Opportunity Analysis_3Doodler - UBC Blogs

Report
MET 522 – Assignment 1
Opportunity Analysis
University of British Columbia
Terri Harris
October 13, 2013
Opportunity Analysis: 3Doodler
Terri Harris | ABC Business Analysis Ltd.
Presented for Investor Consideration: October 13, 2013
Preliminary Findings
Please note that this report includes our preliminary findings only. Should you wish to
proceed with this opportunity, we have identified additional information that should
augment this report.
Overview

Introducing the 3Doodler

Company & The Team

2013 Kickstarter Campaign Results

Product Potential

Marketing

Competition

Next Steps

Q &A
Introducing the 3Doodler

The 3Doodler is a 3D printing pen that uses
either ABS or PLA plastic.*

The 3Doodler has two speeds, fast and
slow.

Doodles can be created as flat forms, as
freestyle 3D objects, or in separate parts,
ready to be joined together using the
3Doodler.

The are various creative opportunities…

Basic 3D shapes and 3D models

Jewellery, pendants and hanging ornaments

Decorative art and fridge magnets

Personalization of everyday objects (iPhone
cases, laptops, pens, etc.)
*ABS (acrylonitrile butadiene styrene ) PLA (polylactic acid)
Product Video: http://www.youtube.com/watch?v=DQWyhezIze4
Packaging and Pricing

Pre-orders available for February 2014
delivery

Package includes:

Pen + adapter

50 strands of ABS or PLA plastic

Cost: $99 US*

Refill plastic (25 strands):


Single colour or mixed color

$9.99 US
Shipping anywhere in the world:

Under $15 US
Plastic comparison: https://www.the3doodler.com/abs-vs-pla-head-to-head/
*Excludes Russia, Australia, New Zealand
WobbleWorks LLC Inc.

Founded in 2011 in Boston, USA

Corporate Vision: To create fun inspiring and innovative products that combine amusing
motion and animation with great industrial design at a low cost.

Website: http://www.wobbleworks.net/home

Email: [email protected]
The Team

Maxwell Bogue – Co-Founder/ CTO



Graduate of Purdue University’s Computer Science
Program
Maxwell’s worked as a Project Manager in
WowWee’s R&D department creating Rovio, RS
Media and ChatterBots as well as other robots and
toys
Pete Dilworth - Co-Founder/ CEO



Graduate of Northeastern University’s Linguistics
Program
Peter’s experiences with the MIT Leg Laboratory (a
division of the MIT Computer Science and Artificial
Intelligence lab and the MIT Media Lab have led to
numerous innovations in robotics.
He has previously worked as an inventor for
WowWee R&D department,(where he met Maxwell)
View their bios at: https://www.dropbox.com/sh/5f5bfs5qxqsbq0v/32yyuS1rle/Bios
The Team


Daniel Cowen - Co-Founder/ CTO*

Graduate of Oxford’s Law Program

Daniel guides and oversees operations,
marketing and business development from Hong
Kong where he is now based

Co-founder of two award-winning software startups (including "Last Night Never Happened")
No information publically available on other
team members
*All sources with the exception of Daniel Cowen’s posted bio, list Bogue and Dilworth as
the co-founders and Bogue as the CTO. Daniel’s role will need to be confirmed.
The 2013 Kickstarter Campaign

Campaign launched February 19, 2013 with an
initial fundraising target of $30,000

Various reward levels offered

The reward levels were expanded due to
demand

Funding period
Feb 19, 2013 - Mar 25, 2013 (34 days)

Result: 26,457 backers

$2,344,134 pledged of $30,000 goal
Kickstarter site page:
www.kickstarter.com/projects/1351910088/3doodler-the-worlds-first-3d-printing-pen
Enhancements
The first 3Doodlers will be shipped with the
following last minute enhancements:

A protective silicone tip cover to protect
fingers from most of the heated extruder.

A mounting area built into the back of
the pen.

A three-pin control port for the speed
buttons
Product Potential

New market with 3D printers being the closest comparable

According to Gartner Market Analysis and Statistics (September 2013):
“Consumer and enterprise 3D printer shipments are growing at 95.4% and revenue at 81.9%
from 2012 through 2017. The 3D printer market will grow from $288 million to more than $5.7
billion by 2017 as consumer 3D printing hype accelerates 3D printer purchases by enterprises
worldwide.”
Prediction that worldwide shipments of sub-$100,000 3D printers will grow 49% this year, to
reach a total of 56,507 units.
That rate of growth is forecast to rise to 75% in 2014, fuelling shipments of 98,065 units. It’s the
first time Gartner has put together a forecast for the sub-$100,000 3D printer market so that’s
something of a rite of passage for the technology too.

Additional market studies are equally enthusiastic about the potential of 3D printers

Huge potential 3D printers but 3D pens not completely comparable
Potential for Education

The pen is recommended for those 12
years of age and older.

Some possible mainstream and eclectic
educational applications that have been
submitted to the 3Doodler community
include….

Architects and engineering sketch models

Choreography of human movement (dance)

Teaching (for design and geometry)
 As a teaching aid for the partially
sighted/blind community, spatial awareness
and object creation
 Repairs
 Crafts & hobbyists for decorating everyday
item
 Jewelry making
 Calligraphers
 Gardening (plotting out layouts, etc.)
 Home decor (including decorating
basement pipes)
 Wedding cake decoration
 Animations for stop motion shorts
 Board games pieces
Marketing

Currently the 3Doodler is only available online
via the 3Doodler site

The team plans to make the product available
through retail in Q1 2014

The FAQ page of the 3Doodler website
indicates that the team is in the process of
reviewing potential distributer requests

Press releases available:

September 6, 2013

September 30, 2013
Competition
Next Steps – Information Gathering

Corporate information – structure and team members

Risks & challenges:

Choice of factory

Quality control

Distribution channels

Timeline to Go Live (product release)

Strategy to protect market share

Future potential product enhancements
Q&A
Appendix – Reference Links

3Doodler Official Website: http://www.the3doodler.com/

Gartner Report: http://www.gartner.com/DisplayDocument?id=2598122&ref=clientFriendlyUrl

Kickstarter Website: http://www.kickstarter.com/projects/1351910088/3doodler-the-worlds-first-3d-printing-pen

SBWire Analysis Website: http://www.sbwire.com/press-releases/global-3d-printing-market-industry-analysis-size-sharegrowth-trends-and-forecast-2013-2019-341945.htm

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