Apple senior 1 Page Business Plan
Overview
Apple senior has a clear business objective, to develop, produce, promote and distribute iPad products and services to the senior market. These marketing strategies have been developed over 2 months with a core focus on addressing the key customer problem and associated opportunities.
The Business Objectives
As the key component of our growth strategy we consider it critical to identify and outline our business objectives, and align these objectives with clear and measurable development milestones. Our key long term business objective is to acquire new customers. Customer acquisition is considered to be the critical activity and we are seeking to grow the number of customers. We understand that customer growth could be at the expense of profitability, and that there is a cost associated with customer acquisition. Our long term objective is to build a clear customer acquisition process and to make money by selling to these new customers and therefore tapping into a previously untouched market seniors.
The Customer
Apple senior has been created with a clear focus on the needs of our customers. Through a structured customer acquisition and education process, we propose to convert a HUGE group of seniors whom are terrified of technology, are intimidated by it and feel they are far too unintelligent to be able to use it. This is a critical issue for our selected target market of People 50 and older that have not embraced computers! who have tried PC's and Mac books and are afraid of them. I am proposing to start fresh , ignoring what they have previously learned or never learned and training trainers to teach in an un intimidating, unpatronizing helpful manner.
The Value Proposition
Apple senior is uniquely positioned to deliver value to People 50 and older that have not embraced computers. People who have tried PC's and Mac books and are afraid of . Do you own a computer if not why not and if so what parts of it do you find the most difficult to navigate. Do you enjoy using it? if not why? Let me ask you a question. If I could introduce you to a product that would literally change your life and is so simple to use your 3 year old grandchild could start using it in a very short time and with very little instruction. Would you be interested in learning more about it?." How possibly could a person with 24 years in the Dental field know anything about selling and training sales personnel to market a product like the iPad to seniors. I deal with fear and apprehension every day. Over the years I have learned what makes people tick. Fear, ego and the desire not to look foolish when spoken to. I teach people how to floss. I convince my patients why it is important to maintain oral hygiene and explain what the benefits of having a crown or an implant would be for them. They are often resistant and fearful. "If I ignore it it will go away, but it doesn't hurt ." I am extremely succsesful at this because I have studied human psychology and know how to explain technology In a way that does not intimidate or make people afraid to be honest and open to trying new technology. In the case of Apple iPad the rest is easy it speaks for itself. I also believe I could teach existing salespeople a technique that would work to their advantage. This capability has taken considerable time and resources to develop and forms the cornerstone of our competitive advantage.
Competitors
There are a number of possible competitors but nobody seems to be targeting this market and this time. And I believe Apple has the best and easiest product and has the most to offer this particular market which is the largest at this time in history. Easiest use, excellent service available instantly at the touch of a key board. The most extensive and diverse library of apps at the App Store that would Interest this demographic . The ability to skype, face time their friends, family and grand children. Medical and health information. The ability to shop without going out side . If physically challenged the the product will open up the world being able to download books, travel to foreign countries with google earth from the comfort of their own home. Really self explanitory.
Key Strategies
Over the next 6 months our focus will be to Contact Apple, offer my consulting services. Prepare a prospectus of my services outlining the profit potential and how my approach and plans for training staff to attract customers that will buy our products. This task will be undertaken in the context of our broader strategy. Fly to Apple headquarters and meet with the head of marketing and convince him/ hernof the potential un tapped market for the iPad and how In detail, step by step I plan to market and sell to this highly resist and untapped clientele. I believe I have unique abilities that would come in handy in training sales people how to approach this market. These strategies are a tactical implementation of our overall business goal as outlined above.
Milestones
Measurement of the successful implementation of our strategies will be governed by measurable development milestones. The milestones that will be achieved over the next 2 years are: Present , convince and be hired by apple to come down to Apple headquarters to present myself my presentation and business plan. Train a large number of senior sales staff as to how to approach and sell the product in a un intimidating way showing how easy and what is available with this simple to use product. Not assuming the client has any knowledge in computers. Educating them from scratch in an un patronizing way . Selling mass amounts of the product and launching a service centre that caters to the senior client, again being unassuming, respectful and patient with the client.
About this document
Promotes iPad usage in seniors Business Plan
This document was created by Louise of Apple senior using the 5 minute Business Plan App. This technology and approach is powered by HyperQuestions.
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