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Breath of Life

Camille Swan, Emily Ziegler, Olivia Kamisher, Tenaya Kenner, Virginia Pommerening, Brette Petersen

STP Final Project

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What is the Breath of Life?

ABOUT US

Easy to Use

Requires one hand and a press of a button

Portable

Small enough to fit in a purse or bag

Versatile

Adjustable to fit any size nose and mouth

Original Positioning Statement: For parents and elderly care providers who are worried about the safety of their dependents, Breath of Life will provide them with peace of mind because it is an automated device to remedy choking.

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Consumer Pain Point

5000 choking deaths occur annually; the Heimlich Maneuver is difficult and inconvenient

Product Status

Prototype has been completed; preparing for market launch

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$59.95

LifeVac

DeCHOKER

$69.95

Differentiation

MARKETING STRATEGY

Breath of Life	Competitors
One hand required	Two hands required
Usable while seated	Usable while lying down
One size fits all	Different sizes required
Cost: < $50.00	Cost: > $60.00

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Hypothesis Target Audience

MARKETING STRATEGY

We believe the market for this product in a B2C setting lies primarily with individuals who provide care for each others (children, the disabled, the elderly).

Influencer Marketing: Mommy Blogs, Mom-Influencers

Digital Marketing: SEO / SEM Campaigns

CPR Classes: Create Partnership with Caregiver Classes

Community Engagement: Market Through Disability Advocacy Groups

Care Providers

Emotional Appeal: Messaging Surrounding “Peace of Mind”

Tenaya

Corresponds to slide 3 in the draft - Target Audience and Marketing Strategies for Segment

How does Breath of Life differ from competitors? What makes it better?

Other products on the market: LifeVac and DeCHOKER, both sold on Amazon (News article in Forbes features competition device)

Can be used with one hand. Competitors’ products need two hands.
Can be used in a sitting position. Competitors devices require that the victim must be laying down.
One size fits all. Competitor products come in different sizes for different age groups and face sizes. Can be used for entire household or as children grow.
Priced lower than competition (LifeVac @ $59.95, DeCHOKER @69.95 - Breath of Life @ 49.99)

We believe that there is a market for this product with individuals who provide care for each others (children, the disabled, the elderly). Ways to market to this segment:

Mommy blogs or Mom Influencers
Conduct a Google SEM
Add as a tool to First Aid/CPR class curriculums - including baby care & CPR classes
Market through disability advocacy groups and/or partner with foundation (e.g. Cystic Fibrosis Foundation)
Market as a “just in case” device, used for piece of mind

Potential Issues: Forgetting to bring the device when leaving home, showcasing efficacy

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Customer Journey

1

CHARACTERISTICS

VOICE OF

CUSTOMER

ANTICIPATION PHASE

PREPARATION PHASE

CRITICAL RESPONSE PHASE

REFLECTION PHASE

Somewhat concerned
No plan in place
Reliant on others

Renewed urgency to be prepared
Ease worries by developing a plan

Foundation of knowledge on-hand
Success could be hit or miss

Process the incident
Determine appropriate actions going forward

“If someone chokes, I will call someone else for help.”

“I want to be prepared.”

“This is what I trained for. I need to help.”

“Was I good enough?”

Little concern for choking

Experience choking incident or work with choking-risk demographic

Complete Heimlich and/or CPR training

Research how to be prepared

Move on with life - training becomes distant memory

Respond to choking incident with retained training knowledge

Debrief and recover

*** Before Product Comes to Market

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Q3

Have you ever witnessed someone who was choking and needed assistance?

Q6

How much research have you done on choking scenarios?

Q5

Where did you gain knowledge on how to do the Heimlich?

Q2

Have you ever choked?

Customer Journey

SURVEY QUESTIONS

Determined how confident people felt performing the Heimlich compared to where they received their knowledge on how to perform it.

This question also helped prevent ambiguity.

This question was to help gage the level of proficiency each person might have so that we could compare it with their confidence and interest-level in an automated product such as the Breath of Life.

These two questions helped us to discern if people who personally witnessed a choking incident were more concerned with choking or more likely to be interested in the Breath of Life.

Cami

Customer Journey Question

You have already shown us your customer journey map, now tell us what you asked on your survey and why.

Q2 - Have you ever choked? And Q3 - Have you ever been with someone who choked?

These two questions helped us to discern if people who personally witnessed a choking incident were more concerned with choking or more likely to be interested in the Breath of Life. We suspected that the product would be introduced in the Preparation Phase of the customer journey.

Q5 - Where did you gain knowledge on how to do heimlich?

This question was asked to the respondents who indicated that they knew how to perform the Heimlich Maneuver. The responses they could choose ranged from “Watching it on TV” or “Friends/Word of Mouth” to “Completing a Training Course”.
This question was critical to determine how confident people felt performing the heimlich compared to where they received their knowledge on how to perform it.
This question also helped prevent ambiguity by filtering out the people who said they knew the heimlich but had no formal training.

Q6 - How much research have you done on choking scenarios?

Respondents could indicate how many hours they spent researching during the preparation phase.
This question was to help gauge the level of proficiency each person might have so that we could compare it with their confidence and interest-level in an automated product such as the Breath of Life.

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Segmentation Questions

The goal of our segmentation questions was to get a better understanding of attitudes around choking. At the beginning of the project we hypothesized 3 main segments: Parents, Caretakers, & B2B Sales

Segmentation Questions

Description Questions

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Perceptual Map Questions

The competitors we chose were the most likely to be commonly known by our respondents: Calling 911, Performing the Heimlich Maneuver

Our perceptual map questions centered around convenience of solution and effectiveness. Why these axes?

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Who do you think would be interested in this product?

How much do you know about the Heimlich Maneuver

Would you be more comfortable using the Breath of LIfe?

How much would expect this device to cost?

Are you comfortable performing the Heimlich Maneuver?

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Survey Logistics

Distribution

Completion Rates

Run Time

Errors

SURVEY RESULTS

Social media, Facebook Groups, Personal Network, Friends & Family

166 responded total; 164 provided complete data for analysis

Survey ran for 6 days total; Oct 17 - Oct 22

No distribution problems occurred that we noticed; Surprised how easy it was to get responses

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Our own personal network demographic created biases in our data. In a real market research situation we would hope for more diversity, larger respondent pools, and would be sure to include more demographic gathering questions.

Data Biases

What Would We Change?

SURVEY RESULTS

After analyzing our survey results, we determined that several questions should have been eliminated or made more concise.

Virginia - Ooops

Some of your questions may not have worked well.

Questions about industry were not necessary - or should have asked for everyone rather than just Heimlich
Too many Heimlich questions

The scale might have been bad.
They might be ambiguous.

Ranking question - should have not had or had as a text question with blank. Many did not even move anything around

They might have been “Mom and Apple pie” questions.
If you ended up dropping questions from your survey, talk to us about these.

We made the questions more concise.

Was our data biased?

Age group specific? Unable to get a lot of people in the elderly folks
May have been biased because it could have been weighted more heavily towards our peers who are not caretakers
Data might not be as diverse as we had hoped. Like minded, similar demographics and education level.
Where we shared the survey, ie LinkedIn, where lesser educated people generally do not use.
Not enough demographic questions: we only had age but missed out on an opportunity to find out about income.
We did not provide opportunities for people who don’t like the product to share feedback on why they did not trust it/like it.

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Key Findings

SURVEY RESULTS

High price correlates with high concern��Heimlich Maneuver was thought to be most effective

Only 23 parents responded to survey

Knowing Breath of Life was available did not make people feel safer

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Number of segmentation questions used vs. asked

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Number of discriminant variables used vs. asked

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Cluster Analysis Results

Our cluster analysis showed there were three segments; one of which would be unlikely to purchase, and two segments that could be interested in the product.

SURVEY RESULTS

Segment

1

Not a Target Segment�

Least Likely to Have Children

	Population	Segment 1	Segment 2	Segment 3
Size	164	94	9	61
Relative Size	100%	57%	5%	37%

Segment

2

Segment

3

Target Segment�

Likely to be a Parent

or Have choked/seen someone choke

Target Segment�

Likely Unable to Perform Life Saving Action

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	Population	Segment 1	Segment 2	Segment 3
Do you have children under 18?	0.220	0.149	0.444	0.295
How many children under 18 do you have?	0.451	0.298	0.889	0.623
Do you take care of an elderly individual?	0.055	0.043	0.222	0.049
Do you work in the food industry?	0.024	0.032	0.000	0.016
Have you ever personally choked and needed assistance, such as the Heimlich maneuver, to dislodge what you were choking on?	0.091	0.085	0.222	0.082
Have you ever been with someone who needed assistance, such as the Heimlich maneuver, to dislodge something they were choking on?	0.256	0.245	0.444	0.246
Do you know how to perform the Heimlich Maneuver?	0.799	0.830	0.778	0.754
How much research have you done on how to respond to choking scenarios?	2.00	2.02	2.22	1.93
Do you agree with the following statement? I think I would feel more comfortable using an anti-choking device than performing the Heimlich maneuver?	2.85	2.64	3.22	3.11

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Maria the Mindful Mom

Segment 2

Nathan the Nervous Foodie

Segment 3

Targeting and Positioning

SURVEY RESULTS

Maria the Mindful Mom

Stay at home mom with young children

�Children may be chronically ill or disabled

Nathan the Nervous Foodie

Single, 40 y/o who lives alone�

Loves going to restaurants but fears having to provide choking aid

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Customer Journey

Survey Results

Question:

Have you ever been with someone who needed assistance, such as the Heimlich maneuver, to dislodge something they were choking on?

Insight:

Segment 2 was more likely to have experienced or witnessed a choking incident

Positioning:

Consider targeting the product toward those who have increased urgency to be prepared��Introduce product during Preparation Phase of the customer journey

Results in direct competition with Heimlich Maneuver Training

Cami

The most insightful Customer Journey Question was:

Have you ever been with someone who needed assistance, such as the Heimlich maneuver, to dislodge something they were choking on?

We noticed that...

Segment 2, the smallest segment, was more likely to have witnessed, experienced, and responded to a choking incident.
This question helped to understand why Segment 2 could have been more concerned about choking than the other segments.

So we decided 3 things:

The Breath of Life should be positioned to customers who have witnessed a choking event and have a high level of concern, as well as customers who are not confident in their ability to perform Heimlich during the critical response phase.
The product should be introduced to customers during the Preparation Phase of the customer journey, which would put the product in direct competition with Heimlich training.
This positioning strategy would capture both the Maria the Mindful Moms and Nervous Nathans who would prefer an automated tool over using the Heimlich.

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Perceptual Map

Our perceptual map was inconclusive due to statistically insignificant results

May have been more effective if we had chosen further separated axes

If no changes are made, Breath of Life will have to find a way to change perceptions

SURVEY RESULTS

Not Effective

Effective

Convenient

Not Convenient

911�(2.68,4.34)

Heimlich�(5.18, 4.28)

Breath of Life�(4.82, 4.49)

(3, 3)

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Additional

Questions

OUR SURVEY

First Responders were NOT a fan of this product�

Only 9% of survey respondents have ever choked themselves, but 25% have assisted someone who was choking�

*Fun fact: several people have learned how to perform the Heimlich from TV shows*

Have you ever personally choked and needed assistance, such as the Heimlich maneuver, to dislodge what you were choking on?

Have you ever been with someone who needed assistance, such as the Heimlich maneuver, to dislodge something they were choking on?

Do you know how to perform the Heimlich Maneuver?

We also discovered...

no 91^%

yes

78^%

no

75^%

How much do you think this should be priced at?

avg

$59.97

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What Do We Conclude?

OUR REPORT

Is it Real?

Yes, people clearly are hesitant about using the Heimlich and think calling 911 is ineffective, so a substitute is needed.

Can it Win?

Yes, there are a lot of obstacles in the way, but an easy-to-use anti-choking device could be successful, especially when the pricing question is considered.

Is it Worth Following Up On?

Yes, focus on B2B. Many customers said they would feel safer in business spaces knowing they had an easy anti-choking devices. It would be difficult to follow up because it would require a certain amount of teaching in order for people to understand the product.

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Reaching Our Target

OUR REVISED STRATEGY

POSITIONING STATEMENT:

For people who are concerned about the risk of choking and are not are confident in their ability to perform the Heimlich Maneuver, Breath of Life is the most effective life saving measure available because it doesn’t require training and is accessible to all.

Promotional strategy

Digital ads for younger moms. Midday TV ads for elderly customers.
Get in EMT classes. Focus on mommy classes.

B2B

Parent training courses

Purchase lists of business contacts

Breath of Life

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What did we learn?

MEET OUR TEAM

Virginia

Tenaya

Survey respondents can have wildly different views on things one might view as “standard” - it’s hard to write a survey that appeals to everyone’s knowledge, taste, and preferences

Olivia

Getting a non-biased group of respondents in much more difficult that ever though! Biases can sway responses significantly. A product may not seem viable from a survey, but it is all about how you ask the questions and who you ask

Cami

It’s hard to judge whether someone would actually be interested in a product before it comes to market because they don’t have anything to reference it to, thus general perceptions on a broad topic are more valuable.

Creating a well-balanced survey is difficult, and no matter what, you’re going to have questions you wish you would have asked or asked differently once it’s over.

Brette

I have greater appreciation for data scientists in marketing. The algorithms and mathematics behind market research are fascinating! It’s important to begin with a hypothesis, but not to be limited by it. We can’t always reject the null hypothesis.

Emily

There is more to a marketing campaign than just what you think will be the best option. Knowing your customers and digging into the data after a survey will allow for a better campaign and a better strategy for getting to the customers.

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Thank You

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