Introduction

Mission Statement

The vision of Ouya is to end up an innovator in the gaming business, which will be accomplished

through the accompanying:

 Being opened available for both game clients and designers.

 By giving top notch innovation to most minimal cost.

 By carrying the conventional shut consoles away from any detectable hindrance android

stage.

 Expanding into various markets and shaping new clients by consistently creating in abroad

markets.

Market Overview

Market Structure:

 In 2012, France speaks to the fourth biggest market for computer games in Europe and

worth about £2.567 billion.

 In 2017, France is the fifth biggest nation worldwide for diversion deals and the deals are

relied upon to develop £3.229 billion.

 The France gaming market is profoundly focused with both little and extensive business

markets.

 The offers of hand-held computer game consoles were quickly expanding step by step

while contrasted with static computer game consoles.

(Source: Adapted from © Euromonitor International 2014)

Market Plan

Gaming in France developed by 27.5% in 2012 and factors empowering the market include:

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  Video recreations made life simple such that the children and guardians ready to play at
once by sitting in home, so individuals are additionally eager to get them.
 The use of web was expanded in the previous ten years there by downloading and playing

video games is effortlessly available to all.

 People like to play computer games so as to get alleviation from their pressure.

Market Segmentation

Table1: Gamers jobs to be done by Ouya

JOBS TO BE DONE
Functional Jobs Emotional Jobs

 Play computer games Personal Social

on TV screen.
 Open available stage
to engineers or creators.
 Able to pick wide
assortment of
recreations dependent
on individual intrigue
 Help from pressure and  Leisure movement.
strains.
 Socialize with new
companions
 Entertainment and Fun
 Playing with companions
 Get rid of boring. and family.
Source: Adopted from Ulwick (2005)

 Customers have different prerequisites from Ouya and are: the practical necessities

incorporate open gaming stage which permits playing computer games on TV. The

enthusiastic occupations incorporate unwinding to mind from pressure and associating with

companions.

 The key advertising portions for Ouya incorporates independent gamers, easygoing

gamers, center gamers, social gamers, old fashioned gamers, in fact slanted gamers.

 The Ouya is probably not going to draw in-your-face gamers who are actually explicit

about their requirements and the style of gaming they need.

Table 2 Market Segmentation for Ouya

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 Segment Description Jobs/Needs Desired Outcomes

Indie Gamers Any individual who will  Less venture on the  Freedom

build up their own diversions grounds that Ouya is  Ability to make

could consider Ouya to be an shoddy. earnings.

appealing item.  Developers can satisfy  Enjoyment with self-

their inventive employment.

considerations.

 Free from permitting so

as to create amusements.

Casual Gamers/ Youth (16-25) who are  Cheapest rate of £99.  Enjoyment and

Young Gamers looking for a reasonable and  Wide assortment of entertainment.

simple to utilize reassure. amusements are accessible.  Easily downloadable

 All amusements are and accessible.

allowed to attempt

Core Gamers Who are excited in  Seeking to attempt each  Games are free of cost.

attempting distinctive kinds diversion for nothing  Large or various

of items and the individuals  Fast processing speed. verities of games.

who need to attempt every Less tedious.  To satisfied their

one of the diversions? selves by playing

games.

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Social Gamers Liable to be play with their  Get together with loved  Connect Socially.

family (or) companions, and ones.  Sensitivity of time.

those need to cooperate with  Meeting new gathering of  The competition

diversion as well as with individuals. between players is so

others players who are enjoyable and
playing same amusement. interesting.

Leisure time Liable to play amusements  Seeking to get rid of  Enjoyment

gamers while having relaxation time bore.  Chance to build social

and are probably going to be  Enjoying Latest life.

outdated gamers (55-65) technologies.

looking for a functioning  Opportunity to associate

way of life and need to invest with current ages.

energy with blissful

exercises.

Working Working proficient matured  Relaxation  The travel time would

Professionals somewhere in the range of  No compelling reason to be reduced by playing.

30 and 55 looking for go outside can sit in home  Savings (Money).

unwinding after long and appreciate with family

working day and need to

invest energy with family.

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Travelers Who might want to play  Spending Time  Carry easily.

while venturing out to long  Socialize with  Entertainment

outings Co voyagers.

Source: Adopted from Malcolm & Ian (2012)

Competitor Analysis of OUYA

Table 3 Key features of competitive brands of Ouya

Brand/Model Product Manufacturer OS Used Memory Price

Type

X Box One Console Microsoft Windows 8 GB £360

Play Station4 Console Sony Orbits 8 GB £440

Wii Console Nintendo iOS 8 GB £210

Mojo Micro console Mad Catz Android 16 GB £230

XI3 Piston Console XI3 Linux 32 GB £999

Game Stick Micro console Play Jam Android 4 GB £115

Gamepop Micro console Bluestacks iOS/Android 1 GB £129

Steam box Console Steam works Steam OS 8 GB £889

 The rivalry for gaming console in the market is generally high with more than fifteen

brands in France showcase.

 The above table notices the main seven brands liable to contend with Ouya.

 All most all organizations creating reassures with expansive size and having their own

supporting programming so as to play amusements.

 Ouya reassure is a smaller scale comfort and have tasteful appearance and it is the principal

android steady support.

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  Highly focused items like play station and X box require parcel of specialized information

and are hard to play by a typical man who is in fact slanted. While Ouya does not require

an explicit aptitudes since it is utilizing android stage which is acquainted on cell phones.

 None of the diversion reassure accessible in present market has smaller and epic structure

like Ouya.

 The estimating of contenders is vary factor from £115 - £999 while Ouya is accessible at

£99.

 The Ouya has 8GB inner me

Diffusion of Innovation

Adopter Definition Likely Market Likely

Category Segment Communication

Channel

Innovators Trend-setters can acknowledge Normal game  Online groups of

disappointment since they have players. peoples.

monetary assets and know about items  Young game  Platforms.

since they are instructed and have players.  Key sentiment

capacity to consider the item. Trend- formers
setters are the daring individuals.

Initial Adopters Early adopters are socially sent and have Indie gamers  Online gatherings.

great monetary foundation like pioneers. Core gamers  Social media

So they are exceedingly unmistakable in  Job holders Opinion from

their reception decisions. trailblazers.

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  Market specialists.

 Reviews

Early Majority These are the adopters who will receive  Social gamers  Web gathering.

the item on the off chance that it is  Young gamers  Social media

fruitful in the market that is their buy Online

relies upon the choice of early adopters Advertisements
and these have better than expected
Opinion drawn
societal position so will in general be
from trailblazers and
slower in reception process.
early adopters

Late Majority In the late lion's share class individuals  New gaming Traditional

are in general, will be confounded about players. promoting like TV,

the advancement climate to be  Gamers playing Print Media, FM.

acknowledged or not. They just receive games in free

after the lion's share of society has time.

embraced. These classes of individuals

will in general have underneath normal

societal position and have restricted

money related assets.

Laggards These are the last gathering of Gamers playing Traditional

individuals to receive an advancement. games in free promoting like TV,

These individual have reluctance to time. Print Media, FM.

embrace new advancement until and

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 except if somebody constrained them to

receive it. These kinds of individuals

have most minimal societal position and

budgetary assets.

Source: Adapted From Roger’s (1995)

Rogers’s five factors for Ouya, which intrinsic the adoption of Ouya

Factor Clarification Ouya Performance

How much another item is High: Ouya acquire the progressions

Relative advantage superior to a similar kind of innovation of gaming comforts like the

current existing item in the substitutes are not open available

market? whereas Ouya is comprised of android

open gaming stage and have devices to

create singular diversions upon intrigue.

How much an item is reliable with Medium: Ouya gives steady

Compatibility present existing item esteems and conventional gaming controller and

colleague? reassure. In spite of the fact that it is good

with other support controllers aside from

the touchpad.

Degree to which an item is seen Low: Ouya is anything but difficult to

Complexity to be as entangled to utilize. utilize and it doesn't require an explicit

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 aptitudes to work. Establishment of Ouya

is additionally extremely

straightforward.

Degree to which an item is High: Free preliminary variants are

Trailability probed a constrained premise. accessible for every single amusement

accessible in store. Pre-tests and trails are

given before buy of Ouya.

Degree to which an item High: Ouya has an epic structure like

Observability utilization results are noticeable to shakers with surprising edges, and the

all. controllers likewise made agreeable. The

execution of Ouya is perceptible while

playing recreations and utilizing it.

Source: Adapted From Roger’s (1995)

Showcase Strategies

Division:

 Dividing market into various gatherings of purchasers relying on prerequisites and

attributes of item. Our principle point is to concentrate on the accompanying sections

of market.

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  The result based technique for division is favored over conventional strategy for

division since it empowers to distinguish the clients who have underserved and over

served results.

 Ouya serves the underserved results of gaming clients and are as following:

a) Ouya takes the portable diversions insurgency into TV.

b) Ouya utilizes android stage to play diversions which is new about Ouya and

android is broadly utilized in France.

c) Ouya gives open stage to diversion designers with the goal that anybody can create

amusements regardless of individual specialized aptitudes.

 Over served results of Ouya include:

a) Provides excellent diversions, progressively number of recreations at less

expensive cost when contrasted with rivals in market.

b) Ouya empowers the client to trail free form for all amusements accessible on

store.

Focusing on:

 Targeting a specific gathering of clients will limit the revultion of hazard.

 The organization needs to concentrate on specialty showcase which is wide market, so

the dimension low dimension of hazard.

 Ouya focusing on basically the clients in France

1) Who have less pay?

2) Developers.

3) Travelers.

4) Who have recreation time?

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Situating:

 Ouya will be situated at best end of gaming industry by utilizing three unmistakable ways.

a) By better conveying the item to clients utilizing online networking like Facebook and

Twitter.

b) By settling the underserved results experienced by shoppers by and by.

c) By giving distinguished open doors like

i. Provision for clients to build up their very own recreations.

ii. Bringing android recreations onto play in TV.

 The offers of computer games in France increment possibly around €3.1 billion. So

propelling the Ouya into the market where there is a nonstop development in the offers of

computer games may get the opportunity to acknowledge Ouya by numerous clients.

 The review by Euromonitor uncovers that around 94% of pre-adolescents (7-12 years of

age) and 78% of youngsters (13-19 years of age) play computer games in France. So

situating Ouya into France market may prompt better accomplishment to organization.

(Source: Adapted from www.euromonitor.com)

Yearly loss & profit – 2 financial years.

Ouya sales during 2014-2015

2014 2015 2016 Total

Price per piece 99 120 150 ---

Guess of Sales 2500 5000 10,000 17000

Income (Estimated) 247,500 600,000 1,500,000 2,347,500

Benefits/Profits 112,500 411,000 1,268,500 1,792,000

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Expenses

2013/14 2014/15 2015/16 Total

Advertising 40,000 70,000 90,000 200,000

Website Designing 50,000 ------ ----- -----

Public Relations 5000 6000 6500 17,500

Training 5000 10,000 15,000 30,000

Customer Service 20,000 30,000 50,000 100,000

Website Management 2500 5000 10,000 17,500

Packaging/Labeling 7500 8000 ----- 15500

Publishing/Printing 10,000 25,000 40,000 750,000

Merchandising 10,000 10,000 10,000 30,000

Branding Support 20,000 10,000 ----- 30,000

Travel Costs 10,000 15,000 10,000 35,000

Total 135,000 189,000 231,500 555,500

Detailed Breakeven Analysis:

BREAK EVEN ANALYSIS

Year 1 2 3 4 5

Sales Revenue ($) 130,000.00 463,500.00 551,668.00 524,508.96 315,142.47

Less:
Expense 1 (530.00) (700.00) (910.00) (920.00) (1,110.00)
Expense 2 (1,010.00) (1,400.00) (1,600.00) (2,100.00) (1,900.00)
Expense 3 (230.00) (240.00) (330.00) (300.00) (300.00)
(1,770.00) (2,340.00) (2,840.00) (3,320.00) (3,310.00)
128,230.00 461,160.00 548,828.00 521,188.96 311,832.47
Less: Salary
Officer 1 193,200.00 195,016.08 196,849.38 198,699.65 200,567.34
Officer 2 150,000.00 149,865.00 149,730.12 151,137.63 152,558.20

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 343,200.00 344,881.08 346,579.50 349,837.28 353,125.54
(214,970.00) 116,278.92 202,248.50 171,351.68 (41,293.07)

Variable Cost per unit (1.36) (0.52) (0.55) (0.69) (1.18)

Breakeven in Units 3,385.90 3,331.54 3,250.11 3,181.37 3,104.86

SWOT Analysis

Qualities Shortcomings

Style: Other brand support like X Box, Play Coordinate rivalry with huge organization

station, Wii resembles a vast rectangular box items like Sony, X Box, Nintendo.

while Ouya is little square box. Ouya organizer's absence of B2C and B2B

Innovation: Android open source gaming track record-organization needs to past

console and gives clients to play recreations in involvement in showcasing.

front room on huge TV screen. Organization does not have physical

Ouya comprises of instruments to create operators in France to advertise the market.

amusements on individual decisions. Solid brands are accessible in France, though

Uniqueness of equipment joining of 1080P Ouya is obscure in France showcase.

HD innovation with 16 GB interior memory.

Free trails arrangement for each diversion.

Lower cost than other contender items.

Openings/Opportunities Danger

The newness of android platform into video Gaming market was jammed in the France

games on television. with other 10 brands and in which four brands

Open source gaming could be an opportunity are enormous organization items.

to grab the customers from existing brands.

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 No need of special technical skills required as China makers may duplicate the possibility of

well as installation of it is very easy no need of android open gaming smaller scale support

any assistance. and may made it accessible for significantly

Game developers do not require any license to progressively less expensive cost.

develop games so that even non-professional Deferrals underway because of absence of

gamers can develop their games. asset accessible to Ouya in light of the fact that

Group of people can play the same game at a it is a little firm.

time and each player can challenge & compete

with other players.

Gantt Chart

Cash Flow

Total Jan Feb Mac Apr May Jun Jul Aug Sep Oct Nov Dec
Capital 48,000 4,000 4,000 4,000 4,000 4,00 4,000 4,000 4,000 4,00 4,000 4,000 4,000
Contribution 0 0
200,000 16,67 16,666 16,666 16,66 16,6 16,66 16,66 16,66 16,6 16,66 16,66 16,66
Initial Capital 4 6 66 6 6 6 66 6 6 6
Revenue 216,000 16,00 15,000 20,000 14,00 13,0 20,00 12,00 15,00 20,0 18,00 25,00 28,00
Forecast 0 0 00 0 0 0 00 0 0 0
Total Cash 464,000 36,67 35,666 40,666 34,66 33,6 40,66 32,66 35,66 40,6 38,66 45,66 48,66
Inflow 4 6 66 6 6 6 66 6 6 6

Cash Outflow :

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Operational
expenditure :
64,816. 4,822. 4,500 5,999. 4,199 3,89 5,999 3,600 4,500 5,99 5,400 7,498 8,398
Company ($ 80 80 40 .40 8.80 .40 9.40 .80 .80
1.80 per unit)
Gaming ($ 1.70 61,193. 4,532 4,250 5,666. 3,966 3,68 5,666 3,400 4,250 5,66 5,100 7,082 7,932
per unit) 20 .20 10 .10 2.20 .10 6.10 .20 .20

Console ($ 2.50 89,990 6,665 6,250 8,332. 5,832 5,41 8,332 5,000 6,250 8,33 7,500 10,41 11,66
per unit) 50 .50 5 .50 2.50 5 5
Others
216,000 12,9 19,9
Total
operational 16,02 19,99 13,99 96.0 19,99 12,00 15,00 98.0 18,00 24,99 27,99
expenditure 0.00 15,000 8.00 8.00 0 8.00 0 0 0 0 6.00 6.00

Marketing
expenditure :
Promotion ($ 480 40 40 40 40 40 40 40 40 40 40 40 40
40)
Total 480 40 40 40 40 40 40 40 40 40 40 40 40
marketing
expenditure

Administrative
expenditure :
Petrol cost ($ 1,920 160 160 160 160 160 160 160 160 160 160 160 160
160)
Liecences ($ 600 50 50 50 50 50 50 50 50 50 50 50 50
50)
Insurances ($ 1,200 100 100 100 100 100 100 100 100 100 100 100 100
100)
Total 3,720 310 310 310 310 310 310 310 310 310 310 310 310
administrative
expenditure

Rent and Hire

Purchase
expenditure :
Premise ($ 24,000 2,000 2,000 2,000 2,000 2,00 2,000 2,000 2,000 2,00 2,000 2,000 2,000
2,000) 0 0
Van ($ 300) 3,600 300 300 300 300 300 300 300 300 300 300 300 300
Furniture ($ 12,000 1,000 1,000 1,000 1,000 1,00 1,000 1,000 1,000 1,00 1,000 1,000 1,000
1,000) 0 0
Total rent and 39,600 3,300 3,300 3,300 3,300 3,30 3,300 3,300 3,300 3,30 3,300 3,300 3,300
hire purchase 0 0
expenditure

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Remuneration
(salary)
expenditure :
Salary ($ 147,660 12,30 12,305 12,305 12,30 12,3 12,30 12,30 12,30 12,3 12,30 12,30 12,30
12,305) 5 5 05 5 5 5 05 5 5 5
Total 147,660 12,30 12,305 12,305 12,30 12,3 12,30 12,30 12,30 12,3 12,30 12,30 12,30
remuneration 5 5 05 5 5 5 05 5 5 5
expenditure

Total Cash 407,460 31,97 30,955 35,953 29,95 28,9 35,95 27,95 30,95 35,9 33,95 40,95 43,95
Outflow 5 3 51 3 5 5 53 5 1 1

Cash Surplus 56,540 4,699 4,711 4,713 4,713 4,71 4,713 4,711 4,711 4,71 4,711 4,715 4,715
5 3
Beginning cash 0 0 4,699 9,410 14,12 18,8 23,55 28,26 32,97 37,6 42,39 47,11 51,82
balance 3 36 1 4 5 86 9 0 5
Ending cash 56,540 4,699 9,410 14,123 18,83 23,5 28,26 32,97 37,68 42,3 47,11 51,82 56,54
balance 6 51 4 5 6 99 0 5 0

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