COLOR KINETICS INC.

Group Details
Ajay Gupta
Alok R Pradhan
Chinmaya C Biswal
Dhruba J Das
Nishit Garg
Rajam Kumar
Color Kinetics
• Founded in 1997; Leader in Intelligent Solid State Illumination Technologies

• Creator of Chromacore® a patented technology which generates millions of colors and colored
lighting effects via microprocessor-controlled red, green and blue LEDs

• Dominant intellectual property position with 10 US patents

• Provide products and solutions to market through own brand, private label, OEM and licensing
Understanding Market
• LED component market size of 2.3 billion $, while high brightness LED market is 680 million $
• In addition, ancillary markets such as power supplies and controllers also represent multi-
billion dollar markets
• High brightness sector expected to grow at 21% for next 5 years
• High competition among big industry players (GE, Philips, Osram Sylvania)
• Lighting is a commodity market – it’s slow and boring with little technology advancement.
• Intellectual property is key. Own the future market space.
Color Kinetics–Technology
• Key benefits of our technology include:
• Microprocessor controlled intelligence
• Simple networking of illumination systems
• Easy reproduction of Color (>16.7 million colors)

• Based on LED technology:

• 100,000 hours source life  11.4 years of use
• Low power consumption  Lower energy costs
• Low heat output  No heat damage
• No moving parts  Virtually no maintenance
• No UV emissions  Safe for artwork and fabrics
Problem
• How to best extend success into market segments to achieve the
growth targeted internally (14 million $ year 2000) and with investors i.e.
IPO
Available Market Segments
• Retailtainment
• 1.2 million chain retails stores, 43600 shopping malls
• 5.33 billion sq ft of leasable retail space
• Estimated market size of 65 billion $
• 750000 $ average revenue size for 2500 sq ft store
• Theater & Entertainment
• 704 casinos with 5.5 million sq ft of space
• Willing to spent to create better customer experience
• Mass Market & Consumer Product
• Niche Markets (Landscape Designing, Swimming Pools etc.)
• Expand vis OEM and licensing to industry players
Company’s Strengths
• Sales Team
• 4 Sales Managers (Direct Sales)
• 2 Sales Engineers
• 2 Distribution Managers (indirect Sales)
• 10 Sales Executives
• Industrial Relationship
• 3019 lighting designers
• 2521 lighting design firms
• Product Benefits
• Low power consumption
• Less fragile and easy to install
• Vast usage areas
Recommendation
• The company should enter into Reatiltainment segment
•