WELCOME

Thank you for your interest in Coda!

We had an idea in September 2019 and since, have been building Coda. This is our story so far....

PHASE ONE

EXPLORING THE MARKET

Before Coda could begin development we had to validate that there was market for a product like this. Statistics of UK musicians were analysed and we found our serviceable obtainable market.

OUR TIMELINE

OUR DEVELOPMENT

So far we have launched our first flagship product DRUM MASTER, but we have bigger plans ahead. We plan next to launch Coda products tailored to all sorts of other instruments.

LAUNCHED

DRUM MASTER

PIANO MASTER

IN DEVELOPMENT

GUITAR MASTER

TRUMPET MASTER

1

WE HAVE BEEN EXPLORING

THE MARKET

Size, trends and segmentation.

Enabling discovery of an opportunity worth £15 Mn. Based on current trends this has potential to continue to grow, and we believe by correctly targeting specific psycho-graphic natures we can quickly capture this portion.

The Market

MARKET SIZE

Our business is a scalable model that will continue to capture the market as we develop more products that tailor to different instruments. This potential was outlined to be 1% of the parts & accessories market.

TOTAL AVAILABLE MARKET

GLOBAL MUSICAL INSTRUMENT INDUSTRY

£3.4 BN

SERVICEABLE AVALIABLE MARKET

PARTS & ACCESSORIES

£1.4 BN

SERVICEABLE OBTAINABLE MARKET

CODA

£15 MN

2

WE HAVE BEEN VALIDATING

THE ENTERPRISE

Using surveys, focus groups and our business model.

The main outcomes were that users believe a music teacher is vital to the learning process but also understand the struggles with practice and endorse and idea that would improve this experience without removing the value of an instructor.

The Enterprise

OUR SURVEY

We made a survey and posted it onto multiple musician groups across social media and have received over 300 responses providing guidance and insights on what's important to musicians.

The response showed that the majority of musicians had learned via music lessons and believed this to be essential to becoming a good musician.

We wanted to ensure that this value would be captured in our app and streamlined our concept to create a business that would enhance the traditional lesson.

90%

What do you consider to be the most valuable way of learning?

13%

10%

3%

MUSIC LESSONS

ONLINE VIDEOS

FAMILY & FRIENDS

DIGITAL LEARNING PLATFORM

We also looked into why users stopped playing and were provided with three key insights.

TOOK TOO MUCH TIME

DIDN'T FEEL LIKE I WAS IMPROVING

TOO DIFFICULT

FOCUS GROUPS

With these survey responses we now needed solutions to the problems outlined and to understand better what made the traditional methods so successful so we ran focus groups to gather insights from our users, testing out some of our product ideas.

Teachers are important

" because I enjoy personal interaction with a professional musician "

" to demonstrate posture and physical positioning of the instrument "

" because passing on passionate experience is important "

OUR COMPETITORS

When exploring the market for similar product offerings, we noticed a distinct gap between digital and physical products, with a lack of businesses combining the two.

We drew up a perceptual map to visualise our competitors and identified they fell in to three categories:

Physical products

Digital products

A combination of both

We noticed that the few businesses that were combining physical and digital were selling mostly gimmick-like products that were for entertainment purpose rather than educational. This is when we realised where our opportunity lay.

VALUABLE

LEARNING

HIGH COST

LOW COST

coda

Download our Business Model Canvas

HERE

3

WE HAVE BEEN PROTOTYPING

THE PRODUCT

Following a user-focused, iterative approach.

Our prototyping plan allowed us to test and validate our idea against concerns from previous user research and validate our technology was viable for future development.

The Product

USER FOCUS

Coda aims to help create the next generation of musicians. Therefore how musicians interact with our physical product is just as much a core value as how well our users interact with our web and app based platforms.

Three key principles determine the design of the physical product, what it FEELS like, what it LOOKS like and what it WORKS like.

FEELS LIKE

Does the addition of the devices to the drumsticks change how the sticks feel during play?

WORKS LIKE

What data can we gather from drummers while they play and can this interface with an app based platform?

LOOKS LIKE

Is the physical appearance of the device attractive to musicians?

1 FEELS LIKE

One of the main concerns we had to address was how the attachment affected the feel of the drum stick in a drummers hand. We spoke to our users to create a solution our drummers would find comfortable.

We found that by ensuring equal distribution of weight on both sticks and allowing for an adjustable device that is always by the fulcrum point we could minimise the moment, so that the drumstick will still feel personal.

“The fulcrum point of the drumstick defines how you hit the drum. Reducing the way coda changes this will make your product easy to use”

— Sass Hoory, Drumming teacher

2 LOOKS LIKE

Music is more than just sound, it is an art form. When a musician buys their instrument they want a statement about style as well as great music. Our rapid prototyping allowed us to get quick feedback from drummers about how they would want the device to look

3 WORKS LIKE

At Coda we developed two aspects of our technology to prove viability. These were motion tracking using and inertial motion unit and force sensing using vibration sensor. Through a sensor fusion process these can be combined to collect the necessary data.

WE HAVE CREATED

THE MVP

By combining our skills with our research.

Using our diverse skill set as design engineers we have created a design and produced a minimum viable product with functionalities considered.

The MVP

FINAL DESIGN

Coda's technology uses advanced sensor fusion to combine readings from multiple sensors to provide an accurate depiction of the users playing. This allows for our in depth data collection which we can use to create neural networks to effectively assess our users' playing.

INTEGRATED CIRCUIT

Custom designed circuit board to integrate processor with sensors.

Piezoelectric vibration sensors for force detection.

FIXINGS

Board is fixed in place tightly to avoid uncalibrated readings.

SILICONE SLEEVE

FORCE SENSORS

Keeps the attachment fixed onto the drum stick.

FUTURE TIMELINE

Below is our plan to see Drum Master into a musician's hands and beyond.

PHASE FOUR

MANUFACTURE

Before launch we will work alongside our manufacturing partners and begin manufacturing of components. The beta stage of testing will begin here with DRUM MASTER getting in more musicians hands.

PHASE SIX

PRODUCT LAUNCH

In November 2020 we aIm to launch DRUM MASTER for public purchase. This will coincide with holiday sales to boost early revenue.

PHASE FIVE

INVESTMENT ROUND

This is where you come in. Before we can launch DRUM MASTER , we need your help to secure the capital required for product manufacture

PHASE SEVEN

SCALING & NEW PRODUCT DEVELOPMENT

At Coda we aim to revolutionise all music education. DRUM MASTER is simply the first product to launch. This phase of company development will see more products released for more instruments increasing our total serviceable market.

WE HAVE PLANNED OUR

NEXT STEPS

So that we can ensure future business success.

Thinking to Coda's future...

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