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Total number      S treamlined
                    E mbedded
of customer
interviews
      90
                  T echnologies
       Integrated Hardware and Software Solutions for Complex
       Sensor Networks
               Click to view: SET Story Video




   Chung-Ching Shen          Shuvra Bhattacharyya     Dean Chang
         (EL)                        (PI)                (CM)
                               Version: 5/23/2012
OUR TEAM
   Chung-Ching Shen, Ph.D. (Entrepreneur Lead)
       Research Scientist of Elec. & Comp. Engineering
       7 years of experience in wireless sensor network research and system
        development
       6 years of experience in advanced embedded software development,
        optimization, and testing
   Shuvra Bhattacharyya, Ph.D. (Principal Investigator)
     Professor of Elec. & Comp. Engineering
     Written 6 books and authored over 200 papers
     Experience in industry with high-performance design

   Dean Chang, Ph.D. (Mentor)
       Director of Mtech Venture Programs and Technology Advancement
        Program
       CTO & GM Gaming of venture-backed, Stanford-based startup Immersion
        (NASDAQ: IMMR) in field of robotics/haptics


                              Version: 5/23/2012
OUR JOURNEY
3/20   I-Corps begins


3/22   1st pivot                    Sell embedded system design tools



                                  Sell software IP for 4G
4/4    2nd pivot
                                  broadband for cell phones


                   Sell software components , APIs, and
                   middleware for sensor networks

5/10 3rd pivot


                   Sell integrated hardware
                   boards and software IP for
                   select sensor networks

                            Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 1

                                              NSF I-Corps 2012                        The SET Team


                       Technical support
                       and training*                                   TS emphasis
                       Software tool                                   Forums
                       development                                                          Platform/Chip makers
Platform providers                                                     Online community
                       Support /                                                            - TI/DSP, Nvidia/GPU,
- TI (multicore/DSP)                        DSP coders hate            building
                       development iterationwrestling with clumsy                             Xilinx/FGPA, etc.
- Xilinix (FPGA)
- Altera (FPGA)                             tools that sidetrack
                                                                                            Tool providers
- NVIDIA (GPU)                              them from solving the
                                                                                            - Mathworks/Matlab, NI
                                            core, tough problems.
                                                                                              /Labview, etc.
Tool providers                                                         Direct sales
- Mathworks                                SET
                                                                                            1D DSP developers
- NI                   People              automates/optimizes         OEMs                 - Telecom, SDR/CR, W
- Agilent              Software IP         tools for faster, cheaper   (e.g., Mathworks)      SN
                                           DSP designs with
                                                                                              systems, speech, etc.
                                           superior performance        VARs (e.g., Xilinx
                                                                       distributors)



                                                          License fees
 People                                                   Subscription fees / per seat
                                                          Service fees

                                           Version: 5/23/2012
SO HERE’S WHAT WE DID

 Talkedto DSP engineers/researchers across
 industry




 Talked   to Executives/Managers across industry




                    Version: 5/23/2012
SO HERE’S WHAT WE FOUND
 Customers   don’t want to learn new tools
 “Big 3” have destroyed value chain




                   Version: 5/23/2012
OUR JOURNEY
3/20   I-Corps begins


3/22   1st pivot                    Sell embedded system design tools



                                  Sell software IP for 4G
4/4    2nd pivot
                                  broadband for cell phones


                   Sell software components , APIs, and
                   middleware for sensor networks

5/10 3rd pivot


                   Sell integrated hardware
                   boards and software IP for
                   select sensor networks

                            Version: 5/23/2012
SO HERE’S WHAT WE DID

 Talked
       to Chief Scientist level experts across 4G
 broadband industry




                  Version: 5/23/2012
SO HERE’S WHAT WE FOUND
                           $25B (TAM)
                           Total embedded software engineering market
                               < $11B (SAM)
Market size looks great        LTE embedded systems (LTE infrastructure - $11B)

                                         ~ $1B (Target)
                                         (10% of SAM)
                                               Source: MarketsandMarkets


 But,
     dominated by BIG players like Qualcomm
 hard for startups to break in
 Need $25M and “LTE guru”




                      Version: 5/23/2012
OUR JOURNEY
3/20   I-Corps begins


3/22   1st pivot                    Sell embedded system design tools



                                  Sell software IP for 4G
4/4    2nd pivot
                                  broadband for cell phones


                   Sell software components , APIs, and
                   middleware for sensor networks

5/10 3rd pivot


                   Sell integrated hardware
                   boards and software IP for
                   select sensor networks

                            Version: 5/23/2012
WHAT IS A SENSOR NETWORK?




              Version: 5/23/2012
PROBLEMS WITH TODAY’S SENSOR NETWORKS?

 Sensor   nodes use too much power
 Unsecure sensor node communications

 Insufficient sensor node processing capability

 Unreliable wireless communication restricts number
  of sensor nodes in a network




                    Version: 5/23/2012
SET OPTIMIZES SENSOR NETWORKS
 With   SET, sensor nodes
     Use less power
     Support strong security protocols
     Have increased processing capability
     Support more reliable communication protocols, allowing
      much larger sensor networks




                                             High performance
                                             region
                        Version: 5/23/2012
SO HERE’S WHAT WE DID
  Talked to customers and partners in the sensor
    networks industry
                      Building                                  Surveillance
    Security                               Environmental
                      management           monitoring


                                                                 Cisco,
American International ATR,                  Luna Innovations,   Nokia,
   Radio,              Esensors,             MESO,               ObjectVideo,
BEI Technologies,      Johnson Controls,     North Dakota State U,
                                                                 Texas Instruments
Impact Technologies, PARC,                   Sensys Networks,
Invocon,               PNNL,                 Schlumberger,         Sensor providers
Luna Innovations,      Sigma Energy SolutionsTRX Systems
Physical Layer Systems,U. of Maryland
Raytheon,                  Automotive       Embedded platform
SafeMobile
                                         makers
 Medical                                  Texas Instruments     ATR,
         Lotus PSI,                                             BEI Technologies,
                       Caterpillar,                             Esensors,
         Medtronic,
                       U. of Michigan                           Physical Sciences
         TSI
                                Version: 5/23/2012
SO HERE’S WHAT WE DID
  Talked to customers and partners in the sensor
    networks industry
                      Building                                  Surveillance
    Security                               Environmental
                      management           monitoring


                                                                 Cisco,
American International ATR,                  Luna Innovations,   Nokia,
   Radio,              Esensors,             MESO,               ObjectVideo,
BEI Technologies,      Johnson Controls,     North Dakota State U,
                                                                 Texas Instruments
Impact Technologies, PARC,                   Sensys Networks,
Invocon,               PNNL,                 Schlumberger,         Sensor providers
Luna Innovations,      Sigma Energy SolutionsTRX Systems
Physical Layer Systems,U. of Maryland
Raytheon,                  Automotive       Embedded platform
SafeMobile
                                         makers
 Medical                                  Texas Instruments     ATR,
         Lotus PSI,                                             BEI Technologies,
                       Caterpillar,                             Esensors,
         Medtronic,
                       U. of Michigan                           Physical Sciences
         TSI
                                Version: 5/23/2012
PRODUCT, VALUE PROPOSITION, AND CUSTOMERS

                     Middleware and
SET Product         Reusable Software
                      Subsystems                 OEM HW components

                                More energy
Value proposition               efficient, reliable, a
                                nd secure



Customer
segments



                           E.g., AIR, Raytheon, Eaton
              Companies who design and deploy sensor networks
                         Version: 5/23/2012
MARKET
                                 $12B (wireless) + $?B (wired) TAM (needs to be validated)
                                 Total sensor network market (wireless and wired)

                                         $12B SAM
                                         Wireless sensor network market by 2013

                                           $1~3B Target (needs to be validated)
                                           Environmental monitoring, security,
                                           and surveillance                          Projected
                            90                                                       hundreds of
       WSN nodes deployed




                            80                                                       millions by 2013
                            70
                            60
           (millions)




                            50
                            40
                            30
                            20
                            10
                             0
                                  2005     2006     2007     2008      2009   2010
*Source: ON World
                                                  Version: 5/23/2012
REVENUE MODEL AND CUSTOMER ACQUISITION
SET Sensor Node Product


                                  Middleware and
                                 Reusable Software
 OEM HW components                 Subsystems
 ($100 COGS)
SET’s price $400

                Year 1:     Year 2:        Year 3:        Year 4:         Year 5:
           (3 Customers) (10 Customers) (30 Customers) (100 Customers) (200 Customers)
                1K nodes   5K nodes      30K nodes      200K nodes      400K nodes
                $400K       $2M           $12M            $80M           $160M

 First target
 customers
 Leverage our partners’
 existing customers
                               Version: 5/23/2012
PARTNERSHIP
Sensor device/network           Embedded platform makers
companies




                          SET




               Application specialists
                     Version: 5/23/2012
POTENTIAL PARTNERS
Sensor device/network           Embedded platform makers
companies




                          SET




               Application specialists
                     Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 6
                                              NSF I-Corps 2012                        The SET Team
                      Iteratively
                      apply, test, and
                      optimize SET tools
Sensor                and processes          More energy                                  Companies who
device/network                               efficient, reliable, a   Technical           design and deploy
                      Iteratively develop    nd secure sensor         collaboration       sensor networks for
companies             and assess             networks
                      node/network
Embedded              solutions                                                           • Environmental
                                             Seamless                                       monitoring
platform makers
                                             integration of
                                             sensor interfaces                            • Security &
Application
                                             and software                                   Surveillance
specialists           Embedded system        subsystems
                      engineers                                       Direct sales

                      System-level
                      software IP


People
Manufacture for large volume
Certification costs                                       Selling integrated hardware boards and
Patents and sub-license costs                             software IPs

                                            Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 6
                                              NSF I-Corps 2012                        The SET Team
                      Iteratively
                      apply, test, and
                      optimize SET tools
Sensor                and processes          More energy                                  Companies who
device/network                               efficient, reliable, a   Technical           design and deploy
                      Iteratively develop    nd secure sensor         collaboration       sensor networks for
companies             and assess             networks
                      node/network
Embedded              solutions                                                           • Environmental
                                             Seamless                                       monitoring
platform makers
                                             integration of
                                             sensor interfaces                            • Security &
Application
                                             and software                                   Surveillance
specialists           Embedded system        subsystems
                      engineers                                       Direct sales

                      System-level
                      software IP


People
Manufacture for large volume
Certification costs                                       Selling integrated hardware boards and
Patents and sub-license costs                             software IPs

                                            Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 6
                                              NSF I-Corps 2012                        The SET Team
                      Iteratively
                      apply, test, and
                      optimize SET tools
Sensor                and processes          More energy                                  Companies who
device/network                               efficient, reliable, a   Technical           design and deploy
                      Iteratively develop    nd secure sensor         collaboration       sensor networks for
companies             and assess             networks
                      node/network
Embedded              solutions                                                           • Environmental
                                             Seamless                                       monitoring
platform makers
                                             integration of
                                             sensor interfaces                            • Security &
Application
                                             and software                                   Surveillance
specialists           Embedded system        subsystems
                      engineers                                       Direct sales

                      System-level
                      software IP


People
Manufacture for large volume
Certification costs                                       Selling integrated hardware boards and
Patents and sub-license costs                             software IPs

                                            Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 1

                                              NSF I-Corps 2012                        The SET Team


                       Technical support
                       and training*                                   TS emphasis
                       Software tool                                   Forums
                       development                                                          Platform/Chip makers
Platform providers                                                     Online community
                       Support /                                                            - TI/DSP, Nvidia/GPU,
- TI (multicore/DSP)                        DSP coders hate            building
                       development iterationwrestling with clumsy                             Xilinx/FGPA, etc.
- Xilinix (FPGA)
- Altera (FPGA)                             tools that sidetrack
                                                                                            Tool providers
- NVIDIA (GPU)                              them from solving the
                                                                                            - Mathworks/Matlab, NI
                                            core, tough problems.
                                                                                              /Labview, etc.
Tool providers                                                         Direct sales
- Mathworks                                SET
                                                                                            1D DSP developers
- NI                   People              automates/optimizes         OEMs                 - Telecom, SDR/CR, W
- Agilent              Software IP         tools for faster, cheaper   (e.g., Mathworks)      SN
                                           DSP designs with
                                                                                              systems, speech, etc.
                                           superior performance        VARs (e.g., Xilinx
                                                                       distributors)



                                                          License fees
 People                                                   Subscription fees / per seat
                                                          Service fees

                                           Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 2

                                     NSF I-Corps 2012                        The SET Team



                Integration with                             Technical
                LTE                  LTE solutions for                             Tier I platform/chip
                                                             collaboration
Platform/Chip                        mobile phone and                              maker companies
makers          SET development      tablet makers that
                                     have                                          Tier II platform/chip
                                                                                   maker companies
                                     higher
                                     performance,

                                     low power
                LTE guru             consumption,            VARs (e.g. TI
                                                             distributors)
                                     smaller
                Software IP
                                     footprint               Direct sales




People
                                                 License fee / unit
Patents


                                   Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 3

                                           NSF I-Corps 2012                       The SET Team

                   Iteratively apply and
                   optimize SET tools      Lower energy for
                                           given functionality    Technical
                   Iteratively develop
                                                                  collaboration
                   and assess              Higher functionality
Corporates (who
                   node/network            for given energy
need sensor                                                                             Corporate/environm
                   solutions
networks)                                                                               ental networks
                                           Small footprint
Sensor node
device providers

                   Embedded system
                   engineers                                      VARs (e.g. TI
                                                                  distributors)
                   System-level
                   software IP                                    Direct sales




People

Manufacture for                                         ?
large volume


                                         Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 4

                                           NSF I-Corps 2012                         The SET Team

                   Iteratively apply and
                   optimize SET tools      Lower energy for                                   Sensor network
                                           given functionality      Technical                 solution providers in
                   Iteratively develop                                                        the following markets
                                                                    collaboration
                   and assess
Corporates (who                            Higher functionality
                   node/network                                                               • Building
need sensor                                for given energy
                   solutions                                                                    automation
networks)
                                           Optimization of the                                • Environmental
Sensor node
                                           design trade-offs                                    monitoring
device providers

                   Embedded system                                                            • Security &
                   engineers                                        VARs (e.g. TI               Surveillance
                                                                    distributors)
                   System-level                                                               • Automotive
                   software IP                                      Direct sales




People
                                                        Selling IP per unit/design/platform
Manufacture for
large volume


                                         Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 5
                                          NSF I-Corps 2012                         The SET Team

                  Iteratively apply and
                  optimize SET tools      Lower energy for
                                          given functionality      Technical                 Sensor network
                  Iteratively develop                                                        solution providers in
                                                                   collaboration
                  and assess                                                                 the following markets
Sensor device                             Higher functionality
                  node/network
makers                                    (e.g., high
                  solutions                                                                  • Environmental
                                          performance
Embedded                                  processing) for                                      monitoring
platform makers                           given energy
                                                                                             • Security &
Application                                                                                    Surveillance
                                          Enhanced reliability
specialists       Embedded system
                  engineers                                        VARs (e.g. TI             • Video networks
                                                                   distributors)
                  System-level
                  software IP                                      Direct sales




People
                                                       Selling IP per unit/design/platform
Manufacture for
large volume


                                        Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 6
                                              NSF I-Corps 2012                        The SET Team
                      Iteratively
                      apply, test, and
                      optimize SET tools
Sensor                and processes          More energy                                  Companies who
device/network                               efficient, reliable, a   Technical           design and deploy
                      Iteratively develop    nd secure sensor         collaboration       sensor networks for
companies             and assess             networks
                      node/network
Embedded              solutions                                                           • Environmental
                                             Seamless                                       monitoring
platform makers
                                             integration of
                                             sensor interfaces                            • Security &
Application
                                             and software                                   Surveillance
specialists           Embedded system        subsystems
                      engineers                                       Direct sales

                      System-level
                      software IP


People
Manufacture for large volume
Certification costs                                       Selling integrated hardware boards and
Patents and sub-license costs                             software IPs

                                            Version: 5/23/2012
VALUE PROPOSITION
           SET Product

                 Middleware and
                Reusable Software
                  Subsystems             OEM HW components

                          Seamless integration
                          of sensor interfaces
                          and software
                          subsystems


E.g., ATR,
Esensors,
Physical Sciences


                    Companies who develop sensors

                           Version: 5/23/2012

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SET NSF Final Presentation

  • 1. Total number S treamlined E mbedded of customer interviews 90 T echnologies Integrated Hardware and Software Solutions for Complex Sensor Networks Click to view: SET Story Video Chung-Ching Shen Shuvra Bhattacharyya Dean Chang (EL) (PI) (CM) Version: 5/23/2012
  • 2. OUR TEAM  Chung-Ching Shen, Ph.D. (Entrepreneur Lead)  Research Scientist of Elec. & Comp. Engineering  7 years of experience in wireless sensor network research and system development  6 years of experience in advanced embedded software development, optimization, and testing  Shuvra Bhattacharyya, Ph.D. (Principal Investigator)  Professor of Elec. & Comp. Engineering  Written 6 books and authored over 200 papers  Experience in industry with high-performance design  Dean Chang, Ph.D. (Mentor)  Director of Mtech Venture Programs and Technology Advancement Program  CTO & GM Gaming of venture-backed, Stanford-based startup Immersion (NASDAQ: IMMR) in field of robotics/haptics Version: 5/23/2012
  • 3. OUR JOURNEY 3/20 I-Corps begins 3/22 1st pivot Sell embedded system design tools Sell software IP for 4G 4/4 2nd pivot broadband for cell phones Sell software components , APIs, and middleware for sensor networks 5/10 3rd pivot Sell integrated hardware boards and software IP for select sensor networks Version: 5/23/2012
  • 4. BUSINESS MODEL CANVAS – VERSION 1 NSF I-Corps 2012 The SET Team Technical support and training* TS emphasis Software tool Forums development Platform/Chip makers Platform providers Online community Support / - TI/DSP, Nvidia/GPU, - TI (multicore/DSP) DSP coders hate building development iterationwrestling with clumsy Xilinx/FGPA, etc. - Xilinix (FPGA) - Altera (FPGA) tools that sidetrack Tool providers - NVIDIA (GPU) them from solving the - Mathworks/Matlab, NI core, tough problems. /Labview, etc. Tool providers Direct sales - Mathworks SET 1D DSP developers - NI People automates/optimizes OEMs - Telecom, SDR/CR, W - Agilent Software IP tools for faster, cheaper (e.g., Mathworks) SN DSP designs with systems, speech, etc. superior performance VARs (e.g., Xilinx distributors) License fees People Subscription fees / per seat Service fees Version: 5/23/2012
  • 5. SO HERE’S WHAT WE DID  Talkedto DSP engineers/researchers across industry  Talked to Executives/Managers across industry Version: 5/23/2012
  • 6. SO HERE’S WHAT WE FOUND  Customers don’t want to learn new tools  “Big 3” have destroyed value chain Version: 5/23/2012
  • 7. OUR JOURNEY 3/20 I-Corps begins 3/22 1st pivot Sell embedded system design tools Sell software IP for 4G 4/4 2nd pivot broadband for cell phones Sell software components , APIs, and middleware for sensor networks 5/10 3rd pivot Sell integrated hardware boards and software IP for select sensor networks Version: 5/23/2012
  • 8. SO HERE’S WHAT WE DID  Talked to Chief Scientist level experts across 4G broadband industry Version: 5/23/2012
  • 9. SO HERE’S WHAT WE FOUND $25B (TAM) Total embedded software engineering market < $11B (SAM) Market size looks great LTE embedded systems (LTE infrastructure - $11B) ~ $1B (Target) (10% of SAM) Source: MarketsandMarkets  But, dominated by BIG players like Qualcomm  hard for startups to break in  Need $25M and “LTE guru” Version: 5/23/2012
  • 10. OUR JOURNEY 3/20 I-Corps begins 3/22 1st pivot Sell embedded system design tools Sell software IP for 4G 4/4 2nd pivot broadband for cell phones Sell software components , APIs, and middleware for sensor networks 5/10 3rd pivot Sell integrated hardware boards and software IP for select sensor networks Version: 5/23/2012
  • 11. WHAT IS A SENSOR NETWORK? Version: 5/23/2012
  • 12. PROBLEMS WITH TODAY’S SENSOR NETWORKS?  Sensor nodes use too much power  Unsecure sensor node communications  Insufficient sensor node processing capability  Unreliable wireless communication restricts number of sensor nodes in a network Version: 5/23/2012
  • 13. SET OPTIMIZES SENSOR NETWORKS  With SET, sensor nodes  Use less power  Support strong security protocols  Have increased processing capability  Support more reliable communication protocols, allowing much larger sensor networks High performance region Version: 5/23/2012
  • 14. SO HERE’S WHAT WE DID  Talked to customers and partners in the sensor networks industry Building Surveillance Security Environmental management monitoring Cisco, American International ATR, Luna Innovations, Nokia, Radio, Esensors, MESO, ObjectVideo, BEI Technologies, Johnson Controls, North Dakota State U, Texas Instruments Impact Technologies, PARC, Sensys Networks, Invocon, PNNL, Schlumberger, Sensor providers Luna Innovations, Sigma Energy SolutionsTRX Systems Physical Layer Systems,U. of Maryland Raytheon, Automotive Embedded platform SafeMobile makers Medical Texas Instruments ATR, Lotus PSI, BEI Technologies, Caterpillar, Esensors, Medtronic, U. of Michigan Physical Sciences TSI Version: 5/23/2012
  • 15. SO HERE’S WHAT WE DID  Talked to customers and partners in the sensor networks industry Building Surveillance Security Environmental management monitoring Cisco, American International ATR, Luna Innovations, Nokia, Radio, Esensors, MESO, ObjectVideo, BEI Technologies, Johnson Controls, North Dakota State U, Texas Instruments Impact Technologies, PARC, Sensys Networks, Invocon, PNNL, Schlumberger, Sensor providers Luna Innovations, Sigma Energy SolutionsTRX Systems Physical Layer Systems,U. of Maryland Raytheon, Automotive Embedded platform SafeMobile makers Medical Texas Instruments ATR, Lotus PSI, BEI Technologies, Caterpillar, Esensors, Medtronic, U. of Michigan Physical Sciences TSI Version: 5/23/2012
  • 16. PRODUCT, VALUE PROPOSITION, AND CUSTOMERS Middleware and SET Product Reusable Software Subsystems OEM HW components More energy Value proposition efficient, reliable, a nd secure Customer segments E.g., AIR, Raytheon, Eaton Companies who design and deploy sensor networks Version: 5/23/2012
  • 17. MARKET $12B (wireless) + $?B (wired) TAM (needs to be validated) Total sensor network market (wireless and wired) $12B SAM Wireless sensor network market by 2013 $1~3B Target (needs to be validated) Environmental monitoring, security, and surveillance Projected 90 hundreds of WSN nodes deployed 80 millions by 2013 70 60 (millions) 50 40 30 20 10 0 2005 2006 2007 2008 2009 2010 *Source: ON World Version: 5/23/2012
  • 18. REVENUE MODEL AND CUSTOMER ACQUISITION SET Sensor Node Product Middleware and Reusable Software OEM HW components Subsystems ($100 COGS) SET’s price $400 Year 1: Year 2: Year 3: Year 4: Year 5: (3 Customers) (10 Customers) (30 Customers) (100 Customers) (200 Customers) 1K nodes 5K nodes 30K nodes 200K nodes 400K nodes $400K $2M $12M $80M $160M First target customers Leverage our partners’ existing customers Version: 5/23/2012
  • 19. PARTNERSHIP Sensor device/network Embedded platform makers companies SET Application specialists Version: 5/23/2012
  • 20. POTENTIAL PARTNERS Sensor device/network Embedded platform makers companies SET Application specialists Version: 5/23/2012
  • 21. BUSINESS MODEL CANVAS – VERSION 6 NSF I-Corps 2012 The SET Team Iteratively apply, test, and optimize SET tools Sensor and processes More energy Companies who device/network efficient, reliable, a Technical design and deploy Iteratively develop nd secure sensor collaboration sensor networks for companies and assess networks node/network Embedded solutions • Environmental Seamless monitoring platform makers integration of sensor interfaces • Security & Application and software Surveillance specialists Embedded system subsystems engineers Direct sales System-level software IP People Manufacture for large volume Certification costs Selling integrated hardware boards and Patents and sub-license costs software IPs Version: 5/23/2012
  • 22. BUSINESS MODEL CANVAS – VERSION 6 NSF I-Corps 2012 The SET Team Iteratively apply, test, and optimize SET tools Sensor and processes More energy Companies who device/network efficient, reliable, a Technical design and deploy Iteratively develop nd secure sensor collaboration sensor networks for companies and assess networks node/network Embedded solutions • Environmental Seamless monitoring platform makers integration of sensor interfaces • Security & Application and software Surveillance specialists Embedded system subsystems engineers Direct sales System-level software IP People Manufacture for large volume Certification costs Selling integrated hardware boards and Patents and sub-license costs software IPs Version: 5/23/2012
  • 23. BUSINESS MODEL CANVAS – VERSION 6 NSF I-Corps 2012 The SET Team Iteratively apply, test, and optimize SET tools Sensor and processes More energy Companies who device/network efficient, reliable, a Technical design and deploy Iteratively develop nd secure sensor collaboration sensor networks for companies and assess networks node/network Embedded solutions • Environmental Seamless monitoring platform makers integration of sensor interfaces • Security & Application and software Surveillance specialists Embedded system subsystems engineers Direct sales System-level software IP People Manufacture for large volume Certification costs Selling integrated hardware boards and Patents and sub-license costs software IPs Version: 5/23/2012
  • 24. BUSINESS MODEL CANVAS – VERSION 1 NSF I-Corps 2012 The SET Team Technical support and training* TS emphasis Software tool Forums development Platform/Chip makers Platform providers Online community Support / - TI/DSP, Nvidia/GPU, - TI (multicore/DSP) DSP coders hate building development iterationwrestling with clumsy Xilinx/FGPA, etc. - Xilinix (FPGA) - Altera (FPGA) tools that sidetrack Tool providers - NVIDIA (GPU) them from solving the - Mathworks/Matlab, NI core, tough problems. /Labview, etc. Tool providers Direct sales - Mathworks SET 1D DSP developers - NI People automates/optimizes OEMs - Telecom, SDR/CR, W - Agilent Software IP tools for faster, cheaper (e.g., Mathworks) SN DSP designs with systems, speech, etc. superior performance VARs (e.g., Xilinx distributors) License fees People Subscription fees / per seat Service fees Version: 5/23/2012
  • 25. BUSINESS MODEL CANVAS – VERSION 2 NSF I-Corps 2012 The SET Team Integration with Technical LTE LTE solutions for Tier I platform/chip collaboration Platform/Chip mobile phone and maker companies makers SET development tablet makers that have Tier II platform/chip maker companies higher performance, low power LTE guru consumption, VARs (e.g. TI distributors) smaller Software IP footprint Direct sales People License fee / unit Patents Version: 5/23/2012
  • 26. BUSINESS MODEL CANVAS – VERSION 3 NSF I-Corps 2012 The SET Team Iteratively apply and optimize SET tools Lower energy for given functionality Technical Iteratively develop collaboration and assess Higher functionality Corporates (who node/network for given energy need sensor Corporate/environm solutions networks) ental networks Small footprint Sensor node device providers Embedded system engineers VARs (e.g. TI distributors) System-level software IP Direct sales People Manufacture for ? large volume Version: 5/23/2012
  • 27. BUSINESS MODEL CANVAS – VERSION 4 NSF I-Corps 2012 The SET Team Iteratively apply and optimize SET tools Lower energy for Sensor network given functionality Technical solution providers in Iteratively develop the following markets collaboration and assess Corporates (who Higher functionality node/network • Building need sensor for given energy solutions automation networks) Optimization of the • Environmental Sensor node design trade-offs monitoring device providers Embedded system • Security & engineers VARs (e.g. TI Surveillance distributors) System-level • Automotive software IP Direct sales People Selling IP per unit/design/platform Manufacture for large volume Version: 5/23/2012
  • 28. BUSINESS MODEL CANVAS – VERSION 5 NSF I-Corps 2012 The SET Team Iteratively apply and optimize SET tools Lower energy for given functionality Technical Sensor network Iteratively develop solution providers in collaboration and assess the following markets Sensor device Higher functionality node/network makers (e.g., high solutions • Environmental performance Embedded processing) for monitoring platform makers given energy • Security & Application Surveillance Enhanced reliability specialists Embedded system engineers VARs (e.g. TI • Video networks distributors) System-level software IP Direct sales People Selling IP per unit/design/platform Manufacture for large volume Version: 5/23/2012
  • 29. BUSINESS MODEL CANVAS – VERSION 6 NSF I-Corps 2012 The SET Team Iteratively apply, test, and optimize SET tools Sensor and processes More energy Companies who device/network efficient, reliable, a Technical design and deploy Iteratively develop nd secure sensor collaboration sensor networks for companies and assess networks node/network Embedded solutions • Environmental Seamless monitoring platform makers integration of sensor interfaces • Security & Application and software Surveillance specialists Embedded system subsystems engineers Direct sales System-level software IP People Manufacture for large volume Certification costs Selling integrated hardware boards and Patents and sub-license costs software IPs Version: 5/23/2012
  • 30. VALUE PROPOSITION SET Product Middleware and Reusable Software Subsystems OEM HW components Seamless integration of sensor interfaces and software subsystems E.g., ATR, Esensors, Physical Sciences Companies who develop sensors Version: 5/23/2012

Hinweis der Redaktion

  1. When we first wanted to sell design tools, this was the business model. From this busy canvas, you can see that we knew this market very well. More specifically, we already knew many potential customers.
  2. These are the customers we talked to.
  3. We learned two things. First, our customers hesitate to learn new tools. But more importantly, our competitors, the three major companies, offered 95% discount to our potential customers and we simply cannot compete. This led us to make our first pivot.
  4. So, to enter a more scalablemarket, we decided to sell software IP for 4G wireless communication.
  5. We talked to manycustomers
  6. and we found that the 4G market size indeed looks great, but the market is fully dominated and hard for startups to break in. Our customer told us to enter this market, we need $25 million and a guru
  7. So, after another pivot, we explored the sensor network market. Originally, our plan was to sell software IP to this market. But after talking to the teaching team during the office hour and also discovered through customers that they are really more interested in software combined with hardware, we made our 3rd pivot.
  8. In a sensor network, sensor such as cameras and microphones are distributed to monitor specific environmental conditions and communicate with each other.Examples: hurricane, at an entrance of an airport to recognize people’s face, on an UAV for battlefield, or around an oil pipeline
  9. The current problems of sensor networks include power efficiency, security and reliability of the communication. Based on a customer we interviewed, the number of sensor nodes in a network is significantly limited to less than 30 because of these problems..
  10. Our product can address these problems to enhance power efficiency and provide highly secure and reliable communication. As shown in our story video, our goal is to bring an existing sensor network solution to this so called high performance region so that the system resources can be fully utilized.With these enhancement, sensors can have longer battery life, and more sensor nodes can be used in a network.
  11. Looked through 3000 conference papers in 2 days, found more than 100 authors from industry. Based on Steve’s suggestion, and it works pretty well
  12. After processing carefully, we decided to select customer segments across the domains of environmental monitoring, security, and surveillance because we learned that the customers in these domains can benefit the most using our technology. We also found that sensor providers (based on the exceptional response rate) and embedded platform makers would be our key partners.
  13. This is the summary of our product, value proposition, and select customer segments
  14. The market is growing dramatically..
  15. Progression: larger and larger sensor networks deployed