Stage 4

Our Team: Angela, Daniel, Hannah, Robert, Ryan, Sujay, Suraj & Tom
 Music Composition meets
Technological Advantage

Modernize the “old fashion” way of

scoring music

Apollo Application which converts

handwritten music to a virtual
Ergonomic Music Composition platform
Allows musicians to express
themselves musically for
therapeutic and educational
purposes
 Business Need
● Technology is revolutionizing the way musicians interact with their art
● Musicians & Educators find most technologies a hindrance in the music making
process
○ Musicians have historically been taught the art of melodic dictation; or
working out tunes by ear. Technology disrupts this flow.
● Apollo calls for a more natural way of incorporating technology in the music
making process
○ Offers note playback
○ More enjoyable, efficient, hands-on experience
Potential Competitors/ Partners
● Finale Notepad (PotentialPartner) (https://www.finalemusic.com/products/finale-notepad/)

○ You enter notes by clicking them into the staff or importing files, not by writing them
■ Can be seen as a partner because they can use our idea of writing notes on a staff and
incorporate it into their application
● StaffPad (Competitor) (https://www.staffpad.net/)

○ An app for Windows 10 that uses a pen and touch screen surface that recognizes handwritten
notes and converts them to a neat typeset score that you can playback
■ Can be seen as a competitor
● NotateMe (Competitor) (http://www.neuratron.com/notateme.html)

○ An app that uses a stylus and touch screen that recognizes handwritten notes that you can
playback
■ Can be seen as a competitor
Magic Quadrant
 SWOT Analysis
Strengths Weaknesses

● Useful for hearing musical notes in real time during

● Must have prior music theory knowledge for
composition
effective use
● Easy to use
● Allows for an ergonomic music composition ○ Apollo will not teach you how to read and
approach write music

Opportunities

● We have the ability to incorporate this technology into

Threats
existing applications such as Finale Notepad.
○ These apps would allow for more in ● Possible competitors can take our idea and
depth music composition while also make it their own.
providing users with our ergonomic
music composition
Scope Statement
● Using low cost hardware (webcam, a Raspberry Pi single-board computer,
open source software) to capture notes written on any surface
● Play captured writing back to users
● Can change the instrument used to playback captured notes to user
● Box will be small - 3D-printed to house the raspberry pi, webcam, and a battery
● Not aimed towards teaching new musicians - only aiding current musicians
 ● Internal Stakeholder: entities
within a business (Boundless)
○ Employees (us) and Owners
● External Stakeholders: entities

Stakeholders
not within a business but who
care about/ are affected by its
performance (Boundless)
○ Target Audience (see next slide),
Who will be affected by our product
Investors, Suppliers (e.g. Arduino),
and service? Rutgers’ Board of Trustees,
Advisory and Alumni Boards, staff,
faculty and alumni at Mason Gross
Target Audience
● Anyone with an aptitude for music:

○ Students

○ Music Educators

○ Music Scholars

○ Singer/Songwriters Leonard Bernstein composing at his piano circa 1952.

○ Professional Composers for Film & TV

○ Orchestrators/Arrangers
 Market Research: Education & Technology
● 94% of schools offering music instruction 59%

● 74% use technology to support and expand the

curriculum

● 59% use an interactive whiteboard

● 35% use tablets or e-readers

● 11% use an interactive table 11%

35%

(National Association for Music Education)

Market Research: Music Technology Industry
● Finale 25 (Program for Windows and Macs) https://store.makemusic.com/Store/Default.aspx
○ Retail: $600
○ Academic/Theological: $350
● StaffPad (App for Windows PC) https://www.microsoft.com/en-us/store/p/staffpad/9wzdncrddkrb
○ $70 with the ability to make in-app purchases
● NotateMe (App for Apple and Google devices)
○ $40 with the ability to make in-app purchases
■ $30 per in-app purchase https://play.google.com/store/apps/details?id=com.neuratron.notateme&hl=en
 ● Webcams
○ Privacy Agreement
○ Capturing and broadcasting
without knowledge or consent
● Cloud Storage and Confidentiality
○ Storage of sensitive information
● Electronic Monitoring

Ethics
○ Audio recording
● Plagiarism
○ Music plagiarism
■ Musical Idea
■ Sampling

• Technological unemployment

● Software instruments could take

recording gigs

Image retrieved from ClipartFest

 Start-Up Cost Annual Cost
(10 week estimation) (10% annual increase)

Description Cost
Category Description Cost Category

Labor Developers (2) $65,000

Labor Developers (2) $12,500
Manager $25,000

Manager $4,875 Research $15,000

Marketing $75,000
Research $2,000
Web / App Development $35,000

Marketing/Advertising $4,000 Business Analytics Specialist $35,000

Hardware/Software Computers/Tablets $12,000

Hardware Computers/Tablets $12,000
Server Cost / Maintenance $12,000
Prototype Production $60
Production 10,000 Pi3’s @ $15 $150,000

Miscellaneous Fees/Unexpected Costs $5,000 Miscellaneous License Cost $20,000

Fees/Unexpected Costs $25,000

Rent $900
Rent $74,100

Total $41,335
Total $508,100 (+10% annual increase)
 Breakdown
Potential Revenue (10% annual increase)

Category Description Cost

● Through Physical sales
Physical Sales 10,000 Pi3b’s $300,000
(30$ each)
● IOS & Android App Stores
App $300,000
(5$ per download x 60,000 downloads)

● Selling this Technology to Music

Advertising Freeware advertisements $90,000
Partnerships
Schools & Conservatories.
Website advertisement $10,000

● Through Partnerships with more Institutions/Company Schools/University/Conservatory $250,000

Partnerships Partnerships

advanced music editing software Third Party Audio Software $250,000

Partnerships.

Total $1,200,000
(+10% annual increase)
 ● Unique
● Has a wide target audience
Economic ● Low startup cost

Viability ● Long-term financial viability

○ Little long-term maintenance

● Potential for integration with

existing applications
● Ad revenue
 Financial Summary
● 10,000 units
● $15 a unit to produce
$30 a unit to sell

● Looking towards partnerships

to found pre-launch startup

● Revenue will come mostly from

Product/App sales, Advertising
& Partnerships
UI Mockup
High Fidelity Design
Solution Flow Diagram
Lessons Learned/Conclusions
● Lots of potential with microcomputers
● Learned to compartmentalize each member according to their potential
● In-person meetings are crucial in project management
● Communication is key
● Existing technologies may not offer what consumers are looking for
○ Music technology exists, but is it any good?
Thank You
Appendix
● ClipartFest (2016). Clipart Face with Question Mark. Retrieved from
https://clipartfest.com/categories/view/5a576897b3c39094c7de5e92a3a875edc538f6e3/clipart-fa
ce-with-question-mark.html
● Boundless. “Business Stakeholders: Internal and External.” Boundless Accounting Boundless, 22 Jun.
2016. Retrieved 23 Feb. 2017 from
https://www.boundless.com/accounting/textbooks/boundless-accounting-textbook/introduction-to-
accounting-1/overview-of-key-elements-of-the-business-19/business-stakeholders-internal-and-ext
ernal-117-6595/
● Computing Essentials 2015 (2017) Ethics. Retrieved from
http://highered.mheducation.com/sites/0073516899/student_view0/ethics.html

● https://42floors.com/us/ny/manhattan/343-w-37th-st?listings=553249

● http://www.loopnet.com/Listing/14145800/46-BAYARD-STREET-New-Brunswick-NJ/
Appendix
● Boundless. “Business Stakeholders: Internal and External.” Boundless Accounting Boundless, 22 Jun.
2016. Retrieved 23 Feb. 2017 from
https://www.boundless.com/accounting/textbooks/boundless-accounting-textbook/introduction-to-
accounting-1/overview-of-key-elements-of-the-business-19/business-stakeholders-internal-and-ext
ernal-117-6595/

● Flackett, J. (2015, November 22). How much does it cost to build a software application? Retrieved
from How much does it cost to build a software application?

● Download from the Windows 10 Store. (n.d.). Retrieved February 22, 2017, from
https://www.staffpad.net/
● Free Music Writing, Music Notation Software - Finale Notepad. (n.d.). Retrieved February 22, 2017,
from https://www.finalemusic.com/products/finale-notepad/
● http://www.nafme.org/how-technology-is-being-used-in-music-classrooms/