Fatima Fatima

Part I - Business Plan

Description Of Your Business

At the moment, 43,600,000 google search results come up for the query “spills on phone”. It
has become second nature for most people to give their coffee cups or water bottles a wide
berth while using their smartphone. This poses an everyday, underlying risk to smartphones.
The sudden need to pay the cost for repairing or replacing a smartphone in case it is damaged
causes financial strain. This is a hazard waiting to happen. Glasgow is a Surrey, B.C based
business whose mission is to provide its customers with waterproof smartphones that they
need to eliminate this financial stress. Although praised for the quality of many of the items
Glasgow provides (e.g. antimicrobial smartphone cases and screen protectors), they have
attained a special notoriety for their sleek, waterproof smartphones. Their waterproof property
is embedded into the phone screen to heighten its damage resistance to water while also
helping it maintain it’s optical clarity and touch sensitivity. Glasgow’s smartphones can survive
being completely submerged or soaked in water. Their condition does not deteriorate if they
are accidentally dropped in the pool, toilet, a drink, or if they come in contact with small
splashes of water, rain, sweat, a drop in the snow, or a spill. The waterproof formula is baked
into every part of the phone, including the exterior and interior, so it is not a simple surface
coating that fades over time. The added aspects do not make Glasgow’s smartphones feel
heavier or look different than the average smartphone.

Glasgow has an established name and reputation in North America and is now looking to
expand its business to Europe.

Marketing Segment

The prospective customer for Glasgow’s product is anyone who uses a smart phone. People
carry their smartphones with them to most places where they expose it to many water hazards.
Up to 75% of people even take their smartphones to the toilet. An accidental drop or spill can
prove fatal to their phones. The advancement of a waterproof smartphone ensures that
customers don’t have to risk the safety and longevity of their phones on a daily basis. Thus,
swimmers may be the most ideal customers for Glasgow. Reaching both of these target
markets in Europe is Glasgow’s main objective. The advertisement for their products will begin
in Scotland. Glasgow already has a substantial ongoing revenue stream from sales in this area
and product introduction should encounter little resistance. The managers of two shopping
centres, Money Plant and Orange Prada, have arranged an agreement with Glasgow to carry its
product in six of their stores. It is important to note that the nationally acclaimed Money Plant
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puts an emphasis on modern, innovative products. Thus, the shopping centre attracts many
like-minded customers and will better endorse Glasgow’s waterproof smartphones. Orange
Prada has more than 200 branches throughout the country with stores located in prime areas,
some near recreation centers. Marketing in Orange Prada will expose Glasgow’s business to
swimmers in the recreation centers and regular customers who may not take interest in Money
Plant’s advanced products. In both Money Plant and Orange Prada, Glasgow will rely heavily on
in-store displays and demonstrations of its waterproof smartphones to grow sales.

Risk Factors and Competition

There are several brands that offer waterproof and water-resistant smartphones. The
mainstream smartphones are produced by Apple and Samsung. The strengths of these products
are their market shares. Apple and Samsung’s products have gained a strong market
acceptance and have multiple branches in nearly every city throughout Europe. Glasgow is
expected to encounter a great deal of resistance from these well-known brands. People may
not be inclined to buy Glasgow’s lesser-known products.

The weakness of the competitor’s products is that their strongest waterproof formula has a
rating of IP68, meaning that it can last for a total of only 30 minutes underwater at 6 meters
deep. After that, they are vulnerable and at risk of being damaged. This feature is available only
in the newer models of Apple and Samsung’s products like, iPhone 12 and iPhone 12 Pro. The
older models provide weaker protection. Over time Apple and Samsung have improved the
waterproof quality of their smartphones but they have also updated other features of the
phone, resulting in higher costs than is necessary for the quality of water-resistance their
products provide. It is also important to note that Apple’s warranty does not cover water
damage, rendering its capabilities untrustworthy.

Glasgow’s products provide significantly stronger water resistance and eliminate all danger
from water. Unlike Apple and Samsung, there is also no time limit on how long Glasgow’s
smartphones can be submerged in water; they have been tested in labs and proven to be
immune to water damage.

Pricing and Distribution + Possible accessories/ areas of potential growth

Compared to the iPhone 12’s price of $1,124 and the Galaxy S21 5G’s cost of $1,199.99,
Glasgow’s products are reasonably priced at around $550. This low price does not decrease the
quality of Glasgow’s products; it simply means that Glasgow is pricing fairly and using cheaper
and environmentally friendly alternatives for the materials used to build smartphones. As
mentioned before however, despite the higher quality, there is the high risk of competing
against prominent businesses. To combat this tough competition, Glasgow is launching an
online website to increase its sales. Glasgow has also given special attention to developing
attractive packaging that will stress the futuristic and technological nature of its smartphones .
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Outside of their business at Money Plant and Orange Parada, Glasgow has also started
construction on its own stores in the major cities of Scotland, e.g. City of Edinburgh, Glasgow
City and Aberdeen City. The production and distribution of their goods is expected to rise
significantly once construction is complete.

Glasgow already sells antimicrobial screen protectors and phone cases, which can be upgraded
to be water-resistant. This will provide extra protection and attract more customers; people
break screen protectors and switch phone cases more often than they buy a new phone.
Glasgow’s screen protectors and cases will expose more people to its business than would have
visited the shop otherwise. It can also produce antibacterial and waterproof chargers and
cables, earphones, USB, power banks and other technological products that would broaden its
range and attract more customers.

Executive Summary

The careful planning involved in setting the aforementioned strategic goals for Glasgow ensures
that this is a successful business that is able to compete with top brands like Apple and
Samsung. Glasgow’s waterproof smartphone is cost-effective; being immune to water damage,
it provides the highest water-resistance at the cheapest price. Glasgow’s customers can expose
their phones to regular water hazards without worrying about risking the safety of their smart
phones. Any accidental drops, spills or submersions in liquids are inconsequential and do not
induce the financial strain of buying a new phone. Glasgow’s customers are happy customers.