Angee Technologies

Idea

Introduction

Angee combines smart hardware and cloud intelligence to deliver a complete home security solution, simultaneously protecting your home and privacy.

We believe Angee is more elegant and intuitive than other systems on the market. Not only is it powered by intelligent cloud services, it also combines robust technologies like a 360° HD camera and at-the-door ID verification. And because Angee is always getting smarter -- from learning your routine to downloading new functionality -- we believe protecting your home has never been easier.

Angee completed a successful Kickstarter campaign in 2015, gaining over 1,300 pre orders which are currently being fulfilled. The $500K+ in pre-sales were supplemented by over $1.2M from private investors to take Angee from a hand-built prototype to a professionally manufactured solution.

This investment will allow the Angee team to support entrance into the US market, from producing more units and targeted marketing campaigns to building up our customer service team.

Round Structure

This campaign forms part of a funding round led by a number of institutional and angel investors. Seedrs investors will be receiving the same class of share as these investors. These are 1x non-participating preference shares that are convertible to ordinary shares. Investments for these shares are not eligible for SEIS or EIS tax relief.

Please note that $1.45m worth of investment is being raised by the company in US dollars and will be reflected in the campaign at an exchange rate of 1USD:0.71GBP.

Intended impact

Our homes can be dangerous places; there are break-ins, fires, fatal falls and other dangerous situations which are harming families and their property. Yet 75% of households in the US are not using any technology to make their homes safer. We believe the reason is because current solutions are either an invasion of privacy, too complicated to use, too expensive, or simply ineffective.

Angee is building and marketing what is an elegant and easy to use solution which protects your home without invading your privacy, breaking the bank, or constantly demanding your attention. Angee combines smart hardware and cloud intelligence to deliver a complete solution using interfaces people are used to, like their voice or mobile apps. It comes in a stylish box and each household will activate its account in order to use Angee Cloud Services.

Substantial accomplishments to date

To date, we have achieved the following:

- 1,300+ pre-orders through a Kickstarter campaign in 2015, raising over $500,000.

- Developed our own edge computing solution which allows for new firmware and features to be uploaded to installed Angee devices without disturbance of service.

- Created several original software solutions for ISM communication, BLE identification, and edge computing.

- Finalised the product and now fulfilling pre-orders.

- Attracted mix of VC and angel investors, who've already invested over $1.2M in early in 2017.

- Building our supply chain to include scalable manufacturing of hardware part.

- Built a strong technical team including CTO Rosta Lisovy who is an embedded devices expert who has previously worked on projects with Volkswagen and Head of Software Ondrej Kuchta who helped lead technical development at AVG.

- Built a strong sales and marketing team including SVP & Head of North American Operation Lee Goehring who worked in sales at Best Buy & Target and Head of Marketing Susanne Estrada who helped launch Apple products into the market.

- Grown to be a global company with Headquarters in London, Sales & Marketing in Palo Alto, USA, R&D in Prague, Czech Republic, and Sourcing & Manufacturing in Shenzhen, China.

- Aligned our US fulfilment to be able to service the US market, which is the main focus for next 6 months.

Monetisation strategy

The relationship with customers is initiated when they purchase Angee in a sleek and simple box. The core product -- Angee Security -- which includes one Angee Station and one Security Tag -- will be sold for $349 in US.

The relationship with customers is solidified when each household using Angee activates their online account and uses cloud based services without additional cost. Existing customers will be encouraged to purchase Premium Cloud and On-Demand Services, generating recurring revenues, augmented by sales of auxiliary products.

Angee sells directly to the consumer (with a future prospect of B2B2C expansion through telcos and utilities), so its value is not only in products sold, but also in number of active households, who are using Angee services day to day. Selling directly to the consumer gives Angee the ability to upsell new products and services with a higher margin than through retail or third parties.

Use of proceeds

The proceeds of this investment will be used as follows:

50% Manufacturing.

Angee sources its hardware (which establishes the initial customer relationship) through a contracted manufacturing partner. The manufacturing cycle (from order to the shipment of the product) requires financing, which currently is provided by Angee but we intend to later shift this to third parties (credit lines, vendors) as Angee scales.

30% Marketing.

Angee is entering a market expansion phase, therefore we need to invest in customer acquisition and brand development. The major marketing and advertising focus will be through digital channels. This provision includes third-party payments (e.g. digital marketing agencies) and a sales team.

20% Operations.

The company is expanding its team to support customers, and build new functionalities - therefore its operating costs (mainly developers, customer service, IT operations) team will likely increase before revenue will increase.