iSwimband Business Plan Summary

iSwimband
Business Plan
Aquatic Safety Concepts, LLC
June 2015

The following information is for informational
purposes only and as such it is neither a solicitation
of an offer to sell securities nor is it an offer to
make an investment in the Company. An offer to
sell securities can only be made by Aquatic Safety
Concepts, LLC Private Placement Memorandum.
This document includes “forward-looking
statements” within the meaning of Section 27A of
the Securities Act of 1933 and Section 21E of the
Securities Exchange Act of 1934. All statements
other than statements of historical facts included
in this business plan, including without limitation,
statements regarding the Company’s financial
position, business strategy, budgets, plans, and
objectives of management for future operations,
are forward-looking statements. Although the
Company believes that the expectations reflected
in such forward-looking statements are reasonable,
it can give no assurance that such expectations will
prove to have been correct.
Disclaimer
02 iSwimband Business Plan

Executive
Summary
Drowning is one of the leading causes of accidental deaths in many
countries, yet, for most people the only reliable way to prevent drowning
is to carefully watch the child or swimmer. Identifying a drowning person
is notoriously difficult, especially in a crowded pool. Not surprisingly,
many children drown with lifeguards or other supervising adults present.
Noticing a drowning person in time can make the difference between life
and death.
iSwimband is a revolutionary wearable drowning detection device
designed to save lives and change the way people think about aquatic
safety. iSwimband provides an extra layer of protection in and around
water by alerting a compatible Bluetooth device when a swimmer has
been submerged too long, or if a non-swimmer enters the water.
The widespread use of smartphones combined with Bluetooth Smart
technology created a boom in the wearable devices industry. iSwimband
has an excellent opportunity to take advantage of the untapped wearable
swim monitoring category and become a major player within the attractive
wearable devices market.
The size of the U.S. wearable devices market is expected to reach $5.1
billion in 2015 and continue growing by an unprecedented rate. Health
and fitness wearables are predicted to be the fastest growing segment
of the industry over the next decade.
In the next five years iSwimband expects to enjoy attractive gross
margins (44% - 55%) and triple digit annual growth rate due to efficiency
of production and operation. iSwimband expects to become cash flow
positive and profitable in 2017.
iSwimband is seeking a Series A Round investment of $5 million. This
investment will allow the company to establish a new water safety
standard, by adding an extra layer of protection. The funding will scale
sales faster into traditional multi-channels, explore and innovate new
resort based revenue share business models around the world. We will
further advance our cutting edge drowning detection technology, adding
data tracking and artificial intelligence for insightful safety and health
recommendations, close to real time.
In year five, iSwimband will reach a total of $140 million in revenues and
have earnings before interest and taxes of $25 million. This puts the
valuation of the company at $236 million based on industry standard of
4X revenue in year 5 or 23X net income, which is more favourable at $322
million. We are striving for a 50X-70X return on exit.
iSwimband Business Plan 03

In year five, iSwimband will reach
a total of $140 million in revenues
and have earnings before interest
and taxes of $ 25 million. This puts
the valuation of the company at $236
million based on industry standard
of 4X revenue in year 5 or 23X net
income, which is more favourable
at $322 million. We are striving for
a 50X-70X return on exit.

Nearly 4,000 people die from drowning in the US every year, not counting
boating related deaths (347/year). This means over 10 people per day!
In addition, many more people suffer nonfatal drowning injuries that can
cause brain damage and long-term disabilities.1
Children are the most vulnerable. About 20% of the people who die from
drowning are 14 and younger. Among 1-4 years old children drowning is
the first leading cause of unintentional injury-related death. Most children
in this age group drown in home swimming pools, while older children
have an increased risk of drowning in natural waters. Between 1-14 years of
age drowning is still a very serious problem: it is the second leading cause
of unintentional injury-related death.2
Global statistics are not too much brighter. Drowning is the third leading
cause of unintentional injury-related death worldwide. According to the
World Health Organization (WHO) an estimated 372,000 people die
from drowning every year. Globally, children 1-4 years are most likely to
drown, followed by children 5-9 years. In the WHO Western Pacific Region
(including Australia, New Zealand, China, and Japan) children between 5
and 14 die more frequently from drowning than from any other cause.3
What makes these statistics even more disturbing is the fact that drowning
can happen extremely quickly (in 20 seconds) even when lifeguards or
other adults are present. The WHO urges governments to improve water
safety, but most of the recommendations from different organizations
involve very simple methods, like teaching children how to swim,
controlling access to water and closer monitoring. These approaches can
be very useful, but today we can also use reliable technology to help us
solve the problem.
Consumer
Problem
1 Center for Disease Control and Prevention: Unintentional Drowning: Get the Facts
2 Center for Disease Control and Prevention: Unintentional Drowning: Get the Facts
3 World Health Organization: Drowning, Fact Sheet N°347

The
Company
Aquatic Safety Concepts, LLC (the Company)
is a Delaware company, incorporated in 2006
and is based in Redding, Connecticut. The
Company has launched iSwimband, a wearable
drowning detection device which reduces the
risk of drowning.
Background
Aquatic Safety Concepts, LLC was founded by three fathers, Dave
Cutler, Tom Healy, and Paul Taylor after one of their children’s classmates
drowned at a town park. The tragedy occurred despite several lifeguards,
day camp counsellors, and even parents were watching the water that day.
Mission
Aquatic Safety Concepts, LLC’s mission is to prevent drowning by making
innovative, reliable affordable wearable technologies.
Vision
Aquatic Safety Concepts’ vision is to create a future where everyone is
safe in and around water.

iSwimband is a wearable drowning detection
monitor that alerts a compatible Bluetooth device
– phone or tablet - when a non-swimmer enters the
water or a swimmer submerges for a preset length
of time. A system is able to monitor up to eight
iSwimbands at a time and offers a range of
100 feet (30 meters).
Modes
The swim monitor system has two main modes:
1. Non-Swimmer Mode (6 seconds alert)
The iSwimband is attached to the wrist and alerts 6 seconds after a
non-swimmer enters the water
2. Swimmer Mode (20 - 60 seconds alert)
The iSwimband is attached to the head and alerts when a swimmer has
been submerged for a certain amount of time. Time settings can be
modified in 5 seconds increments from 10 seconds to 60 seconds.
Wearing the device
The sensors of the swim monitor system can be worn two different ways:
1. Wristband (non-swimmer mode): The wrist bands are tamper resistant,
specifically designed for non-swimmers.
2. Headband / Clip-On (swimmer mode): The comfortable lightweight
headbands fit any swimmer’s head and the clip on can be attached to a
pair of goggles.
Product

Product Benefits
• Safety: iSwimband provides assistance in monitoring people in
and around water increasing the safety of both swimmers and
non-swimmers. It provides a piece of mind to parents and caregivers.
• Cell phone/tablet application based: iSwimband does not need a
special device; everyone with a compatible phone or tablet can use it.
• User Friendly: iSwimband does not need any special technical
knowledge. The app is extremely easy to upload and use.
• Comfortable: iSwimband is very comfortable to wear thanks to its
small size and ergonomic design.
• Familiar: Wearable devices are getting more and more widespread
and accepted by many people. iSwimband looks and functions like
several other devices and this can make the adaptation period shorter.
• Attractive: The attractive design makes it easy to have children accept
the device and wear it as a fashion accessory.
• Proven Technology: iSwimband is based on reliable, already proven
and widely used Bluetooth Smart technology, adding confidence
for users.
• Affordable: iSwimband’s price falls in the range of other wearable
electronic products that makes them affordable for most people.
• Up to 8 people - Group Monitoring: One device can monitor up to
eight people making it ideal not only for families but also for any
group settings, such as camps or pool parties.
iSwimband is
very comfortable
to wear thanks to
its small size and
ergonomic design.

iSwimband™ is based on Bluetooth Low Energy
(Bluetooth Smart) technology designed for
devices that are powered by a small battery and
communicate with smartphones and tablets.
Bluetooth Smart uses much less energy than Classic Bluetooth. As a
result, many devices based on the technology can operate for more
than two years with normal usage range. Bluetooth Smart works with
mobile operating systems, such as iOS and Android. This feature makes
it very simple and relatively inexpensive to design new devices using
the technology. There are many novel applications based on Bluetooth
Smart, mostly in the healthcare, fitness, security, and home entertainment
industries (Blood Pressure monitors, Running Speed monitor, etc.). The
technology works very well for applications where two devices have to
find each other and for receiving alerts from other devices.
How iSwimband Works
Non-Swimmer Mode: A wristband is worn around the child’s wrist. In
the event the child falls into the water, the transmission from the radio
transmitter is extinguished and a blaring alarm, flashing LED light and
vibration is generated by the Smartphone or Tablet device.
Swimmer Mode: A clip-on is clipped to the side of the goggles or a
headband. In the event a swimmer has been submerged for a preset length
of time, a blaring alarm, flashing LED light and vibration is generated by
the Smartphone or Tablet device. Time settings can be modified from 10
seconds to 60 seconds.
Technology

Certificates and Reviews
Aquatic Safety Concepts, LLC acquired all the necessary certificates to
introduce iSwimband to the market, such as Bluetooth Compliance and
Certificate, FCC, CE Listing Certificate, Mechanical Hazards Testing and
Module Certifications.
iSwimband V1.0 was beta released in 2014. The company sold more than
six thousands of the product and received mostly positive reviews and
some negative reviews based on user feedback on product’s hardware
and software interface. The company released the improved generation
of iSwimband (V 2.0) in April, 2015.
Intellectual Property
iSwimband® is a registered trademark of Aquatic Safety Concepts LLC.
Aquatic Safety Concepts, LLC has a pending patent on the principles of
the technology behind iSwimband. This patent defines the digital swimmer
safety system that consists of a programmable radio communications
device, such as a smartphone, in communication with a personal radio
transmitter on a swimmer. The patent also describes the digital connection
and its working principle: a timer starts if the signal is lost and if the
timer exceeds a threshold, an alert is displayed. (Publication number:
WO2014168907 A1, Application No: PCT/US2014/033256 and Publication
date: Oct 16, 2014)
As the Company grows and invents new features and uses for iSwimband,
separate patents will be filed for specific design elements or combination
of characteristics. With entering the global market the Company will seek
world coverage for its inventions.

To keep adequate growth and profitability Aquatic
Safety Concepts seeks new opportunities to
improve its core product and develop new ones.
The new generations of iSwimband are going to
have extended functionality and use.
1. Increasing the number of devices that can be tracked by one phone
(large group tracking) will open up the market for untapped segments,
such as schools and organized large group activities.
2. Adding distance tracking will open up the possibility for many different
new products and applications. Tracking swimming laps and distance
together with measuring heart rate and other personal metrics
will make the product attractive to a whole new segment of health
advocates who reach their fitness goals by swimming.
3. Adding tracking functions for water based exercises and personal
metrics will attract aging people and the physical therapy
(hydrotherapy) market, including people with chronic conditions, such
as back pain or arthritis and people in rehabilitation after surgery or
injury.
4. These improvements can be effectively combined with useful apps
that help setting and reaching fitness goals and with creating an online
community of swimming and aqua therapy enthusiasts.
5. Adding tracking options to increase boat safety and pet safety will
make it possible to approach the boating and pet care markets.
Technology
Future
Products 3.0

Performance Tracker
Recreational Tracker
SHARE YOUR
TRAINING DATA
WITH FRIENDS
ONLINE
GPS ENABLED
TO TRACK
YOUR SWIM
LIVE
TRACKING
ADVANCE
HEART RATE
MONITOR
MONITOR
YOUR
SESSIONS
BOATINGSWIMMINGWATER SPORTSHYDROTHERAPY FISHING

With its cell phone based technology and ease
of use, iSwimband enjoys pioneer position in the
wearable swim monitoring system market. After
introducing iSwimband 2.0 to the US market, the
Company will aggressively expand to international
markets with the goal of becoming the world’s
most important swim monitoring brand within five
years. To maintain and extend its leading position
the Company will:
• Increase Brand Awareness: Marketing efforts will concentrate
on continuously increasing global brand awareness.
• Increase Global Distribution: The Company will expand sales utilizing
strategic partnerships with select retailers all over the world.
• Introduce Innovative Products: The Company will continue to develop
the world’s most innovative swim monitoring devices. For example, the
next generation of iSwimband will tap into the fields of swimming laps
tracking, water based exercises, boat safety and pet safety.
• Introduce Large Group Tracking: Mesh network with central
processor to accumulate potentially hundreds of iswimbands. Ideal
for leisure and travel industry (eg. water park, resorts and commercial
swimming pools).
• Introduce New Services: Introducing new services and creating a
community of swimmers will increase user engagement and revenue.
This might shift the Company’s business model from one time device
selling to creating innovative recurring revenue.
Growth
Strategy
Endorsed by

After introducing iSwimband
2.0 to the US market, the
Company will aggressively
expand to international
markets with the goal of
becoming the world’s most
important swim monitoring
brand within five years.

Swimming Pool Industry
In 2011, there were an estimated 10.4 million residential and 309,000 public
swimming pools in the United States alone. According to a 2009 data,
approximately 36% of children ages 7-17 years and 15% of adults swam at
least six times per year in the U.S.4
The demand for swimming pools grows with the residential construction
sector. The economic downturn damaged the swimming pool construction
industry, but in 2012 a strong recovery began and in the next five years
it is expected to continue with an estimated annual growth rate of 2.8%
(faster than expected US GDP growth of 2.5% during the same period).5
The highly fragmented swimming pool equipment stores industry was
$5 billion in 2014 and also benefits from the rebound in the construction
sector and rising per capita disposable income.6
Another factor that benefits the swimming pool industry is America’s
growing interest in fitness. For example, the number of health club
members doubled in the past 20 years, and this trend is not showing any
signs of slowing down. Swimming is often part of people’s fitness plans,
especially of baby boomers.7
Wearable Devices Industry
The wearable device market, including headsets, smartwatches and fitness
trackers is experiencing a boom. According to the International Data
Corporation (IDC), the wearable devices market is growing faster than
any other segment in the global consumer electronics market. In 2015
worldwide unit sales are expected to reach 72.1million, up from 26.4 million
units in 2014 (173.3% growth) and generate revenues of $5.1 billion (133%
higher than last year). The market is expected to grow by 42.6% annually
over the next five years, reaching 155.7 million units in 2019. Demand is
especially strong for wearables that do not demand third party apps.8
The wearable health and fitness category alone is valued at $2 billion
today. Increased functionality, simplicity, longer battery life and usability
are making wearable devices attractive for more people. As an additional
value, their appealing design makes it possible to wear them as fashion
statements.9
Industry
Analysis
4 Marketresearch.com: Swimming Pools Market Research Reports Industry Analysis, 2011
5 IBIS World: Swimming Pool Construction in the US: Market Research Report, December, 2014
6 IBIS World: Swimming Pool Equipment Stores in the US: Market Research Report, December, 2014
7 Marketresearch.com: US Swimming pool market reached $3.4 billion in 2011, 2012
8 Mac Daily News: IDC: Worldwide Wearables Market to Grow 173.3% in 2015 With 72.1 Million Units to be
Shipped, June 2015
9 Denise Lee Yohn: Wearables Keep Consumers Fit, I3, CE.org, April, 2015

Mobile Phone/Tablet Industry
In 2014 ninety percent of Americans owned a cell phone, 64% a
smartphone, (up from 35% in 2011) and 42% a tablet computer. This
number is especially high among younger Americans and among people
with relatively high income and education levels. Two thirds of cell phone
owners regularly check their phone for messages, alerts, or calls — even
when they don’t notice their phone ringing or vibrating.10
Global statistics also show a huge growth in smartphone ownership.
Smartphones’ global share in 2015 was forecasted to reach 71%, compared
to over 50% in 2013.11
China and India are the main divers of this growth.12
Percentage of Population Owning a
Smartphone in 2013 – First 15 countries
1 United Arab Emirates 73.8%
2 South Korea 73.0%
3 Saudi Arabia 72.8%
4 Singapore 71.7%
5 Norway 67.5%
6 Australia 64.6%
7 Sweden 62.9%
8 Hong Kong 62.8%
9 United Kingdom 62.2%
10 Denmark 59.0%
11 Ireland 57.0%
12 Israel 56.6%
14 Canada 56.4%
14 United States 56.4%
15 Spain 55.4%
10 Pew Research Center: Mobile Technology Fact Sheet, October 2014
11 MW Market Watch: Worldwide Smartphone Market Growing at 23.6%: 2014-2018 Forecast in New Research
Report, July 2014
12 Tony Danova: The Smartphone Report By Country: Adoption, platform, and vendor trends in major mobile
markets around world, April, 2015

Nearly 4,000 people die
from drowning in the US
every year.

Safety and Childproofing
In the last 40 years there was a huge shift in how people think about
safety. Baby Boomers and Generation X parents are trying to protect their
children from every possible danger. For example, according to a U.K.
study, in 1971, 80% of third-graders walked to school by themselves, in the
1990s this number dropped to 9% and today it is even lower. While safety
measures do save many lives, they are so dominating that some experts
are concerned that in the process of trying to keep children safe parents
are limiting their independence.13
This shift in parenting occurred in most Western countries and had a huge
impact on the sale of child safety products. Childproofing by itself became
an important industry.14
Countless products are sold to protect children in
the house from every possible danger. Quality is extremely important in
making purchasing decisions in this sector and people are willing to pay
higher price for quality child safety products.
Child Demographic Data
In 2014 in the US the estimated number of children 17 years old and
younger was 74.3 million; 24.7 million (33.2%) of these were between 0-5,
24.7 million (33.2%) between 6-11, and 24.9 million (33.5%) between 12-17
years of age.15
According to the 2010 census data, there are 78.833 million families in the
US; 15.149 million (19%) of these have one child (under 18), 12.947 million
(16%) have two children and 7.122 m (9%) has 3 or more children. In other
words all together 35.218 (44%). Families with children are the most likely
to buy child safety devices.
Industry
Analysis
13 Hannah Rosin: The Overprotected Kid, The Atlantic, April, 2014
14 Jayne O’Donnel: Childproofing has Become an Important Industry, USA Today, April, 7, 2012
15 U.S. Census Bureau, Current Population Reports, 2012

In today’s most possible scenario, lifeguards,
parents and/or other adults watch the water
carefully while children are swimming. As we can
see from the drowning statistics, this solution is far
from satisfying. Watching a crowded pool or ocean
is extremely difficult and help often arrives too late.
In recent years a handful of companies came up
with different monitoring systems. Although these
systems are useful, none of them provides all the
benefits of iSwimband.
Security Cameras
Most companies use standard security cameras with or without motion
detection (e.g. SwimEye). A more advanced version of the technology
feeds the information from networks of HD cameras to a monitoring
software that provides visual and audio alerts when a person shows
behavioral pattern of being in distress (Pool Hawk DEWS) or is
motionless (Poseidon).
These systems work well in normal swimming pools, but cannot be reliably
used in motion based pools (e.g. wave pools, lazy rivers, whirlpools or
Jacuzzis) or in murky or dark waters, such as lakes or ponds.
Competition

Wearable Monitoring Systems
There are some wearable drowning monitoring systems that were
developed for swimming pools. These systems check individual swimmers
via their wristband monitoring their depth, motion and time. The systems
can have detectors in the pool (SenTAG) or outside of the pool (Seal) and
they let many swimmers be monitored at a time. If a swimmer is in distress,
an audio, visual, and vibrating alarm is triggered on the swimmer band(s),
the guard/parent band(s) and the central hubs.
One system developed for home pools, the Safety Turtle System , also
includes a base station and a wristband. When the sensor is immersed
in water it sends a radio signal to the base, which triggers the alarm. The
turtle can be used only for non-swimmers.
The biggest drawback of these technologies, compared to iSwimband,
is that they require a special device (central hub) as opposed to the
bands being connected to a cell phone or tablet. Also, the majority
of these devices are based on older, analog technology, which poses
challenges for innovation in a world of digital signal transmission. These
features considerably limit their use, future research and development
opportunities.
Inflatable Floating Equipment
Indirectly all floating devices will compete with our product, including life
jackets, water wings, swim rings, and inflatable toys.

Target Market Strategy
iSwimband appeals to a large, mainstream market of recreational
swimming. The Company’s customers will probably belong to middle
class ranging from people with pools in their homes through public
pool visitors to summer camp organizers and hotels.
Primary Target Market:
The primary target market consists of young people who own a pool, have
children between 1-11 years of age and are safety conscious. According to
our calculations approximately 3 million households fall into this category
(at least half of these people have more than one child so they can
potentially buy more than one device.)
Secondary Target Market:
The secondary target market consists of parents (mostly mothers) who
take their children to swimming pools. Considering the total number of
children in the country (74 million) and the fact that 36% of them are likely
to swim regularly, even if we take out the ones who have their own pool
the potential size of our group can reach 15-20 million.
Tertiary Target Market
Our tertiary target market consists of recreation centers with water
activities for children. There are 2,600 YMCAs with over 20 million
members in the country, of which about half are ages 17 and under.
The US has approximately 1000 Water Parks with over 73 million visitors
annually and 12,000+ summer camps with over 10 million children
attending each year.
Marketing
Plan
HAVE A POOL
SAFETY
CONCIOUS
HAVE
CHILDREN

Product Strategy
With iSwimband the Company sells safety and a piece of mind for parents
and care takers. The most important feature of iSwimband is its function:
Submersion Alert.
In the first two years iSwimband will attract and keep customers by
offering credible and reliable products that are easy to use and affordable.
In the long run it will create new innovative products and add additional
features to the existing one.
Cognitive and Emotional Appeal
Losing a child is one of the most painful experiences and many parents
are very much afraid that it will happen to them. For this reason they
are willing to do everything in their power to protect their children from
accidents. As mentioned above, drowning is a significant danger for
children all over the world and iSwimband answers many people’s fear
offering an extra layer of safety.
Pricing Strategy
Most consumer electronic products and entry level wearable device
market are priced around the $50-$79 price range. iSwimband follows this
pricing trend ensuring that the product is affordable for most people. The
Company will also offer a $99 bundle (two iSwimbands) that will make the
product more attractive and affordable for families with more than one
child.
Distribution Strategy
Aquatic Safety Concepts is going to utilize four main channels to distribute
iSwimband.
1. Big Box Stores
The Company has partnerships with Ingram Micro to serve big box:
Walmart, Sam’s Club, Target, Toys’R Us, Staples.
2. Small Retail Stores
The Company will reach these stores through national distributors.
3. B2C -Direct Sale
In May 2015 the Company launched a direct sales Facebook campaign
to initiate our branding efforts and to test the various marketing
targets. Future social media ad placements include Pinterest,
Youtube, Instagram, paid for contents via bloggers and advertorial
and SEO optimization.
4. Rental with Residual
The Company is launching a revenue share model with hotels and
resorts. The resorts will receive iSwimbands for free and rent them
out for $1-$5 a day to their guests. Revenue share will be determined
based on the usage of the app. The revenue share model has yet to
be tested on a large scale resort, but the Company’s negotiations
with resorts indicate high interests in the resort rental market
and the possibility to negotiate a 25% revenue share with resorts
and hotel chains.

International Sales Distribution
Aquatic Safety Concepts is going to partner up with the top big box
retailers and establish direct sales to consumers via B2C sales in each
country it sells in.
Shipwire
The Company’s 3PL logistic partner is Shipwire, the world’s leading
provider of e-ommerce fulfillment. Shipwire will fulfill the direct b2c line
of business as well as the wholesale business in USA, UK, Germany, Brazil,
Canada, China and Australia.
Ingram Micro
Ingram Micro, the largest distributor for mobility products, will act as the
Company’s international 4PL logistics partner. Ingram Micro has a reach
of 200,000 point of sales and will fulfill to the Company’s big box retail
partners in over 50+ countries and 130 distribution centers.
Brand
The iSwimband brand will communicate safety and promote a peace of
mind for parents while their children are in and around water.
Positioning
iSwimband will be positioned as the first mobile application based
personal drowning detection device that provides an extra layer of
protection for children in and around water.
Product:
In designing the look of the product, the most important factors were:
• Comfort: The products are smooth and lightweight that makes them
easy to wear.
• Visibility: The colorful bands and clip-ons can be spotted from a
distance so that parents can easily check whether a child is wearing
the device.
• Attractiveness: The stylish design fits well with other swimwear, such
as goggles. The attractive colors make it easy for young children to
accept the device and actually wear them as fashion accessories.
(Who would not want a beautiful, orange or tiffany blue wristband?)
Packaging:
The packaging of the product is colorful, just like the product itself and the
box has an image of a laughing child in the water, further strengthening
the positive association between iSwimband and relaxed fun in the water.
The bright colors (lots of blue) and images of water remind the customer
of summer, sunshine and swimming.

Advertising
Social Media
The Company is already utilizing social media to drive sales. This approach
is expected to work well in the long run, as social media makes it possible
to connect with customers at a personal level build a relationship with
them. Also, usually mothers are the key purchase decision makers for their
children and for themselves and they are the ones who are more likely to
respond to social media marketing.16
According to Infographic, in the US more women use social media sites
than men, except for Linkedin (e.g. 76% of women and 66% of men have
Facebook). Women also check their Facebook page and other social
media outlets more often and are more likely to access deals through
social media than men (53% and 36% respectively).17
The Company will expand its social media presence to other outlets, such
as Pinterest, Instagram and Youtube. On every outlet it will share photos,
stories and videos that communicate iSwimband’s benefits and educate
people on how to stay safe in water.
TV, Magazine, Internet Pay Per Click
As the Company grows, its marketing budget will grow with it. After the
start-up phase iSwimband is going to use advertising on more expensive
channels, such as TV commercials, trade magazines, and periodicals.
Merchandising POP Displays
iSwimband’s in-store merchandising strategy focuses on effective
POP displays with inbuilt HD 13 inch LCD screens to communicate our
marketing messages. We apply a 5 feet / 5 second rule – consumers must
understand iSwimband products within 5 feet and 5 seconds of passing
the POP display to engage and become curious about our products’ water
safety benefits. We provide retailers with freestanding hangsell units,
gondola end, shelf units and counter units.
Sales Promotion
From time to time, the Company will promote products by offering
pre-season and post season promotions, special event discounts,
new product introduction events, free shipping and bundled pricing.
16 Anita Frazier: What Drives A Parent To Purchase Products For Their Children? The NPD Group Blog, 2011
17 Catherine Clifford: Women Dominate Every Social Media Network -- Except One, Entrepreneur, March 2014
iSwimband
TVC

Permanent
Displays
Shelf Tray
D a t e:
R e v i s i o n:
P r o j e c t:
S c a l e @ A3:
D r a w i n g T i t l e:
Drawn by:
Client :
JAD
r25 / iSwimband
iSwimband POS display
Elevations
20 - 05 - 15
NA
V0
824
15015200
215
55
337337
FRONT ELEVATIONSIDE ELEVATION
285
360
178
140
30
300
270
GRAPHIC BACK PRINT
PRODUCT TRAY
GRAPHIC PRINT
REAR SUPPORT
PANEL
13” LCD HD
SCREEN
SCREEN
SURROUND

FOLDED HEADER PANEL
TO MOUNT SCREEN
PRINT APPLIED TO
INTERNAL FACE ONLY
HANGSELL RODS
FIXED THROUGH UNIT
BASE WEIGHT
LOGO ON WHITE
BASE MATERIAL
ADJUSTABLE SHELF
FOR CROSS CATEGORY
PROMOTIONS
PRODUCT
(PACK SIZE 110mm W x
160mmH x 30mm D)
13 LCD HD SCREEN
REAR MOUNTED
UNIT HEIGHT 1600MM
UNIT WIDTH 370MM
Hang Sell
Floor Unit

Temporary
Displays
Counter Unit

Tower Unit

POP
Displays
Counter UnitShelf Tray

Tower UnitHang Sell Floor Unit

Public Relations
Aquatic Safety Concepts has very good relationship with the media.
iSwimband appeared several times on national television, such as Good
Morning America, ABC News, TODAY show NBC, CBS News and Fox News
and also in prestigious publications, including Bloomberg, NPR, Engadget,
Gizmodo, Gizmag, Investors.com, USA Today, BBC World News and
countless Mommy Bloggers.
Aquatic Safety Concepts has been very focused on bringing water safety
and drowning awareness to the public in all of its messages. The goal is to
continue this work by informing more media channels about iSwimband
and to educate the public about water safety.
Education
Even though most drowning accidents are preventable, drowning
remains a leading public health problem in all countries. Research found
connection between education and the decrease of drowning.18
Aquatic Safety Concepts has the opportunity to become a leader in
educating the public about water safety and transforming the way people
around the world remain safe in and around water. People can learn
through our mobile apps, videos, and blogs where we will provide general
education about water safety and involve as many people as possible by
creating a lively community of water safety advocates.
Sales Strategy
Sales Goals
The Company’s goal is to build out multi-channel sales around the world:
build a balanced direct sales channel, increase product acceptance by big
box stores, involve as many small retailers as possible, while innovating
new recurring revenue models for resorts.
Target Accounts
Our most important target accounts in the Big Box Store segment are
Walmart, Sam’s Club, Target, Best Buy, Staples, and Toys R Us. These big
box accounts are served by Ingram Micro.
Sales Activities
Indiegogo: Aquatic Safety Concepts successfully raised 376% above
fund raising goal on Indiegogo crowd funding campaign. The campaign
provided evidence for both consumer and distributor demand for
iSwimband 2.0.
We are engaging and testing various outside sales and marketing support
organizations to better fill the retail placement spectrum. Our resort rental
program will probably be a joint venture with local service agencies for the
hands on and heavy training to support the resort rental channel.
18 American Red Cross: Water Safety Manual, 2009

Sales Forecast
In order to forecast sales we broke down sales by channels and regions.
The sales for each channel were calculated in each geographic region:
North America, Europe, Latin America, Oceania and the Asia Pacific Rim.
Although iSwimband can be used all year in indoor and outdoor swimming
pools, the demand for the product is expected to show seasonality.
Aquatic Safety Concepts is expecting three digit growth in the first five years.
Unit Sales
Sales Revenue - Compound Annual Growth Rate
Compound Annual Growth Rate Year---- 0 1 2 3 4
iSwimband B2C 296% 200% 154% 111%
iSwimband Whol-BigBox 442% 283% 214% 158%
iSwimband IndirectDist 442% 283% 214% 158%
Monthly Cash Basis Profit on Rental Channel 2699% 769% 365% 236%
Overall Sales 512% 296% 204% 147%
7 Months
Ended
2015
2016 2017 2018 2019
Total B2C 16,450 74,320 202,910 387,178 470,756 1,151,614
Total Big Box 18,095 104,344 304,365 656,021 941,513 2,024,337
Total Indirect 2,714 15,652 45,655 98,403 141,227 303,651
Total Rental 3,300 43,800 90,000 120,000 150,000 407,100
7 Months
Ended
2015
2016 2017 2018 2019
Combined TOT 40,559 238,116 642,930 1,261,601 1,703,496 3,886,702

Operations Strategy
Manufacturing:
iSwimband is manufactured in South Korea by Vision Scape, a company
that manufactures many well known brands of wearable products with
amazing quality control, great pricing and impeccable delivery timing.
Day-to-Day Operations
One of Aquatic Safety Concepts’s biggest strength is its lean operation
model. Today the Company operates virtually with most meetings held on
the phone and video conference.
The world of business is changing. The advent of technology is rendering
aged concepts of needing a central facility in which to house a company
obsolete. Aquatic Safety Concepts is dedicated to maintaining a
cutting-edge approach to doing business, harnessing the very technology
we promote in our products to keep our management team connected
to the real-time function of our business. By utilizing connected
technologies, Aquatic Safety Concepts is able to keep a finger closely
on the pulse of the business and react extremely quickly to challenges
and changes and needs, even if it means we adapt to harnessing growth
and have supporting team in a centrally located hub.
Operations
Plan

New Companies Enter the Market
With the widespread use of smartphones and cheaper Bluetooth Smart
technology the barriers of entry to the wearable devices market got
considerably lowered. For this reason there is a chance that other
companies will enter the market offering similar products to iSwimwear.
The Company’s patents will offset the risk of other products with the same
working principle entering the market. If a company comes up with a
different design, but similarly popular idea as iSwimband, developing
the product and starting production takes considerable amount of time.
This time period provides Aquatic Safety Concepts long enough
head-start to manufacture and sell the product and enjoy the benefits
of the first entrant. We will outpace potential new entrants by having solid
distribution and lead in branding recognition.
Keeping up with Demand
Based on the experiences with social media and the Indiegogo campaign
the Company is fully prepared for high demand for iSwimband. The
Company’s manufacturing partner, Vision Scape, is ready to manufacture
millions of units in a very short period of time and is fully able to keep up
with growing demand.
Accurately Forecast and Adequately
Manage Inventory
iSwimband has a shelf life due to being battery-operated. We offset this
challenge by having dynamic manufacturing capability, with short lead
times, and multi-channel distribution partners. Our Just-In Time order will
mirror the best practices to mitigate over build in inventory.
Aquatic Safety Concepts will further rely on our distribution and logistics
partners to distribute the product into fulfillment centers around the
world, reducing shipping times and assuring availability of product to
widely-dispersed markets in the shortest period of time possible. The
Company will utilize Ingram Micro and Shipwire’s international forward
and reverse logistics to help us grow our sales worldwide.
Critical
Risks

Seasonal Fluctuation in Sales
iSwimband is a seasonal product, mostly used in summer time, but having
a substantial year-round demand in all markets. Global sales will also help
to offset this seasonal influence geographically, by providing multiple
high-season demands throughout the calendar year, with two full
“summer” seasons according to hemisphere, and a continuous demand in
the tropical latitudes. Our Sales mantra is to “Follow the Sun” all over the
world.
Supplier Problems
Currently the Company relies on one manufacturer, but has alternative
production capabilities available within the agreed-upon manufacturing
terms. The simplicity of design assures a large number of manufacturers
being capable of ramping up in a short period, as well as the opportunity
to return to the original manufacturing partner utilized prior to primary
production moving to VisionScape.
As our volume increase, it becomes more feasible to have a redundancy
production setup. Cost, quality and timeliness of delivery will be the
decisive factors while searching for a backup manufacturing facility,
which will be a top priority with ramp up.
Possible Quality Problems
Quality control and testing of the products are done on the board level
as well as during and post production.
VisionScape is an ISO9001 certified production facility, with documented
quality-assurance procedures and testing. This certification assures
that iSwimband is thoroughly tested and certified prior to leaving the
production facility.

Paul Chu,
CEO
Paul is a serial entrepreneur who has co-founded numerous start-ups and
made 5 exits in the past 15 years. He is consistently able to find and set
company vision with focus to develop products and services that can fill
a void for investors and users.
Paul has developed and funded startups in prepaid wireless, mobile
coupon payments, wearable technology, IoT, communication platform,
location commerce-aware ad networks and artificial intelligence
platforms. He has started ventures in both low and high tech. His value is
his ability to unlock a concept’s potential for the founders, employees and
customers.
Among his many success stories are making Hansen’s Juices the largest
energy drink company in the U.S. under Monster Energy brand (trading
under MNST, current valuation, $21.5 Billion) an the co-founding of the first
prepaid wireless MVNO in the US.
In 1999, Paul was awarded the Ernst and Young “Entrepreneur of the Year”
Award in New York for his role as CEO and co-founder of Urban Wireless.
Urban Wireless was later acquired by Voicestream / T-Mobile. The
replenishment airtime transaction and “re-up” technology business was
spun off to VIA-One Technologies, which at it’s peak in 2008 transacted
over $500 Million in top ups with 17,000 “Prepaid Point” replenishment
point of presence.
Paul is an active guest speaker for NYU, Columbia University and Fordham
University for Entrepreneurship Studies.
Management
Team

Paul Newcomb,
COO
Paul has been involved in aquatic and public safety for over 30 years,
beginning with his certification as a lifeguard. His career led him through
periods as a firefighter, first-responder medic, and on to service with the
United States Air Force where he was trained in emergency response and
risk management on an international level.
Paul’s background leads into a strength in logistics, problem-solving,
project management, and technology ranging from cutting edge video-
based drowning detection and sonar-based drowning detection, to the
newest, most affordable drowning detection technology on the market,
iSwimband.
Paul’s leadership and ability to work with all levels of management,
from the lifeguard on the deck, to the Chief Executive Officer in the
boardroom, make him uniquely qualified in his Operations role in ASC. Paul
understands the challenges faced within the aquatic safety arena, and how
to implement technology to address seemingly overwhelming obstacles.
Paul has also lived through the loss of a close friend to drowning, and the
near-tragedy of having his own son slip past all the layer of protection
around a home pool. For him, ASC’s mission is intensely personal.
Steve Vitrano,
VP
Steve is an accomplished and talented senior sales executive with over
25 years of proven success in business development, strategic innovation,
people management, and delivery of high revenue outcome. He is a
passionate and tenacious hands-on leader who has expertise across sales,
service, and distribution channels.
Steve has created several successful operational strategies that resulted
in productivity and profitability. He is a skilled strategic thinker who can
easily transition from a high-level strategist to a customer-facing problem
solver.
Steve is a true entrepreneurial spirit with an uncompromising commitment
to building strong and enduring customer relationships. He is committed
to individual and team career path development through coaching,
motivation, and leading by example.

Kerry Vogel
Inspired to share 25 years of experience servicing roles within Woolworths
Limited as National Business Manager (Grocery and Petrol Convenience)
managing some of the world’s most recognised and trusted brands. Kerry
strengthens iSwimband’s sales capability instilling ‘retail customer cycle of
satisfaction’ process and advises our team on the pillars of success from
differentiation to trading terms.
(Woolworths 2014: US $47.2B sales NPAT US $1.86B)
Sam Fairley
Drawing on over 15 years agency experience servicing accounts such as
Bauer Media, McDonald’s, Coca Cola, Bacardi Martini, and Mars Group,
Sam works as a conduit between sales and marketing teams to gain
greater retailer acceptance of marketing activity sets. Sam holds the keys
to building brand equity and awareness with strategic media campaigns
and activating brands in-store on the path way to purchase.
Board of
Advisors

iSwimband is seeking a Series A Round investment
of $5 million.
Offer

Financials
Detailed financial information will be provided upon
request during due diligence stages. The following
sections show the summary of the 5 year Income
Statement, Cash Flow and Balance Sheets.

5 Year Income Statements
Aquatic Safety Concepts,
LLC Income Statement Forecast
7 Months
Thru 2015
2016 2017 2018 2019 Total % to
sales
Sales $1,594,240 $9,754,595 $24,987,909 $44,667,762 $59,421,786 $140,426,292
Cost of Sales 882,164 5,179,014 12,585,350 22,226,259 27,010,207 $67,882,995 48%
Gross Profit 712,077 4,575,581 12,402,559 22,441,502 32,411,579 $72,543,297 52%
Gross Margin 45% 47% 50% 50% 55%
R D 398,560 1,755,827 2,498,791 3,126,743 3,565,307 $11,345,229 8%
Sales and
Marketing
478,272 1,950,919 3,998,065 5,360,131 7,130,614 $18,918,002 13%
General and
Admin
375,273 1,313,511 2,721,371 4,799,606 6,427,559 $15,637,320 11%
Total Operating
Expenses
1,252,106 5,020,258 9,218,227 13,286,481 17,123,480 $45,900,553 33%
Operating
Income
-540,030 -444,677 3,184,331 9,155,021 15,288,098 $26,642,744 19%
Other Income
and Expense
-33,479 -97,546 -249,879 -446,678 -594,218
Income
Before Tax
-$573,509 -$542,223 $2,934,452 $8,708,343 $14,693,881 $25,220,944 18%
Margin on Income -36% -6% 12% 19% 25%

5 Year Statements of Cash Flow
Cash Flow Statement Forecast
7 Months
Thru 2015
2016 2017 2018 2019
Cash Flows from Operating Activities:
Net Income (Loss) Before Tax -$573,509 -$542,223 $2,934,452 $8,708,343 $14,693,881
Adjustments to reconcile
net income or loss
Depreciation 57,500 65,090 86,800 130,340 137,900
Amortization 30,810 77,870 135,780 202,490 347,480
Changes in Operating Assets and
Liabilities:
(Increase) Decrease in Accounts
Receivable
-227,749 -1,625,766 -4,164,651 -7,444,627 -9,903,631
(Increase) Decrease in Inventory -189,035 -647,377 -1,573,169 -2,778,282 -3,376,276
(Increase) Decrease in Other
Current Assets
-19,809 -88,003 -260,138 -566,825 -965,222
Increase (Decrease) in
Accounts Payable
-72,563 150,101 287,917 286,692 283,203
Increase (Decrease) in Credit Line 0 0 2,000,000 2,500,000 0
Increase (Decrease) in Loans -639 0 0 0 0
Net Cash Provided by
Operating Activities
-$994,993 -$2,610,308 -$553,009 $1,038,131 $1,217,334
Cash Flows from Investing Activities:
Expenditures for Property
Equipment
-7,971 -48,773 -124,940 -223,339 -297,109
Expenditures for RD and Other 0 -97,546 -249,879 -446,678 -594,218
Net Cash Used in Investing Activities -7,971 -146,319 -374,819 -670,016 -891,327
Cash Flows from Financing Activities:
Increase (Decrease) in Convertible
Notes
-700,000 0 0 0 0
Increase from Capital Raise 5,700,000 0 0 0 0
Net Cash Provided by
Financing Activities
5,000,000 0 0 0 0
Net Increase (Decrease) in Cash $3,997,036 -$2,756,627 -$927,827 $368,114 $326,008
Cash - Beginning of Period $133,119 $4,130,155 $1,373,528 $445,701 $813,815
Cash - Ending of Period $4,130,155 $1,373,528 $445,701 $813,815 $1,139,823

5 Year Balance Sheet
Balance Sheet Forecast
Opening 7 Months
Thru 2015
2016 2017 2018 2019
Assets:
Cash $133,119 $4,130,155 $1,373,528 $445,701 $813,815 $1,139,823
Accounts Receivable 43,796 271,545 1,897,311 6,061,962 13,506,589 23,410,220
Inventory 199,714 388,749 1,036,126 2,609,295 5,387,577 8,763,853
Other Current Assets 280,934 300,743 388,746 648,884 1,215,709 2,180,931
Total Current Assets $657,563 $5,091,191 $4,695,710 $9,765,841 $20,923,689 $35,494,826
Property and Equipment 248,966 256,937 305,710 430,650 653,989 951,097
Accumulated Depreciation -20,974 -78,474 -143,564 -230,364 -360,704 -498,604
Property and Equipment,
Net
$227,992 $178,463 $162,146 $200,286 $293,285 $452,493
Syndication Costs 226,477 226,477 226,477 226,477 226,477 226,477
RD and Other 184,851 184,851 282,397 532,276 978,954 1,573,172
Accumulated Amortization -18,568 -49,378 -127,248 -263,028 -465,518 -812,998
Total Intangible Assets $392,760 $361,950 $381,626 $495,725 $739,913 $986,651
Total Assets $1,278,315 $5,631,604 $5,239,482 $10,461,852 $21,956,887 $36,933,970
Liabilities:
Accounts Payable $194,498 $121,935 $272,036 $559,953 $846,645 $1,129,848
Commercial Credit Line 0 0 0 2,000,000 4,500,000 4,500,000
Loan - Flat-Iron
Capital Other
90,639 90,000 90,000 90,000 90,000 90,000
Total Current Liabilities $285,137 $211,935 $362,036 $2,649,953 $5,436,645 $5,719,848
Convertible Note - Ritter 337,500 0 0 0 0 0
Convertible Note - Taylor 337,500 0 0 0 0 0
Convertible Note Shannon 25,000 0 0 0 0 0
Total Long Term Liabilities 700,000 0 0 0 0 0
Total Liabilities $985,137 $211,935 $362,036 $2,649,953 $5,436,645 $5,719,848
Members Equity, Net 293,178 -280,331 -822,554 2,111,899 10,820,242 25,514,122
New Investment Dollars 0 5,700,000 5,700,000 5,700,000 5,700,000 5,700,000
Total Equity $293,178 $5,419,669 $4,877,446 $7,811,899 $16,520,242 $31,214,122
Total Liabilities and Equity $1,278,315 $5,631,604 $5,239,482 $10,461,852 $21,956,887 $36,933,970

Fitbit’s
IPO
The Wearables Market Biggest Success
Fitbit , the world’s most popular fitness tracker company, is a good
example for how a wearable device company can survive competition
and keep its market leading position through constant innovation.
Fitbit was founded in 2007 and recently went public. In the past seven
years it became a true tech powerhouse with $745.4 million revenue,
71% market share and $4.1 billion value.
Fitbit has sold 21 million devices since 2011. Being more affordable than
other competiting devices helped ($129 compared to $349 for the
cheapest Apple Watch Sport), but the most important factor in the
company’s success is its constant ability to innovate. Fitbit is much more
than a simple tracker device. Newer models are based on Bluetooth
Smart technology and are able to track steps, distance, floors climbed,
calories burned and sleep patterns with added altimeter, digital clock,
and stopwatch. From the beginning one of Fitbit’s strengths has been its
website: people can upload information from their Fitbit device to the
web, analyze their performance and share it with other Fitbit users.
New product development ideas include devices that can make
“lightweight” medical diagnoses and devices for very specific kinds of
activities for example devices aimed at serious runners and corporate
healthcare.
The company’s success is due to the realization that to survive and grow,
Fitbit needs to become a platform rather than just a product. This is a
very important lesson for iSwimwear that can repeat Fitbit’s success in
the swim tracking device market.
As of closing Monday June 22, 2015, FIT was up another 14% to $37.06,
from their listed IPO price of $14-$20 per share.
Devices Sold
in millions
Total Revenue
$ in millions
Paid Active Users
in millions
10.9
6.7$745.4
4.5
1.3 0.6
2.6
0.2
$271.1
$76.4
$14.5
2011 20112012 20122013 2013 Dec 31
2014
Dec 31
2013
Dec 31
2012
2014 2014

You are alerted
so tragedy may
be averted

Paul Chu
CEO
M 917-770-8888
E pchu@iswimband.com
Thank
you
Endorsed by

iSwimband Business Plan Summary

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