Dybuster
A neural technologies approach to dyslexia:
[youtube]http://youtu.be/Ty_Wh3iCjig[/youtube]
Posted in: Pitch Pool-
David Vogt
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ETEC 522 – September 2012
Ventures in Learning Technology
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Colin 7:51 pm on September 17, 2012 Permalink | Log in to Reply
Yes I would invest in Dybuster but only with further research into their claims, research and the software. Christian Vogeli gave a good presentation as he presented the problem with current treatments of dyslexia which are inefficiency and cost (pain point). His solution is a program that works with individuals to reduce their writing errors and can be integrated into school programs or for use at home. He validates his claim with statistics of how his program reduces writing errors by 33% compared to 5% with no training. These numbers seems consistent with what I would expect from such a program. The main reason I choose to invest is the marketing and specifically the target markets for this product. In addition to schools I believe parents looking out for the welfare of their children will be the main purchasers and the easiest market to attract and sell to. If they see an alternative to expensive therapy I believe they would definitely try this product. Christian speaks with confidence but I am not completely won over as he does not state his credentials or background in relation to his product. No ask or return were mentioned but I believe that would require further discussions. Overall I believe that Dybuster could be a viable product.
lullings 2:54 pm on September 18, 2012 Permalink | Log in to Reply
Is it a viable product? we have no idea what the product is. Is it web based, does it require hardware or is it just software. What are the contact times needed to achieve the 33% reduction in error?
A good pitch but lacks the depth which I would need to be able to invest. He has 22,000 users and initial investments – what does he value the company at the moment. As in what price per 1% of the company is he offering and how much is he looking for.
He is looking to expand internationally. Is there a plan for that, is he looking to the benelux countries to expand to or is he looking to greater markets like Asia and North America?
He is confident – he has a good product – I have more questions than answers unfortunately.
tomwhyte1 12:43 pm on September 22, 2012 Permalink | Log in to Reply
I agree that there are questions that need to be answered. However, if we just view this as an elevator pitch, has he done enough to want us to ask these questions? Or to be interested enough in the answers that may or may not be given?
For myself, the questions you have raised are important. I also wonder, how easily can the software be adapted to various languages and dialects? What markets are thy specifically focusing on for their expansion? What will this cost? And, for myself, I am interested in hearing more.
Thoughts?
kstackhouse 11:53 am on September 23, 2012 Permalink | Log in to Reply
Great questions, Lullings. He does seem to know the content is more engaging than the first two presentations. Would we view this one differently otherwise.
There is a plan and a history. He talks about revenues and growth which then leads to why he is talking to this audience. I think I would need to know about the questions you raised before investing…but I think there is enough information to invite him for a Venture Pitch to hear more and to be able to ask the questions necessary.
jkotler 1:43 am on September 19, 2012 Permalink | Log in to Reply
Yes I would invest in Dybuster because Christian Vogeli, the CEO and founder was quite compelling in presenting the venture concept. More specifically, he first clearly identified the paint point by explaining what dyslexia is and how it negatively affects their learning. Then he presented a direct viable solution to the problem with relevant supporting data, such as a 33% improvement rate in writing, and in doing so differentiated Dybuster from competitors by explaining how they are inefficient and expensive. In addition, Vogeli expressed other benefits like working independent of age and language as well asthe potential use for people with dementia, which allude to its marketability and further expansion.
In considering the venture plan, there is confidence in its low cost, and that they have already secured patents, have a current success rate in Switzerland with 20,000 users and revenue reaching approximately 1 million Swiss francs. Therefore with this data in mind, the possibility for its expansion into a more international market seems favorable despite the lack of information in this pitch on how exactly they plan to move to such a market (which could always be requested).
Finally, in regards to Vogeli’s credibility, while it would have been better to learn more about his credentials and his team, he appeared confident and very knowledgeable thereby convincing me he does possess the necessary capability.
tomwhyte1 12:48 pm on September 22, 2012 Permalink | Log in to Reply
I agree with your statements, however upon reading your analysis, I was reminded that there are different levels of dyslexia, therefore, is this software appropriate for them all. Secondly, specific types of dyslexia are actually beneficial, some rocket scientists have dyslexia.
Therefore, on the surface, this product seems like a good idea. However, upon reflection, are we forcing the student to conform to the traditional practices of school, or should education explore ways to meet the student where they are at? Which of these might Dybusters do? For myself, the name makes me feel they are trying to remove dyslexia from the student…
Thoughts?
tomwhyte1 12:11 pm on September 19, 2012 Permalink | Log in to Reply
Dybuster’s CEO and Founder, Christian Vogeli, through software created with an understanding of Neural Psychology and Computer Science, attempts to improve the reading and writing abilities of those individuals with Dyslexia. Even though, I can add nothing more to the success of this venture, other than a cash infusion, I would still invest in this venture, mainly for the simple fact that the CEO seems genuinely interested in improving the lives of those with Dyslexia. From a financial perspective, I would also invest in this venture, as the Dybuster software claims to provide a 33% improvement in an individuals ability to read and write, through a lost cost solution, where as other attempts to address this concern, are intensely individualistic and expensive, but ultimately ineffective. Furthermore, the market size for Dybusters is significant, as10% of the worlds population has Dyslexia, and this product can be used in schools, private therapists, at home, or for those involved in self-studies. Furthermore, Dybusters has positioned themselves to increase their market share, as the software will soon increase its focus to include Dyscalculia and Adult Dementia. A market share that is also protected by its current patent and future patents. My only real concern with Dybusters is as a potential investor, I am unaware of how this service is being marketed, or where to obtain this software, or how much would be required for an initial investment, and what my potential return on this investment would entail.
pcollins 5:22 pm on September 22, 2012 Permalink | Log in to Reply
Hi Tom,
Did you find that you questioned the validity of the results against other more traditional methods of treatment?
PC
tomwhyte1 8:36 pm on September 22, 2012 Permalink | Log in to Reply
I had to review that portion of the presentation again, and how I am interpreting the information, is that Dybusters use improves writing/reading by 33% when compared to “No Training” (for that is what the slide says). Therefore, I wonder what the results are for individual training, or other similar services.
Nice catch.
Pat A Son 1:01 am on September 21, 2012 Permalink | Log in to Reply
YES, I would invest in this venture
First the CEO is definitely on top of his game he has done his homework and overcame his limited English skills to make compelling case for one to buy into his venture.
After defining dyslexia and establishing the percentage of the population that suffers from it he goes on to show how the current approach to treating the disorder is expensive and ineffective. He then uses statistical data to show how his product is better. So it is clear that he has identified his pain point and produced an original and viable solution in the form of Dybuster.
By pointing out that over 50 million people in English speaking Germany alone are dyslexic he has shown that there potentially a large market for Dybuster to leverage. By offering a cheaper but effective solution to the competition that can be used by schools, therapist and students can use on their own gives his product the competitive edge. This is further extended by the fact the product transcends age, language and can be used for treating two other disorders. The product seems to be mature enough for the market with the success it is enjoying now. The fact that returning customers increase their licence suggest that it has the potential for sustainable growth over time.
Patrick Pichette 1:10 pm on September 22, 2012 Permalink | Log in to Reply
This venture appears to have some potential. I’m unsure if I would invest in this venture at first glance but my attention was definitely maintained throughout most of his pitch. The CEO provided a clear problem being solved, provided insight on the target market and potential user base, indicated some differentiation compared to current solutions being offered, and showed promise in maintaining the user base through a patent held and patent pending. If the numbers presented and the patents demonstrate a viable business model that can’t be copied easily, I would likely invest in this venture.
tomwhyte1 3:31 pm on September 22, 2012 Permalink | Log in to Reply
I have thought about the patents. In North America, it is good business practice to have patents registered in as many countries as possible, not just one. Therefore, I wonder, how global are these patents? If limited, the prospects of the company is equally, if not more, limited.
Thoughts?
Patrick Pichette 8:24 am on September 23, 2012 Permalink | Log in to Reply
I agree about the requirement for global patents. Especially when it comes to a solution where the target market is limited locally but large enough from a global perspective. If the patent is only held in his country, then the venture gains additional risk if he is unable to secure the same patents in other countries. I find this pitch one that promises a lot but may fail to deliver. It would require quite a bit of digging to verify the viability of the business on a global scale.
tomwhyte1 7:25 pm on September 23, 2012 Permalink | Log in to Reply
Furthermore, if global patents are an issue, significant capital will be constantly needed to fight potential patent issues in other countries, thereby reducing potential profit, and future viability of the country.
Might it be better, if the patent exists, to license it out to major companies?
Thoughts?
jameschen 6:23 pm on September 23, 2012 Permalink | Log in to Reply
I also wonder about the patent issue, because from the presentation there is only one patent pending in addition to the one that they company already has. But I think it is best practice to start little and expand with solid footing.
tomwhyte1 7:27 pm on September 23, 2012 Permalink | Log in to Reply
I agree to start the company small, but not the number of patents. The more intellectual property one company holds, the better positioned they are in the market place, and better positioned they are to expand their company down the road.
Thoughts?
jameschen 10:19 pm on September 29, 2012 Permalink | Log in to Reply
Sorry for the late response, tomwhyte1. Your point about patents is very valid, but in my opinion such patents would only be useful if the company intends to sell the patented product in those particular countries. I think patents also expire after a certain time period. But if one has plans and enough funds to do so then I don’t see why not 🙂
tomwhyte1 11:25 pm on September 29, 2012 Permalink
Yes, it is important to remember that patents do have an expiry date. However, if Dybuster’s is as great as the CEO says it is, and by having limited patents in one country, what stops another country from making a similar product, lets say in North America…
Thoughts?
pcollins 5:16 pm on September 22, 2012 Permalink | Log in to Reply
So many questions! And maybe that’s an integral part of how this pitch is being presented. They leave you wanting more – Specifically perhaps this works with certain personality types. It certainly worked for me. I felt the gentleman presenting did a very good job of identifying the market and the problem that is addressed by dybuster…. namely the cost effectiveness of a product that can be used at home and in school eliminating the cost of one on one therapist time. I did not find the details of the charts effective or appropriate representation of the products effectiveness. I noticed the absence of any mention of a competitor’s product. Perhaps they don’t exist. I would invest in this venture.
melissaayers 8:46 am on September 23, 2012 Permalink | Log in to Reply
YES, I would invest in this venture.
While on first run through of the pitch I based this yes on mainly gut feeling on the confidence of the speaker and his delivery etc I think after I have watched it a few more times I have more a more rational perspective.
The speaker clearly defines the pain point or market need for this product as well as how it has already been tested and successful in one market. Also how it can be differentiated in terms of cost and availability to traditional therapies. He also identifies that some current customers return and increase their licensing quotas; this is a sign of a good product I believe that meets a real need.
There seems to be the potential of a reasonable size market for this product internationally of his claims are true. Also in terms of business strategy they are also leveraging their knowledge and experience and developing similar products for other applications such as dementia.
As Colin mentioned, I also feel (depending on the price point of the product which unfortunately was not mentioned in the pitch) that the customers could be the parents as well as schools and therapists. This gives a wider customer base than if it were just for schools/therapists.
I found the pitch did leave me with many questions as well. A question others asked related to patent – is their patent just for Switzerland? Or the EU? Or worldwide? How easy would it be to copy/clone the product in other markets? Which market(s) are they going to attempt to enter next? Will they need to modify the product for different markets/culture/languages or can it be delivered as is?
Additionally as the product is already released and being used it would have been nice to have a brief live demo of how it works to understand the product a bit better.
In conclusion however despite al l my questions, from this pitch I would definitely be interested to find out more about this product and their business strategy and plan for expansion.
jameschen 6:17 pm on September 23, 2012 Permalink | Log in to Reply
Yes, I would invest in this venture if the business plan provides a viable investment strategy. The market gap/problem (inefficient system, high cost for customers to attain service due to lack of service providers) is met by the unique selling point of the product (“small costs, efficient, always available”). The solution of the product is backed by research study. The provision of information on the proof of concept for additional applications, patents, current investments, grants, revenues, and users increase the reliability of the company in terms of fulfillment.
visramn 7:44 pm on September 23, 2012 Permalink | Log in to Reply
Dybuster
Yes, I would invest in Dybuster. Christian Vogeli was very confident and did a good job of enthusiastically talking about the product. He had good background information that helped to explain the need for this type of product. He made it seem like the product was a necessity and was something that was needed in a society that lacked the capabilities to address the needs conveyed with the pre-existing avenues. This product would be advantageous because it caters to a need in society that has not been taken care of fully as of yet. It reaches out to a market that has not been tapped into with more technical innovative flexible means.
The presenter showed factual and statistical information of success with the product. He also outlined how it is a cost efficient product that can be used across the world due to its flexibility. He went on to talk about future possibilities for the product as well as a list of potential areas for future marketing for the product. The product seems to be pretty easily accessible and versatile. It seems like a realistic venture that could be implemented fairly easily if the right resources are in place. The presenter had a clear vision and a specialized group who the product is catered to.
The only issue that I thought was evident in this video was that the presenter did not really explain how the product is used or how it works. I would need some further information about the technicalities of this product to feel more comfortable in investing it.
I think the presenter was confidence and that he made a strong argument by explaining the need of the product as a foundation to his argument. I felt this drew me in. I do not think this product would require me to add money but maybe I would be able to use my pre-existing knowledge and the knowledge of other educators who have dealt with students with dyslexia to help to understand and enhance this type of product further.