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Autonomow E245 final presentation
 

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    Autonomow E245 final presentation Autonomow E245 final presentation Presentation Transcript

    • FINAL PRESENTATION
      Team Autonomow
      ENGR-245
      For further information contact Heraud_Jorge@gsb.stanford.edu
      Confidential
    • 9 Masters degrees 1 PHD and lots of passion
      Jorge Heraud (MS Management, 2011)
      Business Unit Director, Agriculture, Trimble Navigation
      Director of Engineering, Trimble Navigation
      MS&E (Stanford), MSEE (Stanford), BSEE (PUCP, Peru)
      Lee Redden (MSME Robotics, Jun 2011)
      Research in haptic devices, autonomous systems and surgical robots
      BSME (U Nebraska at Lincoln)
      Family Farms in Nebraska
      Joe Bingold (MBA, Jun 2011)
      Head of Product Development for Naval Nuclear Propulsion Plant Control Systems, US Navy
      MSME (Naval PGS), BSEE (MIT), P.E. in Control Systems
      Fred Ford (MSME, Mar 2011)
      Senior Eng for Mechanical Systems on Military Satellites
      BS Aerospace Eng (U of Michigan)
      Uwe Vogt (MBA, Jun 2011)
      Technical Director & Co-Owner, Sideo Germany (Sub. Vogt Holding)
      PhD Mechanical Engineering (FAU, Germany)
      MS Engineering (ETH Zurich, Switzerland)
      Additionally, we got great help from
      Morgan Quigley (PhD in computer vision)
      Awesome mentors
      Carrotbot1.0
      Confidential
    • Our initial plan
      Confidential
    • Business Plan Autonomous Vehicles for Mowing & Weeding
      Dealers sell, installs and supports customer
      Co. trains dealers, supports dealers
      - Innovation
      - Customer Education
      - Dealer training
      Mowing
      - Owners of public or commercially used green spaces (e.g. golf courses)
      - Landscaping service provider
      Weeding
      - Farmers with manual weeding operations
      We reduce operating cost
      - Labor reduction
      - Better utilization of assets (eg mow or weed at nights)
      - Improved performance (less rework, food safety)
      - Dealers (Mowing and Ag)
      - Vehicle OEMs (John Deere, Toro, Jacobsen, etc)
      - Research labs
      - Mowing Dealers
      - Ag Dealers
      Engineers on Autonomous vehicles, GPS, path-planning
      Dealer discount
      COGS seek a 50-60% Gross Margin
      Heavy R&D investment
      Asset sale
      Our revenue stream derives from selling the equipment
      Confidential
    • 20 interviews, 6 site visits…We got OUR Boots dirty
      Weeding
      Visited two farms in Salinas Valley to better understand problem
      Interviewed:
      • Bolthouse Farms, Large Agri-Industry in Bakersfield
      • White Farms, Large Peanut farmer in Georgia
      • REFCO Farms, large grower in Salinas Valley
      • Rincon Farms, large grower in Salinas Valley
      • Small Organic Corn/Soy grower in Nebraska
      • Heirloom Organics, small owner/operator, Santa Cruz Mts
      • Two small organic farmers at farmers market
      • Ag Services of Salinas, Fertilizer applicator
      Mowing
      Interviewed:
      • Golf: Stanford Golf course
      • Parks: Stanford Grounds Supervisor, head of maintenance and lead operator (has crew of 6)
      • Toro dealer (large mower manufacturer)
      • User of back-yard mowing system
      • Maintenance Services for City of Los Altos
      • Colony Landscaping (Mowing service for stadiums)
      Confidential
    • Hand weed control is a Nightmare
      Crews of 100s needed
      Labor getting harder to get
      Back-breaking task
      2-3 weedings per crop
      Food contamination risk
      $250-1,000 per acre
      Confidential
    • Autonomous vehicles aren’t needed
      Confidential
    • Autonomous vehiclesWEEDING
      Dealers sell, installs and supports customer
      Co. trains dealers, supports dealers
      - Innovation
      - Customer Education
      - Dealer training
      - Low density vegetable growers
      - High density vegetable growers
      - Thinning operations
      - Conventional vegetables
      We reduce operating cost
      - Labor reduction (100 to 1)
      - Reduced risk of contamination
      - Mitigate labor availability concerns
      - Ag Dealers
      - Ag Service providers
      - Research labs
      - Ag Dealers
      - Ag Service providers
      Engineers on Machine Vision
      Two problems:
      - Identification
      - Elimination
      Dealer discount
      COGS seek a 50-60% Gross Margin
      Heavy R&D investment
      Asset sale
      Our revenue stream derives from selling the equipment
      Confidential
    • Got Lucky – World AG Expo in Tulare, CAJust long Enough to build A Carrotbot!
      Interviews
      • Gonzales Machine and Forge, Inc., California
      • Integrated Crop Pest Management, California
      • Coastal Tractor, California
      • Ag West Supply, Oregon
      • Martin Kleinschmit, Organic Farmer in Nebraska
      • Burks Tractor, Idaho
      • FISCHER Landtechnik, Germany
      • GARTNER, Land, Forst-und Kommunaltechnik, Germany
      • Fisher Equipment Supply (John Deere Dealer), McMinville, OR
      • Cascade Farm Machinery, Silverton, OR
      Trip to Tulare, CA for World Ag Expo
      Built the Data Collection Prototype – “Carrotbot”
      • 200 hrs of work
      • Recruited Computer Vision Engineer (Morgan)
      • Interviewed Ken Giles from UC Davis
      • Interviewed David Slaughter from UC Davis
      Visit Bolthouse farms in Avenal, CA
      Confidential
    • 1 Week – 1 CarrotBot
      Confidential
    • Wednesday Thursday Friday Saturday
      Sunday Monday Tuesday
      Confidential
    • CarrotBot meets the Carrot FieldWednesday
      Confidential
    • Future technical development
      • Recognition is on cutting edge but doable
      • Use Hyper-Spectral Imaging
      • Weed elimination needs more work
      • Partner with Ken Giles of UC Davis
      Confidential
    • World Ag Expo interviews:the need is real and wide spread
      10+ interviews at show
      Everyone confirmed the need
      Robocrop, UK based, crude competitor sells for $171 K
      Revenue Stream
      Mid to small growers prefer a service
      Large growers prefer to buy, but OK with service until technology is proven
      Charging for labor cost saved is OK, as we provide other benefits (food safety, labor availability)
      Confidential
    • Autonomous weeding - Final
      Direct
      - Provide high quality service at competitive price
      - Innovation
      - Customer Education
      - Dealer training
      - Low density vegetable growers
      - High density vegetable growers
      - Thinning operations
      - Conventional vegetables
      We reduce operating cost
      - Labor reduction (100 to 1)
      - Reduced risk of contamination
      - Mitigate labor availability concerns
      - Ag Service providers
      - Research Institutes (eg UC Davis, Laser Zentrum Hannover)
      - 3-4 key farms
      Direct
      - Alliance with service providers
      - Eventually sell through dealers
      Engineers on Machine Vision
      Two problems:
      - Identification
      - Elimination
      Costs for service provision
      COGS seek a 50-60% Gross Margin
      Heavy R&D investment
      Service provision
      - Charge by the acre with modifier according to weed density
      - Eventually move to asset sale
      Confidential
    • Organics are growing fast
      • Doubled in 4 years but still less than 5% of total
      • Consumers care about fair labor practices
      Confidential
    • Veggies Lose against Weeds
      Confidential
    • But hand weeding is unsustainable
      Confidential
    • Robotic elimination is 10x cheaper
      100:1 labor advantage
      Farmers struggle with labor availability
      Hand weeding risks food contamination
      Confidential
    • Growth Path For Autonomow
    • We Are starting the company
      Sep 2011
      Funding
      Jun 2011
      Graduation
      Sep2012
      First unit
      Mar 2011
      Technology Track
      Advisory board member & minimize risk
      Proof of concept
      First unit
      System design
      Market Track
      Select 1st target crop
      Advisory board member & minimize risk
      Get first customer order
      Finance Track
      Series A
      Screening strategic seed investment by domain experts
      Confidential
    • Q&A
      For further information contact Heraud_Jorge@GSB.stanford.edu
      (408) 718 7457
      Q&A:
      Confidential
    • Laser solution seems promising
      Laser Zentrum Hannover
      German laser research lab
      Currently studying using lasers for weed control
      Findings:
      Effective and efficient
      Maximal dose of 5 J mm2
      CO2 laser better than diode
      Source: “Laser Light Beams for Weed Control in Horticulture” C. Woltjen, et. al., LZH
    • UC davis
      Over 10 years of weed recognition and elimination research
      Hyper-spectral imaging
      Precision spray of hot organic oil
      Dr. David Slaughter, UC Davis
      Source: “Autonomous robotic weed control systems”, D.C. Slaughter, et. al. Computers & Electronics in Agriculture, 2008
    • Product Offering
      Daily rental: All Inclusive Weeding Kit
      Equipment
      Trainer/Operator
      Logistics
      Maintenance
      “I like it, because I need to pay for the equipment only
      when needed. Plus, you guys make sure the technology works“.
      “I like it, but once the technology is robust, I want to buy.”
      “I like it, because it allows us to test a new service in different
      small-acreage environments. Eventually, I want to buy.“
      Competition does asset sale with mixed success: one of
      the “Vincents” bought a Robocrop, but cannot operate it.
      competitor
    • Growth for Organic Farms
      Technology Matures
    • Week 2 – Business Canvas
      Dealers sell, installs and supports customer
      Co. trains dealers, supports dealers
      - Innovation
      - Customer Education
      - Dealer training
      Mowing
      - Owners of public or commercially used green spaces (e.g. golf courses)
      - Landscaping service provider
      Weeding
      - Farmers with manual weeding operations
      We reduce operating cost
      - Labor reduction
      - Better utilization of assets (eg mow or weed at nights)
      - Improved performance (less rework, food safety)
      - Dealers (Mowing and Ag)
      - Vehicle OEMs (John Deere, Toro, Jacobsen, etc)
      - Research labs
      - Mowing Dealers
      - Ag Dealers
      Engineers on Autonomous vehicles, GPS, path-planning
      Dealer discount
      COGS seek a 50-60% Gross Margin
      Heavy R&D investment
      Asset sale
      Our revenue stream derives from selling the equipment
      Confidential
    • Autonomous vehiclesWEEDING
      Dealers sell, installs and supports customer
      Co. trains dealers, supports dealers
      - Innovation
      - Customer Education
      - Dealer training
      - Low density vegetable growers
      - High density vegetable growers
      - Thinning operations
      - Conventional vegetables
      We reduce operating cost
      - Labor reduction (100 to 1)
      - Reduced risk of contamination
      - Mitigate labor availability concerns
      - Ag Dealers
      - Ag Service providers
      - Research labs
      - Ag Dealers
      - Ag Service providers
      Engineers on Machine Vision
      Two problems:
      - Identification
      - Elimination
      Dealer discount
      COGS seek a 50-60% Gross Margin
      Heavy R&D investment
      Asset sale
      Our revenue stream derives from selling the equipment
      Confidential
    • The Business Plan Canvas Updated
      • Technology Design
      • Marketing
      • Demo and customer feedback
      • Farming conventions.
      • Demo, demo, and demo!!
      • Proximity is paramount
      • Organic Farmers
      • Weeding Service Providers
      • Conventional Farmers
      • Cost Reduction
      • Remove labor force pains
      • Eliminate bio-waste hazards
      • Research Labs
      • Equipment Manufacturers
      • Distribution Network
      • Service Providers
      • IP – Patents
      • Video Classifier Files
      • Robust Technology
      • Dealers
      • Direct Service
      • Indirect Service
      • … then Dealers
      • Asset Sale
      • Direct Service with equipment rental
      • … then Asset Sale
      Value-Driven
    • The Business Plan Canvas Updated
      • Technology Design
      • Marketing
      • Demo and customer feedback
      • Farming conventions.
      • Demo, demo, and demo!!
      • Proximity is paramount
      • Mid/Large Organic Farmers
      • Agricultural corporations
      • Weeding Service Providers
      • Mid/Large Conventional Farmers
      • Cost Reduction
      • Remove labor force pains
      • Eliminate bio-waste hazards
      • Research Labs
      • Equipment Manufacturers
      • Distribution Network
      • Service Providers
      • IP – Patents
      • Video Classifier Files
      • Robust Technology
      • Direct Service
      • Indirect Service
      • … then Dealers
      • Direct Service with equipment rental
      • ($1,500/d; 120d/yr )
      • Low density: $1,500/d
      • High density: $6,000/d
      Value-Driven
    • The Business Plan Canvas Updated
      • Technology Design
      • Marketing
      • Demo and customer feedback
      • Farming conventions.
      • Demo, demo, and demo!!
      • Proximity is paramount
      • Mid/Large Organic Farmers
      • Agricultural corporations
      • Weeding Service Providers
      • Mid/Large Conventional Farmers
      • Research Labs
      • Equipment Manufacturer
      • Distribution Network
      • Service Providers
      • 2 or 3 Key Farms
      • Cost Reduction
      • Remove labor force pains
      • Eliminate bio-waste hazards
      • IP – Patents
      • Video Classifier Files
      • Robust Technology
      • Direct Service
      • Indirect Service
      • … then Dealers
      • Direct Service with equipment rental
      • Low density: $1,500/d
      • High density: $6,000/d
      Value-Driven
      • R&D
      • Bill of Materials
      • Training & Service
      • Sales
    • Autonomous weeding - Final
      Direct
      - Provide high quality service at competitive price
      - Innovation
      - Customer Education
      - Dealer training
      - Low density vegetable growers
      - High density vegetable growers
      - Thinning operations
      - Conventional vegetables
      We reduce operating cost
      - Labor reduction (100 to 1)
      - Reduced risk of contamination
      - Mitigate labor availability concerns
      - Ag Service providers
      - Research Institutes (eg UC Davis, Laser Zentrum Hannover)
      - 3-4 key farms
      Direct
      - Alliance with service providers
      - Eventually sell through dealers
      Engineers on Machine Vision
      Two problems:
      - Identification
      - Elimination
      Costs for service provision
      COGS seek a 50-60% Gross Margin
      Heavy R&D investment
      Service provision
      - Charge by the acre with modifier according to weed density
      - Eventually move to asset sale
      Confidential