A student analysis of the company Plastic Logic.

1. A Student Analysis of the
Company Plastic Logic

2. Organic Electronics
 Over 30 years in the making
Alan J. Heeger Alan G. MacDiarmid Hideki Shirakawa
 “Manipulating plastic’s molecular structure”

3. Who They Are
 Organic electronic industry
 generate plastic conductors/semi-conductors
 Relatively New Ideas
 Plastic Logic
 Started inside Cavendish Laboratory
 Became a private business in 2000
 Richard Friend and Henning Sirringhaus
 Decade of expansion (2000-2010)
 Headquarters, Mountain View, CA
 R&D Center in Cambridge, UK
 Factory in Dresden, Germany

4. Corporate Strategy
Our Message
“Offering maximum mobility without compromising
size”
 Main priority on R&D
 Develop new technology
 Utilize partnerships
 Continue to gain funding

5. Their Partners
 Extensive partnerships
 Service providers
 Newspapers
 Magazines

6. Their Investors
 Heavily Funded by a variety of sources
 Business development firms & banks
 Major technology & chemical corporations
 University grants

7. External Factors
Political/Economical
 More employment opportunities
 Non-reliant on Asian countries
 Minimal importing cost
 Exporting cost
 Little disposable income

8. External Factors
Social Technological
 Compact/ Travel  Growing use of “e-paper”
Friendly & “e-ink”
 Various Use  Popularity of organic
opportunities electronics
 Going Green  A constantly changing
 Plastic Logic uses organic environment
material
 Other Tech. Companies
use silicon

9. SWOT Analysis
Strengths Weaknesses
 Heavily funded  No product on the
 R&D team market
 Innovative  Manufacturing issues
 Self-reliance  No outsourcing
 Patience  Slower processing speeds

10. SWOT Analysis
Opportunities Threats
 International  Poor economy
 First mover  Brand Recognition
 Cheap/Easy  No product experience
 Partnerships  Energy prices
 Employment chances  Competition
 Budding industry

11. Competing Technology
 Sony
 “Better Than LCD”
 OLED Technology
 Different than e-paper
 The Advancement of Technology
 Phillips
 Polymer Vision
 Direct Competition
 “Rolling Display”
 Brand Recognition

12. QUE ProReader
 First plastic electronic e-reader
 Larger than Kindle
 Weighs less than a pound
 Ultra slim
 Full touch screen
 Wi-Fi
 Supports: PDF, .ppt., .doc, .xls
 2 versions
 4 GB ($450) & 8 GB ($650)
 Cancelled Launch
 Too much competition
 Manufacturing problems

13. Where They Are Now
 $200 million by the end of 2010
 $700 million investment package
 January 2011
 Despite product failure
 Loan Package
 $250 million from RUSNANO
 $50 million from Oak Investment Partners
 Additional $400 million over next couple years
 Future plan
 Pay off 50 million in debt
 Build plant in Russia
 Develop a new product

14.  http://www.youtube.com/v/=0znv3V-
GsNk&feature=related

15. Redi-VŪ

16. Redi-VŪ
 Wireless self projecting screen
 Thickness = .45mm
 Two sizes – 12’’ X 18’’ , 22’’ X 28’’
 Utilizes “Active Matrix Backplane”
 One touch “Rollable” capabilities
 Curve resistant
 Carrying case/stand included

17. Features
 Storage – 4 GB / 8 GB
 Completely wireless
 USB port and charging port
 Touch screen display
 Wi-Fi connection
 Supports – PDF, .doc, .ppt, .xls
 Estimated price – $650 - $800

18. Marketing Strategy
 Positioning ourselves
 Be first to enter new markets
 Identifying two target markets
 Traveling sales personnel
 At&t and Olive Software
 Trade show companies
 Competitive advantage
 Light weight
 Flexible/“rollable”
 Durable/reliable – 5 year warranty
 Environmentally friendly
 Products of the future
 Cheap/easy to manufacture

19. Advertising
“Redi to Impress”
 Utilizing our media partners
 Magazines/newspapers
 Ad’s/editorials
 Webcasts/podcasts
 Make an online presence
 Integrated marketing communications
 Get potential customers involved

20. What’s Your Point of “VŪ”
 3 month trial
 Offer to partners
 Target tech magazine writers/editors
 Interactive web page
 Use of social media

21. Five Year Plan
 Develop brand awareness
 Communicate competitive edge
 Successfully launch the Redi-VŪ
 Sell technology
 Further applications
 Medical
 Armed forces
 Construction/architecture
 Consumer electronics
 Future partnerships

22. It All Connects
 Set objectives
 Define the target market
 Know your marketing mix
 Understand brand culture
 Generate brand awareness
 Utilize IMC
 Promote creativity