COMPLEX COSTLY

DIFFERENTIATION/ FOCUS

NARROW MARKET

POTTERS MATRIX OF STRATEGIC POSITIONING

[UNIQUENESS; BROAD MARKET]
DIFFERENTIATION: CLOCKY [LOW COST; BROAD MARKET] OVERALL COST LEADERSHIP

POTTERS MATRIX

[UNIQUENESS; NARROW MARKET] DIFFERENTIATION/FOCUS: SLEEP SMART

[LOW COST; NARROW MARKET] COST/FOCUS

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American company promises the aversion of risk and quality that is so required

CHANNEL OF DISTRIBUTION

Clockys 4Ps analysis

Product

Price

4Ps analysis

Place

Promotion

Clockys 4Ps analysis

Product

Price

4Ps analysis

Place

Design should reflect more functionality than fun Partnering with an American product design firm

Promotion

Clockys 4Ps analysis

Product

Collaborating with WalMart

Price

4Ps analysis

Place

Promotion

Clockys 4Ps analysis

Product

Price

4Ps analysis

Place

Promotion

Maintain media attention to be advantages to product launch Cooperating with large retailer for good network, for easy accessibility, and for more experience marketing

Clockys 4Ps analysis

Product

The retail price shall be 60 dollars

Price

4Ps analysis

Place

Promotion