2.

Product
· Easypass hoder; Ez-Easy TM
Attributes
· Made from plastic
· Revised design (from original one)
· Additional suction cup
· Decoration
· Movable
Advantages
· Not leaving glue stain
· Movable
· Avoid damaged of the windshield film
· Easy to put easy pass in the right spot
Drawbacks
· Drying Mark, when reposition
· Might require some additional space
Position of the product
· First mover in Thailand
·

3. Market need
· Specific conditions
1. immovable easy-pass holder
2. hard to put in the right spot
3. leaving glue stain difficult to clean
4. harm window film
 Eliminate those conditions above
Market Opportunity
Market Overview
· 420,000 user registered for Easypass (2012)
· By the end of 2012, would be 500,000 user
· Source
(http://www.manager.co.th/iBizChannel/ViewNews.aspx?NewsI
D=9550000096098)

Market Research
· The existing user not satisfied with the conventional
Easypass holder

· Three major problems of the conventional Easypass

holder

· Our alternative way of attracting Easypass being

 interested

· Our product’s offering been interested

Target market
· Male / Female
· 18 – 60 years old
· Income 20,000 up
· Easy pass user

4. Market Potential for Your Product or Service

Characteristic of Market
- Express way user who live in Bangkok and perimeter
How to you reach the market
1. Advertising
· Canopy
 · TV show
· Point of purchase
Car magazine
social media

2. Intermediaries
· Gas station (PTT)
· Easy pass point of sale
· B2S

3. Direct
· Business to Business

Annual Sales
Easy Pass Users are around 500,000 users
Selling Price 89 THB
So, the approximated annual sales 44,500,000 THB
Narrowing the market to manageable segment
From the express way user, we focus on Easy Pass users
Dominating the market
- Selling at the point of purchase
- First Mover Advantage
- Better Quality
Market Niche
- We are in Niche Market
 -few competitors in market

5. Competitive Advantage
- few existing competitor in the market
Strengths
- First Mover
- Creativity
- Economies of scales
- Good suppliers
Weakness
- Less variety of products
- Employees lack of experience
- New to the Market
Opportunity
- Government’s First Car Campaign (Tax Refund)
- Easypass Encouragement
- Automated Replacement (Express way Card)
Treat
- Low Law enforcement on IP
- Express way fee raise
- EXAT (Express way Authority of Thailand ) is privatized

Close gap
- Patent
- Trademark
-
- Training Program

6. Management
1. CEO
2. Marketing Manager
3. Financial & Accounting Manager
4. HR manager
5. Operating Manager
6. Sales manager