Download - TruTouch Alcohol Detector: a business model
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MT4002
TruTouchTM non-invasive
alcohol detection
Charmaine
Kim
Kivaan
Lingjun
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2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control
1. Introduction
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2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control
1. Introduction
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Alcosense TrutouchTM 2500
Optical alcohol detection device
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Alcosense TrutouchTM 2500
Technology ● Near-infrared spectroscopy ● Scan through skin ● Detects identity using unique
biometrics of each individual
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2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control
1. Introduction
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Safety-Critical
Workplaces
Product Sales
Vehicle
Manufacturers
Licensing
Overview of Customer Selection
e.g. Europe, US, Australia, Russia
Regular
Workplaces
Liquor Point of sale
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Safety-Critical Workplaces
40% of workplace accidents
involve alcohol.
Current detection method is
inadequate.
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Safety-Critical Workplaces
Usage: Entry-point testing for workers
Bar entry to alcohol-impaired workers
Biometric check-in and security clearance
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Safety-Critical Workplaces
Reduce injuries, costs
and downtime
resulting from alcohol-
related accidents
Improve safety record to
help clinch business
deals and meet
government regulations
Identity Testing
Value Proposition
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Safety-Critical Workplaces
Safety Managers
Operation Manager
Head of Human Resources
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Regular workplace
Alcohol-related productivity losses cost Europe and US more than 150bn per year
Negatively affected co-workers
relationships
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Regular workplace
Usage: Entry-point testing for workers
Supervisors will be notified
Deters workers from reporting to
work drunk or hangover.
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Regular workplace
Improve employee
productivity and reduce
absenteeism
Reduce costly mistakes
Reduce alcohol related
healthcare and insurance
costs Value Proposition
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Regular workplace
Head of Human resources
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Liquor point-of-sale Establishments
Liquor establishments can
if caught serving alcohol to an
intoxicated person
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Usage
Test patrons who appear intoxicated to determine whether or not to serve more alcohol to them
Liquor point-of-sale Establishments
Value Proposition
Protect themselves against liability and legal action
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Restaurant
Bar &Pub
Convenient stores
Liquor point-of-sale Establishments
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Usage
In-vehicle alcohol testing;
linked to ignition control
Vehicle Manufacturers
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Value Proposition
Vehicle Manufacturers
Additional feature to differentiate vehicle
to final customer
Safety of vehicle user and third parties
• Company Purchasing dept
• Concerned family members
• Car rental companies
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Strategic comparison of customer segments
Workplace Liquor POS Vehicle
Size of market Large Moderate Large
Barriers to entry High Low High
Govt support Moderate Moderate High
Competitors None Breathalyser (Coin-operated)
Breathalyser; New tech
Suitability of TruTouch
High Too costly at low volumes
Still in R&D
1st focus 2nd focus
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Blood/Hair/Urine/
Saliva testing
• Long processing time
Breathalyzer
Breath testing
• Accurate
• Short processing time
• Invasive
Future Competitors
Scram CAM
Transdermal continuous testing
• Accurate
• Moderate processing time
• Invasive
Non-competitors
Visual Observation & Questioning
• Not accurate
• Not comprehensive
• No deterrence effect
Current competitor
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Strategy Canvas - Workplace
High
Low
TruTouch
Breathalyzer
Scram CAM
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TruTouch
Breathalyzer
Scram CAM
Strategy Canvas - Workplace
High
Low $1.50 /test
$0.25 /test
$0.01 /test
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Strategy Canvas - Workplace
High
Low 25 sec
14 sec
8 sec TruTouch
Breathalyzer
Scram CAM
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Strategy Canvas - Workplace
High
Low
TruTouch
Breathalyzer
Scram CAM
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TruTouch
Breathalyzer
Scram CAM
Strategy Canvas - Workplace
High
Low ?
96 %
96 %
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TruTouch
Breathalyzer
Scram CAM
Strategy Canvas - Workplace
High
Low None so far
Face recognition
Integral
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What makes TruTouch special?
Fast
Dignified
Accurate
Cost-effective
Doubles as identification
testing
Able to test all
workers daily
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2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control
1. Introduction
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Scope of Activities
Manufacturer
product
Distributor Consumers
product
product
TruTouch
R&D
rights
$$
Vehicle
Manufacturers
$
$$ $$$
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Scope of Activities
Consumers
Manufacturer
Non-profit Government
Marketing &
Lobbying
Data
TruTouch
R&D
Service
Reputation &
regulations rights
$
$$
$$$
$$
Vehicle
Manufacturers
Aftercare
Distributor
Service
Reputation &
regulations
$$ (R&D)
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Relationship with Distributor
TruTouch current distributors
• Distributors of alcohol detection devices
Our Proposed Distributors
• Access control
• Doors and locks
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Ensure ease of integration
Partnership
TruTouch Access control
company
Leverage on customer base of distributors
Relationship with Distributor
Combined sales packages: door locks plus TruTouch
TruTouch train distributors in basic after-sales support
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TruTouch and R&D
• TruTouch is an R&D and integration firm • In-house hardware and software design • E.g.
•Alcohol use
•Biometric attendance
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Relationships in R&D
• Cooperation with Takata for development of in-vehicle alcohol testing
Takata • Auto-parts firm
Aim: “a day with zero fatalities due to traffic accidents” • Well-aligned objectives
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Relationship with government/non-profit
TruTouch lobby government for tighter workplace and vehicle alcoholism control • Supported by data from
customers • Collaborate with NGOs
• Influence the tightening of regulatory changes
• Contact with opinion leaders in society
• USD $3 mil in research grants
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2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control
1. Introduction
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Value Capture Leasing or sale
Maintenance costs waived for leasing but not for sale
money
right
Vehicle
Manufacturers
Consumers
product
Manufacturers of access
control systems
Royalties
money
right
Royalties
money
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2. Value Proposition &Customer Selection
3. Scope of Activities
4. Value Capture
5. Strategic Control
1. Introduction
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Strategic Control-
Key means of strategic control: Patents
Patents covering the technology and different applications
Technology to
determine analyte
properties and
identity of subject
Application in an
interlock/control
system for
vehicles or
machinery
Entire system
of control
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• TruTouch can use real data from workplaces and point of sale venues to lobby for tighter government regulations on alcohol, and also to apply for government research grants
• Real data also allows TruTouch to present a stronger business case to potential customers
Strategic Control-
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Exclusive relationship with
• Access control/ door and lock companies
• Takata auto parts manufacturers
Brand name
• Frequent workplace use will expose public to TruTouch
• Known to opinion leaders in government
Strategic Control-
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Strategic Control-
Identify
strategic
direction
for R&D
Strengthen
relationship
with
government
Government
R&D grants
Partnership with vehicles company for joint projects
In-vehicle
&
Increased
mobility
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