Millimeter wave technology in emerging markets

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BUSINESS PLAN FOR A MILLIMETER WAVE TECHNOLOGY BUSINESS
1.0 EXECUTIVE SUMMARY
The aim of this business plan is to develop an operational framework and strategic
roadmap that is similar to our biggest and immediate competitor Sage Millimeters.

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Our products and services will be to provide electronic test and measurement equipment.
We will offer antennas, amplifiers, frequency converter, control devices, Oscillators,
waveguide passive components, and ferrite equipment.
2.0. Objectives
In sumary we intend to attain the following objectives:
 Continuously provide professional quality services on time and on budget.
 Develop a follow-up strategy to gauge performance with all our customers.
 Implement and maintain a quality control system and assurance policy.
 Tocontinuously formalize and measure cross-functional working communication so
as to ensure that the various departments work harmoniously towards attainment of
company objectives.
 To instill a culture of continuous improvement in beating standards of customer
satisfaction and efficiency.
 We are fully committed to supporting growth and development in the economy.
3.0 Mission
The mission is to enable RF engineers in their journeys to create the technology of the
future. To do this with compassion for the customer and for our colleagues, always.
4.0 Keys to Success

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The keys to this company’s success will undoubtedly be effective market segmentation
through identification of several niche markets and implementation strategies. Along
these lines the company intends to implement personal selling and direct marketing
strategies to the target markets. Hence the key success factors will include the following:
1. Excellence in fulfilling the promise: Completely confidential, reliable,
trustworthy expertise and service(s) through the provision of an uncompromising
service. This dictates that we have in place the latest technology, hardware and
software, and well-trained personnel so as to fulfill the aforesaid.
2. Timely response to clients' orders: We cannot afford to delay our clients for
whatever reason, as this will have a negative bearing on our image and reputation,
including future business. Hence we need to be continually communicating with the
client ensuring we provide needs-based solutions.
3. Skill and depth of knowledge: Considering the nature of our services and their
relativeinfancy on the market,theskill and depth of knowledge of our personnel shall
be of utmost importance in determining the provision of the service(s) to the end-
users.
4. Marketing know-how: In a relatively volatile market there will be a need to
aggressively market our business and the servicesweprovide soas tobe continuously
at the top of our prospective and current clients minds. This will also act as a
temporary deterrent for companies contemplating entering our market. Advertising
shall be one of our competitive advantages.

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5. Leveraging from a large pool of expertise: The Company’s various alliances
with technological partners shall prove invaluable considering the skills and
intellectual capacity these partners will have in the fields of design and system
integration, implementation and execution, lifecycle support and understanding, and
in the application of new technology. This has the potential of proving to be an
important differentiator on the market
5.0 Company Summary
A new company in Toronto Canada.
6.0 Market Segmentation
Our group of potential customers are RF engineers, Customers in the following industries
and sectors of the economy; military, government defense agencies, aerospace, aviation,
test instruments, Internet of things and radar technology.
These industry are the core consumers of millimeter wave technology products as shown
in the attached market research report.

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(source: http://www.microwavejournal.com/articles/29232-executive-interview-
yonghui-shu-president-of-sage-millimeter)
7.0. Target Market Segment Strategy
Our marketing strategy will be based mainly on making the right service(s) available to
the right target customer. We will ensure that our services' prices take into consideration
organizations'/peoples' budgets, and that these people appreciate the service and know
that it exists, including where to find it. The marketing will convey the sense of quality in
every picture, every promotion, and every publication. Our intention will be to target
those innovative or proactive companies contemplating transferring a part of their
marketing activities on the Internet, in order to benefit from the advantages offered by
this unique system of communication. We realize the need to focus our marketing
message and our service offerings. We need to develop our message, communicate it, and
make good on it.
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Market Segmentation
RF Engineers Aerospace Aviation
Radar Technology IOT Military
Test instruments Defence

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8.0. Market Trends
Identifiable Market segments:
See attached market research
High growth in e-commerce to sell millimeter wave technology products.
Evolution of 5G is Driving Market Growth
The industry has changed tremendously in the six years, Millimeter wave technology has
finally found its way from traditional clients and applications in aerospace, military and
academic/research institutions to the commercial — and even consumer — world.
Leading thechange is therace to5G,which has easily garneredthe most clout, speculation
and attention. Yet, it would be remiss not to mention that many of the most exciting
technologies currently being developed, like last mile networks, automotive driver
assistance systems, WI Gig, unmanned aerial vehicles (UAV) and the Internet of Things
(IoT) have also contributed to this shift.
9.0. Products and services descriptions
Adapters, amplifiers, antennas, attenuators, coaxial passive, control devices, detectors,
directional couplers, ferrite devices, filters, frequency converters, frequency multipliers,
magic tees, mixers, oscillators, power dividers, radar sensors, switches, test equipment,
waveguide components, waveguide sections, (see attached catalog)
Others
Standard catalog products
Custom designed, application

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Function specific products.
10.0 Target Customers based on sage millimeter
SAGE Millimeter supplies to traditional customers in aerospace and government as well
as to new and existing commercial playersin the communications and connectivity arena.
We also maintain a small group of clients who are dedicated to research and academia. In
recent years,the instrumentation piece of their customer basehas increased dramatically,
largely due to the preparation for the roll-out of 5G. It is anticipated that this
segmentation will continue to evolve in the coming years as instrumentation at these
extremely high frequencies matures.
SAGE Millimeter has a very diverse and global customer base. Over the last year, we have
seen a strong upswing of domestic clients, and it has been very exciting to work with so
many legacy brands and leaders of the American technology sector.
Even so, it is estimated that their current business is approximately 60% domestic, with
the balance spread evenly across Western Europe and East Asia. Many players in these
international territories are working on similar projects as their American counterparts.
Their projects also largely focus on test/instrumentation and 5G applications. It is
believed that these trends will continue over the next few years.
11.0 Competitive edge.
1. Quality customer service
2. Take advantage of every custom opportunity presented to us by our customers to add
to that foundation.
3. New product lines will have empirical origins and be always inspired by marketplace
needs.

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4. Use of quality and customer driven website to provide products to customers in an
ecommerce fashion
5. Strategic location of factory plant in an area where labor cost is low and readily so as to
reduce overhead operational costs.
6. Elimination of 3rd party resellers by selling directly to consumers through an
ecommerce enabled website.
7. Large portfolio of millimeter wave technology products.
12.0. Marketing Strategy
The company's marketing strategy rests on the belief that its products and services
represent a value-added approach to interpreting, qualifying, and understanding the
complexities millimeter wave technology markets. To implement this strategy, the
company intends to place paid advertising banners on strategic websites in the computer
fields and to utilize search engine portal and general media advertising. Through these
approaches, customers of the company will attain access to the company through its
websites, where they will in turn access the company's advertiser driver browser, which
the company expects will expose the customer the company's proprietary products and
services, as well as to links with other online firms with which the company has strategic
alliances and advertising relationships.
The marketing plan is developed in order to support the company's corporate goals and
strategies. It is developed from knowledge gained from industry analysis, competitive
intelligence, and what is known about customers and clients. It should be noted that every
reasonable effort has been taken to develop the marketing plan from data and analysis. It
is possible that some of the data could be interpreted in different ways, which could

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invariably lead others to arrive at different conclusions about how to approach the
marketplace and promote the business.
The specific marketing goals for the company are:
 Increase brand awareness.
 Develop new clients and markets.
 Develop strategic alliances (via marketing).
 Build co-brands and partners.
 Increase advertising revenues.
 Increase traffic to Discover Productions.
 Expand existing clients and markets.
 Develop marketing presentation materials.
 Identify opportunities for new products and services.
 Enhance public relations efforts.
13.0 Organizational Structure
Organizational structure is illustrated below.
President/CEO,

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Vice-President/
 Technical Support Manager (To Be Determined)
 Research/Product Manager (To Be Determined)
 Web Application Manager (To Be Determined)
Vice-President/Marketing (To Be Determined)
 Sales Manager (To Be Determined)
 Strategic Alliance Manager (To Be Determined)
 Business Development
 Advertising Manager (To Be Determined)
CFO, (To Be Determined)
 Accounts Manager (To Be Determined)
 Human Resources Manager (To Be Determined
14.0. Value proposition and positioning strategy
To stay ahead of its competitors it has to define its vision;
The company offers various benefits including:
 Lead with the best products and services in the industry.
 High quality service and support

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It is difficult to estimate the distribution of our business crosses custom and standard
products because we often find that the line always is blurred.
The value proposition that will make the business stand out is to have a third category of
products that will be considered as “modified,” which falls somewhere in between these
two groups.
This will amount for 60-65% of delivered hardware I had to estimate, I would say that
about 60-65% of our delivered hardware is a true off-the-shelf solution.
Therearemany misconceptions about offering and using commercial off theshelf (COTS)
products. Many end-user engineers believe that their project requires a custom solution,
so we are going to design for the broadest performance possible /
Our application engineers will spend lots of time working with and educating clients
about how our standard products can help them expedite project timelines and avoid non
recurring engineerings. (NREs). Another concern some end-users have expressed tous is
that they do not believe a company branded as a COTS supplier can offer tailored
solutions to the industry in a cost-effective way. Our extensive COTS offering is what
makes us more able to offer customized solutions to the industry. Through designing the
catalog, our engineers have a very thorough understanding of product nuances. Our vast
design library also offers a baseline for design so that engineering hours are not spent
starting from a blank page each time. Complemented by a well-exercised supply chain
and optimized manufacturing practices, clients often discover that working with a COTS
supplier like SAGE can actually help them meet delivery and budget goals.
15.0 Strategic Marketing
Our marketing strategy will be based mainly on ensuring customers know what need the
service(s) is able to fulfill, and making the right service and information available to the
right target client. We intend to implement a market penetration strategy that will ensure

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that our services are well known and respected in our respective industry. Our marketing
strategy will convey the sense of quality and satisfaction in every picture, every
promotion, and every publication. Our promotional strategy will involve integrating
traditional advertising, breakfast seminars, events, Internet marketing, personal selling,
public relations, and direct marketing.
In a nutshell, we don't just intend to market and sell our service, but to market and
provide a service that will ensure our client's customer satisfaction, ease of
communication, improved corporate logistics, and cost savings on transactions ensuring
a total-quality environment. This will ensure we establish and maintain a reputable
corporate image. However it should be noted that timing and information provision will
be of the utmost importance and significance in terms of the project's introduction onto
the market. In addition we are appreciative of the fact that entering such a market is not
a bed of roses, particularly as it is still a relatively new concept needing to be implanted
in people's minds in terms of the benefits it may bring to them, as well as the number of
'laggard' firms who often do not easily appreciate the need for change, be it to their
benefit. In such a case the need will exist to aggressively market the concept to these
organizations and individuals through various means. Hence theintention is toutilize the
technical and business know-how of technical partners in order to implement and attain
our business objectives. Standardized Vast products offering through public pricing on
website.This is because clients are now untethered from our team and can help
themselves on their own terms. It also delivers an experience that better matches what
customers are accustomed to in their daily lives.
16.0 SWOT analysis
Strenghts

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1. Diverse and wide product portfolio that will serve a wide array of customers
2. Modified product’s and services offerings that is mostly neglected by other competitors
3. Great marketing
4. Great pricing that suits every customer.
Weaknesses
1. New business
2. Government regukations facing imports and exports of millimeter wave products have
been quite unfavorable in recent years
Opportunities
1. New market trends such as 5g
2. Ever growing for applications of millimeter wave technology prodycts in several area
Threats
1. Entry of new competitors

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UNFAVORABLE GOVERNMENT REGULATIONS AFFECTING MILLIMETER
WAVE TECHNOLOGY PRODUCTS.
The unfavorable conditions facing the business and market in recent times has been as a
result of the recent trade wars between china and usa which both ciuntrires are major
players in the industry.
These tarde wars between the two countries has led to increase in tariffs on import of raw materials
and exports of finished goods to foreign markets.(https://www.canada.ca/en/health-
canada/services/consumer-product-safety/legislation-guidelines/acts-regulations/canada-
consumer-product-safety-act/consumer-product-prohibitions-regulations-under-canada-
consumer-product-safety-act.html)
The CPSA act in Canada has a some laws that impose some level of restrictions on
millimeter wave products(https://www.canada.ca/en/health-
canada/services/consumer-product-safety/legislation-guidelines/acts-
regulations/canada-consumer-product-safety-act/consumer-product-prohibitions-
regulations-under-canada-consumer-product-safety-act.html)
REFERENCES

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https://www.investopedia.com/industries-most-likely-to-be-impacted-by-trade-
disputes-with-china-in-2019-4580508