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Gate 1 Review | December 08, 2016

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Background

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Grandchildren and grandparents feel like they’re together, even when they’re apart.

Vision

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Problem

Half of U.S. children under 10 do not own a cell phone.1

Parents say these children are too young, not responsible enough, and not mature enough. They also want to minimize children’s screen time.2

As a result, these children lack an autonomous and easy way to communicate with their grandparents.3

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School-age Children

A personal 1:1 way to communicate with grandparents that is in child’s control

Grandparents

An easy, delightful way to communicate with grandchildren without relying on parent help or supervision

Parents

A safe, secure product that lets children communicate with grandparents even when parents aren’t around

We want grandchildren and grandparents to feel like they’re together, even when they’re apart.

Stakeholders

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Stakeholder Definitions

School-age Children (U.S)

Age 6 to 10Do not live with grandparents

Most have used a parent’s cell phone before their 1st birthday

Most have interacted with a digital device by age 2

Primary activity when using cell phone is games

Grandparents (U.S)

Average age is 56 (range is 46 to 70)

Do not live with the grandchild

Employed: 61.5%

Smartphones users: 70%

App users: 25% several times a day, 30% at least daily, 17% at least weekly.

Text users: 42% several times a day, 29% at least daily, 16% at least weekly

Parents (U.S)

Average age is 33 (range is 20 to 45)

Employed: 76.8% employed

Smartphone users: 83% have a smartphone

Text users: 95%

Use internet on phone: 90%

Email on phone: 85%

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Value Proposition

Autonomy for school-age childrenI can communicate with my grandparents on my own.

Delight for grandparentsI can communicate directly with my grandchild without an intermediary.

Peace of mind for parentsMy child can communicate safely and securely with grandparents without my help.

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Product Testing

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To prepare for Gate 1 review, we answered these questions:

● Do grandparents and grandchildren want to connect directly? Do they want to do that without an intermediary?

● What gets in the way of connecting with each other? If those barriers were removed, would they communicate more often?

● What do grandparents and grandchildren talk about? Do they want to share “tiny moments” of their lives? Or are they more interested in longer/deeper conversations?

● Given conflicting adult/child schedules, would grandparents and grandchildren prefer to communicate synchronously or asynchronously?

Hypotheses

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FxOS phone + speaker Simple custom app

Make a phone call via cellular

Send and receive emojis as SMS

Testing simple 1-button push interface to call or send emojis.

Experiment #1

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FxOS phone + speaker Android messaging app

Send and receive voicemail messages via cellular

Send and receive emojis via cellular

Testing value of voicemail messages (vs earlier prototype’s voice calls).

Experiment #2

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ResultsMETRICS 2

Usage remained steady (did not drop off).75% would keep device as-is.85% would recommend device to a friend.90% would purchase device.Participants would spend $50 to $80 for a device.

● Both enjoyed communicating more often than usual.1

● Simple 1-button push interface reduced barriers to communication.

● The physical object reminded the children to communicate more often than usual with their grandparents.

● Voice Calls + Voicemail are necessary to make the device delightful and useful.

● Children loved the autonomy of using their own device without parent permission or supervision.

● Grandparents do not want a device -- they want a smartphone app.

DESCRIBED BENEFITS 3

Easy FunSimple SafeConvenient Felt closerUse without parents permissionKids can’t access things they shouldn’t

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Solution

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Refined Product SolutionA delightful communication tool that empowers children

to connect simply and directly to their grandparents.

Children + Grandparents use Voice calls + Voicemail + Emojis

Parent manages device setup

Child + Device

Grandparent + Haiku App

Haiku

Parent + Haiku App

Haiku

● Children communicate autonomously with their own device.

● Grandparents use their preferred communication tool -- their smartphone.

● Voice calls + Voicemail enables maximum use cases.

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Parent + App

Haiku

Child + Device

Grandparent + App

HaikuSend and Receive Voice, Voicemail, and Emojis

3

Send and Accept Friend Requests 2App connects Device to WiFi1

A delightful communication tool that empowers children to connect simply and directly to their grandparents.

How It Works

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Parent + App

Haiku

Child + Device

Grandparent + App

HaikuSend and Receive Voice, Voicemail, and Emojis

3

Send and Accept Friend Requests 2App connects Device to WiFi1

A delightful communication tool that empowers children to connect simply and directly to their grandparents.

How It Works

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Parent + App

Haiku

Child + Device

Grandparent + App

HaikuSend and Receive Voice, Voicemail, and Emojis

3

Send and Accept Friend Requests 2App connects Device to WiFi1

A delightful communication tool that empowers children to connect simply and directly to their grandparents.

How It Works

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ID Concept

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Connect Device to WiFi (prelim design)

The WiFi network with strongest signal strength is selected by default.

Parent enters WiFi password and presses Save.

Haiku Device is now connected to the WiFi network.

Parent adds the child’s Haiku device. The system starts scanning for nearby networks on button press.

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Invite Friends (prelim design)

Parent invites Grandparent using her favorite application, e.g., text message, email, etc. (no learning curve).

Example of texting an invite with pre-populated content.

The invitation is pending until the Grandparent accepts the invitation.

After downloading the Haiku app, Parent adds the Grandparent as a friend.

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Ongoing Product Engagement

Measure product use over time. We’ve planned a 5-week block of build/measure/learn loops for early Q2, during which participants will use the Haiku solution. From this we’ll have a good picture of how people engage with the product over time.

Post-launch engagement. We’re also exploring options for post-launch software updates. Some areas include: ● Seasonal themes and/or emoji packs, e.g., Summer, Sports, etc.● Simple card games, e.g., Go Fish, Crazy Eights, etc.● Memory games, e.g., Concentration● Mini-apps

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System and Software

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System Architecture

Voice calls and emoji audio data messages

Grandparent’s App

Haiku app

Parent’s App

Haiku app

HTTPS / WebsocketBluetooth for

WiFi Setup and Friend Requests

Child’s Device

HTTPS / Websocket

Signaling Server +STUN / TURN Server

OTA Server

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Device Architecture

BOARD

HAIKU DEVICE

Signaling Server

OTA Server

TURN Server

Haiku app

OTA

APPLICATION

UI

Controller Logic

Signaling + Auth

WebRTC

Message Storage

INPUTS

Cap. Touch Buttons

AUDIO

Speaker Microphone

DISPLAY

LEDs LCD Display

CONNECTIVITY

WiFi Bluetooth BLESETUP + CONFIG

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System and SoftwareSIGNALING SERVER Authentication Rather than usernames to verify identity, each Haiku device and Haiku

smartphone app is assigned a unique ID, which is verified when it connects to the Signaling Server.

SIGNALING SERVER Creates a Peer-to-Peer (P2P) Connection

Coordinates a P2P connection between a Haiku device and a Haiku smartphone app.

WebRTC Communication Protocol Uses the media channel for sending/receiving audio calls. Uses the data channel for sending/receiving voicemail messages and emojis.

STUN / TURN SERVER

Relays Communications between Peers

Firewalls may prevent a P2P connection between a Haiku device and a Haiku smartphone app. In these cases, we’ll relay the communication via the TURN server.

LOCAL STORAGE

Retrieval of Communications Sent and received communications are stored locally on the Haiku device for device users and stored locally in the Haiku smartphone application for app users.

APP Mobile Client Send and receive communications.

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Platform Contribution

Manage Peer-to-Peer Connections using WebRTC (contribution)Provides authentication and signaling between server and clients. Provides secure cross-platform media and data exchange between embedded linux, iOS and android clients.

OTA updates - Linux template (contribution)Provides support for Linux-based device OTA updates for security, application, and theme-pack updates via a hosted PPA.

WiFi Setup (contribution)Provides a Linux-based device with the ability to scan, select, and join a WiFi network using smartphone app and Bluetooth BLE.

Extensibility (outcome)Haiku is a toolkit for secure communications across local or remote networks for voice and data messaging. It supports device to app, device to device, and app to app.

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Next Steps

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Our goal is to get to market as quickly as possible. To do that, we’ve planned 2 launch phases.

Launch Strategy

PHASE A PHASE B

Goal Prove Problem-Market fit as quickly as possible. Prove product can be profitable for potential partner.

Benefits Early public launch of CD product.Generate positive press for Mozilla IoT.

Proven product available in market.

Time Early Q3 Holiday Q4

Volume 1000 10,000

Distribution Kickstarter Online store, e.g., Amazon

Cost $565,600 $600,000

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Product Dev - Cost-reduced Variant May 18 to Aug 30

High-level Timeline

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecDec 08

Product Dev complete - Kickstarter VariantMay 8

Gate 1 review Dec 8

Product Dev - Kickstarter Variant Dec 8 to May 8

Gate 2 review May 17

Product Dev complete - Cost-reduced VariantAug 31

Holiday ‘17

Product Design CompleteFeb 10

Window for Limited Volume Launch (1k)

Jun 15 to Jul 28

PHASE A = quickly prove customer demand, i.e., Product-Market Fit.

Window for Limited Volume Launch (1k)

Oct 2 to Dec 29

Partner Discussions Jul 3 to Dec 31

PHASE B = prove product can be profitable for potential partner.

Launch

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Projected Cost - Phase AITEM EXPENSES NOTES

Hardware Development $20,000 Cape design work , development, and testing

Hardware Manufacturing and Production

$260,000 1000 units for kickstarter launch(est. BOM cost @ $270/unit)

Marketing $50,000 Executing GTM, demo units, campaigns, user acquisition.

Design $8,000$30,600

1 x Visual Designer @ 80 Hrs (est. $100/hr)1 x Industrial Designer @ 180 Hrs (est. $170/hr)

Engineering $32,000$60,000

1 x Hardware (EE) Engineer (est. $100/hr for 320 hrs)1 x System Engineer (est $100/hr for 600 hrs)

User Test $40,000 Recruiting,Testing sessions,Testing materials, Participant gift cards,Usertesting.com.

Other $65,000 25 prototypes, h/w testing, certifications

TOTAL $565,600

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Projected Resources - Phase A

ONGOING EXISTING RESOURCES

1 x Cloud Services Engineer

1 x Application Engineer

1 x Product Manager

1 x Program Manager

ADDITIONAL RESOURCES NEEDED

1 x Systems Engineer 4 months

1 x Mobile App Engineer 4 months

1 x Hardware (EE) Engineer 2 months

1 x QA 2 months

1 x Product/UX Designer 3 months

1 x Industrial Designer 5 weeks

1 x Visual Designer 2 weeks

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Mission Fit

Open and Accessible to AllThere’s not much diversity in IoT products. Often they don’t address the needs and desires of people “at the margins,” for instance, the young or the elderly. Overlooking these audiences makes them 2nd-class citizens of IoT without products and services that truly enrich their lives.

Haiku is an inclusive product by design. It aims to elevate school-age children to 1st-class citizens of IoT -- empowering them with autonomy and ownership over their communications with others. In this way, Haiku encourages us to re-think our ideas of what IoT can do and, most important, who can benefit from it.

Enriches the Lives of Individual Human Beings● Haiku embraces the joy of human communication between loved ones in a safe

environment that parents and children can trust.

● Haiku embraces the joy of touch and the satisfaction of physical movement. It is radically accessible -- no user accounts, no apps, no screens, no deep navigation. Instead Haiku offers simple tactile interactions that bring joy and delight to children and their grandparents.

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Quotes from Our Research

“I could call [grandmother] more often. And I didn't have to have it be controlled by my parents.”

“Sometimes my little brother and sister wanted to talk. But it was my special thing with Grandma.”

“I called just to talk to [granddaughter], rather than talking to her for a few minutes while on a phone call with her mom.”

“She would write songs and sing them, tell stories, and send them to [grandmother].”

“Using the device ‘opened up’ my daughter. She talked more often and more about daily life with her Grandma.”

We’re excited to launch Haiku in early Q3 !

Haiku is a delightful communication tool that empowers children to connect simply and directly with their grandparents.

Wrap Up

Mission

Haiku is explicitly designed to make school-age children first-class citizens of the Internet (of Things) -- empowering them with autonomy and ownership over their communications with others.

As an inclusive product for an audience “at the margins,” Haiku expands our ideas of IoT can do and, most important, who can benefit from it.

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Questions?

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Backup Slides

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Critical Path

Jan Feb Mar Apr May JulDec 08 Jun

Work Order - Ext ID Resource Dec 9 to Dec 23

Industrial Design Jan 2 to Jan 31

3D Industrial Design Feb 1 to Mar 7

User Testing (25 units) Mar 21 to Apr 24

QA Apr 25 to May 8

3D Printing Mar 13 to Mar 16

Assemble Pre-production Units

Mar 17 to Mar 20

Product Testing complete - Ready for productionMay 8

Gate 1 review Dec 8

Product Design CompleteFeb 10

Gate 2 reviewMay 17

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Timeline to Gate 2

Jan Feb Mar Apr May JulDec 08

Product Testing complete - Ready for productionMay 8

Gate 1 review Dec 8

Product Design CompleteFeb 10

Jun

Phase Launch Dec 9 to Dec 23

Product Requirements Dec 9 to Dec 22

Product Design Jan 2 to Feb 10

Product Development Dec 8 to May 8

Security Review Dec 12 to Apr 24

Product Certifications Apr 4 to May 22

Vendor Selection Process

Feb 1 to Apr 28

GTM Planning Jan 2 to May 8

Project Financial Mgmt Dec 20 to May 8

Legal Review Dec 20 to May 8

Gate 2 reviewMay 17

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BOM CostsPHASE A PHASE B

PCB (cape) and other componentsBeagleBone BlackEnclosureEnclosure Tooling

$46 - $50$55

$10 - $14$80 - $100

PCB and other componentsEnclosure

$37- $41

Power supply, batteryPackaging, Instructions Booklet

$15 - 20 Power supply, batteryPackaging, Instructions Booklet

$6 - $8

OCOG (other cost of goods)-- Product assembly-- Other cost: tariffs, licensing, Shipping

$33 - $38 OCOG (other cost of goods)-- Manufacturing Value Add: mass manufacturing -- Other cost: tariffs, licensing, Shipping

$11 - $15

Phase A Total $239 - $277 Phase B Total $54 - $64

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Flow - Invite Friend

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Flow - Accept Invitation

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Flow - Add Device

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Competitive AnalysisNAME PRODUCT DECLARED PURPOSE PROS CONS

Toymail Toy that provides 2-way voice chat with others

Lets kids send and receive voice messages with friends (through another toy) and to grownups (via a mobile app).

• Toy form factor for kids w/o distraction of smartphone screen• Connects 1 to Many• Relatively inexpensive@ $59

• No synchronous messaging (e.g., voice calls).• Requires user account to use• Messages stored in cloud• Complex multistep setup and pairing flow using mobile app• Needs 4 AA batteries

Nucleus Tablet used as Intercom

Stationary device with video camera that acts as intercom for that room.

Nucleus works• Room > Room• Home > Home • Mobile > Home

The devices connect over WiFi or Ethernet.

• Supports device to device and app to device• Has video• Supports Alexa• Fallback Ethernet connection• Connects 1 to Many

• No asynchronous messaging (e.g., voicemail or emojis).• Expensive @ $199 per tablet• Large device• Form factor feels like an existing tablet, so it doesn’t feel fresh or new

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Competitive AnalysisNAME PRODUCT DECLARED PURPOSE PROS CONS

Pechat Button-shaped voice chat speaker

For toddlers, one way voice chat (from adult to the toddler) and monitoring services.

• Modular - can be sewn on to kid’s favorite soft toy or attached to another object• Rechargeable• Cry detector - notifies parent via app when child is crying

• 1-way communication only from app to device• No asynchronous messaging (e.g., voicemail or emojis).

Ily Modern family phone to connect family and friends.

Supports synchronous audio and video calls, voice and text messaging, and photo and media stream. Connects app to device, or device to device.

• Connects 1 to Many • Does not require sign-in or user account• Dedicated device

• Feels like an existing tablet, so it doesn’t feel exciting or new.• Doesn’t offer full tablet functionality, e.g., no browsing or games• Expensive @ $199 per device

Smart phone

(focusing on messaging apps)

Modern cell phone. Supports many messaging applications that can do a wide range of functions from video/audio calling, emoji messaging, file sharing, photo sending, etc.

• It does everything• Messaging apps connect mobile to mobile, mobile to computer, mobile to tablet, or mobile to landline.

• It does everything• Monthly recurring costs for use• Not flexible enough for parent’s specific content blocking needs• Complicated interfaces + multiple steps required for simple tasks

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Cost to DateITEM EXPENSES NOTES

User Research $8,500 User research to prove hypothesis

Industrial Design $5,000 Industrial design for product concepts

Hardware Evaluation $500 Prototyping with BBB and other components

Competitive analysis $500 Toymail, Nucleus etc

TOTAL $14,500

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Typical Kickstarter VolumesPRODUCT DESCRIPTION VOLUME ANTICIPATED RETAIL

Bonjour Bonjour is a voice-controlled and A.I. enhanced alarm clock that acts as your personal assistant. By learning about your agenda and hobbies, Bonjour helps make the most of each day.

5900 $249

Talkimate The handy and stylish RSM accessory that turns your smartphone into a real walkie-talkie.

2250 $119 - $129 (estimated)

Toymail Send mail to kids' toys from your phone. Record a voice message using our app from anywhere in the world, hit send, and our toys will speak them back in their funny voice (or yours). And, kids can reply to you right from their toys.

1535 $50 (estimated)