2. Hypothesis
Parents of children of 6-12 years old could benefit from the better ways to:
● teach children to gain self-control when using digital devices
● keep children protected from negative content on the Internet
and are willing to pay for
● an educational experience for parents/children.
● a service that creates a safe and healthy digital environment.
3. Primary research: Scheduled interview (First week)
Intercept Interview (Second week)
Secondary Research (include market research, competitive research)
Research Method
4. Who we spoke with: Parents who have children age 4-13
Where: Oakland Ice Center, Downtown San Francisco, Alameda
Interview
5. Bruce: “I really concern about the content they are reading. Like
sexual content or violence content is not allowed for them
watching. I think It is fine for adults, not for children.”
Andy and Alex: My son spend too much
time on games.”
Interview
6. Kevin: “If you restrict, then they
are going to do it.”
Alice: “If they go to their friends’ home to sleep
over, we can not control them whether they
play pads or not.”
Jessica: “I want to learn how to teach my kids of self-control
on games. I read articles online and PTA Facebook group post.
But that’s not very effective to me.”
7. Parents of children aged 6–13 who has
just started to use digital devices
Parents don’t know how to raise the
children’s awareness of time spent on
digital devices
A digital product that visualizes
children’s screen time to the family,
helping them communicate how to
properly spend time on digital devices
PEOPLE
PROBLEM PRODUCT
Molecule
10. With children who have access to digital devices
Over 100 Million
(age 5-13 in 2018)
https://blog.euromonitor.com/2013/11/kids-as-digital-consumers-growing-impact-of-the-under-15
-consumer-segment.html
Market Overview
11. Children (0-14) population growth rate
3.9%
(age 0-14 as 2013-2022)
Adding potential customers for consumption of technology services
1.9 billion
https://blog.euromonitor.com/2013/11/kids-as-digital-consumers-growing-impact-of-the-under-15
-consumer-segment.html
Market Overview
14. http://bi.galegroup.com.ezproxy.sfpl.org/global/article/GALE%7CAA120479507?u=sfpl_main&sid=s
ummon
"While advanced digital education for children
remains deficient, the demand for control and
blocking solutions remains high, and is creating
a highly fragmented, ad-hoc yet competitive
market for parental control vendors. Over time,
however, as the digital knowledge gap closes,
educational solutions will feature much more
prominently in the market for child online
protection.”
– Michela Menting, senior analyst at ABI Research
Market Overview
15. 4.2 billion
Internet user in the world
1.4 billion
Internet users under 18
https://www.unicef.org/publications/files/SOWC_2017_ENG_WEB.pdf
https://www.internetworldstats.com/stats.htm
TAM
18. £1M
Revenue at the 2-year mark
https://screentimelabs.com/silicon-gorge-alive-well-bristol-screen-time-labs-chalks-million-po
und-turnover-two-year-mark/
TAM
$90.9M
SAM
$33.5M
SOM
Screen Time Labs
Parental Control Software Startup
Founded in 2013
19. Screen Time Labs
Parental Control Software Startup
Founded in 2013
£1M
Revenue at the 2-year mark
https://screentimelabs.com/silicon-gorge-alive-well-bristol-screen-time-labs-chalks-million-po
und-turnover-two-year-mark/
Screen Time Labs’ 2nd-year
Global Annual Revenue
= £1M ($1.31M) ÷ 2
= $650K
TAM
$90.9M
SAM
$33.5M
SOM
20. Screen Time App Revenue in App Store
by Region in August 2018 (%)
29%
Screen Time iOS App revenue estimated
in US and Canada in August 2018
https://sensortower.com/
TAM
$90.9M
SAM
$33.5M
SOM
Screen Time Labs’ 2nd-year
NA Annual Revenue
= $650K × 29%
= $189K
21. Screen Time Labs’ 2nd-year
NA Annual Revenue
= $650K × 29%
= $189K
29%
Screen Time iOS App revenue estimated
in US and Canada in August 2018
https://sensortower.com/
Screen Time Labs’ 2nd-year
Estimated Market Share
= $189K ÷ $33.5M
= 0.564%
TAM
$90.9M
SAM
$33.5M
SOM
22. What would be our
market share in
2 years?
It’ll be higher because...
● Educational solution is more profitable in the future
● A modest calculation
● NA is not Screen Time Labs’ focus
It’ll be lower because…
● Educational solution is riskier with few good
industry examples
● Screen Time Labs ran well (they got acquired in
2016)
● We only cover one platform for MVP
TAM
$90.9M
SAM
$33.5M
SOM
23. 0.5~1%
Our estimated NA market share in 2 years
Our 2nd-year NA Annual Revenue
= $33.5M × 0.5%~1%
= $168K~336K
TAM
$90.9M
SAM
$33.5M
SOM
What would be our
market share in
2 years?
24. TAM
Global Parental Control
Software Market Revenue
$90.9M
SAM
NA Parental Control Software
Market Revenue
$33.5M
SOM
Our Estimated Revenue
in 2 years
$168K~336K
Yay!
