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Opportunity Recognition Workshop.The Value Proposition Designer

Case study : EXIA

“Business opportunities are like buses, there’s always another one coming.”

Richard Branson

Part 5: Case study

The case eXia

Background: VUB technology

ETRO research group

Sensor technology and algorithms to avoid blind spot accidents

Team:• Bart Truyen• Kevin Douven• Cristina Boca

Current status: • Preparing creation of spin-off• Closing an investment round of over 0.5 M EUR

The case

The case

The issue: even with blind spot mirrors, 90% of the blind spot (red zone) remains

The case

The solution: sensor system + active warning

The case

Customer jobs• Main target groups: large vehicles

• (Large) trucks, buses, airport vehicles, garbage trucks, …

• Job(s):• Transportation of goods and people (bringing them from place

A to B)• Safety (for themselves, their vehicles, goods & people AND other people on

the road)• Efficiency (as fast as possible)

The case

Customer pains• Damage to vehicle

• Cost (repair + higher insurance fees)• Loss of productive time• Loss of vehicle’s value

• Victims (injuries or casualties)• Economic and social cost (for all stakeholders!)• Negative impact on reputation

The case

Customer gains• Safety

• Good corporate image (‘corporate social responsibility’ + attractiveness as employer)

• Lower insurance fees• More productive time

The case

Customer gains• Efficiency

• Less vehicles needed (because less downtime)• Faster transportation• Less administration (on dealing with damage, victims and insurance)

The case

Products & services• Active Sideguard TM

• Sensor technology (capacitive measurement) with active warning system (audio signal)

The case

Pain relievers• Provides an active warning system

• Low intrinsic cost

• Robust sensor concept, largely immune to weather conditions, incl. splash water, and contamination

The case

Gain creators• Wide-field detection provides ‘look around corner’ functionality

• Measurement extendable to accommodate biomass selective responsiveness

• Flexibly integrates into existing visualization or in-dash monitor solutions

The case

Competing value propositions

Mirrors Cameras

Ultrasonic & radar

Questions?