1. Brand Story Pilar Bonilla As much as I loved traveling to
visit family and friends abroad, my enthusiasm for it was waning
and I was beginning to despair. Neither my husband or I were
comfortable with traveling without our kids, but the stress of
traveling was slowly burning us out. Two Mothers With the Same
Problem and the Same Goal! We both decided we had had enough. We
went online and tried to search for a solution to this problem. We
found places that offered leg rest type of devices, but none of
them seemed to be exactly what we were looking for. Not only did
they look uncomfortable, but they all seemed to come in a one size
fits all model. None of the leg rests also talked about the quality
of their products or the longevity of them. We both decided that if
the product that we needed didn't exist then we would make one that
would. That's when the idea of AeroLax was born. Both of us wanted
to fly stress-free with our families and we figured we weren't the
only ones. Michell Tam I started to contemplate not working any
longer until my toddler Julie was older because the stress of
flying was getting to me and I hated how uncomfortable Julie was
every time we flew.
2. Business Proposition AeroLax wants to partner with investors
and owners of successful businesses that provide comfort to mothers
and their children that frequently fly and in doing so create a
massive new revenue stream for our partners and ourselves.
3. I love to travel, but its painful to see my kids suffering
during the plane ride because theyre uncomfortable. I wish to have
a relaxing journey that all of us can enjoy. Susan A mother of
three Problem
4. Problem In order to cut costs most airlines have been
shrinking seats and seat pitch. The average distance between rows
of seats has dropped from 89 cms in the 1970s to a current average
of about 42 cms. Airlines have been slowly cutting down legroom and
seat width making passengers feel like sardines. Families who
frequently fly with children suffer the most Research has shown
that there are over 40,000 long-haul flights globally per day, over
87% of passenger travels in economy & premium economy (or
equivalent) class*. On average 10 children from the ages of 2 to 12
years-old are on board per flight** * Source SFO Air Traffic
Statistics **Source Air France KLM Figure
5. Solution Think of AeroLax as a traveling assistant for
mothers. The product itself is a portable inflatable leg rest made
of high quality material that is resilient to wear and tear making
it a long-lasting investment. Most importantly, it offers
invaluable help for mothers and their children by allowing parents
and their kids to put their legs up and relax. If theres a toddler
along AeroLax inflates high enough so that the toddler can fall
asleep on it. Also it: Reduce swelling Increases circulation
Improves comfort when seated Supports legs to reduce muscle strain
and fatigue Optimizes personal space & Transforms to a toddler
bed
6. AeroLax works for both adults and children in that it
provides adults and children a portable inflatable leg rest that
can easily be manipulated to their comfort. Because AeroLax is
portable and can be used over and over again and is an inflatable
product, when it's not being used it's small enough to fit into a
small bag or the pocket of a carry-on. Description *Source
Seatguru.com AeroLax will not disrupt other passengers as it easily
inflates and deflates with a light-weighted portable air pump. It
can be used on any airline (fit over 98% of economy & premium
economy seat*) as it is not considered a banned item.
7. Its a mothers traveling assistant
8. Brand Promise Traveling with kids while in economy class can
make for a stressful flight. Especially if it's a long flight.
Mothers no longer need to question their sanity for attempting to
fly with kids or start thinking of putting off flying until the
kids get older. Think of AeroLax is a mothers traveling assistant.
While the product itself is a portable inflatable leg rest it
offers invaluable help for both adults and children by allowing
parents and their kids to put their legs up and relax. If they have
a toddler with them, it inflates high enough so that they can even
fall asleep on it. These simple acts help take some of the stress
away from parents and their children.
9. Agenda
10. Market Size The market is huge, there are over 40,000
long-haul flights globally per day*, while over 87% of passenger
travels in Economy & Premium Economy class.** +40,000 long-haul
flight daily * Source SFO Air Traffic Statistics **Source
Seatguru.com
11. Market Size According to the data from OneWorld, the
largest airline alliance for international flight, the average
number of passenger per long-haul flight is 112*. While on average
10 children from the ages of 2 to 12 years-old are on board per
flight.** children per flight10 * Source OneWorld Fact Sheet
**Source Air France KLM Figure
12. Target Audience Many adults don't stop flying just because
they have children. More likely than not, if you are someone who
has been traveling for a huge part of your life or have family in
other parts of the country or world, having children isn't going to
hinder you. What happens in most instances is that once you have
children you start traveling economy class.
13. Target Audience Our target audience are frequent travelers.
Namely families with young children (below 12 year-old) who travel
often in economy class. 20-50 year old Parents with young children,
namely moms Middle class & upper-middle class Household income
annual 60K-150K Expatriates, home makers Affluent professionals,
highly educated Loves travelling, enjoys reading blogs Mid-tech
savvy Anywhere with internet & global postal network Cities
with high expat concentration
14. Bootstrap for production: Sales channel: E-tailer &
Retail distributor Expected ROI 65% Our product will be sold 60%
E-tailer and 40% Retail (via Distributor), while the retail
appearance via distributors would also be an off-line promotion
channel, to echo with our online engagement campaign. AeroLax will
continue to explore and develop new solutions to enhance brand
sustainability: Phase 1 Phase 2 Phase 3 5,000pcs AeroLax Leg Rest
Revenue from Phase 1 & Investors fund for production: Sales
channel: E-tailer & Retail distributor Expected ROI 128%
10,000pcs AeroLax Leg Rest 3,000pcs New Product I Revenue from
Phase 2: Sales channel: E-tailer & Retail distributor Expected
ROI 259% 15,000pcs AeroLax Leg Rest 5,000pcs New Product I 2,000pcs
New Product II Business Model
15. Purchasing Funnel
16. Competitive Advantage
17. Market Position AeroLax is the only player in the market
that provides a solution and there is no other direct competitor in
the same field. Room for price adjustment is large. The flexibility
allows AeroLax to further develop series of horizontal products in
the long run and enhance our brand sustainability.
18. Marketing Strategy Marketing resources will be allocated in
the 6 following sectors to facilitate sales and brand building. Our
flagship website will be the major hub in driving sales and
customer engagement through content.
19. Website The AeroLax website will be the major sales
platform, it also serves as an information center and a hub for
parents to obtain and exchange travel tips. It will also be
available in a mobile platform for users who mostly use smart
phones and tablets. Infotainment videos will also be one of the
viral marketing tools to drive traffic via sharing on social
media.
20. Affiliate Marketing Affiliate Marketing will be adopted as
one of our core strategies. Affiliation with baby supply shops,
parenting blogs and travel blogs will attract more traffic with
high concentration of potential customers. (Sample: affiliate with
babycenter.com)
21. Retail Distribution The Aerolax Leg Rest set will be sold
40% Retail (via Distributor), the retail appearance via
distributors would also be an off-line promotion channel, to echo
with our online engagement campaign. Distribution rate will be
approximately 40% discount from the e-tail price, to ensure
sufficient room with distribution commision (~50%) as well as
retain affordability for retail customers. Initially to start with
the top 5 long haul & Connection international airports Baby
stores at expat concentrated cities Start in US, worldwide
development on next
22. Road Map
23. Funding AeroLax business development will begin with 3
phases, we will be bootstrapping in Phase 1 for the initial order.
New production line will be developed starting on Phase 2 with
Investors funding (USD 93,927.00). Break even point for investors
will by 2018 Q3, Investors Return* by Phase 3 will be 386%
(USD362,100.00).
24. Assumption Production Cost Figures based on initial
quotation from manufacturers based in ZheJiang, China (Ex-work) New
Products Calculation for new product item base on resources of
AeroLax Leg Rest Logistics Shipping Cost (DDP New York) &
Delivery cost based on current rate 2016 APR Production QTY Base on
sales projection of each year (with relevant marketing resources)
Product R&D It will be involving internal resources,
manufacturer & volunteer ideas from customers
25. Forecast & Cash Flow
26. Revenue Core The original product AeroLax Leg Rest will
continue to be our major revenue source, while the other new
product development could enhance our brands sustainability as a
solution provider, as well as our engagement with customers.
27. Within 3 years of hitting our goal revenue, AeroLax will be
expanded into a brand with a series of products providing more
solutions to parents with children that frequently fly. Our aim is
to have the AeroLax brand equal comfort and dependability to all
our clients. We hope to form affiliations with similar brands that
have the same objective as we do. Outcome
28. Executive Leadership Pilar Bonilla, CEO 8+ years of
experience of branding strategy expert, specializing in tourism
& airline business Handles marketing, sales & business
development on e-commerce & retail distribution Oversees CRM,
& relationship management Michell Tam, CFO Expertise in
financial operation management 8+ years experience in operation
management Handles budgeting, R&D resources management Oversees
global sourcing, production & quality control, distribution
& inventory
