WhartonBrooks Business Plan part 3: The Product Roadmap
In early 2015, we put the finishing touches on our business plan to launch a new company with the promise of bringing a unique customer centric experience to the fans of Windows Phone. This is a glance into the details of that original plan and how it has evolved and reset over the past 2 years.
In the weeks leading up to our crowdfunding campaign, we hit the reset button on our business plan to bring back some of the original directives for our product portfolio. The goal going forward with our consumer-centric Cerulean brand is to create devices with the original philosophies in mind. Our first smartphone, the Cerulean Moment, is a strong contender for people who want to experience the best of what Windows 10 Mobile offers – the updated UI, Continuum, the evolved Cortana experience – in a beautiful industrial design that is part retro / part modern for Windows phones. Working with the manufacturer to bring the most important specs up to a mark where experiences would be great was the most important driver.
The Cerulean Moment product line will evolve into the camera centric device. As with each of our products, the refresh will develop in collaboration with our customers around the world. Our initial thoughts about the Moment are the features that we all loved with past Windows phones – excellent imaging, reframe, refocus, storyteller, etc. We also are thinking about the evolution of its industrial design: Can we integrate mounting for tripods? Would the xenon flash be a feature? But at the top of the list is, of course, a two-stage camera button. We needed to start somewhere. The current generation Cerulean Moment is an excellent launching point.
Other than the Cerulean Moment, the smartphones in our product road map are all code names. The names will also be driven by customer feedback and what we can trademark.
The [CEO Smartphone] – An elegant masterpiece. This smartphone answers the question “What smartphone do I want?”. This product line has a design that features metals, glass, and materials that simulate the feel of suede. For me, it would have a AMOLED display between 5” and 5.5”. The primary function of the [CEO smartphone] would be to look and feel great with excellent all around capabilities.
The [Mountain Smartphone] – the rugged adventurer smartphone. In our market research, a rugged smartphone that features windows 10 mobile would be an asset for people that are adventurers. These people spend their time outside and are never still. They need a smartphone to keep up with their demanding lifestyle. Water resistance in corrosive environments is just one of the goals in the design of the [Mountain].
The [Allegro Smartphone] – a smartphone for the music lover and musician. Musicians need to record and play back high-quality audio. The speakers need to be robust and the microphones needs to be sensitive and customizable for starters. The industrial design needs to allow for multiple inputs and easily accepts external storage and other peripherals. The [Allegro] will have a team of musical experts connecting with customers who care most about the design and development of this smartphone.
The [Capsule Smartphone] – compact without compromise. The complaint we hear constantly is that one size does not fit all. The current trend is to release a big feature-rich smartphone and a scaled down smaller device. A 6” device seems more suited for a 6’5” line-backer. How about a 4.5” smartphone that fits in your back pocket without hanging out? Do you know how awful women’s clothes are for pockets? This device would feature all the latest technology in a compact size.
These are the aspirational excerpts from our original business plan that are now back in the forefront with the launch of our Indiegogo campaign. Since our success for the Cerulean brand is determined by the Windows phone fans, we can use these product lines to help refine our future smartphones.
The original goal to have the same core features in all devices remains in place. Our future devices will feature Qualcomm Snapdragon 8xx, 20MP Camera, ample memory and storage, expandable storage, universal modems, NFC/Wireless charging, USB-Type C, two stage camera button, wrist strap connector, and an integrated kickstand. Other features would depend on customer feedback and the functional scope of each product line.