Its time to say “Good-bye to Alcohol Driving!” Introducing.

Its time to say “Good-bye to Alcohol Driving!”

Introducing

BUSINESS PLAN

BUSINESS AGENDA

Company & Board of Directors Introduction

Our Business and Window of Opportunity with Demand

Product Description and Business Details

Investment and Returns for Venture Capitalist

Product Technology

Marketing Strategy and Plan

Financial Plan

Key strategy factors Weight Rating Total

Creativity and innovation 0.20 4 0.8

Sustainable competitive advantage

0.15 3 0.45

Unique selling proposition

0.15 4 0.6

Business risk 0.10 3 0.3

Window of opportunity 0.05 4 0.2

Profitability and growth 0.10 3 0.3

Macro-environment and growth

0.05 4 0.2

Market potential/ market share

0.05 3 0.15

Funding for capital 0.05 3 0.15

Competition 0.10 3 0.3

Total 1 5 3.45

GO/ NO GO MATRIX

WHICH BUSINESS ARE WE IN?

Securite Systems Pvt. Ltd. is in the business of Automobile Security Systems.

We provide safety device called the “ Alcohol Detection and Ignition Interlock System “

WINDOW OF

OPPORTUNITY

STATISTICS OF DRINK & DRIVE CASES IN SINGAPORE

Sources:http://www.spf.gov.sg

2005

2006

2007

2008

3300 3400 3500 3600 3700 3800 3900 4000 4100

3650

3773

4010

3586

Drunk and Drive Arrests

Number of Cases

YEAR

2005

2006

2007

2008

0 50 100 150 200 250 300 350

213

288

188

179

Drunk and Drive Accidents Cases

Drunken Driving Accidents

Year

Statistics Of Drink & Drive Cases in Singapore

Sources: http://www.spf.gov.sg

Average from 2005 – 2008

280 Deaths & Injury

217 Drink & Drive Accidents

3757 Drink & Drive Arrests

20052006

20072008

0

50

100

150

200

250

300

350

400

243

361

278

235

Drunk and Drive Deaths and In-jury

YEAR

Num

ber o

f Cas

es

PENALTY FOR DRINK AND DRIVEIN SINGAPORE

First Time – Drink driver will be fined between $1000/- and $5000/- or six months imprisonment.

Repeated Time – Drink Driver will face enhanced punishment up to 3 times the penalty, a maximum of $30,000/- fine and three years' imprisonment.

Offenders causing death or serious injuries can also be caned up to 6 strokes.

License can be revoked.

DEMAND

Demand predicted through surveys.

Out of around 100 customers surveyed Survey Results show 79 % demand from the potential customers for the Alcohol Detection Systems.

We Adopted the “Blue Ocean Strategy”

SATISFY NEED OR SOLVE PROBLEM ?

Alcohol Detection and Ignition Interlock Systems addresses and solves the problem of Drunken Driving .

Prevents accidents, deaths and injuries due to drunken driving.

Can help the Singapore govt. to enforce as a rule.

Solves a problem , which will eventually create need in future.

Contribute to Corporate Social Responsibility

Solves the Problem!

PRODUCT AND LOCATION

Alcohol detector and Ignition Interlock System

Components : Fiber Body Palm Detector & Steering Wheel Sensors.

Helps to prevent ignition of the car if the person is drunk beyond a critical limit.

Easily installable

Launch Place : Singapore

USP & INNOVATION

USP

First mover advantage

First ever continuous monitoring of BAC

Cheaper than other safety devices like air bag

Easily installable

More Hygienic.

Innovation

Fool-proof and cannot be misused.

Palm detection and Continuous monitoring

Avoid breathalyzers which involves breathing .

IP & SUSTAINABLE COMPETITIVE ADVANTAGE

We cannot get an IP or an Industrial design as it is assembled from variety of electronic components.

SCA

Innovation in Product & Service through Research and Development to make the product better.

Contracts with Cabs Companies, Singapore Government

Right FIT

Capital Needed from VC

ENTRY & EXIT STRATEGY

Entry Strategy

Capital Required from VC- SGD 250,000

Interest given to VC – 5% per annum.

Exit Strategy – At the end of 4th Year

Interest for 4 years @5%

Profit given at end of 4th Year - 25% Profit.

Total Return for the VC

33% Return on the Capital.

TECHNOLOGY

PRODUCT TECHNOLOGY

•Transdermal/Galvanic sensor

•Palm Analyzer & Steering wheel sensing

circuit

•Ignition controlled by a logic circuit

•Pre-defined BAC level of 0.08 and continuous

monitoring.

•Detects for ethanol level from infrared beams

•Ignition cut-off of 3-minutes

BLOCK DIAGRAM

PRODUCTION PROCESS

•Electronic components purchased from Progress Turned Parts Industries

Private Limited

•Fibre palm and accessories purchased from Hoshe Fibre-Glass Works

•Fabrication, assembling and packaging done in the workplace

•Product installed in Servotronic Motor Workshop.

•Training provided to workshop employees through employed assembling experts

•$1500 monthly rental and $40 assembling charge paid to workshop

PRODUCT SIZE AND WAREHOUSING

•Palm Analyzer - 20cm x 15cm x 8cm

• Steering wheel sheet thickness – 0.5cm

•Logic circuit – 10 cm x 10 cm x 5cm

•Office Location – Serangoon

•Warehousing – 150 sq feet

•Assembling unit – 250 sq feet

•Office Space – 300 sq feet

Transportation done through purchased marketing second hand cars

SWOT ANALYSIS

Strengths Weaknesses• Life saving product

• First mover advantage

• Continuous monitoring feature

•Fool-proof

•Reduction in Ignition lag

•Add-on product

•Availability

•Acceptance, a matter of prestige

•Not a necessary accessory to all

the car users

•Not a pre-installed accessory

Opportunities Threats•Rising drunk & drive road

accidents

•Multiple distribution channel

•Large number of cab users

•Government Regulation

•Easy to imitate

•Backward integration

•Highly competitive in future

SINGAPORE MARKET SURVEY ANALYSIS

Number of Respondents Percentage

Singapore residents 60/100 60.00%Facing Drunk n Drive problem in family 17/100 17.00%Customers wanting to add ADS in their existing cars 79/100 79.00%Customers wanting to have pre-installed ADS in new cars 83/100 83.00%Customers willing to pay price to install in their existing cars

(300 to 500) SGD 22/76 28.95%(500 to 800) SGD 47/76 61.84%

(800 to 1000) SGD 2/76 2.63%(<300) SGD 5/76 6.58%

Prefer to Hire a cab with a Logo - "I'm protected from AD (Alcohol Driving)" 91/100 91.00%

Prefer "On-call driver to help drive" in drunk scenario's over Cab 56/100 56%

Sources:http://www.surveymonkey.com/s/F6KC5JX

TARGET MARKET

Car Owners – Alcohol drinking drivers, family members of alcohol consumers.

Cab companiesTaxi company Brand Dominant Color FleetComfortDelGro Corporation, Comfort Blue 11404Singapore Technologies Kinetics Citycab Yellow 3823Union Energy Transcab Red and White 3139Premier Rent A Car Silver Cab Silver 2056SMART Automobile Pte Ltd. SMART cabs Green 724SMRT Corporation SMRT Taxis White 2579Prime car rental & taxi Services Prime Copper 562

Total 24287Sources: Taxisingapore ,2009

OTHER POTENTIAL MARKET

Rent-a-car companies - Hertz, Avis, BULLCARZ, Siang Hock, SMART, SG Car-Mart, Alpine, Super-one

Night owl Services – SBS transit

Secure night transport services.

Car sharing Service providers – NTUC Income Car Cooperative Ltd – pay-per-use car system.

POSITIONING

An affordable and easy to use safety installable device to STOP alcohol drink and drive cases.

Create a buzz – “Say no to Alcohol driving ”!

MARKETING STRATEGY

Buzz marketing – “I am protected with AD!”

MARKETING STRATEGY

Direct marketing - Road shows through second hand cars,

Distributing pamphlets, free T-shirts, cleaning accessories in cars

Viral marketing - Online webpage and e-mails

Indirect marketing - Advertisements in Cabs, Petrol bunks

Promotions - Discounts to customers of partners, free service coupons, referral benefits.

FINANCE PLAN

FIXED ASSET

Sources:http://www.sgcarmart.com/used_cars/listing.php?MOD=Hyundai+Getz http://www1.ap.dell.com/content/topics/topic.aspx/ap/topics/microsite/en/advertised-deals?c=sg&cs=sgbsd1&l=en&s=bsd&~tab=2&redirect=1http://www.ikea.com.sg/catalog/news_display.asp?b=1,http://www.patentstorm.us/patents/7299890/description.htmlhttp://www.nextag.com/electrical-copper-wire/search-http://www.voltage-converter-transformers.com/step-down-transformer.html

Note: All cost in financial plan are in SGD

COST OF RAW MATERIALS

Sources:http://www.nextag.com/electrical-copper-wire/search-http://www.voltage-converter-transformers.com/step-down-transformer.html

FIXED OPERATING COST

Sources:http://myjobstreet.jobstreet.com/career-enhancer/basic-salary-report.php?param=Technician%7C000%7Csg%7C%7Csghttp://www.rental-singapore.com/property-singapore/search-property.php

Interest Rate for VC is 5% per yearDepreciation Method: Straight Line Depreciation Method

SALES PROJECTION

Sources:Primary Research Sample Size of 100 as 0f 15th March 2010Online Survey

CAPITAL REQUIREMENT

Expected contribution from VC

80%

Partner contribution20%

Contributed capital

Reserve Cash = $12,200

CASH FLOW STATEMENT

INCOME STATEMENT

BALANCE SHEET

BREAK EVEN ANALYSIS

Total Fixed Cost = $182150 = 181450 + 700

Price = $500

Variable Cost = $237

Break Even Quantity = Total Fixed Cost

Price – Variable Cost

= 182150 = 693 Units

500– 237

PROFIT GROWTH

EXIT STRATEGY FOR VC

VC Interest Rate is 5% per year

RATIO ANALYSIS

GRAPHICAL INTERPRETATION

GRAPHICAL INTERPRETATION

GRAPHICAL INTERPRETATION

HARVEST STRATEGY

Diversification of market and target car manufacturers

Provide on-call support

Data storage and retrieval system