Aairah Ejaz

Ikram Bajwa
Yasir Malik
Abubakar Ashfaq

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TABLE OF CONTENTS
Introduction ................................................................................................................................2
Executive Summary .....................................................................................................................2
Goals And Objectives ..................................................................................................................3
Scope.......................................................................................................................................3
Motivation ...............................................................................................................................3
Working Mechanism ...................................................................................................................4
Use Cases ....................................................................................................................................4
Components Used .......................................................................................................................6
Real sense D415 Camera .........................................................................................................6
Nvidia jeson nano ....................................................................................................................6
Segmentation ,Targetting and Positioning ...................................................................................7
Segmentation ..........................................................................................................................7
• Demographic differences..................................................................................................7
Targeting .................................................................................................................................8
POSITIONING:- .........................................................................................................................8
PESTLE Analysis: ..........................................................................................................................9
POLITICAL FACTORS ...............................................................................................................10
ECONOMIC FACTORS .............................................................................................................10
SOCIAL FACTORS....................................................................................................................10
Technological factors .............................................................................................................10
ENVIRONMENTAL FACTORS ...................................................................................................10
LEGAL FACTORS .....................................................................................................................11
SWOT Analysis: .........................................................................................................................11
STRENGTHS ...........................................................................................................................11
WEAKNESS.............................................................................................................................12
OPPORTUNITIES ....................................................................................................................12

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 THREATS ................................................................................................................................12
PORTER FIVE FORCES MODEL: ...................................................................................................12
Competition in the Industry ...................................................................................................12
Potential of New Entrants Into an Industry ............................................................................13
Power of Suppliers .................................................................................................................13
Power of Customers ..............................................................................................................13
Threat of Substitutes .............................................................................................................13
MARKETING CHANNEL: .............................................................................................................14
Channel level .........................................................................................................................14
INTEGRATED MARKETING: ........................................................................................................14
Marketing Mix ...........................................................................................................................14
Product ..................................................................................................................................15
Pricing ...................................................................................................................................16
Place ......................................................................................................................................20
Promotion .............................................................................................................................20
Financial Analysis ......................................................................................................................20
Capital REQUIRED ..................................................................................................................20
Revenue ................................................................................................................................21
Sales in first Year ...................................................................................................................21
Income statement .................................................................................................................22
References ................................................................................................................................23

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 BLIND’S EYE
INTRODUCTION
The project “Blind-Eye” is about creating an interactive hardware based product for visually
impaired people. The system is primarily focused on identifying objects and hurdles within a
Svisually impaired’s path and avoiding them for the person's safety . If the object or a hurdle
enters person’s close field of view, he’ll be notified about his direction, speed and movability via
audio feed and inform the person to change their course of movement. Different pre-trained
audio tracks will be played for different scenarios

Microphones for Audio

Output and Input

Processing
RGB-D
Board
Camera
Installed

EXECUTIVE SUMMARY
Our product is a digital glasses named as Blind Eye

1. Our target customers are the people who are initially or partially blind
2. Our Unique Selling Proposition is “Don’t be safely blind , Be safely minded”.
3. Our distribution strategy is through Website , helpline.
4. The promotional method we will use are promotion on social media , print media , tv
adds , collaborations with different eye hospitals
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 5. Online marketing strategy is to advertise our product at Daraz.pk , gotoo.pk and our
own e store.
6. We will maximize the value of customers by improving customer services and
enhancing the products durability.
7. Our key financial projections include providing best suitable product with appropriate
prices.

GOALS AND OBJECTIVES

The goal of this project is to launch an interactive hardware based AI-System for visually
impaired people. It will be available for people with low or zero vision and can be used
anywhere and anytime.

SCOPE
• It is made for visually impaired people with low or zero vision.
• The system focuses on a real time environment synthesis. Every time a new object
enters the AI-System’s vision, it’ll generate it’s depth map and make a decision over
it. User can inform his guardian about his location as well as ask the system where a
certain thing might be.

MOTIVATION

The current technology only helps blind move using

white cane. However,

• They cannot find what is that particular object

next to them.

• It cannot distinguish whether the object next

to them is moving or not.

What if they could move independently without the

white cane altogether?

What if they could get to know what is in front of

them?

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WORKING MECHANISM

USE CASES

• Environment Analysis: Analyze the whole environment, make a depth map and use it
to guide the person from moving one point to another

Use UC-01
Case ID:

Use Ask about environment

Case
Name:

Actors: User

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Descripti User gives audio instructions to smart glasses to recognize his surroundings.
on:

Trigger: Audio instructions.

Precondit User should be wearing smart glasses, camera attached to glasses much to ON
ions: and microphone should be working.

Post Recognizes the scene and gives output in audio.

condit
ions:

Normal 1.1. User turn ON all the hardware attached to the smart glasses.
Flow:
1.2. User wear smart glasses.

1.3. User gives audio instructions through microphone to the smart glasses.

Alternati Nil
ve
Flows:

[Alternat
ive Flow
1

– Not in
Networ
k]

Exceptio User cannot access microphone or camera.

ns:

Includes: Nil

Assumpti User wants to know about his/her surroundings.

ons:

Notes Nil
and
Issues:

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COMPONENTS USED

REAL SENSE D415 CAMERA

NVIDIA JESON NANO

NVIDIA® Jetson Nano™ Developer Kit is a small, powerful computer that lets you run multiple
neural networks in parallel for applications like image classification, object detection,

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segmentation, and speech processing. All in an easy-to-use platform that runs in as little as 5
watts.

SEGMENTATION ,TARGETTING AND POSITIONING

SEGMENTATION

Market segmentation is the activity of dividing a broad consumer or business market, normally
consisting of existing and potential customers, into sub-groups of consumers based on some type
of shared characteristics.

This wearable Glasses would be a great introduction and a new step of technology in Pakistan. It
would be a great challenge for the electoral companies in segmenting this device. However
company can segment its market by looking at:-

• DEMOGRAPHIC DIFFERENCES
It is the Drilling down by Country, region, area, metropolitan or rural location, population density
or even climate.

Total population of Pakistan is about 216million

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We divide segment on the basis of there income according to a recent survey 50% of people of
total population of Pakistan belongs to lower Class or Lower middle class and are about 108
million.earning 500Rs per day or less..

The rest of 50% consist of People earning to more than 500rs per day .These lies in middle class ,
upper middle class and elite class

In Pakistan blind people are about 0.9% of total population….

TARGETING

As from segmentation we got 2 segments lower class and classes above lower class

Our target would be people above lower class because our product is not affordable by lower
class

So our main focus would be blind people above from lower class and they are about 972000

POSITIONING:-

Positioning refers to the place that a product occupies in the minds of the customers and how it is
distinguished from the products of the competitors.

The unique positioning statement(UPS) of our product is

“A luxurious wearable that helps your beloved blind ones to feel the world with our eyes”.

visually impaired person to move but all those are solely dependent on sensors having limited
scope whereas our product will not only help such person to move from point to point and also
let him be aware of his/her surroundings using smart glasses that is a combination of hardware
and software to help detect different objects in his/her path using computer vision & ML
algorithms.

If we look into other related products we found two related products for blinds

• Effective Fast Response Smart Stick

Uses ultrasonic sensor to find obstacles BUT doesn’t identify anything outside a range of 4
meters the detection alert is a continuous beep instead of voice instructions.

• Smart Guiding Glasses for Visually Impaired

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Uses RGB-D camera Very useful in daily life BUT It has a limited domain,i.e: Indoor environments
it doesn’t cater speed and direction of obstacles found

As compared to these our product has vast range of applications and uses

1. Take audio input from user..

2. Speech to text conversion.
3. Find objects in the scene based on user input.
4. Text to speech conversion.
5. Give audio output to the use
Our product’s functionality is fairly simple & is easy to operate. It can be used by people of all
ages.These factors and uses will impact consumers mindset and attract them towards our
product.

PESTLE ANALYSIS:

✓ P – Political
✓ E – Economic
✓ S – Social
✓ T – Technological
✓ L – Legal
✓ E - Environmental

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PESTEL analysis is a framework or tool used by marketers to analyses and monitor
the macro-environmental (external marketing environment) factors that have an
impact on an organization.

POLITICAL FACTORS

• Refers to what degree a government intervenes in the economy

• It includes government policy, political stability or instability in overseas markets,
foreign trade policy, tax policy, labor law, environmental law, trade restrictions and so
on.
• Our firm will try its level best to respond to the current and anticipated future legislation
and adjust their marketing policy accordingly.

ECONOMIC FACTORS

• It will have a direct impact on our profitability

• Factors include – economic growth, interest rates, exchange rates, inflation,
disposable income of consumers and businesses
• It will affect the way our company prices the and services.

SOCIAL FACTORS

• It will include the cultural influences and beliefs of the target audience
• It will also represent the demographic characteristics, norms, customs and values of the
population within which our organization will work
• We will make sure to respect population trends such as the population growth rate, age
distribution, income distribution, career attitudes, safety emphasis, health
consciousness, lifestyle attitudes and cultural barriers.

TECHNOLOGICAL FACTORS

• pertain to innovations in technology that may affect the operations of the industry and
the market favorably or unfavorably
• refers to technology incentives, the level of innovation, automation, technological
change and the amount of technological awareness that a market possesses.
• It will influence decisions of our managers and non-managerial staff to enter or not
enter certain industries, to launch or not launch certain products or to outsource
production activities abroad

ENVIRONMENTAL FACTORS

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 • It has become important due to the increasing scarcity of raw materials

LEGAL FACTORS

• The factors include: discrimination laws, antitrust laws, employment laws, consumer
protection laws, copyright and patent laws, and health and safety laws.
• It will make us aware of any potential changes in legislation and the impacts it may have
on our business in the future.

SWOT ANALYSIS:

STRENGTHS

• We will make sure to keep the following details in consideration:

• What advantages does our organization have?
• Boost property’s appeal
• Offers cost effective solutions
• Increase environment friendliness
• What unique or lowest-cost resources can we draw upon that others can't?
• The costs will be depending on the orders of the customers
• There will be easiness for those who contact us through our app

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 • Special discounts will be offered for people using our app
• Discounts will also be offered to frequently visiting customers
• Special packages with unique and innovative ideas will be shared with the customers
after the deal is made
• What do people in your market see as your strengths?
• Our special packages for the customers

WEAKNESS

• What can we improve?

• Improvements can be done with the time passing
• We can open up branches throughout the country
• Make our staff to work at their full potential but with relaxation and in a fun
environment
• Making the goal of our firm clear for all the staff including upper level management to
the non-managerial level

OPPORTUNITIES

• There are great chances for success

THREATS

• The lack of brand equity.

• Initially only one employee to help generate revenue.
• A limited marketing budget to develop brand awareness.
• A new brand in market.

PORTER FIVE FORCES M ODEL:

COMPETITION IN THE INDUSTRY

The larger the number of competitors, along with the number of equivalent products and services
they offer, the lesser the power of a company. Suppliers and buyers seek out a

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company's competition if they are able to offer a better deal or lower prices. Conversely, when
competitive rivalry is low, a company has greater power to charge higher prices and set the terms
of deals to achieve higher sales and profits.Therefore, blind’s eye have no chance of having rivalry
threat at all as it’s the only product in the market.

POTENTIAL OF NEW ENTRANTS INTO AN INDUSTRY

A company's power is also affected by the force of new entrants into its market. The less time
and money it costs for a competitor to enter a company's market and be an effective competitor,
the more an established company's position could be significantly weakened. An industry with
strong barriers to entry is ideal for existing companies within that industry since the company
would be able to charge higher prices and negotiate better terms.

POWER OF SUPPLIERS

The next factor in the five forces model addresses how easily suppliers can drive up the cost of
inputs. It is affected by the number of suppliers of key inputs of a good or service, how unique
these inputs are, and how much it would cost a company to switch to another supplier. The fewer
suppliers to an industry, the more a company would depend on a supplier. As a result, the
supplier has more power and can drive up input costs and push for other advantages in trade.
On the other hand, when there are many suppliers or low switching costs between rival suppliers,
a company can keep its input costs lower and enhance its profits.As, power of supplier is higher
due to it’s only existence in the market.

POWER OF CUSTOMERS

The ability that customers have to drive prices lower or their level of power is one of the five
forces. It is affected by how many buyers or customers a company has, how significant each
customer is, and how much it would cost a company to find new customers or markets for its
output. A smaller and more powerful client base means that each customer has more power to
negotiate for lower prices and better deals. A company that has many, smaller, independent
customers will have an easier time charging higher prices to increase profitability.As, this is the
only product in the market so power of customer is low.

THREAT OF SUBSTITUTES

The last of the five forces focuses on substitutes. Substitute goods or services that can be used in
place of a company's products or services pose a threat. Companies that produce goods or
services for which there are no close substitutes will have more power to increase prices and lock

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in favorable terms. When close substitutes are available, customers will have the option to forgo
buying a company's product, and a company's power can be weakened.Therefore,the treat of
substitute is low as there is no product like this.

MARKETING CHANNEL:
Channel flow of Blind’s Eye is backward flow. This is because this product has been created for
the convenience of blind people . The manufacturing quantity will be based upon the number of
orders from customers

Other than this, physical and payment flow is also a part of the marketing channel for Blind’s Eye.

CHANNEL LEVEL

Channel level is a zero level channel because we directly deliver product to its final user after
receiving order

INTEGRATED MARKETING:
• Social Media ad campaigns
• Tv Ads
• Newspaper ads
• Collaboration with eye hospitals
• Collaboration with many Eye Specialists
• Seminars and events in Eye hospitals
• SMS Email Marketing

MARKETING MIX

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The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market.

It consist of 4p’s

1. Product
2. Place
3. Promotion
4. Price

PRODUCT

Our product is an interactive hardware based system for visually impaired people. The system is
primarily focused on identifying objects and hurdles within a visually impaired’s path and
avoiding them for the person's safety . If the object or a hurdle enters person’s close field of view,
he’ll be notified about his direction, speed and movability via audio feed and inform the person
to change their course of movement. Different pre-trained audio tracks will be played for
different scenarios.

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It contains realsense D415 Camera which is best for detectinf and finding depths and exact
distance of object .And it also contain NVIDIA® Jetson Nano™ Developer Kit is a small, powerful
computer that lets you run multiple neural networks in parallel for applications like image
classification, object detection, segmentation, and speech processing. All in an easy-to-use
platform that runs in as little as 5 watts.

We will provide one year warranty of software if device stop working we will solve the problem
free.

PRICING

Price is what a buyer give up in exchange for the product or service.Currently there is no
competitor of our product and our product is giving unique features like detection of hurdles and
obstacles in any environment to the blind .This will help blind people to live independently
without being burden on the society .

We conducted a survey from guardians of blind people

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Page 17 of 24
Page 18 of 24
From the survey get following responses

Thus price of our product would be 30,000PKR

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PLACE

Our main office will be in E11 Islamabad. Islamabad is capital of Pakistan and mostly people visit
Islamabad for treatment of blind because international level hospitals are in Islamabad. Our
product can be purchase from our office.

Place is actually from where consumer can access your product. Our product will be available at
our own website and people can order us online and at every famous online shopping store like
daraz , Ali express etc.

PROMOTION

Our Promotion strategy will be

• For advertising purposes, we are using different social media platforms i.e. facebook, e-
mails, instagram, google ads.
We are using different Hashtags and social media trends for more attention. Hashtags
include #SURVIVORS #BLINDEYE #NOTBLINDBUTBLESSED #DARKISCOLOURFUL
• We are collaborating with well reputed youtubers like Irfan Junejo, Moroo, Shahveer
Jaffery, Zaid Ali, Junaid Akram and Actors,and sportsmen to reach more audience.
• We are publishing a product review on the ads side of different English and urdu
newspaper (DAWN Newspaper Ads Rates, https://classifieds.dawn.com/advertisment-
rates)
• As well as we distribute broachers and pamphlets to pharmacies and Hospitals.
• For Public Relation Purposes, we are going to conduct different seminars, workshops,
conferences in EYE hospitals, NGOs, Rehabilitation centres.
• Hospitals that are included in our list are AL-SHIFA EYE HOSPITAL, AL-AIN INTERNATIONAL
HOSPITAL, SAFARI HOSPITAL, Clinics from local areas.
• We’re going to collaborate and give sponsorships to Eye Specialists/doctors for promotion
purposes. Because people consider doctor’s recommendation and suggestion.

FINANCIAL ANALYSIS

CAPITAL REQUIRED
Share Capital 10,000,000
Loans from Directors 193,256,000
Computer(8*30000) 240,000
Equipment For Assembling(24*1000) 240,000
working Capital 202,176,000
Rental Security 400,000
Website and application 100,000

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 Total 406,412,000

REVENUE

Revenue is total amount generated by selling product

Approximate Cost of our product is about 20000

The camera cost 10,000 and including other components total cost would be 20,000.

Total Population of our segment is 972000 approx.

If we reach 30% of our total segment in one year it means we reached about 291600 people.

From the total people reached people 20% will buy this product because this is blessing for
blind people.

So our total sales would be =58320 Unit

Total Sales 1,749,600,000

SALES IN FIRST YEAR

Expected sales
12%

10%

8%

6%

4%

2%

0%

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INCOME STATEMENT

[Blind's Eye]
Income Statement
For the 1st Year
Revenue:
Gross Sales(216000000*0.9%*0.5*30%*20%*30000) 1749600000
Net Sales 1749600000

Cost of Goods Sold:

Add: Direct cost(salaries)(58320/2496*20000*12 $5,607,692.31
Cost of sales(58320*20000) 1166400000
Cost of Goods Sold 1172007692 $1,172,007,692.

Gross Profit (Loss) $577,592,308.00

Expenses:
Admin expense
Salaries
Computer Operator $25,259,875.26
CEO(100000*12) $1,200,000.00
CFO (80000*12) $960,000.00
HR Manager(50000*12) $600,000.00
GM Operations(90000*12) $1,080,000.00
Sales Manager(40000*12) $480,000.00

Accounting Software(5000*12) $60,000.00

Office Expenses(40000*12) $480,000.00
Rental Expense(200000*12) $2,400,000.00
Tax Consultant(20000*12) $240,000.00
Audit fee $100,000.00
Registration Fee $50,000.00
Depreciation=480000*10% $48,000.00

Marketing Expense
Social Media(216*0.9%*3*0.2*160 $1,866,000.00
Seminar(200000*12) $2,400,000.00
Docs Commision(1000*58320*60%) $34,992,000.00
Bill Boards(400000*5*12) $24,000,000.00
Newspapers(=5000*5*52) $1,300,000.00
Total Expenses $97,515,875.26

Net Operating Income $480,076,432.74

Tax(30%) $144,022,929.82

Net Profit $336,053,502.92

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REFERENCES
https://financetrainingcourse.com/education/2017/12/pakistan-middle-class-estimation-size/

https://en.wikipedia.org/wiki/File:Socio-Economic_Status_of_Pakistanis.png

https://www.slideshare.net/vahmed/implications-of-growing-middle-class-for-pakistans-
socioeconomy

https://en.wikipedia.org/wiki/Demographics_of_Pakistan

https://www.researchgate.net/publication/262248885_The_Emerging_Middle_Class_in_Pakist
an_How_it_Consumes_Earns_and_Saves

https://www.dawn.com/news/1368425

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1954803

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