SonoSight

Creator of The ULTLens

Communication Unparalleled

START-UP BUSINESS PLAN

GLENDA DAWSON HIGH SCHOOL
2050 CULLEN BLVD. PEARLAND, TX 77581
April 10, 2024

Avnish Sekharan, Daniel Ren, and Hitesh Mallula

Table of Contents
I. Executive Summary 1

II. Problem 2

III. Customer Segments 3

IV. Unique Value Proposition 4

V. Solutions 5

VI. Channels 6

VII. Revenue Streams 7

VIII. Cost Structure 8

IX. Key Metrics 8

X. Competitive Advantage 9

XI. Conclusion 10

XII. Bibliography 10
 EXECUTIVE
Customer Segments PAGE 1

SUMMARY

WHO WE ARE CUSTOMER SEGMENTS:

Our Mission and Values Primary Target Market Secondary Target Market
SonoSight, the founding The 430 million The frequent travelers who
company behind the ULTLens* individuals globally can’t comprehend and
aspires to eliminate who rely on sign communicate in
communication barriers for the language and lip unfamiliar languages
hearing-impaired and frequent reading due to during their travels.
travelers through the use of hearing disabilities.
cutting-edge augmented reality
technology and artificial
intelligence. Our mission is to
empower individuals by WHAT IS THE ULTLENS?
seamlessly integrating The ULTLens serves as an innovative smart glasses solution to bridge the communication gap
innovative technology into their between hearing-impaired individuals/frequent travelers and the world. Functioning as an "on-
face translator," the glasses utilize audio recognition technology to capture nearby speech,
lives, redefining the way converting it into the user's language and displaying it on the lens. Notably, these innovative
humans connect and glasses include a micro speaker to relay the user's responses back to the other person, fostering
communicate. two-way communication. In addition to its groundbreaking functionality, the ULTLens are
*ULTLens stands for the Universal exceptionally durable and convenient, and represent the forefront of technological advancement
Language Translation Lens in overcoming communication barriers.

KEY METRICS: CHANNELS:

Per Unit Sale Return on

Price Investment
Expanded
Customer Retention
Market

PROBLEMS: SOLUTIONS:
It's Convenient
The Silent Struggle
ULTLens glasses offer an easy communication solution,
The communication disparity between hearing-impaired
providing convenience for hearing-impaired individuals and
individuals and the world persists due to the limitations of frequent travelers in unfamiliar settings.
existing technologies, hindering daily interactions and It's Innovative
contributing to mental health issues. With cutting-edge AR and AI technology, ULTLens introduces
an innovative approach to communication, revolutionizing the
The Unbridged Silence way users connect and understand languages.
As of now, no groundbreaking technology has emerged to It's Versatile
eliminate the daily communication barriers faced by hearing- ULTLens glasses go beyond addressing hearing disabilities;
impaired individuals and frequent travelers. they serve as a versatile tool for users, allowing communication
in different languages.

OUR UNIQUE VALUE PROPOSITION INVESTMENT:

We enable users to bridge the communication gap between hearing-impaired people What We’re Asking For
& and people of different tongues, to the world. As Peter Shephard once said, SonoSight is seeking an investment of $750,000 in return for
3.5% equity in the company. This investment will help cover a
“Communication is the foundation for personal development.” majority of the start-up costs, including further research and
development, beta testing, legal counsel, and patent costs. By
year three, SonoSight expects to have an excess of $43,585,845
in sales. Overall, SonoSight expects a gross profit margin of 44%.
This means that the initial investment will be repaid in full in one
year.
 PROBLEMS PAGE 2

THE UNBRIDGED SILENCE

Problem 1: Lack of Seamless Services for the Hearing - Impaired Community
Currently, there exists a failed state of communication between hearing-impaired people and the outside
world. Over,
430,000,000+
have impaired hearing and require assistive technologies. Though there are solutions such as assistive
listening and real-time captioning services, they are not seamless. As a result, this hinders peoples’
abilities to interact with each other in their daily lives. These so-called “solutions” create additional
barriers by restricting the growth of individuals and increasing their chances of mental illnesses.

Why is this a problem?

The lack of hearing affects people, especially those who primarily
communicate through sign language and lip reading. However, the
limited adoption of these methods means that a significant portion of our
population remains excluded from many aspects of daily life due to
communication limitations.

THE SILENT STRUGGLE

Problem 2: Communication Barriers Between Frequent Travelers and Local People
When we humans communicate and express our feelings, we inform, share experiences, and express
ideas with one another through languages. According to the American Translators Association, “While
language is an invaluable tool, unfortunately, language barriers confine and hinder understanding – the
existence of various languages limit the connectivity and relativity of people to the boundaries of their
languages.” As a result, when traveling abroad or in situations where translation services are necessary,
access to a reliable translator will not always be available, creating additional communication barriers.
Especially in tourism, language translation and localization are essential to ease communication.

Currently, translation is not done efficiently, resulting in potential misinterpretation, misinformation,

and confusion. A survey conducted on 20,500 travelers, as much as 26% reported language barriers
as an obstacle to their tourism. With so much potential for disaster, the need for a reliable translation
device is an absolute necessity.
 CUSTOMER
Customer Segments PAGE 3

SEGMENTS
Target Markets
Primary Target Market:
The primary purpose of the ULTLens is to aid the hearing-impaired people regarding communication.
As previously mentioned, communication is vital in contemporary society and is unfortunately not in
favor of people with hearing disabilities. The number of people who are not hearing-impaired
understand sign language is on average 0.1% per country. In the United States, which has the highest
number of sign language speakers in the world, the range is 250,000 to 300,000. The ULTLens will
provide a solution to the unsatisfactory ratio of sign language speakers to sign language
“understanders” by granting the hearing-impaired the ability to communicate with others easily and
feasibly.

1. High Demand 2. High Partnership Probability

With a substantial population of hearing-impaired With the revolutionary impact, we anticipate SonoSight
individuals and a significant number of frequent to have, we foresee a strong interest in partnership
travelers, the demand for the ULTLens is expected to be offers from numerous companies worldwide.
immense.

3. Convenient & Effective 4. Cheap Advertisement

Current models, like the Apple Vision Pro, are bulky Our product is indispensable in contemporary society
headsets designed primarily for at-home entertainment for hearing-impaired individuals. Initially, SonoSight will
rather than interactions in the outside world. ULTLens, focus on building its brand and reputation. Once the
with its sleek and easily accessible design, stands out ULTLens becomes an established product on the
as the optimum choice for our target markets. market, minimal advertising will be required, as our
target markets will inherently recognize the product's
essential nature and willingly purchase it.

Secondary Target Market

The second target market is people who travel frequently. Although the glasses are
primarily meant for people with hearing disabilities, the glasses also enable users to
understand other languages aside from ASL (American Sign Language). This can help
tourists who are in countries that speak unfamiliar languages to understand what the
natives are saying and possibly communicate back with them depending on their
understanding of the user's language.

1. Reliability 2. Expansive Market

Augmented Reality is a burgeoning field that has The demand for on-screen translators, exemplified by
undergone testing and is already implemented in features like the microphone on Google Translate and
commercialized products. The ULTLens, along with the other language translation apps, is already high. When
language conversion software, is highly reliable and you factor in the needs of hearing-impaired individuals,
effectively addresses users' needs. the market becomes even more substantial.
 UNIQUE VALUE PAGE 4
PROPOSITION
“The future is in sight”
SonoSight empowers users to bridge the communication gap between hearing-impaired individuals
and the world. Additionally, it serves as a reliable communication aid in areas where users may not be
familiar with the local languages.

What makes SonoSight Different?

CONVENIENT

The ULTLens sets itself apart from existing marketable products like Meta’s Rayban Lens and Apple Vision Pros by being a
simple pair of glasses rather than a headset. Offering a straightforward solution, ULTLens provides convenience for
hearing-impaired individuals and frequent travelers navigating foreign settings.

VERSATILE

Although the ULTLens is primarily designed as a targeted eyepiece to assist the hearing-impaired community in
communicating with the world around them, it can be used by anyone worldwide, whether they travel on a near-daily basis
or would like to use it for other cases. The glasses are versatile, applicable in any context, and possess the capability to be
used worldwide with their language output capabilities.

INNOVATIVE

Augmented Reality and Artificial Intelligence represent a futuristic frontier in technological advancement, and integrating
AR into a pair of glasses is truly a technological marvel. While most AR and VR (Virtual Reality) gadgets are housed within
large headsets, the compact frame and slim glass of SonoSight make it an innovative masterpiece.

ULTLens... In a Paragraph
The ULTLens serves as a long-term solution to the communication barrier between hearing-impaired
individuals and the rest of the world. Functioning as an “on-face translator,” the glasses utilize audio
recognition technology to capture words from nearby communicators. Augmented reality then converts
these words into a language the user understands, displaying it on the lens of the screen. You might
wonder how this solves communication barriers if the glasses only aid the user. Within SonoSight's
revolutionary glasses, there is a micro-speaker that relays the user's response back to the other
communicator. The glasses are remarkably durable, and convenient, and distinguish themselves from
existing technologies.
Solutions
SOLUTIONS PAGE 5

INTRODUCING THE ULTLENS

The ULTLens* is a revolutionary pair of glasses, that introduces a unique method of
communication for the hearing-impaired community. Beyond this, its ability to translate a
plethora of languages creates an immersive and seamless connection for all individuals.
The advanced AI algorithm captures spoken words and then translates them into text. The
text display feature is made possible through the usage of Augmented Reality, enabling
users to see their surroundings whilst also viewing translated words as captions on the
lens. Furthermore, the AI model can read and display text in a foreign language, presenting
it in a language familiar to the user. Additionally, if the customer has a prescription for
glasses, they can include it during the purchase process.
*ULTLens stands for Universal Language Translator Lens

Features
AUDIO TRANSLATION
In scenarios where only one person
ASL (AMERICAN SIGN LANGUAGE) TO CAPTIONS
has access to the glasses, a voice
feature can be activated. This
FOREIGN LANGUAGES TO CAPTIONS feature translates the language
spoken by the user into audio
through a speaker in the other
FOREIGN TEXTS TO CAPTIONS language in real time, facilitating
uninterrupted communication.
AUDIO LANGUAGE TRANSLATION

FUNCTIONS AS PRESCRIPTION GLASSES

Functions
DESIGN
The glasses' frame is available in a variety of designs, providing users with the Power - Long Hold (2 sec)
option to choose their preferred style upon purchase. To switch between
different functionalities, a touch sensor is mounted on the top right frame of the Short Tap - Toggle audio mode
glasses. When powered on, the glasses default to captions mode. The ULTLens
will last for 24 hours on full charge and will take 2 hours to charge to full
capacity via a USB-C port. User Onboarding

After purchasing the ULTLens, customers will receive a package including the smart glasses, charging
cable, and a manual which will then prompt the user to download our app and complete the setup process.
This includes creating an account, agreeing to the terms and conditions, and connecting their glasses to
their account via Bluetooth. This link enables the user to set their preferred language, ensuring that
translations will be displayed as captions in the selected language. Once configured, the Bluetooth
connection is no longer required, and users can start using the ULTLens.
 PAGE 6
CHANNELS
“Our aim is to ensure the
purchase and delivery process
Distribution Channels is as convenient and swift as
possible”
E Commerce
SonoSight primarily sells its products through direct consumer interaction via the company website,
addressing our customers' needs through two key options. We provide a one-time purchase option,
allowing customers to buy the glasses outright. Additionally, we offer a membership plan in which
customers may repair their lenses and qualify for model upgrades. More details can be found on page
seven of the document.

Retailers
To reach a broader audience, SonoSight will expand the distribution of the ULTLens to retail stores,
including Costco, Target, and Walmart. This increased availability enhances brand exposure and provides
a competitive advantage through broader market reach. Additionally, the ULTLens will be sold on large
online retailers including Amazon.

Other
At major international arrival terminals and tourist hotspots, checkout kiosks will be installed for hourly
rental of the ULTLens. The kiosks will be pre-set to languages native to the region, eliminating the need for
users to create an account. Rentals can be returned at departure gates before boarding.

Advertisement Channels
Social Media Marketing
SonoSight will leverage social media platforms, including Facebook, Twitter (now X), Instagram, and
TikTok, to raise awareness of the ULTLens and its various applications, particularly within the hearing-
impaired community. These advertisements will direct potential customers to the official website for further
guidance on purchasing the product. Given that hearing-related conditions are prevalent as people age, a
strong presence on Facebook and Twitter will target an older audience, while engagement on Instagram
and TikTok will connect with a younger teen demographic. Advertisements on these platforms will feature
images and videos showcasing the glasses being worn by individuals.

Google SEO
To further advertise the ULTLens, SonoSight will use Google’s Search Engine Optimization
(SEO) which will be done by buying specific keywords that increase traffic to our website.
 REVENUE STREAMS PAGE 7

Lifetime Values (Hearing Impaired

Individuals)
Revenue Model
TARGET MARKET Average Purchase Value - $1000
Hearing-impaired individuals in terms of communication, as well as
frequent travelers.
Purchase Frequency - Every 10 years

MARKETING AND PROMOTION Customer Lifespan- 70 years

Our business employs a multi-faceted marketing approach, including Year 1 Customer Acqusition Cost- $250
social media advertising and participation in conferences and events
Post Year 1 Customer Acquisiton Cost - $150
focused on accessibility technology.
Manufacturing Cost - $350/10 years
SALES CHANNELS
These glasses are sold through multiple channels, including a
website, airports, and a network of authorized resellers. YEAR 1 NET LTV CALCULATION
PRICING ($1000 × 0.1 PURCHASES/YEAR × 70 YEARS) - ($250 +
The ULTLens will open at $999.99 per unit. The price of renting is
($350 × 0.1 PURCHASES/YEAR) × 70 YEARS)
$1.25 hourly. The cost of the membership is $25 monthly.

CUSTOMER RETENTION
= $4300
After the initial sale, our company focuses on customer satisfaction POST YEAR 1 NET LTV CALCULATION
and retention. This includes providing responsive customer support
and periodic updates to improve functionality. ($1000 × 0.1 PURCHASES/YEAR × 70 YEARS) -
($150+$350 × 0.1 PURCHASES/YEAR × 70 YEARS)
REVENUE GENERATION
Our primary source of revenue is generated through the sale of the
ULTLens. Our secondary source of revenue is generated through
= $4400
renting out the glasses. Our tertiary source of revenue is generated Note: For individuals facing lasting conditions such as deafness,
through memberships. the need for our product persists, leading to regular purchases
every ten years until the end of their lives. This ongoing demand,
coupled with the product's significant impact, justifies the
Projected Revenue projected lifetime value of $6,500

Revenues
Sales
Year 1
$36,000,000
Year 2
$36,540,000
Year 3
$37,818,000
Membership Plan
Rent $2,422,500 $2,907,000 $3,876,000 SonoSight offers a membership plan for customers that will
Membership $1,800,000 $1,827,000 $1,890,950 cost $25/month that offers the following incentives.
Total Revenue $40,222,500 $41,274,000 $43,584,950
Protection Plan - Covers all repair and accidental
Gross Profit Margin: 44% damage to the unit
Profit margin was derived from the industry-standard models (revenue v. COGS). Revenue
is determined from a percentage of each target market.
Virtual Tech Support - Access to a team of certified
ULTLens specialists who can assist our customers
Membership Plan
By incorporating a membership plan, SonoSight members will have access to several
more benefits as listed on the right-hand side. The plan will cost customers $25/month Automatic model upgrade - Users qualify for the upgrade
and aims to provide incentives that attract existing customers. after being a member for 18 months
Retail and Online Purchases
Working in conjunction with in-person stores, such as Best Buy and Target, and online retail companies, such as Amazon, the ULTLens will be readily available
to the public on a global scale. SonoSight will strategically label prescriptions and provide quality product descriptions with every purchase to ensure peak
customer satisfaction. Costs for both retail and online purchases are equal, disregarding shipping costs. Retail and online purchases will be our biggest form of
revenue generation.

Kiosk Renting
The kiosk is specifically designed for our secondary target market, frequent travelers, which has a unique marketing and distribution profile. They will be located
globally at key tourist locations, airports, and extremely densely populated areas with high demographic diversity. The kiosks will have language options where
the user can select settings in the user’s language and the language of the surroundings. The kiosks charge $1.25 hourly and will be charged straight to their
banking account. At the kiosk, a user will sign a waiver and terms of agreement acknowledging the duration they are renting the glasses. In the case that the
glasses are not returned, the glasses will be deactivated and the full cost of replacing them will be billed to their account. This charge will then be waived upon
the return of the glasses, and instead issued a new charge for each hour of delay double the standard price.
 COST STRUCTURE
PAGE 8

Human Resource Costs

Customer Aquisition Costs (CAC)
As SonoSight is an innovative technology company
focused on communication solutions for the hearing-

$250 Average CAC for first year

This cost encompasses marketing and promotional sales.
impaired and frequent travelers, we seek a versatile
workforce with a range of expertise. This encompasses
Average CAC post first year skills in business management, research, and software
$150 The cost is lowered because we’ve already built a sturdy customer base.
This number may seem high but given the fact that the customer will most
likely stay with us the rest of their life, the number is justified.
development. The table below outlines our predicted
expenses associated with maintaining this unique set of
employees
Distribution Costs Annual Employment
Job Role Additional Info
Salary Status

$650 Average Manufacturing Cost (Presale)

We will use this money to conduct rigorous testing such as beta testing,
program testing, audio tests, material examination, and refraction
modeling. We plan to produce 750 pairs of presale glasses.
Administration $300,000 Full-Time
Manages the
company’s overall
operations
$350 Average Manufacturing Cost (Post Presale)
After the model is finalized and ready for commercialization, the
manufacturing cost per pair will amount to $350.
Research and
$125,000 Full-Time
Help develop our
Development technology
$5-$20 Domestic Shipping Cost
As domestic shipping is solely US-to-US transportation, the cost will be
lower than international shipping. The price will range from $5-$20 based
on the shipping plan the customer selects. Marketing Full Time, with Oversees marketing

$50-$100 International Shipping Cost

International shipping will be closer to $50-$100 based on shipping plans
Manager/ Sales
Person
$100,000 exceptions
(remote work)
strategies for AR
glasses.
Advertisement Cost (Yearly)

$350,000 With a $350,000 budget, we'll conduct comprehensive digital marketing

campaigns, including targeted online ads, social media promotions, and
search engine optimization to boost our brand visibility and engagement. Human
Recruit, train, and
$150,000 Full-Time maintain employee
Resources
relations.
Additional Costs
Full Time, with Provides support for

$500,000 Warranty (One Year)

Customer
Support
$60,000 exceptions
(remote work)
users of SonoSight
AR glasses

$250,000 Trademark and Patenting

Manages IT

$800,000
Full Time, with infrastructure,
Rent/Utility/Property Maintenance (Yearly) IT and Software $80,000 exceptions ensuring AR
(remote work) glasses'
functionality

KEY METRICS Logistic

Coordinator
$60,000 Full-Time
Coordinates the
logistics of AR
glasses distribution

Customer Retention
Since the product is a necessity for many hearing-impaired individuals and it is a product that will be purchased a
few times throughout one's lifetime, the number of products bought by one individual can be a good measure of
how well the product works and the quantitative value of the customer appeal.
Per Unit Sale Price
Per unit sale price itself cannot give a huge amount of information but if we break it down into specifics such as
average purchase price per state or city, then SonoSight’s marketing team can determine where to increase and
decrease customer acquisition costs.
Net Present Value
Reality must be kept in check with such new technology as SonoSight, so the net present value is an important
metric that will be meticulously measured and kept track of. By taking into account our cash flow and the rate of
return by year three, we calculated the NPV to be $1,182,949.
Expanded Market
Because SonoSight will be partnering with many eyewear companies and travel agencies, we plan to draw data on
the success of sales and usage recorded by those companies for SonoSight. This can give us valuable insight on
which partnerships are flourishing and which are not, as well as where marketing can be increased/decreased.
COMPETITIVE PAGE 9

ADVANTAGE

PROPRIETARY AI ALGORITHM

One main advantage we hold over our competitors is our proprietary AI system. In other words,
this system is custom-built for our product. By using AI, the ULTLens is smarter, faster, and more
efficient overall. This allows us to outperform existing products that do not make use of AI. As a
result, this creates a major barrier for our potential competitors, as replicating this algorithm would
require a deep understanding of the inner workings of the system.

SEAMLESS CONNECTION AND TRANSLATION

Additionally, we also hold an advantage when it comes to the seamlessness of connection and
translation. The ULTLens offers something that has never been witnessed before- an experience
that goes far beyond the standards of traditional translators like Google Translate. Our product
ensures that the customer will be able to fully enjoy our immersive experience without constantly
having to worry about technical issues. By combining a translation device with this level of
seamlessness, we create a boundary that will be difficult for competitors to overcome.

CONTINUOUS INNOVATION

Another aspect that sets us apart from our competitors is our dedication to continuously enhance
our product. Here at SonoSight, we recognize the importance of staying ahead of the pack. That
is why we dedicate much of our time and money to analyzing user feedback, conducting surveys,
and improving product features. This dedication to improvement ensures that even as other
similar products are created, the ULTLens will still hold its position as a ground-breaking pair of
glasses, therefore maintaining our competitive edge.

BRAND AND REPUTAT ION

Lastly, our strategy is centered around keeping a positive reputation. Because we know that
customers are far more likely to buy from a vendor that maintains a reputable source, SonoSight
will perform market research to brand the company in a way that will attract anyone within the
hearing-impaired community. As a result, we simultaneously create a barrier for potential
competitors who may find it hard to establish the same level of reputation and reliability that we
possess.
Solutions
Conclusion
CONCLUSION
PAGE 10

SonoSight is seeking an investment of $750,000 in return for 3.5%

equity in the company.

This investment will help cover a majority of the start-up costs, including further research and
development, beta testing, legal counsel, and patent costs. By year three, SonoSight will have
over $43,585,845 in sales. Overall, SonoSight expects a gross profit margin of 44%. This
means that the initial investment will be repaid in full by year one. With your help, let us redefine
communication, transcend boundaries, and shape a future where connectivity knows no limits.

BIBLIOGRAPHY

Class, Master. “Guide to Revenue Models: 6 Types of Revenue Models - 2023.” MasterClass, 2023,
www.masterclass.com/articles/revenue-model-guide.
“What Is an Average Marketing Budget for a Small Business?” BDC.Ca, 11 Oct. 2023,
www.bdc.ca/en/articles-tools/marketing-sales-export/marketing/what-average-marketing-budget-for-small-
business.
“Age-Related Hearing Loss (Presbycusis) - Causes and Treatment.” National Institute of Deafness and
Other Communication Disorders, U.S. Department of Health and Human Services,
www.nidcd.nih.gov/health/age-related-hearing-loss. Accessed 5 Dec. 2023.
Howard J. Hoffman, MA. “Declining Prevalence of Hearing Loss in US Adults.” JAMA Otolaryngology–
Head & Neck Surgery, JAMA Network, 1 Mar. 2017, jamanetwork.com/journals/jamaotolaryngology/article-
abstract/2592954.
HO, deaf. “What We Do - deafandhoh: You Are Welcome Here.” deafandHoH, 24 Oct. 2020,
deafandhoh.com/about/what-we-do/.
Nilson, Jenny. “deaf Women and Girls Not Able to Enjoy Basic Human Rights - OHCHR.” WORLD
FEDERATION OF THE deaf, 2013,
www.ohchr.org/sites/default/files/Documents/HRBodies/CRPD/DGD/2013_Submissions/20.WorldFederatio
nd.pdf.
Perera, Geetha P. “The Power and Challenges of Translation in Today’s Globalized World.” LinkedIn, 1
Sept. 2023, www.linkedin.com/pulse/power-challenges-translation-todays-globalized-world-geetha-p-
perera/.
Administrator. “The Connectivity of Language Translation and Tourism.” ATA, 10 Feb. 2021, ata-
tcd.com/the-connectivity-of-language-translation-and-tourism/.