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Molecular Sensor from SCIO

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These slides use concepts from my (Jeff Funk) course on Business Models at National University of Singapore to analyze the business model of SCIO’s molecular sensor. This pocket sensor uses infrared light to determine the molecular makeup of fruits, vegetables, drugs, and other organic materials. As a replacement for bulky spectrometers, it can be used by scientists, engineers, and consumers to determine the sugar content, nutritional value, and other aspects of organic materials. The slides describe the value proposition, method of value capture, customers, scope of activities, and method of strategic control for SCIO.

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Molecular Sensor from SCIO

  1. 1. A POCKET MOLECULAR SENSOR IN YOUR PALMS MT4002 Technology Management Strategy National University of Singapore Ji Xian (A0099689W) Pang Baifeng (A010008H) Wang Jingrui (A0105717J) Sun Xuecong (A0102042H) Yang Furui (A0100188N)
  2. 2. Introduction  How it works  Why we need SCIO Customer Selection  Potential markets  Target markets  Market potentials Value Proposition  For health conscious people  For education Scope of Activities Value Capture Strategic Control Outline
  3. 3. Introduction to SCIO Light, compact and portable molecular sensor, able to scan any physical object Work on a database contributed by users of SCIO. Scanned objects are identified through database Able to scan through glasses and packages Real time processed information of scanned objects is displayed on users’ smart phones Uses NIR technology and optical sensor technology, replace bulky lab spectrometer
  4. 4. Give the surface of an object a simple 5 seconds scan Scanned information enter into data base and make comparison Display composition of object on smart phones Open SCIO app on smartphone How SCIO Works
  5. 5. SCIO’s User Interface
  6. 6. Why We Need SCIO Food Intake Sugar content for personal taste preference and other concerns Calories/ nutritional value for healthy eating Take precaution for food allergy Detect food spoilage
  7. 7. Why We Need SCIO Other Know the basic molecular make up of materials for learning purpose Check material of consumer products. Eg: cosmetics Empower user in selecting better health supplements Moisture level in plants
  8. 8. Customer Selection & Value Proposition
  9. 9. Young people who are conscious about healthy diet People with special concerns 1. Consumer product that help users to keep track of information of intake 2. Educational tool for schools 3. Other directions of usage Non-tertiary institutions Tertiary institutions Farmers Scientific researchers Customer Selection – Potential Market
  10. 10. Tertiary institutions Scientific researchers Scientific researchers Farmers • Strong existing products, e.g. Radiometric cameras, NMR spectroscopy • Immature database for advanced scientific usage • Insufficient marketing resources for wide and in-depth market penetration Customer Selection – Not Targeted
  11. 11. Young people who are interested in general well- being People with special concerns Health conscious customers Non-Tertiary Educational institutions Science modules and laboratories Innovative spirit & attempt to improve on teaching Customer Selection – Targeted Segments
  12. 12. Healthier lifestyle • 80% Committed to eating and maintaining a healthy lifestyle. • 63% Willing to pay more for healthier products • 71% Less than convinced of the health information they received Technology in teaching Trending up • 1:1 tablets/devices • Mobile-first edtech design • Experiential learning • Teacher as guide-on-the-side Customer Selection – Market Potentials
  13. 13. Calorific and nutritional information Composition of medicine Safety – allergens, food quality, cosmetics Embracing fitness and capable of making informed choices Needs: Health Conscious Customers
  14. 14. Nutrition fact calculators Based on average value from database, not specific nor timely Companies Calorie calculation service for their products Allergens detectors Separate kits for different allergens & unable to penetrate packaged foods Providing accurate, instant and access to relevant nutrition information or molecular composition at an affordable price Compatible with smart phones Multifunctional & all-in-one, able to scan through packages Existing Products SCiO Health Conscious Customers
  15. 15. Value Proposition SCiO is a portable device that is capable of discovering the timely nutritional fact and composition of different kinds of foods, capsules and cosmetics accurately before ingested or applied to body by a simple scan.  Instant and affordable analysis of materials  Non-touch and Non-intrusive  The possibilities of SCiO applications are endless Health Conscious Customers
  16. 16. Providing more innovative way of teaching Making the classes more engaging to students with hand-on practice Improving effectiveness of teaching through using technology Needs: Non-tertiary Educational Institutions
  17. 17. Higher accuracy, broader application, less restricted usage. Better suitable for research purpose Costly, sophisticated operatation, impossible for one-on-one implementation. Less suitable for elementary education purpose • Comprehensive functionality • Acceptable accuracy • Reasonable price • Easy Manipulation • Concrete and vivid presentation • Full access to established data base • Auxiliary teaching software Innovative & Interesting teaching tool Nuclear Magnetic Resonance Spectrometer SCiO Educational Kit Non-tertiary Educational Institutions
  18. 18. Value Proposition SCiO is a supportive teaching tool that makes non-tertiary scienctific laboratory learning more intriguing and fruitful by providing students with more observable and understandable way of analyzing the physical world.  Portable and simple  High recognition and accuracy based on an established data base  Various supporting softwares attached Non-tertiary Educational Institutions
  19. 19. Scope of Activities
  20. 20. Manufacturer Value Network SCiO Retailer School Users Apps Developer Apps Feedback Feedback
  21. 21. Vertical Dis-intergration Technology Development Product Design Marketing & Sales Core Value Creation Manufacturing After Sales Service Out Source Complementary Apps Development Open Source
  22. 22. Scope of Activities SCiO Manufacturer Retailer Application Developer Technology Development ✔ Design Improvement ✔ Data Analysis ✔ Data Storage ✔ Algorithm ✔ Software ✔ ✔ Licensing ✔ Manufacturing ✔ Marketing & Sales ✔ ✔ After-sales Service ✔ ✔
  23. 23. Value Capture
  24. 24. Value Capture - Standard Package Retail sales in Watsons and Guardian. Reaching our target customers efficiently. Other than direct online sales, we also collaborate with 3rd party online platform to reach out to customers
  25. 25. Win more contract and expand to other markets Gather feedback and achieve market recognition Value Capture - Education Kit Working with several local schools
  26. 26. Value Capture - Initial Stage • Low value captured through sales revenue, due to low level of market recognition. • Free access to software as attracting new users is the primary goal. • Free license to external developer to attract developers and win recognition. Device Software Database
  27. 27. Value Capture - Developing Stage • Value capture achieved through sales revenue due to increase in sales and market recognition. • Value captured through annual membership fee charged for advanced features to meet diverse needs. • Value captured through license fee charged to external developers and institutions. Device Software Database
  28. 28. Value Capture Device Software Database Start Developing Maturity • Revenue achieved mainly from the selling devices • Increasing user base and establish database is the key for growth • Revenue achieved from different channels( software & database) • Upgrade services • Revenue achieved from more diverse channels. • Exploring new areas of services Age of Company Value Captured
  29. 29. Strategic Control
  30. 30. Patent For Sensor Strategy 1: Patent and License License For Software & Database Set High Barrier of Entries Control of Key Resources Standard Setting When others want to use the off-the-shelf sensor to build similar devices When users use our software on a regular basis When developers want to develop apps based on our database
  31. 31. SCiO Your Daily Health Tracker Strategy 2: Additional Features -Comprehensive health tracking function: Network Effect Standard Setting -Personal data storage: High Switching Cost
  32. 32. SCiO the Teaching Assistant Strategy 2: Additional Features -Holistic Teaching Assistance Network Effect -First Mover Advantages Ensure Large Installed Base -Teaching and Learning Habit High Switching Cost
  33. 33. References 1. Allergens. (n.d.). Retrieved from Biotechcon Diagnostics: http://www.bc-diagnostics.com/products/kits/real-time-pcr/allergens/foodproof-peanut-detection-kit/ 2. Facts and stats. (n.d.). Retrieved from Food allergy research and education: https://www.foodallergy.org/facts-and-stats 3. Heick, T. (2015). 30 Trends in Education Technology 2015. Retrieved from Teachthought: http://www.teachthought.com/uncategorized/30-trends-education-technology-2015/ 4. Physics, C. (2015, 3 3). SCIO-Explore more! Retrieved from Youtube: https://www.youtube.com/watch?v=ejl6gGgR9_g&feature=youtu.be 5. SCIO-Explore More. (2015). Retrieved from SCIO by Consumer Physics: https://www.consumerphysics.com/myscio/ 6. W. P. Aue1, E. B. (n.d.). Two‐dimensional spectroscopy. Application to nuclear magnetic resonance. Retrieved from AIP Scitation: http://scitation.aip.org/content/aip/journal/jcp/64/5/10.1063/1.432450 7. Younger Consumers Are Trending Toward More Health-Conscious Eating. (2015, 10 4). Retrieved from The Huffington Post: http://www.huffingtonpost.com/elwood-d-watson/younger-consumers-are-tre_b_6632166.html 8. Food Allergy Overview. (2015). Retrieved from Webstaurantstore: http://www.webstaurantstore.com/article/22/food-allergy- overview.html

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