Autonomow E245 final presentation
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Transcript of Autonomow E245 final presentation
FINAL PRESENTATION
Team AutonomowENGR-245
ConfidentialFor further information
contact [email protected]
d.edu
9 MASTERS DEGREES 1 PHD AND LOTS OF PASSION
Jorge Heraud (MS Management, 2011) Business Unit Director, Agriculture, Trimble Navigation Director of Engineering, Trimble Navigation MS&E (Stanford), MSEE (Stanford), BSEE (PUCP, Peru)
Lee Redden (MSME Robotics, Jun 2011) Research in haptic devices, autonomous systems and surgical
robots BSME (U Nebraska at Lincoln) Family Farms in Nebraska
Joe Bingold (MBA, Jun 2011) Head of Product Development for Naval Nuclear Propulsion Plant
Control Systems, US Navy MSME (Naval PGS), BSEE (MIT), P.E. in Control Systems
Fred Ford (MSME, Mar 2011) Senior Eng for Mechanical Systems on Military Satellites BS Aerospace Eng (U of Michigan)
Uwe Vogt (MBA, Jun 2011) Technical Director & Co-Owner, Sideo Germany (Sub. Vogt Holding) PhD Mechanical Engineering (FAU, Germany) MS Engineering (ETH Zurich, Switzerland)
Additionally, we got great help from Morgan Quigley (PhD in computer vision) Awesome mentors Carrotbot1.0Confidential
OUR INITIAL PLAN
Confidential
BUSINESS PLAN AUTONOMOUS VEHICLES FOR MOWING & WEEDING
We reduce operating cost- Labor reduction- Better utilization of assets (eg mow or weed at nights)- Improved performance (less rework, food safety)
Mowing- Owners of public or commercially used green spaces (e.g. golf courses)- Landscaping service provider
Weeding- Farmers with manual weeding operations
Dealers sell, installs and supports customer
Co. trains dealers, supports dealers- Mowing Dealers- Ag Dealers
- Innovation- Customer Education- Dealer training
Dealer discount COGS seek a 50-60% Gross MarginHeavy R&D investment
- Dealers (Mowing and Ag)- Vehicle OEMs (John Deere, Toro, Jacobsen, etc)
- Research labs
Asset saleOur revenue stream derives from selling the equipment
Engineers on Autonomous vehicles, GPS, path-planning
Confidential
20 INTERVIEWS, 6 SITE VISITS…WE GOT OUR BOOTS DIRTY
WeedingVisited two farms in Salinas Valley to better understand problem
Interviewed:• Bolthouse Farms, Large Agri-Industry in Bakersfield• White Farms, Large Peanut farmer in Georgia• REFCO Farms, large grower in Salinas Valley• Rincon Farms, large grower in Salinas Valley• Small Organic Corn/Soy grower in Nebraska• Heirloom Organics, small owner/operator, Santa Cruz Mts• Two small organic farmers at farmers market• Ag Services of Salinas, Fertilizer applicator
MowingInterviewed:• Golf: Stanford Golf course • Parks: Stanford Grounds Supervisor, head of maintenance
and lead operator (has crew of 6)• Toro dealer (large mower manufacturer) • User of back-yard mowing system• Maintenance Services for City of Los Altos• Colony Landscaping (Mowing service for stadiums)
Confidential
HAND WEED CONTROL IS A NIGHTMARE
Crews of 100s needed
Labor getting harder to get
Back-breaking task
2-3 weedings per crop
Food contamination risk
$250-1,000 per acre
Confidential
AUTONOMOUS VEHICLES AREN’T NEEDED
Confidential
AUTONOMOUS VEHICLES WEEDING
We reduce operating cost- Labor reduction (100 to 1)- Reduced risk of contamination- Mitigate labor availability concerns
- Low density vegetable growers- High density vegetable growers- Thinning operations- Conventional vegetables
Dealers sell, installs and supports customer
Co. trains dealers, supports dealers- Ag Dealers- Ag Service providers
- Innovation- Customer Education- Dealer training
Dealer discount COGS seek a 50-60% Gross MarginHeavy R&D investment
- Ag Dealers- Ag Service providers
- Research labs
Asset saleOur revenue stream derives from selling the equipment
Engineers on Machine VisionTwo problems:- Identification- Elimination
Confidential
GOT LUCKY – WORLD AG EXPO IN TULARE, CAJUST LONG ENOUGH TO BUILD A CARROTBOT!
Interviews• Gonzales Machine and Forge, Inc., California• Integrated Crop Pest Management, California• Coastal Tractor, California• Ag West Supply, Oregon• Martin Kleinschmit, Organic Farmer in Nebraska• Burks Tractor, Idaho• FISCHER Landtechnik, Germany• GARTNER, Land, Forst-und Kommunaltechnik, Germany• Fisher Equipment Supply (John Deere Dealer), McMinville, OR• Cascade Farm Machinery, Silverton, OR
Trip to Tulare, CA for World Ag Expo
Built the Data Collection Prototype – “Carrotbot”• 200 hrs of work • Recruited Computer Vision Engineer (Morgan)• Interviewed Ken Giles from UC Davis• Interviewed David Slaughter from UC Davis
Visit Bolthouse farms in Avenal, CA
Confidential
1 Week – 1 CarrotBot
Confidential
Wednesday Thursday Friday Saturday
Sunday Monday Tuesday
Confidential
CARROTBOT MEETS THE CARROT FIELD WEDNESDAY
Confidential
FUTURE TECHNICAL DEVELOPMENT
Recognition is on cutting edge but doable
Use Hyper-Spectral Imaging Weed elimination needs more work Partner with Ken Giles of UC Davis
Confidential
WORLD AG EXPO INTERVIEWS:THE NEED IS REAL AND WIDE SPREAD
10+ interviews at show Everyone confirmed the need Robocrop, UK based, crude
competitor sells for $171 K
Revenue Stream Mid to small growers prefer a
service Large growers prefer to buy,
but OK with service until technology is proven
Charging for labor cost saved is OK, as we provide other benefits (food safety, labor availability)
Confidential
AUTONOMOUS WEEDING - FINAL
We reduce operating cost- Labor reduction (100 to 1)- Reduced risk of contamination- Mitigate labor availability concerns
- Low density vegetable growers- High density vegetable growers- Thinning operations- Conventional vegetables
Direct- Provide high quality service at competitive price
Direct - Alliance with service providers- Eventually sell through dealers
- Innovation- Customer Education- Dealer training
Costs for service provisionCOGS seek a 50-60% Gross MarginHeavy R&D investment
- Ag Service providers
- Research Institutes (eg UC Davis, Laser Zentrum Hannover)
- 3-4 key farms
Service provision- Charge by the acre with modifier according to weed density - Eventually move to asset sale
Engineers on Machine VisionTwo problems:- Identification- Elimination
Confidential
ORGANICS ARE GROWING FAST• Doubled in 4 years
but still less than 5% of total
• Consumers care about fair labor practices
Confidential
VEGGIES LOSE AGAINST WEEDS
Confidential
BUT HAND WEEDING IS UNSUSTAINABLE
Confidential
ROBOTIC ELIMINATION IS 10X CHEAPER
100:1 labor advantage
Farmers struggle with labor availability
Hand weeding risks food contamination
Confidential
GROWTH PATH FOR AUTONOMOW
Simple Crops 2011TAM $ 445.28 SM $ 95.17 TM $ 92.07
All Veggies 2015TAM $ 796.87 SM $ 356.70 TM $ 351.82
WE ARE STARTING THE COMPANY
Mar 2011
Jun 2011Graduati
on
Sep 2011
Funding
Sep 2012First unit
Screening strategic seed investment by domain experts
Confidential
Technology Track
Market Track
Finance Track
Advisory board member & minimize risk
Advisory board member & minimize risk
Proof of concept
Get first customer order
First unit
Series A
System design
Select 1st target crop
LASER SOLUTION SEEMS PROMISINGLaser Zentrum Hannover German laser research
lab Currently studying using
lasers for weed control Findings:
Effective and efficient Maximal dose of 5 J mm2 CO2 laser better than diode
Source: “Laser Light Beams for Weed Control in Horticulture” C. Woltjen, et. al., LZH
UC DAVIS
Over 10 years of weed recognition and elimination research Hyper-spectral imaging Precision spray of hot organic oil
Dr. David Slaughter, UC Davis
Source: “Autonomous robotic weed control systems”, D.C. Slaughter, et. al. Computers & Electronics in
Agriculture, 2008
PRODUCT OFFERING
Equipment Trainer/Operator Logistics Maintenance
Daily rental: All Inclusive Weeding Kit
“I like it, because I need to pay for the equipment only when needed. Plus, you guys make sure the technology works“.
“I like it, because it allows us to test a new service in different small-acreage environments. Eventually, I want to buy.“
“I like it, but once the technology is robust, I want to buy.”
Competition does asset sale with mixed success: one of the “Vincents” bought a Robocrop, but cannot operate it.
competitor
GROWTH FOR ORGANIC FARMS
Technology Matures
WEEK 2 – BUSINESS CANVAS
We reduce operating cost- Labor reduction- Better utilization of assets (eg mow or weed at nights)- Improved performance (less rework, food safety)
Mowing- Owners of public or commercially used green spaces (e.g. golf courses)- Landscaping service provider
Weeding- Farmers with manual weeding operations
Dealers sell, installs and supports customer
Co. trains dealers, supports dealers- Mowing Dealers- Ag Dealers
- Innovation- Customer Education- Dealer training
Dealer discount COGS seek a 50-60% Gross MarginHeavy R&D investment
- Dealers (Mowing and Ag)- Vehicle OEMs (John Deere, Toro, Jacobsen, etc)
- Research labs
Asset saleOur revenue stream derives from selling the equipment
Engineers on Autonomous vehicles, GPS, path-planning
Confidential
AUTONOMOUS VEHICLES WEEDING
We reduce operating cost- Labor reduction (100 to 1)- Reduced risk of contamination- Mitigate labor availability concerns
- Low density vegetable growers- High density vegetable growers- Thinning operations- Conventional vegetables
Dealers sell, installs and supports customer
Co. trains dealers, supports dealers- Ag Dealers- Ag Service providers
- Innovation- Customer Education- Dealer training
Dealer discount COGS seek a 50-60% Gross MarginHeavy R&D investment
- Ag Dealers- Ag Service providers
- Research labs
Asset saleOur revenue stream derives from selling the equipment
Engineers on Machine VisionTwo problems:- Identification- Elimination
Confidential
THE BUSINESS PLAN CANVAS UPDATED
•Research Labs•Equipment Manufacturers•Distribution Network•Service Providers
•Technology Design•Marketing•Demo and customer feedback
•Cost Reduction•Remove labor force pains•Eliminate bio-waste hazards•IP – Patents
•Video Classifier Files•Robust Technology
•Farming conventions.•Demo, demo, and demo!!•Proximity is paramount
•Organic Farmers•Weeding Service Providers•Conventional Farmers
•Dealers•Direct Service•Indirect Service• … then Dealers
•Asset Sale•Direct Service with equipment rental•… then Asset Sale
Value-Driven
THE BUSINESS PLAN CANVAS UPDATED
•Research Labs•Equipment Manufacturers•Distribution Network•Service Providers
•Technology Design•Marketing•Demo and customer feedback
•Cost Reduction•Remove labor force pains•Eliminate bio-waste hazards•IP – Patents
•Video Classifier Files•Robust Technology
•Farming conventions.•Demo, demo, and demo!!•Proximity is paramount
•Mid/Large Organic Farmers•Agricultural corporations•Weeding Service Providers
•Mid/Large Conventional Farmers
•Direct Service•Indirect Service• … then Dealers
•Direct Service with equipment rental•($1,500/d; 120d/yr )•Low density: $1,500/d•High density: $6,000/d
Value-Driven
THE BUSINESS PLAN CANVAS UPDATED
•Research Labs•Equipment Manufacturer•Distribution Network•Service Providers• 2 or 3 Key Farms
•Technology Design•Marketing•Demo and customer feedback
•Cost Reduction•Remove labor force pains•Eliminate bio-waste hazards•IP – Patents
•Video Classifier Files•Robust Technology
•Farming conventions.•Demo, demo, and demo!!•Proximity is paramount
•Mid/Large Organic Farmers•Agricultural corporations•Weeding Service Providers
•Mid/Large Conventional Farmers
•Direct Service•Indirect Service• … then Dealers
•Direct Service with equipment rental•Low density: $1,500/d•High density: $6,000/d
Value-Driven• R&D• Bill of Materials• Training & Service• Sales
AUTONOMOUS WEEDING - FINAL
We reduce operating cost- Labor reduction (100 to 1)- Reduced risk of contamination- Mitigate labor availability concerns
- Low density vegetable growers- High density vegetable growers- Thinning operations- Conventional vegetables
Direct- Provide high quality service at competitive price
Direct - Alliance with service providers- Eventually sell through dealers
- Innovation- Customer Education- Dealer training
Costs for service provisionCOGS seek a 50-60% Gross MarginHeavy R&D investment
- Ag Service providers
- Research Institutes (eg UC Davis, Laser Zentrum Hannover)
- 3-4 key farms
Service provision- Charge by the acre with modifier according to weed density - Eventually move to asset sale
Engineers on Machine VisionTwo problems:- Identification- Elimination
Confidential