B USI N E SS SENSE OF

“ THE SIXTH SENSE”

Integrating Information with the Real World

Submitted By
Asha Lillian Joseph
Jainendra Singh
Jimson K S
Ramesh Kumar V
Siddharth Babu

Group D
New & Interactive Media
MBA - Media & Entertainment
Manipal University & WWIL

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 TH E SIXTH SENSE
Integrating Information with Real World

TABLE OF CONTENTS

The Sixth sense 3

Executive Summary 3

Situation Analysis 4

Market Summary 4

Market Demographics 4

Market Research 5

Market Need Assessment 5

Market Trends 5

Market Growth 6

SWOT Analysis 6

Marketing Strategy 7

Start-Up Expenses and Capitalization 8

Forecasts 9

Metrics 9

Contingency Planning 9

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 TH E SIXTH SENSE
Integrating Information with Real World

Executive Summary
'Sixth Sense' is a wearable gestural interface that augments the physical world around us with digi-
tal information and lets us use natural hand gestures to interact with that information.

Although the shrinked computing devices and mobile phones allows us to carry computers in our
pockets, keeping us continually connected to the digital world, there is definitely a gap between our
digital devices and our interactions with the physical world. Information is confined traditionally on
paper or digitally on a screen. ‘Sixth Sense’ evolved by the MIT Media Labs bridges this gap,
bringing intangible, digital information out into the tangible world, and allowing us to interact with
this information via natural hand gestures. ‘Sixth Sense’ frees information from its confines by
seamlessly integrating it with reality, and thus making the entire world a personal computer.

There are, however, a growing number of interactive devices including Surface Technology and
other such technologies. Sixth Sense, as a start-up will achieve fast, significant market penetration
through a solid business model, long-range planning and strong management team that is able to
execute this exciting opportunity. The team consists of strong management team with over 30 years
of combined personal and industry experience in the New Media & Mobile industry. This extensive
experience provides ‘Sixth Sense’ with empirical information as well as the passion to provide end
users with the state-of-the art technology interface to integrate information with real world.

Initially the product ‘Sixth Sense’ will be made available as a limited edition through website to
around 50000 end users at INR 25000 per piece. This skimming price scheme will allow ‘Sixth
Sense’ to achieve higher margins and maintain a close relationship with the customers, which is es-
sential for producing products that have a true market demand.

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Situation Analysis
‘Sixth Sense’ as a technology is already very popular among the target group. It has been well re-
ceived world over and marketing will be the key to development of the brand and product aware-
ness as well as the growth of the customer base. ‘Sixth Sense’ will be providing all the required ap-
plications free of cost in a USB drive and it will also be available online.

Market Summary
‘Sixth Sense’ possess good information about the market and knows a great deal about the common
attributes of the most tech-savvy, urban youth customer. This information will be leveraged to bet-
ter understand who is server, what their specific needs are, and how ‘Sixth Sense’ can better com-
municate with them.

Target Markets

• Age Group - 20 to 30 years

• Tech-savvy
• Urban Youths (College graduates and Business professionals)

Market Demographics
The profile for the typical ‘Sixth Sense’ customer consists of the following geographic,
demographic and behavior factors.
Geographics
• For the initial phase, ‘Sixth Sense’ will be targeting the desired customer in 4 Mega Metros (New
Delhi, Mumbai, Kolkatta and Chennai). By leveraging the expansive reach of the Internet and
multiple delivery services, ‘Sixth Sense’ can serve both domestic as well as frequent traveling
customers.
• The total targeted population is 3,38,89,000 (approx. 50% of the total population of 4 metros)

CITY P O P U L AT I O N
New Delhi 1,89,20,000
Mumbai 2,19,10,000
Kolkatta 1,56,45,000
Chennai 74,14,000

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Behavior Factors
• Users are very tech-savvy, as not just familiar with gadgets, but are intrinsically enjoying the
usage of gadgets for day-to-day activities.
• Users spend money on gadgets and are very keen in upgrading themselves as soon as the
technology arrives.
• Users have active lifestyles that include some sort of recreation as well as great learning in their
day-to-day activities.
• They utilize their smart phones for a variety of activities in their personal as well as professional
lives. They are avid netizens and are mostly connected to the online world through Smart Phones

Market Research
‘Sixth Sense’ will first try extensively to understand the customer needs through effective utilization
of New media platforms like Facebook, linkedIn, PeerPower etc. These are few sites where the
desired target group could be reached and surveyed.

Market Need Assessment

‘Sixth Sense’ provides the techie community with a wonderful accessory that help them integrate
information with the real world. The company seeks to fulfill the following well-known benefits
that are important to its customers. Post market research, other needs will also be assessed.
 Reduce the number of Gadgets - Right now, Users carry their smart phones along with
them as well as their laptops and in addition to that, most of them have a GPS navigation
device in their vehicles. ‘Sixth Sense’ will be a single gadget that would replace most other
devices that the customer use for individual purposes.
 Integrate Information with Real World - Customers have a citizenship in their real world
and a netizenship in the digital world. ‘Sixth Sense’ bridges the gap between real world and
digital world through integrating information on the real world.

Market Trends
Present trend is the Smart phone market with a wide variety of applications for various activities
that the user is interested in. There are a lot of players in the market selling smart phones and most
of them insist on their own applications in their smart phones.

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‘Sixth Sense’ will distinguish itself by marketing the product which is not available anywhere in the
planet. Since the first phase of product release would be a ‘limited edition’, there will be a huge
hype for the product. This will also ensure lot of demand from the market.

Market Growth
With the price of smart phones varying every now and then, the market for ‘Sixth Sense’ will see a
steady growth across the mega metros and the metros for the first one year. Select 1 lakh individuals
will be delivered with the product. Later on, once the power of technology is understood and with
great marketing strategy, the growth statistics for 2011 were estimated to be around 35 million
units.

SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses of ‘Sixth Sense’ as a
product and describes the opportunities and threats facing ‘Sixth Sense’ as a start-up company.

Strengths:
 No surface required for projecting the screen. Any surface can be made as a screen.
 Citizen is always connected with the Netizenship.
 Reduces the gap between the digital devices and personal interactions.
 Allows users to interact with this information via natural hand gestures.
 Price is very much affordable.
 Production cost is very low.
 Recognizes the objects around the user, displaying information automatically and letting the
user access it in the way he/she wants, in the simplest way possible.

Weaknesses: -
 The device hangs around the users neck. Future versions could be made compact.
 Personal documents cant be opened in public.
 Needs high Band width.
 Applicable only in Smart phones and 3G technology.
 For operating this device lots of physical activities involved.

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  Any surface which is empty can only be used.
 Little bit of training is required to operate.

Opportunities: -
 Can be used in all sectors. mainly in education sector.
 Will be useful in remote areas to make communication easier.
 Helps to increase interactivity among the masses.
 More and more people will be interested to buy because of the fun in interaction and the
efficiency in usage.

Threats :-
 Post first phase, competition could rise in future.
 Technology could be duplicated over a period of time.

Marketing Strategy
The key to marketing strategy is focussing on the usage part of it and the fun in the interactivity.
Both combined together will make people greatly interested and create good demand.
Marketing Objectives
 Choose and sell the product to 1 lakh select users by the end of first year.
 Cover 80% of the target audience within third phase of product release.
 Achieve a steady increase in market penetration.
 Create positive and strong growth every quarter from the second phase.
Positioning of the Product
‘Sixth Sense’ will position itself as a technologically advanced high-end interactive solutions
provider. This positioning will be achieved by leveraging the competitive advantage of ‘Sixth
Sense’ - the industry experience and tech-savvy nature.
Strategies
The marketing strategy will seek to first create consumer awareness concerning the product and
then develop a great market demand. The message that ‘Sixth Sense’ will seek to communicate is
that it offers best-designed, most useful and technologically advanced product. This would be

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communicated through a variety of methods.
The first will be through the website which will provide a rich source of information about the
product and offers consumers the opportunity to purchase through a great consumer filter. Certain
information will be requested form the consumer and based on certain criteria, the consumer will be
selected for the product delivery, within the first phase. The website will be greatly designed to
meet all the consumer demands with total professionalism and utmost interactivity.
The second marketing method will be advertisements placed in few industry magazines. One
magazine will be officially partnered to issue coupons asking for consumer information to be filled
and to be dropped in a drop box placed in key areas of the metros. For the second phase, ads will be
available in a variety of magazines and other media vehicles like TV, Radio and Outdoor.
The first phase will help ‘Sixth Sense’ create a huge database of customer information, which could
be used for effectively reaching the desired customers in the second phase.
Marketing Mix
‘Sixth Sense’ marketing mix comprised of the following approaches to pricing, distribution,
advertising, promotions and customer service.
 Pricing - based on per-product retail price
 Distribution - For the first phase, the product will be delivered at the door step. For the
consecutive phases, retails will be used.
 Advertising and Promotions - Several creatives will be used for advertising effort and to
create a brand identity.
 Customer Service - ‘Sixth Sense’ will strive to achieve benchmarked levels of customer
care.

Start-Up Expenses and Capitalization

Cost of Production for one unit - INR 10,000
Number of units to be produced during the first phase - 100,000
Operational Expenses - INR 1,000,000
Research & Development - INR 1,000,000
Marketing Expenses - INR 10,000,000
Total (approx.) 1.2 billion

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Forecasts
The first phase of the product release is confined to one lakh pieces. Later on, based on a detailed
market research, accurate per-unit sales and revenues generated would be calculated.

Metrics
The purpose of the marketing plan is to serve as a guide for the firm. The following areas will be
monitored to gauge performance.

 Revenue : monthly and annual

 Expenses : monthly and annual
 Customer Satisfaction through feedback mechanism and surveys.
 Evolving into new versions of the product through analyzing the present user feedback.

Contingency Planning

Difficulties and Risks

 Problems generating visibility - a function of being a smart phone based start-up.
 An entry into an established market by a start-up.

Worst case Risks

 Determining that the business cannot support itself on an ongoing basis.
 Having to liquidate equipments or intellectual capital to cover liabilities. A suitable
determining metric will be put up in place from day one.

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