By: Courtney Hughes Natalia Kravtsova Mario Massimino Luther Yee enTourage eDGe

enTourage Manufacturer of the world’s first dualbook Established 2008 Specialize in consumer electronics Operating with 25 employees ◦ Asghar Mostafa – President and CEO Privately held company

the eDGe The eDGe is the main product of enTourage Dual book combining an eReader and tablet Features Android tablet eReader Technology integrated (USB, SD) Integrated screens WiFi, , audio/video recorder, Color choice Price: ◦ eDGe - $ ◦ Pocket eDGe - $349.00

Mission and Vision To evolve methods of traditional learning and increase the use of eReaders To assist students reach their highest potential through improved technologies

Strategy and Winning Maintain significant and stable growth in the eReader market Winning Methods:  Create new market segment  Attractive product at affordable price  Targeted marketing with increased endeavors  Hybrid Disruption Strategy  Create new value curve Markets of Focus: ◦ Educational ◦ Professional ◦ Mass

Opportunities and Risks Opportunities:  Technology  Expanding market - eReaders and tablets  eBooks marketplace - Cost advantage to company and consumers  Google powered OS  Consumer awareness/Marketing Risks:  Limited brand recognition and trust  Economic instability  Competitor position in market  Large variety of similar products  Design and operating system improvement

VRINE Values: high  Cost, Convenience, Capabilities (features) Rarity: high  Dual book and features Inimitability: mid-range  New and advanced technologies Non-substitutability: low  Competitors with similar and comparable products Exploitability: mid-range  Market importance and convenience  Target both students and professionals

PESTEL Political:  Increased investment in industry  Industry incentives Economic:  Decrease in consumer confidence  Consumers less inclined to purchase Sociocultural:  Targeted market  teenagers, students, & young adults  Significant portion of market spending Technological:  Continuously growing and advancing  Increased focus in industry  Resources given for technology upgrade Environmental:  Increased guidelines and regulations  Eco-friendly products demand Legal:  Regulations and laws  Piracy, copyright, and trademark

Five Forces and Compliments Five Forces Rivalry:3.70 Power of Suppliers: 2.75 Power of Buyers: 3.90 Threat of Substitutes: 3.80 Threat of Entrants: 3.50 Compliments  Case  screen protectors  head phones  SIM cards  Bluetooth headsets  Android and eBook marketplace

Strategic Positioning Focused Differentiation Economic logic: Higher prices but desired product Scope of Arenas: Niche marketing

Industry Profit Pool

eDGe Profit Pool

Value Curve User Friendly Size/Weight Cute/Appeal Capabilities Energy Efficient Cost

Balanced Scorecard

Balanced Scorecard Continued