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GROUP 5 Anton Andersson

Pepe Borrás

Jocke Schäfer

Astrid Sylvester Hongset

Karoline E. Kristoffersen

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01.PROBLEM/OPPORTUNITY “ By 2020, there will be more than 50 billion connected devices. Everything that can benefit from a connection will have one. As people we are already online. The next step is to get things and places online. And we are moving fast in that direction.

This is shown in a research from Ericsson’s Company Research done in February 2011.

This is an evidence on the upcoming revolution that the Internet of Things will soon bring to our lives,

from the exponential growth of connected devices that will be released in the next years. Since we are in

TECHNOLOGY REACH

TECHNOLOGY ROADMAP: THE INTERNET OF THINGS SOFTWARE AGENTS AND ADVANCED SENSOR FUSION MINIATURIZATION, POWER EFFICIENT ELECTRONICS AND AVAILABLE SPECTRUM ABILITY OF DEVICES LOCATED INDOORS TO RECIEVE GEOLOCATION SIGNALS COST REDUCTION LEADING TO DIFFUSION INTO 2ND WAVE OF APPS

DEMAND FOR EXPENDED LOGISTICS

TELEOPERATION AND TELEPRESENCE: ABILITY TO MONITOR AND CONTROL DISTANT OBJECTS PHYSICAL WORLD WEB

LOCATING PEOPLE AND EVERYDAY OBJECTS UBIQUITOUS POSITIONING

SURVEILLANCE, SECURITY, HEALTHCARE, TRANSPORT, FOOD SAFETY, DOCUMENT MANAGEMENT VERTICAL MARKET APPLICATIONS

RFID TAGS FOR FACILITATING ROUTING, INVENTORIYING AND LOSS PREVENTION. SUPPLY CHAIN HELPERS

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2010

2020

TIME


the Internet of Things, and let the consumers take the next step into this lifestyle-changing technology on their own.

Consumer Electronics, Automotive, Traveling and Home Appliances are the four first logical markets to adopt this technology. While they focus on the physical engineering of their products, we will come in scene as the best solution for their software.

The current status on the market makes it almost impossible for existing devices to communicate and exchange information, without the direct involvement of the device manufacturers in one way or the other. The first challenge is to allow for the seamless access to the features of many devices, regardless of its manufacturer, technology, interfaces, location, communication mechanism, etc., and to provide intelligent and secure interoperability.

The technology for this hyperconnected world already exists, but right now is still too complex for the average consumer to experience it, as high coding and electronics skills are needed. The Arduino Board is yet another example of this growing phenomenon. But, just as in the early years of the Internet, HTML skilled coders were they only ones able to produce content. Nowadays skilled coders are needed to produce content for the Internet of Things.

Producers of devices and components are increasingly facing the need for networking their own and complementary products.

of devices “ Producers and components are increasingly facing the need for networking their own and complementary products.

“

the dawn of the Internet of Things, major manufacturers have already started developing their first working prototypes.

Some in order to provide higher value-added solutions for their customers and some because citizencentred demands require much more focus on intelligent solutions where the complexity is hidden behind user-friendly interfaces. Another challenge is to develop a framework for secure, trustworthy communication among smart objects

When Wordpress appeared in 2003, it brought the democracy to the web development. Now we have the opportunity to democratize 3


02.THE SOLUTION Given the enormous amount of • Sensors, and actuators with embedded systems already existing in the market • The diversity of the producers and manufactures • The different clock speed of technology deployment (from several decades to some months) there is a very large need for technologies and tools that easily can add, implement and exploit the intelligence embedded in the devices.

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Therefore we wish to develope a Universal Interaction Management System (UIMS). We call it MITER. For manufacturers, designing a Smart Object (connected devices) is easy, since they have the materials and the components needed for that. What they are lacking is a specific software able to sync the SO with any other device, and create the desired interactions. That is what Miter solves. Manufacturers can focus on what they

do best: product design; while they can rely on Miter for the software to make their SO operative and user friendly.


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03.BUSINESS MODEL Miter’s business model has two different stages. In the first stage, Miter’s main revenues come from advertising on the platform and selling premium licenses of the UISM to manufacturers. In the second stage, the business model will take a step forward, getting into the data business. The objective is to sell the data collected from the products synced through Miter, and sell it back to the manufacturers. The amount of collectible data, and its accuracy is huge. Since every user has to sign up and fill in a form with sociodemographic information, Miter is a powerful research tool that provides sociodemographic targeting with a unique feature that no other research tool has: live monitoring of how products are being used. Marketing wise, this means great advantage. Discovering worthy consumer habit trends is taking a glimpse into the near future, making it possible to develop the next big product before your competitor. 6

To sum it up, we will move from a software licensing model, to a powerful data company, following Google’s successful data selling business model. Our long run objective is to eventually become the Google of the Internet of Things. When most of the Smart Objects will be synced through Miter, the amount of collected data will be huge, and so will the opportunities to fulfill other companies needs. Miter’s business model is based on three key players: • Consumers • Manufacturers • Developers CONSUMERS Final consumers are the core of our business. The development of our software must aim for the best user experience and easiest usage. For them, Miter is free of charge. The only requirement to use the software is to sign up and fill in the form with their sociodemographic information. At Miter Point they can find Licensed Plug-ins that they can buy.

Consumers happiness is the key for becoming the global standard. Objective: Delivering the easiest UIMS that the widest number of consumers want to use. MANUFACTURERS A universal software means that every company can use it for its interests. Instead of releasing their own particular softwares, it’s cheaper for them to use one existing open framework, that can be synced with all their products. The revenue from manufacturers comes from three main sources: • Licensing • Advertising • Consumer Habits Researches

LICENSING Even though manufacturers can freely sync their products with Miter without any license needed, and use it as their main interaction management software, we will charge for licensing Miter to the ones that need unique


These Premium Licenses will be paid quarterly, with an amount of 500.000 SEK. In example, Electrolux wants to use Miter for their new fridge, but this new fridge has an option that no other fridge has: it reads the bar codes from the food and knows when something is about to expire. To do this, Electrolux wants to use Miter so users can easily monitor their food. To develop this unique feature in Miter Electrolux needs a Premium License.

products that the user is searching for, featured products will be advertised. Some examples: • Product of the day in the Home Screen. • Plug-in of the day in the Plug-ins Screen, and what products are compatible. • Promoted Trending Products

DEVELOPERS Miter’s open framework allows developers to create and sell plug-ins for all the users around the world. These plug-ins will be available in the Miter Point, which is the market place of Miter, such as Apple’s App Store or Android’s Marketplace.

CONSUMER HABITS RESEARCHES Being the universal platform between real life products and the digital world, means that a huge amount of data is processed through our software. This data can be interpreted, stored and sold to the companies as the highest and most accurate consumer research about the usage of their products.

This means the rise of a potential market of companies dedicated to develop ad hoc plug-ins for manufacturers that wan unique features for their products.

ADVERTISING Miter’s Platform is developed for content relevant advertising. Since all kind of consumer goods can be synced with it, depending on the

Objective: Become the ultimate consumer habits research tool.

DEVELOPERS PLUGIN PURCHASES

Therefore, developers have free access the API and Miter’s Open Framework. For every sold plug-in at Miter Point, 20% of the price goes to the company. Objective: become an attractive framework for developers.

REVENUE

features for their products. To add these special plug-ins, manufacturers will need to buy a premium license.

MANUFACTURERS

REVENUE DIAGRAM

RESEARCHES SPECIAL LICENSING ADVERTISING

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04.UNDERLYING MAGIC/TECHNOLOGY Miter’s web-based software allows the non experienced users to easily create the desired interaction between SO and the digital world. Miter syncs with the SO, interpreting the data they send, and presenting it to the consumers in a simple and intuitive user interface for them to configure. It automatically detects the smart objects and appliances in its surroundings, and sync them with the user’s profile. The communication between the platform and the object is done via WI-FI, Bluetooth or RFID, depending on the manufacturers choice. When the Smart Objects are synced, users’ can assign actions or behaviors to them right away. Then Miter notifies them through the desired options, such as push notifications, mails, tweets, Facebook status updates, etc. Each appliance or object then reports back to the platform if it detects changes with its sensors, or at users’ wish. For example, choosing to notify them if the temperature of the fridge drops down, or something that 8

makes the communication more active, like telling the fridge to produce some ice for tonight’s party from your phone. All the data gathered from the different devices is then reported back to the Miter’s database, where it is stored until it comes in handy for a manufacturer or anyone who might be interested in researches about consumer behavior. Furthermore, the development of an open framework and its Software Development Kit (SDK) will allow developers to develop innovative Model-Driven applications. Miter’s goal is to standardize the development for The Internet of Things. To do so, it is important with a powerful yet simple user interface, flexible enough for both, manufacturers and consumers themselves, eventually becoming the standard for the connections between the analog and the digital world.

Why is good to have a standardize software? If Ericsson’s research vision comes true and by 2020 there will be more than 50 billion connected devices and every manufacturer develops their own software, users will have to handle a great number of different interfaces, with the consequent time waste and compatibility problems. The benefits of a having an standard for consumers, developers and manufacturers: • Time Saving: there is only need to learn it once, either for developing or final use. • Expenses: manufacturers don’t need to expend money outsourcing the development of new softwares. • Compatibility: every product, from every manufacturer, can be sync together with the rest of products own by a consumer.


05a.EXISTING COMPETITION KNX An attempt to create a global standard for making smart homes that has been running for over 20 years on the commercial market. Their service requires hardware installation in order for the customer to make their home smart with the services of KNX. It also requires individual customization for each and every housing situation.

ARDUINO Arduino is a set of hardware components that can be programmed and connected to the internet which allows users great flexibility to use it for automating their homes.

What: Communication Protocol For Who: Companies & Rich people Where: Europe Business Model: Buy their products and they will configure them for you

What: Prototyping platform For Who: People with advanced technical knowledge Where: Global Business Model: Buy the motherboard and start coding

The limitations for Arduino is that it requires advanced technical knowledge and coding skills in order to maximize its potential.

X10 X10 is a communication protocol amongst electronic devices and has since the late 70’s been a popular choice in home automation. It uses radio frequency to communicate locally between the units and mainly controls switches for power sockets. What: Communication Protocol For Who: House & apartment owners Where: Global Business Model: Buy product and configure

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05b.FUTURE COMPETITION TWINE Twine is basically an Arduino board that’s been vastly simplified with a user friendly interface that makes it easy to program it and use its functions. With the added accessibility comes limited flexibility.

APPLE/GOOGLE It’s very likely that the pioneering software tycoons will at some point start developing their own solutions for administrating smart homes. Something that is obviously a possible threat to our business.

This project is still pending and not yet released to the market so we can’t for sure determine how it will affect the business. Our prediction is that Twine will cater to people who want to prototype and experiment but don’t have the coding skills to do so with Arduino.

However, if we can beat them to the punch and make Miter adaptable for the iOS and Android platforms we will instead be able to use these potential competitors to our advantage by integrating our software in their devices.

We also see potential in Twine to be a good segway between the Arduino way of Internet of Things and Miter. What: Simplified Arduino For Who: Regular people with an interest in technology Where: Still in Prototyping Phase Business Model: Still in Prototyping Phase

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OTHER HOME APPLIANCES/ELECTRONICS COMPANIES The business knows that the Internet of Things will happen, they just don’t know when or how. We know that all major consumer goods companies have tried to develop their own solutions for this problem for the last 10 somewhat years. That they have still not been able to put a powerful solution on the market proves that there’s a gap to be filled somewhere. We believe that what the market needs is a standard that all brands can unite around, to make their products Miter compatible instead of each of them making an independent solution.


06.MARKETING AND SALES PRODUCT STRATEGY To become the standard Universal Interaction Management System, it’s mandatory to have the easiest and most flexible Open Framework software in the market. We must establish the consumer dictatorship. If the consumer demand to use our software, developers will be interested in developing for a big number of users and companies will then be forced by the will of the consumers.

REQUIREMENTS: • Easiest UISM in the market • Intuitive and Flexible Open Framework • Extensive Information Gathering about Users’ Interactions

Miter Platform’s Wireframe

Milestone: Achieve the Consumers’ Dictatorship

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PRICE STRATEGY Since Miter is creating a new market, there isn’t any price references with any other existing product. However, there are several prices that we can estimate:

LICENSING • Miter Premium Licensing: 500.000 SEK quarterly. ADVERTISING • Gadget of the Day: 35.000 SEK • Display Network: CPC with bet system MITER POINT • 20% of every plug-in sold. CONSUMER RESEARCHES • The prices for these may differ, according to the extension of the research.

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PLACE STRATEGY As a cloud-based software, there is no physical limitation for the distribution of the product. Only the language availability could slow down the distribution. Therefore, the first version of Miter will be launched in English, French, German, Spanish, Chinese, Korean and Japanese. Milestone: Become the global standard for Universal Interaction Management Systems.

PROMOTION STRATEGY For popularizing Miter, we will contact manufacturers for live demonstrations, to show them the software’s potential. To do so, we’ll have different examples of usages in several markets and products. At the same time, we will be very PR focused, by updating the development process of the software in the developer’s community forums, to early rise their awareness. For customers, we expect them to start using Miter by buying their first ‘smart products’. Our objective is to appear in the product packaging as a sign of quality, earning great free promotion. Milestone: generate Miter developer companies, serving Manufacturers. Achieve that companies use Miter to brand their products as ‘smart products’.


07.TEAM Pepe Borras - Technology With a problem/opportunity thinking, Pepe was the spark that generated this idea into a concept. He has also been working on how to make this idea work in reality. He is seeing the whole picture and knows how to move this project in to the right direction. Joakim Schäfer - Finances A business plan without any budgetplanning makes this project doomed before it’s even released. Joakim´s responsibility for this project is supervising and handling financial reports to make sure we know what things will cost and how we use our budget correct. Karoline Kristoffersen - Design With a background in design-school, Karoline is a perfect talent to develop the interface and structure for our idea. The main goals with the design is to keep it simple, clean and easy to use. Astrid Sylvester - Design Astrid´s role in the designing is researching and user interface. She will

have the overall eye that will make sure that our idea and concept apply on the final product as it should. She also keeps track on the feedback we receive and turns it into action/ improvements. Anton Andersson - Marketing/Sales Anton´s main task has been to make our idea into visuals. But he has also researched about the competition on the market to see what challenges we have to stand against. The five founders will make up a strong team in design, marketing and finances. However, we need to bring in two additional part owner with experience in software development to run the tech team in the best way as possible. You can reach us on either joakim.schafer@hyperisland.se astrid.hongset@hyperisland.se pepe.borras@hyperisland.se anton.andersson@hyperisland.se or karoline-engemoen.kristoffersen@ hyperisland.se.

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08.PROJECTIONS AND MILESTONES

The future is near and the Internet of Things is just around the corner. We want to be the standardization in this upcoming phenomena. Our goal is to make everyday people interested in being a part of this technology that already is around us, to make them interact and to be creative in their life and always find new ways of seeing things. Terms like Facebook and Google are known to everyone these days and our goal is to achieve that same status. Though it is still a long way until we have reached our target. To make it more visual and easy for us to work 14

without losing our spark we need to have goals and milestones to know where we are and where we going.

Get some big names like Electrolux, Bosch, Siemens, Philips, Samsung etc on board.

THE FIRST MILESTONE We have got help from the investors we need and will start the process in the beginning of January 2012.

THE FIFTH MILESTONE See the database of creative uses of the software grow and the joy of being surprised by our consumers creativity.

THE SECOND MILESTONE The software will be developed and ready for beta-launch. THE THIRD MILESTONE Get the software out to the public users. THE FOURTH MILESTONE

THE SIXTH MILESTONE Break even.


09.STATUS AND TIMELINE

Organize people

Product developing

Register domain

Research market

Open framework draft

Beta- launch

Fix problems and bugs

Half-year prognose

Marketing the product

Find office

January

February

March

April

Hire developer Research technology and possible partnerships

Our plan is to do the start up in early January 2012. Right now we are in the starting rack to start this project and there is still some small tasks we need to overview before we go in to pre-production: • We need to organize the team and start to plan the first coming 6months to make the best out of it. • Invite two experienced developers with a background in coding and server maintainence. They will be the heart of our team and together with the rest of us we

May

Contacting potenial costumers/ manufactorers

June

July

Invite users to betatesting

August September October November December

Betatesting with invited users to make last imrpovements to our product/ service

will start building on what will later be Miter. •

Market to “hobbydevelopers” to get them to use our APU’s

To get an external and objective view on the idea we plan to out source our market research. With this strategy we can find out what we are missing and if there is anything else we haven’t thought of.

By this date we are in April and its time to contacting potential customers and manufactures. We have also reached the first working version of Miter and we are trying

LAUNCH Big event with all the “iportant” people from the industry

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Start to collect data and explore what we can do with it

it out in our own working space to see what we need to improve and what we need to pay more attention to. To get this work even better we have to invite some Beta-testers and make the final improvements. In october it is time to wrap up the first stage and release our first fully working Miter-service to the public. The rest of the year we will use to prepare for possible challenges, and see how we can improve our service so the costumer always will be satisfied. 15


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Income Advertising Licence plug-in Total

Jan

0 kr

0 kr

Feb

0 kr

Mar

Apr

Apr

May

Jun

Jul

1 450 kr 156 450 kr

1 250 200

0 kr

0 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

0 kr

Jun

1 250 kr 156 250 kr

1 250

0 kr

0 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

0 kr

May

1 250 kr 156 250 kr

1 250

0 kr

0 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

0 kr

1 450 kr 171 450 kr

1 250 kr 156 250 kr

130 000 40 000 171 250 kr 327 450 kr

Marketing Income 2012

1 250 200

0 kr

15 000 15 000 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

Mar

1 250

0 kr

0 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

Feb

1 250

1 200 kr

1 200

0 kr

Market Research Primary research Consult Market Research Total

Marketing Communications Branding Register Domain Auditor Events Marketing Communications Total Other Internet Telephone Computers & Software Office Equipment Other Total Total Marketing Budget

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

Personnel Salaries Software Developer Software Developer CTO Technical Designer Graphic Designer Finance manager Marketing Manager Personnel Total

Jan

Marketing Budget Plan 2012 Jul

0 kr

Aug

0 kr

Sep

0 kr

Oct

261 600 kr

Nov

1 250 kr 156 250 kr

1 250

0 kr

0 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

Nov

261 600 kr

45 000 216 600

1 250 kr 196 250 kr

1 250

30 000 40 000 kr

10 000

0 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

Oct

45 000 216 600

1 450 kr 166 450 kr

1 250 200

10 000 kr

10 000

0 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

Sep

1 250 kr 156 250 kr

1 250

0 kr

0 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

Aug

1 250 kr 156 250 kr

1 250

0 kr

0 kr

25 000 25 000 22 000 20 000 22 000 20 000 21 000 155 000 kr

10.BUDGET AND FINANCES Total

20 000 kr 1 200 12 000 30 000 63 200 kr

15 000 kr 15 000 kr

45 000 216 600 8 000 269 600 kr

Dec

135 000 kr 649 800 kr 8 000 kr 792 800 kr

Total

15 000 kr 800 130 000 40 000 1 450 kr 185 800 kr 168 450 kr 2 124 000 kr

1 250 200

12 000 kr

12 000

0 kr

25 000 300 000 kr 25 000 300 000 kr 22 000 264 000 kr 20 000 240 000 kr 22 000 264 000 kr 20 000 240 000 kr 21 000 252 000 kr 155 000 kr 1 860 000 kr

Dec


17

161 200 14 000 14 000 kr

167 600 14 500 14 500 kr

Feb

48 400 232 000 8 000 288 400 kr

52 000 250 000 8 600 310 600 kr

Feb

55 900 268 000 9 200 333 100 kr

Mar

Apr

300 200 21 500 21 500 kr

362 300 26 000 26 000 kr

Feb

439 500 31 500 31 500 kr

Mar

Income Advertising Licence plug-in Total

Feb

Mar

Apr

531 800 38 000 38 000 kr

Apr

May

643 500 46 000 46 000 kr

May

64 600 310 000 10 600 385 200 kr

May

Jun

Jun

778 600 56 000 56 000 kr

Jun

Jul

80 000 385 000 13 200 478 200 kr

Aug

Sep

86 000 414 000 14 200 514 200 kr

Sep

Oct

Jul

Aug

Sep

Oct

Nov

99 750 478 000 16 400 594 150 kr

Nov

238 600 20 700 20 700 kr

Nov

Nov

Total

Dec

107 200 514 000 17 700 638 900 kr

Dec

Dec

16 654 100 kr 111 927 000 kr 7 612 000 kr 136 193 100 kr

Total

12 648 100 kr 905 100 kr 13 553 200 kr

Total

890 767 kr 4 275 000 kr 146 900 kr 5 312 667 kr

Total

248 100 2 422 100 kr 21 500 209 800 kr 21 500 kr 2 631 900 kr

Dec

2 019 000 2 443 000 144 000 175 000 144 000 kr 175 000 kr

92 700 445 000 15 300 553 000 kr

Oct

229 500 19 900 19 900 kr

Oct

220 600 19 100 19 100 kr

Sep

942 200 1 140 000 1 379 000 1 669 000 67 500 81 600 98 000 120 000 67 500 kr 81 600 kr 98 000 kr 120 000 kr

Jul

Aug 212 100 18 400 18 400 kr

Aug

204 000 17 700 17 700 kr

Jul

74 690 358 000 12 300 444 990 kr

196 100 17 000 17 000 kr

Jun

69 400 333 000 11 400 413 800 kr

188 600 16 300 16 300 kr

May

107 000 151 500 414 600 304 000 430 100 609 100 862 500 1 220 000 1 729 000 2 448 800 3 467 500 4 910 000 727 000 1 030 000 1 459 000 2 066 000 2 926 000 4 143 000 5 866 000 8 307 000 11 763 000 16 656 000 23 586 000 33 398 000 25 000 36 000 51 000 72 000 102 000 143 000 205 000 290 000 4 111 000 583 000 825 000 1 169 000 859 000 kr 1 217 500 kr 1 924 600 kr 2 442 000 kr 3 458 100 kr 4 895 100 kr 6 933 500 kr 9 817 000 kr 17 603 000 kr 19 687 800 kr 27 878 500 kr 39 477 000 kr

Jan

Marketing Income 2014

Staff Operating Cost Total

Jan

Marketing Budget Plan 2014

Income Advertising Licence plug-in Total

Jan

181 300 15 700 15 700 kr

Apr

60 127 288 000 10 000 358 127 kr

174 400 15 000 15 000 kr

Mar

Marketing Income 2013

Staff Operating Cost Total

Jan

Marketing Budget Plan 2013


Financial Capital consists of 1 million SEK in Investments, 1 million iSEK n Loan and 100 000 SEK from Personal Funds.

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11.SUMMARY AND CALL TO ACTION We are living in the dawn of the Internet of Things, a revolution that started slowly twenty years ago and is now about to start it’s exponential growth. It is going to bring plenty of opportunities in the near future, as it will play a main role in our daily life.

The chance is ours to rule the Internet of Things in the same way that Google rules the Internet. We just need to make it happen. To do so, we will first introduce the software little by little, letting consumers, manufacturers and developers start playing

with the technology and discover its potential, to later become the global standard for it. Lets create a whole new world of interaction.

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Miter: Business Plan  

With Miter you can sync all your smart objects with the push of a button and easily assign actions to each and every one of them. Instead...

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