Prepared by: Yafang Liu, Joe Nappi, Alex Belkeir, Danny Deglane, Xavier Fidelia Ali, David Fiori

Background
● Adventure lifestyle is very popular for Millennials
● Car Camping and #VanLife are growing trends
● InstaCamp provides an affordable solution for adventurers who want the flexibility of sleeping in
their car with the comfort of a soft and level cot.

The Problem we found is car users don’t get to maximize the use of their car
space.
Mission Statement
Our mission is to maximize the use of
space in cars, while bringing comfort
and convenience to the user.
What is InstaCamp?
Company Analysis
Company Analysis

Strengths Weaknesses O pportunities TThreats

● Convenient ● High growth industry
● Legality / Policies ● Change in consumer
● Low cost, reduces ● Large market -
● Potential debt tastes
travel cost merges camping and ● Emergence of
● Interesting & fun automobile substitutes
● Maximizes the use of
● Unfavorable
car
competitive forces
● Regulations
 Company Analysis

Political Economical Social Technological Natural

● Product safety ● Trend of increasing ● #VanLife - popular ● Using materials that● Intention to connect
○ Policies consumer spending trend among promote durability users to the
on cars millenials has outdoors
● The ease of credit increased the ● Efficient
submission in the market manufacturing
US will also lead to ● Mobile home and process allows for
increasing cars’ the adventurous decreased waste
sales number demographics are and downtime
key
Consumer Analysis
Primary Research
Primary Research
Primary Research
Primary Research
Primary Research
Primary Research
Primary Research
Secondary
Research

Consumer Market
Segment at a glance
Secondary
Research

Background Market
 Demographic:
● 18 to 54 years old
○ College Students
○ Couples
○ Small Families
● Any Income Range
Target Market ● Only in the United States

Consumer Attitude:
● Vacation | Road Trips = Happiness
● People who enjoy discovering and conquering the world
Price

Convenience
Competitor Analysis
 Competitors

Direct competitor: Notell -- ultimate pickup-truck and SUV mobile sleeping system

Indirect competitors: Suicazon -- Air mattress camper bed

Other indirect competitors: hotel, motel, AirBnb or foreign products

 Competitors

Direct Competitor Indirect Competitor

No-tell, I- class No-tell, L/S extension Suicazon -- Air mattress camper bed

$449 with 30-day For full size vehicles- $467 Focus on SUV and miniVan $100 - $200
hassle-free return policy free shipping and
and five year warranty assembly
 Other Indirect Competitors

Hotel Motel Airbnb Foreign Products

Very costly. Less cost compared to Very costly in money and Extra shipping costs and
hotel, but very costly time warranty problems
compared to instaCamp
Brand Strategy
● Brand awareness, brand loyalty, perceived ● Brand extensions through basic, upgraded
quality and association all add value to our and premium models
brand name ● Our symbol will be easily recognized and
● Individual Branding route, sleek and connected to our brand (strategy)
modern
○ allows effective targeting distance and
diverse segments in market
 Product
● Product Positioning: Easy to set-up, Low Price, Greater Convenience
Features:

○ Lightweight aluminium bed frame - compact and slidable

○ Fits various types of back seats, efficiently converts the car into a camper
○ Corners can be strapped to the car or velcroed to the floor, and legs can be removed
○ Memory foam mattress included (but sleeping bag or blanket is not)
● Product Objective:

Made for camping, transitioning, or just the freedom to go as one pleases yet
sleep comfortably through travel
● Two sizes: a single cot and a double cot plus potential for accessories in the future.
 Price
● Pricing Objective: Sales / Market share
● Pricing Approach: Competition-Based
● Competitors are charging $450
● Final Price:
➔ $199.99 for SINGLE BED
➔ $249.99 for DOUBLE BED

Fixed Costs: $100, Variable Costs: $50

 Place
● Main outlet will start online Large outdoor stores

● Phase 2:
○ REI
○ Dick’s Sporting Goods
○ Cabela’s
● Complete with modern sleek
website
Promotion
● Social Media Presence is the most important (Twitter & Instagram)
○ “Disconnect with #VanLife, reconnect with #InstaCAMP”
○ Consumers will subliminally receive our message as they actively use
the hashtag
● Broadcast and Permission marketing
● Across forms:
○ Advertising (social media / billboards / magazines)
○ Public relations -> A potential campaign in the works calling for a more active lifestyle
○ Sales promotion
Cited:
“Suicazon Multifunctional Car SUV Minivan Air Mattress Camping Bed, Inflated by Cigarette Lighter with
Pump.”
Amazon, Amazon, www.amazon.com/gp/product/B078HJJRSV?tag=s4343sdfd-20.

“Notel USA.” NOTEL USA, www.notelusa.com/.

2019, Technology. “Notel Ultimate Pickup-Truck and SUV Mobile Sleeping System | Space Future.” YouTube,
YouTube, 14 Sept. 2017, ww.youtube.com/watch?v=L1JElIzpSqI&t=5s.

“Suicazon Multifunctional Car SUV Minivan Air Mattress Camping Bed, Inflated by Cigarette.” Rees Harps
Harpsicle Harp Natural Maple,
shop.bestreviews.com/products/suicazon-multifunctional-car-suv-minivan-air-mattress-camping-bed-inflate
d-by-cigarette-lighter-with-pump?cid=1478216846&aid=56672288785&eid=&tid=&ul=9032152&mt=&n
=ytv&d=c&dm=&dt&cn&adid=268358198778&k=&p=&pc=&ap=none&gclid=Cj0KCQiAw5_fBRCSAR
IsAGodhk-NQIIXMZuBxtqjBiYtI13XEok2U1pAFS3nhT57_AKvJ7rdzvDPvHwaAiz4EALw_wcB.