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ŠMark Sanders 2009


One-Touch Can Opener – Universal Design (for all) .. 14,000,000 sold

ŠMark Sanders 2009


Bicycles – Human Amplifiers

Same Energy as walking…. 4 x Faster 4 x Distance 3

mph

12

mph

©Mark Sanders 2009


“GOOD MORNING LEMMINGS” BUT - How do we get more people onto bikes ? What are Reasons for NOT cycling ? Is cycling just for enthusiasts ? Can bikes be cool for all ?

©Mark Sanders 2009


Reasons for NOT cycling Some Answers • • • • •

Safety Hard Work Comfort Theft Speed

• • • • •

Cycle routes Healthy See more Door to door 4 x Walking

IMAGE … “what will people think of me ?”

©Mark Sanders 2009


Cycling in Major Markets Cyclists 23m

Non- Cyclists 161m

Example: USA (Data: Trek/IDEO/Shimano)

ŠMark Sanders 2009


ŠMark Sanders 2009


ŠMark Sanders 2009


BLUE ocean = the 80% population who are non-cyclists

ŠMark Sanders 2009


RED Ocean = the <20% population of cyclists

ŠMark Sanders 2009


The bicycle market as an ocean

Bicycle industry competes for a share of the 20% cyclists (red, with blood)

ŠMark Sanders 2009


Who ?

•Sporty •Male

Everyone Else

©Mark Sanders 2009


What ?

Sport

Tran.sport

ŠMark Sanders 2009


When ? Everyday

ŠMark Sanders 2009


Clothes ?

Specialist

Normal Everyday clothes

ŠMark Sanders 2009


Posture ?

Crouched for Speed

Upright for comfort

> MTB > Popularity ?

ŠMark Sanders 2009


Transmission ?

Clean Easy to use

ŠMark Sanders 2009


Transport - Alternatives To cycling ?

Compete With bikes

ŠMark Sanders 2009


Good stuff happening in the Blue Ocean !

ŠMark Sanders 2009


Bike Designs for the ‘Blue Ocean’

©Mark Sanders 2009


New Designs for the ‘Blue Ocean’

NOT “Me too’s”

©Mark Sanders 2009


Folding Bikes for the ‘Blue Ocean’

©Mark Sanders 2009


Why Folding Bikes are SO good • • • • •

Space-saving at home, work and elsewhere No worries about theft or parking Take on public transport: for longer journeys or rain Faster than a car door-to-door by multi-modal travel (such as rail/folding bike) PLUS All the benefits of Cycling; 4x distance, 4x speed, freedom, low cost, healthy, ecologically sound, ideal speed to enjoy surroundings, Fun personal transport.

©Mark Sanders 2009


MAS Bike Designs …..

Mostly Blue ocean

©Mark Sanders 2009


‘Blue Ocean’

©Mark Sanders 2009


Rolling Portability & Ease of use

ŠMark Sanders 2009


Roll when folded â&#x20AC;&#x201C; never carry

ŠMark Sanders 2009


The Design Process - Strida

ŠMark Sanders 2009


ŠMark Sanders 2009


ŠMark Sanders 2009


ŠMark Sanders 2009


X-Bike

ŠMark Sanders 2009


3 tubes into 2 tubes ?

…….. Concept 1

©Mark Sanders 2009


Test Rig – Concept 2

Prototype Testing – nice job

©Mark Sanders 2009


X-Bike

…… this bike is available

©Mark Sanders 2009


IF Bikes ...90% population like big Wheels â&#x20AC;Ś..

IF Bikes

ŠMark Sanders 2009


déjà vu ?

©Mark Sanders 2009


CAD models

Sketch models

ŠMark Sanders 2009


Wooden Models

FEA

CNC

ŠMark Sanders 2009


But not as accurate or FUN as real testing

ŠMark Sanders 2009


ŠMark Sanders 2009


All parts between wheels Roll – never and handle carry

©Mark Sanders 2009


Simple mechanism Complex geometry

ŠMark Sanders 2009


More testing ď &#x160;

ŠMark Sanders 2009


George Lin Pacific-Cycles Master Bicycle Engineers

ŠMark Sanders 2009


IF Reach - prototype

ŠMark Sanders 2009


IF Reach - Production

ŠMark Sanders 2009


IF Cross - Production

ŠMark Sanders 2009


IF Mode - Production

ŠMark Sanders 2009


Tips A for Bike Designers • • • • • •

Don’t just design for yourself: think universal, ‘blue ocean’ Design & Engineer, everybody has good ideas (and Cad !) Build & Ride, repeat ! Cost & ease of manufacturing are important Use Standard parts if possible, but don’t be ruled by them Low cost bikes need good design too !

• Image + substance is important – especially in Blue Ocean

©Mark Sanders 2009


Tips B for The Bike Industry • • • • • • • •

Universal ‘design for all’ is profitable and ‘Blue Ocean’ Cross –fertilise people, and ideas from other industries Employ ‘Blue Ocean’ people – women, non-enthusiasts Avoid ‘not invented here’ – P+G get 50% new ideas outside Listen to new ideas from young designers – the future. Add both innovation & value, avoid ‘me-too’ commodities. Bike Shops for ALL ! Not intimidating, for enthusiasts only. Low cost ‘Supermarket bikes’ are an intro to cycling – design well - don’t dismiss their benefits to the industry. • Feel the Blue Ocean - Ride to work

©Mark Sanders 2009


Mark Sanders

www.mas-design.com

ŠMark Sanders 2009


Mark Sanders's presentation at Taipei trade show