PlayData Technology provides a 3D motion capture system that enables accurate, real-time predictive data. The system utilizes two patents to track object trajectories. It is currently applied in golf simulators to provide feedback. The presentation discusses using the technology to address needs in sports, entertainment, defense, and medical fields. It introduces a portable football kick trainer product concept called KickMeter that provides instant feedback to improve kicking skills and performance. Finally, it covers conclusions on business formulation around the technology and product concept.

1. PlayData
Technology
Vikrom Dhar Thierry Rolina Brian Rumao Shazhaib Hassan

2. Agenda
Bus
Hypothesis
• Timing & Differentiation Product
Offering
Business
• From ideas to Solutions Environment
(Value Chain)
Solution
• Business Formulation Positioning Statement
Persona Product Idea
(target market segment) (starter concepts)
• Conclusions
Communities Assets & Capabilities
(production & consumption) (leveraged enablers)
Innovation Source(s)
Innovative New Business Design Process Pyramid
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3. What is the technology?
• 3D motion-capture system that enables users to receive
accurate real-time predictive data
~ Two U.S. Patents filed by Tim Lock (2005, 2008)
• Innovation sources
~ Process needs: Sports teams require increasingly advanced
statistical data to improve performance
~ New knowledge: Novel approach to capturing 3D motion and
physics of an object’s trajectory
• Effects
~ More accurate predictions enables enhanced performance
~ System setup and design allows for increased accessibility
~ Real-time feedback enables more efficient decision-making
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4. Technology is currently applied in golf
simulators

5. Meeting unmet needs
Sports Entertainment
a. Effect: Accurate modeling and prediction of movement a. Effect: Accurate Motion capture
of an object e.g. Golf Ball i) Unmet Need: More Realistic Motion Capture in Movies
App: Motion Capture Tool for Present Systems used by
Unmet need: Accurate training tool movie makers
b. Effect: Real time feedback b. Effect: Real time feedback under varied conditions
Unmet need: Instant feedback during gameplay Unmet Need: i) More realistic simulations in video games
ii) Controller free gaming
App: Sports Training and Decision Making Solution
App: Embedded in video games and game consoles.
Defense Medical
Effect: Modeling fast moving objects accurately in a. Effect: Marker less subject detection and movement
different environments capture
b. Effect: Accurate data feedback
Unmet need: Sniper training in multiple terrains and c. Effect: System setup allows accessibility
varied weather conditions
Unmet Need: Marker less Gait analysis solution that can
App: Sniper training application seamlessly integrate with current systems.
App: Marker less Gait Analysis Solution
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6. Product Idea
• Portable football kick trainer (“KickMeter”)
~ All-in-one system with embedded vision sensors and display
unit with audio feedback
~ Tracks football trajectory upon kick
~ Provides instant feedback to user
– Projected result of the kick, e.g., (made or missed, speed, angle,
distance of error)
– Prescription on how to improve
– Repeatable process allows for efficient practice
– Portability promotes use anytime, anywhere
~ Portable design caters to traveling football teams at all levels
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7. Community
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8. Concept Evolution: What’s the need?
Former U-M Football Kicker Phil Brabbs (’04):
When warming up on the sideline, there is no way to truly tell if your kick will be on-target.
Unfortunately, most kickers are their own coach. There is a lack of knowledge of kicking
at both the college & NFL level. Therefore, the kicker is both the student and teacher.
The more kickers can get immediate feedback, the better.
This could be very good for winter training. One issue you have as a kicker (at least those in
colder climates) is that half the year it's very difficult to train.
• In the NFL, 21.5% of all • Losses in close games lead
games have been decided to lower morale, lower
by 3 points or fewer productivity, and worse
• 36.1% of Michigan’s results
losses have come by 3 • In a multimillion dollar arena,
points or fewer one kick can make a huge
bottom-line difference!
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9. Persona
• Kickin’ Kris is a kicker for the Houston
Texans, an NFL team desperately trying to
make the playoffs
• For the second straight week, his last-second
field goal missed the target, causing the
Texans to lose the game
• "It's all on me," a distraught Kris said. "It's
totally me… I need to figure out what the
heck is going on and I need to figure it out
pretty quick.“
• Kris is looking for any tool or instruction that
will help him find the mark and help his team
secure more victories before it is too late
• He finds KickMeter and uses it while warming
up on the sidelines during the game, helping
him find the right “feel” for an accurate kick
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10. Persona
• Ray Guy is a retired NFL kicker and current
director of the prestigious Ray Guy Kicker
Academy
• Ray’s kicking camps attract top high school
and college prospects and help them develop
their kicking form and biomechanics
• Ray is looking for new tools that will help him
improve his player development curriculum
and give his camp an edge over competing
training camps
• He finds KickMeter and uses it as a video
capture and analysis tool to help coach his
students on proper biomechanics and form in
order to achieve proper ball trajectory
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11. Persona
• Coach Kwan is a NFL special teams coach
for the Detroit Lions who is looking for ways
to better train his kickers
• Coming off a poor performance (75% FG
rate) last year, Coach Kwan is looking for
ways to improve his players’ performance in
off the season to not only help the team win
more games, but also keep his job safe
• Coach Kwan is looking for any instructional
tool that will provide him with data that he
can analyze to help his kickers performance
• He finds KickMeter and uses it during spring
practices to develop specific training
programs tailored for each of his kickers
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12. Persona
• Jerry Jones is a team owner in the NFL.
• Season ticket sales have dropped and Jerry
is looking for new ways to market his team’s
improvement
• Jerry plans to host several events during the
season where fans can come and interact
with the team during practice in order to
draw consumer interest and drive ticket sales
• Jerry finds KickMeter and wants to use the
video capture and 3D motion capture
technology to create an interactive and
engaging experience for the fans
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13. Teece Analysis
Complementary Assets are:
• Technology
Specialized Generic
currently
Intellectual Asset Position is:
licensed to PlayData
License to
AboutGolf or
Strong
Strong New Business
• We feel that Partner with
Potential
we either keep CA holder
licensing it to
reach other Niche
sports Business
IAs have
Weak Potential
segments of no capturable
Or
build a brand value
Development
Company
Ref: David Teece, 1986
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14. Solution Positioning Statement
For the football kicker, KickMeter will assess the strength and accuracy of his
kicks. It will also provide a mean to warm up before the real game starts.
All of the above will boost his confidence level, his team confidence, and will
allow the coach to make the right decision to drive the game to a win.
Individual training Warm-up on the Consistently improved
during practice sidelines during in-game performance
games
“Virtuous Circle” of Practice & Instruction
Use of KickMeter increases the kicker’s performance, which improves the
team’s winning probability, potentially increasing team and player revenues
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15. Value Chain
Team/players Training/ Event
Marketing Delivery
selection coaching organization
Product
Technology Mfg Marketing Sales Distribution
Design
Team/players Training/ Event
Marketing Delivery
selection coaching organization
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16. KickMeter Value Curve
Pre-game training
With KickMeter
high
Relative level
Current way
Low
Pre-game training Morale booster Team helper Warm-up before game

17. Market Positioning Statement
• Initial target segment will be National Football League (NFL) teams
who wish to provide their kickers with a unique tool to train and
improve
• 32 NFL Teams
• NFL teams stand to gain the most financially from improved kicking
performance
• NFL teams each have an operating budget of $1B, and thus this
product represents a small fraction of their cost structure
• Once validation is complete, then adoption will spread quickly
Team/players Training/ Event
Marketing Delivery
selection coaching organization
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18. Business Hypothesis
 What precisely is your product/service?
 A portable coaching and real time analysis tool for Football
kickers
 Who are your customers?
 Customers would be football teams at different levels e.g.,
High School, College, Professional. Users would be
football kickers.
 Why do they use your product?
 Current method of open-loop training is suboptimal.
Closed-loop feedback improves their kicking skills. Can
practice and get instant feedback moments before taking
an actual kick, to increase confidence
 How does your company make money?
 Sales and service of the product
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19. Adoption Curve (KickMeter)
Football Teams/ Coaches/
Kickers
Professional College High School Recreation /
Leisure
Adoption Percentage
Time
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20. Adoption Curve (PlayData)
Football Gait Film Makers/ Game Console
Coaches/ Analysts Studios/Virtual Developers
Kickers reality
Adoption Percentage
Time
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21. Conclusions
Business Formulation
• Technology – real-time
object trajectory feedback Product Concept Creation
• Product – Portable and
accurate football kick
predictor Timing of Opportunity
• Market – NFL, College, and
High Schools teams
• Business – Focused on
product design and sales
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22. Supporting Material
• Initial technology presentation
• Generic sports value chain
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23. PlayData Technology
Thierry Rolina
January 26, 2010

24. PlayData Technology
What is it: way of utilizing modern inexpensive computer-
based technology to capture 3D data either in detail or
over large areas
Applications/problems that can be addressed:
- Golfing (currently)
- Others: games, medical..
- http://launchmonitors.aboutgolf.com/

25. Golf simulator

26. Generic Sports Value Chain
Low 10%
15/20%
15/20%
20/30%
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