TiE-­‐IQ	
  Bootcamp	
  
TiE	
  Mumbai	
  ini3a3ve	
  	
  
Sponsored	
  by	
  	
  
Nexus	
  Venture	
  Partners	
  
India	...
Advisor and SME –
Prof. Uday Athavankar
IDC, IIT Bombay – 20+ years of research in
cognitive psychology and product semant...
Scenario: Client wants a quick perception survey

Individualistic?
Stylish?

Youthful?

Aspirational?

#TiEBootcamp
Traditional methods are limited
Focus groups and personal interviews
(logistics, time, resources, reach)
Web based survey ...
Enter Sematools…
A web-based visual survey platform to capture
consumer perceptions, that is:
Comparative
Image based
Corr...
Client creates a Sematools survey with 18 cars

#TiEBootcamp
Respondents take the survey on the web

#TiEBootcamp
Results: Target is seen as a typical small car…

Very typical

Very atypical

#TiEBootcamp
…that needs work on looking youthful and stylish
“No youth can ever like a muscle
less car. Again, it's not made for
that ...
Advanced reports…

Comments

Expression Scores

Expression Chart

#TiEBootcamp
Advanced reports…

Expression Scores

Confidence of Perception

Comments

Partial Auto Analysis
Expression Chart

#TiEBoot...
Sematools is not just another survey platform…
Emotional

Perceptual

Complex

Easy

Factual

Eyetracking	
  
Eyetracking	...
We focus on…

Easy

Factual

Emotional

Perceptual

Perceptions

Complex

Ease of Use
Eyetracking	
  
Expanding Reach

Eye...
Target market in India and abroad
Consumer product manufacturers and designers
(automobiles, white goods, brown goods, lif...
Finding customers through…
Product Semantics Training

Story

Direct Sales
Address the Problem
Online Design Communities
C...
Achieved in 6 months
Web interface ready
2 prospects
2 pilot customers in past 3 weeks

#TiEBootcamp
The roadmap

Turnkey projects
For development funding and feedback

SaaS Model

Companies use platform on pay per response...
The roadmap

Working on mobile interface
Working on advanced statistical reports
Get a few paying customers
Raise funds

#...
Summing it up

Sematools makes product design analytics fast
and easy with web-based visual surveys.
Aimed at consumer pro...
Thank you
lin
ompel
C



g

∧

A

Address the Problem
 |	
  +91	
  9969078134	
  
founders@sapling.in	
  
#TiEBootcamp
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Sematools #TiEBootcamp Demo Day Pitch

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This deck was presented by Ashish Ghanu at the #TiEBootcamp demo day

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Sematools #TiEBootcamp Demo Day Pitch

  1. 1. TiE-­‐IQ  Bootcamp   TiE  Mumbai  ini3a3ve     Sponsored  by     Nexus  Venture  Partners   India  Quo3ent   #TiEBootcamp   Paytm  
  2. 2. Advisor and SME – Prof. Uday Athavankar IDC, IIT Bombay – 20+ years of research in cognitive psychology and product semantics Founder – Ashish Ganu M.Des - IDC, IIT Bombay 15 years of design experience Founder of Sapling Design Solutions #TiEBootcamp
  3. 3. Scenario: Client wants a quick perception survey Individualistic? Stylish? Youthful? Aspirational? #TiEBootcamp
  4. 4. Traditional methods are limited Focus groups and personal interviews (logistics, time, resources, reach) Web based survey tools (comparative inputs, data correlation) #TiEBootcamp
  5. 5. Enter Sematools… A web-based visual survey platform to capture consumer perceptions, that is: Comparative Image based Correlated reporting #TiEBootcamp
  6. 6. Client creates a Sematools survey with 18 cars #TiEBootcamp
  7. 7. Respondents take the survey on the web #TiEBootcamp
  8. 8. Results: Target is seen as a typical small car… Very typical Very atypical #TiEBootcamp
  9. 9. …that needs work on looking youthful and stylish “No youth can ever like a muscle less car. Again, it's not made for that purpose.” “coz of the downturned fender” Very youthful Not at all youthful “no sexy curves at all.” “The design and styling is pathetic.” Very stylish Not at all stylish #TiEBootcamp
  10. 10. Advanced reports… Comments Expression Scores Expression Chart #TiEBootcamp
  11. 11. Advanced reports… Expression Scores Confidence of Perception Comments Partial Auto Analysis Expression Chart #TiEBootcamp
  12. 12. Sematools is not just another survey platform… Emotional Perceptual Complex Easy Factual Eyetracking   Eyetracking  soAware   Personal  interviews   Focus  groups   #TiEBootcamp
  13. 13. We focus on… Easy Factual Emotional Perceptual Perceptions Complex Ease of Use Eyetracking   Expanding Reach Eyetracking  soAware   Personal  interviews   Focus  groups   #TiEBootcamp
  14. 14. Target market in India and abroad Consumer product manufacturers and designers (automobiles, white goods, brown goods, lifestyle products, brand identity) TVS, Bajaj and Hero R&D budget Rs 700 crore in FY12 ($127 million) Tata Elxsi revenues Rs. 539 crore in 2012 #TiEBootcamp
  15. 15. Finding customers through… Product Semantics Training Story Direct Sales Address the Problem Online Design Communities Core77, Product Design Hub #TiEBootcamp
  16. 16. Achieved in 6 months Web interface ready 2 prospects 2 pilot customers in past 3 weeks #TiEBootcamp
  17. 17. The roadmap Turnkey projects For development funding and feedback SaaS Model Companies use platform on pay per response model lling e 1.  Get their own respondents Comp ∧ Story A 2.  Use respondent panel available with us Address the Problem #TiEBootcamp
  18. 18. The roadmap Working on mobile interface Working on advanced statistical reports Get a few paying customers Raise funds #TiEBootcamp
  19. 19. Summing it up Sematools makes product design analytics fast and easy with web-based visual surveys. Aimed at consumer product manufacturers and g designers mpellin o C ∧ Story Currently 2 pilot projects and 2 prospects A #TiEBootcamp
  20. 20. Thank you lin ompel C g ∧ A Address the Problem |  +91  9969078134   founders@sapling.in   #TiEBootcamp
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