EXECUTIVE SUMMARY Giorgio Sadolfo - Founder & CEO e. [email protected] m. +39 328 70 97 263 Filo is a small electronic device which helps you have all your valuables at your fingertips. Problem Keeping things we care about always at our fingertips can be difficult and stressful. Every day we waste time looking for items we have lost or left behind. Solution Filo is a device equipped with Bluetooth Low Energy technology, which helps you have control on your valuables and quickly retrieve them. How it works Every item which has been attached to Filo communicates through an App, available for iOS and Android. From the App, you can: • Locate every item; • Set a range in which you feel the items you attached to Filo are under control; • Make your Filo ring. You can even make your smartphone ring, by pushing Filo’s button. Market Filo’s market is the Internet of Things, which last year has installed 9.1 billion units, for a total $2 trillion revenue. Inside this market, Filo enters the niche of the BLE equipped devices, which scored 1,4 billion units sold in 2014, with a compound rate of 2,1 billion by 2018 (+10,67%). Italy has been chosen as Filo’s entry market, because in 2014 it scored more than 8 million of Smart Connected Devices ready to interact with Filo’s technology. Competitive advantages Considering the whole competitors’ landscape, Filo boosts the widest range, thanks to the newest BLE technology. It features a replaceable battery and allows the interaction between smartphone and device thanks to its button. Filo has designed and created its own Firmware, and it’s the only BLE device which can allow over the Air updates, a statement of security and adaptability. Business Model Filo’s business model is based on: B2C: product sale to a target aged 18 to 40. Present pricing strategy: Product Sell Out price Filo – single device €24,90 Filo – bundle of 3 devices €64,90 Filo – bundle of 6 devices €119,90 B2B/customisation: design, production and supply of customized and branded bundles of devices, tailored on specific corporate needs; B2B/embedding: supply Filo technology to brands which can embed it inside their products. Filo S.r.l. - Via Giovanni Giolitti, 34 - 00185 Roma | P.Iva: 13008741004 ver. 2.0.2_Gennaio 2015 Execution + go to market 2000 devices have been preordered in just 5 months. Filo is made in Italy, and the accurate selection of Italian suppliers allowed us to keep control on the whole production process. Filo has been launched in Italy: this market is scalable thanks to the advisors who are supporting Filo and acts almost like a new market, where the competitors’ awareness is still scarce. After releasing our product we have collected the following metrics, referring only to B2C: CLIENTS FUNNEL Nr 5396 VISITORS 597 SUBSCRIBERS 141 BUYERS Filo will develop its B2C and B2B customer base. B2C: Online Marketing – Guerrilla – ADV, focused on the next milestones: Increase online sales and approach online wholesale distribution; Offline Retail distribution: we are discussing agreements with an important italian mobile operator; B2B: Get in touch with significant brands: Filo can offer a customised bundle of devices, tailored on corporate needs, or supply a technology ready to be embedded into branded products. Presently, we are producing 1000 branded devices ordered by Kaspersky, and we are discussing agreements with Moleskine, Italian Independent and Carpisa. Filo has already sold more than three times its estimate, reaching 1600 units sold by December 2014. MARKET SECTOR ESTIMATED SALES ACTUAL SALES ESTIMATED SALES B2C - Ecommerce 500 500 10 K B2C - Retail 0 0 25 K B2B 0 1100 15 K TOT 500 1600 50 K 2014 2014 2015 AVG. EBITDA MARGIN 53% Forecast Medium-term objs include the set up of a salesmen dept, to boost agreements with retailers and brands. R&D activity will be focused on new technologies, improvements, new products and new scenarios equipped with BLE technology. Funding Filo got a micro seed of €60k from LVenture Group and entered Luiss Enlabs acceleration programme. In order to reach its next milestones, Filo has just opened its first investment round and is looking for €500k, to be invested: 45% 20% DESIGN & PRODUCTION Team RESEARCH & DEVELOPMENT 20% MARKETING 15% MANAGEMENT & LOGISTIC Filo is a team of four funders: GIORGIO SADOLFO CEO | [email protected] ROBERTA ALESSANDRINI CMO | [email protected] Computer Engineer, expert Maketing and Retail professional, in networking and software has worked for Diesel and development; Trussardi; STEFANIA DE ROBERTO CTO | [email protected] LAPO CECCHERELLI CCO | [email protected] Computer Engineer, Art Director and Designer mobile developer; who worked for Leo Burnett; Two coworkers have already joined the team: Andrea Gattini, present Marketing Director, and Silvia Imbesi, Product Designer. OFFICIAL WEBSITE: www.filotrack.com | FACEBOOK: www.facebook.com/filotrack | TWITTER: @TrackFilo Filo S.r.l. - Via Giovanni Giolitti, 34 - 00185 Roma | P.Iva: 13008741004 ver. 2.0.2_Gennaio 2015
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