Market Analysis for Est&Co / 01
Product in the existing market vary greatly in price, range, and features. Products are typically task specific and categorised by their main functions, include: Sound effect, Light stimulation and Aroma diffuse.
Price and functionality positioning map
Many products have no direct impact on improving sleep quality, but they could help user have better understanding and management of sleep thus improving sleep quality. Also, many mobile app based solutions have great success in the market. Below are some representative examples
Final proposed positioning map
Due to the characteristics of 01, It will not have the direct competitor on the current market. However, the functionalities may overlay products from different categories.
The anticipated target RRP cost for 01 is approximately $700 AUD, $900(with sleep monitor and sleep emphazie functions), $40/3months or $100/year subscription fee for app service.