2. Pain Point:
Frustration new urban parents feel because their
infant products are:
1. unfit for public transit
2. completely taking over their apartments
3. 1. Strollers and car seats are unsafe,
socially awkward, or illegal to use in public
transit
Can’t
hold
on to
rail!
Pictures taken
by potential
customers
found through
Google Images
4. 2. Entire apartment becomes baby room
Cost of ownership:
$2,415 purchase price
+every inch of living space
5. R h i n o B a b y : [Ry-noh-bay-bee]
Startup
Provides a modular system of baby and toddler
products for easy urban living.
We are guided by 5 principles of design:
1. Safety is first
2. Public transit should be easy for families
3. Apartment living should be comfortable
4. Style that inspires confidence
5. Sustainability is best for everyone
6. 1
Everything begins with a protective shell that
empowers baby for all-terrain urban adventures
•Cute but tough, it reminds us of a baby rhino.
•Ergonomic, washable interior
•Modular component docks into at-home and on-the-go products
7. 2
Our mobility system enables parents to take on
the city
Preliminary
• Stroller-harness hybrid enhances flexibility
• Being hands free makes you feel in control
• Shell protects baby from common threats in public transit
8. 3
Storable modular system saves space, materials
and money
Illustrative
• Reduces footprint in a small living space
• Modular shell makes for seamless transition from home to street
• Reduces the cost of buying a complete set Greater share of wallet
for RhinoBaby
9. 5
Our consumers make a difference by supporting
a sustainable lifestyle
Less
material
Sustainability
30% less
CO2 and Social
Impact
1% for pre-
schools
Source: http://www.city-journal.org/2009/19_1_green-cities.html
10. Urban car-less lifestyle is the future of parenting
in the US
• Millennials are the rising generation of parents
– 34% of 18+ millennials have children already1
– More millennials becoming parents than boomers
retiring2
• Millennials prefer a different lifestyle
– 88% prefer urban living3
– Prefer car-less lifestyle4
1. http://www.hubmagazine.com/2010/04/meet-the-millennials-2/
2. http://articles.cnn.com/2011-03-24/opinion/singer.young.leaders_1_boomers-millennial-generation-young-people?_s=PM:OPINION
3. http://blogs.wsj.com/developments/2011/01/13/no-mcmansions-for-millennials/
4. http://www.nytimes.com/2012/03/23/business/media/to-draw-reluctant-young-buyers-gm-turns-to-mtv.html?pagewanted=1&_r=2&
5. 52% say being a good parent is “one of the most important things” vs. 42% of Gen X
11. Rising urban middle class in emerging
economies is a huge opportunity for urban
parenting products
Source: http://www.unicef.org/sowc2012/urbanmap/
• $10.7 billion US infant durables market (toys excluded)
• $1 billion US stroller market
• 4.4% Expected CAGR
• 42.5 million annual urban births in US, EU, and 12-most urbanized countries
• $35~ billion global market
12. Mass retail is largest channel, but
specialty stores and online retailers are
more accessible for new entrants
Mass Retail
Specialty Stores RhinoBaby
initial
distribution Having
Online targets conversations
with
Department Stores diapers.com
and
Other baby.com.br
0 5 10 15 20 25 30 35 40 45 50
Source: Infant, toddler, and preschool furnishings, toys, and accessories in the US, Packaged Facts, November 2010
13. Competitors have largely ignored urban Dorel Industries
Graco
WP/Evenflo
parents’ transportation needs and RC2 Corp.
Britax
space limitations BabyJogger
Maclaren
Premium UPPAbaby
Suburban Urban
RhinoBaby Space
Mass market
Source: Infant, toddler, and preschool furnishings, toys, and accessories in the US, Packaged Facts, November 2010 ,and other estimates
14. Targeting parents at the moment and place
they feel their pain + Strategic PR Blitz
T r u e U r b a n M o b i l i t y f o r
B a b i e s R e v e a l e d
$3,000 - $4,000 static subway entrance ad
$500 - $1,000 for exterior ad on buses
Source: http://nymag.com/nymetro/news/people/columns/intelligencer/15156/
15. Multidisciplinary team is ready for the challenge
Jorge Mazal Frances DiMare Drew Bergan
Wharton MBA ‘14 UPenn MS Design ‘14 Drexel PhD Eng. ‘14
16. Comprehensive strategy will help us
overcome challenges
Overcome
design Emotional
Right team hurdles and connection
copycats through
branding
Consumer-
focused
IP protection
iterative
design
