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Unplugged Team
Ari Atkins
Stanford ’12
Design/Engineering
Andrew Penrose
Stanford ’12
Business
Charlie Glick
Stanford ’13
...
Guitars Today
70%Of guitarists we surveyed say yes. (82)
Big Amps Bulky Effects Pedals+ = Stuck at Home
Does gear transpor...
Guitars Tomorrow
• Effects
• Recording
• Uploading
• Guitaraoke
• Interactive
Lessons
• 3rd Party App
Platform
73%Of guita...
Prototyping: January 2011- March 2012
Market
Guitars and Gear
= $1.5B
Guitars
Amps
Effects
Musical Instruments
TAM = $6.4B...
Prototyping: January 2011- March 2012
Competition
$0
$20
$40
$60
$80
$100
2012 2013 2014 2015 2016 2017
Revenue(M)
Other Instruments
Apps
Guitars
Prototyping: January 2011-...
Manufacturing & Logistics
Components
Made in
China
$30
Parts we Design
Made in
China
$40
Shipping
$10
Assembly
Bay Area
Fa...
Prototyping: January 2011- March 2012
Distribution
Pre-Launch Campaign Goal: $100,000 in Preorders (100% Direct)
Short Ter...
Prototyping: January 2011- March 2012
Marketing
Direct Sales
1. Guerilla – concerts, parks, etc.
2. Guitar Blogs, YouTube ...
Prototyping: January 2011- March 2012
Funding
Product Development September 2011 – June 2012
First Production Run July 201...
Make Music
However You Want,
Wherever You Want,
Unlimited.
602.451.0150
founders@unpluggedinstruments.com
Prototyping: January 2011- March 2012
Business Model
0
20
40
60
80
100Revenue($MM)
Other Instruments
Apps
Guitars
2012 201...
Unplugged Instruments Deck
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Unplugged Instruments Deck

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Unplugged Instruments Deck

  1. 1. Unplugged Team Ari Atkins Stanford ’12 Design/Engineering Andrew Penrose Stanford ’12 Business Charlie Glick Stanford ’13 Media Intern/ Guitarist Advisors Tony Lillios Founder/CEO Speck Mike Cassidy Entrepreneur Ken Kantor CEO ZT Amps Dave Beach Stanford ME Prof
  2. 2. Guitars Today 70%Of guitarists we surveyed say yes. (82) Big Amps Bulky Effects Pedals+ = Stuck at Home Does gear transport and setup discourage you from playing electric guitar?
  3. 3. Guitars Tomorrow • Effects • Recording • Uploading • Guitaraoke • Interactive Lessons • 3rd Party App Platform 73%Of guitarists we surveyed say yes. (82) Can a built-in amp and iPhone app substitute for traditional gear? Built-in Amp + Smartphone Interface = Jam Anywhere
  4. 4. Prototyping: January 2011- March 2012 Market Guitars and Gear = $1.5B Guitars Amps Effects Musical Instruments TAM = $6.4B Source: Music Trades April 2011 2M guitars sold each year in the US 20M guitarists in the US 50M guitarists in the world
  5. 5. Prototyping: January 2011- March 2012 Competition
  6. 6. $0 $20 $40 $60 $80 $100 2012 2013 2014 2015 2016 2017 Revenue(M) Other Instruments Apps Guitars Prototyping: January 2011- March 2012 Business Model 3.9% of US Guitar Market $1M $4M $19M $42M $63M $100M
  7. 7. Manufacturing & Logistics Components Made in China $30 Parts we Design Made in China $40 Shipping $10 Assembly Bay Area Factory $10 Retailers Sell for $210 $120 Margin Direct to Consumer Sell for $350 $225 Margin Shipping + Handling $35 $350 Retail $90 COGS
  8. 8. Prototyping: January 2011- March 2012 Distribution Pre-Launch Campaign Goal: $100,000 in Preorders (100% Direct) Short Term (2012) Strategically Chosen Local Stores (80% Direct) Long Term (2013+) Guitar + Consumer Electronics Chains (50% Direct)
  9. 9. Prototyping: January 2011- March 2012 Marketing Direct Sales 1. Guerilla – concerts, parks, etc. 2. Guitar Blogs, YouTube Channels 3. SEO/SEM Social Music Videos Musician Endorsements Retail 1. In-Store Demos 2. Guitar Mags, Catalog s
  10. 10. Prototyping: January 2011- March 2012 Funding Product Development September 2011 – June 2012 First Production Run July 2012 – June 2013 Scale Up July 2013 – onward 1 2 3 $50K $850K $2M VC • Hire 3 Engineers, 1 Sales • Ship 5,000 guitars • Reach Breakeven Point • Scale up production and distribution • Design guitars, bass, keyboard, drums Lemnos Labs • Warehouse, Investment, mentorship • Six guitar designs
  11. 11. Make Music However You Want, Wherever You Want, Unlimited. 602.451.0150 founders@unpluggedinstruments.com
  12. 12. Prototyping: January 2011- March 2012 Business Model 0 20 40 60 80 100Revenue($MM) Other Instruments Apps Guitars 2012 2013 2014 2015 2016 2017 Mid- Range Guitar Free app and some effects for sale. High and Low End Guitars Artist Packages + Guitaraoke Bass Guitar API, 3rd party apps, Androi d App Keyboard + Drums SDK, Develo pers sell effects Sell hardware internationally Develop new music tech apps 3.9% of US Guitar Market

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