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Stride Personal safety bangle and App By team Bengal

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StridePersonal safety bangle and App

By team Bengal

Our Business ModelThe Product:A bangle with built in Bluetooth technology personal safety device. Links to free App on smartphone. When pin is pulled from bangle (attached with small chain) in an emergency:

Bluetooth is activated

This activates App on Smartphone

A loud high-pitched noise is emitted from the smartphone

SOS messages are sent with GPS location to pre-determined contacts

Voice recording is activated

Our Business Model

Our USP’s:• Good looking, inconspicuous and fashionable

Whereas there are wearable safety accessories available, they don’t blend as seamlessly into an outfit as our bangle does.

• Remote connectivity to our App• Personalized App setup with customisable features

Our Target Market: Young middle-class women in Delhi

Our Business Model

Our revenue stream:• Budget: £100,00 for 3 years• Our App will be available for free with and

estimate set up cost of between £600-£2,500 (Thomas, 2014)

• Based on research on competitors we estimate our retail price at around £20 (approx 2024 rupee)

• Research suggests the cost of the Bluetooth chip will be $3 per chip (£1.80) (Kaplan, 2007)

Consumer Segmentation and Profiling

Once we have received our primary research data we should have a strong idea of our target market. Based on preliminary research, we envision our target audience to be:

Independent, possibly recent graduates/full-time working middle class

women in Delhi looking to improve their personal safety and increase their confidence and sense of

freedom.

Trends and relevance of this segment:

• Middle class Indians are defined as having a monthly income of between Rs 20,000- Rs 100,000 a month. It is estimated that the size of the middle class segment of the Indian market is in excess of 160 million and by 2015, its numbers are expected to go up to 267 million (Varma, 2013).

• Members of the middle class segment own mobile phones and tend to be avid users of social media (Varma, 2013).

• 10% of women in Delhi are employed so that’s around 2 million women going out to work. This is below the national average of 25.5%. One of the major reasons heard from young women (and their families) as to why they don’t work is because the city is too unsafe to negotiate on their own (Singh, 2013).

• Delhi has a notorious reputation as one of the most unsafe cities in India yet only 16% of women use currently safety apps available (TheTimesofIndia, 2014)

We therefore should position our brand to target this segment.

Branding and positioning

• logo

Branding and Positioning

Value proposition: To give women confidence and safety assurance when out of the home in Delhi.

Emotional and functional attributes:• Inconspicuous Bluetooth-enabled bangle that is activated via the

removal of a pin, which activates the smartphone app and emits a high-pitched noise, activates voice recording and GPS and will also contacts the user’s chosen friends/relatives with their location - all through their smartphone.

• As well as being a functional personal safety device, the product also gives women a sense of security and confidence when out of the home around Delhi. It will also give piece of mind to concerned friends/relatives and if need be, collect evidence in the event of a prosecution.

Branding and PositioningPerceptual map of us and our competitors

Branding and PositioningBrand

Promise

Brand Positioning

Brand Performance

Our brand promise is to help ensure safety amongst our users and provide the necessary services to contact loved ones, collect evidence and also help them feel confident and assured outside of the home, in an easily accessible and discreet manner.

Using the start-up capital we hope to exceed the expectations of consumers and create a high-quality product/service that is quick and easy to use in an emergency situation.

By meeting consumer’s expectations and delivering our promise consistently, we hope to become the leading brand for wearable personal safety technology.

ReferencesAmritapuri.org. 2014. Safety for women, Security for mentally challenged; a device by Amrita - Amma, Mata Amritanandamayi Devi. [online] Available at: http://www.amritapuri.org/16788/apps.aum [Accessed 10 Mar 2014]

bSafe. 2014. bSafe - Personal Safety App. [online] Available at: http://getbsafe.com/ [Accessed:10 Mar 2014].

Carter, T. 2014. How Much Does it Cost to Develop an App?. [Online] Available at: http://www.bluecloudsolutions.com/blog/cost-develop-app/ [Accessed 10 Mar 2014]

KVN, Rohit 2014. iBall Announces Women Safety Smartphone Andi Uddaan in India; Features Dedicated SOS Button. [online] Available at: http://www.ibtimes.co.in/articles/530955/20131218/iball-andi-uddaan-women-safety-smartphone-india.htm [Accessed 10 Mar 2014].

PRWeb, 2014. Bluetooth Bracelet Functions as Innovative New Way of Ensuring the Safety of Loved Ones. [online] Available at: http://www.prweb.com/releases/2014/01/prweb11491340.htm [Accessed 10 Mar 2014]

Singh, S. 2013. ‘Delhi women too scared of city to step out and work’ Hindustan Times June 17th [Online] Available at: http://www.hindustantimes.com/comment/shivanisingh/delhi-women-too-scared-of-city-to-step-out-and-work/article1-1077454.aspx [Accessed 10 Mar 2014]

The Times of India, 2014. Delhi most unsafe for women travellers: Survey. March 6th [Online] Available at: http://timesofindia.indiatimes.com/city/delhi/Delhi-most-unsafe-for-women-travellers-Survey/articleshow/31533806.cms [Accessed 10 Mar 2014]

Varma, P.K. 2013. ‘India’s middle class awakes’ The Times of India. November 23rd [Online] Available at: http://timesofindia.indiatimes.com/home/opinion/edit-page/Indias-middle-class-awakes/articleshow/26221440.cms [Accessed 10 Mar 2014]