Group names Group names
Andrii SemenovAndrii Semenov
Bogdan ObrejaBogdan Obreja
Gabi CarausGabi Caraus
Volodymyr NestaykovVolodymyr Nestaykov Hanze Institute of Engineering Hanze Institute of Engineering
Business Model Canvas Report
Business Model Canvas Report
Teleprompter Application ProjectContents
Contents
Introduction
Introduction ... ... 33 Business
Business model model canvas canvas ... ... 44 I.
I. What What ... ... 55 1.
1. Values Values Proposition Proposition ... ... 55 II.
II. Who Who ... ... 66 2.
2. Customer Customer Segments Segments ... ... 66 3.
3. Customer Customer Relationships Relationships ... ... 66 4.
4. Channels Channels ... ... 66 III.
III. How How ... ... 88 5.
5. Key Key Partnerships Partnerships ... ... 88 6.
6. Key ActivitKey Activities ies ... ... 99 7.
7. Key Key Resources Resources ... ... 1010 IV.
IV. How How much much ... . 1111 8.
8. Revenue Revenue Streams Streams ... ... 1111 9.
9. Cost Cost Structure Structure ... ... 1111 Conclusions
Conclusions and and Recommendations ...Recommendations ... ... 1313 References
Introduction
Introduction
The teleprompter is a device that allows a presenter to read a script whilst maintaining direct eye The teleprompter is a device that allows a presenter to read a script whilst maintaining direct eye contact with the audience by scrolling the script on the displaying device. The fundamental principle is contact with the audience by scrolling the script on the displaying device. The fundamental principle is that the text is displayed on a monitor that is mounted beneath a piece of reflective glass or beam that the text is displayed on a monitor that is mounted beneath a piece of reflective glass or beam splitter. The glass is transparent on one side, allowing the camera to shoot straight through the back of splitter. The glass is transparent on one side, allowing the camera to shoot straight through the back of it, or to appear invisible to an audience, and reflective on the other, so that the presenter can see the it, or to appear invisible to an audience, and reflective on the other, so that the presenter can see the
reflection of the script. The image must be reversed in the monitor so that when it’s reflected by the reflection of the script. The image must be reversed in the monitor so that when it’s reflected by the
glass, it appears the right way round for the presenter to read. glass, it appears the right way round for the presenter to read.
This project focuses on the development of an android application called PURE Teleprompter which is This project focuses on the development of an android application called PURE Teleprompter which is used to provide journalists, TV reporters, singers performing on stage, video bloggers, video and film used to provide journalists, TV reporters, singers performing on stage, video bloggers, video and film producers which are using scrolling scripts during filming or presenting. This application will have producers which are using scrolling scripts during filming or presenting. This application will have features of remote control, mirrored mode, adjustment of background and text color, script import, features of remote control, mirrored mode, adjustment of background and text color, script import, editing and sharing. The feature that makes our product competitive amongst other teleprompter editing and sharing. The feature that makes our product competitive amongst other teleprompter applications is the use of the remote controlling device to control the android displaying device via Wi-Fi applications is the use of the remote controlling device to control the android displaying device via Wi-Fi Direct. In this case the range of control is more distant (100 m[1]) than with Bluetooth and no access Direct. In this case the range of control is more distant (100 m[1]) than with Bluetooth and no access point is needed to connect the devices. Moreover the data displayed on the android devices is point is needed to connect the devices. Moreover the data displayed on the android devices is synchronous, i.e. the text displayed on displaying device is the same as on controlling device.
synchronous, i.e. the text displayed on displaying device is the same as on controlling device.
Mentioned features will be implemented for first generation of the application, which will be available Mentioned features will be implemented for first generation of the application, which will be available for online public download and purchase in the Google Play Market. Next updates will include speech for online public download and purchase in the Google Play Market. Next updates will include speech recognition and tracking, self-regulating size of text font based on the distance between the recognition and tracking, self-regulating size of text font based on the distance between the teleprompter and the user, remote control from Bluetooth devices and hands-free devices.
teleprompter and the user, remote control from Bluetooth devices and hands-free devices. The company under which the application will be
The company under which the application will be developed is named PLURAL solutions. It specializes ondeveloped is named PLURAL solutions. It specializes on developing mobile and web applications for different purposes and delivers services of software developing mobile and web applications for different purposes and delivers services of software development.
Business model canvas
Business model canvas
Figure 1, The Business Model Canvas
I.
I.
What
What
1.
1.
Values Proposition
Values Proposition
We would like to introduce first premium teleprompter application which will make your presentations We would like to introduce first premium teleprompter application which will make your presentations and speeches run smoothly and efficiently with plenty of tools that satisfy the requirements of most and speeches run smoothly and efficiently with plenty of tools that satisfy the requirements of most professional teleprompter setups.
professional teleprompter setups.
Our company helps people to prepare better speeches and presentations by providing unique Our company helps people to prepare better speeches and presentations by providing unique solutions such as Wi-Fi Direct teleprompter control and script synchronization, customizable text and solutions such as Wi-Fi Direct teleprompter control and script synchronization, customizable text and background options, scripts editing and import, screen mirroring for use in the te
background options, scripts editing and import, screen mirroring for use in the te leprompter rigs.leprompter rigs.
PURE Teleprompter is not just for studio use. The area of application is wider than one can PURE Teleprompter is not just for studio use. The area of application is wider than one can think. We suggest services for different customer segments and professional occupations. Because of think. We suggest services for different customer segments and professional occupations. Because of customization option the product can be used to help during presentations and speeches in companies, customization option the product can be used to help during presentations and speeches in companies, universities and schools, journalist and reporters broadcasts and will ease your video blog recording. universities and schools, journalist and reporters broadcasts and will ease your video blog recording. Our company closely cooperates with Intelligent Lectern Systems and Sho-Q. This partnership allows us Our company closely cooperates with Intelligent Lectern Systems and Sho-Q. This partnership allows us to implement control, preview and synchronization of PC scripts installed on the lecterns.
to implement control, preview and synchronization of PC scripts installed on the lecterns.
Full list of functions (payed version): Full list of functions (payed version):
1.
1. Screen mirroring and normal screen optionsScreen mirroring and normal screen options 2.
2. Text color, font and background customizationText color, font and background customization 3.
3. Wi-Fi direct control with script preview (two Wi-Fi direct control with script preview (two android or android-PC setups)android or android-PC setups) 4.
4. Script import in .txt .doc .docxScript import in .txt .doc .docx 5.
5. Script synchronization.Script synchronization. 6.
6. Script text editing with highlights and bookmarks.Script text editing with highlights and bookmarks.
Free version functions: Free version functions:
1.
1. Screen mirroring and normal screen optionsScreen mirroring and normal screen options 2.
2. Text color, font and background customizationText color, font and background customization 3.
3. Script import in .txtScript import in .txt 4.
II.
II.
Who
Who
2.
2.
Customer Segments
Customer Segments
Customer segments are one of the most important building blocks in the business model canvas for our Customer segments are one of the most important building blocks in the business model canvas for our business. As a company we need to identify which customers we are going to serve, based on their business. As a company we need to identify which customers we are going to serve, based on their particular needs. The different types of customer segments include: Mass market, Niche market, particular needs. The different types of customer segments include: Mass market, Niche market, Segmented, Diversify and Multi-sided Platform/market[2,3]. We are going to concentrate on Mass Segmented, Diversify and Multi-sided Platform/market[2,3]. We are going to concentrate on Mass Market, because we are planning to fulfill the needs of a wide cross section of the population, beginning Market, because we are planning to fulfill the needs of a wide cross section of the population, beginning from Bloggers, TV reporters, Film and Music makers and ending with Politicians and Corporate sector. from Bloggers, TV reporters, Film and Music makers and ending with Politicians and Corporate sector. This customer groups were chosen, because our product m
This customer groups were chosen, because our product m atches their particular needs.atches their particular needs.
3.
3.
Customer Relationships
Customer Relationships
To ensure the success of business, we must identify the type of relationship that we want to create with To ensure the success of business, we must identify the type of relationship that we want to create with the customer segments. In our case we are going to concentrate on Dedicated Personal Assistance, the customer segments. In our case we are going to concentrate on Dedicated Personal Assistance, Communities and Self-service. We chose this types of Customer relationships, because our Product(App) Communities and Self-service. We chose this types of Customer relationships, because our Product(App) will be divided on Free and Paid version. We will create Communities in Internet and Self services for all will be divided on Free and Paid version. We will create Communities in Internet and Self services for all our client, where Users can help each other, as well as find answers to the most frequently asked our client, where Users can help each other, as well as find answers to the most frequently asked questions. On the other hand, customers, who paid more money for the Full version of app should get questions. On the other hand, customers, who paid more money for the Full version of app should get not only better functionality, but a better Service as well, so we would provide them an access to our not only better functionality, but a better Service as well, so we would provide them an access to our Dedicated Personal Assistance, with 24h call center and
Dedicated Personal Assistance, with 24h call center and Online help center.Online help center.
4.
4.
Channels
Channels
It is important for us to distribute our value proposition in a fast, efficient and cost effective ways. We It is important for us to distribute our value proposition in a fast, efficient and cost effective ways. We are planning to reach our clients through our own channels, as well as through partner channels. In our are planning to reach our clients through our own channels, as well as through partner channels. In our case the best choice for partner channel are such popular digital distribution platforms as App Store and case the best choice for partner channel are such popular digital distribution platforms as App Store and Play market with more than 100 billion app downloads. From chart below you can see that Google Play Play market with more than 100 billion app downloads. From chart below you can see that Google Play store and Apple App Store are the leaders on the market of digital distribution with total number of store and Apple App Store are the leaders on the market of digital distribution with total number of around 2,500,000 apps[4].
Figure 2, Digital Distribution
Figure 2, Digital Distribution
In addition to sales through partner distribution platforms, our own channels, in our case Website, will In addition to sales through partner distribution platforms, our own channels, in our case Website, will give us a good platform for communication with our customers and will save us a lot of money in the give us a good platform for communication with our customers and will save us a lot of money in the long run, as Google Play market and App stores takes 30% of our revenue.
III.
III.
How
How
5.
5.
Key Partnerships
Key Partnerships
Key Partnerships refers to the net
Key Partnerships refers to the network of suppliers and partners that are making the business modelwork of suppliers and partners that are making the business model canvas work. Furthermore our company forges
canvas work. Furthermore our company forges strategic alliances to optimize the business models, tostrategic alliances to optimize the business models, to reduce risk and to acquire resources or revenue.[5]
reduce risk and to acquire resources or revenue.[5]
The types of partnerships that our company is focusing on
The types of partnerships that our company is focusing on are the following:are the following:
Strategic alliances between non-competitorsStrategic alliances between non-competitors
Funds-supplier relationshipFunds-supplier relationship
Strategic alliances between non-competitors:
Strategic alliances between non-competitors:
One of the strategic alliances that our
One of the strategic alliances that our company is going to have with a non-competitor is with acompany is going to have with a non-competitor is with a company called
company called Intelligent Lectern Systems(ILS) Intelligent Lectern Systems(ILS) which is the premier sources which is the premier sources for lecterns andfor lecterns andpodium’spodium’s
that are suited for presenting, training, teaching,
that are suited for presenting, training, teaching, events and also conferences. The main partnership isevents and also conferences. The main partnership is based that all the systems that ILS
based that all the systems that ILS will sell in the future, will come with our software will sell in the future, will come with our software which will help thewhich will help the presenter to easy navigate between pr
presenter to easy navigate between presentations and in exchange our company will gain publicesentations and in exchange our company will gain public visibility and awareness of the application and more connection with people who are
visibility and awareness of the application and more connection with people who are interested ininterested in applications such as ours.
applications such as ours.
Funds-supplier relationships:
Funds-supplier relationships:
Our company currently doesn’t require a large amount of money to be on the market since is focusing Our company currently doesn’t require a large amount of money to be on the market since is focusing
on creating and developing new android applications. However when it comes to make people aware of on creating and developing new android applications. However when it comes to make people aware of our application (marketing) and also to future research and development projects, PLURAL Solutions our application (marketing) and also to future research and development projects, PLURAL Solutions requires some additional funds. In order to solve this problem, the company is focusing on acquiring requires some additional funds. In order to solve this problem, the company is focusing on acquiring financial income from sponsors such as Hanze University of Applied Sciences but also from the financial income from sponsors such as Hanze University of Applied Sciences but also from the government by proving that is worth investing into the applications created by our own company. government by proving that is worth investing into the applications created by our own company. Furthermore in this way PLURAL Solutions is reducing financial risks that could happen in the near future Furthermore in this way PLURAL Solutions is reducing financial risks that could happen in the near future and can focus on allocating the right amount of resources and activities in order to expand the company and can focus on allocating the right amount of resources and activities in order to expand the company development.
6.
6.
Key Activities
Key Activities
The activities that a company must engage in to make th
The activities that a company must engage in to make th e business model work are called Key Activities.e business model work are called Key Activities. To operate successfully Plural Solutions has three activities that allow the company to generate revenue To operate successfully Plural Solutions has three activities that allow the company to generate revenue and in turn continue to improve the value it offers to customers:
and in turn continue to improve the value it offers to customers:
Problem SolvingProblem Solving
Research and DevelopmentResearch and Development
MarketingMarketing
When it comes to providing a service to a customer it always requires a problem solving. Furthermore When it comes to providing a service to a customer it always requires a problem solving. Furthermore each individual using the company applications services may interpret the service differently and a each individual using the company applications services may interpret the service differently and a variety of problem can arise. At Plural Solutions we are confident that we have the knowledge and the variety of problem can arise. At Plural Solutions we are confident that we have the knowledge and the technology required to eliminate any serious problems that the customer might have before getting out technology required to eliminate any serious problems that the customer might have before getting out of control and gaining a bad reputation.
of control and gaining a bad reputation.
Furthermore our company also focusing on Research and Development (R&D) to conduct investigation Furthermore our company also focusing on Research and Development (R&D) to conduct investigation in android applications with the intention of making
in android applications with the intention of making discoveries that could lead on developing new appsdiscoveries that could lead on developing new apps or improving existing products. This way Plural Solutions can experience future growth by developing, or improving existing products. This way Plural Solutions can experience future growth by developing, improving and expanding our operations.
improving and expanding our operations.
Within our organization, marketing is vital business function that is necessary for our company to bring Within our organization, marketing is vital business function that is necessary for our company to bring revenue and to distribute our services among different customer personas. Furthermore it creates a revenue and to distribute our services among different customer personas. Furthermore it creates a competitive environment that helps to lower product prices and it also helps in developing applications competitive environment that helps to lower product prices and it also helps in developing applications that satisfy needs of the customer.
7.
7.
Key Resources
Key Resources
Key Resources is the building block describing the most important assets needed to make the business Key Resources is the building block describing the most important assets needed to make the business canvas model work. The key resources that company is focusing on are intellectual and human and not canvas model work. The key resources that company is focusing on are intellectual and human and not
physical since the company currently,
physical since the company currently, doesn’t own any manufacturing facilities, building, doesn’t own any manufacturing facilities, building, vehicles etc.vehicles etc. [6][6] The Intellectual resources that our company is
The Intellectual resources that our company is focused on are:focused on are:
the proprietary knowledgethe proprietary knowledge
patentspatents
copyrights partnershipscopyrights partnerships
customer databasescustomer databases
All the intellectual resources mentioned above are increasingly important components of a strong All the intellectual resources mentioned above are increasingly important components of a strong business model and each one of them needs to be taken into account and analyzed accordingly. Since business model and each one of them needs to be taken into account and analyzed accordingly. Since our company is focused on developing and implementing apps it depends on software intellectual our company is focused on developing and implementing apps it depends on software intellectual property that has to be developed continuously and also around patents for different applications ideas property that has to be developed continuously and also around patents for different applications ideas since the company can earn substantial revenue from licensing
since the company can earn substantial revenue from licensing fees.fees.
Another important key resource of our company is structured based on the Lattice Organization Model Another important key resource of our company is structured based on the Lattice Organization Model which is characterized by self-management as this structure has no hierarchy and no defined leadership. which is characterized by self-management as this structure has no hierarchy and no defined leadership. Furthermore the lattice organizational structure allows the company to become more flexible and to Furthermore the lattice organizational structure allows the company to become more flexible and to adapt more quickly to changes in the market. Also by giving workers more responsibility and the adapt more quickly to changes in the market. Also by giving workers more responsibility and the opportunity to change their work pattern to balance their work it provides a better worker retention opportunity to change their work pattern to balance their work it provides a better worker retention and greater productivity. [7]
IV.
IV.
How much
How much
8.
8.
Revenue Streams
Revenue Streams
From each customer segment described in the WHO section our company plans to generate a Revenue From each customer segment described in the WHO section our company plans to generate a Revenue stream which will allow our company to continue its activities on the market and thus providing our stream which will allow our company to continue its activities on the market and thus providing our product for new customers. Revenues that our product is going to create are going to be off the next product for new customers. Revenues that our product is going to create are going to be off the next forms : one-time customer payment sale , Licensing and Advertising.
forms : one-time customer payment sale , Licensing and Advertising.
Our plan is to have two products for our customers: a free version and a paid version. Both of them will Our plan is to have two products for our customers: a free version and a paid version. Both of them will be available in different online stores: Android Play Store (Android users), Amazon App Store (Android be available in different online stores: Android Play Store (Android users), Amazon App Store (Android users), iTunes Apple Store (Apple IOS users), Windows Store (Windows users). The free version will users), iTunes Apple Store (Apple IOS users), Windows Store (Windows users). The free version will facilitate the user the main required actions of the PURE Teleprompter described earlier, but it will facilitate the user the main required actions of the PURE Teleprompter described earlier, but it will feature the second method of collecting revenue which is Advertising. As a revenue source we are going feature the second method of collecting revenue which is Advertising. As a revenue source we are going to host ads on our app in a manner that it does not affect the efficiency of the app and maintain the to host ads on our app in a manner that it does not affect the efficiency of the app and maintain the same level of usage quality for the users [8].
same level of usage quality for the users [8]. If the user would want to have the functions of the fullIf the user would want to have the functions of the full version described earlier it require of him an one-time product purchase which will be available only for version described earlier it require of him an one-time product purchase which will be available only for that user and only on the operational platform it will be installed on. The one time purchase will be done that user and only on the operational platform it will be installed on. The one time purchase will be done through the online store which will direct the money to the offshore account registered on the company through the online store which will direct the money to the offshore account registered on the company thus giving us the unique opportunity not to pay taxes.
thus giving us the unique opportunity not to pay taxes.
Our company cooperates closely with Intelligent Lectern Systems (ILS) on developing and implementing Our company cooperates closely with Intelligent Lectern Systems (ILS) on developing and implementing the PURE Teleprompter with their lectern rigs. Licensing grants ILS the right to sell our product together the PURE Teleprompter with their lectern rigs. Licensing grants ILS the right to sell our product together with their lectern products and separately with other software products of their own.
with their lectern products and separately with other software products of their own.
9.
9.
Cost Structure
Cost Structure
Selling and advertising
Selling and advertising
The product sales can be done through different application selling platforms such as Play Market, The product sales can be done through different application selling platforms such as Play Market, iTunes Apple Store, Windows Store, Amazon App Store. We provide multiple subscription and licensing iTunes Apple Store, Windows Store, Amazon App Store. We provide multiple subscription and licensing options. For subscription the payment can be done yearly (2 euros/year) or one-time payment for options. For subscription the payment can be done yearly (2 euros/year) or one-time payment for lifetime use (10 euros). Also free version will be issued with limited functionality to attract clients, lifetime use (10 euros). Also free version will be issued with limited functionality to attract clients, advertise and thus raise customer awareness of a product and brand, generate
Research and Development (Innovations)
Research and Development (Innovations)
Wi-Fi Direct [9,10] is a new certificate, issued by Wi-Fi alliance in 2010 and is relatively new Wi-Fi Direct [9,10] is a new certificate, issued by Wi-Fi alliance in 2010 and is relatively new method to interface with nearby devices and stream peer-to-peer data. It is already used for method to interface with nearby devices and stream peer-to-peer data. It is already used for connections android-android and android-printer, scanner, monitor and player systems. It is also connections android-android and android-printer, scanner, monitor and player systems. It is also capable of creating Wi-Fi Direct networks to
capable of creating Wi-Fi Direct networks to share any data at high speed rates.share any data at high speed rates.
With this technology we innovate in the teleprompter development to allow fast and wireless With this technology we innovate in the teleprompter development to allow fast and wireless data exchange with controller device and displaying device. The capable range of the transmission is data exchange with controller device and displaying device. The capable range of the transmission is about 100 m as stated in Wi-Fi alliance documentation[1], created wireless network does not need the about 100 m as stated in Wi-Fi alliance documentation[1], created wireless network does not need the access point and moreover it is protected by WPS[10] (Wi-Fi Protected Setup) which makes this method access point and moreover it is protected by WPS[10] (Wi-Fi Protected Setup) which makes this method most suitable for classrooms, lecture halls and studios.
most suitable for classrooms, lecture halls and studios.
Promotion
Promotion
Partnership with ILS and Sho-Q will give us access to capture both presentation and video markets and Partnership with ILS and Sho-Q will give us access to capture both presentation and video markets and send our products along with theirs to promote, advertise and create brand loyalty for companies. From send our products along with theirs to promote, advertise and create brand loyalty for companies. From different view functionality of our products will enlarge ILS and Sho-Q product diversity and extend their different view functionality of our products will enlarge ILS and Sho-Q product diversity and extend their presentation toolbox.
presentation toolbox.
Economies of scope
Economies of scope
PLURAL solutions plans to develop other products for the public use and for that reason we are PLURAL solutions plans to develop other products for the public use and for that reason we are adopting a policy of economies of scope and not scale because of
adopting a policy of economies of scope and not scale because of the following advantages :the following advantages : 1.
1. Extreme flexibility in product design and product mixExtreme flexibility in product design and product mix 2.
2. Rapid responses to changes in market demand, product design and mix, output rates, andRapid responses to changes in market demand, product design and mix, output rates, and equipment scheduling
equipment scheduling 3.
3. Cheaper to produce one product in conjunction with other products than to produce thatCheaper to produce one product in conjunction with other products than to produce that product alone
product alone 4.
Conclusions and Recommendations
Conclusions and Recommendations
To sum up the application with its number of features is going to be a must have tool for presenters, To sum up the application with its number of features is going to be a must have tool for presenters, video bloggers and journalists. PLURAL solutions, the company providing the application, is going to video bloggers and journalists. PLURAL solutions, the company providing the application, is going to suggest various subscription and licensing plans to capture the market of software Teleprompters and suggest various subscription and licensing plans to capture the market of software Teleprompters and advertise the product.
advertise the product.
After the first Android app PLURAL solutions in partnership with Sho-Q and ILS is going to After the first Android app PLURAL solutions in partnership with Sho-Q and ILS is going to develop a system which will include both software and hardware solutions to provide more tools and develop a system which will include both software and hardware solutions to provide more tools and functions for ease of presentations and speech.
functions for ease of presentations and speech.
For future improvements concerning PURE Teleprompter we plan to use Google APIs to provide For future improvements concerning PURE Teleprompter we plan to use Google APIs to provide voice navigation and control over the script, thus adding more attractive functions to the toolbox of the voice navigation and control over the script, thus adding more attractive functions to the toolbox of the application and making it more competitive on the market. Future plans also include expanding to application and making it more competitive on the market. Future plans also include expanding to different software platforms and providing access to the app to Apple, Windows and Linux users.
References
References
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