sematools #tiebootcamp demo day pitch

TiE-­‐IQ  Bootcamp  

TiE  Mumbai  ini3a3ve    Sponsored  by    

Nexus  Venture  Partners  India  Quo3ent  

Paytm  #TiEBootcamp  

#TiEBootcamp

Founder – Ashish Ganu M.Des - IDC, IIT Bombay 15 years of design experience Founder of Sapling Design Solutions

Advisor and SME – Prof. Uday Athavankar IDC, IIT Bombay – 20+ years of research in cognitive psychology and product semantics

#TiEBootcamp

Youthful? Stylish? Individualistic?

Aspirational?

Scenario: Client wants a quick perception survey

#TiEBootcamp

Focus groups and personal interviews (logistics, time, resources, reach) Web based survey tools (comparative inputs, data correlation)

Traditional methods are limited

#TiEBootcamp

Enter Sematools…

A web-based visual survey platform to capture consumer perceptions, that is:

Comparative Image based Correlated reporting

#TiEBootcamp

Client creates a Sematools survey with 18 cars

#TiEBootcamp

Respondents take the survey on the web

#TiEBootcamp

Results: Target is seen as a typical small car…

Very typical Very atypical

#TiEBootcamp

…that needs work on looking youthful and stylish

“No youth can ever like a muscle less car. Again, it's not made for that purpose.” “coz of the downturned fender”

“no sexy curves at all.” “The design and styling is pathetic.”

Very youthful Not at all youthful

Very stylish Not at all stylish

#TiEBootcamp

Advanced reports…

Expression Scores Comments

Expression Chart

#TiEBootcamp

Advanced reports…

Expression Scores Comments

Expression Chart

Confidence of Perception Partial Auto Analysis

#TiEBootcamp

Factual Emotional Perceptual

Eas

y C

ompl

ex

Eyetracking  soAware  Eyetracking  

Personal  interviews  Focus  groups  

Sematools is not just another survey platform…

#TiEBootcamp

Factual Emotional Perceptual

Eas

y C

ompl

ex

Eyetracking  soAware  Eyetracking  

Personal  interviews  Focus  groups  

Perceptions Ease of Use Expanding Reach

We focus on…

#TiEBootcamp

TVS, Bajaj and Hero R&D budget Rs 700 crore in FY12 ($127 million)

Tata Elxsi revenues Rs. 539 crore in 2012

Target market in India and abroad

Consumer product manufacturers and designers (automobiles, white goods, brown goods, lifestyle products, brand identity)

#TiEBootcamp

Story

Address the Problem

Finding customers through…

Direct Sales

Product Semantics Training

Online Design Communities Core77, Product Design Hub

#TiEBootcamp

Achieved in 6 months

Web interface ready 2 prospects 2 pilot customers in past 3 weeks

#TiEBootcamp

A Story ∧ Compelling

Address the Problem

Turnkey projects For development funding and feedback

SaaS Model Companies use platform on pay per response model 1.  Get their own respondents

2.  Use respondent panel available with us

The roadmap

#TiEBootcamp

The roadmap

Working on mobile interface Working on advanced statistical reports Get a few paying customers Raise funds

#TiEBootcamp

A Story ∧ Compelling

Summing it up

Sematools makes product design analytics fast and easy with web-based visual surveys. Aimed at consumer product manufacturers and designers Currently 2 pilot projects and 2 prospects

#TiEBootcamp

A ∧ Compelling

Address the Problem

Thank you

founders@sapling.in  |  +91  9969078134