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Lecture 2 Business Model Canvas Examples Jim Aloise.
Transcript of Lecture 2 Business Model Canvas Examples Jim Aloise.
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Lecture 2Business Model Canvas Examples
Jim Aloise
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Team 187 NYC April 2013 week 2
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Team 187 NYC April 2013 week 3
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Team 187 NYC April 2013 week 4
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Team 187 NYC April 2013 week 5
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Team 187 NYC April 2013 week 6
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RIT NSF ICORPS Dec 14 2011 8
Initial Business Concept
Global lighting industry - $100B
LED lighting - $6B, CAGR>40%
Enhanced cooling allows• Higher lumen output• Higher light quality• Better reliability
LED Replacement Lamps
~500 million sockets * $15/lamp =
~$750M
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Team Members
Entrepreneurial co-Lead
Kirthana KripashMBA (Candidate), RIT
Entrepreneurial co-Lead
Ankit KalaniMS Engineering (Candidate) RIT
Principal Investigator
Dr. Satish KandlikarGleason Professor
Mech. Engg., RIT
Mentor
Dr. Suresh SunderrajanPresident, NNCrystal Corp.
Kandlikar and RIT Team – NSF I-Corps
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Business Canvas 1
Kandlikar and RIT Team – NSF I-Corps
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Here is what we did.
Customers Key PartnersChannels
Kandlikar and RIT Team – NSF I-Corps
“We are willing to wait 5 to 7 years
for the price to fall before we adopt
this technology on a wide scale. ”
“If you bring us a modular thermal system that provides better cooling at lower cost, we would definitely want to explore this technology.
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Arka Lights•LED array,
Lamp components
Luminaire Manufacturers•LED
luminaires and Fixtures
Distributor
Contractor
Project/Owner
Other Components
MARKET FLOW – Iteration 1
Arka provides replacement lamps
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What we learnt“New Product”
Customers
• Cost: The customer is unwilling to buy the product at current prices
• Loyalty: The final consumer is highly dependent on Gatekeepers (suppliers) for guidance in product choice
Distribution and Supply
• We lack expertise in Lamp/Luminaire production
• OEMs were interested in incorporating our enhanced thermal module in their product
We had to pivot! Kandlikar and RIT Team – NSF I-Corps
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Business Canvas 2
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Arka Lights
OEMs
•LED luminaires
and Fixtures
Distributor
Contractor
Project/Owner•Institutions, Home
Owners, Distributors
Other Components
MARKET FLOW – Iteration 2
Arka provides Thermal Modules
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Here is what we did.
Customers Key PartnersEnvironment
We would like to enter into a partnership to develop heat pipe based products.
Heat Exchanger
Manufacturer
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• Our competencies lay primarily in the heat pipe industry
• The most encouragement came from a heat exchanger manufacturer who is looking to expand his product line.
• Our Business Model iterated; we will now focus on heat pipe based solutions in diverse applications.
What we learnt. “New Business Model”
Kandlikar and RIT Team – NSF I-Corps
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RIT NSF ICORPS Dec 14 2011 18
• Arka prototype runs 15 C cooler, allowing more LED placement per lamp
• Prototype delivers 100 % more lumens for the same form factor
• ~30% lower cost/unit for similar lumen output
• The weight of Par38 is 65 percent lower, and the manufacturing cost is $4.50 (current module costs about $2.20)
Prototype ResultsCommercial PAR 38 Arka Prototype
52 °C (max) 37 °C (max)
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Business Canvas 3
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Arka Lights
Division?Partnership?
MarketMarket
…
MARKET FLOW – Iteration 3
Heat Exchanger Manufacturer
Design Sources and
Technical Experts
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• Negotiations with Heat Exchanger Manufacturer (HEM) ongoing.
• Arka provides::IP, heat transfer expertise, design
• HEM provides: Manufacturing, distribution and sales channels
• Arka will be proactive in exploring other market opportunities.– Additional revenue/cost models will be explored using
the methodology of this class
Status Update and Next Steps
Kandlikar and RIT Team – NSF I-Corps
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• The Process:– Iterations occur organically when you respond to
market and consumer needs. – Explore unconventional opportunities, be OPEN,
and be aware that potential partners may be sitting next to you in a plane. I probably met my future prototyping partner on my way to Stanford.
• The Market:– Understand your customers, channels and
partners– It’s about money – customer’s, partner’s and yours –
respect that without forgetting your core values.
Here is what we learnt.
Kandlikar and RIT Team – NSF I-Corps
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Arka Solutions
Arka will make modular, low cost, enhanced heat pipe-based cooling solutions, first for LED lighting, and
subsequently for electronics cooling and HVAC applications
RIT NSF ICORPS Dec 14 2011
Total Customers Contacted: 86
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Business Canvas
Week 1 - 9
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Business Canvas -
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Business Canvas -
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Business Canvas -
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Business Canvas -
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Business Canvas -
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Business Canvas -
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Business Canvas -
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Business Canvas -