WUSB-90.1 FM

MBA Program

MBA Consulting Team Project - SPRING 2019


College of BUSINESS




                                                                   manuel London, SBU, Dean



                                                                   Gerrit Wolf, SBU,

                                                                   Director of Innovation Center

                                                                   Lev Neymotin, SONAD, Inc., CEO


                                                                   Skype: lev.neymotin


The objectives of the MBA Consulting Team Project are to help SONAD, Inc. to

• Develop and test marketing strategies for SONAD app in a wide range of mobile advertising and social settings,

• Secure buy-ins by corporate clients for SONAD technology and its inclusion in their advertising and marketing practices, and

• Build up the individual user base for SONAD mobile app.


The app developers believe that SONAD offers to the broadcast advertising market a timely and novel mobile advertising technology that has a high market potential.



The project offers a series of projects each focusing on a particular subject, as described in a table below. The number of students in a project may vary from 3 to 5, each bringing to the team a unique skill set – business, technology, marketing, advertising, design. For each project, the students will select several study cases, and develop a work plan with milestones and deliverables. The work plan should include implementation plans for each specific case. Finally, the real world tests of SONAD app will be conducted according to implementation plan of each project.


The MBA consulting teams are expected to use the SBU educational and social environment, Stony Brook's marketplace as the “implementation playground”, and students' ingenuity and creativity as the tool for discovering SONAD's values both for commercial and individual users. Obviously, there would be mutually reinforcing interplay between the two parties of this discovery “game”: advertisers/broadcasters on one side, and the individual users and consumers, on the other.


Suggestion 1

Use the local FM WUSB 90.1 radio station operated by Stony Brook University for SONAD projects in all three groups listed below: off-site, on-site, and individual app users.


Suggestion 2

Consider the projects shown in blue font in the lists below as priority projects. At the same time, select the projects you feel most interesting, challenging, and promising interesting results and insights.




SONAD, Inc. is a Long Island-based high-tech startup. It developed and is marketing SONAD app – an innovative mobile phone advertising application that uses proprietary audio barcode technology.


SONAD app was conceived and designed as a mobile advertising tool based on novel sound-based technology. As an advertising tool, it needs wide distribution via massive downloads. To have that (large user base is the key attraction for advertisers!), it needs to have an intrinsic value, not necessarily related to advertisement; not at all - even better. Thus, the challenge is to discover that intrinsic value of the app, possibly developing and adding new relevant features.


Traditional Broadcasting

Traditional broadcasting is a single-stream flow of information such as an audio produced by a talk show host or news anchor, a video, movie, concert, or lecture, etc., each one transmitted as a single channel information stream – video or audio. The receptors of that flow of information are the individual’s ears and eyes, as the personal digital devices such as smartphones or electronic pads are not engaged. This traditional mode of broadcasting exists today as it was decades ago, with only minor improvements of the quality on the video/audio material. In other words, the powerful digital technologies did not even scratch the surface on the traditional format of broadcasting.









SONAD Broadcasting Technology

1. SONAD technology overlays two streams of information in a single audio stream (especially when doing pre-recorded broadcasts) that eliminates the need for human-supported coordination and synchronization during the broadcasts – convenience (less complex logistically), economics (reduced need in manpower), built-in accuracy (single info stream). Synchronizing ads or information transmitted via radio waves with audio and video broadcasts streamed separately may be complex and prone to errors.


2. SONAD blends the same physical carriers of information (audible track and inaudible bar code, both sound) channeled through a single point of entry/exit – mic/speaker that allows a perfect broadcast’s synchronization and contextualization.


3. Added Personalization. Users can select their favorite clips as carriers of their Business Cards or Personal/Social Profiles when exchanging them with their friends, business associates, and colleagues. The SONAD business cards or individual profiles are attractively expressed visually and effective functionally.


4. Unique features of SONAD technology: short-distance-only communication such as in a room, group around a table, meetings, a small area in the vicinity of the audio speaker,  face-to-face data exchanges. All the above provides interaction with the world within a very limited space – close proximity interaction – lending better privacy and control of information.


5. SONAD technology fits naturally ALL broadcasting channels that use sound track such as radio, TV, podcasts, video and film, and PA systems at conferences, trade shows, or sports events.


6. SONAD technology lends itself to the concepts of Augmented Broadcasting™ that will enrich the experience of a listener or viewer in real-time entertainment or education.


7. The area of SONAD applications will further expand as the new possibilities are identified in the course of its testing and real world use.


SONAD's Audio Barcodes

The base of the SONAD’s technology is embedding of imperceptible audio barcodes into audio tracks transmitted over radio waves by broadcasters or in the sound tracks of videos or pre-recorded or live TV programs, or internet. The audio barcodes also can be embedded into conventional audio or video recordings. Some information on the technology and its uses can be found on the SONAD, Inc. site; also please watch a video (start the app as you watch, and some contextualized examples of the ads embedded in the video will be picked up by your phone).


SONAD Augmented Broadcasting™

Augmented Broadcasting™ (AB) is a broadcasting concept lying in the base of the SONAD technology. AB enriches format of the traditional broadcasting by augmenting it by the unlimited information residing on the internet. All this information including textual, video, and sound information is made available to the listener or viewer seamlessly, in real time and contextualized with any program – radio, TV, PA system, live or pre-recorded, or delivered over Internet.


SONAD-15 Advertising Format™

SONAD-15 is an innovative advertising format aimed at advancing SONAD’s philosophy of non-interrupting advertising. SONAD-15 is proposed to augment the traditional broadcast advertising format interrupting the program stream by non-interrupting advertising based on advertisements created by using SONAD technology. Sonad ads are delivered to users’ phones in one or several inaudible, non-interrupting sound transmissions following a brief announcement at the beginning of the broadcast.

SONAD Multiplex Streaming™

SONAD Advertising Toolbox™


General Notes for Students

1. When introducing SONAD, state that each company, corporate customer or individual consumer will be getting a sona with customized content, will own it, and will be able to freely change the content at any time.


2. SONAD will eliminate the need for companies to produce their own apps since SONAD allows them to provide the consumers the same content and functionality that they typically have in their own apps.


3. On the consumers’ side, using SONAD will allow them to declutter their phones of multiple apps and use a SINGLE app for all companies and advertisers working with SONAD. Additional bonus for the advertisers: all of them will be able to address (share) the entire pool of existing SONAD users – their customers and consumers, a win-win situation.



Analyze the market of corporate commercial users and organizations, including not-for-profit, and select one for study and test implementation.


1.1 Radio network/station: not-for-profit. An example can be a local FM WUSB 90.1 radio station operated by SBU. Explore regular and fundraising programs, dispensing SBU community information, promotion of sponsors, or branding.


1.2 Radio network/station: Commercial. Option: approach station, advertiser, and agency.


1.3 TV and cable network. Option: approach station, advertiser, and agency.


1.4 Pitch SONAD for use in local public and market arenas such as shopping plazas in Stony Brook, Smithhaven Mall, or public events planned in Stony Brook.


1.5 Develop approach for exploring possibility for integration of SONAD with Alexa. Develop examples of SONAD/Alexa integration, for example, ask Alexa a question and Alexa answering as the audio barcode would direct a sona to user’s phone. Prepare a pitch deck and arrange a demonstration meeting with Amazon representatives.


1.6  Develop approach for exploring possibility for integration of SONAD with GO Google. Develop examples of SONAD/GO Google integration, for example, ask Hey Google a question and GO Google answering as the audio barcode would direct a sona to user’s phone. Prepare a pitch deck and arrange a demonstration meeting with Google.


1.7 Develop contact and make a pitch at advertisement agencies specializing in mobile and broadcast advertising.


1.8 Develop a pitch deck for angel investors. Arrange a demo and pitch presentations for several investor groups.


1.9 ProHEALTH project. Develop a pitch deck and make a demo/presentation at ProHEALTH Network HQs: Use of SONAD in Medical Offices.


1.10 Explore approach in introducing and promoting the SONAD-15 advertising model.


Analyze SONAD applications on SBU campus to improve social campus life and enrich in-classroom teaching and learning experience.



2.1 SITE-WIDE APPLICATIONS project. Develop site-wide SONAD applications on campus.


2.2 INFORMATION project. SONAD to provide welcome support/info for SBU’s new students and their parents.


2.3 STUDENT CLUBS project. Develop ideas for using SONAD by student clubs. Conduct real world testing.


2.4 SONAD IN CLASSROM project. In cooperation with faculty from different SBU departments, design various ways of integrating SONAD capabilities with teaching process. For example, using SONAD for “professor to student in-class” communications, providing auxiliary materials in the course of a class (in real synced time), quick quizzes and tests, etc. Make the SONAD use both effective and helpful for students and professors AND entertaining.


2.5 PUBLIC GATHERINGS project. Develop an approach and specifics of using SONAD at conferences, public lectures, gatherings, and conduct a test implementation at one of the above in spring 2019.


2.6 ENTERTAINMENT project. Develop SONAD uses for entertainment projects on campus: Organize a concert, play or comedian show. Use SONAD for distributing synchronized and contextualized content directly related to the event, prizes, tickets, etc.


2.7  SPORT EVENTS project. SONAD use at a sport event on campus: Organize an event modeled after big-game events in US – sponsorships, leaving branding info on users phones for further use and reference or gifts, promotions, etc. This project might need a larger team due to its complexity.


2.8 SEARCH GAME project. Create on-site search-based games using SONAD and strategically placed micro speakers.


2.9 BRAND NAMES project. Develop campaign for corporate branding using SONAD with large companies supporting educational and charity causes, giveaways, prizes, etc.



2.10 STONY BROOK HOSPITAL project. Develop a pitch deck, make a demo/presentation at Stony Brook University Hospital, and set up a short testing in one or several locations at the hospital.


2.11 STONY BROOK OUTPATIENT project. Develop a pitch deck, make a demo/presentation at the SBU Hospital’s Outpatient Offices at Stony Brook Technology Park, and set up a short testing in one or several medical offices.


SONAD’s success is determined by its appeal to individual users and social groups which is the focus of this group of projects.


3.1 Analyze possible benefits for individual users in using the SONAD app: entertainment, conveniences, interaction, coupons, information/data, etc.


3.2  Identify unique intrinsic values of SONAD. Analyze the app’s unique features that may appeal to individual users. Suggest new features that would increase the app’s intrinsic values to individual users.


3.3 Explore SONAD's use in various social environments:


3.3.1 Individuals/groups listening to radio or watching TV.

3.3.2 Movie theater.

3.3.3 Concert or conference hall.

3.3.4 Small to large social gathering.

3.3.5 Individual-to-individual communication. Example: SONAD Business Card transmission. Explore use of the ABOUT ME feature.



Notes on medical-related projects 1.9, 2.10, 2.11

1. Develop SONAD implementation models with minimal imposition on staff and doctors – they are super busy and we have to help, not burden.

2. Sonas may include:

  • info on medications and med procedures/general advice: text and links.
  • POC and info on specific doctors (ABOUT ME feature).
  • Info on the Office and its doctors.

3. Place printed materials in offices: QRs for downloading SONAD, brochures, posters.

4. Set up “entertaining” campaigns in offices.

5. Suggest SONAD’s ZiPPR game as the patients wait for the doctor.


SONAD will

  • Make a presentation providing the app's technical specifications and key features and capabilities.
  • Provide equipment needed for real world app testing.
  • Help students in creating audio clips with SONAD audio barcodes  embedded in them (“sonas”). The content of each sona will be designed by students.
  • Assist with getting analytics for each test, e.g. timing and type of the user responses.
  • Provide feedback on progress to the MBA consultants on a weekly basis.



  • Proposal, including work plans and milestones
  • Weekly Reports
  • Milestone PPT
  • Final PPT
  • Report describing the project and including:

       a. Major findings and recommendations for marketing strategies,

       b. Proposed new app features based on the input from the test results, and

       c. Suggestions about new possible application areas.




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