Embed Size (px)
Citation preview
www.sistersofinvention.com . 859-361-5004 . [email protected]
- Privileged and Confidential -Do not reproduce without prior approval.
In the last 10 years:Over 600 child fatalities as a result of auto-related hyperthermia have been reported in the U.S. alone.
Annually:CDC estimates 9,100 children are treated in emergency rooms because of non-traffic auto injuries.
Introduction
The majority of these incidents are preventable. The Sisters of Invention has thoroughly investigated the problem and propose a solution with the HALO Baby Seat Safety System.
“Baby Left in SUV Dies”, read the headline. Reacting to this disaster, and far too many similar stories across the country, a group of concerned women determined they needed to take action to prevent such incidents from continuing to happen. Thus, the “Sisters of Invention” came into being.
Our mission is to create and develop products, ideas and resources that will protect life and safety. Our first objective is to save infants from needless death in automobiles, and then to use the resources that are developed to protect others.
We believed that an easy-to-use, affordable product, that would work with most existing car seats was the most practical approach. To validate our concept, and to learn the design features that would be important to our target market we conducted our research. Our survey participants included Babies R Us customers, maternity fair attendees and website visitors.
Our market research strongly indicates that new and expectant parents are not only hyper-aware of the issue of babies becoming victims of hyperthermia, but that they are also willing to purchase a product that would help prevent their children from being ever accidentally left in a vehicle.
Survey says:
Impetus
Are you aware that children have died in cars as a result of being left
unattended?99% yes
Would you purchase or register for a car seat alarm system that
would keep babies from being left unattended in cars?
93% yes
The average price that you would be willing to pay for a system with the features you desire?
$216.50
Key Considerations
Based on that research, the HALO Baby Seat Safety System was developed, incorporating the key product features that parents requested. These features are deemed to be not only desirable, but critical to the market success of such safety system.
The majority of children who have died of hyperthermia had loving, attentive parents, who experienced a momentary, yet tragic, lapse in memory. Teachers, scientists and healthcare professionals are among those who have had this happen.
New and expectant parents are very open to a technical solution that might prevent this from happening. They would be especially glad to have a system that protects their child even when they are not the one doing the driving. “Peace of mind” is the number one reason they say they would buy this type of product.
In the future it’s possible that this type of technology could be mandated for car and/or car seat manufacturers; and in fact a petition is currently being circulated by the advocacy organization, KidsAndCars.org, asking that the White House to do just that. However, even if successful it would be years before implementation. Initial success will be based on fulfilling the immediate needs of the consumer market.
1. The HALO Seat Pad
2. The Base Unit
3. The receiver unit
which is placed snugly under the car seat cushion. When the baby is placed in the car seat, his weight automatically activates the system.
“the brains of the system”, which is firmly attached to the side of the car seat.
which can be a key pod, a smart phone or both.
Product Components
How It Works•When the baby is placed in the car seat, the system is automatically activated via the weight sensor.
•Each caregiver who transports the baby receives their own key pod and/or installs the smart phone app which works with the system.
•If a driver exits the vehicle without removing the baby, an alarm will sound on their key pod or phone to remind them to never leave the child unattended.
•If the driver does not hear or respond to the key pod alarm, a louder alarm using a voice synthesizer will sound from the base unit, saying “baby in danger”, to hopefully alert passers-by.
•System can be programmed to dial additional numbers: parent, caregiver or emergency response.
•If the car becomes dangerously hot for the baby, a different alarm will sound on the unit to alert caregivers of potential heat risk. This alarm will sound whether the driver is in or out of the vehicle.
If video does not play automatically, the link is: http://youtu.be/op_gNOt_leY
Market Opportunit ies
The U.S. consumer market for baby products, is one of the most economically resilient segments that exists. The durable baby product market is projected to reach $6.19 bil l ion by 2015. The growth is fueled by many young adults waiting longer to have children, and are therefore being financially stable and very willing to invest in products for their baby’s health and safety. And grandparents account for the most affluent segment of our population, and the baby boomers will continue to swell those ranks in the coming years.
The HALO Baby Seat Safety System is to initially be sold as a car seat after-market product. This is because there are over 24 mill ion car seats already in use in this country, and parents are much more likely to purchase a product that they can install themselves, rather than to replace an already purchased, and often expensive, car seat. The HALO system can also be integrated into car seat fabrication, and eventually automotive design.
Milestones
Proof of concept
Design specs
Working model
2 phases of product improvementsProvisional patent
Trademark
Utility patent
10,000+ hits/month to website
Local, regional and national press coverage
$15,000+ in product-pre-reservationsPartners
Investors
State funding
IP
Capital Raise
R&D
Marketing
Sales Forecasts
Year Market Penetration Units Price Total Sales
One One-fourth of one percent
60,000 $149 $8,940,000
Two One-half of one percent 120,000 $149 $17,880,000
Three Three-fourths of one percent
180,000 $149 $26,820,000
Forecasts based on total US market of 24,000,000 existing car seats.
•Based on retail price of $149 for a single base unit and keypod set. Additional keypods for a single base unit can be ordered, as well as additional base units which would work with a single set of keypods. This will accommodate multiple drivers, as well as caregivers with more than one child in a car seat.
Summary
“In AUGUST, at least six children in the United States died of hyperthermia after being shut up in a car on a warm day. A child's body can heat up as much as five times faster than an adult's.” Lexington Herald-Leader (KY)
“A 20-MONTH-OLD Southwest Philadelphia girl died yesterday when her grandfather apparently forgot about her and left her in his closed car for several hours in 90-plus-degree heat.”Philadelphia Daily News (PA)
“JOZIA DIAZ-Beltran, 16 months, died when her father, whose name has not been released, forgot he had left the child in a sport utility vehicle in Las Vegas.”Las Vegas Sun, NV
“Authorities announced Tuesday that a baby girl found dead in a vehicle in Mount Pleasant was left by her mother when she went to work.”DesMoinesRegister.com
“Responding to a death in 2005 in Lexington, Sally Davisson, an advertising executive, and three others have developed the "Halo Baby Seat Safety System," which they hope to have available in the spring for about $150.
Cincinnati Enquirer (OH)
Every tragic incident involving a child’s death creates a ripple. The media, child advocacy groups, civic leaders and law enforcement agencies all ask for solutions in the aftermath. The families are changed forever.
Summary
“In AUGUST, at least six children in the United States died of hyperthermia after being shut up in a car on a warm day. A child's body can heat up as much as five times faster than an adult's.” Lexington Herald-Leader (KY)
“A 20-MONTH-OLD Southwest Philadelphia girl died yesterday when her grandfather apparently forgot about her and left her in his closed car for several hours in 90-plus-degree heat.”Philadelphia Daily News (PA)
“JOZIA DIAZ-Beltran, 16 months, died when her father, whose name has not been released, forgot he had left the child in a sport utility vehicle in Las Vegas.”Las Vegas Sun, NV
“Authorities announced Tuesday that a baby girl found dead in a vehicle in Mount Pleasant was left by her mother when she went to work.”DesMoinesRegister.com
“Responding to a death in 2005 in Lexington, Sally Davisson, an advertising executive, and three others have developed the "Halo Baby Seat Safety System," which they hope to have available in the spring for about $150.
Cincinnati Enquirer (OH)
Tougher laws are proposed, and sometimes passed. But punishing someone who already dealing with immense loss, because of what is almost always a horrible mistake will not lead to resolution. Low tech solutions abound, but are rarely adopted. Since the problem almost always involves a caregiver who is out of their normal routine, using a “routine” as the reminder is often going to fail. Electronic solutions are being actively explored, but so far no one is leading the charge.
Summary
“In AUGUST, at least six children in the United States died of hyperthermia after being shut up in a car on a warm day. A child's body can heat up as much as five times faster than an adult's.” Lexington Herald-Leader (KY)
“A 20-MONTH-OLD Southwest Philadelphia girl died yesterday when her grandfather apparently forgot about her and left her in his closed car for several hours in 90-plus-degree heat.”Philadelphia Daily News (PA)
“JOZIA DIAZ-Beltran, 16 months, died when her father, whose name has not been released, forgot he had left the child in a sport utility vehicle in Las Vegas.”Las Vegas Sun, NV
“Authorities announced Tuesday that a baby girl found dead in a vehicle in Mount Pleasant was left by her mother when she went to work.”DesMoinesRegister.com
“Responding to a death in 2005 in Lexington, Sally Davisson, an advertising executive, and three others have developed the "Halo Baby Seat Safety System," which they hope to have available in the spring for about $150.
Cincinnati Enquirer (OH)
We know for a certainty that people in the target market are looking for a product like the HALO system. And they are finding us at sistersofinvention.com. Our product demonstration matches their vision because we listened to them when we built it. We have created a demand for our version of a baby seat safety system, we have tenaciously guided it’s development and its image. We have customers and supporters domestically and internationally.
We are now in search of an organization who possesses the technical expertise, the resources and the drive to make the HALO product available to our customers via a sales or licensing agreement with Sisters of Invention. We are interested in talking with you if:
Now
- Your organization has a team of engineers to fine-tune the entire design, identify the best 2-way RF communication for a critical safety product and to oversee all needed testing and product certifications for the U.S. and perhaps international markets.
- Your organization can oversee an initially small yet high quality manufacturing operation and grow it as needed to meet demand and lower costs, without sacrificing product quality or required product features.
-Your organization has experience with sourcing and distribution for the consumer electronics market.
- Your organization can define success in not just financial terms, but in lives saved.
THANK YOU so much! I will be following up on all of this. I hope your product is a huge success.Lorie Johnson, Medical Reporter, CBN News
I have forwarded our email string to a close personal friend who is a Member of Congress asking for any input on federal legislation to require alert devices on all automobile child restraints. Thank you so much. Giles Ward, State Senator, Mississippi
I just placed my order!! Thank you for inventing this product to save my niece and others!!!Rosie Arguello, a concerned aunt!
We have been sending lots of reporters your way. I'm very pleased to see that people are at least open to new technologies rather than continuing to blame parents.Janette Fennell, Director, KidsandCars.org
