Transcript Final Presentation (First Semester)

Presents…
Jeff Chiang • Hayley Dirscherl • Philip Kemp • Sara McArdle • Leah Petersen
DS1 - Design Problem & Design Brief
 Problem
 Heat exhaustion: common and dangerous for people performing in
high temperature, high humidity environments.
 Advances quickly and signs can be subtle
 Over motivated, “team player” mentality: lessens an individual’s
concern for his/her physical condition and welfare
 Completely preventable, yet incidences/deaths still occur
 Brief
 ThermaTracker core body temperature and heart rate monitor
 Wireless, non-invasive physiological device worn during activity
 Tracks the conditions of multiple people at risk.
 Alerts a team trainer or leader
DS5 – Chosen Idea
Data Receiver
Arduino
Microcontroller
Board w/ Bluetooth
Forehead Pad with
Infrared LEDs and
Photosensor
Temperature Sensor
Earpiece
w/ Thermopile
Executive Summary
 Problem
 Heat stroke is a preventable
cause of injury or death that
may occur in hot, humid
environments when
thermoregulatory mechanisms
fail.
 Target Market
 Protective helmet users:



 Design Brief
 ThermaTracker will:



Measure core body
temperature AND heart rate
Wirelessly transmit data
from multiple users to a
monitoring station
Alert trainers/users when at
onset of heat illness
Football players: 1.5million
is USA
Soldiers: 1.1 million in USA
and territories
Firefighters: 1.1million in
USA
 Development:






Prototype May 2009
FDA approval mid 2010
2nd generation products 2012
$$$ Break even 2013
$30 manufacturing cost
$50 sale price
Company Overview
ThermaTracker Technology
Reflectance mode
PPG
Bluetooth Wireless
Transmitter
Wireless Reciever
&
Monitoring Station
In-ear thermopile
Bluetooth
PPG
If temperature
sensor
wireless
at forehead
and
transmitter
heart
measures
rate sends
riseheart
tophysiological
unsafe
rate and
levels,data
ALARM!!!
to
In-ear
indicative
a monitoring
thermopile
of heat
station.
measures
illness… core body temperature
Company Overview
 Components of reflectance PPG and in-ear
thermometers are widely used and available.
 A wealth of information exists on how to construct
PPG and thermopile devices and circuitry. We
therefore plan to develop a working prototype by May
2009.
Photodetectors
Infrared LEDs
Thermopiles
Company Overview
 Other companies (Nike, Garmin, Reebok, Timex,
Polar, Ironman) sell heart rate monitors to athletes….
 The Heat Elite Advantage
 The ThermaTracker will have the added features of:





Temperature AND heart rate monitoring for user safety
Wireless data telemetry
Rugged, tough design to handle bumps, falls, tackles
Adaptable for several types of helmets
No currently available products for monitoring heat
exhaustion
The Market
Users
Customers
Football Athletes
Athletic Departments, Coaches, Team
Trainers
~1.5 million, college and below
DoD, Military divisions
Military Personnel
~1.1 million, U.S. and territories
Firefighter Departments
Firefighters
~1,140,900 in U.S.
Competition
• CorTemp™ Monitor & Thermometer Pill
• Does not measure Heart Rate
Future Market
• Personal Users
Future Competition
• Polar, Garmin, Nike
- Heart Rate Monitors
- Do not measure core body temperature
- Do not target heat exhaustion prevention
Business Model
 Product
 Heart rate/temperature monitor built into padding
compatible with football, military, and firefighter helmets
 Future sale of accessories, e.g. long range monitoring system
 Marketing
 Catalogues
 Websites
 Coach Workshops
 Startup Funding
 Small Business Innovative Research (SBIR) grant from the
Department of Defense
 Additional investors or loans for commercialization
Financial Projection
 Revenue
 Capture ~1% market share of 1.58 mil HS and collegiate
football players in 4 years through equipment catalogue
and online ads (~15,800 units sold)
 Capture ~1% market share of 1.1 mil firefighters and 1.1
mil military personnel from 2012-2014 (~22,000 units
sold)
 MSRP of $50 per unit sold
 Approximately $1.89 million gross revenue in first five
years of product release
Financial Projection
 Costs
 Manufacturing costs of roughly $30 per unit
 R&D costs for continuous improvement of current
products and development of related product lines
 Marketing costs to place advertisements and send sales
representatives
 Salary of sales staff and exec board
 Cost of leasing a workspace and utilities
Financial Projection
Units Sold
Price
Total Revenue
COGS
R&D Costs
Marketing Costs
Salary Costs
Other Costs
Total Costs
Net Income
2009
2010
2011
2012
0
2000
3500
7000
$50
$50
$50
$50
$0 $100,000 $175,000 $350,000
$0
$60,000 $105,000 $210,000
$500
$1,000
$2,000
$3,000
$0
$2,000
$4,000
$6,000
$0
$120,000 $120,000 $140,000
$0
$75,000
$75,000
$75,000
$500 $258,000 $306,000 $434,000
($500) ($158,000) ($131,000) ($84,000)
2013
12000
$50
$600,000
$360,000
$4,000
$8,000
$140,000
$75,000
$587,000
$13,000
2014
15500
$50
$775,000
$465,000
$5,000
$10,000
$140,000
$75,000
$695,000
$80,000
Financial Projections
Cost/Revenue Plot
$900,000
$800,000
$700,000
Dollars
$600,000
$500,000
Revenue
Cost
$400,000
$300,000
$200,000
$100,000
$0
2008
2009
2010
2011
2012
Year
2013
2014
2015
Short Term Development Plan
January
February
March
April
May
Heart Rate
Monitor
Temperature
Sensor
Matlab
Code
First
Prototype
Wireless
Second
Prototype
Final
Product
Test and Refine Ideas
Long Term Development Plan
2009
2010
2011
2012
2013
2014
Develop
ThermaTracker
FDA Approval
Develop Updated
Products
FDA
Approval
Advertise
Hire Salesman
Sales
Second Product Introduced
SBIR Grant from DOD
First Profit
Develop New
Technologies
DS6 - Prototype Plan
In Ear Infrared Thermometer
$$$$$$$
Fisher Scientific
Watch Battery $3
Fisher Scientific
880 nm LED
Columbia University
Silicon NPN
Phototransistor
$0.36 Digikey
(2) Operational
Amplifiers
Columbia University
Arduino Processor
Columbia University
The Heat Elite Executive Board
 As athletes as well as
biomedical engineers,
the officers of The
Heat Elite are familiar
with both the
conditions that lead
to heat exhaustion
and current
technologies for
monitoring its
physiological
symptoms.
Acknowledgements
 Dr. Lance Kam
 Dr. Elizabeth Hillman
 Keith Yeager