LeashMe is a startup developing a product using NFC technology to help users keep track of important items like keys, wallets, and passports. The founders are Avin Arumugam, Jim Farris, Marco Gottini, and Ravi Gupta. They have identified a $1.5 billion market opportunity in 2011 based on projected NFC handset sales. The team has interviewed customers to learn their needs and built prototypes. Their business model involves selling tags to attach to items and a mobile app to locate tagged items. They are exploring partnerships and different customer segments like everyday users and companies.

1. LeashMe
AVIN ARUMUGAM, JIM FARRIS, MARCO GOTTINI,
RAVI GUPTA

2. LeashMe
Initial Idea
Huge Opportunity
 50M NFC handsets in 2011 @ $30/handset = $1.5B
 400M NFC handsets in 2013 @ $30/handset = $12B

3. LeashMe Team Members
Name Background Expertise Role
Avin Arumugam Payments Product/Biz Dev Co-Founder
Jim Farris Real Estate Finance/Strategy Co-Founder
Marco Gottini Consulting Program Mgmt Co-Founder
Ravi Gupta R&D Agile Product Dev Co-Founder
(SW/Biotech)

4. Business Model Canvas Version 1
Self service (Packaged
Product dev (HW, SW) Convenience/Usabili sales)
Manufacturing ty (Easy to use,
partner Production (Scale, never forget)
Outsource)
Sales/Mktg (Brand,
Prod. awareness) Cost reduction
Licensing Partner (Replacement cost,
(IP) Time saving) Direct (Web Sales,
DTV)
Indirect (Partner Mass Market smart
Stores/Wholesaler) phone owners (e.g.,
Keys, Wallets,
Financial (Funding) Passports)
R&D Resources
(Design, Dev, IP)
Support
R&D (Expand with multi-products)
Asset sale (Device, app)
Marketing and Sales
COGS (Economies of scale)

5. (40 people)
Here’s what we did…
Got out of the building
and talked to customers
Interviewed 40 people in person –eyeball to
eyeball

6. Here’s what we found (reality)…
Learned about our customers
 Stats on people who lose (35% of tot) and misplace (83%
of tot) stuff; 88% would buy
 Pets and kids -> different problem; different customer
segment
 Opportunity in life-saving situations
 3 customer segments:
 Everyday users
 Avid users Teaching Team Feedback:
Oren: “Did you say Kids/pets? Really! I think it's a
 Irreplaceable stuff different market/model.”

7. Business Model Canvas Version 2
Self service (Packaged
Product dev (HW, SW) Convenience/Usabili sales)
Manufacturing ty (Easy to use,
Mass Market smart
partner Production (Scale, never forget) Personal
phone owners (e.g.,
Outsource) Keys, Wallets,
assistance/automated
Passports)
Cost reduction services (if adopting a
Sales/Mktg (Brand, subscription model)
Prod. awareness) (Replacement cost, People who lose stuff
Licensing Partner Time savingAvoid or are concerned
(IP) Support SW cost by not losing about losing stuff and
capabilities for device items) would like to prevent
and tags AHA!
that
Time Saving Direct (Web Sales,
DTV) People who misplace
(Quickly find stuff and need help to
misplaced items) find it
Financial (Funding)
Indirect (Partner
Stores/Wholesaler)
R&D Resources Corporations that
(Design, Dev, IP) enforce a solution to
Sales force to target
corporations help employee not
Support lose company items
R&D (Expand with multi-products)
Asset sale (Device, app)
Marketing and Sales
COGS (Economies of scale) Subscription service ($X/month for basic service;
pay $Y/month to add more devices)
Customer Support

8. (38 people)
Here’s what we did…
 Created mockups
 Interviewed 20 more people in person using mockups and tags
 Investigated competition
 Bought Click ‘n dig
 Looked at Cobra, FOFA, EZ-FIND, BiKN, ZOMM
 Interviewed people in corporate world
 IT Manager & IT Security
at Life Technologies
 Planning manager at BP refinery
 Investigated sales channels
 Talked to NFC technology advisors (phones/tags)
 Tech Lead for RFID implementation at Life Technologies
 CEO of VivoTech
 NFC team at Paypal (lead/astronomer and all other 5 members)
 VP of biz dev at Inside Contactless
 Started development of the app
 Created two surveys

9. Here’s what we found (reality)…
 Customers
 Avid users V
 Everyday users
V
 Corporations not early adopters X
 Channels
 X
Mass retailers not for early stage markets
 In-person Kiosks at Sport Clubs/Communities
 3rd party Website/advertising access
 LESSON LEARNED
 Mockups/wireframes are key for interviews
 LONG surveys don’t work

10. Business Model Canvas Version 3
Self service (Packaged
Product dev (HW, SW) Convenience/ sales) Everyday users:
Manufacturing Usability (Easy to Personal People who lose stuff
partner Production (Scale, assistance/automated or are concerned
use, never forget)
Outsource)
services (subscription) about losing stuff and
would like to prevent
Sales/Mktg (Brand, Cost reduction that
Prod. awareness) (Avoid cost by not Everyday users:
Licensing Partner losing items)
Support SW People who misplace
(IP) Direct (Own Website, DTV)
capabilities for device stuff and need help to
and tags ONLY WHEN find it
Time Saving MAINSTREAM Indirect
(Quickly find (Partner Avid users: corporate
Specialty Stores/Wholesaler) employees; company
misplaced items)
Providers of new enforces solution to
•ONLY WHEN
high tech sport Financial MAINSTREAM Sales force ensure people have
(Funding) to target corporations their equip with them
equipment
In person or kiosks at- Avid users: sportmen /
R&D Resources Sport Clubs/
travellers / hobbists
(Design, Dev, IP) Communities/
Indirect - specialized stores
Corporations
Support (sport/luggage stores;
travel agencies)
R&D (Expand with multi-products)
Asset sale (Device, app)
Marketing and Sales
COGS (Economies of scale) Subscription service ($X/month for basic
service; pay $Y/month to add more devices)
Customer Support

11. (21 people)
Here’s what we did…
 Talked to advisors
 Technology industry experts on prototype functionalities
 Technical architect at NXP
 Biz dev manager and biz dev director at NXP
 Head of Mobility at Software Services
 HTC mobile platform expert
 Talked to insurance providers
 Owner of PVI Insurance
 Franchise owner of State Farm
 Commercial broker at Farmers
 Insurance actuary at Liberty Mutual
 Talked to apparel manufacturers
 VP of Operations at Aviator Nation
 Ex Director of Operations at Prada
 Head of merchandising at Nike

12. (70 people)
Here’s what we did… (cont.)
 Created
 Integrated financial statements (5 yrs and 1st yr month-to-month)
 BoM
 Payment Flows
 Pricing Model
 Surveys (70 responses)
 Developed Prototype (iPhone and Android)

13. Revenue and cost model

14. Financial projections and valuation

15. Here’s what we found (reality)…
 Insurance providers – not viable channel X
 Apparel Manufacturers – Alternate channel
possibility
 LESSON LEARNED
 Surveys require lots of design time and iterations to be
effective

16. Result of surveys
Features Support # of tags Price
0
1 0.2 2
0.8 3 tags 5 tags 10 tags
0.6 -0.2 1.5
0.4 0.1 1
0.2
0 -0.4 0.5
0
0
Features
Track
Checklist
Locate
Online Phone Live in FAQ -0.6
-0.1 live shop
-0.8
-0.2

17. Business Model Canvas Version 4
Self service (Packaged
Product dev (HW, SW) Convenience/ sales) Everyday users:
Manufacturing Usability (Easy to Personal People who lose stuff
partner Production assistance/automated or are concerned
use, never forget)
(Scale, Outsource)
services (subscription) about losing stuff and
would like to prevent
Sales/Mktg Cost reduction that
(Brand, Prod.
(Avoid cost by not Everyday users:
Licensing Partner awareness)
Support SW losing items) Direct (Own Website, DTV)
People who misplace
(IP) stuff and need help to
capabilities for device Indirect (3rd Party
and tags Retailers) find it
Time Saving
(Quickly find ONLY WHEN Avid users: corporate
Specialty MAINSTREAM Indirect employees; company
misplaced items) (Partner Stores/
Providers of new Wholesaler)
enforces solution to
high tech sport Financial Sales force to target ensure people have
(Funding) corporations their equip with them
equipment
In person or kiosks at-
R&D Resources Sport Clubs/Communities
(Design, Dev, IP) Avid users: sportmen /
Indirect - specialized stores
(sport/luggage stores;
travellers / hobbists
Support travel agencies)
Apparel Manufacturers
R&D (Expand with multi-products) Asset sale (Application & Tags)
Marketing and Sales Subscription service ($X/month for basic
COGS (Economies of scale) service; pay $Y/month to add more devices)
Customer Support Application Sales (Item Vendor pays for the tag;
eg wallet, bag, shades, watch)

18. Possible pivot (Monetization of LeashMe Technology)
 Replacement of lost items
 being the first notified party of lost item of importance through
LeashMe technology
 Register items with LeashMe including picture of the
item
 Prevent item loss thanks to LeashMe
 If item is lost facilitate replacement items of
same/similar/better quality at lowest possible price
via Amazon, eBay, etc
 Monetize by revenue share if item is purchased

19. Back of the envelope calculation
1,000,000 items (tags) 10,000,000 items (tags) 50,000,000 items (tags)
20% items lost/year 30% items lost/year 35% items lost/year
$50/item $100/item $150/item
TOT value: TOT value:
TOT value: $10,000,000
$300,000,000 $2,625,000,000
2% replacement 3% replacement 3.5% replacement
commission commission commission
TOT revenue: TOT revenue: TOT revenue:
$200,000 $9,000,000 $91,875,000

20. Financial analysis

21. Possible pivot Cont. (Promotion/Distribution of LeashMe Tags)
 Partnership with CC companies to help keep track of
high value items
 Discussed with PM @ AMEX and Cap One about
complementing insurance program with LeashMe
 Won’t work for all top claim items (needs tag re-engineering)
 Need a collaborative financial analysis to prove feasibility
 AMEX moving into mobile apps with SERVE so
possible good timing

22. Evolution of LeashMe Business Model Canvas

23. Business Model Canvas Version 1
Self service (Packaged
Product dev (HW, SW) Convenience/Usabili sales)
Manufacturing ty (Easy to
partner Production use, never forget)
(Scale, Outsource)
Sales/Mktg
(Brand, Prod. Cost reduction
Licensing Partner awareness) (Replacement
(IP) cost, Time saving) Direct (Web
Sales, DTV)
Indirect (Partner Mass Market smart
Stores/Wholesaler) phone owners
(e.g., Keys, Wallets, Pa
Financial (Funding) ssports)
R&D Resources
(Design, Dev, IP)
Support
R&D (Expand with multi-products)
Asset sale (Device, app)
Marketing and Sales
COGS (Economies of scale)

24. Business Model Canvas Version 2
Self service (Packaged
Product dev (HW, SW) Convenience/Usabili sales)
Manufacturing ty (Easy to
Mass Market smart
partner Production use, never forget) Personal
phone owners
(Scale, Outsource) (e.g., Keys, Wallets,
assistance/automated
Passports)
Sales/Mktg Cost reduction services (if adopting a
(Brand, Prod. (Replacement subscription model) People who lose stuff
Licensing Partner awareness) cost, Time or are concerned
(IP) Support SW savingAvoid cost by about losing stuff and
capabilities for device not losing items) would like to prevent
and tags that
Time Saving Direct (Web
Sales, DTV) People who misplace
(Quickly find stuff and need help to
misplaced items) find it
Financial (Funding)
Indirect (Partner
Stores/Wholesaler)
R&D Resources Corporations that
(Design, Dev, IP) enforce a solution to
Sales force to target
corporations help employee not
Support lose company items
R&D (Expand with multi-products)
Asset sale (Device, app)
Marketing and Sales
COGS (Economies of scale) Subscription service ($X/month for basic service;
pay $Y/month to add more devices)
Customer Support

25. Business Model Canvas Version 3
Self service (Packaged
Product dev (HW, SW) Convenience/ sales) Everyday users:
Manufacturing Usability (Easy to Personal People who lose stuff
partner Production assistance/automated or are concerned
use, never forget)
(Scale, Outsource)
services (subscription) about losing stuff and
would like to prevent
Sales/Mktg Cost reduction that
(Brand, Prod.
(Avoid cost by not Everyday users:
Licensing Partner awareness)
Support SW losing items) People who misplace
(IP) Direct (Own Website, DTV)
capabilities for device stuff and need help to
and tags ONLY WHEN find it
Time Saving MAINSTREAM Indirect
(Quickly find (Partner Avid users: corporate
Specialty Stores/Wholesaler) employees; company
misplaced items)
Providers of new enforces solution to
•ONLY WHEN
high tech sport Financial MAINSTREAM Sales force ensure people have
(Funding) to target corporations their equip with them
equipment
In person or kiosks at- Avid users: sportmen /
R&D Resources Sport Clubs/
travellers / hobbists
(Design, Dev, IP) Communities/
Indirect - specialized stores
Corporations
Support (sport/luggage stores;
travel agencies)
R&D (Expand with multi-products)
Asset sale (Device, app)
Marketing and Sales
COGS (Economies of scale) Subscription service ($X/month for basic
service; pay $Y/month to add more devices)
Customer Support

26. Business Model Canvas Version 4
Self service (Packaged
Product dev (HW, SW) Convenience/ sales) Everyday users:
Manufacturing Usability (Easy to Personal People who lose stuff
partner Production assistance/automated or are concerned
use, never forget)
(Scale, Outsource)
services (subscription) about losing stuff and
would like to prevent
Sales/Mktg Cost reduction that
(Brand, Prod.
(Avoid cost by not Everyday users:
Licensing Partner awareness)
Support SW losing items) Direct (Own Website, DTV)
People who misplace
(IP) stuff and need help to
capabilities for device Indirect (3rd Party
and tags Retailers) find it
Time Saving
(Quickly find ONLY WHEN Avid users: corporate
Specialty MAINSTREAM Indirect employees; company
misplaced items) (Partner Stores/
Providers of new Wholesaler)
enforces solution to
high tech sport Financial Sales force to target ensure people have
(Funding) corporations their equip with them
equipment
In person or kiosks at-
R&D Resources Sport Clubs/Communities
(Design, Dev, IP) Avid users: sportmen /
Indirect - specialized stores
(sport/luggage stores;
travellers / hobbists
Support travel agencies)
Apparel Manufacturers
R&D (Expand with multi-products) Asset sale (Application & Tags)
Marketing and Sales Subscription service ($X/month for basic
COGS (Economies of scale) service; pay $Y/month to add more devices)
Customer Support Application Sales (Item Vendor pays for the tag;
eg wallet, bag, shades, watch)

27. LeashMe
Thank you to the teaching
team, mentors, TA, and all
the advisors who helped us
during our journey!