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Higher lumen intensity with a longer life enabled by novel thermal dissipation technology.
Allows direct replacement of current high lumen incandescent bulbs with LEDs without light quality/output compromises.
ARKA LightsHigh Performance LED Technology
Reduced number of LEDs
Higher lumens in the same form factor
Commercial Customers
-Replacement Lamps
- Indoor Applications
Trade Presence, publications, shows
Direct Sales to Institutions
Web based demos, education
OEMS
Luminaires Manufacturers
System integration
Requires no infrastructure changes
ASME, Professional Groups
Environmental conscious Groups
Systems Design
IP
Government Agencies (DOE)
Cost of Sales
LED manufacturers
Luminaire Manufacturers
Developments Costs
Sale of Products
Suppliers Certifications
Awareness Building
Increased reliability
Experienced manufacturer as a partner
Component supplier costs
CANVAS FOR ARKA – Week 1
Lower purchase cost
Higher lumens in the same form factor
Commercial Customers
-Replacement Lamps (PAR38)
- Indoor Applications
Trade Presence, publications, shows
Direct Sales to Institutions
Web based demos, education
Luminaire Manufacturers
System integration
Requires no infrastructure changes
ASME, Professional Groups
Environmental conscious Groups
Systems Design
IP
Government Agencies (DOE)
Cost of Sales
LED manufacturers
Luminaire Manufacturers
Developments and Certification Costs
Sale of Products
Suppliers
Certifications
Increased reliability
Experienced manufacturer as a partner
Component supplier costs
CANVAS FOR ARKA– Week 1(updated)
Reduced weight
Awareness Building
Thermal modeling of LED cooling
Week 2 Activities• Interviewed 10 additional contacts still focused on value
proposition and channel hypotheses– End Users: Yarrington, Cobo, Harris (Large facilities)
Dakoian (Art Gallery) Shankar (Property management, India)
– Channels (OEM, Suppliers, Manufacturers):Lockwood (Maynard Lighting Supply Co.)
Aldrich (Kovalsky Carr Electric Supply Co)
Flaesch (Jameson Corp.)
Ellis (Point Source Group, Lighting Representative Firm)
– Channels (Architects): Heinmiller (Lam Partners, Architectural Consultant)
Key Takeaways
• Lumen output and aesthetics are critical considerations
• Performance is an issue with existing commercial products. Better LED lighting products are needed.
• Solutions that deliver the value proposition in the canvas will be well received
• Distributors and customers are eager to work with us if we deliver product that meets our value proposition
• Identified initial purchase cost as a Major Barrier to adoption of LED lighting solutions
Lower purchase cost
Higher lumens in the same form factor
Commercial Customers
-Replacement Lamps (PAR38)
- Indoor Applications
Trade Presence, publications, shows
Web based demos, education
Direct Sales to Institutions as Reference Customers
Luminaire Manufacturers
System integration
Requires no infrastructure changes
ASME, Professional Groups
Environmental conscious Groups
Systems Design
IP
Government Agencies (DOE)
Cost of Sales
LED manufacturers
Luminaire Manufacturers
Developments and Certification Costs
Sale of Products
SuppliersCertifications (DLC, Energy star)
Increased reliability
Experienced manufacturer as a partner
Component supplier costs
CANVAS FOR ARKA– Week 2
Reduced weight
Thermal modeling of LED cooling
Distributors/lighting representatives
Direct sales to Institutions as Reference Customers
Awareness Building
Next Steps – Going in Week 3
• Quantify performance gains that can be achieved. Prepare a “technology fact sheet” for meaningful next level conversations.
• Engage in discussions with OEMs about collaboration/distribution
• Plan product demo activities to determine projected costs and benefits
• Learn more about certifications and standards such as Design Lights Consortium and Energy Star as well as legal drivers like Title 24 in CA.
Appendix
Details of Interview Conversations – Week 2
Feedback: Customers/Final Consumers
1) Mr. James Yarrington
Director, Campus Planning and Design
Facility Management Services, RIT•Most of the design project of different buildings are given to outside architectural firms. •Main criteria in selecting a particular lighting fixture is energy savings (recently), aesthetics, lumen output and cost
2) Mr. Marcos Cobo
Foreman, Electrical Maintenance
Facility Management Services, RIT
•RIT is cautiously moving into the LED market.
•RIT is purchasing about 20,000 X T8 tube LED’s. These LED tubes would be placed in emergency circuit system (24hrs. usage) and hallway lamps (15+ hrs. usage)
•Main criteria for Mr. Cobo is cost when deciding the lighting fixture
Feedback: Customers/Final Consumers
3) Mr. Dave Harris
Director, Training, Utilities & Environmental Management
Facility Management Services, RIT
•Explained the detail cost analysis of electrical consumption at RIT and how LED can help in saving electrical consumption and eventually overall cost
•LED’s are becoming extremely popular at the College of Imaging Arts and Science, RIT (currently several LED’s are installed there)
•Agreed to showcase our prototype in the campus and was ready to pay for it
•For bulk quantity, cost and lumen have be to optimum for him to consider purchasing
•Also pointed out LED purchasing is more subjective than objective
Feedback: Customers/Final Consumers
4) Ms. Lauren DakoianDirectorLori Bookstrin Fine Art
•Privately held art gallery
• Lighting is not a major factor, but will be delighted to have energy efficient lighting
• Willing to work with us in evolving products that are suitable for art galleries
• Higher lumen output is not required and the current light of the LED is also not a concern
• Art gallery lighting represents a specialty segment, market size may be limited
Feedback: Customers/Final Consumers
5) Mr. Glen Henimiller
Architectural Lighting Design Consultant
Lam Partners, Boston•PAR38 replacement market is certainly there
•The retail replacement issue is there, but not a game-changer since the sales or maintenance people do it anyway. The cost comes in only when an electrician has to do it.
•Replacement in auditorium (especially above the seats and stage) is a huge concern. Recessed lighting, high ceiling, 2000+ lumens at competitive cost is a need
•Another need is for cost competitive 2000+ track lighting , current cost is around $250, which is high
Feedback: Channel/Distributor
6) Mr. Scott Lockwood
Outside Sales
Maynards Electric Supply Inc.
•Has heard customers complain about LED’s having one spot lighting. Currently new products are coming out with greater bend angle
•Also suggested that even though the bulb is rated for 50,000 hrs. life cycle, he thinks that the drivers won’t last that long
•Different cooling techniques are coming out, he showed an MR16 bubl with a cooling fan inside it to dissipate heat
•Heating is a problem but especially in the north-east region of America, heat sinks works well for outdoor lighting system
Feedback: Channel/Distributor
7) Mr. Dave Aldrich
Outside Sales
Kovalsky Carr Electric Supply Co.
•RIT gets close 85 % of its lighting equipment from Kovalsky Carr•Mr. Aldrich pointed out the LED behavior depends on the environment (indoor vs. outdoor)•According to him there are four major concerns with regards to LED’s
– Cost– Higher lumen requirement– Color– Heat dissipation
•He also pointed out the order of the problem change depending on the environment in which it is being used. But cost always remains the biggest barrier.
Feedback: Suppliers/OEMs/Manufacturers8) Mr. Chris Flaesch (Referral by John Burke)
Senior VP
Jameson Corporation
•Responsible for the development of strategic business opportunities and markets for the leader in expeditionary and military shelter lighting systems
•Must be able to quantify improvement offered in terms of cost-benefit (better-faster-cheaper by how much)
•Suggest working with product driven companies which focus on engineering/product (not market driven companies which focus on their customer needs/wants)
•LED lighting is a good market right now given the state of flux and established metrics (not too early, not too late)
•e) Strong interest in our value proposition - high heat transfer rates, flexible architecture, low cost manufacturing, reduced weight. His company sells 100,000's lights to the military including flexible systems such as tents with integrated lighting
Feedback: Suppliers/OEMs/Manufacturers9) Mr. Ron Ellis
Rochester Sales
Point Source Group
•PSG represents OEM lighting manufacturers in the Upstate NY area. They sell to architects, designers, contractors etc via wholesalers like Graybar, Grainger, etc.
•b) Their value-add is their service. They have a personal relationship with local architectural firms such as Stantec, Bergmann Associates etc. They provide knowledge/expertise, some lighting-only design services and project management services.
•They are open to looking at new manufacturers provided they have a new offering and their product(s) are approved by DLC.
•Typical margin expectation is 10% but it can be higher or lower by a bit
•They are motivated to carry LED lights because of rebate programs offered by NYSERDA.
Feedback: Academic/Others
10. Name: Shankar
Organization: Embassy Developers, India
Type of Interviewee: Developer, Property Management
Key Takeaway:
•Lighting is a large component of operating expenditure in commercial establishment like
technology parks
•Increased concerns about power shortages because of backlash against nuclear power
•Lighting decisions primarily driven by customer/tenant/client push
•Primarily CFL at this point
•LEDs are on the periphery of awareness, too expensive, prone to theft
•Willing to consider if subsidized by the Government.