A POCKET MOLECULAR

SENSOR IN YOUR PALMS

MT4002 Technology Management Strategy

National University of Singapore

Ji Xian (A0099689W)

Pang Baifeng (A010008H)

Wang Jingrui (A0105717J)

Sun Xuecong (A0102042H)

Yang Furui (A0100188N)

Introduction How it works

Why we need SCIO

Customer Selection Potential markets

Target markets

Market potentials

Value Proposition For health conscious people

For education

Scope of Activities

Value Capture

Strategic Control

Outline

Introduction to SCIO

Light, compact and portable

molecular sensor, able to scan

any physical object

Work on a database contributed

by users of SCIO. Scanned

objects are identified through

database

Able to scan through glasses

and packages

Real time processed information

of scanned objects is displayed

on users’ smart phones

Uses NIR technology

and optical sensor

technology, replace

bulky lab spectrometer

Give the surface of an object

a simple 5 seconds scan

Scanned information

enter into data base

and make comparison

Display composition of

object on smart phonesOpen SCIO app on

smartphone

How SCIO Works

SCIO’s User Interface

Why We Need SCIO

Food

Intake

Sugar content

for personal

taste preference

and other

concerns

Calories/

nutritional

value for

healthy eating

Take precaution for food allergy

Detect food

spoilage

Why We Need SCIO

Other

Know the basic molecular make up

of materials for learning purposeCheck material of consumer

products. Eg: cosmetics

Empower user in

selecting better

health supplements

Moisture level

in plants

Customer Selection &

Value Proposition

Young people who are conscious about healthy diet

People with special concerns

1. Consumer product that help users

to keep track of information of

intake

2. Educational tool for

schools

3. Other directions of usage

Non-tertiary institutions

Tertiary institutions Farmers

Scientific researchers

Customer Selection – Potential Market

Tertiary institutions

Scientific researchers

Scientific researchers

Farmers

• Strong existing products, e.g. Radiometric cameras, NMR spectroscopy

• Immature database for advanced scientific usage

• Insufficient marketing resources for wide and in-depth market penetration

Customer Selection – Not Targeted

Young people who are interested in general well-being

People with special concerns

Health conscious customers Non-Tertiary Educational institutions

Science modules and laboratories

Innovative spirit & attempt to improve on teaching

Customer Selection – Targeted Segments

Healthier lifestyle

• 80% Committed to eating and maintaining a healthy lifestyle.

• 63% Willing to pay more for healthier products

• 71% Less than convinced of the health information they received

Technology in teachingTrending up

• 1:1 tablets/devices

• Mobile-first edtech design

• Experiential learning

• Teacher as guide-on-the-side

Customer Selection – Market Potentials

Calorific and nutritional information

Composition of medicine

Safety – allergens, food quality, cosmetics

Embracing fitness and capable of making informed choices

Needs:Health Conscious Customers

Nutrition fact calculators

Based on average value from database, not specific nor timely

Companies

Calorie calculation service for their products

Allergens detectors

Separate kits for different allergens & unable to penetrate packaged foods

Providing accurate, instant and access to relevant nutrition information or molecular composition at an affordableprice

Compatible with smart phones

Multifunctional & all-in-one, able to scan through packages

Existing Products SCiO

Health Conscious Customers

Value Proposition

SCiO is a portable device that is capable of discovering the timely nutritional fact and

composition of different kinds of foods, capsules and cosmetics accurately before

ingested or applied to body by a simple scan.

Instant and affordable analysis of materials

Non-touch and Non-intrusive

The possibilities of SCiO applications are endless

Health Conscious Customers

Providing more innovative way of teaching

Making the classes more engaging to students with hand-on practice

Improving effectiveness of teaching through using technology

Needs:Non-tertiary Educational Institutions

Higher accuracy, broader application, less restricted usage.

Better suitable for research purposeCostly, sophisticated operatation, impossible for one-on-one implementation.

Less suitable for elementary education purpose

• Comprehensive functionality

• Acceptable accuracy

• Reasonable price

• Easy Manipulation

• Concrete and vivid presentation

• Full access to established data base

• Auxiliary teaching software

Innovative & Interesting teaching tool

Nuclear Magnetic

Resonance Spectrometer

SCiO Educational Kit

Non-tertiary Educational Institutions

Value Proposition

SCiO is a supportive teaching tool that makes non-tertiary scienctific

laboratory learning more intriguing and fruitful by providing students

with more observable and understandable way of analyzing the

physical world.

Portable and simple

High recognition and accuracy based on an established data base

Various supporting softwares attached

Non-tertiary Educational Institutions

Scope of Activities

Manufacturer

Value Network

SCiO

Retailer

School

Users

Apps

Developer

Apps

Feedback

Feedback

Vertical Dis-intergration

Technology Development

Product Design

Marketing & Sales

Core Value

Creation Manufacturing

After Sales Service

Out Source

Complementary Apps Development

Open Source

Scope of ActivitiesSCiO Manufacturer Retailer Application

Developer

Technology Development ✔

Design Improvement ✔

Data Analysis ✔

Data Storage ✔

Algorithm ✔

Software ✔ ✔

Licensing ✔

Manufacturing ✔

Marketing & Sales ✔ ✔

After-sales Service ✔ ✔

Value Capture

Value Capture - Standard Package

Retail sales in Watsons and Guardian. Reaching our target customers efficiently.

Other than direct online sales, we also collaborate with 3rd

party online platform to reach out to customers

Win more contract and

expand to other markets

Gather feedback and

achieve market recognition

Value Capture - Education Kit

Working with several

local schools

Value Capture - Initial Stage

• Low value captured through sales revenue, due to low level of market recognition.

• Free access to software as attracting new users is the primary goal.

• Free license to external developer to attract developers and win recognition.

Device Software Database

Value Capture - Developing Stage

• Value capture achieved through sales revenue due to increase in sales and market recognition.

• Value captured through annual membership fee charged for advanced features to meet diverse needs.

• Value captured through license fee charged to external developers and institutions.

Device Software Database

Value Capture

Device Software DatabaseStart Developing Maturity

• Revenue achieved

mainly from the selling

devices

• Increasing user base

and establish database

is the key for growth

• Revenue achieved from

different channels(

software & database)

• Upgrade services

• Revenue achieved from

more diverse channels.

• Exploring new areas of

services

Age of Company

Value

Captured

Strategic Control

Patent

For Sensor

Strategy 1: Patent and License

License

For Software &

Database

Set High Barrier of Entries

Control of Key Resources

Standard Setting

When others want to use

the off-the-shelf sensor to

build similar devices

When users use our software on

a regular basis

When developers want to

develop apps based on our

database

SCiO Your Daily Health Tracker

Strategy 2: Additional Features

-Comprehensive health tracking function:

Network Effect

Standard Setting

-Personal data storage:

High Switching Cost

SCiO the Teaching Assistant

Strategy 2: Additional Features

-Holistic Teaching Assistance

Network Effect

-First Mover Advantages

Ensure Large Installed Base

-Teaching and Learning Habit

High Switching Cost

References

1. Allergens. (n.d.). Retrieved from Biotechcon Diagnostics: http://www.bc-diagnostics.com/products/kits/real-time-pcr/allergens/foodproof-peanut-detection-kit/

2. Facts and stats. (n.d.). Retrieved from Food allergy research and education: https://www.foodallergy.org/facts-and-stats

3. Heick, T. (2015). 30 Trends in Education Technology 2015. Retrieved from Teachthought: http://www.teachthought.com/uncategorized/30-trends-education-technology-2015/

4. Physics, C. (2015, 3 3). SCIO-Explore more! Retrieved from Youtube: https://www.youtube.com/watch?v=ejl6gGgR9_g&feature=youtu.be

5. SCIO-Explore More. (2015). Retrieved from SCIO by Consumer Physics: https://www.consumerphysics.com/myscio/

6. W. P. Aue1, E. B. (n.d.). Two‐dimensional spectroscopy. Application to nuclear magnetic resonance. Retrieved from AIP Scitation: http://scitation.aip.org/content/aip/journal/jcp/64/5/10.1063/1.432450

7. Younger Consumers Are Trending Toward More Health-Conscious Eating. (2015, 10 4). Retrieved from The Huffington Post: http://www.huffingtonpost.com/elwood-d-watson/younger-consumers-are-tre_b_6632166.html

8. Food Allergy Overview. (2015). Retrieved from Webstaurantstore: http://www.webstaurantstore.com/article/22/food-allergy-

overview.html