Action Camera Charter (GoPro, Contour, Garmin) - proposed to Bushnell 02/2012

880 views
715 views

Published on

This represents an externally proposed and offered product concept for a Sunglasses-type Action Camera, submitted to Bushnell Product Management team. Additional discussions included ANT/BT/Wifi integration for H&F market, as well as GPS integration to show location information on the finished video. This proposal predates Garmin VIRB market launch by about 16 months but illustrates how market identification can result in a range of possible solutions and opportunities. Some numbers have been omitted from this view, but the tables remain to illustrate presentation methods.

Published in: Business, Art & Photos
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
880
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Action Camera Charter (GoPro, Contour, Garmin) - proposed to Bushnell 02/2012

  1. 1. Sunglass Action Camera Charter Presentation to: Jxxxxx Vxxxxxxxxx By: Kevin Otterman February 27, 2012
  2. 2. Executive Summary Sunglass Action Camera – multiple models USP: More convenient than helmet/chest/dash mounting; less conspicuous or theft prone Dedicated innovation: compact integration into sunglass platform; optional path to support prescription lenses Price Point (RRP): US$349, US$249 at launch (optional: $399) Time-to-market/ Lifecycle: Flagship release Q4/2012, 3 year LC (min) Addressable Market: Action Cameras, Estimated market size >1.3MM devices per year Planned (total) volume: ~60,000/year across models Product EBITDA target: TBD Regional Market Focus: All Regions, split TBD Sales Channel Split: TBD Main reference/ competitor products: GoPro HD Hero2, Contour ROAM, Oregon Scientific ATC9K Pro ide Target Positioningin Portfolio TargetMarket (End-customer& channel)
  3. 3. Market Overview • Action (Helmet) Cameras are hot sellers in today’s market • Sales of action cameras tripled from CY2010 to CY2011 to 1.3MM units (source: Chris Chute, International Data Corp) • Generally retail for $200-400 • Most today are ‘wearable’ or ‘helmet-mounted’
  4. 4. Competitive Landscape $250 $350 $400 Flagship HD Model ($349) GOPROBUSHNELLCONTOUR $200 ROAM ($199) HD Helmet Hero ($239) $300 HD Hero2 OD ($389) HD Hero 960 ($229) Others HD Hero2 MS ($299)HD Hero2 MS ($299) Base Model ($249) OPTIONAL: Prescription Frame ($399) GSI ($99) Coleman CSXSWP ($99) Drift Innovation HD ($429)Drift HD ($359) Oregon Scientific ATC9K ($349)
  5. 5. Competitive Landscape GoPro HD HERO GoPro HD HERO 960GoPro HD HERO2 Contour+ V.I.O. POV HD Sony HXR-MC1 Drift HD Oregon Scientific ATC9K Sensor Type 5 MP 1/2.5" CMOS 5 MP 1/2.5" CMOS 11 MP 1/2.3" CMOS 5 MP CMOS 1/2.7" CMOS 4MP 1/5" Exmor CMOS 9 MP CMOS 5 MP 1/3.2" CMOS Lens Fixed Focus f/2.8 Fixed Focus f/2.8 Fixed Focus f/2.8 Fixed Focus f/2.8 Fixed Focus f/2.0 Carl Zeiss 10x Optical Zoom NA Fixed Focus f/3.2 Max. Video Resolution 1920 x 1080/30p 1280 x 960/30p 1920 x 1080/30p 1920 x 1080 / 30p 1920 x 1080/30p 1920 x 1080/60i 1920 x 1080 / 30p 1920 x 1080 / 30p Storage Media SDHC SDHC SDHC Micro SD SDHC MS PRO Duo Micro SD SDHC Display Size 1.5" status only 1.5" status only 1.5" status only None 2" 2.7" 1.5" 1.5" Waterproof 180' with case 180' with case 180' with case No 3.3' No No Yes Inputs None None Mic None Mic None Mic None Outputs Audio, Composite Video, USB 2.0 Audio, Composite Video, USB 2.0 Audio, Composite Video, USB 2.0, HDMI USB 2.0, HDMI Audio, Composite Video, USB 2.0 Audio, Composite, Component, USB 2.0, HDMI HDMI USB 2.0, HDMI Built-in Speaker No No No No Yes Yes Yes Yes Battery Type Lithium- Ion Lithium- Ion Lithium- Ion Lithium- Ion 4x AA Lithium- Ion Lithium- Ion Lithium- Ion Other Features Battery Warmer Battery Warmer Battery Warmer, LED Lights Pivoting Lens Wireless remote Dual Recording 4x Digital Zoom, Pivoting Lens Optional GPS Dimensions 1.6 x 2.4 x 1.2" 1.6 x 2.4 x 1.2" 1.6 x 2.4 x 1.2" 1.34 x 2.28 x 3.86" 1.57 x 2.36 x 6.57" 1.5 x 1.9 x 3.5", 3.3 x 4.8 x 1.8" 1.30 x 1.97 x 4.09"1.73 x 2.17 x 3.94" Weight 5.9 oz 5.9 oz 5.9 oz 5.29 oz 11.7 oz 1.1 lb 4.23 oz 7.04 oz
  6. 6. The Product Concept • A limited effort has been made toward camera Sunglasses (ref: www.sunnycamglasses.com) • No mount attachment necessary (vs. typical action cameras on the market) • The pinhole camera is located between eyes, so the camera sees what the user sees • What is needed: Compact HD video recording unit embedded in stylish sunglasses
  7. 7. Challenges • Make compact and attractive • Retain good battery life • Cost • Establishing market presence • Suitable higher-res camera sensor • Other Sunglass cameras exist today (check for patent/IP issues)
  8. 8. Opportunities • Most of today’s action/helmet cameras are awkward/inconvenient – chest mounts – helmet mounts – surface mounts • Existing action cameras are conspicuous – Stand out in crowd vs. stealth – Prone to theft and breakage • A more convenient HD recording device would be popular
  9. 9. Opportunities (cont.) • Models could exist for multiple brands – High-end HD model for higher-end optics brand (Serengeti?) – Lower-resolution model for mid-range optics brand (Bolle or Cebe?) – Economies are realized in mfg/scale • Additional opportunity exists by creating a prescription-friendly frame and partnering with an optics retailer (ex. Wal-Mart)
  10. 10. Risks • Busy competitive landscape – Shakeout in the future likely – Pricing pressure • Smartphone apps, some free, provide action camera functions
  11. 11. Road Map – Camera Eyeware 2H 2012 2H 20131H 2013 HD (4Q12) USP’s Best in class convenience/ease Compact integration to minimize profile and theft risk Direct storage to social friendly format(s) Standard Res (2Q13) USP’s Best in class convenience/ease Affordable Low profile minimizes theft risk Prescription (4Q13) USP’s Best in class convenience/ease Flexibility for prescription users (unique position in mkt) Low profile minimizes theft risk
  12. 12. Financial Summary – best case Project / Product Lifecycle Product HD Std Res Prescription Total Estimate Lifecycle Volumes 0 0 0 0 Net Distributor Price $244.30 $174.30 $279.30 Total Lifecycle Revenues $0 $0 $0 $0 Total BOM Cost $119.85 $109.05 $113.04 Total Lifecycle COGS $0 $0 $0 $0 Total Gross Margin $0 $0 $0 $0 #DIV/0! Internal and NRE Costs $0 $0 $0 $0 SGA Costs $0 $0 $0 $0 6% Warranty Costs $0 $0 $0 $0 2% EBITDA effect - 3 year lifecycle $0 $0 $0 $0 Net EBITDA Present Value (2012 $) $0 $0 $0 $0 10% Discount rate Return on Investment #DIV/0! Action Cam Eyeware 2012-2015
  13. 13. Financial Summary – worst case Project / Product Lifecycle Product HD Std Res Prescription Total Estimate Lifecycle Volumes 0 0 0 0 Net Distributor Price $244.30 $174.30 $279.30 Total Lifecycle Revenues $0 $0 $0 $0 Total BOM Cost $119.85 $109.05 $113.04 Total Lifecycle COGS $0 $0 $0 $0 Total Gross Margin $0 $0 $0 $0 #DIV/0! Internal and NRE Costs $0 $0 $0 $0 SGA Costs $0 $0 $0 $0 6% Warranty Costs $0 $0 $0 $0 2% EBITDA effect - 3 year lifecycle $0 $0 $0 $0 Net EBITDA Present Value (2012 $) $0 $0 $0 $0 10% Discount rate Return on Investment #DIV/0! Action Cam Eyeware 2012-2015
  14. 14. Internal and NRE Costs Internal R&D Costs FTE COSTS Rate Hours Utilization Total Product Manager $70.00 0 50% $0 Project Manager $70.00 0 50% $0 HW Engineer $70.00 0 50% $0 SW Engineer $70.00 0 50% $0 Mech Engineer $70.00 0 50% $0 PMM $70.00 0 50% $0 TOTAL $0 NRE COSTS Tooling 1 $0 NRE ODM 1 $0 NRE Application 2 $0 Compliance 1 $0 ID development 3 $0 SW development $0 Travel 4 $0 Documentation 5 $0 TOTAL $0 TOTAL $0
  15. 15. Margin Calculations HD Standard Res Prescription Monthly volumes 0 0 0 Annual volumes 0 0 0 ODM BOM cost FOB Hong Kong 1 $0.00 $0.00 $0.00 3rd party application license fee 2 $0.00 $0.00 $0.00 Air Freight to KC $3.10 $3.10 $3.10 Total BOM cost $3.10 $3.10 $3.10 Launch price ($) $349.00 $249.00 $399.00 Distributor margin 4 30% 30% 30% Net distributor price $244.30 $174.30 $279.30 Gross Margin $241.20 $171.20 $276.20 GM % 99% 98% 99%
  16. 16. Helmet Camera Manufacturers • Dongguan Gaoki Electronics Industry Factory • Shenzhen Asmile Technology Co., Limited • Shenzhen Zhongshixun Technology Co., Limited • Shenzhen Laesent Technology Co., Ltd. • Shenzhen Futian SEG Plaza Excellence Exploiter Electronics Business Department • Shenghong Electronic S&T Co., Ltd. • Shenzhen Avery Electronic Co., Ltd • Shenzhen MHC Technology Co., Ltd. • Shenzhen Campark Electronics Co., Limited • Somax (Shenzhen) Tech Co., Ltd. • Shenzhen Adika Tech Co., Ltd. • Shenzhen CG Electronics Co., Ltd. • Shenghong Electronic S&T Co., Ltd. • Shenzhen Risest Technology Co., Ltd. • Shenzhen Kome Technology Co., Ltd. • Shenzhen Speed Sources Technology Co., Ltd. • VG (Shenzhen) High Tech Ltd.

×