2. • I wish I knew he should
sit by 9 months
• I wish I didn’t massage
his stiff legs
• I wish I had called you
earlier
• He always looks and
smiles at me…I wish I
could reverse time and
change things for him…
Neetu, mother of Naman, 25 mo,
diagnosed with cerebral palsy
2
3. The problem of “intact” survival…!!
250 million (43%)
63 million
Lack of access to
simplified
knowledge on
holistic child
development
3
4. Solution: Mobile app- Know Your Child
6 months
4
Enables parents to monitor child’s development,
identify concerns timely & respond effectively
Provide them a stimulating environment to grow
6. Value & Market Strategy
6
Dissolve technical confines and build capacity of the
communities to promote the development of its children
7. Market opportunity
164 M
111 M
6 M
7
Total Addressable market:
Children 0-6 yrs of age
Serviceable market:
Anganwaadis (76 M), RBSK (10 M),
Hospitals (25 M)
Serviceable Obtainable market:
Parents with smartphone
Advertisers
Parents
Schools/pre-schools
Medical
personnel/Govt.
• Child products
• High/middle income
• Low income-FREE
• Private
• Public/Govt-FREE
• Professionals
• CHWs- FREE
Revenue
model
8. Summary projections ($)
KnowYourChild Summary of Projections ($)
Phase I I II II III III
Start up Year 1 Year 2 Year 3 Year 4 Year 5 Year 6
Number of users reached 0 325 1350 2750 5300 8850 11200
Workshops (50 per workshop) 0 150 300 400 600 800 1100
Peer networking through hospital clinicians (50 users per clinician) 0 0 300 600 1250 2000 2500
School peer networks 0 0 50 200 400 1000 1250
Workshops in schools (30 per workshop) 0 0 50 150 600 1250 1500
Outreach through non-profit community health workers (ASHA) 0 0 250 750 1500 2500 3000
Advertising and outreach 0 175 400 650 950 1300 1850
Revenue -
$ 610.00
$ 3,875.00
$ 11,450.00
$ 28,176.00
$ 65,700.00
$ 91,240.00
$
Medical training users ($5 per user) -
$ 100.00
$ 200.00
$ 400.00
$ 850.00
$ 1,750.00
$ 2,500.00
$
Workshop fee -
$ 120.00
$ 300.00
$ 600.00
$ 1,250.00
$ 2,000.00
$ 2,500.00
$
Parent fees from additional services -
$ 65.00
$ 270.00
$ 550.00
$ 1,060.00
$ 1,770.00
$ 2,240.00
$
Advertising -
$ 325.00
$ 2,700.00
$ 8,250.00
$ 21,200.00
$ 53,100.00
$ 72,800.00
$
Premium features for users -
$ -
$ 405.00
$ 1,650.00
$ 3,816.00
$ 7,080.00
$ 11,200.00
$
Expenses (32,000.00)
$ (33,500.00)
$ (24,500.00)
$ (25,500.00)
$ (26,250.00)
$ (27,250.00)
$ (29,750.00)
$
Material development (5,000.00)
$ (5,000.00)
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$
Media for app (videos and images) (7,000.00)
$ (5,000.00)
$ (5,000.00)
$ (5,000.00)
$ (5,000.00)
$ (5,000.00)
$ (5,000.00)
$
Workshops -
$ (1,000.00)
$ (1,000.00)
$ (1,000.00)
$ (1,250.00)
$ (1,500.00)
$ (1,500.00)
$
Non-profit afflilate partnership (community health workers- ASHA) -
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$
App development and maintance (8,000.00)
$ (1,000.00)
$ (1,000.00)
$ (1,000.00)
$ (1,000.00)
$ (1,000.00)
$ (1,000.00)
$
Outreach to clinicians and schools -
$ (3,000.00)
$ (3,000.00)
$ (5,000.00)
$ (5,000.00)
$ (5,000.00)
$ (7,000.00)
$
Marketing and advertising -
$ (6,000.00)
$ (5,000.00)
$ (3,500.00)
$ (2,500.00)
$ (2,500.00)
$ (2,000.00)
$
Focus group for material development (5,000.00)
$ (5,000.00)
$ (1,000.00)
$ (1,000.00)
$ (1,000.00)
$ (1,000.00)
$ (1,000.00)
$
Research and development (6,500.00)
$ (4,000.00)
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$ (2,000.00)
$
Staff -
$ -
$ -
$ -
$ -
$ -
$ -
$
Administration (500.00)
$ (1,500.00)
$ (2,500.00)
$ (3,000.00)
$ (4,500.00)
$ (5,250.00)
$ (6,250.00)
$
Net Profit for the year (32,000.00)
$ (32,890.00)
$ (20,625.00)
$ (14,050.00)
$ 1,926.00
$ 38,450.00
$ 61,490.00
$
Previous Year's Loss Brought Forward -
$ (32,000.00)
$ (64,890.00)
$ (85,515.00)
$ (99,565.00)
$ (97,639.00)
$ (59,189.00)
$
Total Loss (32,000.00)
$ (64,890.00)
$ (85,515.00)
$ (99,565.00)
$ (97,639.00)
$ (59,189.00)
$ 2,301.00
$
year 0 year 1 year 2 year 3 year 4 year 5
Development 0-2 years (Early-I)
2-4 years (Early-II)
4-6 years (Pre-school)
6-8 years (School age)
Active 0-2 years 2-4 years 4-6 years 6-8 years
Development Phase
8
9. 0
325
1350
2750
5300
8850
11200
No. of users reached
-40000
-20000
0
20000
40000
60000
80000
Start-up Year 1 Year 2 Year 3 Year 4 Year 5
Revenue Expenses Net Profit for the year 9
Cash Flow Mapping
Startup 0 1 2 3 4 5
10. Partners with potential
10
Implementation partner Government of India
Shared mission and success
Easy to use tool for community workers
Networking partners Schools, hospitals, NGOs, parent
groups
Shared objectives and goals
Free access to valid & useful information
Knowledge partners WHO-SEARO, UNICEF, NNF, IAP
Shared mission and success
Knowledge resource
Funding partners Corporates
Corporate social responsibility
Social value creation
11. Experience, Empathy, Dedication &
Determination
Shuchita
MD, PhD,
Fulbright MPH
Fellow
8+ years
Child health &
development
Madhumati
National trainer
23+ years
Transdisciplinary
early
intervention
Moksha
8+ years
Child
development,
guidance and
counselling
Sanchet
Occupational
Therapist
with invisible
disability
studying higher
education
Ankur
Finance and fund
management
Ongoing conversation: Software developer, Artificial intelligence and machine
learning experts, government partners 11
12. "But although we know
what has to be done in
the early years, our
challenge is to provide the
necessary resources and
opportunities for the most
disadvantaged young
children and their
families."
Margaret Chan, Director-General WHO,
Anthony Lake, Ex Director, UNICEF,
Keith Hansen, VP, World Bank Group
12
