2. Partnerships
REACHING
FOR A
o Overview
a) Product
GOAL
b) Consumer /Market opportunity
c) Competition
o Project Outline
a) Quantification of opportunity
b) How to sell (model) <cost/margin>
I. Approaches to product planning
ii. Expense sheet < three year projection>
iii. Revenue sheet < three year projection>
c) Revenue Securitization (CSR + Government grant)
o SWOT
o Launch & Marketing Plan- The way forward
a) Activity & Schedule
b) Budgets
c) Various Mediums -> plans ahead
o Financial Model - ROI/ROCD
Enclosed:
Drivers to Sales
CSR Budgets in India
Mitigation to business success
Investment thesis
References
leading a
VISION
living a
VISION
3. Roll out
SEEING
EYE TO EYE
OPPORTUNITIES
Our reasons for doing it all
To provide an equaled technology experience to visually challenged people in India
in the form of laptops and computers under the name of 'Samarth', at an affordable price.
Who are the beneficiaries?
EyeBook will focus on visually challenged Indians in the age range of 18-40 years*, who will
be the end consumers. However, customers will also include NGOs, NPOs and other
organizations supporting visually impaired people and similar such causes.
How do we see ourselves?
EyeBook will be positioned as the only initiative in India that aims to provide an equal
technology experience to visually impaired people in India. We will hence position EyeBook
as a first-mover in this space.
How will the beneficiaries benefit?
-Consumer experience of visually impaired being able to use devices such as netbooks and
tablets almost similar to anyone else
-Status sync to visually challenged Indians, empowering them to lead a similar life as others
-Catalyses education and career progress for visually impaired people
-Priced at an affordable range
* Reference to psycogrpahics/Demogrpahics in the detailed Samarth Project Report
enclosed
4. Product Design
MAKING*
SPECIAL
IT
Camera on top lid
Product wishlist for VI
•Large – well spaced keys
–Customized keyboard
–Special ‘tactile’ printing on the keys for ease
Speakers on the sides or top of recognition
–Special programming for the ‘function’ keys
6 cell battery-8 hours •Portability and long battery life
Separate Pg up and Pg down keys •Camera on the ‘top-side’ of the device
–Will act as an eye
•Special ‘voice-recognition’ software bundling
Other features for the device to ‘listen’ and ‘talk-back’. High
Wi-fi Bluetooth connectivity quality speakers
•GPS functionality for ease of device location
GPS/Device to locate the notebook •WIFI capability for connectivity
Light weight
physical bttons for switching touchpad and screen on/off.
Tacktile in F1, F4, F8 and F 12
with a view on the special needs of its users
* Reference to the Two approaches to product planning
5. Product Planning
The approaches
Two
Option1 Option 2
Use existing technology products like Customized product based on existing
Approach Netbooks. technologies
•No customization of the product •Create a supply-chain management
specifically for the VI. process for this unique SKU
•Leverage existing Supply-Chain of various
brands/ suppliers. and tablets almost similar
to anyone else
Focus is on ‘program implementation’ (this Delivery of a unique & ‘relevant’ hardware
product.
Output will include training on efficacious use of
technology & ‘last-mile’ connect with the VI). Supported by:
•Training inputs on tech usage
•NGO engagement
•
•Existing technology products have Scope of engagement is ‘beyond’ just a CSR
program.
Draw Back limitations with regard to usage by VI.
•NGO buy-in might be compromised. •Need for a IT importer/ provider to partner
Pricing likely to be higher in this project.
Pricing can be competitive and an
advantage
6. Product Planning
Suggested
Approach
Option-2
Key aspects of the program …..
Program commitment from a technology provider.
Seed marketing program investment to ‘map-out’ the NGO universe and co-opt them
in this project delivery.
Engage with GOVT stake-holders to support this program in all aspects:
communication, financial support, alignment of resources, etc.
Partnership with a technology product manufacturer, importer and distributor.
Project team set-up and resource deployment on a sustainable basis
7. Product specs
INTELLIGENCE
INSIDE
System Specifications
Software Specifications
Operating System:
1.NVDA Screen Reading Software
Genuine Windows® 7 Starter
2.Write your own documents
Processor:
3.Firefox web browser
Intel® ATOM™ Processor
N550 (1.50GHz, 667MHz, 2 x 512KB) 4.Thunderbird e-mail software
Main Chipset: Intel NM10 5.Read Thousands of Books
RAM: 2GB (DDR3 / 2GB x 1) 6. Saksham Digital Talking Book Library
Display: 7.Create your own DAISY or talking books
LCD 10.1 Inch WSVGA 1024 x 600, 8.Internet telephony and chat
Non-Gloss, LED Back Light 9.information about V I communities
Hard-Disc:
250GB (5400 rpm S-ATA)
Communication ports:
Wired Ethernet LAN 10/100
Wireless LAN
802.11bg/n*
Bluetooth 3.0 High Speed
Ports for external mike and headphone
Built in Mike
Built in Speakers
Three ports for USB 2.0 (Chargeable USB included)
Memory card reader/writer which support four types of cards: SD, SDHC, SDXC and MMC
AC Adapter 40 Watt
Standard 6 cell Battery with 8 hours battery back up at full charge
Size: Width - 10.40 Inches, Depth - 7.40 inches and height - 0.97 inches
Weight 1.24 KG
8. Service support
COMPASSION
OUTSIDE
a) Dedicated VI-trained helpline 24*7
b) Web portal for complaints
c) Service desk at NGO regional offices
9. Price
VALUE
FOR
MONEY
Standard market price of USD 300 (INR 15,000 @ conversion of 1USD=INR 50)
10. Launch
STATES
IN
FOCUS 5 states for PHASE I roll out on basis of data
Delhi/NCR
Maharashtra
Relevant NGOs
Andhra Pradesh
TG Population
Karnataka
Literacy
Tamil Nadu
IT Industry
Phase II – Other states in India
11. Consumers
CENTRAL
CAUSE
TO THE
A LOOK AT WHO THEY ARE
About 90% of world's visually impaired live in developing countries,
largely, India.
Children below age 15:
An estimated 19 million children are visually impaired. Of these, 12 million
children are visually impaired due to refractive errors, a condition that
could be easily diagnosed and corrected. 1.4 million are irreversibly blind
for the rest of their lives.
·India has one of the largest disabled populations in the world
·21.9 Million as per Census 2001
·Census 2011 likely to reveal a larger number owing to better
data collection methodologies
·The World Bank pegs actual number between 40 and 80 million
·49% Literate, 34% employed,42.46% women
·75% in Rural India
·Indian companies may have to collectively spend close to USD 2 billion
(about Rs 8,700 crore) a year on CSR programmes as per proposed
regulation of Govt of India. Government plans to make it mandatory for
them to spend 2 per cent of profits on social responsibility programmes.
12. Scope
HERE’S WHAT
WE CAN DO
FOR THEM
To provide an equated technology experience to the visually impaired people of India through
“Netbooks” an affordable device for digital inclusion.
,
A Netbook is an ideal ‘consumption’
device for accessing and storing
Various applications bundled with
large amounts of data
the Netbook help overcome the
‘disability’ – thereby increasing
productivity and employability
A Netbook architecture allows
for all types of VI friendly
applications to reside
at one place. An
‘all-in-one’
device.
The ICT services must be “available”, “affordable” and truly “accessible”
13. Stakeholders
AND GROUPS
PASSION
THAT SHARE OUR
The ICT services must be “available”, “affordable” and truly “accessible”
14. Market Opportunity
CUSTOMERS AND US
WIN-WIN
Visually impaired population in India- over 30 million
Need of Visually Impaired people in ICT- Survey response analysis-
· Need analysis from response survey-
· Better keyboard and software aid
· Price range between 7000 to 10000 is affordable- government aids
of 6,500 would make it accessible to all.
CSR in India
· Rs. 8,000 crore to be spent on CSR by private companies (government regulation)
· Overall budget for CSR activities in Public Sector Enterprise over INR 17,000 lakh
· Unutilized amount in CSR around INR 3,670 lakh
15. Competition
WHO ELSE’S
WITH US?
Existing landscape of technology product aids available
to Visually Impaired people
Estimated cost
S.No. Appliance Remarks
(up to)
1. Brailler / Brailler Rs. 10,000 For blind
Typewriter
2. Laptop with Screen Rs. 40,000 For blind
reading software
3. Laptop with Screen Rs. 60,000 For low vision
Magnification
software
16. Competition- New Entrant
AND SOMEONE’S JUST WAKING UP
TO THE OPPORTUNITY
Android based ( Sub 100 USD) and Apple ( Above 500USD) products are affordable or
aspiring
Educators and NGOs mention "aakash" USD 35 as a step stone for early starter. Asus
has indicated Netbook for Rs 12,000 as minimum price (If duty exemptions are 10%
lower)
Netbook comparison with Table (Andriod based) and Iphone/Apple
iPhone: Identification of paper money, colors & light sources (visionhunt)
17. Launch
MARKETING
Product
EYEBOOK –
designed
specifically for the
“VI”. Widely sold
and well
Process accepted.
NGO Driven Delivery Price
(focus on pre -sales
and post-sales Intel ATOM
scenarios) architecture;
Strong referral widely accepted.
engagement/ INR 15,000
community
endorsements
Visually
Impaired
6P(s) of Project Samarth People
People
Dedicated program Place
Focus on key stake holders for PROJECT visibility directorate
All NGO offices.
and media saliency -- Focused engagement
with NGO SPOC(in -
EYE Care centers.
GOVT
•Government dept(s) placement of project
resources) departments
Program offices
•PSU/ Private CSR initiatives Dedicated training
team
Promotion
•Intel PR/ CSR team Leverage INTEL PR engine
GOVT channels
ONLINE presence
Building a connect with
NGO mapping and engagement. large PSU(s): CSR budgets,
employability and
program saliency
Quality of Project Management resources
20. Channel Strategy
TO CUSTOMERS
WITH LOVE
EYEBOOK Channel setup- Using brands existing channel (Samsung,
Focused distribution approach EYE-CARE
Asus, Acer) to reach out to NGOs in each identified region.
GOVT Map ‘key influencers’ and quality NGO(s) engaging Network centers. This measure would help save cost of distribution setup.
Departments Credibility for
Existing leverage
with VI(s). Focus on 5 states – where the VI program
population concentration is high Channel reach- Matching their respective reach with NGOs
spread in those regions
Area-wise NGO mapping
Training - Train the trainer programs for 4 weeks across each
identified 5 regions
NGO 1 NGO 2 NGO 3 NGO 4 NGO n
..… Customer care centre – 24*7 Pre and Post sales support to
users and NGOs for assistance
Customer service centre – assisting pre sales & post sales
In large catchment areas – this set-up will be ‘manned’ by the Program team and leveraged
by multiple NGO(s). Specialized resources on ‘pre-sales’ and ‘post-sales’ processes.
Physical space for the Program centre to be provided for by the Govt. departments
Universe of literate VISUALLY IMPAIRED population
21. Product Placement
Status: Available
Strong GOVT
endorsement
Product Placement Online Advertising & Social
Print campaign by the media
Department for AWARENESS •PPC, SEO & SEM
disabilities. •Social Media Optimization
for Project Samarth Testimonial driven
Traditional print medium communication
to drive PROJECT visibility •‘User’ endorsement
at all medi-care facilities
EYEBOOK •AV presentation of the device
display counters and its capabilities.
Press & Media Coverage
Events & Exhibitions Tele-Call setup
Direct Marketing Campaigns Technical solution content
Lead-generation and follow CONSIDERATION • Application software bundling
through for EYEBOOK • Application customization
(Preference)
Workshops and roadshows After sales service network
Delivery Logistics Management
Physical delivery • Physical delivery
Hand-holding on devise usage
PURCHASE
• Update the post-sales team for
support requirements.
Program Director budget Device payments
FINANCIAL
Program cost reimbursements • Govt grants reimbursements
Periodic reviews CLOSURE
• Individual payment realizations
22. Project Samarth
Key to success For PROJECT SAMRATH to succeed – the two key aspects are …….
•Program directorate: people resource deployment
•EYEBOOK product delivery and acceptance
Project Samarth Product Delivery
Program Directorate EYEBOOK
Market Research costs Product design support from INTEL
People costs Approval of EYEBOOK by GOI.
Marketing Communication costs Import duty waiver to bring costs down
Development of TRAINING modules Endorsement under GOI programs
Financial support from GOI programs
In principle commitment to project for 3 years. Local language support from C-DAC
Upfront Financial commitment by INTEL
(as a part of CSR visibility) for Yr-1.
Import and stocking at a single location
Milestone definition & quarterly reimbursement
After Sales service network setup
Application TECH team; localized bundling
23. Milestones
TAKING THE IDEA
FROM THOUGHT TO REALITY
Project concept presentation
Presentation to intel
Presentation to government agencies and department
Engagement with various PSU's on CSR budgeting
Financial closures with all stakeholders
Program budget approval
Financial closures with all stakeholders
Cash flow planning with each stakeholder
Process definition for all reimbursements
NGO Engagement
NGO identification
NGO agreements with clearly marked deliverables from either side
NGO SPOC identification
Training module development and delivery
Design of a training module
Selection of Train the Trainer
TTT prograam roll out
Product delivery
Logistics tie up and closure
Appropriate software-application bundling
Software licensing and loading
Product delivery
Financial closures- quarterly
POD collection
Delivery document compliation
Program report submission
24. Next steps
THE JOURNEY OF A THOUSAND MILES
BEGINS WITH
A SINGLE STEP
Mr Saby Sabharwal
Evangelizer: Project Samarth
saby@mail.com
Mobile: +91.98111.20022
THANK YOU FOR YOUR ATTENTION!
