Kradle Final Business Plan 2 PDF

UNLEASH THE POWER OF ORGANIZED
INFORMATION
KRADLE
BUSINESS
PLAN
# Version 5.0
Date February 23, 2015
ADDRESS
CONTACT
9005 Hub Mall
Depinder Singh
University of Alberta
(403) 690-6793
Edmonton,Alberta Canada
hello@kradle.ca
www.kradle.ca
Contents
01
Executive Summary
| Page 3
02
The Problem | Page 6
03
Our Product | Page 7
04
Industry & Market Analysis
| Page 10
05
Management Team
| Page 13
06
Business Model
| Page 14
07
Marketing Strategies
| Page 15
08
Distribution Plan | Page 16
09
Implementation plan | Page 17
10
Opportunities & Risks
| Page 19
11
Financials | Page 20
12
The Offering | Page 23
CONFIDENTIALITY INFORMATION
This material contained in our response and any material or
information disclosed during discussions of the proposal represents
the proprietary, confidential information pertaining to xxx company
services, methodologies and methods. Products and brand names
are intelectual property and all rights reserved.
Kradle Business Plan - Organizing Information, Connecting people
Page 2 from 24 pages
Executive Summary
As of now, there are no solutions for centralized sharing of information and
communications on college and university campuses, but the technology
exists and has a high adoption rate among students. Universities adapt
slowly to the student body and Kradle has an opportunity to solve
this issue by seamlessly connecting information and students across
campus. As of now there are limitations in fostering engagement and
constant communiation between group members and group executives
on campuses. Students at university are surrounded and bombarded with
overwhelming levels of information. Much of this information is often
overlooked due to outdated delivery methods such as bulletin boards, flyers
and print campus newspapers. This will result in students missing out on
opportunities and vital information related to their interests. Even though
there are increasing communications sent out via email and existing online
social media, it still takes the individual student a lot of time to curate and
go through all the information.
KEY VALUES
Mission Statement
FIGURE
Kradle aims to re-organize information generated for and by

campus students while making it universally accessible
Engagement
and useful.We are reforming information dissemination and
Connection
connection within colleges and universities to be at par with
Convinience
the 21st century. Thus leading to the creation of a cutting
Accessibility
edge, all encompassing mobile application to achieve this.
The Value To Our Customers

Like every other generation millenials display a generalized and unique trait.
Most consistent is that this generation is technically savvy almost as if it
had a digital sixth sense.A wired connected world is all this generation of
youths have ever known. Hence, we are filipping the most traditional ways of
doing things to suit the times in which they live.
Our Expertises
Our management team is
Brand
Marketer
UX
Designer
made up of people who are

Software
Developer
experts in their respective

disciplines, supporting the
creation of a strong and well
diversified business. In fact
we summed up the definition
The 3 man tean bringing you
of being on the kradle team

as Expert, Strong, Friendly,
Passionate, Creative &
Honourable.
RELEVANT MARKET
Kradle is dedicated to providing an engaging mobile application to
students between the ages 18-25. Unlike traditional methods used by
universities, Kradle works exclusively with students to develop practical
and short-term action plans that will help establish consistent levels
of engagement on campus. Our application takes advantages of the
university culture and the strong desire that students have to get involved
outside the classroom.
Financial Requirements
We intend to run a streamlined operation with little need for purchasing
large assets.The intellectual property of our management team would
be the largest assets we bring to the table.Cash Sufficient to carry the
operation would be raised upon commencement.
SERVER INFRASTRUCTURE
& MAINTENANCE
Exit Strategy
Kradle plans to build a large user base first starting at the University
of Alberta then expanding to other campuses. This will generate a
platform for businesses to reach specific student demographics
providing valuable access. Continuous student use and adoption will
create valuable data that companies such as Facebook or Google could
acquire.
The Problem
Information Chaos on Campuses
Students at university are surrounded and bombarded with overwhelming levels of

information. Much of this information is often overlooked due to outdated delivery
methods such as bulletin boards, flyers and print campus newspapers. This results
in students missing out on opportunities and vital information related to their
interests. Even though there are increasing communications sent out via email
and existing online social media, it still takes the individual student a lot of time to
curate and go through all the information. Students a decade ago are different than
students now and students will change in the next 10 years. Already, students are
spending increasingly more time on mobile platforms to access information and
content. Technology is now something that permeates society and can be utilized
to make information more accessible.
The Problem with Campus Groups

Creating awareness through flyers is an ineffective way to reach students
and it makes it difficult for new students to get in involved in campus
groups. Sustaining involvement and engagement within groups is near
impossible because students have different schedules and commitments.
Organizing Method 1
Originally created to
organize students
The Problem with Campus Bulletin Boards

This method of distributing information is outdated and that is simply because
students use technology to stay up-to-date. Also, there are only certain locations
Organizing Method 2
where a bulletin board is set-up and students never have the time to stop by and
Originally created to
organize campus events
scan through the crowded notice boards.
The Problem with Campus newspapers

You rarely see students today sitting down and reading the school newspaper.
There is no simple way for students to engage with the article in the form of
giving feedback or providing their own opinion on the issue. Also, there is no
quick way for students to able to air their views or discuss issues of interest
with fellow students in their university.
Organizing Method 3
Orginally created to
organize campus news
Our Product
Publish.
Engage.
Connect.
Kradle, is a cuttingedge mobile platform
having 3 major
sections Campus
Groups, Campus
Events and Campus
Publish
VIEW APP DEMO
App Demo:
www.demo.kradle.ca
Our Product Applications

Digital Bulletin Board
Mobile bulletin boards make it easier to share,
request and discuss information on any topic.
Any relevant information posted can be seen or
talked about on Kradle. Organizations will be able
to target certain demographics so that the right
target market is reached.
Real Time Campus Press

There is a new and efficient way to present news
and related topics to students. Our mobile blogs
will give students an opportunity to write about
their opinions without working for the campus
newspaper.
Improving Campus Group

Engagements
We intend to change the whole experience for
campus groups within universities by making
the process of creating groups easier, refining
engagement and emphasizing the interaction
process. Communication within groups will be easier because our
app provides a page for each group that has the ability for members
to voice their opinions about any relevant information. Students will
be able to create new interest groups right from the app and students
with the same interests will be exposed to these groups. Elections
for the student union or campus groups, like Business Student
Association, can be held in-app by utilizing our poll feature. Also,
group administrators will be able to post any information regarding
their group including event dates, meeting and announcements.
Product Value & Advantage

Single Point Access
Improved Engagement
Centralized platform for all
Kradle provides a
information and knowledge
multifaceted platform to
flow on campus. This will
aggregate all information on
create an efficient and effective
campus. Each dimension of the
method for student engagement across
app will have sections for students to participate
departments and faculties improving the
in discussions and post additional information.
transfer of knowledge and event quality for
Usage of Kradle allows students to be continuously
everyone.
updated and engaged with their interests and

activities with other students.
Organized
Eco-Friendly
Since Kradle unifies all
Kradle would be one of the
information across campus
companies who help to
in one location, it can also
create a more sustainable and
organize the mass amounts of information
eco-friendly campus by decreasing paper
effectively for students and individuals to
communication needs. Student culture evolves
access. Students and individuals will have
quickly over the years and our app is designed
profiles and options to receive notifications on
to evolve accordingly along the way.
Price is what you

pay. Value is what
you get. Our price is
free but our value is
priceless
their specific interests and as usage increases,

Kradle can learn and suggest news, events and
people of interest to each student specifically.
Connections
Save Money
From healthy obsessions
Students would no longer
with board games to politics or
have to print large quantities of
deep philosophical conversations,
posters just to be able to reach a
the interests of students varies. This app will
good number of students on campus.This will
make it easier for those students to find each
save them so much money because the cost
other.
of posting on our app which is visible to all

students is free.
Industry & Market Analysis

The Mobile Application Market
The market we operate in is driven by the rapid increase in use of
smartphones, tablets and other mobile devices. This growth has
exploded since Apple launched the iPhone. The market forecasts
show healthy growth numbers. On the next several pages are charts,
graphs, and market information to support the growth and demand of
the app market.
App Development Project revenue Would Reach $100

billion in 2015
App Development Project revenue (2010 -2015)
A huge market is just starting to come on line and pick up speed

as the data above shows. We are entering at the early stage of a
multibillion dollar market with a 158% projected growth rate.
Despite the global slowdown of the economy the demand for paid
mobile applications is growing at an impressive speed. The main
driver is still the growing number of smartphone users with preinstalled app stores.
The majority of paid downloads are being generated by 5 app
stores: Apple App Store, Google Play, BlackBerry App World, Nokia
Ovi Store and Windows Phone Store. Strong growth is expected for
the devices that will use the apps we develop. Projections as seen
below show over a billion new devices will be sold through 2017
that will be compatible for our products
Global Market Data Traffic Forecast By Device
The business of making money from apps is going to get tougher still,
with analyst Gartner predicting that through to 2018 less than 0.01% of
consumer mobile apps will be considered a financial success by their
developers.
Device Type
2012
2013
2014
Traditional Pcs
296,131
276,221
261,657
Ulramobile,Premium
21,517
32,251
55,032
PC Market Total
317,648
308,472
316,689
Tablets
206,807
256,308
320,064
Mobile phones
1,806,964
1,862,766
1,046,456
Other Ultramobiles
2,981
5,081
7,645
Total
2,333,400
2,333,400
2,501,753
A key factor making it harder for apps to attract a paying audience is the
sheer number of apps consumers can wade through before making their
choice. Both Apples iOS and Googles Android stores now each have
more than one million apps on tap. Its the very definition of a crowded
playing field and this is pushing mobile users to take shortcuts to help
them determine which apps to download.
Monetizing an app is becoming more difficult. This is acknowledged by
our Company and fits in line with our business model of not relying on
revenue from selling the app but revenue from businesses wanting to
reach student demographics through the app.
Our Management Team
P
D
S
A
NSAKA PETER
CTO (CHIEF TECHNOLOGY OFFICER) & CEO
Peter is an undergrad student with a focus in software Development.

He has exceptional skills when it comes to programming and coding
and he has been developing appliacations and websites for more
than 3 years.
SINGH DEPINDER
CM0 (CHIEF MARKETING OFFICER) & CFO (CHIEF FINANCIAL OFFICER)
Depinder is an undergrad student with a focus in Marketing and he

has been working on start-up business for a few years. His knowledge
of business and marketing strategies go beyond the classroom due to
his interest in learning about the fields on his personal time.
OLUFADEJI SEMIRE
CCO (CHIEF CREATIVE OFFICER)
Semire is an undergrad student studying at the Univeristy of Calgary

and majoring in Electrical Engineering. He is proficient in graphic &
digital design. Has been designing for print and web for almost 4
years.
ALBERT LEUNG
MENTOR
Albert is passionate about new technologies and bringing new products

to market. Albert has worked with TCP, technology commercializtion and
vernute capital company based in Edmonton. Over the last two years,
Albert has been heavily involved in student entrepreneurship activities
and has worked closely with a number of technology startups to support
their new ventures.
Business Model
Information has become increasingly valuable over the last decade,
especially information on student demographics. This data can be
used to reach the most receptive student populations for events and
advertising for small businesses and events in and around campus.
Currently, in an effort to reach and engage students more, companies pay
a lot to have their ads displayed in the campus newspapers and on their
websites. Once we have a large enough student user base, we can offer
an even more effective way for companies to reach their desired student
demographics
.
In addition, Kradles platform allows companies the opportunity to
create and promote their events to students. The data we provide to
companies once they have created an approved group page or event
will provide them with valuable discussions, attendance numbers and
an area for media files. Students are a niche market, but we will be able
to target students based on their personal interests. Businesses can to
promote their events in-app and reach more students than selling tickets
physically or on their website. They will be able to better advertise the
event to students and convert users to purchase tickets more readily.
Companies will have to pay yearly or monthly fees to access the app and
promote their products. Furthermore, Kradle will take a certain percentage
of commission for each ticket sold.
69%
of businesses who try to reach

students cannot get to them
because of outdated and ineffective
advertising platforms
Marketing Strategies
Kradle is dedicated to providing an accessible, efficient, and effective mobile
application to students between the ages 18-25 to organize and facilitate
knowledge and information on campus to students
Our main marketing strategy is directly aproaching individual schools
student union as illustrated by the diagram below. However we have carefully
thought out other creative ways to reach students.Once we have established
partnerships with the student union and major student groups, we will implement
a referral program for students to spread the word and get as many students
as possible to join on campus. We are partnering up with coffee companies on
campus to brand Kradle by rewarding students for referrals by sending them
promotional coupons. By partnering up with coffee companies, we will be able
to promote the app through coffee sleeves across each campus on release of
Kradle. There will be a wave of new students each year for all universities and
we plan on reaching them by implementing a campaign during orientation week.
To complement these partnerships we will turn to traditional marketing where
we will set-up demo booths during the beginning of fall semester on campus.
With the right investment, our team will be able to allocate the money to our
marketing strategy on-line. Social media platforms like Facebook will be utilized
to promote advertisements to our target market. Promotional videos will be
created for viral marketing purposes where our team will target specific websites
that are popular with students.
Introduce App to
SU
Student Union
START HERE
Student Groups
Introduce
App to
A Sample University
Marketing Cycle
Introduce App to
Students in their group
Their Friends
(Other students on Campus)
Distribution Plan
All universities have Student Unions, who are in charge of a number
of organizations and businesses. Instead of targeting each student
on campus, we will approach both the student union representatives
and student group administrators to present Kradle as way to engage
students in an effective and efficient manner. We expect student groups
and interest groups on campus to be highly receptive and enthusiastic
due to the easy-to-use and efficient platform to reach their members and
the wider campus.
In addition, we will be approaching other major stakeholders in student
campus life such as the student run campus newspaper and manager of
Aramark services. In fact, we have already engaged managers of these
services and are on our way to working out details on getting the app
promoted to students for our launch later this year.
Sample School Distribution Activities
Team of 3
1. Meet with student Union

2. PR with Campus Newspaper
3. Display Ads
Instead of targeting each student on campus, we will

approach both the student union representatives and
student group administrators to present Kradle as way to
engage students in an effective and efficient manner.
1 Year Implementation Plan

Our team of experienced content strategy experts works with you to
develop content that reflects who you are and engages your audience on a
level that brings them back again and again.
2nd Semester Evaluation
Updating Content
I am aware that
Conversion Analysis
success is more than

a good idea. It is
Advance Promotion
timing too.
Client Custom Tools
- Nsaka Peter
Creation Strategy
1st Semester Evaluation
Analysis
Promotion
Content Creation
Beta Test
Strategy Development
Monitoring & Measures
Activities
Feb Mar Apr May Jun Jul Aug
Sep
Oct Nov Dec Jan
We have the opportunity to be the company that...
Centralizes Campus Information
Creates An Eco-Freindly Campus

Gives Every & Any Student An
Opportunity To Air Their View To The
Whole Campus Community And Get
Feedback
Our
Opportunities Are
Only Limited
By Our
Imaginations
Save Students Time
Expand The Reach For

Comapnies Targeting
Students
Saves Students Money
Enhances Campus Communication
Opportunities
As of now, there is no solutions for centralized sharing of information
and communications, but the technology exists and has a high adoption
rate among students. Universities adapt slowly to the student body and
Kradle has an opportunity to solve this issue by bringing each university
up-to-date. There is restricted opportunities for involvement with group
members and group administrators, but our application will allow
students to engage directly from the app with their associated campus
groups.
Kradle would be one of the companies who help to create a more
sustainable and eco-friendly campus by decreasing the amount of
paper printed during the course of the year. Students will look to post
their poster ads on the app instead of all over campus and this will save
students time and money.
Risks
Our risks are primarily associated with the level of user engagement we
will receive from students. To make this risk minimal, as students, we
have built the components and design that we understand will appeal
most to students. Partnerships with campus groups will allow our
product to be used for communication and organizational purposes. This
will lead to a high adoption rate due to the fact that group administrators
will be informing members about the value of the app and the different
possibilities that come with it
.
Another risk involves our competitors, which include Ooh La La and Wigo.
Ooh La La is dependent on establishing contracts with universities, which
means that they charge each campus with yearly fees and minimizes
the amount of universities willing to participate. We will take an organic
approach and approach student unions who will see an opportunity to
organize their campus groups and enhance communication within them.
Wigo is an app that allows students to communicate with each other
regarding their lives outside of school. Wigo is considered an indirect
competitor and that is because Kradles focus is more towards student
life on campus rather than connecting students to hang out off campus.
Financials
We have a current balance sheet for Kradle below. The founders have
seeded the venture with an initial investment of $5000 to cover startup
costs
Balance Sheet As Of 25-02-2015

Current Assets
2015
Cash
$5,000
Total Assets
$5,000
Current Liablities
2015
Total Liabilities
$0
Shareholders Equity
2015
Common Shares
$5,000
Retained Earnings
$0
Total Equity & Liabilities
$5,000
Pro-forma Income Statement

Currently, the student campus newspaper at the University of Alberta
charges around $1500 per ad in the newspaper and $165 a week for a
banner ad at the top of their website. After weve gained a user base
and students start using the platform, we can charge competitive rates.
However, to start we have based our projections on a much lower charge
and getting 2 ads per month. We will also be gaining revenue right away
from ticket sales to events advertised on our platform. We predict we can
get $1 per ticket with one event per week with 100 tickets sold through
Kradle per event. These are very conservative estimates.
For Medium Business
Pro-forma Cashflow Statement

Using conservative predictions, we can cover operating costs in the first
year and will breakeven with salaries in the third year. Since this venture
has no large capital expenditure requirements, Kradle can operate without
large capital investments.(1 year cashflow statement on next page)
Cashflow Statement
The Offering
Kradle is looking for an investment of $100,000 to cover costs of
initial market and partnership establishment. Kradle is also looking for
experienced mentors in this industry to help guide development.
Breakeven Analysis
Using conservative predictions, we can cover operating costs in the
first year and will breakeven with salaries in the third year. Since this
venture has no large capital expenditure requirements, Kradle can
operate without large capital investments.
The Big Picture

We anticipate to be a product for all universities worldwide
All human progress occur

because some people dare
to be different. Lets try
something new
- The Kradle Team
9005 Hub Mall

University of Alberta
Edmonton, Alberta, Canada
www.kradle.ca

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UNLEASH THE POWER OF ORGANIZED

Date February 23, 2015

9005 Hub Mall

Industry & Market Analysis

Opportunities & Risks

Kradle Business Plan - Organizing Information, Connecting people

Page 2 from 24 pages

Kradle aims to re-organize information generated for and by

and useful.We are reforming information dissemination and

connection within colleges and universities to be at par with

the 21st century. Thus leading to the creation of a cutting

edge, all encompassing mobile application to achieve this.

The Value To Our Customers

Kradle Business Plan - Organizing Information, Connecting people

Page 3 from 24 pages

made up of people who are

experts in their respective

The 3 man tean bringing you

of being on the kradle team

Kradle Business Plan - Organizing Information, Connecting people

Page 4 from 24 pages

Kradle Business Plan - Organizing Information, Connecting people

Page 5 from 24 pages

Information Chaos on Campuses

Students at university are surrounded and bombarded with overwhelming levels of

The Problem with Campus Groups

The Problem with Campus Bulletin Boards

scan through the crowded notice boards.

The Problem with Campus newspapers

Kradle Business Plan - Organizing Information, Connecting people

Page 6 from 24 pages

Kradle Business Plan - Organizing Information, Connecting people

Page 7 from 24 pages

Our Product Applications

Real Time Campus Press

Improving Campus Group

Kradle Business Plan - Organizing Information, Connecting people

Page 8 from 24 pages

Product Value & Advantage

Centralized platform for all

information and knowledge

flow on campus. This will

aggregate all information on

create an efficient and effective

campus. Each dimension of the

method for student engagement across

app will have sections for students to participate

departments and faculties improving the

in discussions and post additional information.

transfer of knowledge and event quality for

Usage of Kradle allows students to be continuously

updated and engaged with their interests and

Since Kradle unifies all

Kradle would be one of the

information across campus

companies who help to

in one location, it can also

create a more sustainable and

organize the mass amounts of information

eco-friendly campus by decreasing paper

effectively for students and individuals to

communication needs. Student culture evolves