1

OUDOOR.

FREE ONLINE

MAP FOR

PEOPLE ON

WHEELCHAIRS

Customer and customer’s 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 don’t

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 customer’s 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

Я ищу:Больницу

В 30 м ездыМоя коляска модели А101:

- ручная- параметры 100х50 см

Я могу преодолеть небольшие препятствия сам

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

coordinatesWe will also store the data

of the standards and accepted tolerance

All the data will be covered with API on the Google

MapAnalyzing user’s 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, Март 2014 2. Source: Transparency Market Research, Октябрь 2013 3. Percentage of budget in Digital marketing – 3.1% – from main part

of the market. Source: Gartner, Январь 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.kartadostupnosti.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

RevenueAdvertising (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 SoldAd. 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 - HeadcountCo-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 ExpensesMarketing & 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 Pilot2014 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 it’s 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 developmentstages- 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 costumer’s 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-Costumer’s 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 pilot’s 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-Product’s indicators management- Bug fixing- Adding new features using costumer’s 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

can’t find proper solution for some serious social issues.

Our team believes digital technologies should serve the public good!

Contacts

Summary