SHERPA & the Nottingham experience Bill Hubbard SHERPA Manager University of Nottingham.
SHERPA, LLC 31 March 2010. The Problem Mountains Caves Tree Cover Urban “Canyons” Hikers and...
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Transcript of SHERPA, LLC 31 March 2010. The Problem Mountains Caves Tree Cover Urban “Canyons” Hikers and...
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SHERPA, LLC31 March 2010
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The Problem
• Mountains• Caves• Tree Cover• Urban
“Canyons”
• Hikers and outdoor enthusiasts often use maps and compasses for navigation in the wilderness
• This method can be very unreliable: Human error!
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The Solution
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Current GPS Technology
Special Software “Sauce”
Advanced Sensor
Technology
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Company Products
• Initial product offering is the Sherpa One
• Secondary offering is an iPhone compatible dongle along with iPhone software
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Target Markets
• Outdoor enthusiasts• mountain climbers, hikers, cave
divers, park rangers, hunters• amateurs and professionals
• Equipment rental companies• Military• Expand to automotive navigation
industry
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Industry Analysis
• GPS Market Segments• Automotive• Outdoor and Fitness• Aviation• Marine
• Outdoor and fitness is the fastest growing segment
• 3.7 million personal navigation devices sold in Q2 2008
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Competition• 83% of market controlled by
Garmin, Magellan, and TomTom• Growing competition from the
smartphone market
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Business Strategy
• Differentiation• Reliability and quality over low cost• Target niche markets
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Marketing Strategy
• Emphasis on technology based marketing• goSherpa.com• Facebook, Twitter, YouTube• Blogs• Review websites
• Trade Shows
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Sales Strategy
• Majority of sales occur online• goSherpa.com• Amazon.com, Newegg.com, etc
• Benefits• Reduces the cost to sell• Widespread availability• Ease of access
goSherpa.com
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Sale of Sherpa One
Successful Market
Penetration
Release Sherpa Two
Unable to Penetrate Market
Sell technology to competitors
Paths to Success
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Investment• Total required funds of $3 million
• Investor compensation after third year equal to 30% return on initial investment
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Questions