SAFE BABY  

Eliminating hazards to protect the ones who matter.

Our Idea

Who are we?

Sam and Mabel are current undergraduate engineering students at the University of Calgary. They both have experience working with kids through summer camps and babysitting in which they were responsible for the safety of these children. Our hazard detection team is made up of experts in child safety sourced in Armenia where workers are skilled in computer science, however inexpensive to hire and train. Finally, Safe Baby has a great advisory team established in Quebec composed of daycare owners and parents who have years of experience in the maintenance of rooms to guarantee child safety.

What are we offering?

We are offering a service which will identify hazards found within a room and then connect you with the best possible baby-proofing products available, all with the simple scan of a room. All you need is a phone and our app, similar to the AR Plan 3D IOS application, to upload your 3D images of your rooms and then relax knowing that Safe Baby will take care of the rest. With zero obligation to pay for the child-proofing products, our hazard detection service and recommendations will be offered at the low cost of $10 per room. 

Who are we offering it to?

We are offering this service to inexperienced, young parents who are tech developers or work in technology and have a passion for trying the newest gadgets available.  These early-adopters live in North America with standard homes, have busy schedules and are tech-savvy. However, they don’t like others coming in to their home and disrupting their privacy.

Equally, we help connect these parents to the baby-proofing products needed to ensure safety within their homes. As a marketing company for these products, our other main target customers are baby-proofing company owners who want more exposure for their products.

Why does that person care?

Child safety is highly valuable to these parents as they do not want their children to be hurt or injured by small hazards found at home. Young parents also care about the efficiency of this service and how it saves time when searching for products, the affordability compared to other baby-proofing options, the higher level of accuracy when identifying hazards and the ‘do it yourself’ aspect where no one comes into their home and disturbs their privacy. As early-adopters, they are driven to discover and try out the newest available technology and gadgets.

In addition, child-proofing business owners value the opportunity to connect quickly and efficiently to their customers through our service, and care about the exclusive promotional deals we can offer to young parents to increase the sales of their products.

Our distinctive competencies

There are many distinctive competencies that make Safe Baby the best child safety option. Safe Baby is first to market as an online, ‘do it yourself’ baby-proofing service. After researching existing patents, we have found that Safe Baby can be protected using a utility patent for the original online hazard detection service idea. Additionally, as a thank-you for trusting our services, we hope to create contracts with reliable baby-proofing manufacturing companies so we may offer their products at discounted prices strictly available to our customers. For daycare businesses and schools with increased rooms to baby-proof, we hope to have a monthly subscription for use and reuse of our service at a much lower cost.

The substitutes & alternatives

Substitutes: Baby proofing companies sending an employee to manually scan the room for potential dangers. They work for the company and thus will have a bias towards more expensive baby proofing products from the company. The average cost for an estimate and safety quote is $50 – $100, which is 5 to 10 times more expensive than our service. Complete child-proofing services that include installation cost $300 – $1500 depending on the size of the home.

Alternatives: Parents could go through the baby-proofing process themselves which would include analyzing their own home and buying the appropriate products needed to eliminate the hazards. Unfortunately these parents often lack the needed experience as they are new to parenting and thus aren’t ensuring 100% safety. It equally will take longer as they are inexperienced causing them to be inefficient, and might even cost more as the products will not have promotions.

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Our Pitch

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The Key Personas and the Value They See

Our first key persona

Our first key person is an overprotective, early-adopting parent.

They care because this service will save them time and money and will ensure their children are safe at home due to the increased accuracy when identifying hazards. Since these parents are inexperienced, they will appreciate an online service doing the technical work required to baby-proof a home and connect them to the best baby-proofing products available. As early-adopters with experience in technology, these parents value the latest gadgets and applications offered such as Safe Baby.

Our promise to them is that we will ensure that Safe Baby is a reliable and trustworthy way to baby-proof their homes through testing and quality evaluations from our Quebec advisory team. We will also make sure that this service is affordable for parents starting a new family.

Our second key persona

Our second key person is a baby-proofing product company owner.

They care because our app provides a platform for them to promote their products directly to young parents; increasing their revenue and sales. As a partner with our company, they could also increase sales through exclusive discounts and deals available through our online service.

Our promise to them is that our service will increase their company’s exposure to overprotective, young parents who would buy their products based off of our recommendations. We also promise to have deals and discounts that are both fair to the young parents who buy these products, and reasonable for the baby-proofing product company owners so that they still benefit from these sales.

Our third key persona

Our third key person is a busy daycare owner.

They care because they want to gain a good reputation about the safety and security of their business, without spending extra time and money to have someone else come in and baby-proof for them. As someone who is just starting an independently-owned business with a small team, they do not have time to baby-proof by themselves. Our online service will give them the flexibility to focus on other important aspects of starting a daycare.

Our promise to them is that the products offered through our application are the best and most affordable, so they they can be easily bought in large quantities for daycare businesses. Through testing and evaluating from our advisory team, we will guarantee that our hazard elimination team is accurate when identifying dangers for children. With a monthly subscription available, we also promise unlimited use and reuse of our service at a set price, ensuring it is affordable for busy daycare owners.

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Your feedback and ideas

Feedback on our idea and your assessment of it are incredibly important. Please provide yours below.

Giving feedback and making an assessment are pretty straightforward, but make sure you know how it's done »

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3 Comments

  1. Customer (C)

    4

    Value proposition (VP)

    5

    Substitutes & alternatives (SA)

    4

    People (P) on the team

    7

    Offering (O)

    7

    Distinctive competencies (DC)

    4

    Hi! First, this is a very interesting idea. I think there is a lot of potential in what you are proposing but have a number of questions that I think your pitch needs to address.

    1. Clarity on the product offering: are you proposing to develop an app that uses the Occipital hardware? It’s not clear to me what you are actually making for sale, and what’s for rent. What does your team own, and what dependencies on others do you have. Are there licensing costs? What value do you generate by selling third-party products through Amazon? Does your service exist, or is it in progress? If it’s an idea, how long would you expect it to take to go to market? How available is the hardware? Is it easy to rent?

    2. Clarity on value: what would you charge for this service? How much will it cost you to provide? How will you generate revenue? Don’t assume that your audience will understand how Amazon reselling works. Ultimately your idea needs to generate revenue in order to proceed. Be really clear on how you envision that happening.

    3. Rethinking customers and substitutes, distinctive competencies: while I appreciate how paranoid new parents can be (I was one — though hopefully not that paranoid!), be careful in assuming that you have no substitutes to compete with. The obvious one is “common sense.” We have a few eons of new parents being able to–for the most part–negotiate the baby-proofing their home without a technological solution. And while our homes may seem dangerous, general safety regulations really mean they have never been safer. Not that there isn’t still need for improvement. That said, cost will be a significant factor. New parents are dealing with a series of significant costs. Where you price your offering will have a significant impact on the breadth of your market. Video monitors were all the rage a while back and might be something to look into as a comparative? They seemed total over-kill to me, but lots of parents embraced that technology once the cost came down.

    There are also a subset of parents that just want the latest toys. Where parenting meets early-adopter might be a key (and focused) market for you.

    I would also want more information on your other audiences. Daycare owners and teachers spend all day ensuring their spaces are safe. What extra value are you bringing that makes your product vital. While you can argue it makes it easier, or better, you will have to overcome their extensive experience in creating safe space (which must work — we don’t have a rampant epidemic of child injuries), and their likely reticence to trying to employ a new technology (to them) that would require time and effort to learn.

    Lastly, you might want to look to the in-person competitors for a pricing model. What do they charge? What kind of mark up do they make on products? Rather than claiming they cost more because they charge by the hour (not sure this is really true), explain how your offering is better (cheaper, faster, better?).

    4. Your team and pitch: pitches are about presentation. You both delivered your message well, but a couple tips to make it stronger. First, move the camera up and look into it (raise the laptop!). Second, practice your delivery so that it doesn’t sound like you are reading it (or know it well enough that you aren’t reading it). And lastly, while having some experience with kids is great, I’d suggest focusing more on your expertise on the 3D scanning and service delivery. Remember that a number of people you are pitching will likely be older, and have families… And have likely managed to baby-proof their homes enough that their kids survived successfully! I’m also assuming you won’t be able to match them in terms of expertise of raising kids . You can overcome that by recognizing the problem that they are familiar with, then wow them with your knowledge of the offering you are providing.

    Overall, think you have an interesting idea that shows lots of potential. You have obviously done some good core thinking. Keep pushing!

    Hope this helps.

  2. Customer (C)

    5

    Value proposition (VP)

    6.5

    Substitutes & alternatives (SA)

    5

    People (P) on the team

    7.5

    Offering (O)

    8

    Distinctive competencies (DC)

    5

    Overall as a parent I think this is a great idea if executed properly. First time parents want to make sure they are doing things correctly and making sure their baby is safe, I have a 20 month old so this is extremely relevant for myself and my wife (who I also asked to help me review your idea)

    I would agree with Russ’s feedback that there are in fact substitutes to this, in our case we just reviewed our house ourselves, got tips from friends who were parents as well, and purchased what we needed off Amazon or from local stores. We weren’t even aware that baby-proofing consultants existed until we read your pitch and watched the video where you mentioned it.

    As a child grows baby proofing changes so it should be convenient enough and affordable enough to use it multiple times and as a parent how do I know when to then use / rent it again? People often buy new things for their houses or move things around which would invalidate some of the previous scan data. How is this addressed with your product?

    From a legal standpoint there is some risk of it missing certain things that may only be visible from certain angles or in-person so this would have to be addressed.

    Overall I think there is definitely a market for products like this with tech-savvy parents, I think partnering with Amazon is a hard sell as its hard to get in with a larger company like that but you may be able to do some integration and not have to be partnered with them

  3. Customer (C)

    5

    Value proposition (VP)

    7

    Substitutes & alternatives (SA)

    5

    People (P) on the team

    8

    Offering (O)

    7

    Distinctive competencies (DC)

    6

    Hi Sam and Mabel,

    Thanks for asking me to take a second look. Think you continue to have an interesting idea, and I can see you have refined elements since I last took a look.

    I also see some interesting differences from the video and your text on this page… Not sure if I should be focusing on one or the other. If it’s both, make sure the text reads the way you expect it to. A number of instances belay what I think you are actually trying to say. For instance: “Our hazard detection team is made up of experts in child safety sourced in Armenia… ” sounds like your expertise for in-room safety are in Armenia.

    My thoughts:

    1. Your experience: Be careful about positing babysitting as an element of your experience. Unless it was in a professional capacity of some sort, it doesn’t give the perception of experience that would drive investor confidence. Daycare and camp experience on the other hand do. Also, you need to give just a nod as to how that experience makes you experts in room safety (or is that what the daycare in Quebec brings?).

    2. Your target customer: I think you have perhaps over-indexed on the group you wish to target. Tech-savvy doesn’t necessarily mean working in tech. I think what you mean to say is that you plan to target parents who are early-adopters. The profession doesn’t matter as much as their mindset in approaching problems, and you do want people who are engaged in using the latest and greatest technology to solve their problems. And I’d find another way of talking about them over “overprotective.” It sounds negative, and you want those people. Something like “safety-conscious” work better.

    I’m also not as sold on targetting daycares. They usually are larger and have professional staff who work in a space designed for childcare, and daily check for hazards. However, day homes are a different story. These small, independent businesses are usually (not always!) staffed by stay-at-home parents looking to make some additional money while they stay at home with their own children. Your service could be offered as an additional element that they use to market their own businesses.

    3. Your business: Your story on the app (how it gets made and works) is much better, but I’m still clear on a couple aspects.

    First, how does the scanning work? Is the hazard detection done by human experts or AI? Either works for me, but it’s a question I’d want to know because it impacts your costs.

    And second, I’m still not sure how you connect to selling third-party products. How do you intend to get access to those products? Will you warehouse them, or be a re-seller? Will you be able to compete with direct sellers or Amazon? Do you need to be a reseller, or is there a way to make the room scan and recommendations of areas to address the primary product?

    This would also get you out of an additional issue I see in promising solutions to the potential risks, and that’s legal liability. If your products end up failing somehow, you could be liable if there’s an injury. However, if you are simply making recommendations on areas to address I think you would legally be less on the hook. Something to consider.

    Overall: Much better on the video. You look like you rehearsed your pitch and were comfortable in the delivery. It’s a really interesting concept, and I hope you continue to refine your idea and pitch. Hope this was helpful.