ANAXEOS JUMP TO NEXT LEVEL 01.04.2020
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
ANAXEOS JUMP TO NEXT LEVEL 01.04.2020
Contents • About us and partner ecosystem • Cap table • Pet tech market insights • Why and how? Problems and solution • Our uniqueness • Marketing & Go To Market • Business model • Financial outlook and invest plan • Leads and partners
Core team
Research and development Technology operators
(founders) (outsourced)
Supply Chain Manufacturing
Minna Mabbott (contract) (outsourced)
Assembly
(outsourced)
Toni Koutu, Founder Anne Koutu, Co-Founder
Owner Owner Marketing Ari Vänttinen
(contract)
Marketing Team
Has extensive knowledge of Co-founder Anne shares Toni's
dogs and their wellbeing experience and knowledge
having been dog owner as well about dogs and their well- Sales Toni Koutu
as dog sports enthusiasts for being.
17 years. Has a deep,extensive Sales team
She is a professional in
knowledge about the pet wellbeing, project
market and a vast network management and experienced Board members
of like-minded people. Has client manager, having worked Olli Tuohimaa Pj
entrepreneurship experience for 15 years in three different Toni Koutu
and deep technological consulting companies. Her Anne Koutu
Advisor board
understanding for leading his main business interests are Mikko J Salminen
own IT consulting company wellbeing and utilizing Mika Yletyinen
for 6 years and working with IT wellbeing data in
technology at Nokia for 14 management.
years.
Best shared life with dogs
Partner ecosystem
Etteplan Flowia Oy
DATA & FULFILLMENT
CLOTHING HARDWARE CONNECTIVITY APP & UX INTELLIGENCE & LOGISTICS
• Vest design • Sensor unit • IoT connectivity • Branding & graphic • AWS cloud • Ecommerce
• Package • Industrial design • eSIM cards design • Data architecture fulfillment
• Sourcing • Testing and certificates • Pre-provisioning & • User research • Algorithms • Return handling
• China production • Sourcing plan & activation • UX design • Rules • Packing
• Wholesale documentation • App UX & UI • Data manage-ment • Storage
/distribution development tools
network • Functionalities
Best shared life with dogs
Founders & Seed
investors cap table %
Founders Seed investors
Toni Koutu 40,01% 1. Ari Vänttinen 7,72%
Anne Koutu 7,06% 2. Acme Investments SPF Sarl 19,63%
3. Lee Capital Oy 9,82%
4. OTT Advisory FZE 5,25%
5. Mika Yletyinen 5,525%
6. Jason Capital Oy 5,25%
Best shared life with dogs
Pet tech market insights
Best shared life with dogs
Market sizing and adoption rate
300M Pet Dogs
Estimation of total pet wearable
technology market
2025
2021 20% = 60M
10% =30M
Research and analyst firm GARTNER estimates
that by 2021 already 10 % of pets wear
monitoring technology and grows to 20% by
2025.
Gartner/ Smart Home hype cycle 2017
Pet wearables.
The Next multi-billion dollar market.
The global pet
The global pet care wearables market
market is expected 69% of was valued at US$
… and the momentum
to reach USD millennials are likely 1.4 bn in 2018 and
to use technology to is expected to grow
202.6 billion keep track of their at a CAGR of Is NOW!
by 2025 pets 20% from 2018 to
2025.
Sources: Grand review research, IDTechEx
Snapshot of the Nordic pets care market
The annual market size for ANAXEOS in the
global
The annual market size for ANAXEOS in
the EU
The annual market size for ANAXEOS in
the Nordics
202 BILLION $
26 BILLIONS $
1,6 BILLIONS $
)
Source: Statista (https://cdn.statista.com/aboutus/
Let the data speak for them People can communicate their problems and needs, for dogs it’s harder. This means we’re always a little unsure if we are doing the right thing for our companions.
Why and how? Problems and solution
For fit & fun. We are becoming a species obsessed with monitoring our health, sleeping, eating and exercising habits, many of us could soon be tracking the lives of our pets, too. Is your fit improving? Are you becoming ill? How are your recovering from yesterday´s activity, are you in pain? are you getting enough exercise, are you too warm/cold? Knowing the answers to such questions is becoming ever easier and the advantages of doing so are increasing.
For health issues. 4 million of the UK’s 9 million dogs are obese. Big data of dogs’ health helps us to understand e.g. what makes one labrador healthy and another obese; why certain conditions affect breeds more than others. AI algorithms can help us objectively to analyse dog´s individual data points and “translate” them into basic insights about food/calorie consumption/ composition needs, reveal pains, need of recovery, becoming ill etc. These data points can be shared.
For left alone. In modern society we are apart from our dogs. The stress of being apart (25%) can be debilitating for dogs and traumatic for owners. Separation anxiety is a behavioral problem where your dog is panicking about you not being around. It may be associated with whining, barking, howling, high salivation, chewing, scratching or other disruptive or destructive behaviors.
For safety & escapes. GPS based tracking devices can play the vital role in finding stolen or lost pets. These devices provide owners the update about location through their smart devices. Lost dogs can cause a huge financial liabilities e.g. for insurance companies and emotional stress for owners as these “escape artist” dogs can hurt themselves, cause accidents and damage to property etc. while on the run.
For special care. Like humans around 15% dogs require special care because of their individual qualities, surgeries etc. The qualities include a range of physical disabilities, chronic medical conditions or behavioral issues that require ongoing vigilance or special care to manage.
Solution elements
Wearable Sensor AI powered data cloud + Mobile
technology data monetization Application
platformSolution E2E Solution 1. Anaxeos DogPod™ sensor unit collects data from the dog wearing the device and allows continuous monitoring and measurement of the dog’s location, physical conditions, biomechanical and physiological body functions, the body movement and the surrounding environment (including sound and temperature). 2. Data is processed in real, or near-real time to Anaxeos® intelligent dog data platform through global mobile IoT connectivity. There is no need for separate SIM cards or mobile data plans. 3. Anaxeos® intelligent dog data platform has rules, logics and algorithms to convert the data into visualized information, insights, actions, alerts, notifications and recommendations for the user. 4. Anaxeos® Mobile application has an intuitive and user friendly user interface and it serves as a single point of control for managing user and dog settings, profiles, goals, DogPod™ settings, and data and insights presentation. In addition, daily activities and information can be shared with 3rd parties securely directly through the app. 5. Anaxeos® intelligent dog data platform stores all the historical data records, information, incidents and insights on individual level and it can be confidentially shared with the selected 3rd parties such as vets, trainers, physicians and day care staff. 6. Anaxeos® intelligent dog data platform also acts as dog data market place. Industries serving dog wellbeing like veterinarian clinics, dog trainers, medical researchers, nutrition specialists and other 3rd parties can do inquiries to the accumulated dog database through the platform. Data is offered anonymized or individualized depending on the user preferences, permissions and privacy settings.
Uniqueness.
Data generated
The 2nd 2nd Generation
generation.
Data & Intelligence
1st Generation
• More data points (unlike one-purpose trackers)
• Conversational and contextual UX (not just data
visualizations)
• Powerful AI in cloud (not on device or app)
Service/product experience
• Embedded IoT connectivity (no need for separate
connectivity/ data plans)
• 3rd party data monetization
• Easy data sharing capability
Payment
• As-a-service option (no need for a product buy)
Intelligence
• “Pay with data” model (financial perks for usage
and referrals)Pet wearables
Types of technology Typical use cases
• GPS Wearable devices allow continuous monitoring and measurement of the physical
• HR sensors conditions, biomechanical and physiological systems of the body along with body
• Motion sensors movement allowing the user for capturing their behavior, for monitoring their
• Gyroscopes health, fitness, location and surrounding conditions and enhance their engagement
• Accelerometers with the external environment.
• Mobile /IoT Connectivity
Technologies are designed to monitor fitness and health, assist in care of dogs
• Bluetooth
needing special care, looking for changes in behavior that may indicate illness or
• WIFI physiological pains, and keep track on location and collect behavioral data over the
• Antennas time to be shared with e.g. vets.
• TransmittersVest - Durable, safe and comfortable
• Breathable
• Stretch material
• Reflective seams
• Washable
• 6 sizes
• Light
• Works with collar and
harnessAnaxeos Dogdata platform
• Scalable cloud (AWS)
• Rules and Algorithms
• Deep learning
• Information
• Insights
• Aggregation
• Data anonymization
• Search tool
• Privacy and compliancyMobile application Interactive UI
Logs
• Heart rate
• Exercise
• Activity
• Barking
• Profiles (multi dog) • Physical mobility
• Care instructions • Calories
• Insights
Recommendations
• Alerts • Recovery times
• Notifications • Hydration
• Trendlines • Nutrition
• Maps
• Goals Alerts
• Logs • Anomalies
• Temperature
• Recommendations
• Location
• Data sharing functionality • Bark
Reminders
• Goals
• Appointments
Anaxeos Android app
Anaxeos IOS appMarketing & go to market
Marketing playbook
Brand doing & Communities
Shared Life - Referral
User
Documentaries Generated Demand- Program
(gamification) Content Gen (member get member)
Publicity
Anaxeos Digital
Pro Team Marketing
(social + paid)Marketecture
Data Monetization
Research, nutrition, services
etc.
Global IoT
Intelligence data cloud
connectivity
Data sharing
-Information
Information & insights
-Data records
Functions alerts, recommendations, -Statistics
On/Off notifications -Anomalies
Care pool
Vet, trainer, day care etc.
Multi sensor wearable Mobile applicationGo To Market
Offering What? To whom? How to sell?
Pet Wearable • Device • Retailers • Distributors
• Service subscription • Mobile operators • Wholesalers
• Accessories • R&D labs • Direct
Data market • Data insights • R&D labs of industrial players • Direct
• Anonymized Big data (Food, Pharma etc.)
• Infrastructure
Service market • Target audiences • Vet Cliniques • Direct
• Sponsored offerings • Dog trainers
• Insurance companies
• MAnufacturers
Technology • White label • Industrial brands • Direct
• Technology
• Apps
• ServiceKey pets market trends the industry
Trend Description Key implications for ANAXEOS
The global pet care market is expected to reach Low competition and non-
Economy USD 202.6 billion by 2025, making it bigger than mobile gaming saturated market give ANAXEOS a
industry and one of the fastest growing consumer markets in the strong opportunity for strong
world. market positioning
Source: (Grand review research).
For example, in Finland more
puppies were born than children. At
the same time, the target group is
Target millennials delay marriage and babies while turning to pets to 'fill that void' aware of the importance of
customers monitoring and understands its
purpose. The target group is
spending more and more money on
pet welfare
Source: businessinsider.com/pet-care-industry
2nd Generation The target group understands the GPS tracking. First-generation GPS and motion
They are looking for 2nd generation products and service sensor devices are currently available
better / higher quality and more functional equipment in the pet product market. ANAXEOS
and services. is clearly a second-generation
product and offers the target
audience a whole new experienceMarket entry steps
South America
North America Claro
Global AT&T
Verizon
EU Vodafone
Amazon
Nordic countries Telefonica
RukkaPets
agency
RukkaPets
ecommerce
Elkjop
(gigantti)
Verkkokaupp
a.com
2020 2021 2022 2023Branding
Parthenope his (ANAXEOS´S) dog, with whom in life
It was his wont to play, Anaxeos here
Hath buried; for the pleasure that she gave
Bestowing this return. Affection, then,
Even in a dog, possesseth its reward,
Such as she hath who, ever in her life
Kind to her master, now receives this tomb.
See, then, thou make some friend, who in thy life
Best shared life with dogs
Will love thee well, and care for thee when dead.
The touching epitaph was written in 3rd century AD by a young man
from Lesbos, Anaxeos, dedicated to the memory of his beloved dog,
Parthenope.Business model
Pricing model
All- Inclusive
1
As- a - servic e, rec urring m onthly p a ym ent.
1
0
0 1
1 0
0 1
DATA
Ad revenues MONETIZATION
DEVICE SERVICE
One- off or + SUBSCRIPTION Pa y- p er- c lic k Insig hts/R&D
inst a lm ent Rec urring p a ym ent - p a ym ents Aud ienc es
Servic e innova t ionsHybrid model with revenue share.
Service
Provider
Device € Device €
1
End user 1 flow
Data Anaxeos
0 0
1
1 0
0 1Retail model
Retailer
Online sales
Device € Device €
1
1
Data flow Anaxeos
End user 0 0
1
1 0
0 1
Service revenueData monetization
Promotions 3rd party
R&D
Data users
Personalization
Data flow
End users 1 Anaxeos
1 flow 0
Data
0 1
1 0
0 1Technology licensing + white label service.
Branded White label project €
goods Backend Service payment€
Technology
Device € Back
Components € end
1
End user 1 flow 0
Data
Anaxeos
0 1
1 0
0 1Financial outlook
Sales channels
Current key leads Selling what? Earning logic Value
• Verkkokauppa.com,
Consumer electronics • Devices • Product sales margin
• Elkjöp group
• Product sales margins
• Rukka Pets retailers and 30%
Pet retail • Devices
distributors in Europe • Customer attraction and
retention
• Platform fee
Ecommerce • Amazon • Devices • Commission
• Fulfilment services
• Expansion of Iot/Smart
• Monthly recurring service home offering
Service providers • Telefonica • Service revenue • More subs
• Product sales margin • New customer acquisition
and retentionEstimated sales volume / channel
70000
61300
60000
50000 50000
40000
38100
30000 30000
20000
16100
10000 10000
9100
5000
3600
3000
1800 2600
2000 1700
1510
750
660 1500
1000
600 1500
1300 1500
0 0 100
0
2020 1H 2020 2H 2021 1H 2021 2H 2022 1H 2022 2H
Consumer electronics 0 750 1000 1300 1500 1700
0 660 1500 1800 2000 3000
Communication service providers 0 0 5000 10000 30000 50000
Ecommerce 0 0 600 1500 2600 3600
Retailers 0 100 1000 1500 2000 3000
TOTAL 0 1510 9100 16100 38100 61300
Consumer electronics Communication service providers Ecommerce Retailers TOTALRevenue and profitability
BUSINESS PLAN 2020-2022
2017 2018 2019 2020 2021 2022
REVENUE 1 727,83 1 500,00 0,00 193 835,00 3 453 484,60 14 135 092,80
Other operating income
(Business Finland , Finnvera) 0,00 50 000,00 0,00 0,00 0,00 0,00
Material & Services -150,00 9% 0,00 0% -2 093,00 -91 117,18 47 % -1 528 933,20 44 % -4 072 735,70 29 %
Personnel Costs 0,00 0% -275,10 18 % -40 057,58 #DIV/0! -144 000,00 74 % -576 000,00 17 % -1 440 000,00 10 %
Other operative expenses -18 085,49 1047 % -31 547,32 2103 % -102 969,56 #DIV/0! -105 150,40 54 % -282 645,17 8% -1 236 778,82 9%
EBITDA -16 507,66 19 677,58 -145 120,14 -146 432,58 1 065 906,23 7 385 578,28
-955,4 % 1311,8 % neg -75,5 % 30,9 % 52,2 %
Capex 0,00 -256 438,84 -117 863,71 -150 000,00 -175 000,00 -1 500 000,00
OPERATIVE CASH FLOW -16 507,66 -236 761,26 -262 983,85 -296 432,58 890 906,23 5 885 578,28Investment Opportunity.
Investment opportunity.
Investment A-round €700.000
Valuation €2.800.000Investment plan.
Funding so far…
2018-2019 =
0,7M€ (R&D)
A-Round B-Round C-Round EXIT
2020 2021 2022 2025Leads and partners
Thank you! Contact / Toni Koutu +358503672445 toni@senseofintelligence.fi
You can also read
