Application Form

Founding Team Information’s

1. Please introduce yourself in 150 words [focus on your achievements, what drives you, your educational and
professional and family background. We do not need your full resume, just what matters most]

Inspired with a dream of living in a fully automated world where the value of Human Time and
Skill is priceless. I am working on constructing as much as possible towards creating the
Automated World.
I am Mukesh Rawala, from an academic background in Mechatronics Engineering.
I Love & Admire Engineering Product Automation that has Immense market potential.
Creating a business out of this Concept is every engineer’s dream.

2. If you already have a founding team, please introduce each member in 150 words.

Mr.Thomas Koshy, My Co-founder Specializes in Public relations & Marketing,

Having his Academic background in Mechatronics Engineering, He has hosted, orated and,
anchored multiple national level shows, events and conferences. A certified Lean Six sigma
Green Belt and passionate about consumer psychology. We have anointed him as the product
evangelist of our innovations.

Mr.Sanjeev Korada is successful in pioneering multiple products and services across many
Industries, He has also consulted over 185 Corporations to grow their Business.He is the
primary source of our support system in terms of strategy and growth, and has joined our dream
as the Chief Excitement Officer.

Mr.Khoo Lee Ann holds immense expertise in logistics and supply chain Management, Mr,Khoo
has handled supply chain for companies like Danaher and BMW prior to joining with us. This
immense expertise and exposure in the industry has rightfully made him the Global Procurement
Ninja in our expanding team.

3. Take a minute to tell us about yourselves as a team. How do you know each other? Where and
in what context did you meet? What is keeping you together?

United with the vision of automating the world, We believe and that working together towards
unified goal is the fastest route to success.
Myself (Mukesh) and Thomas were batch-mates at SRM University Chennai while pursuing our
bachelors degree in Mechatronics Engineering, Prior to Entra Mechatronics we were project
 mates developing a fully automatic hair cutting machine (We named it CAESENTRA). A smart
robot that cuts human hair and success fully built our first working prototype.

During this period we Met Mr.Sanjeev Korada to seek guidance and mentorship to
commercialize Caesentra. Over the months strong relationship got build among us which led to
Incorporating the Company in Singapore along with our first investor Mr.Khoo Lee Ann.

4. As individuals, how soon do you need to earn an income?

At the moment myself and Thomas have our primary source of income from outside of the
company, where we help some of our close networks (on a part-time basis) to grow their
business. We shall begin taking director fees from the company once we begin selling Rizentra.

5. If you have any professional advisors, please introduce them here. Don’t forget to mention how
you got to know them and how involved they are with your firm. Do you have a financial
arrangement with them?

Our Co-Founder Mr.Sanjeev Korada helps us improve and reiterate all the activities around the
business. Mr.Sanjeev is not on the company’s payroll at the moment.

We closely work with Mr.Mahmood Ulhaq. Mr Ulhaq has immense industry experience in
developing IOT based Products, Mr.Ulhaq is consulting us on developing the concepts of Cloud
& IOT base framework for our upcoming products. We are yet to have a contractual agreement
between us as we are working on the technological foundation of our next product MyMart.

6. Have you been engaged with any start-up in past – either as co-founder or as part of the senior
team? Tell us about your experience there, what you learnt and how you exited.

Our First Product An Automated Hair Cutting Machine (Caesentra). After building a working
prototype, we have realised that taking Caesentra to commercial scale would require immense
resources, Expensive technology, a team with immense engineering capabilities in various
departments involved in the development cycle, and an equipped facility to support all the
engineering activities.

Hope you’ll enjoy watching the Prototype Demo (https://bit.ly/2NueoPe )

So even though the market opportunity for Caesentra was spectacular, we have decided to pivot
into developing a series of less complicated automated machines with immediate market
acceptance, which could replace human labour, add significant value to lifestyle and have huge
market and commercial demand.
We have decided to enter the Kitchen appliance industry, and start with Automatic rice Cooker
(Rizentra)
 As we now clearly understand the operating and working principle to develop and commercialize
a hair cutting machine, We have decided to act upon our halted Caesentra project in future
when the technology required is more readily available & cheaper to operate with.

Venture Information’s

7. What are you trying to build? Please write in one sentence. Think this through and make this crisp and
compelling.

A series of Smart Appliances that can replace human work by as much as 90% in the Kitchen.

8. What motivated you to you think of building this business? [A personal experience, a specific event,
what?]

Being a Hyderabadi. I love food, but have always noticed that cooking isn’t that easy.
Most of the activities in the regular cooking is monotonous. Though cooking is an art, over 90%
of my mother’s time goes in unskilled activities like Washing, Cutting, boiling, Stirring & other
standardised activities.

We do not intend to replace the skill and capabilities of a Chef, but we work towards enhancing
the value of the chef by creating appliances that can take care of all the monotonous activities.

9. Do you already have any intellectual property associated with your idea or your business? If yes,
please elaborate. If you have applied for any rights protection, please attach your application
document below.

We are yet to file our Patent Application.

10. Who will use your product or service? Why do you think so? What do you really know about
them?

Our range of products are designed for every urban kitchen.

For the first 3 years we intend to serve Working Class elite Customers(Mostly female), As we
shall have price disadvantage to serve mass market.
Annually over 550 hours of a person is consumed in kitchen related activities. That’s one full
month in the kitchen. For these reasons we are experiencing extreme growth in people shifting
to quick restaurant based diet as a permanent lifestyle. Growing popularity for restaurant based
lifestyle being a problem solver for many, this concept actually does not solve the core reason of
failing to cook but just avoids it by replacing with unhealthy lifestyle.
 We want to bring back the joy & health of home cooked food by enabling people with kitchen
assistant that takes care of over 90% of the cooking.

11. Who will pay for it? Why do you think so?

Our first product Rizentra(fully automatic rice cooker) will attract professionals who believe in
healthy lifestyle.
Product USPs
1)Hygienic-From the start to finish, Rice measuring, washing & cooking will be touched
only by sterilized Stainless steel materials. Hands are no more needed to measure &
rinse rice. In fact the supply chain of Rice- From Crop to Farm to shop everything is
done by machines; We want to remove human touch till the rice reaches your plate.
2)Time- It takes about 10 minutes of labour to prepare rice to cook, it takes under 30
seconds of work to cook rice in Rizentra.
3)Consistency- Rizentra has been programmed to cook rice consistently & perfectly
every time. We don't have to worry about the measurements of rice whistles & and
water any-more.
4)Fully Automatic- Above all Rizentra is world's first fully automatic domestic rice
cooker.
12. How will you get customers for your product or service?

For the first version of Rizentra we are reaching our customers via Construction Sites &
Demos at IT Parks & Elite Apartments of Bangalore & Chennai.
Though our market is mostly outside India. We are holding our mainstream launch for-
1)More Refined V2 of Rizentra where the Cost of Production is Low & the durability of
the product can be Guaranteed for 3 year from the date of purchase.
2)Our Sales & Service network is established in foreign markets.

13. What is the status of your product or service? What milestones do you foresee over the next
three months?

We have done the factory launch of Rizentra on 8th February 2019,

Our current focus is towards preparing for a successful launch by May 2019 by when we shall-
1)Secure the technology with Indian & International patents.
2)Associate with Home appliance finance Company to provide loans.(Done)
3)Associate with Builders to display Rizentra at their model flats(In Process)
4)Build a Business development team(Key Accounts sales & Marketing)(To be started).
5)Raise Finances & technology demand by getting pre-orders(In Process).
 6)Show significant focus in Building Engineering team to build My-Mart & Rizentra V2(Just
Started).

14. Please give us a sense of your current customer and revenue status, if applicable.

We are a Pre-Revenue Product Company.

15. Do you have any online demo that you would like us see? Please give us a link here, including
user ID and password as may be required.

The Consumer version of the Product shall take another 2 Months to be Unveiled,
However we have the demo of the prototype (95% as refined as Final product) which was used
for the factory launch.
We are happy to provide you with detailed demonstration of the product or share the Video file

upon request. Our Factory launched version- https://bit.ly/2Vdinm2

16. Who are your competitors? What differentiates you from them?

All the home appliance brands(Philips, Electrolux, Xiaomi, Zojirushi, Toshiba.,Etc.) focusing on
automation can be considered as our Competitors as all of us are working towards serving
customers through kitchen automation.
There are quite a few factors that differentiates us from the rest-

1)The Product capabilities we offer is something that market has never seen before. A range of
fully automatic cooking appliances, starting with a rice cooker.

2)The speed at which we innovate cannot be matched by MNCs.

However we feel that real threat to us is from fellow startups operating in the same space as us
trying to provide similar solution to the same customers. We have identified Key Performance
Indicators and are building a stronger position for our company.

17. How many jobs will your business generate in the next three years?

By 2021 we are planning to operate with a workforce of about 40 employees which involves
product development , Business development and Head-office Department which are further
divided into application specific sub-departments, and at least 10 contract consultants. The
figures of the employees may vary overtime as we evolve into a more refined organization.
 Number of Contract consultants shall remain (10-12) the same as We are able to achieve the
speed and consistency of producing results because we hold the power to swiftly change or
modify the terms of contract, deliverables & payments as needs arise, This also helps us to
keep the company lean during no activity period of any particular department.

18. What impact on society, if any, will your venture have?

Primarily our products and services are designed to enhance the human lifestyle, promoting
healthy home cooked food with no or very minimal human intervention.
At the moment we do not foresee any social effect nationally or globally, but we predict a
massive shift in the dietary lifestyle of the society where the kitchen is connected to mobile and
mobile to cloud, Where anyone can publish and download recipes from anyone.

Financial Information

19. How will you make yours a profitable business?

Our primary source of income shall be through the sales of our appliances.
Our annual sales figures raise exponentially year on year as we innovate new products and
evolve more profitable and refined versions of existing products.
Where as our operational costs grow linearly.
As we Evolve and scale we will make sure that Cost of Manufacture, sales and Operational
overheads per every Unit sold goes lower directly contributing to our growth as a company.

20. Please give your revenue history and projection details here.

*Kitchen Hub is a combination of multiple Appliances; We shall keep reinvesting our profits into
development ok Kitchen Hub(At the moment we have discovered the need of 5 Such
appliances.

*Financial projection given below is being calculated upon the data we have in regards to the
Pilot testing Version of Rizentra.
*We are Considering average cost of our range of products at 25,000 INR; Rizentra-2 & MyMart
is still in R&D phase the MRP & COG considered to give the below projection maynot be
accurate.
 Year Till Date(Last 3 Months) FY3- FY4- FY5-
Rizentra-Pilot Rizentra-2 & Rizentra-3,
MyMart MyMart &
MyMart Portable
Dec Jan Feb
Revenue - - - 35 Lakhs 2.75 Cr 37.6 Cr
Product 2,60,000 1,12,000 1,86,000 10 Lakhs 1.9 Cr 3 Cr
Developme
nt
Expenses 48.7 Lakhs 1.98 Cr 31 Crores + 2.5
Cr(infrastructure)
Operating (2,60,000) (1,12,000) (1,86,000) (13.7 Lakh) (1.1 Cr) 1.1 Cr
Profit

21. What is the basis of your revenue projections?

Sales Projection-
Our Projections are in-Line with our Sales targets (% Market share Per Industry-Per city-Per
Appliance); Our Targets vary as per stage of the appliance-
Sales Vs Product Maturity Cycle is calculated considering-
1)Prototype Stage- Pre-Booking.
2)Pilot Stage- subtle marketing, Subtle sales aggressiveness
3)Fully Loaded pilot Stage- Economic/Viral Marketing, Subtle sales aggressiveness
4)High Margin, Consumer Stage- Aggressive Marketing & Sales, Standard Warranty/Service.

Expense Projection-
1)Engineering Effort/Manpower Required.
2)Marketing, Market Entry/Market Opening Effort & Expense.
3)Asset Investment- Tools, Molds, Machinery, Office,ect.
4)Operational Manpower projection.

Growth Factors are as stated-

1)Value proposition we bring to the marketplace
2)Industry participants growth rate
3)Market Demand-Growing popularity for IOT & Automation

22. What are the critical factors impacting your revenue?

 Market education being the most important factor determining the growth of the industry and
speed of transition from manual to smart automated world. Our revenue growth is directly
proportional to some of the factors below-
Internal-
1)Brand & Product Position- Currently Considered Premium Luxury; (Need to Improve
expansion)
2)Sales Medium-Year1- B2B2C due to young service/sales medium establishment.
3)Target Customer-
i)Urban(Top Localities in Metro cities),Elite(income>12L pa),Age(25-45),Women;
ii)Urban, Elite, Tech Enthusiast
4)Production Cost- Lower production cost = Lower Selling price = easier customer acceptance.
5)Quality of internal workforce.

External-
Social Factors
1)Market resistance to shift to Automated cooking from age old tradition.
2)Growth in average Disposable income spent on appliances.
3)Positive Shift in Trade/Corporate Policies.

Market Factors-
1)Exceptional execution from competition.
2)Established competitor’s aggressive marketing Activity(Market Education)(Good & Threat)
3)Speed at which technology is evolving in the marketplace.

23. Have you raised any funding in the past? If yes, please give us details here.

We have raised our first round of capital from our partner Mr.Khoo Lee Ann while incorporating
the company on 20-September, 2016.
We have raised 30,000$ for 10% equity in the company.

24. If you have already incorporated your entity, please give details of its nature and ownership
structure.

We have registered ourselves as a private limited company on the name of Entra Mechatronics
PTE LTD in Singapore on 20-September-2016.
Our Shareholding CAP is as below

S.No Name Citizenship No. of Shares % Ownership split

 1 Thomas Koshy India 9,046 33% 22%-Personal
11%-ESOP

2 Mukesh Rawala India 9.046 33% 22%-Personal

11%-ESOP

3 Sanjeev Korada Singapore 18,915 24% Personal

4 Lee Ann Khoo Singapore 4,112 10% Personal

Personal Information

25. Which city are your team and you based in?

At the moment we are based in Chennai.

Our Product development is currently happening in Chennai; We are soon planning to shift our
Electronics & Firmware domains of the product development to Bangalore as electronics &
Cloud is faster and more readily available in Bangalore.
Our Manufacturing shall remain in Chennai till we find a qualified and capable alternative in
Bangalore.

26. Do you have any other commitment during the BootCamp for which you are applying?

Me and Thomas are full time core team of Entra Mechatronics;

During the bootcamp We can operate remotely from Mumbai or any other metro city as our
manufacturing, assembly and logistics is being outsourced to multiple vendors.
During the first year our Sales & marketing is majorly through Exhibitions & Demos in Chennai &
Bangalore, for which our presence can be replicated with little training.
So we can Relocate ourselves throughout the duration of bootcamp.

27. Do you have any ready presentation or video clip about your venture? Please upload below.

Please click the link to find the introduction/Elevator presentation of Entra Mechatronics PTE
LTD.(https://www.dropbox.com/s/am7fhxdq6i4ohqu/EntraMechatronics%20Elevator.pdf?dl=0)

28. Please give your contact details here.

Name:Mukesh Rawala
Postal Address: S1, Navganesh Lake Spring, Plot no-53, Secretariat colony, Kolathur, 600099.
City: Chennai
Date of Birth: 15 March, 1995
E-mail ID,: mukesh@entramechatronics.com
Mobile No.: +91-9840899643
Website URL: http://www.entramechatronics.com/
Skype ID: live:3bf602dc22985c65 ; +91 9840899643
LinkedIn ID: https://www.linkedin.com/in/mukesh-rawala-954361121/
Facebook ID: https://www.facebook.com/mukesh.rawala