- Product Overview:
SwiftTech’s innovative smartphone, tailored for the eco-conscious and outdoor sectors, merges durability with advanced technology like AI and NTN capabilities, addressing the demand for sustainable, high-tech mobile devices. This robust, outdoor-focused device aims to reassure consumers about the long-term viability and ethics of the smartphone market.
- Scope and Objectives:
- Primary Objectives:
- Provide a rugged, durable smartphone suitable for outdoor activities.
- Incorporate recycled hardware to promote sustainability.
- Offer advanced outdoor features like AI for wilderness methods/activities and NTN communication.
- Ensure high-quality photography and navigation capabilities.
- Secondary Objectives:
- Maintain a user-friendly interface with Android OS.
- Offer a competitive pricing structure with a subscription model for enhanced capabilities.
- Exclusions:
- The product will not focus on typical urban-use features like ultra-thin design or aesthetic customizations.
- User Personas:
The target user is the outdoor enthusiast who comes from a stable financial background. In other words, thinking about the customer segment of “granola” wealthier individuals – those who are frequent customers to Patagonia, Yeti, GoPro, etc. – that spend a lot of time outdoors but also can afford luxury items to accustom their lifestyle. The demographic is typically younger, athletic, and financially well off or stable. In terms of their needs, these users need a phone that can complement their healthy, extremist lifestyle; they need a phone that they can use on outdoor adventures that can aid their excursions and won’t be damaged in extreme climates. This also encompasses the pain point and overall funnels the goal to a create a phone that is advanced in the state of art technology for durability (waterproof, shock proof, etc.) that also has specific features for the outdoors such as ai chat assistance and off-satellite mapping.
4a. User Stories
Rugged Durability
- “As an outdoor enthusiast, I want a smartphone that can withstand harsh conditions like drops, water, and dust, so I can stay connected and safe during my adventures without worrying about damaging my phone.”
Sustainable Technology
- “As an environmentally conscious consumer, I want a smartphone that uses recycled materials, so I can reduce my environmental impact and support sustainable practices.”
Wilderness Assistance
- “As a hiker, I want to access a comprehensive database of wilderness knowledge like trail maps and survival tips, so I can safely navigate and enjoy my outdoor activities.”
On/Off-Road Navigation
- “As a traveler, I want reliable GPS assistance for both on-road and off-road journeys, so I can confidently explore new areas without getting lost.”
Advanced Photography
- “As a nature photographer, I want a smartphone with an extremely capable camera, so I can capture high-quality images of landscapes and wildlife.”
User-Friendly Experience
- “As a tech-savvy user, I want an Android OS with intuitive navigation and customization options, so I can personalize my device according to my preferences and needs.”
4b. JTBDs
Off-Grid Connectivity
- “When I am in remote areas without traditional network coverage, I want to connect to the internet via satellite, so I can stay informed and reach out for help if necessary.”
Emergency Preparedness
- “When faced with an emergency situation outdoors, I want to quickly access survival guides and emergency services, so I can efficiently respond to the situation and ensure my safety.”
- Functional Requirements:
- Rugged Design: Shock, water, and dust-proof with industrial-strength casing and glass.
- Recycled Hardware: Utilize parts from old/reclaimed SwiftTech phones.
- Outdoor-Based Generative AI: Knowledge in hiking, camping, fishing, and hunting.
- Non-Terrestrial Network Capabilities: Off-grid communication via satellite.
- On/Off-Road GPS Assistance: Robust navigation system for various terrains.
- High-Quality Camera: Advanced photography features for outdoor environments.
- Operating System: Android OS with user-friendly interface and customization.
- Non-Functional Requirements: Performance: Fast response time even in remote locations.
- Scalability: Ability to upgrade software and add new features.
- Security: Strong encryption and data protection for user privacy.
- Compliance: Adherence to environmental regulations for recycling and sustainability.
- (If Applicable) Wireframes/Wireflows or Mockups: Visual representations of the product’s user interface (UI). These help convey the intended look and feel (behavior) of the product, aiding designers and developers.
- Constraints and Assumptions:
- Constraints:
- Limited availability of recycled materials may affect production.
- Assumptions:
- Increasing consumer interest in eco-friendly and outdoor-oriented technology.
- More than 15% of high-income outdoor enthusiasts are interested in a rugged phone with enhanced capabilities including good camera, GPS and connectivity, and AI voice assistance.
- Target customers are willing to pay for a phone subscription on top of the price to purchase the device for unique and greatly enhanced capabilities.
- Milestones and Timeline:
- Phase 1
- November 2023-September 2024
- Hiring necessary employes
- Beginning AI construction
- Design and development of phone
- Building business connections
- Phase 2
- July 2024-December 2024
- Continue design and development
- Field testing and marketing
- Phase 3
- January 2024 – May 2024
- Scaling up phone manufacturing
- Finding business partnerships
- Finding sponsorships
- Phase 4
- May 2024-July 2024
- Marketing product
- Launching product
- Resource Requirements:
- Human Resources:
- Team of engineers
- Web development designers
- Sustainability experts
- Marketing experts
- Brand Relation Rep
- Technical Resources:
- Development tools
- Testing labs
- Material sourcing networks
- Recycling
- Key Technologies:
- AI development platforms
- (non-proprietary) satellite communication systems
- Recycling old phone parts into new parts
- Waterproof hardware/software
- Dust proof hardware/software
- Resistant hardware (shock proof)
- Testing and Quality Assurance: Describe the testing strategy and quality assurance procedures that will be used to ensure the product meets its requirements and standards. (Will be discussed in 9A)
- Risks and Mitigations:
- Risk of Supply Chain Disruptions: Develop multiple supplier relationships to mitigate this risk.
- Technological Obsolescence: Continuous R&D investment to keep pace with market trends.
- Market Acceptance: Aggressive marketing and clear communication of the product’s unique value proposition.
- Metrics and Success Criteria:
- Objective: Enhanced product including ruggedness and capabilities
- KR: Satisfy MIL-STD 801G standards for protection
- KR: Ingress Protection rating IP68
- KR: 85+ signal strength even in mountainous terrain
- KR: 175h+ on GSMArena Endurance Rating
- KR: 200MP (Megapixels) camera
- Objective: Sustainability
- KR: >50% recycled materials for the phone
- KR: 80% trade-in program utilization rate
- Post-Launch Success Criteria
- 15%+ market share
- 90%+ Customer Satisfaction Score (CSAT)
- References:
General Market Research:
Our research indicates that the target demographic primarily consists of individuals aged 25-45, who are active in outdoor activities like hiking, camping, and mountain biking. They use smartphones for navigation, capturing photos, and emergency communication. They value durability, battery life, and outdoor-specific features.
From Our Assumption Tests:
The most desired features among our target demographic include water and shock resistance, long battery life, high-quality camera functionality, and reliable GPS. Solar charging capability and integration with outdoor activity apps are also highly sought after.
Competitor Analysis:
Major players include Caterpillar, Land Rover, and Samsung’s Active series are competitors. These brands have established a presence in the rugged smartphone market but primarily focus on general durability rather than outdoor-specific features. We have an advantage as we focus more on services rather than just the rugged phone.
Customer Feedback:
Biggest piece of feedback is that customers do not like the idea of paying for a subscription price if the features are only slightly better than without. We need to focus more on adding value and justifying this unique pricing model.
- Go to Market:
Launch
- Product Reveal Event: Organize a high-profile global showcase, hopefully in collaboration with the big names in the outdoors market space (
Patagonia etc), highlighting the phone’s unique features. - Influencer Engagement: Partner with outdoor enthusiasts, travel vloggers, and adventure influencers for early reviews and real-world testing videos.
- Brand Partnerships: Collaborate with brands like Patagonia and The North Face for co-branded marketing and bundled offers.
Marketing
- Targeted Advertising: Focus on platforms popular with outdoor enthusiasts, such as adventure sports channels, outdoor magazines, and social media groups.
- Content Marketing: Create content like adventure blogs, outdoor survival tips, and user stories showcasing the phone’s features in real-life scenarios. (Can also pay to have product featured in media)
- Brand Building: Leverage the company’s loyal customers and trusted brand to help gain more customers.
Sales
- Subscription Model: Introduce a unique subscription service focusing on outdoor-centric apps and services, including an AI Assistant specialized in outdoor and travel information.
- Retail and Online Stores: Establish a presence in outdoor equipment stores and tech retail outlets, alongside a strong online sales platform. (WIll also have our own department stores)
