苹果公司第一份商业计划书.pdf

MACINTOSHPRELIMINARYPLANMacintosh Markets&Software RankingMacintosh Organization,Staffing&BudgetOpen IssuesProductHardware Comparisons-.:.:.:.m:m:.,.,V.Product Lines.v.-Q-:.,IUlaaIIApple IIIMacIntroduced1977/781980/8119821982ietail Price$2500$4500$1500$5000+Neight15to 30 Ibs26to 40 Ibs15to181bs45+IbsVlicroprocessor650265026800068000Vlemory size32to 64 k128to 256 k64 to 128 k256 to 1000 k)isplayExternalExternalBuilt.in 9IIBuilt.in 1211:hromaColor&BWColor&BWBWonlyBWonlyiesolution280 x 192560 x192384 x 256720 x 360Graprr!c3 memory8k bytes16k bytes12k bytes32k bytesKeyoardBuiltinBuiltinDetachedDeta.chedNumeric PadNoYesNoYesPointing Device2 arrows4 arrowsMouseMousentegral Disks0112ddon Disks2to 41to 310:apacity/Disk143 k bytes143k bytes143 k bytes850 k bytes)Iots8403S232ports0122)ther portsGame I/OSilentypenoneParallel)ound1 bit6 bit aid5 bitDeltamod;IockNoYes(?)YesYesCBoards66510Screen Size Comparisons.,.:AppleIi.:280 x192:8k bytes:.0.0.,.l.384x25612k bte s:.:.Disk CompatabilityBetween Products143k Bytes16sector850 k Bytes16 sector143 k Bytes16 sectorApple IIApple IIIMacintoshVLCLisaDoublemintCard plugs into Lisa slot and143k byte disk drive,Lisa canthen read&write Macintosh,VLC,Apple II&Apple III diskettes,192256192-2805603:84720360ILISA720 X 36032K bytesIMAC384 X 25612K bytesIAll280 X 1928K bytesIAlii560 X 19216K bytes6$50004$30002$15001$500Clustering of Retail System PricesIBM Displaywriter,LISA,Wangwriter1:;:4Cromemco,North StarHP85,IBM chess,Xerox 820IE!,Atari 800,CBM 3020,TRS3FUJitsu,NEC 8001,Sharp,Oki,etclIOsborne 1N u.u.I.,JI1 1fI,.,.,MaCintoshI:IVLC-VIC,TRS Color,Hand Helds.(sancH:Notes:Observe that everyone is introducing products in Band 3(Apple IIs band).Also,the upper end of Band 4is really$10.12,000 today,but Iexpect it tofall to the$5000level in 82,Iexpect LISA,IBM Displaywriter,Wangwriter,etc.to lower their prices to just under the$5000wire,I currently know of no products being developedbycompetition for Band 2(unfortunately this doesnt meanthere arnt anyDrOne would expect seriousbusiness customers will move up to Band 4and the job of Macintosh andVLC is to migrate the remaining Band 3 customers down to Band 2,leavingBand 3 manufacturers out in the cold!MACINTOSHPRELIMINARYPLANAppleProductOverviewMacIntosh Markets&Software RankinMacintosh Organization,Staffing&BudgetOpen IssuesTMActvctntageofctProctuct LinetsthatEhImtividuaJProa.w:tDoes nothavetoDoEverythJ.(lA,lLd,tOMY is the first MY of the rest of your ife.)PRODUCTLINEtIII=:r=oCYear of introduction19n/78current retail price$2000 to$2500weight15-30 Ibs1980/81$450026-401bs1982$1000 to$150015-18 Ibs1982$6000 to$700045+IbsfMicroprocessormemory size6502(1 MHz)32 to 64K bytes6502(2 MHz)168000(8 MHz)128 to 256K bytes64 to 128K bytes68000(6MHz)256to 1,000KbytesDisplay CRTExternalExternal(look-alike)Built-in,9Built-in,12cromacolor or B&Wcolor or B&WB&WB&Wgraphics resolution280 X 192560 X 192384 X 256720 X 360graphics memory8K bytes16K bytes12K bytes32K bytelKeyboardBuilt-inBuilt-InDetachedDetachednumeric padnoyesnoyespointing device2 cursor arrows4 cursor arrowsmousemouseSlotsbuilt-in I/Osound8game1/01 bit speaker401 RS232,silentype2 RS2326 bit speaker1 bit speaker32 RS232,Paralleldelta-mod speaker.=048K All plusdiskw/controllermonitor,9 B/Wsoftware128K Aliiincludinginformationanalystpackageand12B/W monitor1530645150150Total$24754690Total$4690CONFiDENTIALII-B-8o256K LISAw/softwareTotal 6000+I64K1128K Macintoshw/softwareTotal$1000 to$:1500!MacintoshPositioningApple IIII lUll11IIII11II1111II11THE MOST SUCCESSFULPERSONAL COMPUTERIN THE WORLDBEARS FRUITAnd a second poster for LISAdealers positioning MAC asIIL1SAs younger brotherImagine two posters next fall,IIIthe first appearing In retaildealers and Sears,The message:IIApple II has evolved into twonew products,each one the bestin its class and both low cost.Buy one,Or both!IITHE MOST SUCCESSFULBUSINESS TOOLFOR THE 80sAnd ItsYounger Brother c:!ProdmelineIi1985?I I,1IIIiIPMAC2ColorLISA 2I1984I1983LISAIA 1:11jM MACVLC-.I1982,.AlII-.,All-1981$3000$2000$5000$4000$1000Notes:1,Prices are retail prices for a usable system including adisk and some software,but not including a printer,2,Lisa 2 is aleast as powerful and runs all Lisa 1 software.3,I?ISa product opportUnity,Any Ideas?4,Macintosh 2runs allMac 1software,incorporates aflatpanel display and is physically smaller and lighter,5,Coloris a product opportunity for a lowend colorcomputer(VLC 2?),Any Ideas?Market Segment EmphasisLISAMACApple II/VLCApple IIIIIIIIIIIIIIIII!IIIIIIIIIIIIIIIIIIIIIIIIII:I!ManagersSecretari esProfessionalserySmall BusinessScientific/IndustrialElementaryHigh SchoolCollegeHomeHome BusinessIIIIIIIII!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/ProfessionalLow EndClerical/SecretarialIColllgeWordPrllcessingHighSchoolsConsumerHomeHomeBusinessMacWriter333322I16MacFile3