Planetariums of all countries unite

The problem of piracy almost led to the collapse of a market of 300 million rubles. We are talking about mobile planetariums used in school lessons.

The market is organized as follows: a private entrepreneur acquires equipment and starts wandering from school to school, showing films purchased from copyright holders for big money for a small business (about 150 thousand rubles). Naturally, entrepreneurs took the license “in a squad” depriving copyright holders of legally earned money. After some time, producers of content for mobile planetariums decided to completely abandon work in Russia, because they did not see the prospects and tools to combat this kind of piracy.

In 2013, Enter Ideas, a Novosibirsk company, entered the market, offering a beautiful saving solution, so that the “wolves” (entrepreneurs) are well fed and the “sheep” (rights) remain intact. Enter Ideas, under the leadership of a young but already experienced entrepreneur Igor Mendzebrovsky, has proposed a number of technical solutions that not only protect the rights of content makers, but also significantly improve the product itself.

The scheme of the product is simple. Entrepreneur acquires a set of equipment: iPad, BenQ projector and an inflatable dome. The projector has been modified with a special unit that allows you to play video only from the tablet that comes with the kit. The projector does not work without a tablet. Data on the number of content demonstrations is open to the copyright holder, and payment is not for a year license, but for one impression. The scheme implemented by Enter Ideas, on the one hand, guarantees full observance of the rights of content creators, and on the other, a significant reduction in entrepreneurial costs.

S.K .: Igor, tell me, how do you position your system in the market?
I.M .: We work with a network of dealers of our system www.enterideas.ruand with customers who are already using single-channel systems of the first generation and with those who are just entering the business.
For each category, we have our own proposal. For the first and second - we supply only a projection system: a control module implemented on the basis of the iPad and a projection module on the basis of the BenQ projector with our integrated solution, detailed instructions and a case for transportation are also supplied. For the third category, we deliver a turnkey solution (a ready-made business) - this is our system, audio system and dome, which serves as a screen for it.

S.K .: How did the content producers react to the solution you proposed?
IM: In different ways, honestly ... I would say that the movement was diversified, smaller companies were happy to accept our offer because we opened for them a previously inaccessible market segment in Russia and the CIS countries. Large companies were wary, someone took a break to look at the product, someone I personally brought the system to the USA for tests. But in general, everything is developing well, we are moving, according to our plan.

S.K .: What is the economics of the project?
I.M .: It’s very interesting here - I take the data of entrepreneurs from the statistics on downloading - we have champions who produce 6 hits a day, in money it is about 3000 rubles per show, and the math is pretty simple. The average working time per month is 22 days. Less expenses for a license, logistics, taxes and rent. The guys manage to earn up to 200,000 rubles a month with a seasonality of 8-9 months, which, you see, turns out pretty well.
As for the authors of the content, they get a good profit, which comes to them not in large payments, but very stable. It turns out that they sold not one license for a year for $ 5,000, but 30 for 500.
We also built our system in such a way that any content producer can place his work there and put on it the price that he considers necessary. And now manufacturers of our domestic content have begun to come into the system.

S.K .: You were a member of GenerationS-2013. Tell us how it affected the project?
I.M .: My participation in the competition brought a lot of benefit to the company, I remember that we redrawn some decisions online: I broadcast in Moscow, Alexey changes in Novosibirsk. For example, I managed to talk to Mentors Day with a very cool specialist and, as a result of this meeting, we rebuilt the business model.

We also realized that when the system technically consisted of a server, we could not provide the necessary level of protection for the authors and decided to switch to a wireless image transfer protocol. This meant starting a certain segment of the development of both hardware and software from scratch. The team, especially our guys engineers and programmers, "cried" at night. And during the final packing of the project with the guys from Spinverse Russia, tons of coffee were drunk and thousands of copies were broken until we came to the right decision. Thanks for this to Masha, Oleg and Mikko! (employees of the Finnish company Spinverse, who helped in the final preparation of the project).

S.K .: Igor, give advice on what to do to start your own business?
I.M .: I can advise you not to be afraid and never stop, in my life I had good businesses that brought good income, there were also not successful ones where I lost a couple of millions, but you should never give up. I never understood the teams that run and are looking for an investor in their business, while they are afraid to just take a loan from the bank for their idea ... probably they themselves do not believe in it. From my own experience I will say that some ideas need to be buried in time so that they do not bury you themselves. And then everything will be fine with you, and build your business, and get cool job offers.

Interview for the GenerationS contest was taken by Sergey Kokarev.


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