The document summarizes a proposal for a new LED lighting system that helps truck drivers see the rear wheels of their trailers. It would improve safety by reducing rear-end collisions. The summary outlines the product, competitive landscape, target market of transportation companies, marketing and sales forecasts, production plans, and exit strategy for the company.

2. Poor Visibility Is Dangerous

3. THIS can turn into THIS
• Poor visibility
• 18% of semi accidents are rear-end collisions
• Tire blowouts can cost $1,000+
• Trailer accidents decrease efficiency
• Difficulty attracting quality drivers
• Poor lighting on docks
• Pay per mile

4. Solution: The Safety Lighting
System
Before After

5. Overview
• Problem
• Solution
• Product
• Industry
• Competition
• Marketing
• Production
• Forecasts
• Milestones

6. Product Description
• Patent pending LED lighting system allows drivers to
see the rear wheels of their trailer
• Activated by turn-signals or emergency lights
• Easy installation with standard tools

7. Industry Overview
• Vehicular Lighting Equipment Manufacturing
o NAICS code 33632
o 111 firms, sales just over $3.3bil
o Ohio is largest portion at 21%
Value of shipments Percent of
Product of this line industry value
code Product description ($000) (%)
Vehicular lighting equipment
336321 2,850,003 100.00
manufacturing
Automobile and truck lighting equipment,
3363210105 2,176,129 76.36
headlights
Emergency vehicle lighting, parts, and
3363210106 345,387 12.12
accessories
All other vehicular lighting equipment
3363210107 234,380 8.22
manufacturing
-Other 94,107 3.30

8. Porter’s Five Forces
Force Attractiveness
Power of Suppliers Highly Attractive
Power of Buyers Attractive
Threat of Substitutes Average
Threat of New Entrants Average
Intensity of Rivalry Highly Attractive
Overall Moderate to High Attractiveness

9. Competition
• Maxxima
• LED lighting systems
• Whelen Engineering-Automotive
• Emergency light bars
• Truck-Lite
• Safety and lighting accessories
• Grote Industries
• Standard vehicle lighting

10. Target Market
• Transportation Companies
o 360,000 companies - 2,000,000+ trailers
o Breakdown
• 14% Operate < 6 Trucks
• 82% Operate 6-28 Trucks
• 4% Operate > 28 Trucks
• Initial Target: Companies with 30-60 trucks
• Main Target: Major transportation corporations

11. Marketing Outlook
• Why Buy?
o Trucks cost $100,000+
o Trailers cost $40,000+
o $1,000 + cost of blown tires
o Millions on litigation
o Potential for 3-10% reduction in insurance costs
• Promotion
o Currently:
• Use of testimonials - Nick Bartlett of Spears Transfer
• February 20th article on TheTrucker.com
• Fully developed website

12. Marketing Outlook
• Promotion
o Growth Phase
• Regional trade shows
• Featured magazine advertising
• Placement
o Individual sales presentations
o Regional sales staff
o Truck stop sales

13. Production
• Kiser Industries will assemble the Safety Lighting
System
o Initial production facility will be ready within 2 weeks
o Current capacity – 200 units per month
o Potential capacity of 1,100 units per month in current facility
• Plans for additional capacity:
o Agreement with 3rd party if emergency capacity is needed
• Will provide additional capacity of 1,000 units per month, on
demand
o Purchase of larger facility within 3 years

14. Sales and Financial Forecasts
2012 2013 2014
Unit Sales 200 4,250 38,750
Revenue ($) $139,000 $2,900,000 $26,000,000
Gross Margin 34.5% 34.5% 34.5%
EBITDA $21,800 $599,500 $5,800,000
Positive
Cash Flow

15. Milestone Schedule
Regional
Patent DOT Expand
Finalized Meeting Facilities
Q2 - 2012 Q3 - 2012 Q3 – 2012
Q2 – 2012 Q3 – 2012
Hire Establish
Production Specific
Employees Insurance
Discount

16. Exit Strategy
• The Kiser family will entertain all exit
opportunities, including:
o Outright sale of the company
o Sale of product technology to major lighting manufacturer
o Licensing of product technology