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Vosaic transitions focus to performance discovery products

Lincoln video analysis startup Vosaic is sometimes called “Hudl for doctors,” which is understandable after the company (formerly Studiocode) was acquired in 2015 through a joint venture between Hudl and Nelnet. But the customer base is broader than health care and the company is in the process of redefining the business as “performance discovery.”

“My challenge and opportunity is to create a completely new category for our product,” said Product Manager and UX Lead Emir Plicanic. “We are a performance discovery company providing video, annotation, recording and analysis tools. We help people identify performance indicators using video, allowing them to identify areas for improvement and act on it.”

Plicanic said we trust our brains to objectively and accurately remember and recall events. Yet research has shown that we experience a tunnel vision focusing on big moments and discarding all the details that seem incidental.

“What we are really solving is a memory problem,” he said. “If you were to present something, it is difficult to capture the notes you take in your head and later come back to them. The longer the presentation the more moments you’re going to miss.”

Vosaic’s video and annotation tools allow an individual to watch, re-watch, make notes and share with an expert in the field who can identify areas for improvement.

“When you look at it that way, the market opens up quite a bit,” Plicanic said. “Trainers, professional development people, researchers, there are lots of use cases.”

Most current products in the space focus on evaluation.

“They don’t focus on the synthesis, reflection and insight that makes performance data valuable,” Plicanic said. “Researchers need objective and specific data, aggregated in a way that can help them efficiently uncover insights.”

There are currently three products in the Vosaic suite, including the original Studiocode product.

“Studiocode started as an on-premise solution,” Plicanic said. “But we discovered a big need for a cloud-based solution that didn’t exist. Nelnet’s investment was huge in building that new product.”

Studiocode is still sold as a mature product, largely to researchers in higher education and health care. But some are transitioning to the cloud solution.

“We’re starting to have people transition to the cloud product (Vosaic Connect) because it’s very similar with a lower point of entry, very easy to use,” Plicanic said. “Studiocode is so robust that a lot of people don’t use many of the features.”

Vosaic also offers a collaborative data collection and analysis tool called iCoda.

“iCoda is another product for tracking performance, it just doesn’t come with video,” Plicanic said. “I can load it on my phone and instead of recording video I can track certain things.”

One example of how iCoda can be used is having multiple people doing market research around the same event.

“For example, I may want to go to a shopping center and see how people interact with a specific product,” Plicanic said. “You can have multiple people coding the same event, finding patterns and insights.”

Plicanic sees the potential for expansion into markets beyond health care and higher education.

“K-12 education is a space we’re looking at for teacher evaluation,” he said. “Also human resources and interviewing. If you need to collaborate on how an interview went, you can just use a phone and record.”

Vosaic occupies space at FUSE Coworking in Lincoln’s Haymarket District.

“I love FUSE, it’s such a cool community,” Plicanic said. “It has been an amazing space.”

Plicanic was asked how he views the local startup community.

“I think it’s amazing how quickly it’s growing,” he said. “I’ve been around since before NMotion and a lot of events started. After events like Open Coffee started, it was exciting to see how individuals became a community.”

Rod Armstrong is Vice President of Strategic Partnerships for AIM in Lincoln, Nebraska. He is a regular contributor to Silicon Prairie News.

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