1. EVAP™ Launch Deck
EVAP
James Marshall

2. Contents Executive Summary Market Need - Pain Point Introducing EVAP
Alternatives to EVAP
Pain Point Solved
Technology Inside
Competitive Analysis
Channel Strategy
Channel Map
Pricing Strategy
Customer Value Proposition {Telco, Insurance & Mass}
Channel Pricing & Availability
Channel Marketing Options
Marketing Calendar
Marketing Assets
Messaging & Packaging

3. Executive Summary

4. Executive Summary Current business situation
FY13 Launch Date 2-1/2 Q
1H’13 Insurance Partnerships, T-2 Telco & BuyCell Placement, Distribution, Sell-in, Launch, Awareness,
Category External Drivers
Rapid Smartphone Adoption
Category Pillars
Mobile Phone Insurance Company Partnerships, (SquareTrade , Protect Cell, LSG, Assurian)
Placement + Distribution at Independent Telco’s then T-1 and T-2 Telco’s
Category Roadmap
CY13 EVAP: 2 NPD, 0 EOL
CY13 EVAP Bulk Pack Shipper for bulk Purchase/s.
Business Outlook FY2013 ($?, 50% GM)
Penetrate Consumer market = Independent Telco (US/EU), T1 and T-2 Telco, T1-Retail (US/EU/CA), E-tail, Global Expansion.
Partner with Third Party Mobile Insurance providers (SquareTrade, GWC, Protect Cell, (LSG EU Based) to achieve 1=1 Attach Rate.

5. Market Need – Pain Point

6. 5
Billion
Smartphone users in the world, circa

7. of Smartphone users never turn off their devices81
of Smartphone users never turn off their devices .
{According to recent study by LifestylesGroup in the UK}
percent

8. f v
One
Billion
of us are connected Like never before

9. Study conducted by MSNBC
{2out of3}
People will get their handsets wet
Study conducted by MSNBC

10. 5 out of 10 Smartphone Accidents
happen around the home
{According to

11. 60 %
Mobile Insurance Claims are due to water damage.
Gartner Data

12. 700
Cost
of replacing
a smartphone
Dollars

13. 5 billionSmartphone users in the world by 2015
81% of Smartphone owners never turn off their devices
1billion facebook users
2/3 of Smartphone users will get their devices wet
60 % of mobile insurance claims are based on water damage
5out of10 Smartphone Accidents happen at home
700 Dollars cost to replace a smartphone.

14. We have a lot of smartphones, we are always connected, we have a habit of getting them wet, and, they cost a lot of money to replace!

15. So what are people doing about it?
Buy a new or used handset $250 - $700
Repair it $250
Go prepaid $100
Take out a new contract >$250
Reuse an old phone ;-(
OR…

16. Introducing EVAP

18. Pain Point Solved
Evap rescues your wet electronics before its too late.
Usual Dry time 6-24 hours
10x Faster than Rice or other at-home-remedies.
Increases your chances of successful recovery up to 700 times.
Single Use Disposable Aluminumized/Mylar Pouch
Neatly packed with 3 vacuum sealed healing kits stuffed with 20 Grams of Molecular Sieve each.

19. EVAP
NEW!
K39723
EVAP : Bag + 2 Tyvek wrapped Pouches containing 30 grams of Molecular Sieve APG
Value
Rescue your wet electronics before its too late! Once your item has been sealed in the EVAP bag, simply wait until the humidity indicator signals , I’m ready!
Features
Aluminized Mylar Bag – Allows the least amount of moisture.
In as little as 3 hours and No longer than 2 days (depending on how soaked your device was) it will come out of the bag EVAP’D.
2 - Vacuum Sealed Tyvek Pouches containing 30 Grams of Molecular Sieve – APG Grade 13X (High Grade)
Available Jan ’13

20. Technology Inside

21. 1st 2nd 3rd 4th APG 5th Adsorbent Ranking Grade Molecular Sieve Silica
think bath t0wel metaphor
Silica
1st
3rd
Mono-
Clay
Molecular Sieve
2nd
4th
Molecular Sieve APG is the best described through metaphor.
Take your bathroom as the setting, on a freezing Monday morning. You’ve just turned off the shower still covered in luke warm water as it slowly wicks its way off.
The shower door opens and a shiver originating at the base of your neck wanders down your spine until dicipating once it finally makes it to your toes.
“Can you guys imagine this for me”
“Are you their”?
You know what comes next right.
“The reach for the Towel”
You feel better just knowing the towel will be greeting you at the conclusion of your shower.
Have you ever gone for the towel and it was mildly damp?” Still full size, just not fully dried” You hesitate and grit your teeth, and follow through on what could be considered a terrible drying experience.
Better yet, “You reach for the towel and its not their because you forgot to transfer from the washer to the dryer. Out of reach with no time to spare you reach for the next best alternative, A hand towel aka, half the size and half the effectiveness.
Well the small undersized Hand towel was desinged for your hands not your entire body. And that is how silica stacks up when tasked with removing water from electronic devices. Approved by the FDA, and always in your beef jerkey, but never really explained its random existence among food and products we buy everyday.
Finally, you go for the towell and its completely soaked. No way you can make use of it because it might actually make you wetter.
The next best thing? Only object in reach or sight is a hand towel that reaks of been used a lot by whomever was a guest in your home.
That’s rice.
Cant tell how effective it will be, but looking at its size and discoloring, there is no way it could do half of what the hand towel would have achueved in our previous scenario
Rice
Adsorbent Ranking
5th

23. Competitive Analysis

24. Adsorbents Comparison Chart
Retail Packaging
Name
EVAP
BheestieBag
Idea Village
Dry-All
Save-A-Phone
Rice
SRP $
$19.99
$6.99
$11..97
22.99(EU)
$ 3.00
Technology
Molecular Sieve 13x APG Grade {Highest Grade Available}
Molecular Sieve 13X {Standard Grade}
Silica Gel
Molecular Sieve 13x {Standard Grade}
Humidity Indicator
Yes No
Desiccant Pouch Material
Vacuum SealedTyvek
PolyBag with Dotted Holes
Hard PP Disk/ Plastic Tub
Non-Woven
 None
Amount of Desiccant
60 Grams / 2
28 Grams /1
35 Grams /1
20 Grams / 1
50 Grams / 2
8 ounces
Dry Time
hours
24-72 hours 
24 Hours  
48 hours
Usually hours 
1 -5 days  
Bead Size
OD = mm
OD = 3-5 MM
OD = 2-3 mm
OD = 3-5 mm
 OD = 3-5 mm
10mm 
Compelling Weakness
Not on the shelf until Q1.
Only 28 grams of Dessicant
2nd rate adsorbant material
Beads are loose … dirty
UK only
Ineffective

25. Channel Strategy

26. Parallel Paths of Success
Q1 ‘13 Launch EVAP and seek placement within Tier – 2 Telco & Independent Wireless Dealers while simultaneously establishing partnerships with Third Party Wireless Insurance Providers.
This strategy will greatly enable the chances of EVAP becoming Category leader for wet electronic rescue kits.
Press Announcement – CES Jan. 18, 2013
General Availability - February 1, 2013
How many headsets
Where
Next essential

27. Channel Map

28. Priority’s Listed w/ respect to strategic importance
Channel RoadMap
Priority’s Listed w/ respect to strategic importance
(Q1, 2013)
Phase 1
(Q2, 2013)
Phase 2
(Q3, 2013)
Phase 3
(Q4, 2012)
Phase 4
(Q1, 2014)
Phase 5
Priority 1a. (Focus)
Priority 1a. (EVAP+ Kensington)
Telco Tier-2 {Independent Wireless Distributors}
Tier 2 & Tier 3
BuySell Co-Op
Mobile Insurance Partnerships
{SquareTrade, LSG, Protect Cell, Assurian}
Tier -1 Telco (Corporate)
At&T, Verizon, Sprint & TMobile
Mass Retail Tier -1
Target
Apple
Grocerie Outlets
CVS/Walgreens
RadioShack
711
Walmart
Continued Mass Deployment.
Geo Expansion
Priority 2 (Focus)
Tier Distributors
Airport conveniance
FiJi H20 Model
Priority 3 (Focus)
Leslie’s Pool Supply
West Marine
Priority 4 (Focus)
Independent Telco Tier-1 (Authorized Verizon Retailers)
Verticals

29. Pricing Strategy

30. Pricing Strategy Kensington are committed to creating this category, Zagg is our role model. Kensington are committed to making this a highly profitable category for channel partners Consumer focus groups have given us a price positioning range of $19.99 to $29.99 for EVAP (source EVAP) Kensington are committed to delivering a strong Psychological ‘Value’ proposition for strategic insurance partners, $19.99 delivers that for them.

31. Customer Value Proposition {Telco, Insurance & Mass}

32. Combine all 3 value prop slides into one simple chart

33. Value Prop : Insurance Compelling for Kensington
1-1 Hardware/Accessory attachment at P.O.S.
Distribution
Brand Recognition
Compelling for Insurance Providers
Want EVAP because it solves the pain point of customer claims for damaged phones of which 60% are due to water damage
Drive Demand and interest for their product or bundle.
Bundled as part of customer reward or follow-up program
Instant $20.00 value add on that Insurance companies use to incentivize their customers to renew service or lure new customers
Follow up program is something they do to continue reaching out to customers

34. Value Prop : T-2 Telco & Co-ops
Compelling for Kensington
Using the install base of Buy-Sell Co-Op to secure the next level of placement, volume, while uncovering new revenue streams and brand awareness amongst Tier – 2 Telco.
Gain traction for phase 2, Tier-1 Telco launch.
A)Leveraging the Tier-2 Telco and wireless BuySell Co-Op experiences to move up to the next install base in our “stepped strategy” penetrating Tier-1 Telco.
B) By working with Tier 2 Telco to provide the highest level of customer service and high-end wireless accessories.
Compelling for T-2 Telco & Co-ops
Adds value to the in-store customer experience and overall level of customer service.
Gets their customers back online cheaper and easier than ever before.
Customer data interruption is minimal and inexpensive compared to todays alternatives
Increased profits & margins
Backed 100% by a trusted brand and valued partner in Kensington.
Pure profit, EVAP does not replace the sale of any other P.O.P accessory sales.
Best Electronic Rescue Kit available today.
Reduce ARPU (Average Return Per Unit Sold)
EVAP is a product that yields very low returns due to its nature.
Exploiting Small markets that are close to home is called a geographic markets strategy by first developing the geographic market closest to home and expanding as one develops experience.

35. Value Prop : Mass Compelling for Kensington Compelling for Mass
Phase 3 of “stepped strategy” where volume, brand value & brand recognition have been validated through the earlier phases of the strategy where the customer bases were incrementally smaller.
2. Using this “step strategy” to conquer our next phase, Global Expansion.
Compelling for Mass
Consumers demand Hot ticket items. Thus Category Captains are highly coveted by mass-retailers.
Margin % increase. Not selling the wrong product, just the wrong brand. At $ I can guarantee a 60% margin increase.

36. Channel Pricing & Availability

37. Channel Pricing & Availability
MSRP $19.99
KOB 1 $ Channel Margin = 50%
KOB 2 $ Channel Margin = 40%
Estimated GA 1st February

38. Channel Marketing Options

39. Channel Marketing Options Effective ways to reach out
Wireless Dealer Magazine
Advertisements – Print, Web, .
Print Advertising
Placement between pages 2-50
2 Page-Ad Spread
5 Marketing Campaigns
Prints priced from $ for basic and scale up to 25 K for Cover Story.
Eblast Marketing Services
In between print Adds, the blasts touches 45,000 independent wireless dealers
Eblasts priced to range from – 5 /$ 1, and scaling up to 25/$ 3,
RSE – Retail Search Engine
Advertisers can post company profiles and products inside the RSE, used by cellular, electronics and audio retailers to locate products and vendors.

40. Marketing Calendar

41. Marketing Calendar : Conventions and EXPO’s
CHANNEL
2013 Dates
2014 Dates
EVENT
Event Site
Location
Who & What will be there?
Everything & Anyone Wireless
MAY 21-23
TBD Q2, 2014
International WIRELESS CTIA 2013
Sands EXPO & Convention Center
Las Vegas, Nevada
45,000+
Service providers
Manufacturers
Developers
Retailers,
Enterprise end-users
The Media
PrePaid Wireless Dealers and Vendors
August 6-8
Aug 12-14, 2014
The Prepaid Press Expo
Paris Hotel
The PrePaid Press Expo is proud to offer the most informative and affordable conference program for prepaid services.
Independent Wireless Retail Owners, Managers and Resellers
October 13-15
TBD Oct, 2014
Wireless Dealer EXPO
Independent Wireless Retail Owners
Product Buyers
Wireless Wholesalers
Hard Card Distributors
Retail Managers
Employees Dealers
Pay As You GO
MNVO's and Data.
Products and service companies with incentives for reseller.
Wholesale Manufacturers, Carriers,
OEM's
Content Providers.
Enterprise I.T. Professionals
October 9-11
TBD Oct, 2014
MobileCon
San Diego Convention Center
San Diego, California
The MobileCON event - a mobile IT and Enterprise event designed specifically for the IT executive and professional. This user conference meets tradeshow is a one-stop shop

42. Marketing Calendar : Events 2013
Channel
2013 Dates
EVENT
Event Site
Location
Who & What will be there?
Pre- CES - Attend the Independent Wireless Reseller Convention
Jan,
Indepemndent Wireless Reseller Show
Monte Carlo Hotel and Casino
Las Vegas, Nevada
The 25 conglomerate owners for the BuyCell Co – op.
PrePaid Wireless Dealer Visits with detail team.
TBD
Enriching the consumer shopping experience
Aurthorized Verizon Resellers
Sales Detail Team, Retail Sales team and the consumers.
Full promotion and Advertisement campaign in July,
(Highest month of water damage)
October 9-11
MobileCon
San Diego Convention Center
San Diego, California
The MobileCON event - a mobile IT and Enterprise event designed specifically for the IT executive and professional. This user conference meets tradeshow is a one-stop shop

43. Marketing Assets

44. Independent Telco & Insurance
Marketing Calendar
Marketing Assets
Independent Telco & Insurance
4 Sided Spinner
Pre-loaded w/ iPhone 5 cases, S3 cases, Proximo and EVAP.
Designed with Independent Telco’s in mind. The 4 sided spinner brings much more than versatility.
Minimal footprint, will not impede where floor space can be extremly limited. Rotation adds to its versatility as it can be placed anywhere on a T-2 Telco sales floor while remaining in view, and accessible in corners, against walls or just in the middle.
Product Highlight Quick Fact Cards
For all T-2 Telco Sales Reps, who might have a tough time keeping products and their features in order or even mentioned.
Promote the Kensington Brand and individual product while empowering the sales rep to share the solutions offered by a particular Kensington product. The card also promotes higher conversion of sales when the product details are shared how intended.
Trio Sales Brochure
Spotlighting EVAP while highlighting the Value-Adds it present to all Partnered Wireless Insurance Providing…Facts, Features, EVAP specific Benefits, How To’s, and plenty of high quality product and lifestyle Imagery

45. Messaging & Packaging

46. How it works: Unzip vacuum sealed EVAP Bag
Place Electronics inside EVAP Bag with all 3 Tyvek “Rescue Pouches” inside.
Re-seal the bag vis-à-vis the zip.
For best results allow 6-24 hours
For soaked items allow up to 48 hours.
700% more effective than rice at removing water.
Also great for preventing damage in areas of high humidity or close coastal proximity.

47. Self-contained display shipper
Pre-display quantity - {PDQ} = 8 Per
Universal hang tab will accommodate EU and US Markets.
QR Code on Shipper Header
Its configured to stand alone, on a shelf or hang from peg.
3 in 1. ½ the 8 to 1 ratio with 60% Margin.

48. Thank You Financial Analysis

49. Channel Map : Wireless Insurance Providers
Asurian
Provides 90% of wireless carrier insurance
Verizon
At&t
Wireless Carrier
Insurance
Sprint
T-Mobile
Third Party Wireless
Insurance Providers
Safewear
GoCare
Squaretrade
WorthAveGroup
Ensquared
LSG Lifestyles Group UK
ProtectCell
Global Warranty
ProtectYouBubble
{Assurant INC}
Consumer
Why they need it?
The problem with the latest and greatest smartphones is that along with their bright screens and spectacular features comes a hefty retail price tag that averages $ 700

50. Channel Map : Tier-2 Telco Wireless Resellers
Stratagy for leverage:
Develop geographic market closest to home, eventually expanding as we develop experience.
Tier-2 Telco consists of these wireless channels.
Tier – 1 Distributors {National}
Tier – 2 Distributors {National & Regional Wireless Retailers or Distributors}
Tier - 3 Distributors {Small independent Regional & Local Retailers
BuyCell Co-Op {Group of organized independent Verizon Wireless resellers}
Strengths
Customer Service
# of locations
Weaknesses
Employee morale issues.
Communication/language issues between headquarters and Taiwan.
Version control issues among Caribou and MEDUSA product lines.
Opportunities
Expansion
Brand Value
More Efficient Supply Chain
Margin increases
Threats
Internal : Ability to attract and retain qualified employees, Access to capital, and full-fledged product road maps
External : Competition & Pricing
Threats:Ability of the company to attract, train, and retain qualified technical, sales, marketing, financial, and management personnel to meet the challenges of growth..
These funds will allow the company to hire needed resources, open regional sales offices, develop OEM/system integration relationships, and develop system enhancements and new product offerings on a more timely basis.
The company's business may be subject to unexpected changes in: regulatory requirements, tariffs and other trade barriers, costs of localizing products for foreign countries, lack of acceptance of localized products
Relationships
. Trust
. Loyalty
. Sales History
. Open to New Partnerships
Opportunities
Ability to attend industry specific events
Ability to open the doors, allowing specific Kensington presentations to key independent Tier -1 wireless Retail.