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Transcript of Effective communication EngagedEngaged ? Effective communication.
Effective communication
Engaged Engaged ?
Effective communication
Eye Tracking: Missing Link• Eye tracking - objective method of measuring attention by recording
eye movements when an individual is looking at a display screen, object or scene. Ability to monitor:
– Gaze – Fixations – Sequence of eye movements
• We can gain quantitative information about what captures attention, causes distraction or is difficult to decipher.
• Cognitive testing
Time reduced by well-designed interfaces can save £10K to £70K per person-year cost as a result of increased productivity, reduced training costs and minimised user errors (Mantei and John Mylopoulos, 2001) .
Design of visual display screens to simplify alarms/information
Monitor operator attention and pattern recognition on alarm panels.
What are we doing right now?Healthcare Anesthesia
X
Trainee Anaesthetist Expert Anaesthetist
Clinician training heads up display hardware combined with attention based software for ultrasonic guided regional anesthesia
• Gap in the market: No UK human factors consultants who specialize in commercial operator eye-tracking
• Niche position in an untapped market for human factors consultancy, research and evaluation services.
Competitors
• Ability to partner with existing market participants.
Scientific quantitative analysis
Human factors eye-tracking
Training products
Expertise to bring to the commercial market that combines academic knowledge and scientific training with an understanding of commercial needs
USP
Customers and Markets.Pr
oduc
ts a
nd s
ervi
ces • Training
hardware• Training
software• Eye-
tracking services
Mar
kets • Medical
• Energy • Financial• Transport• Defence Re
latio
nshi
ps • NHS Tayside
• EDF• Morgan
Stanley• Brookes
Bell• Thales
UK
100% IPHardware: PatentOperator training Software: Copyright & TrademarksExpertise: Knowhow
Team
• Founder: Dr Mel McKendrick MA (Hons), Mres, PhD• Mentor: Craig Rattray BA CA• Clinical Advisor: Dr Graeme McLeod, MD, MB, ChB• Technical Advisor: Prof George Corner, BSc (Hons), PhD
Require• Chairman• Advisory Panel– Industry experts• CTO• CEO?
Funding Required
Phase 1 – Product/Software Development• £50,000 from Gabriel / SIB• £100,000 SMARTKey achievements• Validation of expert/novice differences• Development of automated analysis algorithms • Market development• Expressions of interest/initial sales
Funding Required 2
Phase 2 / Year 2 – Product Development• £150,000 new investment• £80,000 SMART R&DKey achievements• Develop and test prototype• Build infrastructure and team• Business development team• Develop licensing revenue
Year 1 Year 2 Year 3 Year 4 Year 5
£’000s 14/15 15/16 16/17 17/18 18/19
Turnover 0 180 2,040 5,430 7,660
Projects 0 180 340 530 760
Licensing 0 0 500 2,500 4,500
Hardware 0 0 1,200 2,400 2,400
Gross Profit (6) 124 1,346 4,099 6,273
68.8% 66.0% 75.5% 81.9%
Overheads (Net) 59 205 446 569 669
PBT (65) (81) 900 3,530 5,604
FINANCIALS
10%
59%
31%
Revenue streams
ProjectsLicensingHardware
Exit Strategy
• Open to all possibilities – aim to create cash generative profitable business
• Expression of interest from SMI • Thales UK previously purchased human
factors consultancies • US eye tracking service providers• MBO
THANK YOUQuestions?