Presentation of the new RoboController

1. HaxAsia –
Introduction and Deliverables

2. How it works
We give money for startup
team to finalize prototype
before they join program
Teams come to Singapore to
develop commercial product
and test it
Teams come to San
Francisco to launch crowd-
funding campaign and gets
media exposure
Startups that reached their
CF goal come to Beijing to
work on pilot batch
production with Foxconn
HaxAsia helps build successful hardware business out of
Singapore – within 6 months startup either becomes global
success or dies. No living-deads companies. Fuel the eco-system

3. Startups may have cool technology,
but they fail to pack it into the product
HaxAsia vets startups not on the basis how cool their product is, but how fundamental and
potential technology is. Then we use our mentors network to help validate potential market
case. We can give up to 20K SGD to finalize the functional prototype before they join program.
Step 0
30 days

4. Teams join the accelerator program
in Singapore to develop commercial
prototype with sleek commercial
design and physical sample. Then test
it on users and validate use-cases.
Only those teams who validated their
product, go on the next step of
program.
We use IDA Labs as the hub to help
design, test and validate products.
Design is important,
but use-cases are critical
Step 1
30 days

5. 1. HaxAsia partners with BootStrapLabs to help companies launch crowdfunding campaign
including advisory services on crowdfunding video, social and digital marketing, reaching out to
media, communicating with backers. We did campaigns ourselves and know every detail
2. We attract mentors who did the most successful CF campaigns, like Palmer Luckey, founder of
Oculus (raised $2.4 mln on Kickstarter, and 90 mln from VC, Tan Le CEO of Emotiv ($1.6 mln)
and marketing experts like CEO of the top Silicon Valley firm VSCPR, that ran several multi-
million campaigns
3. At the end of the day, crowdfunding is not about raising millions, but validating the market case
and getting enough money to start production
Step 2
45 days
HaxAsia and BootstrapLabs co-run program in
SF to help launch crowdfunding campaigns

6. 1. HaxAsia partners with InnoConn (newly-created Foxconn DFM facility) to help your produce
the first batch of devices on time and with high quality
2. Foxconn can help you ramp up production volume quickly – ie you need to meet Xmass
retail launch this year – they can help launch it
3. Foxconn has their own venture fund (that invested in GoPro and others) and can invest in
your company at A-round
4. As part or program, we also help you develop Go-To-China plan and find joing venture
partners.
Step3
2
60 days
China is still the plant of the world.
Foxconn is the best at quality

7. Deliverables of Stage 1 - Singapore
High Level
Deliverable
Time Description
Crowdfunding Assets 70% ID sample
DFM and BOM
Landing Page
Product use-cases
Video
Questions and FAQ
Campaign page
Marketing 20% Strategic marketing plan
Social media accounts
Testing digital marketing channels
Affiliate partners
Conferences and exhibitions plan
Corporate 10% Company, bank account, IP, trademark
Investment deck

8. • At least ID dummy sample for video before filming session starts – see Filming
Schedule
• Working ID sample by end of Singaporean part of program to qualify for the next
stage of program (You will need to demonstrate such ID sample to media)
• ID sample should be sleek and should have unique original design. Remember that
American consumers are very demanding and make their purchase decisions mostly
on how the product look like rather than what it actually does.
• If you project doesn't require high quality ID and we confirmed that, then it is
important that your samples you show on video at least look good and you
concentrate most of attention on apps, design or experience (Note: we shud
confirm, that your project may launch CF campaign without high-quality design)
• Mechanical design can be temporary and can be finalized on the third stage (once
you've raised money on CF)
Crowdfunding Deliverable – ID sample

9. • How your product can be used, by whom, why and where
• Development and testing of product use cases offline and online
• First you should come up with some 10-12 different use cases by yourselves
• Then narrow down to 3-4 main use cases via series of tests, discussions, focus groups
and Facebook posts
• Focus groups typically make sense for products that needs to be tested in person
(you need to have actual ID sample for this)
• Facebook posts are good way to test reaction - just create one post on each use case
with photo (can be rendered one), promote this post to relevant audience using
advance post promotion (is interests) and check conversions to
Like/Shares/Comments, those with best ones, are typically those you shoud target
fro your CF campaign
• You shud create high quality images/photos for your main 3-4 use cases with people
using product in real life situations (avoid render at this stage) – for website and CF
page
Crowdfunding Deliverable – Use Cases

10. • Purpose - collect emails of potential backers
• Key requirement: + you should be able to pitch your idea efficiently via images and
short headers + integrate mailchimp sign up form + Google analytics + be short
• Examples: www.atoichjet.com, www.smartstones.co, http://www.keyrious.com/
Should be just one page, but may be with several blocks like www.thetileapp.com
• We can provide template website developed based on the Tile website
• Focus mostly on use-cases and why this product is needed, where it is used
• High quality images in advance - ideally shoot them during your filming session by
attracting professional still photographer
• At least one high quality close-up shot of your product with high-quality lighting -
you may start from rendered one though (Innozen can provide those)
• You may have the plan to evolve your landing page on weekly basis by testing
images, messages, analyzing how conversion works, and how people browse
• Good conversion is generally about 5% from visitors to sign up - if you are able to
achieve this you may start spending marketing dollars on generating more traffic
Crowdfunding Deliverable – Landing Page

11. • Two versions should be created using the same shooting materials
• Trailer video:
• up to 1 min long video showing mostly use cases
• ideally you should avoid using subtitles and voice - just video and music - be
clear what it is and for
• use it for landing page and youtube channel
• try promote it with smaller budget on FB, Youtube (Google Display) - see
conversions to sign ups, if it is good (5% of more), the you can consider
allocating more budgets
• consider using animation if it helps communicate your product ideas better
• Crowdfunding video:
• 3-4 min version with interview, product use-cases, lab shots etc
• test it with your inner circle and make sure all main questions are answered
Crowdfunding Deliverable – Video

12. • Making sure your design can be manufactured (if you work with Innozen, then it
automatically happens, if not, we need to discuss the plan)
• Getting rough quotes on molding prices - estimates can be provided by Innozen,
otherwise need contact contract manufacturers and molding companies directly
• Getting quotes from at least two contract manufacturers in electronic components
for bill of materials for 1,000 and 5,000 pcs (even if it is a preliminary PCB design)
• in case you need to check prices on specific high value components in China, we can
provide freelancer on help on this
Crowdfunding Deliverable – Design for
Manufacturing and BOM

13. • The main question for CF:
• early bird's offer price and package
• main target offer - price and package
• pledge levels
• delivery time
• Plus collecting questions from users and building FAQ. Once you reach out to users,
they will start asking the questions. Make sure you keep collecting and addressing
those questions by:
• amending your messages and product use cases
• building FAQ section for website and CF page
• being ready to shoot additional explanatory videos and images that can be used
for campaign main page and updates and/or your blog on the website once you
launch campaign
Crowdfunding Deliverable – FAQ

14. • Find good reference pages of similar campaigns
• Create the picture content
• Create the wording
• Ask your friends and some close backers to evaluate your CF page
• DO NOT PUBLISH IT!!!
Crowdfunding Deliverable – Campaign Page

15. Mandatory Corporate Deliverables for Stage 1
Deliverable for ALL Time
Register company in Singapore as Private Limited 1 week
Open bank account in Singapore 2 weeks
Setting up Paypal account for CF in Singapore 3 days
Register product and domain (on the company) 1 week
Logo and namecards 1 week
File the trademark application or at least get clearance 2 weeks
Prepare patent applications 2 weeks
Develop certification plan or get info what is required 3 weeks
Prepare the investment deck 2 weeks
Create Angel List profile and develop it 1 week
Conferences plan and registration for Stage 2 1 week
Demo and registration for Glazed Conference 4 weeks

16. Optional corporate Deliverables for Stage
1
Deliverable for ALL Time
Filling the roles in your team - finding executives that can
be keen to join your company to help with
marketing/bizdev in Asia
4 weeks
Apply for iJam grant - subject to meeting formal criteria (ie
local cofounder) etc
3 weeks
Apply for employment passes for founders if you target to
raise follow-on funding from HaxAsia and our partners
4 weeks
Develop relationship and pitch to local distributors and
corporate partners
4 weeks
Get quote from DHL Global to ship your product from Asia
worldwide
4 weeks

17. • The main launch marketing methods:
• Press release and media list
• Facebook community / Twitter community
• Youtube channel
• Digital Ads - test conversions (up to 2-3% of target price per sign up)
• Affiliate partners programs and partner campaigns
• Blog on website
• Conferences and pitch events
• To ensure the high chances of success, you need to have all of the following:
• at least 1000 sign ups on the landing page before launch (considering 10%
conversion it can bring you 100 pledges in the first 48 hours)
• at least 50 friends ready to pledge in the first few hours
• a few media and journalists ready to cover your launch
Marketing and PR Deliverables for Stage 1

18. Thank you! Questions?