Independent Living a Bi-Lingual Courseware for Down’s Syndrome Children

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

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

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. Product (1 of 2) • 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

11. Product ( 2 of 2) • Key features + +

12. Technology Architecture (1 of 2)

13. Technology Architecture (2 of 2) • 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

14. Intellectual Property (1 of 1) • 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

15. Market Needs (1 of 2) • 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

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

17. Customer Value Proposition (CVP) (1 of 1) • 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

18. Competitiveness (1 of 1) • 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

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 19

20. Marketing Strategies (1 of 5) • Market Segmentation

21. Marketing Strategies (2 of 5) Parents

22. Marketing Strategies (3 of 5) Partial Special Education Schools

23. Marketing Strategies (4 of 5) Centers for Independent Living

24. Marketing Strategies (5 of 5) Fully Special Education Schools (*Source: MOE)

25. The 4 Ps of Marketing (1 of 4) • 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

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

27. The 4 Ps of Marketing (3 of 4)Place: Marketing Channels - Department of Social Welfare 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)

28. The 4 Ps of Marketing (4 of 4)Place: Marketing Channels - Department of Social Welfare • Services and Amenities currently provided by the Department of Social Welfare – Wheel chair, White cane, Braille machine... Independent Living ? ?

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) 29

30. Marketing Plan – Future Plans (2 of 2) 30

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) 31

32. Weaknesses • Lack of business, sales and marketing skills • Strengths • Relevant knowledge • Brand new product • Commercial viability SWOT • Opportunities • Potential new market • Virtual Reality • Multilingual options • Threats • Web-based • Similar product by other company Business Model (2 of 2)– SWOT Analysis

33. Summary – Call to Action • 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 brighterfuture for DS people

34. THANK YOU