The scope of this project is to create a marketing strategy to develop and effectively launch CareCam™, a product and service allowing parents to view their children in childcare through video technology over the Internet. CareCam™ is the sole product of WebView®, Inc., a newly formed company whose founders have developed techniques for secure video transmission over the Internet.

This strategy includes a market analysis of our customers and the total available market, a competitive analysis (both in the industry and on the fringes), focus on the four components to strategy, a budget and launch plan.

Both time and budget constraints will limit the depth of the marketing research to a "pilot project" level, recognizing that future investment may be required in marketing research depending upon the results of this project. Other limitations include our limited experience with the legal and regulatory issues associated with this market, and the fact that our knowledge of the childcare industry is only anecdotal. We will also need to determine an effective sales strategy, as our funding does not support a large sales force.

The initial cash investment by the owners of this company is adequate to create the proposed marketing strategy, however funds have not been committed at this time for future activities pending the outcome of this project. We will need to drill down further to identify line item costs associated with product development; on-line advertising, marketing, and web site design; and on-site and in-house equipment.

Sales Goal: By the end of the first year of operation, CareCam™ plans to have 100 daycare facilities signed up as customer sites. The goal will be to target centers with 100+ children at each site, and a parent sign-up rate of 50%. From the research completed so far, approximately 50% of the "ideal" sites will subscribe to the service, and the percentage of parents who sign up currently averages 50%. This means that we will need to make sales presentations and/or product demonstrations at 200 sites during the first year to reach our goal. There are 227 companies listed in the Portland telephone directory so we will make an early assumption that in the western U.S., we will find at least 100 sites that meet our target market criteria. In order to reach our goal of having 100 centers signed up in the first year, we will need to expand to the national marketplace.

Awareness Goal: To gain recognition as a quality provider of secure video transmissions with daycare facilities, we will focus resources in three areas:

1. Present our technology and solutions to at least 6 regional conferences focusing on the daycare industry.
2. Obtain positive press in at least 5 trade publications.
3. Engage in affiliate and/or reciprocal marketing programs with at least 30 appropriate sites on the Internet.

Technology Goal: To ensure top standards in security, privacy and availability, we will launch CareCam™ with the following specifications:

• Firewall structures will be used to protect from attack, hostile traffic, and unauthorized modification.
• Encryption software on ALL in-coming and out-going video transmissions

• 99.5% uptime on all servers (redundancy required)
• Scaleable Bandwidth from 28.8K to 256K bps offering 24-30 frames per second.
• Password protection on web site

• Environmental scanning and competitive analysis completed: 4/15
• First revision of competitive positioning presentation completed: 4/15
• Final revision and practice of competitive positioning presentation completed: 4/22
• Consumer and market analysis completed: 4/22
• Product and distribution strategy design completed: 5/6
• Pricing strategy and promotion campaign design, and implementation/controls design completed: 5/13
• Group presentation and paper completed: 5/27
• Group rehearsals completed: 6/3

WebView®, Incorporated will meet as a team each week on Thursdays (subject to change to meet availability of members). During these meetings, we will determine specific tasks for each team member, which may require additional sub-team meetings.

We have set up an e-group so that all members can communicate via email to the entire team regarding progress, plans and issues. We have also set up a web site to post finished documents for the team.

• Mission and vision created: 4/8
• SWOT analysis, goals, and objectives developed: 4/8
• Collect/discuss environmental scanning and competitive analysis results: 4/15
• Collect/discuss competitive positioning and consumer/market analysis results: 4/22
• Collect/discuss Product, Place strategies: 5/6
• Collect/discuss Pricing, Promotion strategies: 5/13

• Submit formal project proposal with mission and vision: 4/13
• Presentation to class on competitive positioning: 4/24
• Submit one-page summary (each) – Product, Place Strategies: 5/7
• Submit one-page summary (each) – Price, Promotion Strategies: 5/17
• Initial draft of management report submitted: 5/21
• Final management report submitted: 6/5
• Presentation to class on final report: 6/5

At this time, we are not facing any confidentiality issues. The companies we have surveyed have not required any type of non-disclosure agreement.