The Problem
Data from the National Electronic Injury Surveillance System were analyzed for patients ≤17 years who were treated in US emergency departments for a door-related injuries. An estimated 1,392,451 US children ≤17 years received emergency treatment for door-related injuries. The most common mechanism of injury was a "pinch in the door"
In the UK, The British Association of Plastic and Reconstructive Surgeons (BAPRAS) released a report urging parents and carers to routinely use doorstoppers and hinge guards to cut the estimated 50,000 children whose hands and fingers are crushed by doors each year. The report by BAPRAS revealed that fingertip injuries are the most common hand injury seen by plastic and reconstructive surgeons with 1 in 6 injuries resulting in amputation.
Current State of the Market
Finger Guards have become increasing popular over the last fifteen years. Although the current products available are suited towards the commercial market ie Schools, Public Buildings and Daycare Centers. They also require a double purchase i.e. Product One for the front of the door and Product Two for the back of the door.
Anyone looking to buy a finger guard for protection at home, would need to purchase a commercial finger guard that requires screws or strong adhesive, which permanently alters the front and rear facing part of the of the door. If the owner or renter moves home or decides that their children have reached an age where they are more aware and therefore the finger guard is no longer needed. The true cost of the finger is:
The Cost of the Commercial Finger Guard + Repair of the Damaged Door + Labour + Repainting the Damaged Door
OR
The Cost of the Commercial Finger Guard + Replacement of the Door + the Labour + Painting the New Door
Baby and child proofing products sold by the larger established retailers Ikea, Target, Walmart, Walgreens, and CVS Pharmacy do not include finger guards for the home in their product range. The same story is true for UK retailers like Mother-care, Argos and Boots.
Solution to the Problem
Safe at Home's unique PATENTED Finger Guard that provides full protection from a child's fingers being pinched or amputated in the open and closed sections of a door. It does not permanently alter the front or rear of the door. It is easy to assemble and disassemble once the need is no longer required at an affordable price. It is one complete product providing full protection for both the front and rear of the door. It can also be used for traveling families staying in an Airbnb or staying in short term accommodation.
Manufacturing Costs
$1.60 cost per unit including packaging. $34.99 Retail Price. We have also secured an injection moulding tooling cost alongside a minimum order quantity.
Target Market
Baby and Child Proofing Market. Parents with children aged between 6 months and 10 years old.
Marketing Strategy
To sell Safe at Home Finger Guards alongside baby and childproofing generic products. Customers looking to purchase cabinet locks, or any other childproofing products will have the option to purchase a Safe at Home Finger; and in reverse , a Safe at Home Finger Guard purchase can generate a purchase of a childproof product.
Proof of Design and Concept
We have a working prototype. The specifications were sent to a Design company in the UK who made a prototype that has been successfully tested on doors in: America, UK, Bulgaria, Austria, Switzerland, France and Denmark.
Branding Advantages
Having Safe at Home logo on the finger guard with a QR code, creates visual continuous advertising once installed in the home. Especially when family or friends bring their children to play as well as other people that are in the home such as business meetings, plumbers, electricians, air conditioning technicians etc.
Orders can be easily placed via the visible QR Code.
Retail Outlets
Amazon Worldwide, Shopify, Target, Walmart, US Baby Proof Retailers. UK Retailers Argos, Mother Care and Boots and UK Baby Proof Retailers.
Conservative Financial Projections
Year 1 $2,204,370 Year 2 $2,625,244 Year 3 $3,174,293 Year 4 $3,809,151 Year 5 $4,570,983
What will the investment monies be used for?
1) European and American Conformance testing. For immediate entry into those markets.
2) Purchase the injection moulding tool dies.
3) Secure the MOQ (minimum order quantity).
4) Product Packaging.
5) Shipping and warehouse fees
6) Logo and Branding.
7) Complete/finalise the website design
8) Social Media presence.
9) Hire a social media influencer.
10) Assemble a 3 person team to handle: Sales, Digital Marketing and Manufacturing
10) Contingency fund.
Thanks for listening.
Darren Kwaw Thompson
678 592 0829
[email protected]