Download - Arka lighting lecture 3 value prop
Hypotheses:
• Improved novel (integrated) thermal dissipation technology can significantly improve LED lighting performance and reduce cost
• Our technology allows direct replacement of commercial high lumen but low efficiency incandescent bulbs with LEDs without light quality/output compromises
• This can deliver a scalable business model
ARKA LightsHigh Performance Heat Dissipation Technology for LED Lighting
Reduced number of LEDs
Higher lumens in the same form factor
Commercial Customers
-Replacement Lamps
- Indoor Applications
Trade Presence, publications, shows
Direct Sales to Institutions
Web based demos, education
OEMS
Luminaires Manufacturers
System integration
Requires no infrastructure changesASME,
Professional Groups
Environmental conscious Groups
Systems Design
IP
Government Agencies (DOE)
Cost of Sales
LED manufacturers
Luminaire Manufacturers
Developments Costs
Sale of Products
Suppliers Certifications
Awareness Building
Increased reliability
Experienced manufacturer as a partner
Component supplier costs
CANVAS FOR ARKA – Version 1
We’re talking to (some combination of): OEMS Architects (Rita Koltai – Koltai Lighting Design) Technical Experts/Consultants (Stanford
University), Prof. Robert Davis, (CMU) Lighting designers and manufacturers
(Greenray Lighting) Lighting Distributors (Stanford Lighting) Facility Managers (Sheraton Hotel) Retail Outlets (Pottery Barn)
GETTING OUT OF THE BUILDING
1) Prof. Robert Davis, Founder of CREE – a leading LED company- Heat transfer is a major issue. Not sure whether the internal phonon reflectance may in fact be the leading thermal limit.
2) Prof. James Harris, EE Department, Stanford University- Heat transfer issue – The phonon reflection increases significantly with the doping of new materials. This reduces thermal conductivity of the LED. Eventually it becomes the limiting factor. Need to include reduction in the thermal conductivity in the heat transfer modeling.- Bought six PAR38 lights for his family room last week. Wants them to last 20-30 years as changing them with a ladder was a major hassle.- Light intensity was lower than incandescent bulbs it replaced. Not happy about that.
CUSTOMER FEEDBACK
3) Mr. Mo, Co-owner of Greenway Lighting, Santa Rosa, California
- T8 lighting (tube light replacement) is their main product. PAR38 replacement is needed, but not available today. They recommend PAR30, a much lower intensity product. The available PAR38 do not meet the lighting intensity and light quality demands for replacing the current incandescent lights.- Replacing light bulbs is a major hassle. Costs $400 to rent a cherry picker to replace bulbs – makes very expensive. Need to have longer life.- Offered a business proposition to do thermal design of his LED lights on a consultation basis (Not an attractive business model for us due to very low returns and limited scalability).
CUSTOMER FEEDBACK
4) Prof. George Tayo, ME Center for Design, Stanford University- LEDs are evolving very rapidly. Thermal issues are similar to PCs – cooling will remain major issues as performance and quality envelope will continue to expand.
5) Mr. Bruno (maintenance supervisor) – Sheraton Hotel, Palo Alto - Use 100’s of PAR38 in this hotel. Replace every 6 months or so. Would be happy with longer life product - Current weight of LEDs might prevent them from being used in establishments with high ceiling. (Heavy aluminum heat sink adds significantly to weight).
CUSTOMER FEEDBACK
6. Pottery Barn Staff – Pottery Barn, Palo Alto Title 24 has changed the procurement patterns of corporate
headquarters regarding light fixtures – no dimming or two-way switches (Need to become familiar with local laws)
Use incandescent lights for all general illumination (counted 34 in front foyer alone) without dimming or daylight control. Extensive use of CFLs in displays (not directional so less suitable for task lighting).
7. Paul (salesperson) – Stanford Electricals - • Advocate of LEDs; largely ‘self-educated’• Indicated that rising prices (~30% in last 6 mths) of fluorescents
(due to phosphor costs) and falling LED prices will boost LED sales
• Indicated unwillingness of smaller retailers to experiment with new suppliers products’
• Highlighted form factor of LEDs and emphasized that products need to be used without changing current infrastructure.
• Seeing significantly increased adoption of LEDs by customers (particularly over last 5 mths)
CUSTOMER FEEDBACK
Lower purchase cost
Higher lumens in the same form factor
Commercial Customers
-Replacement Lamps (PAR38)
- Indoor Applications
Trade Presence, publications, shows
Direct Sales to Institutions
Web based demos, education
Luminaire Manufacturers
System integration
Requires no infrastructure changes
ASME, Professional Groups
Environmental conscious Groups
Systems Design
IP
Government Agencies (DOE)
Cost of Sales
LED manufacturers
Luminaire Manufacturers
Developments and Certification Costs
Sale of Products
Suppliers
Certifications
Increased reliability
Experienced manufacturer as a partner
Component supplier costs
CANVAS FOR LED – Version 2
Reduced weight
Awareness Building
Thermal modeling of LED cooling
IMMEDIATE NEXT STEPS
Conduct further interviews to asap validate value proposition and channel hypotheses OEMS and Institutions Specifiers and Contractors
Begin work on key activities including reduction of technology to practice (prototyping)
SUMMARY
Contacted 8 diverse feedback nodes (experts, customers, supply chain)
Partially validated three components of the initial canvas. Learned more about possible value
proposition. Modified key activities to include thermal
modeling Recognized need for engaging with OEMs
asapDisclaimer – The conclusions drawn here are based on a limited data collected. Further validation will be conducted.
Thank you!
PROBLEMS WITH EXISTING LEDS
Cannot deliver enough lumens to replace existing incandescent bulbs
Heavy weight Low life due to higher temperatures
Our Enhanced Heat Transfer Technology
Higher heat removal ability allows Lower operating temperature Increased lumen intensity per LED Reduced number of LEDs Increased life