A) Summary of the business model       

Wynd is a personal air quality system that generates fresh and clean air in a simple way. The portable device has a built-in sensor monitoring and adjusting the air quality in the environment as dirty air is drawn into by the purifier's vent and through a medical grade air filter, and then clean air is propelled out of the top of the device. Wynd’s purpose is to filter things like allergens, dust, smoke, etc. Wynd comes with its own app that provides insight on the air filtered, detects when a change of filter is needed and automatically ships a new one. It also comes with a clip-on tracker so the individual can be on top of current air status wherever one is going.

Wynd is created to help people be more aware of air(pollution), to stay healthy, and make improvements to their environment.This product was an idea started on kickstarter in order to receive funds to make it, engage with the online community for insights, and spread the word out for this possibility. Wynd is in the final stages of manufacturing before it ships out on April 2017 and its starting price is $154 (goes up to $189) and includes the air quality tracker ($76), a filter replacement ($10), charger, and carrying case.An implementation for the business model is for every three products that the company sells one Wynd air filtering system will be donated to a school in India.

 

B) Your creative vision

Our creative vision is that Wynd will lay down the foundation to a healthier world and potentially save lives. Wynd will be used as a preventive measure, warning users when the air quality reaches unsafe levels.

 

C) Brand personality insight

Wynd is a traveler, the fact that Wynd is such a compact and portable device makes it a pure convenience. Wynd is gentle and strong, with its high-powered fans will able to take in all of air and filter it, it is gentle in the sense that it is not blowing gusts of air at you it does it in a very calm and refreshing way. Wynd is healthy, wynd is always concerned for your health because of all the allergies and toxicities in the air.

 

D) Value and mission statements, and the reasons why you decided on those statements

Air quality affects people all over the world and it comes in different forms, therefore we believe that what we breathe matters. We hope to make a positive impact in everyone’s life by overall providing the solution to air pollution, especially in places that poor air quality is a common occurrence in large cities( also, Asia). Based on WHO, “around 7 million people a year die” from air-related toxicants. As mentioned before, Wynd is created to help people become more aware of air(pollution), to stay healthy, and make improvements to their environment.

 

E) Customer service approach

Wynd offer two main forms of customer service one of them is that since the air filter is connected to your phone's app, it will alert you when you should change your filter and it will offer you the opportunity to order a new filter and arrive several days before you will actually need to change your filter. Wynd goes above and beyond also in its customer service because through the app it will also alert you if the air around you is increasingly getting polluted. You can also call the company through your app if the Wynd product is having issues and if they can not walk you through it you can ship it back and they will fix it free of charge. The second form of contact is signing up to their mailing list to receive updates on Wynd's process in the manufacturing and shipping process since the product hasn't come out yet. 

 

F) Your desired [basic] KPIs (Key Performance Indicators; read Chapter 10.5 and 10.6 for examples)

The Key performance indicator that our company will be using is Metrics and measurements for social influence. Which includes measuring the ROI, the 3Fs (friends, fans, and followers), and the value of reach.The reason that our company will be using this is because we are trying to raise awareness on the global air pollution and why it matters.

 

G) Online and mobile engagement strategy

 

Our priorities are customer acquisition and brand awareness by utilizing current social media platforms and explore new interactive ways to promote Wynd such as through Instagram and Twitter. In regards to social media strategy, we aim for an increase consumer conversation by focusing on the benefits of this innovation and explain the how Wynd improves the environment. We will look at reach, the number of followers, sharing/traffic on the sites, and active contributors to determine our conversion rate. 

We will look at the attitude of the prospecting markets by comparing our share of conversation versus our competitors and satisfaction from reviews.And look at our actions to drive traffic and sales to maintain customer loyalty by looking at issues resolved and resolution rate once the product is out in the market, the number of leads/users in a monthly basis, and Sales revenue. Overall, we will focus on the awareness, attitude, and tactics for our social media strategy.

To engage with our markets we will be using hashtags like #FortheWynd and #Whatwebreathematters to understand what this product means to them. We will also post environmental and air pollution facts so our markets can be more acknowledgable on what is going on. 

 

 

H) Target market profile

Wynd can be used by anyone who wants to breathe purified air anywhere they go. However, we find our product specifically useful for three different types of market targets: 1.) people who visit polluted areas (Travelers), 2.) people with allergies, and 3.) health conscious individuals. Wynd weighs less than a pound and is the size of a water bottle so it is a feature that will be advertised towards these groups along with the benefits of purified air.

 

I) Distribution and sales process

The shipping would be 3-5 business days if it is within the continental United States and outside shipping could go anywhere from 6- 14 days. All sales will be conducted through the online website.  If the product is broken or damaged upon receiving it you can return it and a new one will be mailed. For any other issues, Wynd will contact the customer via email or telephone.

 

J) Estimated digital marketing budget for one year  

We plan to use Facebook/Instagram advertising for one year paying $5 a day to reach 12,000- 32,000 people per day of both sexes age 18 - 65 in North/South America, Asia, and Europe. We will be targeting our ads to frequent travelers and people seeking allergy relief, but are also interested in air pollution or air purifiers. This will allow us to reach around 7.8 million people in approximately 355 days for an annual advertising fee of $1775.