IMPOSSBLE IS NOTHING

Samarth EyeBook Project

leading aVISIONliving aVISION

REACHINGFOR A GOAL

o Overviewa) Productb) Consumer /Market opportunityc) Competition

o Project Outlinea) Quantification of opportunity b) How to sell (model) <cost/margin> I. Approaches to product planningii. 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 forwarda) Activity & Schedule b) Budgetsc) Various Mediums -> plans ahead

o Financial Model - ROI/ROCDEnclosed:Drivers to SalesCSR Budgets in India Mitigation to business success Investment thesisReferences

leading aVISIONliving aVISION

Partnerships

SEEINGOPPORTUNITIESEYE TO EYEOur reasons for doing it allTo 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

Roll out

MAKING*ITSPECIAL

Speakers on the sides or top

Product Design

Tacktile in F1, F4, F8 and F 12

Camera on top lid

6 cell battery-8 hoursSeparate Pg up and Pg down keys

Other featuresWi-fi Bluetooth connectivity

GPS/Device to locate the notebook

Light weight

physical bttons for switching touchpad and screen on/off.

with a view on the special needs of its users* Reference to the Two approaches to product planning

•Large – well spaced keys–Customized keyboard–Special ‘tactile’ printing on the keys for ease of recognition–Special programming for the ‘function’ keys•Portability and long battery life•Camera on the ‘top-side’ of the device–Will act as an eye•Special ‘voice-recognition’ software bundling for the device to ‘listen’ and ‘talk-back’. High quality speakers•GPS functionality for ease of device location•WIFI capability for connectivity

Product wishlist for VI

The Two approaches

Product Planning

Use existing technology products like Netbooks.•No customization of the product specifically for the VI. •Leverage existing Supply-Chain of various brands/ suppliers. and tablets almost similar to anyone else

Focus is on ‘program implementation’ (this will include training on efficacious use of technology & ‘last-mile’ connect with the VI).

•Existing technology products have limitations with regard to usage by VI. •NGO buy-in might be compromised. Pricing likely to be higher

Approach

Output

Draw Back

Customized product based on existing technologies•Create a supply-chain management process for this unique SKU

Delivery of a unique & ‘relevant’ hardware product. Supported by:•Training inputs on tech usage•NGO engagement

•Scope of engagement is ‘beyond’ just a CSR program. •Need for a IT importer/ provider to partner in this project. Pricing can be competitive and an advantage

Option1 Option 2

Suggested Approach

Product Planning

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

Option-2

INTELLIGENCEINSIDE

Product specs

System Specifications

Operating System:

Genuine Windows® 7 Starter

Processor:

Intel® ATOM™ Processor

N550 (1.50GHz, 667MHz, 2 x 512KB)

Main Chipset: Intel NM10

RAM: 2GB (DDR3 / 2GB x 1)

Display:

LCD 10.1 Inch WSVGA 1024 x 600,

Non-Gloss, LED Back Light

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

Software Specifications

1.NVDA Screen Reading Software

2.Write your own documents

3.Firefox web browser

4.Thunderbird e-mail software

5.Read Thousands of Books

6. Saksham Digital Talking Book Library

7.Create your own DAISY or talking books

8.Internet telephony and chat

9.information about V I communities

COMPASSIONOUTSIDE

Service support

a) Dedicated VI-trained helpline 24*7b) Web portal for complaintsc) Service desk at NGO regional offices

VALUE FOR MONEY

Price

Standard market price of USD 300 (INR 15,000 @ conversion of 1USD=INR 50)

Delhi/NCR

Maharashtra

Andhra Pradesh

Karnataka

Tamil Nadu

TG Population

Literacy

Relevant NGOs

IT Industry

STATES INFOCUS

Launch

5 states for PHASE I roll out on basis of data

Phase II – Other states in India

CENTRALTO THECAUSE

Consumers

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.

A LOOK AT WHO THEY ARE

HERE’S WHATWE CAN DO FOR THEM

Scope

The ICT services must be “available”, “affordable” and truly “accessible”

To provide an equated technology experience to the visually impaired people of India through “Netbooks”, an affordable device for digital inclusion.

A Netbook architecture allows for all types of VI friendly applications to reside at one place. An ‘all-in-one’ device.

A Netbook is an ideal ‘consumption’ device for accessing and storing

large amounts of data Various applications bundled with the Netbook help overcome the ‘disability’ – thereby increasing productivity and employability

AND GROUPSTHAT SHARE OURPASSION

Stakeholders

The ICT services must be “available”, “affordable” and truly “accessible”

CUSTOMERS AND USWIN-WIN

Market Opportunity

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

WHO ELSE’SCompetition

Existing landscape of technology product aids available

to Visually Impaired people

WITH US?

S.No. Appliance Estimated cost

(up to) Remarks

1. Brailler / Brailler Typewriter

Rs. 10,000 For blind

2. Laptop with Screen

reading software

Rs. 40,000 For blind

3. Laptop with Screen

Magnification

software

Rs. 60,000 For low vision

AND SOMEONE’SCompetition- New Entrant

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)

JUST WAKING UP

TO THE OPPORTUNITY

MARKETINGLaunch

Visually Impaired People

Product

EYEBOOK –designed

specifically for the “VI”. Widely sold

and well accepted.

Price

Intel ATOM architecture;

widely accepted.

INR 15,000

Place

All NGO offices. EYE Care centers.

GOVT departments

Program officesPromotion

Leverage INTEL PR engineGOVT channels

ONLINE presenceBuilding a connect with

large PSU(s): CSR budgets, employability and program saliency

People

Dedicated program directorate

Focused engagement with NGO SPOC(in -

placement of project resources)

Dedicated training team

Process

NGO Driven Delivery (focus on pre -sales

and post-sales scenarios)

Strong referral engagement/

community endorsements

6P(s) of Project Samarth

Focus on key stake holders for PROJECT visibility and media saliency --

•Government dept(s)

•PSU/ Private CSR initiatives

•Intel PR/ CSR team

NGO mapping and engagement.

Quality of Project Management resources

MARKETINGLaunch

LET THE MONEY TRAVEL FAR

Marketing activities-Budget Allocation

TO CUSTOMERSWITH LOVE

Channel Strategy

Channel setup- Using brands existing channel (Samsung, Asus, Acer) to reach out to NGOs in each identified region. This measure would help save cost of distribution setup.

Channel reach- Matching their respective reach with NGOs spread in those regions

Training - Train the trainer programs for 4 weeks across each identified 5 regions

Customer care centre – 24*7 Pre and Post sales support to users and NGOs for assistance

EYEBOOK

NGO 1 NGO 2 NGO 3 NGO 4 NGO n

Customer service centre – assisting pre sales & post salesIn 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

Focused distribution approachMap ‘key influencers’ and quality NGO(s) engaging

with VI(s). Focus on 5 states – where the VI population concentration is high

Area-wise NGO mapping

..…

GOVTDepartments

Existing leverage

EYE-CARENetwork centers.

Credibility for program

AWARENESS for Project Samarth

EYEBOOK display counters

CONSIDERATIONfor EYEBOOK(Preference)

PURCHASE

Strong GOVT endorsement

Print campaign by the Department for

disabilities.

Traditional print medium to drive PROJECT visibility

at all medi-care facilities

Press & Media CoverageEvents & Exhibitions

Direct Marketing CampaignsLead-generation and follow

through

Workshops and roadshows

Online Advertising & Social media•PPC, SEO & SEM•Social Media OptimizationTestimonial driven communication•‘User’ endorsement•AV presentation of the device and its capabilities.

Tele-Call setup

Technical solution content • Application software bundling• Application customization

After sales service network

FINANCIALCLOSURE

DeliveryPhysical delivery

Hand-holding on devise usage

Logistics Management• Physical delivery• Update the post-sales team for

support requirements.

Device payments• Govt grants reimbursements• Individual payment realizations

Program Director budgetProgram cost reimbursements

Periodic reviews

Product Placement

Status: AvailableProduct Placement

Key to successProject Samarth

For PROJECT SAMRATH to succeed – the two key aspects are ……. •Program directorate: people resource deployment•EYEBOOK product delivery and acceptance

Project SamarthProgram Directorate

Product DeliveryEYEBOOK

Market Research costsPeople costsMarketing Communication costsDevelopment of TRAINING modules

In principle commitment to project for 3 years. Upfront Financial commitment by INTEL (as a part of CSR visibility) for Yr-1.

Milestone definition & quarterly reimbursement

Product design support from INTELApproval of EYEBOOK by GOI.Import duty waiver to bring costs downEndorsement under GOI programsFinancial support from GOI programsLocal language support from C-DAC

Import and stocking at a single location

After Sales service network setupApplication TECH team; localized bundling

TAKING THE IDEA FROM THOUGHT TO REALITY

Milestones

Project concept presentationPresentation to intel

Presentation to government agencies and department

Engagement with various PSU's on CSR budgeting

Financial closures with all stakeholders

Program budget approvalFinancial closures with all stakeholders

Cash flow planning with each stakeholder

Process definition for all reimbursements

NGO EngagementNGO identification

NGO agreements with clearly marked deliverables from either side

NGO SPOC identification

Training module development and deliveryDesign of a training module

Selection of Train the Trainer

TTT prograam roll out

Product deliveryLogistics tie up and closure

Appropriate software-application bundling

Software licensing and loading

Product deliveryFinancial closures- quarterly

POD collection

Delivery document compliation

Program report submission

THE JOURNEY OF A THOUSAND MILESBEGINS WITH A SINGLE STEPNext steps

THANK YOU FOR YOUR ATTENTION!

Mr Saby SabharwalEvangelizer: Project Samarthsaby@mail.comMobile: +91.98111.20022