A toy to love and a constantcompanion to tiny tots

*core issueMothers need to constantly be with the baby, during its waking hours and even when it is asleep to monitor for any problems

MUSIC STUDIOSLullabies

MOMSCare for kids

TOY PRODUCERST DUCKY

BABY CARE COSIn-app ads

* What we envision...

Partnership with toy manufacturer, baby care product companies and music studios, to deliver value added service to the moms. This will help free up their time

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Word of mouth for each satisfied

customer

* Target customer segments

Users and customers are moms with new born kids. Customers also include the popular baby care product companies for in-app advertisements.

What customers want

85% Of child-specific products market in India is dominated by two large players – Johnson & Johnson and Dabur India.

Moms

Whenever the baby wakes up and cries, the app plays soothing music - frees up moms time

Baby Care products

Platform to directly reach out to the target customer segment through mobiles

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* Existing alternativesSeveral highly rated and used apps exist across platforms for playing lullabies. The novelty of our idea lies in detecting whether the baby is crying using a non-intrusive toy

0 1. Lullaby iTunes $0.99Rating *****Lullaby with a timing feature. Also includes a gentle wakeup alarm. Has to be manually set to go at a pre-determined time.

0 2. Lullaby for babies Play Store FreeRating ****Choose the music and the time and put your child to sleep, a beautiful song That will really calm your baby.

0 3. Sleepy Sounds iTunes FreeRating ****1/2Choose to play Lullabies, White Noise, or Nature Sounds to sooth your baby to sleep. The app lets select how long you want the music / sounds to play for.

0 4. My baby Music Boxes iTunes Free Rating ****1/2Play beautiful music boxes melodies for your baby. Beautiful melodies of classic scores and children's songs have been selected and added.

Timing feature available for most apps. iTunes Lullaby even has a wakeup music player.

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* Channels to reach customers

Robust channels, like blogs, social marketing, baby care retail and online stores, email marketing, QR codes on baby care products, app store can help quickly build visibility and acceptance for the application

BlogsKnowledge-leader with frequent informative articles on baby care practices.

Social MarketingAdvertisements on social networking platforms like Facebook.

Baby care retail and online storesAccompanying toy can be sold through baby care retail and online stores.

Email MarketingEmail campaign to targeted customer bases can help generate awareness.

QR Code on popular baby care productsMobile phone scan-able QR codes.

App StoresFeaturing in popular app stores will increase the visibility and generate trial.

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* Moms journey to discovery

DECIDES TO GIVE IT A SHOT

She remembers having heard about it.

Mom goes shopping for the baby

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Moms are the primary decision makers while it comes to purchase decision for baby products. Thus we focus on targeting them

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MEETS SLEEPY TIMES DUCKYA new interesting toy.

INSTALLS APPQR code on the product

BABY BEFRIENDS

DUCKYA new friend who sings nice songs just like my

mom! Feeling zzz...

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5 7

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NOTIFICATION TO MOMDucky detects when the baby cries,

notifies the mom via Bluetooth and sings a song streamed from the moms phone.

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BUY LATEST LULLABIESMom can choose from a range of latest

lullabies from the online store.

IN-APP ADSAds by popular baby care

brands displayed on moms phone.

PiPl

Meet DuckyDetects. Plays. Ping.

De

detects babycryingReal-time detection through in-built sensors

Ducky finds out if your baby has started crying

instant play via speakerWiFi link to play pre-selected lullabies

Ducky plays whichever lullaby you choose!

pings mom when and howIn-App notification sent to mom

Ducky tells mom when and for how long has the baby been crying

Unfair AdvantagesEndorsement by baby care companies

Wide selection of songs on the cloud

Additional songs can be purchased

Emotional bond with the child using the toy

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*business modelTo build self sustainable app driven primarily by in-app purchase and ad revenues.

Addressable marketFocus on Indian market

1,237,000,000POPULATION OF INDIA32%URBAN POPULATION

5.4%SEC A POPULATION

8.20%CHILDREN < 4 YEARS1,800,000TARGET MOMS IN 2014

1.5%GROWTH RATE

UN, World Bank, MOSPI, MRSI. Latest data used wherever available, and appropriate projections considered when current data not available.

Data Sources*

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* 3 key drivers of revenue growth

Revenue growth driven by 3 major drives over a period of 3 years

In-app purchase of lullabies

Advertisements on the app

Margins on toy sales

20% of customers make purchases10 lullabies downloaded each year₹30 per lullaby₹300 average spend per year50% royalty payment

₹50 cost per 1000 impressions200 impressions per user per yearNon-intrusive relevant advertisements only

₹300 selling price of toy10% margin after considering manufacturing & distribution costs

₹.3M

₹1.9M

₹5.5M

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Lullaby50%

Ads17%

Toy Sales34%

* Opportunity in numbers

55 LAnnual revenues generated (2016)

Basic adoption curve was assumed for the adoption of the new application and the toy. The potential customer base considered was only the moms with kids < 4 years of age of urban SEC A population.

Revenue generation*One time investment in IT infrastructure may be required in the initial 2 years – an outlay of 50 L each was included in the costs in the first 2 years

Costs incurred*

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Maint29%

Salary57%

SG&A14%

39 LAnnual costs incurred (2016)

* Business potential11

Revenue 2014 2015 2016Potential SEC A customer base 1.80 1.82 1.85 mn

Adoption curve 3% 14% 34%of

customer base

Customers 4 25 63 000s

In-app purchases of lullaby songs 135 873 2,755 000 Rs.

Advertisements on the app 45 291 918 000 Rs.

Margins on toy sales 135 738 1,883 000 Rs

Total Revenues 315 1,902 5,557 000 Rs

Costs 2014 2015 2016Investment in IT infrastructure (Server+Hosting+Computers) 1,500 1,500 000 Rs

Maintenance of IT infrastructure (incl. bug fixes, cust. service) 20% 63 380 1,111 000 Rs

Manpower 40% 126 761 2,223 000 RsApp SG&A Expenses 10% 31 190 556 000 Rs

Total Costs 1,720 2,831 3,890 000 RsProfits (1,406) (929) 1,667 000 Rs

Simple UIYellow and blue color scheme

Host of latest lullabiesHosted on the cloud

Seamless integration with DuckyVia WiFi

“Soothe your baby when you are not around”

MOBILEAPPThe Sleepy Times app can be installed in the moms phone. Ducky monitors whether the baby is awake and crying. Streams a pleasant lullaby to the device connected via Bluetooth. Sends an instant notification to the moms phone.

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* Look and feel

Simple pop-up with alarm when the baby wakes up and

cries.

Yellow and blue color scheme with a minimalist design.

Eye-catching logo which can be noticed in the limited screen

size of a smart phone.

Simple user interface, with a highly noticeable yellow and blue color scheme and a minimalist user interface

Easy interface to pick lullabies from a free or paid list

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Notification DesignLogo Design Welcome Screen User Interface

Set a time for the music to play, the song will fade quietly

away as the baby sleeps

Timer

*our teamThe course New Technologies, Applications, Design and Business Models (NTADBM), offered jointly by IIM Ahmedabad and National lnstitute of Design (NID) brought the 4 of us together.

Amit SoniNID

John JoyIIMA

Nasheet RehmanNID

Group 14yes we know, people say we are crazy

Vaibhav MalhotraIIMA

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* Let’s talk15