You can read the full business plan, or you can skip to the numbers of the business.
PowerPoint Presentation of the business plan available here .
First, A Quick Trailer Of What We Want The World Be
What is the HOLOPRO projector?
The HOLOPRO projector is, as you can imagine, a projector. It differs from what you have already seen in its working process. HOLOPRO is designed to project toward light receptors.
The human eye has a light reception function, and also cameras… and something else have these too as I will explain you later
While commons projectors, and VR visors too, focus on generating an image on a wall or an LCD display, HOLOPRO focus on generating light impulses on your eye (or anything with light reception functions), so your brain generate an image.
Why the world need HOLOPRO now?
In the same way, as the world needed TVs and LCD displays a few years ago, this is the next step, probably inevitable as it will happen soon or later, as well as flying cars or autonomous cars (ops, these are already there…).
The cost of making this product is affordable, there are competitors companies as MagicLeap, Google Glass, OculusVR, that already are investing in R&D to develop something like this. These are great companies but we are going to follow different principles that make the product enjoyable for common users.
People nowadays are immersed in technology and they just want more and more technology integrated into their life.
HOLOPRO projector will not mount on the head or on the face of the customers, giving him the discomfort of having to “wear” it. It is an external device that project interactive holograms for use and enjoyment of the customer.
It is designed for common users or companies that use technology every single day
Who are dissatisfied with limitations that projectors, lights, smartphones, LCDs displays and TVs imply.
Our product is a hologram projector
That allow everyone to project everything, everywhere and without supports.
And unlike VR visors of MagicLeap and OculusVR,
Our product cost less, is easier to use and offer an unimaginable experience.
How is this possible?
This is the great question that we always receive, and there are a number of explanations, easy ones (not so easy) and technical ones.
One of the easy answers
(Warning! Boring Details Ahead!)
In different science and physic documents, we have discovered that technically the human eye sees nothing if there is no light, while other animals can easily move around in the darkness without being affected. To be specific, humans perceive no colors or shapes if there is no light, and this is what happens in a totally dark room.
Simple explanation right? Not when we dig in details
What happens when there is light, let’s say sunlight or indoor light, is that light impulses are reaching the object, and the object reflects the light toward our human eye. A red wardrobe is technically not red, it is just made out of a material that when the light hits it, the reflected light shows the red color. And if you are facing in front of the red wardrobe, the “red” light hits your eye and your eye sees it red.
In the absence of light, you do not see any red color
What about colorblind individuals? The explanation is that they have a disease affecting the light receptors in their eye, so when the light hits their eye with the red color, they see a different color. If you think about it, when they are in the famous dark room with no light, they see black as everyone, they do not see a different color. Absence of light is the same for everyone, what change is how the eye reacts to the light.
So how HOLOPRO can use this theory at its advantage?
HOLOPRO is going to be designed to emit light toward the eye, doing so should be able to alter what you see and giving to the individual new experiences, new emotions, and who knows how far this can get.
Warning disclamer: We know many of our readers think about what would happen if such technology would be used improperly, giving bad experiences and bad emotions. This is not the focus of innovations, as cars can kill people but it is not a reason why to stop car usage.
When would you use HOLOPRO?
- Live shows and entertainment: This is how the idea came up the first time.
Have you seen how cool is the video at the beginning of this page?
HOLOPRO is perfect for live shows that now include lighting effects. This would bring live shows to the next level.
Flames that previously were real now are holograms, and this mean that bigger flame shots can be started without injuring anyone. Huge flames.
Show lights that first where real now are holograms, so no need to install tens or hundreds of devices to engage the party people! And more versatile and dynamic lights are now possible, there are virtually no limits to that.
Ultra Music Festival will love it!! - Driving: Google tried to implement Google Maps on Google Glasses. The only problem is that these are glasses! I would not like to have to wear glasses, if these are not sunglasses.
Now drivers can project the map in the front of the car, and follow the instruction.
If one day we will implement a voice recognition system, no one will have to take out hands from the steering wheel and can control it just talking with it.
Would Google cooperate to implement the software of Google Assistant in HOLOPRO? - Indoor TVs: do you want a cinema in your house? Here it is.
Now you can project the TV news anywhere, and you can set how many inches you want your hologram. 100 inches TV? No problem, doing it with holograms is not more expensive than a 5 inches hologram.
You can to be inside the XBox game? Now you can. You can project toward your eye to see the totality of the 120 degrees of your vision span (this is how many degrees the human eye, approximately, can see). Doing so, you are inside the game, for real. - Should we keep going on with examples?
So, you want to contact us now, right?
Go ahead and write us using the contact form at the bottom of the home page.
Let’s talk about numbers
[Spoiler link, in case you want to know the end right now]
The business is great but numbers have to work.
This is why we should look at the market that HOLOPRO is going to tackle.
If we look at HOLOPRO as a new company in the LCD display sector, as we are trying to replace those with holograms, we are talking about a market size of 137.7 Billion Dollars (2019) that is growing and is expected to reach 167.7 Billion USD (2024). A Compound growth rate of 4.0%.
This market is and will be mostly based in LCD and OLED panels, that will be even more performant and reach a resolution of 8K.
Samsung, LG and BOE are the main producers of those panels. They are at the head of the top 10 producers in the sector, and all 10 of the top 10 are based in Asia.
HOLOPRO wants to be based in USA, that has always been a bastion of tech innovation in the world. We plan to disrupt the diffusion of display panels and replace it with Holograms.
If we look at HOLOPRO as a new company in the holographic sector, we are talking about a market size that used to be 733 Million Dollars (2014) and now is estimated to be 3.576 Billion USD (2020). A Compound growth rate of 30.2%.
Main holograms companies are based in North America and in Europe. Of those, the top players are AV Concepts (U.S.), Eon Reality Inc. (U.S.), Konica Minolta Inc. (Japan) for size of the business, while in U.S.A. we can find OculusVR and MagicLeap as top players for innovative impact in this business.
The proposed use of such holograms are commercial applications, consumer applications, industrial applications, medical, defense…
We see indicators of opportunity in those stats because the holograms market is growing much faster than the display market, and we could have reached the point where the holograms business could disrupt the display panel business.
Prices of Hologram projectors sold to the public today range between $500,00 and $2,500.00 USD for easy ones that do small holograms in a cube placed on a table (quite an ugly thing, it is difficult it could be something huge).
Magic Leap One Creator Edition and Magic Leap 1 are AR headsets that are definitely more interesting than the previous thing and have a resale price of $2,295.00. Their main customer are commercial enterprises right now.
What is different from the HOLOPRO business plan is the AR headset part. We don’t want customer to wear headset or visors to experience holograms, we want to just show them holograms and project those holograms in the air.
But how much could, a good hologram, cost?
Well, a good one, as the Tupac hologram made in Coachella 2012, has a cost that range between 100,000.00 and 400,000.00 USD, as reported by Rollingstone.com . The Micheal Jackson hologram performance made in 2014 has a reported cost of 400,000.00 USD.
We think we start to do calculations using an average cost up to 400,000.00 USD.
The fact is that this happened more than 6 years ago, and in the meanwhile a lot of innovation progresses has been made.
Even thought the cost was high for those projects, we did not have to spend this money, and we can use what those companies have done and discovered to begin the production of a much cheaper and better hologram projector.
If the cost will be in a range 50,000.00 to 200,000.00 Dollars, we can provide it for commercial use. Actually the price is not that prohibitive, for sure it is not for individual consumer use but it will be really useful and not extremely expensive for big companies and/or government use.
But the aim is to Research and Develop a way to achieve a much cheaper price, and probably using the theory explained in the first half of this page we could reach a cost of production that could be 10X cheaper, at least, so looking at a cost range of 5,000.00 to 20,000.00 Dollars.
The components of an 3D hologram projector are quite basic, its just a combination of lasers, beam splitters, mirrors and holographic film. The components are explained more in detail here. So, the cost can realistically be in the 5k – 20k Dollars range.
If companies have spent 400k for a 15 minutes performance of Hologram Micheal Jackson, for sure there is a market for longer and better holograms that cost way less, around 5 to 20k.
How much profit can we make?
HOLOPRO was born as an entertainment company idea. So an easy evaluation could be its usage in the entertainment industry.
So, let’s do some quick math.
Electric Daisy Carnival (EDC), leading in its sector, use huge visual effects for its events and sell its tickets between 500.00 and 700.00 Dollars. There are detailed data about this event. Let’s suppose that everyone is cheap and spend only 500 Dollars, multiplied by the 400,000 people that attended it in 2015, and we can easily justify the reported 168.3 M Dollars of revenue. Yet, expenses burn a huge part of the revenues here.
Tomorrowland is another very famous electronic music festival, and because it is incorporated in Belgium it has to publish balance sheet and income statement of its yearly activity. For 2017 they reported 106 M Euros revenue, 98 M Euros of operating costs, and profits of about 5 M Euros.
As we can see in the Tomorrowland example, a music festival today has (to be optimistic) 5% of profit margin, due to the huge costs.
HOLOPRO wants to reduce the cost of all the technology involved in this entertainment experience and replace it with holograms that can definitely be less costly and do much much much more. There is no limit what you can project with an hologram, so if the only purpose of a thing is the visual experience (fireworks, screen videos…) this should be replaced with holograms. More dynamic, More immersive, Less costly.
What is amazing in those numbers, from our perspective, is that companies like Tomorrowland have expenses that burn more than 95% of their revenues. A big part of those expenses is that they still rely on the old physical effects to entertain their public.
Every light, display, and also fire, firework, smoke that they include in their show have huge costs. If all this can be projected as hologram, for how much can cost an hologram projector machine, they will save a lot of money on those expenses. It’s such an advantage for HOLOPRO and for entertainment companies. HOLOPRO can use this situation at its advantage and become a huge company in a relatively easy way.
HOLOPRO can eventually substitute artists, eventually, because the artist can be not present and being substituted by a hologram. This includes artists that are already dead and clearly have no other way to perform.
A super extreme price for the HOLOPRO technology could be 400,000 US Dollars, that is equivalent to the cost of the Tupac hologram performance at Coachella 2012 and to the cost of the Micheal Jackson hologram performance at 2014 Billboard Music Awards. It is almost certain that HOLOPRO can develop its hologram technology way cheaper, and provide it to companies for 1/10 of this number, so the HOLOPRO technology could be provided for 40,000 US Dollars. It is not even a question if a company that spend 100 Million Dollars in organizing the Tomorrowland festival would spend 40,000 Dollars to save on all the huge costs of all those entertainment things that they have in their festival.
And this is just talking about Tomorrowland, how many entertainment companies there are in the world?
More than 850 music festivals have been recorded in Europe (Thanks Woody Hayday for your study about this topic). Only in Europe. Festivals that are performed at least once a year, every year.
So, again, how much could we make?
Let’s say that we provide this technology at an average price of 100,000 Dollars, and we offer this only to Music festivals (we are definitely going to offer this to a much broader market, we are not going to limit ourselves like this), and only in Europe (definitely we will offer worldwide). Then we have a potential 85 Million Dollar revenue per year. This in the case we like to hurt our self and extremely limit our possibilities.
Always assuming the worst case scenario, the cost of the hologram projector itself probably will not cost more than 10,000. But let’s assume 20,000 Dollars as a cost, because we love to hurt our self.
Including other business costs we can reach a reasonable 50% profit margin on revenues.
This means, in the “we love to hurt our self” scenario, we are in front of a business opportunity of 40 Million Dollars per year. Net Profit.