reMarkable: e-Writing the Future

Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like experience. Moreover, the device allowed for the convenient and non-eye-straining reading of typical documents. Though enthusiastically received by several investors, there was still a long way to go before the prototype could reach a final commercial product. Wanberg and his team narrowed down the relevant market to three main segments: creative professionals, working professionals and students. However, these segments were seemingly at odds with each other in terms of which product attributes would most appeal to each. The young company therefore had to choose which group to target as this would dictate future product development efforts. With the planned launch date quickly approaching, the target market selected also impacted communication, channels, and pricing decisions. reMarkable had to resolve these matters while juggling limited time, effort, and funds.

Suggested Preparation Questions:

1. Put yourself in the shoes of a representative customer of each of the three segments described in the case. Think about how this new device will help make your life easier.

2. Would you recommend reMarkable to go broad and try to target all three segments? Why?

3. What segment would you recommend reMarkabel should targeted first? Why?

4. As a retailer, would you be excited to carry and sell this device? Which segment would you prefer to sell it to?

5. The company is in need of raising money to produce a minimum batch of units. Which product and marketing approach will most likely get investors interested in funding the startup?

6. Would you invest in this company? What would you recommend Mr. Wanberg to do if you were part of his advisory board?

The post reMarkable: e-Writing the Future Magnus Wanberg is the creator of reMarkable, a appeared first on PapersSpot.