DEU Nov 24 2014 Research and Customer Development Felix Reinshagen

8/10/2019 DEU Nov 24 2014 Research and Customer Development Felix Reinshagen

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Dr. Felix Reinshagen Novermber 14 th 2014



Research and Customer Development

What research can you do to validate or to kill an idea?Does the market that you choose matter?

What are good markets, and what are bad markets?

Do competitors matter and why?

How do you define your competitive landscape?How do you determine the key assumptions of your business?

Can key assumptions be tested? What are tactics to test key assumptions whenyou just have an idea?

ow do you identify and interview potential customers? What are some tactics for

effective surveying?



What research can you do to validate or to kill an idea?MultiplierWeb-ForumsSzenario-ModellingCompetitions

Does the market that you choose matter?What are good markets, and what are bad markets?

Do competitors matter and why?How do you define your competitive landscape?

How do you determine the key assumptions of your business?

Can key assumptions be tested? What are tactics to test key assumptions whenyou just have an idea?ow do you identify and interview potential customers? What are some tactics foreffective surveying?



What research can you do to validate or to kill an idea?Does the market that you choose matter?

Yes – as a very first filterYes – as you are picking and building you sub-markets

What are good markets, and what are bad markets?

Total market sizeOther stuff depends much more than you might think

Do competitors matter and why?How do you define your competitive landscape?

How do you determine the key assumptions of your business?

Can key assumptions be tested? What are tactics to test key assumptions whenyou just have an idea?ow do you identify and interview potential customers? What are some tactics foreffective surveying?



Attractive market, multiple options

220(150-300)

70

150

50

100

20

80

30

20

50

1-2

5-50

50bln m2 x EUR 0,1-1 p.a.

Global total addressable market 2020 (m2) Market segments (EUR) and (potential) players

20202014Total globalfloor space

Addressablefloor space

Floor space inaddressable

regions

commercial

residential

Interact: >10bln $ market

Navigate: >1bln $ market

Explore: 100mio $ market



What research can you do to validate or to kill an idea?Does the market that you choose matter?What are good markets, and what are bad markets?Do competitors matter and why?

Absolutely – you shoud just now allow them define your businessMonitor competition constantlyDon‗t feel ashamed to pick the best ideas

How do you define your competitive landscape?You must understand the market and customer needs in detailTry mapping this out in multiple dimensonsValidate with customers / experts

How do you determine the key assumptions of your business?Can key assumptions be tested? What are tactics to test key assumptions when you

just have an idea?ow do you identify and interview potential customers? What are some tactics foreffective surveying?



0.01

0.10

0.30

Euro/m 2

ScanQuality

LowPrecision >10cm

No angular accuracy

MediumPrecision 10-1cmWith angular accuracy

HighPrecision <= 1cm

Angular accuracyExtra features

GoogleTango*

MatterportKinectbased

Trimble

NavVis*

LeicaFaro

Floored

High Precision3D scanners

3D Models withManual Touchup

Viametris

MobileMapping

Trolleys

Unmatched mapping cost/quality ratio

* Only companies with mapping and navigation technology



NavVis breaks industry corellation

Low

Euro/m 2

Navigation Accuracy

10 ~ 5m

Room accurate

Wi-Fi

Medium

High

Flashlights

IndustryCorrelation

> 10m

Several rooms

5 ~ 3m

Meter accurate

1m

+ Viewing Angle

BeaconsRFID

— Wi-Fi— Beacons

— Magnetic Field— RFID— Flashlights

Magnetic

Field

Competitors technologies



What research can you do to validate or to kill an idea?Does the market that you choose matter?What are good markets, and what are bad markets?Do competitors matter and why?How do you define your competitive landscape?

How do you determine the key assumptions of your business?Backward modelingCritical pathWorst cases

Can key assumptions be tested? What are tactics to test key assumptions when you just have an idea?

Model what if szenariosTalk, discuss, interviewUse Mockups!!!

How do you identify and interview potential customers? What are some tactics foreffective surveying?



Unmatched price point

Cost per m 2

Total cost

Cost of M3

Labor cost

# ops days

Cost per day

EUR 100

300

EUR 30.000

EUR 75.000

EUR 105.000

*

EUR 0.007 ÷

Total mileage

Daily mileage

# ops days

50.000 m 2

300

15.000.000 m 2

Yearly days

# ops years

3

100

+

*

*



Scanning at scale

3m

(assuming rather tight floors)

2 kph

(assuming many stopse.g. to open doors)

6.000 m 2/h

High quality scanning of over 50.000 m2 per day possible



Your benefit The technologyFast and easy snapshot of your facilityUnbeatable cost efficient with up to 50.000 m² scannedper dayVarious applications including documentation of fireprevention, escape routes or construction progress

Virtual image of your buildings, available within yourbrowser

Photorealistic and inch-perfect modeling

Fully automatic generation of floor plans, 2.5D views,Wi-Fi coverage and much more

Documentation

12

1250 mm



Your benefit The technologyBest of both worlds: Combine the advantages of offline-and online-shopping

Boost turnover with a vivid online shopping experience

Present products in a realistic environment

Affordable and easy to implement

A small icon above the product indicates: click here

Connect products in virtual tour directly to online shop

Add information and multimedia content to products

Virtual Shop

13



What research can you do to validate or to kill an idea?Does the market that you choose matter?What are good markets, and what are bad markets?Do competitors matter and why?How do you define your competitive landscape?How do you determine the key assumptions of your business?

Backward modelingCritical pathWorst cases

Can key assumptions be tested? What are tactics to test key assumptions when you just have anidea?

Model what if szenariosTalk, discuss, interview

Use Mockups!!!How do you identify and interview potential customers? What are some tactics for effectivesurveying?

You need someone in your team who is not shy



Appendix



Explore

Navigate

Interact



M319

Trolley

6 hoch-auflösendeSystemkameras

Touch Screen: einfach―Auf nehmen drücken und

Kartierung starten

3 hochauflösende LaserScanner mit 30m Radius

6 hoch-auflösendeSystemkameras

Leichtes und stabilesChassis für schnellereKartierung



Automated post-processing



Add-on data - Wifi, magnetic, cell



Positioning inspired by nature



Smartphone Model Interaction

Highly detailed and visuallyrich 3D models

Easy capture, easy update

Precise location / orientationinformation

Read and write model data



Repair Ticket (#23345)

Service Agent:Max Musterman 02/09/14

Ticket:Micro-cracks on steam tubeneed welding

Additional Information:Pls attach picture aftercompleted

Confirm completion



33

Benefits for your business

Higher profitsExciting shopping experience through online-offline convergenceMultiply your offline retail space onlineIncrease your appeal with an online shoppingworld instead of catalogue-shopsPrecise targeting using real-time marketing, A/B-Testing etc.

Lower costsEfficient processes, made possible by offsite-inspectionsLower knowledge of the place necessary, thereforebetter pooling of human resources possibleHolistic building and plant documentation at lowestcosts



Layered business model

Explore

Navigate

Interact

Trolley (Hardware)

Trolley (Embedded Software)

Virtual Building(Data)

Navigation Server(Software)

NavVis App(Software)

IndoorViewer(Software)

AdOn Modules(Software)

AdOn Apps(Software)



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NavVis 3D Kartierung & Onlinezugang1 Tag Erfassung vor Ort – wir kartieren bis zu 50.000 m²

(abhängig von der Umgebung vor Ort)

Erfassung von Panoramen, 3D-Daten und 2D Grundrissen

Automatisiertes Postprocessing durch die Experten von NavVis

IndoorViewer Lizenz (50.000m²) Anzeigen, sharen und editieren in jedem modernen Webbrowser

Für Ihr Rechenzentrum - auf Wunsch auch aus unserer Cloud

Service & Wartungsgebühr für das erste Jahr bereits enthalten

4.000 EUR *

3D-Mapping & IndoorViewer Paket

*(exkl. Anfahrtskosten und MwSt., für das Kartieren in der Nacht, an Wochenenden oder an Feiertagen entfallen Zusatzkosten)



Superior cost to quality ratio

Trimble Matterport Faro

0.000

0.050

0.1000.150

0.200

0.250

0.300

0.350

250.000 4.500 85.00075.000Device

Cost per m 2quality



Superior Navigation Technology

WiFi Beacons Light Magetic QR codes

RequiresMapping

Infrastructurerequirements

Precision

Orientation

information

Time to position

- - - - + - +

- - + / - - ++ / -

+ + + - + +



A giant, fast growing market

220(150-300)

70150

50

100

20

80

30

20

50

1-2

5-50

50bln m2 x EUR 0,1-1 p.a.

Global total addressable market 2020 (m2) Market segments (EUR) and (potential) players

20202014Total globalfloor space

Addressablefloor space

Floor space inaddressable

regions

commercial

residential

Interact: >10bln $ market

Navigate: >1bln $ market

Explore: 100mio $ market



Virtualizing the world

Virtual Museums Tour Construction Monitoring Virtual Cruiseship Tour

Virtual ExhibitionReal Estate Presentation Architectural Planning



Ecosystem for location based apps

… and many more …

AugmentedReality

SmartGlasses

VirtualInteraction

3D Walk-Throughs

TicketingSystems

Micro-Geotags

Open API

DEU Nov 24 2014 Research and Customer Development Felix Reinshagen

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