The market development strategy includes
producing CDs and other audio products such as digital MP3 file
downloads, the creation and maintenance of internet web pages
with order processing capabilities, and distribution agency in
promoting wholesale contracts for volume distribution.
Multimedia presentations available as DVD downloads are in the
development and production stages. Several of these feature Dr.
Young presenting in conferences and workshops.
MSM, Dr. Young is a supplier and resource consultant for
research and development Mind Alive Ltd., an Edmonton‑based
manufacturer of light and sound devices designed to entrain mind
states. MSM also has collaborative ventures with Theta
Technologies Inc. of Fall City WA,
and supplies value-added MSM products to these manufacturers for
their subsequent distribution.
Dr. Young also has an association
with The Lucidity Institute of Stanford CA, an organization
dedicated to training people to have lucid dreams. Dr. Young is
one of Canada’s
foremost lucidity trainers, and has served as a consultant to
the Lucidity Institute regarding its training seminars.
MSM CDs and
downloadable sound files are stand-alone products that can also
be used in sessions on two light and sound devices. That is, Dr.
Young has programmed the software of several sessions on the
microchips of the Mind Alive Ltd. D.A.V.I.D ParadiseTM
and the Theta Technologies Inc. Mind’s EyeTM mind
machines. This programming allows time-sequenced synchronization
of special effects with the audio files to effect an audiovisual
experience of altered consciousness and self-development using
MSM products could be
quite helpful to Employee Assistance Programs (EAP) and Health
Maintenance Organizations (HMO) providers. Self-help products
for stress management, high performance, overcoming sleep
disorders, self-esteem building, etc. can help leverage the time
and effectiveness of health service providers by distributing
and recommending these products to their clients. Self-help CDs
can also assist independent therapists and counselors in their
practices. Placement, demonstration, and word-of-mouth
endorsements are crucial to MSM success in this sector.
self-help market is large and expanding in bookstores and
Internet direct sales. Unfortunately, the array of products is
so large and the field so saturated with existing products that
it is difficult to market a new product with distinctive
competency. Packaging and marketing are therefore crucial to
neurotechnology, mind machines are essentially still a personal
technology niche market, similar to but smaller in scope to
biofeedback devices. The niche is still too small to be very
profitable, but MSM has a distinct advantage of having
custom-made products for this market as it develops.
Target Market Selection
The target marketing
segments for self-help are middle class, educated, high
achieving, time‑deprived, socially involved business and
professional people. Their preference for privacy and self-help
needs to be met with products that offer assurance of stress
release and personal satisfaction, products that are readily
available and portable.
The self-help consumer likely
already has several relaxation CDs combining gentle music with
environmental backgrounds. This wide-based group is adult,
intelligent, and discriminating in product selection.
Eye-catching attractive packaging and presentation is very
important. Point-of-sale displays and product testimonials will
be important to establish the efficacy of the products for their
- Product Strategy
MSM is focused
primarily on the production and promotion of self-help CDs
and audio files. This is a series of self-hypnosis and
guided imagery applications suitable for use either alone,
in professional seminars, or in conjunction with mind
- Promotion Strategy
Like many professionals, Dr. Young does little direct promotion, as selling and advertising of professional services is contradicted by the code of his profession. Also, client testimonials cannot be published or otherwise used in written materials promoting a psychology practice. Nevertheless, the pathways for promotion of services and reputation endorsed by professionals such as Dr. Young include publications and presentations at international conferences, media appearances, networking and status in organizations, and talking and corresponding with referral sources.
The market promotion strategy includes the creation and maintenance of Internet web pages with order processing capabilities, and distribution agency in promoting wholesale contracts for volume distribution of MSM CDs.
- Pricing Strategy
Audio CDs wholesale at C$12 with MSRP of $19.95. Training seminars are generally C$1500 per day, with individual sessions @C$160 per hour.
- Distribution Strategy
Currently customers for audio files are linked to the website of The Self-Connection Bookstore for direct downloading of MP3 files. If preferred, CDs of the products can be delivered to the customer or purchased directly in the retail outlets. As volume increases, other internet retail outlets and other marketing strategies for distributions to niche markets may increase. CD distribution is currently by direct placement in bookstores and some other retail outlets in several Canadian cities and some mail-order catalogs. Strong revision is required in this area to promote large volume sales and exposure.