Es715 Play Data V10

Vikrom Dhar Thierry Rolina Brian Rumao Shazhaib Hassan

PlayData Technology

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Agenda

• Timing & Differentiation

• From ideas to Solutions

• Business Formulation

• Conclusions

Innovative New Business Design Process Pyramid

Persona(target market segment)

Product Idea(starter concepts)

Communities(production & consumption)

Assets & Capabilities(leveraged enablers)

BusinessEnvironment(Value Chain)

BusHypothesis

ProductOffering

SolutionPositioning Statement

Innovation Source(s)

What is the technology?• 3D motion-capture system that enables users to

receive accurate real-time predictive data~ Two U.S. Patents filed by Tim Lock (2005, 2008)

• Innovation sources~ Process needs: Sports teams require increasingly

advanced statistical data to improve performance~ New knowledge: Novel approach to capturing 3D

motion and physics of an object’s trajectory

• Effects~ More accurate predictions enables enhanced

performance~ System setup and design allows for increased

accessibility~ Real-time feedback enables more efficient decision-

making3

Technology is currently applied in golf simulators

Meeting unmet needs

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Sportsa. Effect: Accurate modeling and prediction of movement of an object e.g. Golf Ball

Unmet need: Accurate training tool

b. Effect: Real time feedbackUnmet need: Instant feedback during gameplay

App: Sports Training and Decision Making Solution

Entertainmenta. Effect: Accurate Motion capturei) Unmet Need: More Realistic Motion Capture in MoviesApp: Motion Capture Tool for Present Systems used by movie makers

b. Effect: Real time feedback under varied conditionsUnmet Need: i) More realistic simulations in video games ii) Controller free gaming

App: Embedded in video games and game consoles.

DefenseEffect: Modeling fast moving objects accurately in different environments

Unmet need: Sniper training in multiple terrains and varied weather conditions

App: Sniper training application

Medicala. Effect: Marker less subject detection and movement captureb. Effect: Accurate data feedbackc. Effect: System setup allows accessibility

Unmet Need: Marker less Gait analysis solution that can seamlessly integrate with current systems.

App: Marker less Gait Analysis Solution

Product Idea

• Portable football kick trainer (“KickMeter”)~ All-in-one system with embedded vision sensors and

display unit with audio feedback~ Tracks football trajectory upon kick~ Provides instant feedback to user

– Projected result of the kick, e.g., (made or missed, speed, angle, distance of error)

– Prescription on how to improve– Repeatable process allows for efficient practice– Portability promotes use anytime, anywhere

~ Portable design caters to traveling football teams at all levels

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Community

• In the NFL, 21.5% of all games have been decided by 3 points or fewer

• 36.1% of Michigan’s losses have come by 3 points or fewer

• Losses in close games lead to lower morale, lower productivity, and worse results

• In a multimillion dollar arena, one kick can make a huge bottom-line difference!

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Concept Evolution: What’s the need?

Former U-M Football Kicker Phil Brabbs (’04):

When warming up on the sideline, there is no way to truly tell if your kick will be on-target.Unfortunately, most kickers are their own coach. There is a lack of knowledge of kicking at both the college & NFL level. Therefore, the kicker is both the student and teacher.The more kickers can get immediate feedback, the better. This could be very good for winter training. One issue you have as a kicker (at least those in colder climates) is that half the year it's very difficult to train.

Persona

• Kickin’ Kris is a kicker for the Houston Texans, an NFL team desperately trying to make the playoffs

• For the second straight week, his last-second field goal missed the target, causing the Texans to lose the game

• "It's all on me," a distraught Kris said. "It's totally me… I need to figure out what the heck is going on and I need to figure it out pretty quick.“

• Kris is looking for any tool or instruction that will help him find the mark and help his team secure more victories before it is too late

• He finds KickMeter and uses it while warming up on the sidelines during the game, helping him find the right “feel” for an accurate kick 9

Persona

• Ray Guy is a retired NFL kicker and current director of the prestigious Ray Guy Kicker Academy

• Ray’s kicking camps attract top high school and college prospects and help them develop their kicking form and biomechanics

• Ray is looking for new tools that will help him improve his player development curriculum and give his camp an edge over competing training camps

• He finds KickMeter and uses it as a video capture and analysis tool to help coach his students on proper biomechanics and form in order to achieve proper ball trajectory

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Persona

• Coach Kwan is a NFL special teams coach for the Detroit Lions who is looking for ways to better train his kickers

• Coming off a poor performance (75% FG rate) last year, Coach Kwan is looking for ways to improve his players’ performance in off the season to not only help the team win more games, but also keep his job safe

• Coach Kwan is looking for any instructional tool that will provide him with data that he can analyze to help his kickers performance

• He finds KickMeter and uses it during spring practices to develop specific training programs tailored for each of his kickers

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Persona

• Jerry Jones is a team owner in the NFL.• Season ticket sales have dropped and

Jerry is looking for new ways to market his team’s improvement

• Jerry plans to host several events during the season where fans can come and interact with the team during practice in order to draw consumer interest and drive ticket sales

• Jerry finds KickMeter and wants to use the video capture and 3D motion capture technology to create an interactive and engaging experience for the fans

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Teece Analysis

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NicheBusinessPotential

Or Development

Company

IAs haveno capturable

value

StrongNew Business

Potential

License toor

Partner withCA holder

Inte

llectu

al A

sset

Posit

ion

is:

Strong

Complementary Assets are:

Weak

GenericSpecialized

Ref: David Teece, 1986

PlayData

• Technology currently licensed to AboutGolf

• We feel that we either keep licensing it to reach other sports segments of build a brand

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Solution Positioning Statement

For the football kicker, KickMeter will assess the strength and accuracy of his kicks. It will also provide a mean to warm up before the real game starts.

All of the above will boost his confidence level, his team confidence, and will allow the coach to make the right decision to drive the game to a win.Individual training

during practice

Warm-up on the sidelines during

games

Consistently improved in-game performance

Use of KickMeter increases the kicker’s performance, which improves the team’s winning probability, potentially increasing

team and player revenues

“Virtuous Circle” of Practice & Instruction

Value Chain

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Delivery Event

organization Marketing Training/

coachingTeam/players

selection

Distribution Sales Marketing Mfg Product Design

Technology

Delivery Event

organization Marketing Training/

coachingTeam/players

selection

KickMeter Value CurveR

ela

tive level

Low

hig

h

Pre-game training Morale booster

Pre-game training

Team helper Warm-up before game

Current way

With KickMeter

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Market Positioning Statement

• Initial target segment will be National Football League (NFL) teams who wish to provide their kickers with a unique tool to train and improve • 32 NFL Teams

• NFL teams stand to gain the most financially from improved kicking performance• NFL teams each have an operating budget of $1B, and

thus this product represents a small fraction of their cost structure

• Once validation is complete, then adoption will spread quickly

Delivery Event

organization Marketing Training/

coachingTeam/players

selection

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Business Hypothesis

What precisely is your product/service? A portable coaching and real time analysis tool for

Football kickers Who are your customers?

Customers would be football teams at different levels e.g., High School, College, Professional. Users would be football kickers.

Why do they use your product? Current method of open-loop training is suboptimal.

Closed-loop feedback improves their kicking skills. Can practice and get instant feedback moments before taking an actual kick, to increase confidence

How does your company make money? Sales and service of the product

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Adoption Curve (KickMeter)

Time

Adop

tion P

erc

en

tage

Professional

Recreation / Leisure

College High School

Football Teams/ Coaches/ Kickers

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Adoption Curve (PlayData)

Time

Adop

tion P

erc

en

tage

Football Coaches/ Kickers

Game Console Developers

Gait Analysts

Film Makers/ Studios/Virtual

reality

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Conclusions

• Technology – real-time object trajectory feedback

• Product – Portable and accurate football kick predictor

• Market – NFL, College, and High Schools teams

• Business – Focused on product design and sales

Product Concept Creation

Timing of Opportunity

Business Formulation

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Supporting Material

• Initial technology presentation

• Generic sports value chain

PlayData Technology

Thierry RolinaJanuary 26, 2010

PlayData Technology

What is it: way of utilizing modern inexpensive computer-based technology to capture 3D data either in detail or over large areas

Applications/problems that can be addressed:- Golfing (currently)- Others: games, medical..- http://launchmonitors.aboutgolf.com/

Golf simulator

Generic Sports Value Chain

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15/20%

15/20%

20/30%

Low 10%