AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptx
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
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
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
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
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
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.
