PINSAFE

1. Executive Summary
 
 
Welcome to PinSafe, a digital app spreading awareness of drug spiking in Wellington, New Zealand.
Users log into the app and if they or someone they know has been spiked, they are able to drop a pin
at the location where it occurred. By dropping a pin at the location where you got spiked it spreads
awareness and warns others to look after each other and stay vigilant. Other features of the app
include a chat function where you can talk to others in your area, a resources page where you can
find material to help you if you have been spiked and a donations page. PinSafe is a free platform
that relies on advertisements, partnerships and additional donations. Wellington nightlife is a large
part of the entertainment sector in the city, creating a large target market for PinSafe.
 
PinSafe addresses three of the United Nations Sustainable Development Goals. Number 15 : Life on
Land, Number 3 : Good Health and Wellbeing and Number 5 - Gender Equality. We also note that
The New Zealand Police might have some interest in PinSafe.
 
 
 
2. The Problem
 
Spiking, also known as drugging, is when someone puts drugs or alcohol into another person's drink
without their knowledge. Although a universal act, there has been a rise in spiking seen in New
Zealand’s nightlife. You can be spiked by a number of different drugs, the most common ones
include Rohypnol, Gamma-hydroxybutyrate and gamma-butyrolactone and tranquilizers being
placed in one's drink. However spiking is advancing and there is now a new technique where the
perpetrator uses a needle and injects their victim. Typically the act is carried out by males targeting
young females with a sexual intent. Victims tend to feel extremely drowsy, disorientated and often
have no recollection of the night. Sadly only around 10 out of 100 sexual abuse crimes are reported,
we want to encourgae and support victims to submit a report. We have created a digital platform with
the intention to support, care for each other, spread aroha and hopefully reduce the spiking
happening in Wellington. In a perfect world the solution would be that people wouldn't spike others,
but this is very unrealistic. The best alternative is spreading awareness of the problem, thus the
creation of PinSafe.
  

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2.1 Product Description

PinSafe is an app available for both IOS and Android devices, designed to bring awareness to the
locations where people are getting spiked in Wellington, New Zealand. Spiking is an existing and
progressive problem in Wellington nightlife. PinSafe looks at increasing awareness of the problem to
reduce it. Our app consists of a map where people are able to add a pin at a location where they have
been spiked, pins are made public so anyone who has PinSafe can see this. Allowing people to check
recent pins before they head into bars or go onto town. Other pages on our app include a chat
function where you can talk to others within a 10 km radius. Additionally there are links to where
you can file a police report, along with resources to help you if you have been spiked. We also have
donations and contact us page. PinSafe has the potential to ruin some bar and nightclubs reputation,
with the ultimate goal to have no pins dropped at your establishment. We encourage hospitality
managers to increase security to prevent these spikings. PinSafe also has a two-factor authentication
when dropping a pin, this ensures that all submissions are genuine. Our app is free, Our revenue will
come from product sales and selling advertisement spots in the app, which will be explained further
in the proposal.
 
 
 

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3. Target Market
 
PinSafe has two different target market categories, both the direct market and the indirect market.
OuR main target market, the direct target market is young females aged 16- 30. Females this age are
a target for spiking in nightclubs, social gatherings and parties. Our secondary target market is males,
aged 20-35 who are commonly the perpetrator of spiking. We hope that PinSafe will encourage
males to report suspicious behavior along with pinning dangerous locations. PinSafe has the
opportunity to have multiple reputable business partners. The app holds multiple important resources
such as links to the New Zealand Police, Sexual Assusalt Helplines, and a direct link to file a report
with the police. Opportunities for partners include hospitality groups in Wellington City, along with
Wellington City Council and Victoria University of Wellington. We hope that our main partnership
will be with New Zealand Police, the police will have access to the app and they can know where the
locations with the most spiking are. We hope with this information they will increase their police
presence here which will reduce the problem.
 
3.1 Marketing Strategy  
 
Due to our young target market our initial marketing strategy will be social media marketing. We
will be utilizing the most popular social media channels such as Tik Tok, Instagram and Facebook.
These platforms offer personalized ads which are a fantastic way to directly target consumers. This is
a free channel of marketing that will efficiently advertise PinSafe. We also plan to reach out to a
number of different bars, Halls of Residences and clubs informing them about our app with hopes
that they will promote it on their social media. As we look to expand our clientele base, we aim to
target popular bars and nightclubs. Putting posters up in the populated areas and also reaching out to
their social media managers with the hopes for free promotion.
 
3.2 Competitive Analysis

Our main competitor is the Australian made app, Sonder.  Sonder is an app designed for safety and
well-being, giving options to connect to trained professionals. As Well as providing mental and
physical support 24/7 it also includes in app buttons such as “ check on me” and “ track my location”
. However, Sonder is based in Sydney, it is not a reputable  app in New Zealand . We carried some
target research asking our peers and family if they had heard of Sonder to help us gauge how
muchwould be a threat to our app. Majority of people questioned had no idea what Sonder was,
making Wellington, New Zealand the perfect market for PinSafe
 
PINSAFE

4. Financial Analysis

4.1 Production Costs:

App developer $80.00 an hour $80.00 X 60 hours = $6,000.00

(Osadchuk, 2022) (Jain, n.d.)
Publishing costs IOS (DTT, 2021) $99.00
Publishing costs Play Store (DTT, $25.00
2021)
Total for designing and publishing $6,124.00
the app

4.2 Sales Forecast:

We have calculated our expected income from in app advertisements for year 1. The revenue per
click is around NZ$ 1.2 The percentage of people often clicking on advertisements in our target
market is 8%.

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4.3 Income Statement
The revenue from in app advertisements is
calculated above. We expect to receive NZ$
5,000.00 of income from investors in the first
year. We expect to have a growth rate of 1.5
for year 2 and 3.
The production costs are calculated in the
section above. Based on research the
expected maintenance costs for the app will
be NZ$ 600.00 per year. Experts advise to
spend 12%/20% of your revenue on
marketing Therefore, we decided to spend
around 12% of our revenue per year on marketing. The cost for insurance will be NZ$ 600.00 per
year.As seen in the income statement, the first year we will have a small net loss. However, it is a
known fact that most businesses do not make profit in their first year and need between 18 and 24
months to generate their first profit. With our company, this has to do with the one time cost of
creating the app in the first year. However, once our app is created we will only have a small
maintenance cost every year and we are ready to make profit!
As shown above our revenue will be made in two ways. Firstly our app will take on advertisements
that align with our businesses values. These ads will help maintain and expand our app financially
and its services while also spreading the word across many different social platforms, gaining more
downloads for the app. To streamline our app we will be using non-invasive banner ads. We never
want the app to be stuck in a video ad while someone is in trouble. These banner ads would generate
profit using a cost per click system. The Earnings per click is around $1.2 NZ dollar (). As users
open and close our app a percentage (around 8%) will be viewing and clicking on these banner ads
which will give us profit straight away. As the user base grows so too will the profits from this
area.
Next is our partnerships/donations. It will be important for our startup to get funding to cover the
initial development and publishing costs for our app. There is potential to get funding grants or
fundraising from the NZ government or other startup organizations. This will allow us to kickstart
our app with none of our own capital up front. Once the app is up and running we would like to
partner with organizations such as the Police or security companies to financially maintain our app

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consistently and also help reach more people and make them safe. We also believe many
organizations and individuals will make one off donations that will help maintain and expand our
business for years to come. Our app will feature a donation page and list showing all the donors who
have helped us.
Our first year will be the slowest for our business in terms of profit and reach as it will be a new app
in a very specific niche. However this niche affords our business little competition which means
once word gets out about how positive our app is we will be getting a solid, exponentially growing
user base. However even with little revenue in our early stages as the costs of starting this app would
be so low it could easily clear the costs and start making profit within the first year with some
partnerships and donations.
The app will reach more and more users and grow exponentially until it hits a certain point where the
amount of people that need to use the app will be mostly capped. As the app is starting in New
Zealand there is still potential to expand globally in order to help as many people as possible
worldwide

5. Product Testing
To ensure that PinSafe is reliable, our app developer will run a number of tests. They will perform
manual testing using emulators or simulators to test the durability of the app. We will also trial the
app with a small select group to ensure any bugs are fixed and that our app can withhold the traffic
we are expecting.We will continue to do ongoing testing and maintenance of the app as well as
looking at ways we can improve it.
 
 
 
The future of our product looks strong. The next steps for PinSafe is to reach out to New Zealand
police and Wellington City Council seeking advice on how to improve our app.We also plan to ask
them about a potential future partnership. Being a digital app, we have minimal environmental
impact.

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6. References

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Mobile App Marke[ng Costs. (n.d.). Buildfire. Retrieved May 17, 2022, from hSps://buildfire.com/
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Osadchuk, S. (2022, April 17). How Much Does It Cost To Make An App [Get an Es[mate]. DOIT
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