The fortunes of three men are hanging by threads, actually thousands and thousands of threads, as they embark on a venture to sell a new kind of display sign.

Nimesh Bahl and Cristian Nunez, both 25, and master's in Engineering Entrepreneurship and Innovation students, and engineering professor Adrian Kitai have launched Liquid Fiber Displays Inc.

Kitai has developed a display sign prototype that uses about 27,000 fibre optics threads sewn into a four-square-inch plastic light module. The squares can then be linked to create large high resolution screens on par with Jumbotrons but are cheaper, brighter and more reliable.

"Only a few people have ever used (fiber optic threads) in a display screen," said Kitai, who applied for a patent.

The signs could be used in any indoor public space such as convention centres, airports, schools and shopping malls.

The idea for the business came about when Bahl read about Kitai's research into fibre optics and approached him to learn more. "He was very open ... letting me, as an entrepreneur, do what I want," said Bahl.

Bahl invited Nunez, a fellow student, to participate after quickly realizing the scope of the endeavour. Besides, Bahl was already working full-time at a job in Toronto while balancing part-time studies at Mac.

The university needed a digital sign in its student centre and linked up with Liquid Fiber Displays to put up the prototype above the elevators on the main floor of the student centre.

Kitai said McMaster will either draw royalties or hold shares in the new company. Either way, he welcomes the new emphasis on entrepreneurship within the student body -- to try, despite the risk of failure.

As Bahl observed, "Most new product development projects fail -- about 90 per cent."

Nunez said finding technologies and commercializing them is a requirement of the course and was thankful they had found proven technology.

"We have done extensive market research. This is a product that is already in the market. It's the same product, but the new technology has lowered the costs and offers better features. It's going to do well."

Nunez and Bahl drew up business and financial plans and are pitching the technology, while Kitai works to have a new prototype for potential customers to view in the next few months.

The company has licensed the technology from Mac and hopes to have about $500,000 in financing by Christmas. After that, it'll be about six months before the company can start taking orders.

Bahl and Nunez are in the midst of tweaking the website, www.liquidfiberdisplays.com and are looking to get more feedback from industry players.

Bahl said they are still evaluating the logistics of manufacturing the screens, either considering using offshore manual labour or developing an automated manufacturing system.

For all three, the best-case scenario would be to keep the company independent, rather than selling out.

Bahl's realistic, however, about the labour involved in developing sales and distribution.

"Eventually we will likely have to partner with one or more companies to enable a solid sales channel."

lmarr@thespec.com

905-526-3992