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Introduction/Objectives
The Seed is a revolutionary piece of technology that will change the lives of everyone
who purchases it. It is a device that is surgically embedded behind the ears in a minimally
invasive surgery which attaches to your optical nerve (eyes) and is neurally linked to the brain's
main memory structures (hippocampus and cerebrum). The product basically enhances memory
recall. This way you can pull up any time of the day of any day of the week in any month of a
year and basically see and hear what you saw and heard that day. If you ever forget anything on a
certain day, you can basically pull it up and you can rewind, fast forward, pause, zoom in, zoom
out, etc. The remote that controls the device can also project what you saw and heard that day to
a TV via AirPlay. You can relive vacation days or certain, memorable moments in your life. This
will also help patients with memory deteriorating illnesses. It can be used for anything from daily
use or in clinics with Alzheimers patients. The target market for this product are people that
appreciate the evolution of technology and are willing to evolve with it as well. There many
marketing objectives with this product that we would like to accomplish within the first decade
of service. For instance, since this is a high learning product, we want to make sure we gain 60%
awareness of our new product among the elderly homes and start teaching people about the Seed
and its uses. Since this product will focus on Alzheimers patients and baby boomers, this should
lead to approximately $500MM in profits. The introductory period should take up to two years
and we would break even in the third year.
After targeting the elderly homes, we would like to start to educate the general public and
build product awareness. Since this is the only product in the market, no competition will hinder
our progress. We want to enhance customer relationships and target new customers. By the fifth

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year, we hope to enter new markets internationally and increase sales by 35% and grow our
market share. Our main objective with this product is to improve lives of those who have been
diagnosed with Alzheimers or any other memory loss related illness.
Market Research
The way we conducted our market research was through an online survey service called
Survey Monkey. We formulated ten questions for the questionnaire that allowed us to help
understand our publics views and opinion on our product. In addition, this helped shed some
light into what product features the consumers want and how they would use the Seed in their
daily routine. One of the questions we asked was How do you hope the Seed will help make
your life better? The results for this one showed one common goal with all the answers from the
participants, which was recalling information from long ago. This tells our R&D team to help
improve the product by increasing memory retention within the product.
After emailing ten of my friends the link to the survey, they all quickly completed the
survey and the results from the survey were surprising. There were five female and five male
participants, which helped us gain knowledge from both perspectives of each gender. The
participants were all within the age group of 17-22 years of age, which is beneficial for us
because they can help spread awareness through social media. Out of the ten participant, one of
them had a relative that had Alzheimers. This helped us be aware of the increasing risk of
people having Alzheimers as they age and we want to help prevent Alzheimers from people
who purchase our product.
On some questions we had mixed results. For the question How far would you travel to
make the purchase? For this questions, some people said that they would travel as far as it takes,

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while other gave a general mile range between 30-50 miles. This was a broad question and the
results were not as helpful as we would like them to be. We expected answers to help us decide
how many locations to open or where to open. One questions that showed excellent results was
the one that asked Do you consider yourself to be a person with good memory? We had
57.14% of participants saying yes and 42.86% of participants saying no.
With the rapid evolution of smart technology, people start to rely on their phones and
calendars and other applications to remind them of things. However, approximately fifteen years
ago, people had to know things and remember things for themselves. Cellphones and home
phones could not save numbers. Nevertheless, the reliance on smart technology have decreased
our attention span and memory retention because we make technology do it for us. With the
Seed, people can access those forgotten and latent memories. Overall, the results from the market
research turned out very well. The participants gave us great answers and positive feedback on
our new product.
(For a rough prototype sketch of the device, please see attached document.)
Cost/Expense
The pricing of the Seed is based on the components that are in the device itself and the
cost of labor that it took to make the product. With having such a new technological
breakthrough, the current selling price of the device would be $950 per unit. Here are some of
the main electronic components that make up for the price. The most common electronic
component is the "transistor" which works as an amplifying valve for a flow of electrons. The
transistor is a "solid state" device, meaning it has no moving parts. It is a basic building block
used to construct more complex electronic components. The CPU (Central Processing Unit)

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does the active "running" of code, manipulating data, while the other components have a more
passive role, such as storing data. RAM (Random Access Memory), is the working scratchpad
memory the computer uses to store code and data that are being actively used. RAM is
effectively a storage area of bytes under the control of the CPU. Since this is the most important
aspect of our device, it requires effectively storing memory into CPU. The price to purchase the
RAM off retailers would be around $150 dollars. Last but not least there is Persistent Storage or
the long term storage for bytes as files and folders, specifically a place for the customers to store
their memories. Persistent meaning that the bytes are stored, even when power is removed.
The price of production for the Transistor, RAM and Persistent Storage would come to be
approximately $450 per unit. The casing of the Nano-device with alkaline shelling would cost up
to $250 per unit due to the rarity of the casing. The total Cost of Goods per unit would be
approximately $700; while we sell for retail price at $950 per unit. For our Advertising price, that
would be around $250,000 which includes T.V., Social Media and Magazines costs. Labor costs
are approximately $4,320,000 due to only having 10 certified surgeons in the nation, who are
allowed to perform the surgery and the employees salaries such as the R&D team. Based of
Centers for Disease Control and Prevention facts of 2015, the average minor surgery that were
performed was about 3.95 million (Inpatient Surgery, 2015). If we took half of that number
and used the percentage of ages 55 + who had surgeries the number would be 2 million people.
The total revenue would be approximately around $1,900,000,000 (2 mill * $950 per unit). The
total Costs would be approximately $1,404,570,000 (2 mill * $700 per unit + $4,570,000) which
leaves Total Profit to be around $495,430,000 (1.9 billion 1.404 billion). The average revenue

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is going to be approximately 0.95 or $950 per unit (1.9 bill/2 mill). The breakeven point is when
we sell the Seed to 18,280 customers.
Distribution Channel
Because this product is comparable to a minor surgery a consumer would get at any clinic
or hospital, our commercial transaction would be a business to consumer. This is because there is
no one who is directly involved in our transaction of getting our product to the consumer.
Because our transaction type is business to consumer, our main channel of distribution is
Manufacturer to Consumer. This product could only be purchased by coming to the clinic or
hospital and asking for the procedure through a licensed doctor or surgeon. Because of this,
Manufacturer to Consumer would fit our product the best due to the doctor or surgeon
implementing the device into the consumer. Manufacturer to Consumer can be broken down
even further into direct distribution because the device would be put into the consumer by a
licensed doctor or surgeon without an intermediary. The business would presumably be located at
a local store that any person over the age of 21 could enter. From there, they would be given
information about how the product would work and how the doctors and surgeons would place
the device into your ear if they were interested. Once they have decided that they wanted the
operation, our licensed and specialized doctors/surgeons would take the device and surgically
position it into the back of the consumers ear and connect it to their brain. This is why the
product would be a type of Manufacturer to Consumer or more specifically, direct distribution.
The logistics for the product would be similar to any other logistics found in other hospitals or
clinics. Scheduling appointments, patient assessment, surgery, post-surgery evaluation, and
discharge of patients after surgery must be organized and run efficiently by the clinic. There are

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extra behind the scenes activities that must also be maintained such as cleaning the rooms and
restocking. Even with all of these tasks behind the logistics of this product, there should be no
problem maintaining, sustaining, and running the store effectively through knowledgeable
employees.
Marketing Strategy
This leads to our promotion strategy and plan. Our target market is the demographic of
ages 55 and above or better known as Baby Boomers. Baby Boomers, born between 1946 and
1964, make up about 44 percent of the U.S. adult population and control about 70 percent of the
countrys disposable income (10 Things You Need to Know About Marketing to Baby
Boomers, 2015). With that being said, we will rely most of our promotion plan on
advertisement through T.V (infomercials/commercials) during the day. The reason behind this
idea is that most elderly people are at their homes and retired. This leads to mass targeting
through T.V. commercials and would allow our target market to get direct contact with our
product. We also are going to promote our product through social media and internet advertising.
The reason behind is that according to Kinsesis a Portland, Oregon, web design and branding
firm; the number of baby boomers using the Internet grew by 55 percent between 2004 and 2009.
The largest percentage increase in use of the Internet has actually been in the 70-75 age group.
And it's not just Internet that seniors are embracing, they are a big presence on social media sites
too (Beesley, 2011). In terms of social media, 27 million people over the age of 55 use social
networking. Facebook is by far the most popular social network, with 19 million Baby Boomers
using it (Wright, 2015). So thru marketing through Facebook, we would receive a ton of
attention from a large group of our target market ready to implement the device into themselves.

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We would also advertise through magazines such as AARP, Readers Digest, and Active over 50
to further promote our product. This is because for those Baby Boomers who have not made their
way onto the internet, they would probably still want their lifestyle to be the same as it was in the
old days. So magazines and newspapers would be how they gather information. Magazines like
AARP, Readers Digest, and Active over 50 are designed to reach the Baby Boomers through old
school techniques such as reading a hard copy.
In todays society, so much is constantly evolving. But our brain goes in the opposite
direction devolving until we become a shell of our former self. But with the Seed, anyone can
relive their prime years to remind themselves who they used to be or to show their children and
grandchildren how different life was back in their day. The Seed will become a way of life in our
current environment and should thrive in the years ahead.

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Appendix

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Works Cited
Beesley, Caron. "Marketing to Seniors and Baby Boomers: Have You
Seniorized Your Marketing Strategy Lately? | The U.S. Small Business Administration
| SBA.gov." Marketing to Seniors and Baby Boomers: Have You Seniorized Your
Marketing Strategy Lately? | The U.S. Small Business Administration | SBA.gov.
SmallBusinessAdministration, 9 Nov. 2011. Web. 28 Nov. 2015.
"Inpatient Surgery." Centers for Disease Control and Prevention. Centers for
Disease Control and Prevention, 29 Apr. 2015. Web. 28 Nov. 2015.
"10 Things You Need to Know About Marketing to Baby Boomers Register
Media." 10 Things You Need to Know About Marketing to Baby Boomers Register
Media - Des Moines. Register Media, 13 May 2015. Web. 28 Nov. 2015

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Wright, Macala. "Four Ways to Market to Baby Boomers in 2015." MAGIC Blog.
Magic Online, 04 Jan. 2015. Web. 28 Nov. 2015.