Child Sensor: Innovation and Enterprise Business Plan Analysis

This business plan focuses on Child Sensor, a company dedicated to preventing child fatalities caused by heatstroke and lack of oxygen in vehicles. The plan begins with an introduction to innovation and the specific problem of children being left unattended in cars, leading to suffocation. It then details the company's background, mission, and objectives, emphasizing the development of smart sensor-based products, including sensor seats, remote controls, and a mobile application, to address the issue. A thorough marketing analysis, including a competitive landscape, SWOT analysis, and a comprehensive marketing plan with target market identification and strategies (product, pricing, distribution, and promotion) are presented. The operational and legal requirements, technological specifications, risk assessments, human resource management, and financial aspects are also discussed. The plan concludes with recommendations and a summary of the company's vision for a safer future for children. The project also provides a detailed look at the target market, marketing strategies, and financial projections for the business.

Running Head: INNOVATION AND ENTERPRISE
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INNOVATION AND ENTERPRISE
student name
4/15/2019

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Contents
Introduction......................................................................................................................................2
Company’s background – Child Sensor..........................................................................................3
Problem identification.................................................................................................................3
Mission........................................................................................................................................4
Objective......................................................................................................................................4
Products and services.......................................................................................................................4
Marketing analysis...........................................................................................................................7
Competition.................................................................................................................................7
The threat of new entrants...........................................................................................................7
SWOT analysis................................................................................................................................8
Marketing plan.................................................................................................................................8
Target market...............................................................................................................................8
Marketing strategy.......................................................................................................................9
Operational activity.......................................................................................................................10
Legal requirements....................................................................................................................10
Technological requirements.......................................................................................................11
Risk assessments........................................................................................................................11
Human resource management....................................................................................................12
Financial aspect.............................................................................................................................12
Recommendations..........................................................................................................................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

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Introduction
Innovation is the way of transforming a perception or creation into an extraordinary or carrier
that makes value and for which customers can pay. To be known as innovation, an idea must be
replicable at a reasonably priced charge and have to fulfil a selected need. Innovation entails
scheduled software program of statistics, imagination and initiative in developing extra or
specific values from sources, and includes all techniques by means of which new mind-sets are
created and transformed into valuable merchandise. In a commercial business enterprise,
innovation frequently outcomes while mind is applied with the aid of using the company that
permits to similarly fulfil the needs and expectations of the customers (Biemans, 2018).
Idea generation is the initial step to innovation; it must be implemented in the real world.
However, for implementing it successfully it is essential to develop a feasible business plan. A
business plan for an innovative product would be developed considering the problem and need of
the customers in the report further. It will also include marketing analysis and marketing plan for
the products and services to be offered to the customers in the near future (Bruns, 2013).

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Company’s background – Child Sensor
Child sensor is a technical company, came up with new product development with innovation
and smart system.
Problem identification
1. Children left in the car and suffocated
2. Death of children due to heat stroke
3. Lack of oxygen for children in the car
The study has been conducted and has been identified that the in summer days, the temperature
of the car from inside can reach to 116 degrees in around one hour and in case the child is left in
the car it can cause to death. There have been various death occurred and caused due to this
reason, which led to research and examination and needs for an introduction to products to save
these children. According to new articles, around 37 children are died every year in an average
due to this reason (usatoday, 2018).
Figure: (Source: (usatoday, 2018)

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From the figure, it can be said that 73 % of kids were found to be left in the cars and 27 were
playing and found trapped in the car but could end up dying due to lack of oxygen (Camison &
Fores, 2016).
Mission
The mission of Child Sensor would be to save children life due to heat stroke of trapped in the
car with lack of oxygen. The company mission is to make parents and guardians of the kids
aware about these products and program and make them sure that they are not risking their
child’s life due to work or carelessness (weather, 2019).
Objective
The objective of the business plan for Child sensor would be:
 Provide best quality smart products and services to help parents to save their children life
 Decrease the children’s death caused to heat stroke or lack of oxygen in the car
 Best technology used to ensure kids safety
 Promote children health and safety for not only parents but also people who found child
suffering in car trap.
 Brand awareness would be another objective of Child Sensor as the innovative product
could take time to understood the use and considered by the customers (edition, 2019)
 Return on investment in the upcoming two years
Products and services
The products and services offered by the Child sensor company would be
1. Sensor seat for infants of age 0 to 1.5 years

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Figure: (Source: (edition, 2019)
One of the major problems is with a child sleeping in the back seat of the car and the parents
lock children in the car. Moreover, the oxygen level required for such small child would be
quality higher than an adult, which makes the cause of death of infants to a greater extent.
This seat could be connected to the central car system, which would make a car-making
sound in case the car is a lock with this seat filled in the car. The technology can work
through a weight system that is the car can only be a lock if the seat is empty or no weight is
present on this seat (Coulson-Thomas, 2017).
2. Remote control

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Figure: (Source: (edition, 2019)
A digital shoulder harness clip that would sound an alarm that is attached to the keys of the car.
An alarm eight seconds afterward parents walk away further than 15 feet from the vehicle (Ding,
2018)
3. Life sensor

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Figure: (Source: (edition, 2019)
This will be a mobile application that would send the warning to the parents attached to the
back seat of the car. This begins as soon as the parent will open the front door, a notification
would be sent, in case of the child is left and the parent walk away from another alarming on
phone would be sent. In case this has also been ignored by the parents, within 3-4 minutes
the message would send the other two emergency contacts to help the child. The application
would also sense the heat sensor and pressure sensor and the level of oxygen for a child
would be displayed on the application (Weisberg, 2006).
Marketing analysis
Competition
Competition would not be too high, the reason being there are not many products that have
entered into this product market. Some of the company introduced to this market would be sense

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a life, Kars 4 Kids Safety App, and Evenflo. These companies have entered into the market and
are serving the customers with the integration of technology and customer behavior. The child
sensor could enter the market and compete with these products with a better quality product and
various ranges of products with advanced technology (Dewald & Osiyevskyy, 2015).
The threat of new entrants
Entering into this market would not be very easy as a huge amount of investment would be
needs; moreover, the risk involved is also high due to unawareness of these products to the
customers. The investment in research and development and use of technology is very high,
which acts as barriers to the entry in this market. This could be the reason for the limited
company has come over such products in the market (Gilson, Lim, & Gilson, 2015).
SWOT analysis
Considering the internal and external factors of the company that will affect the business in the
target market, this would be analyzed by one of the tools that is SWOT analysis.
Strengths Weakness
 Innovative product (Okpara, 2017)
 Technically advanced products
 Low product awareness
 Product acceptance
Opportunities Threats
 Product differentiation
 Geographical expansion (Guttentag,
2015)
 Increase in competition
 Technological degradation

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Marketing plan
Target market
The target market for the child sensor would be USA, and UAE considering the geographical
factor. Considering the demographic factors, the target market would be people aging from 23 to
40 would be targeted the most, as these are the parents for which the child safety products would
be offered. Moreover, considering the income level of individuals, high-income group people
would be a target that reason being the product requires high technological advancement and
investment, which makes the price of the goods higher as well (Huggins & Thompson, 2015).
Another group to be targeted would be working parents that are working men and women who
have babies. The reason being there is the maximum chance for such individuals to forget their
children on the back seat due to work pressure.
Marketing strategy
The marketing strategy of Child Sensor would consider the following strategies:
1. Product strategy – This strategy used by the company would be a product differentiation
strategy, as the company would be serving innovative product and various ranges of
product. Moreover, the strategy of the company would be to introduce new related
products to improve the service to the customer in the near future.
2. Pricing strategy – Ansoff’s pricing matrix can be used to analyse the pricing strategy of
the company. Since the company has come up with innovative and smart devices, the
company would prefer to go for premium pricing. Moreover, people who own cars or
priced vehicles, which shows that they would be able to afford such safety devices for
their children, would be offered for these products (Aksoy, 2018).

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3. Distribution strategy – In order to enhance the demand for the product the distribution
strategy of the Child sensor would be to provide these goods through various car dealers
like the companies manufacturing cars could offer such goods to be enacted with the car
at the time of manufacturing. Moreover, these goods can be distributed through brick and
mortar stores or mechanical stores and online as well (Patel, 2017).
4. Promotional strategy – The major object of this strategy would be to gain brand and
product awareness. Moreover, for the company to accomplish the objective set for this
business plan, promotional activities of the company would play a major role. The
promotional tools used for the company would be
 Advertisement – the advertisement would be one of the famous traditional forms
of marketing through audio-video attractiveness through television ads. The ads
must be created according to the cultures of the USA and a separate and must be
created for targeting the UAE market.
 Email marketing – this would be a beneficial marketing tool, the reason being the
personalized message as per the requirement of the customer can be sent to the
consumers.
 Social media marketing – This would include targeting a large population at a
time, this will also promote the people to help children found struggling in cars
for oxygen or found trapped.
 Video campaigns – The use of the product can be explained through real-life
instances and videos on social media pages to attract customers to use the product.
 Event marketing - Carfares – Another place where the customer can be a target or
approach would be at the carfares. The company can sponsor the fares and display

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their products in that fare. This would be a place where the people having
purchase intentions for the car, could these safety products for children attractive
and useful (Du & Bstieler, 2016).
Operational activity
Legal requirements
One of the recent law introduced was “HOT CARS (Helping Overcome Trauma for Children
Alone in Rear Seats) Act of 2017,” introduced by Tim Ryan (U.S Congressman) after it was
found that the average of 37 kids are caused to death due to heat stroke and trapped in cars
(fatherly, 2019). This introduces to the legal requirements for the car manufacturers to equip
their vehicles with an alarm system that will be notifying the driver that the toddler or baby has
remained in the seat of a car after the car is locked. Moreover, the company has to consider the
health and safety act while manufacturing and offer goods to the customers.
Technological requirements
The technology regarding this has already been researched but it has not successfully reached out
to the customers or parents until now. The technology used for this is fitted under the child seat
or the back seat working according to the weight of the child, which will detect weight at the
back seat of the car and the alarming systems, can be provided in form of key chains in the cars
key or mobile application that will notify parents. These devices would also be able to detect the
heat and oxygen level in the car and notify the parents on mobile applications. The technology
plays the most important role in such products and services that must be updated with time to
improve the services and products offered to the customer. Other than weight based sensor the