Developing a Business Model for Gesture Recognition Technology

The assignment requires formulating a robust business plan targeting the integration of gesture recognition technology into consumer products and services. Students will analyze market trends, delineate potential customer segments, and propose innovative solutions to leverage technological advancements for competitive advantage. The objective is to articulate a strategic roadmap that outlines product development, marketing approaches, financial projections, and operational plans. By doing so, students will demonstrate their understanding of key business concepts while considering the unique challenges and opportunities presented by emerging technologies.

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Feasibility Study: Gesture Technology
Unit name
Assessment name
Student name
ID

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Executive summary
Gesture technology refers to the technology that uses computational devices to interpret
motions of human beings. Software with mathematical algorithms is installed into the
computers. The computers would then be able to calculate the motion of body parts for
example hand motion or face motion. That is done through a number of inputs. The
technology enables people across the world to develop devices which can be used in the
identification of the motions. The motions are converted into the electrical form of data and
then conveyed as information. A gesture is a mode of information. However, the information
cannot be interpreted by everyone. The individual who produces the gesture is the one who
actually knows the information that is conveyed by the gesture. It is, therefore, necessary to
come up with devices that would be able to interpret all the gestures so as to ensure effective
communication. Non-verbal communication has in the past become very common among
human beings. However, the interaction among human beings via the mode of
communication has not been such efficient. There is hence great been to come up with
measures that would ensure effective interaction. Gesture technology is the undisputed way
that would be embraced by everyone across the world. There are several technologies that
have been put in place to use in various areas and have effectively solved several problems.
Gesture technology, on the other hand, would be very helpful. The technology would provide
an interactive interface among human beings. The group of people who are likely to benefit
largely from the technology is particularly the visually impaired individuals. Gestures have
been used since time in memorial. It is a movement that conveys some kind of special
meaning, particularly commands. There are performers who have in the past used sensors to
produce and manipulate gestures. However, very little effort has been made in the
development of gesture recognition devices.

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Minimum viable product
Gesture recognition technology allows computers to identify gestures that are made by
human beings. The information conveyed by the gestures is then interpreted such that it can
be understood by everyone around. Gestures were the very first mode of communication
before the development of speech (Yang & Ahuja, 2012, p. 22). All effort should, therefore,
be made to ensure that the mode of communication is promoted among people. That would
further ensure that the history of gesture mode of communication is conserved. Recent
research on gesture technology has discovered that gesture conversation would be greatly
enriched should there be an integration of human-computer interaction (Roebuck, 2011, p.
18).
The gesture technology would be developed with all the features that customers would
expect. Customers’ opinions would be collected and incorporated into the development of the
products before they are finally released into the market. The feedback from the initial users
of the product would also be considered in the development of later versions of the product.
Our team of specialists in charge of the development of the gesture technology would work
tirelessly hard to fulfill the following condition;
i. They would ensure that the value of the products would be worth the money that
people would use to buy them
ii. Improvements would be done to further improve the efficiency of the product such
that early adopters of the product would still be maintained as customers
iii. A feedback loop would be provided so as to provide guidance in the future
development of the product. The move would ensure that only products that are
needed by customers are developed.

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Customer segments
There is a huge market opportunity for the product in Australia and in other parts of the
world. There are very many people who are visually impaired. Such people are likely to
benefit from the technology in a great way. People who have visual impairment use sign
language as the mode of communication. The language uses gesture motions to relay
information. However, people have to learn the language so that they can become conversant
with it in the first case. Gesture technology would make things even much easier since it
would provide an interface for carrying out the interpretation of the language. Everyone
would hence be willing to embrace the technology (Roebuck, 2011, p. 29).
In addition, there are several applications and software that uses artificial neural networks
(Yang & Ahuja, 2012, p. 37). That’s actually the technology behind the gesture. Gesture
technology would hence not be a strange and new to its users. There are also some sectors
that greatly require devices that can effectively interpret gestures. The field of medical
technology, photojournalism and biometrics have made efforts in the past to come up with
ways of interpreting gestures. However, they have not been that successful. Individuals who
work in the three fields would warmly welcome the gesture technology once it’s put in place.
The product would hence benefit from the huge market that is presented by the sectors.
Key partners
Apart from providing a market for our products, the department of biometrics,
photojournalism and medical technology would also be our key partners during the
development and promotion of the technology. The development of the technology requires
that one must have a good understanding of neuron behaviour. Such behaviours can best be
explained by medical and biometric specialists. The medical and biometric specialists would
also play a very integral part in defending the product in the face of government urgencies in

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charge of regulation of such devices. There would also be a partnership deal with
photojournalists. The journalists would need to effectively collect information regarding the
product. They would then relay the information to the rest of the world.
The success of any marketing strategy that we intend to use would be influenced by the
partnership that we would have with photojournalists. The journalists would be able to pass
information regarding the benefits of the technology to the public. They would hence greatly
contribute in the marketing of the product. In addition, we also look forward into entering
into partnership deals with computer technology experts such as Microsoft and other
computer engineering firms. Such firms would provide us with computer hardware and
software programs necessary to the development of the technology.
Value propositions
Value proposition would determine the extent to which people would be interested in seeking
more information regarding the product that we intend to unveil. The product would only be
successful if we get our value proposition right. The value proposition would provide the
promise of value that we intend to deliver by providing the products to the public for use. In
providing the value proposition, we would provide an explanation on how the gesture
technology would go a long way in solving a series of problems that people are faced with
(Ulrich & Brockbank, 2005, pp. 2-3). It would also explain how the gesture technology
would improve the situation of the customers. The product would only be relevant in the
market if it as the capacity to solve some of the problems those customers are faced with. In
addition, the value proposition would deliver quantified value to the people who are our
target customers (Osterwalder, et al., 2015, p. 6).
The benefits would be very specific. There is a high likelihood that we would have
competitors the very moment that the product would be availed into the market. The value

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proposition must, therefore, be designed such that it must provide an explanation to the
customers as to why they should only seek for our products and not products from our
competitors. In producing the devices, we must go a long way in ensuring that quality is
guaranteed. It is the quality that would provide the unique differentiation between our
products and that of our competitors. The value proposition would be available on all our
advertisements of the products and marketing campaigns (Barnes, et al., 2009, p. 21). It
would also be the very first thing that customers would see whenever they visit our home
page. In addition, the value proposition would be expressed in a simple language such that it
would be understood by all the visitors to all our marketing sites.
Channels and customer relationship
Customer relationship management is very necessary and would enable us to manage the
relationship that we would have with our customers (Sugandhi, 2003, p. 20). The best way of
facilitating customer relationship is through the development of methodologies, internet
capacities, software and internal operations that would address the needs of customers in a
better way. We intend to upscale the relationship that we would have with our customers and
ensure that the relationship is a profitable one. There would be a customer relationship
management system that would be tasked with the responsibility of tracking important
customer details such as their contacts, accounts, preferences, and purchases. Such
information is very important in ensuring that we would be able to monitor and identify the
needs of the customers. Customer relationship management would help in identification of
best customers. The information would also help in reduction of consumer response time. In
addition, it would help in enriching the manner in which communication with customers
would be made.

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Key activities and key resources
In order to successfully market the products to customers, a number of strategies must be put
in place. There would be campaign strategies aimed at marketing the gesture technology
devices. There would be road shows, posters, and billboards displaying the products. The
products display would be accompanied by information explaining the reason why customers
should purchase them other than purchasing those other products that are supplied by the
competitors. All these activities require a substantial amount of financial resources. The key
financial resources would be loans from financial institutions. Some money would also be
sourced from well-wishers.
Cost structure
Category Sub-category Cost/Price (USD)
Material Raw material 3,000
Purchased parts and materials 5,000
Manufacturing Labour 900
Depreciation 2,500
Energy 1,780
Maintenance 1,350
Overhead Manufacturing 2,200
R&D 750
Others Others 985

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Revenue stream
Revenue
stream
 Revenue that would be collected from subscriptions from the
products
 Affiliate Fees
 Revenue collected from the sale of gesture technology gadgets
 Revenue collected from people who would visit the firms
manufacturing plan to learn about the manufacturing process
Value preposition canvas expressed in canvas visual format
1. Customer profile
Customer
Needs
 Share files with other members of the
team
 Making it possible to chat with
several customers at the same time
 Communicating the business ideas so
that everyone in the market can
observe
Gains
 Difficulty in keeping track of
customers’ prolonged emails
 Unavailability of opportunities to
comment on
Pains
 Development of positive perception
 Embracing all customers to the extent
that they would feel as part of the
team

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2. Products
Products
Experience
 Gesture technology with one major functionality
 Improving the lives of customers
Benefit
 Little or generally no training required
 Easy adaptation to the use of the devices
 Little effort is required in the operation of the technology
Features
 Capability of storing many messages
 Ability to share images and messages
 Creation of channels for use by different departments during
communication
Value proposition provides the extent to which customers would be able to seek product
information (Murray, 2016, pp. 5-6). The product supplier must, therefore, make an effort of
ensuring that information regarding the product is easily accessible to all the visitors and
customers. The customer profile is closely related to value proposition since it focuses on the
needs and gains that the customers should have access to.
Initial financial estimates
They include;
(i) Initial market segment estimate
The initial market segment estimate is about 100,000 people. These are people who already
have information regarding the gesture technology. Out of the population, there is a huge
number of people who are eagerly waiting for the gesture technology devices. They have got
information regarding the benefits of the technology.

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(ii) Initial 1-3 year revenue estimate
The revenue estimate within the first three years would be about US$ 40,000. However, that
value is expected to rise. Many people would not have learned the benefits of the technology
within that period of time. There are people who will still be having mixed reactions during
the period. Such mixed views are expected to have a negative impact on the sales of the
devices and revenue as well.
(iii) Initial 1-3 profit and loss estimates
Losses are not expected over the period since enough marketing campaigns would have been
carried out during the period. However, the profits would be very minimal. Most of the
revenue would be channeled towards marketing strategies
(iv) Estimated initial funding
The initial funding would be considerably high. Close to US$ 85,000 would be required to
facilitate the initial budget
(v) Initial additional required resources
There would be a requirement of about US$ 10,000. The money would be used to sort out
emerging issues

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References List
Barnes, C., Blake, H. & Pinder, D., 2009. Creating and Delivering Your Value Proposition:
Managing Customer Experience for Profit. 1 ed. London, UK: Kogan Page Publishers.
Bruce, P., 2014. Gesture Recognition 48 Success Secrets - 48 Most Asked Questions on
Gesture Recognition - What You Need to Know. London: Lightning Source Incorporated.
Chaudhary, A., 2017. Robust Hand Gesture Recognition for Robotic Hand Control. 1 ed.
London: Springer.
Hsiang-Chuan Liu, Wen-Pei Sung & Wenli Yao, 2014. Computer, Intelligent Computing,
and Education Technology. s.l.:CRC Press.
Lee, Y. H. & Slezak, D., 2009. Future Generation Information Technology: First
International Conference, FGIT 2009, Jeju Island, Korea, December 10-12,2009,
Proceedings. London, UK: Springer Science & Business Media.
Murray, K. B., 2016. The American Retail Value Proposition: Crafting Unique Experiences
at Compelling Prices. s.l.:University of Toronto Press.
Osterwalder, A., Pigneur, Y., Bernarda, G. & Smith, A., 2015. Value Proposition Design:
How to Create Products and Services Customers Want. 1 ed. New York: John Wiley & Sons.
Roebuck, K., 2011. Gesture Recognition: High-Impact Emerging Technology - What You
Need to Know: Definitions, Adoptions, Impact, Benefits, Maturity, Vendors. s.l.:Lightning
Source.
Saha, S. & Konar, A., 2017. Gesture Recognition: Principles, Techniques, and Applications.
1 ed. Chicago: Springer.
Sugandhi, R. K., 2003. Customer Relationship Management. s.l.:New Age International.

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Ulrich, D. & Brockbank, W., 2005. The HR Value Proposition. Chicago: Harvard Business
Press.
Yang, M.-H. & Ahuja, N., 2012. Face Detection and Gesture Recognition for Human-
Computer Interaction. London: Springer Science & Business Media.