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Nike FuelBand II
with SmartFit™
ANAND GAUTAM
What it is?
Nike FuelBand II with SmartFit™ is a wearable device that:


Monitors heart rate, breathing rate, quality of sleep and even stress
(applying machine learning to heart rate variability) all in one
device



Gives real-time feedback on athletic performance such as
lengthening your stride or speeding up



Personal analytics dashboard to easily monitor activities on a
weekly/monthly basis and integration with social media to get
encouragement from peers



Ability to transfer data to third-party ecosystem and allow
integration with health insurance exchanges and doctor’s office
Product Objectives & Revenue
Estimates


To develop & launch a new wearable fitness device with state-ofthe-art sensors with a SmartFit™ athletic wear accessory, and a
personal analytics dashboard



To position Nike as a well-being/healthy lifestyle company rather
than a retailer and manufacturer of athletic gear and apparel



Will reach profitability by year 6 with $38.6 millions in profit
Market Growth & Segments
Market Growth


Global wearable devices unit shipments will cross 100 million
milestone in 2014, and 300 million units five years from now



Global wearable device market will be a $12 billion market by 2018

Core Market Segments


Recreational Fitness consumers (20 percent of US population)



Corporate wellness programs (Top 1/3 of Fortune-500 companies
employees)
Customer Profile


Recreational Fitness consumers

•

In a Bloomberg survey, have shown interest in sensor-enabled wristwear
(33%) and medical devices that transmit data (38%)

•

Want real-time feedback on athletic performance

•

Want integration with social media to get encouragement or motivation



Corporate wellness programs

•

Want to monitor worker’s stress levels to improve well-being as well as worker
productivity and collaboration

•

Desire analytics so employees can be better informed and make
adjustments to their behavior and/or work style

•

Want to improve employee satisfaction and retention while reducing
healthcare costs
Competitor Analysis









Strengths
Longer battery life with a time display in a
bracelet form-factor
Can monitor mental-wellbeing such as stress
and quality of sleep
Act as a coach by giving real-time audio tips
and help improve athletic performance
Personal analytics dashboard which provides
weekly/monthly summaries of activity

Weaknesses




Opportunities
Large, untapped market with no clearly

identified leader
Clearly identified market segments

Opportunity to educate consumers and gain a
first mover advantage


Higher price point
New Product so greater likelihood of bugs
If vital signs are monitored incorrectly, might be liable
for lawsuits as the product is practically a health
device

Threats
Lot of uncertainty in the market size estimates and
adoption rate of wearable devices
Copycat products can be launched within a short
timeframe albeit without accessory services such as
analytics dashboard
Backlash because of privacy issues
Core Product Strategy


Value Proposition - For recreational fitness consumers and corporate wellness
clients, FuelBand™ II with SmartFit™ is a wearable device that unlike Fitbit or
Jawbone, provides monitoring of major vital signs all in one device, real-time
fitness coaching, and aggregate analytics to monitor weekly/monthly health
trends that can be easily transmitted wirelessly to loved ones or to the doctor



Product Positioning - Nike’s FuelBand II with SmartFit™ athletic wear integrates
monitoring of major vital signs in one device with real-time feedback and
analytics to improve performance on the go and reach the well-being you want



Quality-Based Differentiation – Nike FuelBand™ II will be differentiated from the
competition as we have a “whole product” solution
Financial Summary
Income
Statement

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Revenue

0

0

$750,000,000

$1,500,000,000

$3,000,000,000

$3,900,000,000

Cost of Goods
Sold

0

0

$375,000,000

$750,000,000

$1,500,000,000

$1,950,000,000

Gross Profit

0

0

$375,000,000

$750,000,000

$1,500,000,000

$1,950,000,000

$150,000,000

$150,000,000

$60,000,000

$120,000,000

$240,000,000

$390,000,000

$25,000,000

$75,000,000

$225,000,000

$375,000,000

$750,000,000

$1,170,000,000

($175,000,000)

($225,000,000)

$90,000,000

$255,000,000

$510,000,000

$390,000,000

0

0

22,500,000

63,750,000

127,500,000

97,500,000

Net Income

($175,000,000)

($225,000,000)

$67,500,000

$191,250,000

$382,500,000

$292,500,000

Net Present
Value

($175,000,000)

($180,000,000)

$43,200,000

$97,920,000

$156,672,000

$95,846,400

R&D Expenses
MSG&A
Expenses
Operating
Profit
Taxes

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Nike fuel band II with smartfit™ technology

  • 1. Nike FuelBand II with SmartFit™ ANAND GAUTAM
  • 2. What it is? Nike FuelBand II with SmartFit™ is a wearable device that:  Monitors heart rate, breathing rate, quality of sleep and even stress (applying machine learning to heart rate variability) all in one device  Gives real-time feedback on athletic performance such as lengthening your stride or speeding up  Personal analytics dashboard to easily monitor activities on a weekly/monthly basis and integration with social media to get encouragement from peers  Ability to transfer data to third-party ecosystem and allow integration with health insurance exchanges and doctor’s office
  • 3. Product Objectives & Revenue Estimates  To develop & launch a new wearable fitness device with state-ofthe-art sensors with a SmartFit™ athletic wear accessory, and a personal analytics dashboard  To position Nike as a well-being/healthy lifestyle company rather than a retailer and manufacturer of athletic gear and apparel  Will reach profitability by year 6 with $38.6 millions in profit
  • 4. Market Growth & Segments Market Growth  Global wearable devices unit shipments will cross 100 million milestone in 2014, and 300 million units five years from now  Global wearable device market will be a $12 billion market by 2018 Core Market Segments  Recreational Fitness consumers (20 percent of US population)  Corporate wellness programs (Top 1/3 of Fortune-500 companies employees)
  • 5. Customer Profile  Recreational Fitness consumers • In a Bloomberg survey, have shown interest in sensor-enabled wristwear (33%) and medical devices that transmit data (38%) • Want real-time feedback on athletic performance • Want integration with social media to get encouragement or motivation  Corporate wellness programs • Want to monitor worker’s stress levels to improve well-being as well as worker productivity and collaboration • Desire analytics so employees can be better informed and make adjustments to their behavior and/or work style • Want to improve employee satisfaction and retention while reducing healthcare costs
  • 6. Competitor Analysis        Strengths Longer battery life with a time display in a bracelet form-factor Can monitor mental-wellbeing such as stress and quality of sleep Act as a coach by giving real-time audio tips and help improve athletic performance Personal analytics dashboard which provides weekly/monthly summaries of activity Weaknesses    Opportunities Large, untapped market with no clearly  identified leader Clearly identified market segments  Opportunity to educate consumers and gain a first mover advantage  Higher price point New Product so greater likelihood of bugs If vital signs are monitored incorrectly, might be liable for lawsuits as the product is practically a health device Threats Lot of uncertainty in the market size estimates and adoption rate of wearable devices Copycat products can be launched within a short timeframe albeit without accessory services such as analytics dashboard Backlash because of privacy issues
  • 7. Core Product Strategy  Value Proposition - For recreational fitness consumers and corporate wellness clients, FuelBand™ II with SmartFit™ is a wearable device that unlike Fitbit or Jawbone, provides monitoring of major vital signs all in one device, real-time fitness coaching, and aggregate analytics to monitor weekly/monthly health trends that can be easily transmitted wirelessly to loved ones or to the doctor  Product Positioning - Nike’s FuelBand II with SmartFit™ athletic wear integrates monitoring of major vital signs in one device with real-time feedback and analytics to improve performance on the go and reach the well-being you want  Quality-Based Differentiation – Nike FuelBand™ II will be differentiated from the competition as we have a “whole product” solution
  • 8. Financial Summary Income Statement Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Revenue 0 0 $750,000,000 $1,500,000,000 $3,000,000,000 $3,900,000,000 Cost of Goods Sold 0 0 $375,000,000 $750,000,000 $1,500,000,000 $1,950,000,000 Gross Profit 0 0 $375,000,000 $750,000,000 $1,500,000,000 $1,950,000,000 $150,000,000 $150,000,000 $60,000,000 $120,000,000 $240,000,000 $390,000,000 $25,000,000 $75,000,000 $225,000,000 $375,000,000 $750,000,000 $1,170,000,000 ($175,000,000) ($225,000,000) $90,000,000 $255,000,000 $510,000,000 $390,000,000 0 0 22,500,000 63,750,000 127,500,000 97,500,000 Net Income ($175,000,000) ($225,000,000) $67,500,000 $191,250,000 $382,500,000 $292,500,000 Net Present Value ($175,000,000) ($180,000,000) $43,200,000 $97,920,000 $156,672,000 $95,846,400 R&D Expenses MSG&A Expenses Operating Profit Taxes