MET 522 – Assignment 1 Opportunity Analysis University of British Columbia Terri Harris October 13, 2013
Opportunity Analysis: 3Doodler Terri Harris | ABC Business Analysis Ltd. Presented for Investor Consideration: October 13, 2013
Preliminary Findings Please note that this report includes our preliminary findings only. Should you wish to proceed with this opportunity, we have identified additional information that should augment this report.
Overview Introducing the 3Doodler Company & The Team 2013 Kickstarter Campaign Results Product Potential Marketing Competition Next Steps Q &A
Introducing the 3Doodler The 3Doodler is a 3D printing pen that uses either ABS or PLA plastic.* The 3Doodler has two speeds, fast and slow. Doodles can be created as flat forms, as freestyle 3D objects, or in separate parts, ready to be joined together using the 3Doodler. The are various creative opportunities… Basic 3D shapes and 3D models Jewellery, pendants and hanging ornaments Decorative art and fridge magnets Personalization of everyday objects (iPhone cases, laptops, pens, etc.) *ABS (acrylonitrile butadiene styrene ) PLA (polylactic acid) Product Video: http://www.youtube.com/watch?v=DQWyhezIze4
Packaging and Pricing Pre-orders available for February 2014 delivery Package includes: Pen + adapter 50 strands of ABS or PLA plastic Cost: $99 US* Refill plastic (25 strands): Single colour or mixed color $9.99 US Shipping anywhere in the world: Under $15 US *Excludes Russia, Australia, New Zealand Plastic comparison: https://www.the3doodler.com/abs-vs-pla-head-to-head/
WobbleWorks LLC Inc. Founded in 2011 in Boston, USA Corporate Vision: To create fun inspiring and innovative products that combine amusing motion and animation with great industrial design at a low cost. Website: http://www.wobbleworks.net/homehttp://www.wobbleworks.net/home Email: email@example.com@wobbleworks.net
The Team Maxwell Bogue – Co-Founder/ CTO Graduate of Purdue University’s Computer Science Program Maxwell’s worked as a Project Manager in WowWee’s R&D department creating Rovio, RS Media and ChatterBots as well as other robots and toys Pete Dilworth - Co-Founder/ CEO Graduate of Northeastern University’s Linguistics Program Peter’s experiences with the MIT Leg Laboratory (a division of the MIT Computer Science and Artificial Intelligence lab and the MIT Media Lab have led to numerous innovations in robotics. He has previously worked as an inventor for WowWee R&D department,(where he met Maxwell) View their bios at: https://www.dropbox.com/sh/5f5bfs5qxqsbq0v/32yyuS1rle/Bios
The Team Daniel Cowen - Co-Founder/ CTO* Graduate of Oxford’s Law Program Daniel guides and oversees operations, marketing and business development from Hong Kong where he is now based Co-founder of two award-winning software start- ups (including "Last Night Never Happened") No information publically available on other team members * All sources with the exception of Daniel Cowen’s posted bio, list Bogue and Dilworth as the co-founders and Bogue as the CTO. Daniel’s role will need to be confirmed.
The 2013 Kickstarter Campaign Campaign launched February 19, 2013 with an initial fundraising target of $30,000 Various reward levels offered The reward levels were expanded due to demand Funding period Feb 19, 2013 - Mar 25, 2013 (34 days) Result: 26,457 backers $2,344,134 pledged of $30,000 goal Kickstarter site page: www.kickstarter.com/projects/1351910088/3doodler-the-worlds-first-3d-printing-pen
Enhancements The first 3Doodlers will be shipped with the following last minute enhancements: A protective silicone tip cover to protect fingers from most of the heated extruder. A mounting area built into the back of the pen. A three-pin control port for the speed buttons
Product Potential New market with 3D printers being the closest comparable According to Gartner Market Analysis and Statistics (September 2013): “Consumer and enterprise 3D printer shipments are growing at 95.4% and revenue at 81.9% from 2012 through 2017. The 3D printer market will grow from $288 million to more than $5.7 billion by 2017 as consumer 3D printing hype accelerates 3D printer purchases by enterprises worldwide.” Prediction that worldwide shipments of sub-$100,000 3D printers will grow 49% this year, to reach a total of 56,507 units. That rate of growth is forecast to rise to 75% in 2014, fuelling shipments of 98,065 units. It’s the first time Gartner has put together a forecast for the sub-$100,000 3D printer market so that’s something of a rite of passage for the technology too. Additional market studies are equally enthusiastic about the potential of 3D printers Huge potential 3D printers but 3D pens not completely comparable
Potential for Education The pen is recommended for those 12 years of age and older. Some possible mainstream and eclectic educational applications that have been submitted to the 3Doodler community include…. Architects and engineering sketch models Choreography of human movement (dance) Teaching (for design and geometry) As a teaching aid for the partially sighted/blind community, spatial awareness and object creation Repairs Crafts & hobbyists for decorating everyday item Jewelry making Calligraphers Gardening (plotting out layouts, etc.) Home decor (including decorating basement pipes) Wedding cake decoration Animations for stop motion shorts Board games pieces
Marketing Currently the 3Doodler is only available online via the 3Doodler site The team plans to make the product available through retail in Q1 2014 The FAQ page of the 3Doodler website indicates that the team is in the process of reviewing potential distributer requests Press releases available: September 6, 2013 September 6, 2013 September 30, 2013 September 30, 2013
Next Steps – Information Gathering Corporate information – structure and team members Risks & challenges: Choice of factory Quality control Distribution channels Timeline to Go Live (product release) Strategy to protect market share Future potential product enhancements