Opportunity Analysis Project Women Safety Network Opportunity Analysis Projectfor the Technology Entrepreneurship Online Course From Stanford UniversityTeam: Sunil Kishore, Uma Natarajan, Mithun Bhat, Pradeep Chigurupati, Srish Chander
Need for the product - India , the world’s largest democracy is also the 4th most dangerous country for Women in the world* - Crime against women increased by 60% since 2001.* Source: Thomson Reuter’s Trust Law Global Survey, 2012 - 2011 saw an increase of 7.1 % from 2010.
Customer Feedback • 70% of respondents faced situations where their personal safety was at riskStrong Need for the Product • 89% knew at least one friend, whose personal safety had been at risk 1 • 92% felt unsafe during late night outings • Face to Face informal interview : Most Customers expressed willingness to pay Rs 100 –Rs 200 per ($2 -$4)/ month for mobile service subscription Pricing - Highly willing to • $60 -$100 for hardware mobile accessory that can immobilize the attacker. pay for the right level of Email Survey : Structured questionnaire with differentiated products & pricing service 2 • 8 out of 9 expressed interest in $25-$35 per month, for advanced services including mobile & web response • Need to offer a palette of services at multiple price points, to optimize on sales volume and revenue. Mass market at Rs $4/month for basic service ; and Implications for business $25-$35 for additional value added services model •Price not the primary driver. Customers want high levels of reliability ; effectiveness of hardware in immobilizing attacker ; quick response to SOS.1 : Based on Online survey targeted at women in Urban India. 25 respondents2: Based on 9 face to face informal interviews and 10 email survey respondents.
Market Opportunity SizingPrimary Segment : Women at risk for personal safety. Demographic Profile : Women in 18-40 age group(Students/professionals*) , in Urban India with smart phones, who work/travel alone. Customer Segment Size: 1MM in 2012 ; 4MM in 2015 2012 Urban India : 27MM smart Phone users ; (~5% of Urban India smart phone users are estimated to be women in 18-40 age group) expected to be 79MM in 2015 79MM 4MM 61MM 3MM 41MM 2MM 27MM 1MM 2012 2013 2014 2015 2012 2013 2014 2015 Source : Nielsen Mobile Insights, Sep 2012 . Growth rate projections based on IDC report # of WomaNet Customers WomaNet Revenue in USD 6.6MM (in ‘000) 276 3.6MM 152 1.5MM 61 2013 2014 2015Product 2013 2014 2015Adoption Assuming average revenue per user of $24 /year 3% 5% 7%Rate
Next Steps1 Business Plan / VC Pitch Doc Prep Q4 / 122 PE Engagement / Funding Exploration Q4 / 123 Alternate Go-To-Market Routes Exploration Q1 / 134 Prototype Development Q2 / 135 Prototype Testing / Test Marketing Q3 / 136 Launch Planning Q3 /137 Market Entry – India Q4 / 138 Market Entry – USA Q2 / 14
Team WomaNET That concludes our presentation. Thank you!Team Profile: http://venture-lab.org/venture/teams/18017