2. Garlock Equipment Company Railguard Marketing Plan

3. Current Situation $ 1.2 million in sales 40% Gross Profit Growth lifecycle phase

4. Market Opportunity Potential Customers  200,000 Market Size  $200 million

5. Competitive Overview Bluewater Manufacturing  $0.8 million in sales this year  1.5 years in business  Strong Internet marketing presence Diversified Fall Protection  Similar product  Informative Website Others  6 other companies  None considered credible current threat

6. Factor Analysis Strengths  Product Freestanding Temporary No drilling Portable Well engineered and tested Simple OSHA compliant OSHA required  Reputation Customer Testimonials  Garlock Excellent customer service 17 years of experience Strong company backing Brad Dunn & Jim Sidla Weaknesses  Heavy  Hard to handle  Few options  Not easily configurable  Easy to mis-configure  Too simple – can be duplicated easily.  May not weather well in corrosive environments such as marine (unknown).  May rust at the base and fail over time. Opportunities  New Demographic Market Segments  New Geographic Market Regions  Trend is toward movable and away from fixed barriers  Specialty designs for particular purpose  Incorporate into consultant recommendations  Incorporate into design specifications Threats  Competition  Legal liability  Distributors as competitors  Copycat producers

7. Market Segmentation Plant Maintenance, Repair & Operations (MRO) Safety Assurance Consultant Service Manufacturing Plants Transportation Operations Construction Roofing Food Processing Plants

8. Product Strategy Brand Identity  Brand Name: Life Guardian Systems  Signature Color: Garlock Green Internet Identity  Domain Name: LifeGuardian.com  Interactive Website Packaging  Packaged Solutions  Labeled Packages Private Labeling  Not recommended Licensing  License active restraint items Line Extensions  Product Line Extensions  Service Line Extensions Protected Features  Patents  Trademarks

9. Pricing Strategy Pricing Structure Payment Terms

10. Distribution Strategy Independent Distributors  Distributor Targeting  Exclusivity  Advertising  Order Fulfillment  Sales Incentives

11. Promotional Strategy Direct Sales  Commissioned  Follow all leads  Service existing accounts  Penetrate large accounts Marketing Communications  Budget: 7% of projected sales Promotional Programs  Print Advertising  Public Relations  Website Development  Website Promotion  Trade Show Signage  Sales Support Material

12. Revenue Projections 1st Year  Gross Sales: $2.4 million  Net Income: $1 million 2nd Year  Gross Sales: $4.3 million  Net Income: $2 million

13. Next Steps Approve Strategy Approve Budget Develop Tactical Plans  Product Plan  Distribution Plan  Marketing Communication Plan