Phil Friedman

6 years ago · 3 min. reading time · ~10 ·

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CASE STUDY: Marketing the Micro Personal Theater

CASE STUDY: Marketing the Micro Personal Theater


AcroLite Mfg Direct ™

presents the

Micro Personal Theater

This ccotomical hghtweight portable stand stanly converts your
cro-swzed personal viewing screen
| Easily adrastable for different viewing angles
2 Disassembled in less than two seconds for compact portability
3, Non-marmag, non-skid base pad
4 Attractive black Nylon optional carrying bag
S$ Use with own ear buds or optional Aerol ite Bluetooth speaker

Enjoy the intimate pleasures of personal
viewing, wherever you are or travel
Basic um 1s US$4 95, plus shipping and handling Listed

special offer to first 1.000 deBee cy members to o
optional Nylon carrying bag free aliss295

For mare ifarmatien 20d to order, contact: tafod Acrsl HeMarioe com

ix t10m Ci onteed


Preface:  Most case studies in business are performed after the fact, in retrospect. But this case study is being done real-time, and the data and other information, as well as the eventual post-mortem analysis, will be developed as the real-world events of this particular marketing campaign transpire.

Consequently, this piece is a work in progress and will be for some time. Periodically, updates will be made to the text and the date of the latest revision noted in the header.  So feel free to check back regularly as we move forward, and to post your comments, suggestions, and observations as we go. This is your opportunity to have input into how the marketing proceeds and perhaps to gain with me some insight into what works and what doesn't, and why.

April 7, 2017 ―  Initial product notice prepared and posted to various social media, beBee, LinkedIn, Facebook, Twitter, and Google+...


Hands off viewing in tight spaces

UPDATE NO. 1 (Apr 11, 2017)  ...

From the discussion to date, several suggestions were made and a number of points because evident.

1) The product name has evolved to MicroPersonal Theater Stand.

2) This opens a path to creating and marketing a line "micro" accessory products that are ultra small and lightweight for Road Warriors and other traveling consumers who want to focus their digital communications, entertainment, and work around their smartphone, rather than lug a laptop around.

3) The consensus of opinion is that the MicroPersonal line needs to be a direct marketing and fulfillment line of products and that the primary focus should be on digital marketing of the "guerilla" genre.

4) MicroPersonal will be launching a User-Advocate program that will reward those who genuinely like and promote the product.

5) A marketing video for each MicroPersonal item, starting with the Theater Stand, will be added to the arsenal of marketing materials. And specific marketing posts will be developed for each social media platform.

6) A memorable logo needs to be developed.

7) Alternate uses need to be developed and detailed in short videos and print collateral. For example, the MicroPersonal Theater Stand can also be used as a convenient camera stand for making selfie videos and beBee live buzzes.

8) Consideration is being given to providing a free insurance policy on the MicroPersonal Theater Stand to cover full replacement if damaged while a user is dragged off a commercial airliner by security personnel for refusing to give up his or her seat so that it can be given to an airline employee. Your comments on this last idea are solicited.

UPDATE NO. 2 (Apr 13, 2017)  ...

1) Jerry Fletcher has kindly suggested a logo for the MPT:

Aicro Personal Theater's
PR CY ceI personally like it overall, but am thinking that the shift should be made to "MicroPersonal" as the umbrella brand. What do you think?

2) Is there anyone out there who would like to take a crack at editing up a demo/sales video for the MPT? It would be a good opportunity for you to showcase your skills. If so, let me know.

3) As many of you know, the MPT has been criticized by Beezer Don 🐝 Kerr, who has advanced a potentially competing product, the MEGO, which he believe is more "insouciant".  Well, never to let a challenge go unanswered, MicroPersonal comes back with its special MEGO-Buster Edition for those who like some whimsy with their utility. How ya' like dem apples, Don?

Improving small-business profit... now

b/SaEglockssty bg

Please keep the suggestions and comments coming in... To be continued...

Author's notes:   If you are finding this article of interest and value, you might also want to look at some of my other writing about small business operations, management, and marketing:

"Five Ways to Improve Profits... Now  (Pt. I)"

"Five Ways to Improve Profits... Now  (Pt. II)"

"Common Myths About Starting Your Own Small-Business"

"Small Businesses Need to Keep a Close Eye on Gross Profit"

To receive notifications of updates of this Case Study, as well as of my other writings, on a regular basis, click the [FOLLOW] button on my beBee profile. Better yet, click [Subscribe To This Blog by Email].  As a writer-friend of mine says, you can always change your mind later.

Feel free to "like" and "share" this post and my other LinkedIn articles — whether on LinkedIn, Twitter, Facebook, or Google+. I ask only that you credit me properly as the author, and include a live link to the original work.

About me, About me, Phil Friedman: With 30 some years background in the marine industry, I've worn numerous hats — as a yacht designer, boat builder, marine operations and business manager, marine industry consultant, marine marketing and communications specialist, yachting magazine writer and editor, yacht surveyor, and marine industry educator. I am also trained and experienced in interest-based negotiation and mediation. In a previous life, I taught logic and philosophy at university.

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For more information or to discuss your project. contact
Phil Friedman, Port Royal Group, Fort Lauderdale, FI, US A

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Text Copyright © 2017 by Phil Fnedman — All Rights Reserved
Image credits Phil Fnedman, Google Images. and FreeDigitialPhotos net





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Phil Friedman

3 years ago #138

the lack on beBee of a mechanism to purge utter bullshit like your comment is what keeps me away from the platform these days.

Phil Friedman

6 years ago #137

Thanks, Bill, for the kind words and the "award". I expect a surge of interest now that the FAA has talked about wanting to elongate the use of even tablets and laptops in flight, in favor of smartphones. Cheers!

Bill Stankiewicz

6 years ago #136

Cool idea, I built something similar with Lincoln Logs also. We love all your posts Phil!!! Our top Engineering Bee for today, please accept this Award: 🥇

Phil Friedman

6 years ago #135

Thanks, Wayne, for reading and the suggestions. I agree that the B2B giveaway market would be tempting although the competition is strong, if for not other reason than most buyers don't expect the items to actually work or be very useful, but just want some cheap-as-possible junk with their logo on it to give away. I've always found it interesting that the same firms who spend so much on print collateral of high quality (because that collateral, its appearance and feel, represent the company) will cheap out on giveaways whose rationale is to keep the company's image in from of the recipient later. Cheers!

Wayne Yoshida

6 years ago #134

Hi all. Thanks for tagging me, Phil Friedman . Been busy with day job priorities..... I am coming into this experiment a little late, but here are my thoughts. 1) I agree mega travelers would be prime targets. Sitting in a coach class airplane seat ain't what it used to be. Although I do like having the excuse - er - reason of not being able to do any work since I was on a plane.... 2) I was thinking this would be more of a give-away at tradeshow thing. I have something similar to this gadget, it is a one piece plastic stand that includes a horn to direct sound to the front. 2A) But, I don't think you want to go into that portion of the business. Although if you have direct access to the manufacturer of the doodad, and if you have access to custom hot-print a customer's logo on there, that might be interesting. Target price for a tradeshow give-away would be in the $2 US range, maybe. 3) on the picture of the anti-MEGO campaign, I suggest changing the cute dog to a snarling pit bull or doberman. Maybe a stronger message, eh? 4) I do like the partnering for members - gives it a uniqueness or discount.

Gert Scholtz

6 years ago #133

Phil Friedman On the MPT, I have not read through the whole comment thread and I have a suggestion: Instead of the front lower Lego lip, only have a rubbery little mat on the flat Lego surface. This should still hold the phone in an upright position because of the rubber friction and is adjustable to a higher degree than the Lego lip. Also, if the platform can be raised by say one and a half inches (with perhaps two additional Lego blocks), coupled with only a rubber mat, it would free up the keyboard on the phone for typing messages with both hands. To me this would then work as a video station as well as a little typing /messaging station. I wish you all success in your endeavor!

Jerry Fletcher

6 years ago #132

I just hope I can find time to keep up with this string. In my experience it is easier to build a prototype and see if they will buy than to have a focus group design anything... something about too many cooks? Thing is, I think Phil can handle it.

Milos Djukic

6 years ago #131

You're very welcome Michael O'Neil, casual style hair and writing, i guess. Best, Milos

Milos Djukic

6 years ago #130

I like your hair Michael O'Neil :)

Milos Djukic

6 years ago #129

Open access article: ASANTH KIRAN and DEEPAK JOSE, GUERILLA MARKETING: REDEFINING MARKETING, Tactful Management Research Journal, Vol. 1 , Issue. 5 , 2013, DOI: 10.9780/2319-7943/152013/24 Link:

Milos Djukic

6 years ago #128

LEGO, MEGO, EGO and Meeko :)

Jim Murray

6 years ago #127

I hear you but, wouldn't it be cool to have two or three different kits all in the same package. If you priced it right I thing people would go for it. My wife is spending a fortune on propper uppers for her Ipad.

Phil Friedman

6 years ago #126

PS, Don, the Smurf is my personal mascot, given to me by my wife about 30 years ago when we were cruising and living aboard out 18-ton motorsailer, the Noka. I think it was during the seven years of living aboard a boat that gave us an appreciation for micro-sizing things. Indeed, my wife has always told me that she thought "tiny things" were cute. Oh, and BTW for those who might wonder, the dog in the update photo is our newest little man, Meeko, who is an Italian Greyhound and Dachshund mix.Thirteen pounds of ultra-fast grace and cute as a button. Cheers!

Phil Friedman

6 years ago #125

Jim, I understand -- and give due credence to -- what you're saying. But my experience is that it's sometimes a mistake, having identified a niche need and product to meet it, to expand beyond that niche. In the case of the MircoPersonal Theater Stand, it's a low-cost product that meets a need where apparently no major marketer has thought to chase share. Probably because they don't see the big bucks at the end of the rainbow. But that doesn't mean there isn't success to be had and money to be made. It's very much like the yacht business right now. Years ago an 80' to 130' yachts was considered a superyacht at an average cost of about $15M to $20M. Then superyachts became and area for conspicuous consumption and exhibitionism and over the past couple of decades a high percentage of the industry started chasing the 240' to 400'+ deals at twenty times that much. The obsession with the "really big deal" has left the buyer of, say, a meager 100-footer being treated like he or she is one step above being a street person. But there is still solid profit to be made in yacht projects for 80 to 130 footers-- and people such as myself who are content to put those projects together and supervise them. And I think it foolish to ignore the market niche. Sometimes the key is in understanding the boundaries of the niche... and staying within them. Cheers!

Phil Friedman

6 years ago #124

Yea, you old guys may rule but ... you wear out fast. Cheers!

Phil Friedman

6 years ago #123

Me too, Franci. I guess great minds tink alike. We'll see what other tink as well. Cheers!

don kerr

6 years ago #122

Phil Friedman you Smurfed me??? I shall withdraw from the field of battle and surrender to Papa Smurf. My product name is still superior though.

Franci 🐝Eugenia Hoffman

6 years ago #121

I like the logo but I think that the words "MicroPersonal" should not be separated since the two words together represent the brand's appeal. I also like the "M" and the "P" being capitalized.

Jim Murray

6 years ago #120

If you want to know what social selling is all about, check out this amazingly engaging article by my pal Phil Friedman. Phil has had it going on for many more years than he will admit publicly and this idea, as you can see from even a partial read of the comments page has real legs.

Jim Murray

6 years ago #119

I don;'t know man. We've been telling people to branch out for years to cover their asses and every time they ignore the advice they live to regret it. But it's your funeral, as they say in the old western movies.

Phil Friedman

6 years ago #118

Update #2 is out with a proposed logo from Jerry Fletcher.

Phil Friedman

6 years ago #117

Oh come on, Michael, you're pulling my leg. All you need for presentations is a AppleCast or ChromeCast unit with HDMI and USB adaptors to plug into a digital TVor monitor, and you can broadcast the presentation with no additional hardware. Perhaps MicroPersonal could capitalize on instructional seminars to teach MicroCasting for Presentations. Cheers!

Phil Friedman

6 years ago #116

Oh come on,Michael, you're pulling my leg. All you need for presentations is a AppleCast or ChromeCast unit with HDMI and USB adaptors to plug into a digital TVor monitor, and you can broadcast the presentation with no additional hardware. Perhaps MicroPersonal could capitalize on instructional seminars to tech MicroCasting for Presentations. Cheers!

Phil Friedman

6 years ago #115

Aaron, I don't think size-wise that's feasible. But perhaps a small drawer for a lightweight mask for when airline thugs decide to gas you?

Phil Friedman

6 years ago #114

Actually, Jim Murray, I think the strategic plan should be to stay micro -- with the target size being a max size such as the iPhone plus or similar sized Android unit. Not that once the line is established, it might branch out to products for tablets etc. Cheers!

Jim Murray

6 years ago #113

The more I think about it Phil Friedman the more I feel there is room for an expanded line of hook-up and play equipment. Enlarged surfaces for Ipads and those horrendous oversized Sanyo phones. A more streamlined version for flip phones and a box mounted version with a little popcorn drawer. The possibilities, while not endless, are nonetheless intriguing.

don kerr

6 years ago #112

Land of the Bluenoser #154

Phil Friedman

6 years ago #111

Yes, Gerald Hecht, the MPT stand does come in "The United Airlines Celebratory Configuration", complete with a Velcro(r) anchor and instructions to use as a phone-camera stand. Affix it to your seat tray table, aim your camera in video-selfie mode, press record, and ... let your personal security camera record your mugging and extraction by United Airlines employees and security contractors. Costs only US$8.95 but could be worth hundreds of thousands by providing video evidence for your lawyer to use in court. Kit includes a special self-stick address label and MP-guaranteed reward offer to encourage finder to return phone-camera to you after you've been dragged from the plane.

Franci 🐝Eugenia Hoffman

6 years ago #110

Yes! You know, this new product has more uses than anyone has dreamed of. Multi-functional for those that are multi-taskers. Does it come in different colors?

Phil Friedman

6 years ago #109

Jim Murray's term?

Jim Murray

6 years ago #108

No apology is necessary Don \ud83d\udc1d Kerr. I think you need a pre-assembled blister pak version of this unit for the brain dead. Especially if you decide to market this in America, where the number of brain dead is alarmingly high.

Phil Friedman

6 years ago #107

Michelle, how about a photo in the sales material that shows the MPT next to a 1st-grader's version? Perhaps with the tagline "The MPT is not your kid's stand ..." or some such?

Phil Friedman

6 years ago #106

Franci, how about "The MicroPersonal theater stand .... robust enough to survive a United Airlines customer experience ..."?

Phil Friedman

6 years ago #105

Michele, the strategy in repurposing certain components is to keep the retail price below the point where it would make any sense to try to acquire the items and assemble yourself. Oh sure, you could approximate an MP theater stand using commonly available components, but the result would be a unit.that looked like it was assembled by your 4 year old. And to take the time to source and secure the correct parts would cost several times more than the target retail price of $4.95. BTW, the non-skid pad might seem a minor item, but the right pad is key to being able to use the unit effectively on an airliner.The pad material used in the MPT has just the right amount of non-skid to keep it from sliding on an airplane tray table, yet is smooth enough not to pick up lint and dust in your briefcase or luggage. Great questions, and a great way, I think, to get the concept straight. Cheers!

Franci 🐝Eugenia Hoffman

6 years ago #104

Correction to my comment #128 - should be - now that is over and beyond the call of a guarantee.

Phil Friedman

6 years ago #103

Thank you, Don, for your vote. Please see my comment two back from this to Gerald Hecht. Cheers!

Phil Friedman

6 years ago #102

Thank you, D-L, for the suggestion and for joining the conversation. I will keep you posted as to when that conversation between Milos and me publishes. Maybe he and I will do it HSHS-style. Never know, you know. Cheers!

Phil Friedman

6 years ago #101

No, Gerald, a vinyl case would be insufficiently durable and much too tacky style-wise. The carrying bag is Nylon. BTW, an auxiliary use is as a video camera stand for self-recording being assaulted on an airliner by security staff because you won't give up your seat to the pilot's niece -- or girlfriend or boyfriend.

Phil Friedman

6 years ago #100

Don \ud83d\udc1d Kerr, please, there is no need to apologize for any of your trademark intemperate remarks. Just send money reparations.

Franci 🐝Eugenia Hoffman

6 years ago #99

Oh Yikes! I can see the pandemonium now! On a more serious note, I think this product is a go. The logo must be simple, modern and sleek. Is there an artist in the house? &8 - not that is over and beyond the call of a guarantee - Gerald Hecht.

Phil Friedman

6 years ago #98

As anyone with children can attest, stepping on one during the night in one's bare feet and catching one's instep just right will generate a string of "French" longer than a night listening to former Canadian Prime Minister Joe Clark in all his charismatic glory.

Phil Friedman

6 years ago #97

Thank you, Michele, for reading and staying with the conversation. I will keep you posted. Cheers!

Milos Djukic

6 years ago #96

Gerald Hecht, "Now We Are Free" - extended version, director's cut.

don kerr

6 years ago #95

Oh, alright then Donna-Luisa Eversley If I have to sacrifice the fragile feelings of the St. Catharines biker-boy to preserve a quality relationship with my Caribbean Princess there's really nothing to it.

Phil Friedman

6 years ago #94

I like the suggestion very much, Ren\u00e9e \ud83d\udc1d Cormier. One problem, though, is that the pieces involved are very special shapes, not found readily in the used block market. Cheers!

don kerr

6 years ago #93

Phil Friedman Feature #8 pretty much solidifies the MPT as a market leader.

don kerr

6 years ago #92

I feel I owe Jim Murray for polluting the commentary stream. So very ashamed of myself.

Milos Djukic

6 years ago #91

Dear Donna-Luisa Eversley, We must stay professional and vigilant in upholding our high professional standards. Marketing is a serious profession and also business. it's nice that some people are ready to offer some solutions for free. That is the best personal label.

Milos Djukic

6 years ago #90

Fractal marketer Donna-Luisa Eversley :)

Jim Murray

6 years ago #89

Hey, wise guy, It's common lknowledge that comment streams are extremely useful for personal feuds. Email eh? That's so...personal.

Phil Friedman

6 years ago #88

UPDATE #1 IS HERE - FYI -- Paul \

Phil Friedman

6 years ago #87

UPDATE #1 IS HERE: FYI -- Franci\ud83d\udc1dEugenia Hoffman

Phil Friedman

6 years ago #86

UPDATE #1 is here. FYI - Jerry Fletcher,

Jerry Fletcher

6 years ago #85

Phil, like your moxie. It has been 50 years since I left design school. I've kept my hand in but nowhere up to the standard a great concept deserves. Nevertheless, I'll see what floats.

Milos Djukic

6 years ago #84

Phil, I gave a few suggestions for advertising slogans. It seems to me that this is an important part of guerrilla marketing strategy. What do all of you think?

Milos Djukic

6 years ago #83

I agree with you Phil. Let's discuss here only about this interesting product and case study in order to reveal innovative and successful marketing approach. Cheers my friend.

Phil Friedman

6 years ago #82

Just kidding, of course. I'm sure your flip phones can do email ... can't they? Maybe that's wy Jim doesn't see clearly any use for the MicroPersonal Theater stand. Who wants to look at Pong whilst grabbing a bite to eat during the Early Bird Special at Denny's?

Phil Friedman

6 years ago #81

Jim and Don, this is not the MicroPersonal Elder Social Bulletin Board. Can't you guys figure out how to use email?

don kerr

6 years ago #80

I still contend that at some point Jim Murray to adopt his nomenclature. It appears the doughnut duel is an ever more likely outcome of this battle of the wits. Choose your weapon sir. The field of battle shall be Balzac's in Port Dalhousie. P.S. If you could pick up the sinkers on your way to the coffee house I'd really appreciate it Jim!

Phil Friedman

6 years ago #79

Milos, trollish action takes many forms, some of which I guess I am yet to run across. I do not believe that this is the appropriate forum to discuss the ethical issue you raise. This is much like my showing up at a lecture you might be giving on Hydrogen Embrittlement and accosting you about something you said in criticism of social media. I will soon be publishing a philosophical piece on the recent emergence of Aggressive Passivity, which is relevant to the issue you raise, and I would be happy to discuss your perceived grievance at length there. However, because you have chosen to raise the issue here and only because of that, will I add the following. I don't really have to defend my view of certain behaviors observed on beBee, for that view is amply substantiated in an article by Deb Helfrich who, by the way, is consistently described by Javier Camara Rica as the "Queen Bee of beBee". The article very clearly lays out the roles and expected contributions of beBee Brand Ambassadors and, moreover, cites a post by Juan Imaz that lays out in detail "How much will the equity of our beBee Ambassadors be worth?" Milos, this all speaks for itself quite unequivocally. And I originally raised the issue in a different context not in ethical or moral judgment, but as a statement of fact. If you wish to controvert that statement of fact, I suggest that one way of doing that is to show where any Ambassador has refused or renounced the proffer of contingent future compensation for a range of services laid out several times by beBee marketing and asked for from said Ambassadors. I reiterate that I would not be referring to this issue had you not yourself raised it here. Cheers!

Milos Djukic

6 years ago #78

And besides all this (unfair labeling of people on social media by some people), people are ready to help and promote good ideas within their comments and they are certainly not "a cadre of paid commenters". To respect someone doesn't mean you are constantly thanking them, it is more important to never denounce people that are cooperative, friendly and ready to promote activities by other members.

Milos Djukic

6 years ago #77

"A cadre of paid commenters" is also a term too laden with negative judgment. Both "mercenaries"and "a cadre of paid commenters" are unacceptable labeling of people on social media and certainly not realistic view of what social media actually is. It is a proven hypothesis.

Milos Djukic

6 years ago #76

As I said, the friendship (help for free) remains, promotion not anymore.

Phil Friedman

6 years ago #75

Milos, in my experience good ideas are a dime a dozen. Now, being able to change an idea into reality, that's something. And so is being able to market the result at a reasonable profit. Which is why I am less concerned about theft of my ideas than others might be in similar circumstances. Cheers!

Milos Djukic

6 years ago #74

You are welcome Phil.

Phil Friedman

6 years ago #73

Milos, I think "mercenary" is a term too laden with negative judgment. I personally understand when people who make a living performing a craft are reluctant to give away gratis the benefits of what they have worked so hard to gain. And I make no judgment about that. I only seek not to maintain an unrealistic view of what social media actually is. Thank you for your concern and for joining the conversation.

Milos Djukic

6 years ago #72

And then we have "mercenaries", pff.

Milos Djukic

6 years ago #71


Milos Djukic

6 years ago #70

Phil ... #80 Confirmation of hypothesis by dear Franci\ud83d\udc1dEugenia Hoffman. Small steps are harbinger of progress. Sometimes only a few voices, that is enough ("noise by the minority").

Milos Djukic

6 years ago #69

#84 You are very welcome Lance \ud83d\udc1d Scoular :)

Milos Djukic

6 years ago #68

"We are different. "Booting" of the noise by the minority will not reshape the vast majority. Are we booted the ball into the goal? No... They really know or believe to know, but then again, who knows? Those who know, unfortunately rarely have a need to practice a knowledge transfer without some kind of compensation (money, profit, fame, reputation, vanity, spiritual exhibitionism, self-promotion…). Luckily, there are people on social media for whom knowledge exchange is a pure pleasure or a necessary challenge. I think this is the greatest value of social media." - from "What Makes Us Unique on Social Media", LinkedIn long-form post by Milos Djukic, published on December 28, 2014

Lance 🐝 Scoular

6 years ago #67


Lance 🐝 Scoular

6 years ago #66

Thanks for reco Milos😆

Milos Djukic

6 years ago #65

"Never Tell People What You Do", LinkedIn long-form post by Bruce Kasanoff, published on May 19, 2015!

Milos Djukic

6 years ago #64

People are also ready to steal good ideas!

Milos Djukic

6 years ago #63

We'll see Phil. Cheers.

Franci 🐝Eugenia Hoffman

6 years ago #62

How-to ideas would help it sell, IMO. If you have purchased a new cell phone recently, and I will use Verizon as an example since they are my carrier, it comes in a nice box with a set of set-up instructions in order for the user to get started right away. I think this is a plus and makes purchasing the device more appealing. I prefer having a written set of set-up instructions to get started and then availability to online instructions if more detail is needed. #68 I like MicroPersonal Concepts and the suggestion by Milos Djukic "Innovation in Self Leadership: Micro Personal Solutions by AeroLite Marine!" IMO, the word Micro should be part of the name because that is the appeal. The product is compact. easy to use and a time saver. Keep us in the loop as to your progress.

Phil Friedman

6 years ago #61

Milos > " People are ready to help and promote good ideas." Milos, I like to think so, as well. One of the reasons that I am doing this, however, is to test your hypothesis. We'll see. Cheers!

Milos Djukic

6 years ago #60

In this article Lance \ud83d\udc1d Scoular emphasizes the importance of “Which” and I could not agree more. "Because all the other 6 questions may provide a variety of answers for each. It then behooves the decision maker/s to consider the pros and cons of the various options for each point in each question and then make a final decision." -by Lance \ud83d\udc1d Scoular from beBee post titled "Six Honest Men and the Seven dWarfs" (link:

Milos Djukic

6 years ago #59

"Six Honest Men and the Seven dWarfs" by Lance \ud83d\udc1d Scoular. A must read.

Milos Djukic

6 years ago #58

Phil “Dance with the one that brung ya” on social media - the golden rule :)

Milos Djukic

6 years ago #57

Innovation in Self Leadership: Micro Personal Solutions by AeroLite Marine!

Milos Djukic

6 years ago #56

AeroLite Marine Solutions: "Lite Life with Micro Personal Solutions" Become a sailor and beautify your life with Micro Personal Solutions, it's simple.

Milos Djukic

6 years ago #55

Stay away from the macro world: Micro Personal Solutions!

Milos Djukic

6 years ago #54

From micro to macro success there is only one step: Micro Personal Solutions!

Milos Djukic

6 years ago #53

Micro Personal Solutions: "Beautify your life, it's simple" Micro Personal Solutions: 1. Micro Personal Theater (r) 2. Micro Personal Speaker ... n. Micro Personal Fractal - "Small personal fractal toy which represents your avatar and micro personal solution against all adversity" :)

Milos Djukic

6 years ago #52

Phil, My advice is to consult all marketing and social media marketing experts here and carefully reconsidered all proposals. People are ready to help and promote good ideas. Unfortunately, marketing of products is not my specialty. This is a serious profession. What I know is that it takes a lot of effort to succeed with a new product. It is important to talk about the product. Good luck!

Jim Murray

6 years ago #51

#66 I don't know. I've been receiving some very troll like emails from Don \ud83d\udc1d Kerr, work with Kerr until you have had enough of his antics, then you can feel free to fire his ass and we can talk. I'm sure that will be sooner rather than later.

Phil Friedman

6 years ago #50

Okay, but seriously... All, what do you think of evolving the name to "MicroPersonal Concepts" and seeking to build a line of products that support and make the use of select high-tech products more convenient and flexible? Like the MicroPersonal Cellphone-Theater Stand? The inbound marketing campaign could focus on providing customers and potential customers with information on how to successfully downsize their Road Warrior gear to micro sizes for greater personal and business convenience. What do all of you think?

don kerr

6 years ago #49

You can certainly avail yourself of my services but I want nothing to do with the scoundrel of St. Catharines. Phil Friedman

Phil Friedman

6 years ago #48

#61 Wow! And here I always thought Canadians were meek and mild-mannered. There go my equity shares in Nabisco Milktoast. Sheesh! Can I hire you guys for a disruptive marketing campaign to trumpet the news about MicroPersonal (tm)?

Milos Djukic

6 years ago #47

Dear koka sexton, Do you have some advice, having in mind your broad experience in marketing on social media? Thank you in advance for your attention to this matter.

don kerr

6 years ago #46

HA! Typical mountebank arrogance from a soon to be extinct denizen of the Mad Men era of heartless and soulless drunk-on-imagined-power copywriters. Jim Murray's stunningly brilliant innovation. You sir have no chance of success. I suggest you leave the field of battle with what little dignity you possess remains. Failing that, I challenge you to a duel of doughnuts this coming week at Beechwood in your own back yard. I shall choose the apple fritter as my weapon of choice. You, I am confident, will select some sort of cream puff!

Phil Friedman

6 years ago #45

Yes, Franci, you're right about presentations. For less than US$35, on can add a Chromecast or AppleCast unit to plug into a large screen display on-site and run a presentation from your smartphone. Forget the heavy laptop at home. In a hotel room whose TV has an accessible HDMI input port, the Chromecast or AppleCast unit could be inserted and used to take the screen mirroring from your phone. Then, if you already have a folding portable keyboard, you're in business. Perhaps Micro Personal should consider providing how-to ideas in its Inbound Marketing Program. What do you think?

Phil Friedman

6 years ago #44

Jim, no entries will be accepted without an affidavit of the proposed name being clear of prior use and potential trademark violations. Payment will be in contingent future equity shares. So, knock yourself out, bud. Cheers!

Jim Murray

6 years ago #43

Just so you knows there is a bidding war going on for the naming job. This has been happening behind the scenes within the Beezer clan. But if push comes to shove we may have to do the unthinkable and ask 'the people' to vote for the best name. There is no contest here really, so I am very confident about my selection Don \ud83d\udc1d Kerr

Graham🐝 Edwards

6 years ago #42

I am a big fan Phil Friedman... I will follow along for sure as your endeavour progresses. I think you may need an instructional video to capture the hearts of potentials buyers; this is an emotional purchase for sure! Godspeed my friend!!!

Phil Friedman

6 years ago #41

Graham, to be frank, I am from the "old school of business" where we made profit by building and selling product -- not by raising a (hopefully) constant inflow of capital investment. Therefore, my objectives include: 1) minimizing manufacturing costs in order to be able to sell the product at a price point the target market will easily accept, consistent with the necessary quality to be successful, 2) develop a distribution structure that will maximize profits and not waste gross revenues on distibution overheads that do not contribute directly to sales or the quality of the product, and 3) develop and implement a marketing program that will cost-effectively build sales and brand without adding unduly to fulfillment costs, so that the delivered value is high relative to the consumer price. I do not propose to run for years in the red, trying to build sales and market share in an effort to cash in on the IPO of an effectively unprofitable company. Therefore, I'll be looking for the sweet spot where the curve of rising sales intersects with the curve of maximum profit per unit. And consequently, I'll be happy to launch with initial capitalization of US$25,000 (CDN$34,000), and produce and sell a sufficient number of units to bring $250K annually to the bottom line EBITDA. Which would not be bad for a sideline business with a niche market product. Cont... Pt II

Phil Friedman

6 years ago #40

- Graham - Pt II -- Of course, should the opportunity arise to do some deals with one or more of the mass merchandisers such as Costco or Walmart or Target present itself, I'd, of course, have to take a look at the possibilities. But I am personally well aware of the pitfalls of seeking to increase volume only to find profit decreasing not only per unit but overall for an operation. Sometimes it is better not only to start small but to remain reasonably so. Naturally, that plan will likely not tickle the fancy of the hordes of entrepreneurial dreamers on social media, most of whom fantasize about making millions, but who have never actually started or run even a lemonade stand. Thank you for reading and commenting. I hope that you will follow along as I update the post, in a demonstration of how to successfully launch a niche product using social media/guerilla marketing techniques. Cheers!

Graham🐝 Edwards

6 years ago #39

Phil Friedman ... if you tell me that this product has raised $500K in some sort of kick starter or through some angels I will have to jump out a window (or something else like that to be dramatic). I will be interested to see how this case study goes so please keep me in the loop. This potential customer (contrarian) is not an early adopter so I will have to wait to see what customer feedback is. ; )

Phil Friedman

6 years ago #38

Jerry, I don't really have a logo yet. Would you like to take a run at designing one?

Phil Friedman

6 years ago #37

Thank you, Michele, but please no more age-based jokes... as they tend to upset people like Jim Murray, though, as hair or not, he is a whippersnapper by comparison to them. :-)

Franci 🐝Eugenia Hoffman

6 years ago #36

IMO, fabulous idea. This would be a very useful gizmo for those who travel and have to give presentations.

Jerry Fletcher

6 years ago #35

Phil, What does the logo look like? Is it just the pure type treatment in your announcement? Have you thought about in-flight catalogs? How about PR releases to technology magazines? Show me the video---especially in flight with the keyboard & apps you mentioned. Sell those as an affiliate. I'm looking forward to the experiment and your reports as it goes forward. Good luck!

Phil Friedman

6 years ago #33

Siraj, it's not really a big deal since you can reply by initiating a new comment. I just thought it worthwhile to mention it so that it might be corrected. Cheers!

Phil Friedman

6 years ago #32

Robert, you are correct. I put a lot of value on having no moving parts, no metal hinges or supports to bend as you briefcase or luggage is tossed around or you inadvertently sit or step on the unit. Disassembled it's flat, always lightweight, virtually indestructible, and economical to manufacture. Demonstrates that not all problems in the high tech sector require a high tech solution.

Phil Friedman

6 years ago #31

Kohei Kurihara -san, the intent of my promotion is to test the validity and viability of the product in the marketplace. The plan is to sell sufficient units the first year by means of guerilla marketing in order to demonstrate the level of market demand and be able to project demand going forward. Although technically a Tech product, it has been intentionally engineered to be able to be manufactured on a sliding scale of volume, with a minimum of capital investment for manufacturing, and to put the major initial effort into marekting and sales. Thank you and cheers!

Phil Friedman

6 years ago #30

Yes, Michael, I've drawn that conclusion very quickly. For example, I'll need to offer optionally a unit in which the three base compoents are permanently glued together. This to provide a viable alternative for assembly and retention challenged people like Don \ud83d\udc1d Kerr. The only feature that would be lost in such a case is adjustability of screen angle.

Phil Friedman

6 years ago #29

Lyin, idea, post, or France?

Phil Friedman

6 years ago #28

First, Jim, just to be clear, in the tradition of social media, this is a crowdsourcing brainstorming session, to which you contribute you good ideas gratis, and from which I benefit and profit. Kind of like crowdfunding, but with "in-kind" contributions, However, you have earned a grand's worth of gratitude from me for your ideas. Cheers!

Phil Friedman

6 years ago #27

That, Michael, would then require the preparation of additional operators instructions so that Don \ud83d\udc1d Kerr could figure out how to use it. More expense, higher retaill price, fewer sales, less profit. Cheers!

Lyon Brave

6 years ago #26


Jim Murray

6 years ago #25

I think you should call it the Kick Stand. It's a stand for the place where you get your kicks. Pretty good, eh?. That will be $1000 please.

Phil Friedman

6 years ago #24

Thank you, Robert, for reading and commenting. Yes, I knew from the beginning that competition would be widespread on this type of product. So the thrust is in keeping mfg cost and consequently retail pricing down, while making a product that is robust and will last -- which this one will do. Then, the rest is marketing. Which is why I've put out this post for discussion.

Phil Friedman

6 years ago #23

All - something odd is going on with the platform in this thread. Some comments are not allowing me to reply because the "reply" button is missing from them. So if you don't yet see a reply, that is why.

Milos Djukic

6 years ago #22

Thank you Kohei Kurihara-san.

Milos Djukic

6 years ago #21

You are welcome Phil.

Phil Friedman

6 years ago #20

Thank you, Milos.

Phil Friedman

6 years ago #19

Precisely, Gerald Hecht, with simple products the concept is actually what is being sold, as well as auxiliary applications. But one has to guard against over-complication, I think, or the cost of manufacture and distribution becomes too high and pushes the pricing of the product beyond it market threshold price point. Cheers!

Phil Friedman

6 years ago #18

Jim, Lego can go pee up a tree. Nothing in trademark or patent law prevents someone from repurposing components from other manufactured goods, as long as the repurposer doesn't violate the scope of the pre-existing patent(s) or use the trademark(s). An interesting case brought years ago by Mattel settled the issue. There was a firm in San Francisco (naturally) that was buying Ken dolls (Barbie's boyfriend) dressing them in girls clothes and reselling them as "Ken-in-Drag" dolls. Mattel tried to stop them, even went to court. As I remember, the courts held that Mattel could not do anything about how they used the Ken dolls, once they bought them at retail, as long as the repurposed product did not refer to, or use any of Mattel's protected marks. Years ago, a yacht dealer in Fort Lauderdale, Herb Postma, used to buy straight-laced Hatteras motor yachts and rebuild the interiors to reflect a highly styled "Italian via Las Vegas" look. Herb was so successful that Hatteras tried to shut the repurposing down as they saw it as direct competition. But Herb was a contracted Hatteras dealer and so they had to sell to him, although when he tried to buy the yacht unfinished inside, they refused. Even when he offered to pay full completed price, they insisted on putting the interiors in before delivering them to him. So he took them completed, ripped out the factory-installed interiors, then put in his own interiors. Still made big profits. My point is that a manufacturer of a product cannot prevent repurposing of that product or incorporation of that product or some part of that product into a new product, provided the original manufacturer's trademark and patent rights are not violated.

Phil Friedman

6 years ago #17

#17 Don and Jim, what makes you guys think that every product you buy is completely manufactured from scratch by the company you buy it from? How much of your automobiles do you think are actually manufactured by the marque? I can buy the components for the Micro Personal Theater stand ten's of times more cheaply than I can manufacture them. And if I utilitze parts that were originally manufactured for another purpose, the price is reduced even further. So, Don asks (by implication, at least) what value to I add in the product? The concept, bud, the concept. As Jim says, some of the component parts are what you've been stepping on and breaking your arches on lo these many years. Well, not quite, for the dimensions and the beveled vertical support pieces are specialized and cannot be found in any normal block sets. Well then, Don asks, what prevents me from simply making a unit up myself? Several things. Legally my patent (applied for) which prevents a citizen of a signatory country from duplicating the concept, even for personal use without paying a royalty. Then there is the fact that anyone like Don, who cannot keep track of three components that knock down for storage in a small pouch, has about zero probability of actually building one. But the most telling point is that, given the value of your time in sourcing the right components, and the cost of gas to drive around securing them, your actual cost to make one for yourself will be at least ten times what my delivered retail price is. This is why I put this out for comments. All of the objections and counters will develop right here before our eyes and brains. Like planning marketing via discussions with consumer focus groups. Cheers!

Phil Friedman

6 years ago #16

Paul, this is a direct mfg-ship product. Necessary to cut out any middlemen in distribution or the price becomes too high to appeal, I think. Shipping and handling to Canada will be less than $2.00 by ordinary post. As the number of units in an order goes up, the S&H per unit will go down. Maybe I can get some Influencer endorsements, watcha think?

Phil Friedman

6 years ago #15

Michele, your suggestion to look for crowdfunding might be a good one, since many of my acquaintances -- like the Beezers -- are, besides being borderline seniors, tightwads. :-)

Phil Friedman

6 years ago #14

Yes, Michele. I am investigating the cost of setting up to do single or short-run custom monogramming for giveaway or corporate welcome gimmick gifts. This one would be useful and low cost. Thanks. Cheers!

Phil Friedman

6 years ago #13

Great, Michele. Keep watching this post... which I'll be updating periodically with links to videos, etc.

Phil Friedman

6 years ago #12

Thanks, Michele, for the input. I agree with you about airplane travel. I am a million-miler and have spent many hours working on planes. But unless you're able to fly First Class, it's very hard these days to work in the new ultra-compacted Economy seating arrangments of most airlines. Indeed, if the person in front of you leads his or her seat back, your tray table will not even hold a small notebook sized computer. So unless you can miniaturize, or want to work in your lap, you're beaten for the duration. AS well, many airlines have gone to Wi-Fi transmission of entertainment to your tablet or smartphone, American, for example, with no TV screens available. This stand is the perfect solution for watching that entertainment. And if you have, as I do, a Bluetooth portable folding keyboard (I have a really neat one from Verbatim), setting your smartphone up in the Micro Personal Theater stand and the appropriate apps, provides you with a micro-sized rig to get some work done. I was hoping that this conversation would nurture application ideas, and it is doing precisely that. Cheers!

Milos Djukic

6 years ago #11

Dear Kohei Kurihara-san do you have some advices related to the successful implementation of a marketing campaign for this innovative product of my friend Phil. I would be grateful for any advice you can give publicly for free. Thanks in advance. Note: I personally do not have any direct or indirect connection with this product, nor any commercial interest. Kind Regards, Milos

Jim Murray

6 years ago #10

I love Don \ud83d\udc1d Kerr's comment. Unfortunately I can''t get it out of my head that this is simply three Lego pieces in a bag. Damn, you Don. Now that's not to say that it's not an innovation. But I would be interested in knowing just how you identified the need that people might have for a bag full of innovation like this. Is there a need that you have identified, to have a stand for your little phone do you can use it to watch 500 million dollar Hollywood extravaganzas on a 4 inch screen? And how would you set this up in a mobile environment, since the item you are placing in it to watch your Hollywood extravaganza is called a mobile device. I would think this a little gyroscopic suspension system, for you know, bumps in the road so to speak. Other than that it''s a perfectly fine idea. Keep an eye out, however, for Lego lawyers.

don kerr

6 years ago #9

Phil Friedman going to be negative Nellie on purpose here. Appears to be three pieces of LEGO packedin an optional bag. Probably gonna lose the LEGO pieces on my first trip. I can't tell from copy what differentiates this from 3 LEGO pieces. What is the material? Is it softer to the touch than LEGO? Will it accommodate any tablet? Customization could be a very saleable idea.

Phil Friedman

6 years ago #8

Thanks, Siraj, for saying so. Cheers!

Phil Friedman

6 years ago #7

Thanks, John. I will be making a video. A couple of people, including you, have suggested that. I'll get back to you on how to share the video into the Home Shoppin Network hive. Great suggestion! As to custom logo imprints, yes in quantities sufficient to make the set-up for imprint worthwhile. I have been thinking about these for customer-relations giveaways, etc. Cheers!

Phil Friedman

6 years ago #6

Devesh - 1) The base unit is $4.95. The bag, which is not necessary is $2.95. But the initial promotion includes the bag free for beBee members. 2) The warranty is against defects due to workmanship or materials, and is lifetime. Can do that because there are no moving parts, and the unit is strong enough for a 200 lb. man to stand on. 3) No, it is not 3D printed. That would be cost-prohibitive. 4)The plastics are primarily Acrylics, and so is as well suited to extremes of exposure as most plastics in common use. Thank you for the thoughtful questions. Cheers!

Phil Friedman

6 years ago #5

Hope that you will join the conversation real-time: Aleta Curry

Devesh 🐝 Bhatt

6 years ago #4

I may have misread. The nylon bag is for 2.95$ Shared it. Got a few questions. Whats the warranty ? Is it 3d printed? What about effects of weather, tropical wet/dry/arid and snow cold areas. Maybe i come up with more in a while.

John White, MBA

6 years ago #3

The black nylon bag alone is worth $5 bucks. Can I get a custom order with the beBee logo on it? Also, keep in mind that on the new platform we will have the ability to do a Live Buzz and share it into the Home Shoppin Network hive which will have its own dedicated live stream where shoppers can purchase innovative products like the Micro Personal Theatre right from the hive without even having to pick up their tv remotes. AMAZING! cc: Gerald Hecht

Phil Friedman

6 years ago #2

Hope that you will join the conversation real-time: Graham\ud83d\udc1d Edwards

Phil Friedman

6 years ago #1

Hope that you will join the conversation real-time: Gert \ud83d\udc1d Scholtz

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