Biz Model for D30 Material
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![Page 1: Biz Model for D30 Material](https://reader034.fdocuments.in/reader034/viewer/2022052218/54bdbecd4a7959110a8b4752/html5/thumbnails/1.jpg)
D3O Business Model Analysis
By: Chung Wing Tai, Julian Koo, Justin Lin,
Jason Yeo, Ryan Wee, Tham Kai Sheng
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D3O Technology
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What is D3O?
• D3O is a patented protective material that
utilizes enhanced chemistry to produce high
performance impact protection solutions.
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How does D3O work?
• D3O comprises a shear-thickening
compound, whose molecules reversibly lock
together on impact.
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How is D3O better?
Less transmitted force
= Less pain
• Less force is transmitted on impact
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How is D3O better?
• CE Level 2 Certification
• D3O passed Level 2 of
prEN1621-1, making it
safe for motorcyclist
protection
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Price Comparison
• D3O is premium priced but not exorbitant
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Who would use D3O?
• People looking for dependable protection that is
lightweight and flexible. o Professional Athletes
o Those facing occupational hazards (eg. Military, law
enforcement & industrial workers)
o Users of expensive tech gadgets
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• High speeds &
Dangerous
terrain
• Prone to serious
injuries from falls
and tumbles
• Comfort helps
improve focus
• Mobility required
for performance
• Covers virtually all
parts of the body
• Breathable
protection
• Flexible pads
• Confidence in
protection
Professional Athletes
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• Covers virtually all
parts of the body
• Breathable
protection
• Flexible pads
• Confidence in
protection
Professional Athletes
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Military, Law enforcement &
Industrial workers
• High risks of injury due
to exposure to hazards
• Flexibility and
mobility required
for top
performance
• Fear of injury may
impede operations
• Injuries delay
work progress
and incur costs
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Tech Gadget Users
• Expensive Tech Gadgets
like Apple products
• Risk of damage due to
accidental dropping/ knocking
• Potential financial, time,
emotional loss as well as
major inconveniences
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Other Applications
• People looking to harness D3O’s advanced
properties
• For example, tennis racquets with adaptive
rigidity
Head YouTek D3O
Series Tennis Racquet
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D3O Labs
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The Big Picture
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Value Proposition of
D3O Labs
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• Access to the D3O
technology
• Engineering, research
and design services
• Assistance in the
manufacturing process
Value Proposition to Partners
Open
Innovation
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Partner Selection
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Partner Selection
• Consumer firms: o Protective gear
o Sports equipment
• Industrial firms: o Safety shoes
• Defence: o Protective gear
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Technology Adoption Strategy
• Targeting early adopters o E.g. Pro-athletes and special
forces
• Why? o Most willing to try new technology
and to pay a premium for it
o Strong influence on market
opinion
• Hence, D3O needs to choose
premium partners that would
appeal to these early adopters.
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Value Capture
and
Scope of Activities
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Methods of Value Capture
• Licensing & Partnerships
• Services for Partners
• Internally-Developed Products - XERGO
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Licensing & Partnership
• Sales have been growing ~100% annually
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Services for Partners
• D3O captures revenue through customized
engineering and design services
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Sales & Production
• XERGO – Limb Protectors for motorcyclists
• No 3rd parties involved in the design
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Research & Development
• D3O is constantly improved via R&D to improve its
features, so as to maintain D3O's relevance & edge in
the market
• For example, D3O released three unique composites to
general customers (XT, ST and Shock+)
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Strategic Control
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Current Barriers to Entry
• Intellectual property protection o Patenting of chemical formula
o Patenting of the design of protective products
o Allows them to protect and appropriate their IP, and
lock-in customers for a period of time via contracts
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Current Barriers to Entry
• Controlling the manufacturing of D3O products o Partners not involved in the manufacturing of D3O
o Proprietary knowledge remains with D3O
D3O manufactures to spec
D3O delivers to partner
Partner sells completed product
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Current Barriers to Entry
• Reputation o Premium reputation in the field of protective
materials
o Control of marketing communications and product
launch strategies, even by partners
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Competitors
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• Poron XRD
o It is based on a urethane based polymer foam which
solidifies momentarily on impact
o Uses the amorphous properties of urethane
molecules, which become rigid on impact.
Poron XRD
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Case study comparing
D3O and Poron XRD
• Specific offering in motorcyclist protection
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• Comparing two back protectors for
motorcyclists:
Poron XRD:
B-Guard
D3O:
Flo1
D3O Flo1 vs Poron XRD B-Guard
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D3O Flo1 vs Poron XRD B-Guard
• Comparing two back protectors for
motorcyclists using spec sheets
D3O:
Flo1
Poron XRD:
B-Guard
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Strategy Canvas:
D3O Flo1 vs Poron XRD B-Guard
Dimensions of Performance
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Strategy Canvas:
D3O Flo1 vs Poron XRD B-Guard
User Comfort Safety Others
Dimensions of Performance
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What can D3O do better?
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• D3O is a thermosetting polymer
• Synthesizing process is toxic
• Life expectancy of 2 to 3 years
Value Proposition
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Value Proposition
• D3O as a recyclable material
• Reduce the toxicity of synthesizing process
of D3O
• Increase durability of the product
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Customer Selection
• Military
o A market that is worth approximately US$16 million
per country per year
o Prospective customers, Eg. US, Germany, France,
Israel, Singapore
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• Elderly
o Focus on gerontechnology
o Shock absorbent clothing for the aging
population
o Produce hip and back protectors for the
elderly
Customer Selection
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Customer Selection
• Children o child apparels infused with d3o technology
o eg. Impact resistant beanies for kids
o child-safe house appliances
o eg. D3O sharp corner protectors
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Scope of Activities
• Partner with bigger brands, especially the popular
mass-market brands, so as to capture market share
• Acquisition or partnership with competing
technologies to improve D3O's competitive edge
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Scope of Activities
• Constant R&D in different fields to improve D3O and
its complementary technologies. (e.g. D3O incorporated
into health care products like prostheses)
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Strategic Control
• Create greater barriers to entry
o Exclusive contract agreements with partners
o Develop a family of complementary products to
harness indirect network effects
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Strategic Control
• Scaling up operations o Has a team of less than 100 employees
o D3O works on 20 to 30 projects at any one time
o Hire more people to meet demand and maintain
quality service
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Thank you
By: Chung Wing Tai, Julian Koo, Justin Lin,
Jason Yeo, Ryan Wee, Tham Kai Sheng
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FAQs
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What is D3O composed of?
• It comprises a dilatant compound known as
Polyborodimethylsiloxane (PBDMS),
distributed in a foam matrix