SET NSF Final Presentation
 

SET NSF Final Presentation

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  • 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.
  • These are the customers we talked to.
  • 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.
  • So, to enter a more scalablemarket, we decided to sell software IP for 4G wireless communication.
  • We talked to manycustomers
  • 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
  • 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.
  • 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
  • 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..
  • 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.
  • 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
  • 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.
  • This is the summary of our product, value proposition, and select customer segments
  • The market is growing dramatically..
  • Progression: larger and larger sensor networks deployed

SET NSF Final Presentation SET NSF Final Presentation Presentation Transcript

  • Total number S treamlined E mbeddedof customerinterviews 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 JOURNEY3/20 I-Corps begins3/22 1st pivot Sell embedded system design tools Sell software IP for 4G4/4 2nd pivot broadband for cell phones Sell software components , APIs, and middleware for sensor networks5/10 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 makersPlatform 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 JOURNEY3/20 I-Corps begins3/22 1st pivot Sell embedded system design tools Sell software IP for 4G4/4 2nd pivot broadband for cell phones Sell software components , APIs, and middleware for sensor networks5/10 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 JOURNEY3/20 I-Corps begins3/22 1st pivot Sell embedded system design tools Sell software IP for 4G4/4 2nd pivot broadband for cell phones Sell software components , APIs, and middleware for sensor networks5/10 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 InstrumentsImpact Technologies, PARC, Sensys Networks,Invocon, PNNL, Schlumberger, Sensor providersLuna Innovations, Sigma Energy SolutionsTRX SystemsPhysical Layer Systems,U. of MarylandRaytheon, Automotive Embedded platformSafeMobile 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 InstrumentsImpact Technologies, PARC, Sensys Networks,Invocon, PNNL, Schlumberger, Sensor providersLuna Innovations, Sigma Energy SolutionsTRX SystemsPhysical Layer Systems,U. of MarylandRaytheon, Automotive Embedded platformSafeMobile 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 andSET Product Reusable Software Subsystems OEM HW components More energyValue proposition efficient, reliable, a nd secureCustomersegments 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 ACQUISITIONSET 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
  • PARTNERSHIPSensor device/network Embedded platform makerscompanies SET Application specialists Version: 5/23/2012
  • POTENTIAL PARTNERSSensor device/network Embedded platform makerscompanies 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 toolsSensor and processes More energy Companies whodevice/network efficient, reliable, a Technical design and deploy Iteratively develop nd secure sensor collaboration sensor networks forcompanies and assess networks node/networkEmbedded solutions • Environmental Seamless monitoringplatform makers integration of sensor interfaces • Security &Application and software Surveillancespecialists Embedded system subsystems engineers Direct sales System-level software IPPeopleManufacture for large volumeCertification costs Selling integrated hardware boards andPatents 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 toolsSensor and processes More energy Companies whodevice/network efficient, reliable, a Technical design and deploy Iteratively develop nd secure sensor collaboration sensor networks forcompanies and assess networks node/networkEmbedded solutions • Environmental Seamless monitoringplatform makers integration of sensor interfaces • Security &Application and software Surveillancespecialists Embedded system subsystems engineers Direct sales System-level software IPPeopleManufacture for large volumeCertification costs Selling integrated hardware boards andPatents 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 toolsSensor and processes More energy Companies whodevice/network efficient, reliable, a Technical design and deploy Iteratively develop nd secure sensor collaboration sensor networks forcompanies and assess networks node/networkEmbedded solutions • Environmental Seamless monitoringplatform makers integration of sensor interfaces • Security &Application and software Surveillancespecialists Embedded system subsystems engineers Direct sales System-level software IPPeopleManufacture for large volumeCertification costs Selling integrated hardware boards andPatents 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 makersPlatform 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 collaborationPlatform/Chip mobile phone and maker companiesmakers 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 salesPeople License fee / unitPatents 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 functionalityCorporates (who node/network for given energyneed sensor Corporate/environm solutionsnetworks) ental networks Small footprintSensor nodedevice providers Embedded system engineers VARs (e.g. TI distributors) System-level software IP Direct salesPeopleManufacture 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 assessCorporates (who Higher functionality node/network • Buildingneed sensor for given energy solutions automationnetworks) Optimization of the • EnvironmentalSensor node design trade-offs monitoringdevice providers Embedded system • Security & engineers VARs (e.g. TI Surveillance distributors) System-level • Automotive software IP Direct salesPeople Selling IP per unit/design/platformManufacture forlarge 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 marketsSensor device Higher functionality node/networkmakers (e.g., high solutions • Environmental performanceEmbedded processing) for monitoringplatform makers given energy • Security &Application Surveillance Enhanced reliabilityspecialists Embedded system engineers VARs (e.g. TI • Video networks distributors) System-level software IP Direct salesPeople Selling IP per unit/design/platformManufacture forlarge volume Version: 5/23/2012
  • BUSINESS MODEL CANVAS – VERSION 6 NSF I-Corps 2012 The SET Team Iteratively apply, test, and optimize SET toolsSensor and processes More energy Companies whodevice/network efficient, reliable, a Technical design and deploy Iteratively develop nd secure sensor collaboration sensor networks forcompanies and assess networks node/networkEmbedded solutions • Environmental Seamless monitoringplatform makers integration of sensor interfaces • Security &Application and software Surveillancespecialists Embedded system subsystems engineers Direct sales System-level software IPPeopleManufacture for large volumeCertification costs Selling integrated hardware boards andPatents 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 subsystemsE.g., ATR,Esensors,Physical Sciences Companies who develop sensors Version: 5/23/2012