As part of the project, I took the initiative to develop an app called R.E.M, with the goal of providing a solution to help people improve their sleep patterns and discover their optimal chronology schedule. The service employs a combination of virtual, physical, and psychological techniques to enable customers to achieve better sleep and adopt a healthier lifestyle. R.E.M specifically targets students and workers who struggle with maintaining a consistent sleep schedule. To ensure its success, I conducted extensive marketing research, analyzed data from the CDC open data program to assess the prevalence of insomnia among the United States population, performed SWOT and PEST analyses to evaluate the product, and formulated a comprehensive marketing and pricing strategy.
According to the sleep foundation, 73% of students are sleep deprived. There are currently 21 million students in the U.S., So the market for students who are sleep deprived is 15 million. In 2019, around 157.54 million people were employed in the United States, and 43% were sleep-deprived. So the market for workers who are sleep-deprived is 67 million people. There were 54 million people aged 65 years and older in the United States in 2019. Around 40% are sleep-deprived. So there are 17 million middle-aged people who are sleep-deprived.
In order to successfully launch R.E.M, the following requirements must be fulfilled:
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Development of website and app, UI & UX designer
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User-interface design app, both for Apple users and Android users; Front-End Chat Interface & Chat Client
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Sound effect engineering and technicians for great unique natural sound
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Broadcast expert, ASMR specialist, and mental health specialist.
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Partnerships with health insurance, schools, and companies
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Advertising on television, Youtube, Spotify, Instagram, Facebook, TikTok, etc.
Students: REM targets students and helps them release stress before quizzes and exams. Students heavily rely on school schedules and don’t have much time on their own. REM can help them arrange their sleep schedule and learn how to sleep productively to be more productive at school. REM can also partner with schools to help students learn to sleep better.
Workers: This group is defined as workers with daytime or nighttime jobs, which also suffer from sleep deprivation. They also have a scheduled timeline. They have a lot of stress from work and heavily rely on social media to communicate. They are so busy with work that they heavily rely on entertainment in the evening so that they can’t fall asleep at the appropriate time.
Middle Age Group: This group is defined by the Middle Age Group. They typically have families and children. They are comfortable with their work but may still suffer from career challenges from time to time. They have partners and children but are still exhausted from taking care of them from time to time. They don’t have their Household Timeline, so their chronology time is chaotic. Because of stress from being a middle-aged group, they are the group who suffered the most from sleep deprivation.
According to the data sleep foundation, I analyzed and created data visualization using Tableau on sleep deprivation in the United States. R.E.M will launch on iPhone and Android app stores throughout the US, and it will have a first initial trial in twenty initial cities:
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California → Sleep-Deprived population: 8,494,527
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New York → Sleep-Deprived population: 5,557,390
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Florida → Sleep-Deprived population: 4,601,342
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Pennsylvania → Sleep-Deprived population: 3,612,509
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Ohio → Sleep-Deprived population: 3,436,709
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Michigan → Sleep-Deprived population: 2,966,441
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New Jersey → Sleep-Deprived population: 2,372,547
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Georgia → Sleep-Deprived population:2,3004594.88
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Virginia → Sleep-Deprived population: 2,061,337
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Tennessee → Sleep-Deprived population: 1,750, 630
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Indiana → Sleep-Deprived population: 1,604,141
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Maryland → Sleep-Deprived population: 1,485,498
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Louisanna → Sleep-Deprived population: 1,353,184
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Alabama → Sleep-Deprived population: 1,316,176
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Kentucky → Sleep-Deprived population: 1,282,766
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South Carolina → Sleep-Deprived population: 1,164,919
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Oklahoma → Sleep-Deprived population: 959,360
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Mississippi → Sleep-Deprived population: 782,260
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West Virginia → Sleep-Deprived population: 597,529
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Nevada → Sleep-Deprived population: 1,405,951
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Hawaii: Sleep-Deprived population: 395,612
These cities were chosen to test because they have the most significant percentages of sleep-deprived people. Most of them more than 30% of the population within each state sleep less than seven hours. Within the first two years of operating in these cities, R.E.M will primarily be used to alter the features for the customer's needs.
