IP Protection and Monintoring
Andy RyuMatthew NeisserJian LuDmitriy FotiyevOctavio Azpurua
IP Holders 3D Industry Players ...
Video Clip
Interviews
IP Holders 3D Industry Players Consumers IP Lawyers
Examples:
• Shapeways Meet-Up
• “Make it” NY Meet-Up
• Make...
Canvas – Day 1
Key Partners Key Activities Value Proposition Cust. Relationships Cust. Segments
Key Resources Cust. Relati...
Consumers
Marketplace
Platform
Licensed
content
storefronts
Own Printer
Printing services
companies
IP, Branding
Storage m...
Day 1 Conclusions
“Don’t try to boil the ocean”
Key Partners Key Activities Value Propositions
Customer
Relationships Customer Segments
Key Resources Channels
Cost Struct...
SOURCE: 3DSystems June 2013 Report
Total Market Size
2.2B
Total Potential Market
2.1B
Total Market Size:
• Industrial mark...
Day 2 Conclusions
“Get to know the
competitors, the industry
and REAL customer needs”
Canvas – Day 3
Key Partners Key Activities Value Prop. Cust. Relationships Cust. Segments
Key Resources Channels
Cost Stru...
Customer Segments - Day 3
Companies with 3D model IP or patents who want to
protect their designs and distribute their 3D ...
Value Proposition – Day 3
Companies Consumers
• Companies’ 3D model files will be
protect from piracy
• Companies can dist...
Day 3 Conclusions
“Most of your hypothesis are wrong”
Canvas – Day 4
Key Partners Key Activities Value Prop. Cust. Relationships Cust. Segments
Key Resources
Channels
Cost stru...
Channels and Get Strategy – Day 4
CHANNELS
• Direct sales to law firms
and law departments of
IP Holders
• Direct inbound ...
Platform Structure
Consumers
Marketplace
Platform
Licensed
Content
Storefronts
Own Printer
Printing services
Companies
IP,...
Platform Structure
Marketplace
Platform
Licensed
Content
Companies
IP, Branding Storage Metadata
Internet
IP Enforcement
M...
Revenue Chain – Day 4
IP Holders
or Law Firm
Scan & Search
Internet Marketplaces
-
Manufacturing Online
Market Places
Coun...
Day 4 Conclusions
“If you have to pivot, it only
means that the opportunity
is somewhere else”
Canvas – Day 5
Key Partners Key Activities Value Prop. Cust. Relationships Cust. Segments
Key Resources
Channels
Cost stru...
SOURCE: 3DSystems June 2013 Report
Total Market Size
$600B
Total Potential Market
$50B - $100B
Total Market Size:
• The gl...
Cost/Revenue Structure – Day 5
Average Contract/yr. 150K Management $ 240K
Required customers: 7
Warehouse $ 24K
Sales (2)...
What we are going to do / Conclusion
Find Out / Test Hypothesis Next Steps / Actions
• The total size of the legal discove...
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ThreeRev Team2

  1. IP Protection and Monintoring Andy RyuMatthew NeisserJian LuDmitriy FotiyevOctavio Azpurua IP Holders 3D Industry Players Consumers IP Lawyers 10 12 39 7 Total People we Talked to: 68
  2. Video Clip
  3. Interviews IP Holders 3D Industry Players Consumers IP Lawyers Examples: • Shapeways Meet-Up • “Make it” NY Meet-Up • Makerbot store employees • 3D Printer Inventor • 3D Scanner Inventor • Ph. D. student • Ph. D. student in 3D Search Engine • CEO of 3D Search Engine Company Examples: • Nissan • Google • Scotch and Soda • Urban Green Energy • General Electric • Aeropostale • Eva Fehren Jewelry • Mercedes-Benz • McLaren Strollers • P&G Total: 68 10 12 39 7 Examples: • Classmates • Friends • Meet-Up attendees • Columbia Students
  4. Canvas – Day 1 Key Partners Key Activities Value Proposition Cust. Relationships Cust. Segments Key Resources Cust. Relationships Cost Structure Revenue Streams − Content providers (original IP Holders) − Modelers: those who can create 3D models based on existing IP − 3D search engines to scan for and flag IP: • 3dindustri.es • Yeggi • Princeton 3D Model Search Engine − 3D model marketplaces: • Shapeways • 3DLT • Ponoko • Fab • Thingiverse − Printing Services • MakeXYZ • Shapeways − Serving as a marketplace for licensed 3D content − Distributing licensed content to other marketplaces − Outsourcing storefront development for 3D printing − The marketplace community: economy of scale & network effects − Relationships with IP owners − A platform that integrates IP scanning and protection into the marketplace − Connecting customers who desire 3D printed goods with ones who have the capability to produce them − Adding services like 3D scanning and modeling, that the customer can not do oneself − Allowing for the licensing of IP to become part of 3D printed goods − The marketplace provides for discovery and serves as a merchant platform between the parties involved − Strong relationships with IP holders who sell through us, either via licensing or storefront − Branding for consumer- facing portal, need fair prices and strong customer service − Selling direct through own marketplace − Serving as distributor to other marketplaces − Storefronts for 3rd party websites (own eCommerce platform) − Integrating with existing eCommerce platforms Sellers: − Content providers (IP Holders) − 3D Modelers using IP content Buyers: − Prototype developers − Hobbyists − Ones in need of replacement parts for proprietary equipment − Fashion/jewelry/trends − Parents: custom toys − Ones interested in personalized gifts from known entertainment or product brands − Internal or outsourced technology development; Admin costs − Cloud-hosted infrastructure − Sales force for business development with content providers; CRM − Consumer marketing, customer service, and fraud prevention − Reputation engines and statistical algorithms can help achieve economies of scale (i.e. the Ebay, AirBnb, Etsy models) − % basis of a license fee for content (i.e. iTunes model) − Transaction fees for marketplace purchases if done through our own marketplace and/or a custom storefront − 3D content hosted on (or passing through) the platform is tagged under “Free and Open” and/or “Licensed” categories − Licensing rules are customizable to allow or disallow derivative works
  5. Consumers Marketplace Platform Licensed content storefronts Own Printer Printing services companies IP, Branding Storage metadata Internet IP Enforcement Business Model – Day 1
  6. Day 1 Conclusions “Don’t try to boil the ocean”
  7. Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams − 3D model marketplaces: • Shapeways • 3DLT • Ponoko • Fab • Thingiverse − Printing Services • MakeXYZ • Shapeways − Serving as a marketplace for licensed 3D content − Distributing licensed content to other marketplaces − The marketplace community: economy of scale & network effects − Relationships with IP owners − A platform that integrates IP scanning and protection into the marketplace − For businesses we provide IP protection and distribution of 3D printed models − Connecting customers who desire 3D printed goods with ones who have the capability to produce them − Adding services like 3D scanning and modeling, that the customer can not do oneself − Allowing for the licensing of IP to become part of 3D printed goods − The marketplace provides for discovery and serves as a merchant platform between the parties involved − Account managers that maintain strong relationships with IP holders − Branding for consumer- facing portal, need fair prices and strong customer service − Direct sales − Company web page − Web advertising − Selling direct through own marketplace − Serving as distributor to other marketplaces − Storefronts for 3rd party websites Companies − Owners of IP content that own 3D models − Companies that do not own 3D models of their products but could be affected 3D printing service providers − 3D Modelers using IP content Buyers: − Prototype developers − Hobbyists − Ones in need of replacement parts for proprietary equipment − Fashion/jewelry/trends − Parents: custom toys − Ones interested in personalized gifts from known entertainment or product brands − % basis of a licence fee for content (i.e. iTunes model) − Transaction fees for marketplace purchases if done through our own marketplace and/or a custom storefront − 3D content hosted on (or passing through) the platform is tagged under “Free and Open” and/or “Licenced” categories − Licensing rules are customizable to allow or disallow derivative works IP Holders 3D Printing Services providers such as scanning, printing, searching Create or licence IP scanning spider Develop repository and secure platform Secure platform for storing and communicating with providers IP Violation Scanning software Storefront Setup Fees Transaction feesIP protection serviceTechnology Development Sales & Parenting Infrastructure Create trusted network of service providers IP Holders 3D Printing Services Providers IP protection and other valued services for businesses Potential customers for 3Dprinting services providers Canvas – Day 2
  8. SOURCE: 3DSystems June 2013 Report Total Market Size 2.2B Total Potential Market 2.1B Total Market Size: • Industrial market accounts for 96% of the total 3D printing market size • More interviews are need to define total addressable market Our opportunity % of that total TBD Market Size – Day 2
  9. Day 2 Conclusions “Get to know the competitors, the industry and REAL customer needs”
  10. Canvas – Day 3 Key Partners Key Activities Value Prop. Cust. Relationships Cust. Segments Key Resources Channels Cost Structure Revenue Streams − Company web page − Web advertising Categories of Companies: − Owners of IP content that own 3D models − Companies that do not own 3D models of their products but their products can be easily modeled in 3D could be affected Create 3D Scanning Engine and Spider Software Engineers Sector Experts in 3D Hardware Transaction fees IP protection service Monthly or Case based Technology Development Sales & Marketing Infrastructure Create a Network of Certified Commercial Printers Costumers w/ Valuable IP that can take a form of a 3D model based 3D Models B2B: Two Sided 3D Printing Services Providers Patent IP Attorneys 3D Printing Services Scanning & Printing Protect IP of Firms’ 3D Models by Active Monitoring Create Customer Demand for Excess Capacity 3D Model Search/Recog. Technology Providers 3D Scanning Services Technology Infrastructure 3D Model Repository Partner Fees Offering Bespoke / On-Demand Products from Leading Brands Offering a Secured Distribution Network Account Managers that Maintain Strong Relationships with IP Holders Relationships with 3D Printing Services Ones Desiring 3D Printed Products Direct sales to holders of IP Marketing to Legal Depts. White-label Storefronts
  11. Customer Segments - Day 3 Companies with 3D model IP or patents who want to protect their designs and distribute their 3D model files through trusted networks of 3D printers • Holders of actual 3D model files • Companies with goods that can be easily modeled in 3D • Companies that risk having their IP exploited by others: knock-off copies, unlicensed accessories, etc. Consumers who wants to buy 3D printed products for brands that they already recognize and associate with
  12. Value Proposition – Day 3 Companies Consumers • Companies’ 3D model files will be protect from piracy • Companies can distribute their product through safe printer networks • Customers can buy 3D printed products directly from the brands they love
  13. Day 3 Conclusions “Most of your hypothesis are wrong”
  14. Canvas – Day 4 Key Partners Key Activities Value Prop. Cust. Relationships Cust. Segments Key Resources Channels Cost structure Revenue Steams Categories of Companies: − Owners of models − Companies that do not own 3D models of their products but their products can be easily modeled in 3D could be affected Create 3D Scanning Engine and Spider Software Engineers Sector Experts in 3D HW SW and Search Transaction fees IP protection service Monthly or Case based Technology Development Sales & Marketing Infrastructure Create a Network of Certified Commercial Printers Costumers w/ Valuable IP that can take a form of a 3D model B2B: Two Sided 3D Printing Services Providers IP Attorneys 3D Printing Services Scanning & Printing Protect IP of Firms by Active Monitoring 3D Model Search/Recog. Technology Providers Physical Product Scanning Services Tech Infrastructure 3D Model Repository Partner Fees Offering Bespoke / On-Demand Products from Leading Brands Offering a Secured Distribution Network Account Managers that Maintain Strong Relationships with IP Holders Relationships with 3D Printing Services Ones Desiring 3D Printed Products Direct sales to holders of IP Marketing to Legal Depts. White-label Storefronts Types of protection: − Scanning the internet for infringing files − Scanning physical objects in 3D to see if they match protected IP Physical 3D Scanners Marketing to Law Firms Relationships with law firms Law firms with IP protection dept Physical Goods Scanning
  15. Channels and Get Strategy – Day 4 CHANNELS • Direct sales to law firms and law departments of IP Holders • Direct inbound through company webpage GET STRATEGY • Sales reps that handle relationships with IP Divisions of top law firms and/or Corporations • Sponsor IP related activities and Seminars. • Bring actual results to potential customers
  16. Platform Structure Consumers Marketplace Platform Licensed Content Storefronts Own Printer Printing services Companies IP, Branding Storage Metadata Internet IP Enforcement Model Scanning Physical Scans
  17. Platform Structure Marketplace Platform Licensed Content Companies IP, Branding Storage Metadata Internet IP Enforcement Model Scanning Physical Scans
  18. Revenue Chain – Day 4 IP Holders or Law Firm Scan & Search Internet Marketplaces - Manufacturing Online Market Places Counterfeits Marketplace $ Actionable Reports Compare original 3D files to scanned potential counterfeited goods
  19. Day 4 Conclusions “If you have to pivot, it only means that the opportunity is somewhere else”
  20. Canvas – Day 5 Key Partners Key Activities Value Prop. Cust. Relationships Cust. Segments Key Resources Channels Cost structure Revenue Streams Categories of Companies: − Owners of models − Companies that do not own 3D models of their products Create 3D Scanning Engine and Spider Software Engineers Sector Experts in 3D HW SW and Search IP Protection Service Retainer Monthly or Case based Technology Development Sales & Marketing Infrastructure Costumers w/ Valuable IP that can take a form of a 3D model IP Attorneys Protect IP by Active Monitoring 3D Model Search/Recog. Technology Providers Physical Product Scanning Services Tech Infrastructure 3D Model Repository Partner Fees Account Managers that Maintain Strong Relationships with IP Holders Direct sales to holders of IP Marketing to Legal Depts. Types of protection: − Scanning the internet for infringing files − Scanning physical objects in 3D to see if they match protected IPPhysical 3D Scanners Marketing to Law Firms Relationships with law firms Law Firms with IP Protection Dept. Physical Goods Scanning Percentage of Recovery Increase Revenue Potential via Additional Royalties Brand / IP Holders IP Law Firms
  21. SOURCE: 3DSystems June 2013 Report Total Market Size $600B Total Potential Market $50B - $100B Total Market Size: • The global counterfeiting or piracy of goods is estimated to be between 2008 estimates of $455 to $650 billion with estimates to grow to somewhere between $1,220 billion and $1,770 billion by 2015. • “The global value of counterfeit products at $600 billion seems to have gained acceptance” Our opportunity: 5% of that total $2.5 – $5B Market Size – Day 5
  22. Cost/Revenue Structure – Day 5 Average Contract/yr. 150K Management $ 240K Required customers: 7 Warehouse $ 24K Sales (2) $ 200K Staff (2) $ 100K Scanners (2) $ 40K Office Rental $ 12K Marketing $ 40K Incidental (other) $ 89K Total $1,015K A company can pay around $ 3M a year on IP lawyer salaries Developers (3) $ 270K Revenue Costs Revenues and Costs of creating an sustaining the Minimal Viable Product (MVP)
  23. What we are going to do / Conclusion Find Out / Test Hypothesis Next Steps / Actions • The total size of the legal discovery services market • Obtain data from the CEO of a legal discover company • Research competitors: manual services and automated solutions including Mark Monitor (acquired by Reuters) • Obtain more information about it from a classmate working at Thompson Reuters • The exact scope of needs for constant IP protection from manufacturer side • Reach out to large companies and present the Demo • The technology availability and the cost structure for partnering with technology providers • Reach out to 3D research engine labs to talk to SW/HW engineers Lessons Learned • Customer discovery appears to be an excellent way to compare your hypothesis with your actual customer needs, and can save one many months of work on the wrong direction • Before we begin to spend money on development, we need to make sure that we are finding a market fit for our customer segments.

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