Effective communication

Engaged Engaged ?

Effective communication

Eye Tracking: Missing Link• Eye tracking - objective method of measuring attention by recording

eye movements when an individual is looking at a display screen, object or scene. Ability to monitor:

– Gaze – Fixations – Sequence of eye movements

• We can gain quantitative information about what captures attention, causes distraction or is difficult to decipher.

• Cognitive testing

Time reduced by well-designed interfaces can save £10K to £70K per person-year cost as a result of increased productivity, reduced training costs and minimised user errors (Mantei and John Mylopoulos, 2001) .

Design of visual display screens to simplify alarms/information

Monitor operator attention and pattern recognition on alarm panels.

What are we doing right now?Healthcare Anesthesia

X

Trainee Anaesthetist Expert Anaesthetist

Clinician training heads up display hardware combined with attention based software for ultrasonic guided regional anesthesia

• Gap in the market: No UK human factors consultants who specialize in commercial operator eye-tracking

• Niche position in an untapped market for human factors consultancy, research and evaluation services.

Competitors

• Ability to partner with existing market participants.

Scientific quantitative analysis

Human factors eye-tracking

Training products

Expertise to bring to the commercial market that combines academic knowledge and scientific training with an understanding of commercial needs

USP

Customers and Markets.Pr

oduc

ts a

nd s

ervi

ces • Training

hardware• Training

software• Eye-

tracking services

Mar

kets • Medical

• Energy • Financial• Transport• Defence Re

latio

nshi

ps • NHS Tayside

• EDF• Morgan

Stanley• Brookes

Bell• Thales

UK

100% IPHardware: PatentOperator training Software: Copyright & TrademarksExpertise: Knowhow

Team

• Founder: Dr Mel McKendrick MA (Hons), Mres, PhD• Mentor: Craig Rattray BA CA• Clinical Advisor: Dr Graeme McLeod, MD, MB, ChB• Technical Advisor: Prof George Corner, BSc (Hons), PhD

Require• Chairman• Advisory Panel– Industry experts• CTO• CEO?

Funding Required

Phase 1 – Product/Software Development• £50,000 from Gabriel / SIB• £100,000 SMARTKey achievements• Validation of expert/novice differences• Development of automated analysis algorithms • Market development• Expressions of interest/initial sales

Funding Required 2

Phase 2 / Year 2 – Product Development• £150,000 new investment• £80,000 SMART R&DKey achievements• Develop and test prototype• Build infrastructure and team• Business development team• Develop licensing revenue

Year 1 Year 2 Year 3 Year 4 Year 5

£’000s 14/15 15/16 16/17 17/18 18/19

Turnover 0 180 2,040 5,430 7,660

Projects 0 180 340 530 760

Licensing 0 0 500 2,500 4,500

Hardware 0 0 1,200 2,400 2,400

Gross Profit (6) 124 1,346 4,099 6,273

68.8% 66.0% 75.5% 81.9%

Overheads (Net) 59 205 446 569 669

PBT (65) (81) 900 3,530 5,604

FINANCIALS

10%

59%

31%

Revenue streams

ProjectsLicensingHardware

Exit Strategy

• Open to all possibilities – aim to create cash generative profitable business

• Expression of interest from SMI • Thales UK previously purchased human

factors consultancies • US eye tracking service providers• MBO

THANK YOUQuestions?