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very serious final again
- 1. EyesDecide A Software +Webcams = Eye Tracking MINT Case Consulting Competition @ University of Melbourne The winner: Johan Zolkefli, Jiawen Tai, Michelle Lum, Un Leng Wat, Yilan Hu
- 2. Why marketing isimportant to EyesDecide? Because the market is growing VIGOROUSLY!!!
- 3. The eye trackingmarket size is expected to grow from USD 183.3 Million in 2014 to 1,028.1 Million by 2020, at a CAGR* of 35.2% between 2015 and 2020. The virtual reality market is estimated to grow from USD 1.37 Billion in 2015 to USD 33.90 Billion by 2022, at a CAGR* of 57.8% between 2016 and 2022. *CAGR: CompoundAnnual Growth Rate
- 4. SWOT ANALYSIS Strength Weakness OpportunitiesThreats • Budget-friendly • User-friendly • Safe and secure in users’ privacy • Self-explanatory environment for end-users • Low brand awareness • Inadequate after-sales service • Competitors provide similar service • Target on self-employed individuals / freelancers • Target on startups or small & medium enterprises • Target on companies who want to experiment with eye tracking technology • Not competitive enough to compete with top companies in the industry (e.g.Tobii AB)
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- 8. Why Should XlabsTargetthe Gaming Industry? Limitless potential in a rapidly growing industry A future global market that will be worth $12 billion and currently worth $5.6 billion A growing number of companies such as Google, Apple and Facebook, partnering and funding Startups similar to Xlabs. Virtual reality is expanding into a global market Predicted growth of virtual reality head-mounted shipments
- 9. How will Eyesdecidesmatter? A growing industry that needs your technology Eye tracking technology is a “critical part” of futureVR technology Used for simple mechanics such as cursor movement, aiming and moving Current technologies are subpar, with poor performances and low usability rates Xlabs has the advantage of not needing an external hardware to utilise Eyesdecides
- 10. Potential threats andobstacles Overcoming potential obstacles Increased competition Poor performing and redundant technology Not competitors but opportunities No requirement to buy external hardware Expensive external hardwares OBSTACLES SOLUTIONS
- 11. What will beyour ideal strategy? Expos, Partnerships & that $5000 budget Entering into tech exhibitions If you can’t beat them, join them 2.5K A cheaper method of increasing Xlabs awareness Speak at tech exhibitions at $0 cost Implement your technology with existing virtual reality headsets Negotiate a contractual based fee to ensure recurring revenue An opportunity to liaise with more than 50 companies Increase your funds and sales exponentially Increase your companies performance in every direction
- 12. MARKETING STRATEGIES Monthly oryearly packages can be used to meet the satisfaction of different customers e.g. Assumptions: Month Rent: 6000USD~8000USD Royalty fees: For every unit sold, Xlabs receives 1% Flexible pricing Assumption Source: Gazepoint Analysis Sofware Marketing Research & Building Brand Image Step 1: Finding Target Markets Step 2: Providing a Free Trial, Workshops and Guidance on product Step 3: Obtain feedback from customers and compile a report on feedback Step 4: Release the report to the public and present it to other companies for potential partnerships Participate in technology exhibitions Attract the interest of writers of publication to potentially release an article on Eyesdecide on popular magazines or social media Familiarizing software to target audience
- 13. Once you work withthe company, providing your amazing services, it is only a matter of time before other companies here about Xlabs and enlist in your services After a successful presentation, you can now negotiate an appropriate contract to ensure that you have recurring revenue such as from royalties From the Networking session, set dates for meetings to present why the company should enlist in your service Xlabs will provide a speaker at the Annual Melbourne Tech expo to increase their awareness and potentially network with companies DISCOVERY CONSUMPTION & PURCHASINGONBOARDING ADVOCACY Journey from Discovery to Advocacy How our strategy will play out Cost: $2.5K = Booth $1000 = promo flyers $0 = to be a speaker Expected potential revenue: $1.875 million Expected potential revenue: $1 billion Cost: $Time
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- 15. HEALTHCARE INDUSTRY –TARGETCLIENTS • Limited funding and time Source: http://www.tobiipro.com/fields-of-use/clinical-research/ Why Healthcare Industry ? 2014 2015-2020 29% 34.8% OurTarget Clients • Economical long-term tracking on their eye problems • Eye illnesses: o Strabismus or amblyopia, o Pediatric vision issues, etc. • Neurological diseases or brain injuries o Cognitive dysfunction or decline, o Autistic spectrum disorder (ASD) and attention deficit hyperactivity disorder (ADHD), o Reading and learning difficulties (dyslexia), o Stroke, etc
- 16. HEALTHCARE INDUSTRY -MARKETING STRATEGIES • Partnership How to do it? • Publications of a medical profession’s or researcher’s association ( e.g. Australian Medical Association, Optometry Australia) • Print promotional flyers and booklets and mail them to clinics and optical stores (esp. those in small to medium scale)
- 17. HEALTHCARE INDUSTRY -MARKETING BUDGET Source: https://ama.com.au/sa/sa-publications Marketing Activities Fee (AUD) Advertise on Canberra Doctor (published by AMA) 1,200 (quarter page) Advertise on Medical Journal (published by AMPCo) 2,800 (quarter page) Print promotional flyers or booklets and send to clinics and optical stores 200 (design fee) + 550 (printing fee) + 250 (postal fee) = 1,000 Total Expense = $ 5,000 (AUD) Budget Sheet:
- 18. HEALTHCARE INDUSTRY -EXPECTED SALES Expected Sales after marketing: Based on the purchase of Launch Promo Monthly Plan ($600 AUD/per month) Marketing Activities Expected New Users Expected Sales (AUD) Advertise on Canberra Doctor (published by AMA) 300 180,000 Advertise on Medical Journal of Australia (published by AMPCo) 2,800 1,680,000 Print promotional flyers or booklets and send to clinics and optical stores 300 180,000 Total Budget = $ 5,000 (AUD) Total Expected New Users = 3,400 (persons) Total Expected Sales = $ 2,040,000 (AUD)
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Editor's Notes
- #9 Earlier this year FOVE raised over $600,000 through Kickstarter and various other investors to build a virtual reality headset with integrated eye tracking technology Deloitte Global predicts that virtual reality (VR) will have its first billion dollar year in 2016, with about $700 million in hardware sales, and the remainder from content. We estimate sales of about 2.5 million VR headsets and 10 million game copies sold. As for VR content, we expect most revenue generated to come from games sales, with titles sold at between $5 and $40, generating over $300 million. The fourth largest patent filer Qualcomm joined Google and others in a $542 million funding round for florida startup Magic Leap, which is working on virtual reality technology Adding further to the eye tracking mix is Tobii, who recently announced a collaboration with Starbreeze to bring eye tracking to their 5K, 210° FOV Star VR headset.
- #10 Despite the plethora of players in the field, none of them seem to have solved the problem well enough, at least in Oculus’ eyes. When asked about the current usability of eye tracking technologies like those from FOVE or Tobii, Luckey was unimpressed saying their usability, “currently, like today, [is] very low.” simplest mechanic that can be built for the eyes is to use them as a cursor Variations of this include using them to select and place chess pieces, to move the weapon cross-hair in a first-person shooter game, and to replace the mouse enabling disabled users to play Assassin’s Creed Rogue when the player looks at a point in the environment the character faces that direction, allowing for a more natural exploration of the environment. Tom Clancy’s The Division incorporates several gaze mechanics, including aiming, throwing grenades, looking for cover, TOBII EYETRACKING SOFTWARE
- #12 Adding further to the eye tracking mix is Tobii, who recently announced a collaboration with Starbreeze to bring eye tracking to their 5K, 210° FOV Star VR headset. 2) Tech expo. Annual Melbourne connect expo, Free as a speaker (http://connectexpo.com.au/apply_to_speak.html) Q2 2016 Facebook cost per like. $0.71USD (current 45 likes --> 2000 likes) an increase of over 4000% in likes Assuming we get 2000 likes by end of dec 2016, 500 likes/month (4 months) $1420/5000 $1,420 2) Tech expo. Annual Melbourne connect expo, Free as a speaker (http://connectexpo.com.au/apply_to_speak.html) 3) Printing Flyer 1/14 360$ prints 5k flyers (http://www.1print.net.au/flyers-printing) 4) Employee wages 256 assuming texh expo booth runs for averagely 8 hours x 2 marketers 5) Tech Expo Booth 2500 based on TGE, technology gadget expo 2017 (http://www.tgexpo.com.au/) 6) Misc. $464 7) Flyer Design $50
- #14 The prize is huge: Tobii's sales ambitions suggest an overall market for gaming eye-tracking sensors that could top $US5 billion a year in revenue, about six times the firm's market value. 2.5million copies sold at say 150 with .5% royalty = 3.75million Headsets alone, not counting games
- #16 Medical diagnostics is expected to lead the application market of eye tracking The medical diagnostics market accounted for 29% of market share in 2014. It is expected to grow at a CAGR of 34.8% between 2015 and 2020. This is mainly because eye tracking can be used to analyse the human brain and diseases from the eye movement. Clinics or hospitals that conduct primary diagnosis of Researchers with limited fund and time Patients that requires economical long-term tracking on their eye problems Clinics or hospitals that conduct primary diagnosis of certain eye illnesses, such as: Strabismus or amblyopia, Pediatric vision issues, etc. Clinics or hospitals that conduct primary diagnosis of certain neurological diseases or brain injuries Cognitive dysfunction or decline, Autistic spectrum disorder (ASD) and attention deficit hyperactivity disorder (ADHD), Reading and learning difficulties (dyslexia), Stroke, etc.
- #17 Establish partnership with or advertise in the website or the publications of a medical profession’s or researcher’s association ( e.g. Australian Medical Association, Optometry Australia, The Association of Australian Medical Research Institutes, etc.) Print promotional flyers and booklets and mail them to clinics and optical stores (esp. those in small to medium scale) #We actually have thought about doing advertisement on google or facebook. But considered that the medical field is more professionally-orientated, doing advertisement on social media does not have the highest return rate in terms of revenue, but it would be a good way to promote to the general public if the company want higher brand awareness in the future Advertise on Google search by “buying keywords” for higher website clicking rate and brand awareness Advertise on Facebook for higher brand awareness and promoting to self-employed individuals and freelancers
- #18 AMA = Australian Medical Association AMPCo = Australasian Medical Publishing Company
- #19 $480 USD/month (Launch Promo Monthly Plan) 600 AUD AMA (15,000 members 2% of them 300 new users 180,000 AUD) Canberra Doctor is distributed at no cost to all the doctors in the ACT and surrounding areas of NSW as a service to the medical community Medical Journal (140,000 subscribers 2% (overlap with Canberra Doctor but more platform for advertisement) 2800 new users 1,680,000) MJA is Australia’s most influential medical publication as it is cited more often in other media than any other Australian medical publication. Their subscribers do not only include doctors, but also policy-makers and researchers on all kinds of health-related field Flyers(6,000 people 5% of them 300 new users 180,000AUD) target on clinics and optical stores higher yield percentage