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RhinoBaby
Pain Point:
Frustration new urban parents feel because their
infant products are:
      1. unfit for public transit
      2. completely taking over their apartments
1. Strollers and car seats are unsafe,
socially awkward, or illegal to use in public
transit

                                          Can’t
                                          hold
                                          on to
                                          rail!




Pictures taken
by potential
customers
found through
Google Images
2. Entire apartment becomes baby room

                            Cost of ownership:
                            $2,415 purchase price
                            +every inch of living space
R h i n o B a b y : [Ry-noh-bay-bee]
Startup

Provides a modular system of baby and toddler
products for easy urban living.
We are guided by 5 principles of design:
1. Safety is first
2. Public transit should be easy for families
3. Apartment living should be comfortable
4. Style that inspires confidence
5. Sustainability is best for everyone
1
Everything begins with a protective shell that
empowers baby for all-terrain urban adventures




•Cute but tough, it reminds us of a baby rhino.
•Ergonomic, washable interior
•Modular component docks into at-home and on-the-go products
2
Our mobility system enables parents to take on
the city




Preliminary
• Stroller-harness hybrid enhances flexibility
• Being hands free makes you feel in control
• Shell protects baby from common threats in public transit
3
Storable modular system saves space, materials
and money




           Illustrative

• Reduces footprint in a small living space
• Modular shell makes for seamless transition from home to street
• Reduces the cost of buying a complete set  Greater share of wallet
  for RhinoBaby
5
Our consumers make a difference by supporting
a sustainable lifestyle
                                Less
                               material



                                                                  Sustainability
                               30% less
                                 CO2                               and Social
                                                                     Impact


                            1% for pre-
                             schools
Source: http://www.city-journal.org/2009/19_1_green-cities.html
Urban car-less lifestyle is the future of parenting
in the US
     • Millennials are the rising generation of parents
         – 34% of 18+ millennials have children already1
         – More millennials becoming parents than boomers
           retiring2
     • Millennials prefer a different lifestyle
         – 88% prefer urban living3
         – Prefer car-less lifestyle4

1.    http://www.hubmagazine.com/2010/04/meet-the-millennials-2/
2.    http://articles.cnn.com/2011-03-24/opinion/singer.young.leaders_1_boomers-millennial-generation-young-people?_s=PM:OPINION
3.    http://blogs.wsj.com/developments/2011/01/13/no-mcmansions-for-millennials/
4.    http://www.nytimes.com/2012/03/23/business/media/to-draw-reluctant-young-buyers-gm-turns-to-mtv.html?pagewanted=1&_r=2&
5.    52% say being a good parent is “one of the most important things” vs. 42% of Gen X
Rising urban middle class in emerging
economies is a huge opportunity for urban
parenting products




                                                           Source: http://www.unicef.org/sowc2012/urbanmap/
•   $10.7 billion US infant durables market (toys excluded)
•   $1 billion US stroller market
•   4.4% Expected CAGR
•   42.5 million annual urban births in US, EU, and 12-most urbanized countries
•   $35~ billion global market
Mass retail is largest channel, but
specialty stores and online retailers are
more accessible for new entrants

            Mass Retail

     Specialty Stores                                                                         RhinoBaby
                                                                                              initial
                                                                                              distribution          Having
                    Online                                                                    targets           conversations
                                                                                                                     with
Department Stores                                                                                                diapers.com
                                                                                                                     and
                     Other                                                                                       baby.com.br

                                  0        5       10       15       20       25      30       35       40       45   50



Source: Infant, toddler, and preschool furnishings, toys, and accessories in the US, Packaged Facts, November 2010
Competitors have largely ignored urban                                                                                          Dorel Industries
                                                                                                                                Graco
                                                                                                                                WP/Evenflo
parents’ transportation needs and                                                                                               RC2 Corp.
                                                                                                                                Britax

space limitations                                                                                                               BabyJogger
                                                                                                                                Maclaren
                                                                 Premium                                                        UPPAbaby




Suburban                                                                                                                       Urban



                                                                                                 RhinoBaby Space



                                                               Mass market
Source: Infant, toddler, and preschool furnishings, toys, and accessories in the US, Packaged Facts, November 2010 ,and other estimates
Targeting parents at the moment and place
they feel their pain + Strategic PR Blitz




                                                                            T r u e   U r b a n        M   o b i l i t y       f o r
                                                                                       B a b i e   s       R e v e a l e   d




 $3,000 - $4,000 static subway entrance ad



                                                                       $500 - $1,000 for exterior ad on buses
Source: http://nymag.com/nymetro/news/people/columns/intelligencer/15156/
Multidisciplinary team is ready for the challenge




        Jorge Mazal       Frances DiMare        Drew Bergan
        Wharton MBA ‘14   UPenn MS Design ‘14   Drexel PhD Eng. ‘14
Comprehensive strategy will help us
overcome challenges
                         Overcome
                           design            Emotional
   Right team           hurdles and          connection
                          copycats            through
                                              branding


                Consumer-
                 focused
                                  IP protection
                 iterative
                  design
RhinoBaby
   Q&A

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RhinoBaby pitch

  • 2. Pain Point: Frustration new urban parents feel because their infant products are: 1. unfit for public transit 2. completely taking over their apartments
  • 3. 1. Strollers and car seats are unsafe, socially awkward, or illegal to use in public transit Can’t hold on to rail! Pictures taken by potential customers found through Google Images
  • 4. 2. Entire apartment becomes baby room Cost of ownership: $2,415 purchase price +every inch of living space
  • 5. R h i n o B a b y : [Ry-noh-bay-bee] Startup Provides a modular system of baby and toddler products for easy urban living. We are guided by 5 principles of design: 1. Safety is first 2. Public transit should be easy for families 3. Apartment living should be comfortable 4. Style that inspires confidence 5. Sustainability is best for everyone
  • 6. 1 Everything begins with a protective shell that empowers baby for all-terrain urban adventures •Cute but tough, it reminds us of a baby rhino. •Ergonomic, washable interior •Modular component docks into at-home and on-the-go products
  • 7. 2 Our mobility system enables parents to take on the city Preliminary • Stroller-harness hybrid enhances flexibility • Being hands free makes you feel in control • Shell protects baby from common threats in public transit
  • 8. 3 Storable modular system saves space, materials and money Illustrative • Reduces footprint in a small living space • Modular shell makes for seamless transition from home to street • Reduces the cost of buying a complete set  Greater share of wallet for RhinoBaby
  • 9. 5 Our consumers make a difference by supporting a sustainable lifestyle Less material Sustainability 30% less CO2 and Social Impact 1% for pre- schools Source: http://www.city-journal.org/2009/19_1_green-cities.html
  • 10. Urban car-less lifestyle is the future of parenting in the US • Millennials are the rising generation of parents – 34% of 18+ millennials have children already1 – More millennials becoming parents than boomers retiring2 • Millennials prefer a different lifestyle – 88% prefer urban living3 – Prefer car-less lifestyle4 1. http://www.hubmagazine.com/2010/04/meet-the-millennials-2/ 2. http://articles.cnn.com/2011-03-24/opinion/singer.young.leaders_1_boomers-millennial-generation-young-people?_s=PM:OPINION 3. http://blogs.wsj.com/developments/2011/01/13/no-mcmansions-for-millennials/ 4. http://www.nytimes.com/2012/03/23/business/media/to-draw-reluctant-young-buyers-gm-turns-to-mtv.html?pagewanted=1&_r=2& 5. 52% say being a good parent is “one of the most important things” vs. 42% of Gen X
  • 11. Rising urban middle class in emerging economies is a huge opportunity for urban parenting products Source: http://www.unicef.org/sowc2012/urbanmap/ • $10.7 billion US infant durables market (toys excluded) • $1 billion US stroller market • 4.4% Expected CAGR • 42.5 million annual urban births in US, EU, and 12-most urbanized countries • $35~ billion global market
  • 12. Mass retail is largest channel, but specialty stores and online retailers are more accessible for new entrants Mass Retail Specialty Stores RhinoBaby initial distribution Having Online targets conversations with Department Stores diapers.com and Other baby.com.br 0 5 10 15 20 25 30 35 40 45 50 Source: Infant, toddler, and preschool furnishings, toys, and accessories in the US, Packaged Facts, November 2010
  • 13. Competitors have largely ignored urban Dorel Industries Graco WP/Evenflo parents’ transportation needs and RC2 Corp. Britax space limitations BabyJogger Maclaren Premium UPPAbaby Suburban Urban RhinoBaby Space Mass market Source: Infant, toddler, and preschool furnishings, toys, and accessories in the US, Packaged Facts, November 2010 ,and other estimates
  • 14. Targeting parents at the moment and place they feel their pain + Strategic PR Blitz T r u e U r b a n M o b i l i t y f o r B a b i e s R e v e a l e d $3,000 - $4,000 static subway entrance ad $500 - $1,000 for exterior ad on buses Source: http://nymag.com/nymetro/news/people/columns/intelligencer/15156/
  • 15. Multidisciplinary team is ready for the challenge Jorge Mazal Frances DiMare Drew Bergan Wharton MBA ‘14 UPenn MS Design ‘14 Drexel PhD Eng. ‘14
  • 16. Comprehensive strategy will help us overcome challenges Overcome design Emotional Right team hurdles and connection copycats through branding Consumer- focused IP protection iterative design
  • 17. RhinoBaby Q&A