We had the opportunity to interview Fernando Albertorio, CTO and Marco Trujillo, CEO of Sunu. The technology company which engineers new horizons for the visually impaired.
 

Q: Can you tell us a bit about yourself and Sunu? How did you get the idea for Sunu?

A: Marco: I grew up with a deaf child as my first and best friend. We used to create all sorts of things together; games, stories, toys… we even built our own sign language! As we became teenagers, I realized about his disability and how it was affecting him personally and socially, so I started helping him in many ways including learning the official sign language, which enabled him to study at school for the deaf and eventually pursue a college degree. I realized that he was not the only person having a hard time living in a world with limited accessibility. Additionally, I’ve always been passionate about technology, I’ve considered myself an inventor since childhood. So it was natural for me to study robotics. I won over 20 competitions in the field and created 7 assistive technology devices (the first one was for a kid with cerebral palsy). Sunu came about because of my dual passion for technology and empowering individuals with a disability and merging the two into an entrepreneurial endeavour.

Fernando: I was born with low vision, I’m legally blind because of albinism. My first and only assistive technology was a hand-held magnifier. I became interested in science and technology through my father, who was a pilot. Growing up around airplanes, and flying with my dad, even though I could never get my pilot’s license, allowed me to feel empowered and that there are really no limitations. I went on to study chemistry, much to the dismay of some of the faculty at my university. After graduation, I received a research fellowship at the National Institutes of Health. At NIH I worked with the leading expert in albinism and became active in the community.I then pursued my Ph.D. in Chemistry and went to Harvard to continue my postdoctoral research in Physics in 2006. Soon after, I created my first company and by 2014 had one of my products acquired. I met Marco in 2014 at the Mass Challenge in Boston, where I was mentoring. I tried the Sunu Band for the first time and it immediately changed my life. It helped reduce accidents with tree branches and sign posts etc. I joined the team as their lead mentor for the program and became a co-founder after winning MassChallenge.

Q: How will Sunu improve the lives of its users?

A: Fernando: Visual impairments include a wide spectrum of conditions and therefore needs. Our product is designed to satisfy many of these needs, and chief among these are mobility and navigation. There are 285M visually impaired worldwide, of which 39M are totally blind and 246M are low vision. In North America (US and Canada), 26.6M are visually impaired, that’s 3.2M blind and 23.4M low vision. Who MUST use Sunu Band? - anyone whose mobility, autonomy and daily living is stressed by frequent accidents (bumps and collisions) with obstacles.   

Our products solve multiple problems for people who are blind and low vision. Sunu Band can be used along with the white cane and guide dog. It complements travel with these aids by extending awareness beyond the reach of the cane or guide dog. The cane helps guarantee the next step, it’s like an extension of the user’s hand in knowing about the terrain, changes in slope and detecting obstacles. But, the cane or guide dog cannot detect obstacles to the upper body and head like tree branches, vehicle mirrors, scaffolding, etc. By using Sunu Band the user gains more awareness about their environment. 

Sunu Band can also be used by people with low vision, partial sight, night blindness, etc, who don’t rely on a cane or guide dog.  

We know that not everyone is going to be a user of our product. We’ve learned that people born totally blind, which amount to ~4% of the visually impaired population are highly adept with their mobility and tend not to rely on electronic mobility aids. However, they still need assistance with way-finding and navigation, which is a core need that Sunu Band solves.  

Adults over the age of 50 are most at risk of losing their sight and total 186M worldwide. They are less likely to become adept and proficient at using the cane, and have the highest need for Sunu Band.
 

Q: Are there similar companies to Sunu, if so what makes your company different?

A: We provide the sharpest and most complete set of tools for mobility and independent travel on a simple to use and affordable wearable device. 

Competitors in the marketplace include: electronic mobility aids such as BuzzClip, SonarGlass, and cane-mounted sonar devices such as the UltraCane or . These mobility aids are typically more expensive, provide a more obtrusive and poor user experience and are not connected. The Sunu Band was the first intelligent and connected aid to appear in the market and still the best one. Other competitors include: wearables for the blind like the DOT, and smart-canes like the WeWalk which offer only limited navigation features. Secondary competitors include navigation apps for the blind like BlindSquare, Lazarillo, SoundScapes; but none offer the integration to a wearable the Sunu provides. In the near future, we envision Sunu as a platform technology that may integrate with a variety of apps and services for the blind, thereby providing Sunu with a unique competitive advantage.

Q: What is the main benefit that your company provides to the Visually Impaired world?

A: We provide the most complete set of tools for navigation from a single wearable device (a device that is always ready/available to be used when needed) that helps our users to travel with more confidence and independence (reduce accidents, orient and get information of their surroundings) with an easy to use interface, at an affordable price. Other devices only provide a partial solution with complicated, less portable interfaces and tend to be overpriced.

Sunu is enabling people with disabilities to be more connected to the world that surrounds them. Our technology is enhancing our human abilities so that people can live more independently. 

Q: Did you hit any roadblocks that almost caused you to throw in the towel?

A: As entrepreneurs, we’re always overcoming ‘roadblocks’, turning them into opportunities and executing with limited resources. There were plenty of occasions when Sunu could have folded. Our first crowdfunding campaign on Indiegogo was not as successful as had anticipated because of many reasons:

• We invested a big part of our budget in a “great video”. Unfortunately we chose the wrong agency. We ended up doing a last minute homemade video with limited resources. 
• Our institutional clients like school for the blind, organizations and distributors who committed to participate in the campaign, didn’t put their capital in because of the delivery time.  

We finally collected $25k out of the $50k we were expecting at the least. Nevertheless, we were able to complete our first product run for our public beta and deliver our first units by getting some angel capital, bootstrapping our production and being creative with our pre-order campaign. Building a hardware startup is hard, making it happen without enough initial funding (bootstrapping it) is even harder. 

Q:  Could you elaborate on how the GPS system will work on the Sunu band

A: Navigation and access to information about nearby places is an important problem for the visually impaired. Sunu Band is a platform product that integrates with both iOS and Android smartphones via the Sunu App. Users can access the navigation features directly from the Sunu Band - thereby removing the need to take out the phone in public, which alleviates some of the anxiety and improves safety for blind travellers.  

The Sunu Band uses the phone’s GPS and the data from Google or Microsoft maps. What’s unique about Sunu is that we present the navigation information in a way that’s accessible to blind or low vision people. With our suite of navigation features users can:

• Access information in real-time about nearby places that the user passes by while they’re walking.  
• To avoid getting lost, the user can request their current location, street address and know the next intersection. 

• Explore their surroundings with augmented reality and what’s around them by simply pointing the hand in any given direction. The Place Finder feature allows users to search for places of interest by specific categories and range.

• Navigate to their destination. The user receives turn by turn directions to the destination via augmented reality via combined voice and hepatic feedback, while the Sunu Band sensors and compass keep the traveller going in the right direction. 

Q: Being that a core demographic are the aging who tend to be less technically inclined, how difficult would it be for them to set up and actually use the Sunu Band?

A: Seniors and the elderly are a segment that we are certainly helping. Sunu Band is quite easy to use out of the box and we support learning with a variety of content, including a booklet (included within the box) and online tutorials. Our online tutorials cover everything from learning how to use the product to using features and applying the product to your daily living. These guides were prepared by experts in the field of rehabilitation for the visually impaired.
Sunu Band can be used out of the box without the app. This is especially helpful for those users who are less tech inclined, and just want to use the product in its simplest form. We also offer the app free for users who want to get more out Sunu Band and use more of the multiple functions the app unlocks.

Q: Where do you see the company in 5 years and how do you plan to get there?

A: Our vision is a world where no human being should ever be disabled and where "disabilities" are no longer a sign of weakness, pity or discrimination. Our mission is empowering independence through technology that bridges the "access gap" by augmenting our human abilities. In 5 to 10 years, Sunu will have a wide catalogue of products addressing multiple disability segments, with millions of active users and volunteers contributing to make the world more inclusive in their localities and a disability research centre pioneering the race of human augmentation technology. We will have partners in every country and business models that adapt to all regions. 

We are reimaging what it means to live with a disability. Sunu will be the leader in the assistive technologies market. Our 3-5 year technology roadmap encompasses advances in our mobile app technology and innovation in wearable sensors. Here is what’s in our roadmap:

I. Blind Toolbox App

Our product roadmap envisions new innovations in our mobile app for way finding and navigation. Our navigation app will become the “toolbox” for the visually impaired by leveraging GPS and 5G networks as well as crowd-sourced information/data around accessibility. The Sunu app is being developed and launched in three phases:

1. Core navigation and way finding - complete.
   • Access location information on ‘the go’.
   • Explore the surroundings with augmented reality.
   • Navigate to a destination.
2. ‘A Waze for the Blind’: Crowd sourced information of accessibility - Q2 2020
   • Activate visually impaired users to report problems within a route, i.e. construction, dangerous street -crossings, etc.
   • Activate visually impaired users to rate places based on their accessibility, i.e. restaurants, shops, buildings, transportation, etc. 
   • Create a community of volunteers sharing details about the accessibility of locations and places.
3. Virilization & growth through gamification and rewards - Q4 2020
   • A way for users to earn points, badges and recognition for being active and contributing accessibility information to the community. 
   • Rawards through discounts on assistive technologies and/or products for the bind
   • Activate business (restaurants, cafes, shops) to engage with the blind and visually impaired consumer through promos and rewards. 

By Q2-2020 we intend to determine the best value propositions to activate users to become paid members via a subscription model for the app. Similar to any SAAS, we intend to offer tier or levels of subscriptions to the app.

We just released the first phase of our newest navigation app and it’s already receiving a positive response within our user community. 

II. Sunu Band X

We continue to validate and enhance the features within Sunu Band as a platform technology. We are paying particular attention to features that users will most likely subscribe to via our mobile app. 

1. Advanced sonar detections - Currently in-progress
   • Algorithms to provide more information about objects, i.e. contour, shape, material type etc.
   • Improved haptic communication
   • Improved interface for seniors and the aging population.
2. Next Generation Sunu Band - Q3-2020
   • Improved design and versatility as a wearable. Can be worn as a watch, used as a pointer or clip-on. 
   • Enhanced obstacle detection and sensory communication. Will provide 3X more information via improved haptics and audio feedback.
   • Improved connectivity via cell and wifi networks. Allows rehab and caregivers to stay better connected with the user.

III. Next Gen Smart Wearable Technology

We are developing the next generation of human augmentation technology that will take assistive devices to an entirely new level of integration, intelligence and connectivity. Our next wearable smart aid, called Sunu Nek will provide an even greater detailed environmental information by combining multiple sensors such as optical, sonar, and more. The Sunu Nek will provide visual assistance to blind and low vision users and will integrate more computing power than a smartwatch. The neckband form factor allows the device a ‘360 degree view’ of the environment, i.e. enhanced sensing capabilities, and the device will be able to provide better communication (both haptic and audio) while maintaining a stylish design.

1. Research & Development - Complete
   • Research program in navigation for the blind.
2. Prototyping - 2020
   • Validate core product functions with users with minimum viable prototype.
   • Achieve market validation.
3. Product Launch - 2021

We recently won into Telefonica’s IoT Activation program. This program will enable Sunu to accelerate its new wearable prototyping, testing and market validation of its next generation assistive technology. 

Q: Are there any companies you hope to partner with, or be acquired by?

A: Companies we'd be interested in working with:

1. Google (GOOG, GOOGL) - we'd like to explore how we could collaborate in order to provide more value to people using our navigation app for the blind, which promises to be a Waze for the Blind.
2. Microsoft (MSFT) - We're interested in collaborating with the Seeing AI and Soundscapes teams to integrate Sunu Bandwith their apps via our API.
3. Facebook (FB) - because they're R&D team is working on various assistive technologies.
4. Cell phone carriers such as AT&T (T) , Sprint (S) and Verizon (VZ)- to provide support on the data usage for our app. Especially for their blind and visually impaired customers.

Q: Are you looking for additional funding or have a crowdfunding campaign? If so, what are you looking for in a potential investor, and how can interested readers get in touch/learn more?

A: Sunu is currently raising capital via a time-limited crowdfunding opportunity on Republic. Sunu is a semi-finalist winner of Meet The Drapers - a groundbreaking reality show in Silicon Valley where the viewers get to help decide the next big idea in tech. Sunu’s founders pitch to the legendary Draper family of investors and successful entrepreneurs judges and are competing for venture capital investment from the Drapers.   

We’re interested in meeting investors who are passionate about solving real life problems. Investors who believe that technology should foresee to provide well being before confort. Any experience or connections in the fields of Hardware and Assistive Technology is desirable, but not necessary. 

Interest readers can contact Marco Trujillo at: marco [@] sunu dot com and fernando [@] sunu dot com

Q: How has creating Sunu changed your life?

A: Sunu has significantly changed our lives. It’s allowing us as founders to solve big problems, be ‘change-makers’ while making a social impact.

Marco: I guess starting a company changes the lives of whoever dares to do it, it’s extremely challenging, sometimes even painful. All the pressure we are exposed to ultimately forges extraordinary skills on us. In Sunu particularly, the values that we are constantly sharpening are courage, empathy and gratitude. We live these values everyday in our relationships among ourselves, our customers, partners, investors, etc. Sunu has changed my life in a way that I’m constantly challenged, sensible to life and grateful for it. Even the most difficult moments are extremely fulfilling. 

Q: Is there anything else you want to share with our audience? 

A: If you are not an investor, but you want to make Sunu’s vision a reality for the world. You can contribute to our mission by referring a colleague or friend to our crowdfunding campaign at Republic. If your referral invests $3K or more, let us know and you could receive a free Sunu Band or alternatively we could donate one on your behalf to a person who needsgoog googl msft fb t s vz it and receive reports on how the donation has changed the user’s life.