phioptics nsf final presentation
TRANSCRIPT
From image to knowledge
NSF I-Corps Final Presentation – Story of the Journey
From image to knowledgeFrom image to knowledge
PHI OPTICS, INC.University of Illinois at Urbana-Champaign
Disruptive light microscopy technology: accurate, nondestructive (label-free), fast,
inexpensive
Image source: PerkinElmer
Hardware+
Software
From image to knowledgeFrom image to knowledge
PHI OPTICS, INC.University of Illinois at Urbana-Champaign
Disruptive light microscopy technology: accurate, nondestructive (label-free), fast,
inexpensive
Image source: PerkinElmer
Hardware+
Software
From image to knowledge
The Team
Dr. Catalin Chiritescu, EL Tim Hoerr, BM Prof. Gabriel Popescu, PI
• Staff Scientist, UIUC Serra Ventures, CEO ECE Faculty, UIUC• 10 years in Materials 25 years in Business 20 years in Optics
From image to knowledge
The Problem
Current technology: • destructive (kills cells) • inaccurate• labor-intensive• expensive
Phi Optics technology (QPI*):• non-destructive• accurate (quantitative, nanoscale)• no preparation• inexpensive
G. Popescu, Quantitative phase imaging of cells and tissues (McGraw-Hill, New York, 2011).
From image to knowledge
The Market
TAM: Light microscopy $3B
SAM: Life sciences27% $0.8B
$0.43B * “Microscopy: The Global Market”, BCC
Research, August 2011
From image to knowledge
The Competition
• Lyncée Tec (Swiss): $$$, low-Q, no upgrade, fast • Ovizio (France): $$$, low-Q, no upgrade, fast • Phasics (France): $, low-Q, upgrade,
fast • IATIA (Australia): $$, low-Q, upgrade, slow
• Phi Optics (USA): $, high-Q, upgrade, fast
From image to knowledge
What we thought we knew…
From image to knowledge7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
Industries
Customers
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 1.0
Nanotech
Semiconductor
Life Sciences
Medical Institutions
Co-development deals, royalties from OEM
Transaction revenues from direct salesPost-sales customer support incl. software updates
FIXED: people, R&D facilities, manufacturing
VARIABLE: marketing & sales
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging
Personal assistance
Value Co-creation
Distributors of Scientific Equipment
Website
Trade showsHuman resources
Prototypes
Patents
Licensing/royalty deals
New tech
Refine and improve existing techCustomer contact for new applicationsAttract talent
Joint ventures with OEM
Buyer-supplier relations with our equipment providers
Industry R&D
Academia
OEM companies
Where do we focus
first?
From image to knowledge
What we learned…
From image to knowledge
101 contacts
From image to knowledgeCustomer Archetypes
• Manager instrument facility
• Seek new technology• Large equipment budgets • Potential earlyvangelists
• Many users, 1-2 instruments
Dr. Radu Moldovan Manager Microscopy Suite U. Colorado-
Denver
Dr. Sung Chang Manager Imaging Facility
Amgen Inc.
Prof. Audrey Eberlee PI, EE Stanford
University
Dr. Richard SmithPrincipal Scientist at
Amgen Inc.
• Principal investigator• Develop new technology •Limited equipment budgets
• Potential earlyvangelists,
Kols• Few users, one instrument
From image to knowledge
101 contacts
From image to knowledge
Customer Archetypes (OEM)
Scott CrowderManager
Business Development
James SharpPresident Carl Zeiss
MicroImaging USA
• Decision maker• Seeks new technologies• Manages long term
projects and large budgets• Potential earlyvangelists• Many customers, many
instruments
From image to knowledge The Split
• Hi-Q• $$
AcademiaR&D
Direct Sales
• Low-Q• $/10 OEM Co-development
• Our customers• Direct sales and software updates
• Their customers• Royalties/sub-licensing deals
From image to knowledge
Not the same businessdone twice
But two different businesses
From image to knowledge
Parting of the canvases
From image to knowledge
From image to knowledge Lessons Learned
• Features NOT Value Prop
• Startups NOT smaller version of big companies
• Listen to customers
• …
From image to knowledge
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
Industries
Customers
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 1.0
Nanotech
Semiconductor
Life Sciences
Medical Institutions
Co-development deals, royalties from OEM
Transaction revenues from direct sales
Post-sales customer support incl. software updates
FIXED: people, R&D facilities, manufacturing
VARIABLE: marketing & sales
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Personal assistance
Value Co-creation
Distributors of Scientific Equipment
Website
Trade showsHuman resources
Prototypes
Patents
Licensing/royalty deals
New tech
Refine and improve existing tech
Customer contact for new applications
Attract talent
Joint ventures with OEM
Buyer-supplier relations with our equipment providers
Industry R&D
Academia
OEM companies
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 2.0
Nanotech
Semiconductor
Life Sciences- academia
- bio-pharma R&D
Co-development deals, royalties from OEM
Transaction revenues from direct sales
Post-sales customer support incl. software updates
FIXED: people, R&D facilities, manufacturing
VARIABLE: marketing & sales
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Personal assistance
Value Co-creation
Distributors of Scientific Equipment
Website “inform” and connect
Direct Sales
Human resources
Prototypes
Patents
Licensing/royalty deals
Hardware/software development
Search for new applications
Attract talent
Joint ventures with OEM
Buyer-supplier relations with our component vendors
Label-free imaging of live cells, quickly, accurately, inexpensively
Online Customer Communities
OEM Distributors
Medical Institutions
Optical Instruments OEM
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 3.0
Nanotech
Semiconductor
Co-development deals, royalties from OEM
Transaction revenues from direct sales
Post-sales customer support incl. software updates
FIXED: people, R&D facilities, manufacturing
VARIABLE: marketing & sales
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Personal assistance
Value Co-creation
Human resources
Prototypes
Patents
Licensing/royalty deals
Hardware/software development
Search for new applications
Attract talent
Joint ventures with OEM
Buyer-supplier relations with our component vendors
Label-free, non-invasive imaging, quickly, accurately, inexpensively
Online Customer Communities
Medical Institutions
UIUC OTM for licensing rights
Distributors of Scientific Equipment
Website “inform” and connect
Direct Sales
OEM Distributors
Live Cells and Tissues- academia
- bio-pharma R&D
Optical Instruments OEM
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 4.0
Nanotech
Semiconductor
Co-development deals, royalties from OEM
Transaction revenues from direct sales
Post-sales customer support incl. software updates
FIXED: people, R&D facilities, manufacturing
VARIABLE: marketing & sales
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Personal assistance
Value co-creation
Human resources
Prototypes
Patents
Licensing/royalty deals
Hardware/software development
Search for new applications
Attract talent
Joint ventures with OEM
Buyer-supplier relations with our component vendors
ACCURATE and TIME-, COST-EFFICIENT imaging
Online Customer Communities
Medical Institutions
UIUC OTM for licensing rights
Distributors of Scientific Equipment
Website “inform” and connect
Direct Sales
OEM Distributors
Live Cells and Tissues- academia
- bio-pharma R&D
Optical Instruments OEM
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 5.1
Nanotech
Semiconductor
Transaction revenues from direct sales
Post-sales customer support incl. software updates
FIXED: people, R&D facilities, manufacturing
VARIABLE: marketing & sales
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Feasibility tests
Value co-creation
Human resources
Prototypes
Patents
Hardware/software development
Search for new applications
Attract talent
Buyer-supplier relations with our component vendors
Online communities
Medical Institutions
UIUC OTM for licensing rights
Earned mediaTrade-shows
Technology updates
Referrals
Workshops
Website “inform” and connect
Direct Sales
ACCURATE and TIME-, COST-EFFICIENT imaging
Live Cells and Tissues- academia
- bio-pharma R&D
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 5.2
Nanotech
Semiconductor
Co-development deals, royalties from OEMFIXED: people, R&D facilities, manufacturing
VARIABLE: marketing & sales
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Feasibility tests
Value co-creation
Human resources
Prototypes
Patents
Licensing/royalty deals
Hardware/software development
Search for new applications
Attract talent
Joint ventures with OEM
Buyer-supplier relations with our component vendors
Medical Institutions
UIUC OTM for licensing rights
Trade-shows
Technology updates
Workshops
Website “inform” and connect
OEM Distribution
TIME-, COST-EFFICIENT imaging
OEM of Optical Instruments (Carl Zeiss GmbH, Bio-Rad Labs)
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 6.1
Nanotech
Semiconductor
Transaction revenues from direct sales
Post-sales customer support incl. software updates
FIXED: Facilities
VARIABLE: People, manufacturing, marketing & sales
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Feasibility tests
Value co-creation
Human resources
Prototypes
Patents
Hardware/software development
Search for new applications
Attract talent
Buyer-supplier relations with our component vendors
Online communities
Medical Institutions
UIUC OTM for licensing rights
Earned mediaTrade-shows
Technology updates
Referrals
Workshops
Website “inform” and connect
Direct Sales
ACCURATE and TIME-, COST-EFFICIENT imaging
Software add-ons
Live Cells and Tissues- academia
- bio-pharma R&D
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 6.2
Nanotech
Semiconductor
Co-development agreements
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Feasibility tests
Value co-creation
Human resources
Prototypes
Patents
Licensing/royalty deals
Hardware/software development
Search for new applications
Attract talent
Joint ventures with OEM
Buyer-supplier relations with our component vendors
Medical Institutions
Industry R&D
OEM of Optical Instruments (Carl Zeiss GmbH, Bio-Rad Labs)
UIUC OTM for licensing rights
Trade-shows
Technology updates
Workshops
Website “inform” and connect
OEM Distribution
TIME-, COST-EFFICIENT imaging
Royalties and sub-licensing deals FIXED: Facilities
VARIABLE: People, manufacturing, marketing & sales
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 7.1
Nanotech
Semiconductor
Transaction revenues from direct sales
Post-sales customer support incl. software updates
FIXED: Facilities
VARIABLE: People, manufacturing, marketing & sales
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Feasibility tests
Value co-creation
Human resources
Prototypes
Patents
Hardware/software development
Search for new applications
Attract talent
Buyer-supplier relations with our component vendors
Online communities
Medical Institutions
UIUC OTM for licensing rights
Earned mediaTrade-shows
Technology updates
Referrals
Workshops
Website “inform” and connect
Direct Sales
ACCURATE and TIME-, COST-EFFICIENT imaging
Software add-ons
Earlyvangelists
Funding sources
Funding sources
Live Cells and Tissues- academia
- bio-pharma R&D
7. Key Partners 5. Key Activities 1. Value Proposition
4. Customer Relationships
2. Customer Segments
6. Key Resources 3. Channels
9. Cost Structure 8. Revenue Streams
Canvas 7.2
Nanotech
Semiconductor
Co-development agreements
Easy To Integrate
Better Than Competition
Affordable
Nanoscale Imaging Feasibility tests
Value co-creation
Human resources
Prototypes
Patents
Licensing/royalty deals
Hardware/software development
Search for new applications
Attract talent
Joint ventures with OEM (Carl Zeiss GmbH, Bio-Rad Labs)
Buyer-supplier relations with our component vendors
Medical Institutions
Industry R&D
OEM of Optical Instruments (Carl Zeiss GmbH, Bio-Rad Labs)
UIUC OTM for licensing rights
Trade-shows
Technology updates
Workshops
Website “inform” and connect
OEM Distribution
TIME-, COST-EFFICIENT imaging
Royalties and sub-licensing deals FIXED: Facilities
VARIABLE: People, manufacturing, marketing & sales