1 Independent Living a Bi-Lingual Courseware for Down’s Syndrome Children Business Idea Presentation.

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Independent Living a Bi-Lingual Courseware for

Down’s Syndrome Children

Business Idea Presentation

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Agenda 01 Introduction 02 Background 03 Objectives 04 Project/Product/Solution 05 Technology Architecture 06 Intellectual Property 07 Market Needs 08 Customer Value Proposition

(CVP) 09 Competitiveness 10 Unfair Advantage 11 Marketing Strategies 12 The 4Ps of Marketing 13 Business Model 14 Summary – Call to Action

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““If we are really serious in If we are really serious in wanting to advance the wanting to advance the educational frontiers of educational frontiers of children with Down’s children with Down’s Syndrome, we really need toSyndrome, we really need to THINK OUT OF THE BOXTHINK OUT OF THE BOX!”!”

Assoc. Prof. Dr. Sharifah Zainiyah bte. Syed Yahya; President, Down Syndrome Association Malaysia

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Introduction (1 of 2)

Project Title: Independent Living a Bi-Lingual

Courseware

Team Members: Rishalavernia Ramanathan Emmy Dahliana Hossain

Management Team (comprising both founders)

Experienced in handling children with learning disabilities (Dyslexia, Down syndrome)

Trained in Interactive Media content development

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Introduction (2 of 2)

Accounts Department

Sales & Marketing

Department

Production Department

RishalaverniaCEO

Emmy DahlianaGeneral Manager

Accountant (1)

Sales Personnel

(1)

Marketing Personnel

(1)

Developer(2)

Organization chart

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Background (1 of 3)

Statistics DS* occurs 1 in 1000 births in Malaysia

(MOH, 2003)

Opportunities DS children in most cases do not have

positive educational opportunities Current situation

Today scenarios are changing – formation of Special Education Department by MOE in 1995

*DS – Down’s Syndrome

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Background (2 of 3)

Bi-Lingual courseware Normal speech is a challenge for a DS

child Courseware to assist DS children’s

speech ability with the help of technology Provision of local language availability

Project status Project is still in the idea stage

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Background (3 of 3)

Current Scenario No coursewares available locally for the

specific needs of our local DS children Coursewares available are those designed

and developed for normal children mostly in English use of mouse/keyboard interaction, unsuitable for

DS children

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Objectives

To bridge the gap between a normal child and DS child

To create better learning process through interactivity

To teach children with DS to be able to communicate with the help of technology

Research shows DS child can speak equally well as a normal child – but the speech learning process is relatively slow, the objective of the courseware is to overcome this disadvantage via technology

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Independent living Catered in English and Bahasa

Malaysia for DS children to learn basic communications skills in the language most comfortable to them

Maximises on the IT multimedia technology to educate the challenged DS child to learn in their own pace to bring them close if not equal to the ability of a normal child

Product (1 of 2)

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Product ( 2 of 2)

+ +Technological Advancement

Bi-Lingual Specificity

Key features

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Technology Architecture (1 of 2)

Adobe Flash CS3

GraphicRecording/

Audio

Platform Tools

Adobe Photoshop

CS2

Adobe Illustrator

Adobe Audition

Independent Living

ActionScript 2.0

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2 developers 7 workstations

All having Microsoft Office 2 having Adobe Flash CS3 1 having Quickbooks Pro. 1 network laser printer

1 server Broadband connection Office cubicle furniture for 7 employees 7 extension phone systems Copier and fax machine Packaging materials (i.e., boxes, cd holders) Promotional materials

Technology Architecture (2 of 2)

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Protecting IP The IP is shared between UTeM and the

company The product prototype was developed as the

CEO’s final year project under UTeM’s supervision

Profit from IP Through the sale and renewal of product

license – license by password

Intellectual Property (1 of 1)

Technological improvement with the use of touchscreen instead of mouse/keyboard interaction

Replace the usage of coursewares developed for normal children used by the parents and DS education centers

Improved content absorption by using language medium most comfortable to the child

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Market Needs (1 of 2)

Market Needs (2 of 2)

Observation conducted at KDSF (video clip)

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Technology The usage of touchscreen to replace

mouse/keyboard interaction Specificity

The educational content of the courseware is designed and developed for DS children’s specific needs

Bi-lingual English and Bahasa Malaysia options;

usage of Bahasa Malaysia is to suit the local market needs

Customer Value Proposition (CVP) (1 of 1)

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Similarity There are no direct competitors – no

similar products in the Malaysian market Project barriers

Insufficient funds to start project Lack of experience in running a business and

entrepreneurship

Sustainable Competitive Advantage Superior value: Bi-lingual options,

technological advancement (touchscreen usage) Product will be upgraded annually

Competitiveness (1 of 1)

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Unfair Advantage (1 of 1)

Specialization The courseware is specifically

developed for DS children Unique

There is a lack of similar products in the current market

Credibility The research for the development of this

product has been based on findings from KDSF and PSDM – therefore the product has credibility

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Marketing Strategies (1 of 5)

Market Analysis (Pie)

67%2%

30%1%

Proactive Parents (2810)

Centers for Independent Living (105)

Partial Special Ed Schools (1286)

Fully Special Ed Schools (28)

Market Segmentation

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ParentsParents

Marketing Strategies (2 of 5)

Statistics

Malaysian population 24,821,286

Number of child birth 2007 22.65 births/1,000

Number of child birth in Malaysia

562,202

Number of DS birth 1 in 1000

Estimated DS children per year 562

Users age 4-9

Estimated parents 2810Market Analysis (Pie)

67%

Proactive Parents (2810)

Market Analysis (Pie)

67%2%

30%

1%

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Statistics

Number of Malaysian Schools 4289

Number of Partial Special Ed Schools*Estimated 3 in 10 to be partially special ed

1286

Marketing Strategies (3 of 5)

Statistics

Number of Malaysian Schools 4289

Number of Partial Special Ed Schools*Estimated 3 in 10 to be partially special ed

1286

Partial Special Education SchoolsPartial Special Education Schools

Market Analysis (Pie)

30%Partial Special EdSchools (1286)

Market Analysis (Pie)

67%2%

30%

1%

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Marketing Strategies (4 of 5)

Centers for Independent LivingCenters for Independent Living

Statistics Number Weightage (%)

City (6 centers per state * 14 states)

84 80

Suburban & Village 21 20

Total 105 100

Market Analysis (Pie)

2%

Centers forIndependent Living(105)

Market Analysis (Pie)

67%2%

30%

1%

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(*Source: MOE)

Marketing Strategies (5 of 5)

Statistics

Fully Special Ed Schools 28

Fully Special Education SchoolsFully Special Education Schools

Market Analysis (Pie)

1%

Fully Special EdSchools (28)Market Analysis (Pie)

67%2%

30%

1%

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Product Technological advancement, bi-lingual

options, specificity

Price Affordable for the general Malaysian market

Promotion Face-to-face sales through product

demonstration to potential clients

Place Marketing Channels

The 4 Ps of Marketing (1 of 4)

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The 4 Ps of Marketing (2 of 4) Place: Marketing Channels

Independent Living

Conferences

ICT Unit/Special Education Unit, MOE

Proactive Parents

Partial Special Education Schools

Fully Special Education Schools

Department of Social Welfare

Brochures

Centers for Independent Living

Website

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Objectives of the Department of Social Welfare Malaysia

“- To have a running count of the disabled ..... for better planning of services, rehabilitation, training and education.

-To provide the disabled with amenities to fit their needs.”

(Source: Department of Social Welfare)

The 4 Ps of Marketing (3 of 4)Place: Marketing Channels - Department of Social Welfare

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Services and Amenities currently provided by the Department of Social Welfare – Wheel chair, White cane, Braille machine...

Independent Living ? ?

The 4 Ps of Marketing (4 of 4)Place: Marketing Channels - Department of Social Welfare

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Expand courseware to cater for other learning disabilities

Autism Mild mental retardation Specific learning disabilities – e.g. dyslexia ADHD

Expand to other countries to cater for other local languages

Mandarin Tamil Indonesian

Creation of life-long learning package Beginner package Chart & record learning growth Sustain profit

Marketing Plan – Future Plans (1 of 2)

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Marketing Plan – Future Plans (2 of 2)

Other Learning Disabilities in Malaysia

54,607

1,064,834409,552

409,552

Autism

Mild MentalRetardationDyslexia

ADHD

Learning Disabilities in Other Countries

34,900,000

91,839,673

9,738,007ChinaIndiaIndonesia

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Profits: Direct sales – through direct selling to

relevant parties Subscriptions – through the renewal of

license annually

Distribution channels Sales agents – commission Agencies – do not need compensation

Business Model (1 of 2)

SWOT

Business Model (2 of 2)

– SWOT Analysis

Strengths Relevant knowledge Brand new product Commercial viability

Opportunities Potential new market Virtual Reality Multilingual options

Threats Web-based Similar product by

other company

Weaknesses Lack of business,

sales and marketing skills

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Project requirements: Concrete support from targeted government

agencies Secured grants from the government or/and

relevant bodies

Conclusion: No recognition – thing of the past with

Independent Living being available Safer, better, independent lives and

brighter future for DS people

Summary – Call to Action

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THANK YOU