The document outlines the Trutouch non-invasive alcohol detection technology, focusing on its value proposition and customer selection across various sectors, including safety-critical workplaces and liquor establishments. It discusses the advantages of using the Trutouch device over traditional alcohol testing methods and highlights the scope of activities, value capture strategies, and strategic control measures like patents and partnerships with vehicle manufacturers. Additionally, it emphasizes the potential market size and impact of improved alcohol detection on safety and productivity in diverse environments.

1. TruTouchTM non-invasive
alcohol detection
MT4002
Charmaine
Kim
Kivaan
Lingjun

2. 1. Introduction
2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control

3. 1. Introduction
2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control

4. Alcosense
TM
Trutouch
Optical alcohol detection device
2500

5. Alcosense
TM
Trutouch
2500
Technology
● Near-infrared spectroscopy
● Scan through skin
● Detects identity using unique
biometrics of each individual

6. 1. Introduction
2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control

7. Overview of Customer Selection
e.g. Europe, US,
Australia, Russia
Licensing
Safety-Critical
Workplaces
Product Sales
Regular
Workplaces
Liquor Point of sale
Vehicle
Manufacturers

8. Safety-Critical Workplaces
40% of
workplace
accidents
involve
alcohol.
Current
detection
method is
inadequate.

9. Safety-Critical Workplaces
Usage: Entry-point testing for
workers
Bar entry to alcohol-impaired workers
Biometric check-in and security clearance

10. Safety-Critical Workplaces
Reduce injuries, costs
and downtime
resulting from alcoholrelated accidents
Improve safety record to
help clinch business
deals and meet
government regulations
Identity Testing
Value Proposition

11. Safety-Critical Workplaces
Safety Managers
Operation Manager
Head of Human Resources

12. Regular workplace
Alcohol-related
productivity losses cost
Europe and US more
than 150bn per year
Negatively affected
co-workers
relationships

13. Regular workplace
Usage: Entry-point testing for
workers
Supervisors will be notified
Deters workers from reporting to
work drunk or hangover.

14. Regular workplace
Reduce costly mistakes
Improve employee
productivity and reduce
absenteeism
Value Proposition
Reduce alcohol related
healthcare and insurance
costs

15. Regular workplace
Head of Human resources

16. Liquor point-of-sale Establishments
Liquor establishments can
if caught serving alcohol to an
intoxicated person

17. Liquor point-of-sale Establishments
Usage
Test patrons who appear intoxicated to determine
whether or not to serve more alcohol to them
Value Proposition
Protect themselves against liability and legal action

18. Liquor point-of-sale Establishments
Restaurant
Bar &Pub
Convenient stores

19. Vehicle Manufacturers
Usage
In-vehicle alcohol testing;
linked to ignition control

20. Vehicle Manufacturers
Value
Proposition
Additional feature to
differentiate vehicle
to final customer
• Company Purchasing dept
• Concerned family members
• Car rental companies
Safety of vehicle user
and third parties

21. Strategic comparison of customer segments
Workplace
Liquor POS
Vehicle
Size of market
Large
Moderate
Large
Barriers to entry
High
Low
High
Govt support
Moderate
Moderate
High
Competitors
None
Breathalyser
(Coin-operated)
Breathalyser;
New tech
Suitability of
TruTouch
High
Too costly at low
volumes
Still in R&D
1st focus
2nd focus

22. Non-competitors
Blood/Hair/Urine/
Saliva testing
• Long processing time
Current competitor
Visual Observation & Questioning
• Not accurate
• Not comprehensive
• No deterrence effect
Future Competitors
Breathalyzer
Breath testing
• Accurate
• Short processing time
• Invasive
Scram CAM
Transdermal continuous testing
• Accurate
• Moderate processing time
• Invasive

23. Strategy Canvas - Workplace
High
TruTouch
Breathalyzer
Low
Scram CAM

24. Strategy Canvas - Workplace
High
TruTouch
$0.01 /test
Breathalyzer $0.25 /test
Low
Scram CAM
$1.50 /test

25. Strategy Canvas - Workplace
High
TruTouch
8 sec
Breathalyzer 14 sec
Low
Scram CAM
25 sec

26. Strategy Canvas - Workplace
High
TruTouch
Breathalyzer
Low
Scram CAM

27. Strategy Canvas - Workplace
High
TruTouch
96 %
Breathalyzer 96 %
Low
Scram CAM
?

28. Strategy Canvas - Workplace
High
TruTouch
Integral
Breathalyzer Face recognition
Low
Scram CAM
None so far

29. Able to
test all
workers
daily
Doubles as
identification
testing
Fast
Dignified
Accurate
Cost-effective
What makes TruTouch special?

30. 1. Introduction
2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control

31. Scope of Activities
Manufacturer
product
R&D
$
product
TruTouch
rights
$$
Vehicle
Manufacturers
$$
product
Distributor
$$$
Consumers

32. Scope of Activities
Manufacturer
Distributor
$
$$$
$$
R&D
Consumers
Aftercare
Service
Service
TruTouch
rights
$$
$$
Vehicle
Manufacturers
(R&D)
Reputation &
regulations
Data
Reputation &
regulations
Marketing &
Lobbying
Government
Non-profit

33. Relationship with Distributor
TruTouch current
distributors
• Distributors of alcohol
detection devices
Our Proposed Distributors
• Access control
• Doors and locks

34. Relationship with Distributor
Partnership
TruTouch
Access control
company
Ensure ease of integration
Leverage on customer base
of distributors
TruTouch train distributors in
basic after-sales support
Combined sales packages:
door locks plus TruTouch

35. TruTouch and R&D
• TruTouch is an R&D and integration firm
• In-house hardware and software design
• E.g.
•Alcohol use
•Biometric attendance

36. Relationships in R&D
• Cooperation with Takata for development of invehicle alcohol testing
Takata
• Auto-parts firm
Aim: “a day with zero fatalities due to traffic accidents”
• Well-aligned objectives

37. Relationship with government/non-profit
TruTouch lobby government
for tighter workplace and
vehicle alcoholism control
• Supported by data from
customers
• Collaborate with NGOs
• Influence the tightening of
regulatory changes
• Contact with opinion leaders in
society
• USD $3 mil in research grants

38. 1. Introduction
2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control

39. Value Capture
Leasing or sale
product
Consumers
Maintenance costs waived for
leasing but not for sale
money
right
Royalties
Vehicle
Manufacturers
money
right
Royalties
money
Manufacturers of access
control systems

40. 1. Introduction
2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control

41. Strategic ControlKey means of strategic control: Patents
Patents covering the technology and different applications
Technology to
determine analyte
properties and
identity of subject
Application in an
interlock/control
system for
vehicles or
machinery
Entire system
of control

42. Strategic Control• TruTouch can use real data from workplaces and point of sale
venues to lobby for tighter government regulations on
alcohol, and also to apply for government research grants
• Real data also allows TruTouch to present a stronger business
case to potential customers

43. Strategic ControlExclusive relationship with
• Access control/ door and lock companies
• Takata auto parts manufacturers
Brand name
• Frequent workplace use will expose public to TruTouch
• Known to opinion leaders in government

44. Strategic Control-
Identify
strategic
direction
for R&D
Partnership
with
vehicles
company
for joint
projects
Government
R&D grants
Strengthen
relationship
with
government
In-vehicle
&
Increased
mobility