ThreeRev Team2

IP Protection and Monintoring

Andy RyuMatthew NeisserJian LuDmitriy FotiyevOctavio Azpurua

IP Holders 3D Industry Players Consumers IP Lawyers

10 12 39 7Total People we Talked to: 68

Video Clip

Interviews

IP Holders 3D Industry Players Consumers IP Lawyers

Examples:• Shapeways Meet-Up

• “Make it” NY Meet-Up

• Makerbot store

employees

• 3D Printer Inventor

• 3D Scanner Inventor

• Ph. D. student

• Ph. D. student in 3D

Search Engine

• CEO of 3D Search

Engine Company

Examples:• Nissan

• Google

• Scotch and Soda

• Urban Green Energy

• General Electric

• Aeropostale

• Eva Fehren Jewelry

• Mercedes-Benz

• McLaren Strollers

• P&G

Total: 68

10 12 39 7

Examples:• Classmates

• Friends

• Meet-Up attendees

• Columbia Students

Canvas – Day 1Key Partners Key Activities Value Proposition Cust. Relationships Cust. Segments

Key Resources Cust. Relationships

Cost Structure Revenue Streams

− Content providers

(original IP Holders)

− Modelers: those who

can create 3D models

based on existing IP

− 3D search engines to

scan for and flag IP:

• 3dindustri.es

• Yeggi

• Princeton 3D Model

Search Engine

− 3D model marketplaces:

• Shapeways

• 3DLT

• Ponoko

• Fab

• Thingiverse

− Printing Services

• MakeXYZ

• Shapeways

− Serving as a

marketplace for licensed

3D content

− Distributing licensed

content to other

marketplaces

− Outsourcing storefront

development for 3D

printing

− The marketplace

community: economy of

scale & network effects

− Relationships with IP

owners

− A platform that

integrates IP scanning

and protection into the

marketplace

− Connecting customers

who desire 3D printed

goods with ones who

have the capability to

produce them

− Adding services like 3D

scanning and modeling,

that the customer can

not do oneself

− Allowing for the

licensing of IP to

become part of 3D

printed goods

− The marketplace

provides for discovery

and serves as a

merchant platform

between the parties

involved

− Strong relationships

with IP holders who sell

through us, either via

licensing or storefront

− Branding for consumer-

facing portal, need fair

prices and strong

customer service

− Selling direct through

own marketplace

− Serving as distributor to

other marketplaces

− Storefronts for 3rd party

websites (own

eCommerce platform)

− Integrating with existing

eCommerce platforms

Sellers:

− Content providers (IP

Holders)

− 3D Modelers using IP

content

Buyers:

− Prototype developers

− Hobbyists

− Ones in need of

replacement parts for

proprietary equipment

− Fashion/jewelry/trends

− Parents: custom toys

− Ones interested in

personalized gifts from

known entertainment or

product brands

− Internal or outsourced technology development; Admin costs

− Cloud-hosted infrastructure

− Sales force for business development with content providers; CRM

− Consumer marketing, customer service, and fraud prevention

− Reputation engines and statistical algorithms can help achieve

economies of scale (i.e. the Ebay, AirBnb, Etsy models)

− % basis of a license fee for content (i.e. iTunes model)

− Transaction fees for marketplace purchases if done through our own

marketplace and/or a custom storefront

− 3D content hosted on (or passing through) the platform is tagged

under “Free and Open” and/or “Licensed” categories

− Licensing rules are customizable to allow or disallow derivative works

Consumers

Marketplace

Platform

Licensed

content

storefronts

Own Printer

Printing services

companies

IP, Branding

Storage metadata

Internet

IP Enforcement

Business Model – Day 1

Day 1 Conclusions

“Don’t try to boil the ocean”

Key Partners Key Activities Value PropositionsCustomer

Relationships Customer Segments

Key Resources Channels


− 3D model marketplaces:

• Shapeways

• 3DLT

• Ponoko

• Fab

• Thingiverse

− Printing Services

• MakeXYZ

• Shapeways

− Serving as a marketplace

for licensed 3D content

− Distributing licensed

content to other

marketplaces

− The marketplace

community: economy of

scale & network effects

− Relationships with IP

owners

− A platform that

integrates IP scanning

and protection into the

marketplace

− For businesses we

provide IP protection and

distribution of 3D printed

models

− Connecting customers

who desire 3D printed

goods with ones who

have the capability to

produce them

− Adding services like 3D

scanning and modeling,

that the customer can not

do oneself

− Allowing for the licensing

of IP to become part of

3D printed goods

− The marketplace provides

for discovery and serves

as a merchant platform

between the parties

involved

− Account managers that

maintain strong

relationships with IP

holders

− Branding for consumer-

facing portal, need fair

prices and strong

customer service

− Direct sales

− Company web page

− Web advertising

− Selling direct through

own marketplace

− Serving as distributor to

other marketplaces

− Storefronts for 3rd party

websites

Companies

− Owners of IP content that

own 3D models

− Companies that do not own

3D models of their products

but could be affected

3D printing service providers

− 3D Modelers using IP

content

Buyers:

− Prototype developers

− Hobbyists

− Ones in need of replacement

parts for proprietary

equipment

− Fashion/jewelry/trends

− Parents: custom toys

− Ones interested in

personalized gifts from

known entertainment or

product brands

− % basis of a licence fee for content (i.e. iTunes model)

− Transaction fees for marketplace purchases if done through our own marketplace

and/or a custom storefront

− 3D content hosted on (or passing through) the platform is tagged under “Free and

Open” and/or “Licenced” categories

− Licensing rules are customizable to allow or disallow derivative works

IP Holders

3D Printing

Services providers

such as scanning,

printing, searching

Create or licence IP

scanning spider

Develop repository

and secure platform

Secure platform for

storing and

communicating with

providers

IP Violation

Scanning

software

Storefront Setup

FeesTransaction fees

IP protection

serviceTechnology

DevelopmentSales & Parenting Infrastructure

Create trusted network

of service providers

IP Holders

3D Printing Services

Providers

IP protection and

other valued

services for

businesses

Potential

customers for

3Dprinting services

providers

Canvas – Day 2

SOURCE: 3DSystems June 2013 Report

Total Market Size

2.2B

Total Potential Market

2.1B

Total Market Size:

• Industrial market

accounts for 96% of

the total 3D printing

market size

• More interviews are

need to define total

addressable market

Our opportunity

% of that total

TBD

Market Size – Day 2

Day 2 Conclusions

“Get to know the

competitors, the industry

and REAL customer needs”

Canvas – Day 3Key Partners Key Activities Value Prop. Cust. Relationships Cust. Segments

Key ResourcesChannels


− Company web page

− Web advertising

Categories of Companies:

− Owners of IP content

that own 3D models

− Companies that do not

own 3D models of their

products but their

products can be easily

modeled in 3D could be

affected

Create 3D Scanning

Engine and Spider

Software Engineers

Sector Experts in 3D

Hardware

Transaction feesIP protection service

Monthly or Case basedTechnology

DevelopmentSales & Marketing

Infrastructure

Create a Network of

Certified Commercial

Printers

Costumers w/

Valuable IP that can

take a form of a 3D

model based 3D

Models

B2B: Two Sided


Providers

Patent IP Attorneys

3D Printing

Services Scanning

& Printing

Protect IP of Firms’ 3D

Models by Active

Monitoring

Create Customer

Demand for Excess

Capacity

3D Model

Search/Recog.

Technology

Providers

3D Scanning

Services

Technology

Infrastructure

3D Model Repository

Partner Fees

Offering Bespoke /

On-Demand Products

from Leading Brands

Offering a Secured

Distribution Network

Account Managers that

Maintain Strong

Relationships with IP

Holders

Relationships with 3D

Printing Services

Ones Desiring 3D

Printed Products

Direct sales to holders

of IP

Marketing to Legal

Depts.

White-label Storefronts

Customer Segments - Day 3

Companies with 3D model IP or patents who want to

protect their designs and distribute their 3D model

files through trusted networks of 3D printers

• Holders of actual 3D model files

• Companies with goods that can be easily modeled

in 3D

• Companies that risk having their IP exploited by

others: knock-off copies, unlicensed accessories,

etc.

Consumers who wants to buy 3D printed products

for brands that they already recognize and associate

with

Value Proposition – Day 3

Companies Consumers

• Companies’ 3D model files will be

protect from piracy

• Companies can distribute their

product through safe printer networks

• Customers can buy 3D printed

products directly from the brands

they love

Day 3 Conclusions

“Most of your hypothesis are wrong”



Cost structure Revenue Steams


− Owners of models



products but their

products can be easily

modeled in 3D could be

affected

Create 3D Scanning

Engine and Spider

Software Engineers


HW SW and Search

Transaction feesIP protection service



Infrastructure

Create a Network of

Certified Commercial

Printers

Costumers w/


take a form of a 3D

model

B2B: Two Sided


Providers

IP Attorneys


Scanning & Printing

Protect IP of Firms by

Active Monitoring

3D Model

Search/Recog.

Technology

Providers

Physical Product

Scanning Services

Tech Infrastructure

3D Model Repository

Partner Fees

Offering Bespoke /

On-Demand Products

from Leading Brands

Offering a Secured

Distribution Network


Maintain Strong


Holders

Relationships with 3D

Printing Services

Ones Desiring 3D

Printed Products


of IP

Marketing to Legal

Depts.

White-label Storefronts

Types of protection:

− Scanning the internet

for infringing files

− Scanning physical

objects in 3D to see if

they match protected IP

Physical 3D Scanners

Marketing to Law

Firms

Relationships with law

firms

Law firms with IP

protection dept

Physical Goods

Scanning

Channels and Get Strategy – Day 4

CHANNELS

• Direct sales to law firms

and law departments of

IP Holders

• Direct inbound through

company webpage

GET STRATEGY

• Sales reps that handle

relationships with IP

Divisions of top law firms

and/or Corporations

• Sponsor IP related

activities and Seminars.

• Bring actual results to

potential customers

Platform Structure

Consumers

Marketplace

PlatformLicensed

Content

Storefronts

Own Printer

Printing services

Companies

IP, Branding

Storage Metadata

Internet

IP Enforcement

Model Scanning

Physical Scans

Platform Structure

Marketplace

Platform

Licensed

ContentCompanies

IP, Branding Storage Metadata

Internet

IP Enforcement

Model Scanning

Physical Scans

Revenue Chain – Day 4

IP Holders

or Law Firm

Scan & Search

Internet Marketplaces

-

Manufacturing Online

Market Places

Counterfeits

Marketplace

$

Actionable Reports

Compare original 3D

files to scanned

potential counterfeited

goods

Day 4 Conclusions

“If you have to pivot, it only

means that the opportunity

is somewhere else”



Cost structure Revenue Streams


− Owners of models



products

Create 3D Scanning

Engine and Spider

Software Engineers


HW SW and Search

IP Protection Service Retainer



Infrastructure

Costumers w/


take a form of a 3D

model

IP Attorneys Protect IP by Active

Monitoring

3D Model

Search/Recog.

Technology

Providers

Physical Product

Scanning Services

Tech Infrastructure

3D Model Repository

Partner Fees


Maintain Strong


Holders


of IP

Marketing to Legal

Depts.

Types of protection:

− Scanning the

internet for

infringing files

− Scanning physical

objects in 3D to see

if they match

protected IPPhysical 3D Scanners

Marketing to Law

Firms

Relationships with law

firms

Law Firms with IP

Protection Dept.

Physical Goods

Scanning

Percentage of Recovery

Increase Revenue

Potential via

Additional Royalties

Brand / IP Holders

IP Law Firms

SOURCE: 3DSystems June 2013 Report

Total Market Size

$600B

Total Potential Market

$50B - $100B

Total Market Size:

• The global counterfeiting or

piracy of goods is estimated

to be between 2008

estimates of $455 to $650

billion with estimates to

grow to somewhere between

$1,220 billion and $1,770

billion by 2015.

• “The global value of

counterfeit products at $600

billion seems to have gained

acceptance”

Our opportunity:

5% of that total

$2.5 – $5B

Market Size – Day 5

Cost/Revenue Structure – Day 5

Average Contract/yr. 150K Management $ 240K

Required customers: 7

Warehouse $ 24K

Sales (2) $ 200K

Staff (2) $ 100K

Scanners (2) $ 40K

Office Rental $ 12K

Marketing $ 40K

Incidental (other) $ 89K

Total $1,015K

A company can pay around

$ 3M a year on IP lawyer

salaries

Developers (3) $ 270K

Revenue Costs

Revenues and Costs of creating an sustaining the Minimal Viable Product (MVP)

What we are going to do / Conclusion

Find Out / Test Hypothesis Next Steps / Actions

• The total size of the legal discovery services market • Obtain data from the CEO of a legal

discover company

• Research competitors: manual services and

automated solutions including Mark Monitor

(acquired by Reuters)

• Obtain more information about it from a

classmate working at Thompson Reuters

• The exact scope of needs for constant IP protection

from manufacturer side

• Reach out to large companies and present

the Demo

• The technology availability and the cost structure for

partnering with technology providers

• Reach out to 3D research engine labs to

talk to SW/HW engineers

Lessons Learned

• Customer discovery appears to be an excellent way to compare your hypothesis with your actual

customer needs, and can save one many months of work on the wrong direction

• Before we begin to spend money on development, we need to make sure that we are finding a market

fit for our customer segments.

Education

ThreeRev Team2