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Version: 5/23/2012
Shuvra Bhattacharyya(PI)
Chung-Ching Shen(EL)
Dean Chang(CM)
S treamlined
E mbedded
T echnologies
Total number of customerinterviews
90
Integrated Hardware and Software Solutions for Complex Sensor Networks
Click to view: SET Story Video
Version: 5/23/2012
OUR TEAM Chung-Ching Shen, Ph.D. (Entrepreneur Lead)
Research Scientist of Elec. & Comp. Engineering 7 years of experience in wireless sensor network research and
system development 6 years of experience in advanced embedded software
development, optimization, and testing Shuvra Bhattacharyya, Ph.D. (Principal Investigator)
Professor of Elec. & Comp. Engineering Written 6 books and authored over 200 papers Experience in industry with high-performance design
Dean Chang, Ph.D. (Mentor) Director of Mtech Venture Programs and Technology
Advancement Program CTO & GM Gaming of venture-backed, Stanford-based startup
Immersion (NASDAQ: IMMR) in field of robotics/haptics
Version: 5/23/2012
Sell integrated hardware boards and software IP for select sensor networks
Sell software components , APIs, and middleware for sensor networks
OUR JOURNEY
3/20
3/22
4/4
I-Corps begins
1st pivot
2nd pivot
Sell embedded system design tools
Sell software IP for 4G broadband for cell phones
5/10 3rd pivot
Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 1
PeopleSoftware IP
Direct sales
OEMs (e.g., Mathworks)
VARs (e.g., Xilinx distributors)
PeopleLicense fees
Subscription fees / per seat
Service fees
Platform providers- TI (multicore/DSP)- Xilinix (FPGA)- Altera (FPGA)- NVIDIA (GPU)
Tool providers- Mathworks- NI- Agilent
Technical support and training*
Software tool development
Support / development iteration
DSP coders hate wrestling with clumsy tools that sidetrack them from solving the core, tough problems. SET automates/optimizes tools for faster, cheaperDSP designs with superior performance
TS emphasis
Forums
Online community building
Platform/Chip makers- TI/DSP, Nvidia/GPU, Xilinx/FGPA, etc.
Tool providers- Mathworks/
Matlab, NI/Labview, etc.
1D DSP developers- Telecom, SDR/CR,
WSN systems, speech, etc.
NSF I-Corps 2012 The SET Team
Version: 5/23/2012
Talked to DSP engineers/researchers across industry
Talked to Executives/Managers across industry
SO HERE’S WHAT WE DID
Version: 5/23/2012
Customers don’t want to learn new tools “Big 3” have destroyed value chain
SO HERE’S WHAT WE FOUND
Version: 5/23/2012
Sell integrated hardware boards and software IP for select sensor networks
Sell software components , APIs, and middleware for sensor networks
OUR JOURNEY
3/20
3/22
4/4
I-Corps begins
1st pivot
2nd pivot
Sell embedded system design tools
Sell software IP for 4G broadband for cell phones
5/10 3rd pivot
Version: 5/23/2012
SO HERE’S WHAT WE DID
Talked to Chief Scientist level experts across 4G broadband industry
Version: 5/23/2012
SO HERE’S WHAT WE FOUND
But, dominated by BIG players like Qualcomm
hard for startups to break in Need $25M and “LTE guru”
$25B (TAM)Total embedded software engineering market
< $11B (SAM)LTE embedded systems (LTE infrastructure - $11B)
~ $1B (Target)(10% of SAM)
Market size looks great
Source: MarketsandMarkets
Version: 5/23/2012
Sell integrated hardware boards and software IP for select sensor networks
Sell software components , APIs, and middleware for sensor networks
OUR JOURNEY
3/20
3/22
4/4
I-Corps begins
1st pivot
2nd pivot
Sell embedded system design tools
Sell software IP for 4G broadband for cell phones
5/10 3rd pivot
Version: 5/23/2012
WHAT IS A SENSOR NETWORK?
Version: 5/23/2012
PROBLEMS WITH TODAY’S SENSOR NETWORKS?
Sensor nodes use too much power Unsecure sensor node communications Insufficient sensor node processing capability Unreliable wireless communication restricts
number of sensor nodes in a network
Version: 5/23/2012
SET OPTIMIZES SENSOR NETWORKS
With SET, sensor nodesUse less powerSupport strong security protocolsHave increased processing capabilitySupport more reliable communication protocols,
allowing much larger sensor networks
High performanceregion
Version: 5/23/2012
SO HERE’S WHAT WE DID Talked to customers and partners in the
sensor networks industry
ATR,Esensors,Johnson Controls, PARC,PNNL,Sigma Energy SolutionsU. of Maryland
Luna Innovations,MESO, North Dakota State U,Sensys Networks,Schlumberger,TRX Systems
ATR,BEI Technologies,Esensors,Physical Sciences
Building management
Environmentalmonitoring
Sensor providers
Surveillance
Cisco,Nokia,ObjectVideo,Texas Instruments
Automotive
Caterpillar,U. of Michigan
American International Radio,BEI Technologies,Impact Technologies,Invocon,Luna Innovations,Physical Layer Systems,Raytheon,SafeMobile
Security
Medical
Lotus PSI,Medtronic,TSI
Texas Instruments
Embedded platformmakers
Version: 5/23/2012
SO HERE’S WHAT WE DID Talked to customers and partners in the
sensor networks industry
ATR,Esensors,Johnson Controls, PARC,PNNL,Sigma Energy SolutionsU. of Maryland
Luna Innovations,MESO, North Dakota State U,Sensys Networks,Schlumberger,TRX Systems
ATR,BEI Technologies,Esensors,Physical Sciences
Building management
Environmentalmonitoring
Sensor providers
Surveillance
Cisco,Nokia,ObjectVideo,Texas Instruments
Automotive
Caterpillar,U. of Michigan
American International Radio,BEI Technologies,Impact Technologies,Invocon,Luna Innovations,Physical Layer Systems,Raytheon,SafeMobile
Security
Medical
Lotus PSI,Medtronic,TSI
Texas Instruments
Embedded platformmakers
Version: 5/23/2012
PRODUCT, VALUE PROPOSITION, AND CUSTOMERS
Companies who design and deploy sensor networksE.g., AIR, Raytheon, Eaton
Middleware and Reusable Software
Subsystems
SET Product
OEM HW components
More energy efficient, reliable, and secure
Value proposition
Customer segments
Version: 5/23/2012
2005 2006 2007 2008 2009 20100
102030405060708090
WS
N n
od
es
de-
plo
yed
(m
illion
s)
MARKET
*Source: ON World
Projected hundreds of millions by 2013
$12B (wireless) + $?B (wired) TAM (needs to be validated)Total sensor network market (wireless and wired)
$12B SAMWireless sensor network market by 2013
$1~3B Target (needs to be validated)Environmental monitoring, security,and surveillance
Version: 5/23/2012
REVENUE MODEL AND CUSTOMER ACQUISITION
Year 1:(3 Customers)
1K nodes
Year 3:(30 Customers)
30K nodes
Year 4:(100 Customers)
200K nodes
SET’s price $400
$400K $12M $80M
Year 5:(200 Customers)
400K nodes
$160M
Middleware and Reusable Software
Subsystems
SET Sensor Node Product
OEM HW components ($100 COGS)
Year 2:(10 Customers)
5K nodes
$2M
First target customers
Leverage our partners’ existing customers
Version: 5/23/2012
PARTNERSHIPSensor device/network companies
Embedded platform makers
Application specialists
SET
Version: 5/23/2012
POTENTIAL PARTNERSSensor device/network companies
Embedded platform makers
Application specialists
SET
Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 6
Embedded system engineers
System-level software IP
Direct sales
People
Manufacture for large volume
Certification costs
Patents and sub-license costs
Sensor device/network companies
Embedded platform makers
Application specialists
Iteratively apply, test, and optimize SET tools and processes
Iteratively develop and assess node/network solutions
More energy efficient, reliable, and secure sensor networks
Seamless integration of sensor interfaces and software subsystems
Technical collaboration
Companies who design and deploy sensor networks for
• Environmental monitoring
• Security & Surveillance
NSF I-Corps 2012 The SET Team
Selling integrated hardware boards and software IPs
Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 6
Embedded system engineers
System-level software IP
Direct sales
People
Manufacture for large volume
Certification costs
Patents and sub-license costs
Sensor device/network companies
Embedded platform makers
Application specialists
Iteratively apply, test, and optimize SET tools and processes
Iteratively develop and assess node/network solutions
More energy efficient, reliable, and secure sensor networks
Seamless integration of sensor interfaces and software subsystems
Technical collaboration
Companies who design and deploy sensor networks for
• Environmental monitoring
• Security & Surveillance
NSF I-Corps 2012 The SET Team
Selling integrated hardware boards and software IPs
Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 6
Embedded system engineers
System-level software IP
Direct sales
People
Manufacture for large volume
Certification costs
Patents and sub-license costs
Sensor device/network companies
Embedded platform makers
Application specialists
Iteratively apply, test, and optimize SET tools and processes
Iteratively develop and assess node/network solutions
More energy efficient, reliable, and secure sensor networks
Seamless integration of sensor interfaces and software subsystems
Technical collaboration
Companies who design and deploy sensor networks for
• Environmental monitoring
• Security & Surveillance
NSF I-Corps 2012 The SET Team
Selling integrated hardware boards and software IPs
Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 1
PeopleSoftware IP
Direct sales
OEMs (e.g., Mathworks)
VARs (e.g., Xilinx distributors)
PeopleLicense fees
Subscription fees / per seat
Service fees
Platform providers- TI (multicore/DSP)- Xilinix (FPGA)- Altera (FPGA)- NVIDIA (GPU)
Tool providers- Mathworks- NI- Agilent
Technical support and training*
Software tool development
Support / development iteration
DSP coders hate wrestling with clumsy tools that sidetrack them from solving the core, tough problems. SET automates/optimizes tools for faster, cheaperDSP designs with superior performance
TS emphasis
Forums
Online community building
Platform/Chip makers- TI/DSP, Nvidia/GPU, Xilinx/FGPA, etc.
Tool providers- Mathworks/
Matlab, NI/Labview, etc.
1D DSP developers- Telecom, SDR/CR,
WSN systems, speech, etc.
NSF I-Corps 2012 The SET Team
Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 2
LTE guru
Software IP
VARs (e.g. TI distributors)
Direct sales
People
PatentsLicense fee / unit
Platform/Chip makers
Integration with LTE
SET development
LTE solutions for mobile phone and tablet makers that have
higher performance,
low power consumption,
smallerfootprint
Technical collaboration Tier I
platform/chip maker companies
Tier II platform/chip maker companies
NSF I-Corps 2012 The SET Team
Version: 5/23/2012
Embedded system engineers
System-level software IP
VARs (e.g. TI distributors)
Direct sales
People
Manufacture for large volume
?
Corporates (who need sensor networks)
Sensor node device providers
Iteratively apply and optimize SET tools
Iteratively develop and assess node/network solutions
Lower energy for given functionality
Higher functionality for given energy
Small footprint
Technical collaboration
Corporate/environmental networks
NSF I-Corps 2012 The SET Team
BUSINESS MODEL CANVAS – VERSION 3
Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 4
Embedded system engineers
System-level software IP
VARs (e.g. TI distributors)
Direct sales
People
Manufacture for large volume
Selling IP per unit/design/platform
Corporates (who need sensor networks)
Sensor node device providers
Iteratively apply and optimize SET tools
Iteratively develop and assess node/network solutions
Lower energy for given functionality
Higher functionality for given energy
Optimization of the design trade-offs
Technical collaboration
Sensor network solution providers in the following markets
• Building automation
• Environmental monitoring
• Security & Surveillance
• Automotive
NSF I-Corps 2012 The SET Team
Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 5
Embedded system engineers
System-level software IP
VARs (e.g. TI distributors)
Direct sales
People
Manufacture for large volume
Sensor device makers
Embedded platform makers
Application specialists
Iteratively apply and optimize SET tools
Iteratively develop and assess node/network solutions
Lower energy for given functionality
Higher functionality (e.g., high performance processing) for given energy
Enhanced reliability
Technical collaboration
Sensor network solution providers in the following markets
• Environmental monitoring
• Security & Surveillance
• Video networks
NSF I-Corps 2012 The SET Team
Selling IP per unit/design/platform
Version: 5/23/2012
BUSINESS MODEL CANVAS – VERSION 6
Embedded system engineers
System-level software IP
Direct sales
People
Manufacture for large volume
Certification costs
Patents and sub-license costs
Sensor device/network companies
Embedded platform makers
Application specialists
Iteratively apply, test, and optimize SET tools and processes
Iteratively develop and assess node/network solutions
More energy efficient, reliable, and secure sensor networks
Seamless integration of sensor interfaces and software subsystems
Technical collaboration
Companies who design and deploy sensor networks for
• Environmental monitoring
• Security & Surveillance
NSF I-Corps 2012 The SET Team
Selling integrated hardware boards and software IPs
Version: 5/23/2012
VALUE PROPOSITION
E.g., ATR,Esensors,Physical Sciences
Middleware and Reusable Software
Subsystems
SET Product
OEM HW components
Seamless integration of sensor interfaces and software subsystems
Companies who develop sensors