OneClickSafetyL.A.S.H.

Laura,Avanti,SiiriandHanna

Contents1.Executivesummary.......................................................................................................................32.Companydescription...................................................................................................................4Missionstatement.........................................................................................................................4Thekindofbusinessweare......................................................................................................4Theimportantpeopleinourbusiness..................................................................................4Ourproductanditsmarket.......................................................................................................5Howourbusinesswascreated................................................................................................5Futureplansandgoals................................................................................................................5

3.Productdescription......................................................................................................................7Descriptionofourapp.................................................................................................................7Advantagesoverthecompetition...........................................................................................7Productdevelopment:.................................................................................................................8

4.Marketanalysis...............................................................................................................................9Keycompetitors.............................................................................................................................9Howourmobileappwillperform..........................................................................................9Customerresearch........................................................................................................................9Competitoranalysis....................................................................................................................10

5.Marketingplan..............................................................................................................................11Students:..........................................................................................................................................11Youngadults:.................................................................................................................................11Kidsunder12yearsold:...........................................................................................................11Othergroups:.................................................................................................................................11Bestsuitedgroupsforapp.......................................................................................................11Phasedapproach:.........................................................................................................................12

6.Financialplan&projections...................................................................................................137. Appendix......................................................................................................................................14

1.ExecutivesummarySadly, nowadays many girls feel unsafe when they are out on their own. They fear they will be harassed, kidnapped or robbed. One Click Safety offers a solution to this. It can start a loud alarm to catch people’s attention or send your location to pre-set numbers or send pictures from your front and back camera to pre-configured numbers. All in one click. In Gallup’s crime survey in October 2016 60% of the surveyed people said the crime rate in the USA is very serious. 35% of the people were afraid to walk alone at night in an area near them. (source: http://www.gallup.com/poll/1603/crime.aspx). Harassment and fear of harassment are serious issues that often get forgotten or ignored. We want to change that. We want to make the world a safer place. Our app helps alert help quickly with only one click, hence called One Click Safety. One Click Safety is a user-friendly and free app that we hope to make downloadable for any mobile device. We wanted to make sure that it’s very efficient and simple to use so that even in dangerous situations the user can rely on the app. One Click Safety was created by L.A.S.H., a group formed by four students who saw a problem and want to solve it. L.A.S.H. is a social enterprise based in Luxembourg focusing on making girls lives safer. The name comes from the first letters of the founders names; Laura, Avanti, Siiri and Hanna. We all live in different towns across Luxembourg but none of us are Luxembourgish. We have family all around the globe.

2.Companydescription

MissionstatementOur mission is to make sure everyone, especially girls, feels safe wherever they go and to provide them with help quickly in one click in case of a dangerous situation.

ThekindofbusinessweareL.A.S.H. is a social enterprise focused on making girls lives safer. Laura Stockmans, Hanna Välilä, Siiri Jokiranta and Avanti Sharma currently manage it. We are a social enterprise, because even though our primary goal is to help as many people as possible, we also plan on making money in the process to improve our app and some to keep for ourselves. We think that a social enterprise is the ideal combination of a non-profit organization with some features of a for-profit organization.

TheimportantpeopleinourbusinessThe important people in our business are the four founders of L.A.S.H., Laura, Avanti, Siiri and Hanna. We work as a team, managing the business, planning marketing and programming our app together. An important group of people are our customers, whom we plan selling our app to. They are the most important people in our business, since they are the people we aim to help and whom we make our app for. With their feedback we can improve our app to be as useful and helpful as possible. These include parents, guardians, educators, children, young women and otherwise vulnerable people. We would like to collaborate with mobile operators to allow the phone to send its location to a pre-identified contact (e.g. mother) who sends the user a pre-set message, even if the user cannot respond or doesn´t have service left. We think this is a very important feature the app could offer and we can collaborate with mobile operators on. Another group we would like to collaborate with are government and policy makers, to allow us to add features which would allow the app to directly contact emergency numbers like the police or hospital. Important people to our business are venture capitalists and business angels (funders). They are of huge importance to us, since with the help of them we can keep our app free, while still providing our consumers with what they need. Another set of important people for our business are well-wishers such as Technovation that allow us a platform to showcase the app and seek feedback from the potential funders, customers, mobile operators etc. Lastly, people we can sell our ad space to are crucial. With the help of them, we can run our business successfully in the long run. This is planned to be our primary way of earning money. The ads will be banner ads and they will be placed in the bottom of

the screen. The ads will only cover a small part of the screen so they won't be in the way.

Ourproductanditsmarket

We plan to launch an app that makes travelling alone, especially at night, much safer for girls who might be vulnerable to being harassed. When the app is opened, help is only one click away. Our market is people all around the world. However, we plan on releasing the beta version in Luxembourg. . Our consumers are young people from about 11-18 years of age. They are mostly girls, since most girls our age feel unsafe walking alone, especially in the dark. Otherwise more vulnerable people are also part of our customers. Another part of our market is parents or guardians who are worried about their children´s safety. In the future we will extend our market to young adults. They can be of any kind of background, as long as they are mobile phone users. They would own an android phone. In the future we plan on making our app available on the iOS platform too, which would allow more people to download our app. Another possible market is educational institutions (schools, colleges) who are interested in providing this app for their students.

HowourbusinesswascreatedOur mentor Madhumalti Sharma suggested that we should take part in Technovation Challenge as it was great opportunity to take our coding skills further. Not only would this provide an opportunity to code, which we love to do, but also look at how to convert it into a business. Since we already worked in the same coding group and mostly knew each other, the decision to make a team and get started was easy. We started brainstorming problems and quickly agreed on Avanti´s idea to make an app that makes it safer for people who might be in danger to walk alone. Our business was created in March 2017.

FutureplansandgoalsOur main goal is to launch our app to the Android market (Google Store) and later to the Apple market (App Store) too. There are also a few features we have listed below that we would like to add to our app later on. We also want to expand our market from Luxembourg to the rest of Europe, after which we will start to expand to America then Asia and lastly Australia. Featureswewanttoaddinthefuture:

1. SMScheck-upIn the future we could also consider partnering with mobile service companies in order to add a feature we think of as very important. When a certain message is sent to the user’s phone the app will send that contact their location and the time that location was checked. This would allow parents or guardians to check on their children and know when they are in danger. It would be necessary to partner with mobile service companies, since we would like this feature to be available even if there is no service available.

2. Access from Lock screen We want to include the app on the Lock screen so the user does not even have to get to the app. This would allow the user to access the app even when the phone is locked.

3. CustomizingoptionsWe would like to add features such as the possibility to customize the emergency buttons and main screen to make it visually easier to use.

4.FeedbackbuttonWe want to add a feedback button that would allow our users to suggest other features we could add to make our app as good as possible and to be able to report bugs or problems.

5. Sending a message to police or hospital

3.Productdescription

Descriptionofourapp One Click Safety is an app designed to alert pre-identified contacts as quickly as possible in case of possible danger. We emphasize on making the user interface as simple and easy to use as possible. Our app currently has three features: Alarm, Send location and Send picture. Alarm: Clicking on the "Alarm" button sets off a loud alarm. To make this feature as useful as possible, we have added a passcode to the alarm. The alarm sound will stop only when the passcode is entered. If the user inserts the right passcode they have set in the settings, the alarm stops. If not, the alarm will continue. This is to make sure that the user is the only one who can switch the alarm off in a dangerous situation.Send location: When the "Send location" button is pressed, the user´s location is tracked and sent to their emergency contacts with a pre-defined emergency message. The user´s pre-identified contacts have been selected in the settings. The automatic emergency message can also be edited in the settings. For this feature we would like to

immediately enhance if possible with cooperation from the mobile operators in order to be able to send out the message even when no mobile data is available just like the feature used to ask for balance information in a prepaid sim card. Send picture: The "Send picture" button sends pictures from both the back and front camera to the user´s emergency contacts with the same customizable emergency message as in the location feature. Additionally, a voice message can be heard loudly, confirming that the pictures have been sent to the police. This is added with the intent to scare the possible attacker away. Additionally, when the user clicks on ‘More’ button from the main screen, it takes the user to a screen where the user can give feedback and donate.

Advantagesoverthecompetition We have researched the following existing products that offer something similar

1. Vithu: V Gumrah Initiative2. Companion3. BSafe4. React Mobile5. Circle of 6 We have found the following deficiencies or points for improvement within the competition:

1. They are too complicated Our app has a clean user interface and therefor is simpler and easier to use 2. They have too many features so they're difficult to find in an emergency Our app has three main features that can quickly be used in an emergency Moreover, once we enhance to have it on the Lock screen, it will be even more useful.

Productdevelopment: We have an app prototype ready with the most important first features ready for beta release and user testing. We think that to make the final version of One Click Safety, we would like to use Android Studio with Java or such programming language. We want to start simple and add more features as we go. Additional features that we want to add soon are listed above. We would like to ask the Government for subsidizing and try to partner with mobile operators to get funding in exchange for letting them have our app already downloaded on any phones with the connection. As funds come, we would be able to add more development and have wider reach with more features. We will primarily sell our app in the Google Play store and later possibly in the app store.

AlthoughwejustwanttosticktomakingOneClickSafetythebestitcanbefornow,ourbusinesshasalotofpotentialforexpansion.Wewanttotakeourcustomers'ideas,opinionsandgeneralfeedbackintoconsiderationsowewilldefinitelytakeallthecommentsfromthein-appsurveyintoconsideration.Mostdevelopmentstoourappwillbemadethroughupdatesbutexpansionappsfocusingonspecificfeaturesarealsoapossibilitysincewewanttomakesuretheapp(s)stayveryclearandsimplewithnottoomanyoptions.Anotheroptionistomakeanetworkbetweentheusers.Thiswouldallowtheusertoalertotheruserswhoarenearthemwiththeapp,sothattheycouldquicklycometohelptheuserwhoisindanger.

4.Marketanalysis

KeycompetitorsKeycompetitorsareothersafetyappsthathavesimilarfeatures.Followingaresomeofthemthatwehaveresearched

• VithU:VGumrahInitiative• Companion• bSafe• ReactMobile• Circleof6

HowourmobileappwillperformOurAppwillperformbetterthanthecompetitionbecause

1. ClearUserInterfaceOurappisuser-friendlyandeasytouseasthereareonly3buttonsonthemainscreen.2. SimpledesignOurapphasasimpledesignwhichmakesitmoreuser-friendlyandeasiertouse3. EasytouseTheuseronlyneedstopressonebuttoninordertouseafeature.4. UniquefeaturesOurappwillhaveaSMScheck-upfeaturewhichwillbeextremelyusefultotheuser.Inadditionthisisafeaturethatourcompetitorsdon’thave.OurappwillalsohaveafeaturethatletstheuseraccesstheappfromtheLockscreen.

CustomerresearchOurtargetcustomersareyoungpeoplebetween11-18yearsoldbecausetheyaremorevulnerabletoattackthanadults.Theyaremostlygirlsbecauseyounggirlsoftenfeelunsafewalkingalone.WearestartingourbusinessinLuxembourgsointhebeginningourcustomerswillbemainlypeoplelivinginLuxembourg.InLuxembourgthere'sover30,000girlsbetween10and19yearsold.Laterwewillalsoselltheappinothercountriesandwewillalsotargetyoungadults.

CompetitoranalysisApp Strengths Weaknesses Comparisonto

ourappVithU:VGumrahInitiative

Quick Easytoaccidentallysendanemergencymessage

Ourappisquickbutit'shardertoaccidentallysendmessages

bSafe Goodfeatures Toomanyfeatures,emergencycontactshavetodownloadtheapp

Ourappissimple,contactsdon'tneedtodownloadtheapp

Companion Notpossibletoinstantlysendanemergencymessage

Youcansendanemergencymessagebypressingonebutton

Circleof6 Simple UserMUSTadd6contacts

Youcanadd1-3contacts

ReactMobile Goodfeatures Emergencybuttonhardtouse

Buttonsarebigandeasytouse

5.MarketingplanOurmarketingplanaddresseshowwewillapproacheachsegmentofthemarketthatwearetargeting.

Students:WewilltargetstudentsviasocialmediasuchasFacebook,YouTube,Instagram,etc.anddirectmarketingliketalkingtopeopleinschools.

Youngadults:Totargetyoungadultswewouldliketotalkabouttheapponsocialmediaandhavepostersinuniversities.

Kidsunder12yearsold:WewilltargetkidsondifferentTVchannels,socialmediaaswellaswebsitestoinform their parents/guardians about our app. We might also putadvertisements in stores or on billboards. At this age we think it is best toprimarilyfocusonchildren´sparents/guardiansbecausechildrentheiragemaynotrealizethedangertheyarevulnerableto.

Othergroups:Wewillmarketourapptoothergroupsnotmentionedaboveafterwehavedoneenoughkids, students and young adults, since they are ourmain target group.We will do this using social medias, TV channels, stores and billboards, printmedia,radioandwebsitestopublishadvertisementsandinformationaboutOneClick Safety. We will also do direct marketing, including talking to people inschools,work,conferences,etc.

Bestsuitedgroupsforapp• Kids(under12yearsold)

Childrenthisageoftentakethebushomeordoafterschoolactivitiestilllate.Theycanbekidnapped,threatenedorharassed.

• Students(12-17)Studentsoftendoafterschoolactivitiesorgo topartiesuntil late in theevening. They are young and intelligent, but could be vulnerable tokidnap.

• Youngadults(18-35)Young adults go out a lot, therefore they have high chance of beingthreatenedorharassed

• EducationalinstitutionsEducational institutionswoulddownload the appas a solution for theirstudents

• CelebritiesCelebritiesareoften followedaroundby fansandpaparazzi’s.OneClickSafety could be useful to alert their managers or bodyguards of theirlocationoridentifyingstalkers.

• Shypeople

Shypeopleareusuallynotverymentallystrong,and thereforecouldbethreatenedanddon’tknowwhattodoifthishappens.

Phasedapproach:Weplantodothemarketinginaphasedapproachgiventhebusinessapproachtomoveinphasesbasedonfundingandobjectives.Themarketingphaseswillbeasfollows:Phase1:Concentrateonadvertisingmostlyonstudents.Phase2:TargetkidsandyoungadultsPhase3:Focuseffortonyoungadults.Phase4:Maketheappbettersuitableforeveryoneandtrytobringittothenextlevelincludingmarketingtoothergroupsnotmentionedyet.

6.Financialplan&projectionsWeplantogetourrevenuefromadsinourappandfromfundsfromtheLuxembourggovernmentandmobileoperators.Wewon'thavemanycostsaswedon'tneedtohireanyoneandthedevelopingoftheappwillnotcostanything.Wewillspendourmoneyontaxesandmarketing.WewouldusetheTechnovationfundsformarketingourapp.1 Downloads Revenue

fromads(€)Revenuefromfunding(€)

NetRevenue

Jun-17 0 20,000 20,000Dec-17 8,000 920 10,000 10,920Jun-18 10,000 1,150 10,000 11,150Dec-18 18,000 2,070 10,000 12,070Jun-19 25,000 2,875 10,000 12,875Dec-19 45,000 5,175 10,000 15,175Jun-20 65,000 7,475 10,000 17,475 Corporate

tax(21%ofincome)

Marketingcosts(€)

Totalcosts(€)

Netincome

Jun-17 0 5,000 5,000 15,000Dec-17 193 5,000 5,193 5,727Jun-18 242 5,000 5,242 5,909Dec-18 435 5,000 5,435 6,635Jun-19 604 5,000 5,604 7,271Dec-19 1,087 5,000 6,087 9,088Jun-20 1,570 5,000 6,570 10,905

1TheoriginalexcelfinecanbefoundintheAppendix

7. Appendix