Oudoor - online navigation for people on wheelchairs

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1 OUDOOR. FREE ONLINE MAP FOR PEOPLE ON WHEELCHAIRS

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  • 1 OUDOOR. FREE ONLINE MAP FOR PEOPLE ON WHEELCHAIRS
  • Customer and customers problem Problem People on wheelchairs are forced to stay at home, because they meet too many barriers in the city Companies that provide products and services for disabled people dont have daily channel for communication with their customers Oudoor helps: People on wheelchairs to find comfort route and go out more often using our navigation system for free Companies to communicate with their customers using banners at or web- site with direct segmentation for 0.5$ CPC or 20000$ CPM, that in total saves them about 8000$ of CPM and 1$ CPC as opposed to other advertising offers Customer and customers problem
  • Product Oudoor is a free online map for people on wheelchairs based on actual physical dimensions of urban environment. It defines and builds the best route to wheelchair accessible public places and also contains user-friendly features of social and cultural navigation with individual rout building based on: objective view of city objects clear and scalable geo positioning type of wheelchair way of transportation Product
  • Product Value Proposition Based on the actual physical dimensions of public spaces such as width of the sidewalk, angle of the ramp, door width etc. Uses actual type and physical measurements of a wheelchair and also features current personal physical fit and emotional tune Builds individual rout according to the type of wheelchair and preferable way of transportation (by wheelchair and/or taxi, public transport, car) Shows special parking places if available Rates and marks by respective color as maps that show traffic jams on the rout. Product
  • Technology basics Hi-tech Measuring Instruments : 30 101: - - 10050 Www.Oudoor.com We will measure urban objects one by one using volunteers help and Hi- tech instruments provided by their producers Consulting with the accessibility environment professionals we will know the main dimensions of urban objects All the data will be stored in the data base with GPS coordinates We will also store the data of the standards and accepted tolerance All the data will be covered with API on the Google Map Analyzing users request we will color individual accessibility map for him We will also build the rout to the place or group of places that were chosen by the user. All the routs could be saved in the user account, sent to printer or shared with friends. The user can also rate the places and see ratings of others Volunteers, Architecture Students & GPS Door Way Trough Ramp Model Manual/ Electric Size Door Tolerance for manual wheelchair Tolerance for electric wheelchair Tolerance for phisical abilities DD MM' SS'' 100x200 150x200 10 A101 Manual 50x100 Way Trough 1% 2% 1% DD MM' SS'' 100x201 150x201 10 A102 Electric 50x100 Ramp 1% 2% 1% DD MM' SS'' 100x202 150x202 10 A103 Manual 50x100 1% 2% 1% Main Data Standards and RulesTypes of Wheelchairs Technology basics
  • Business model We are going to earn money using the following instruments: - Advertising of targeted goods , services and public places at our website - Conducting online surveys - Fundraising donation support. We would reach our customers using: - Social media marketing, website SEO and advertising of our product - Partnership with our advertisers and agents of influence. We are going to begin with two capital cities of EU and then in 5 years gradually cover next 20 European cities keeping our competitive advantages, constantly updating and adding new data and features. Business model
  • Market description 1. Source: eMarketer, 2014 2. Source: Transparency Market Research, 2013 3. Percentage of budget in Digital marketing 3.1% from main part of the market. Source: Gartner, 2014 4. Source: Fifth Quadrant Analytics, April 2013 Consumers B2C - People with disabilities using wheelchairs and living in EU countries - 32 million people4 B2B - Companies producing facilities and providing services and medical treatment for people on wheelchairs Global market size of this business - $12,62 billion Market B2C Accessibility maps B2B Digital Advertising of goods and services for disabled. Global market size $42,2 million Market description
  • Market description *Source: Eurostat, the statistical office of the European Union, 2002 Chart 1. Social and medical groups of people with disabilities in EU (per cent) Consumer segmentation B2C Market description
  • Market description Medical equipment for disabled Medical service for disabled Hotels for disabled Car equipment for disabled Home equipment for disabled Cafe for disabled Sport goods for disabled Sport classes for disabled Job for disabled Telecare Clothers and accessories for disabled Events for disabled Education for disabled Taxi for disabled Wheelchair rent Wheelchair repair Disabled insurance Consumer segmentation B2B Companies work in one of following segments: Market description
  • Competitors (Accessibility Maps) Location How they receive data Business model Navigation Pros Cons www.wheelmap. org Czech Republic Germany Switzerland Great Britain France Data is added by users Non-profit No Active feedback Wide geographic coverage User dependent Subjective estimate www.disabledgo. com Great Britain Checked by expert Commercial, Marketplace & Advertising of goods for disabled people No Suits for all types of disabilities Has special leisure section Data provided only for buildings No mapping, just a list of accessible places www.kartadostup nosti.ru Russia Data is added by users Non-profit No Government support User dependent Subjective estimate Competitors (Accessibility Maps)
  • Competitors (Advertising) Google Adwords Search: CPM = 27600$ CPC = 2,5$ Contextual Network CPM = 194,4$ CPC = 0,97$ Facebook CPM = 1700$ CPC = 1,7$ Special sites for disable people CPM = 28000$ CPC = 0,15$ Competitors (Advertising)
  • Traction Overall number of users There are 32 million wheelchair users in Europe1 86% of them would go out more often if they were provided by barrier-free rout2 So 27,52 million people on wheelchairs possibly have demand for service that would help them. We proceed from assumption that 20% of them might be interested in our service. So we have a poll of 5 504 000 potential users. 1 Source: Fifth Quadrant Analytics, April2013 2 Source: Rehabilitation Research and Training Center on Disability Statistics and Demographics, November 2013 Traction
  • Traction Assumptions Assump. Jan Feb March April May June July Aug Sept Oct Nov Dec Jan Feb Growth Rate 0% 0% 0% 0% 20% 30% 30% 30% 30% 30% 40% 40% 40% Users 0 0 0 0 500 600 780 1014 1318 1714 2228 3119 4366 6113 Visits/month 10 0 0 0 0 5000 6000 7800 10140 13182 17137 22278 31189 43664 61130 Click on ad banner (p/visit) 0,14 0 0 0 0 0 0 0 1420 1845 2399 3119 4366 6113 8558 Survey answers (p/visit) 0,14 0 0 0 0 0 0 0 1420 1845 2399 3119 4366 6113 8558 Revenue Advertising (CPC) $0,5 $0 $0 $0 $0 $0 $0 $0 $710 $923 $1 200 $1 559 $2 183 $3 056 $4 279 Survey answers $1 $0 $0 $0 $0 $0 $0 $0 $1 420 $1 845 $2 399 $3 119 $4 366 $6 113 $8 558 Sub-Total $0 $0 $0 $0 $0 $0 $0 $2 129 $2 768 $3 599 $4 678 $6 550 $9 169 $12 837 Costs of Goods Sold Ad. on Facebook (p/month) $150 $0 $0 $0 $0 $150 $150 $150 $150 $150 $150 $150 $180 $180 $180 Ad. on Google Adwords (p/month) $150 $0 $0 $0 $0 $0 $0 $150 $150 $150 $150 $150 $180 $180 $180 Ad. on LinkedIn (p/month) $300 $0 $0 $0 $0 $0 $0 $300 $300 $300 $300 $300 $360 $360 $360 Sub-Total $0 $0 $0 $0 $150 $150 $600 $600 $600 $600 $600 $720 $720 $720 Expenses - Headcount Co-Founder (p/month) $2 000 $0 $0 $0 $0 $0 $0 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 Co-Founder (p/month) $2 000 $0 $0 $0 $0 $0 $0 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 Co-Founder (p/month) $2 000 $0 $0 $0 $0 $0 $0 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 Co-Founder (p/month) $2 000 $0 $0 $0 $0 $0 $0 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 $2 000 Operating Expenses Marketing & Design (per month) $150 $0 $0 $0 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 Legal (per month) $150 $0 $0 $0 $0 $0 $150 $150 $150 $150 $150 $150 $150 $150 $150 Hosting (per month) $100 $0 $0 $0 $0 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 Miscellaneous (per month) $1 000 $0 $0 $0 $0 $1 000 $1 000 $1 000 $1 000 $1 000 $1 000 $1 000 $1 000 $1 000 $1 000 Sub-Total $0 $0 $0 $150 $1 250 $1 400 $9 400 $9 400 $9 400 $9 400 $9 400 $9 400 $9 400 $9 400 Gross Profit $0 $0 $0 $0 -$150 -$150 -$600 $1 529 $2 168 $2 999 $4 078 $5 830 $8 449 $12 117 EBIT $0 $0 $0 -$150 -$1 400 -$1 550 -$10 000 -$7 871 -$7 232 -$6 401 -$5 322 -$3 570 -$951 $2 717 Financial Model Idea Developing Prototype Pilot 2014 2015 New City PilotRoll Out Traction
  • Marketing strategy Our primary market segmentation - disabled employed and unemployed males and females (primarily married) who need assistance with mobility and have problems with legs, feet, back or neck. This group of people is targeted because they need to go out more often due to their labour and marital status, they are more active as they have opportunity and necessity to visit public places with their relatives. But as unemployed people have even higher percentage of assistance needed we can assume that Oudoor service probably could help these people to solve their problems with accessibility to work and thus motivate them to get a job. Our decision marker are targeted wheelchair users, but we are going take an advantage of so called agents of influence their inner circle (relatives, friends, teachers) and other part of people they often communicate with (representatives of medical, social, charity organizations and companies which provide specific goods and services for people on wheelchairs). We believe that complex approach to these three groups is the key to success. Marketing strategy
  • Marketing strategy Main steps of entering the market: 1. Determine the market and perform its analysis 2. Create the foundational elements and strategy 3. Determine the measurable objectives 4. Defining tactical program activities, budget, calendar and ownership 5. Implementation 6. Evaluation 7. Prioritize and select additional markets for future expansion Instruments of entering the market 1. Search for partnerships (organizations providing specific goods and services) 2. Look for investors and develop charity options 3. Develop sales channels of advertising packages Marketing strategy
  • Marketing strategy Why disabled people will like Oudoor Our service is unique - it builds routs and shows accessible public places Our service is individual - it contains features of individual rout building (wheelchair type, preferable way of transportation) Our service is socially oriented - it helps people on wheelchairs choose their own and independent way of lifestyle Why advertisers will like Oudoor Our service provides clearly defined target audience for advertising(we know age, sex, type of wheelchair, favorite places) Our service provides charity opportunities (sponsor contests, donation) Our service provides opportunities for marketing research (polls, statistics) Marketing strategy
  • Key milestones Project - Feasibility study -Team definition - Description of development stages - Statement of branding, positioning and mission Consumer -Research costumers habits and needs -Description of target audience Product -Analysis of task and existing solutions - Statement of technology basics Revenue -Market Analysis -Development of business model - Planning profit and expenses Project -Study of ways of fundraising and promotion of the project -Development of the project cultural basis -Selection of pilot city -Registration of legal entity Consumer -Attraction of target audience through social networking (FB and Linkedin) and website themed content -Development of marketing strategy and implementation of its 1st stage -Assembling of focus groups - Study of other costumers peculiarities and demands Product -Development of type and way of getting benchmark data - Development of MVP composition - Development MVP specification - Figuring out additional costs for product development - Development of product indicators and targets of their indexing -Development of product prototype and its adjustment with the help of focus group Revenue -Detailed analysis of competitors advertising offers, figuring out their weaknesses - Development of suites of services and price policy -Attraction of advertisers for future collaboration - Development of revenues and expenditures plan Project - Search for partners for the city measurement (volunteers from architecture colleges, Leica, Bosch and supplying them with special tools) - Search of partners in the area - Publishing information about the project in local media and themed networks -Fundraising via crowd finding - Designing corporate branding and souvenir production Consumer -Attraction of costumers by publicizing results of city accessibility study -Making strong feedback on first results of project development -Rewarding active feedback fellows -Attraction of costumers using themed networks, SMM, advertising -Costumers behavioral analysis Product -Creation of beta-version and testing by focus group -Correction according to testing results -Downloading of beta- version to www.oudoor.com -Product indicators management - Feedback analysis, error correction, determination of priorities Revenue -Attraction of advertisers for future collaboration - Taking part in professional conferences and other events - Promoting project among professionals and partners - Gaining first clients Project -Summarizing pilots results - Search of technical support team members - Fundraising via crowd finding - Publishing information about the project in local media and themed networks - Planning and reinforcing of pilot territory and expancion Costumer -Loyalty support - Stimulation of active feedback - Behavioral analysis - Attraction using interesting content and word of mouth Product -Ensuring operating 24/7 -Products indicators management - Bug fixing - Adding new features using costumers feedback and product indicators analysis -Development next frontier plan to enter new city Revenue -Analysis of advertising campaigns -Analysis of the web-site traffic - Correction of advertising offers - Promoting project among professionals and partners - Attraction of new clients using existing communications Idea Developing Prototype Pilot Roll Out New City Pilot January-May May-July July-September September- December Key milestones
  • Team Irina Nikolaeva, CEO Economist, studied at Founder Institute. Irina has a great experience in business and system analysis . She can easily transform customers wish list to a high-quality product. Asiyat Uzdenova, CTO Quality engineer, business analyst. Knows software development lifecycle, software development methodologies and best practices. Able to establish effective processes on the project. Has experience of requirements preparation. Richard King, Leading Software Developer Expert on C++, Java, Python, Mainframe systems, Security systems. Aleksander Asafov, Architecture Mentor Urbanistic architect, who has developed more than fifty projects in Moscow and Sochi as an architect, chief architect and head of the design team. In 2008-2010 was involved in engineering facilities for the Olympic Winter Games 2014. Daria Davydova, CMO Since 2007 he has been developing PR and marketing projects. Daria has an experience in implementing integrated strategies in the field of culture, telecommunications and survey of maritime vessels. Mentors and experts with knowledge of: Advertising market Market of goods and services for the disabled Features work in Europe FOUNDERS MENTORS Team
  • Why Finland The official disability policy in Switzerland is regulated by law, guidelines adopted by the Government, and policies adopted both by political parties and by NGOs. Federal Act on the Elimination of Discrimination against People with Disabilities (EPDA) (Article 8 of the Federal Constitution) took effect from the 1st of January 2004 setting framework for better social integration of disabled people. On 15 April 2014 Switzerland ratified the UN Convention of the Rights of Persons with Disabilities as 144th signatory state. It will take effect from the middle of May 2014. There are several disability umbrella organizations in Switzerland like MIS and AGILE which supporting people with disabilities in different ways. In combination with clear and consistent state policy and wide public institutional support of people with disabilities, Switzerland establishes excellent conditions for initial development of Oudoor project providing it highest credits in social, environmental and technology standards. Why Switzerland
  • Summary Irina Nikolaeva, CEO Asiyat Uzdenova, CTO Daria Davydova, CMO We are close to the day when our fridges will order food delivery at online supermarket and our car will automatically pick children from school, but we still cant find proper solution for some serious social issues. Our team believes digital technologies should serve the public good! Contacts Summary