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Executive Summary

Lockcentrate is the free, effective tool to limit your outward distractions.


According to a AAA poll, 94% of young adults acknowledge the dangers of texting
while driving, but 35% admitted to doing it anyway. Lockcentrate is the free app that helps
you limit the distractions that a cell phone demands. Lockcentrate will lock you out of your
phone for a predetermined period of time while the consumer is trying to do activities that
need their cull attention such as driving and studying. Lockcentrate also helps prevent
texting while driving by automatically locking you out of your device when the speedometer
reaches 15 miles per hour or faster. It also has parental control functions that can be
accessed from another device. Lockcentrate will track your location and, with predetermined
allowance, allow you to track another device, see how fast they are going, and let you lock
them out of their phone. This allows parents to seize control for however long the time is
needed.
The idea was formed by two young adults who want to do something about the
constant distractions while driving and studying. Lockcentrate came from Erikas idea of an
app that restricts texting while driving and Erins idea of an app to limit distractions while
studying.
We hope to target our generation consisting of ages 16-29 because what happens
today, impacts all of us tomorrow. We believe that Lockcentrate will help form smart, lifelong
habits today. Its important to implement habits like these today because of how fast our
technological generation evolves. Texting while driving is a huge issue and someone needs
to do something about it. We hope to eventually sell our idea to big name companies such as
Apple, Samsung, Allstate, GEICO, and schools who want to see a change.

History
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Erika Cunningham and Erin Smith have been good friends since August of 2015. They
met in the Business Leadership Program at Canyons Technical Education Center and
immediately realized that they had similar passions and values. One of their projects was to
write a business plan. Erin had the idea of developing a productivity application after seeing
kSafe (formally Kitchen Safe) presented on Shark Tank. She was inspired by the idea of
having a time lock on things to promote self-control. She thought this idea would be perfect
for an app as many people, including her, are addicted to social media. Erika was similarly
inspired to create an app that locked people out of their phones while they were driving to
promote better safety on the roads and reduce teen deaths associated with distracted
driving. These passions drove Erin and Erika and Erin to combine their ideas and
Lockcentrate was born. Lockecentrate completely redefines the idea of a driving safety
application as it adds the idea of a lock on apps for productivity also. The idea of a lock on
apps has in fact been made into an app, but the one company that has attempted to
implement it is confusing to customers and difficult to download. With the simplicity and
sleek design of Lockcentrate anyone can download the app and its free. Lockcentrate
creates value through its originality, professional look and customer friendly design.

Together, we were able to pool


our ideas and make a great
product.

Value
Proposition
Lockcentrate

is the free, effective tool to limit your

outward

distractions. At Lockcentrate, we value your safety as well as your attention span and we
understand that electronics can be distracting. Lockcentrate is an app that can help you limit
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the distractions that come through your phone every time it lights up or buzzes. Our app will
lock you out of your phone for a predetermined amount of time until that time is up. When
you are locked out, your phone will not make a sound or buzz until the timer goes off. The
app also comes with an emergency feature that contains predetermined phone numbers that
can be texted or called when an emergency arises. Lockcentrate isnt just for studying
either! Lockcentrate comes with a speedometer to help limit the urge to text while driving.
When the device hits 15 mph, the device goes into an automatic lock to prevent texting but
will allow calling should the

need arise.

Parents will also love this

because

Lockcentrate comes with a

GPS to let

you track where your

friends are

and what their speed is as

well while

giving the option to let you

take control

of your friends device from


Lockcentrate can also be

One of our favorite sayings that inspired us to


make an app to make people safer while driving.

yours.
set to give

you the opportunity to turn it on with a simple tap and turn it off without setting a timer for
those moments when you just want to limit distractions temporarily.

Market
Lockcentrate is located in a strong market segment: technology and applications. We
are involved in this market because of our use of different types and styles of technology.
With this technology, we strive to uphold the safety and satisfaction of our customers by
providing a product that is cost effective and timely. We have developed a well-defined
market summary that will best use the strengths of the current market to our advantage.
The following subsections will give a brief overview of the nature and trends of the current
market: customer segments, channel, key partnerships and key activities.
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Customer Segment:
Our target market lies between the ages of 16-29. This is the age for most young
adults begin driving and/or attending college. Technology has grown to become a big
distraction, especially in a day and age where almost everyone their age has a smart phone.
Lockcentrate eliminates these distractions and helps young adults focus for safety purposes
as well as helping them concentrate to
achieve their goals.

This chart made by Statistica, shows the fastest


growing app categories in 2015. In 2015, Utilities
and Productivity was up by 125% which shows us
that investing in an app under that category will
bring in more money because more people are
using apps like that.

Channel:
Our initial channel

of distribution

is through application

stores such as

Google Play and the Apple

Store. This is

the best way at the

current

moment to spread word

about our app

as most young adults and

parents can

easily access it from a smart phone or tablet. Ideally we would like to partner with Apple,
Samsung, Android, Vivint, Version etc. in promoting our app and even including Lockcentrate
software in future devices.

Key Partnerships:
Lockcentrate is a free app so we make our profit by advertisements and partnerships.
We hope to partner with local governments and organizations in order to promote a stop to
distracted driving. A partnership with insurance companies would be a symbiotic partnership
as they could promote our app and Lockcentrate would reduce the amounts of accidents
they have resulting in our profit and money saved on their part. Pairing with High Schools
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and universities is also a great strategy this would save lives of thousands of students as
well as promote Lockcentrate. These businesses and organizations will have priority for
advertisements on the Lockcentrate mobile app as well.

Key Activities:
Lockcentrate provides a variety of controls to eliminate distractions in the lives of our
customers. We have our driving mode as well as our locking software. Our driving mode
turns off text and call alerts when the driver is driving. This mode can be overridden if the
driver stops the vehicle or a passenger logs into their account. Lockcentrates locking
software dead locks individual applications such as Facebook, Twitter, Instagram, Youtube,
etc. for a set period of time. The only way to override this lock is for the customer to ask a
predetermined key holder to unlock their phone via text.

Company Strengths
Lockcentrate, being in

the

technology sector, has a lot of


This potential has given

potential.
Just a few of the devices that would be able to
support our software.

Lockcentrate key strengths

that will help

us in an evolving market.

However, in

order to keep our key

strengths

strong, we have set some

goals that

will help us stay ahead in


1. The world today is

heavily

involved in their phones and therefore applications. Many great companies have grown
their business purely off applications. Lockcentrates greatest strength is its potential
to succeed, especially because of its market.
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Goal #1: To be able to compete in a rich yet competitive market effectively,


Lockcentrate is going to set itself apart from the rest of the apps with its
uniqueness. Were going to strive to make our application pop out to potential
investors and customers by having a professional and sleek design. This will
show our customers that we produce quality apps that are free, which will really
stand out in the various app stores. We will measure our apps ability to compete
in various app stores by its popularity; we consider being successful as being in
the top 10 productivity in safety applications in Apple, Microsoft and Google
plays app stores. We will hire an app designer in March of 2017 and will release
our new design by January of 2018, we will plan to be in the top 10 apps by
January of 2022.
Goal #2: To accomplish our goal of differentiating our company we will need to
be able to keep up with current trends and have the skills or better yet an
employee with the skills to achieve our goals. We will hire a consultant for
promoting our app in November of 2017 before our redesigned is uploaded. To
measure or effectiveness of differentiating we will conduct a poll February 2018
asking our users about our effectiveness and if they see a difference between
our app and other productivity/ safety applications; 75% of our customers stating
there is a major difference will be considered successful.
2. With the number one cause of teenage death in America being caused by car
accidents, there are many organizations and businesses against unsafe driving
particularly texting and driving. The communal support and passion for safety in regard
to driving is widespread across the United States and that support can really help
Lockcentrate to grow, save more lives and help people be more productive.

Goal #1: We will partner with groups such as Distracted Driving Foundation and
Teens against Distracted Driving to promote their values and ours as well. Wed
also like to reach out to local governments to spread the word on distracted
driving. We will begin reaching out to these organizations in February of 2018
and will have a successful partnership before June of 2018.
Goal #2: To better promote our product we will post advertisements on billboards
in cities with the highest rates of distracted driving such as Nashville TN,
Greensboro NC, and Orlando FL etc. This will garner support from the local
governments who are trying to promote a stop to distracted driving. We will have
at least 2 billboards in all of our 10 cities (20 30). We will start promoting
Lockcentrate via billboards July of 2018.
3. Lastly, the founders and employees of Lockcentrate are dedicated and passionate
about our product. The safety and wellbeing of our customers is very important to us
and we want to help promote a generation of self-sufficient, disciplined and safe
people who are willing to make the world a better place.
Goal #1: As Lockcentrate continues to grow we need to make sure we hire the
right people with a passion for what we do. We believe if we find dedicated
employees that share our values we will be able to make an impact as a
company. We hope to take on a new app designer in March of 2017 so we are
going to begin looking for the right app designer in December of 2016.
Goal #2: Once we break even Lockcentrate is going to donate 5% of its profits
towards organizations against distracted driving in order to realize our goals for
our technological generation. We are planning and have a strong statistical
backing to the potential of breaking even in January of 2019, we will begin
donations then.

Lockcentrate has many important strengths going for it but it is imperative that we
maintain these strengths with realistic goals.

Company Weaknesses
One of our biggest goals at Lockcentrate is to turn all of our weaknesses into strengths.
We know we will always have weaknesses but it just adds to the process of achieving more
and becoming the best at what we do. We have listed just a few of our weaknesses with all
the hopes to turn them into strengths.
1. Our logo isnt well known. We want to simplify our logo so it is better known across the
different platforms and can be easily recognized in any app store.
Goal #1: Increase our network to get our product out. To do this, we are
shooting to network with smaller companies such as Vivint and then start
working our way up to bigger companies. To accomplish this goal we will start
to fix our logo to be more simple and recognizable across the app stores. To
do this, we have started working on a design that we predict will be done by
April 22nd so we can start the app upload process through Apple, Samsung,
and Google.
Goal #2: Increase our market and sell our idea to companies like Apple and
Samsung to get promoted. We also hope that by selling our idea, these
companies would want to incorporate the product into their own software. We
want to start slow by putting the app onto the app store first for at least a
year before we try to sell our product. After a year, we will go to Vivint and
other smaller technology companies to see if they will turn our app into

software that can be integrated into all of their products. We hope to be


bought out by 2019 or 2020.
a. We arent a million-dollar company yet. We are shooting to change this by selling our
product to technology companies that can help promote the application and hopefully,
buy the company so it can be implemented into their own software.
Goal #1: Find sponsors such as Vivint and other small technology companies
to get funding. We hope that smaller companies will help buy our idea and
then implement it into their own software so its a required application instead
of voluntary. To do this, we will get the word out through app stores and then
by 2019 be bought out by at least five smaller companies before moving to
larger ones. We want to have our product implemented into the products of
Samsung, Apple, and Google by the year 2025.
Goal #2: Increase our market to appeal to a greater demographic. Even
though our market is pretty broad, we hope to start appealing to the older
generation as well. We figure that adult children would want their parents to
be safe on the road as well so we hope to expand to that generation as well.
Our numbers predict that at least 15% of our sales will come from people who
want to see their older parents safe on the road. When we start on the app
stores, we will specifically be targeting young adults and their parents who
will make up the other 85% of our profits. We are going to start appeasing to
the older generation once we get our product bought out around 2019. We
have discovered that if the product is already built into the phone, it will be a
lot easier to use and understand.

b. Having an underdeveloped team is one of our biggest weaknesses. We only have a


small handful of developers to help make the technology happen and we dont have
any financial analysts.
Goal #1: Find and hire better app developers. Our app developers are great
but we need to hire more people to help expand the application capabilities as
well as help us develop our mark on the world. We will use programs such as
HireVue to hire more employees with specific technological certifications. By
2020, we want to have at least 50 or more employees that are specialized in
different technological areas to not only expand the company but also expand
our product.
Goal #2: Hire better financial analyzers. Erin and I are not specialists in the
financial world so we would like to hire a financial analyst to help us make
better decisions in relation to the market and other financial decisions. We
would like to have financial advisors hired before we try to sell our product to
other companies. We have the goal of being bought out by 2019, so hiring at
least two financial advisors by 2018 would be optimal. This would give us time
to get our ducks in a row before we start to sell.
We want this app to change and save lives so all methods of promotion are being
encouraged. We have a two year, long term goal to hit five hundred thousand dollars by April
of 2017 and our one million goal by April of 2018. This will give us plenty of time to get our
product out there to the public as well as expand into selling our idea to smaller technology
companies such as Vivint and then eventually grow into selling to Apple, Samsung, and
Google. We also hope to have a better developed team by April of 2017. We want to hire on
more coders and app developers as well as others who understand sales and marketing

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better than Erin and I do. We also want to find better financial analysts to help us make the
best decision throughout the financial world as we start to grow this business.

Summary
We feel our business will be successful because texting while driving has become a
really big safety issue as more and more technology develops. We want to put a stop to
texting while driving to save lives and encourage others to be better. We also feel as though
students will appreciate our product
will help them study and focus on school
without the constant nuisance of a

A reference to how effective


technology is today and how it can
change the lives of others for the
better. Just like they have the world
in their hand.

because it
work
device to

bother them. We know what our

strengths

and weaknesses are and we believe that

with this

knowledge, we can better propel

ourselves

into the future with attainable goals that

can help us

achieve this life changing business. Our

market is

big enough that we hope people will be

motivated

to use our app frequently to make their lives easier as well as safer.

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