Hanze Institute of Engineering

Business Model Canvas Report

Teleprompter Application Project

Group names
Andrii Semenov
Bogdan Obreja
Gabi Caraus
Volodymyr Nestaykov

Contents
Introduction ................................................................................................................................................ 3
Business model canvas ............................................................................................................................... 4
I.

What ................................................................................................................................................... 5
1.

II.

Values Proposition .......................................................................................................................... 5

Who .................................................................................................................................................... 6

2.

Customer Segments ........................................................................................................................ 6

3.

Customer Relationships .................................................................................................................. 6

4.

Channels ......................................................................................................................................... 6

III.

How ................................................................................................................................................. 8

5.

Key Partnerships ............................................................................................................................. 8

6.

Key Activities ................................................................................................................................... 9

7.

Key Resources ............................................................................................................................... 10

IV.

How much ..................................................................................................................................... 11

8.

Revenue Streams .......................................................................................................................... 11

9.

Cost Structure ............................................................................................................................... 11

Conclusions and Recommendations ......................................................................................................... 13

References ................................................................................................................................................ 14

Introduction

The teleprompter is a device that allows a presenter to read a script whilst maintaining direct eye
contact with the audience by scrolling the script on the displaying device. The fundamental principle is
that the text is displayed on a monitor that is mounted beneath a piece of reflective glass or beam
splitter. The glass is transparent on one side, allowing the camera to shoot straight through the back of
it, or to appear invisible to an audience, and reflective on the other, so that the presenter can see the
reflection of the script. The image must be reversed in the monitor so that when its reflected by the
glass, it appears the right way round for the presenter to read.
This project focuses on the development of an android application called PURE Teleprompter which is
used to provide journalists, TV reporters, singers performing on stage, video bloggers, video and film
producers which are using scrolling scripts during filming or presenting. This application will have
features of remote control, mirrored mode, adjustment of background and text color, script import,
editing and sharing. The feature that makes our product competitive amongst other teleprompter
applications is the use of the remote controlling device to control the android displaying device via Wi-Fi
Direct. In this case the range of control is more distant (100 m[1]) than with Bluetooth and no access
point is needed to connect the devices. Moreover the data displayed on the android devices is
synchronous, i.e. the text displayed on displaying device is the same as on controlling device.
Mentioned features will be implemented for first generation of the application, which will be available
for online public download and purchase in the Google Play Market. Next updates will include speech
recognition and tracking, self-regulating size of text font based on the distance between the
teleprompter and the user, remote control from Bluetooth devices and hands-free devices.
The company under which the application will be developed is named PLURAL solutions. It specializes on
developing mobile and web applications for different purposes and delivers services of software
development.

Business model canvas

Figure 1, The Business Model Canvas

I.

What

1. Values Proposition
We would like to introduce first premium teleprompter application which will make your presentations
and speeches run smoothly and efficiently with plenty of tools that satisfy the requirements of most
professional teleprompter setups.
Our company helps people to prepare better speeches and presentations by providing unique
solutions such as Wi-Fi Direct teleprompter control and script synchronization, customizable text and
background options, scripts editing and import, screen mirroring for use in the teleprompter rigs.
PURE Teleprompter is not just for studio use. The area of application is wider than one can
think. We suggest services for different customer segments and professional occupations. Because of
customization option the product can be used to help during presentations and speeches in companies,
universities and schools, journalist and reporters broadcasts and will ease your video blog recording.
Our company closely cooperates with Intelligent Lectern Systems and Sho-Q. This partnership allows us
to implement control, preview and synchronization of PC scripts installed on the lecterns.

Full list of functions (payed version):

1. Screen mirroring and normal screen options
2. Text color, font and background customization
3. Wi-Fi direct control with script preview (two android or android-PC setups)
4. Script import in .txt .doc .docx
5. Script synchronization.
6. Script text editing with highlights and bookmarks.

Free version functions:

1. Screen mirroring and normal screen options
2. Text color, font and background customization
3. Script import in .txt
4. Script text editing.

II.

Who

2. Customer Segments
Customer segments are one of the most important building blocks in the business model canvas for our
business. As a company we need to identify which customers we are going to serve, based on their
particular needs. The different types of customer segments include: Mass market, Niche market,
Segmented, Diversify and Multi-sided Platform/market[2,3]. We are going to concentrate on Mass
Market, because we are planning to fulfill the needs of a wide cross section of the population, beginning
from Bloggers, TV reporters, Film and Music makers and ending with Politicians and Corporate sector.
This customer groups were chosen, because our product matches their particular needs.

3. Customer Relationships
To ensure the success of business, we must identify the type of relationship that we want to create with
the customer segments. In our case we are going to concentrate on Dedicated Personal Assistance,
Communities and Self-service. We chose this types of Customer relationships, because our Product(App)
will be divided on Free and Paid version. We will create Communities in Internet and Self services for all
our client, where Users can help each other, as well as find answers to the most frequently asked
questions. On the other hand, customers, who paid more money for the Full version of app should get
not only better functionality, but a better Service as well, so we would provide them an access to our
Dedicated Personal Assistance, with 24h call center and Online help center.

4. Channels
It is important for us to distribute our value proposition in a fast, efficient and cost effective ways. We
are planning to reach our clients through our own channels, as well as through partner channels. In our
case the best choice for partner channel are such popular digital distribution platforms as App Store and
Play market with more than 100 billion app downloads. From chart below you can see that Google Play
store and Apple App Store are the leaders on the market of digital distribution with total number of
around 2,500,000 apps[4].

Figure 2, Digital Distribution

In addition to sales through partner distribution platforms, our own channels, in our case Website, will
give us a good platform for communication with our customers and will save us a lot of money in the
long run, as Google Play market and App stores takes 30% of our revenue.

III.

How

5. Key Partnerships
Key Partnerships refers to the network of suppliers and partners that are making the business model
canvas work. Furthermore our company forges strategic alliances to optimize the business models, to
reduce risk and to acquire resources or revenue.[5]
The types of partnerships that our company is focusing on are the following:

Strategic alliances between non-competitors

Funds-supplier relationship

Strategic alliances between non-competitors:

One of the strategic alliances that our company is going to have with a non-competitor is with a
company called Intelligent Lectern Systems(ILS) which is the premier sources for lecterns and podiums
that are suited for presenting, training, teaching, events and also conferences. The main partnership is
based that all the systems that ILS will sell in the future, will come with our software which will help the
presenter to easy navigate between presentations and in exchange our company will gain public
visibility and awareness of the application and more connection with people who are interested in
applications such as ours.

Funds-supplier relationships:
Our company currently doesnt require a large amount of money to be on the market since is focusing
on creating and developing new android applications. However when it comes to make people aware of
our application (marketing) and also to future research and development projects, PLURAL Solutions
requires some additional funds. In order to solve this problem, the company is focusing on acquiring
financial income from sponsors such as Hanze University of Applied Sciences but also from the
government by proving that is worth investing into the applications created by our own company.
Furthermore in this way PLURAL Solutions is reducing financial risks that could happen in the near future
and can focus on allocating the right amount of resources and activities in order to expand the company
development.

6. Key Activities
The activities that a company must engage in to make the business model work are called Key Activities.
To operate successfully Plural Solutions has three activities that allow the company to generate revenue
and in turn continue to improve the value it offers to customers:

Problem Solving
Research and Development
Marketing

When it comes to providing a service to a customer it always requires a problem solving. Furthermore
each individual using the company applications services may interpret the service differently and a
variety of problem can arise. At Plural Solutions we are confident that we have the knowledge and the
technology required to eliminate any serious problems that the customer might have before getting out
of control and gaining a bad reputation.
Furthermore our company also focusing on Research and Development (R&D) to conduct investigation
in android applications with the intention of making discoveries that could lead on developing new apps
or improving existing products. This way Plural Solutions can experience future growth by developing,
improving and expanding our operations.
Within our organization, marketing is vital business function that is necessary for our company to bring
revenue and to distribute our services among different customer personas. Furthermore it creates a
competitive environment that helps to lower product prices and it also helps in developing applications
that satisfy needs of the customer.

7. Key Resources
Key Resources is the building block describing the most important assets needed to make the business
canvas model work. The key resources that company is focusing on are intellectual and human and not
physical since the company currently, doesnt own any manufacturing facilities, building, vehicles etc. [6]
The Intellectual resources that our company is focused on are:

the proprietary knowledge

patents
copyrights partnerships
customer databases

All the intellectual resources mentioned above are increasingly important components of a strong
business model and each one of them needs to be taken into account and analyzed accordingly. Since
our company is focused on developing and implementing apps it depends on software intellectual
property that has to be developed continuously and also around patents for different applications ideas
since the company can earn substantial revenue from licensing fees.
Another important key resource of our company is structured based on the Lattice Organization Model
which is characterized by self-management as this structure has no hierarchy and no defined leadership.
Furthermore the lattice organizational structure allows the company to become more flexible and to
adapt more quickly to changes in the market. Also by giving workers more responsibility and the
opportunity to change their work pattern to balance their work it provides a better worker retention
and greater productivity. [7]

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IV.

How much

8. Revenue Streams
From each customer segment described in the WHO section our company plans to generate a Revenue
stream which will allow our company to continue its activities on the market and thus providing our
product for new customers. Revenues that our product is going to create are going to be off the next
forms : one-time customer payment sale , Licensing and Advertising.

Our plan is to have two products for our customers: a free version and a paid version. Both of them will
be available in different online stores: Android Play Store (Android users), Amazon App Store (Android
users), iTunes Apple Store (Apple IOS users), Windows Store (Windows users). The free version will
facilitate the user the main required actions of the PURE Teleprompter described earlier, but it will
feature the second method of collecting revenue which is Advertising. As a revenue source we are going
to host ads on our app in a manner that it does not affect the efficiency of the app and maintain the
same level of usage quality for the users [8]. If the user would want to have the functions of the full
version described earlier it require of him an one-time product purchase which will be available only for
that user and only on the operational platform it will be installed on. The one time purchase will be done
through the online store which will direct the money to the offshore account registered on the company
thus giving us the unique opportunity not to pay taxes.
Our company cooperates closely with Intelligent Lectern Systems (ILS) on developing and implementing
the PURE Teleprompter with their lectern rigs. Licensing grants ILS the right to sell our product together
with their lectern products and separately with other software products of their own.

9. Cost Structure
Selling and advertising
The product sales can be done through different application selling platforms such as Play Market,
iTunes Apple Store, Windows Store, Amazon App Store. We provide multiple subscription and licensing
options. For subscription the payment can be done yearly (2 euros/year) or one-time payment for
lifetime use (10 euros). Also free version will be issued with limited functionality to attract clients,
advertise and thus raise customer awareness of a product and brand, generate sales.

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Research and Development (Innovations)

Wi-Fi Direct [9,10] is a new certificate, issued by Wi-Fi alliance in 2010 and is relatively new
method to interface with nearby devices and stream peer-to-peer data. It is already used for
connections android-android and android-printer, scanner, monitor and player systems. It is also
capable of creating Wi-Fi Direct networks to share any data at high speed rates.
With this technology we innovate in the teleprompter development to allow fast and wireless
data exchange with controller device and displaying device. The capable range of the transmission is
about 100 m as stated in Wi-Fi alliance documentation[1], created wireless network does not need the
access point and moreover it is protected by WPS[10] (Wi-Fi Protected Setup) which makes this method
most suitable for classrooms, lecture halls and studios.

Promotion
Partnership with ILS and Sho-Q will give us access to capture both presentation and video markets and
send our products along with theirs to promote, advertise and create brand loyalty for companies. From
different view functionality of our products will enlarge ILS and Sho-Q product diversity and extend their
presentation toolbox.

Economies of scope
PLURAL solutions plans to develop other products for the public use and for that reason we are
adopting a policy of economies of scope and not scale because of the following advantages :
1. Extreme flexibility in product design and product mix
2. Rapid responses to changes in market demand, product design and mix, output rates, and
equipment scheduling
3. Cheaper to produce one product in conjunction with other products than to produce that
product alone
4. Greater control, accuracy, and repeatability of processes
5. Less risk as if one product will not sell as expected there will still be available other products
developed by PLURAL

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Conclusions and Recommendations

To sum up the application with its number of features is going to be a must have tool for presenters,
video bloggers and journalists. PLURAL solutions, the company providing the application, is going to
suggest various subscription and licensing plans to capture the market of software Teleprompters and
advertise the product.
After the first Android app PLURAL solutions in partnership with Sho-Q and ILS is going to
develop a system which will include both software and hardware solutions to provide more tools and
functions for ease of presentations and speech.
For future improvements concerning PURE Teleprompter we plan to use Google APIs to provide
voice navigation and control over the script, thus adding more attractive functions to the toolbox of the
application and making it more competitive on the market. Future plans also include expanding to
different software platforms and providing access to the app to Apple, Windows and Linux users.

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References
[1]Wi-fi.org,. "How Far Does A Wi-Fi Direct Connection Travel? | Wi-Fi Alliance". N.p., 2016. Web. 1 Mar.
2016.
[2] Cleverism,. "Business Model Canvas: Customer Segments". N.p., 2015. Web. 1 Mar. 2016.
[3] Wikipedia,. "Business Model Canvas". N.p., 2016. Web. 1 Mar. 2016.
[4] Android Authority,. "Google Play Store Vs The Apple App Store: By The Numbers (2015)". N.p., 2015.
Web. 1 Mar. 2016.
[5] Ecommerce-digest.com,. "Key Partnerships In The Business Model". N.p., 2016. Web. 1 Mar. 2016.
[6] Ecommerce-digest.com,. "Key Resources In The Business Model". N.p., 2016. Web. 1 Mar. 2016.
[7] Smallbusiness.chron.com,. "How Does A Lattice Organization Work?". N.p., 2016. Web. 1 Mar. 2016.
[8] Google.com,. "Google Adsense & Admob - Earn Money With Online Ads - Google". N.p., 2016. Web.
1 Mar. 2016.
[9] Wi-fi,. "Wi-Fi Specifications". N.p., 2016. Web. 1 Mar. 2016.
[10] Wi-fi,. "Wi-Fi Direct". N.p., 2016. Web. 1 Mar. 2016.

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