1. Breathalyzer Bracelet
By Brittany Brogan

2. Why the Need for bb: According to CDC:
28 people a day die from motor vehicle crashed involving alcohol impaired drivers
This is 1 death every 53 minutes
More than $44 billion is the annual cost for these crashes

3. the BB Purposes: Help take alcohol impaired drivers off the road
Help alcohol impaired drivers get home safe
Help people know they had too much
Help decrease the number of accidents involving alcohol impaired drivers
Help decrease the deaths and injuries caused by alcohol impaired drivers

4. Features of the bb:
The BB lasts on average about 56 hours, then needs recharged which takes about an hour.
Button on side that sends for a ride when needed
GPS locates your exact location and shares specifically to your contacts
Technology that locates your blood alcohol level
Technology that tracks your heart rate
Technology that tracks your steps taken
Water proof

5. The look of the BB: Is available in multiple colors.
Small screen that displays information.
Small component that works as breathalyzer.
Additional accessories are available for style.
It fits by an adjustable strap that prevents it from falling off.
Made of a durable strong plastic and rubber combination on the outside.

6. What the bb offers: Time Date Heart rate Alcohol level Steps taken GPS
Automatic ride call

7. How the ride call works:
When purchased, the user sets up installing 5 trusted contacts.
The bracelet provides the service that calls for a ride by the push of a button, or by blowing into the breathalyzer component and being above the legal level.
Automatically, a message will be sent in a group message to the contacts, alerting them that you are in need of a ride.
The contacts are able to communicate so that 1 persons goes to your service.
The bracelet’s GPS will provide the contacts with your exact location, along with directions to the address.

8. SWOT analysis: Strengths: Weaknesses: Opportunities: Threats:
Convenient access
Reliable
Safe
Weaknesses:
Needs intoxicated person to use it right
Needs to be charged
Opportunities:
Decrease drunk driving
Save lives
Prevent injuries and accidents
Threats:
New product might have technical difficulties

9. Targeted consumers: No age restriction on purchase ability
Recommended and aimed for adults 21+
Young adults (male and female)
Still not always responsible involving alcohol decisions
Out at bars, needs safe ride home
Adults (male and female)
Still need safe ride home
Parents that want to ensure their children to get home safe

10. Brand purpose:
Make alcohol impaired driving accidents aware to public.
Encourage people to make the safe, smart choice.
Make sure people get home safe.
Help make the public safer.

11. Media used to advertise:
BB app
Social Media
Facebook
Twitter
Instagram
Television
Radio
Schools and Universities
Hold assemblies
Use contact information to promote to parents as well as students

12. Budgeting: Each bracelet costs $120 (not including tax and p&h)
Profit for each bracelet sold is about $50 per bracelet
App is free consumers
Accessories prices vary from $15-$50
Schools and organizations partner with us and pay for us to speak
Companies like Uber, pay for us to advertise them as safe rides

13. Scheduling: BB available online June 1, 2017
Advertising of BB begins May 10, 2017
First month expected to sell 100,000 bracelets
Second month and on expected to double the amount of bracelets sold
Success experience and user reviews available to share July 15, 2015

14. Message Strategies:
Make aware the issues using statistics and real stories
Connect with feelings that make it personal to consumers
Make the consumers want to increase safety
Show consumers this will increase safety

15. Works cited
"Impaired Driving: Get the Facts." Centers for Disease Control and Prevention. Centers for Disease Control and Prevention, 26 Jan Web. 01 May drv_factsheet.html