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5 Conclusion
DEF® headphones has been almost four years in the making and is now satisfied
that its products are ready to make a significant impact on the marketplace. We
have not taken shortcuts nor rushed the products to market, but ensured that all of
our team, our sales marketing message and manufacture of products are ready to
meet the demands the market and consumer require.
The time is NOW to launch in early 2018.
With market leader Beats having reached its plateau of productivity and declining,
and the remaining market being highly fragmented (other market operators with
less than 1% market share), as well as the segmentation into home and automotive
audio, DEF® is well-positioned to capture market share rapidly.
Our three founding pillars of connectivity, humility, and integrity will bring studio
sound to the street at affordable pricing.
The global market is expected to be over US$25bn in 2020. Even 1% of that
computes to over US$250m of revenue. While we are not aiming for the profit
margins of Beats, a healthy operating margin of 20% should give a better glimpse
of the potential value of DEF® headphones financially. We intend to be on the
ground with our community projects working alongside DEF® community leaders,
foundations and charities, to deliver on our social impact promise. Every Board
member and employee will spend at least two weeks per year in a DEF® supported
community project.
We all have the healthy need to listen to music and connect by...
a. Putting the Consumer first – no shortcuts;
b. Continuous improvement in expert team – leading in creativity
and technology
c. A fresh and candid approach - integrity
d. Defining ourselves and connecting – virtually and physically,
but always socially
e. Respecting and empowering each other through these connections with
kindness and care in the DEF® community - humility
f. With DEF® “community leaders” instilling ethics and values, and
supporting foundations and charities – giving back to society
...we will make a meaningful, positive social impact through music
and embracing our differences.
#DEFineyourself #Empowereachother
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