2. Brand Story
Pilar Bonilla
As much as I loved traveling to visit family and
friends abroad, my enthusiasm for it was waning
and I was beginning to despair. Neither my
husband or I were comfortable with traveling
without our kids, but the stress of traveling was
slowly burning us out.
Two Mothers With the Same Problem and the Same Goal!
We both decided we had had enough. We went online and tried
to search for a solution to this problem. We found places that
offered leg rest type of devices, but none of them seemed to be
exactly what we were looking for. Not only did they look
uncomfortable, but they all seemed to come in a one size fits all
model. None of the leg rests also talked about the quality of their
products or the longevity of them. We both decided that if the
product that we needed didn't exist then we would make one
that would. That's when the idea of AeroLax was born. Both of us
wanted to fly stress-free with our families and we figured we
weren't the only ones.
Michell Tam
I started to contemplate not working any longer
until my toddler Julie was older because the stress
of flying was getting to me and I hated how
uncomfortable Julie was every time we flew.

3. Business Proposition
AeroLax wants to partner with investors and owners of successful businesses
that provide comfort to mothers and their children that frequently fly and in
doing so create a massive new revenue stream for our partners and ourselves.

4. I love to travel, but it’s
painful to see my kids
suffering during the
plane ride because
they’re uncomfortable.
I wish to have a
relaxing journey that
all of us can enjoy.
“
”
Susan
A mother of three
Problem

5. Problem
In order to cut costs most airlines have been shrinking seats
and seat pitch. The average distance between rows of seats
has dropped from 89 cm’s in the 1970’s to a current average
of about 42 cm’s. Airlines have been slowly cutting down
legroom and seat width making passengers feel like sardines.
Families who frequently fly
with children suffer the most
Research has shown that there are over 40,000 long-haul
flights globally per day, over 87% of passenger travels in
economy & premium economy (or equivalent) class*. On
average 10 children from the ages of 2 to 12 years-old are
on board per flight**
* Source SFO Air Traffic Statistics
**Source Air France KLM Figure

6. Solution
Think of AeroLax as a traveling assistant for mothers.
The product itself is a portable inflatable leg rest made of high quality
material that is resilient to wear and tear making it a long-lasting
investment.
Most importantly, it offers invaluable help for mothers and their
children by allowing parents and their kids to put their legs up and
relax. If there’s a toddler along AeroLax inflates high enough so that
the toddler can fall asleep on it.
Also it:
Reduce swelling
Increases
circulation
Improves comfort
when seated
Supports legs to reduce muscle strain and fatigue
Optimizes personal space & Transforms to a toddler bed

7. AeroLax works for both adults and children in that it
provides adults and children a portable inflatable leg
rest that can easily be manipulated to their comfort.
Because AeroLax is portable and can be used over and
over again and is an inflatable product, when it's not
being used it's small enough to fit into a small bag or the
pocket of a carry-on.
Description
*Source Seatguru.com
AeroLax will not disrupt other passengers as it
easily inflates and deflates with a light-weighted
portable air pump.
It can be used on any airline (fit over 98% of
economy & premium economy seat*) as it is not
considered a banned item.

8. It’s a mother’s traveling assistant

9. Brand Promise
Traveling with kids while in economy class can make for a stressful flight. Especially if it's a long flight. Mothers no longer need to
question their sanity for attempting to fly with kids or start thinking of putting off flying until the kids get older.
Think of AeroLax is a mother’s traveling assistant. While the product itself is a portable inflatable leg rest it offers invaluable help for both
adults and children by allowing parents and their kids to put their legs up and relax. If they have a toddler with them, it inflates high
enough so that they can even fall asleep on it. These simple acts help take some of the stress away from parents and their children.

10. Agenda

12. Market Size
The market is huge, there are over
40,000 long-haul flights globally per
day*, while over 87% of passenger
travels in Economy & Premium
Economy class.**
+40,000
long-haul
flight daily
* Source SFO Air Traffic Statistics
**Source Seatguru.com

13. Market Size
According to the data from OneWorld,
the largest airline alliance for
international flight, the average number
of passenger per long-haul flight is 112*.
While on average 10 children from the
ages of 2 to 12 years-old are on board per
flight.**
children
per flight10
* Source OneWorld Fact Sheet
**Source Air France KLM Figure

15. Target Audience
Many adults don't stop flying just because
they have children. More likely than not, if
you are someone who has been traveling for
a huge part of your life or have family in
other parts of the country or world, having
children isn't going to hinder you. What
happens in most instances is that once you
have children you start traveling economy
class.

16. Target Audience
Our target audience are frequent travelers. Namely
families with young children (below 12 year-old)
who travel often in economy class.
20-50 year old
Parents with young children, namely moms
Middle class & upper-middle class
Household income annual 60K-150K
Expatriates, home makers
Affluent professionals, highly educated
Loves travelling, enjoys reading blogs
Mid-tech savvy
Anywhere with internet & global postal network
Cities with high expat concentration

18. Bootstrap for production:
Sales channel:
E-tailer & Retail distributor
Expected ROI 65%
Our product will be sold 60% E-tailer and 40% Retail (via Distributor), while the retail appearance via
distributors would also be an off-line promotion channel, to echo with our online engagement campaign.
AeroLax will continue to explore and develop new solutions to enhance brand sustainability:
Phase 1 Phase 2 Phase 3
5,000pcs
AeroLax
Leg Rest
Revenue from Phase 1 &
Investors fund for production:
Sales channel:
E-tailer & Retail distributor
Expected ROI 128%
10,000pcs
AeroLax
Leg Rest
3,000pcs
New
Product I
Revenue from Phase 2:
Sales channel:
E-tailer & Retail distributor
Expected ROI 259%
15,000pcs
AeroLax
Leg Rest
5,000pcs
New
Product I
2,000pcs
New
Product II
Business Model

19. Purchasing Funnel

21. Competitive Advantage

22. Market Position
AeroLax is the only player in the market that provides a solution and there is no other direct competitor in the
same field. Room for price adjustment is large. The flexibility allows AeroLax to further develop series of
horizontal products in the long run and enhance our brand sustainability.

24. Marketing Strategy
Marketing resources will be allocated in the 6 following sectors to facilitate sales and brand building. Our flagship
website will be the major hub in driving sales and customer engagement through content.

25. Website
The AeroLax website will be the major
sales platform, it also serves as an
information center and a hub for parents
to obtain and exchange travel tips. It will
also be available in a mobile platform
for users who mostly use smart phones
and tablets.
Infotainment videos will also be one of
the viral marketing tools to drive traffic
via sharing on social media.

26. Affiliate Marketing
Affiliate Marketing will be adopted as one of
our core strategies. Affiliation with baby
supply shops, parenting blogs and travel
blogs will attract more traffic with high
concentration of potential customers.
(Sample: affiliate with babycenter.com)

27. Retail Distribution
The Aerolax Leg Rest set will be sold 40% Retail (via Distributor),
the retail appearance via distributors would also be an off-line
promotion channel, to echo with our online engagement campaign.
Distribution rate will be approximately 40% discount from the e-tail price, to
ensure sufficient room with distribution commision (~50%) as well as retain
affordability for retail customers.
Initially to start with the top 5 long haul &
Connection international airports
Baby stores at expat concentrated cities
Start in US, worldwide development on next

28. Road Map

30. Funding
AeroLax business development will begin with 3 phases, we will be bootstrapping in Phase 1 for the initial
order. New production line will be developed starting on Phase 2 with Investor’s funding (USD 93,927.00).
Break even point for investors will by 2018 Q3, Investor’s Return* by Phase 3 will be 386% (USD362,100.00).

31. Assumption
Production Cost Figures based on initial quotation from
manufacturers based in ZheJiang, China (Ex-work)
New Products Calculation for new product item base on resources
of AeroLax Leg Rest
Logistics Shipping Cost (DDP New York) & Delivery cost based
on current rate 2016 APR
Production QTY Base on sales projection of each year (with relevant
marketing resources)
Product R&D It will be involving internal resources, manufacturer
& volunteer ideas from customers

32. Forecast & Cash Flow

33. Revenue Core
The original product AeroLax Leg Rest will continue to be our major revenue source, while the
other new product development could enhance our brand’s sustainability as a solution
provider, as well as our engagement with customers.

34. Within 3 years of hitting our goal revenue,
AeroLax will be expanded into a brand
with a series of products providing more
solutions to parents with children that
frequently fly. Our aim is to have the
AeroLax brand equal comfort and
dependability to all our clients. We hope
to form affiliations with similar brands
that have the same objective as we do.
Outcome

36. Executive Leadership
Pilar Bonilla, CEO
8+ years of experience of
branding strategy expert,
specializing in
tourism & airline business
Handles marketing,
sales & business
development
on e-commerce &
retail distribution
Oversees CRM,
& relationship
management
Michell Tam, CFO
Expertise in financial
operation management
8+ years experience in
operation management
Handles budgeting, R&D
resources management
Oversees global sourcing,
production & quality control,
distribution & inventory

37. Organization

38. Thank you for your attention