This document proposes using holographic projectors in smart cities to project large, high-quality images over long distances. It outlines applying the technology in subway stations and public schools in Beijing to share information. The company would partner with government and advertisers to make cities more efficient through shared information. It provides financial projections showing profitability in the third year as the company expands to more locations. The high-level opportunity is entering the emerging smart city market through strategic partnerships and building brand recognition.

1. Holographic Projector
For Smart Cities
Chestnut Cohort
‘Team 5’
Dennis Abraham, Oday Abu Shehab, Mojdeh Ghanbari
Chinedu Kama, Qin Xie

2. STEEPLE
Political: More transparency
Environment: Less
CO2 Emissions,
safer, energy saving,
population increase
Social: Info sharing, more
compatible, education,
free usage
Technological:
Innovative, advanced,
interactive
Legal: Lax privacy policies
Economical: Cheaper, easy
application

3. Choice
Carousel
Challenges:
*Investments from VC
for LBO to profitably
play in Beijing
Objectives:
*Cover 15% of the city
subways, public schools
in the first year.
Opportunities:
*Blue Ocean
*Build strong partnerships
with the GOV
*Build a strong brand
image
Advantages:
*Low cost
*Energy-saving
*High quality
Activities:
*Test the technology
Beijing state to
*Use VC capital for
implementation
*Win-win situation
cause it’s a 2 sided
market

4. The Product
• LBO world's leading projection
systems
• Magnifies and focuses images
• Large image at long distance
• Highly tolerant to pixel failure
• Patented

5. Application
Corporations
Subways AirportsPublic Universities
Museums

6. Market Funnel
Total market of
laser projectors
Potential
market
Accessible market Realistic share of
accessible market
• Approx. 100
smart cities
worldwide
by 2023
• Asia Pacific and
Europe 25%
• Estimated
industry revenue
$10 B by 2023
• Estimated
industry growth
of 16% in 2023
• Estimated
investments
from smart
cities:
• Reach $63 B
by 2023
• Approx.
$ 630 M per
city
• By 2023
cover 10% of
smart cities
worldwide
• 10% of each
participative
smart city’s
investment

7. 2 Sided Market
Advertisers The Public
Customer
Pays for
Ads $$$
Consumer
Free Usage
Platform
Information/Ads

8. Opportunities
External:
— Blue Ocean:
Collaboration with GOVs and public sectors to make
smart cities more efficient.
— Partnerships: Venture Capitalists
— Deals: Advertisers
Internal:
— Organizational decentralization
— Trend Spotting:
— Data gathering through consumer behavior
— Data will be analyzed and sold

9. Value Chain
• Algorithms/
Holographic
(HUDs)
• Reduced
laser
speckle
• Have
avg
pixel
intensi>es
of
10%
to
25%
respec>vely
• Features
• Adver>sing
• Integra>on
Strategy
• Strategic
Partnership
• Marke>ng
&
Logis>cs
• Applica>ons
• Devices
• Offer
second
line
support
Research
&
Development
Enabling
Technology
Connec9vity
&
Collabora9on
User
Interface
Service

10. Porter’s 5 Forces: Market attractiveness is HIGH
Rivalry
Low
Threat of
new
entrants
Moderate
Bargaining
power of
buyers
High
Threat of
Substitutes
High
Bargaining
power of
suppliers
Low
Diversified customer
base as sales are
expected to grow by
4.4% over the next 5
years.
Product variation due
to customization

11. Venture Capital
— Already had 4 series of funding for 25% ownership
— $ 57.5 m
— 5th Funding:
— 5% ownership à $ 10 m
— Enterprise Value at $ 225 m
— In total 30% will be owned by VC
— Benefits:
— $810,900 profit from 3rd year

12. Activities: Proposition
— Test the technology in Beijing State
— They get 25% of profits
— 1st year test phase:
— First 8 months:
— Install devices in 33 subway stations
— $45,000 per display = $5.94 m
— Final 4 months:
— Install in 10 Universities = $2.25 m
— Installation costs:
— Approximately $ 3000
Mayor of Beijing
Mr. Wang Anshun

13. — Safety for cars — Smartphones
Plan B & Product Line Extension

14. Thank You! Q&A?
‘Be Part of Change’ ‘Unique Investment
Opportunity’
‘Win-Win Situation’ ‘Invest Now’

15. Appendix 1: Benefits
— 2nd year breakeven
— 3rd year start making profit: Subway;
33 x 4 x $132,000 = $17,424,000
— Universities; 10 x 5 x $84,000 =
$4,200,000

16. Appendix 2: SWOT
Relative Strengths
• Robust design, High-resolution,
wide throw angle, focus-free
Holographic laser
• Strategic Partnership
• Integration Strategy
• Patent
• High R&D investment
Relative Weaknesses
• Scarce Financial Resources
• Marketing: Reach, Distribution,
& Awareness
Opportunities
• Economies of scale
• Systems integration
• Market and Business
Development
Threats
• Accelerated expectations vs.
capacity