EyesDecideA Software + Webcams = Eye Tracking

MINT Case Consulting Competition @ University of

Melbourne

The winner: Johan Zolkefli, Jiawen Tai, Michelle Lum, Un Leng Wat, Yilan Hu

Why marketing is important to EyesDecide?

Because the market is growing VIGOROUSLY!!!

The eye tracking market size is expected to grow from USD 183.3 Million in 2014 to 1,028.1 Million by 2020, at a CAGR* of 35.2% between 2015 and 2020.

The virtual reality market is estimated to grow from USD 1.37 Billion in 2015 to USD 33.90 Billion by 2022, at a CAGR* of 57.8% between 2016 and 2022.

*CAGR: Compound Annual Growth Rate

SWOT ANALYSIS

Strength Weakness

Opportunities Threats

• Budget-friendly• User-friendly• Safe and secure in users’ privacy• Self-explanatory environment for end-

users

• Low brand awareness• Inadequate after-sales service • Competitors provide similar service

• Target on self-employed individuals / freelancers

• Target on startups or small & medium enterprises

• Target on companies who want to experiment with eye tracking technology

• Not competitive enough to compete with top companies in the industry (e.g. Tobii AB)

TARGET MARKET

1 2Gaming Industry

Healthcare Industry

OUR STRATEGIE

S

1Gaming Industry

Why Should Xlabs Target the Gaming Industry?Limitless potential in a rapidly growing industry

A future global market that will be worth $12 billion and currently worth $5.6 billion

A growing number of companies such as Google, Apple and Facebook, partnering and funding Startups similar to Xlabs.

Virtual reality is expanding into a global market

Predicted growth of virtual reality head-mounted shipments

How will Eyesdecides matter?A growing industry that needs your technology

Eye tracking technology is a “critical part” of future VR technology

Used for simple mechanics such as cursor movement, aiming and moving

Current technologies are subpar, with poor performances and low usability rates

Xlabs has the advantage of not needing an external hardware to utilise Eyesdecides

Potential threats and obstaclesOvercoming potential obstacles

Increased competition

Poor performing and redundant technology

Not competitors but opportunities

No requirement to buy external hardware

Expensive external hardwares

OBSTACLES SOLUTIONS

What will be your ideal strategy?Expos, Partnerships & that $5000 budget

Entering into tech exhibitions

If you can’t beat them, join them

2.5K

A cheaper method of increasing Xlabs awareness

Speak at tech exhibitions at $0 cost

Implement your technology with existing virtual reality headsets

Negotiate a contractual based fee to ensure recurring revenue

An opportunity to liaise with more than 50 companies

Increase your funds and sales exponentially

Increase your companies performance in every direction

MARKETING STRATEGIES

Monthly or yearly packages can be used to meet the satisfaction of different customers

e.g. Assumptions:Month Rent: 6000USD~8000USDRoyalty fees:For every unit sold, Xlabs receives 1%

Flexible pricing

Assumption Source: Gazepoint Analysis Sofware

Marketing Research & Building Brand Image

Step 1: Finding Target Markets

Step 2: Providing a Free Trial,

Workshops and Guidance on product

Step 3: Obtain feedback from customers

and compile a report on feedback

Step 4: Release the report to the public

and present it to other companies for

potential partnerships

Participate in technology exhibitions

Attract the interest of writers of publication to potentially release an article on Eyesdecide on popular magazines or social media

Familiarizing software to target audience

Once you work with the

company, providing your

amazing services, it is only a matter of time before

other companies here about Xlabs and

enlist in your services

After a successful

presentation, you can now negotiate an appropriate contract to ensure that you have recurring

revenue such as from royalties

From the Networking session, set

dates for meetings to present why the company

should enlist in your service

Xlabs will provide a

speaker at the Annual

Melbourne Tech expo to

increase their awareness and

potentially network with companies

DISCOVERY CONSUMPTION &PURCHASINGONBOARDING ADVOCACY

Journey from Discovery to AdvocacyHow our strategy will play out

Cost: $2.5K = Booth$1000 = promo flyers$0 = to be a speaker

Expected potential revenue: $1.875 million

Expected potential revenue: $1 billion

Cost: $Time

2Healthcare Industry

HEALTHCARE INDUSTRY – TARGET CLIENTS

• Limited funding and time

Source: http://www.tobiipro.com/fields-of-use/clinical-research/

Why Healthcare Industry ?

2014

2015-2020

29%

34.8%

Our Target Clients

• Economical long-term tracking on their eye problems

• Eye illnesses:o Strabismus or amblyopia, o Pediatric vision issues, etc.

• Neurological diseases or brain injurieso Cognitive dysfunction or decline, o Autistic spectrum disorder (ASD) and

attention deficit hyperactivity disorder (ADHD),

o Reading and learning difficulties (dyslexia),o Stroke, etc

HEALTHCARE INDUSTRY - MARKETING STRATEGIES

• Partnership

How to do it?

• Publications of a medical profession’s or researcher’s association ( e.g. Australian Medical Association, Optometry Australia)

• Print promotional flyers and booklets and mail them to clinics and optical stores (esp. those in small to medium scale)

HEALTHCARE INDUSTRY - MARKETING BUDGET

Source: https://ama.com.au/sa/sa-publications

Marketing Activities Fee (AUD)Advertise on Canberra Doctor (published by AMA) 1,200 (quarter page)Advertise on Medical Journal (published by AMPCo) 2,800 (quarter page)Print promotional flyers or booklets and send to clinics and optical stores

200 (design fee) + 550 (printing fee) + 250 (postal fee) = 1,000Total Expense = $ 5,000 (AUD)

Budget Sheet:

HEALTHCARE INDUSTRY - EXPECTED SALES

Expected Sales after marketing:Based on the purchase of Launch Promo Monthly Plan ($600 AUD/per month)

Marketing Activities Expected New Users Expected Sales (AUD)

Advertise on Canberra Doctor (published by AMA)

300 180,000

Advertise on Medical Journal of Australia (published by AMPCo)

2,800 1,680,000

Print promotional flyers or booklets and send to clinics and optical stores

300 180,000

Total Budget = $ 5,000 (AUD) Total Expected New Users = 3,400 (persons)

Total Expected Sales = $ 2,040,000 (AUD)

Q&A