1. Going Global for a
School Tracking Solution

2. Google Trends says…
 People search for “school
tracking” solutions more
when it comes to children
safety
 People from US, India, UK,
Canada & Australia search
for school tracking solutions
 Early discussions in US from
2004, followed by UK in
2007, Canada in 2009, India
in 2010, and Australia in
2011.
 People from major cities
search in only India, US and
UK - top ones being New
Delhi & New York.

3. The need in USA – CHASER MARKET
 Every 40 seconds a child
becomes missing or kidnapped
 Only 24 percent of the time is
the child kidnapped by
someone unknown by the
family
 74 percent of murdered
children are killed within the
first three hours after
abduction
 1 in 5 girls and 1 in 20 boys is a victim of child sexual abuse
 44% of parents report that their child’s school bus is at least sometimes more than 10 minutes
late – an important safety issue
 Monitoring school buses via GPS tracking would make for greater overall safety and more timely
bus service
 Nearly nine in ten (88 percent) favor, “Monitoring bus drivers for safe driving practices such as
speeding or erratic driving”
 Many would like to see immediate action
Source: TraqCloud
Source: Fleetmatics Group PLC

4. Market Opportunity
 Approximately 450,000 school buses plying on the road DAILY.
 25 million K-12 children – more than half (55 percent) use the bus services.
 The US spends $17.5bn. at an average cost of $700 per student transported.
 Increase in schools to continue between 5-6% and so is the percentage of pupil using the bus.
Competition
 eTrak, eZoom, PocketFinder, AmberAlert, TraqCloud
• B2C proposition
• Annual expense of 200-300$
 Zonar Systems, Synovia Solutions, Fleetmatics, Edulog
• B2S proposition
• Synovia merged with Everyday-solutions and has a fleet of 60,000 – 70,000 buses
Savings Per Month $84
Investment Per Month (5 Yr Term) -$36
Net Savings Per Bus, Per Month $48
• Pricing is a factor of overall savings

5. The need in Australia – CHALLENGER MARKET
 Overlap of crime & assaults data reported in various provinces vs heat map of search results of
school tracking.
 People have relied on 911 calling until now, but 50% calls to 911 are not able to track the location
of the caller.
 Kidnapping & abduction increasing in Victoria (increase of 22%), Northern Territory, and the
Australian Capital Territory. Blackmail & extortion increased by 17%, as per www.abs.gov.au
 In 2011-12, 17,600 substantiated claims of emotional abuse against children aged 0-17, the most
common form of substantiated abuse claims against children in Australia, followed by neglect
(15,000), physical abuse (9,900) and sexual abuse (5,800).
Source: Recorded Police Crime Victims data

6. Market Opportunity
Competition
 Mostly a consumer push from TicTocTrack, hereO, IntelliTrac, Adiant Solutions
 Price range approx. 150$ - entry price from $99.
 IntelliTrac had a B2S offering when they started.
 Fleetmatics also have operations here.

7. Set the tone in PACESETTER MARKET
 People aware of GPS tracking but not for child safety solutions on that.
 Trinidad and Tobago is one of the wealthiest and most developed nations in the Caribbean
 As per Trinidad and Tobago National Strategic Plan for Child Development 2012-2016, general
recognition that children in Trinidad and Tobago suffer from various forms of abuse, exploitation,
discrimination and neglect.
 Approx. 25% of population are children under 18, average net enrolment in primary education is
94%

8. Emphasize strategy based on the Market
Chaser Markets
• Application
performance
• Integration
with other
systems
• Cost savings
Challenger Market
• Product
Differentiation
• Integration
with other
systems
• Cost savings
Pacesetter Market
• Customer
experience
• Ease of
Onboarding &
usage
• Time to market

9. Overall Market Penetration Strategy
BIG email
database to
build
engagement
Customer
engagement to
enhance
experience
Give free benefits
including demo
installation to
encourage usage
and referral
Referral campaign
to grow viral
Generate & push
content
regularly
Use Google
analytics &
targeted
Adwords to gain
visibility
Engage on social
media (pro)actively

10. Measuring Effectiveness
Net Growth
Value from New
Acquisition
Lifetime Value of
existing customers
Churned Value
 Months to recover Sales Acquisition
cost - breakeven in < 12 months of
sales acquisition cost
 Measuring Lifetime value of
customers with Sales acquisition
cost
 On the website, measure Visits ->
demos -> Purchase
 Customer Happiness Index and no.
of product features used.
 Inquiry to closure time frame
 Channel effectiveness and
productivity.
 Keeping product features relevant as
per customer’s needs.

11. TAKE CHARGE