1. Team J - World's Fastest Computer
Customers Interviewed: Yesterday 12 / Total 44
Day 1 (3 Cloud, 3 Business Analytics, 1 Finance, 2 Defense)
Day 2 (4 Finance, 3 Business Analytics, 1 Life Sciences)
Day 3 (3 Channel, 3 Finance, 1 Life Sciences, 2 Business Analytics, 3 Others)
Day 4 (8 Life Sciences, 1 Channel, 3 Finance)
MAGNUS NOTITIA
Hardware company that provides increased processing
power for credit card companies, gene sequencing, and
trading desks.
John Anderson Prasanna Sundararajan Howard Wang Max Williams Michael Lee

2. Genomics Scientist – Day in the Life
Problem:
Today’s Solution:
Full gene Cheap, fast…LESS
sequencing takes ACCURATE sequencing
days…
Start-up value proposition: Fast, accurate full sequencing at reduced cost

3. Journey Overview
Day 1 Day 2-4 Day 5
Finalized 1st Segment
Trading Value
Desk Prop1 • Problem: Reduce
sequencing computation cost
• Solution: Reduce
Life sequencing time by 50x
Value
Sciences Prop2 • SAM: $440M
One size fits all • Target: (1-2 years): $12M
value-proposition: • Business model: Server with
“50x processing Credit
Value FPGA add-on card + software
power” Card
Fraud
Prop3 sale + service
• Customer archetypes and
Identified 3 customer segments relationship articulated
Value proposition refinement

4. Business Model Canvas – Day 1
Large to mid-size
• Server companies • Design boards Increasing processing • PR (Computing organizations in the
• Cloud firms • Demonstration power by either: Competitions, Free following industries:
• Chip makers • Software •Installing hardware / Trials) •Financial services
• Software developers development software platform • Customer Services •Life sciences
• Service •Leasing space in our (Training, Call •DOD/government
cloud Support) •Big data analytic firms
for big data applications • Referrals, Feedbacks •Data centers
Organizations that
purchase physical units
• Data center Combination of Organizations that
• HR: computer Physical and Web purchase access to high
performance environment
engineers, sales & • Direct Sales
marketing • OEM
• VARs
• People • Hardware Purchase + Software Subscription
• Marketing/Sales • Pay-per-Usage Model
• IP
• Data Center
• Hardware purchase/board development
• Warranty/replacement parts

5. Business Model Canvas – Day 1
Large to mid-size
• Server companies • Design boards Increasing processing • PR (Computing organizations in the
• Cloud firms • Demonstration power by either: Competitions, Free following industries:
• Chip makers • Software •Installing hardware / Trials) •Financial services
• Software developers development software platform • Customer Services •Life sciences
• Service •Leasing space in our (Training, Call •DOD/government
cloud Support) •Big data analytic firms
for big data applications • Referrals, Feedbacks •Data centers
Organizations that
Need to
purchase physical units
Very identify
• Data center Combination of Organizations that
vague = high-value
purchase access to high
• HR: computer Physical and Web
engineers, sales & NO idea • Direct Sales problems
performance environment
marketing what we • OEM in
• VARs
are doing different
segments
• People • Hardware Purchase + Software Subscription
• Marketing/Sales • Pay-per-Usage Model
• IP
• Data Center
• Hardware purchase/board development
• Warranty/replacement parts

6. Business Model Canvas – Day 2
• Server companies • Design boards BD Analytics: • PR (Computing
Increasing data accessibility Life Sciences
• Cloud firms • Demonstration Competitions, Free Big Data Analytics
by:
• Chip makers • Software • decrease access time Trials)
• Software developers development • Customer Services
• Data aggregators • Service (Training, Call
Cloud Computing: Support)
Decreasing network • Referrals, Feedbacks
congestion by:
• reduce the radix of
communications
• Data center Combination of
• HR: computer Increasing processing Physical and Web
engineers, sales & power by either: • Direct Sales
marketing •Installing hardware / • OEM
software platform • VARs
•Leasing space in our
cloud
for big data applications
• People • Hardware Purchase + Software Subscription
• Marketing/Sales >>> High-performance competition • Pay-per-Usage Model
• IP
• Data Center
• Hardware purchase/board development
• Warranty/replacement parts

7. Business Model Canvas – Day 2
• Server companies • Design boards BD Analytics: • PR (Computing
Increasing data accessibility Life Sciences
• Cloud firms • Demonstration Competitions, Free Big Data Analytics
by:
• Chip makers • Software • decrease access time Trials)
• Software developers development • Customer Services
• Data aggregators • Service (Training, Call
Cloud Computing: Support)
Decreasing network • Referrals, Feedbacks
congestion by:
• reduce the radix of
communications
• Data center Combination of
• HR: computer Increasing processing
Customer Physical and Web
engineers, sales & power by either: • Direct Sales
marketing Segment
•Installing hardware / • OEM
software platform
Specific • VARs
•Leasing space in our
cloud Value
for big data applications
Prop. Customer
Archetype
• People • Hardware Purchase + Software Subscription and
• Marketing/Sales >>> High-performance competition • Pay-per-Usage Model
• IP Decision
• Data Center Hierarchy
• Hardware purchase/board development
• Warranty/replacement parts

8. Business Model Canvas – Day 3
BD Analytics:
• Server companies • Design boards Increasing data • PR (Computing Life Sciences
• Cloud firms • Demonstration accessibility by: Competitions, Free • DNA sequencing
• Chip makers (bake off) • decrease access Trials)
• Software developers • Software time • Customer Services Big Data Analytics
• Data aggregators Data Sanitization (Training, Call • Data sanitization
development
Support) • Database access
• Service Speed
• Referrals, Feedbacks
Cloud Computing: Data Centers
Decreasing network • Parallel Processing
congestion by:
Financial Modeling
• reduce the radix of
• Data center Combination of • Credit Card fraud
communications
• HR: computer Physical and Web • Pricing strategies
engineers, sales & • Direct Sales
marketing High Performance • OEM
Computing (combo): • VARs
Direct increase in
processing power
• People • Hardware Purchase + Software Subscription
• Marketing/Sales >>> Competition (Bake Off)
• IP • Hardware Purchase + Software Subscription
• Data Center • Hardware Purchase + Software Subscription
• Hardware purchase/board development
• Pay-per-Usage Model
• Warranty/replacement parts

9. Business Model Canvas – Day 3
BD Analytics:
• Server companies • Design boards Increasing data • PR (Computing Life Sciences
• Cloud firms • Demonstration accessibility by: Competitions, Free • DNA sequencing
• Chip makers (bake off) • decrease access Trials)
• Software developers • Software time • Customer Services Big Data Analytics
• Data aggregators Data Sanitization (Training, Call • Data sanitization
development
Support) • Database access
• Service Speed
• Referrals, Feedbacks
Cloud Computing: Data Centers
Decreasing network • Parallel Processing
congestion by:
Financial Modeling
• reduce the radix of Aligning:
• Data center Combination of • Credit Card fraud
communications
• HR: computer Physical and Web • Pricing strategies
engineers, sales & •• Direct Sales
Customer
marketing High Performance • OEMSegment
Computing (combo): • VARs
Direct increase in
• Value Prop
processing power • Revenue
• People • Hardware Purchase + Software Subscription
• Marketing/Sales >>> Competition (Bake Off)
• IP • Hardware Purchase + Software Subscription
• Data Center • Hardware Purchase + Software Subscription
• Hardware purchase/board development
• Pay-per-Usage Model
• Warranty/replacement parts

10. Business Model Canvas – Day 4
• Server companies • Design boards • PR - Competitions,
BD Analytics: Life Sciences
• Cloud firms • Demonstration Conferences,
• Increasing data Articles, Free Trials • DNA sequencing
• Chip makers (bake off)
accessibility by • Solicit
• Software developers • Software
decrease access Earlyvangelist Big Data Analytics
• Data aggregators development
time support at events • Data sanitization
• Ex-executives • Service
• Data Sanitization • Customer Services - • Database access
• Regional Sales Rep • Scientific Training, Call Support
Speed
Publications • Referrals, Feedbacks
Data Centers
Cloud Computing:
• Parallel Processing
Decreasing network
congestion by: Combination of
• Data center Financial Modeling
• reduce the radix of Physical and Web
• HR: computer • Credit Card fraud
communications • Direct Sales (Large Banks)
engineers, sales &
- Ex-executives • Pricing strategies
marketing High Performance - Regional Sales Rep
Computing • OEM Government
• Direct increase in • VARs • (not DOD)
processing power • System Integrators
• People
• Marketing/Sales – Competition (Bake Off)
• IP Hardware Purchase +
• Data Center Pay-per-Usage Model
Software Subscription
• Hardware purchase/board development
• Warranty/replacement parts

11. Business Model Canvas – Day 4
• Server companies • Design boards • PR - Competitions,
BD Analytics: Life Sciences
• Cloud firms • Demonstration Conferences,
• Increasing data Articles, Free Trials • DNA sequencing
• Chip makers (bake off)
accessibility by • Solicit
• Software developers • Software
decrease access Earlyvangelist Big Data Analytics
• Data aggregators development
time support at events • Data sanitization
• Ex-executives • Service
• Data Sanitization • Customer Services - • Database access
• Regional Sales Rep • Scientific Training, Call Support
Speed
Publications • Referrals, Feedbacks
Data Centers
Cloud Computing:
• Parallel Processing
Decreasing network
Refining: congestion by: Combination of
• Data center Financial Modeling
• reduce the radix of Physical and Web • Credit Card fraud
• Partners • HR: computer
communications • Direct Sales (Large Banks)
engineers, sales &
• Activities marketing High Performance
- Ex-executives • Pricing strategies
- Regional Sales Rep
• Relationships Computing • OEM Government
• Direct increase in
• Channels processing power
• VARs • (not DOD)
• System Integrators
• People
• Marketing/Sales – Competition (Bake Off)
• IP Hardware Purchase +
• Data Center Pay-per-Usage Model
Software Subscription
• Hardware purchase/board development
• Warranty/replacement parts

12. Business Model Canvas – Day 5
• Server companies • Design boards
• PR - Competitions,
• Cloud firms • Demonstration Life Sciences Life Sciences
Conferences, Articles,
• Chip makers (bake off) Decrease the time to Free Trials
• DNA sequencing
• Software developers • Software crunch DNA • Solicit Earlyvangelist
• Data aggregators development sequences support at events Financial Modeling
• Ex-executives • Service • Customer Services - • Pricing strategies
• Regional Sales Rep • Scientific Trading Desks Training, Call Support
Publications Decrease the time to • Referrals, Feedbacks
Credit Card Fraud
process data to
(Large Banks)
arbitrage trading
decisions faster
Combination of
• Data center Big Data Analytics
Physical and Web • Data sanitization
• HR: computer Credit Cards
• Direct Sales • Database access
engineers, sales & Decrease the time to
- Ex-executives
marketing access fraud
- Regional Sales Rep
databases to make Data Centers
• OEM
faster decisions
• VARs • Parallel Processing
• System Integrators
• People
• Marketing/Sales – Competition (Bake Off)
• IP Hardware Purchase +
• Data Center Pay-per-Usage Model
Software Subscription
• Hardware purchase/board development
• Warranty/replacement parts

13. Business Model Canvas – Day 5
• Server companies • Design boards
• PR - Competitions,
• Cloud firms • Demonstration Life Sciences Life Sciences
Conferences, Articles,
• Chip makers (bake off) Decrease the time to Free Trials
• DNA sequencing
• Software developers • Software crunch DNA • Solicit Earlyvangelist
• Data aggregators development sequences support at events Financial Modeling
• Ex-executives • Service • Customer Services - • Pricing strategies
• Regional Sales Rep • Scientific Trading Desks Training, Call Support
Publications Decrease the time to • Referrals, Feedbacks
Credit Card Fraud
process data to
(Large Banks)
arbitrage trading
decisions faster
Combination of
• Data center Big Data Analytics
Physical and Web • Data sanitization
• HR: computer Credit Cards
• Direct Sales • Database access
engineers, sales & Decrease the time to
- Ex-executives
marketing access fraud
- Regional Sales Rep
databases to make Data Centers
Startups • OEM
faster decisions
• VARs • Parallel Processing
cannot Pick one • System Integrators Expand to
pursue all other two
segment
• People 3 segments segments
• Marketing/Sales – Competition (Bake Off)
in year 1
• IP Hardware Purchase +
• Data Center Pay-per-Usage Model
Software Subscription
• Hardware purchase/board development
• Warranty/replacement parts

14. What’s Next
• Focus on life sciences (DNA Sequencing)
• Highest pain today, getting WORSE
• Opportunity for growth in subsequent years
• 5 dominant customers with significant market share
• Less Acquisition Costs
• Strategy
• Add value to the dominant players
• Counter to Stanford-based startup strategy to compete with dominant
players
• Expand to the financial industry in subsequent years

15. Opportunity: Get, Keep, Grow
Market Sizing
SAM ($M) 440
Number of dominant players 5
Market share of dominant players 70%
SAM from dominant players ($M) 308
Target Market in years 1&2 ($M) * 12
*Sell into 10% server of 2 dominant players each

16. APPENDIX

17. Customer Relationship
Recommender Decision
Influencer
(Computational Maker
(IT)
Architect) (Executive)

18. Customer Archetype: Decision Maker
• Upper Management
• 50 to 60 years old
• Holds M.S. and PhD in
Life Sciences
• Tech Architech
• Computational Biologist
• IT Support

19. Customer Archetype: Recommender
• Technology Architect
• 30 to 45 years old
• Holds M.S. in Life
Sciences or Technology
• Attends “Bake Offs”
• Reads Publications

20. Problems
Credit Card Fraud Trading Desks Life Sciences
Costs consumers $1 million per $3.3 billion
and retailers $52 millisecond
billion improvement

21. Identifying Potential Value Propositions
Big Data
Customer Segment Users
Pain Points Processing Big Accessing Big
Databases Databases
Limit of Customer Expertise
Potential Network Processing
Solutions Capacity Power
Our Value
Proposition