Adrian Ortiz

Caroline Personius
Daniel Spencer

Vision

A worry-free, active lifestyle.

Mission

To bring safety and peace of mind

to the active or adventurous
individual and their loved ones.

Team

Merging innovation and

technology with a passion for the
outdoors.

Product

E
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mergency

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Safety at the push of a button for you!

ERB brings peace of mind for outdoor, physical
activities by connecting you to 9-1-1 and loved ones
if you encounter an emergency.

Problem:
Safety in Solitude

There are 19 million people run at least 100 days a year, 23 million
people hike per year, 40 million people that mountain bike per year,
many of whom do these activities alone

While mobile phones have increased connectivity, they are

impractical and hard to access during many athletic activities
Climbing, running, hiking, biking
When injured, or in unsafe situations

Sheri Ball-Garcia, (4) Aaron Ralston (5)

Current Options do not have all-in-one functionality, and remain on

phone apps
No standalone safety device that fits the active lifestyle of
those who prefer solitude

Market
Need

ERB Solution:
Overview

Additional Features
Free App with personalized settings &
notifications
Waterproof
10 Day battery without GPS
10+ Hour battery with GPS

Also Included
Fully Functional Emergency Band
Charging Cable
Detailed User Instructions

Problem: no combined, all-in-one solution.

ERB Solution
Standalone Cellular
Standalone GPS
911 with the touch of a button
Auto-send location & movement alerts

ERB Solution:
Design

Elastomer band with clasp

Small, Medium, & Large sizes
Small built-in screen to display settings & verify 911 call made and texts
sent
3 Pre-set Buttons
Red = 911 call button
Black = send text update
Black = settings menu & selection
Companion Mobile App
Menu Items - Preset Text Messages, Pre-set emergency contacts,
Settings, Account Information, Device Info
Settings Options - GPS on/off, Auto Text Location on/off, 911 call
ability on/off, Cellular data on/off

ERB Solution:
Diagram
9-1-1 Call Button:
Red
Programmed to
initiate call directly
to 9-1-1

Elastomer Band
(Clasps not shown)

Text Update Button:

Black
Programmed to
initiate text update
to predefined
recipients

Display Screen
(Built-In)

Settings Menu/Selection
Button:
Black
Settings Menu and
options select

Value
Proposition

Provide peace of mind & security through a durable, completely standalone emergency alert and
notification system

Eliminate the need for access to bulky phones or multiple phone apps

Moderately priced solution to meet the market need without costly additional features (iWatch)

Operations

Business Offices:
Dallas, TX

Manufacturing:
Singapore

Business Model: LLC Corporation

Revenue Generation: Product Based Sales (ERB Device + Supporting Equipment)
Online Marketing Retail in Market Related Stores

Materials: China

Industry
Trends

Fitness (Running) Industry

Running: 70% increase since 2004 to 42,000,000 runners

Long Distance (Half Marathon) Running: Increased 40% since

2010 to 2,046,600 runners

Emergency Response Bands

Personal Emergency Response systems (PERS) first
developed in the 1970s. Emergency signal transmitted via
landline.

2000s: Advancements in mobile technology mPERS.

Cellular networks utilized with PERS concept.

2014: Smartwatches introduced. Combined with mPERS

technology ERB

Competitors

Product

Price

Activation

Monthly

Contract Req.

Cancellation Fee

ERB

$80

$0

$0

No

No

5Star

$49.99

$35

$14.99

No

No

Solo

$0

$99

$41.95

No

No

$30

$39.95

Yes

$100

ECare+Voice $99

Market
Segmentation

Market

Features

Casual (Walking, Running, Cycling)

mPERS, cellular, GPS

Extreme (Mountain biking, Rock Climbing, Skiing)

mPERS, cellular, GPS, altimeter,

weather monitor

Water Sports (Swimming, Surfing, Scuba,

Kayaking, Canoeing, Rafting)

mPERS, cellular, GPS, waterproof

Marketing Plan
Target Market
Runners (primarily geared towards 18-39 age group)
Mountain bikers and rock climbers
Extreme water activities (white water rafting, canoeing, kayaking)

Sales: Primarily online with possible expansion toward retail stores related to fitness/outdoor adventures
Future Goal: Expand product line to other emergency devices with varying features and other geographic
markets.

Marketing Strategy
Google marketing with search engine optimization (SEO)
Social Media (Facebook, LinkedIn, Google+, Twitter)
$9k Annual Budget ($750 monthly)

Market
Forecasts

Sales
Forecasts
Year

Sales (Thousands of Units)*

Revenue (In Millions of $)

2016

10

0.5

2017

50

2018

80

6.4

2019

120

9.6

2020

170

13.6

*Based on Market Forecast Chart + Startup Similarities with Pebble Company

The Financial Plan

Income Statement
Year 1

Year 2

Year 3

Year 4

Year 5

Revenues

$503,774

$3,992,499

$6,201,764

$9,080,003

$13,294,033

Costs

$589,608

$2,793,311

$4,174,102

$5,973,002

$8,532,770

Net Income

-$98,809

$959,349

$1,622,129

$2,485,601

$3,809,010

Sources and Uses of Funds

Approximately 200K in startup costs
SBA Loan for 50K
Personal, Family, and Friends: 50K
Investment needed: 100K

Break Even

Risk
Assessment

Operations
Cost
Risk
Structure

Financial
Risk

Market
Risk

Technical
Risk

Operations
-Low Risk
Cost Structure
-Low to Medium Risk based on
competition
Financial Risk
-Medium based on start up costs and
first year losses
Market Risk
-Medium to High based on market entry
barriers
Technical Risk
-High due to the amount of
technological work needed to make the
product functional

Timeline &
Milestones
Start:
Owner hires
1 Lead Tech
2 Techs
Begin
programming

3 Months:
Place raw
material order
for pilot
program

6 Months:
Owner hires
Marketer
Pilot Program
(MVP)
Launch
eCommerce,
begin Google
Marketing and
SEO

9 Months:
Downsize
techs to 2,
launch
product, hire
Sales &
Distribution

1 Year:
Scale up
website,
expand
operations to
web and retail

Management
Team
Owner
Skill set: leadership,
time/project/strategic management,
finance, business ethics.

Lead Tech
Skill set: project management,
programming (software, apps, web),
team leadership and motivation.

Marketer
Skill set: marketing, online marketing
campaign management, web
analytics, social skills, advertising.

Sales & Distribution

Skill set: customer service, inventory
and operations management, social
skills,

General Tech(s)
Skill set: programming (software,
apps, web), ability to work in a team,
self-motivated.

Summary

Safety - A small investment for a rich future.

~Author Unknown

Questions?

Sources
1.
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18.

NY Daily News, Survey Finds Amercans Running in Record Numbers, 2012 http://www.nydailynews.com/life-style/health/running-popular-survey-findsamericans-running-record-numbers-article-1.1117641
Statistica, 23 Million Hikers, http://www.statista.com/statistics/227421/number-of-hikers-and-backpackers-usa/
International Mountain Biking Association, Demographics of Mountain Biking, https://www.imba.com/resources/research/demographics-mountain-biking
Womens Running, I Will never Run Alone Again, (Sheri Ball-Garcia Story) (http://womensrunning.competitor.com/2013/09/training-tips/safety/i-will-never-runalone-again-a-survivors-story_15583)
Wikipedia, Aaron Ralston Story, https://en.wikipedia.org/wiki/Aron_Ralston
Gov Tech, App for 911 Calls, http://www.govtech.com/applications/New-App-Calls-911-and-Notifies-Family-in-Two-Taps.html
Computer World, Standalone Cellular Band Information, http://www.computerworld.com/article/2488893/mobile-wireless/the-12-pros-and-cons-of-a-cellularsmartwatch.html?page=3
Road ID, Text Location Notification Ability, https://www.roadid.com/ecrumbs
Wikipedia, Elastomer Band Information https://en.wikipedia.org/wiki/Elastomer
Running USA, Running & Fitness Statistics http://www.runningusa.org/statistics
http://www.analysysmason.com/About-Us/News/Insight/smart-wearables-forecast-Sep2014/
http://www.asla.org/uploadedFiles/CMS/Government_Affairs/Federal_Government_Affairs/OIA_OutdoorRecEconomyReport2012.pdf
http://www.theseniorlist.com/2013/05/a-list-of-mobile-cellular-based-medical-alert-system-providers
Boston Marathon Statistics http://raceday.baa.org/statistics.html
http://www.ccsinsight.com/press/company-news/1944-smartwatches-and-smart-bands-dominate-fast-growing-wearables-market
Cost to Produce Fitbits http://electronics360.globalspec.com/article/3128/teardown-fitbit-flex
Fitbit Manufacturing Location https://blog.fitbit.com/where-the-fitbit-is-built/
Cost to Produce iWatch http://en.yibada.com/articles/30773/20150505/costs-apple-iwatch-samsung-s6-edge-iphone-ihs-manufacturing-costs-samsung-s6.htm

Back Up Slides

ERB Solution:
Features
Product: An emergency alert, location notification wristband system for an active, hassle free, safe
lifestyle.

Convenience
On-body device
Standalone Cellular & GPS
Accompanying synced mobile app with emergency information and device
settings
Safety
Call 911 with touch of a button
Auto Send current location via Text
Notify emergency contacts if you stop moving for a certain period of time
Durability
Waterproof
Elastomer Band
10 Days battery without GPS, 10+ with GPS
Optional back up batteries

Whats Included

Fully functional
emergency band

Free App
download for
Android/iOS

Charging Cable

Detailed User
Instructions

Income
Statement

Income
Statement

Income
Statement

Survey
Results

Survey
Results

Survey
Results