Market Segmentation in Business Plan

Market Segmentation
PDAware is taking a three-phase approach to market segmentation, initially targeting the high-end computing/software/data processing and information services industries as phase one. Once these markets have been penetrated, PDAware will move on to the telecommunications industry, and finally into finance and business services industries. This approach will allow our limited sales force and marketing dollars to more closely target their efforts.

Strengths
PDAware has three significant strengths.

• The wireless PDA interface. No other product offers this interface.
• Specialty versions for five major project management markets. Only one other competing product offers specific versions for different industries.
• Customization by user. Three of the competing products offer a limited type of customization, but not with the capabilities of PDAware.

Weaknesses

A potential weakness for the PDA product is the current limitation of the wireless PDA hardware. Although this technology is spreading quickly and will improve significantly within the next 9-12 months, it could slow down the initial perceived value of the PDAware product. The number of wireless PDA products currently on the market is limited to approximately 15% of all units out there, but is expected to grow and be the majority within the next 3 years.

In the meantime, the PDAware product does not require wireless technology to be an effective and efficient tool, it will simply require synching the data manually via the PDA's PC linkup device if the user does not have a wireless enabled PDA.

Target Audience

According to the Project Management Institute, the profile of those working in project
management is as follows:
Sex : 75% male, 25% female;
Education: 90% have college or graduate degrees;
Age : 40% are 41-50 years of age
30% are between the ages of 31 and 40
Certified : 85% plan to obtain or already have their PMP® credential

According to PDA manufactures their typical user is:
Sex : 65% male, 35% female
Educations: 75% have college or graduate degrees
Age : 21-48
PDA Usage: 90% use their PDA for business

Competition

There are six similar project management applications available in the market. The leader is Primaproj, closely followed by Microbuilt Project, and Arteproj. Below is a table that lists competing products with a breakdown of the features most requested by project managers. While most of them have the essential software components necessary for project management, none offer connectivity to a PDA. There are also some shareware PDA project management software applications available, but these are very limited and do not offer the feature sets required by the majority of project managers.

Competing Software Products
PRIMAProj offers an interactive view of activities and relationships, a graphical interface, colored bands to organize data by activity code, resource, cost accounts, etc. It lets you define interrelated projects and project groups. Multiproject control allows users to roll up information to analyze and report on project progress. It offers scheduling and resource leveling options, and user-definable options. It shows the effect of progress on remaining work, and has multi-user capabilities, and customizable reports.


MICROBuilt PROJECT is a Windows-based collaboration tool, allowing two-way communication between everyone involved in a project and as well as data access to anyone via the internet.

Arteproj puts project planning, cost control, resource tracking, and project analysis into a single program. It uses a role-based approach to software design and implementation. It uses Windows-based interfaces, and offers separate role-based applications for project planning, resource and activity tracking, project cost control, and executive analysis and reporting. This allows for feedback on how schedule and personnel changes will impact productivity downstream—including deadlines, activity resourcing, and project costs.

Ever Plan includes interactive views, a project interface paradigm for management of projects, resource pools, codes, reports, etc. It offers hierarchical structures, inter-project relationships, cross-project resource analysis, and security. Ever Plan Professional is a multi-user application. If offers graphical manipulation on screen, so users can customize most views and reports. There is a full range of interactive, customizable, graphical project views - tables, bar charts, linked bar charts, flow charts, hierarchy diagrams, cost curves, etc. Data can be stored and processed on any size or type of server and accessed from PC clients. Data can be stored in Open Plan compatible Dbase files or in ODBC compliant databases such as Oracle and Sybase.

Track-Out monitors timesheets, invoices and expenses for employees, teams, and departments based on time, costs, projects and tasks. Track-Out prepares 65 customizable time and cost reports & graphs by individual, team, project, activity and more. Reports or graphs can be exported or sent by e-mail. Track-Out can create invoices, expense reports or track billing and receivables. Employees can use timesheet entry tools to record and submit their time and expenses. Track-Out gives employees feedback on their targets vs productivity .

WebGroove Project provides interactive views of activities and relationships, a graphical interface, colored bands to organize data by activity code, resource, cost accounts, etc. It lets you define interrelated projects and project groups. Multiproject control allows users to roll up information to analyze and report on project progress. It offers scheduling and resource leveling options, and user-definable options. It shows the effect of progress on remaining work, and has multi-user capabilities, and customizable reports.

WebGroove Project/Net is Internet/Intranet server-based and is designed to work with WebGrooveProject. It uses the Internet/Intranet to process and route project information and return project status information in a series of home pages for staff, managers, executives, and each person involved in a project. Pages containing project status can be viewed using a browser and progress can be entered on forms accessed from personal project home pages.


Competing PDA Software
PalmProject tracks project time and includes cost accounting software. No desktop software is included, information is exported to Excel and Access.

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