Business Plan SDS (Sky Detection Security)

8/17/2019 Business Plan SDS (Sky Detection Security)

http://slidepdf.com/reader/full/business-plan-sds-sky-detection-security 1/98

Business Plan

Sky

Detection

Security“Pursuing perfection in drone detection”

10th December, 2015

SDS Radar



Business Plan | [Sky Detection Security]

1

Index

Index .............................................................................................................................................. 1

Section 1: Charter Introduction ................................................................................................... 4

1.1 Document Distribution List ................................................................................................. 4

1.2 ro!ect "an #$$ro%a" Si&natures ....................................................................................... '

2. (xecuti%e Summary .................................................................................................................. )

2.1 *inancia" Summary .............................................................................................................. )

2.2 +hat do ,e do- ..................................................................................................................

2./ +hy do ,e it- ...................................................................................................................... 0

2.4 Contactin& SDS ...................................................................................................................

/. usiness Descri$tion ............................................................................................................... 13

/.1 Ser%ice Descri$tion ............................................................................................................ 13

/.2 SDS usiness hi"oso$hy ................................................................................................... 11

/.2 roduct eed ..................................................................................................................... 12

/./ 5ur tar&ets ......................................................................................................................... 14

/.4 *uture 6oa"s ....................................................................................................................... 1)

/.' S+57 #na"ysis ................................................................................................................... 1

4. 8arket 5%er%ie, 95$$ortunity ............................................................................................ 10

4.1 (conomic Im$act ............................................................................................................... 10

4.2 Demo&ra$hic .................................................................................................................... 23

4./ 6eo&ra$hic #rea ................................................................................................................ 21

4.4 sycho&ra$hic 7rends .......................................................................................................22

4.' hase o; Li;e ..................................................................................................................... 24

4.) Conc"usions ...................................................................................................................... 2'

'. Industry 5%er%ie, .................................................................................................................. 2)

'.1 Drone Industry .................................................................................................................. 2)

'.1.1 Si<e and ay"oad ......................................................................................................... 2

'.1.2 8ateria"s ..................................................................................................................... 2

'.2 Com$etitors= set u$ .......................................................................................................... 2

'./ Com$etition > +ho? @o, 8any? @o, i& ...................................................................... 2

'./.1 7ar&ets o; our Com$etition ....................................................................................... /2

'./.2 8arketin&? roducts and ricin& .............................................................................. //




2

'.4 Sta&e o; Industry .............................................................................................................. /4

'.' 7echno"o&y Com$arison .................................................................................................. /)

'.) 6o%ernment Ae&u"ations ................................................................................................. /0

'.).1 A* Ae&u"ations ........................................................................................................... /0

'.).2 *uture Ae&u"ations ;or Drones ................................................................................. 43

'. orter #na"ysis ................................................................................................................... 41

'..1 Ai%a"ry #mon& (xistin& Com$etitors ......................................................................... 41

'..2 7hreat o; e, (ntry .................................................................................................. 42

'../ 7hreat o; Substitutes ................................................................................................. 42

'..4 ar&ainin& o,er o; Su$$"iers ................................................................................. 42

'..' ar&ainin& o,er o; Customers ............................................................................... 4/

).Aisks ......................................................................................................................................... 44

. 7he 8arketin& "an ................................................................................................................ 4)

.1 roduct .............................................................................................................................. 4

.1.1 Ser%ice im$"ementation ............................................................................................. 40

.1.2 roduct Bsa&e ............................................................................................................ 4

.1./ System Bsa&e (xam$"e ............................................................................................... '1

.1.4 roduct 8aintenance ................................................................................................ '/

.1.' (nd o; Ser%ice and Commitments ............................................................................. '/

.2 rice ................................................................................................................................... '4

./ "ace .................................................................................................................................. ''

./.1 5;;ice .......................................................................................................................... ''

./.2 7rade *airs and Con%entions ..................................................................................... ''

.4 romotion ......................................................................................................................... ')

.' eo$"e ............................................................................................................................... '0

.) rocess .............................................................................................................................. '

. hysica" en%ironment ....................................................................................................... '

0. Se&ment? 7ar&et osition 9S7 ......................................................................................... )3

0.1 Se&ment ............................................................................................................................ )3

0.2 7ar&et ................................................................................................................................ )4

0.2.1 Security Com$anies ................................................................................................... )4

0.2.2 ri%ate Indi%idua"s ..................................................................................................... ))

0.2./ ri%ate Cor$orations ................................................................................................. )




/

0.2.4 6o%ernmenta" Institutions ........................................................................................ )0

0./ osition ............................................................................................................................. )

. *uture De%e"o$ments ............................................................................................................ 3

.1 Aisk re%ention throu&h Aadar Systems .......................................................................... 1

13. 7he 5r&ani<ation "an .......................................................................................................... 2

13.1 Le&a" Com$any Structure ............................................................................................... 2

13.2 5r&ani<ationa" Com$any Structure ............................................................................... /

13./ Location ........................................................................................................................... 4

13./.1 5;;ice ......................................................................................................................... 4

13./.2 +orksho$ ................................................................................................................. '

13.4 Distribution and roduction ........................................................................................... )

11. 7he *inancia" "an ..................................................................................................................

11.1 *inancia" 7erms .................................................................................................................

11.1.1 Sa"aries ....................................................................................................................... 0

11.1.2 Direct Costs ................................................................................................................

11.2 Model Inputs ................................................................................................................. 0/

11.3 Profit & Loss Account .................................................................................................. 0'

11./.1 7axes .......................................................................................................................... 0

11.4 a"ance Sheet .................................................................................................................. 3

11.' Cash *"o, ......................................................................................................................... 2

11.) Conc"usions ...................................................................................................................... 2

13.).1 ............................................................................................................................ 2

11.).2 IAA ............................................................................................................................. /

11.)./ (I7D# ...................................................................................................................... /

11.).4 6ra$hs ....................................................................................................................... /

12. (xit Strate&y .......................................................................................................................... )

12.1 L# #: 7he 8odi;ied ike 8anoeu%re: Eust 7ake It. ...................................................

12.2 L# : Se""in& to a *riend"y uyer ................................................................................ 0

12./ L# C: 7he LiFuidation .................................................................................................




4

Section 1: Charter Introduction

1.1 Document Distribution ListName E-mail

Team Members

#imar Aoura AamGre< arr'1H&mai".com

#"bert Cabani""as 6arcia a"bertc&4H"i%e.com

#"bert Cerro 6utirre< a"bertc&/H&mai".com

#ntonio 5rte&a Corra" toniJorte&aHhotmai".es

artomeu 5"i%era Aiera tomeuo"i%er/H&mai".com

Christian Samarra Steh"e chsastHhotmai".com

6erard K"%are< ruach &erarda"bruH&mai".com

6ui""em 8untada Lobera &ui""em2JbcnHhotmai".com

Eoana 8aria L"u"" Co"" !oanamariaJ11Hhotmai".com

Euan Car"os Lar&o Caste""a !uanca.u$cH&mai".com

Euan Eos *ranco @erru<o !uan!oJ;h'Hhotmai".com

L"uc oix 8undo ""ucboixH&mai".com

8arc Aiuda"bs C"emente marc.riuda"bas.c"ementeH&mai".com

8arc i<carro Carretero marc%i<carroH&mai".com

8iche""e CedeMo 8ata mmiicchhee""ee.ccmmH&mai".com

etar @"ad Co"ic $etar.h"adH&mai".com

Supervisors

#ntoni roFuetas broFuetasHtsc.u$c.edu

#"bert #&uasca a&uascaHtsc.u$c.edu

Final Customers

Eaume 8ussons !aume.mussonsHu$c.edu




'

1.2 ro!ect "an #$$ro%a" Si&natures

Project Manager

JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ JJJJJJJJJJJJJJJJJJ

9Si&nature 9Date

Marc Vizcarro Carretero N ro!ect 8ana&er

SDS ro!ect 8ana&er

Project Sponsor

JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ JJJJJJJJJJJJJJJJJJ

9Si&nature 9Date

Joana Llull Coll N ro!ect S$onsor

SDS ro!ect S$onsor




)

2. (xecuti%e Summary

Sky Detection Security is a ne, enter$rise that $ro%ides inte""i&ent inte&rated so"utions to

drone attack and customi<es it to the needs o; each customer. 7o achie%e drones detection

,e ,i"" use radar-based systems.

Drones are more formally known as unmanned aerial vehicles (UAV) !ssentially" a drone is a flyin#

ro$ot %he aircraft may $e remotely controlled or can fly autonomously throu#h software&controlled

fli#ht 'lans in their workin# in conunction with *+ UAVs have most often $een associated with the

military $ut they are also used for search and rescue" surveillance" traffic monitorin#" weather

monitorin# and firefi#htin#" amon# other thin#s

7o su$$ort security techno"o&ies? SDS $ro$oses the use o;

radar ;or civilian purposes. 7hat is ,hy? our com$any o;;ersinno%ati%e ser%ices to enhance security $ro&rams and

im$ro%e business e;;iciencies. 5ur ;u"" breadth o; ser%ices

;or inte&ration $ro!ects $ro%ide turnkey mana&ement? and

the resu"tin& in;rastructure a""o,s the so"ution to remain

;"exib"e and sca"ab"e as needs chan&e.

,-adar is a$le to offer more competitive and personalized

services.

+e are ;"exib"e ,ith our ser%ices and ,e $re$are $acka&es accordin& to a c"ient=s

s$eci;ications. 5ur re"ationshi$ ,ith c"ients is im$ortant. 7hus ,e o;;er the best "aid out

so"utions inc"udin& ad%ice and consu"tations.

2.1 *inancia" Summary

Ae&ardin& the ;inancia" terms o; our com$any? ,e may ad%ance some initia" numbers that,i"" a""o, you to ;or&e an initia" idea about the si<e o; the com$any:

Shared Capital 1!"!!! #

Needed capital //2?433 O

5ur enter$rise has been ob"i&ed to ask ;or a "oan in the bank. *inancia" "osses are

considerab"e ;or the ;irst year? achie%in& the breake%en $oint the second year

a$$roximate"y and ha%in& $ro;it ;rom the third year.

/nitial -adar *rotoy'e Desi#n




2.2 +hat do ,e do-

7his $ro!ect is aimed to provide a service based on security$ 7o success;u""y achie%e these

&oa"s? ,e ,i"" harness the ad%anta&es that radar systems o;;erP ;or exam$"e: no need o; sunor day %ision? no inter;erence ,ith the customer $ri%acy? $ossibi"ity to o$timi<e and

automati<e the system and so on and so ;orth.

7he ministration o;;ered ,ou"d inc"ude maintenance in case o; any dama&es o; the $roduct?

insta""ation and technica" too"s needed ;or a c"ear and e;;ecti%e attention.

onethe"ess? the $rima" intention o; this ser%ice ,ou"d be to co%er security and $rotection

needs a&ainst nonNmi"itary drones. (nter$rises may be interested in $rotectin& their

in%esti&ations in ;ront o; $ossib"e com$etitors? im$ortant $eo$"e may ,ant to $rotect their

identity ;rom burden $ress or e%en or&ani<ations such as the State cou"d use our ser%icea&ainst crimina" acti%ities. 7hat is ,hy? as the scene un;o"ds? our tar&et $roduct may be

ex$anded in a ;uture to di;;erent sectors.

Bsin& radar systems is somethin& that has not been done yet ,hen it comes ;or ci%i"ian

$ur$oses. 7here;ore? ,e stron&"y be"ie%e that ,ith !ust that sim$"e idea ,e can success;u""y

stab"ish a hi&h"y $ro;itab"e business.

0i#ure1 *roduct /nitial /dea Source1 2wn +ource




0

2./ +hy do ,e it-

Communications and the dissemination o; in;ormation are so ubiFuitous no, that ,e

hard"y e%en rea"i<e the constant ;"o, o; in;ormation hittin& us.

In the 23th Century? mi"itary research $reci$itated many ,ide"y used techno"o&ica"

inno%ations. Sur%ei""ance sate""ites enab"ed the 6SNsystem? and de;ence researchers

de%e"o$ed the in;ormation s,a$$in& $rotoco"s that are ;undamenta" to the Internet. B#s

9unmanned aeria" %ehic"es? common"y kno,n as radars? ;a"" into a simi"ar cate&ory.

Desi&ned initia""y ;or reconnaissance $ur$oses? their $araNmi"itary and commercia"

de%e"o$ment ,as o;ten out o; si&ht o; the $ub"ic? but as the techno"o&y becomes more

ad%anced and costs ;a""? ci%i"ian dayNtoday uses o; %&'s are developing rapidly$ rior to

++II? the main ;orm o; househo"d communications de%ice most $eo$"e had in their homes

,as the radio? and no,adays drones are a dan&er to $ri%acy.

6i%en the mountin& sa"es o; hobby drones? ,hich are estimated at (!!"!!! units per

month? and their increased $er;ormance ca$abi"ities cou$"ed ,ith ;a""in& $rices? the

$otentia" ;or misuse is set to &ro, si&ni;icant"y. 7his is e%idenced by the "ar&e number o;

internationa" incidents that ha%e been re$orted in recent months? ;rom mysterious drone

;"i&hts o%er *rench nuc"ear $"ants to a drone ,ith radioacti%e materia" ;ound on Ea$anese

rime 8inisterQs o;;ice roo;. #s a resu"t? there is a hi&h demand ;or an e;;icient system that

,i"" $rotect a&ainst such threats.

Drone strikes ha%e increased to () com$ared to $re%ious years ,hich make drone

detection become necessary.

Drone is a bi& concern ;or our ,or"d no,adays as ,e can see in some o; the ;o""o,in&

&"oba" drone ne,s:

11R13R231' Consumer Drones Sa"es to Aeach 1) 8i""ion by 2323

11R3R231' Ire"and=s Drone Ae&istration System 6oin& Li%e e;ore Christmas

11R3R231' 6ermany "ans Drone Ae&istry 7oo

11R3R231' @on& on& man detained ;or ;"yin& drone o%er roya" $a"ace

11R30R231' Drone crashes inside Stran&e,ays $rison




2.4 Contactin& SDS

Avin#uda Madrid" 34" 5&6" 74764" 8arcelona

Email* skydetectionHsds.com+,,ice number* /2 ')0 24'

• *o""o, us on t,itter

• Eoin our ;acebook $a&e

+D+ Lo#o




13

/. usiness Descri$tionIn this section ,e are $ro%idin& ,ith a descri$tion o; our ser%ice o;;ered? ,hi"e tryin& to

co%er as$ects such as: ,hy ,e consider this $roduct is needed? our tar&et in re"ation to it.

*uture &oa"s ,i"" a"so be co%ered ,ith ideas o; our com$any ex$"osion and de%e"o$ment.

/.1 Ser%ice Descri$tion

SDS is $"anned to be a mu"tinationa" $ri%ate security com$any s$read out o%er (uro$e? #sia?

5ceania and Latin #merica. he ,irm .ill be established in /!10? and its head o;;ice ,i"" be

"ocated in arce"ona? S$ain. 5ur ser%ice areas com$rise manned &uardin&? home security?

;ire de;ence? and security techno"o&y and consu"tin&.

5ur business idea is to start o,,ering a service ,hich ,i"" ;urther"y be de%e"o$ed. 7hus? it is

im$ortant to demonstrate our c"ients the e;;ecti%ity o; our mechanisms and its ad%anta&es

in ;ront o; other com$etitor com$anies. In order to do that? ,e ,i"" need a hi&h"y Fua"i;ied

technica" team to de%e"o$ a de%ice based on radar techno"o&y? so that it can be ada$ted to

c"ient reFuests.

7he constant trainin& o; our $ro;essiona"s? cou$"ed ,ith on&oin& $ro&rams o; AD? a""o,s

us to estab"ish the most com$rehensi%e risk ana"ysis? desi&n and im$"ement the e"ectronic

security system that each c"ient needs. 7o do this? ,e inte&rate in our Contro" Centers8ana&ement Systems #ccess ? CC7 ? inte""i&ent %ideo ana"ysis systems and interior and

$erimeter a"arm ? amon& others.

CC' and ntelligent mage Processing 'ideo

7hese are monitorin& systems that $ro%ide remote monitorin& o; the c"ient insta""ation by

a""o,in& cameras and recordin& and archi%in& o; ima&es. 7he inte""i&ent ima&e $rocessin&

to detect intrusions? a%oid cro,ds or identi;y abandoned ob!ects

Special 2acilities

Intercommunication systems? $ub"ic address and %oice and data.Maintenance

Su$$ort ser%ice o; insta""ed systems and $re%enti%e and correcti%e maintenance.

ntegration Systems

Interconnection o; the %arious subsystems o; sa;ety and contro" systems insta""ed on the

c"ient. Inte&ration into a sin&"e com$uter system ;or contro" and mana&ement.




11

/.2 SDS usiness hi"oso$hy

#s a com$any ,e stron&"y ;ee" that dra,in& our customers= initia" attention to our

o$erationa" $hi"oso$hy ,i"" $ro%e to be use;u" in $ersuadin& them.

7o i""ustrate this $oint ,e ha%e decided to bui"d the next ;i&ure? ,hich may be used in the;uture ;or marketin& $ur$oses.

Mission

ValuesVision

*rovide security systems

$ased on detectiona#ainst drones for civilian

'ur'oses

%he e9'onential #rowth of drone

market needs to $e re#ularized

and secured

+ociety is un're'ared to face the

threats of this new technolo#y

'aradi#m

• /nnovation

• !ffectiveness

• Ada'ta$ility• +afety

• !m'owerment




12

/.2 roduct eed

7he existence o; the need o, our product is undeniab"e. eo$"e and s$ecia""y the $ri%ate

sector need to be $ro%ided ,ith e;;ecti%e security systems a&ainst drones. 7here are othersecurity detection systems based on techno"o&ies such as u"trasound and o$tica"

mechanisms. onethe"ess? ;e, enter$rises ha%e ex$"oited the bene;its o; micro,a%e

techno"o&y ;or ci%i" $ur$oses. @ence our com$any stron&"y ;ee" there is a rea" o$$ortunity

to ex$"oit the market.

:ow do we 'lan to meet those needs;

In the &round sur%ei""ance se&ment ,here

traditiona" e"ectronic $erimeter $rotection

so"utions ty$ica""y on"y monitor the boundariesand "ines? our radar $ro%ides com$"ete meterNbyN

meter co%era&e both outside and inside a

$hysica" $erimeter ;or detection and trackin& o;

;astNmo%in& ob!ects? drones. 7he radar &enerates

tracks ,ith %ery "o, $robabi"ity o; ;a"se a"arms

and $ro%ides ;or discrimination bet,een %arious

intrusions? e%en in com$"ex en%ironments ,ith

many obstac"es. 7he o$en architecture desi&n

;aci"itates easy inte&ration ,ith cameras and

thirdN$arty sur%ei""ance systems? inc"udin& SDSinte""i&ent ,ideNarea $erimeter detection

so"ution.

5ur main market niches ,i"" be a"" our $ossib"e com$etitors and other security com$anies

that may use other techno"o&ica" de%ices to $ro%ide sur%ei""ance a&ainst drones or human

attacks.

7here is hard"y any other techno"o&y current"y de%e"o$in& as ;ast as drone techno"o&y.

@o,e%er? the increase in drone e;;iciency a"so means more o$$ortunities to misuse them

;or crimina" $ur$oses. +hen your airs$ace is ex$osed? no "on&er are ;ences? %ideo cameras?

and security &uards adeFuate to $rotect sensiti%e bui"din&s or $ersona".




1/

0i#ure1 *ossi$le loads of a drone

Source1 2wn +ource

# drone that can carry u$ to ' ki"o&rams and ;"y se%era" ki"ometres can no, be bou&ht ;or

"ess than 1?)33 euro on the internet? or in any "oca" e"ectrica" &oods store. Bsin& a 6S

contro" system and auto$i"ot? many o; these sma"" aircra;t are ab"e to ;"y $ro&rammed

routes on their o,n ,ithout a $i"ot.Drone techno"o&y $ro%ides us ,ith a tota""y di;;erent "i;esty"e in di;;erent as$ects

a&ricu"ture? &oods de"i%ery? $hoto&ra$hy? medica" ser%ices? etc. #"" those existin& ,orks

may contain a dan&erous brunt or ex$ensi%e human resourcesP this is ,here drones come

into $"ace and can $ro%ide a more e;;icient ,ork ,ith "ess e;;ort as the can be contro""ed by

home. 7he main $rob"em comes ,hen those %&' suppose a risk ,or human rights? ho, is

that $ossib"e-P drones su$$ose a hi&h security risk due to their $ossib"e aim o; tra;;ic arms

or dru&s? they can a"so be used to encroach $ri%acy and this is ,here SDS comes into action.

+e are o;;erin& a $ossib"e contro" o; B# direct"y used ;or intimidatin& human ri&hts or any

other intent or any other intents o; %io"ation o; $ro$erty.

SDS attem$ts to $re%ent $ossib"e drones attacks ,hich? di;;erent"y ;rom other security

com$anies that may a"so co%er human attacks ,e take that security ;arer a,ay co%erin& an

area that is ex$andin& ra$id"y and can either ha%e $ossib"e but a"so ne&ati%e attacks into

human "i;esty"e.




14

0i#ure1 Drone technolo#y and +D+

Source: ,Drones and their /ncreasin# <um$er of A''lications." Jeffrey 0unk

/./ 5ur tar&ets

5ur main customers ,i"" be clients above ! years o"d ,ith needs o; identity protection

ahead $ossib"e privacy attacks or business "eaders ,ho ,ant to protect their business

developments ,rom possible competitors or spies.

8any com$anies around the ,or"d see themse"%es a;;ected by this air system attacks ,hich

"eads us to the hi&h need o; this kind o; $rotection? this bases our tar&et &rou$ to

com$anies? $ri%ate use and other ci%i"ian $ur$oses.

#s it has been described in the $o$u"ar science ma&a<ine recent"y:

=-ecent advances in unmanned air vehicles have 'resented a new and evolvin# threat to the

82*>s mission 0rom small devices of less than a 'ound that can 'rovide unauthorized ima#ery

and surveillance to lar#er systems that can carry 67 or more 'ounds of contra$and" these

devices re'resent a new and un'recedented challen#e for 82* 'ersonnel=

Source1 *o'ular +cience" ?elsey D Atherton

3rone technology $ro%ides us ,ith a tota""y di;;erent "i;esty"e in di;;erent as$ects?a&ricu"ture? &oods de"i%ery?$hoto&ra$hy? medica" ser%ice? etc.

2ene;it

(xistin& ,ork

DangerousWork

ExpensiveHuman

Resource

MoreEfficient

Work people

were not able

to do before

Drones'Applications

Possible Problem

Human Rigts

!ecurit"Risk

#nvasionof

Privac"

HostileActions

Regulations

and Policies

#nfringement

+D+ will try to 'rovide with an effective system

whose aim is to minimize drone 'ro$lematics




1'

7his a"so "eads us to $rison $rotection needs. Drones ha%e been used ;or smuggling

contraband into $risons ;or years no,? they are chea$ enou&h and $o,er;u" enou&h to

carry a ;e, $ounds o; &oods? "ike ci&arettes? kni%es? ce"" $hones? or dru&s o%er a $rison

;ence and theyQre sometimes e%en reco%ered ;rom the dro$ to do it a&ain. risons? ,hich

understandab"y don=t ,ant drones to do this? are no, "ookin& ;or ,ays to kee$ the robotsout.

0i#ure1 !9am'le of how drones would $e s'atially located

Source1 2wn +ource




1)

/.4 *uture 6oa"s

SDS ,ou"d "ike to use international e4pansion as a s$rin&board to acFuire strate&ic

resources and reduce our institutiona" and market constraints at home 9S$ain. +e areconcerned about the cha""en&es that ,i"" ha%e to be ;aced to achie%e internationa"

ex$ansion. +e ex$ect to do that in a maximum time o; ' years as ,e think the key o; our

ser%ice is ;aced to be e;;icient in the &"oba" market rather than "imited to our country.

,A $usiness never #oes #lo$al ust in the 'ursuit of 'ure 'rofit@there has to $e a lon#&term fit

with the overall $usiness develo'ment strate#y.

5ne can be tem$ted tryin& to a$$"y a domestic mana&ement a$$roach to &"oba"

o$erations? but that is o;ten not success;u" ;or a number o; reasons? ;inancia" a$$"ications

ha%e to be de"ed ,ith. 5%erseas $ro!ect ;inancin& in%o"%es many $rocesses? ca""in& ;or !oint

$artici$ation o; the o$erator? the constructor and the su$$"iers? ,ith the risk shared by

each o; the $artici$ants. 7here is a"so the cha""en&e o; de%e"o$in& more e;;ecti%e "eadershi$

ta"ent in the o%erseas "ocations. I; you sim$"y mo%e executi%es ;rom China to a di;;erent

country? they may ha%e exce""ent re$utations domestica""y but? in ;act? mi&ht ha%e "itt"e

o%erseas ex$erience.

7here is a scheme o; some o; the as$ects that need to be taken care o; ,hen &"oba"

ex$ansion.

0i#ure1 +D+> +trate#y

Source1 2wn source

7o carry out this idea ,e are considerin& the $otentia" o; the inte""i&ence business cloud$7his ,i"" be a &ood ,ay to ex$and our QnameQ be;ore ;acin& &"oba" distribution.




1

/.' S+57 #na"ysis

+2% Analysis is a use;u" techniFue ;or understandin& our Strengths and 5eaknesses? and

;or identi;yin& both the +pportunities o$en to us and the hreats ,e ;ace.

# &"oba" insi&ht harnessin& this ana"ysis is ex$ected to be $ro%ided usin& the next ;i&ure:

0i#ure1 +D+ +wot analysis Source1 2wn source




10

4. 8arket 5%er%ie, 95$$ortunity7o start o;;erin& a &"oba" %ision o; the drone market ,e ,i"" $recede ana"y<in& di;;erent

as$ects re"ated ,ith the ex$onentia""y &ro,in& drone business.

4.1 (conomic Im$act

resented be"o,? there are a ;e, more statistics re&ardin& the bur&eonin& drone market.

7hese statistics ,i"" a"" but dis$ro%e ,hy a drone detection system around critica" airs$ace

"ocations is necessary and ,i"" ;"ourish. +ith the 0AA mandated by Con#ress to incor$orate

drones into the <A+ by the end o; 231'? the unmanned aerial vehicle market is e4pected to

increase dramatically.

#ccordin& to the Association for Unmanned Vehicle +ystems /nternational? a;ter the ;irst

three years o; inte&ration into the <A+? the ex$ected economic im$act that the drone

market ,i"" ha%e on the BS economy is about 61($0 billion ,ith added !obs ta""yin& at /4?333

manu;acturin& !obs and 3?333 ne, !obs. y 232'? the market ,i"" ha%e added 13/?) !obs

,ithin the Bnited States and &enerated T02.1 bi""ion .

7he ;o""o,in& ;i&ure de$icts an estimated market demand ;or recreationa" and commercia"

drones throu&h 232'? years are on the xNaxis and Fuantity o; drones is a"on& the yNaxis. #s

can be seen by the ;o""o,in& ;i&ure? the "ar&est market /2 demandin& commercia" drones is

the a&ricu"ture market ;o""o,ed by $ub"ic sa;ety.

0i#ure1 Drone A''lications Source1 wwwmicrodronescom

@o,e%er? there ,i"" sti"" be a steady increase o; a$$roximate"y 1'?333 drones $er year

demanded ;or any other use. (ither by nonN$ro;essiona" $eo$"e 9ci%i"ians in &enera" and

s$ecia"ised com$anies that ha%e seen a uniFue o$$ortunity harnessin& drone techno"o&y

;or their ser%ices.




1

7he $re%ious idea is de$icted in the next tab"e:

0i#ure1 :ow Com'anies Use Drones

Source1 0orrester -esearch




23

4.2 Demo&ra$hic

7akin& into account the hu&e economic im$act that drones ha%e in our society no,adays?

there is hi&h e%idence that "eads us to think our ser%ice is needed around the ,or"d.

#s ,e can see in the economic ar&uments mentioned be;ore? drone market has been

de%e"o$in& ra$id"y and studies $oint that is ex$ected to &ro, more in the ;o""o,in& years.

Drones are used ;or many &ood reasons such as $ub"ic sa;ety and a&ricu"ture but? ,hat

does make us think that a"" drones ,i"" be used ;or &ood reasons-

Drones> a''lications

Source1 wwwairwarecom

Drones are used to im$ro%e a&ricu"tura" methods and sa;ety? but they can also be used to

spy other competitors and violet privacy o, business and leaders.

7his ;act causes us ;ocusin& our ser%ice to be main"y ;or enter$rises such as 783

enterprises? prisons? governments or other com$anies that ,ant to $rotect their $ri%acy

and researches. So ,e are ;ocusin& on a $ub"ic o; $eo$"e above ! years as the $artners o;

these com$anies are common"y abo%e this ran&e o; a&e.

5ur ser%ice can a"so be ;ocused on privates? i; so?

they ,ou"d ha%e a %ery hi&h in;"uence in our society,hich can cause enemies or s$ies that may ,ant to

;o""o, their research. 7hese $ri%ates? a$art ;rom

business leaders may be politics? ,amous people or

!ust ,ea"thy $eo$"e.




21

4./ 6eo&ra$hic #rea

In such a &"oba"i<ed ,or"d as the one ,e current"y "i%e? drone techno"o&y does not

understand about ;rontiers. 7he &"oba" market o; drone industry has ex$anded e%ery,here.

# c"ear $ro%e o; the $re%ious statement cou"d be the statistics $ro%ided by C=s Mary

Meeker ;rom her 6735 /nternet %rends re'ort:

In that context? international e4pansion is the key ,or this project to succeed. ut the

e%o"ution o; our com$any must $roceed in an esca"ated ,ay.

6i%en this $oint? ,e ,i"" ;irst o;;er this ser%ice in S$ain? as it is a %ery "imited sector that may

be interested in our ser%ice. +e ha%e our $ersona" ,eb site ,hich ,i"" be the main ,ay to

contact us and "ook at our ser%ices ,hich ,e ,i"" then be res$onsib"e to dis$"ace a"" the

eFui$ment and do the $ro$er insta""ation accordin& to the ser%ice reFuired.

7o carry throu&h this idea? ,e ,i"" be in touch ,ith di;;erent uni%ersities around the ,or"d?

o;;erin& a ran&e o; Fua"i;ied students to do their end o; &rade $ro!ects ,ith us and ex$and

this ,ay our AD member teams. 7his $ro!ect ,i"" be based on research and $ossib"e

techno"o&ica" im$ro%ements o; our system.

#"" the s$eci;ications de$endin& on each c"ient reFuest ,i"" be s$eci;ied by $hone or emai"

and ,i"" then be $ro%ided.




22

4.4 sycho&ra$hic 7rends

7he need o; drone detection is a %ery concernin& $rob"em due to the &ro,th o; drone sa"es

and ho, they are bein& used ,ith nonNadeFuate $ur$oses.

Some anti drone "e&a" re;orms ha%e been necessary the "ast yearsP one o; them ,ou"d be

the ;o""o,in& one o; them announced on east bay ex$ress:

,Just days after the #overnor i#nored 'leas from firefi#hters and

vetoed le#islation that would have $anned 'rivate aerial drones

from flyin# over wildfires" sayin# the $ill was too =$urdensome"=

8rown signed a bill that makes it illegal to fly drones over

celebrities’ homes " the LA %imesB re'orts 0irefi#hters had

stron#ly ur#ed the #overnor to si#n the 'revious anti&drone $ill"

sayin# 'rivate drones have interfered with firefi#htin# efforts ealthy cele$rities have alsolo$$ied the #overnor" contendin# that drones o'erated $y 'a'arazzi invade their 'rivacy.

Source1 !ast 8ay !9'ress" -o$ert ammon

Source1 various sources

e,s around the ,or"d $recise this necessity? security a&ainst drones. #s ,e are directed

to costumers ,ith hi&h economica" and business $o,er they ,i"" certain"y be concerned

about drone risks and SDS radar ,i"" co%er those needs ;or them.

Crime or even doubler-dealer acts bet.een organisations are starting to harness drone

technology$

@o,e%er? no.adays drones are not o, common use? as the ci%i"ian $erce$tion to,ards

buyin& them is not &reat enou&h. 7his ;act? may &i%e us some time to set u$ our enter$rise

and e%o"%e $ara""e" as the drone trend kee$s &ro,in&.




2/

7he next chart is ex$ected to $ro%ide ,ith the common thou&hts o; the #merican $o$u"ace

re&ardin& drones:

Source: Drone Analyst (6735)

onethe"ess? on the counter$art? other sources a$$ea" to next Fua"itati%e ;i&ure to ,arn

about the drone market e%o"ution:

Source: Association of Unmanned Vehicles +ystems /nternational

#s the market &ro,ths because o; the im$ro%ement o; drones= ;eatures? the desire o,being prepared to be protected against them .ill arise e4ponentially? either ;rom

com$anies? &o%ernments or s$eci;ic indi%idua"s.

,Commercial Drones Market orth B 8illion $y 6763 and rowin# at 37EF CA- to

6767 .

Source: *-+ <ewswire" -itesh %iwari

7o start? ,e $"an to contact se"ected customers ,e think may be interested ,ith our ser%ice

and con%ince them o; the necessity o; it.




24

4.' hase o; Li;e

5ur ser%ice is needed most"y e9ually-,ull time during our customer:s lives.

SDS radars need is a"so re"ated to political issues that can

"ead to ,ars and %io"ence. In those cases? our customers?

e%en i; they are $ri%ate or they are runnin& a business? ,i""

increase business security ;or many reasons. *or exam$"e?

enter$rises &ro,in& in a hardness &eo&ra$hica" area

9re;erred to %io"ence may need our ser%ice ,ith more

emer&ency than others. Bn;ortunate"y terrorism and $o"itica"

con;"icts are si&ni;icant"y ex$andin& no,adaysP drones are

commonly used ,or terrorist attacks or ;or spying the

enemies in terms o; arms $roduction and tradin&. 8anycountries see themse"%es in%o"%ed in terrorist threads

no,adays? so it is a &reat o$$ortunity ;or our business to

&"oba""y ex$and and o;;er high-security systems against

drones or other ,lying objects? as it is $ossib"e to ada$t our

radar ;or other $ur$oses.

Due to the hi&h risks o; those "atter ;acts radars ha%e been used by mi"itary but ;or our

ad%anta&e? they are not a%ai"ab"e ;or a"" $ub"ic.

#s it has been mentioned be;ore? video-cameras can be inc"uded in our radar? ,hich can be

contro""ed ,ith an a$$"ication %ia com$uter or ce""N$hone. ideoNcamera reso"ution can be

im$ro%ed due to the $oint ,here the ;"yin& ob!ect can be dee$"y identi;ied and reco&nised?

so its source can be kno,nP this may he"$ to in%esti&ate ,here attacks come ;rom.

7o accom$"ish our $rimary $ur$ose o; ex$andin& &"oba""y it is im$ortant to &et a"" the

$ossib"e c"ients to kno, and be in;ormed about our radar and its $ossib"e extraNser%ices.

+e ha%e been im$"ementin& some marketin& strate&ies to do so? and cash discounts ,i"" be

o;;ered to our c"ients at the be&innin& o; our a&reement. 8arketin& strate&ies ,i"" be

ex$"ained in this document be"o,.

Drone down at a Merkel>s

meetin# in ermany




2'

4.) Conc"usions

7he use o; drones? or remote"y $i"oted aircra;t systems? has been increasin& ,ith a sur&e in

sa"es to commercia" out;its and amateur hobbyists. #s they increasin&"y take to the sky?industry insiders are a&reed sti;;er re&u"ations may be reFuired.

Bnmanned #ircra;t #ssociation o; Ire"and 9B##S he"d its inau&ura" U8eet the DronesV

o$en day at +eston #ir$ort in a bid to raise a,areness o; the hi&hN;"yin& industry.

,%here is a real need now within !uro'e to look at what kind of laws will $e needed now and in

the future to deal with matters in relation to security" in relation to 'rivacy and in relation to

how different kinds of units will $e re#ulated.

Source1 /rish %imes" Mark :illiard G UAA+

7here are about 4?333 drones in and critics say ,hi"e re&u"ations exist ;or $ri%ate users?

these are outdated and desi&ned ;or mode" aircra;t and rockets.

7he +'anish Aviation Authority is current"y in%o"%ed in a $anN(uro$ean e;;ort to dra, u$

sa;ety re&u"ations? no, at dra;t sta&e.

Issues o; sa;ety? security and $ri%acy are $aramount in Ua sector that is "ike"y to be &i&antic

in the comin& yearsV. 7his situation a.are us about the need o; this ser%ice.

Source: Association for Unmanned Vehicle +ystems /nternational




2)

'. Industry 5%er%ie,5nce studied the current market o; drone techno"o&y? ,e ,i"" ;ocus on $ro%idin& a c"ear

re%ie, o; the ;uture ste$s o; such industry. Correct"y ana"y<in& ,hich is the current state o;

this sector is essentia"? as it ,i"" he"$ us to detect our competitors and start designing

,uture developments ;or our radar based system.

8eantime? ,e ,i"" harness this research to prove the viability o; this $ro!ect and? in the

end? the creation o; our enter$rise.

7o reach the $ro$osed ob!ecti%es? ,e ,i"" use a ,ide ran&e o; in;ormation main"y based on

re$orts &athered throu&hout the redaction o; this $ro!ect. 7he resources used are both

;rom our ri%a"s= ,ebsites and ;rom re$orts that ,e ha%e $re%ious"y $urchased.

'.1 Drone Industry

7o understand ho, our system is &oin& to ,ork? it

is o; %ita" im$ortance to make a Fua"itati%e re%ie,

about the ste$s that drone industry is actua""y

makin&. +e ha%e a"ready been discussin& about its

hu&e market &ro,th and its o%er,he"min& ;uture

$ros$ects. ut ,hat about re"e%ant as$ects such as

materia"s? si<e? batteries? autonomy and so on and

so ;orth-

Indeed? radar detection is based on the idea o; radiatin& e"ectroma&netic ,a%es and

co""ectin& the incomin& echoes caused by re;"ecti%e bodies. ot a"" materia"s beha%e eFua""y

,hen bein& radiated. Some ,i"" beha%e as $er;ect re;"ectors 9i.e. meta" ,hereas others ,i""

be in%isib"e to a radar system 9i.e. $"astic. 7hat is ,hy? an statistica" study is needed to

understand ho, our system may beha%e &i%en the a%era&e drone characteristics.




2

'.1.1 Si<e and ay"oad

o,adays ex$erts dare to c"assi;y drones in the next ;i%e &rou$s? o,in& to the ,ei&ht they

can "oad. 7his someho, can be associated ,ith its si<e? ,hich is a re"e%ant $arameter in

radar theory.

%&' Category Ma4 akeo,, 5eight 7ange Category

Micro 3.13 k& C"ose Aan&e

Mini 3.' N 13 k& C"ose Aan&e

Small 13 > 1'3 k& C"ose Aan&e

Medium Short 1'3 N'33 k& Short Aan&e

Medium '33 > 2333 k& 8edium Aan&e

;arge W233o k& Lon& Aan&e

5ur com$any ,i"" $rimari"y ;ocus on the detection o; the underscored tab"e ro,s? as these

drones cou"d &enerate a $otentia" threat a&ainst ci%i"ians? the ma!or tar&et o; our com$any.

97he rest o; B#RDrones may be used ,ith mi"itary $ur$oses? a market se&ment that ,e do

not $retend to stock.

'.1.2 8ateria"s

7he main materia"s used in nonNmi"itary drone industry are meta" and $"astic? a"thou&h

inno%ations may introduce brandNne, sorts o; materia"s? such as? carbon ;iber.

Aadar detection on"y ,orks ,hen a determined substance $resents certain re;"ecti%ity ,ith

res$ect to the e"ectroma&netic ,a%e that irradiates the body. Ae;"ecti%ity is a conce$t

de$endent on a ,ide ran&e %ariab"es? amon& them ;reFuency and the materia"=s o,ncharacteristics. Due to that? in s$ite o; ha%in& said that radars o;;er a %ision to ,hat a

common naked eye can see? this mi&ht not be a",ays true. "astic structures are the ,orst

enemies o; our system.

@o,e%er? any drone is com$rised o; "itt"e $ieces o; meta""ic materia"s that be"on& to the

e"ectronic and mechanica" $arts o; the de%ice. Xet? i; the ,ho"e structure is made out o;

$"astic? the incomin& re;"ection ,i"" not be enou&h to sound our a"arms or a"ert the security

$ersonne". 7hus? the next Fuestion shou"d be raised:

,/s radar detection the o'timal technolo#y to finally detect drones;.




20

7o ans,er ,ith the correct a$$roach ,e must take a Fuick &"ance at no,adays drone

industry and the ;ina" added ;eatures that $"astic 9our ma!or threat $ro%ides.

Plastic by its o,n is characteri<ed ;or bein& "i&ht but at the same time moderate"y sturdy. In

the a%era&e ci%i"ian drone a$$"ications this ,ou"d be more than ;ine? but ,hen desired to"oad se%era" ,ei&ht on the drone? $"astic starts to be not the most $ro$er materia". Due to

that? in these cases metal is used? thou&h it u"timate"y ,i"" cause a si&ni;icant ,ei&ht

increase.

7hat is ,hy ne, materia"s are bein& researched and as the scene un;o"ds? ,iber carbon is

$ositionin& to be the intermediate materia" bet,een $"astic and meta". esides? radars are

hi&h"y sensiti%e to,ards ;iber carbon. #n increase in its im$"ementation may be hidden in its

astonishin& decrease o; cost $roduction.

0i#ure1 Car$on 0i$er Cost !volution

Source: Lu9 -esearch" /nc

7o so"%e the $rob"em o; $"astic usa&e ,ithin ci%i"ian drones ,e shou"d incor$orate

secondary and "ess com$"ex systems based on other techno"o&ies. 7hose are:

• -0 detection

• Video detection




2

'.2 Com$etitors= set u$

Des$ite the &reat %iabi"ity o; our $ro!ect? the security drone industry is a ne. born sector?

es$ecia""y ,hen it comes to ci%i"ian $ur$oses. o,adays? such security is not o; hu&eim$ortance amon& the a%era&e $o$u"ace? ,hich "eads us to ;ocus by no,? on determined

sectors. 7his is the strate&y that ,e are &oin& to desi&n throu&h our marketin& $"an? and it

is the most $re;erred amon& the current com$anies that there are a"" o%er the ,or"d.

6enera""y? ,e cou"d say that our ri%a"s are main"y interested in $ro%idin& ser%ice to:

• *risons

• Air'orts

• /ndustrial com'le9 and facilities

• *rivacy of V/*

• Anti&es'iona#e

• Concerts and massive events

• 0rontier covera#e

• Antidru# smu##lin#

5n the other hand it is ,orth mentionin& that in s$ite o; the "oca" character o; some

com$anies? the ma!ority o; them operate globally. @o,e%er? the ser%ice distribution is in

char&e o; thirdN$arties? resellers? $ro;essiona" com$anies de%oted to the im$"ementation o;

security systems that may desire to add security detection ;eatures. 7he com$anies do notmention ex$"icit"y the number o; ,orkers at their dis$osa"? but &i%en the re"ati%e sma""

,orkin& $eriod o; the com$anies? no more than /-( years? ,e estimate that com$anies are

sma"" 9minus than 1!-/! .orkers. 7his ;act $ro%okes them ha%in& to re"y on other $arties.

'./ Com$etition > +ho? @o, 8any? @o, i&

Com$etition is not abundant i; seen ,ithout $ro$er $ers$ecti%e? but &i%en the sma"" market

to,ards ,e are &oin& to ;ocus? ,e may say that is ;ar bi&&er than ,hat ,e had ;irst

ex$ected. 7his "ays on the ;act that drone security detection can be im$"emented usin& a,ide %ariety o; techno"o&ies? as there is not any decisi%e ,inner yet.

*ar ;rom bein& a hu&e constraint? our ri%a"s are sti"" in $ro&ress and there are some

techno"o&ies determined to ;ai"ure due to in;eriority re&ardin& others "ess ex$"oited but

,ith a hu&e $otentia" a;ter a bit o; research. 7hat is ,hy ,e ha%e chosen radar technology?

,hich mi&ht be characteri<ed by the initia" com$"exity but hi&h"i&htin& ;or its hu&e

e;;iciency ,hen correct"y im$"emented.

Let=s $roceed to "ist our com$etitors? ,hi"e usin& the in;ormation they $ro%ide to state

their main traits:




/3

1$ 3rone 3etection <%S&=

,e are a com'any dedicated to securin# 'eo'le and'ro'erty from unwanted drone intrusions Most drone

'ilots are law a$idin# citizens and Drone La$s is an activesu''orter of the drone communityH however we also realize"in the wron# hands" drones can $e dan#erous %o that endwe created our fla#shi' 'roduct1 Drone Detector I .

Source1 htt'1wwwdronedetectorcom

/$ 3edrone <>ermany=

,%here is hardly any other technolo#y currently develo'in#as fast as drone technolo#y :owever" the increase in

drone efficiency also means more o''ortunities to misusethem for criminal 'ur'oses hen your airs'ace ise9'osed" no lon#er are fences" video cameras" and security #uards adeKuate to 'rotect sensitive $uildin#s or 'ersonal.

Source1 htt'1wwwdedronecom

($

3rone Shield <%S&=

,Drone+hield res'onds to the #rowin# use of consumerdrones for unethical 'ur'oses" and the resultin# need foreffective countermeasures to drone intrusions edevelo'ed our 'roducts with the $elief that the first ste'to 'rotection from drones is detectin# them ithDrone+hield" we aim to hel' 'u$lic and 'rivate sectorcustomers take 'roactive measures a#ainst air$ornethreats to safety" security" and 'rivacy.

Source1 htt'1wwwdroneshieldcom




/1

?$ 3rone 3etector @ +relia <2rance=

,2-!L/A is a 377F 0rench innovative com'any founded in 677 $y -mi *2/%%!V/< and 8orisD!0-!V/LL!" two enthusiast en#ineers eNre $ased O7 km south of *aris" 0rance e are

e9'ert in machine learnin#" si#nal 'rocessin# and audio 'attern reco#nition systems DroneDetector is a 'roduct offered $y the 2-!L/A com'any.

Source1 htt'1wwwdrone&detectorcom

7hese are the main com$anies de%otin& so"e"y to drone detection ser%ices. Some o; them

are associated .ith other security companies? ,hich ado$t a rese""in& ro"e.




/2

'./.1 7ar&ets o; our Com$etition

7he /nstitut fPr :ochfreKuenztechnik und !lektronik he"d the %elecomm +ummint 6735 in

,hich there ,as a dissertation ,hose to$ic ,as U%nmanned &erial 'ehicles @ %&'" 3rones3etection" racking" ControlV. In this e%ent ex$erts discussed ,hat concerns drone

security ,hi"e ana"y<in& the di;;erent ,ays to im$"ement the security needed.

7his ana"ysis ,as made o,in& to the actua" enter$rises that are startin& to o;;er ser%ices o;

drone detection. 7he di;;erent areas to secure ,ere c"assi;ied ;o""o,in& the next criteria:

Source: UAV" Drones Detection" %rackin#" Control" Author1 Dr erner ies$eck

y no,? this &ra$h and the study o; our ri%a"s? "eads us to conc"ude that the tar&ets to,ards

the drone security enter$rises are ;ocused at? are:

• overnments (nonmilitary 'ur'oses)

• /ndustrial com'anies

• +'ecific /ndividuals (V/*" wealthy'eo'leQ)




//

'./.2 8arketin&? roducts and ricin&

7he scarce "i;e o; the sector $ro%okes in;ormation to be cons$icuous by its absence.

7here is "itt"e marketing acti%ity carried out by our com$etitors? at "east the one ,hich is

%isib"e on their ,ebsites. ut once a&ain? ,e must mention that most $re;erred o$tion

,hen it comes to se""s is the association ,ith bi&&er com$anies so that they can act as mere

rese""ers. 7hat is ,hy i; desired to make a dee$er ana"ysis ,e shou"d ;ocus on those thirdN

$arties.

#s ;or the price? in a"" cases it is unc"ear and it is reFuired to contact ;or ;urther in;ormation.

7his mi&ht be a resu"t o; ti&ht com$etition bet,een com$anies ,ho do not ,ant to re%ea"

their strate&y. esides? any techno"o&y used in drone detection has its $ros and cons? but

a"so its costs? and thus mana&in& such in;ormation ,ou"d sti"" be o; "itt"e he"$ to im$"ementa com$etiti%e strate&y.

#nother idea to bear in mind is that ,hen dea"in& ,ith security systems? pricing is usua""y

determined once the $ro!ect has been $reNdesi&ned 9$ro!ect contests... #dded to the ;act

that drone detection is a conce$t that is not &oin& to be so"d massi%e"y yet? it is $oint"ess to

o$en"y announce any $rice or ;ee. Due to that? a"" com$anies ha%e decided to sell a service

rather than an autonomous $roduct.

!9am'les of marketin# from our rivals




/)

'.' 7echno"o&y Com$arison

2eatures

3rone

3etector

<%S&=

3rone

Shield

<%S&=

+relia

<27=

3edrone

<>E=

S3S

<SP=

Audio Detection

-adio 0reKuency Detection

(/f desired)

*+ Detection

Video Detection(/f desired)

%hermal Detection

-adar Detection

Detect 0lyin# Drones

Detect round&8ased Drones(if desired)

Detect ater&8ased Drones

Detect Autonomous Drones

Detection +tren#th 8edium +eak +eak +eakStrong9Aadar

!stimated 8est Detection

Distance (37)

1333m9A*

43m9#udio

43m9#udio

133m9ideo

/!!!m 9Aadar

:ardware re'lacement andu'#rades included

6R Monitorin# /ncluded

Automatic Data$ase U'datesand 8acku's

Connectivity *rovided for-emote Locations ithout i0i

*ower *rovided for -emoteLocations ithout Access to

*ower




/

#s you can see radar detection is the undeniab"e ,innin& techno"o&y. @o,e%er? as ;or the

others ,e may say that there is "itt"e to do but to become secondary techno"o&ies used in

$unctua" cases.

Some com$anies ha%e o$ted ;or the im$"ementation o; mu"tiN"ayer systems? that is to say?usin& se%era" techno"o&ies at once. 7his is an interestin& strate&y that can se%ere"y im$ro%e

the Fua"ity o; any system? yet? it reFuires the accom$"ishment o; characteristics such as

detection ,ith the bi&&est ran&e $ossib"e.

7his s$eci;ication is on"y achie%ab"e harnessin& the bene;its that radar o;;ers.




/0

'.) 6o%ernment Ae&u"ations

7he &o%ernment re&u"ations that our com$any ,i"" ha%e to ;ace are hi&h"y bounded. 7hey

are main"y re"e%ant to the characteristics that our radar system ,i"" use? concrete"y?re&ardin& the ,orkin& ,re9uency and the E7P 9!Kuivalent /sotro'ically -adiated *ower .

onethe"ess ,e ha%e ;ound con%enient to discuss about drone regulation tendencies since

there are &oin& to a;;ect our com$any indirect"y.

'.).1 A* Ae&u"ations

7he S$anish "a, in con!unction ,ith the (uro$ean one? states c"ear"y ,hich is the maximum

$o,er that can be radiated

5n the other hand? the distribution o; ;reFuency bands is re;"ected in the so ca""ed UCuadro

<acional de Atri$uciSn de 0recuenciasV. 7he ministry in char&e o; the mana&ement o; the

s$ectra is the /ndustrial" Commerce and %ourism Ministry.

In that context? SDS o$eration band has been se"ected re&ardin& t,o criteria:

3 8est $and $earin# in mind electroma#netic theory

6 %he minimum cost 'ossi$le (even $etter if the $and is not re#ulated" that is to say

free)

7he resu"tin& choice has been a""ocatin& the Aadar ,orkin& ;reFuency in ?)' 6@<? ,ith a

band,idth o; /33 8@<.

7o understand the re&u"ations associated ,ith such band? ,e ha%e "ooked ;or the C#*

document ,ith its associated notes 9 U<otas U< C<A0 673T (actualizado se#n 2rden

/!%O36735). .

*rom there ,e ha%e extracted the next data:

&tribuciAn

<o &llocate=

Servicio

<Service=

ipo de servicio

<Type of service=Notas %N

" - " >D

8inisterio deDe;ensa

9Defense Ministry

re;erib"emente ex$"oraciYn de "a 7ierra$or sat"ite

9*refera$ly !arth e9'loration throu#h

satelliteZ

B N )3




/

Source1 C<A0" <otas U<

#"thou&h there is not an ex$"icit mention to sur%ei""ance and Aadar systems? this band is

a"so restricted ;or that sort o; usa&e.

#s ;or the !/-*? the maximum $o,er o; the si&na"s emitted by hour radar is &oin& to be

bounded by the next re&u"ation tab"e:

,Dis'ositivos de uso comn 'ara detecciSn de movimiento y vi#ilancia en varias $andas de frecuencia

De conformidad con la DecisiSn de la ComisiSn 673346EU! 'or la Kue se modifica la DecisiSn 677O3C!

QW incluyendo sistemas de radar en a'licaciones de detecciSn de movimiento y vi#ilancia"determinaciSn de la 'osiciSn" velocidad y otras caracterXsticas de un o$eto.

Source: U<otas U< C<A0 673T (actualizado se#n 2rden /!%O36735).

5ur Aadar ,ou"d sur$ass the maximum $ermitted !/-**/-! %a"ue? ho,e%er? s$ecia"

reFuests can be made and de$endin& on the "ocation exce$tions in "a, can be made. I; not?

other bands may be used.

ote: these re#ulations a''ly in $oth T #lo$al re#ions" which is an im'ortant as'ect to $ear in mind

when thinkin# a$out #lo$al e9'ansion




43

'.).2 *uture Ae&u"ations ;or Drones

#s ;or Drone re&u"ations in ci%i"ian en%ironments there

is sti"" no c"ear re&u"ation. *## 90ederal Aviation

Administration in the BS is $endant on re"easin& the

;undaments o; Drone re&u"ations. 7his con&"omerate

o; "a,s and ru"es ,i"" be the base o; ;uture re&u"ations

in other countries? as it is ex$ected to be in S$ain.

Litt"e detai" has come to "i&ht? but unti" no, *## is ,orkin& on $oints "ike:

• Drone re#istration

• Ma9 s'eed of 377m'h

• Ma9 altitude of 356" kmh

• %he 'ilot must maintain visual line of si#ht (unaided)

• %he aircraft must not o'erate over anyone not directly involved in the o'eration

• 0ly in dayli#ht only

Due to that? ,e ,ou"d "ike to $roceed ,ith caution and detai" drone re&u"ations in the

;uture ,hen re&u"ation is c"earer and a"most de;initi%e. onethe"ess? o%era""? ,e may say

that these ne, re&u"ation $o"icies ,i"" bene;it our com$any? as the on"y ,ay to $rosecute

the o;;enders is &oin& to be throu&h detection system "ike ours.




41

'. orter #na"ysis

#;ter ha%in& $roceeded to study both the market and the industry ,ith ,hich ,e ,i"" be

,orkin& ,ith? ,e can state our conc"usions de%e"o$in& a *orter Analysis. +ith it ,i"" be ab"eto &et a better understandin& o; the situation? ,ith the u"timate $ur$ose o; trans"atin& it

into de +2% analysis.

0i#ure1 *orter>s 0ive 0orce Analysis

Source: 5,n Source

'..1 Ai%a"ry #mon& (xistin& Com$etitors

+e ha%e a"ready seen that the ne, no%e"ty o; the sector creates someho, tight

competition bet.een enterprises. Drone detection is a brand ne, conce$t and there is not

yet any "eadin& or&ani<ation. 7hus? e%ery com$any $"ans to reach the to$ $osition.

7he demand o; our security ser%ice is sti"" unc"ear but it does exist? and it causes com$anies

ha%in& to o$erate &"oba""y in con!unction ,ith rese""ers or other security enter$rises. 7his

strate&y ,i"" a"so be used by our com$any? as it ,i"" reduce the ,ork"oad o; ha%in& to

stru&&"e ,ith other com$anies but it ,i"" $ro%oke a "oss o; "iberty in mana&in& the

distribution o; our ser%iceR$roducts.

7o summari<e? this are the hi&h"i&hts o; this orter=s ;orce:

• /ndustry rowth

• *roduct Differences ($etween com'etitors)

Rivalr" among

existing

competirors

$aragining

power ofcustomers

%reat of new

entr"

%reat of

substitutes

$aragaining

power ofsuppliers




42

• /nformational Com'le9ity

• +ame %ar#ets

•

+tartu' +ta#e of Com'anies

'..2 7hreat o; e, (ntry

(nterin& in drone detection sector or e%en in radar industry is hi&h"y di;;icu"t. It is reFuired to

mana&e both &reat amount o; ca$ita" and &reat"y Fua"i;ied man$o,er 9main"y en&ineers.

In addition to that? our enter$rise may need to ;irst"y make a patent ,hi"e startin& to

estab"ish the distribution strategy.

7he ideas associated ,ith this ;orce are:

• <eed of *atents

• Access to Distri$ution (o'erate #lo$ally)

• Coo'eration with %hird&*arties

• /nitial /nvestment

• <eed of Yualified orkforce

• !sta$lishment of 8rand /dentity

'../ 7hreat o; Substitutes

7his ;orce does not re$resent a hu&e constraint in our sector due to the di;;icu"ty o;

enterin& in the market. 5n the other hand? ,e cou"d say that di%ersity o; existin&

techno"o&ies is ;a%orab"e to us? as ,e think radar detection ,i"" sooner or "ater ;ore&round

amon& the others. 7hat is ,hy ,e do not think other techno"o&ies can act as substitutes? as

"on& as? any com$any starts usin& the same techno"o&y as ,e do 9radar based detection.

'..4 ar&ainin& o,er o; Su$$"iers

Su$$"ier com$anies are bi&&er than us. 7heir distribution $ro;i"e is oriented to a ,ide ran&e

o; techno"o&ies and thus? they are not interested in ;ocusin& their e;;orts in contro""in& any

concrete sector. 7he existin& com$etition bet,een su$$"yin& com$anies makes $rices

remain steady and ,ith a do,n trend as techno"o&y kee$s e%o"%in& and bui"din& costs

decrease.

7he same ides is a$$"ied to our enter$rise? ,ho does not ex$ect to exert any action orstrate&y to,ards su$$"iers.




4'

ossib"e so"utions R miti&ations are $ro$osed in the next tab"e:

0i#ure1 8usiness -isks Miti#ations




4)

. 7he 8arketin& "an8arketin& strate&y is the ,undamental goal o, increasing sales and achieving a sustainable

competitive advantage. 8arketin& strate&y inc"udes a"" basic? shortNterm? and "on&Nterm

acti%ities in the ;ie"d o; marketin& that dea" ,ith the ana"ysis o; the strate&ic initia" situation

o; a com$any. In this section ,e ,i"" inc"ude as$ects concernin& the ;ormu"ation? e%a"uation

and se"ection o; marketNoriented strate&ies and there;ore contribute to the &oa"s o; the

com$any and its marketin& ob!ecti%es.

5ur enter$rise=s marketin& strate&y is based on the ;o""o,in& ideas:

• Create a com'any ima#e $ased on the ideas of innovation and efficiency

• !9ecutin# focused marketin# actions towards1

o Very !mportant "eople #V!"$

o Surveillance companies

o %overnments

• :i#h 'resence in technolo#ical fairs and conventions

o 0ace to face marketin# su''orted with system demonstrations

• Achieve a to' 'osition when it comes to 'ositionin#

o ?ey idea to face our com'etitors




4

.1 roduct

SDS is a radarNbased system su$$"ier s$ecia"i<in& in a;;ordab"e nonNcoo$erati%e sma"" tar&et

detection in extreme ,eather conditions. SDS mission is to $ro%ide hi&h $er;ormin&surveillance 7adar Systems to the &"oba" $ro;essiona" markets ;or security and sa;ety

a$$"ications. SDS is one o; the ;e, radar system su$$"ier on existin& markets in the &a$

;i""er cate&ory bet,een %ery "ar&e mi"itary radar systems and minor na%i&ationa" radars. 5ur

aim is to $ro%ide a service based on $ri%ate and ci%i"ian enter$rise security.

0i#ure1 +D+ -adar +ystem

onethe"ess ,e are a,are o; the initia" "itt"e se""in& ca$acity o; our com$any? ,hich is ,hy

,e ;ind con%enient to set alliances .ith already stablished security companies. Such

mutua" symbiosis ,ou"d a""o, these enter$rises add inno%ati%e ;eatures to their security

systems. 7his idea a"so a$$ears re&ardin& the scarce ca$abi"ity o; our com$any ,hen it

comes to action once the drone is detected.

#n exam$"e o; $otentia" candidates ,ith ,hom to start a""iances is:




40

.1.1 Ser%ice im$"ementation

Aadar ser%ice can be hired ;rom our ,eb site ,here a"" the in;ormation ;rom the ser%ice ,i""

be $osted. 7o detai" the instructions there ,i"" be an emai" and a $hone a%ai"ab"e to contact

our com$any and carry on ,ith the ser%ice reFuired.

5n the other hand? arran&ements ,ith security "eadin& com$anies can a"so be reached. In

these cases the insta""ation $rocess ,ou"d ;o""o, the next strate&y.

AadarQs insta""ation de$ends on many ;acts such as "ocation area? ,eather conditions and so

onP once the c"ient has contact us ,e ,i"" send a team member to in%esti&ate the ;ie"d and

ran&e that has to be co%ered by our system. It may take some time to us to acclimate the

radar to each c"ient reFuest. 5nce a"" measures and data needed ha%e been co""ected? ,e

,i"" send our ;urnisher team ,ith the a$$ro$riate eFui$ment and a"" materia"s needed to

$roceed insta""ation.

0i#ure1 *ossi$le Confi#urations usin# +D+ -adar

Source1 2wn +ource

5; course? a"" those costs ,i"" be inc"udin& ,hen hirin& the ser%ice are co%ered by our

com$anyP in case o; any dama&es i; they come ;rom system de;au"ts our o,n com$any is in

char&e o; either re$air dama&es or substitute the eFui$ment. #n insurance is a"so ;easib"e i;

the a$$"icant ,ishes so? this a""o,ance ,i"" co%er externa" ex$enses ,hich are dama&esthat do not hai" ;rom system &"itches.




4

In addition to that our com$any ,i"" be in char&e o; signalling the <one a"ertin& o; the

drone sur%ei""ance and its undesired $resence.

.1.2 roduct Bsa&e

5ur ser%ice is ex$ected to ,ork unsto$$ab"y 24h a day. @o,e%er? ,e ,i"" recommend ourcustomers to stab"ish their $re;erred sur%ei""ance $eriods so that the system can at "east be

turned o;; ' hours a day.

Ae&ardin& the emer&ence $rocedure ,hen tar&et si&hted? ,e ,ou"d "ike the customer to

choose the most $re;erred o$tion to be ex$"oited? that is to say:

• +ound an alarm

• Alert a 'artner security com'any

o In this case? drone detection cou"d be inc"uded in the security ser%ice contracted

,ith an a""ied com$any. In this context ,e ,ou"d act as mere subcontractors and;u"" detai"s ,ou"d be s$eci;ied by the main $artner.

• %rackin# the undesired drone

• atherin# statistics

• Antidru# +mu##lin#

• arn the 'olice

o Since 2314? c"ear re&u"ation about drone usa&e has been stab"ished in the s$anish

"a, code. +hen ,arnin&s are i&nored or hosti"e action is executed the drone o,nercou"d ;ace a fineZ ra&in& ;rom /33 O to 2133 O i; cau&ht.

&'eference: -eal Decreto&ley 4673" de de ulio" de a'ro$aciSn de medidas ur#entes 'ara el crecimiento" la

com'etitividad y la eficiencia

*urther o$tions cou"d be ex$"oited such as drone hiN!ammin& or e%en shoot do,n the

tar&et? but due to i""e&a"ity o; these actions our com$any ,i"" not desi&n o;;ensi%e systems.

!9am'le of 'ossi$le si#nalin# that could $e dis'layed

Source1 0ederal Aviation Administration




'3

y no,? ,e shou"d a,ait ;or the S$anish "a, de%e"o$ment in re"ation to drones and aeria"security.

Drone radio&ammin# is a techniKue used in the

military sector consistin# on creatin# interferences

that disa$le the drone control

Local incidents have occurred in the U+A Le#al actions

from the drone user have $een e9ecuted a#ainst the

shooter




'1

.1./ System Bsa&e (xam$"e

isua" exam$"es are the best to catch $ub"ic=s attention. In that sense? ,e ha%e decided to

inc"ude some exam$"es o; our ;uture ad%ertisin&.

1

/




'2

Source1 own source

(




'/

.1.4 roduct 8aintenance

7he radar based system ,i"" reFuire $eriodic ca"ibration and maintenance. 7his ,i"" made

e%ery month? a"thou&h our com$any ,i"" stab"ish connections ,ith e%ery insta""ed system?

so that ,e can ha%e dai"y re$orts about the di;;erent incidents that ha%e occurred. 7hanks

to this? ,e ex$ect to detect system ma";unctions and accom$"ish an e;;icient maintenance.

7his ser%ice ,i"" be inc"uded in the month"y ;ees.

.1.' (nd o; Ser%ice and Commitments

5nce the consumer ,ants to ,ind u$ our ser%ice ,e ,i"" be in char&e o; retirin& the ,ho"e

system and the insta""ation. #"thou&h the radar system can be reused? some $o"icies and

c"auses ha%e to stab"ish both ;or the com$any %iabi"ity and ;or the customerQs o,n

satis;action.

#s ;or the company commitments ,e may hi&h"i&ht the next ideas:

• Initia" %iabi"ity study

o %his will 'rovide with s'ecific data needed to 'roceed in the system ada'tation andalert the customer of the success detection rate 'ercenta#e

• ero cost insta""ation

• 8aintenance ser%ice

• System u$&rades

• #t "east 1 hours o; unsto$$ed sur%ei""ance ser%ice $er day

5n the other hand? ,e ,i"" on"y ask the customer ;or the next com$romise:

• 1 year o; $ermanency ,hen decided to contract our ser%ice

o <eeded for the com'any to $e via$le

o /f not" an s'ecific fee will have to $e 'aid




'4

.2 rice

*o""o,in& the same strate&y as security com$anies do? ,e ,i"" set monthly ,ees ;or those

costumers desirin& to buy our ser%ice. Instead o; se""in& the radar and "ettin& the costumerhand"e it by its o,n? ,e ;ee" the most $re;erred o$tion is &oin& to be the one in ,hich the

costumer does not ha%e ,orry about anythin&.

7he ;ees ,i"" inc"ude the cost o; $roduction o; the system but a"so they ,i"" be aimed to

co%er ex$enses such as: system ada$tation? ca"ibration and maintenance or e%en the cost

o; an hy$othetica" coo$eration ,ith a sur%ei""ance com$any.

So ;ar? our com$any ,i"" ha%e t,o se""in& ser%ice. 7he initia" o;;ered ser%ices ,i"" be:

2eatures Service F1 Service F/

-adio 0reKuency Detection

Video Detection

-adar Detection

Detect 0lyin# Drones

Detect round&8ased Drones

Detect Autonomous Drones

Detection +tren#th8ediumNStron& Stron&

!stimated 8est Detection Distance 1'33 m 2333 m

:ardware re'lacement and u'#rades included

6R Monitorin# /ncluded

Automatic Data$ase U'dates and 8acku'sConnectivity *rovided for -emote Locations ithouti0i

*ower *rovided for -emote Locations ithout Access to *ower

*rice (Zmonth)130' O 12'3 O

7he com$any is ex$ected to increase the ser%ice a%ai"abi"ity &i%en its hi&h in%estment in

research and de%e"o$ment. 7he main ,orkin& "ines are &oin& to ;ocus in $ro%idin& extra

detectin& systems? such as: thermal detection? *+ 'ositionin# \




''

./ "ace

8ost ser%ices ,i"" be hired %ia ,ebNsite as a"" the s$eci;ications ,i"" be detai"ed in our ,eb?

as ,e"" as ima&es o; our radar and its com$"ements.

5ur radar system and a"" manu;acture ,ork ,i"" be made in our ,orksho$? but ,e ha%e

rented an o;;ice in Avenida de Madrid in arce"ona ,hich ,i"" be a%ai"ab"e durin& the ,eek

;or our c"ients to ask in;ormation in $erson and to si&n contracts and a&reements ,ith our

enter$rise.

./.1 5;;ice7o contact us out o; this time ran&e it has to be by emai"? ,eb site or socia" net,orks. 5nce

the ser%ice has been "eased? ,e ,i"" be in char&e o; mo%in& the ,ho"e eFui$ment to each

costumers $"ace and $ro%ide $ro$er insta""ation ser%ices.

(%en i; ,e start our com$any headFuarter in arce"ona? ,e ex$ect to ex$and ra$id"y as our

ser%ice can be reFuired and needed a"" around the ,or"d so ,e $"an to dis$"ay a series o;

$hysica" consu"tancies in ma!or $ro%incia" ca$ita"s.

./.2 7rade *airs and Con%entions

5ne o; the $rimary ob!ecti%es that ,e desire to achie%e is to attend techno"o&ica" and

security ;airs so that SDS can stab"ish a notorious $resence in the sector. esides? these sort

o; e%ents are the $er;ect $"ace to demonstrate the system ob!ecti%es throu&h attracti%e

and concrete marketin& actions.

*urthermore? $otentia" customers cou"d ha%e the o$$ortunity to s$eak ;ace to ;ace ,ith

the technica" team? a""o,in& them to ;u""y understand desired ada$tations in the initia"

ser%ice.# "ist o; con%entions in ,hich ,e ,ou"d "ike to c"ear"y state the $resence o; SDS are:

• Sa"Yn Internaciona" de "a Se&uridad 9*eria SICBA

o 8adrid? 2/N2) *ebruary 231)




')

• Security *orum

o arce"ona? 2'N2) 8ay 231)

• @omSec

o 8adrid? 14N1) 8ay 231

7his "ist ,i"" be ex$anded accordin&"y the e%o"ution o; our com$any. +e do not re!ect the

idea o; assistin& to ;airs in nei&hborin& countries in a near ;uture? but by no,? ,e ,i"" ;ocus

in S$ainQs market.

.4 romotion

*irst ,e ,i"" $romote our ser%ice %ia the Internet?

es$ecia""y throu&h social net.orks "ike *acebook or

7,itter. ost ads both on"ine and in ne.spapers and

technical journals$

Bsin& socia" net,orks to ad%ertise our com$any is a

rea""y &ood and not %ery ex$ensi%e ,ay to do so and

to start ,ith? as socia" net,orks are a %ery im$ortant

too" on e%eryone "i;e no,adaysP but ,hen doin& so

there are a ;e, thin&s that need to be taken care o;:

• Just showin# u' is not enou#h

7hereQs a sayin& that Eust sho,in& u$ is ha"; the batt"e. ut itQs im$ortant to

remember that itQs only ha";. eo$"e check those sites? see no ne, content? and a;ter a

,hi"e &i%e u$. @a%in& a dead $a&e is ,orse than ha%in& no $a&e at a"".

• Just $ecause we $uilt it" does not mean clients will come

e;ore ,e use our socia" net,orkin& sites to $romote our se"; and our business? ,e

need to $romote those socia" net,orkin& sites themse"%es.

• Use a##re#ator a''s to $etter mana#e our social network

#n easier ,ay is to use too"s such as 7,eetDeck that "et ,e see and mana&e mu"ti$"e

S accounts a"" at once? ,ithout &oin& to the +eb sites and "o&&in& in each time.

• Do not flood the market




'

ostin& re&u"ar"y is im$ortant? but itQs !ust as im$ortant not to o%erN$ost.

• /s not all a$out us

Socia" net,orkin& is desi&ned to be interacti%e ^ itQs most e;;ecti%e ,hen you donQt

!ust use it as a broadcast medium ;or oneNtoNmany messa&es? but a"so tru"y interact ,ith

contactsP as they are actua" or $ossib"e ;uture c"ients.

• Do not ust link

+e ,i"" use the "ink as a ,ay to hi&h"i&ht our o,n ex$ertise and o$inions and to 9subt"y

he"$ $romote our se"; but not as the main $oint o; $romotion.

• Dress it u' with multimedia

Sometimes? ,ords !ust arenQt enou&h ^ and o;ten they donQt stick in a $ersonQs mindnear"y as "on&? nor as $ositi%e"y? as %isua" ima&es do.

• Use 'aid advertisin# wisely

uyin& an ad &i%e our com$any the ad%anta&e o; a$$earin& on the $a&es o; $eo$"e

,ho do not kno, about us.

ItQs better not &et into ad%ertisin& time on te"e%ision or radio as they are considerab"y more

ex$ensi%e than not tryin& to be %ira" on the Internet. "us ,e need to ha%e in mind that our

radar system does not ha%e a %ery "ar&e tar&et so it is not ,orth it ;or our com$any to

de%ote considerab"e amounts o; money in that medias as most o; its audience is notinterested in our ser%ice.

5n the other hand? a &reat ,ay to $romote our

$roduct and set the $ro$er com$any ima&e is

,orkin& in con!unction ,ith &o%ernmenta"

institutions. @arnessin& our initia" "ocation?

arce"ona? ,e may take a chance in $artici$atin& in

technological competitions he"d by or&ani<ations

such as 8arcelona Activa.

7his ,ou"d a""o, us to $romote our $roducts and in case o; ,innin& contests? our com$any

cou"d start "aborin& an encoura&in& Fua"ity back&round.

*ina""y ,e ha%e created the Sky our 3etection <S3= to en!oy a tour o; the ma!or

uni%ersities in di;;erent countries &i%in& "ectures to youn& $eo$"e kno, our $ro$osa". #"so

amon& the $artici$ants ,i"" se"ect one member ;rom each uni%ersity to ,ork ,ith us as

interns? ,hether residents or ;orei&ners. 7his ,i"" he"$ our com$any extend &"oba""y.

7hese $romotiona" ideas ,i"" &i%e our business a %ision o; com$romise? im$ro%ement and

Fua"i;ied techno"o&y systems.




'0

.' eo$"e

7o be success;u" in business? the habit o; thinkin& must be de%e"o$ed in terms o; exact"y

,ho is &oin& to carry out each task and res$onsibi"ity. In many cases? is not $ossib"e tomo%e ;or,ard unti" you can attract and $ut the ri&ht $erson into the ri&ht $osition.

5ur com$any is in%o"%ed into s$ecia""y &ettin& our sta;; trained in inter$ersona" ski""s and

customer ser%ice ,ith a ;ocus to,ards customer satis;action. 5ur com$any is &oin& to be

hi&h"y distin&uished into three di;;erent teams.

*rom one side there ,i"" be the technical team ,hich is

&oin& to be com$osed by en&ineers? technica" and a""

,ork;orces necessary in the "ab? they are &oin& to be the

Qthinkin&Q &rou$ and the ones to ,ork on our radar systemsand technica" as$ects o; our $ro!ect. +ork;orce ,i"" be a"so

in char&e o; trans$ortation o; the materia" needed to each

costumers house or business $"ace.

7hen? ,e ,i"" ha%e a marketing manager that ,i"" or&ani<e

marketin& cam$ai&ns and strate&ies to &et our com$any

kno,n around di;;erent countries. 7his $erson ,i"" be a"so

in char&e o; &ettin& in touch ,ith $ossib"e c"ients and

settin& con;erences ,ith uni%ersities and di;;erent

enter$rises. It is %ery im$ortant that this mana&er haseasiness ,hen socia"i<in& ,ith customers and kno,s ho,

to catch u$ c"ients= attention and satis;y its needs or create

the c"ients the need o; our ser%ice.

7his sector has to $rioriti<e c"ients= ,i""s and &i%e them the ser%ice they ,antP it is %ery

im$ortant to bear in mind c"ients demands and ad!ust our

ser%ice to their needs.

7o end u$ ,e need an accountant to carry on ,ith a""

enter$rises ba"ance sheets and $ro;itab"e and "oss

accounts. 7his $erson ,i"" be in char&e o; ,arnin& the

mana&er o; economica" ex$enses or incomes and o; course

to $ro%ide so"ution ,hen $rob"ems a$$ear.




'

.) rocess

5ur main $rocess to a$$oint our ser%ice consists on the ;o""o,in& $hases:

• /nKuire which service and com'lements $est ada't to your needs $y havin# a look at

our we$site or contactin# our com'any with the 'hone 'rovidin# Any dou$ts can $e

attended $y 'hone or there is the o'tion of arran#in# a meetin# with a mem$er team

to $e a$reacted in 'erson

• 2nce the service has $een hired" select a date and a time to carry on the installation

'rocessH its time de'ends on each client need" ran#e to cover and #eo#ra'hical

situation /t is 'ossi$le for our team to move to different cities $ut cost and time will

de'end on that

• !noy our service and contact us in case of any dis'ute

. hysica" en%ironment

7he ,ork$"ace en%ironment im$acts em$"oyee mora"e? $roducti%ity and en&a&ement? both

$ositi%e"y and ne&ati%e"y. 7he ,ork $"ace en%ironment in a ma!ority o; industry is unsa;e

and unhea"thy.

7he mana&ement must take an acti%e ro"e in not on"y de;inin& the $hysica" en%ironment o;

the ,ork$"ace and makin& it conduci%e ;or ,orkers but a"so a"ter the mana&ement sty"e to

suit our em$"oyees. 7his re;ers to chan&in& as$ects "ike ethics? beha%iour? commitment?

$ro;essiona"ism? dri%e and inter$ersona" re"ations in em$"oyees ;or the better. 7odays=

mana&er has to chan&e his sty"e o; ;unctionin& in order to brin& about e;;ecti%e chan&es in

these as$ects. +e ha%e to s$end more time on contro""in& these ;actors o; the ,ork

en%ironment rather than micromana&e. *or this this as$ects ha%e to be taken care o;:

• ive adeKuate authority to em'loyees

• Dele#ate res'onsi$ilities

• /ncrease their accounta$ility

• !ncoura#e teamwork

Creatin& a ,ork en%ironment in ,hich em$"oyees are $roducti%e is essentia" to increased

$ro;its ;or your or&ani<ation? cor$oration or business.

It is a"so %ery im$ortant ;or the c"ient to ha%e a ;orma" and $ro;essiona" ima&e o; our

com$any? so ,hen they come to our o;;ice order? c"eanin&? sty"e and $ro;essiona"ity are the

c"ue to transmit &ood %ibes and con;idence.




)3

&' !egment( %arget ) Position *!%P+ #s ,e ha%e a"ready mentioned in the $re%ious section? SDS ,i"" try to reach the top leading

position in the market. +e e%en ex$ect us to be seen as an entrepreneurial and innovative

com$any.

7hereby? this section is aimed at $ro%idin& ,ith c"ear ideas about ho, ,e are &oin& to

di%ide our market and ho, the ima&e is &oin& to be bui"t u$.

0.1 Se&ment

7hrou&hout the business $"an ,e ha%e tack"ed the di;;erent traits concernin& drone

techno"o&y. otentia" usa&es o; our ser%ice ha%e been discussed? ,hereas no,? ,e must

understand ,ho cou"d be the candidates to reFuest it.

Let=s reca"" the statements made to &et a better understandin& o; our se&mentation $o"icy:

%ses

Sound an a"arm

#"ert a $artner security com$any

7rackin& undesired drones

6atherin& statistics

+arn the $o"ice

#ntiNdru& smu&&"in&

;ocations

risons

#ir$orts

Industria" com$"ex and ;aci"ities

Concerts and massi%e e%ents

*rontiers

I o,nershi$

earin& in mind the u$$er tab"es and the idea that our com$any o;;ers ser%ice ,ith civilian

purposes? our market can be di%ided into the next indi%idua"s:

• +ecurity com'anies

• *rivate individuals

• *rivate cor'orations

• overnmental /nstitutions

#ntiNDrone 8o%ement 6ro,s: (thics? Le&a"ity and (;;ecti%eness o; Drone i""in&s Doubted.

+e are in the midst o; a month o; actions a&ainst drones. ear"y 4?333 $eo$"e ha%e been

ki""ed in some 423 tar&eted ki""in& o$erations since the ;irst drone strike ,as conducted

under the ush administration in 5ctober 2331. 7here is no, a &ro,in& mo%ement o;$eo$"e s$eakin& out and standin& u$ to $rotest the use o; drones by the Bnited States in




)/

#;rica? the 8idd"e (ast and #sia? as ,e"" as in the Bnited States. @uman ri&hts &rou$s are

Fuestionin& their "e&a"ityP c"er&y are Fuestionin& their ethics and acti%ists are $rotestin&

their use. 8ore are Fuestionin& ,hether the use o; drones is actua""y decreasin& or

increasin& terrorism.

Drones ,i"" become more contro%ersia" as they are increasin&"y used? ;or exam$"e? in the

Bnited States. #ccordin& to Di&ita" 7rends? 7he *## [*edera" #%iation #dministration]

estimates that ,ithin the next 1' years? more than 23?333 drones ,i"" take to the skies in

the country. 7his ;act "eads us to the need o; $re%ent ourse"%es? business and human ri&ht

;rom $ossib"e drone attacks con%ertin& as the potential buyers: $ub"ic hea"th and sa;ety

a&encies? cor$orations? ne, industries and com$anies and the $ub"ic in &enera".

7hat number is ex$ected to !um$ to /3?333 ,ithin 23 years ;rom today N a number the *##

re;ers to as Qre"ati%e"y sma"".Q 7he domestic use o; drones raises another set o; "e&a" issues

under the *ourth #mendment to Constitution.




)4

0.2 7ar&et

In order to &et a better a$$roach o; our tar&ets a $recise ana"ysis is reFuired. 7heir study

has been made throu&h research and Fua"i;ication o; &enera" $oints. 7hese are

• 0inancial /ssues

• +tructural Attractiveness

• +trate#ic Direction

• Marketin# !9'ertise

• 2''ortunity Cost

0.2.1 Security Com$anies

(ssessment Factor )hat to consider* )hat S+S is seeking*

2inancial ssues

Se&ment Si<e 7here may be ;e, com$anies?

but their $otentia" interest can

resu"t $ro;itab"e.

Coo$erati%e a&reements ,hi"e

bene;itin& ;rom their ex$erience

is security industry.

Se&ment 6ro,th Aate Security com$anies are

characteri<ed to ha%e a constant

demand o; their ser%ices.

6radua" &ro,th to understand

the di;;erent needs o; the sector

ro;it 8ar&in De$ends? need o; ne&otiation

bet,een com$anies.

7he hi&hest as $ossib"e.

Structural &ttractiveness

Com$etitors ractica""y nonexistent? at "east

"oca""y. o security com$any has

de%e"o$ed its o,n drone

detectin& ser%ice.

In case o; existence? SDS ,i""

stab"ish c"ear di;;erentiatin&

strate&ies to set the to$ "eadin&

strate&y.

Distribution Channe"s Security com$anies ,ou"d be in

char&e o; the distribution o; the

ser%ice? as SDS radar ,ou"d be

!ust another ;eature.

(xterna"i<e the distribution to

the com$anies.

Strategic 3irection

Strate&y Security com$anies are a key tar&et. 8utua" coo$eration ,i"" $ro%e

to be bene;icia" either in economics and researchin& ;ie"ds.

6oa"s 6reat ex$ectations ,ithin this

tar&et.

Create success;u" a""iances and

a&reements ,ith a"" security

com$anies




)'

Marketing E4pertise

Aesources ot many resources may be

needed as the se&ment is

;ormed by ;e, com$anies.

@i&h $roducti%ity in marketin&

actions.

Ca$abi"ity 8arketin& ca$acity ,i"" be"imited to assist security ;airs

and contactin& security

mana&ers.

6radua" im$ro%ement o;attraction.

+pportunity- Cost

6ro,th 5$tions 5%era""? security com$anies are &oin& to be our ma!or tar&et. 7heir

customers ,i"" seek a ,ide ran&e o; security ser%ices that our

com$any ,i"" ne%er be ab"e to o;;er.




))

0.2.2 ri%ate Indi%idua"s


2inancial ssues

Se&ment Si<e Litt"e demand. Such tar&et may

ha%e contracted other "ar&er

security com$anies.

8ake them rea"i<e o; the rea"

need o; our $roduct? and

$ro%okin& $ressure on their

security com$any to stab"ish

coo$eration.

Se&ment 6ro,th Aate 7he amount o; ,ea"thy $eo$"e

,i"" remain constant and "itt"e.

ot a hu&e &ro,th ,ithin time

ro;it 8ar&in Considerin& ho, $o,er;u"

$eo$"e beha%e? security is

somethin& necessary? des$ite itscost.

7he hi&hest bene;it as $ossib"e.


Com$etitors Aich $eo$"e may ha%e their o,n

&uards? but ,hen it comes to

drone detection they are not

%a"id com$etitors.

Stab"ish a""iances ,ithin the

com$anies o; the sector.

Distribution Channe"s In this case? ,e ,ou"d o;;er a

$ersona"i<ed ser%ice? and ,e

,ou"d be in char&e o;

trans$ortation.

7he chea$est distribution.

Strategic 3irection

Strate&y ri%ate indi%idua"s may not contract indi%idua" security ;eatures.

7hey a%oid com$"icated $rocedures? and that in%o"%es contractin&

many ser%ices. #""iance ,ith security com$anies may o$en us the

door to such tar&ets.

6oa"s 7his tar&et ,i"" re"y on the

com$any back&round to

contract our ser%ices.

Create a brand ima&e based on

Fua"ity and e;;iciency

Marketing E4pertise

Ca$abi"ity Aich $eo$"e may are dis$ersedand may be di;;icu"t to carry

&"oba" marketin& actions.

7he best marketin& is &oin& tobe our ima&e and Fua"ity.

Ao"e o; rand #s mentioned be;ore? this

as$ect is o; hu&e im$ortance ;or

these tar&ets.

7echno"o&ica" contests are

&oin& to be our best asset in

case ,e ,in them. 7hey ,i"" he"$

us to stab"ish the ima&e ,e

need.

+pportunity- Cost

6ro,th 5$tions Di;;icu"ty to set u$ in this sector. SDS is rather interested in other

tar&ets




)

0.2./ ri%ate Cor$orations


2inancial ssues

Se&ment Si<e i& (ncom$ass the entire se&ment

i; $ossib"e.

Se&ment 6ro,th Aate #s the drone market ,i"" &ro,

this tar&et ,i"" increase its need

;or security

6radua" &ro,th to understand

the di;;erent needs o; the sector

ro;it 8ar&in ro;it ,i"" re"y on our abi"ity to

maintain our ser%ice the "on&er

as $ossib"e.

5;;erin& system u$dates to

encoura&e the $ermanency o;

the customers.


Com$etitors # "ot o; cor$orations ha%e their

o,n security de$artment? and

they tend to $rotect by

themse"%es

Aaise a,areness? and $ro%oke

them askin& ;or our ser%ices

Distribution Channe"s In this case? ,e ,ou"d o;;er a

$ersona"i<ed ser%ice? and ,e

,ou"d be in char&e o;

trans$ortation.

7he chea$est distribution.

Strategic 3irection

Strate&y 5nce a&ain this a key se&ment in ,hich SDS ,ou"d "ike stab"ish

$ro&ressi%e"y and kee$in& u$ the initia" demand to ensure &reatbene;its.

6oa"s 8aximum customers ;or the maximum time $ossib"e.

Marketing E4pertise

Ca$abi"ity 8edium +e may stab"ish contact ,ith

cor$orations throu&h

$ersona"i<ed marketin& or e%en

in techno"o&ica" ;airs.

Ao"e o; rand Im$ortant. Cor$orations are

"ookin& ;or e;;iciency and

Fua"ity.

7echno"o&ica" contests are

&oin& to be our best asset in

case ,e ,in them. 7hey ,i"" he"$us to stab"ish the ima&e ,e

need.

+pportunity- Cost

6ro,th 5$tions Increasin& accordin& ,ith our

ca$abi"ity o; su$$"yin& the

ser%ice.

Com$any &ro,th ,hi"e

de%e"o$in& other ser%ices ;or

the se&ment.




)0

0.2.4 6o%ernmenta" Institutions


2inancial ssues

Se&ment Si<e @u&e? but it ,ou"d reFuire us

,orkin& de%oted"y in case o;

hirin& our ser%ices.

+e ,ou"d "ike to encom$ass the

se&ment once ,e are

ex$erienced enou&h.

Se&ment 6ro,th Aate Drone market is an imminent

threat ;or &o%ernmenta"

institutions. @ence it ,i"" &ro,

ex$onentia""y.

6reat demand once ,e ;ee" ,e

can success;u""y $ro%ide ,ith

our ser%ice.

ro;it 8ar&in i& bene;its but ,ith hu&e socia"

res$onsibi"ities

7he hi&hest as $ossib"e

re&ardin& the res$onsibi"ity that

it entai"s.


Com$etitors y the time ,e ,ant to stab"ish

as a "eadin& com$any ,ithin this

se&ment there may ha%e

a$$eared com$etitors.

+e may enter in con;"ict ,ith

mi"itary sur%ei""ance com$anies?

,hich is not our ob!ecti%e.

In case o; existence? SDS ,i""

stab"ish c"ear di;;erentiatin&

strate&ies to set the to$ "eadin&

strate&y.

Strategic 3irection

Strate&y Settin& u$ in this ,ou"d mean the success o; our com$any? as it,ou"d be a resu"t o; ha%in& become a medium > "ar&e com$any.

Initia""y ,e ,i"" not ;ocus in this se&ment

6oa"s ecome the "eadin& com$any ,ithin ci%i"ian drone detection

security in this se&ment.

e ab"e to su$$"y this se&ment.

Marketing E4pertise

Ca$abi"ity%o $e determined Aesources

Ao"e o; rand

+pportunity- Cost

6ro,th 5$tions 6reat &ro,th ex$ectations. onethe"ess a &reat o$eratin& ca$acity

is needed.




)

0./ osition

7he $ositionin& strate&y that SDS has decided to im$"ement is based on a difference

positioning. y kno, our bi&&est asset is the radar based detection system? idea that ,i""be used to hi&h"i&ht its $ro$erties in detriment o; our ri%a"s= systems.

6i%en the $articu"arities o; our sector 9ci%i"ian drone detection? ,hose main com$anies are

sti"" bein& created? di;;erentiatin& our ser%ice and statin& its su$eriority are the best

strate&ies to ;o""o,. 5,in& to our com$etitors= initia" a&&ressi%e set u$? ,e stron&"y ;ee"

this is the best decision that cou"d be made.

5n the other hand? cou$"ed ,ith the $re%ious idea? the ima&e ,e ,ou"d "ike to reach is

based on the %a"ues o; our com$any. 7hat is ,hy ,e ,ou"d "ike to be seen as an innovative

and security reliable com$any. Like,ise? SDS radar ,ou"d be indirect"y associated ,ith such

%a"ues.

7hereby the catch,ord chosen to initia""y ad%ertise SDS is:

“Pursuing perfection in drone detection”

7o execute our $"ans SDS ,i"" main"y re"y on:

• e$site advertisement

o In our o,n ,ebsite and in s$ecia"ised sites

• Assistance to technolo#ical and security fairs

o 7his ,ou"d a""o, us to ha%e rea" ;eedback ;rom com$anies or or&ani<ations ande%en com$rehend ho, our systems shou"d be ada$ted to their needs

• !ntre'reneurial contests 'artici'ation

o I; reachin& ,innin& $ositions? our desired ima&e ,ou"d be rein;orced

o (%idence o; success

• eneration of attractive audio&visual resources




3

. *uture De%e"o$ments#"thou&h our radar system is initia""y ex$ected to co%er drone detection needs? ;urther

a$$"ications can be ex$"oited ,ith "itt"e or no chan&es in the initia" desi&n. So? it is ,orth

statin& ,hich cou"d be the next ,orkin& "ines o; our com$any.

7he 4 main ,orkin& areas that our com$any cou"d co%er !ust ,ith "itt"e ada$tation o; our

system are:

• 8ird strike 'revention (air'orts)

o %his a''lication would not reKuire a hu#e chan#e in our radar system as it is $ased onthe idea of detectin# flyin# o$ects /n order to accom'lish this 'ur'ose we will have toredesi#n the 'rocessin# system in order to distin#uish $iolo#ical freKuencies andtechnolo#ical ones" this will mean take into account the Do''ler effect

• Detectin# structural issues in $uildin#s and $rid#es

o 2ur radar has a really directive antenna which will cover one of the main needs todetect mill metrical crashes in $uildin#s and $rid#es

• Avalanche 'revention in mountains

o +now (skiin# stations)

o -ocks (mines and mountain villa#es)

• %racin# #eolo#ical movements

Lea%in& a$art the ;irst mentioned use? it is ,orth ;ocusin& on the "atter / ones as a"" o; them

co%er a $otentia" need in any de%e"o$ed country? risk prevention.

!9am'le of system im'lementation

Source1 wwwacci'iterradarcom

!9am'le of system im'lementation

Source1 Mine *an&American& !9'loration and movement radar




1

.1 Aisk re%ention throu&h Aadar Systems

5ur radar o;;ers the $ossibi"ity to obser%e a certain media continuous"y. 7his a""o,s us to

$ro%ide ,ith in;ormation on"y sensiti%e to e"ectroma&netic ,a%es. ut other a$$"icationsa$$ear ;rom the "atter idea and one o; them is in,ormation comparison and correlation.

5n the basis that nonNdynamic ob!ects shou"d beha%e eFua""y inde$endent"y o; time? i; "itt"e

chan&es ha$$en the radar shou"d be ab"e to detect them. Such chan&es can be tiny

mo%ements 9_ mm in a bui"din& or in a mountain that cou"d "ead to ma!or disasters.

@ence? radar is a $otentia" techno"o&y that can be used to $re%ent accidents and raise

a,areness about dan&erous <ones. +hen it comes to sa%in& "i%es? the market is a",ays

o$ened as it is the duty o; any or&ani<ation to minimi<e the risks in its dai"y acti%ities.

*or exam$"e? ,hen dea"in& ,ith a%a"anches? there has been a notorious increase in ;ata"ity

rate in the recent times. Systems "ike ours cou"d he"$ to s"o, do,n the crescent tendency

that the next ;i&ure notes.

Source1 <ational Avalanche Center (U+A)

+ith the ima&e $resented abo%e the existin& necessity has been $ro%ed and thus? the

%iabi"ity o; this brandNne, ,orkin& "ine.




/

13.2 5r&ani<ationa" Com$any Structure

Due to the re"ati%e "itt"e si<e o; the com$any ,i"" re"y on the bene;its that a %ertica"

structure o;;ers. 7he com$any ;irst or&ani&ram ,i"" be based on the next ;i&ure:

0i#ure1 /nitial +D+> 2r#ani#ram

#s sho,n abo%e? you can note that key ro"es ;or the $ro$er de%e"o$ment o; the com$any

are missin&. 7his ;act is caused by the e4ternaliation o, some services that our com$any

,i"" not be ab"e to a;;ord durin& its ;irst years. 7hose ser%ices ,i"" be carried out by externa"

com$anies:

• Accounta$ility

• Advocacy of the com'any

• Distri$ution and Lo#istics

• -ece'tionist




4

13./ Location

#s has been noted? the com$any is &oin& to be di%ided in t,o? bearin& in mind the t,o main

areas o; ,ork? both technica" and administrati%eRmarketin&. 7hat is ,hy? the o$tima"so"ution is rentin& an o;;ice and an industria" bui"din&? accordin& to the necessities our

,orkin& teams reFuire.

13./.1 5;;ice

7he rented o;;ice is &oin& to be "ocated at U#%enida 8adridV in the b"ock o; b"ock o;

bui"din&s ULa 8aternitat i Sant AamonV. Its month"y cost is &oin& to be about )33 O.

7he com$ound o; o;;ices a"ready $ro%ides ,ith a secretary? and ,hat is more im$ortant? is"ocated in the ;inancia" heart o; arce"ona.

7he o;;ice has a tota" sur;ace o; 12/ m2? thou&h ,e are !ust &oin& to use ha"; o; it as the

other ha"; is ex$ected to be shared ,ith another com$any. 7he o;;ice ,i"" be main"y used by

the executi%e mana&er and the marketin& a&ent? but en&ineers shou"d ha%e at their

dis$osa" $ro$er $"aces to ,ork on their desi&ns.

In the initia" in%estment ,e ha%e a"ready de%oted an economica" item to the $urchase o;

the o;;ice ;urniture and common"y used e"ectronic de%ices.




)

13.4 Distribution and roduction

#s it has been noted in $ast sections? distribution is &oin& to be "e;t in char&e o; associated

rese""in& com$anies. 7hey may ,ish to add s$eci;ic ;eatures in their security systems ,hichcan "ead to contract our ser%ices.

ote: see section O (Marketin# *lan) to understand how this contacts are #oin# to $e esta$lished

5n the other hand? the $roduction o; the radar system is &oin& to be carried out in our

,orksho$? s$eci;ica""y by our technicians ,ith their res$ecti%e su$er%ision ;rom en&ineers.

7he a%ai"ab"e man ;orce is ex$ected to be ab"e to bui"d '3N)3 radars a year i; ,orkin&

de%oted"y on"y to the bui"din& $rocess. onethe"ess? maintenance ,i"" ha%e to be executed

$eriodica""y? as ,e"" as re$airs and certi;ication ,hich ,i"" be $art o; the dai"y ,orkin&

scheme o; our technicians. 7his $ro%okes us to reduce the &ross $roduction rate u$ to (!

radars a year.

(n&ineers ,i"" in%esti&ate and desi&n inno%ati%e detection systems in $ara""e". 7hey ,i""

su$$ort the technica" team ,hen needed? thou&h they are not ex$ected to !oin them

durin& "on& $eriods o; time.




11. 7he *inancia" "an

In this section ,e are &oin& to ex$"ain in detai" the ;inancia" $"an ex$ectations o; our enter$rise ,ithin the ;irst ;i%

com$any to $roceed. &ll prices in this section are e4pressed in euros$

5ur aim is to estimate the minimum ca$ita" that our com$any ,ou"d need to start ,ith.

11.1 *inancia" 7erms

7he shared ca$ita" o; SDS com$any is 1'3?333O? this amount is &oin& to be re%ersed by a"" com$any $artners e

studies resu"ts? ,e ha%e been ;orced to ask ;or a "oan ;rom the bank. 7he reFuested "oan is o; 123?433O ,hich ,,ithin )3 months "eadin& to a re$ay o; 23'?3.44O.

7his amounts "eads us to a needed tota" ca$ita" o; 91'3?333O 123?433O ((/"?!!#.

o, ,e come into detai" o; our com$anyQs ;inancia" resu"ts.




11.1.2 Direct Costs

Direct costs are those $rices that can be com$"ete"y attributed to the $roduction o; s$eci;ic &oods or ser%ices. Di

and ex$enses re"ated to the $roduction o; our ser%ice.

+e ha%e considered ;rom one side materia" costs ,hich are the costs o; the ra, materia"s and com$onents used

other side ,e ha%e "abour costs and direct ex$enses ,hich are the cost o; the ,ork done by a"" ,orkers ,ho

$roduction "ine and ex$enses that %aries direct"y ,ith chan&es in the %o"ume o; a cost ob!ect.

@ere ,e ha%e a brie; "ist o; ,here our radarQs materia"s costs come ;rom:

Structure ,-. /

Power !uppl" -,. /

!tructure bod" 0.. /

$oxes 1. /

Signal Generation -.. /

Ardruino micro -, /

Microcips 2. /

3ables 4. /

Radar Plate 4, /

Front end 0&1 /

Mixer -0 /Amplifier 4. /

3ables -2 /

Attenuator -& /

5oltage Regulator 4 /

3irculator 0.. /

P3$ -6 /

Motor ,.. /

7imit switces*x2+ 4.. /!tepper Motor *x4+ 0.. /

Conditio

8ilters an

Antenna

Parabolic

P"ramida

3onector

0D Printi

Processing Team ,,. /

P3 4.. /

3ontrollers *x4+ 0.. /

AD3 ,. /




3irect Cost <#G7adar= /1I0 #

3irect Cost <#G7adar Multilayer= 2') O

3irect ;abours J 3irect E4penses 0'3 O

In our caseP direct "abours and ex$enses costs re;er to the em$"oyees that are in char&e o; trans$ortation anconsidered the other sa"aries as indirect costs.

7his "eads us to the ;o""o,in& a%era&e costs $er unit:

• +ervice 3 (-adar without multilayer +ystem)1 37"E6OZ

• +ervice 6 (-adar with multilayer +ystem)1 33"T6OZ

7he se""in& $rice o; this ser%ices "eads us to a &ross mar&in o; 1)` and 24` res$ecti%e"y. 7he reason o; this &r

$roducts is that our com$any o;;ers t,ice more ser%ices ;rom AadarSDS ,ith mu"ti"ayer than the sim$"e one.




11.2 Model Inputs

2+7EC&SE3 7E'EN%E %nits soldannually

&verageprice per unit

&p

+ervice 3 (-adar Alarm +ystem) 13 1/?333

+ervice 6 (-adarMultilayerAlarm +ystem) 23 1'?333

+&; +2 2+7EC&SE3 7E'EN%E

C+S +2 >++3S S+;3

E4pected

gross margin

&verage cost

per unit

&

g

Ser%ice 1 9Aadar #"arm System 1)` 13?2)

Ser%ice 2 9Aadar8u"ti"ayer#"arm System 24` 11?/2)

+&; C+S +2 >++3S S+;3




&NN%&; M&NEN&NCE" 7EP&7 &N3 +'E7D&%;

0actor (F) on ca'ital eKui'ment 1'`

&SSE 3EP7EC&+N

<um$er of [ears '

&K

Annual %a9 -ate 2'`

N2;&+N

Annual /nflation -ate 2`

EKPECE3 SE7'CE 3EM&N3 NC7E&SE

Annual /ncrease '`

2%N3N>

Loan Amount 102?433.33

Annual interest rate '.33`

%erm of loan (months) )3

Monthly rate 3.41`

*ayment /?4/2.04

+&; &M+%N P&L&B;E /!"I!$?? #

In the tab"e abo%e? there is the "oan debt detai"ed as ,e ha%e ex$"ained be;ore. 5ur com$any has been rea"istic ab

,e ha%e on"y considered a '`? in rea"ity this may be hi&her as ,e ,i"" in%ert a considerab"e amount o; continued a

7he reason ,e considered reasonab"e to ha%e a '` increase is because sa"es may increase each year but it is %e

c"ients may dro$ the ser%ice at some $oint.




11.3 Profit & Loss Account

@ere is the ;inancia" statement that summari<es the re%enues? costs and ex$enses incurred durin& the ;irst ;i%e ye

P7+2 &N3 ;+SS &SS%MP+N

Lear 1 Lear / Lear ( Lear ?

Annual cumulative demand (revenue) increase 3.33` '.33` 13.33` 1'.33`

!9'ected demand +ervice 3 (units) 13 11 11 12

!9'ected demand +ervice 6 (units) 23 21 22 2/

Annual cumulative inflation (e9'ense) increase 3.33` 2.33` 4.33` ).33`

!9'ected cost 'er unit +ervice 3 2?1).33 2?21.'2 2?2)/.34 2?/3).')

!9'ected cost 'er unit +ervice 6 2?').33 2?)2.'2 2?).34 2?/3.')




NC+ME

7evenue Lear 1 Lear / Lear ( Lea

+ervice 3 (-adar Alarm +ystem) 1/3?333.33 1/)?'33.33 14/?/2'.33 1'3?41.2

+ervice 6 (-adarMultilayerAlarm +ystem) /33?333.33 /1'?333.33 //3?'3.33 /4?20.'

Accounts -eceiva$le 13?'33.33 112?0'.33 110?'10.' 124?444.)

/ncomes cashed /22?'33.33 //0?)2'.33 /''?'').2' //?//4.3

+&; 7E'EN%E ?(!"!!!$!! # ?1"!!$!! # ?I?"!I$!! # ?I"II$I

Cost o, Sales Lear 1 Lear / Lear ( Lear ?

+ervice 3 (-adar Alarm +ystem) 21?)3.33 2/?/34.) 24?'3.32 2)?31./2

+ervice 6 (-adarMultilayerAlarm +ystem) '1?'23.33 ''?1.2 '?32.0/ )/?21.2

Accounts *aya$le 24?42).) 2)?1)3.) 20?33.)2 2?/.'42utcomes cashed 40?0'/.// '2?/21.2 ')?31'.2/ '?4.3

Cost o, goods sold /?203.33 O 0?402.00 O 04?322.0' O 0?23.)1

+&; NC+ME (0"I/!$!! # (I("!1I$1/ # (!"!/$1 # ?!I"$1?

• Accounts -eceiva$le : Ser%ices that our com$any has o;;ered but they sti"" need to be cashed. It re;• /ncomes Cashed: #"" sa"es that ha%e been char&ed.

• Accounts *aya$le: Costs that our com$any ha%e not $ayed yet. 5ur debt.• 2utcomes Cashed: Costs that ha%e been a"ready co%ered.




EKPENSES

+perating e4penses Lear 1 Lear / Lear ( Lear ?

-GD '?333.33 '?333.33 '?333.33 ?2'.'

De'reciation ?/23.33 ?413.33 ?'33.33 ?'3.33

/nsurance /?333.33 /?333.33 /?333.33 /?333.33

Marketin# ?333.33 ?333.33 ?333.33 ?333.33

e$site su''ort 1?'33.33 '33.33 '33.33 '33.33

Distri$ution costs '?333.33 '?333.33 '?333.33 '?333.33

-ent 1?233.33 1?233.33 1?233.33 1?233.3

8usiness 'lan develo'ment 13?333.33

Maintenance 13?333.33 13?333.33 13?333.33 13?333.3+alaries /33?)2.33 /33?)2.33 /33?)2.33 /33?)2.3

/nterest e9'ense on lon#&term de$t 0?104.20 )?'//. 4?033.0 2?01.11

2ther 1?333.33 1?323.33 1?3)3.03 1?124.4'

+&; EKPENSES (I"I0$/ # (0I"(($I # (0"I(($ # (00"(0($1(




5ur com$any is based on techno"o&ica" ser%ices so ,e need to in%est a considerab"e amount o; money in 783.

Durin& the ;irst three years ,e can on"y in%est '?333 $"us $art o; the en&ineerQs sa"ary ,hich ,i"" a"so be in%eresearch and de%e"o$ment. *rom the third year those in%estments kee$ increasin& as our com$any? ;rom the m

(!) o, our bene,its in that sector.

Lear 1 Lear / Lear ( Lear ?

+&; NC+ME /')?23.33 O //?31.12 O /3?3'2.1' O 43?0'0.14

+&; EKPENSES /?0).20 O /)?//'. O /)'?//.'0 O /))?/)/.1/

P7+2 BE2+7E &K

+&; >7+SS P7+2 N2/?1').20 '?)01.// 24?/10.' 41?4'.31

&KES

Income 7ax N 42).13 1?02/.0 0?'/.))

+&; &KES N 42).13 1?02/.0 0?'/.))

NE P7+2

+&; NE P7+2 - /("10$/ "/$/( # //"??$0 # (/"$( #

#s ,e can ex$ect our com$any has "osses the ;irst year? but then net $ro;it increases year by year.




11./.1 7axes

7he re;orm o; the Cor$oration 7ax #ct ? ,ith e;;ect ;rom 31.31.231' ? states that com$anies may o;;set tax "osse

com$ensation ,as ,ithin a maximum o; 10 years. 8oreo%er? the ri&ht to check these ne&ati%e basis by the #dmionce that dead"ine $assed ? the #dministration shou"d acce$t the com$ensation i; the tax$ayer $ro%es the existe

the re%erse and the de$osited accountin& in the Com$anies Ae&ister.

#nother thin& to bear in mind is that in addition to not set any time "imit ;or com$ensation? the La, $ro%ides ;or

Eanuary 1st? 231) ? "imiting the amount o, ta4 losses ,rom previous years to o,,set I!) o, pre-ta4 basis? adm

amountin& to 1 mi""ion euros. 7his "imit o; taxab"e income is ca"cu"ated a;ter takin& into consideration the ta

im$"ementation o; the ne, reser%e ad!ustments ca$ita"i<ation.

@ere ,e ha%e a tab"e sho,in& ho, our enter$rise a$$"ies taxes takin& ad%anta&e o; the ne, estab"ished "a,.

Lear 1 Lear / Lear ( Lear ? -esult 8efore %a9 N20?//).20 '?)01.// 24?/10.' 41?4'.31

%a9a$le '?)01.// 24?/10.' 41?4'.31

%a9 Com'ensation (limit

7F)/?)./ 1?32/.33 ?//)./)

F!(, T(-(.,/ 1"I!?$?! # I"/$I # (?"1$0 #

%a9 'aya$le (65F) ?/0$1! 1"/($ "($00

%a9 Loss (credit) /"((0$/ /?"($(0 I"((0$(0 !$!!

-eal ta9 rate !$! !$! !$/1




11.4 a"ance Sheet

&SSES

Current &ssets nitial balance Lear 1 Lear / Lear (

Cash and short&term investments N '?403.'0 )?/44.03 '0?)4.30

Account -eceiva$le 13?'33.33 112?0'.33 110?'10.'

+&; C%77EN &SSE 22?433.33 232?03.'0 102?21.03 1?1).0/

Property and E9uipment nitial balance Lear 1 Lear / Lear (

Machinery and eKui'ment 13'?333.33

/ndustrial *ro'erty ('atented 'rototy'e desi#n) 3?333.33 3?333.33 3?333.33 3?333.33

0 ,ess (ccumulated depreciation e1pense #23$ 4?'33.33 ?333.33 1/?'33.33

2ffice materialJ0urniture 4?333.33 4?333.33 4?'33.33 '?333.33

\ Less Accumulated de'reciation e9'ense (67F) 23.33 1?'/3.33 2?4/3.33

4 (ccumulated material depreciation #53$

Com'uters '?333.33 '?333.33 '?333.33 '?333.33

0 ,ess (ccumulated depreciation e1pense #673$ 33.33 1?033.33 2?33.33

& Accumulated com'uters de'reciation (EF)

+oftware )?333.33 )?333.33 )?333.33 )?333.33

0 ,ess (ccumulated depreciation e1pense #673$ 1?233.33 2?433.33 /?)33.33

otal Property and E9uipment 13'?333.33 ?)03.33 3?3.33 0/?3.33

+&; &SSES ((/"?!!$!! # (!!"00!$ # /I/"$! # /0!"(I$( #




2

11.) Conc"usions

13.).1

7he <et *resent Value 9 is de;ined as the sum o; the $resent %a"ues o; incomin& and

out&oin& cash ;"o,s o%er a $eriod o; time. Incomin& and out&oin& cash ;"o,s can a"so be

described as bene;it and cost cash ;"o,s? res$ecti%e"y.

, 1

: : !" #: !" : $%

7o understand ho, shou"d be ana"ysed ,e ha%e attached the next tab"e in order to

achie%e a better com$rehension amon& the readers:

NP' O ! 7he in%estment ,ou"d add %a"ue to the ;irm

NP' ! 7he in%estment ,ou"d subtract %a"ue ;rom the ;irm

NP' Q ! 7he in%estment ,ou"d neither &ain nor "ose %a"ue ;or the ;irm

#s ;or SDS? ,e ,ou"d obtain a NP' o; /?("( ,hich states a $ositi%e ;inancia" situation.




/

11.).2 IAA

/nternal -ate of -eturn is the discount rate at ,hich the net $resent %a"ue o; an in%estment

becomes <ero. In other ,ords? IAA is the discount rate ,hich eFuates the $resent %a"ue o;

the ;uture cash ;"o,s o; an in%estment ,ith the initia" in%estment. 9 3

&'%! '%(% )

: % ! %(%

5r in other ,ords:

1 '

)

: : !"

#: !"': '%%! %

# $ro!ect is most"y acce$ted i; its IAA is 57 "ess than the tar&et interna" rate o; return. In

our case:

'' ),*11

'%%! % + - *1,1e o$tain a fairly //- value A definitive 'roof of our $usiness feasi$ility and 'rofita$ility

11.)./ (I7D#

<Earnings be,ore interest" ta4es" depreciation and amortiation=

(I7D# is an indicator o; a com$anyQs ;inancia" $er;ormance ,hich is ca"cu"ated in the

;o""o,in& manner:

./'#$0 (% &.%2

34562: !%7 , %, % % 8%

(I7D# is essentia""y net income ,ith interest? taxes? de$reciation? and amorti<ation added

back to it? and can be used to ana"yse and com$are $ro;itabi"ity bet,een com$anies and

industries because it e"iminates the e;;ects o; ;inancin& and accountin& decisions.

SDS ,ou"d obtain an EB3& o; I"0/$




/

11.).4 6ra$hs

7o conc"ude ,e ,ou"d "ike to $resent some &ra$hs ,ith the most im$ortant data re&ardin&

our ;inancia" $"an.

#s ,e can see in the re$orted &ra$hic? sa"es increase each year? this is due to the '`

increase o; demand. 7he resu"ts sho, the tota" ser%ices the com$any has a%ai"ab"e at that

time? considerin& the ones ,e sti"" ha%e ;rom the $re%ious years and the ne, onesP ,e a"soinc"ude $ossib"e churns.

.

,

-.

-,

4.

4,

0.

- 4 0 2 ,

U n i t s

Years

3emand o, Services

Expected demand !ervice -

*units+

Expected demand !ervice 4

*units+




4

5n the other hand it may be interestin& takin& a Fuick &"ance at Cash 0low e%o"ution. +ith

a"" the data co""ected in the Cash 0lows o; the ;irst ;i%e year simu"ations ,e can $ut to&ether

the be&innin& and the endin& cash ba"ance o; each year and im$"ement the ;o""o,in&

&ra$hic.

In this &ra$hic? the $oint ,here the be&innin& and endin& cash ba"ance cross is ,here the

tota" cash ;"o, o; the enter$rise ,i"" start to be $ositi%e and ;rom that $oint our cash

bene;its are &oin& to be $ositi%e. 7his &ra$hic sho,s ho, that $oint ,i"" occur ;rom the;ourth year.

9

,.(.....

-..(.....

-,.(.....

4..(.....

4,.(.....

0..(.....

0,.(.....

- 4 0 2 ,

C a s h

[ € ]

Years

Cash 2lo.

$eginning 3as $alance

Ending 3as $alance




'

Last but not "east? "et=s $"ot the <et *rofit e%o"ution:

*rom the net $ro;it &ra$hic ,e can ca"cu"ate the breakeven point ,hich is ,here our

business has reached a <ero ba"anceP ,hen our income co%ers our ex$enses exact"y. 7his

$oint ha$$ens a$$roximate"y in the year 2 o; our enter$rise? ;rom ,here ,e start ha%in&

$ro;its and not "oses. In order to break e%en our com$any has to o;;er a$$roximate"y 21

ser%ices o; radar mu"ti"ayer and 11 ser%ices o; sim$"e radar? ,hich sum u$ around /2 radarser%ices that "ead us to an income o; around 4'1?'33 euros on sa"es.

90.(.....

94.(.....

9-.(.....

9

-.(.....

4.(.....

0.(.....

2.(.....

,.(.....

- 4 0 2 ,

N e t P r o f i t [ € ]

Years

Net Pro,it




)

12. (xit Strate&y

(ntre$reneurs "ike us "i%e ;or the stru&&"e o; "aunchin& their businesses. ut one thin& they

o;ten ;or&et is that decisions made on day one can ha%e hu&e im$"ications do,n the road.

It is not enou&h to bui"d a business ,orth a ;ortuneP ,e ha%e to make sure ,e ha%e an e4it

strategy? a ,ay to &et the money back out.

+hy ,ou"d ,e $"an an exit strate&y ,hen ,e are about to start runnin& a business ,e

rea""y be"ie%e in-

+e""? ,e "i%e in a constant chan&in& ,or"d and there are many externa" ;actors our business

de$ends on? so it is %ery im$ortant to ha%e in mind ,hat $rob"ems cou"d a$$ear and ho,

,ou"d ,e so"%e them.

• 8ne1pected offers may arise

o #s the ecommerce industry becomes more com$etiti%e and "ar&er $"ayers"ook ;or &ro,th throu&h acFuisitions? sma""er com$anies may "ook ;ormer&ers to &ain a "ar&er market share and buyin& $o,er.

• 9ealth or family crisis

o Sudden i""nesses or ;ami"y issues take time a,ay ;rom your ;ocus on yourbusiness.

• /conomic shift

o # recession may ne&ati%e"y im$act your business.

• Technology trends shift

o I; you are not makin& the transition to mobi"e de%ices? you may be "e;t in thedust.

• ou ;ant options

o Shou"d you decide to se""? you ,i"" ,ant to ha%e o$tions beyond se""in& to acom$etitor at a "o, %a"ue.

• (ge

o #t some $oint? you may ,ant to retire and you ,i"" ,ant to ca$ture the%a"ue o; your com$any.

• "roduct trends change

o 8any sma"" ecommerce businesses are hi&h"y de$endent on a sin&"e$roduct or $roduct "ine. # shi;t in trends may "o,er your re%enues.

• )ear and tear

o In my case? I sim$"y &re, tired o; the sameness o; mana&in& a midNsi<edecommerce com$any. I ,anted to do somethin& di;;erent and rea$ some o;the bene;its o; my hard ,ork.




0

12.2 L# : Se""in& to a *riend"y uyer

# 0riendly $uyer can be a mana&er or a ,orker o; the com$any ,ho has transmitted you

enou&h con;idence and $o,er to be ab"e to kee$ u$ the com$any you ha%e createdP$ersona" re"ations may b"ind ne&ati%e ca$abi"ities that those $eo$"e ha%e to be re"ied the

com$any so you ha%e to be care;u" ,ith that.

#nother $ossib"e buyer may be other com$anies you ha%e been a""ied to? o; course i; they

ha%e their o,n com$any in that sector that means they are more than ca$ab"e o; runnin&

the business and they ha%e kno,"ed&e o; the market risks and o$$ortunities.

7he $urest ;riend"y buyout occurs ,hen the business is $assed do,n to the ;ami"y. ut

remember? the key to ;ami"y business is the ,ord ;ami"y. Is yours ;unctiona"- o sooner

than the ;ami"y business is "ea%ed to the kids? itQs "ike"y theyQ"" end u$ ;i&htin& o%er ,ho &ot

the "ar&er share? ,ho does or doesnQt deser%e the o,nershi$ they &ot? and ,ho &ets the

;ina" ,ord. 7heyQ"" ;in&erN$oint ;or a decade ,hi"e the business s"o,"y dec"ines into ruin?

then b"ame you ;or not "ea%in& c"earer instructions. I; you decide to &o this route? youQ%e

&ot a "ot o; $"annin& to do be;ore &ettin& out.

Pros Cons

Xou kno, them. 7hey kno, you.7hereQs "ess due di"i&ence reFuired.

Xou can &et so attached to bein& bou&htby someone nice that you "ea%e too muchmoney on the tab"e

Xour buyer ,i"" most "ike"y $reser%e,hatQs im$ortant to you about thebusiness.

I; you se"" to a ;riend? theyQ"" be $ee%ed,hen they disco%er they !ust bou&ht the"iabi"ity ;or that decadeQs ,orth o; taxesyou ;or&ot to $ay

I; mana&ement buys the business? theyha%e a commitment to makin& it ,ork.

Se""in& to ;ami"y can tear the com$anya$art ,ith !ea"ousies and $romotions that$ut emotion ,ay ahead o; business needs.

Se""in& to ;ami"y makes &ood on thatre&rettab"e o;;hand $romise made /3years a&o? Someday? sonRdau&hter? a""

this ,i"" be yours.




12./ L# C: 7he LiFuidation

(%en "i;esty"e entre$reneurs can decide that enou&h is enou&h. 5ne o;tenNo%er"ooked exit

strate&y is sim$"y to ca"" it Fuits? c"ose the business doors? and ca"" it a day. I donQt kno,anyone ,hoQs ;ounded a business $"annin& to "iFuidate it someday? but it ha$$ens a"" the

time. I; you "iFuidate? ho,e%er? any $roceeds ;rom the assets must be used to re$ay

creditors. 7he remainder &ets di%ided amon& the shareho"dersNi; there are other

shareho"ders? you ,ant to make sure they &et their due.

Pros Cons

ItQs easy and itQs natura". (%erythin&comes to an end.

6et rea"P itQs a ,aste #t most? you &et themarket %a"ue o; your com$anyQs assets

7here is no ne&otiations in%o"%ed. 7hin&s "ike c"ient "ists? your re$utation? andyour business re"ationshi$s may be %ery%a"uab"e? and "iFuidation !ust destroys them,ithout an o$$ortunity to reco%er their%a"ue.

7hereQs no ,orryin& about trans;er o;contro".

5ther shareho"ders may be "ess thanthri""ed at ho, much youQre "ea%in& on thetab"e

Business Plan SDS (Sky Detection Security)

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