1. Team 5: Anchovi Labs
• 2 Minute Video:
– http://youtu.be/EusXMLFvPDE
• 1 Minute Technical Video
– http://www.youtube.com/watch?
v=1vH2OTEorU0

2. (Team 5)
“Helping you organize, browse and
share your photos”
ICorps Team
Pietro Perona Boris Babenko Enrico
(PI) (EL) di Bernardo (IM)
106 interviews, 102 survey responses

3. Starting Point
``Annotating and analyzing large image
collections in industry and science’’
Applications: microscopy, satellite imagery ...

4. Verticals:
Algorithm Accuracy (vs Personal microscopy,
Hardware pathology,
Development other software) Assistance
manufacturers radiology,
microbiology,
Scaling to Free Pilot geology,
Scaling (vs Studies
Service verticals gis,
human advertising,
companies annotators) metallurgy,
manufacturing
Academic inspection
vision / learning
Academic PhDs Convenience Collab
labs Direct sales Segments:
Crowdsourcing (web) academic labs,
service providers,
marketplace Referrals (from consultants, R&D
hardware co's) dept's
Crowdsourcin
R&D
g Fixed price per image with free
Value driven, trial or subscription (freemium)
Economies of Storage/bandwidth/ model
scope CPU power costs

5. What we did
• Talked to biologists, bioengineers,
nanoengineers, pathologists, digital
pathology scanner manufacturers, etc
• Met with CEO/VPs of ESRI, attended a
GIS conference

6. What we learned
• Fragmentation
– Many niches, different needs
• Small markets
– No big niches
• Lukewarm responses
– No “Must have”

8. Verticals:
Algorithm Accuracy (vs Personal microscopy,
Hardware pathology,
Development other software) Assistance
manufacturers radiology,
microbiology,
Scaling to Free Pilot geology,
Scaling (vs Studies
Service verticals gis,
human advertising,
companies annotators) metallurgy,
manufacturing
Academic inspection
vision / learning
Academic PhDs Convenience Collab
labs Direct sales Segments:
Crowdsourcing (web) academic labs,
service providers,
marketplace Referrals (from consultants, R&D
hardware co's) dept's
Crowdsourcin
R&D
g Fixed price per image with free
Value driven, trial or subscription (freemium)
Economies of Storage/bandwidth/ model
scope CPU power costs

9. 9

10. Consumer Photos
YESTERDAY TOMORROW

11. A Soup of Photos

12. Organizing Principles
When? Where? How? Who? What?

13. Organizing Principles
When? Where? How? Who? What?
Metadata Computer
Vision

14. Organizing Principles
When? Where? How? Who? What?
Metadata Computer
Vision

15. Fork in the road
B2B B2C
– Web API with – Create consumer app
Computer Vision – Help people organize,
functionality browse and share their
– Customers: photo/ photo collections
image sharing
companies – Lots of customers,
but how do we reach
– Enough customers? them?

16. Fork in the road
B2B B2C
– Web API with – Create consumer app
Computer Vision – Help people organize,
functionality browse and share their
– Customers: photo/ photo collections
image sharing
companies – Lots of customers,
but how do we reach
– Enough customers? them?

17. Building platform/ Outsource image Personal
infra-structure analysis Assistance
functionality: auto-
Building machine tagging, duplicate Stock photo
vision detection, adult companies
content filtering,
etc Photo/image
sharing websites
Direct (web
service or web
API)
Talent
Typical web costs: Freemium subscription to
CPU, bandwidth, service
storage
Advertising/PR

18. Who we talked to
Image/photo companies

19. What we learned
Needs
• Porn filtering: nice to have
• Duplicate detection: in house solutions
• Automatic image tagging: ROI unclear

20. Fork in the road
B2B B2C
– Web API with – Create consumer app
Computer Vision – Help people organize,
functionality browse and share their
– Customers: photo/ photo collections
image sharing
companies – Lots of customers,
but how do we reach
– Enough customers? them?

21. Building platform/ All photos (your Personal
infra-structure own and others’) Assistance
show up in one
Building machine place Demos / Blog Consumers:
vision • Income: mid/high
Exploring & Referral Program • Age: 25-35
organizing photos • Gender: both
in one intuitive • Digital adoption:
interface smartphone/media
Direct (web center users
End-to-end photo service or web • Geographic:
management API) western world
Talent
experience (from
capture to Cloud provider
consumption) app stores
Smart TV app
store
Freemium subscription
Typical web costs:
CPU, bandwidth, Referral to cloud providers
storage Advertising (e.g. AdWords)
Photobook printing commission
Advertising/PR Smart TV channel subscription
Wireless plans commission

22. What we did
• Sent out a survey (>100 responses)
• Talked to:
– family and friends
– strangers
– chatroulette.com … bad idea.

23. Consumer Surveys
More people would pay for automatic organization
than face tagging!

24. Consumer Surveys
• 23% willing to pay $5/month or more

25. Consumer Interviews
• Phone cameras, taking more pictures
• Browsing on mobile
• Cloud storage increasing
• Pain keeping photos organized
• No good solution available

26. Demo
http://anchovi-mobile.heroku.com/

27. Cloudy with a chance of
anchovies

28. Building platform/ All photos (your Personal
infra-structure own and others’) Assistance
show up in one
Building machine place Demos / Blog Consumers:
vision • Income: mid/high
Exploring & Referral Program • Age: 25-35
organizing photos • Gender: both
in one intuitive • Digital adoption:
interface smartphone/media
center users
Cloud / device / • Geographic:
Talent platform western world
independent
Typical web costs:
CPU, bandwidth,
storage
Advertising/PR

29. Seeking partners
• Partner 1 (stealth startup, raising series A)
– Wanted to hire us, we said “no”
– Then wanted exclusive license, we said “no”
– Willing to work something out
• Partner 2 (`big player’ company)
– Wants to acquire us
– Currently in negotiations

30. What is next?
• Highland Capital summer program
• Negotiating with partners
• Finishing MVP and putting it out

31. 31

32. Canvas History

33. Verticals:
Algorithm Accuracy (vs Personal microscopy,
Hardware pathology,
Development other software) Assistance
manufacturers radiology,
microbiology,
Scaling to Free Pilot geology,
Scaling (vs Studies
Service verticals gis,
human advertising,
companies annotators) metallurgy,
manufacturing
Academic inspection
vision / learning
Academic PhDs Convenience Collab
labs Direct sales Segments:
Crowdsourcing (web) academic labs,
service providers,
marketplace Referrals (from consultants, R&D
hardware co's) dept's
Crowdsourcin
R&D
g Fixed price per image with free
Value driven, trial or subscription (freemium)
Economies of Storage/bandwidth/ model
scope CPU power costs

34. Verticals:
Algorithm Accuracy (vs Personal microscopy,
Hardware pathology,
Development other software) Assistance
manufacturers radiology,
microbiology,
Scaling to Free Pilot geology,
Scaling (vs Studies
Service verticals gis,
human advertising,
companies annotators) metallurgy,
manufacturing
Academic inspection
vision / learning
Academic PhDs Convenience Collab
labs Direct sales Segments:
Crowdsourcing (web) academic labs,
service providers,
marketplace Referrals (from consultants, R&D
hardware co's) dept's
Crowdsourcin
R&D
g Fixed price per image with free
Value driven, trial or subscription (freemium)
Economies of Storage/bandwidth/ model
scope CPU power costs

35. Building platform/ Outsource image Personal
infra-structure analysis Assistance
functionality: auto-
Building machine tagging, duplicate Stock photo
vision detection, adult companies
content filtering,
etf Photo/image
sharing websites
Direct (web
service or web
API)
Talent
Typical web costs: Freemium subscription to
CPU, bandwidth, service
storage
Advertising/PR

36. Building platform/ All photos (your Personal
infra-structure own and others’) Assistance
show up in one
Building machine place Demos / Blog Consumers:
vision • Income: mid/high
Exploring & Referral Program • Age: 25-35
organizing photos • Gender: both
in one intuitive • Digital adoption:
interface smartphone/media
Direct (web center users
End-to-end photo service or web • Geographic:
management API) western world
Talent
experience (from
capture to Cloud provider
consumption) app stores
Smart TV app
store
Freemium subscription
Typical web costs:
CPU, bandwidth, Referral to cloud providers
storage Advertising (e.g. AdWords)
Photobook printing commission
Advertising/PR Smart TV channel subscription
Wireless plans commission

37. Building platform/ All photos (your Personal
infra-structure own and others’) Assistance
show up in one
Building machine place Demos / Blog Consumers:
vision • Income: mid/high
Exploring & Referral Program • Age: 25-35
organizing photos • Gender: both
in one intuitive • Digital adoption:
interface smartphone/media
center users
Cloud / device / • Geographic:
Talent platform western world
independent
Typical web costs:
CPU, bandwidth,
storage
Advertising/PR