The document summarizes a business plan for Indico, a legal data extraction app. It outlines Indico's goal of attracting small to mid-size law practices by simplifying eDiscovery. It analyzes the $280B legal services market and growing $4B EDD sector. The plan details an initial strategy of piloting Indico before a marketing campaign. It identifies competitors and lists growth opportunities. Financial projections estimate $254M in first year revenue, growing to $34.4M by year 5, with corresponding profit increases from $104M to $21.5M. Key risks involve technology changes and privacy/security concerns.

1. Lake Effect Ventures

2. Overview
Definition of Indico
Indico in Latin-English means to make publicly
known. The Indico app will bring a new level of
efficiency and accuracy to legal eDiscovery.
Indico’s data extraction software is easy to use
and effective across multiple media sources. In
short, Indico = eData Extraction
Business Objective
Indico aims to attract small to mid size law
practices to adopt our data extraction application
to supplement their eDiscovery practices. We plan
to expand our service offerings to other features
and industries where applicable.
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3. Market Size
Legal Industry
The U.S. legal services industry is
$280 Billion estimated at $280B. U.S makes up
roughly 47% of global legal
Legal Industry services market
EDD (Electronic Data Discovery) Spend
The EDD market is estimated at
$4B and expected to grow at
annual rates of 30% and more
$4 Billion
going forward EDD Market Spend
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4. Market Trends
The market for both the legal
industry and EDD services has
continued to increase over the
last decade and are projected to
continue to grow in the future.
EDD Market growth drivers
• Overall growth of legal market
• Increased adoption of and
acceptance of EDD
• Increased government regulation
• Growth and proliferation of
electronic information
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5. Business Concept
For the busy attorney, Indico is a unique legal application
that simply and efficiently extracts data from mobile
devices and other media and organizes it into a
presentable format for eDiscovery or the courtroom.
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6. Business Concept
Below is a simplified flow of the Indico tool
Indico DB intakes data. It then
Extraction of organizes and categorizes the Indico DB creates
client data from data. both a list view
designated and a timeline
media (i.e. The user is able to easily select view of the
mobile phone) information they want to information
display and output
Indico Timeline
List
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7. User Acquisition
We plan to be strategic in our efforts to •Free trial period
attract law practices. Piloting the app Pilot •Feedback on needs
•Beta clients
within several law practices will help refine
the product and build credibillity. A full
marketing campaign can then follow. •Smaller practices
Direct •Family practice
•Word of mouth
Law
• Facebook Practices
• Twitter Social •Communicate app
benefits to wide
• Google+ Assoc. audience
•Stamp of approval
• Word of
•Website
mouth eCom
Direct Investigative •Blogs
• Through law •Publications
Services
practices
We plan to offer our product to investigative
• Website services as well. They may end up being the
• Blogs eCom heaviest users of the product. Therefore
licensing options may be explored.
• Publications
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8. User Acquisition
The initial strategy would be to pilot our beta product with potential
customers.
We will take feedback from the pilot and make necessary adjustments to the
product.
After that we will run a promotional period for new users to gain sales
traction. We will look to turn these clients who accept the promotional offers
into paying clients
We plan to be strategic in our marketing efforts. Focusing on more direct
channels to advertise produce benefits
Our landing page and website will also be used to advertise the product
benefits, communicate new feature development, blog, and provide contact
information, and provide interested customers sign up opportunity. We will
be active within the social media marketing space as well
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9. Competitors
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10. Financials
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11. Financials
Growth Year 1 Year 2 Year 3 Year 4 Year 5
Volume
Avg. number of website sign ups 100% 10,000 20,000 40,000 80,000 160,000
Total number of cities 1 4 10 20 40
Total # of Law firm customers 200 800 2000 4000 8000
Price
App Service Fee (per usage) 15% $ 75 $ 86 $ 99 $ 114 $ 131
Annual app service subscription fee 15% $ 12,000 $ 13,800 $ 15,870 $ 18,251 $ 20,988
Revenue
Per Usage based $ 13,500 $ 58,650 $ 158,700 $ 365,010 $ 839,523
Subsription based $ 240,000 $ 1,656,000 $ 6,348,000 $ 14,600,400 $ 33,580,920
Site Ads 2% $ - $ - $ - $ - $ -
Total Accrued Revenue $253,500 $1,714,650 $6,506,700 $14,965,410 $34,420,443
Costs
Initial App Build/Construction $ 10,000 $ - $ - $ - $ -
Site Maintenance and Enhancements $ - $ 10,000 $ 10,000 $ 10,000 $ 10,000
Site Hosting $ 3,600 $ 3,600 $ 7,200 $ 7,200 $ 10,800
Mobile App Development $ - $ - $ - $ - $ -
Tablet App Development $ - $ - $ - $ - $ -
Labor $ 60,000 $ 276,000 $ 449,650 $ 730,020 $ 1,224,304
Marketing Expenses 25% $ 14,000 $ 17,500 $ 21,875 $ 27,344 $ 34,180
Legal Services 25% $ 5,000 $ 6,250 $ 7,813 $ 9,766 $ 12,207
Accounting Services 25% $ - $ 1,000 $ 1,250 $ 1,563 $ 1,953
General and administrative expenses 5% $ 1,000 $ 1,050 $ 1,103 $ 1,158 $ 1,216
Total Costs $ 93,600 $ 315,400 $ 498,890 $ 787,050 $ 1,294,660
EBIT $159,900 $1,399,250 $6,007,810 $14,178,361 $33,125,783
Taxes $55,965 $489,738 $2,102,734 $4,962,426 $11,594,024
Net Income (incl. startup costs) $103,935 $909,513 $3,905,077 $9,215,934 $21,531,759
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12. Key Financial Figures
Total Firms
Year 1 Year 2 Year 3 Year 4 Year 5
200 800 2,000 4,000 8,000
Firms Package Prices
Per Usage Price Package $75
Annual subscription Fee $1000
Revenue per year
Year 1 Year 2 Year 3 Year 4 Year 5
$.254M $1.7M $6.5M $15.0M $34.4M
Profit per Year
Year 1 Year 2 Year 3 Year 4 Year 5
$.104M $.910M $3.9M $9.2M $21.5M
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13. Key Risks / Concerns
All businesses face risks, this section includes some of the risks and concerns that we see
and are working to address.
Competition
• Competitors have suite of offerings that may complement their EDD services
• Large vendors with more money duplicating the software
Technology
• The software programming might have to be updated every time cell phone OSs are
updated
• Certain cell phone operating systems might be difficult to work with, in terms of
programming
• Timeline view complexities once social media sources and emails are integrated
Privacy / Security
• Data security and encryption of sensitive documents
• Usage of a device to “rip” a device of SMS and MMS
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14. Growth & Development
Growth and Expansion Ideas
Downloadable
Mobile Devices Industries Features
Media
More
Social
iPhone iPad Marketing Customiz Photos
Posts
ation
Int
Encryption Voice
Android Expansion
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15. Lake Effect Ventures Team
Team Members
*Léandré Johns
Benjamin Bennett
Zak Boswell
Tathagata Dasgupta
Sidi Huang
Charles Milutinovic
Andy Tomka
Alex Yu
*Team Lead
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