Problem: Ever have
trouble finding your keys? It seems to
happen more often then not when you are running behind and in a hurry!
Solution: Develop a discrete
key chain that works with a cell phone app to let you know where your keys are
located.
Development Journal:
I am constantly loosing my keys!
They are in the diaper bag, my purse or my daughter has played with them
and put them away. Or, they could be
actually in my car – has happened. I
have a long neck strap chain to help me identify where they are, but usually it
does not help. When I am running behind
in the morning and know that I am going to get stuck in traffic is when I seem
to misplace the keys the most.
Idea Generation: A
key chain that works with an app that can locate your keys would be a time
saver!
Idea Screening: Here
we could narrow down how the app and key chain would work. What ideas for sensors/key chains would be applicable
for this type of application?
Concept Development & Testing: Create the key chain with
two/three options (girly and masculine) along with the app for the cell
phone. Be sure that the app and key chain
are functional and accurate.
Describe a hectic morning, the
kids running around crazy and cereal spilled over the floor. You are still getting ready (hair and makeup)
while trying to get them dressed and cleaned up for school. You reach in your purse and keys are not
there! Searching frantically through
your purse and scanning the counter – then you remember the Key chain/App you
bought. Grab your phone and within
seconds your phone has located and the keys are in the toy box.
Marketing Strategy Development: Our target market would be everyone who has a
set of keys: vehicle, office, house or boat!
Cost would have to be within everyone’s price range and would include
the cost of an ID app with the purchase of key chain. The color/designs would be geared toward both
male and female for all consumers.
Business Analysis:
Costs would be materials, production, electronics for key chain along
with phone app development and access to Google Play/IPhone AppStores.
Product Development: The expected time frame to create and test the
key chains along with the App would be 12 months – this would allow sufficient testing
time. We want to ensure reliable and efficient
products are being produced.
Test Marketing: For
testing – I would focus on a small group of working mothers and dads that have
hectic lives and have them try for a few months. This would give them plenty of time (if they
are like me to lose their keys quite a few times).
Commercialization:
Once we knew how the test marketing went – the product could be sold to
big box stores and car dealerships for their connections with customers is far
greater than a small outlet would be able to reach. Car manufactures may see it as a cost of
doing business and want to provide the service to new car buying customers!
Kaitlin Smith
Marketing Summer 2013
