Going Global for a School Tracking Solution

Google Trends says… People search for “school

tracking” solutions more when it comes to children safety

People from US, India, UK, Canada & Australia search for school tracking solutions

Early discussions in US from 2004, followed by UK in 2007, Canada in 2009, India in 2010, and Australia in 2011.

People from major cities search in only India, US and UK - top ones being New Delhi & New York.

The need in USA – CHASER MARKET

Every 40 seconds a child becomes missing or kidnapped

Only 24 percent of the time is the child kidnapped by someone unknown by the family

74 percent of murdered children are killed within the first three hours after abduction

1 in 5 girls and 1 in 20 boys is a victim of child sexual abuse 44% of parents report that their child’s school bus is at least sometimes more than 10 minutes

late – an important safety issue Monitoring school buses via GPS tracking would make for greater overall safety and more timely

bus service Nearly nine in ten (88 percent) favor, “Monitoring bus drivers for safe driving practices such as

speeding or erratic driving” Many would like to see immediate action

Source: TraqCloud

Source: Fleetmatics Group PLC

Market Opportunity Approximately 450,000 school buses plying on the road DAILY.

25 million K-12 children – more than half (55 percent) use the bus services.

The US spends $17.5bn. at an average cost of $700 per student transported.

Increase in schools to continue between 5-6% and so is the percentage of pupil using the bus.

Competition eTrak, eZoom, PocketFinder, AmberAlert, TraqCloud

• B2C proposition

• Annual expense of 200-300$ Zonar Systems, Synovia Solutions, Fleetmatics, Edulog

• B2S proposition

• Synovia merged with Everyday-solutions and has a fleet of 60,000 – 70,000 busesSavings Per Month $84

Investment Per Month (5 Yr Term) -$36

Net Savings Per Bus, Per Month $48

• Pricing is a factor of overall savings

The need in Australia – CHALLENGER MARKET

Overlap of crime & assaults data reported in various provinces vs heat map of search results of

school tracking.

People have relied on 911 calling until now, but 50% calls to 911 are not able to track the location

of the caller.

Kidnapping & abduction increasing in Victoria (increase of 22%), Northern Territory, and the

Australian Capital Territory. Blackmail & extortion increased by 17%, as per www.abs.gov.au

In 2011-12, 17,600 substantiated claims of emotional abuse against children aged 0-17, the most

common form of substantiated abuse claims against children in Australia, followed by neglect

(15,000), physical abuse (9,900) and sexual abuse (5,800).

Source: Recorded Police Crime Victims data

Market Opportunity

Competition Mostly a consumer push from TicTocTrack, hereO, IntelliTrac, Adiant Solutions

Price range approx. 150$ - entry price from $99.

IntelliTrac had a B2S offering when they started.

Fleetmatics also have operations here.

Set the tone in PACESETTER MARKET

People aware of GPS tracking but not for child safety solutions on that.

Trinidad and Tobago is one of the wealthiest and most developed nations in the Caribbean

As per Trinidad and Tobago National Strategic Plan for Child Development 2012-2016, general

recognition that children in Trinidad and Tobago suffer from various forms of abuse, exploitation,

discrimination and neglect.

Approx. 25% of population are children under 18, average net enrolment in primary education is

94%

Emphasize strategy based on the Market

Chaser Markets

• Application

performance

• Integration

with other

systems

• Cost savings

Challenger Market

• Product

Differentiation

• Integration

with other

systems

• Cost savings

Pacesetter Market

• Customer

experience

• Ease of

Onboarding &

usage

• Time to market

Overall Market Penetration Strategy

BIG email database to

build engagement

Customer engagement to

enhance experience

Give free benefits including demo installation to

encourage usage and referral

Referral campaign to grow viral

Generate & push content

regularly

Use Google analytics &

targeted Adwords to gain

visibility

Engage on social media (pro)actively

Measuring Effectiveness

Net Growth

Value from New Acquisition

Lifetime Value of existing customers

Churned Value

Months to recover Sales Acquisition

cost - breakeven in < 12 months of

sales acquisition cost

Measuring Lifetime value of

customers with Sales acquisition

cost

On the website, measure Visits ->

demos -> Purchase

Customer Happiness Index and no. of

product features used.

Inquiry to closure time frame

Channel effectiveness and

productivity.

Keeping product features relevant as

per customer’s needs.

TAKE CHARGE