Opportunity Assessment Project - Stanford Open Course on Technology Entreprenurship.

1. Opportunity Analysis Project
Women Safety Network
Opportunity Analysis Project
for the Technology Entrepreneurship Online Course
From Stanford University
Team: Sunil Kishore, Uma Natarajan, Mithun Bhat, Pradeep Chigurupati, Srish Chander

2. Need for the product
- India , the world’s largest democracy is also the 4th
most dangerous country for Women in the world*
- Crime against women increased by 60% since 2001.
* Source: Thomson Reuter’s Trust Law Global Survey, 2012
- 2011 saw an increase of 7.1 % from 2010.

3. The Product : What it does

4. The Product : How it works

5. The Product : How it grows

6. Customer Feedback
• 70% of respondents faced situations where their personal safety was at risk
Strong Need for the Product • 89% knew at least one friend, whose personal safety had been at risk
1
• 92% felt unsafe during late night outings
• Face to Face informal interview : Most Customers expressed willingness to
pay Rs 100 –Rs 200 per ($2 -$4)/ month for mobile service subscription
Pricing - Highly willing to • $60 -$100 for hardware mobile accessory that can immobilize the attacker.
pay for the right level of Email Survey : Structured questionnaire with differentiated products & pricing
service 2
• 8 out of 9 expressed interest in $25-$35 per month, for advanced services
including mobile & web response
• Need to offer a palette of services at multiple price points, to optimize on
sales volume and revenue. Mass market at Rs $4/month for basic service ; and
Implications for business
$25-$35 for additional value added services
model
•Price not the primary driver. Customers want high levels of reliability ;
effectiveness of hardware in immobilizing attacker ; quick response to SOS.
1 : Based on Online survey targeted at women in Urban India. 25 respondents
2: Based on 9 face to face informal interviews and 10 email survey respondents.

7. Market Opportunity Sizing
Primary Segment : Women at risk for personal safety. Demographic Profile : Women in 18-40 age group
(Students/professionals*) , in Urban India with smart phones, who work/travel alone.
Customer Segment Size: 1MM in 2012 ; 4MM in 2015
2012 Urban India : 27MM smart Phone users ; (~5% of Urban India smart phone users are estimated to be women in 18-40 age group)
expected to be 79MM in 2015
79MM
4MM
61MM 3MM
41MM 2MM
27MM 1MM
2012 2013 2014 2015 2012 2013 2014 2015
Source : Nielsen Mobile Insights, Sep 2012 . Growth rate projections based on IDC report
# of WomaNet Customers WomaNet Revenue in USD 6.6MM
(in ‘000) 276
3.6MM
152
1.5MM
61
2013 2014 2015
Product 2013 2014 2015
Adoption Assuming average revenue per user of $24 /year
3% 5% 7%
Rate

8. Next Steps
1 Business Plan / VC Pitch Doc Prep Q4 / 12
2 PE Engagement / Funding Exploration Q4 / 12
3 Alternate Go-To-Market Routes Exploration Q1 / 13
4 Prototype Development Q2 / 13
5 Prototype Testing / Test Marketing Q3 / 13
6 Launch Planning Q3 /13
7 Market Entry – India Q4 / 13
8 Market Entry – USA Q2 / 14

9. Team WomaNET
That concludes our presentation. Thank you!
Team Profile: http://venture-lab.org/venture/teams/18017