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Eyedeus
Table of Contents
Table of Contents ................................................................................................................ 1 EXECUTIVE SUMMARY ................................................................................................ 2 1 THE COMPANY AND PRODUCT .......................................................................... 3 1.1 1.2 1.3 1.4 2 2.1 2.2 2.3 2.4 3 4 3.1 4.1 4.2 5 5.1 5.2 5.3 6 7 8 Overview .............................................................................................................. 3 Business Model .................................................................................................... 3 The Product .......................................................................................................... 4 Entry and Growth Strategy................................................................................... 5 Customers ............................................................................................................. 6 Market Size .......................................................................................................... 7 Competition and Competitive Edges.................................................................... 7 Marketing Strategy ............................................................................................... 8 Five year projection summary ............................................................................ 11 Overall Marketing Strategy ................................................................................ 11 Distribution......................................................................................................... 11 Development Status and Tasks .......................................................................... 11 Difficulties and Risks ......................................................................................... 12 Product Improvement and New Products........................................................... 12
MANUFACTURING AND OPERATIONS PLAN ................................................ 13 MANAGEMENT TEAM ......................................................................................... 13 OVERALL SCHEDULE .......................................................................................... 13
Eyedeus Labs is a LUMS based startup developing Computer Vision technologies for mobile devices particularly enabling technologies for Augmented Reality and Human Computer Interaction. The core team has over 20 years combined experience in Computer Vision related R&D and is currently associated with Computer Vision Lab, LUMS. We have already developed several components of our vision technology and demonstrated its potential though our first product Groopic which allows users to take a group photo which includes the photographer. A first demonstration of the solution won the Best Startup Award at Startup Weekend Lahore in February, 2012. It has, since then, been converted to a fast and stable application for the iOS platform, which is planned to be launched in the festival season this year.
EXECUTIVE SUMMARY
The product: The currently software development industry lack computer vision expertise and we aim to bridge this gap through our vision library. Our main product will be core computer vision technologies for smartphones on which we will develop range of utility, service and entertainment applications. Our first proof of concept application is Groopic that allows users to take a group photo which includes the photographer. It solves, for the first time, the age-old problem that one member of a group the photographer cannot be part of the photo so traditional group photos were always incomplete. The application automatically combines two such incomplete group photos with different people missing each time into one complete photo of the group. Target Market There are about 1.08 billion smartphone users in the world. Initially, we are targeting young user on iOS the most prominent smartphone platform. This makes the size of our target market 133.28 million users (calculations based on the 2011 statistics). Even 20% of this number means a user base of 26.7 million. We are anticipating an initial adoption of our free application by around 1.2 million during the first year. Startup Costs We have incurred $12,000 in developing our initial prototype during the final quarter of fiscal year 2012. We anticipate future expenses of $32,000 in launching and initial marketing of two applications in first year. Another $40,000 expenses at minimum are expected in the first year for patenting the developed technologies. This makes the total cost of $72,000, which is required by the team. Payoff Eyedeus Labs expects break even within the second quarter of the first year and approximately 7X return on investment within the first year on this product. We expect to expand by developing additional products ideas included in the subsequent years. The exit strategy would be a merger/acquisition with a larger competitor in the Augmented Reality space by acquiring a large user base, developing IP through R&D and product development. Management Team Our team has a combined experience of over 20 years in research and development. The co-founders include Ali Rehan and Abdul Rehman (MS CS graduates) on application development and testing; Aamer Zaheer (Senior PhD student) and Dr. Murtaza Taj (Assistant Professor) on product prototyping, R&D and quality assurance while Shehryar Hydri (COO Trango Interactive, Co-founder at Scrybe) is the technical advisor. 2
launch of the first product, the research team will continue working on extending library with additional functionalities and on prototypes of future applications.
Figure 1: Group Photo example results. (Col 1) Typical Group Photo scenario of 4 friends on atourist spot. (Col 2 & 3) Further interesting scenarios obtained from the same app without any modification. Row 3 shows the group photo produced from two images in row 1 and row 2 in each column respectively.
Figure 3: Screenshots of the Group Photo application. First image (left) is taken by tapping on the screen. Middle shows the process of taking the second image while the first image is overlaid on the screen to help with alignment. The result computed automatically - is shown on the right. The user then moves on to additional options like editing/sharing the image. Note the possibility of going back to the previous step at any point in time, adding to the usability.
After the marketing, launch and initial post-launch support of Group Photo on iOS platform we will work in two parallel teams. First team will aim at launching add-ons for Group Photo and its Android Version. Group Photo add-ons include Group Again and Group Panorama. Group Again will allow users to group photos that are already taken in the past. Group Panorama will enable users to take continuous group photos by sliding the cameras in any desired direction. The second team will collaborate with game developers to produce HCI enabled mobile games. This team will particularly focus on introducing interaction between human face and game controls. Functionalities such as face pose estimate, gaze direction and eye blink events will be exposed to game developers. These games will allow users to experience a more immersive game play by using facial movements for actions and interactions.
product endorsement through early adopters and tech blogs as a source of word of mouth marketing for our target market. We will attract users through aggressive advertising and promotional campaigns and social networking channels. In order to retain and increase the user-base, we plan to continually develop and introduce new and compelling features in our products. We also intend to explore possibilities of bundling our products with multiple add-ons to provide an economical package to the user for multiple apps and their features. Another interesting direction to pursue is by having the computational photography applications such as Group Photo feature built right into camera. After launching it on iPhone and Android, we plan to directly contact major camera manufactures for providing a version of app as an feature of camera applications running on various cameras such as those from Sony, Olympus, Nikon and Panasonic. Similarly, mobile phone manufacturers such as Apple, Samsung, Sony Ericsson, Nokia can also add our application as a built-in feature in their camera app just like RIM (Research in Motion Blackberry smartphones) has started adding computational photography features to their native camera application. Once we develop a significant user-base and realize capital gains from our user-base, we hope to get acquired by a leading seller of competing or related products.
make sure that most of the development firms are at a serious disadvantage. This allows us a reasonable window at least six months to establish ourselves as the market leader for this particular problem.
Given the social aspect of our app we believe that these targets are well within our reach. We will base our experience from the sales of Group Photo to devise a strategy for marketing our HCI based game applications. In gaming category we will also gain from the experience of our collaborator i.e. Mind Storm Studios.
3 FINACIAL STATEMENTS
The financial statement give below is based on one app launch only which will be Group Photo App that we plan to Launch by holiday season. Moreover, the office space, marketing and legal support that we expect from PITBPlan 9 is also taken into considerations.
M1 App sales Op. Expenses HR Launch & Marketing Equipment Patent & IP Office Expenses Legal Op. P/L Apple/Android Share Taxes @ 35% Net Profit/Loss Assumptions Unit Price Downloads Sales $0.00 0 $0 $0.00 0 $0 $0.00 200,000 $0 $1.99 100,000 $199,000 $1.99 50,000 $99,500 $1.99 100,000 $199,000 $1.99 100,000 $199,000 $1.99 100,000 $199,000 $1.99 300,000 $597,000 $1.99 300,000 $597,000 $1.99 250,000 $497,500 $1.99 250,000 $497,500 1 ,750,000 $3,084,500 $(6,500) $(2,135) $(60,135) $129,165 $54,515 $124,165 $118,465 $118,465 $397,065 $397,065 $327,415 $327,415 $4,000 $0 $6,500 $0 $0 $0 $(6,500) $4,000 $2,000 $135 $0 $0 $0 $(2,135) $4,000 $5,000 $135 $40,000 $0 $15,000 $(60,135) $4,000 $10,000 $135 $0 $0 $0 $188,865 $4,000 $15,000 $135 $0 $0 $0 $84,365 $4,000 $15,000 $135 $0 $0 $0 $183,865 $4,000 $20,000 $135 $0 $700 $0 $178,165 $4,000 $20,000 $135 $0 $700 $0 $178,165 $4,000 $20,000 $135 $0 $700 $0 $576,165 $4,000 $20,000 $135 $0 $700 $0 $576,165 $4,000 $20,000 $135 $0 $700 $0 $476,665 $4,000 $20,000 $135 $0 $700 $0 $476,665 $48,000 $167,000 $7,990 $40,000 $4,200 $15,000 $2,802,310 $0 M2 $0 M3 $0 M4 $199,000 M5 $99,500 M6 $199,000 M7 $199,000 M8 $199,000 M9 $597,000 M10 $597,000 M11 $497,500 M12 $497,500 Y1 $3,084,500
$0
$0
$0
$59,700
$29,850
$59,700
$59,700
$59,700
$179,100
$179,100
$149,250
$149,250
It should be noted that in month 3 we are expecting a loss of over $60,000. This loss is due to increased legal, marketing and patenting expenses for which we need support and network of PITB Plan 9. 10
4 MARKETING PLAN
4.1 Overall Marketing Strategy
The marketing strategy for iOS apps includes following standard components: 1. Introductory Video & interactive tutorial 2. Website 3. Tech Blogging: By contacting pre-identified tech-bloggers directly 4. Social Media Campaign: through specialized marketing firms We plan to accompany our product with a video presentation/demo. A professionally done video and graphics can significantly increase chances of success. We will also be exploiting social networking media such as Facebook and Twitter as well as Tech Blogs to maximize the word of mouth marketing strategy and to create a viral effect.
4.2 Distribution
Our Apps will be distributed through Apples App Store and subsequently through Google Play for Android based apps.
gain early entry into gaming industry we plan to collaborate with one of the local games development house.
Support for iOS App Android App & HCI Group Again Support for iOS App Face detection & tracking at Group Panorama low latency Groopic Android App Face pose estimation Blink detection HCI based game
Figure 7: Road Map showing various milestones, launch of apps and add-ons as well as expansion and reinvestment strategy
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7 MANAGEMENT TEAM
Eyedeus Labs is a company founded by group of Computer Vision experts from School of Science & Engineering, Lahore University of Management Sciences. Ali Rehan: Ali, an MS candidate in Computer Science at LUMS has been involved in multiple successful startups including chOpaal, the largest SMS based social network of the Pakistan. He has also worked with SATUMA Pakistan for development of Computer Vision based products for UAVs. He will be working as a lead developer. Abdul Rehman Naeem: Abdul Rehman, an MS candidate in Computer Science at LUMS has also been working with SATUMA Pakistan for development of Computer Vision based products. He will also be working as a lead developer. Aamer Zaheer: Aamer, a final year PhD candidate in Computer Science at LUMS brings a stellar research experience of over 8 years in state of the art Computer Vision technologies. His main role in the team is prototyping key technologies and new product ideas. Murtaza Taj: Murtaza, Assistant Professor in Computer Science (CS) department at LUMS has done his PhD in Computer Science and Electronics Engineering in 2009. He brings a combination of research experience in Digital Image Processing and proposal writing skills. He will be sharing the role of prototyping key technologies and new product ideas. Shehryar Hydri: Shehryar is a COO of Trango Interactive and Co-Founder of Scrybe. He has done his Masters in Business Administration from IBA, Karachi and then M. Phil in Islamic Economics from IIU, Islamabad. Shehryar has a vast experience as a Co-Founder of multiple startups including iTrango, Scrybe and Mystic two of which are still doing good business. Shehryar has also experience in product branding and marketing and he is working with the team in an advisor role.
8 OVERALL SCHEDULE
We have already prototyped multiple functionalities of our vision library and our first application is in the alpha testing and User Experience design phase. In the meanwhile, we are preparing our marketing strategy and launch planning. Our post launch plan includes enhancing library functionalities along with maintenance and upgrade of the iOS app and development of the Android based app (which has also been demonstrated).
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