"IoT Business: Life After MVP" - my presentation for the recent IoT conference in Kiev, Ukraine.

2. About Me
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
Oleg Puzanov
Leantegra Inc. CEO and Co-Founder
SUCCESS STORIES
15+
years of experience in IT
12+
years working with embedded
systems and IoT
1998
development using
С/С++, Java, Python
2014
founded Leantegra Inc.,
an IoT startup
2016
founded Versaio, a fabless
semiconductor startup
oleg@leantegra.com

3. Leantegra Intro
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
IOT STARTUP
Developing product for location
services
KEY SOLUTIONS
Proximity Marketing, RTLS,
Location Analytics
FOUNDED
in September 2014, first ideas —
in October 2013
Verticals
Retail, Smart City, HoReCa,
OOH Advertising
Our Team
45 staff members
Investments
2.5 million USD seed round
Offices
Kiev, New York, Tel Aviv,
Copenhagen, Sunnyvale
Business Model
B2B (90%), B2C (10%), scalable
though regional partners and SaaS

4. Products and Solutions
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
Proximity Marketing
CONNECTED VENUE OPERATOR (CVO) PLATFORM
enables:
Engage your audience
using iBeacon, Eddystone
and proximity campaigns
REAL-TIME LOCATION SERVICES
Discover real-time indoor location
of individuals and objects
via Wi-Fi, BLE, UWB
LOCATION ANALYTICS
Get a deep insight into location data,
such as foot traffic, dwell time,
and other metrics
Cloud SaaSPowerGate
PowerBeaconPowerMote
UWB/BLE
CVO Portal
SDK
API

5. MVP vs Prototype
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
LEANTEGRA MVP
Proprietary hardware design
with a complete SW stack
LEANTEGRA Prototype
Production deployments
Validating customer / market demands
Users - real customer groups
To be sold for money
Several scripts running
on 3rd-party hardware
Internal demo to stakeholders
Not to be sold for money
Validating one or several
technical assumptions

6. IoT: Typical MVP Configurations
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
Swiss Knife in a Fancy Box:
Sales Framework
Universal MVP with many claimed
features, solutions for customers
and vertical markets. Nothing works
on practice or simplistic "Hello World"
features.
Swiss Knife without Knives:
Technology Framework
Framework without customer solutions —
multiple technologies and interfaces.
Nothing useful from day #1, large
implementation efforts for customer
solutions.
Bottle Opener
The right MVP!
Solid product with a well-defined
function(s) and customer values.

7. © 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
MVP -
Maybe This?
MVP -
Or Really This?

8. MVP Release? Customer Decides!
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
MVP
Development
Expected
MVP
Release
Customer
Demo
Surprise! Extra
Implementation
Rounds
Good! Ouch! Final
Demo
Customer
Reqs Demo
Field
Deployment
Fixing
and Tuning
Actual MVP
Release!

9. Key Challenges
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
QA vs Time-to-market
Sales funnel
Signed contracts
Marketing for IoT
Field deployments
Unexpected stability issues
Troubleshooting
Transition from pilots
to large-scale deployments
Pre-launch Post-launch

11. Selling IoT: Pain Relievers vs Vitamins
Key Selling Points:
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
Pretty often your IoT products are just vitamins — the issue about matching problems and solutions!
Customers need "pain relievers" to their specific problems!
Most important #1: exact match between
a customer's problem and your solution
Tangible ROI
Successful case studies (with numbers)
Local competitor examples: "Neighbor has it already!"
Popularity / large market share — not for MVP,
unless you're Google or Amazon

12. Sales Funnel: Example From the Past
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
500+ 50+
30+
3
15+
7+
Leads
Qualified prospects
Closed deals
(includes partnerships)
SMM, WEB SITE LOCAL PARTNERS
AND F2F MEETINGS
Much higher
conversion here!

13. Marketing for IoT: Go Vertical and Local!
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
IoT is complicated!
People still don't
understand what this
whole thing is about!
Mandatory: real-life
scenarios attached to
business needs
and/or people needs.
Content marketing is
underestimated —
online content sells!
Still, cold e-mails and
remote communications
from Ukraine — rarely work
for qualified prospects.
ISSUES
Regional presence and local partners are 100x times
more efficient than cold e-mailing.
Content marketing via SMM is still very important —
expect multiple leads, though many of them not qualified.
Advertise to verticals as the first priority!
Marketing Channels:

14. © 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
Case Study: Ace Stores in Israel
PHASE 1
Deployed:
One store in Rishon LeZion
Proximity marketing
with coupons and analytics
Managed network with
20 PowerMote BLE and
3 PowerBeacon devices
CVO Portal instance
on Amazon AWS
Branded mobile apps
for Android and iOS
PHASE 2
In Progress:
Deployment in 30 stores around Israel
Cross-location proximity campaigns
and location analytics (SDK)
Estimated 600 PowerMote
and 120+ PowerBeacon devices
Integration with the customer's
couponing system

15. © 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
Case Study: Boryspil Airport - Terminal D
PHASE 1
Deployed:
Basic Analytics using Wi-Fi RTLS
Managed network with
12 PowerBeacon devices
Installation at the security
checkpoints and the passport
control zones
RTLS for smartphones - without
mobile apps or WLAN connection
Key metric: dwell time in the zones
CVO Portal instance on Amazon AWS
PHASE 2
Planned:
Predictive Analytics
Showing the estimated
walkthrough time
Integration with the on-site
displays for information rendering

16. © 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
Case Study: Shopping Malls and Hypermarkets
Global Hypermarket
Chain (NDA)
Store in Ukraine:
Deployed
BLE proximity marketing
and Wi-Fi location analytics
Managed network with
30 PowerMote
and 4 PowerBeacon devices
Branded mobile app for Android
and CVO Portal instance
on Amazon AWS
Shopping Mall in Kiev:
In Progress
Custom solution with
250-300 PowerMote devices
MicroStrategy BI integration
for receipt analytics
Purchase behavior analytics
Branded Android and iOS apps
for proximity marketing, loyalty,
coupons, consumer information

17. © 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
Case Study: Early Pilots and Demo Kits
Asset tracking for the golf carts
using BLE proximity system
BLE proximity marketing
setup — delivery and trainings
Xoult
Solution for Golf Clubs
in California
CMS
Demo Projects in Tennessee
RTLS evaluation for smartphones
and location tags
Wi-Fi RTLS adaptation to
the customer's privacy requirements
A101
Company in Qatar
CineMall
Shopping Mall in Haifa, Israel
The first pilot network in Kiev
for evaluating Wi-Fi RTLS and location analytics
ArtMall
Shopping Mall in Kiev

18. Extra: Leantegra Demo
© 2016 Leantegra Inc. All Rights Reserved. Proprietary and Confidential
http://leantegra.com/developers

19. www.leantegra.com
Q&A