Next Generation Security: The Launching of ‘kid-RFID’

Case Study Part 2

When PJ Anderson, a recent aeronautical engineer graduate of MIT, declined an

attractive offer with NASA in lieu of launching his business, kid-RFID, he was certain
that his entrepreneurial path would provide much greater fortune and fame. PJ truly
believed that his invention, as imagined during his graduate year would become a
global sensation. While both his parents and friends thought him a little too
optimistic, PJ ignored their suggestions and threw himself into kid-RFID without
looking back.

PJ’s security tagging system, an extremely intricate web of electronic components

won him MIT’s prestigious annual ‘Best New Product’ award. Not to mention the
unwavering praise from his fellow engineering peers and professors. So naturally PJ
thought everyone (ie: his potential customers) would understand his invention. As
such, PJ spent little time in his planning phase of kid-RFID. He remembered that as a
young boy he always knew how to attract a crowd. One summer he set up a lemonade
stand, complete with an automatic dispenser (which he built himself) and sold out in
just a few hours. Even then PJ thought he had the ‘Midas Touch’. Anything PJ
Anderson touched turned to gold. Based solely on his limited, yet successful
lemonade stand experience, PJ the ‘entrepreneur’ had no doubt that kid-RFID would
operate as efficiently, yet on a much grandeur scale and ultimately make him a very
rich man.

Just a few weeks prior to opening his corporate office, PJ had attended the Annual
Automotive Industry Conference held in Las Vegas. At this conference, which
showcased excellence and innovation in car design and function, PJ happily could not
find any vendor booth that offered a tagging system such as the one he had created for
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kid-RFID. So upon his return PJ went directly to launch mode. He knew he had to get
his product to market and fast.

His first phone call went to the city’s top-rated interior design firm. After many
sleepless nights and countless CAD designs, the office was just about ready for
business. In addition to his flashy offices, he spent large amounts of money on
promotional items such as I-pad covers, t-shirts, baseball caps, and school bags. His
branding strategy was simple: go big, or go home.

His ‘Open House’ set the stage for his vision. Invited guests, mainly key social media
influencers, roamed the lush new offices with champagne flutes in hand and snapped
photos of the enormous water feature stationed at the entrance.

PJ eventually took to the stage to introduce kid-RFID. He spoke at length about the
purpose of the reader antenna, the transmission of data to and from the reader and the
varying degrees of tags. While the audience clapped as his presentation ended, they
appeared dumbfounded and extremely confused. While it was a great evening of food
and drink, they left knowing very little about kid-RFID. In fact they left knowing
even less then what the press release had offered. In their opinion, the event was a
bust. However, PJ proclaimed victory as his guests showered him with praise and
gratitude on their way out the door.

After that evening, PJ scheduled countless meetings with vendors drifting from one
meeting to the next with the same detailed presentation. He became somewhat
frustrated when he saw little interest in his product. He knew his sales projections
were a little ambitious and idea to licence his product perhaps pre-mature, but he
could not figure out why he had yet to make a sale.

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After some contemplation PJ contacted the recruiting firm located across the hall from
his office. Besides the very convenient location, they too had just renovated their
space by hiring the same interior design firm that jazzed-up the kid-RFID offices.
Surely they could send PJ some qualified Sales Representatives to help PJ. Right?

Please answer the following 4 questions using course information. Each question
is worth 20 marks.
1. Please create a potential Lean Canvas for this venture.
2. What are the 2 best Social Media Sites would you recommend this venture and
why?
3. Please draw me a picture (either using a computer or pen’s (or pencils)) of how
their App would should look like.
4. Please create a Target Market (main customer) Profile chart for this venture.