Final team slums proposal 20110115

Leveraging smartphone users around the world to create sustainability

in third world countries through smartphone gaming.

G-Start Up 2012

Proposal

April 11, 2012

CHHAYA SIVAKUMAR – JONGSOO MOON – ALBERT

Design Your World

Table of ContentsTABLE OF CONTENTS

Executive Summary 3

Background 4

Concept 7

Case Study: Angry Birds 10

Approach 11

Project Organization and Team 13

Proprietary and Confidential

2

EXECUTIVE SUMMARY


REACHING WORLDWIDE NETWORK

IMPROVING WASTE MANAGEMENT

CREATING REAL COMMUNITY VALUE

Significant opportunity PARTICIPATE in development in 3rd World Countries through

smartphone gaming.SMARTPHONE MARKET

3

BACKGROUND – WHY WE CHOOSE THE SMART PHONE GAMING PLATFORM

PLATFORM


SMARTPHONE MARKET

Smartphone OS Market Share(2011)

0 500 1000

2015

2011

2010

Smartphone Deliveries Worldwide (in millions)

Source: IDC Worldwide Quarterly Mobile Phone Tracker, June

Mobile Application Downloads(2009)

Source: Gartner

• GAMING accounts for 62 % of Smartphone Use

and Download

• 1 of 4 mobile devices is a Smartphone; Approx

1.08 Billion World wide.

• Smartphone sales and delivery will continue to

grow dramatically

• Android and Apple users make up 62 % of the

total Smartphone Market.

4

BACKGROUND – CLEANING UP IS A HOT ISSUE!


INDIA – THAILAND – PHILIPPINES

Mumbai, India

Bangkok, ThailandManila, Philippines

• 20 % of slum dwellers make up the total population of Bangkok.

• Only 37 % of Solid waste is disposed properly.

• Only 97 out of 480 disposal facility are properly equipped.

Lack of public cooperation and budget is leading cause to insufficient waste management

• Slum dwellers make 54% of the population of Mumbai – 7 million

• Slum dwellers is expected to triple in 25 years

• 36 slum pockets of 1,954 have organized collection systems in place

• Appx. 6 Million of the 12 million population in Manila are slum dwellers

• Manila produces 7,000 metric tons/waste of which 85 % is collected –

Slums most affected by uncollected waste

• 36 slum pockets of 1,954 have organized collection systems in place

5

CONCEPT – Opportunity


SMARTPHONE OPPORTUNITY

Through smartphones we connect the social world to have direct contribution in 3rd world.

• RECHANNELING POWER– DYW

connects player’s time and resources

towards a noble cause

• GETTING IT DONE– DYW offers top

scorers hands – on experience for players

to clean up in real time

• MAKES LEARNING FUN- DYW makes

real environmental issues and dilemmas

into fun gaming challenges

6

CONCEPT – Product Vehicle


DYW

Map Location

• Bangkok City, Thailand

• Mumbai, India

• Manila, Philippines

Waste Type

• Recyclable

• Toxic

• Reusable

60 KG; 10 secImpact:

Real time Impact

• Indicates how much waste (portion)

you collected out of total daily waste

of the country.

Ex: 60kg → 0.00015% (Thailand)

Impact:

Play Demo - Click

PAPER PLASTIC FOOD

CONCEPTUAL GAME PRODUCT

D.Y.W– Virtual city simulation directly links to cleaning up in 3rd world

7

CONCEPT- Market Analysis Opportunity


MARKETING/COMMUNICATION FINANCING

Facebook

Over 800 million Active users

Itunes / Droid

100 million subscribed Users

Twitter

Apprx. 75 million users

Game Advertising

Mass commercial potential

Users

App purchase; Advance levels

Company Advertising

Direct advertising on App

Partnership / Sponsorship

Association w/ DYW cause

Philanthropic organizations

Promoting DYB cause

8

SLUMS seeks diverse customer opportunities matched with equally unique multiple finance

streams

9

Socially responsible advertisement

The huge smartphone gaming app market

Raising awareness of environment

Top scoring gamers win free tickets to cities to participate in actual clean ups

DYB SPONSORS REAL CHANGE

10

PRODUCT & SERVICES

Greenies World

Through smartphones we connect the social world to the real world in making a direct difference.

Map Location

• Thailand

• Other developing countries

Real time Impact

• Indicates how much waste (portion) you collected

out of total daily waste of the country.

Ex: 60kg → 0.00015% (Thailand)

• displays the donation amount each individual game

player has contributed (to date) through purchased

items

Locker: News:

Social Reader Webpage by Facebook

• Automatically update personal Facebook page with

linking friends when click and read the news link

<5>Proprietary and Confidential

11

PRODUCT & SERVICES

Greenies World


Player Info: Shop:

Key:

• Current Status

• Player Info

• Eco Gauge

• # of Coin possessed

• Interacting with their socially networked friends

• Able to access others’ worlds and share

resources, tools and knowledge.

Shopping Items :

• Selection of facilities and buildings to build for the

greenies (using in-game currency)

• Greenies Gems (Emerald, Ruby, Diamond using real

money)

• Outdoor Billboards (for corporate sponsorships)

- In-game currency obtained by only through recycling

activities within the virtual world

- Each gem offers a key feature to help facilitate the

users’ performance within the game


12

PRODUCT & SERVICES

Greenies World


Fun Factor:

General Info/Guidelines:• Social networking-based game that operates on smart gadgets on iOS, Android and web-based platforms

• RPG targeted for all ages

• Requires players to build, manage and maintain the lives of the greenies, from day to day

• Fixed amount of coins will be allocated to all new players

• Able to start building couple of facilities with given seed in-game currency

• Needs to strategically think about how to recycle with waste generated from respective facilities as well as

further strategy and planning for future builds (Game is all about pleasing the greenies and improving their

living environments by building all the necessary facilities and amenities)

• Designed to welcome the player, the greenies’ master, with a huge applause from his or her greenies upon

every log-in

• If the game player does not properly build facilities or clean up the city efficiently, which will be indicated by

eco-gauge with alert functions, unsatisfied greenies will eventually end up rioting, polluting and leaving the

gamer’s virtual world

• Allows to share recycled materials to his or her friends who also play this game. The inter-connectivity allows

friends help each other in various ways helping cooperation and team spirit.

• Push Alarm feature for notice and to encourage frequent game play.


Case Study: Angry Birds


ANGRY BIRDS

PLATFORMS:

• iOS, Maemo, HP webOS, Android, Symbian^3, PSP/PlayStation 3, Mac OS X, Windows, WebGL, Windows Phone 7, Google Plus

LAUNCH DATE: DECEMBER 2009

GAME GENRE: PUZZLE

INITIAL COST: > 100,000 Dollars

AWARDS:2010 Best Casual Game

USERS: 40 Million Active Users

IN THE NEWS

• In 2 years - Rovio (Angry Birds developers) is now valued at 1 Billion USD.

• Rovio valuation is equivalent to airline provider Jetblue

• Angry Birds have been downloaded over 400 Million times.

• Only 97 out of 480 disposal facility are properly equipped.

• Rovio has expanded into merchandise, film and TV show series, parks.

• Next year Rovio is expected to announce its IPO.

• 6 Episodes have been released not including special season additions

SLUMS will use Angry Birds to benchmark and analyze.

13

14

Case Study: Current Sustainability Apps


Sustainability Apps

• Currently apps are not directly linked to involve consumers in sustainability

• Over 20 million smartphone subscribers in S. Korea (population: 49 million)

• Low-cost technology available from India: $35 USD mobile tablets

• Apps reach a diverse, pan-ethnic and pan-generational segment

• Social networking brings social accountability

• Social and environmental awareness

• Achieving results through education and example

Several sustainability apps exist are Not Linked to change

14

15

MARKET ANALYSIS & OPPORTUNITY


SMARTPHONE MARKET

Between 2-6 months, expected churn is 15%-50% and retention rate is 50-80%.

24% of customers continue to use the application after 3 months.

Social Games Summit 2011 indicated that any developer should expect to lose 96% of their user base within 12 months.


<11>

We employed four distinct “feasibility metrics” to measure and assess the technical development, market

access, market size, and market impact to identify opportunities – “low hanging fruit”. Fueled by both primary and

secondary research, these metrics enabled us to determine potential and probability of success linked and

measure with financial metrics.

Approach - Feasibility Analysis

1Metric

2Metric

3Metric

Technical Development

Leading technical mobile smartphone software application expert will provide in-depth

qualitative insight, application design and development, and trouble shooting.

Market Access

Based on insights and data from subject matter experts and secondary sources, we will

examine and assess the potential and feasibility of the Smartphone market to have a social

impact in 3rd World countries.

Market Sizing

We will employed three different methodologies to determine market size estimates.


4Metric

Market Impact

Through combining market access, sizing, and consumer behavior analysis we are able to

determine the success potential of utilizing smartphone user’ to mass social impact in 3rd world

country.

16

Approach – Project planning

REHERSALS

PROTOTYPE TESTING

CONTINUOUS COACHING & MENTORING

Ma

r 1-3

FEB 1

7

JAN

16

No

v 10

PROJECT REFINEMENT

MARKET LANDSCAPING

BUSINESS PLAN DEVELOPMENT

AP

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SIN

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PL

AN

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LIN

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RE

GIS

TR

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Project Deadlines

DEC

20

WR

ITT

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FIN

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FIR

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Phase 2

Waste

Management

Analysis

Phase 1

Country Slum

Analysis

** This process is currently under refinement and adjustment as accordingly to the project requirements

I. Research & Analysis II. Design & Development

Phase 7

Implementation

(To Be

Determined)

III. Implementation

Phase 3

Smartphone

Market

Analysis

Phase 4

Business Model

Development

Phase 5

Design &

Prototype

Development

Phase 6

Implementation

Strategy

PROJECT OVERVIEW

Initial project planning approach with 3 major stages and 7 phases.

D.Y.BFaculty Advisor

Technical Advisor

17

18

EXECUTIVE SUMMARY

PRODUCT / SERVICE

• D.Y.W: mobile life-simulation game application that combines social networking, gaming, and education in one bundle.

• Incorporate gaming with corporate social responsibility.• Educate consumers about global environmental conditions and how

they could make a difference.• Trademark for brand and company name.


MARKET

• In 2010, 300,000+ applications were downloaded 10.9 billion times. Global download rates predict to reach 76.9 billion in 2014 and will worth $35 billion.

• Smartphone and tablet revenues project to grow from $7.3 billion in 2011 to $36.7 billion by 2015.

• 20 million smartphone users in South Korea with a total population of 49million.


19

EXECUTIVE SUMMARY

STARTUP COST

• Estimated $200,000 total cost.• $50,000 development cost and remainder is through compensation,

marketing, and platform hosting/server payments.


PRICE & PROFITABIILITY

• Application is free to download.• Profits will be generated through in-game item purchases and

advertising.• Breakeven point: 8 months of operation.


20

PRICE & PROFITABILITY


Financial Matrix

<19>

The moving parts:

in 5 years NPV

Total income $ 16,592 $ 9,375

CHARITY 25% $ 4,148 $ 2,344

VC stake 25% $ 4,148 $ 2,344

D.Y.B 50% $ 8,296 $ 4,688

IRR 34%

Retention rate 75% DAU/MAU 0.15

Churn rate 25% Conversion 15.00%

Duration 4 months Platform %age 30.00%

Startup Cost -500

Month 1 Month 12

New users 50 50

Returning users 144

Lost users 48

MAUs 50 194

DAUs 8 29

DAU/MAU 0.15 0.15

Conversion rate 15.00% 15.00%

# of purchasers per day 1 4

# of purchasers per

month34 120

All fig in ‘000s


21

Revenue Projection

PRICE & PROFITABILITY


Accumulated Revenue by YE Year 1



$ 1,555

$ 7,626

$ 16,592

Net Revenue in Month 1 & 12:

$50 $ 209Month 1 Month 12

Big Spenders $71 $252

Moderate Spenders $95 $336

Low Spenders $59 $210

Advertising Revenue $14 $56

Gross Revenue $239 $854

Month 1 Month 12

Server Rent $66 $226

Promotion Cost $50 $169

Maintenance $17 $56

Administrative $40 $136

Other $17 $56

Our Revenue Generator

Expected Outflows

All fig in ‘000s

of those who pay

Big Spenders Moderate Spenders Low Spenders

10% 40% 50%

$ 30.00 $ 10.00 $ 5.00


22

Our TEAM- its black &white

Chhaya - Indian27 FEMALEInsane about mobile online smartphone applicationsTech psychologist with 4+ years of building and selling dreams to VCs in the Middle East

Jong Soo Moon - Korean 27 MALEYoungest Korean to enter “Most Downloaded App” in Healthcare – (November 2011, Korea) VC backed CEO of Korea’s most successful Student run Start-Up

Albert - USA22 MALEHTML5 specialist Programs on ANY & EVERY mobile platforms Obsessive FOREX trader

We hope to hire 4 -5 full time designers & developers to speed the process

YONSEI ENTREPRENEURSHIP CENTER – for Office SpaceKOREA INSTITUTE OF START UP & ENTREPRENEURIAL DEVT – for exposure

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Final team slums proposal 20110115

Technology