1 Independent Living a Bi-Lingual Courseware for Down’s Syndrome Children Business Idea Presentation

2 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

3 “If we are really serious in wanting to advance the educational frontiers of children with Down’s Syndrome, we really need to THINK OUT OF THE BOX!” Assoc. Prof. Dr. Sharifah Zainiyah bte. Syed Yahya; President, Down Syndrome Association Malaysia

4 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

5 Introduction (2 of 2) Organization chart

6 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

7 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

8 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

9 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

10 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)

11 Product ( 2 of 2) + + Key features

12 Technology Architecture (1 of 2)

13 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)

14 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)

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 15 Market Needs (1 of 2)

Market Needs (2 of 2) Observation conducted at KDSF (video clip)

17 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)

18 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)

19 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

20 Marketing Strategies (1 of 5) Market Segmentation

21 Parents Marketing Strategies (2 of 5) Statistics Malaysian population24,821,286 Number of child birth births/1,000 Number of child birth in Malaysia562,202 Number of DS birth1 in 1000 Estimated DS children per year562 Users age4-9 Estimated parents2810

22 Statistics Number of Malaysian Schools4289 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 Schools4289 Number of Partial Special Ed Schools *Estimated 3 in 10 to be partially special ed 1286 Partial Special Education Schools

23 Marketing Strategies (4 of 5) Centers for Independent Living StatisticsNumberWeightage (%) City (6 centers per state * 14 states) 8480 Suburban & Village2120 Total105100

24 (*Source: MOE) Marketing Strategies (5 of 5) Statistics Fully Special Ed Schools28 Fully Special Education Schools

25 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)

26 The 4 Ps of Marketing (2 of 4) Place: Marketing Channels

27 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

28 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

29 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)

30 Marketing Plan – Future Plans (2 of 2)

31 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)

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

33 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

34 THANK YOU