The Carseat Buddy©The Carseat Buddy©

ByByTeam: 2 Guys and 3 GirlsTeam: 2 Guys and 3 Girls

Andy ChangAndy ChangNancy AvilaNancy AvilaBrian RiceBrian Rice

Dhara JoganiDhara JoganiLaune ThomasLaune Thomas

EWS 425December 1, 2005

AbstractAbstract

§ Anyone who has ever had a child fall asleep in Anyone who has ever had a child fall asleep in a car seat has seen how uncomfortable it is, a car seat has seen how uncomfortable it is, this is the introduction to the most comfortable this is the introduction to the most comfortable and safest way for a child to fall asleep in the and safest way for a child to fall asleep in the car. The Carseat Buddy© applies support to car. The Carseat Buddy© applies support to the child head and neck relieving any strain the child head and neck relieving any strain that might be caused through the bobbing of that might be caused through the bobbing of head of a child that is falling asleep, and at the head of a child that is falling asleep, and at the same time does not obstruct the child’s same time does not obstruct the child’s breathing or movement.breathing or movement.

Brian Rice

§ The Carseat Buddy© is adjustable for the height The Carseat Buddy© is adjustable for the height of the child, and easy for parents to use, even of the child, and easy for parents to use, even while driving. Not only is it fully adjustable, but it while driving. Not only is it fully adjustable, but it can also attach to nearly any style of sitting can also attach to nearly any style of sitting upright carseat, and with these adjustments, the upright carseat, and with these adjustments, the child will not grow out of it.child will not grow out of it.

§ With the Carseat Buddy©, not only does the With the Carseat Buddy©, not only does the child now have a way to take pressure off his/her child now have a way to take pressure off his/her neck, but he/she also has the absolute comfort neck, but he/she also has the absolute comfort and safety of Memory foam.and safety of Memory foam.

Brian Rice

ClaimsClaims§ The Carseat Buddy© is a safe way to The Carseat Buddy© is a safe way to

alleviate stress from the neck of a young alleviate stress from the neck of a young child while sleeping in the car.child while sleeping in the car.

§ It is very easy to use, and fully It is very easy to use, and fully adjustable.adjustable.

§ After first installation of Carseat Buddy©, After first installation of Carseat Buddy©, it need not be installed again.it need not be installed again.

§ Once adjusted to the height of the child, Once adjusted to the height of the child, the parent needs the use of only one the parent needs the use of only one hand to put the Carseat Buddy© in place; hand to put the Carseat Buddy© in place; no need for pulling over the car.no need for pulling over the car.

Brian Rice

§ The Carseat Buddy will be made of The Carseat Buddy will be made of durable plastic and have universal durable plastic and have universal clamps making it possible for use on clamps making it possible for use on nearly all carseats (must be carseats that nearly all carseats (must be carseats that allow child to sit upright, facing forward).allow child to sit upright, facing forward).

§ Being made of plastic parts, in the event Being made of plastic parts, in the event of an accident the Carseat Buddy© will of an accident the Carseat Buddy© will resist harm to the child, and also allows resist harm to the child, and also allows for the absorption of the child’s natural for the absorption of the child’s natural inertia when the car comes to a stop.inertia when the car comes to a stop.

Brian Rice

§ The Carseat Buddy© is comfortable for the The Carseat Buddy© is comfortable for the child, and allows him/her the proper child, and allows him/her the proper breathing and movements.breathing and movements.

§ The use of memory foams provides The use of memory foams provides ultimate comfort for the child, conforming ultimate comfort for the child, conforming to the size and shape of the child’s head.to the size and shape of the child’s head.

§ If the child is awake, the Carseat Buddy© If the child is awake, the Carseat Buddy© can be collapsed and put out of the way of can be collapsed and put out of the way of the child, or be moved so that the child the child, or be moved so that the child can be easily removed from the seat.can be easily removed from the seat.

Brian Rice

Failed Attempts Failed Attempts for Inventionfor Invention

The early ideas and tests leading to The early ideas and tests leading to our completed model.our completed model.

Brian Rice

Attempt #1: Strap and Attempt #1: Strap and head bandhead band

§ Using a nylon strap attached to the Using a nylon strap attached to the carseat, and the other end attached to carseat, and the other end attached to child’s head.child’s head.

Brian Rice

Test subjects in carseatTest subjects in carseat

Brian Rice

Brian Rice

§ Problems included added stress to child’s Problems included added stress to child’s neck.neck.

§ Did not protect child in a car accident; Did not protect child in a car accident; caused more harm rather than preventing caused more harm rather than preventing it.it.

Brian Rice

DESIGNDESIGN

MaterialsMaterialsTechnical DrawingsTechnical Drawings

DiagramsDiagramsModel RenderingsModel Renderings

Nancy Avila

Inspired by ME!

Materials: 3lb Density Memory Materials: 3lb Density Memory FoamFoam

§ Recyclable material Recyclable material § Sanitized and Sanitized and

hypoallergenic hypoallergenic § Suitable for all bases Suitable for all bases § Anatomic support Anatomic support § Responds to body Responds to body

contour contour § Promotes good circulationPromotes good circulation§ DurableDurable

Nancy

Materials: PolypropyleneMaterials: Polypropylene§ A tough, lightweight rigid plastic made by the polymerization of high-purity propylene gas A tough, lightweight rigid plastic made by the polymerization of high-purity propylene gas

in the presence of an organometallic catalyst at relatively low pressures and in the presence of an organometallic catalyst at relatively low pressures and temperatures.temperatures.

§ Commonly used in the construction of car seatsCommonly used in the construction of car seats

Nancy

Technical DrawingsTechnical Drawings

Nancy

Back View

Right View

Front View

Top View

Nancy

Skeletal View

DiagramsDiagrams

Nancy

Clamps attach to car seat

Knobs on both sides enable angular adjustment

Height adjustment ability

Memory foam pad allows comfort

Plastic tubular frame construction helps absorb energy in case of accident

Arch type shape provides great support when resting

Diagrams (cont.)Diagrams (cont.)

The Car Seat Buddy adjusts to the height of a growing child.

Model RenderingsModel Renderings

Nancy

The Carseat Buddy© The Carseat Buddy© Marketing/Financial Marketing/Financial

PlanPlan

Andy Chang

Marketing StrategiesMarketing StrategiesThe Carseat Buddy© will advertise its product through:The Carseat Buddy© will advertise its product through:§ TV commercialsTV commercials§ Newspaper advertisementsNewspaper advertisements§ Advertisement links on web sitesAdvertisement links on web sites§ Banners/FlyersBanners/Flyers§ BillboardsBillboards§ MagazinesMagazines§ Affiliate ProgramsAffiliate Programs§ Trade ShowsTrade Shows§ ConventionsConventions

Andy Chang

Marketing Strategies Marketing Strategies (cont.)(cont.)

§ The Carseat Buddy© will build strategic The Carseat Buddy© will build strategic partnerships with the major automobile partnerships with the major automobile companies such as GM, Toyota, Honda, companies such as GM, Toyota, Honda, Mercedes Benz, Ford, etc. to use the Carseat Mercedes Benz, Ford, etc. to use the Carseat Buddy© in their vehiclesBuddy© in their vehicles

Andy Chang

Marketing Strategies Marketing Strategies (cont.)(cont.)

The Carseat Buddy© will be offering its product in:The Carseat Buddy© will be offering its product in:§ The Carseat Buddy© online storeThe Carseat Buddy© online store§ Major internet sites such as Amazon.com, eBay.com, Major internet sites such as Amazon.com, eBay.com,

etc.etc.§ Automobile dealershipsAutomobile dealerships§ Retail stores such as Sears, K-Mart, Pep Boys, Retail stores such as Sears, K-Mart, Pep Boys,

Kragen Auto Parts, etc.Kragen Auto Parts, etc.

Andy Chang

Target MarketTarget Market

§ Women of all ages with children Women of all ages with children

§ Ages 1 – 5 years (or 60 lbs.)Ages 1 – 5 years (or 60 lbs.)

§ Geographic distribution: United StatesGeographic distribution: United States

§ United States population: 297,757,682United States population: 297,757,682

§ Target population: 110,368, 343Target population: 110,368, 343

§ Income- $20,000 - $60,000Income- $20,000 - $60,000

Laune

Client BaseClient Base

§ Wal-MartWal-Mart

§ TargetTarget

§ CostcoCostco

§ Babies ‘R’ usBabies ‘R’ us

Laune

Financial Financial Objectives/GoalsObjectives/Goals

The Carseat Buddy©’s financial objectives or goals are:The Carseat Buddy©’s financial objectives or goals are:§ To maintain a minimum cash balance of $10,000To maintain a minimum cash balance of $10,000§ To achieve a net income of $150,000 within the first To achieve a net income of $150,000 within the first

fiscal yearfiscal year§ To sell the Carseat Buddy©’s patent to a major To sell the Carseat Buddy©’s patent to a major

automobile company for $1 million+automobile company for $1 million+

Andy Chang

Pricing and Pricing and ProfitsProfits

Dhara

Our Manufacturers..Our Manufacturers..

§ Better Made Plastic ProductsBetter Made Plastic Products

§ www.overstock.comwww.overstock.com (memory foam) (memory foam)

Dhara

Our cost..Our cost..

§ The Memory Foam: The Memory Foam: 72 x 84 inches with 2 72 x 84 inches with 2 inches to height and the density is 3.0 lbs inches to height and the density is 3.0 lbs for $299.99for $299.99§ We can produce 26 pieces We can produce 26 pieces § Would be $5 a piece. Would be $5 a piece.

Dhara

Cost cont..Cost cont..

§ The arc and the clamps = $5 / pieceThe arc and the clamps = $5 / piece§ However if we order at wholesale like 1000 However if we order at wholesale like 1000

pieces we can get them for $4.25pieces we can get them for $4.25

Dhara

ProfitsProfits

§ $5 for the plastic$5 for the plastic§ $5 for the memory foam$5 for the memory foam§ = $ 10 for the materials for one piece= $ 10 for the materials for one piece§ Thumb Rule: $ 10 x 5 = $50 Thumb Rule: $ 10 x 5 = $50

$50 is our Market / Selling Price$50 is our Market / Selling Price includes labor, warehouse, inventory, paying includes labor, warehouse, inventory, paying

employees, taxes, etc. And also a substantial employees, taxes, etc. And also a substantial amount of profit margin for us. amount of profit margin for us.

Dhara

But…But…

§ Since we were are just selling our idea Since we were are just selling our idea

to the Car Seat manufacturing companies,to the Car Seat manufacturing companies,

the production cost would drop a lot.the production cost would drop a lot.§ They already have everything except memory foam. They already have everything except memory foam.

Though they do have to account for advertisements. Though they do have to account for advertisements.

§ Maximum $10 / piece to manufactureMaximum $10 / piece to manufacture§ If they sell at our price, then the rest $ 40 is If they sell at our price, then the rest $ 40 is

their profit. their profit.

Dhara

Similar Issued PatentsSimilar Issued Patents§ U.S. Patent #6,829,794 (December 14, 2004)U.S. Patent #6,829,794 (December 14, 2004)

- “Infant & child back head curve support pad”- “Infant & child back head curve support pad”§ U.S. Patent #D398,802 (September 29, 1998)U.S. Patent #D398,802 (September 29, 1998)

- “Child bolster pillow for a car seat”- “Child bolster pillow for a car seat”§ U.S. Patent #6,793,287 (September 21, 2004)U.S. Patent #6,793,287 (September 21, 2004)

- “Booster seat head rest”- “Booster seat head rest”§ U.S. Patent #6,394,554 (May 28, 2002)U.S. Patent #6,394,554 (May 28, 2002)

- “ ‘7’-shaped seat belt pillow”- “ ‘7’-shaped seat belt pillow”§ U.S. Patent #6,116,691 (September 12, 2000)U.S. Patent #6,116,691 (September 12, 2000)

- “Head support pillow”- “Head support pillow”

Andy Chang

§ The Carseat Buddy© combines the comfort of The Carseat Buddy© combines the comfort of memory foam, and the safety of our semi-flexible memory foam, and the safety of our semi-flexible skeleton using polypropelene.skeleton using polypropelene.

§ Carseat Buddy© will be advertised to the public Carseat Buddy© will be advertised to the public through magazines, newspapers, and flyers.through magazines, newspapers, and flyers.

§ Carseat Buddy will be made available to the Carseat Buddy will be made available to the public through our website, at local large retail public through our website, at local large retail stores, and at automotive dealerships.stores, and at automotive dealerships.

Brian Rice

SummarySummary

§ Carseat Buddy© is expected to Carseat Buddy© is expected to maintain a maintain a minimum cash balance of $10,000 and minimum cash balance of $10,000 and achieve a net income of $150,000 within achieve a net income of $150,000 within the first fiscal year.the first fiscal year.

§ Carseat BuddyCarseat Buddy© will be patented and © will be patented and sold to a major automotive company for sold to a major automotive company for $1 million+.$1 million+.

§ Carseat Buddy© will allow for children Carseat Buddy© will allow for children everywhere to sleep more comfortably in everywhere to sleep more comfortably in their favorite carseat.their favorite carseat.

Brian Rice