1. This work is licensed under Creative Commons Attribution Non Commercial 3.0
Opportunity Recognition Workshop.
The Value Proposition Designer
Case study : EXIA

2. “Business opportunities are like buses,
there’s always another one coming.”
Richard Branson

3. Part 5: Case study

4. The case eXia
Background: VUB technology
ETRO research group

5. Sensor technology and algorithms to avoid blind
spot accidents
Team:
• Bart Truyen
• Kevin Douven
• Cristina Boca
Current status:
• Preparing creation of spin-off
• Closing an investment round of over 0.5 M EUR
The case

6. The case
The issue: even with blind spot mirrors, 90% of
the blind spot (red zone) remains

7. The case
The solution: sensor system + active warning

8. The case
Customer jobs
• Main target groups: large vehicles
• (Large) trucks, buses, airport vehicles, garbage trucks, …
• Job(s):
• Transportation of goods and people (bringing them from place A
to B)
• Safety (for themselves, their vehicles, goods & people AND other people on
the road)
• Efficiency (as fast as possible)

9. The case
Customer pains
• Damage to vehicle
• Cost (repair + higher insurance fees)
• Loss of productive time
• Loss of vehicle’s value
• Victims (injuries or casualties)
• Economic and social cost (for all stakeholders!)
• Negative impact on reputation

10. The case
Customer gains
• Safety
• Good corporate image (‘corporate social responsibility’ + attractiveness as
employer)
• Lower insurance fees
• More productive time

11. The case
Customer gains
• Efficiency
• Less vehicles needed (because less downtime)
• Faster transportation
• Less administration (on dealing with damage, victims and insurance)

12. The case
Products & services
• Active Sideguard TM
• Sensor technology (capacitive measurement) with active warning system
(audio signal)

13. The case
Pain relievers
• Provides an active warning system
• Low intrinsic cost
• Robust sensor concept, largely immune to weather conditions, incl. splash
water, and contamination

14. The case
Gain creators
• Wide-field detection provides ‘look around corner’ functionality
• Measurement extendable to accommodate biomass selective
responsiveness
• Flexibly integrates into existing visualization or in-dash monitor solutions

15. The case
Competing value propositions
Mirrors Cameras
Ultrasonic & radar

16. Questions?