This is the project with collabortion of IIM-A student and NID-Gnadhinagar

1. A toy to love and a constant
companion to tiny tots

2. *core issue
Mothers need to constantly be with the
baby, during its waking hours and even
when it is asleep to monitor for any
problems

3. *What we envision...
MUSIC STUDIOS
Lullabies
MOMS
Care for kids
TOY PRODUCER
ST DUCKY
BABY CARE COS
In-app ads
Partnership with toy
manufacturer, baby
care product
companies and music
studios, to deliver
value added service to
the moms. This will
help free up their time
“
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4. *Target customer segments
Users and customers are moms with new born kids.
Customers also include the popular baby care product companies for in-app advertisements.
Word of mouth
for each
satisfied
customer
What customers want
Moms
Whenever the baby wakes up and cries, the app plays
soothing music - frees up moms time
Baby Care products
Platform to directly reach out to the target customer
segment through mobiles
85% Of child-specific products market in India is dominated by two large players –
Johnson & Johnson and Dabur India.
02

5. *Existing alternatives
Several highly rated and used apps exist across platforms for playing lullabies. The novelty of our idea lies in
detecting whether the baby is crying using a non-intrusive toy
0 1. Lullaby iTunes $0.99
Rating *****
Lullaby with a timing feature.
Also includes a gentle wakeup
alarm. Has to be manually set to
go at a pre-determined time.
0 2. Lullaby for babies Play Store Free
Rating ****
Choose the music and the time and
put your child to sleep, a beautiful
song That will really calm your
baby.
0 3. Sleepy Sounds iTunes Free
Rating ****1/2
Choose to play Lullabies, White
Noise, or Nature Sounds to sooth
your baby to sleep. The app lets
select how long you want the
music / sounds to play for.
0 4. My baby Music Boxes iTunes Free
Rating ****1/2
Play beautiful music boxes melodies
for your baby. Beautiful melodies of
classic scores and children's songs
have been selected and added.
Timing feature available for most apps. iTunes Lullaby even has a wakeup music player.
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6. *Channels to reach customers
Robust channels, like blogs, social marketing, baby care retail and online stores, email marketing, QR codes on baby
care products, app store can help quickly build visibility and acceptance for the application
Blogs
Knowledge-leader with frequent
informative articles on baby care
practices.
Social Marketing
Advertisements on social
networking platforms like
Facebook.
Baby care retail and online stores
Accompanying toy can be sold
through baby care retail and online
stores.
Email Marketing
Email campaign to targeted
customer bases can help generate
awareness.
QR Code on popular baby care products
Mobile phone scan-able QR codes.
App Stores
Featuring in popular app stores
will increase the visibility and
generate trial.
04

7. *Moms journey to discovery
Moms are the primary decision makers while it comes to purchase decision for baby products. Thus we focus on targeting them
DECIDES TO GIVE IT A SHOT
She remembers having
heard about it.
Mom goes
shopping for the
baby
1
2
3
4
05
MEETS SLEEPY TIMES DUCKY
A new interesting toy.
INSTALLS APP
QR code on the product

8. BABY BEFRIENDS DUCKY
A new friend who sings
nice songs just like my
mom! Feeling zzz... 6
5 7
06
NOTIFICATION TO MOM
Ducky detects when the baby cries,
notifies the mom via Bluetooth and sings
a song streamed from the moms phone.
8
BUY LATEST LULLABIES
Mom can choose from a range of latest
lullabies from the online store.
IN-APP ADS
Ads by popular baby care
brands displayed on moms
phone.

9. Pl Pi
Meet Ducky
Detects. Plays. Ping.
De
detects baby
crying
Real-time detection through
in-built sensors
Ducky finds out if your baby
has started crying
instant play
via speaker
WiFi link to play pre-selected
lullabies
Ducky plays whichever lullaby
you choose!
pingsmom
when and how
In-App notification sent to
mom
Ducky tells mom when and for
how long has the baby been
crying

10. Unfair Advantages
Endorsement by baby care companies
Wide selection of songs on the cloud
Additional songs can be purchased
Emotional bond with the child using the toy
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11. *business model
To build self sustainable app driven
primarily by in-app purchase and ad
revenues.

12. Addressable market
Focus on Indian market
1,237,000,000
POPULATION OF INDIA
32%
URBAN POPULATION
5.4%
SEC A POPULATION
8.20%
CHILDREN < 4 YEARS
1,800,000
TARGET MOMS IN 2014
1.5%
GROWTH RATE
* Data Sources
UN, World Bank, MOSPI, MRSI. Latest data used wherever available, and
appropriate projections considered when current data not available.
08

13. *3 key drivers of revenue growth
Revenue growth driven by 3 major drives over a period of 3 years
In-app purchase of lullabies Advertisements on the app Margins on toy sales
20% of customers make purchases
10 lullabies downloaded each year
₹30 per lullaby
₹300 average spend per year
50% royalty payment
₹50 cost per 1000 impressions
200 impressions per user per
year
Non-intrusive relevant
advertisements only
₹300 selling price of toy
10% margin after considering
manufacturing & distribution
costs
₹.3M
₹1.9M
₹5.5M
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14. *Opportunity in numbers
Lullaby
50%
Toy Sales
34%
Ads
16%
55 L
Annual revenues generated (2016)
* Revenue generation
Basic adoption curve was assumed for the adoption of the new
application and the toy. The potential customer base considered was
only the moms with kids < 4 years of age of urban SEC A population.
SG&A
14%
* Costs incurred
One time investment in IT infrastructure may be required in the initial 2
years – an outlay of 50 L each was included in the costs in the first 2
years
10
Maint
29%
Salary
57%
39 L
Annual costs incurred (2016)

15. *Business potential
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Revenue 2014 2015 2016
Potential SEC A customer base 1.80 1.82 1.85 mn
Adoption curve 3% 14% 34%
of
customer
base
Customers 4 25 63 000s
In-app purchases of lullaby songs 135 873 2,755 000 Rs.
Advertisements on the app 45 291 918 000 Rs.
Margins on toy sales 135 738 1,883 000 Rs
Total Revenues 315 1,902 5,557 000 Rs
Costs 2014 2015 2016
Investment in IT infrastructure (Server+Hosting+Computers) 1,500 1,500 000 Rs
Maintenance of IT infrastructure (incl. bug fixes, cust.
service)
20% 63 380 1,111 000 Rs
Manpower 40% 126 761 2,223 000 Rs
App SG&A Expenses 10% 31 190 556 000 Rs
Total Costs 1,720 2,831 3,890 000 Rs
Profits (1,406) (929) 1,667 000 Rs

16. Simple UI
Yellow and blue color
scheme
MOBILE
APP
The Sleepy Times app can be installed in the moms phone. Ducky
monitors whether the baby is awake and crying. Streams a pleasant
lullaby to the device connected via Bluetooth. Sends an instant
notification to the moms phone.
“Soothe your baby when you are not around”
Host of latest
lullabies
Hosted on the cloud
Seamless integration with
Ducky
Via WiFi
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17. *Look and feel
Simple user interface, with a highly noticeable yellow and blue color scheme and a minimalist user interface
Simple pop-up with alarm
when the baby wakes up and
cries.
Yellow and blue color scheme
with a minimalist design.
Eye-catching logo which can
be noticed in the limited
screen size of a smart phone.
Easy interface to pick lullabies
from a free or paid list
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Logo Design Notification Design Welcome Screen User Interface
Timer
Set a time for the music to
play, the song will fade quietly
away as the baby sleeps

18. *our team
The course New Technologies,
Applications, Design and Business
Models (NTADBM), offered jointly by
IIM Ahmedabad and National
lnstitute of Design (NID) brought the 4
of us together.

19. Amit Soni
NID
Group 14
yes we know, people say we are crazy
John Joy
IIMA
Nasheet Rehman
NID
Vaibhav Malhotra
IIMA
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20. *Let’s talk
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