The telecommunications revolution is upon us: Personal communication and unified messaging systems have been at the forefront of this technological breakthrough. From 1984’s deregulation of long and local telephone service, the competition has increased and sought every nook or corner of telecom products for both consumers (and businesses). From that day only 15 years ago, when consumers were tied to a fixed phone with its fixed phone number, mobile and cellular phones have proliferated to meet the demand for communication anytime, anywhere in the world. Companies that do not anticipate change or keep up are quickly consigned to financial and technological death – Iridium being the latest example. Quality, depth and speed of execution have replaced financial muscle as the ultimate arbiter of the market. AT&T finally realized this and brought in a technology-savvy CEO who could pull the trigger on needed change; Iridium did not and paid the price.
TeleSpace has the potential to become the market leader on personal communications and unified messaging. Because they have access to telecommunications mobility via multiple phone and/or fax numbers and pagers as well email addresses, the consumers are now looking for simplicity in their lives. They need MyLine.
MyLine, an operating system, has been in existence for more than five year and has a small but loyal customer base. The technology is simple, elegant, and easy to maintain. The system includes a variety of features, some essential, others not. MyLine is not as popular because it was designed and advertised like a pocket knife. It was twice the weight it should have and came with instructions. Consumers knew they were in trouble before they even used the product.
MyLine is able to provide this information because of its internal market research. There are five primary target markets, three of which will be discussed below, starting with the businessman and consumer who just wants to get phone calls no matter where: In the office, in a car, in a plane, playing golf, wherever. If the customer is on earth, MyLine will find him/her. You can also reach the Soccer/Sports mom via our 800 MyLine toll-free number. It’s also a very popular market for military personnel, both personal and professional. They expect reliable, confidential, mobile communications. MyLine can help them enlist.
The global telecommunications market is enormous, with a value of well over $200 billion. It is difficult at this stage to quantify the sub-industry personal communications/unified messaging, with its hundreds and millions of actual/potential consumers. Management projects that the industry will generate sales of approximately $40 million over the next three years, and that the monthly sales rate of $5,000,000 per month would be less than one percent of its market share. The market leader would require a 5- to 10-percent market share. Management plans to achieve this within five years.
1.1 Objectives
TeleSpace’s primary corporate objectives are:
- To become the market leader in personal communications and unified messaging products and services within five years.
- To be the lowest cost provider and promote aggressive pricing in the industry.
- To have the best, most responsive customer service through Year 1
1.2 Mission
MyLine is already the most technologically-superior personal communications system in the world. TeleSpace management plans to capitalize on MyLine’s brand, technical reputation, and become the market leader within personal and business communication systems and unified message systems within five year.
Success Keys 1.3
TeleSpace’s success is dependent on three key factors:
- Marketing must generate enough sales volume to support an aggressive pricing model, while still reaching planned profitability projections.
- Private label MyLine must be promoted through their distribution channels by strategic partners.
- Equity capital must be secured at a reasonable valuation.