Electronic Ink (E Ink) Shelf. The shelf uses an electronic E Ink Display to display the prices and other necessary information it uses IOT (Internet Of Things) This presentation was prepared for a competition sponsored by Practr.in and Christ University,Bangalore.This presentation secured third position in the competition.The competition revolved around coming up with a business proposal which uses E Ink Technology. Made and Presented By: Divyae Mohan Sherry Ms. Sachi Nanda

2. The Problem
Retail, Warehousing and Libraries are huge, maintaining them and
running them on a daily basis requires a lot of man power and
machines.
But even after the excessive use of ICT some of the things have
remained the same and continue to use unrequired human effort.
One of the things is use of paper and sticky labels on shelves to
describe about the product and show the prices and discounts. These
labels need to be changed every time whenever there are discounts
etc. Thus requiring a lot of human labor.

3. The Solution
Develop a product that offers the retailers , wholesalers to remotely
update the content on racking signage rapidly and proficiently ,
without the need to print paper tag and docket or to send different
workers to change them physically.

4. Advantages
• 1. Low Staff Requirement
• 2. No botheration of changing the paper tags continuously
• 3. Wide viewing angle unlike LCD’S or manually written .
• 4. Superior outdoor readability
• 5. Information can easily be changed just by a click on the computer.
• (For say , if one has to offer particular discount on some specified products , instead of changing
the price manually one can easily do it via any concerned digital device.)
• 6. Low power consumption.
• 7. Conveys the information about the expiry dates. On the digital screen of the “name of the
product’” which really helps the consumers and store managers to not pick the product and
change it.
• 8. Compares prices in real-time with various prices of that particular product available on
different online sites, so that it ensures that the product available in the store is at best of its
price.

5. Research Methodology
We reviewed on a few statistical surveying information sources,
including International Data Corporation (IDC), Data Access Company's
(IAC) Market, Business and Computer Insight databases, ABI-Inform,
and extensive on-line WWW-based seeking, to decide the potential
markets and deals for the “name of the product”. Our responses have
been overwhelmingly positive. We believe the value proposition is real.

6. Our Insight and Product
• UniShelf is a smart shelf which uses an E-Ink display to display the
information of the product kept on the shelf and other necessary info
associated with it.
• The shelf is connected to a centralized database/logistics
management system.
• This product saves time, money required for human labor to do the
very same task.
• It’s a problem that has existed all the while and there has been no
solution for it.

7. E Ink Display
The Product

8. How it works ?
Billing Station:
The billing station is connected to
the admin computer and gives the
product information to the server
(admin computer)
Admin:
Admin is the main server which
alters all the information on shelf
and sends and receives the
required data
Shelf:
The UniShelf is connected via a
intranet to the main server
(admin)

9. Targeted market
• Our strategy is to develop leadership in several initial markets and leverage
this leadership to the mass market.
• We see the opportunities to revolutionize the existing technology. We
anticipate adoption by stores such as Wall Mart and other huge multi
branded showrooms and different pharmaceutical warehouses.
• Target Customers:
Warehouse Companies
Retail Stores
Libraries
Storage Units
Educational Institutions

10. Manufacturing & Cost
The product will be assembled in China and the shelves will be sourced from
Qingdao World Link Storage Equipment Co., Ltd and Suzhou Hongyuan
Business Equipment Manufacturing Co., Ltd. in China and the E Ink display
modules will be sourced from Zhuhai Eastsun Technology Co., Ltd.
Items Cost
E Ink Display 12 USD/ per unit
Shelf (Base Model) 20 USD/ per unit
Packaging and Documentation 10 USD / per unit
Total Gross Cost Per Unit 42 USD / per unit

11. How do we work ?
• We work on a simple model of outsourcing the core manufacturing as
procuring machinery and labor is expensive and requires huge
investment.
• We will be only involved in researching & developing the product.
• We will be also involved in the sales & distribution of the product.
• We will be operating from a single office and all our communications
to foreign distribution partners will be done via mails and tele and
video conferencing.

12. Pop’S & POD’s
Point Of Parity Point Of Difference
Basic Product Shelves Smart Shelf which uses IOT (Internet Of Things)
Usage Of Labels Using Electronic (E Ink) Labels
Wide viewing angle and superior outdoor
readability.

13. SWOT Analysis
Strengths Weakness
Lower Power Consumption Technical know how Required
Affordable
First Movers Advantage
Opportunity Threats
Growing Economies and Growth in Per Capita
Income
Disruption In Retail Technology Market
Rising Costs of Man Power

14. Competitors Profile
The labeling industry is currently limited to manual ,printed and framed tags.
The existing products like LCD’s and many more are too small to be useful or
too expensive to be practical.
Our high tech product is both durable and affordable with the upcoming
technology we put forward our product in the hopes of capturing the
markets which is still stuck to the old school methods.
We aim to do so at the retail price of approx $50 USD for the base model.

15. Flow of Work
•Research, Development and Capital.
•Manufacturing Outsourced to China Companies.
•Retail, Sales and Distribution.

16. How the business will continue ?
• As the business is solving a major problem faced by the industry we
expect this technology to become a standard after a few years.
• There will be continuous sales as new warehouses and retail
companies will continue to open.
• There will be recurring sales too as the older shelves would be
replaced by new and updated versions.
• As we have utility patent we don’t expect much competition.

17. Marketing Plan
Promotion Strategies:
• Sponsored articles in Business Magazines
• Advertisement in Business Journals and Newspapers
• One 2 One Interactions with management executives of targeted
companies
• Stalls in conventions related to retailing, academics (libraries) and
warehousing.
Distribution Strategy: We will sell this product in all countries by online
channels shipping it directly from China but will also have retail partners in
developing markets like India where there is huge population base and in
Developed markets like UK,USA etc.

18. Core Strategy
• Our core strategy is to cut down unnecessary expenses and maximize
our profits.
• We would focus on bulk purchases as economies of scale come in to
action which will generate higher revenue and profits.
• We will earn via indirect channels too that is via sale of APIs to
software companies.
• We want to exit this business in the next 15 years and work on a
possible accqusition.

19. What we are looking from you ?
• We are looking for you to invest in our research and development.
• We are also looking from you to invest in the facilitation of sales and
distribution (i.e provide for working capital)
• We also want the access to your contacts and resources.
• We also expect you will bring expertise in decision making and
working out on costs.

20. Our Weakness
• The fact that a utility patent stays just for 20 years poses a threat to
the business
• We have the first movers advantage but that is just limited to 20
Years.
• Technology space in general is in a disruptive state.
• Possible burst of tech bubble.
• A huge number of big players (Ikea etc.) which can affect our business
after 20 Years

21. Human Resource
• We will be having a small team as we don’t want to spend excessively on human resource
• We will have 5 departments in place i.e Research & Development, Sales, and Finance.
• We will be employing one HR Manager who will take care of hiring talent.
• We will be hiring freelancers to develop our product and will have a department head for the
same.
• The sales and distribution team will be hired from their own home countries i.e if a sales person
or head resides in Dubai he would be asked to stay there itself.
• We will be giving out fees to developers(freelancers) depending on the work performed.
• Employee benefit expenses will be paid to the upper and middle level management and to the
permanent staff.
• Sales and Distribution Teams will be based out in their home countries (will be asked to work
from home) and be given a base salary and bonus on the contracts they secure from the clients.

22. Organization Structure
Board Members: This consists of
the top management and the
owners of the company
Department Head and Country/Continent
Heads (for sales): These set of people will
be heading out various
departments(finance,research etc).
Workers: These include developers and other working staff

23. Exit Strategy
• As mentioned in earlier slides
• We are looking for a possible 100% merger or acquisition after 15
Years.
• The original founding partners and shareholders will exit out from the
money received from the sale of the company.
• We believe sale of the company will be the most apt option as the
manufacturing and distribution infrastructure they have will make this
product a true success.

24. Thank You!
Sachi Nanda & Divyae Mohan Sherry