opportunity analysis project

OPPORTUNITY ANALYSIS PROJECTBy MTiPO:Desiree FabunanYee Han KuanSvyatoslav MishchenkoPatrick Lin Ngai LungWenhan Zhou

THE MARKET Target market: Professional landscape, lawn care

and tree care services industry

“We are always interested in technology that would make our operations cheaper and more efficient.”

- Stonebrae Country Club Green Superintendent

2

Market Size = $11.98 Billion

Residential64%

Commer-cial36%

• Secondary Sources

THE TECHNOLOGY A Method for Localizing Vehicles in Outdoor

Environments

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OUR PRODUCT: THE AUTOLAWNER

4

ResidentialRobomower

CommercialNon-Automated

IndirectArtificial Grass

Low coverage area (Max 400 m2)

Complicated setup

• 6 Established players with 10% to 22% of market

• Low differentiation and high price competition.

Very expensive ($12-$15 per square foot)

Other forms of maintenance required

COMPETITIVE LANDSCAPE

5

6

Competition Us

Strength

Economies of scale Large distribution

network Existing customer

base

Proven superior technology

Weakness

Autonomous technology is not core competence

Risk-averse No brand name

COMPETITIVE ANALYSIS

OUR MARKETING

7

Competitor’s Product Auto Lawner

Features

Commercial users seek to maximize

productivity by minimizing operator

fatigue and discomfort

Our product alleviates concern about

operators, since product operates autonomously

Cost Operator Costs

Operating budget cut by 1/3

Initial investment recouped in 13 months

1 4 7 10 13 16 19 22 25 28 31 34$0

$100,000

$200,000

$300,000

$400,000

$500,000

Current Mowing Solution Automated Lawnmower

TOTAL CUSTOMER COSTS

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Break even after only 13 months!

PRICE BREAKDOWN

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Total: $21,475

SALES STRATEGY

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Direct to Customer

Existing Manufacturers

Acquisition

Short-term Target customers directly

Longer-term Partner with competing

manufacturers Exit Strategy

Acquired by lawnmower manufacturer

POTENTIAL RISKS

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Customers

Competition

Other potential risks to consider: Management, Financial

CONCLUSIONAn automated lawnmower using our technology

offers our customers large cost savings and convenience in their lawn mowing needs.

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We will mow down the competition. ™