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Drova Engr245 2021 Lessons Learned

business model, business model canvas, mission model, mission model canvas, customer development, lean launchpad, lean startup, stanford, startup, steve blank, entrepreneurship, I-Corps, Stanford

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Drova Engr245 2021 Lessons Learned

  1. Kamil Ali Picker MBA & MS Computer Science, AI Kimberly Te Designer MS Computer Science, AI & HCI Ariel Leong Hustler MS Computer Science, AI Lydia Chan Hacker BS Computer Science, AI Frank Moss Mentor Day 1: Provider for autonomous drone delivery for food (restaurants and grocery stores) 105 Interviews Drova Now: Fleet management software for autonomous drone delivery
  2. Our Flight Journey Introduction Final Landing & Next Steps Pivot 1 (Week 1) Food Delivery Service by Drones Pivot 2 (Week 4) Drone Delivery Integration Software Pivot 3 (Week 6) Drone Fleet Management Platform Pivot 4 (Week 8) Drone Fleet Management Platform - Compliance, Documentation, & Checklists
  3. Our Flight Journey Introduction Final Landing & Next Steps Pivot 1 (Week 1) Food Delivery Service by Drones Pivot 2 (Week 4) Drone Delivery Integration Software Pivot 3 (Week 6) Drone Fleet Management Platform Pivot 4 (Week 8) Drone Fleet Management Platform - Compliance, Documentation, & Checklists
  4. Channels Businesses - through warm intros and contracts; consumers - through mobile app and marketing (ex. user referrals, social media ads, news) Customer Segments Consumers desiring fast delivery and reliable/low-touch option Retail Food/Grocery Businesses looking for further reach and discovery + lower delivery costs and more customer satisfaction / demand Revenue Stream Service fee charged per delivery to businesses and customers, revenue sharing with Drova Partners for profits made through deliveries completed via their drones Value Propositions Problem: Current delivery services (human drivers) are slow and expensive with limited reach Need: Businesses and end customers are pushing for inexpensive and faster delivery with larger reach Key Resources Scalable drone infrastructure via franchisees, public consumer app, route optimization and autonomous drone flight software Key Activities Regular ordering of retail products by consumers Businesses packaging and loading items for drone delivery Drova Partners locating drones in demand areas to service deliveries Key Partners Key Partners: Food/Grocery Retailers Drova Partners (Franchisees) Key Suppliers: Drone manufacturers Cost Structure Fixed cost for starting initial Drone network infrastructure in high- demand areas (will eventually recoup due to franchisee model), server costs for developing software models and hosting apps and services, marketing and sales expenditure 1 Customer Relationships Established SLAs with initial business customers before expanding + two- way feedback/support channels with early customers, recurring deals and referral rewards for consumers / strong focus on consumer support Original Business Model Canvas
  5. Channels Businesses - through warm intros and contracts; consumers - through mobile app and marketing (ex. user referrals, social media ads, news) Customer Segments Consumers desiring fast delivery and reliable/low-touch option Retail Food/Grocery Businesses looking for further reach and discovery + lower delivery costs and more customer satisfaction / demand Revenue Stream Service fee charged per delivery to businesses and customers, revenue sharing with Drova Partners for profits made through deliveries completed via their drones Value Propositions Problem: Current delivery services (human drivers) are slow and expensive with limited reach Need: Businesses and end customers are pushing for faster and inexpensive delivery with larger reach Key Resources Scalable drone infrastructure via franchisees, public consumer app, route optimization and autonomous drone flight software Key Activities Regular ordering of retail products by consumers Businesses packaging and loading items for drone delivery Drova Partners locating drones in demand areas to service deliveries Key Partners Key Partners: Food/Grocery Retailers Drova Partners (Franchisees) Key Suppliers: Drone manufacturers Cost Structure Fixed cost for starting initial Drone network infrastructure in high- demand areas (will eventually recoup due to franchisee model), server costs for developing software models and hosting apps and services, marketing and sales expenditure 1 Customer Relationships Established SLAs with initial business customers before expanding + two- way feedback/support channels with early customers, recurring deals and referral rewards for consumers / strong focus on consumer support Original Business Model Canvas Value Proposition Problem: Current delivery services (human drivers) are slow and expensive with limited reach Need: Businesses and end customers are pushing for faster and inexpensive delivery with larger reach
  6. Channels Businesses - through warm intros and contracts; consumers - through mobile app and marketing (ex. user referrals, social media ads, news) Customer Segments Consumers desiring fast delivery and reliable/low-touch option Retail Food/Grocery Businesses looking for further reach and discovery + lower delivery costs and more customer satisfaction / demand Revenue Stream Service fee charged per delivery to businesses and customers, revenue sharing with Drova Partners for profits made through deliveries completed via their drones Value Propositions Problem: Current delivery services (human drivers) are slow and expensive with limited reach Need: Businesses and end customers are pushing for faster and inexpensive delivery with larger reach Key Resources Scalable drone infrastructure via franchisees, public consumer app, route optimization and autonomous drone flight software Key Activities Regular ordering of retail products by consumers Businesses packaging and loading items for drone delivery Drova Partners locating drones in demand areas to service deliveries Key Partners Key Partners: Food/Grocery Retailers Drova Partners (Franchisees) Key Suppliers: Drone manufacturers Cost Structure Fixed cost for starting initial Drone network infrastructure in high- demand areas (will eventually recoup due to franchisee model), server costs for developing software models and hosting apps and services, marketing and sales expenditure 1 Customer Relationships Established SLAs with initial business customers before expanding + two- way feedback/support channels with early customers, recurring deals and referral rewards for consumers / strong focus on consumer support Original Business Model Canvas Value Proposition Problem: Current delivery services (human drivers) are slow and expensive with limited reach Need: Businesses and end customers are pushing for faster and inexpensive delivery with larger reach
  7. Our Flight Journey Introduction Final Landing & Next Steps Pivot 1 (Week 1) Food Delivery Service by Drones Pivot 2 (Week 4) Drone Delivery Integration Software Pivot 3 (Week 6) Drone Fleet Management Platform Pivot 4 (Week 8) Drone Fleet Management Platform - Compliance, Documentation, & Checklists
  8. Week 1: Providing food delivery through an autonomous drone service We thought... Restaurants and food services would be our customers, because they need faster, cheaper, and longer-distance delivery. 1 Customers: Owners of restaurants and food/grocery retailers
  9. Week 1: Providing food delivery through an autonomous drone service We thought... Restaurants and food services would be our customers, because they need faster, cheaper, and longer-distance delivery. 1 So we talked to... 11 owners and managers at restaurants in North Carolina, where regulations allow for drone operations Customers: Owners of restaurants and food/grocery retailers
  10. Learnings: - Restaurants are not happy with current delivery services: “Doordash takes away our control over the service we provide to our customers. The fees are too high and the drivers are not too nice with customers or the restaurants.” — Mexican Cuisine Worker 1
  11. Learnings: - Restaurants are not happy with current delivery services: “Doordash takes away our control over the service we provide to our customers. The fees are too high and the drivers are not too nice with customers or the restaurants.” — Mexican Cuisine Worker 1 - Restaurants are hesitant about adopting new technology: “We wouldn't use DoorDash… we would have to carry a tablet around.” — Falafel Restaurant Manager “People might shoot down drones.” — Chicken Restaurant Owner
  12. Learnings: - Restaurants are not happy with current delivery services: “Doordash takes away our control over the service we provide to our customers. The fees are too high and the drivers are not too nice with customers or the restaurants.” — Mexican Cuisine Worker 1 - Restaurants are hesitant about adopting new technology: “We wouldn't use DoorDash… we would have to carry a tablet around.” — Falafel Restaurant Manager “People might shoot down drones.” — Chicken Restaurant Owner Restaurants are NOT early adopters
  13. Changes: Focusing more on software 2 Switch customers from restaurants to food delivery platforms 2
  14. Changes: Focusing more on software 2 Switch customers from restaurants to food delivery platforms Switch key activity from operating a drone fleet to providing software to enable drone delivery 2
  15. Our Flight Journey Introduction Pivot 1 (Week 1) Food Delivery Service by Drones Pivot 2 (Week 4) Drone Delivery Integration Software Pivot 3 (Week 6) Drone Fleet Management Platform Pivot 4 (Week 8) Drone Fleet Management Platform - Compliance, Documentation, & Checklists Final Landing & Next Steps
  16. Week 4: Diving into Regulatory Problem for Last-mile Drone Delivery We thought... The main challenge in adopting last-mile drone delivery for food is regulatory compliance based on recurring complaints by customers. “If regulatory is not on board, you can never do drone deliveries.” —Zipline Engineer 4 Customers: Technical and Strategy Leads at Intermediary delivery platforms
  17. Week 4: Diving into Regulatory Problem for Last-mile Drone Delivery We thought... The main challenge in adopting last-mile drone delivery for food is regulatory compliance based on recurring complaints by customers. “If regulatory is not on board, you can never do drone deliveries.” —Zipline Engineer 4 So we talked to... - Drone delivery services executive leaders and flight engineers (Deuce Drone, Zipline) - Autonomous driving engineer (Lyft) - VCs with prior drone investments (Floodgate) - Executives at Food Delivery Platform (Doordash, Menufy, Customers: Technical and Strategy Leads at Intermediary delivery platforms
  18. Learnings: - Food delivery platforms are not early adopters “We find drone deliveries to be interesting and agree that it will be the future of delivery, but we want to see traction through a few successful pilots before partnering together” - Director at DoorDash 5
  19. Learnings: - Food delivery platforms are not early adopters “We find drone deliveries to be interesting and agree that it will be the future of delivery, but we want to see traction through a few successful pilots before partnering together” - Director at DoorDash 5 - Several key components beyond regulatory are needed to bring value to drone delivery “Regulation is key, and it’s interrelated with product and engineering.” - Co-founder of Large Drone Delivery Company
  20. Learnings: Move beyond regulatory and expand beyond food delivery - Food delivery platforms are not early adopters “We find drone deliveries to be interesting and agree that it will be the future of delivery, but we want to see traction through a few successful pilots before partnering together” - Director at DoorDash 5 - Several key components beyond regulatory are needed to bring value to drone delivery “Regulation is key, and it’s interrelated with product and engineering.” - Co-founder of Large Drone Delivery Company
  21. Drova Service -- Key Modules Networking Software (Keeps track of drones and dispatches orders to drones to maximize fleet utilization and speed of delivery) Fleet Management Platform (Commercial drones interoperable with Drova software, drones have compartments for multiple orders to be serviced in one route, maintained by fleet operators) Autonomous Flight Software (Software that enables autonomous BVLOS flight such as detect and avoid algorithms for moving actors, path planning around flight restrictions, etc) C2 Communication Software (Software connecting with command and control systems for safety and control information relay to manage compliance requirements during all stages of delivery) Calibrated Landing Software (Software enabling accurate ground mapping and control for safe, calibrated landing of drones for consumer pickup in local environments) Drova: External APIs & Platform (APIs for order requests, tracking deliveries, and item retrieval via drone compartment) MVP 2.5: Drone Delivery Integration Software 5
  22. Cost Structure • Fixed cost for starting initial drone network infrastructure in high- demand areas, revenue sharing for fleet operators long-term • Server costs for developing software models, hosting apps and services • Marketing and sales expenditure Channels Businesses - warm intros and contracts Customer Segments Intermediary delivery platforms (e.g. UberEats) Revenue Stream • Subscription fee for businesses • Revenue sharing with public network fleet operators Value Propositions Problem: Current human delivery services (human drivers) are slow and expensive and have limited reach Need: Businesses are pushing for inexpensive delivery and larger reach Customers are pushing for inexpensive and fast delivery Key Resources • Scalable drone infrastructure • Route optimization • Autonomous drone flight software Key Activities APIs enabling businesses to incorporate drone delivery in their workflow Fleet management software, regulatory compliance, and flight for drone deliveries Customer Relationships • Established SLAs with initial business customers • Strong focus on customer support Key Partners Food/Grocery Delivery Platforms FAA (BEYOND Program) Drone manufacturers Fleet operators 5
  23. Value Propositions Problem Current human delivery services (human drivers) are slow, expensive, and have limited reach Need Food businesses are pushing for inexpensive delivery and larger reach Food retailers have friction with current human deliverers and want higher customer satisfaction Key Partners Food/Grocery Delivery Platforms FAA (BEYOND Program) Drone manufacturers Fleet operators Customer Segments Intermediary food/ grocery delivery platforms (e.g. UberEats) • Technical Leaders • Strategy Leaders • SWEs • Customers: Food retailers, food buyers Revenue Stream • Upfront sales for software • Subscription fee for businesses • Revenue sharing with public network fleet operators Key Resources • Regulatory compliance: FAA- approval on for-profit BVLOS operations • Physical: Charging stations, payload containers • Hardware: Drone fleets, drone and platform sensors, data servers • Software: Route optimization, flight management, landing control, communications, drone network management Key Activities • Software development kit (SDK) with APIs enabling food delivery platforms to add drone delivery into their end- to-end delivery workflow • Platform for fleet operators to view/manage drone deliveries Channels Direct sales (software solutions ) Cost Structure • Fixed cost for starting initial drone network infrastructure in high- demand areas, revenue sharing for fleet operators long-term • Server costs for developing software models, hosting apps and services • Marketing and sales expenditure Customer Relationships • Established SLAs with initial business customers • Strong focus on customer support 5 Key Partners Food/Grocery Delivery Platforms FAA (BEYOND Program) Drone manufacturers Fleet operators Key Activities • Software development kit (SDK) with APIs enabling food delivery platforms to add drone delivery into their end- to-end delivery workflow • Platform for fleet operators to view/manage drone deliveries Cost Structure • Fixed cost for starting initial drone network infrastructure in high- demand areas, revenue sharing for fleet operators long-term • Server costs for developing software models, hosting apps and services • Marketing and sales expenditure Customer Relationships • Established SLAs with initial business customers • Strong focus on customer support Customer Segments Intermediary delivery platforms • Technical Leaders • Strategy Leaders • SWEs
  24. Our Flight Journey Introduction Final Landing & Next Steps Pivot 1 (Week 1) Food Delivery Service by Drones Pivot 2 (Week 4) Drone Delivery Integration Software Pivot 3 (Week 6) Drone Fleet Management Platform Pivot 4 (Week 8) Drone Fleet Management Platform - Compliance, Documentation, & Checklists
  25. Week 6: Focusing further into Drone Fleet Management Platform Customers: Companies operating drone delivery We thought... Tackling regulatory across modules is too expansive as an MVP. It is most feasible to focus on one module—fleet management, supported by ongoing pilot tests with different drone types and large fleet expectations. 6
  26. Week 6: Focusing further into Drone Fleet Management Platform Customers: Companies operating drone delivery We thought... Tackling regulatory across modules is too expansive as an MVP. It is most feasible to focus on one module—fleet management, supported by ongoing pilot tests with different drone types and large fleet expectations. Getting out of the building - Specify fleet management features - 10 customer interviews with delivery companies using drones and drone providers (UPS, Zipline) 6
  27. Drova Service -- Key Modules Networking Software (Keeps track of drones and dispatches orders to drones to maximize fleet utilization and speed of delivery) Fleet Management Platform (Commercial drones interoperable with Drova software, drones have compartments for multiple orders to be serviced in one route, maintained by fleet operators) Autonomous Flight Software (Software that enables autonomous BVLOS flight such as detect and avoid algorithms for moving actors, path planning around flight restrictions, etc) C2 Communication Software (Software connecting with command and control systems for safety and control information relay to manage compliance requirements during all stages of delivery) Calibrated Landing Software (Software enabling accurate ground mapping and control for safe, calibrated landing of drones for consumer pickup in local environments) Drova: External APIs & Platform (APIs for order requests, tracking deliveries, and item retrieval via drone compartment) 6 MVP 2.5: Drone Delivery Integration Software
  28. Drova Service -- Key Modules Networking Software (Keeps track of drones and dispatches orders to drones to maximize fleet utilization and speed of delivery) Fleet Management Platform (Commercial drones interoperable with Drova software, drones have compartments for multiple orders to be serviced in one route, maintained by fleet operators) Autonomous Flight Software (Software that enables autonomous BVLOS flight such as detect and avoid algorithms for moving actors, path planning around flight restrictions, etc) C2 Communication Software (Software connecting with command and control systems for safety and control information relay to manage compliance requirements during all stages of delivery) Calibrated Landing Software (Software enabling accurate ground mapping and control for safe, calibrated landing of drones for consumer pickup in local environments) Drova: External APIs & Platform (APIs for order requests, tracking deliveries, and item retrieval via drone compartment) MVP 2.5: Drone Delivery Integration Software 6
  29. Goal Platform that connects, controls, and oversees logistics for different delivery drones. MVP 3.0: Drone Fleet Management Platform Users Drone pilots and delivery workers Pilot and Drone Onboarding Tracking, Communication, & Networking Flight Mission Control & Logistics Drone Fleet Control & Operations Legal, Safety, & Security Features 6
  30. Learnings: Too early for scaling with drone fleets... - Positive customer feedback, but the customers are still in discovery mode, not scaling with fleets - “Our endgame is to have a true fleet of different drone types, where we absolutely would need fleet management...but we don’t have a fleet right now.” - Supervisor of UPS Drone Delivery Program 6
  31. Learnings: Too early for scaling with drone fleets... - Positive customer feedback, but the customers are still in discovery mode, not scaling with fleets - “Our endgame is to have a true fleet of different drone types, where we absolutely would need fleet management...but we don’t have a fleet right now.” - Supervisor of UPS Drone Delivery Program - Single-use drone modules for logistics and controls could fulfill customer discovery needs 6
  32. Changes: Prioritizing customer discovery needs Target submodules compatible for single-use drone operations to aid customers launching drone operations 6
  33. Goal Platform that connects, controls, and oversees logistics for different delivery drones. MVP 3.0: Drone Fleet Management Platform Users Drone pilots and delivery workers Pilot and Drone Onboarding Tracking, Communication, & Networking Flight Mission Control & Logistics Drone Fleet Control & Operations Legal, Safety, & Security Features 6 6
  34. Our Flight Journey Introduction Final Landing & Next Steps Pivot 1 (Week 1) Food Delivery Service by Drones Pivot 2 (Week 4) Drone Delivery Integration Software Pivot 3 (Week 6) Drone Fleet Management Platform Pivot 4 (Week 8) Drone Fleet Management Platform - Compliance, Documentation, & Checklists
  35. Week 8: Honing on Drone Flight Checklists & Compliance Documentation Customers: Companies operating drone delivery We thought... Our automated pre-flight checklist is the priority submodule feature, because it necessary and a tedious challenge for all drone flights (single-use and fleetwide). 8
  36. Week 8: Honing on Drone Flight Checklists & Compliance Documentation Customers: Companies operating drone delivery We thought... Our automated pre-flight checklist is the priority submodule feature, because it necessary and a tedious challenge for all drone flights (single-use and fleetwide). 8 So we decided to... - Build interactive pre-flight prototype - Test for customer feedback with drone delivery companies, drone pilots and experts, drone providers, and non-delivery drone users (inspection, public safety)
  37. MVP 4.0: Pre-Flight Checklist Features: 1. Fleet overview dashboard 2. Connected with drone data streams for tracking 3. Automated pre-flight checklist 4. Detailed breakdown of action items and safety level for current flight 8
  38. Learnings: Not quite product-market fit 8 - Recurring evangelist interest in solution, but MVP does not meet their needs yet. - Many challenges include high variety of customer needs, tension between drone and aviation aircraft standards for safety, and autonomous flight approvals - “The existing automated checklists by current services are very poor. We use our own custom ones, but this varies from smaller businesses to larger ones. ” - University Professor in Unmanned Systems, and Drone Business Owner
  39. Learnings: Not quite product-market fit 8 - Recurring evangelist interest in solution, but MVP does not meet their needs yet. - Many challenges include high variety of customer needs, tension between drone and aviation aircraft standards for safety, and autonomous flight approvals - “The existing automated checklists by current services are very poor. We use our own custom ones, but this varies from smaller businesses to larger ones. ” - University Professor in Unmanned Systems, and Drone Business Owner - Could target customization needs in documentation for launching drone services (like Clerky)
  40. Changes: Improving our MVP Revise MVP with customizable documentation manager for launching drone services 8
  41. Changes: Improving our MVP Revise MVP with customizable documentation manager for launching drone services Test with customers across SMBs and large- scale delivery companies 8
  42. Our Flight Journey Introduction Final Landing & Next Steps Pivot 1 (Week 1) Food Delivery Service by Drones Pivot 2 (Week 4) Drone Delivery Integration Software Pivot 3 (Week 6) Drone Fleet Management Platform Pivot 4 (Week 8) Drone Fleet Management Platform - Compliance, Documentation, & Checklists
  43. Customer Segments • Order fulfillment/ last- mile delivery logistics (e.g. UPS-early adopters, DoorDash-later adopters) - Technical Leaders - Strategy Leaders - SWEs - Drone operators/pilots - End-customers: package recipients Key Activities • Product development - Platform enabling last-mile delivery companies to employ a fleet of drones for delivery services -Standardizing registration, unifying ops workflows and compliance across drone types -Dashboard with unified controls across different drones -Real-time analytics • Customer development • Partnership development Key Resources • Regulatory compliance: Documentation sets for FAA- approval on for-profit BVLOS operations • Hardware: Tracking hardware, data servers • Software: Waiver & document tracking, route optimization, flight management, communications, drone network management Revenue Stream • Subscription pricing model based on size of drone fleet, # of different drone types, # of operator users, # of drone programs/use cases, and customization of offerings/modules Cost Structure • Server costs for developing unified programs, software modules, hosting apps and services • Product development • Marketing and sales expenditure Value Propositions Problem • Delivery: Current human delivery services (human drivers) are slow, expensive, and have limited reach • Other: Performing tasks which require both broad and up-close views of large objects Need • Delivery: Cheaper costs, larger geographic reach, tighter delivery pipeline, reduced risk of human delivery manipulation • Other: Drones provide improved safety, visibility and flexibility to navigate situations Product Drone fleet management enabling operations & coordination across different drone types Customer Relationships • Get: Free trials with companies seeking fleet management services • Keep: Customer support and customizability • Grow: Upsell additional modules to service growing drone fleet Channels • B2B direct sales (providing software directly to customers currently with or without drone fleets) Key Partners • FAA (BEYOND Program) • Local government transportation departments • Drone manufacturers/OEMs • Pilots/fleet operators • Order fulfillment/ delivery platforms - Food/Grocery Delivery Platforms - Food/Grocery Retailers Final Business Model Canvas
  44. Final MVP Features: 1. Fleet overview dashboard 2. Connected with drone data streams for tracking 3. Automated pre-flight checklist 4. Detailed breakdown of action items and safety level for current flight 5. Documentation Manager 9
  45. Competitors Drone Delivery, Food & Grocery Delivery, Standard Shipping, Retail Delivery, Consumer Marketplaces
  46. Market Size Total Addressable Market: $6.7B The market size for drone delivery is estimated to reach $6.7B Serviceable Available Market: $4.4B 65% of the TAM is projected to be direct to consumer delivery Target Market: $440M 10% of the SAM is obtainable given heavy need for ongoing regulatory compliance and approval help Y1-Y3 Revenue: $720K → $4.3M → $18.4M Estimating active drone subscriptions (20, 120, 512) * 3k per drone monthly subscription fee * 12 months Source: https://www.globenewswire.com/en/news-release/2021/05/17/2230618/0/en/At-53-CAGR-Growth-Global-Drone-Package-Delivery-Market-Size-Share-Will- Reach-to-USD-6773-Million-by-2026-Facts-Factors.html
  47. Future Plans Market Not Ready + Lack of Product-Market Fit Most companies we targeted were still in the discovery phase and not in the growth phase. Our product offering aims to automate processes such as regulatory compliance and fleet management, but: - Drone delivery companies are operating at most 5 drones - Regulatory processes are not defined enough for automation - Market susceptible to much change
  48. Overall Learnings ● More companies are starting to look into drone delivery. ● Although drone delivery companies don’t need our solution today, they see the need for our service in the future as the regulatory space and multiple drone operations grows.

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