Kids Tracking App Helps Parents Feel Safe

+7 (383) 255-3-255 www.axxtel.ru info@axxtel.ru
Axxtel Navi Kids
Keep calm
&
let your kids feel free
Vladimir Soloviev
Sales director
sva@axxtel.ru

Statistics
Factor Period’s start Period’s end GAP
Birthrate
(persons)1
886 908 1 355 674 52,85%
Population
employment (%) 2
58,5 64,9 6,4%
Economy
involvement
(persons)3
26 814 000 30 369 000 13,26%
1 – from 2000 till 2012, Russian Federal State Statistics Service, 13.09.2013

Social impacts
Parents want to be sure that their children are safe
Parents have to take their kids up to 10 years old to the school
Parents have to take their kids up to 10 years old to the athletic fields and open
classrooms
Parents have to take their kids up to 14 years old to the athletic fields, open
classrooms and other places, which are situated far from home

GPS/GLONASS
Axxtel Tracker Axxtel Server
Axxtel Monitor
Mobile operator
Position detection Position transfer
GPRS/EDGE/3G/4G
How it works
Axxtel Tracker- personal GPS/GLONASS
tracker for children
Axxtel Monitor – monitoring and management software for
PC and mobile devices (iOS, Android, Windows Phone).

Market
Potential market size:
Index Value
Children in the age from 7 to 14 (urban sector, persons) 2 9 896 000
Assessed market volume(%) 3 15
1 – internal research, focus groups, 30.06.2013
2 – Russian Federal State Statistics Service, 15.01.2014
3 – based on potential customer
POTENTIAL CUSTOMER1
Main market – B2C.
Has one
or more children
Education:
higher education
Age:
25-39 years old
Children’s age:
7-14 years old
Occupation:
professional worker
Salary: from 500$ for
one family member

Competitors
Name Country Description
Beeline Russia Main purpose – cars monitoring. In the future may be used for personal monitoring.
Software for mobile devices is not available.
MTS Russia Main purpose – children monitoring. Software for mobile devices is available. Personal
tracker with SOS functions and alerts about potential menaces is not available.
Megafon Russia Main purpose – not defined. Check position and alerts are available only “on demand”.
Personal trackers are not available. Only customers of this mobile operator can use the
service.
Gde moi Russia Main purpose – cars monitoring. Personal monitoring, trackers and software for mobile
devices are available.
Knopka zhizni Russia Main purpose – aged and disabled people. System works only with special trackers. Call-
center provides all monitoring operations, software for customers is not available.
LocationNow Canada Main purpose – cars and personal monitoring. System works only with special trackers.
Settings of the personal tracker are very difficult, it is not mass market product.
Lok8u USA Main purpose – autists monitoring. Call-center provides all monitoring operations,
software for customers is not available.
Everon Finland Main purpose – aged and disabled people. System works only with special trackers.
Special infrastructure is needed for the service.

Competitive positions
Push-notifications and SMS through mobile devices
(iOS, Android, Windows Phone)
Different risk level for different geographic areas
Intelligence analytic (fall, unexpected motion with high
speed, visit school on holiday etc.)
Communications with class-fellows and their parents in
the case of emergency
Communications with police and social organizations
Call-center for parents

Quick facts about our company
More than 500 IT projects;
More than 100 loyal customers;
$6,5 mln. of annual turnover in 2013;
During 2012 staff headcount grew twice;
24 employees;
14 technicians;
2013, March – project start, test personal trackers and start web-application
development
2013, June – marketing research
2013, September – beta-version of web-application is completed
2013, December – partnership with the Government of Omsk region in the
field of innovation development

Project team
Role Count
Project manager 1
System architect 1
Software developer 7
Software quality assurance 3
Product manager 1
Sales manager 3
Marketing manager 3
Call-center operator 15
Dmitry Titov,
Business Development
Director
Project owners
Sergey Tarabakin,
Chief Executive Officer
Vladimir Soloviev,
Sales Director

Investments
Costs $1 188 917
Marketing $332 224
Outdoor advertising $148 750
PR $24 150
Web-site $28 400
Printing production $12 924
Souvenirs $70 000
Promotion $18 000
Radio advertising $10 000
Corporate identity $20 000
Manufacturing $48 000
Distribution disks, boxes $48 000
Salary $419 091
Salary $419 091
Infrastructure $20 000
Internet domains $2 000
Hosting $18 000
Rent $46 575
Rent $46 575
Assets $197 300
Hardware (servers) $70 000
Software $80 000
Furniture and another $6 800
PCs (new workplaces) $40 500
Tax $125 727
Social taxes $125 727

Investments
Web-application customer release
Mobile application for iOS and Android
GPS-tracker software for iOS and Android
Marketing and promotion
Call-center

Risks
Risk Management plan
Detailed maps are needed Application can use several maps providers
(Yandex, Google, 2GIS)
Children in the age from 12 to 14 doesn't want
to use personal tracker
Development of free GPS-tracker application for
iOS/Android/Windows Mobile
Nice-looking design
Positioning “Tracker is a cool gadget”
GLONASS not supported Contracts with tracker’s manufacturers,
development trackers with requirements
especially for project NaviKids
Bad product specification of trackers
(incomplete data, no accelerator indication, low
battery lifetime etc.)
Contracts with tracker’s manufacturers,
development trackers with requirements
especially for project NaviKids
High price (100-200$) of GPS-tracker Development free GPS-tracker application for
iOS/Android/Windows Mobile
Retail trade system is needed Contracts with existing retailers(Tele2, Svyaznoi,
Euroset)
License is needed (The Federal Service for
Supervision of Communications, Information
Technology, and Mass Media)
Going through the license procedure

Revenue
1 – internal research, focus-groups, 30.06.2013, parents were interested in the service with the price
from 4$ to 11$ per month
Market size: potential
number of users Axxtel
Navi Kids is 1 479 000
persons
Average service
price is 7$1
per month
Annual turnover
124 M$ per year
Additional revenue –
release for B2B
market and
advertising

Roadmap
01.09.2014 31.12.2015
01.10.2014 01.11.2014 01.12.2014 01.01.2015 01.02.2015 01.03.2015 01.04.2015 01.05.2015 01.06.2015 01.07.2015 01.08.2015 01.09.2015 01.10.2015 01.11.2015 01.12.2015
Call-center
Investments: 187018$
01.11.2014 31.12.2015
01.11.2014 01.12.2014 01.01.2015 01.02.2015 01.03.2015 01.04.2015 01.05.2015 01.06.2015 01.07.2015 01.08.2015 01.09.2015 01.10.2015 01.11.2015 01.12.2015
Marketing:
PR
Printing production
Promotion
Radio advertising
Manufacturing:
Distribution disks, boxes
01.06.2014 31.12.201
01.07.2014 01.08.2014 01.09.2014 01.10.2014 01.11.2014 01.12.2014 01.01.2015 01.02.2015 01.03.2015 01.04.2015 01.05.2015 01.06.2015 01.07.2015 01.08.2015 01.09.2015 01.10.2015 01.11.2015 01.12.2015
01.09.2014 30.10.2014
01.10.2014
Axxtel Navi Kids 1.0
Web-application customer release
Mobile application for iOS and Android
GPS-tracker software for iOS and Android
01.09.2014 30.10.2014
01.10.2014
Marketing:
Corporate identity
Web-site
Outdoor advertising
Manufacturing:
Distribution disks, boxes
Investments: 72450$
01.12.2014 01.04.2015
01.01.2015 01.02.2015 01.03.2015
Axxtel Navi Kids 1.2
Social network – connection with class-fellows, friends,
other parents
Connection with police and social organizations
Advertising
01.05.2015 01.09.2
01.06.2015 01.07.2015 01.08.2015
Axxtel Navi Business (For B2B market)
Tasks in mobile device application
Optimizing ways
Checking tasks completion
Reports and analytics
01.11.2014
STARTSALES

Thank you!
+7 (383) 255-3-255 info@axxtel.ru
Nice to see you again!
www.axxtel.ru+7 (383) 255-3-255
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Kids Tracking App Helps Parents Feel Safe

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