c
 


  
     
 ` 
‡ UAV technology
‡ Our mission
‡ Plan of attack
 ˜ c

‡ Unmanned Aerial Vehicle
‡ Used since 1950¶s to collect information
‡ Simple or sophisticated
‡ Technological diversity
‡ Varies in size, flight range, flight time
‡ Remote or pre-programmed
‡ Are they legal?
‡ FAA guidelines ± most require permit
‡ Exceptions with rules
 ˜ 
  

To convince potential opposing

forces that UAVs should be used in
non-military efforts.
 `
UAVs are a tool to increase efficiency:
‡ High-risk
‡ Crisis situations
‡ Where lives are at stake
 O  
‡ Knowledge is power.
‡ Expand Insitu¶s CSR effort by using
technology for the greater good.
 ¢ 

Provide FAA substantive data about the safety of UAVs to
ease any concerns of non-military use.

Qualitative
Focus groups
- Military personnel ± success rates
Insitu database
Test runs in various conditions
Interview FAA officials
 ¢ 
Quantitative
‡ Determine Search and Rescue effort and crises
situation numbers
‡ Survey outreach organizations
- Determine UAV usage stance
   
  
   US Search and Rescue
Humane Society of the US
Salvation Army
Insitu US Forest Service
Bureau of Land Management
National Weather Service
NASAR
Dept. of Homeland Security
National Marine Life Center
 

Media
FEMA !
American Red Cross FAA
 ¢  
"     !    

Insitu Military
FEMA General Public
#      FAA
Targeted government
agencies
Media

c     
  "  $ 

Internal: Expanding the brand to Training Processes

Insitu non-military usage.

External: UAV information Brochures, Conferences,

Listed Targeted Audiences highlighting safety features Special Events, One-on-
and benefits. One Trainings, Media Kits,
Exemplifying need for use. Press Releases

Intermediary: UAV information Brochures, Conferences,

Media, FEMA, American highlighting safety features Special Events, One-on-
Red Cross and benefits. One Trainings, Media Kits,
Press Releases

Special: Proving safety and Meeting, Brochures, Press

FAA reliability of UAV usage Releases
outside of the military.
Need for dispersion of the
technology.
  
‡ Lack of knowledge can cause skepticism of
new technology.
‡ Military and FAA will have concerns about outside
parties lack of training.
‡ No concrete data exists about the safety of UAVs.
‡ People might think this technology will take away jobs.
‡ Privacy issue rumors can escalate, creating a fear of
this technology.
‡ Potential customers might see UAVs as an
unnecessary expense.
 $
 
%&'
Convince 75 percent of targeted audiences to
implement the use of UAVs in emergency and
crisis efforts.

!'('
Ease fear and hesitation while simultaneously
advancing corporate social responsibility efforts by
educating audiences about how to safely and
responsibly use UAVs so they feel comfortable
implementing the technology.
 $
 
 
1.1.1 Send out 12 media kits prior to each Insitu
event to encourage media coverage.

1.1.2 Hold a meeting with FAA representatives

presenting our research on the safety of UVAs.
 $
 
 
1.1.3 Convince military partners to allow
introduction of UAVs at  exhibitions at
highly populated air shows across the country
(non-international ones to protect U.S. military
advantage).

1.1.3.1 Hand out 40,000 informational print

materials to potential customers.
 $

 
1.1.4 Require attendance at training session for 99
percent of UAV purchases from Insitu. Training
session costs included in price of purchase.

1.1.5 Hold  ³mock crises´ at strategic locations

in the U.S. ± each targeted specifically for that
geographical location¶s potential emergency
situations.
 $
 

1.1.6 Host   two-day conference in Pensacola,
FL with targeted consumers   

  of the campaign to spread
knowledge and build a positive reputation about
UAVs with )* of attendees.

1.1.6.1 Provide live stream and following webcast of

the conference for interested non-attendees.
Track website traffic and hits on the video.
 ]
‡    %
‡ Cost for each participation: $3,000
‡ Supplies cost: $4,000
‡ #+,-./***
‡  01$  
‡ Planning and supplies: $150,000
‡ Registration cost for attendees:
$100,000
‡ Demonstrations: $50,000
‡ #+,2**/***
 ]
‡ ¢ 
‡ Surveys, Focus Groups and Interviews:
$150,000
‡ #+,'3*/***
‡ "1
  4$
‡ Equipment: $200,000
‡ Permits from Cities: $100,000
‡ Clean-Up: $100,000
‡ Travel costs: $50,000
‡ #+,-3*/***
 ¢    
‡ " 
‡ Media attendance at events
‡  %
‡ Exit survey
‡ O0  O

‡ How many people/ groups attended the
pre-paid training programs.
 ¢    
‡ "$ 
‡ Level of attendance at each location of mock
crises.
‡ Content analysis pre and post mock crises.
‡ Survey attendees about the mock crises.
‡ $  
‡ Number of invited attendees at conference.
‡ Survey and content analysis pre and post event.
 ¢    
‡ # 
  
‡ Check the number of hits on live stream video.
‡ Comments attached on live stream video.
 O" 

Is it ethical for Insitu to promote

military technology for non-military
use?
1  +
  +
 +Insitu  +If UAVs can help
recognizes the benefits save lives and contribute
of UAVs in crisis during relief efforts, then we
situations outside of should do what it takes to
military responsibilities. lessen fatalities. We value
public safety more than
5 +UAVs were military exclusivity.
designed primarily for
military use. 5 +We value strength
of military relationship and
business security more than
gaining potential
consumers.
O   + #  +
 +Kant. What is good for  +Insitu has a loyalty to
one is good for all. the general public to make use
Utilitarianism. Since the of the technology available
technology will help save lives, when it can help save lives
it benefits the general public. more than maintaining military
By keeping it private we are not exclusivity.
fulfilling the duty to help those
in need. 5 +Insitu has a loyalty to
the military as a primary
5 +Rawl¶s Veil of customer of UAVs more than
Ignorance. UAVs were sharing the technology with
designed for military purposes potential outside sources.
and should remain as such.
Insitu cannot ignore loyal
military customers.