苹果公司第一份商业计划书

MACINTOSH PRELIMINARY PLAN

MacintoshMarkets

&SoftwareRanking

MacintoshOrganization,Staffing&Budget

OpenIssues

Product HardwareComparisons

ProductLines

-.:....\~.~.:.\

.

.~~~.:~~~~

\\•.•••\.·v... -Q-:

~..·"m,.:"·m,,,~V:.:~'~

.\"'''',"\\

I~I

IUl aa

~

AppleIII

~~ Mac

Introduced

1977/78

1980/81

ietailPrice

$2500

$4500

Neight

15to30Ibs

26to40Ibs

Vlicroprocessor

6502

6502

Vlemorysize

32to64k

128to256k

)isplay

External

External

:hroma

Color&BW

Color&BW

iesolution

280x192

560x192

Graprr!c3memory

8kbytes

16kbytes

Key~oard

Built·in

Built·in

NumericPad

No

Yes

PointingDevice

2arrows

4arrows

ntegralDisks

0

1

~dd·onDisks

2to4

1to3

:apacity

/

Disk

143kbytes

143kbytes

1982 1982

$1500 $5000+

15to181bs 45+Ibs

68000 68000

64to128k 256to1000k

Built.in9II Built.in1211

BWonly BWonly

384x256 720x360

12kbytes 32kbytes

Detached Deta.ched

No Yes

Mouse Mouse

1 2

1 0

143kbytes 850kbytes

)Iots

8

4

0

3

~S·232ports

0

1

2

2

)therports

GameI/O

Silentype

none

Parallel

)ound

1bit

6bitaid

5bit

Delta·mod

;Iock

No

Yes(?)

Yes

Yes

CBoards

6

6

5

10

ScreenSizeComparisons

···.......................

.

.

.·........,', ' ' .

:::::::::::::: Apple

'Ii.':::::::::::

:::::::::::::: 280x192 :::::::::::

:·::.::.::.::.:.::.::. 8kbytes '::.::::::::.

.·.··..·..·..·..".0'· .°0..... . ",',....

··· ..

~·l~.. 384x256 12kbtes :.:.

DiskCompatability BetweenProducts

143kBytes

16sector

850kBytes

16sector

143kBytes

16sector

AppleIIAppleIIIMacintoshVLC

LisaDoublemint

CardplugsintoLisaslotand143kbytediskdrive,Lisacanthenread&writeMacintosh,

VLC,AppleII&AppleIIIdiskettes,

192

-----

256

---------

192

280

560

3:84

360

I

LISA

720X360

32Kbytes

MAC

I

384X256

12Kbytes

720

I

All

280X192

8Kbytes

Alii

I

560X192

16Kbytes

Clustering ofRetailSystemPrices

6 •

$5000

4 •

IBMDisplaywriter, LISA,Wangwriter

~ Cromemco,NorthStar

1:];;]:4

$3000

2

HP·85,IBM"chess", Xerox820

~, Atari800,CBM3020,TRS3

FUJitsu,NEC8001,Sharp,Oki,etclI"

Osborne1

I[]E!]

-

$1500>N

1 •

MaCintoshVLC

•u••••••••••••••••••••••••••••••••• .u...•. I••\' . ,,",'''''''''''' •••••••••••JI1'"••1'fI••••,•••• ............. ,...•. ,

I:::::::::~~:~:~::~::::::::I

:'\ '"''''''''''''

$500

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'tanyDr OnewouldexpectseriousbusinesscustomerswillmoveuptoBand4andthejobofMacintoshandVLCistomigratetheremainingBand3customersdowntoBand2,leavingBand3manufacturersoutinthecold!!

MACINTOSH PRELIMINARY PLAN

AppleProduct

Overview

MacIntoshMarkets&SoftwareRankin

MacintoshOrganization,Staffing&Budget

OpenIssues

TMActvctntageofctProctuctLine

tsthat

E~hImtividuaJProa.w::t

Doesnothaveto

DoEverythJ~.

(lA,lLd,tOMYisthefirstMYoftherestofyour~ife...)

PRODUCT

LINE

II=:

r=

tI

oC

Yearofintroduction

19n/78

1980/81

1982

1982

currentretailprice

$2000to$2500

$4500

$1000to$1500

$6000to$7000

weight

15-30Ibs

26-401bs

15-18Ibs

45+Ibs

Microprocessor

6502(1MHz)

6502(2MHz)

168000(8MHz)

68000(6'MHz)

memorysize

32to64Kbytes

128to256Kbytes

64to128Kbytes

256to1,000Kbytes

DisplayCRT

External

External(look-alike)

Built-in,9"

Built-in,12"

croma

colororB&W

colororB&W

B&W

B&W

graphicsresolution

graphicsmemory

280X192

8Kbytes

560X192

16Kbytes

384X256

12Kbytes

720X360

32Kbytel'

Keyboardnumericpad

pointingdevice

Built-inno

2cursorarrows

Built-Inyes

4cursorarrows

Detachedno

mouse

Detachedyes

mouse

f

Slots

built-inI/Osound

8

game1/0

1bitspeaker

4 0

1RS232,silentype 2RS232

6bitspeaker 1bitspeaker

3

2RS232,Paralleldelta-modspeaker

48KAllplusdiskw/controller

.~

monitor, 9"B/Wsoftware

128KAlii

including informationanalyst packageand

1530

645

150

150

Total$2475

CONFiDENTIAL

=0

II

---B

-8

o

I

12"B/Wmonitor

256KLISA

w/software

64K1128KMacintoshw/software

4690

Total$4690

Total6000+

Total$1000to$:1500

!

Macintosh Positioning

Imaginetwopostersnextfall,

thefiIrstappearin•gIInretaiIl

dealersandSears,Themessage:IIAppleIIhasevolvedintotwonewproducts, eachonethebestinitsclassandbothlowcost.

Buyone",Orboth!!II

AppleII

IIlUll11IIII11II1111II11

THEMOSTSUCCESSFULPERSONALCOMPUTERINTHEWORLD

BEARSFRUIT

AndasecondposterforLISAdealerspositioningMACasIIL1SA'syounger brother·"

THEMOSTSUCCESSFULBUSINESSTOOL

FORTHE80's

AndIts

YoungerBrother"'"

c::!~Prod~meline I

$5000

$4000

$3000

$2000

$1000

.,

-

AlII

.

,

-All

LISA

I

A1:11 jM••~

MAC

-VLC

. .

I I

LISA2

~

???

II,

'1IIIiIP'

MAC2

~

Color

~

I i

1981

1982

1983

1984

1985

Notes:

1,Pricesareretailpricesfora"usable"systemincludingadiskandsomesoftware,butnotincludingaprinter,

2,Lisa2isaleastaspowerfulandrunsallLisa1software.

3

~ , "

I ??? ISaproductopportUnity, AnyIdeas??

~

4,Macintosh2runsallMac1software, incorporates aflat·paneldisplayandisphysicallysmallerandlighter,

~

5, Color isaproductopportunityforalow·endcolor

~ computer(VLC2??),AnyI'deas??

MarketSegmentEmphasis

LISA MAC AppleII/VLC AppleIII

Managers

Secretaries

IIIIIIIII!III!I!IIIII!I!I!IIIII!III!III! !1111!1!1!111!111!1!1!1!1!1!lllll!

',"',',,'

!il!!il!il

Professionals'erySmallBusinessScientific/Industrial

ElementaryHighSchool

CollegeHome

HomeBusiness

IIIIIIIII!I!IIIIIIIIIIIIIIIIIIIIIIIII

I1111111111I1I1111111111111111111111I11111111111II

IIIIIIIIIIIIII!IIIIIIIIIIIIIIIIIIIIIIIIII:I!

SOFTWARE:EVALUATION

Software: OFFICE EDUCATIONAL HOME Total

I

3

3

3

3

1

1

3

1

1

1

3

3

1

2

2

2

1

1

1

3

3

1

2

3

1

1

1

1

1

1

2

1

1

1

3

2

1

1

1

2

1

1

1

1

1

1

3

1

Manager/Professional

LowEndClerical/Secretarial

Colll~geWordPrllcessing

High

3

3

14

2

2

12

3

2

13

3

1

11

1

2

10

3

1

13

2

1

10

3

2

10

3

3

11

3

3

11

1

1

9

3

2

10

2

2

'

10

3

1

8

2

1

9

Schools

ConsumerHome

HomeBusiness

MacWriter 3

MacFile 3

MacCalc 3

MacBasic 1

MacSketch 2

MacGraph 3

Games 2

TypingTutor 1

Telecommunications 2

PersonalFinanceManager 2

MailList 1

PASCAL 1

TaxPlanner 2

Calendar 2

SesameSt. 1

SmallTalk l'

2 2 I 16

OFFICERELATED

Manager/Professional LowEndClericaVSecretarial"EveryManager'sTool" "LittleLisa"Mark\:t

Positioning

Applications

Software

Competition

Dis~ribution

AcceptablePriceRange(withsoftware,withoutprinter)

Everyday,moremanagersrelyoncomputerstohelpperformtheirfunctionseffectivelyandefficiently.MACmakesitpossibleforanymanagertoexperiencetheautomatedofficewithminimuminvestmentoftimeandmoney.MACwillbearewardingfirstcomputerexperience.

Modeling&ForecastingCommunications,DataManagement,DocumentPreparation,TimeManagement

MACCalc,MACBASIC,

CommunicationsSoftware,PersonalDBM,MACWriter,MACGraph,Calendar

Japanese,Xerol(820,IBM,RadioShack,Commodore

AppleDealers

<2,000

MACwillsubstantiallyincreasetheproductivityofeverymanagerbyprovidingsomeofLisa'sadvancedcapabilitiesatanentrylevelprice.

Withpromotionandassociatedincreaseinresponsibility,amanagerwillbereadytograduatetoaLisa.

ManagersalreadyusingLisacanuseMACwhenawayfromtheoffice(Traveling,Home).

Sameas"EveryManager'sTool"

Sameas"FirstComputer"Market

none

LisaDealers

<2,000

MACcanhelpeverysecretarygrowintoanareaassociate.With'.1acintoshsecretariescantakeonmoreinterestinsassignmentsandmoreresponsibilitywhichcanmakethemanagermoreproductive.

DocumentPreparation,Communications, FormFillin,SomeDataManagement,TimeManagement

MACWriter,MACGraph,MACCalc,CommunicationsSoftware,Calendar

WangWriter,DisplayWriter,Xerox820,RadioShack,Commodore

NAD,OfficeSupplyStores,AppleDealers,(Sears1)

<1,500

EDUCATION

Positioning

Applications

Software

CompetitionDistribution

AcceptablePriceRange(withsoftware.withoutprimer)

CollegeStudentWordProcessing

Incolleges,MACwillrevolutionizepaperwritingmuchascalculatorsrevolutionizednumbercrunching

PaperWriting,GeneralHomeworkpreparation(ComputerLiteracy)

MACWriter,MACSketeh.MACBASIC,PASCAL

none

DirecttoColleges

<1,000

HighSchools

AsWordProcessorsarereplacingtypewritersintherealworld,studentsneedtolearnwordprocessing,notjusttyping.MACwillhelpthestudentofthe80'slearnthetoolsofthe80'sandprepareComputerLiteratestudentsforcollegesandemployment.

Typing,ComputerLiteracy.Sciencecourses

Typingcourseware,MACBASIC.PASCAL,Sciencecourseware

AppleII,Commodore.Tandy,AtariAppleDealers,Direct

<1,500

Macintosh Market (U.S.only)

OfficeRelated

Education

Home

Manager/ LowEndClerical/CollegeProfessional Secretarial

Student High

WP Schools

ConsumerHome

HomeBusiness

Every "LittleLisa"Manager's Market

IQQl

TotalAvailableMarket

9M 4M 4.7M

11.2M 19.000

(schools)

16M($35K'+)

205M"

1985IndustryPenetration

.2 ,3

.1 ,35X20units

.2

.2

'82·'85IndustrySales

1.8M 104M

l.lM 133K

,

3.2M

500K

MacIntoshShare

20%

25%

50%

20%

II

10%

33%

MacIntoshSales'82·'85

360K

480K·

350K

550K

27K

320fC

167K

TotalMacIntoshSales'82-'85

OfficeTotal:1.190K

2254K(563K/yr.or47K1mo.)

EducationTotal:577K H(}meTotal:487K

·2:1ratiotoLisaSales(inofficeswhichbuyaLisa).(300KX.8X2)

··Worldwide Amway,Shakle~,MaryKay,Avon,FullerBrush,andTupperware.

HOME

Positioning

Applications

Software

Competition

Distribution

AcceptablePriceRange(withsoftware,witllOutprinter)

ConsumerHome

ThefamilyMacintoshfacilitatesmanagementofpersonalfinancesandrecords,makesitpossibletotakeadvantageofconvenientservicessuchashomebankingandhomeshopping.

MACalsoprovidesEntertainmentandEducationforeverymemberofthefamily.

ManagingTimeandMoney,HomeShopping,Correspondence,Animation,Games,ComputerLiteracy,Education

InformationServices,PersonalFinanceManagement,PersonalOHM,MailList,MACWriter,SpaceShuttle,Chess,MACSketeh,Othergames,MACBASIC,SesameStreetSoftware

Apple11,Japanese,Atari400/800,RadioShackcolorcomputer,Commodore(VIC20)

Retailoutlets(Macy's,Sears,etc.),AppleDealers

<1,000

HomeBusiness

ThepowerfultoolsthebigbusinesseshavebeenusingtodecreasetheirpaperworkandincreaseeffectivenessaremadeaffordabletoeveryhomebusinessbyMacintosh. MACsimplifiesthetaskoftheheadoffice,byallowingeveryhomebusinesspersontousethesameadvancedmeansofrunninghisbusiness.

Correspondence,InventoryControl,Bookkeeping,OrderEntry,PersonalFileSystems.CommunicationwithCentralOffice.

MACWriter,InventoryControl,OEM.MailList.SingleEntryLedger,CommunicationsSoftware

RadioShack.Alari800,Commodore,Japanese

DirecttoSponsors(Avon,Amway.MaryKay.Fuller,Insurance,etc.),AppleDealers

<2,000

IJ

1982

"GettheTrainoutoftheStation"

Software Hardware

Introduction

Ql,'81

Q3-Q4

1982

Q2

1983

MacWriter

MacCalc

MacBasic

MacGraph

MacSketch

MacPascal

MacDowJones

MacFile

64K1128KMacIntosh

2ndfloppydiskdrive

R5-232cables

300baudMacPhone

R5-232MacNet

MacIntoshw/odiskdrive

CuratorialstaffattheComputerHistoryMuseumhavedeterminedthatthechapterheaderforthissectionismissing.

Itshouldread:

MacintoshOrganization,StaffingandBudget

SteveJobs

Sharp

I I I 1

PUBS/NPR HARDWARE MARKETING SOFTWARE

I

JefRaskin RodHolt SJActing BudTribble

(.

.....E,sE!.!JPza, Alexio

FerriIs

Daniels

Howard Hoffman Dennmar

Hertzfeld

I Wigginton

INDUSTRIAL Nicholson

, DESIGN Askeland

lI

JerryMannock .,~ Crow Riddle

Oyama Horn Smith

Roots

Kottke

ACTUAL

JUNE JULY

MACINTOSHHEADCOUNT 1981AUG SEPT OCT NOV DEC

PRODUCTIONENG. o

TAIWANLIAISON o

KEYBOARD/ o

DISKLIAISON

1

(MGR)

1

1

DOCUMENTATION o

1 2 3

(ANALYST)(DRAFTER) (MISC)

JIGS&FIXTURES o

QA o

1

(DESIGN/PROTO)

2

(MECH&ELEC)

TESTEQUIP o

SPECIALS o

STANDARD o

SOFTWARETEST/ o

1 2 3 4

(MGR) (ASSOC)(TECH) (TECH)1 2 3 4

(ENG) (ENG) (ENG) (ENG)

1

(ENG)

2 3 4

MAIN

SUBTOTAL

..................................................................................

........o.........o..........2.........6.........9........1.2........1.4.... 22 .

a.a:ll.:II~=-••=.:a:g_:::I.=:II.=lI:I= ••:::•I••• a•••_::a••••:a.=".::I::aI=:II::::I::::;::::I.•;•a:lI:::I:&.:a:a;;l:l:ll_==-•••=====-a:a••::a:a:a:a:ll;a_a.:_.:a .=._.

GRANDTOTAL 16 18 28 39 47 52 55 63

•••••

:a••• :::a:a.==:a:::l::ll==•••••••• :aa.:a••:azaa:ca=.::&:a:::a=====-::za::J:::•I.•:•a

a••a.=:a••=:::I••=a:::l:a.:::I:::1••••a••• :II:au•••••••• =a.*

MACINTOSHHEADCOUNT 1981

ACTUAL JUNE JULY AUG SEPT OCT NOV DEC

~

ADMINMARKETING

4 / 5

1

(ASSOC)

2 4 5

(PMM) (PME) (PMM)(ASSOC~

PUBS/NPR 234 5

(BASIC,DBM,OS,OEMPROGRAMERS)

SUBTOTAL

7 7

8

10

13

14

15

15

•••••••••• II•••••••••••••• II••••••• 1,." •••••••• II•••••••••••••••••••••••••••••• II

••••••••••• II•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

ENGINEERING 1

MAINLOGICBD 1

SRRFIENG o

2

(MTS)

1

VIDEO/POWERSUP o

1 2

(ANALENG)(TECH)

3

(SUPPORTENG)

KEYBOARD 2

3

(SOFT/HDWARE)

DISK o 1

(HORN)

2

(TECH)

3

(ANALOG/TESTEQUIP)

PACKAGING 3

4 4.5

(DRAFTER)(LAZLO)

SOFTWARE

....,'

2 3

(NUM)

(BASIC)

5 7.5 8.5

(BASIC)(DBM) (ASSOC)(OS) (DEMO)

(MACWRITER) .

SUBTOTAL 9 11 18 23 25 26 26 26

••••••••••••••••••••••• I••••••• I••••••••••••••••••••••••••••••• I••••••••••••• ••••

Macintosh Costing - $397

LogicPCBoard

$139

AnalogPC~CRT&Yoke

55

FloppyDiskMechanism

40

DiskAnalogPCBoard

12

Plastic&MetalHousing

14

TOTALMAINUNIT $260

Manuals&Lit. $ 3

ShippingBox 5

Software&Manuals 9

PowerCord 1

Mouse 30

TOTALMISC $ 48

KeyboardMatrixwith Assembly~Test&IQCelectronics $ 17 (3hrs@$20/hr,) $ 60

Keyboardplastic 5 Tooling&Maint. 2

Instruction cards 2

x'.

Production Engr, 2

:~

KeyboardcalJie 1 ...6"

:~:

.\:

TOTAL KEYBOARD $ 25

'.'

TOTALASSEMBLY$ 64

..:

DistributionMarginAnaylsis

"'l1VIW • ••••••••••••••••••••••••\11.......IOU•••••• •••• ••••••••••••••••••••••••••• ".... ,.. •••••••••••••••• 1&•••••••• 'fl 191'VI••••••••••• 19!••'."••••,•••••••••

.

Macintosh RetailPrice $995 $1095 $1195 $1295 $1395 $1495

"'fl••••••••••• 'h' hi••••••••••••••••••••• ••••••Ii•••••I'r••••••••••••••••".,••••• ,Ii.i" ...

OperatingProfit $197 $257 $317 $377 $437 $497(assuming40