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D3O
         Business Model Analysis


By: Chung Wing Tai, Julian Koo, Justin Lin,
 Jason Yeo, Ryan Wee, Tham Kai Sheng
D3O and a Shovel




https://www.youtube.com/watch?v=9VDeJ7rLUYU
D3O Technology
What is D3O?

• D3O is a patented protective material that
  utilizes enhanced chemistry to produce high
  performance impact protection solutions.
How does D3O work?

• D3O comprises a shear-thickening
 compound, whose molecules reversibly lock
 together on impact.
How is D3O better?
•   Less force is transmitted on impact




                                          Less transmitted force
                                          = Less pain
How is D3O better?
        •   CE Level 2 Certification



        •   D3O passed Level 2 of
            prEN1621-1, making it
            safe for motorcyclist
            protection
Price Comparison
•   D3O is premium priced but not exorbitant
Who would use D3O?
•   People looking for dependable protection that is
    lightweight and flexible.
    o Professional Athletes
    o Those facing occupational hazards (eg. Military, law
        enforcement & industrial workers)
    o   Users of expensive tech gadgets
Professional Athletes

                   • virtually all
           • Covers High speeds &
             parts of Dangerous
                       the body
                      terrain
           • Breathable
                  • Prone to serious
             protection
                     injuries from falls
                     and tumbles
           • Flexible pads
                  • Comfort helps
                     improve focus
           • Confidence in
                  • Mobility required
             protection
                     for performance
Professional Athletes

           • Covers virtually all
             parts of the body

           • Breathable
             protection

           • Flexible pads

           • Confidence in
             protection
Military, Law enforcement &
     Industrial workers
          • High risks of injury due
            to exposure to hazards

                • Fear of injury may
                  impede operations

                • Flexibility and
                  mobility required
                  for top
                  performance

                 • Injuries delay
                   work progress
                   and incur costs
Tech Gadget Users
 • Expensive Tech Gadgets
   like Apple products

    • Risk of damage due to
      accidental dropping/ knocking

      • Potential financial, time,
        emotional loss as well as
        major inconveniences
Other Applications
   •   People looking to harness D3O’s advanced
       properties
   •   For example, tennis racquets with adaptive
       rigidity




Head YouTek D3O
Series Tennis Racquet
D3O Labs
The Big Picture
Value Proposition of
    D3O Labs
Value Proposition to Partners

• Access to the D3O
  technology
• Engineering, research
  and design services        Open
• Assistance in the       Innovation
  manufacturing process
Partner Selection
Partner Selection

•   Consumer firms:
    o Protective gear
    o Sports equipment


• Industrial firms:
    o Safety shoes


• Defence:
    o Protective gear
Technology Adoption Strategy
• Targeting early adopters
  o E.g. Pro-athletes and special
    forces
• Why?
  o Most willing to try new technology
    and to pay a premium for it
  o Strong influence on market
    opinion

• Hence, D3O needs to choose
 premium partners that would
 appeal to these early adopters.
Value Capture
      and
Scope of Activities
Methods of Value Capture
• Licensing & Partnerships
• Services for Partners
• Internally-Developed Products - XERGO
Licensing & Partnership




•   Sales have been growing ~100% annually
Services for Partners

•   D3O captures revenue through customized
    engineering and design services
Sales & Production
•   XERGO – Limb Protectors for motorcyclists
•   No 3rd parties involved in the design
Research & Development
•   D3O is constantly improved via R&D to improve its
    features, so as to maintain D3O's relevance & edge in
    the market


•   For example, D3O released three unique composites to
    general customers (XT, ST and Shock+)
Strategic Control
Current Barriers to Entry
•   Intellectual property protection
    o   Patenting of chemical formula
    o   Patenting of the design of protective products
    o   Allows them to protect and appropriate their IP, and
        lock-in customers for a period of time via contracts
Current Barriers to Entry
  •   Controlling the manufacturing of D3O products
      o   Partners not involved in the manufacturing of D3O
      o   Proprietary knowledge remains with D3O




D3O manufactures        D3O delivers to        Partner sells
    to spec                partner          completed product
Current Barriers to Entry
•   Reputation
    o Premium reputation in the field of protective
      materials
    o Control of marketing communications and product
      launch strategies, even by partners
Competitors
Poron XRD
•   Poron XRD
    o It is based on a urethane based polymer foam which
      solidifies momentarily on impact
    o Uses the amorphous properties of urethane
      molecules, which become rigid on impact.
Case study comparing
            D3O and Poron XRD
•   Specific offering in motorcyclist protection
D3O Flo1 vs Poron XRD B-Guard
 •   Comparing two back protectors for
     motorcyclists:



D3O:                                 Poron XRD:
Flo1                                  B-Guard
D3O Flo1 vs Poron XRD B-Guard
•   Comparing two back protectors for
    motorcyclists using spec sheets




          D3O:                   Poron XRD:
                                  B-Guard
Strategy Canvas:
D3O Flo1 vs Poron XRD B-Guard




          Dimensions of Performance
Strategy Canvas:
D3O Flo1 vs Poron XRD B-Guard




Safety    User Comfort                Others


          Dimensions of Performance
What can D3O do better?
Value Proposition
•   D3O is a thermosetting polymer
•   Synthesizing process is toxic
•   Life expectancy of 2 to 3 years
Value Proposition
•   D3O as a recyclable material
•   Reduce the toxicity of synthesizing process
    of D3O
•   Increase durability of the product
Customer Selection
•   Military
    o   A market that is worth approximately US$16 million
        per country per year
    o   Prospective customers, Eg. US, Germany, France,
        Israel, Singapore
Customer Selection
•   Elderly
     o Focus on gerontechnology

     o Shock absorbent clothing for the aging

       population
     o Produce hip and back protectors for the

       elderly
Customer Selection
•   Children
    o   child apparels infused with d3o technology
    o   eg. Impact resistant beanies for kids
    o   child-safe house appliances
    o   eg. D3O sharp corner protectors
Scope of Activities

• Partner with bigger brands, especially the popular
  mass-market brands, so as to capture market share
• Acquisition or partnership with competing
  technologies to improve D3O's competitive edge
Scope of Activities

• Constant R&D in different fields to improve D3O and
  its complementary technologies. (e.g. D3O incorporated
  into health care products like prostheses)
Strategic Control
•   Create greater barriers to entry
    o   Exclusive contract agreements with partners
    o   Develop a family of complementary products to
        harness indirect network effects
Strategic Control
•   Scaling up operations
    o   Has a team of less than 100 employees
    o   D3O works on 20 to 30 projects at any one time
    o   Hire more people to meet demand and maintain
        quality service
Thank you
By: Chung Wing Tai, Julian Koo, Justin Lin,
 Jason Yeo, Ryan Wee, Tham Kai Sheng
FAQs
What is D3O composed of?
•   It comprises a dilatant compound known as
    Polyborodimethylsiloxane (PBDMS),
    distributed in a foam matrix

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Biz Model for D30 Material

  • 1. D3O Business Model Analysis By: Chung Wing Tai, Julian Koo, Justin Lin, Jason Yeo, Ryan Wee, Tham Kai Sheng
  • 2. D3O and a Shovel https://www.youtube.com/watch?v=9VDeJ7rLUYU
  • 4. What is D3O? • D3O is a patented protective material that utilizes enhanced chemistry to produce high performance impact protection solutions.
  • 5. How does D3O work? • D3O comprises a shear-thickening compound, whose molecules reversibly lock together on impact.
  • 6. How is D3O better? • Less force is transmitted on impact Less transmitted force = Less pain
  • 7. How is D3O better? • CE Level 2 Certification • D3O passed Level 2 of prEN1621-1, making it safe for motorcyclist protection
  • 8. Price Comparison • D3O is premium priced but not exorbitant
  • 9. Who would use D3O? • People looking for dependable protection that is lightweight and flexible. o Professional Athletes o Those facing occupational hazards (eg. Military, law enforcement & industrial workers) o Users of expensive tech gadgets
  • 10. Professional Athletes • virtually all • Covers High speeds & parts of Dangerous the body terrain • Breathable • Prone to serious protection injuries from falls and tumbles • Flexible pads • Comfort helps improve focus • Confidence in • Mobility required protection for performance
  • 11. Professional Athletes • Covers virtually all parts of the body • Breathable protection • Flexible pads • Confidence in protection
  • 12. Military, Law enforcement & Industrial workers • High risks of injury due to exposure to hazards • Fear of injury may impede operations • Flexibility and mobility required for top performance • Injuries delay work progress and incur costs
  • 13. Tech Gadget Users • Expensive Tech Gadgets like Apple products • Risk of damage due to accidental dropping/ knocking • Potential financial, time, emotional loss as well as major inconveniences
  • 14. Other Applications • People looking to harness D3O’s advanced properties • For example, tennis racquets with adaptive rigidity Head YouTek D3O Series Tennis Racquet
  • 18. Value Proposition to Partners • Access to the D3O technology • Engineering, research and design services Open • Assistance in the Innovation manufacturing process
  • 20. Partner Selection • Consumer firms: o Protective gear o Sports equipment • Industrial firms: o Safety shoes • Defence: o Protective gear
  • 21. Technology Adoption Strategy • Targeting early adopters o E.g. Pro-athletes and special forces • Why? o Most willing to try new technology and to pay a premium for it o Strong influence on market opinion • Hence, D3O needs to choose premium partners that would appeal to these early adopters.
  • 22. Value Capture and Scope of Activities
  • 23. Methods of Value Capture • Licensing & Partnerships • Services for Partners • Internally-Developed Products - XERGO
  • 24. Licensing & Partnership • Sales have been growing ~100% annually
  • 25. Services for Partners • D3O captures revenue through customized engineering and design services
  • 26. Sales & Production • XERGO – Limb Protectors for motorcyclists • No 3rd parties involved in the design
  • 27. Research & Development • D3O is constantly improved via R&D to improve its features, so as to maintain D3O's relevance & edge in the market • For example, D3O released three unique composites to general customers (XT, ST and Shock+)
  • 29. Current Barriers to Entry • Intellectual property protection o Patenting of chemical formula o Patenting of the design of protective products o Allows them to protect and appropriate their IP, and lock-in customers for a period of time via contracts
  • 30. Current Barriers to Entry • Controlling the manufacturing of D3O products o Partners not involved in the manufacturing of D3O o Proprietary knowledge remains with D3O D3O manufactures D3O delivers to Partner sells to spec partner completed product
  • 31. Current Barriers to Entry • Reputation o Premium reputation in the field of protective materials o Control of marketing communications and product launch strategies, even by partners
  • 33. Poron XRD • Poron XRD o It is based on a urethane based polymer foam which solidifies momentarily on impact o Uses the amorphous properties of urethane molecules, which become rigid on impact.
  • 34. Case study comparing D3O and Poron XRD • Specific offering in motorcyclist protection
  • 35. D3O Flo1 vs Poron XRD B-Guard • Comparing two back protectors for motorcyclists: D3O: Poron XRD: Flo1 B-Guard
  • 36. D3O Flo1 vs Poron XRD B-Guard • Comparing two back protectors for motorcyclists using spec sheets D3O: Poron XRD: B-Guard
  • 37. Strategy Canvas: D3O Flo1 vs Poron XRD B-Guard Dimensions of Performance
  • 38. Strategy Canvas: D3O Flo1 vs Poron XRD B-Guard Safety User Comfort Others Dimensions of Performance
  • 39. What can D3O do better?
  • 40. Value Proposition • D3O is a thermosetting polymer • Synthesizing process is toxic • Life expectancy of 2 to 3 years
  • 41. Value Proposition • D3O as a recyclable material • Reduce the toxicity of synthesizing process of D3O • Increase durability of the product
  • 42. Customer Selection • Military o A market that is worth approximately US$16 million per country per year o Prospective customers, Eg. US, Germany, France, Israel, Singapore
  • 43. Customer Selection • Elderly o Focus on gerontechnology o Shock absorbent clothing for the aging population o Produce hip and back protectors for the elderly
  • 44. Customer Selection • Children o child apparels infused with d3o technology o eg. Impact resistant beanies for kids o child-safe house appliances o eg. D3O sharp corner protectors
  • 45. Scope of Activities • Partner with bigger brands, especially the popular mass-market brands, so as to capture market share • Acquisition or partnership with competing technologies to improve D3O's competitive edge
  • 46. Scope of Activities • Constant R&D in different fields to improve D3O and its complementary technologies. (e.g. D3O incorporated into health care products like prostheses)
  • 47. Strategic Control • Create greater barriers to entry o Exclusive contract agreements with partners o Develop a family of complementary products to harness indirect network effects
  • 48. Strategic Control • Scaling up operations o Has a team of less than 100 employees o D3O works on 20 to 30 projects at any one time o Hire more people to meet demand and maintain quality service
  • 49. Thank you By: Chung Wing Tai, Julian Koo, Justin Lin, Jason Yeo, Ryan Wee, Tham Kai Sheng
  • 50. FAQs
  • 51. What is D3O composed of? • It comprises a dilatant compound known as Polyborodimethylsiloxane (PBDMS), distributed in a foam matrix