S LDIER

A product developed by Orpact Designs

INTRODUCTION
Landmines have been called ‘the perfect soldier’ because they can lie hidden in the ground or
vegetation for years even after a conflict has ended, out of sight, until a victim triggers one
and it explodes. They are usually laid in strategic areas by parties in war or conflict, in order
to protect military positions, important infrastructure, or to deny access to enemy forces.
However, they are sometimes also used to terrorise civilian populations.
Landmines are mostly anti-personnel. Anti-personnel mines are designed to be victim-
activated, either by a person or animal stepping on them or by triggering them with a tripwire.
Unfortunately, anti-personnel mines cannot distinguish between military and non-military
targets, meaning that innocent civilians can indiscriminately become victims of these
explosive weapons.
Globally, land mines kill or maim up to 5,000 people each year, and roughly 72 percent of the
casualties are civilians. It's been estimated that tens of millions of land mines are still buried in
more than 70 countries. Preventing the loss of innocent lives is an overwhelming endeavour but
one that could be helped by the use of smart technology—and in this case, it's the type you wear
on your feet.
Landmines do not just have an impact on people’s lives and limbs. The fear of their presence
also prevents people from using potentially productive agricultural land and from rebuilding
important infrastructure.

PROBLEM DEFINITION
To develop a system which is capable of performing following actions:
• Landmine detection using metal detector.
• Location Tracking where the land mines are placed.
• Alert indication to the shoe user.
• Location data upload to Sole-dier wrist band.
• Alert indication to the admin.

PRODUCT DESCRIPTION
To help remedy this problem, South American design firm Orpact Studio has developed a
landmine detector concept that’s easy to use and extremely portable.
Sole-dier is a miniature mine detector that fits inside the sole of a shoe. Built using a
conductive metal coil that radiates an electromagnetic frequency the device can spot large
piece of metal that are nearby, including landmines.
To notify wearers if they’re about to stumble into an area where a landmine might be hidden
the Sole-dier also comes with a watch-like interface that alerts a wearer to the position of any
nearby trouble with an easy to read locator map.

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TECHNICAL BACKGROUND
While programs exist to locate and destroy the mines, a Venezuela-based design firm has a
new solution. Orpact Studio created a shoe or boot insert that alerts wearers if they come
within 6.5 feet of a landmine., the mine-detectors are designed for soldiers, farmers and those
tasked with destroying illegal crops.
The boot insole includes a planar coil printed on thin conductive material that acts as a metal
detector. Along with a microprocessor and a radio transmitter, this detects the presence of
other electromagnetic fields.
The insole is made of a conductive material and has a planar coil printed on it. This produces
an electromagnetic field. When the wearer walks within two meters (6.5 ft) of a mine
containing metal parts, this disrupts the field and is detected by a microprocessor, which is
also printed on the insole, as is a radio transmitter. The transmitter sends a signal to a
wristwatch-like readout that sounds an alarm and displays the location of the mine on a small
screen.

MARKETING
‘Camp up, foot down’
A creative pop-up stall where Venezuela soldiers can understand and ask queries with regard
to the product. The pop-up shop will also display the future of this technology.

‘Best foot forward’

A hashtag challenge wherein the best 10 online created and circulated advertisements
(photos, memes, posters) on Sole-dier get the product at a discount of 20%.

Influencer Marketing
We will have YouTube and Social Media Influencers promote our product through various
challenges:

1. Nacho ‘Miguelito’ Mendoza

2. Rosmeri Marval

‘Jump in with both feet’

A free training program- wherein the correct use of product will be explained for the
Venezuela soldiers.

Video Content Marketing

With social media outlets; all promoting video content, it’s a definite no-brainer to join the
frenzy to promote our product. We can use various platforms like Facebook’s live-stream to
show people who have liked your page about what’s going on behind the scenes in real-time.

Stealth marketing
We would have secret agents deployed in the target-based places where they would use the
product in public to indirectly advertise our product and create a positive impression.
(Undercover marketing) Promoting our product in subtitles, etc.

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‘Sauce it up’
A collaboration with McDonald’s, Venezuela. Customers, who buy French Fries from McD
will be given a sauce packet to create awareness about Landmines.

Guerrilla Marketing
• Samples of our Product will be given in army boot camps whereby soldiers will have to
return the product after the bootcamp.
• Coalition Marketing - Collaborate with CAVIM. It is run by Venezuelan Ministry of
People's Power for Defence and its products are used by the National Bolivarian Armed
Forces of Venezuela.

Conventional methods
Various conventional methods like newspaper, print advertisements, magazines, pamphlets,
jingles in radio, live interacting banners and distributing flyers at target areas.

Social Media Marketing

•YouTube- Product unboxing, Promo Videos
•Twitter- Hosting a tweet chat, Running a contest, sharing tips and insights and tapping into
recurring hash tags.
•Instagram- Posting content everyday (Reels, IGTV) with customer reviews & feedback as
well as tips on how to use the product. Creating Instagram filter, collaborating and going live
with influencers, and interacting with the followers.
•Facebook- Posting every day, going live, paid advertisements and creating an online
calendar.
•Meme Marketing & Lyrical Marketing
•We will use all current news and promote our Product through the news

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USP
Our USP is that we don’t have competition for this product. It is the first time that such a
product has been launched in Venezuela. We cater to the army community by providing low
cost sensor equipment to help save and protect the lives of our people.

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FINANCIAL PROJECTIONS
Sources of Funds:
PARTICULARS AMOUNT (In
Liquidate Savings 2,00,00,000

5,00,00,000
Loans from the government

Foreign Loans 5,00,00,000

Investments from Top Venezuelan companies such as 8,00,00,000

Alcasa and Sidor
TOTAL 20,00,00,000

Revenue Model (Sales based revenue model)

PARTICULARS AMOUNT (In VEF)
Military Shoe 538.80
Planar Coil 13.47
Radio Transmitter 323.28
Microprocessor 20.20
Wrist Watch (GPS, Sound, etc) 161.64
Total 1057.39
Profit % 30%
Profit in VEF 317.21

Assuming around 1,50,000 chips are being sold initially, the total revenue will be
15,86,08,500 VEF.