Transcript of Arborlight NSF FInal Presentation
- 1. May 23, 2012http://youtu.be/2X_XDEK0IIkLED LIGHTING PRODUCTS
Brighter, lower cost, tunable spectrum Jon PC Norm
MikeMaxMapelKuRapino ForbisShtein ELPIIM92
interviews/conversations
- 2. TeamJon Mapel (EL): optics specialistMike Forbis: program
management, engineeringP.C. Ku (PI): semiconductor optoelectronic
devicesMax Shtein: organic semiconductorsNorm Rapino (Mentor):
seasoned entrepreneur, tech transfer 2
- 3. TechnologyBlue LED + Waveguide+Fluorescent Dyes = Prototype
Blue Light translated to White LightMove Light Over Distances
Tunable Light SpectrumHigher EfficiencyLower Cost Materials3
- 4. Original Idea: LED Linear BulbsDouble the Brightness The
$30B opportunity4
- 5. Linear Lighting Market Size5
- 6. Original Canvas6
- 7. Investigating the Original IdeaSeeking the
customerHypothesis TestedPrice point to replace fluorescents with
LEDS without turning down the lights7
- 8. Lessons LearnedJulia, Building ManagerDimmer is the whole
point March 23, 2012Commercial interiors are overlit- Existing
products turn down the lights- Our value proposition is toast.Main
pain point is expensive products- Higher quality is a nice to have
8
- 9. Further Investigating the Original IdeaSeeking the customer
Idealized products are defined before they existGroups like
DesignLights and Energy Star use product branding/recognition to
create market pull for early adoptersHypotheses Tested:Higher
lumens per Watt efficiency will sway strategic customers9
- 10. More Lessons LearnedFEMP & utilities will pay a
premium- Government: 40 year payback is okay- Utilities: 5 year
payback is requiredDistributors want certified product- Energy Star
label moves product High Low cost performanceInstead of brightness
or cost, how about color?10
- 11. Rediscover the Value PropositionsPreviously, we combined
remote light delivery and color control into a specificform factor
(T8). These value propositions can be either decoupled or
repackaged. 11
- 12. Pivot: Go where color mattersFirst Week of AprilMuseum
LightingHorticulture Lighting 12
- 13. New Canvas Museum Lighting 13
- 14. Investigating Museum LightingSeeking the customer Museums:
curators, facility managers, lighting consultants Architecture
firmsHypotheses Tested1. Who is the Customer? Lighting consultants
specify museum lighting2. What does the Customer want? Museums want
high CRI, low CCT, energy efficient bulbs 14
- 15. Testing the Value PropositionFramingWe currently attach tin
foil or whatever can findto frame a painting.Color RenderingOil
paintings, water paintings, drawings,sculptures, and pottery all
respond differently tolight color. - Susan Hargrove, Toledo Museum
15
- 16. Industry Structure Purchased
IndependentlyPreparatorFacilities Manager Fixture, $100 Halogen
PAR38, $12Lighting DesignerLED PAR38, $50 FiltersOptics
Diffusers16
- 17. Market OpportunityCommercial PAR38Halogen30M Bulbs$0.46B
SalesPAR38 USA MARKET90M BulbsWhy our bulb?$1.4B Sales1. LED more
efficient than Halogen2. Spectrum tunable bulb3. Integrated optics
17
- 18. Current Canvas 18
- 19. SummaryStarted Here Ended HereCommercial Linear LEDColor
tunable lighting solutionsHigh Brightness LED Solution$10B
MarketMuseum Lighting: PAR38, MR16 $500M Market $50/bulb Integrated
Controls Horticulture Lighting: Tunable spectrum $300M
market19