Innovative

Technologies
Group 2:
Michael Aldas
Elise Grubbs
Jon Hollis
Samuel Myles

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Executive Summary

Situation Analysis
Innovative Technologies will be introducing a revolutionary product; the HUD helmet is
unlike anything that is currently in the market today. Police departments use all the integrated
systems included in the helmet, they are all currently used as separate systems. Cameras in the
cars, hand held radio systems, and a computer in the car. The cameras in the cars dont always
create a clear picture, and often leads to more questions about situations than answers.
1.Secure license agreement with Motorola for encryption technology

Raytheon:
nRaytheon also has significant market penetration in the military segment. Their products

range from missile systems, satellites, computer technologies, vehicle based systems.

Bell Helmets:
nBell Manufactures motor bike helmets for sport, recreation and touring. Bells products

come in many design variants that satisfy specialized needs. Bell is a direct competitor in
the civil market.

Market-Product Focus
According to Dallascityhall.com, Texas is home to five of the top ten cities that have the
most sworn officers per population (Table 1). Therefore, we have decided to target the police

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forces of these enormous metropolises first, in order to build equity and market strength; before
expanding nationwide. The higher concentration of motorcycle and SWAT officers (Table 2),
combined with the availability of exponentially larger budgets make large urban cities like
Houston, Austin, Dallas, Fort Worth, and San Antonio ideal candidates for the release of our new
HUD helmet.
The city of Houston, with 327 motorcycle officers (Table 1), will be our primary target
market. Over the duration of our first year of operations, we will attempt to establish a presence
for ourselves within the police departments in, and surrounding Houston. Buzz will determine
where we expand in the following years, but we are projecting Dallas with 148 and Fort Worth
with 65 to be the most likely, due to their close geographic proximity. We will continue our sales
efforts to individual police forces in each major city and county of Texas that we expand into,
until demand is met. We will continue to expand across the United States in the following years
growing into new segments, such as the military, car and motorcycle racing, and finally the
civilian sector. Direct selling will be employed as our primary sales method, because:

Preferred sales method for a manufacturer who wants to ensure that the consumer, (police
departments), will be properly informed of the true features and capabilities of the
product, limiting legal liability.

Michael Aldas and Jonathan Hollis will personally conduct product demonstrations at
trade shows as well as seminars, in which Houston and surrounding area motorcycle
officers and upper echelon managers will be given a brief glimpse of the multitude of
integrated solutions provided by the HUD Helmet.

We will also implement a trial program, where officers can use the product for a period
of a week or two, so they can try out the different features of the HUD helmet, first in a

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test facility, and eventually while on-duty. This will allow our potential consumers to see
the many different opportunities that become available with the use of our technology.

We are confident that once we have our product in the field that the unmatched quality,
comfort, protection, and ease of use of the HUD Helmet will position the helmet as the
newest line of defense for Americas Men and Women in Blue.

Marketing Program
Innovative Technologies HUD helmet will revolutionize the safety standards that officers
today are accustomed to. The product will allow the officer to be better informed, in an
ergonomically satisfying helmet. The features that will be included in the helmet are:

Point of View video recording

Internal Optics Visor

Safe Shield Visor

Modification attachment points

Kevlar reinforced
Innovation often comes with at a high price; the HUD helmet is no exception. Allowing

officers to have user-friendly interface with such advanced capabilities comes with a relatively
large price tag when compared to that of a standard helmet. Unfortunately for the officers the
standard helmet is lacking, among other things, proper protection and adaptation capabilities.
Each HUD helmet will cost $3,044.76 per unit. Each unit sold will yield a $236.23 profit.
Although the price is considerably higher than that in current use by police departments, the
possibility of potential lives saved from such an endeavor should be a more than adequate reason
that the HUD helmets becoming a viable option.

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Being the first in a new market has its advantages. It allows for organizations to decide
in which direction they would like to take their product. The first-mover advantage gives the
first entrant the ability to gain control of resources that followers may not be able to match. Such
a position would give Innovative Technologies the opportunity to infiltrate state and government
agencies the world over. As a result, the HUD helmet will unfortunately not be available at local
retailers due to the profile of its target market.
In order to penetrate the market, the HUD helmet must be available for purchase at trade
shows, online, and through sales representatives. The distribution channels will consist of
shipping via UPS, FedEx, and the USPS. The sales division will include fully trained
knowledgeable workers who are intimately familiar with the unit and its features.
Promotion for the HUD helmet will be implemented in three phases.
Phase 1:
In the initial years, the target market will only be that of police officers. As the product
develops, so will our market gaze. In the outset, promotion will consist of that of tradeshows,
namely The Pure Justice Tour. Forming a strategic alliance with this organization will surely
help gain product awareness to the ideal consumers. The Pure Justice Tours focus is stated as:
Security is at the forefront of communities' concerns throughout the United
States; criminals and terrorists have access to weapons, tools, vehicles and
technology that often outpaces what is available to law enforcement agencies,
putting our first responders at a serious disadvantage.
When officers die in the line of duty, not because of a criminal action, but
because our country has failed to provide them the appropriate equipment to
patrol our homeland, it matters to us. It affects our communities, our livelihood,

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and it is a direct reflection of our competitiveness as a nation. These officers
serve our country with honor and no different than a soldier in a theater of war,
these brave women and men in uniform deserve world-class equipment and
capabilities. Nothing less. Carbon Motors will rectify this injustice that has gone
on for far, far too long.

Having such an alliance with an agency with the same ideals will gain proper exposure. These
tradeshows are already aimed at law enforcement officials, by entering into these showcases; we
will have a competitive advantage in promotion.
Phase 2:
As awareness is gained, and the units capabilities are proven in the field, Innovative
Technologies would like to move into the military sector with more advanced functions for the
HUD helmet. Thus, allowing soldiers to have the advantage in combat situations.
Phase 3:
After the unit has gained popularity in the police and military sectors, the helmet will be offered
to racecar drivers, motorcyclists, and stunt riders for use at competitions. Promoting at such
events will further help gain a market stronghold that will allow Innovative Technologies to
remain the front-runner in the market. As profits are increased and the price for the technology
decreases, the helmet will also be offered to motorists who prefer the options inherent in the
HUD helmet. The use from both the state and government agencies of HUD helmets will help
public awareness and gain positive reinforcement.
Financial Data and Five-Year Projections
Innovative Technologies is in its infancy, starting from the ground up; which is, no matter
the industry, almost always considered risky business. Consequently, success is not guaranteed;

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however, our success is warranted, due to the proven success of our technology, prudent
planning, and accurate, real world, sales projections. Our projections, which are based on the
culmination of existing demand information, thoroughly assessed unit cost, and industry specific
profit margins, will help to minimize the ambiguity of entry into this market (Table 3).
Our profit margin came from Money.CNN.coms profit margin for the Aerospace and
Defense industry of 7.20%. Growth for this product line is expected to be exponential, due to its
highly innovative nature. We are expecting to break-even in November of our first year of
operations, at $913,428 or 279 units (Table 6).
Performance Evaluation
In order to better serve our customers a system must be set in place for feedback. Feedback is
essential for product development. In order to hone the proper functions and capabilities that are
most desired, an organization must know what works and what doesnt. Having proper channels
for performance evaluations is essential in creating a sustainable product of high quality. The
following is a list of measures that will be incorporated in such evaluations:

Product quality measured

o Statistical process control performance
o Product defects per thousand
o Customer complaints

Delivery measured by the percentage of time the manufacturer meets consumer

requirements in a month.

Production lead time measured by the average time spent on producing units

Waste- measured by the average monthly scrapping cost

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Having such intricate monitoring will benefit the overall product. Making modifications and
additions as needed will strengthen the grasp that Innovative Technologies has on the market,
and insure long-term viability.

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The Following Special Assignments Are Included:
Motorcycle: 5%
K-9: 5%
Detectives: 4 - 7.5%
Narcotics: 4 - 7.5%
TNT: 3 - 5%
SRO: 3 - 5%
Gang Enforcement: 2.5%
Transit Police (PPB): 2.5%
Commercial Crimes Unit: 2.5%

Table 2. Special Assignment Percentage of Total Police Force. Source: <http://www.tigardor.gov/police/department/police_employment.asp>

Motorcycl
e Police
Officers 5% of
Total
Force

National
Ranking
of
Highest
Total
Sworn
Officers

Sworn Officers
per Thousand
Population:

City's Total
Population:

Total Sworn
Officers
(Calculated)
:

Baltimore, Maryland

4.85

685,210

3,323

166

Philadelphia,
Pennsylvania

4.71

1,500,000

7,065

353

Houston, Texas

3.27

2,000,795

6,543

327

Los Angeles, California

2.67

3,830,560

10,228

511

Dallas, Texas

2.44

1,211,000

2,955

148

Fort Worth, Texas

2.33

556,700

1,297

65

Austin, Texas

2.02

678,769

1,371

69

Mesa, Arizona

1.89

440,856

833

42

Phoenix, Arizona

1.68

1,470,015

2,470

123

City, State:

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San Antonio, Texas

1.60

1,280,200

2,048

102

10

Table 1. Source: Benchmarking< http://dallascityhall.com/pdf/police/Benchmarking.pdf>. 2010

Description

Projected Start Date

Phase 1

Local Police

Jan 2011

Phase 2

Military Model

2017

Phase 3

Public Model

2021

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References

Dallascityhall.com. Benchmarking. Page 2 of 6 (2010). Retrieved December 1, 2010 from

<http://dallascityhall.com/pdf/police/Benchmarking.pdf>.
Gizmosforgeeks.com. SportVue MC2. (2006). Retrieved December 3, 2010 from
<http://www.gizmosforgeeks.com/2006/10/14/sportvue-mc2>.
Money.CNN.com. Top industries: Most profitable. (2010). Retrieved November 30, 2010 from
<http://money.cnn.com/magazines/fortune/fortune500/2008/performers/industries/profits/.
"Our Mission, Our Name, Our Focus, Carbon Motors Corporation - Purpose Built Police Car,
Police Vehicle, E7." Police Car for Police | Carbon Motors Corporation. Web. 31 Nov.
2010. <http://www.carbonmotors.com/learn/mission>.
Spyder.brp.com. Can-Am ST-1 Hybrid Helmet (2010). Retrieved November 30, 2010 from
<http://spyder.brp.com/GearsAccessories/en-US/Product-Detail/447427>.
Spyville.com. 2.4 Ghz Color Wireless Spy Cam Ultra Mini. (2010). Retrieved December 1,
2010 from <http://www.spyville.com/www.html>.
Tigard-OR.gov. About the Tigard Community. (December 4, 2010). Retrieved December 2,
2010 from <http://www.tigard-or.gov/police/department/police_employment.asp>.