3. THE PROBLEM
3
Existing baby monitors provide audio and video feeds and
alert parents if the baby is crying. However if there is no
sound, there is no video to report and parents are
sleeping - it’s a silent threat.
*SUID and SIDS data in the US is based on CDS data http://www.cdc.gov/sids/data.htm
** http://www.nichd.nih.gov/sts/Pages/default.aspx Safe to Sleep®
About 3,500 infants die suddenly and unexpectedly each year in the United States.
The most common reasons: SIDS, accidental suffocation and strangulation in bed*.
Experts agree the most important thing parents can do to reduce the risk of
unexpected death is to place babies on their back to sleep.
With traditional baby monitors parents may not be alerted in
time if their newborn has a stoppage in breathing or has
turned over on his stomach during sleep.
MONBABY WAS DESIGNED TO SOLVE THIS PROBLEM.
Safe to Sleep®
Public Education Campaign**
4. $169 LIVE ALARM
Body position
Breathing
movements
Proximity
removal
Fall detection
SOLUTION
4
MonBaby tracks the baby's sleep
position and sends an alert to
the parent's smartphone if the
baby rolls onto his or her
stomach.
MonBaby detects the delicate
movements of a baby’s
breathing and sends parents an
alert if breathing movement
stops for 15 seconds or more.
5. TRACTION
MonBaby is available in about
450 brick-and-mortar Target
stores across the United
States.
Kickstarter campaign was fully
funded by 135 backers in
November 2014.
We have deals signed with international
distributors covering South Africa, Turkey, Israel,
Colombia, Ecuador, Panama, Ireland, Sweden,
Norway, Finland, Denmark, UAE, and Russia, with
many more markets in the near term pipeline.
WT Innovation World Cup
Winner in 2014.
We sell on all of the following
websites:
5
MonBaby has received critical acclaim in the press, has gotten national TV coverage and has been featured
by outlets like the New York Times, CNET, Yahoo! Tech, Gizmag, and more https://monbaby.com/press-2/
6. MARKET OPPORTUNITY
The total home-use baby movement monitor
marketplace was $412.8 million in 2015 and is
estimated to be $690.0 million by 2020.*
About 4 million new babies are born in the United
States each year.**
9.6% (approximately 0.38 million babies) in the US
are born prematurely.**
130 million new babies are born in the world each year
(UNICEF estimations).
*Market Size data is based on Technavio
http://www.technavio.com/report/global-miscellaneous-home-
use-baby-movement-monitor-market
**Birth data in the US is based on the data of the Centers for
Disease Control and Prevention
http://www.cdc.gov/nchs/fastats/births.htm
$412.8MILLION
4
MILLION
130
MILLION
6
9.6%
7. New grandma,
interested in
new technology
Age: 55 – 65
Lives in or
around urban
areas
CUSTOMERS
First time
mom
Age: 25 – 35
Income: above
average
Lives in or around
urban areas
New dad,
married
Age: 27 – 42
Income: above
average
Lives in or around
urban areas
Second + time
mom
Age: 27 – 42
Income: above
average
Lives in or around
urban areas
7
* Based on the company’s own marketing research and current
customer’s data
Parents of
premature babies
Age: 25 – 42
Income: all
Lives in or around
urban areas
8. COMPETITION
8
High Data
Accuracy
Ease of Wear
Accessories
Required
Low Data
Accuracy
High Data
Accuracy
Affordable
Low Data
Accuracy
High
Price
Requires a special pajama to work
Rechargeable battery lasts 120
hours
$179 price for “Starter Package”
Sold in Babies ‘R’ Us and Amazon
which helps validate market for new
baby monitor devices
Mimo Baby
Inconvenient ankle band design.
Three sizes for different ages
Separate smart charger
Price released $249
Claim to be the first learning and
predicting baby monitor. But very
limited technical data is currently
available
Sproutling
A bulky wearable sock. Three
sizes for different ages
Separate base station
Retail price $250
Relies on pulse oximetry to
provide heart rate and
oxygen levels
Owlet Care
9. LIVE ALARM
Body position
Breathing
moverments
Proximility
removal
Fall detection
MONBABY. COMPETITIVE EDGE
9
UNIVERSAL FORM FACTOR AND
UNIQUE ATTACHMENT MECHANISM
MonBaby doesn’t require special clothing
and can be easily detached from dirty
clothing or clothing that is too small. Baby
can not outgrow MonBaby.
MOST AFFORDABLE PRICE
Since MonBaby is small and has universal
design there are no extra manufacturing
costs to fit different sizes and ages of
babies. This allows us to market MonBaby
with the most affordable price for
customers and gives better flexibility of
price for distributors and retailers of any
smart baby monitor.
11. KEY POINTS OF MARKETING STRATEGY
11
safesleep.monbaby.com
MonDevices provides new parents with access to easy-to-understand
educational resources about safe sleep for babies. Not all parents are familiar
with important safe sleeping recommendations; educating new parents will
affect sales.
MonDevices has communities on Facebook, Instagram, Pinterest and
will build a branded web and mobile community for new parents,
MonParents. Company wants to own the relationship with its potential
customers, maximizing our ability to engage the target audience.
Mondevices launched an affiliate program https://monbaby.com/affiliate-
program/which is starting to attract referrers and affiliates.
Mondevices launched a website in Spanish http://www.monbaby.com/es/
with the aim of targeting the Hispanic audience, which is considered to be
more tech savvy.
We work with bloggers, experts and trusted parenting and tech resources
(digital, TV, print) to secure TV segments, guest posts, reviews, placements
in baby shower gift guides, etc.
Content
Marketing
Word-of-Mouth
Marketing
Hispanic
audience
Social Media
and Brand
Community
Influence
influencers
Collaboration
with
professionals
MonDevices will distribute promotional materials to classes for new and
expectant parents, support groups, sonogram clinics, NICU hospitals,
midwife services, etc.
12. R&D/ADDITIONAL DEVICE FEATURES
12
MonBridge
(BLE-to-WiFi
Bridge)
Breathing
Rate &
Twin Mode
Server-side
Backend
MonScope,
MonPatient
&
MonParent
(future
wearables)
MonBaby
Premium
We’ve developed an app that runs on an Android device and extends the range of
the MonBaby. The idea is to have the app run on an Android 5" or 7" tablet that we are
going to load with video instruc4ons and helpful materials on how to raise your baby making it
not only a func4onal bridge but also a great source of informa4on for new parents.
We’re going to add breathing rate measurements and display breathing rate as a new feature.
Currently the MonBaby only sends an alarm if there is no breathing movement. This feature
would increase sensi4vity of the MonBaby and alert parents even when there is movement but
no breathing rate has been detected. We’re also going to add an ability of the MonBaby app to
connect to more than 1 BLE device. Customers who are having twins and triplets asked us
about this func4onality and we would like to sa4sfy this important request.
The framework already runs on AWS, capturing data from selected customers. We want to
expand it and scale it up to capture data from all of our customers. Collected data will be used
to improve and fine tune breathing and movement classifica4on algorithms.
MonScope will be a wearable with the sensi4ve microphone that a customer would wear
round the clock next to the customer’s body. The MonScope will capture and record sounds of
persons lungs and heart to be transmi>ed and analyzed in real 4me. We are in ini4al stages of
R&D, namely at a concept stage, though we already have a working proof of concept. We’ve
also engaged our team of medical advisors in order to come up with an easy to use wearable
device for seizure detec4on and alerts and are working on a wearable for the elderly by
collec4ng market data and customer feedback (in fact, some of our MonBaby customers have
used the device for seizure detec4on already as well as bought it for their aging parents and
although it is not intended for those purposes it was a clear indica4on to us that the market for
these types of devices certainly exists).
Our vision for an ideal baby monitor product is a smart baby monitor integrated with the video
baby monitor. A final integrated product will be a wifi camera will serve as a BLE-to-WIFI bridge
and also be a wireless base with the temperature sensor and audio microphone. The MonBaby
alarms will show on a smartphone app running on iOS/Android next to a video stream from a
WIFI camera. The temperature and audio will also be used to create addi4onal alarms. Our
vision that smart baby monitor and video monitor products will eventually converge and we
want to be at the front of this development.
13. TEAM
13
LEV GRZHONKO, CEO
An economics graduate of UC
Berkeley and the Harvard
University Executive Program.
Successful serial entrepreneur, former
founder of AdoTube.
EUGENE DOTSENKO, COO
With a BA in Economics and a
JD/MBA, Eugene joined the
MonDevices team in 2015
bringing with him solid
experience with an emphasis
on legal, financial, HR,
administrative and managerial
functions.
JANE VORONOVICH, MARKETING
ADVISOR (CEO of Elementary
Marketing, LLC, the exclusive
marketing service provider to
MonDevices, Inc)
ARTURAS VAITAITIS, CTO
Inventor of MonBaby. Holds a
Ph.D. in Particle Physics from
Columbia University, a patent
in the IT industry and over 50
scientific publications.
SIMON DAWES, LEAD
ENGINEER
Bachelor in Electronics
(Cambridge, UK). Production
Engineering and Customer
Service Management in State
of the Art Semiconductor High
Tech equipment industry.
Hardware and Software
design.
JASON SUSSMAN,
OPERATIONS MANAGER
Graduate of the University of
Michigan with a B.A. in English
Literature. Experienced in
operations and production
management for over 15 years.
