pH lux

CREATE. INNOVATE. EDUCATE.

An AR powered science lab experience for school students

Available in Delhi(NCR)
contact.phlux@gmail.com
 pH lux
PHLUX IN A NUTSHELL

Provide students a Increasing engagement Perform interactive Provide fun, safe and
realistic science lab and testing the student’s hands-free experiments high quality science
experience via an conceptual anytime and anywhere, education at low cost.
Augmented Reality understanding. using free AR headset.
Application.

2/17
 pH lux
GRAPHIC IDENTITY RATIONALE

pH lux
3/17
 pH lux
A WORLD WITHOUT PHLUX

Lack of safety Remote learning is Only conceptual No exploration

equipment challenging learning among students

Very high setting Watch videos that Disposal of harmful Restricted access
up costs for demonstrate chemicals without to the labs at
physical labs experiments treatment school

4/17
 pH lux
WHAT WE OFFER

IMMERSIVE ECO
SAFETY LEARNING FRIENDLY

APPARATUS
SCIENTIFIC FREE LEARNING COST
CURIOSITY SAVING

5/17
 pH lux
FOUNDERS

ARUSHI GUPTA NEHA REDDY VARNIKA KAIRON

2017030 2017071 2017321

Chief Financial Officer Chief Marketing Officer Chief Technology Officer

Skills: Tech, Finance Skills: Marketing, Design Skills: Tech, Design

Role: Strategize and Role: Sales, product Role: Discover, leverage
control finances of the development, market and develop new
company. research and pricing. technologies.

6/17
 MARKET OPPORTUNITY pH lux

Total Available Market CUSTOMER PROFILE

273 million students

CUSTOMER CONSUMER
Indian schools and Students of grades 6 to 12
parents of with access to
Serviceable Available Market
school students smartphones
177 million students
(non-govt schools)

Target Market Initial 3 years: Delhi

78 million students Delhi(NCR) Expansion post 3rd year
6th to 12th grade (non-govt schools)

Revenue potential -
Delhi: 11 B
Intial Small Phased Roll Out Mumbai Mumbai&Bangalore: 21 B
4.43 million students
Delhi 6th to 10th grade (non-govt schools)
Bengaluru

Source: https://en.wikipedia.org/wiki/Education_in_India 7/17

 pH lux
BUSINESS MODEL

SUBSCRIPTION MODEL
User can pay monthly or yearly after a
trial period of 2 weeks. PHASE 1
We would be onboarding users via
schools and giving a 10% margin
to schools.

PHASE 2
After 5 years, we would be
onboarding users via schools and
COMPANY also providing individual
USER
PRICING MODEL subscriptions.
Penetration Model to gain market share quickly
PRICES: 250/month or 2500/year
We will be offering Phlux at 2000/year for the first
2 years as an introductory offer.
8/17
 pH lux
GO-TO-MARKET STRATEGY

MARKET DISTRIBUTION DIRECT

CUSTOMERS PRICE MARKETING
DEFINITION MODEL SELLING

MIDDLE AND SCHOOLS IN B2B2C. PENETRATION DIRECTLY LEVERAGE SOCIAL

HIGH SCHOOLS NCR. PHLUX TO MODEL. APPROACH NETWORKS AND

IN INDIA. SCHOOLS TO TARGETED ORGANISE

STUDENTS. SCHOOLS. SEMINARS TO

MAXIMIZE REACH

9/17
 pH lux

CURRENT TRACTION
We have made the first

iteration of our prototype. This

shows the flow of the app and

an AR simulation.

10/17
 COMPETITIVE ANALYSIS * pH lux

HIGH

AMRITA LABSTER LAB IN APP PHLUX

SERUTAEF TCUDORP EUQINU

pH lux
OLABS

COST

HGIH
WOL
CONTENT
COMPATIBILITY

SIMULATION
EXPERIENCE

EVALUATION LOW

CUSTOMER NEEDS
UNIQUE PRODUCT FEATURES
We are the only AR powered lab for students in the market. We provide an
Simulation quality,Evaluation

immersive and interactive experience anytime and anywhere at a market

CUSTOMER NEEDS

friendly price. Content compatibility, Low cost,

By making the best in class simulations at an affordable price, we plan to stay Better learning experience.

ahead in the market.

We have used a system of weighted averages to calculate the position the companies
11/17
*
 pH lux
CUSTOMER VALIDATION

Testimoninals
We only get to visit the labs once

in 1 - 2 months.

- 6th grader from DPS

Noida

INTERVIEWS SURVEYS
Between books and grades,

SCHOOLS: Sanskriti School 22 Parents

students often put practical

learning aside.
Indian School Sohar

DPS, Noida
14 College - parent of a 7th grade student

TEACHERS: Students

8
Chemistry, physics and
9th & 10th Grade
Watching someone else do an
biology
Students
experiment is as good as reading
PARENTS: 8 parents of students

between grades 6 to
12 6th to 8th Grade about it in a book and totally

Students different from actually performing

10 going to school in
it yourself.
NCR.
- 10th grade physics teacher
12/17
 pH lux
ASSUMPTIONS

We are valuing our We would be operating

company at 20% of our The founders will not be from the incubation
DCF. earning salaries. center for the first 3 years.

We will be moving to We would start catering

Average of 80 students
Bangalore and Mumbai to 11th and 12th standard
per class.
after the 3rd year. after 3rd year.

13/17
 pH lux
FINANCIALS

YEAR 1 YEAR 2 YEAR 3 400

Net Income
Revenue
Revenue per customer 7.2 lakhs 7.2 lakhs 9.2 lakhs 300

Number of customers 3 10 40 200

Captial Expenditure 9.26 lakhs 21.32 lakhs 84.4 lakhs 100

Operational Expenditure: 0

R&D 4.26 lakhs 17.1 lakhs 50 lakhs

Marketing 8.26 lakhs 10.25 lakhs 34.5 lakhs -100
Year 1 Year 2 Year 3

14/17
 pH lux
CURRENT EQUITY STRUCTURE

Founders hold 30% 10% equity for No previous

equity each esops investment history

15/17
 pH lux
THE ASK

Better and durable headsets

To avoid frequent replacements

Doubt clearing forum

1 crore
For better user experience

10% equity Hire data analysts

Create a curated list of potential

customers
4000 active users after
the 2nd year
Cover costs

Capital costs and operational

losses (first 2 years)

16/17
 pH lux
EXIT STRATEGY

Buy out by a venture capitalist

(after 2 years)

Increased investments in edtech startups by Phlux is the key to untapped

VCs - Omidyar Network and Nexus Venture opportunities. It is the sole contender in

Partners invested in WhiteHat Jr. the use of AR in practical education.

Never ending market.

Projected investment in AR technology in
The total number of students increase by
2025: $ 12.6B
2.2% every year.

Source: http://ficci.in/spdocument/20385/ey-ficci-report- Source: HolonIQ. Smart Estimates. January 2019

education.pdf

17/17
 pH lux
CREATE. INNOVATE. EDUCATE.