EXECUTIVE SUMMARY

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