pH lux
CREATE. INNOVATE. EDUCATE.
An AR powered science lab experience for school students
Available in Delhi(NCR)
contact.phlux@gmail.com
pH lux
PHLUX IN A NUTSHELL
Provide students a Increasing engagement Perform interactive Provide fun, safe and
realistic science lab and testing the student’s hands-free experiments high quality science
experience via an conceptual anytime and anywhere, education at low cost.
Augmented Reality understanding. using free AR headset.
Application.
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GRAPHIC IDENTITY RATIONALE
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A WORLD WITHOUT PHLUX
Lack of safety Remote learning is Only conceptual No exploration
equipment challenging learning among students
Very high setting Watch videos that Disposal of harmful Restricted access
up costs for demonstrate chemicals without to the labs at
physical labs experiments treatment school
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WHAT WE OFFER
IMMERSIVE ECO
SAFETY LEARNING FRIENDLY
APPARATUS
SCIENTIFIC FREE LEARNING COST
CURIOSITY SAVING
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FOUNDERS
ARUSHI GUPTA NEHA REDDY VARNIKA KAIRON
2017030 2017071 2017321
Chief Financial Officer Chief Marketing Officer Chief Technology Officer
Skills: Tech, Finance Skills: Marketing, Design Skills: Tech, Design
Role: Strategize and Role: Sales, product Role: Discover, leverage
control finances of the development, market and develop new
company. research and pricing. technologies.
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MARKET OPPORTUNITY pH lux
Total Available Market CUSTOMER PROFILE
273 million students
CUSTOMER CONSUMER
Indian schools and Students of grades 6 to 12
parents of with access to
Serviceable Available Market
school students smartphones
177 million students
(non-govt schools)
Target Market Initial 3 years: Delhi
78 million students Delhi(NCR) Expansion post 3rd year
6th to 12th grade (non-govt schools)
Revenue potential -
Delhi: 11 B
Intial Small Phased Roll Out Mumbai Mumbai&Bangalore: 21 B
4.43 million students
Delhi 6th to 10th grade (non-govt schools)
Bengaluru
Source: https://en.wikipedia.org/wiki/Education_in_India 7/17
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BUSINESS MODEL
SUBSCRIPTION MODEL
User can pay monthly or yearly after a
trial period of 2 weeks. PHASE 1
We would be onboarding users via
schools and giving a 10% margin
to schools.
PHASE 2
After 5 years, we would be
onboarding users via schools and
COMPANY also providing individual
USER
PRICING MODEL subscriptions.
Penetration Model to gain market share quickly
PRICES: 250/month or 2500/year
We will be offering Phlux at 2000/year for the first
2 years as an introductory offer.
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GO-TO-MARKET STRATEGY
MARKET DISTRIBUTION DIRECT
CUSTOMERS PRICE MARKETING
DEFINITION MODEL SELLING
MIDDLE AND SCHOOLS IN B2B2C. PENETRATION DIRECTLY LEVERAGE SOCIAL
HIGH SCHOOLS NCR. PHLUX TO MODEL. APPROACH NETWORKS AND
IN INDIA. SCHOOLS TO TARGETED ORGANISE
STUDENTS. SCHOOLS. SEMINARS TO
MAXIMIZE REACH
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CURRENT TRACTION
We have made the first
iteration of our prototype. This
shows the flow of the app and
an AR simulation.
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COMPETITIVE ANALYSIS * pH lux
HIGH
AMRITA LABSTER LAB IN APP PHLUX
SERUTAEF TCUDORP EUQINU
pH lux
OLABS
COST
HGIH
WOL
CONTENT
COMPATIBILITY
SIMULATION
EXPERIENCE
EVALUATION LOW
CUSTOMER NEEDS
UNIQUE PRODUCT FEATURES
We are the only AR powered lab for students in the market. We provide an
Simulation quality,Evaluation
immersive and interactive experience anytime and anywhere at a market
CUSTOMER NEEDS
friendly price. Content compatibility, Low cost,
By making the best in class simulations at an affordable price, we plan to stay Better learning experience.
ahead in the market.
We have used a system of weighted averages to calculate the position the companies
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*
pH lux
CUSTOMER VALIDATION
Testimoninals
We only get to visit the labs once
in 1 - 2 months.
- 6th grader from DPS
Noida
INTERVIEWS SURVEYS
Between books and grades,
SCHOOLS: Sanskriti School 22 Parents
students often put practical
learning aside.
Indian School Sohar
DPS, Noida
14 College - parent of a 7th grade student
TEACHERS: Students
8
Chemistry, physics and
9th & 10th Grade
Watching someone else do an
biology
Students
experiment is as good as reading
PARENTS: 8 parents of students
between grades 6 to
12 6th to 8th Grade about it in a book and totally
Students different from actually performing
10 going to school in
it yourself.
NCR.
- 10th grade physics teacher
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ASSUMPTIONS
We are valuing our We would be operating
company at 20% of our The founders will not be from the incubation
DCF. earning salaries. center for the first 3 years.
We will be moving to We would start catering
Average of 80 students
Bangalore and Mumbai to 11th and 12th standard
per class.
after the 3rd year. after 3rd year.
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FINANCIALS
YEAR 1 YEAR 2 YEAR 3 400
Net Income
Revenue
Revenue per customer 7.2 lakhs 7.2 lakhs 9.2 lakhs 300
Number of customers 3 10 40 200
Captial Expenditure 9.26 lakhs 21.32 lakhs 84.4 lakhs 100
Operational Expenditure: 0
R&D 4.26 lakhs 17.1 lakhs 50 lakhs
Marketing 8.26 lakhs 10.25 lakhs 34.5 lakhs -100
Year 1 Year 2 Year 3
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CURRENT EQUITY STRUCTURE
Founders hold 30% 10% equity for No previous
equity each esops investment history
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THE ASK
Better and durable headsets
To avoid frequent replacements
Doubt clearing forum
1 crore
For better user experience
10% equity Hire data analysts
Create a curated list of potential
customers
4000 active users after
the 2nd year
Cover costs
Capital costs and operational
losses (first 2 years)
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EXIT STRATEGY
Buy out by a venture capitalist
(after 2 years)
Increased investments in edtech startups by Phlux is the key to untapped
VCs - Omidyar Network and Nexus Venture opportunities. It is the sole contender in
Partners invested in WhiteHat Jr. the use of AR in practical education.
Never ending market.
Projected investment in AR technology in
The total number of students increase by
2025: $ 12.6B
2.2% every year.
Source: http://ficci.in/spdocument/20385/ey-ficci-report- Source: HolonIQ. Smart Estimates. January 2019
education.pdf
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CREATE. INNOVATE. EDUCATE.
