Autonomow E245 final presentation

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Autonomow E245 final presentation

  1. FINAL PRESENTATION<br />Team Autonomow<br />ENGR-245<br />For further information contact Heraud_Jorge@gsb.stanford.edu<br />Confidential<br />
  2. 9 Masters degrees 1 PHD and lots of passion<br />Jorge Heraud (MS Management, 2011)<br />Business Unit Director, Agriculture, Trimble Navigation<br />Director of Engineering, Trimble Navigation<br />MS&E (Stanford), MSEE (Stanford), BSEE (PUCP, Peru) <br />Lee Redden (MSME Robotics, Jun 2011)<br />Research in haptic devices, autonomous systems and surgical robots<br />BSME (U Nebraska at Lincoln) <br />Family Farms in Nebraska<br />Joe Bingold (MBA, Jun 2011)<br />Head of Product Development for Naval Nuclear Propulsion Plant Control Systems, US Navy<br />MSME (Naval PGS), BSEE (MIT), P.E. in Control Systems<br />Fred Ford (MSME, Mar 2011)<br />Senior Eng for Mechanical Systems on Military Satellites<br />BS Aerospace Eng (U of Michigan)<br />Uwe Vogt (MBA, Jun 2011)<br />Technical Director & Co-Owner, Sideo Germany (Sub. Vogt Holding)<br />PhD Mechanical Engineering (FAU, Germany)<br />MS Engineering (ETH Zurich, Switzerland)<br />Additionally, we got great help from<br />Morgan Quigley (PhD in computer vision)<br />Awesome mentors<br />Carrotbot1.0<br />Confidential<br />
  3. Our initial plan<br />Confidential<br />
  4. Business Plan Autonomous Vehicles for Mowing & Weeding<br />Dealers sell, installs and supports customer<br />Co. trains dealers, supports dealers<br />- Innovation<br />- Customer Education<br />- Dealer training<br />Mowing<br />- Owners of public or commercially used green spaces (e.g. golf courses)<br />- Landscaping service provider<br />Weeding<br />- Farmers with manual weeding operations<br />We reduce operating cost<br />- Labor reduction<br />- Better utilization of assets (eg mow or weed at nights)<br />- Improved performance (less rework, food safety)<br />- Dealers (Mowing and Ag)<br />- Vehicle OEMs (John Deere, Toro, Jacobsen, etc)<br />- Research labs<br />- Mowing Dealers<br />- Ag Dealers<br />Engineers on Autonomous vehicles, GPS, path-planning<br />Dealer discount <br />COGS seek a 50-60% Gross Margin<br />Heavy R&D investment <br />Asset sale<br />Our revenue stream derives from selling the equipment<br />Confidential<br />
  5. 20 interviews, 6 site visits…We got OUR Boots dirty<br />Weeding<br />Visited two farms in Salinas Valley to better understand problem<br />Interviewed:<br /><ul><li>Bolthouse Farms, Large Agri-Industry in Bakersfield
  6. White Farms, Large Peanut farmer in Georgia
  7. REFCO Farms, large grower in Salinas Valley
  8. Rincon Farms, large grower in Salinas Valley
  9. Small Organic Corn/Soy grower in Nebraska
  10. Heirloom Organics, small owner/operator, Santa Cruz Mts
  11. Two small organic farmers at farmers market
  12. Ag Services of Salinas, Fertilizer applicator</li></ul>Mowing<br />Interviewed:<br /><ul><li>Golf: Stanford Golf course
  13. Parks: Stanford Grounds Supervisor, head of maintenance and lead operator (has crew of 6)
  14. Toro dealer (large mower manufacturer)
  15. User of back-yard mowing system
  16. Maintenance Services for City of Los Altos
  17. Colony Landscaping (Mowing service for stadiums)</li></ul>Confidential<br />
  18. Hand weed control is a Nightmare<br />Crews of 100s needed<br />Labor getting harder to get <br />Back-breaking task<br />2-3 weedings per crop<br />Food contamination risk<br />$250-1,000 per acre<br />Confidential<br />
  19. Autonomous vehicles aren’t needed<br />Confidential<br />
  20. Autonomous vehiclesWEEDING<br />Dealers sell, installs and supports customer<br />Co. trains dealers, supports dealers<br />- Innovation<br />- Customer Education<br />- Dealer training<br />- Low density vegetable growers<br />- High density vegetable growers<br />- Thinning operations<br />- Conventional vegetables<br />We reduce operating cost<br />- Labor reduction (100 to 1)<br />- Reduced risk of contamination<br />- Mitigate labor availability concerns<br />- Ag Dealers<br />- Ag Service providers<br />- Research labs<br />- Ag Dealers<br />- Ag Service providers<br />Engineers on Machine Vision<br />Two problems:<br />- Identification<br />- Elimination<br />Dealer discount <br />COGS seek a 50-60% Gross Margin<br />Heavy R&D investment <br />Asset sale<br />Our revenue stream derives from selling the equipment<br />Confidential<br />
  21. Got Lucky – World AG Expo in Tulare, CAJust long Enough to build A Carrotbot!<br /> Interviews<br /><ul><li>Gonzales Machine and Forge, Inc., California
  22. Integrated Crop Pest Management, California
  23. Coastal Tractor, California
  24. Ag West Supply, Oregon
  25. Martin Kleinschmit, Organic Farmer in Nebraska
  26. Burks Tractor, Idaho
  27. FISCHER Landtechnik, Germany
  28. GARTNER, Land, Forst-und Kommunaltechnik, Germany
  29. Fisher Equipment Supply (John Deere Dealer), McMinville, OR
  30. Cascade Farm Machinery, Silverton, OR</li></ul>Trip to Tulare, CA for World Ag Expo<br /> Built the Data Collection Prototype – “Carrotbot”<br /><ul><li>200 hrs of work
  31. Recruited Computer Vision Engineer (Morgan)
  32. Interviewed Ken Giles from UC Davis
  33. Interviewed David Slaughter from UC Davis</li></ul>Visit Bolthouse farms in Avenal, CA<br />Confidential<br />
  34. 1 Week – 1 CarrotBot<br />Confidential<br />
  35. Wednesday Thursday Friday Saturday<br />Sunday Monday Tuesday<br />Confidential<br />
  36. CarrotBot meets the Carrot FieldWednesday<br />Confidential<br />
  37. Future technical development<br /><ul><li>Recognition is on cutting edge but doable
  38. Use Hyper-Spectral Imaging
  39. Weed elimination needs more work
  40. Partner with Ken Giles of UC Davis</li></ul>Confidential<br />
  41. World Ag Expo interviews:the need is real and wide spread<br />10+ interviews at show<br />Everyone confirmed the need<br />Robocrop, UK based, crude competitor sells for $171 K<br />Revenue Stream<br />Mid to small growers prefer a service<br />Large growers prefer to buy, but OK with service until technology is proven<br />Charging for labor cost saved is OK, as we provide other benefits (food safety, labor availability)<br />Confidential<br />
  42. Autonomous weeding - Final<br />Direct<br />- Provide high quality service at competitive price<br />- Innovation<br />- Customer Education<br />- Dealer training<br />- Low density vegetable growers<br />- High density vegetable growers<br />- Thinning operations<br />- Conventional vegetables<br />We reduce operating cost<br />- Labor reduction (100 to 1)<br />- Reduced risk of contamination<br />- Mitigate labor availability concerns<br />- Ag Service providers<br />- Research Institutes (eg UC Davis, Laser Zentrum Hannover)<br />- 3-4 key farms<br />Direct <br />- Alliance with service providers<br />- Eventually sell through dealers<br />Engineers on Machine Vision<br />Two problems:<br />- Identification<br />- Elimination<br />Costs for service provision<br />COGS seek a 50-60% Gross Margin<br />Heavy R&D investment <br />Service provision<br />- Charge by the acre with modifier according to weed density <br />- Eventually move to asset sale<br />Confidential<br />
  43. Organics are growing fast<br /><ul><li>Doubled in 4 years but still less than 5% of total
  44. Consumers care about fair labor practices</li></ul>Confidential<br />
  45. Veggies Lose against Weeds<br />Confidential<br />
  46. But hand weeding is unsustainable<br />Confidential<br />
  47. Robotic elimination is 10x cheaper<br />100:1 labor advantage<br />Farmers struggle with labor availability<br />Hand weeding risks food contamination<br />Confidential<br />
  48. Growth Path For Autonomow<br />
  49. We Are starting the company <br />Sep 2011<br />Funding<br />Jun 2011<br />Graduation<br />Sep2012<br />First unit<br />Mar 2011<br />Technology Track<br />Advisory board member & minimize risk<br />Proof of concept<br />First unit<br />System design<br />Market Track<br />Select 1st target crop<br />Advisory board member & minimize risk<br />Get first customer order<br />Finance Track<br />Series A<br />Screening strategic seed investment by domain experts<br />Confidential<br />
  50. Q&A<br />For further information contact Heraud_Jorge@GSB.stanford.edu<br />(408) 718 7457<br />Q&A:<br />Confidential<br />
  51. Laser solution seems promising<br />Laser Zentrum Hannover<br />German laser research lab<br />Currently studying using lasers for weed control<br />Findings:<br />Effective and efficient<br />Maximal dose of 5 J mm2<br />CO2 laser better than diode<br />Source: “Laser Light Beams for Weed Control in Horticulture” C. Woltjen, et. al., LZH<br />
  52. UC davis<br />Over 10 years of weed recognition and elimination research<br />Hyper-spectral imaging<br />Precision spray of hot organic oil<br />Dr. David Slaughter, UC Davis<br />Source: “Autonomous robotic weed control systems”, D.C. Slaughter, et. al. Computers & Electronics in Agriculture, 2008<br />
  53. Product Offering<br />Daily rental: All Inclusive Weeding Kit <br />Equipment<br />Trainer/Operator<br />Logistics<br />Maintenance<br />“I like it, because I need to pay for the equipment only <br />when needed. Plus, you guys make sure the technology works“.<br />“I like it, but once the technology is robust, I want to buy.”<br />“I like it, because it allows us to test a new service in different <br />small-acreage environments. Eventually, I want to buy.“<br />Competition does asset sale with mixed success: one of <br />the “Vincents” bought a Robocrop, but cannot operate it.<br />competitor<br />
  54. Growth for Organic Farms<br />Technology Matures<br />
  55. Week 2 – Business Canvas<br />Dealers sell, installs and supports customer<br />Co. trains dealers, supports dealers<br />- Innovation<br />- Customer Education<br />- Dealer training<br />Mowing<br />- Owners of public or commercially used green spaces (e.g. golf courses)<br />- Landscaping service provider<br />Weeding<br />- Farmers with manual weeding operations<br />We reduce operating cost<br />- Labor reduction<br />- Better utilization of assets (eg mow or weed at nights)<br />- Improved performance (less rework, food safety)<br />- Dealers (Mowing and Ag)<br />- Vehicle OEMs (John Deere, Toro, Jacobsen, etc)<br />- Research labs<br />- Mowing Dealers<br />- Ag Dealers<br />Engineers on Autonomous vehicles, GPS, path-planning<br />Dealer discount <br />COGS seek a 50-60% Gross Margin<br />Heavy R&D investment <br />Asset sale<br />Our revenue stream derives from selling the equipment<br />Confidential<br />
  56. Autonomous vehiclesWEEDING<br />Dealers sell, installs and supports customer<br />Co. trains dealers, supports dealers<br />- Innovation<br />- Customer Education<br />- Dealer training<br />- Low density vegetable growers<br />- High density vegetable growers<br />- Thinning operations<br />- Conventional vegetables<br />We reduce operating cost<br />- Labor reduction (100 to 1)<br />- Reduced risk of contamination<br />- Mitigate labor availability concerns<br />- Ag Dealers<br />- Ag Service providers<br />- Research labs<br />- Ag Dealers<br />- Ag Service providers<br />Engineers on Machine Vision<br />Two problems:<br />- Identification<br />- Elimination<br />Dealer discount <br />COGS seek a 50-60% Gross Margin<br />Heavy R&D investment <br />Asset sale<br />Our revenue stream derives from selling the equipment<br />Confidential<br />
  57. The Business Plan Canvas Updated<br /><ul><li>Technology Design
  58. Marketing
  59. Demo and customer feedback
  60. Farming conventions.
  61. Demo, demo, and demo!!
  62. Proximity is paramount
  63. Organic Farmers
  64. Weeding Service Providers
  65. Conventional Farmers
  66. Cost Reduction
  67. Remove labor force pains
  68. Eliminate bio-waste hazards
  69. Research Labs
  70. Equipment Manufacturers
  71. Distribution Network
  72. Service Providers
  73. IP – Patents
  74. Video Classifier Files
  75. Robust Technology
  76. Dealers
  77. Direct Service
  78. Indirect Service
  79. … then Dealers
  80. Asset Sale
  81. Direct Service with equipment rental
  82. … then Asset Sale</li></ul>Value-Driven<br />
  83. The Business Plan Canvas Updated<br /><ul><li>Technology Design
  84. Marketing
  85. Demo and customer feedback
  86. Farming conventions.
  87. Demo, demo, and demo!!
  88. Proximity is paramount
  89. Mid/Large Organic Farmers
  90. Agricultural corporations
  91. Weeding Service Providers
  92. Mid/Large Conventional Farmers
  93. Cost Reduction
  94. Remove labor force pains
  95. Eliminate bio-waste hazards
  96. Research Labs
  97. Equipment Manufacturers
  98. Distribution Network
  99. Service Providers
  100. IP – Patents
  101. Video Classifier Files
  102. Robust Technology
  103. Direct Service
  104. Indirect Service
  105. … then Dealers
  106. Direct Service with equipment rental
  107. ($1,500/d; 120d/yr )
  108. Low density: $1,500/d
  109. High density: $6,000/d</li></ul>Value-Driven<br />
  110. The Business Plan Canvas Updated<br /><ul><li>Technology Design
  111. Marketing
  112. Demo and customer feedback
  113. Farming conventions.
  114. Demo, demo, and demo!!
  115. Proximity is paramount
  116. Mid/Large Organic Farmers
  117. Agricultural corporations
  118. Weeding Service Providers
  119. Mid/Large Conventional Farmers
  120. Research Labs
  121. Equipment Manufacturer
  122. Distribution Network
  123. Service Providers
  124. 2 or 3 Key Farms
  125. Cost Reduction
  126. Remove labor force pains
  127. Eliminate bio-waste hazards
  128. IP – Patents
  129. Video Classifier Files
  130. Robust Technology
  131. Direct Service
  132. Indirect Service
  133. … then Dealers
  134. Direct Service with equipment rental
  135. Low density: $1,500/d
  136. High density: $6,000/d</li></ul>Value-Driven<br /><ul><li> R&D
  137. Bill of Materials
  138. Training & Service
  139. Sales</li></li></ul><li>Autonomous weeding - Final<br />Direct<br />- Provide high quality service at competitive price<br />- Innovation<br />- Customer Education<br />- Dealer training<br />- Low density vegetable growers<br />- High density vegetable growers<br />- Thinning operations<br />- Conventional vegetables<br />We reduce operating cost<br />- Labor reduction (100 to 1)<br />- Reduced risk of contamination<br />- Mitigate labor availability concerns<br />- Ag Service providers<br />- Research Institutes (eg UC Davis, Laser Zentrum Hannover)<br />- 3-4 key farms<br />Direct <br />- Alliance with service providers<br />- Eventually sell through dealers<br />Engineers on Machine Vision<br />Two problems:<br />- Identification<br />- Elimination<br />Costs for service provision<br />COGS seek a 50-60% Gross Margin<br />Heavy R&D investment <br />Service provision<br />- Charge by the acre with modifier according to weed density <br />- Eventually move to asset sale<br />Confidential<br />

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