ProblemHigh prices and long productiontime for 3D computer animation- Didactic tutorials and learning tools are mostly in2D- SMEs are not able to buy this kind of videoadvertising because it is beyond of their marketingbudget- "Ratatouille", "Up" cost $150,000,000"Cars 2" $200,000,000 !
SolutionThe problem can be solved by usingmachinima animationMinDBlinD movie3D machinima animation Start-upWHAT IS IT? MACHINE + CINEMAIt’s real-time filming inside 3D computer graphic engines like virtualworlds and video games.Machinima uses avatars as actors and virtual environments as setsrevolutionizing 3D computer animation production.COST AND TIME SAVING? UP TO 30-40% COMPARED TO 3DTRADITIONAL COMPUTER ANIMATIONMachinima gives the opportunity to develop cutting edge videoproducts and apps for todays media
ProductsAVATAR LEARNING AVATAR FICTIONNEW MARKETINGSOLUTIONSOur avatars becomeoriginal animatedtestimonials to advertiseproducts or brands forviral web commercials andnew mobile applicationsthat combine augmentedreality with machinimaanimationWE HACK THECINEMA!MinDBlinD movie createsfull-lengthmovies, series, short filmsand new web-tv formatswith a strong personalfingerprint targeted to adiverse audience, bothyoung and adultAVATAR ADSLEARN WITH AVATARSA new way of learning withvideo tutorials, helped byexciting avatar teachersthat can motivate one’slearning and make it morepowerful thanks to virtualreconstruction andvisualization
SWOT AnalysisStrengths Weaknesses• Pioneer company in machinimaanimation in Italy• Innovative and flexible productionprocess (shorter production times andcompetitive costs)• Unique style with engaging and iconicavatars characters• Economies of scale• Know-how about virtual world platforms(Second Life)• Non patentable technology• Less accurate 3D animation• Reliance on suppliers (graphicsengines copyright)Opportunities Threats• Increasing interest in the machinimaanimation of movie industry• Improvement of 3D virtual worldsgraphic engines• Growth of demand of advertisingsolutions for new mobile media• Diffusion of virtual world platforms• Customers’ lack of knowledgeabout machinima animation• Rapid changes in market trends• Competitors in the field of 3Danimation
Target CustomersThe different types of products and services we propose are aimed at a variety ofdifferent clients.B2B modelE-learning• Public andprivateInstitutions• HR Trainingcompanies• TrainingschoolsAdvertising• SMEs• Webagencies• MobileadvertisingfirmsEntertainment• Publishers• Web-TVs• Movieindustry
Market OpportunityItalyAnimation movie industry turnover of 2010:€120 million [Rapporto cinema 2010 - Fondazione ente dello spettacolo]Web video advertising investment of 2011:€30 million [Comunicare domani 2011 - Assocomunicazione]Mobile advertising investment of 2011:€37 million [Comunicare domani 2011 - Assocomunicazione]WorldwideGoogle search trendsMachinima.com YouTube channel got 70 mil viewers in April 2011 [Forbes]
Business StrategyPRODUCTION•Hardware & software resources fully defined•Second Life & OpenSim as primary machinima platforms•3 HR roles and tasks: machinima director, 3D modeler, video editorMARKETING & SALES•Products’ prices defined•Direct marketing and web marketing•Participation in exhibitions and festivals•Commercial partnership developmentRESULTS TO DATEProducts development:• Avatar Learning prototype• Avatar Fiction prototypeMarketing strategies:• New startup website• Demo reel• Android App for marketingINITIAL ESTIMATED COSTS €R&D 20KMarketing & Sales 30KProduction 25KGeneral & Administrative 15KTotal 75K