Uploaded byMayank Goyal
Business Plan
Securite Systems Pvt. Ltd. aims to address drunk driving in Singapore with its innovative Alcohol Detection and Ignition Interlock System, which prevents ignition if a driver's blood alcohol concentration exceeds a critical limit. The business plan highlights strong market demand, with 79% of surveyed customers expressing interest, and outlines a five-year venture capital return strategy. The marketing approach involves various strategies such as buzz marketing, direct marketing, and partnerships to create awareness and promote the product.
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Business Plan
- 1. Its time tosay “Good-bye to Alcohol Driving!”Introducing
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- 3. Business AgendaCompany &Board of Directors Introduction
- 4. Our Business andWindow of Opportunity with Demand
- 5. Product Description andBusiness Details
- 6. Investment and Returnsfor Venture Capitalist
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- 9. Financial PlanGo/ NoGo MATRIX
- 10. Which Business arewe in?Securite Systems Pvt. Ltd. is in the business of Automobile Security Systems.
- 11. We provide safetydevice called the “ Alcohol Detection and Ignition Interlock System “Window of Opportunity
- 12. Statistics Of Drink& Drive Cases in SingaporeSources:http://www.spf.gov.sg
- 13. Statistics Of Drink& Drive Cases in SingaporeAverage from 2005 – 2008280 Deaths & Injury
- 14. 217 Drink &Drive Accidents
- 15. 3757 Drink &Drive Arrests Sources: http://www.spf.gov.sg
- 16. Penalty for Drinkand Drivein SingaporeFirst Time – Drink driver will be fined between $1000/- and $5000/- or six months imprisonment.
- 17. Repeated Time –Drink Driver will face enhanced punishment up to 3 times the penalty, a maximum of $30,000/- fine and three years' imprisonment.
- 18. Offenders causing deathor serious injuries can also be caned up to 6 strokes.
- 19. License can berevoked.Demand Demand predicted through surveys.
- 20. Out of around100 customers surveyed Survey Results show 79 % demand from the potential customers for the Alcohol Detection Systems.
- 21. We Adopted the“Blue Ocean Strategy”Satisfy Need or Solve Problem ?Alcohol Detection and Ignition Interlock Systems addresses and solves the problem of Drunken Driving .
- 22. Prevents accidents, deathsand injuries due to drunken driving.
- 23. Can help theSingapore govt. to enforce as a rule.
- 24. Solves a problem, which will eventually create need in future.
- 25. Contribute to CorporateSocial ResponsibilitySolves the Problem!
- 27. Product and LocationAlcoholdetector and Ignition Interlock SystemComponents : Fiber Body Palm Detector & Steering Wheel Sensors.
- 28. Helps to preventignition of the car if the person is drunk beyond a critical limit.
- 29. Easily installableLaunch Place: Singapore
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- 33. First evercontinuous monitoring of BAC
- 34. Cheaper than othersafety devices like air bag
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- 38. Fool-proof andcannot be misused.
- 39. Palm detection andContinuous monitoring
- 40. Avoid breathalyzers whichinvolves breathing .IP & Sustainable Competitive AdvantageWe cannot get an IP or an Industrial design as it is assembled from variety of electronic components.SCAInnovation in Product & Service through Research and Development to make the product better.
- 41. Contracts with CabsCompanies, Singapore GovernmentRight FIT
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- 43. Entry &Exit StrategyEntry StrategyCapital Required from VC- SGD 250,000
- 44. Interest given toVC – 5% per annum.Exit Strategy – At the end of 4th YearInterest for 4 years @5%
- 45. Profit given atend of 4th Year - 25% Profit.Total Return for the VC 33% Return on the Capital.Technology
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- 47. Palm Analyzer & Steering wheel sensing circuit
- 48. Ignition controlled bya logic circuit
- 49. Pre-defined BAC levelof 0.08 and continuous monitoring.
- 50. Detects for ethanollevel from infrared beams
- 51. Ignition cut-off of3-minutesBlock Diagram
- 52. Production ProcessElectronic componentspurchased from Progress Turned Parts Industries Private Limited
- 53. Fibre palm andaccessories purchased from Hoshe Fibre-Glass Works
Editor's Notes
- #18 We cannot get an IP or an Industrial design as it is assembled from variety of electronic components.However, we have other options for sustaining our CA like we are going to introduce innovation in product and service - offering free services like discount for automobile servicing, free vouchers for car wash, maintenance of AD, free dining vouchers.R&D - > digitezed LCD screen with warnings, emergency on call driver support.
- #29 To determine the demand and understand the willingness of our customers to buy a safety device such as ADS, we carried out a market survey and approached our potential customers. We went to night clubs in Clark-quay, car parks in Orchard, TB Plaza, China town, Raffles Place, Changi airport, Technology exhibitions in Sim-Lim, Singapore police force, Cab Companies, Posted online survey on social networking site inviting residents of Singapore to take up the survey.We came up with a demand of 79% for potential customers who want to install the product in their existing cars, 83% for customers who would like to see pre-installed ADS system in their new car and 91% of customers are Status Quo – wanting to have their car certified with Logo – “I’m protected with AD!”Than we asked our potential customers for their willingness to pay the price and found about 62% potential customers in Singapore are ready to pay a price of about 500 to 800 SGD, whereas 29% were willing to pay about 300 to 500 SGD
- #30 Our target market include Car owners of Alcohol drinking drivers, parent or family members of alcohol consumers, B2B - Cab companies. Here are some statistics of some of Out of the 7 cab companies, we approached – Comfort Del Gro Corp, Premier rent a car – silver cabs and SMART Automobile Pvt. Ltd. have shown their interest to see the demo of our model, SMART Green cabs are even interested in helping us promote through their GREEN cab advertisements.
- #31 Other Potential Market involvesCar rental companies like Hertz, Avis, Bullcarz, siang Hock,, SMART, SG Car- Mart, Alpine, LIMO, Express CarsNight owl services – SBS transits night bus services to ensure safety of passengersSecure night transport services such as carrying fuel, beveragesCar sharing service providers – NTUC CARCOOP and of cource B2B Car manufacturing companies.
- #32 We want to position our-self 1st in the Singapore market,Make Securite - ADS as an affordable and easy to use safety installable device to STOP alcohol drink and drive cases and create a buzz – “Say no to alcohol driving! – which is also our marketing strategy….
- #33 We want to create a buzz in Singapore auto car industry, certify cars with a slogan “Anti – Alcohol driving” – “I’m protected with AD.”
- #34 Our other marketing strategy involves promotions.In the 1st year, we need to create demand by making people aware of the security benefits, saving life. We have kept a fare budget on our promotions.We will conduct road-shows with our 2nd hand cars demonstrating the security system, circulate pamphlets in HDB’s, condos, other executive home places, distributing free t-shirts and cleaning accessories in cars. We will use other cheaper and easy convenient mode - Guerilla marketing through web pages, social networking sites like Facebook, sending emailers and tie-ups with corporate companies to promote safety Anti- alcohol driving device.
- #36 This is our web-site for Security Systems.