1 independent living a bi-lingual courseware for down’s syndrome children business idea...
TRANSCRIPT
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Independent Living a Bi-Lingual Courseware for
Down’s Syndrome Children
Business Idea Presentation
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Agenda 01 Introduction 02 Background 03 Objectives 04 Project/Product/Solution 05 Technology Architecture 06 Intellectual Property 07 Market Needs 08 Customer Value Proposition
(CVP) 09 Competitiveness 10 Unfair Advantage 11 Marketing Strategies 12 The 4Ps of Marketing 13 Business Model 14 Summary – Call to Action
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““If we are really serious in If we are really serious in wanting to advance the wanting to advance the educational frontiers of educational frontiers of children with Down’s children with Down’s Syndrome, we really need toSyndrome, we really need to THINK OUT OF THE BOXTHINK OUT OF THE BOX!”!”
Assoc. Prof. Dr. Sharifah Zainiyah bte. Syed Yahya; President, Down Syndrome Association Malaysia
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Introduction (1 of 2)
Project Title: Independent Living a Bi-Lingual
Courseware
Team Members: Rishalavernia Ramanathan Emmy Dahliana Hossain
Management Team (comprising both founders)
Experienced in handling children with learning disabilities (Dyslexia, Down syndrome)
Trained in Interactive Media content development
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Introduction (2 of 2)
Accounts Department
Sales & Marketing
Department
Production Department
RishalaverniaCEO
Emmy DahlianaGeneral Manager
Accountant (1)
Sales Personnel
(1)
Marketing Personnel
(1)
Developer(2)
Organization chart
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Background (1 of 3)
Statistics DS* occurs 1 in 1000 births in Malaysia
(MOH, 2003)
Opportunities DS children in most cases do not have
positive educational opportunities Current situation
Today scenarios are changing – formation of Special Education Department by MOE in 1995
*DS – Down’s Syndrome
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Background (2 of 3)
Bi-Lingual courseware Normal speech is a challenge for a DS
child Courseware to assist DS children’s
speech ability with the help of technology Provision of local language availability
Project status Project is still in the idea stage
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Background (3 of 3)
Current Scenario No coursewares available locally for the
specific needs of our local DS children Coursewares available are those designed
and developed for normal children mostly in English use of mouse/keyboard interaction, unsuitable for
DS children
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Objectives
To bridge the gap between a normal child and DS child
To create better learning process through interactivity
To teach children with DS to be able to communicate with the help of technology
Research shows DS child can speak equally well as a normal child – but the speech learning process is relatively slow, the objective of the courseware is to overcome this disadvantage via technology
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Independent living Catered in English and Bahasa
Malaysia for DS children to learn basic communications skills in the language most comfortable to them
Maximises on the IT multimedia technology to educate the challenged DS child to learn in their own pace to bring them close if not equal to the ability of a normal child
Product (1 of 2)
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Product ( 2 of 2)
+ +Technological Advancement
Bi-Lingual Specificity
Key features
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Technology Architecture (1 of 2)
Adobe Flash CS3
GraphicRecording/
Audio
Platform Tools
Adobe Photoshop
CS2
Adobe Illustrator
Adobe Audition
Independent Living
ActionScript 2.0
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2 developers 7 workstations
All having Microsoft Office 2 having Adobe Flash CS3 1 having Quickbooks Pro. 1 network laser printer
1 server Broadband connection Office cubicle furniture for 7 employees 7 extension phone systems Copier and fax machine Packaging materials (i.e., boxes, cd holders) Promotional materials
Technology Architecture (2 of 2)
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Protecting IP The IP is shared between UTeM and the
company The product prototype was developed as the
CEO’s final year project under UTeM’s supervision
Profit from IP Through the sale and renewal of product
license – license by password
Intellectual Property (1 of 1)
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Technological improvement with the use of touchscreen instead of mouse/keyboard interaction
Replace the usage of coursewares developed for normal children used by the parents and DS education centers
Improved content absorption by using language medium most comfortable to the child
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Market Needs (1 of 2)
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Market Needs (2 of 2)
Observation conducted at KDSF (video clip)
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Technology The usage of touchscreen to replace
mouse/keyboard interaction Specificity
The educational content of the courseware is designed and developed for DS children’s specific needs
Bi-lingual English and Bahasa Malaysia options;
usage of Bahasa Malaysia is to suit the local market needs
Customer Value Proposition (CVP) (1 of 1)
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Similarity There are no direct competitors – no
similar products in the Malaysian market Project barriers
Insufficient funds to start project Lack of experience in running a business and
entrepreneurship
Sustainable Competitive Advantage Superior value: Bi-lingual options,
technological advancement (touchscreen usage) Product will be upgraded annually
Competitiveness (1 of 1)
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Unfair Advantage (1 of 1)
Specialization The courseware is specifically
developed for DS children Unique
There is a lack of similar products in the current market
Credibility The research for the development of this
product has been based on findings from KDSF and PSDM – therefore the product has credibility
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Marketing Strategies (1 of 5)
Market Analysis (Pie)
67%2%
30%1%
Proactive Parents (2810)
Centers for Independent Living (105)
Partial Special Ed Schools (1286)
Fully Special Ed Schools (28)
Market Segmentation
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ParentsParents
Marketing Strategies (2 of 5)
Statistics
Malaysian population 24,821,286
Number of child birth 2007 22.65 births/1,000
Number of child birth in Malaysia
562,202
Number of DS birth 1 in 1000
Estimated DS children per year 562
Users age 4-9
Estimated parents 2810Market Analysis (Pie)
67%
Proactive Parents (2810)
Market Analysis (Pie)
67%2%
30%
1%
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Statistics
Number of Malaysian Schools 4289
Number of Partial Special Ed Schools*Estimated 3 in 10 to be partially special ed
1286
Marketing Strategies (3 of 5)
Statistics
Number of Malaysian Schools 4289
Number of Partial Special Ed Schools*Estimated 3 in 10 to be partially special ed
1286
Partial Special Education SchoolsPartial Special Education Schools
Market Analysis (Pie)
30%Partial Special EdSchools (1286)
Market Analysis (Pie)
67%2%
30%
1%
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Marketing Strategies (4 of 5)
Centers for Independent LivingCenters for Independent Living
Statistics Number Weightage (%)
City (6 centers per state * 14 states)
84 80
Suburban & Village 21 20
Total 105 100
Market Analysis (Pie)
2%
Centers forIndependent Living(105)
Market Analysis (Pie)
67%2%
30%
1%
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(*Source: MOE)
Marketing Strategies (5 of 5)
Statistics
Fully Special Ed Schools 28
Fully Special Education SchoolsFully Special Education Schools
Market Analysis (Pie)
1%
Fully Special EdSchools (28)Market Analysis (Pie)
67%2%
30%
1%
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Product Technological advancement, bi-lingual
options, specificity
Price Affordable for the general Malaysian market
Promotion Face-to-face sales through product
demonstration to potential clients
Place Marketing Channels
The 4 Ps of Marketing (1 of 4)
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The 4 Ps of Marketing (2 of 4) Place: Marketing Channels
Independent Living
Conferences
ICT Unit/Special Education Unit, MOE
Proactive Parents
Partial Special Education Schools
Fully Special Education Schools
Department of Social Welfare
Brochures
Centers for Independent Living
Website
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Objectives of the Department of Social Welfare Malaysia
“- To have a running count of the disabled ..... for better planning of services, rehabilitation, training and education.
-To provide the disabled with amenities to fit their needs.”
(Source: Department of Social Welfare)
The 4 Ps of Marketing (3 of 4)Place: Marketing Channels - Department of Social Welfare
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Services and Amenities currently provided by the Department of Social Welfare – Wheel chair, White cane, Braille machine...
Independent Living ? ?
The 4 Ps of Marketing (4 of 4)Place: Marketing Channels - Department of Social Welfare
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Expand courseware to cater for other learning disabilities
Autism Mild mental retardation Specific learning disabilities – e.g. dyslexia ADHD
Expand to other countries to cater for other local languages
Mandarin Tamil Indonesian
Creation of life-long learning package Beginner package Chart & record learning growth Sustain profit
Marketing Plan – Future Plans (1 of 2)
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Marketing Plan – Future Plans (2 of 2)
Other Learning Disabilities in Malaysia
54,607
1,064,834409,552
409,552
Autism
Mild MentalRetardationDyslexia
ADHD
Learning Disabilities in Other Countries
34,900,000
91,839,673
9,738,007ChinaIndiaIndonesia
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Profits: Direct sales – through direct selling to
relevant parties Subscriptions – through the renewal of
license annually
Distribution channels Sales agents – commission Agencies – do not need compensation
Business Model (1 of 2)
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SWOT
Business Model (2 of 2)
– SWOT Analysis
Strengths Relevant knowledge Brand new product Commercial viability
Opportunities Potential new market Virtual Reality Multilingual options
Threats Web-based Similar product by
other company
Weaknesses Lack of business,
sales and marketing skills
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Project requirements: Concrete support from targeted government
agencies Secured grants from the government or/and
relevant bodies
Conclusion: No recognition – thing of the past with
Independent Living being available Safer, better, independent lives and
brighter future for DS people
Summary – Call to Action
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THANK YOU