URBAN ADVENTURE OUTFITTERS PVT. LTD.

CURRENT OPERATING BRAND –

URBAN CLIMBERS

Vision of the project - To Infuse adventure in Urban Indian

Lifestyle

Mission – To set up climbing and bouldering gyms across India

, seeding the sport of climbing and creating value out of it

• Company name and Brand name• b. Vision and Mission of your company• c. Snapshot of India Sporting business• d. Overview of Wall climbing as a sport in India, market current and future

potential.• e. Why rock climbing?• f. Company background• g. Current Scenario of business• h. Business Model ( Revenue streams clarity from this chart)• i. Profile of Promoters• j. Proposed Organisation chart• k. Current installations / operating locations, Installations under progress /

finalised operating locations, prospects under consideration of installations and operating. ( Please show this under heads of city, location, Type, expected revenue).

• l. Business milestones for 6 months, 1 year 18 months.• m. Marketing and Business Development plans.• n. Financial summary.

ESTABLISHING THE OPPORTUNITY-

CURRENT SPORTING SCENE IN INDIA

If I try to add adventure to the Urban Lifestyle

will people buy it ?

Sports Business in India

Cricket moves over as India Inc. sees potential in other sports (Ref: Economic

Times , March 9,2012)

• 2012 is seeing – first edition of a world series of hockey (over 200 players, prize

purse of $2 million, annual event with a franchise based model, sponsors roped in –

Vodafone, Bridgestone)

• Football IPL

• Domestic Motor Sports leagues

• Mixed martial art fighting league – Super Fight league (SFL)- Backed by Raj Kundra

& Sanjay Dutt , roped in Venky’s chicken & Mumbai based Dheeraj realty

• Louis Philip Golf league

The game changing year – sports Sponsorship 2012 (Economic Times – Feb 18,

2012 )

• Size of Indian Sports Market – pegged at $800 Million

• 14% annual growth

• $400 million sports market in india – constitutes only 1% of global sports spend

• Movement expected to 5% of this market

• India figures in 3 of the top 50 sponsorship deals by value in 2011

Vodafone Cycling Marathon

Turnout – 5000 cyclists

RFL – 2012 – Rs. 1.5 Cr

2013 – Rs. 2 Cr

2014 – rs. 2.75 Cr

Running & Loving infotainment – a marketing company focussed on running

Runners high – a runners group – off shoot of larger properties

TCS shells out Rs 4 to 6 Cr’s for the TCS Word 10 K

Ref : Livemint.com- Feb 23,2014 – Why running is good business

Sporty start Ups – Economic Times-June 2014

Sports wave – uses sports infrastructure in schools & colleges

during off hours – Revenue – Rs 90 lacs – 2013 -14

Edusports – Founded in 2009 – provides sports curriculum to

schools. Rev. 2013 – 14 – Rs 13 Cr’s

Stepathlon – create fitness programs for corporates – Rs. 18 Cr.

• Shekhar to work on this slide –

• 1. Size of business – T 20

• 2. Sport start ups – edusports

• 3. New leagues – karate / kabbadi

• Rise of marathon – RFL- size of business

• Rise of cycling

To be deleted – done in earlier slide

Current view of sport climbing on India

Approx 200 walls / capacities

1. Most Govt. funded / owned by defense – part of high

altitude warfare training

2. IMF – key body on mountaineering has set up a sport

climbing committee – tourney has started

Year 2014 – saw a spurt – 3 new entrants in 1 year

FOG – An adventure equipment store with a climbing wall

Red Point café – Set up in Hyderabad

Equilibrium – A bouldering station on residency road

THE URBAN

LIFESTYLE

Digitized

Regimental

Boxed family

Moments

Apartment

Living

Fast paced

Competitive

Stress

“The Real

got missed

out “

Yoga Runn

ingSpa

medit

ation

The Real

does not

change

WE

CHANGED

Visible evidence of a

growing market for coming

of age / new activities

centered on health/ new

ness/ adventure

& Business creation around

it

Evaluating the Opportunity : A

Consumer Perspective

Why Sport Climbing? 1. A tool to effectively address the barriers of adventure as a category –

• Can be established as a safe way to practice adventure

• Can make adventure accessible

• Can beat the lifestyle barrier of “Time nahin hai”

2. The sport will play on the triggers of the category

• Flaunt value / cool quotient

• Great exercise for all – esp. children

• Newness can be showcased

3. The current space is untouched – individual players are operating in

small single units. Unseeded / unexplored category

4. The current team has established routes to entry by bringing down the

cost of entry into the sport.

With above in mind – value creation can happen through suggested

business models later in the presentation

Sport Climbing : Defy Gravity

The thrill of Mountaineering –made accessible at your doorstep

What do you need to get started ?

Fixed Structure Climbing surface Equipment Trainer

What did we do different?Cut the cost of wall set up by 50% (One of the biggest entry barrier of

the sport)

• Used the load bearing pillars of an existing building.

• Structurally wetted it.

• Tried the “Apartment route” – breaking the consumers barrier (

lack of time, what is this activity, is it safe?) – making it

accessible at your doorstep

• Put otherwise dead space for a building to good use – turning it into a

revenue generator.

• Put money into R&D of the climbing surface.

And …voila…..

We defied gravity Current state of the business

Places set up –

1. Springfield's apartments

2. Sobha lakeview club

House

3. Aurinko school

4. Sobha Classic

apartments

5. Mobile bouldering wall

6. Indus school of

leadership

7. Enliven sports

8. Value mall ( in progress)

9. Oakridge ( outsourced

set up)

Clients

1. Residents of Springfield's

apartments

2. Residents of sobha

community

3. Oakridge School

4. Aurinko school

5. Army public school,

PRTC

6. Indus International

School

7. Prestige Tech park

8. Sobha group

9. Decathlon

Pipeline – Govt. of Mizoram,

Oakridge Hyd, Jindal

university

Showcasing Activities

Summer camps

Classes in progress

Group Climbing

Competitions

Customer testimonials

Birthday parties

Showcasing a set up

Sponsorship

Build &

Operate Operate Walls

Demand

Creation Tool

Focus on

RWA’s

Hi streets

Malls

- Walls / wall

cafes

Buyers:

• Builders

• Malls

•Educational

Institutes

• Pvt. homes

• Train

•Create

SOP’s

• create a

tourney

•Get in

sponsorship

s Scale Up

SCALABILITY - The Franchise Route

For a Franchise fee – UC will build a Bouldering wall , provide equipment ,

train the trainer ,Central marketing and standard operating practices

Emerging Business Models

IP

•Training

•Risk

manageme

nt

•Tourney

Seed the sport Accessible Network of Gyms World class training

Sell &

Operate/Sell

Only

Products:

• large Walls

•Small

Bouldering

walls

•Aqua walls

Build Walls

1. Own walls 2. Investor

Model

3. Franchisee

Model

Models by

Investment

Models by

place of

business

1. Apartment

complexes

2. Malls/

Amusement

Parks

3. Sports

Clubs

4. Schools 4. Colleges 5.Corporate

Houses

Models by

Application

1. Climbing

walls

1. Climbing

cafes

Operate Walls

Emerging Revenue Streams

1 One time pay & Climb

2. Subscriptions

3. Courses

4. Group Climbing :

Birthday parties

Corporates – Employee engagement (COCP+COIP)

Corporate Training – Leadership / self reliance/ life skills

Training in colleges

The LARGER picture :

- Competitions / Leagues

- Branding the walls

- Creating climbing properties

Urban Climbers – Funnel to Urban

Outdoors The Urban Outdoors

Urban

Climbers

Urban

Trekkers

Family

weekend

outings

Kids

Camps

Urban

Campers

Corporate

Camps

A Market Place for Adventure Provider. Tie ups with existing providers and their products

Pillar Brand

USP / UC

Broad basing the offering.

Pillar brand.

Cash spinner. UO goes

International.

A Product /merchandise Range that Straddles Across.

Phasing of Business

•Bangalore as a complete

“city” prototype.

•10 walls / 10 cafes / 10

schools

•Consolidate ops.

•Begin selling cycle to

builders.

•Prepare for franchise ops.

• Explode schools

•Extend to A cities outside BLR

•Use Climbers Café as a

penetration tool

•Begin selling cycle to builders

•Franchisee operations to be

launched .

Natural Adjacencies :

outdoor climbing /

weekend activity based

outings

Merchandise / Kids

Camps

• “Sold” walls are

commissioned.

•Launch / consolidate all key

towns.

•Extend footprint into

upcoming B towns.

Listing of service providers

Year 1Launch

UC

Year 3500 walls

Year 2

100 walls

Year 4 onwards – a Climbing league / merger or take over by

a sports / adventure company

TEAM URBAN CLIMBERS- core

team Astha Chaturvedi : Founder

A software architect at work and A Marketing professional with 13+ years of experience ( Strategy + Operations) with some of the

best brands in the country – Hutch & Britannia. Strong start up person – Indus league, Hutch, MINO Wireless , her identity is better

established as the adventure buff who has adventure and sports running through her veins. Daughter of a paratrooper , played

state level in Kayaking in 1992 Pune National Games. Explored the Himalayas – trekking & ice climbing , red rocks in central Utah,

explored Yellow Stone with a 2 year old in tow. A hobby climber who discovered climbing in Bangalore in 1998 as something cool

to do if you are not pubbing – the brand seed of Urban Climbers was sowed in an REI store in Central Utah which houses an

internal climbing wall . In 2009 saw the sprout of the Idea and today she is ready to get all of India to get up and climb.

Chandrasekhar Mani : Founder & Chief Strategist an explorer at heart, Chandrasekhar has spent every holiday in a tent,

somewhere in the wilderness, toting a camera bag and some basic essentials. He explored the Himalayas for many years, folding

up his sleeves to work as a porter, guide , helper with the groups he travelled with. A keen environmentalist and nature lover, he is

at home in most difficult trails and terrains. It was during his stay in the US, he came in contact with Sport climbing and was

immediately drawn to the sport and realized the potential it can have in India. He founded Urban Climbers and has since been a

rock in the journey

Sriram Yarlagadda : Mentor , Chief Advisor & Angel Investor

A qualified chartered accountant with over 25 years or work ex with core skills in finance, general management, strategy, business

development, investments, managing startups and mergers & acquisitions. Worked in companies such as HP, Pepsi, Hutch,

Channel Nine Broadcasting, Tata AIG and Essar. He worked for 5 years with Dhabi One Investments as the Africa Asset manager

overseeing all their investment in Africa with specific focus on Telecom. He currently heads finance for Mara Group and is based

out of Dubai.

TEAM URBAN CLIMBERS- core team Chandrasekhar Mani : Founder & Chief Strategist

• An explorer at heart, Chandrasekhar has spent every holiday in a tent, somewhere in the wilderness,

toting a camera bag and some basic essentials. He explored the Himalayas for many years, folding up

his sleeves to work as a porter, guide , helper with the groups he travelled with. A keen environmentalist

and nature lover, he is at home in most difficult trails and terrains. It was during his stay in the US, he

came in contact with Sport climbing and was immediately drawn to the sport and realized the potential

it can have in India. He founded Urban Climbers and has since been a rock in the journey

Astha Chaturvedi : Founder

• A Marketing professional with 13+ years of experience ( Strategy + Operations) with some of

the best brands in the country – Hutch & Britannia.

• Strong start up person – Indus league, Hutch, MINO Wireless

• Identity is better established as the adventure buff who has adventure and sports running

through her veins.

• p\Played state level in Kayaking in 1992 Pune National Games. Explored the Himalayas –

trekking & ice climbing , red rocks in central Utah

• . A hobby climber who discovered climbing in Bangalore in 1998 . Climbed where ever travel

took her

Sriram Yarlagadda : Mentor , Chief Advisor & Angel Investor

A qualified chartered accountant with over 25 years or work ex with core skills in finance, general management, strategy, business

development, investments, managing startups and mergers & acquisitions. Worked in companies such as HP, Pepsi, Hutch,

Channel Nine Broadcasting, Tata AIG and Essar. He worked for 5 years with Dhabi One Investments as the Africa Asset manager

overseeing all their investment in Africa with specific focus on Telecom. He currently heads finance for Mara Group and is based

out of Dubai.

Thank You

(Discussion)