苹果商业计划书

MACINTOSHPRELIMINARYPLANMacintoshMarkets&SoftwareRankingMacintoshOrganization,Staffing&BudgetOpenIssuesProductHardwareComparisons-.:....\~.~.:\..~~~.:~~~~..·m:·m~::~~.,.,,,V.'~ProductLines\\•.•••.\.·v...-Q-:.\'''',\\IUlaaI~IAppleIII~~~MacIntroduced1977/781980/8119821982ietailPrice$2500$4500$1500$5000+Neight15to30Ibs26to40Ibs15to181bs45+IbsVlicroprocessor650265026800068000Vlemorysize32to64k128to256k64to128k256to1000k)isplayExternalExternalBuilt.in9IIBuilt.in1211:hromaColor&BWColor&BWBWonlyBWonlyiesolution280x192560x192384x256720x360Graprr!c3memory8kbytes16kbytes12kbytes32kbytesKey~oardBuilt·inBuilt·inDetachedDeta.chedNumericPadNoYesNoYesPointingDevice2arrows4arrowsMouseMousentegralDisks0112~dd·onDisks2to41to310:apacity/Disk143kbytes143kbytes143kbytes850kbytes)Iots8403~S·232ports0122)therportsGameI/OSilentypenoneParallel)ound1bit6bitaid5bitDelta·mod;IockNoYes(?)YesYesCBoards66510ScreenSizeComparisons·.·......................·.·..........,',''.·.::::::::::::::Apple'Ii.':::::::::::::::::::::::::280x192:::::::::::::::::::::::::8kbytes'::::::::::·.........··.·.·.·.0·.°0......,',.........'.·.·.·.·.·.·.~·l~..384x25612kbtes:.:.DiskCompatabilityBetweenProducts143kBytes16sector850kBytes16sector143kBytes16sectorAppleIIAppleIIIMacintoshVLCLisaDoublemintCardplugsintoLisaslotand143kbytediskdrive,Lisacanthenread&writeMacintosh,VLC,AppleII&AppleIIIdiskettes,192256192--------------2805603:84720360ILISA720X36032KbytesIMAC384X25612KbytesIAll280X1928KbytesIAlii560X19216Kbytes6$50004$30002$15001$500ClusteringofRetailSystemPrices•IBMDisplaywriter,LISA,Wangwriter1:];;]:4~Cromemco,NorthStar•HP·85,IBMchess,Xerox820I[]E!]~,Atari800,CBM3020,TRS3•FUJitsu,NEC8001,Sharp,Oki,etclIOsborne1N•u•••••••••••••••••••••••••••••••••.u...•.I••\'.,,,''''''''''''•••••••••••JI1'••1'fI••••,••••.............,...•.....,MaCintoshI:::::::::~~:~:~::~::::::::I•VLC-VIC,TRSColor,HandHelds...('sancH:'\'''''''''''''Notes:ObservethateveryoneisintroducingproductsinBand3(AppleII'sband).Also,theupperendofBand4isreally$10.12,000today,butIexpectittofalltothe$5000levelin'82,IexpectLISA,IBMDisplaywriter,Wangwriter,etc.tolowertheirpricestojustunderthe$5000wire,IcurrentlyknowofnoproductsbeingdevelopedbycompetitionforBand2(unfortunatelythisdoesn'tmeantherearn'tanyDrOnewouldexpectseriousbusinesscustomerswillmoveuptoBand4andthejobofMacintoshandVLCistomigratetheremainingBand3customersdowntoBand2,leavingBand3manufacturersoutinthecold!!MACINTOSHPRELIMINARYPLANAppleProductOverviewMacIntoshMarkets&SoftwareRankinMacintoshOrganization,Staffing&BudgetOpenIssuesTMActvctntageofctProctuctLinetsthatE~hImtividuaJProa.w::tDoesnothavetoDoEverythJ~.(lA,lLd,tOMYisthefirstMYoftherestofyour~ife...)PRODUCTLINEtIII=:r=oCYearofintroduction19n/78currentretailprice$2000to$2500weight15-30Ibs1980/81$450026-401bs1982$1000to$150015-18Ibs1982$6000to$700045+IbsfMicroprocessormemorysize6502(1MHz)32to64Kbytes6502(2MHz)168000(8MHz)128to256Kbytes64to128Kbytes68000(6'MHz)256to1,000KbytesDisplayCRTExternalExternal(look-alike)Built-in,9Built-in,12cromacolororB&WcolororB&WB&WB&Wgraphicsresolution280X192560X192384X256720X360graphicsmemory8Kbytes16Kbytes12Kbytes32Kbytel'KeyboardBuilt-inBuilt-InDetachedDetachednumericpadnoyesnoyespointingdevice2cursorarrows4cursorarrowsmousemouseSlotsbuilt-inI/Osound8game1/01bitspeaker401RS232,silentype2RS2326bitspeaker1bitspeaker32RS232,Paralleldelta-modspeaker.~=048KAllplusdiskw/controllermonitor,9B/Wsoftware128KAliiincludinginformationanalystpackageand12B/Wmonitor1530645150150Total$24754690Total$4690CONFiDENTIALII---B-8o256KLISAw/softwareTotal6000+I64K1128KMacintoshw/softwareTotal$1000to$:1500!MacintoshPositioningAppleIIIIlUll11IIII11II1111II11THEMOSTSUCCESSFULPERSONALCOMPUTERINTHEWORLDBEARSFRUITAndasecondposterforLISAdealerspositioningMACasIIL1SA'syoungerbrother·Imaginetwopostersnextfall,I•IIthefirstappearingInretaildealersandSears,Themessage:IIAppleIIhasevolvedintotwonewproducts,eachonethebestinitsclassandbothlowcost.Buyone,Orboth!!IITHEMOSTSUCCESSFULBUSINESSTOOLFORTHE80'sAndItsYoungerBrother'c::!~~Prod~melineIi1985~???II,'1IIIiIP'MAC2~Color~LISA2I1984I1983LISAIA1:11jM••~MACVLC-..I1982,.AlII-.,All-1981$3000$2000$5000$4000$1000Notes:1,Pricesareretailpricesforausablesystemincludingadiskandsomesoftware,butnotincludingaprinter,2,Lisa2isaleastaspowerfulandrunsallLisa1software.3~,I???ISaproductopportUnity,AnyIdeas??~4,Macintosh2runsallMac1software,incorporatesaflat·paneldisplayandisphysicallysmallerandlighter,~5,Colorisaproductopportunityforalow·endcolor~'computer(VLC2??),AnyIdeas??MarketSegmentEmphasisLISAMACAppleII/VLCAppleIIIIIIIIIIIIIIIII!IIIIIIIIIIIIIIIIIIIIIIIIII:I!ManagersSecretariesProfessionals'erySmallBusinessScientific/IndustrialElementaryHighSchoolCollegeHomeHomeBusinessIIIIIIIII!III!I!IIIII!I!I!IIIII!III!III!!1111I1111111111I1I1111111111111111111111I11111111111IIIIIIIIIII!I!IIIIIIIIIIIIIIIIIIIIIIIII!1!1!111!111!1!1!1!1!1!lllll!',',',,'!il!!il!ilSOFTWARE:EVALUATIONSoftware:OFFICEEDUCATIONALHOMETotalManager/ProfessionalLowEndClerical/SecretarialIColll~geWordPrllcessingHi