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Pie – Final Pitch Deck
- 1. Find family activitiestailored to children’s interests on the screen. Team Artboard
- 2. Team Aosheng Ran CEO Co-founders Tara Lin CFO RuitaoLiang CMO Elvin Qin CTO Previously TechExchange Previously Kaneshige Design Studio Previously Intuit
- 4. It’s a truestory. Nicole mom of 12-year-old son, Nicholas
- 5. It’s a truestory. It’s not just Nicole.Nicole mom of 12-year-old son, Nicholas
- 6. It’s not justNicole. There are Over 100 million families with children aged 5-13 who have access to digital devices in United States in 2018. https://blog.euromonitor.com/2013/11/kids-as-digital-consumers-growing-impact-of-the-under-15-consumer-segment.html
- 7. It’s not justNicole. There are Over 100 million families with children aged 5-13 who have access to digital devices in United States in 2018. So we’ve talked to Over 35 parents in Bay Area.
- 8. It’s not justNicole. Parents are concerned about children’s screen time. “If I have a choice, I wouldn't have any devices at home, but that's the reality we have to face.” – Susan, mom of 12-year-old and 4-year-old daughters
- 9. It’s not justNicole. “It seems we are bad parents just letting them stop what they are watching.” – Mohamed and Nour, parents of 13-year-old son Parents are concerned about children’s screen time. Parental control software can’t solve the problem.
- 10. It’s not justNicole. 0~11 years old Low HighSelf-awareness of Independence 8~15 years old Follow the rules Question and disobey parents' rules, sometimes look for ways to break the rules Children’s Conformity ChildInsight
- 11. Parents with childrenaged 8–15 years old don’t know how to help children develop their screen/life balance. Problem
- 12. Solution: How can wehelp parents develop the screen/life balance for children? We think... Parents with children aged 8–15 years old don’t know how to help children develop their screen/life balance. Problem
- 13. Good screen/life balanceis... Quality family time "You are still glued to it, you are not interacting with people around you." – Nicole, a mother of an 11 yr old son
- 14. Good screen/life balanceis... Quality family time Physical Interaction "I’m worried that they stay at the virtual world and not experience the actual world." – Mohamed, a parent of 14 yrs old son
- 15. Solution Provide family activitiesbased on children’s interests on screen.
- 16. Solution Provide family activitiesbased on children’s interests on screen. Benefits 1 Encourage children to grow their on-screen interests in the physical world
- 17. Solution Provide family activitiesbased on children’s interests on screen. Benefits 1 Encourage children to grow their on-screen interests in the physical world 2 Improve family relationship through positive reinforcement
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- 21. Interview with 8families at the Bay Area Science Festival Validation
- 22. Validation Parents’ thoughts "As aparent, knowing her interests and turn it to a positive and productive way is my responsibility." – Nicky’s mom "The parent can use the child’s interest as a bonding material. I enjoy learning more about Fortnite. We got to bond together." – Nicole, a mother of an 11 yr old son
- 23. Validation "I want toshow my dad what I built in minecraft." – Andy "I like the activity because I can tell my mom what apps I used and the reason why I am interested in them." – Jade Children’s thoughts
- 24. Comparator Landscape Event FinderParental Control Content Review Yuggler iOS Screen Time OurPact CommonSense Media EventBrite
- 25. Comparator Landscape WhyUs? Provide unique and customized activities and experience for families Personalized Activities Event Finder Parental Control Content Review Yuggler iOS Screen Time OurPact CommonSense Media EventBrite
- 26. Comparator Landscape WhyUs? Improve family relationship through quality family time Avoid Family Fights Event Finder Parental Control Content Review Yuggler EventBrite iOS Screen Time OurPact CommonSense Media
- 27. Discover family activities basedon children’s screen interests and help them to develop specific skills Develop Skills Why Us? Provide unique and customized activities and experience for families Personalized Activities Improve family relationship through quality family time Avoid Family Fights
- 28. TAM SAM SOM Total Addressable market ServiceableAvailable market Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 29. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market 16,899,011 total families with children aged 8-15 in the United StatesMarket Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 30. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market 16,899,011 total families with children aged 8-15 in the United States x 99% of parents who give smart devices to their children Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 31. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market 16,899,011 total families with children aged 8-15 in the United States x 99% of parents who give smart devices to their children x 87% of parents who are concerned about children’s device usage Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 32. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market 14,555,118 16,899,011 total families with children aged 8-15 in the United States x 99% of parents who give smart devices to their children x 87% of parents who are concerned about children’s device usage = Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 33. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market SAM Serviceable Addressable Market 14,555,118 16,899,011 total families with children aged 8-15 in the United States x 99% of parents who give smart devices to their children x 87% of parents who are concerned about children’s device usage = Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 34. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market SAM Serviceable Addressable Market 14,555,118 16,899,011 total families with children aged 8-15 in the United States x 99% of parents who give smart devices to their children x 87% of parents who are concerned about children’s device usage = 512,623 total families with children aged 8-15 in the Bay Area Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 35. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market SAM Serviceable Addressable Market 14,555,118 16,899,011 total families with children aged 8-15 in the United States x 99% of parents who give smart devices to their children x 87% of parents who are concerned about children’s device usage = 441,574 512,623 total families with children aged 8-15 in the Bay Area x 99% x 87% = Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 36. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market SAM Serviceable Addressable Market SOM Serviceable Obtainable Market 14,555,118 16,899,011 total families with children aged 8-15 in the United States x 99% of parents who give smart devices to their children x 87% of parents who are concerned about children’s device usage = 441,574 512,623 total families with children aged 8-15 in the Bay Area x 99% x 87% = 441,574 SAM Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 37. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market SAM Serviceable Addressable Market SOM Serviceable Obtainable Market 14,555,118 16,899,011 total families with children aged 8-15 in the United States x 99% of parents who give smart devices to their children x 87% of parents who are concerned about children’s device usage = 441,574 512,623 total families with children aged 8-15 in the Bay Area x 99% x 87% = 441,574 SAM x 3.9% based on the first-year-end acquisition effort of Yugger (4.8%) and Screen Time Lab (3%) Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 38. TAM SAM SOM Total Addressable market ServiceableAvailable market TAM Total Addressable Market SAM Serviceable Addressable Market SOM Serviceable Obtainable Market 14,555,118 16,899,011 total families with children aged 8-15 in the United States x 99% of parents who give smart devices to their children x 87% of parents who are concerned about children’s device usage = 441,574 512,623 total families with children aged 8-15 in the Bay Area x 99% x 87% = 441,574 SAM x 3.9% 17,270= based on the first-year-end acquisition effort of Yugger (4.8%) and Screen Time Lab (3%) Market Analysis Growing Wireless US Census ChildTrend Yuggler Screen Time Lab
- 39. Pricing Model $4.99 Monthly Trial-SubscriptionModel Per family
- 40. Monthly RevenueCost Structure(per month) Operating Expenses Cost of Revenue
- 41. Monthly RevenueCost Structure(per month) Operating Expenses Customer Development Server + Database Rent Office Supply Utility Legal Insurance App Store Registration $300.00 $312.50 $6,750.00 $400.00 $180.00 $3,000.00 $1925 $8.25 Total: $12,875.75 Cost of Revenue
- 42. Monthly RevenueCost Structure(per month) Operating Expenses Customer Development Server + Database Rent Office Supply Utility Legal Insurance App Store Registration $300.00 $312.50 $6,750.00 $400.00 $180.00 $3,000.00 $1925 $8.25 Total: $12,875.75 Cost of Revenue Founders Children Education Specialist $23,405.00 $4,200.00 App Store Commission Rate 30% App developer Marketing Expenses $7,000.00 $2,000.00 Starting the 3nd month... Starting the 6th month...
- 43. Break-even Analysis (Assuming20% CMGR) Total Monthly Cost roughly consists of: Operating Expenses + Cost of Revenue Break-even Analysis With OurPact’s CMGR being 39%
- 44. Break-even Analysis (Assuming20% CMGR) Total Monthly Cost roughly consists of: Operating Expenses + Cost of Revenue Break-even Analysis With OurPact’s CMGR being 39%
- 45. Break-even Analysis (Assuming20% CMGR) Total Monthly Cost roughly consists of: Operating Expenses + Cost of Revenue Break-even Analysis Hire + Marketing
- 46. Break-even Analysis (Assuming20% CMGR) Total Monthly Cost roughly consists of: Operating Expenses + Cost of Revenue Launch Break-even Analysis Hire + Marketing
- 47. Break-even Analysis (Assuming20% CMGR) Total Monthly Cost roughly consists of: Operating Expenses + Cost of Revenue Break-Even! Break-even Analysis Launch Hire + Marketing
- 48. Marketing Strategy Acquisition Digital AdCampaigns Google, Facebook
- 49. Marketing Strategy Acquisition Digital AdCampaigns Google, Facebook Word of Mouth Social media, user stories
- 50. Marketing Strategy Acquisition Digital AdCampaigns Google, Facebook Word of Mouth Social media, user stories https://www.collabary.com/blog/the-mother-load-why-social-media-influencing-is-a-market-filled-with-mo ms/ https://www.forbes.com/sites/christinecarter/2017/06/15/millennial-moms-the-2-4-trillion-social-media-influence r/#41fc9e4a2261 85%household purchases controlled by mothers $2.4 trillion spending power of mothers 4 million mom bloggers in North America
- 51. Marketing Strategy Acquisition Digital AdCampaigns Google, Facebook Word of Mouth Social media, user stories Content Marketing Product website
- 52. Marketing Strategy Acquisition Digital AdCampaigns Google, Facebook Word of Mouth Social media, user stories Content Marketing Product website 45unique visitors 5sign-ups for early access 11%registration rate
- 53. Milestone Now Customer & Concept Development September2018 Early Acquisition Experiment November 2018
- 54. Milestone Research and Usability Testing March2019 Interests & Activities Library & Matching Algorithm May 2019 Launch in Bay Area June 2019 Now Customer & Concept Development September 2018 Early Acquisition Experiment November 2018
- 55. We’re seeking... $300K for6 months to build the platform, so that we can achieve revenue positive and create scalable adoption.
- 56. $300K for 6months to build the platform, so that we can achieve revenue positive and create scalable adoption. We’re seeking... to make their lives better.
- 57. Thank you! Any questions? TeamArtboard hi@pie-app.com pie-app.com
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- 59. Financials Our pricing VS.Competitor Pricing Financial Pricing
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- 63. Why Now? "... advanceddigital education for children remains deficient, ... and is creating a highly fragmented, ad-hoc yet competitive market for parental control vendors.” – Michela Menting, senior analyst at ABI Research http://bi.galegroup.com.ezproxy.sfpl.org/global/article/GALE%7CAA120479507?u=sfpl_main&sid=summon
- 64. VPN http://bi.galegroup.com.ezproxy.sfpl.org/global/article/GALE%7CAA120479507?u=sfpl_main&sid=summon VPN technology wasdeveloped as a way to allow remote users and branch offices to securely access corporate applications and other resources.
- 65. Market Analysis Market Size $90.9 Million in 2018 $ 223.1 Million by 2028 expanding at a CAGR of 9.4% Global Parental Control Industry Revenue bi.galegroup
- 66. Market Analysis TAM SAMSOM TAM SAM SOM 14,555,118 Families with children age 8-15 with access to digital device in the US Growing Wireless US Census $526,234,446 Total Addressable market Serviceable Addressable market Serviceable Obtainable market
- 67. Market Analysis Children (0-14)population growth rate 3.9% (age 0-14 as 2013-2022) Adding potential customers for consumption of technology services 1.9 billion Euromonitor Market Size
- 68. Market Analysis TAM SAMSOM TAM SAM SOM 441,573 Families with children age 8-15 with access to digital device in the Bay Area 14,555,118 Families with children age 8-15 with access to digital device in the US US Census $526,234,446 $13,889,483
- 69. Market Analysis TAM SAMSOM TAM SAM SOM 17,270 Families using Pie At first-year mark 441,573 Families with children age 8-15 with access to digital device in the Bay Area 14,555,118 Families with children age 8-15 with access to digital device in the US $451,134 0.5% of market share $526,234,446 $13,889,483 Based on Yuggler, Screen Time Lab
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- 71. It’s not justNicole. 0~11 years old Parent’s Limitation Heavy use of parental control software Fewer limits than before Follow the rules Question and disobey parents' rules, sometimes look for ways to break the rules Not able to understand the meaning of time and self-control Learning and thinking about the meaning of time and self-control Children’s Conformity Children’s Critical Thinking Ability 8~15 years old
- 72. Local Family EventsFamily Fitness Class Family Time Planning Business Model Potential Key Partnerships
- 73. Business Model Channels Word ofMouth Social media User stories App Store Marketing Sales Digital Ad Campaigns Google Facebook Content Marketing Product Website
- 74. Testing Method Team Artboard InterceptInterview Where: AT&T Park (The Bay Area Science Festival Teen Area) When: Nov. 3 (1:00 PM-4:30 PM)
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- 80. 2,324 First month afterlaunch 17,270 At the end of 12 month CMGR - Compound Monthly Growth Rate Ourpact Growth Rate 20% Compound Monthly Growth Rate Growth = & With OurPact’s CMGR being 39%
- 81. Business Model Cost Structure Employees (Founders+ App Developer) ~29.6K/mo Google Ads Facebook Ads Children Education Specialist Salary App Developer Registration Total 34,648/mo + App Store fee/sale App Store Fee 30% (15% after a year) Children Education Specialist $4000/mo Domain + server $40/mo Marketing $1,000/mo App Developer Registration $99/yr Human Resources App Store Marketing
- 82. Market Analysis TAM SAM SOM Total Addressablemarket Serviceable Available market TAM Total Addressable Market SAM Serviceable Addressable Market SOM Serviceable Obtainable Market 14,555,118 in the US Growing Wireless US Census ChildTrend Yuggler Screen Time Lab + 2,200,000 by 2030 Families with children aged 8–15 With access to digital device
- 83. Market Analysis TAM SAM SOM Total Addressablemarket Serviceable Available market TAM Total Addressable Market SAM Serviceable Addressable Market SOM Serviceable Obtainable Market 14,555,118 in the US Growing Wireless US Census ChildTrend Yuggler Screen Time Lab 441,573 in the Bay Area + 2,200,000 by 2030 Families with children aged 8–15 With access to digital device
- 84. Market Analysis TAM SAM SOM Total Addressablemarket Serviceable Available market TAM Total Addressable Market SAM Serviceable Addressable Market SOM Serviceable Obtainable Market 14,555,118 in the US Growing Wireless US Census ChildTrend Yuggler Screen Time Lab 441,573 in the Bay Area 17,270, 3.9% of SAM Based on Yuggler & Screen Time Lab at the first year mark + 2,200,000 by 2030 Families with children aged 8–15 With access to digital device
- 85. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) At the end of the 12th Month
- 86. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) 17,270 SOM × At the end of the 12th Month
- 87. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) $60,272.30 = At the end of the 12th Month 17,270 SOM ×
- 88. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) 17,270 SOM × $60,272.30 Monthly Cost Human Resources Founders, App Developer, Children Education Specialist (with Customer & Tech Support) = At the end of the 12th Month $33,800
- 89. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) 17,270 SOM × $60,272.30 Monthly Cost = At the end of the 12th Month Office & Supplies Rent, Tech products, Office supplies $8,594 Human Resources $33,800
- 90. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) 17,270 SOM × $60,272.30 Monthly Cost = At the end of the 12th Month Legal Legal Consultant, Registration Fee $3,000 Human Resources $33,800 Office & Supplies $8,594
- 91. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) 17,270 SOM × $60,272.30 Monthly Cost = At the end of the 12th Month Human Resources $33,800 Office & Supplies $8,594 Legal $3,000 Insurances Rent, Tech products, Office supplies $1,925
- 92. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) 17,270 SOM × $60,272.30 Monthly Cost = At the end of the 12th Month Human Resources $33,800 Office & Supplies $8,594 Legal $3,000 Insurances $1,925 Marketing Website Maintenance, Advertisement $822.5
- 93. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) 17,270 SOM × $60,272.30 Monthly Cost = At the end of the 12th Month Human Resources $33,800 Office & Supplies $8,594 Legal $3,000 Insurances $1,925 Marketing $822.5 App Development Developer Reg. Fee, Server & Database $822.5
- 94. Monthly Revenue $4.99 /month TrialSubscription Model x (1 – 30% App Store Fee) 17,270 SOM × $60,272.30 Monthly Cost = At the end of the 12th Month Human Resources $33,800 Office & Supplies $8,594 Legal $3,000 Insurances $1,925 Marketing $822.5 App Development $318.25 $51,139.75