CATE LESOURD, LIZZY BALLARD, CHRISTIAN POWELL, SARAH DEIKE, SAMHITA TANKALA

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TABLE OF CONTENTS

Introduction……………………………………………………………………………………………………..3-4

Industry/Category Analysis……………………………………………………………………………….5-9

Competitor Analysis……………………………………………………………………………….……..10-14

Customer Analysis…………………………………………………………………………………….…..15-18

SWOT Analysis……………………………………………………………………………………………...19-28

Conclusion…………………………………………………………………………………………………………29

Group Member Contributions. …………………………………………………………………………...29

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Introduction

The ChargeCard is a USB cable that is small and thin enough to fit in a wallet, purse

or pocket. Our product is the thinnest and most compact charging cable for

Androids and iPhones. Noah Dentzel, a graduate from Dartmouth College, and Adam

Miller, a graduate from Pratt Institute, created the product.1 Dentzel and Miller’s

goal for the product was to create something that charged your iPhones and

Androids with the additional benefit of portability and convenience as a priority.2

With the ChargeCard embodying the shape of a business card, the product not only

becomes portable but fits into the lifestyle of men and women working in the

business world. The ChargeCard is only three times the thickness of a credit card.

Without the inconvenience of wires of a normal charger, the ChargeCard fits

accessibly into your wallets, pocket or purse. Our product reached its funding goal

of $50,000 on August 27, 2012. Today, our product has surpassed that amount to

$161,897.1

Mission Statement

“Our quest was simple: a charging cable for your iPhone portable enough for you to

always have it on you. Being ultra-portable, however, wasn't enough; it needed to fit

into your life. So we designed ChargeCard in the shape of a business card, and at

only three times the thickness of a credit card. With this form factor, the ChargeCard

fits naturally into your wallet, purse or pocket. It's there when you need it, and out

of your way when you don't.”1

How To Use The ChargeCard

The iPhone connector sticks out on one end while the USB piece folds out, reaching

the USB port. The USB piece that folds out is made out of flexible rubber to make the

1 Dentzel, Noah, and Adam Miller. "Kickstarter." Kickstarter. N.p., n.d. Web. 19 Oct. 2012.

<http://www.kickstarter.com/projects/nomad/chargecard-for-iphone>. 2 "ChargeCard for IPhone Android by Noah Dentzel – Adam Miller." DZGN. N.p., n.d. Web. 10 Oct. 2012. <http://www.dzgn.co/tag/chargecard-for-iphone-android-by-noah-dentzel-adam-miller/>.

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ChargeCard easier to bend and adapt to the location of the actual USB port. The

person using the ChargeCard would first attach the USB piece to the USB port and

then attach the iPhone to the iPhone connector placed on the opposite end. The USB

port acts as the power source for your iPhone and charges it. For the Android, the

only difference is that instead of an iPhone connector, a micro USB is provided.3

Business Strategy

“We have proven the concept, refined the design, and finalized our production plans

while establishing manufacturing partners. Because of the great initial cost of

cutting the molds and dies, we need your help to move through to production. We

will use all Kickstarter funds to move ChargeCard into production and get yours

packaged and shipped right to your door.”1

3 Coldewey, Devin. "ChargeCard: An IPhone USB Connector That Fits in Your Wallet." GadgetBox. N.p., n.d. Web. 17 Oct. 2012. <http://www.nbcnews.com/technology/gadgetbox/chargecard-iphone-usb-connector-fits-your-wallet-899486>.

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Industry/Category Analysis

Mobile Phones Industry Profile

A MarketLine industry profile of the mobile phones industry predicts that in 2016,

the United States market will have a value of $11.9 billion, and a volume of 132.2

million units. A small number of large and familiar companies such as Samsung and

Apple dominate the market and competition is ever intensifying. Two segments of

buyers make up the market: retail outlets such as Wal-Mart and mobile network

operators. In the US mobile phones industry, Smartphone sales have far surpassed

the sales of feature phones. The rise of Smartphone usage has resulted in several

key players entering the market, such as Research in Motion and Apple Inc. The

likelihood of entering the market as a new entity is low, and the threat of new

entrants is weak because barriers to entry such as: cost of new technology and

production facilities, restrictions related to health and human safety, and

environmental issues, and intellectual property rights.4

4 "Mobile Phones Industry Profile: United States." Mobile Phones Industry Profile: United States (2012): 1-33. Business Source Complete. Web. 23 Oct. 2012. http://content.ebscohost.com/pdf27_28/pdf/2012/XO2/01Sep12/82481528.pdf?T=P&P=AN&K=82481528&S=R&D=bth&EbscoContent=dGJyMNLr40SeqLE4zdnyOLCmr0qep7ZSsq%2B4Sa%2BWxWXS&ContentCustomer=dGJyMPGsr0y1p7BRuePfgeyx4Ivn

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Trends within the Mobile Phone Industry

As the popularity of the Smartphone increases and more technological

progress takes place, buyers in the mobile phones industry are required

“to stock the latest innovative products in order to meet end-user

demand.” This gives some market players such as Apple an advantage as

they “are capable of forward integration by conducting their own retail

operations.”4

The introduction of Smartphones has created a new competitive aspect

within the market. This has especially benefitted those using Apple and

Android operating systems (including Sony, Samsung, LG, and HTC).4

Because of the introduction of Smartphones, mobile phone manufactures’

distribution has decreased for companies such as Motorola and Nokia.4

Growth in Smartphone Industry & Smart Accessories Usage

Tech Trader magazine author Nick Broughall writes, “The speed at which the

Smartphone industry is advancing is breathtaking. Considering that it was only six

years ago that the Smartphone was an awkward, clunky product for business

executives, the fact that svelte touchscreen devices now dominate the market is a

testament to the strength of the industry.”5 Broughall accurately describes the

monumental growth rate of the Smartphone industry that has occurred within

recent years.

Wireless Smartphone Strategies service announced recently “the number of

smartphones in use worldwide surpassed the 1 billion unit mark for the first time

ever in the third quarter of 2012.”6

Smartphone industry retailers and manufacturers increasingly rely on sales from

Smartphone accessories to increase revenue. Strategy analysts at Business Wire say,

5Broughall, Nick. "Above Average." Tech Trader. 2012: 14-16. Print. 6 "Wireless Device Strategies." Worldwide Smartphone Population Tops 1 Billion in Q3 2012. N.p., n.d. Web. 23 Oct. 2012. http://blogs.strategyanalytics.com/WDS/post/2012/10/17/Worldwide-Smartphone-Population-Tops-1-Billion-in-Q3-2012.aspx.

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“Smart accessories provide a great way for OEMs, operators and retailers to make

additional gains in the market.”7 According to Paul Brown, a director in the Strategy

Analytics User Experience Practice, “Accessories that provide additional value to

devices and a better user experience can help to improve levels of satisfaction and

brand loyalty, as well as provide additional revenue sources.”7

ABI Research claims smart accessories do not represent an industry segment,

although some might argue differently.8 Regardless of whether smart accessories

represent a separate category or should be blanketed under the Smartphone

industry, smart accessories have proved to be a significant source of revenue for

retailers OEMs and operators of Smartphones. In fact, ABI researchers say

“Smartphones will drive $20 billion in aftermarket accessory revenues in 2012.8

Additionally, ABI predicts Smartphone accessories revenues will grow to $38 billion

by 2017.8

Trends

“Feature phone consumers will spend an average of $28.17 on

accessories per device, while smartphone owners will spend $56.18 on

accessories per device. The difference in spending is driven by a

combination of consumers spending more per accessory and purchasing

more accessories for smartphones as compared to feature phone

owners.”9

Smartphone industry retailers and manufacturers increasingly rely on

sales from Smartphone accessories to increase revenue. Strategy analysts

at Business Wire say, “Smart accessories provide a great way for OEMs,

operators and retailers to make additional gains in the market.”7

7 "Strategy Analytics: Smartphone User Experience Enhanced by Smart Accessories." Business Wire. May 21 2012. ABI/INFORM Complete. Web. 22 Oct. 2012. http://search.proquest.com/docview/1014710455?accountid=10730 8 “ABI Research: Smartphone Accessories Revenue to Increase to $38 Billion by 2017." Health & Beauty Close - Up (2012)ABI/INFORM Complete. Web. 22 Oct. 2012. http://search.proquest.com/docview/927764083?accountid=10730 9 “ABI Research: Smartphone Accessories Revenue to Increase to $38 Billion by 2017." Health & Beauty Close - Up (2012)ABI/INFORM Complete. Web. 22 Oct. 2012. http://search.proquest.com/docview/927764083?accountid=10730

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Retailers/carriers are missing out on revenue opportunities because

consumers are increasingly choosing to buy their accessories after the

initial purchase of the Smartphone.10 “Nearly half of all consumers who

bought their phones in-store attached an accessory at the time of

purchase. Among those mobile phone buyers who bought accessories

within the first six months after the original phone transaction, four out

of five reported visiting a different retailer from their mobile phone seller

to make these aftermarket accessory purchases.”10

Major Distributers/Retailers in the Smart Accessories Category

Apple seems to be the company currently dominating the Smartphone accessories

industry. Executive director at The NPD Group, Ross Rubin said, “Nearly all

categories of Smartphone accessories increased from Q2 2011 through Q1 2012,

mostly thanks to Apple's unprecedented success with the iPhone 4 and iPhone 4S.”10

Rubin found Apple consumers to be stronger purchasers of accessories than

Android users. He attributed this to the greater selection of Apple-compatible

accessories available within the industry and also because people usually spend

more for their iPhones and are therefore willing to invest more in protecting and

accessorizing them.11 Following Apple’s lead in the accessory market, Blackberry

and Samsung are increasingly gaining consumers who desire accessories to

compliment their Smartphones.12 In addition, Sony Mobile managing director John

Featherstone says Sony is working hard to become a major player in the

Smartphone industry. 5

10 "The NPD Group: Mobile Phone Cases Lead 32 Percent Increase in Mobile Phone Accessories Sales." Online Press Releases by Industry. N.p., 21 Aug. 2012. Web. 24 Oct. 2012. <https://www.npd.com/wps/portal/npd/us/news/press-releases/pr_120821/!ut/p/c5/04_SB8K8xLLM9MSSzPy8xBz9CP0os3g3b1NTS98QY0P3UCMTA08v5xCPYH8_Q_dgI_1I_Shz3PLG-gXZgYoAKmkS3g!! 11 Johnston, Lisa. "Apple Drives Smartphone Accessories Market." TWICE 27.10 (2012): 33-. ABI/INFORM Complete; ProQuest Research Library. Web. 22 Oct. 2012. http://search.proquest.com/docview/970427368/139F04C6AA261C3E91A/1?accountid=10730 12 "Smartphone Boom Drives Accessory Demand." Gulf News. Apr 07 2012. ABI/INFORM Complete. Web. 22 Oct. 2012. http://search.proquest.com/docview/1018774007?accountid=10730

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The NPD Group says online retailers such as Amazon and eBay are increasingly

emerging as players in the Smartphone accessories market because of “consumer’s

focus on lower prices and wide product assortment.”10 They also say “It is

imperative that mobile-phone retailers capitalize on the initial phone transaction, in

order to keep more accessory buying within their doors.”10

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Competitor Analysis

iSun

The iSun charger is made by ICP Global

Technologies and is a competitor to the

Charge Card because it also has interesting

and innovative capabilities compared to the

regular iPhone wall charger. This charger uses solar energy to charge the phones

through sunlight. The way that it works is that it opens up and has little solar panels

on the charger area. There is then a wire that connects to the phone, and when one

puts the charger on the window or directly in the sunlight, it charges. 13

Strengths

The iSun charger has some pros to it, including the fact that it is nice when the

power goes out, or for a day at the beach or outside with friends. ICP Global

Technologies has also created a branch of the iSun charger called the iSun Sport that

is for extreme outdoor use, and has increased weather resistance to protect it. 14

Weaknesses

However, there are also cons to this charger. One of the cons is that it is quite

expensive compared to other chargers. According to the iSun website, these

chargers are being sold around $80, which is much more expensive than the

ChargeCard. They also have a slow charge time, showing that one-hour of charge

approximately equaled 10-15 minutes of talk time. Some of the more obvious cons

are that the phones cannot charge in the sunlight when it is overcast outside or it is

nighttime and there is no sunlight outside. 13

13 Mitchell, Julie. "Investor's Business Daily." Investor's Business Daily. (2002): n. page. Web. 24 Oct. 2012. http://search.proquest.com/docview/1027124336/139840932CD126B6291/1?accountid=10730. 14 Group, Darnell. "ICP Global Debuts iSun and iSunSport Solar Chargers." PowerPulse.Net. N.p.. Web. 3 Oct 2012.

<http://www.powerpulse.net/story.php?storyID=4914>.

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Competition

The iSun charger is competition to the ChargeCard because it also has new ideas and

ways to charge a phone that the average wall chargers do not have. Although the

iSun is convenient when there is no power source around, the ChargeCard is still

much less expensive, and ultimately more reliable in ensuring a good battery charge.

The ChargeCard is also much more convenient and easy to use than the iSun

because of its portability. It is for these reasons that we believe our customers will

still choose the ChargeCard when given the opportunity to decide between the two.

Free Charge

The Free Charge charger made by Motorola was

another competitor that we saw for the

ChargeCard. This charger is very different from

the iSun, but it is similar in that it gives

innovative and new ways to charge phones. The

Free Charge works by turning a hand crank that

is attached to the phone and can fold in for more convenience to the consumer. 15

Strengths

The main pro for the Free Charge is that it can be charged anywhere, at anytime

because it only needs to be hand cranked. The charger is also relatively light,

weighing only 350 g. 16

Weaknesses

Just like with the iSun charger, there are cons that we feel will once again prove that

the ChargeCard is the better purchase between the two chargers. The Free Charge is

15 Chin, Spencer. "EBN." EBN. (2002): n. page. Web. 24 Oct. 2012.

<http://search.proquest.com/docview/228327135/139840CEDC8474D69CD/1?accountid=10730>. 16 Bennett, Jonathan. "Motorola FreeCharge." ZDNet. N.p., n.d. Web. 2 Oct 2012. <http://www.zdnet.com/motorola-

freecharge-3010001609/>.

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also very expensive, and is also priced at $80.15 There has also been shown to have a

slower charge than the ChargeCard or even the regular wall charger, and it would

take approximately 35 minutes of constant cranking to fully charge the phone. Not

only does it require a person’s energy to crank the handle, but it was also found to

be noisy when the cranking was occurring. 16

Competition

The Free Charge charger was a competitor to the ChargeCard because has the

accessibility to work wherever, when the ChargeCard does not since it requires a

USB port. However, we believe the ChargeCard would be preferred in our target

market because the normal businessman is on the go, and they would not take the

time to manually crank the charger. We believe that the new technology and sleek

shape and form of the ChargeCard will also add to benefits associated with it, and

will in turn be preferred by our target consumers.

ChargePod

A company called CallPod makes the

ChargePod. This charger is very different from

the other competitive chargers because it

doesn’t have any sort of unique or innovative

charging capabilities in terms of how they

charge, but it has a big capability in the

amount that it charges. The ChargePod has a

center battery charger that can be plugged

into the wall or car outlet, and has 6 cords

coming out from the center battery so it can charge 6 different gadgets at the same

time.17

17 Chin, Spencer. "EBN." EBN. (2002): n. page. Web. 24 Oct. 2012.

<http://search.proquest.com/docview/228327135/139840CEDC8474D69CD/1?accountid=10730>.

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Strengths

One of the main and obvious pros that the ChargePod offers is the fact that it can

charge up to 6 devices at once. In addition, the ChargePod is also accessible and

works with over 3,000 devices. 18

Weaknesses

Although the many device plug-ins are nice to have, many people have complained

about how bulky the middle battery is, and that the tips that get plugged into the

adapters tend to get loose and then are inconsistent in their charging. 17

Competition

This device is competition to the ChargeCard because even though it still has the

annoying wires and the bulky battery, it is able to charge many more items than the

ChargeCard could at once. This would be a big problem for the ChargeCard because

the average businessman or woman usually has a lot of different technological

devices that need charging simultaneously. These items could be anything from

their phone, to their iPad, pager, iPod, etc. Since our target market is the

businessman, the ChargePod may be found to be more convenient for them in that

way, but we still feel like because the battery is so bulky and big, the card size that

easily slips into their wallet or brief case will win them over.

iPhone 4/4s Apple Charger

According to customer reviews on Amazon, the regular iPhone 4/4s is very easily

broken, which is why we also believe consumers will buy the ChargeCard because it

is so sturdy and all in one piece. The generic iPhone charger that one would receive

from the Apple store comes in two parts: the cord with an USB plug-in, and the wall

plug in that also attaches to the wall. Even though the generic charger comes with an

18 "Chargepod." Callpod- mobile necessities. N.p.. Web. 2 Oct 2012. <http://callpod.com/products/chargepod>.

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USB option, the ChargeCard would not have

tangled wires to deal with, and it is so much more

portable and convenient than the generic

charger.

Customer Reviews

“Fell apart after just a few days and stopped

working!”. This review also said that there were

146 other reviewers.

“I bent down to unplug it and it came apart.”

Amazon customer reviewers only gave the

generic charger 2.5 stars out of 5. Our hope,

based on our survey, is that our customers not only find the ChargeCard more

reliable and sturdy, but also find our product better in every way possible. 19

19 "Customer Reviews." USB Wall Adapter Charger with USB to Dock Connector cable compatible with ALL iPhone 3 3G 3GS 4 4S.

N.p.. Web. 1 Oct 2012. <http://www.amazon.com/Adapter-Charger-Connector-compatible-iPhone/dp/B003ZA4KLW/ref=sr_1_2?ie=UTF8&qid=1351128123&sr=8-2&keywords=iphone charger>.

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Customer Analysis

In terms of costumer analysis, this section describes (1) characteristics of customers

expected to by the ChargeCard and (2) concerns of iPhone accessories by third party

companies.

Customer Characteristics

According to research done by comScore, “the highest percent of iPhone users are

adults in their 20’s typically male”20. ChargeCard is targeted towards the educated “man

on the go” with a career typically in the business field. We conducted a survey of 20

people and asked them first if they owned an iPhone and 83.3% of the sample

population responded that they did. We gathered that the mean age of our sample

population, which was 29, and this data perfectly represented the highest percent of the

iPhone demographic. 21 This is strength because according to the World Bank, “by 2015,

47% of the world's population will be under 25”22, and by marketing towards

Generation Y a large portion of the population.

Generation Y has been proven to be the most educated generation in American history

and the most tech-savvy.23 This generation has found multiple ways to constantly

connect with family and friends through various mediums such as e-mail, social media

networks, text messaging, and other sources. “Gen Y is typically confident, ambitious,

20 "5 Years Later: A Look Back at the Rise of the IPhone (comScore Voices)." 5 Years Later: A Look Back at the Rise of the IPhone

(comScore Voices). N.p., n.d. Web. 22 Oct. 2012. <http://blog.comscore.com/2012/06/5_years_later_a_look_back_at_the_rise_of_the_iphone.html>.

21 SurveyMonkey. N.p., n.d. Web. 22 Oct. 2012.

<http://www.surveymonkey.com/MySurvey_Responses.aspx?sm=rLB77gn1OD/9oK2UH3gaTkPNKX9z5ZJOFR6VNFZ8O4adRyIiL71YhKJSobCn1sCQ>. 22 "World Bank Group: Partnerships in Development." World Bank Group: Partnerships in Development. N.p., n.d. Web. 22 Oct. 2012. <http://www.worldbank.org/progress/reducing_poverty.html>. 23 "Gen Y: Your Work BFF?" BusinessNewsDaily.com. N.p., n.d. Web. 22 Oct. 2012. <http://www.businessnewsdaily.com/2434-gen-

work.html>.

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achievement-oriented, and attention-craving.”24 With these behaviors, this generation is

easily prone to recent trends. Businessmen and college students almost feel obligated

to keep up with their peers to avoid embarrassment.

Gen-Y businessmen making buying decisions for their iPhone are guided by technology

blogs and their peers. While business “man on the go” is the primary target audience of

the ChargeCard, college students represent a good portion of the segment of

Generation Y and the product will appeal to them. With the price of the ChargeCard at

$24.99, this demographic will be able to afford the product easily and be rather satisfied

with the price. By targeting business specialists, we can appeal to their work life by

combining tools that they use every day including computers, smartphones, and wallets.

Concerns of the third party accessories

Generation Y has grown with the evolution of technology and built loyalty and

trustworthy relationships with specific name brands. Customers may stay away from the

24 "Generation Y." About.com Legal Careers. N.p., n.d. Web. 22 Oct. 2012.

<http://legalcareers.about.com/od/practicetips/a/GenerationY.htm>.

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lesser-known product but there are a few factors that change their opinion such as

family, friends, and environment.

Although ChargeCard does not have a big name

manufacture behind it, it has been proven in a

sample population that people feel comfortable

about it.25 On their Kickstarter page they successfully

exceed their target goal with 5,428 backers pledging

a total of $161,897 with a mean pledge of $30 per

person.26 This successfully proved that the

ChargeCard would be successful at market

penetration in a marketing strategy.

“In order to build trust with the Gen Y market you must meet 4 criteria, they are:

You must have quality products, in both workmanship and features.

You must be real. Authenticity is important to Generation Y.

You must have a social purpose. 1 in 3 say that they look for brands that have

a positive impact on the world.

You must have integrity. Your business must be moral and stand for

something greater than just profits.”27

A big influencer on third party accessories is the press and the media coverage on the

product. ChargeCard has been featured on PCWorld, TechCrunch, Wired, MSNBC, CNN,

25 SurveyMonkey. N.p., n.d. Web. 22 Oct. 2012.

<http://www.surveymonkey.com/MySurvey_Responses.aspx?sm=rLB77gn1OD/9oK2UH3gaTkPNKX9z5ZJOFR6VNFZ8O4adRyIiL71YhKJSobCn1sCQ>. 26 Dentzel, Noah, and Adam Miller. "Kickstarter." Kickstarter. N.p., n.d. Web. 19 Oct. 2012.

<http://www.kickstarter.com/projects/nomad/chargecard-for-iphone>. 27 "Gen Y - Harnessing The Power of the Loyalty Generation." Social Media News, Strategy, Tools, and Techniques. N.p., n.d. Web.

22 Oct. 2012. <http://socialmediatoday.com/davidjohnson4/563490/gen-y-harnessing-power-loyalty-generation>.

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Mashable, and many smaller consumer blogs. By targeting well-known and credible

mediums, we could gain the customers loyalty that many well-known brands possess.

“The simplicity and foresight of the design might be its most attractive features. One

less bulky accessory sitting at the bottom of the backpack is cause for celebration alone,

but the thought that went into this charger is extremely impressive.”28

28 "Kickstarter." Kickstarter. N.p., n.d. Web. 22 Oct. 2012. <http://www.kickstarter.com/projects/nomad/chargecard-for-iphone>.

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SWOT Analysis: Strengths

Saves Energy

According to the American Council for an Energy-Efficient Economy, “American

homes use almost 25% of the energy consumed in the United States. About 80% of

that energy is used in single-family homes, 15% in multi-family homes (such as

apartments and condos), and 5% in mobile homes.”29 For decades now, energy

conservation has been an engaging topic of research amongst Americans. According

to Sarah Darby, an employee of the Environmental Change Institute, University of

Oxford, environment policies that are directed towards reducing energy use “has

failed so far to recognize adequately the crucial link between our (generalized)

sense of our environment and our (specific) daily needs and actions.”30 People do

not realize it but by leaving cellphone chargers plugged in, they are using “phantom”

power.31 One may not see it, but the power used from leaving chargers plugged in

adds up in the end. It not only hurts America’s goal to conserve energy but it

becomes costly as well.

29 "Residential Sector: Homes & Appliances." ACEEE. N.p., n.d. Web. 17 Oct. 2012. <http://aceee.org/portal/residential>. 30 Darby, Sarah. "Making It Obvious: Designing Feedback into Energy Consumption." N.p., n.d. Web. 17 Oct. 2012. <http://sedc-coalition.eu/wp-content/uploads/2011/06/Darby-Designing-Feedback-into-Energy-Consumption-Oct-2001.pdf>. 31Whitman, Howard. "ENERGY SAVING DO'S AND DON'TS FOR YOUR GADGETS." N.p., n.d. Web. 15 Oct. 2012. <http://search.proquest.com/docview/237250314/139F75EBC47ECF1076/19?accountid=10730>.

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The ChargeCard makes it easy to conserve energy. This is because ChargeCards do

not require at outlet and plugs into a USB port instead. This is a strength because

with concerns about energy consumption being an issue, the ChargeCard is an

energy efficient product.

Feeds toward the needs of Generation Y: Fits into Wallet

Americans are leading such busy lives. According to Tim Kreider, an blog writer for

the New York Times and author of “We Learn Nothing”, people’s automatic response

to “how are you doing” has become “busy.” Krieder stresses that people are busy

“because of their own ambition or drive or anxety, because they’re addicted to

busyness and dread what they might have to face in its absense.”33 According to a

CNN article, generation Y “likes quick, casual and socially-tinged meetings.”34

Because work life for generation Y is huge part, their personal and private lives start

32 "Standby Power." : Data. N.p., n.d. Web. 15 Oct. 2012. <http://standby.lbl.gov/summary-table.html>. 33 Kreider, Tim. "The Busy Trap." Opinionator. N.p., n.d. Web. 17 Oct. 2012. <http://opinionator.blogs.nytimes.com/2012/06/30/the-busy-trap/>. 34 Gargiulo, Susanne, and Read Policy on Special Reports. "'Generation Y' Set to Transform Office Life - CNN.com." CNN. Cable News Network, 21 Aug. 2012. Web. 16 Oct. 2012. <http://edition.cnn.com/2012/08/20/business/generation-y-global-office-culture/index.html>.

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to blend. An example of this would be people working at Google and Facebook

offices in California. The future generation of America enjoy being busy and being at

work. The ChargeCard fits in with the fast paced lives people are living. It is shaped

in a business card so it fits into peoples’ wallets, purses and pockets easily.35

Americans need something portable especially with the way Generation Y works. It

is a strength because it is exactly what Americans need with the busy lives they are

living.

The ChargeCard’s body is made from durable ABS plastic and its foldout USB arm is

made of a flexible thermoplastic elastomer 1

According to Go Polymers, ABS plastic is and “easily machined, tough, low cost rigid

thermoplastic plastic with high impact strength, ideal for turning, drilling, milling,

sawng, die-cutting, shearing.”36 This material provides toughness, stability a

temperature range, chemical resistence and more. This material makes the body of

the ChargeCard stronger and less breakable. Now for the foldouut USB arm, it is

made of a flexible thermoplastic elastomer. The stand-out properties of this material

are hardness, flexibility, lower service temperatire limits, compression set and

tensile set.37 This material makes the product stronger because it is less likely to

tear or break.

35 Flacy, Mike. "ChargeCard Is a Slim IPhone USB Charger That Fits in a Wallet." Digital Trends. N.p., n.d. Web. 16 Oct. 2012. <http://www.digitaltrends.com/apple/chargecard-is-a-slim-iphone-usb-charger-that-fits-in-a-wallet/>. 36 "ABS Plastics (Acrylonitrile - Butadiene - Styrene)." ABS Plastic. N.p., n.d. Web. 24 Oct. 2012. <http://www.gopolymers.com/plastic-types/abs-plastic.html>. 37 "Jump to Site Navigation." Understanding TPEs. N.p., n.d. Web. 15 Oct. 2012. <http://www.rtpcompany.com/products/elastomer/understanding.htm>.

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Works on iPhones and Androids

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The growth of smartphones is increasing tremendously in the United States.

According to Time Business, this growth is centered and powered mainly by the

accomplishments of Apple’s iPhone and Google’s Android. According to a new Pew

servey, this is “the first time, smartphones now outnumber more basic mobile

phones. The Pew survey also indicated that “overall adoption levels are at 60% or

more within several cohorts, such as college graduates, 18-35 year olds and those

with an annual household income of $75,000 or more.”10 Conveniently, the

ChargeCard works on iPhones and Andriods. With the growth of these phones and

range of people getting them, it is a strength that our product caters to people with

these two smartphones.

38 "Nearly 50% of Americans Own Smartphones; Android, IPhone Dominate." TIME.com. N.p., n.d. Web. 14 Oct. 2012. <http://business.time.com/2012/03/01/nearly-50-of-americans-own-smartphones-android-iphone-dominate/>.

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SWOT Analysis: Weaknesses

Has not created one that will be compatible with the iPhone 5

39

The latest iPhone 5 has a replacement charger set up called the “lightning” dock.

According to Digital Trends, the iPhone 5 costs the same as as the iPhone 4S did

when it first came out but with the new replacement charger, it is going to cost

more. Previously, the 30-pin USB cable and adapter came with the iPhone. But now,

for the lightning dock connector cable, people are required to buy the iPhone 5 and

its charger separately. 11According to the creators of the ChargeCard, they plan to

move forward and “develop for the future connector”. This is a weakness because

the lightning dock is more expensive, and creating a new ChargeCard for the iPhone

5 is going to be more costly.

Pricey: People receive free chargers when buying iPhones

39 Couts, Andrew. Digital Trends. N.p., n.d. Web. 15 Oct. 2012. <http://www.digitaltrends.com/mobile/apple-jacks-up-iphone-5-replacement-charger-price/>.

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When we surveyed people we asked “What do you not lke about the ChargeCard?”,

most people said that it was a pricy. People said they got chargers for free when

they originally bought their iPhones and are content using those.40 The ChargeCard

costs $24.99.

Still need a USB port for it to work

USB ports are not always readily available. In the survey we conducted, one person

said they did not like “the fact that we need to have a computer to use it on the go”.12

In an office it would be easy to find a computer with a USB port to plug the

ChargeCard in. When traveling, not everyone carries a laptop with them. And also,

not all cars have a USB port. Only being able to use it with a USB port available limits

the customer.

40SurveyMonkey. N.p., n.d. Web. 22 Oct. 2012. <http://www.surveymonkey.com/MySurvey_Responses.aspx?sm=rLB77gn1OD/9oK2UH3gaTkPNKX9z5ZJOFR6VNFZ8O4adRyIiL71YhKJSobCn1sCQ>.

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SWOT Analysis: Opportunities

Huge industry growth of owning smartphones

The cell phone industry is continuously growing and thus serves as an opportunity

for the ChargeCard and other cell phone accessories in the market.

Apple released its first iPhone five years ago, which was an important milestone

both for Apple and the entire mobile industry. The release of the iPhone has

drastically impacted the mobile industry, allowing for exponential growth in the

smartphone market and changing the entire digital landscape in only a matter of a

few years.41

“In July 2007, barely 9 million Americans owned a smartphone – representing just 4

percent of the entire mobile market. Today nearly 110 million Americans own a

smartphone and by the end of the year smartphone owners will become the new

mobile majority in the U.S.”42, as seen in the figure above.

41 "5 Years Later: A Look Back at the Rise of the IPhone (comScore Voices)." 5 Years Later: A Look Back at the Rise of the IPhone

(comScore Voices). N.p., n.d. Web. 22 Oct. 2012. <http://blog.comscore.com/2012/06/5_years_later_a_look_back_at_the_rise_of_the_iphone.html>.

42 "5 Years Later: A Look Back at the Rise of the IPhone (comScore Voices)." 5 Years Later: A Look Back at the Rise of the IPhone

(comScore Voices). N.p., n.d. Web. 22 Oct. 2012. <http://blog.comscore.com/2012/06/5_years_later_a_look_back_at_the_rise_of_the_iphone.html>.

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Rise of the iPhone

There has also been a large increase in the amount of iPhone owners. Throughout

the past five years, Apple has introduced five different versions of the iPhone and

has expanded to include carriers such as AT&T, Verizon and Sprint. 42, The fact that

Apple opened up their product to a variety of cell phone carriers enabled the market

to expand quickly to a variety of customers.

“A

more detailed look at the iPhone ecosystem by device generation found that nearly

3 in every 4 iPhone owners currently uses the iPhone 4 or iPhone 4S, with the

iPhone 4 accounting for the largest overall share at nearly 40 percent of iOS

smartphones in May 2012. The original iPhone released on June 29, 2007 now

accounts for just 2 percent of current iOS smartphone owners, with new generations

of the device making the original virtually obsolete.”42

Mobile Industry Growth

“The mobile industry is enjoying a remarkable moment in business history…Mobile

is where some of the world's most innovative and entrepreneurially rewarding

companies are being created…Considering the steady growth of mobile in even the

poorest parts of the world, it's fair to say that everyone, everywhere will soon be a

mobile customer.”43

43 "Knowledge@Wharton Managing Technology Research Article." How Forces That Drive the Mobile Industry's Growth Also Threaten Its Future. N.p., n.d. Web. 20 Oct. 2012. <http://knowledge.wharton.upenn.edu/article.cfm?articleid=3031>.

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SWOT Analysis: Threats

Competition of similar products

Unfortunately, there are many competitive products that act as a threat to the

potential growth of this product. There are a variety of products that could act as

competition in this industry, such as the universal cell phone charger, a charger that

can charge multiple devices, a solar-powered charger and other portable chargers.44

45 These products threaten the success of our product because they could take away

potential customers of our target market.

This heavy competition could take away market opportunity from purchasing our

product, thus explaining how the overall competition for this market poses as a

threat to our product. Generation Y, our target market, tends to be looking for the

new innovation and what’s trending in the technological sector. Because of this, our

product has to offer unique qualities that make it stand out against its competitors.

44 Maas, Nancy. "Universal Cell Phone Charger -- What A Concept." Wireless Design & Development 17.3 (2009): 6. Business Source Complete. Web. 20 Oct. 2012. http://web.ebscohost.com/bsi/pdfviewer/pdfviewer?sid=07341988-d0b5-4c3e-852c-013de39cabd0%40sessionmgr110&vid=2&hid=111

45 Mitchell, Julie. "Investor's Business Daily." Investor's Business Daily. (2002): n. page. Web. 24 Oct. 2012. http://search.proquest.com/docview/1027124336/139840932CD126B6291/1?accountid=10730.

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Customers who already own the iPhone charger

In addition, a potential threat is that whoever purchases an iPhone receives an

Apple charger that includes a USB cable connector and wall-charger.

“This USB 2.0 cable connects your iPhone,

iPad or iPod — directly or through a Dock

— to your computer's USB port for

efficient syncing and charging or to the

Apple USB Power Adapter for convenient

charging from a wall outlet.”46

Because this is provided with a purchase of an iPhone, this may take away from

consumers who are looking for a different type of charger but don’t want to commit

to change or who want to save money. The Apple iPhone charger contains a USB

port as well, which could pose as a dangerous threat in leading to a lack of interest

or a feeling of apathy in possible customers since they already own a charger. With

this in mind, it would be important to highlight the portability and

46 "Apple 30-pin to USB Cable." - Apple Store (U.S.). N.p., n.d. Web. 18 Oct. 2012.

<http://store.apple.com/us/product/MA591G/B/apple-30-pin-to-usb-cable?fnode=45>.

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Conclusion

Despite our product’s weaknesses and the industry’s potential threats, we believe

that our product serves as a portable, easy-to-use and convenient phone charger for

the businessman or woman on the go.

Group Member Contributions

Lizzy Ballard: Lizzy did preliminary research for the initial product and all sections of

the report, wrote the industry/category analysis section, and edited the final version of

the report.

Sarah Deike: Sarah did research and wrote the competitor analysis, gathered visuals,

created the survey and helped find survey participants in our target market.

Christian Santos-Powell: Christian designed the title page, wrote the customer

analysis, summarized our target market demographics based on research, and helped

gather participants for the survey.

Cate LeSourd: Cate researched and wrote the opportunities and threats section of the

SWOT analysis, compiled all of the information into the PowerPoint, and edited and

put together the final version of the report.

Samhita Tankala: Samhita did research, wrote the introduction and strength and

weaknesses section of the SWOT analysis, and helped with survey question creation

and distribution of the survey.