Download - Autonomous Lawn Mower New Venture
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OPPORTUNITY ANALYSIS PROJECTBy MTiPO:Desiree FabunanYee Han KuanSvyatoslav MishchenkoPatrick Lin Ngai LungWenhan Zhou
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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
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•Secondary Sources
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THE TECHNOLOGY A Method for Localizing Vehicles in Outdoor
Environments
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OUR PRODUCT: THE AUTOLAWNER
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ResidentialResidentialRobomower
CommercialCommercialNon-Automated
IndirectIndirectArtificial 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
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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
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OUR MARKETING
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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
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TOTAL CUSTOMER COSTS
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Break even after only 13 months!
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PRICE BREAKDOWN
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Total: $21,475
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SALES STRATEGY
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Short-term Target customers directly
Longer-term Partner with competing manufacturers
Exit Strategy Acquired by lawnmower manufacturer
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POTENTIAL RISKS
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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. ™