FINAL BUSINESS PLAN

Presented by: MARIEL LANZA, TIFFANY FRANCE,

HAILEY BERGER, ALLEE NORMAN
 TABLE OF CONTENTS

1. Letter of Transmittal2
2. Executive Summary.3
3. Description of Problem....4
4. Description of Product.6
5. Competitive Analysis...8
6. Value Proposition.8
7. Target Market and Size9
8. Estimated Challenges..10
9. Estimated Time to Commercialization10
10. Estimate of Future Funding.11
11. Conclusion...12
12. Works Cited (APA).13

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LETTER OF TRANSMITTAL

April 6, 2017

We are pleased to present professor Patricia Remmell our business proposal for
the Sense-a-Tyke child safety device.

Dear Mrs. Remmell,

After completing thorough research throughout the duration of the semester, it

is our pleasure to present the final business plan for the Sense-a-Tyke child safety
device. This business proposal is a comprehensive record of our findings and
proposals in regard to the development of this innovative device.

Through this plan you will be able to gain an understanding of the role our
business will play in working to significantly lessen the number fatalities that
occur as a result of children being left in cars during unfavorable weather
conditions.

We have found that the creation of this device will be a beneficial financial
endeavor as well as a great help in preventing senseless deaths. The increasing
number of these child fatalities demonstrates the need for a device such as
Sense-a-Tyke.

We would like to express our gratitude to you for your time and consideration as
you review our business proposal. If you should come across any questions,
comments or concerns it would be our pleasure to speak with you further. For
more information, please feel free to reach out to us via email at
senseatyke@gmail.com.

Sincerely,

The Sense-a-Tyke team

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EXECUTIVE SUMMARY
The issue of children dying as a result of being left in hot cars has
become increasingly prominent over the last decade. Whether a
parent or caregiver simply forgets that their child is in the car, or
makes a conscious decision to leave the child because they think
theyll be alright for a short period (or that it isnt too hot to leave
them in the car), the result is often unexpected and catastrophic.
Since 1998, there have been an astonishing 702 child fatalities due to
this prevalent issue (Null). However, these occurrences are entirely
avoidable with the right technology. In an effort to combat this
problem, Sense-A-Tyke aims to avoid these unnecessary deaths (or
at least significantly reduce their frequency) through a state-of-the-
art, technologically advanced alert system.

Essentially, this device will ensure that a child is not left in a car during
unfavorable weather conditions for an unsafe period of time. If a car
with an installed Sense-A-Tyke device is turned off, then it will sense
the weight of a child on the seat. The device will be connected to
the parent or caregivers smartphone, so that if this occurs, a
message will be sent to alert them. If the child is still not removed
from the seat (or the car turned on) within a reasonable amount of
time, the authorities will be notified and will be provided with the
location of the child through a GPS. Sense-A-Tyke can be added
to any car at any time following its initial purchase.

As far as a market analysis, we have examined the existence of

similar devices as well as our potential target audience (parents and
caregivers). There are several devices which aim to solve the same
issue that are either currently on the market or are in the process of
doing so. However, Sense-A-Tyke will differ in that it has the added
bonus of a GPS system that will alert authorities if the child is not
removed within a certain period of time.

This industry has grown over the years, as the problem becomes
more prominent and people become more aware. The most

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significant reason for this growth is simply the number of senseless
deaths and injuries that occur from children being left behind in cars
during unfavorable weather conditions. Given this, Sense-A-Tyke will
fill a growing and find success as a system parents and caregivers
will invest in, in order to ensure the safety of their children.

(San Francisco State University)

DESCRIPTION OF PROBLEM
With everyday distractions, ensuring the safety of your child can
become difficult. This complication may lead to the easily
preventable fatalities numerous children. Cars become easily
overheated, and when children, as fragile as they are, are left in a
car for a long period of time, the consequences can be
devastating. Our goal is to significantly lessen these occurrences.

Our targeted solution to the problem listed above is clear: to create

an innovative sensor that will notify the driver of a car if it senses the
weight of a child in the backseat during unfavorable weather
conditions. Once the person driving is notified, they will be able to
turn the sensor off momentarily if they are leaving their child in the
car for a short period of time with the proper conditions necessary to
keep said child safe (air-conditioning system running, proper access
to resources such as food or water, etc.). If the driver of the car does
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not respond to the sensor, authorities will be notified with the GPS
location of the car to ensure the safety of the child.

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DESCRIPTION OF THE PRODUCT
As stated in the Executive Summary, the Sense-A-Tyke device will
have the ability to sense the weight of a child in the seat of a car. If
the guardian does not remove the child from the seat of the car, our
device will notify the guardian via their cellphone. If the child is still
not removed from the seat of the car following the notification,
nearby authorities will automatically be notified of the childs
location via the GPS system within the Sense-A-Tyke device. The
authorities will then be able to find and safely remove the child prior
to any injury or fatality.

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4/18/2017 7

COMPETITIVE ANALYSIS

There are other similar products on the market, yet they lack certain
qualities that Sense-A-Tyke entails. For example, the iRemind Car
Seat Alarm uses a sensor pad placed on the child's car seat.
Caregivers install a smartphone app that alerts them if they move 15
feet from the car and the sensor still feels the child's weight. The
sensor costs $100 on Amazon.com (Durbin). However, Sense-A-Tyke
will differ in that it has the added bonus of a GPS system that will alert
authorities if the child is not removed within a certain period of time.

VALUE PROPOSITION
There is great value associated with a device that has the potential
to prevent senseless deaths. Sense-A-Tyke aims to solve the
problem of parents and caregivers leaving children in cars during
unfavorable weather conditions. No quantifiable value can be
placed on a childs life, and this device will significantly lessen the
number of times that these fatalities occur. Oftentimes parents and
caregivers will either forget their child in the car, or will intentionally
leave the child for just a few minutes, thinking that he or she will be
ok for a short period. Sense-A-Tyke will solve this issue by alerting
the parent or caregiver that the child is still in the car. Authorities will
be notified if the child is not removed.

To jumpstart this product, we anticipate needing roughly $50,000 to

begin the manufacturing and shipment processes. It would cost
approximately $75 for one single Sense-a-Tyke device, and the
suggested retail price will be $150-$200. Additionally, the cost of full-
force advertising through multiple media vehicles for this device
would cost somewhere between $50,000- $200,000 within the first
year. However, we will spend only about $75,00 as a result of budget
limitations. We estimate an incoming revenue of $1 million, with
growing projections within the following years. Regardless of any
numbers and figures surrounding this device, no price can be

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placed upon the life of a child.

In regard to quantifiable benefits, the goal of this device is to at

minimum lessen the amount of times these deaths occur (and
eventually to eliminate them altogether). In 2016, a total of 39
children within the U.S. died as a result of being left in a hot car (Null).
We project that this device will lessen that number by at least 10
deaths per year.

Our product differs from the competition in a number of ways. One

of the most significant unique qualities of Sense-a-Tyke is its
secondary third-party notification system. Although there are other
similar devices on the market, they lack this quality. Other devices
simply notify the parent when the child has been left in the car,
whereas Sense-a-Tyke encompasses a GPS system that will notify
authorities of where the child is (if the parent or caregiver does not
remove the child from the car within a reasonable period of time).
This device is also unique in that it will sense if the car temperature is
too cold, whereas many only sense heat. Given these qualities,
Sense-a-Tyke is a much more valuable investment to fund when
compared to other similar products.

TARGET MARKET AND SIZE

Our primary audience is our investors; to get this product up and

running as an independent business, we are going to need support
financially, which would come from those interested and willing to
contribute to our product.

Our initial audience are parents and caregivers-anyone with a child

able to afford a vehicle in the Tampa Bay Area. Once our product is
funded and jump-started, we will be able to potentially reach out to
a broader audience.

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The size of this market is relatively broad. Given that this system could
be of interest to almost any parent or caregiver, there are few
specifications other than economic status that would limit the
market. However, we will focus on marketing within the U.S., and
within the Tampa area specifically for the time being.

ESTIMATED CHALLENGES

With the right technology and budget, this plan is certainly

achievable. If we are able to move forward, we will seek investors
who will listen to our proposal in the hopes of finding somebody who
will support our concept and provide funding. If research supports
moving forward, we will also pursue resources to begin the
production of the product. Once production begins, we will be able
to bring it to the public and begin selling it to car manufacturers.
Without proper funding, this product will not have the potential of
being produced and sold. With funding our product comes funding
the initial resources necessary to create the first prototype, the
building our manufacturing will occur in, and some minimal
advertising at first depending on the budget. We have the idea, but
we need assistance in bringing our idea to life.

ESIMATED TIME TO COMMERCIALIZATION

After proper funding is obtained, the estimated time that Sense-A-
Tyke will take to be put on the market will range from six to nine
months. The maximum time we would like to wait to put our product
out to the public is around one year. Once we gain access to the
proper financial resources, we will need to purchase the materials
required to manufacture Sense-A-Tyke in bulk, along with the proper
facilities and machinery necessary for production. Additionally, we
will need time to work on the branding process for our product. It will
be necessary to work on the copyrighting and patenting our device,
which can take an unpredictable amount of time.
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ESTIMATE OF FUTURE FUNDING
Depending on the radio station we select and the time of day the
ad is aired, we anticipate spending from $20-$80 for a 60-second
advertisement. The more prime time of the day, the more
expensive the ad is (sometimes reaching $500). However, the better
the timing, the more likely the ad will draw in more of an audience
(Radio).

As far as television, our goal is to advertise during prime time in order

to reach the largest audience. According to Ad Age, the average
cost for 30 seconds of commercial time in prime time broadcast TV
is $112,000 (Ad Age).
We are also looking into out-of-home/ billboard advertising.
According to Clear Channel (who specializes in this kind of
advertising) a rough figure for the cost of a 4-week campaign would
be about $38,500 (National).

Once we begin selling Sense-A-Tyke, we will hopefully be making a

decent profit if all goes according to plan. With this profit, along with
some more funding, we are aiming to need to spend around
$200,000 on all of the costs listed above once our product is jump
started and open to the public.

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CONCLUSION
Numerous children die each year due to being left in an overheated
car, and this problem is easily preventable with our solution. Our car
sensor will be able to notify drivers if they left something/someone in
the back of their car, and with this helpful reminder, lives could be
saved. To jump-start the production of our product, we need
investment. Once we gain investment, we will be able to start
mapping out production plans almost immediately, and the faster
we can get this project going, the faster we can begin to save
innocent lives.
Any suggestions on how we can improve our plan, or any questions
you may have can be emailed to us directly. Once we gain your
approval, research in product production will begin. Thank you for
your time, and we hope to jump-start this product to potentially start
saving lives.

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WORKS CITED (APA)
Capelouto, S. (2016, September 16) Hot Car Deaths of Children Prompt Car
Alert Legislation. Retrieved from http://www.cnn.com/2016/09/16/us/hot-
car-deaths/

Daher, N. Defrank, P. (2014, July 12) Death in Hot Cars: Facts, Figures, and
Prevention. Retrieved from http://www.nbcnews.com/storyline/hot-cars-
and-kids/death-hot-cars-facts-figures-prevention- n153776

Dono, L. (2014, July 2) Child Deaths in Hot Cars: 10 Key Facts, Retrieved from
http://www.usatoday.com/story/news/nation-now/2014/07/02/child-
deaths-hot-cars-facts/12055727/

Durbin, D. (2016, August 24). Sensors, other devices can help prevent hot car
deaths. Retrieved April 10, 2017, from
http://bigstory.ap.org/article/dd3df6c12b8e4cbf8781dbee8a684050/sens
ors-other-devices-can-help-prevent-hot-car-deaths

Fact Sheet - Heatstroke Deaths of Children in Vehicles. (n.d.). Retrieved March

28, 2017, from http://noheatstroke.org/

Geoghegan, T. (2014, July 22), Hot Car Deaths: The Children Left Behind.
Retrieved from http://www.bbc.com/news/magazine-28214266

Kids and Cars: Heat Stroke. Retrieved from http://www.kidsandcars.org/how-

kids-get-hurt/heat-stroke/

Mann, D. (2016)Dangers of Leaving Kids in Hot Cars, Retrieved from

http://www.webmd.com/parenting/features/hot-cars-and-child-death-
prevention#1

National Advertising Rates. (n.d.). Retrieved March 28, 2017, from

http://clearchanneloutdoor.com/how-to-buy/rates/
Null, J. (2016, April 15). Heatstroke Deaths of Children in Vehicles.
Retrieved April 18, 2017, from http://noheatstroke.org/

Radio Advertising Tips . (2010, March 01). Retrieved March 28, 2017, from
http://www.radioadvertisingtips.com/radio-advertising-pricing-costs/

Scheller, A. (2014, August 15) The Troubling Facts Behind Children Dying in Hot
Cars, Retrieved from

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 http://www.huffingtonpost.com/2014/08/14/children-heat-deaths-
cars_n_5674641.html

Visser, S. (2016, June 9) Child Deaths in Hot Cars Nearly Triple. Retrieved from
http://www.cnn.com/2016/06/09/us/hot-car-deaths-trnd/

What It Costs: Ad Prices From TV's Biggest Buys to the Smallest Screens. (2015,
April 06). Retrieved March 28, 2017, from
http://adage.com/article/news/costs-ad-prices-tv-mobile-
billboards/297928/

Willingham, A. (2016, August 8) Everything You Need to Know about Hot Car
Deaths. Retrieved from http://www.cnn.com/2016/08/05/health/hot-car-
deaths-charts-trnd/

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