Leila Jett, Logan George, Jessica Callaghan, Shaquela Russ, Kaizsa
Grant and Katelyn Harvey
ComfortTemp
INTRODUCTION Safety/Comfort Technology used in
cars today Older cars not fit for
comfort
4 ACTION FRAMEWORK
Factors that have been competed on:
•Comfort •Convenience •Safety •Easy to use
4 ACTION FRAMEWORK
Offerings overdesigned to beat competition:Style of seat Companies tend to not over serve, what you pay for is what you get.
What factors should be raised well above industry standards? SafetyMove from a 5pt, 6pt harness system to a 7pt harness system.
4 ACTION FRAMEWORK What offering or service has never been offered before? 1.Climate control seats.
2.Keeps baby, or child in perfect comfort at all times
3.Has built in digital thermometer
RECONSTRUCTED MARKET BOUNDRIES
Path 1: Look across alternative industries
Path 2: Look across strategic groups
Path 3: Look across buyer groups
RECONSTRUCTED MARKET BOUNDRIES
Path 4: look across complementary product and service offerings
Path 5: Look across functional or emotional appeal to buyers
Path 6: Look across time
BIG PICTURE / GOALTake ComfortTemp
technology and apply to more than just car seats.
First the car seat.
Second move to the stroller.Third move to bedding.
BLUE OCEAN REACH BEYOND DEMAND
Three TiersSoon-to-be non-customersEx- Shop at the lowest priced storeRefusing non-customersEx- Loyal to another brandUnexplored non-customersEx- people who do not buy baby products
BLUE OCEAN REACH BEYOND DEMAND
Three TiersSoon-to-be non-customersEx- Our products are safe, valuable, reliable, and quality. Refusing non-customersEx- Be apart of our family.Unexplored non-customers.Ex- perfect gift for friends and relatives.
HURDLES Cognitive Hurdle
Making people aware of the need for a strategic shift and to agree on its causes
Resource Hurdle limited resources questions if a company can use fewer
resources to accomplish their goals, or have the money to spend on necessary changes.
Motivational Hurdle Alert employees to the need for a strategic shift and identify how
it can be achieved with limited resources.
Political Hurdle Focus on Leveraging Angels, Silencing Devils & Getting a Consigliere
STRATEGIC SEQUENCING
Cost:$200 profit
Material and technology
Price: Avg. price $250Our price$400
Buyer Utility:It is unlike anything
made. It is realistic to have.
Adoption:Safety
Affordability
BUILD EXECUTION INTO STRATEGY Building trust Graco established over 60 years Trial on current employees Test group Commercial on safety and testing
All in One and Infant
VALUE PROFIT AND PEOPLE
Cost of technology Overall profit Mothers, grandparents and
friends
RED OCEAN TRAP
Trap #1Misconception that Comfort Temp is about new technology.
Trap #2 Graco created Comfort Temp, so Graco has to be first to the market.
Trap #3 Pretending that Comfort Temp will have no flaws.