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Redefining the dog collar - fresh and innovative, first all-in-one IoT platform.

Periodic Reporting for period 1 - Tail (Redefining the dog collar - fresh and innovative, first all-in-one IoT platform.)

Reporting period: 2017-02-01 to 2017-06-30

The objective of the Tail project is aligned with the strategic goals of the European Commission for achieving a more connected, competitive and sustainable future for Europe via the exploitation of Internet of Things (IoT) technologies and devices. In general, the European IoT sector requires innovation to boost economic growth. In the last years, a set of supporting policy actions have been adopted by the European Commission to accelerate the take-up of IoT technology and unleash its potential: Alliance for Internet of Things Innovation (AIOTI), Digital Single Market (DSM) and Strategy and Advancing the Internet of Things in Europe.

In line, the Tail project is an integral part of the “SMEInst-01-2016-2017: Open Disruptive Innovation Scheme” topic within the SME-Instrument Programme and addresses several important issues related to domesticated dog care and dog ownership, improving safety, functionality and flexibility, efficiency and ease of dog maintenance via IoT connected, intelligent dog collar. The overall goal of Tail project is to integrate disruptive technologies into the world’s first self-sustainable, all-in-one intelligent dog collar system, in the form of a wearable device and Internet of Things Platform.

Objective of the Phase 1 SME Instrument Feasibility Study was to determine if Tail is a viable and sustainable business opportunity. Specifically, we wanted to carry out an in-depth market study, in which we identify the market opportunities and market trends for Tail, as well as perform a thorough technical feasibility analysis. As the result, we aimed to prepare a business plan based on the results of the feasibility study, technological analysis and the analysis of relevant IPR and positioning strategies, as outlined in Phase 1 Work Plan.

The feasibility of the TAIL project was fully confirmed during 5 months of Phase 1 execution. Technical Work Plan, as well as an elaborated Business and Commercialization Plan were generated. We have taken appropriate actions to protect IPR and externally performed a freedom to operate (FTO) analysis. We also investigated partnerships with potential clients, distributors, as well as contractors. Based on the Feasibility Study we conclude that the project will continue and focus on the objectives that were already defined and detailed. To that end we have begun the process of preparing a SME Instrument Phase 2 proposal, which we will submit in early 2018.
Task 1: Assessment of technical viability and refinements required to achieve industrialization and final commercialization;
Detailed assessment of the technical viability, applications and refinements required to achieve industrialization and final commercialization of Tail was performed. Results of the analysis were reported and used to generate a comprehensive Work Plan for Phase 2 of the project.

Task 2: Phase 2 Definition: Activities to be carried out in Phase 2, including complete Work Plan development;
A comprehensive Work Plan was generated for the execution during Phase 2, specifically technological and commercial Work Packages.

Task 3: Market assessment and segmentation - perform a more detailed market research how to reach global markets;
A comprehensive market assessment was carried out on the Millward Brown web panel, a CAWI method. The sample of 400 respondents was a random-sum representative of dogs and smartphones or tablets owners. CAWI (Computer Assisted Web Interviewing) is a quantitative technique for conducting interviews over the Internet. The characteristic of such a way of reaching respondents is the lack of interference of the interviewer filling in the questionnaire - the respondent himself completes the electronic questionnaire received. Conclusions from the surveys along with market data were used to generate a resulting report that includes market segmentation, market size, competition, value proposition definition, financial projections, commercialization and threat analysis, amongst others.

Task 4: Patent and IP protection study - “Freedom to Operate”, patent strategy and its implementation;
We have performed extended analysis of the Intellectual Property in our company, as well as a Freedom to Operate report by external patent specialists, and prepared a strategy to be implemented in the next phase of the project.

Task 5: Partner search - validate interest and acquire partners, both business and technical;
Partnerships and cooperation with external parties represent an integral part in the project and are therefore critical for the success in meeting our goals during execution of Phase 2. As part of the Feasibly Study and in preparations toward SMEI Phase 2 in the backdrop of the anticipated commercialization of Tail, we have interviewed and performed due diligence on a number of potential sales partners, as well as technical contractors. As a result, we have generated contract offers from number strategic actors. In addition, we have entered into preliminary partnership with a technical development house towards support of the R&D complementing Tail internal resources.

Task 6: Regulatory framework study - certification analysis of requirements on EU and USA;
Tail may be tested on animals in the duration of product development. Experiments on vertebrate animals in the European Union are subject to Directive 2010/63/EU on the protection of animals used for scientific purposes. In the EU, we will comply with Directive 2010/63/EU during development phase and apply for a CE marking required for every electronic device for consumer use. Additionally, in the US we obtain the FCC Declaration of Conformity or the FCC label (FCC mark).

Task 7: Elaborated Business Plan - market launch strategy with detailed and necessary steps for production and distribution, followed with an updated business plan;
Detailed market and business study was performed. We have identified market trends and the ecosystem in the intelligent dog accessory arena, which should be included in our business network. Development, production and distribution were planned. Financial projections were simulated. The most suitable market opportunities for Tail were identified.
Phase 1 execution proved that the Tail project is feasible technologically and has great commercial and practical value. Tail enables dog owners everywhere to be closer to their pets, while providing an IoT tool for improves dog maintenance, dog health care as well as behavioural control. The Tail IoT ecosystem is the first of its kind on the market. Therefore, we plan to continue development of our product and technology to eventually offer it on the market.
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