How would you relaunch Google Glasses?

Clarification/Assumption

1. What is the meaning of glasses here, is it eye glasses, glasses for other usage like car glasses, or glasses to drink water, camera glasses etc

Assumption- The product is eye glasses. 

2. IS there specific geography where you want to launch it on priority?

Assumption- No, but I would like to select a few markets based on certain criteria that I will talk later like US 

Goal of the product

1. It is to increase customer engagement and grab the market base as the customers are already using the product  it is at its growth stage considering 70% of the population wears eye glasses. 

User segment

1. Hitech glasses for tech savvy professionals
2. Premium glasses for civilian people of all ages  

Strategy 

1. The product is at its growth stage considering 70% of the population wears eye glasses. This includes people from all the age groups. The reason for high usage of eye glass as compared to the older days is the proven theory/research of eye size where the inborn size of the eye actually determines the power of eye. A child with larger eye is bound to have far sightedness and the child with smaller eye is bound to have near sightedness. This research has been identified and proven in the developed countries like US and in many countries people are still not aware of it. Inspite of having a need to wear power glass at some age, the research proves that every human being is suppose to wear eye glass in his lifetime. The sooner you identify the need of your eye the better it will be to control the progression of power. I have identified US as the specific market as the research came out in US first and people have started educating themselves and the importance of wearing good quality premium glasses. Moreover, a large percentage of tech savvy group stays in silicon valley so I would like to chose that segment on priority.

Competitors - Online sites, retails stores, allied products like contact lens, lasik surgeries to remove the long sighted number permanently.

Value Proposition USP

1. The hitech glasses are able to adjust the power of glasses as per the need of eye based on certain criteria
2. User can wear the eye glasses 24/7 even at the time of sleeping and taking bath. The experience is unique user will never feel if they are wearing anything on their eyes
3. The high end glasses help the users who are working in the security services like FBI, military to scan the enemies during the mission and operations using these glasses and on the other side the enemy can't see you wearing these glasses. These will fall in tech savvy category. Moreover, scientist, researchers, doctors can also use these glasses to meet the needs at their workplace. It has been uniquely designed as hitech product for these professionals.
4. Sturdiness

 Competition landscape - eye lenses are not very comfortable to users as they need to be careful to remove them while washing face and during sleeping time. Lasik surgeries are successful only till age 40 after that people will bound to get near sight power. At times people need to go through multiple surgergies which has its own sside effects and complexities if pwer is too high and it might fail again. Hence, the product is well suited to grab the exisitng market even at the growth stage.

Prelaunch

Partnering

1. Partner with hospitals, individual doctors, local chemist and medical representatives
2. Partner with the education institutes, IT companies who can offer the product for its employees
3. Partner with the government department and the military to offer these glasses to their employees/soldiers to use at work
4. Partner with the companies making the frames who can make the frames meant for these type of glasses

Publicity

1. Organize demo to make people aware on the benefits and usage of the product
2. Use press notes to make publicity and organize meetings to show the workable piece with the specific government departments either directly or through PR agencies
3. Arrange events outside hospitals to make people aware of the product
4. Use social media for publicity as all techie people and young crowd is mostly spread it very fast and get attracted towards it.

KPIs

1. Number of glasses sold
2. Number of hours the glasses are being wear by the users using ordinary glass Vs % increase in time
3. Number of replacements from exchanging old glass to new
4. Number of people wearing the glasses and % of them opted for our product
5. Number of hours spent on military operations, or work where people will definitely wear the glass
6. % increase in the eye checkups in the hospitals post launch
7. Average amount of time the users remove the glasses in a day 

During Launch

Partnering

 Partner with the fashion industry people to market it as a look good feature. Another version of the product is colored glasses with same set of features to make it popular in the fashion industry

Launch

Partner with retail shops and online ecommerce sites to sell it out

Partner with the government agencies to launch it for special service people may be military canteens where premium products are sold specifically for their employees

Publicity

Online advertisement.

Referrals

Free Eyepower check ups at home

Incentives

1. Referral bonus
2. Early bird discounts for top 500 bookings
3. Free eye check ups in camps and hospitals followed by purchase
4. Free frame on purchase of glasses
5. Buy one premium glass and get 50% on the second glass
6. Bulk orders at attractive discounts on hitech glasses
7. Buy one hitech glass and get a premium glass free . This will be cross marketing
8. Exchange old glass for new glass and get cash back on old glasses. 

Pricing

1. Pricing on per piece

Operations and Support

1. Need to work with the frame suppliers and material logistics team for manufacturing and steady supply
2. Any support issues on quality or usage

After Launch

Measuring the goals and retrospect

Use of online ads and social media will also help us to identify most preferred customers through search history.

It is a premium product targeting to niche market specially the hitech glass. We would like to observe the feedback of the customers and the kind of operations support required post launch. We would also like to check if the patients are increase or decreasing in the hospital post launching our product as it is auto adjustable power glass. So patients need not visit again and again for power check up. If the number is increasing then is it cause some side effects or there is some other eye related illness.