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monbaby- Artura Vaitaitas

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monbaby

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monbaby- Artura Vaitaitas

  1. 1. BREATHING AND ROLLOVER MONITOR IN A SMART BUTTON
  2. 2. WHAT IS MONBABY? MonBaby is an award-winning baby monitor that snaps onto any ar4cle of a baby’s clothing, just like a bu>on. MonBaby helps ease new parents' anxiety connected with unexpected infant death. 2 MonBaby® Breathing and Rollover Monitor
  3. 3. THE PROBLEM 3 Existing baby monitors provide audio and video feeds and alert parents if the baby is crying. However if there is no sound, there is no video to report and parents are sleeping - it’s a silent threat. *SUID and SIDS data in the US is based on CDS data http://www.cdc.gov/sids/data.htm ** http://www.nichd.nih.gov/sts/Pages/default.aspx Safe to Sleep® About 3,500 infants die suddenly and unexpectedly each year in the United States. The most common reasons: SIDS, accidental suffocation and strangulation in bed*. Experts agree the most important thing parents can do to reduce the risk of unexpected death is to place babies on their back to sleep. With traditional baby monitors parents may not be alerted in time if their newborn has a stoppage in breathing or has turned over on his stomach during sleep. MONBABY WAS DESIGNED TO SOLVE THIS PROBLEM. Safe to Sleep® Public Education Campaign**
  4. 4. $169 LIVE ALARM Body position Breathing movements Proximity removal Fall detection SOLUTION 4 MonBaby tracks the baby's sleep position and sends an alert to the parent's smartphone if the baby rolls onto his or her stomach. MonBaby detects the delicate movements of a baby’s breathing and sends parents an alert if breathing movement stops for 15 seconds or more.
  5. 5. TRACTION MonBaby is available in about 450 brick-and-mortar Target stores across the United States. Kickstarter campaign was fully funded by 135 backers in November 2014. We have deals signed with international distributors covering South Africa, Turkey, Israel, Colombia, Ecuador, Panama, Ireland, Sweden, Norway, Finland, Denmark, UAE, and Russia, with many more markets in the near term pipeline. WT Innovation World Cup Winner in 2014. We sell on all of the following websites: 5 MonBaby has received critical acclaim in the press, has gotten national TV coverage and has been featured by outlets like the New York Times, CNET, Yahoo! Tech, Gizmag, and more https://monbaby.com/press-2/
  6. 6. MARKET OPPORTUNITY The total home-use baby movement monitor marketplace was $412.8 million in 2015 and is estimated to be $690.0 million by 2020.* About 4 million new babies are born in the United States each year.** 9.6% (approximately 0.38 million babies) in the US are born prematurely.** 130 million new babies are born in the world each year (UNICEF estimations). *Market Size data is based on Technavio http://www.technavio.com/report/global-miscellaneous-home- use-baby-movement-monitor-market **Birth data in the US is based on the data of the Centers for Disease Control and Prevention http://www.cdc.gov/nchs/fastats/births.htm $412.8MILLION 4 MILLION 130 MILLION 6 9.6%
  7. 7. New grandma, interested in new technology Age: 55 – 65 Lives in or around urban areas CUSTOMERS First time mom Age: 25 – 35 Income: above average Lives in or around urban areas New dad, married Age: 27 – 42 Income: above average Lives in or around urban areas Second + time mom Age: 27 – 42 Income: above average Lives in or around urban areas 7 * Based on the company’s own marketing research and current customer’s data Parents of premature babies Age: 25 – 42 Income: all Lives in or around urban areas
  8. 8. COMPETITION 8 High Data Accuracy Ease of Wear Accessories Required Low Data Accuracy High Data Accuracy Affordable Low Data Accuracy High Price Requires a special pajama to work Rechargeable battery lasts 120 hours $179 price for “Starter Package” Sold in Babies ‘R’ Us and Amazon which helps validate market for new baby monitor devices Mimo Baby Inconvenient ankle band design. Three sizes for different ages Separate smart charger Price released $249 Claim to be the first learning and predicting baby monitor. But very limited technical data is currently available Sproutling A bulky wearable sock. Three sizes for different ages Separate base station Retail price $250 Relies on pulse oximetry to provide heart rate and oxygen levels Owlet Care
  9. 9. LIVE ALARM Body position Breathing moverments Proximility removal Fall detection MONBABY. COMPETITIVE EDGE 9 UNIVERSAL FORM FACTOR AND UNIQUE ATTACHMENT MECHANISM MonBaby doesn’t require special clothing and can be easily detached from dirty clothing or clothing that is too small. Baby can not outgrow MonBaby. MOST AFFORDABLE PRICE Since MonBaby is small and has universal design there are no extra manufacturing costs to fit different sizes and ages of babies. This allows us to market MonBaby with the most affordable price for customers and gives better flexibility of price for distributors and retailers of any smart baby monitor.
  10. 10. WHAT OUR CUSTOMERS ARE SAYING 10
  11. 11. KEY POINTS OF MARKETING STRATEGY 11 safesleep.monbaby.com MonDevices provides new parents with access to easy-to-understand educational resources about safe sleep for babies. Not all parents are familiar with important safe sleeping recommendations; educating new parents will affect sales. MonDevices has communities on Facebook, Instagram, Pinterest and will build a branded web and mobile community for new parents, MonParents. Company wants to own the relationship with its potential customers, maximizing our ability to engage the target audience. Mondevices launched an affiliate program https://monbaby.com/affiliate- program/which is starting to attract referrers and affiliates. Mondevices launched a website in Spanish http://www.monbaby.com/es/ with the aim of targeting the Hispanic audience, which is considered to be more tech savvy. We work with bloggers, experts and trusted parenting and tech resources (digital, TV, print) to secure TV segments, guest posts, reviews, placements in baby shower gift guides, etc. Content Marketing Word-of-Mouth Marketing Hispanic audience Social Media and Brand Community Influence influencers Collaboration with professionals MonDevices will distribute promotional materials to classes for new and expectant parents, support groups, sonogram clinics, NICU hospitals, midwife services, etc.
  12. 12. R&D/ADDITIONAL DEVICE FEATURES 12 MonBridge (BLE-to-WiFi Bridge) Breathing Rate & Twin Mode Server-side Backend MonScope, MonPatient & MonParent (future wearables) MonBaby Premium We’ve developed an app that runs on an Android device and extends the range of the MonBaby. The idea is to have the app run on an Android 5" or 7" tablet that we are going to load with video instruc4ons and helpful materials on how to raise your baby making it not only a func4onal bridge but also a great source of informa4on for new parents. We’re going to add breathing rate measurements and display breathing rate as a new feature. Currently the MonBaby only sends an alarm if there is no breathing movement. This feature would increase sensi4vity of the MonBaby and alert parents even when there is movement but no breathing rate has been detected. We’re also going to add an ability of the MonBaby app to connect to more than 1 BLE device. Customers who are having twins and triplets asked us about this func4onality and we would like to sa4sfy this important request. The framework already runs on AWS, capturing data from selected customers. We want to expand it and scale it up to capture data from all of our customers. Collected data will be used to improve and fine tune breathing and movement classifica4on algorithms. MonScope will be a wearable with the sensi4ve microphone that a customer would wear round the clock next to the customer’s body. The MonScope will capture and record sounds of persons lungs and heart to be transmi>ed and analyzed in real 4me. We are in ini4al stages of R&D, namely at a concept stage, though we already have a working proof of concept. We’ve also engaged our team of medical advisors in order to come up with an easy to use wearable device for seizure detec4on and alerts and are working on a wearable for the elderly by collec4ng market data and customer feedback (in fact, some of our MonBaby customers have used the device for seizure detec4on already as well as bought it for their aging parents and although it is not intended for those purposes it was a clear indica4on to us that the market for these types of devices certainly exists). Our vision for an ideal baby monitor product is a smart baby monitor integrated with the video baby monitor. A final integrated product will be a wifi camera will serve as a BLE-to-WIFI bridge and also be a wireless base with the temperature sensor and audio microphone. The MonBaby alarms will show on a smartphone app running on iOS/Android next to a video stream from a WIFI camera. The temperature and audio will also be used to create addi4onal alarms. Our vision that smart baby monitor and video monitor products will eventually converge and we want to be at the front of this development.
  13. 13. TEAM 13 LEV GRZHONKO, CEO An economics graduate of UC Berkeley and the Harvard University Executive Program. Successful serial entrepreneur, former founder of AdoTube. EUGENE DOTSENKO, COO With a BA in Economics and a JD/MBA, Eugene joined the MonDevices team in 2015 bringing with him solid experience with an emphasis on legal, financial, HR, administrative and managerial functions. JANE VORONOVICH, MARKETING ADVISOR (CEO of Elementary Marketing, LLC, the exclusive marketing service provider to MonDevices, Inc) ARTURAS VAITAITIS, CTO Inventor of MonBaby. Holds a Ph.D. in Particle Physics from Columbia University, a patent in the IT industry and over 50 scientific publications. SIMON DAWES, LEAD ENGINEER Bachelor in Electronics (Cambridge, UK). Production Engineering and Customer Service Management in State of the Art Semiconductor High Tech equipment industry. Hardware and Software design. JASON SUSSMAN, OPERATIONS MANAGER Graduate of the University of Michigan with a B.A. in English Literature. Experienced in operations and production management for over 15 years.
  14. 14. Contact Info: MonDevices, Inc. 225 West 34 Street, Suite 9-31, New York, NY 10122 Lev Grzhonko (CEO) 415-786-4598 lev@mondevices.com

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