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INNOVATION PROPOSAL ARIZONA STATE UNIVERSITY INNOVATIONSPACE 2014/15


complete control


TABLE OF CONTENTS

THE TEAM

1–2

TECHNOLOGY INNOVATION

31 – 32

SPONSORS

3–4

FINAL PRODUCT ARCHITECTURE

33 – 34

PROBLEM

5

SPECIFICATION SHEET

35 – 37

PRODUCT-SERVICE SYSTEM PITCH

6

FUNCTION TREE

38 – 40

USER PROFILES

7–8

BILL OF MATERIALS

41 – 42

OKALA ASSESSMENT

43

PLANNING TREE

44

PRODUCT INNOVATION

9 – 10

BRAND EXPERIENCE INNOVATION

45 – 46

DESIGN LANGUAGE

11 – 13

BRAND IDENTITY DESIGN

47 – 48

PRODUCT APPEARANCE BENCH.

14

COLOR PALETTE

49

HUMAN INTERACTION DIAGRAMS

15 – 17

TYPOGRAPHY

50

SKETCHES

18 – 20

LOGO USAGE

51 – 52

USER EXPERIENCE STORYBOARD

21 – 22

BRAND APPLICATIONS

53 – 54

RENDERINGS

23 – 30

COMPETITOR BRAND BENCH.

55 – 58

IMPLEMENTATION TIMELINE

59

APP SIMULATION

60


BUSINESS MODEL INNOVATION

61 – 62

BUSINESS MODEL CANVAS

63

FINANCIAL SUMMARIES

64 – 66

BUSINESS MODEL SUMMARY

67 – 68

LIST OF PRODUCT RELATED SERVICES

69

SOCIAL & ENVIRONMENTAL CLAIMS

70

SUSTAINABILITY

71 – 72

SUSTAINABILITY STRATEGY

73 – 77

BIOMIMICRY SOLUTIONS

78 – 82

SYSTEMS MAP

83

STAKEHOLDER MAP

84


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Sustainability 2


SPONSORS

For this project, we have an academic partner as well as an industry partner: The Center for Ubiquitous Cognitive Computing at ASU (local). Keen Healthcare (industry), a company that develops products “to keep the body healthy and spirit moving� is our corporate partner. The company offers a variety of products designed to help those who are injured, disabled and elderly, and assists them in living richer, fuller lives.


4


PROBLEM

Outdated technology and a clumsy interface hinder the experience powered wheelchair users have today. The controls’ failure to evolve past its basic functionality has slowed down performance and caused frustration to those who rely on it. This is comparable to old phones or flip phones compared to smart-phones. The goal is to produce a product that not only users can rely on, but increases overall satisfaction with day-to-day activities. Figuring out how to make a quick and responsive system, along with adding features that maintain a simple interface is paramount in fixing this problem.


PRODUCT-SERVICE SYSTEM PITCH

CYGNAL seeks to solve one of the biggest problems users have expressed which is the lack of integration with current technology. Todays control systems on powered chairs use outdated technology, lack features to enable ease of use, and are not compatible with any other technological systems people commonly use today. Offering pre-set positions, responsive interface, and smart-phone compatibility, it will make the users experience more relaxing. Featuring a much larger screen size estimated to be 4� diagonally, users will enjoy a beautiful screen complimented by a host of applications to simply the users daily life. This product is designed for users who no longer want to wait to adjust their chair for every situation. Now your chair is ready to quickly change its position with user chosen set ups. CYGNAL now also features an advanced joystick that is designed to help a user advance throughout the day, not hinder him. This low profile design allows users to easily navigate throughout the day while also allowing full access to the touchscreen control board.

Complete

Control

Modern

Design

6 6


USER PROFILES

The users are power wheelchair users who have difficulty with mobility. That includes people who aren’t able to walk on their own due to different diseases or injuries. Older adults are frequent users because their muscles may not be strong enough to support their weight. The needs of the users can be addressed through a controller that is intuitive and updated with the latest technology to help make their day-to-day life easier. Lack of customization and options limits the user and takes considerably more time to use than preset functions and the ability to utilize a wider range of options to control the chair.

Casey Smitheran Sponsor, CUbiC

Casey, a power wheelchair user, has been working with us to answer a lot of questions and has provided us with a lot of great feedback when it comes to user needs and challenges that present themselves when coming up with new solutions.


8


PRODUCT INNOVATION

The members of moov are inherently creative problem solvers as we find new and clever ways to solve product problems. Through industrial design we find a deep understanding of users, their tasks, and the scenarios and environments in which they work. Sometimes the most innovative product designs come not just from the technology, but from insights into people who will use it. After gaining knowledge of an idea, brand or product, we can concentrate on creating, defining and implementing all the key requirements and elements of wheelchair design. Through the process of research and insight gathering, which leads through to concept sketching and rapid prototyping.


10


DESIGN LANGUAGE

SleekStylish Designed with elegance and sophistication. Built organically with small amounts of color and materials.


CleanSimplicity Designed with minimal features. Focus on less is more. Minimal use of color and materials. Appealing to the eye. 12


ModernFuturistic Designed with complexity and sophistication, unique form, minimal use of color and materials made with metals and glass. Appealing to the eye.


PRODUCT APPEARANCE BENCHMARKING

Personality

Boring

Boring

Masculine

Boring

Modern

Form

Bulky with rounded form

Bulky

Bulky

Bulky with rounded form

Bulky with sleek form

Materials & Textures

Plastic & Rubber soft grip

Plastic & Rubber soft grip

Plastic & Rubber soft grip

Plastic & Rubber soft grip

Plastic & Rubber soft grip

Color

Black

Black

Black

Black

Black & yellow

Details

Small amount of Buttons with joystick

Buttons with joystick & little screen

Buttons with joystick & med. sized screen

Buttons with joystick

More Buttons with joystick & large screen

14


HUMAN INTERACTION DIAGRAM – PRE-OPERATIONAL

Part Affected

Activity

Special Needs

Ergonomic Solutions

On Button

Turn on controller

Should be recognizable

Should be placed where visible

Should indicate whether power is supplied

Should have a light or sound indicating it’s on Large enough to be operable by bound fingers

Arm Rest

Situate Hand

Arm sits comfortably on arm rest

Ergonomic design that fits the arm perfectly

Arm first on arm rest

LCD Screen

Activate System

Screen needs to be in reach

Good amount of space for comfortable reach

Screen needs to be big enough to navigate through

Big screen Appropriate size for visibility

Image


OPERATIONAL

Part Affected

Activity

Special Needs

Ergonomic Solutions

Joystick

Navigate wheelchair

Should be recognizable

A joystick that looks like it will move the chair

Buttons

LCD Screen

Adjust settings of wheelchair

Program wheelchair

Should be able to move easily

Be able to locate easily Be able to push easily

Easy to navigate through apps

Image

Easy to navigate through apps

A joystick that looks like it will move the chair Easy to navigate through apps

A joystick that looks like it will move the chair Easy to navigate through apps Appropriate size

16


POST-OPERATIONAL

Part Affected

Activity

Special Needs

Ergonomic Solutions

Off Button

Turn off controller

Should be recognizable

Should be placed where visible

Should indicate whether power is turned off

Should have a light or sound indicating it’s off

Arm Rest

Removing hand from arm rest

Easy access getting arm off the armrest

Ergonomic design that fits the arm perfectly

LCD Screen

Deactivate system

Screen needs to be in reach

Good amount of space for comfortable reach

Screen needs to be big enough to navigate through

Big screen

Image


SKETCHES

18


20


USER EXPERIENCE STORYBOARD


Pull off connector

Snap back into place 22


RENDERINGS


24


26


28


30


TECHNOLOGY INNOVATION

No two people are the same and here at moov we believe that everyone deserves to feel comfortable and safe. In order to achieve this goal we have worked tirelessly on CYGNAL to ensure it satisfies the needs and desires a variety of users. CYGNAL has been engineered using established methods and analysis in order to achieve the highest levels of safety, reliability, and efficiency. A variety of methods have been used in order to have a broad spectrum analysis and adapts its features to a multitude of situations. Each investigation and analysis has been documented and scrutinized to ensure that any user can feel comfortable, confident, and secure in CYGNAL’s performance year after year.


32


Interaction

FINAL PRODUCT ARCHITECTURE

Structure

Sound

Logic

Display & Control

Memory

Motion Control

Move Components Supply Power

Power

Heat & RF

Protect

Signal

Impact


Schematic Cluster

Structure

Output A/V

CPU

Logic

Memory

Sound

Display & Control

Motion Control

Input Input

Supply Power

Move Components

34


SPECIFICATION SHEET

Demand/Wish

Required

Responsibility

Source

Dimensions D

Width 3-5”

Industrial

Team

D

Depth 4-7”

Industrial

Team

W

Weight under 2lbs

Engineering

Team

D

Thickness 0.1875-0.5”

Industrial/Engineering

Team

Seat adjust D

Recline

Industrial/Engineering

Team

D

Height

Industrial/Engineering

Team

D

Foot position

Industrial/Engineering

Team

W

Auxiliary features

Industrial/Engineering

Team

W

Position memory/auto-adjust

Industrial/Engineering

Team

Drive setting D

Manual

Engineering

Team

W

Set Speed and sensitivity limits

Team

Team

D

Auxiliary features

Team

Team

D

Customizable display

Engineering/Graphic

Hire

D

Customizable startup and alert

Engineering/Graphic

Hire

Energy specs D

24V

Engineering

Team

D

1-16mA

Engineering

Team


Demand/Wish

Required

Responsibility

Source

Cost

Engineering

D

Touchscreen $80-$300

Industrial/Engineering

Online

D

Programming $500-$1000 (one time)

Hire

Online

D

Arm rest attachment $20-$50

Industrial/Engineering

Online

D

Wiring $5-10

Industrial/Engineering

Online

Materials

Industrial/Engineering

D

Touchscreen

Industrial/Engineering

Online

D

Software development

Industrial/Engineering

Third party

D

Wiring

Industrial/Engineering

Online

D

Interface connection

Industrial/Engineering

Online

D

Cover

Industrial/Engineering

Team

W

Carbon fiber/aluminum/stainless, HDP, FRP

Industrial/Engineering

Online

Arm rest attachment D

Metal/plastic holder

Industrial/Engineering

Online

W

Carbon fiber/aluminum/stainless, HDP, FRP

Industrial/Engineering

Online

D

Hinges

Industrial/Engineering

Online

D

Ball and socket

Industrial/Engineering

Online

D

Positioning arms

Industrial/Engineering

Online

D

Aluminum/stainless, HDP, FRP

Industrial/Engineering

Online

Industrial/Engineering

Online

Attachment to chair D

Pop join/magnetic/screws/wing nut

36


Demand/Wish

Required

Responsibility

Source

Safety D

Failure mode

Engineering

Team

D

Glitch prevention

Engineering

Team

W

Manual mode

Engineering

Team

W

Water resistant

Industrial

Team

W

Temperature resistant

Industrial

Team

Signals D

Direct connect

Engineering

Team

W

Bluetooth

Engineering

Online

W

Wireless

Engineering

Online

W

4G

Engineering

Online


FUNCTION TREE

Appeal to Users

Make a Profit

Attracts with aesthetics

Leads to additional revenue streams

Combine new and old designs

Use existing technology

Integrate into existing market

Uses cost efficient materials

Ability to manufacture with old/repurposed parts

Incorporate new and current technology

Respond to environment

Connects to phone/computer/tablet

Cycles materials

38


Appeal to Users

Attracts with design

Intuitive

Gives feedback

Easy to use

Display

Adjust brightness

Adjust layout

Minimize space needed

Lasts ten years

Withstand weather

Customizable

Saves settings

Reminders

Functions

Adjust theme

Set alerts

Adjust speed/sensitivity

Temperature, shock, water, etc.

Modularity

Easily replaced parts

Easy repair

Change location easily

Easy Maintenance


Attracts with function

Gives positive feel/response

Provide weather updates

Give audible feedback

Limits battery use

Provide Clear Information

Give sensory feedback

Give vibratory feedback

Charges phone

Display time, position, mode

Offers comfort

Clear buttons

Give visual feedback

40


BILL OF MATERIALS

Function

Manufacturer

Part Number

Description

Display and Touch Screen Samsung Mobile Display

Cost $75.00

LMS700JF03

Display Module- 5” Diagonal, LED back-lit TFT, 1024x600 Pixels, 169ppi, 24 white LED back-light, 3” Diag. Touch Screen Capacitive

Memory

$60.00 Samsung Semiconductor

KB100D00YM-A453

MCP-8GB + 4GB Mobile + 1GB OneDram

Mechanical/Electrical (per arm)

$50.00

moov

Frame-1.5lbs Aluminum

moov

Housing-1lbs HDPE or 0.75lbs Carbon Fiber

moov

Wiring/Connectors- 0.375 lbs Copper

moov

Hardware- 2lbs Steel

User Interface

$20.00

ST Microelectronics

L3G4200D

Gyroscope- 3-Axis, Digital

Atmel

MXT224

Touch Screen Controller - Capacitive, 12-bit, 224-Ch Config., 400KHz, w/ 12C Interface

Microsoft Texas Instruments

Joystick SN75LVDS83BZQLR

LVDS Transmitter

Battery

$10.00 Samsung SDI

SP4960C3A

Battery - Li-Ion, 3.7V, 4000mAH, 14.8Wh


Function

Manufacturer

Part Number

Description

Apps Processing Samsung Semiconductor

$10.00 S5PC110A01

Multimedia Application Processor- 1GHz, ARM Cortex A8 Core, PoP

BT/FM/GPS/WLAN

$10.00

Broadcom

BCM4329HKUBG

Bluetooth/FM/WLAN- Single Chip, WLAN IEEE802.11a/b/g/n, Bluetooth V2.1+EDR, w/ FM Radio Receiver & Transmitter

Broadcom

BCM4750IUB2G

GPS Receiver Single Chip

Accessories, Literature, & Packaging moov

$20.00 Packaging, Instructions, Labeling

Power Management Maxim

Cost

$8.00 MAX8998

Power Management IC Total BOM (Materials Only)

$263.00

Estimated Manufacturing Costs

$250.00

Total Cost

$513.00

42


OKALA ECOLOGICAL IMPACT FACTOR ASSESSMENT

90.00 85.00 80.00 75.00 70.00

Amount

(Unit)

Reference CYGNAL

Modified CYGNAL

Materials

4.33

lb

84.33

59.86

Processing

4.33

lb

1.92

1.92

Electricity

0.00

kw-hr

0.00

0.00

Transportation

3.91

ton-mile

1.13

1.13

Disposal

4.98

lb

1.75

1.11

The Okala Impact Assessment is a design tool used for understanding the environmental and social impacts a product will have in all of the phases of its lifecycle. These phases include the extraction of raw materials, processing of those materials, manufacturing, packaging, transportation, use, and disposal of the product. By analyzing all aspects of CYGNAL from its beginning to its end, we can see where our product has the largest impact and where there are opportunities to reduce negative externalities to improve the sustainability of not only CYGNAL, but also the system in which it is created.

65.00 60.00 55.00 50.00 45.00 40.00

Legend

Base CYGNAL

Recycled CYGNAL

Okala Impact

89.14

64.02

Percent Change

28.18%

Thinking about the complete lifecycle of a product rests at the center of systemic approaches to ecological design. By using the Okala Impact Assessment tool we can design for reduced impacts, system longevity, and innovation.


PLANNING TREE Create house of quality Understand Problem

Develop function tree Develop specification list Observe users Talk to users

Research existing systems

Catalog competitor products Conduct patent search Assess strength/weakness Test best competitor product

Design an updated control system

Create morph chart Develop concepts

Produce prototype

Develop many alternatives Evaluate alternatives Select best concept Make detailed part drawings Test on users Get expert feedback Analyze user feedback

Finalize and present design

Modify prototype Create construction drawings Evaluate alternatives 44


BRAND EXPERIENCE INNOVATION

Every brand evokes a gut feeling. Our initial perception of a company or product depends on the way it is branded. This includes the style of the logo, the colors used, the typography, and design elements. CYGNAL has been branded to be a modern, technology-based product that is professional yet playful and appealing.


46


BRAND IDENTITY DESIGN

HERITAGE

PERSONALITY

SENSORY ASSETS

Mobility Improved quality of life Freedom Fighters Questioning current standard Innovation and collaboration Current system is lacking innovation Should be an extension of user Responding to consumer demands Integrating new technology Multicultural environment

Visionary Futuristic Fresh Reliable Youthful Energetic Wholesome Creative Sharp Clean Expressive Fun Active Dynamic Innovative Intelligent Attractive Supportive Authentic Bold Professional High-end tech Connected

VISUAL Clean, simple appearance COLOR Green for fresh appearance Light gray controller, neutral tones Indicator lights colorful SMELL Odorless TASTE Tasteless FEEL Smooth Cool Sturdy Good grip on joystick High quality plastic for buttons


FUNCTIONAL BENEFITS

SELF-EXPRESSIVE BENEFITS

EMOTIONAL BENEFITS

Memory function (save settings) Highly customizable User-friendly Empowerment Stability Mobility Seat adjustments Syncing with technology Upgradable Adjustable sensitivity Quality Presets Reliable Peace of mind Enables individuality

I’m I’m I’m I’m I’m I’m I’m I’m I’m I’m I’m I’m I’m I’m I’m

Feel like yourself In control Feel proud I feel free Self-empowered Taken care of Best that I can be Satisfied Happy I feel important Confident in purchase Excited to use Youthful Educated Revitalized Hopeful Inspired Liberated Worry-free No regrets

cutting-edge prepared for the day comfortable in my chair sophisticated worth it an individual fun with the latest trend active adventurous loud free to be myself informed independent connected

48


COLOR PALETTE

Primary colors C M Y K

60 0 100 0

0 50 100 0

Secondary colors 0 0 0 50

20 100 70 10

100 25 0 0

95 85 0 0

The primary colors green, orange, and gray were chosen to stand out from the generic mass and to give CYGNAL a fresh, modern look. The standard color of nearly all controllers and armrests is black, a color that is very bland and not-alive looking, something we want to stay away from.

60%

30%

The secondary colors were chosen to expand on the primary colors, and to allow more options and possibilities for the branding and marketing of the CYGNAL brand.


TYPOGRAPHY

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!

Helvetica Neue Bold Optical Kerning, Tracking 20 Black 70%

Helvetica Neue Light Optical Kerning, Tracking 20 Black 70%

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!

Nexa Bold Optical Kerning, Tracking 20

Nexa Light Optical Kerning, Tracking 20

50


ACCEPTABLE LOGO USAGE

x x

x x

Clear space requirements

To ensure the logo is clearly visible and not obstructed or associated with other elements, the CYGNAL logo should have a margin of clear space around it. The minimum space around each side is the height starting from the top of the first green curve to the top of the letter C.

To maintain professionalism and a clear, strong, image, the logo should also never be used in a low-resolution format. To prevent pixelation and blurriness, the logo should be used as an .eps or high-resolution .png file.

Correct color logo use

Correct reverse logo use

complete control Correct logo with tag-line use


UNACCEPTABLE LOGO USAGE

No stretching or squeezing

No modifying colors

No gradient or texture backgrounds

No effects such as drop shadows

No low-resolution or blurriness

No cropping or ignoring clear space 52


LOGO APPLICATIONS

complete control

mike chhay creative director mikechhay@gmail.com 480 297-9814


54


COMPETITOR BRAND BENCHMARKING CHART

permobilus.com

invacare.com

Modern and fresh web presence

Corporate appearance

Informative / content-heavy

Multiple navigations / global reach

Sans-serif and serif use

Sans-serif and small type

Playful logo

Bold corporate logo

Upbeat color palette

Limited color to blue and white

Sleek and rough textures

Flat design, some gradient


quantumrehab.com

sunrisemedical.com

Appeals to younger audience

Consistent branding system

Sparse content / some broken links

Good navigation / user experience

Tech-modern logo

Hopeful, bright feeling

Main colors of gold white and black

Heavy on orange white and gray color

Cheesy gradients, subpar website

Sleek appearance, informative images

56


drivemedical.com

pridemobility.com

Global reach / simple appearance

Main company of several wheelchair firms

Basic website layout and navigation

Several navigation bars / content is clear

Common color scheme

Outdated look and feel

Variations of blue, white and orange

Red and black color scheme

Flat look for brand, standard products

Exaggerated effects and outlines


Professional

Casual

Corporate

Unprofessional 58


IMPLEMENTATION TIMELINE

D

t Pha n e m lop eve

Functional basic model

Prototype usability testing

w ho es

s

We bs it

Feedback from industry

Phase tion c u d del and full produ Pro g mo ctio n i k no or w fp e t ro du ple ha se P m h c n u La e Video c hu r Tra Bro d e

ct

Co

Find investors

se

Model prototype development

Marketing materials

Further research

Early ‘15

Mid ‘15

Late ‘15


APP SIMULATION

60


BUSINESS MODEL INNOVATION

Here at moov we aspire to truly improve the daily lives of our customers using innovative technology where it matters most. This can only be attained through equally as innovative business solutions to conquer the basic problems we see in this market. Developing a method to receive the most benefits from the insurance market without exploiting it is part of a healthy business practice. Simultaneously, developing business relationships with partners and investing in ourselves will facilitate long term growth for moov.


62


BUSINESS MODEL CANVAS

Key Partners

Key Activities

Value Propositions

Customer Relationships

Customer Segments

Partner with large chair manufacturers

Showcase product

Enable smart phone usage

Enable smart phone usage

Powered wheelchair companies (big)

Disability Resource Centers Sponsor disability events and centers

Find centers to sell at Train employees to demo product

Key Resources Monetary capitol Financial information

Easy, simple interface

Easy, simple interface Downloadable applications

Downloadable applications

Memory positioning

Memory positioning

Channels First customer distribution center Web presence

Software engineers

Phone support

Partner agreements

Promotional presence at community events

Cost Structure

Revenue Streams

Manufacturing cost

Direct sales to customers

Hiring engineers cost

Repairs

Rent cost

Monthly subscription services

West coast Customers with minimal hand control (1 finger)


FINANCIAL SUMMARIES

Startup Budget Product Development

$8,650.00

Business Development

$10,278.00

Initial Production Run

$2,058.00

Grand Total

$20,986.00

Operating Budget Summary

2015

2016

2017

Product Cost

$500.00

$197,385.00

$996,232.82

Facilities

$18,605.00

$26,700.00

$26,700.00

Product Development

$15,210.00

$48,291.00

$253,416.42

Legal

$10,491.00

$15,996.00

$68,996.00

Salary

-

-

$75,000.00

IT

$72.00

$540.00

$80,540.00

Service

-

$455.00

$2,558.05

64


Cash Flow Statement For the year ending

12/31/15

12/31/16

12/31/17

Cash at beginning of year

$1,500.00

$54,762.00

$56,947.25

Production

$-500.00

$-197,385.00

$-996,232.00

Back-end costs

$-1,460.00

$-2,610.00

$-1,260.00

Salary

-

-

$-75,000.00

IT

$-72.00

$-540.00

$-80,540.00

Facilities

$-18,605.00

$-26,700.00

$-26,700.00

Services

-

$-455.00

$-2,558.05

Net cash flow from operations

$-20,637.00

$-227,690.00

$-1,182,290.87

Cash from sales

-

$267,250.00

$1,553,103.38

Cash from loan

$100,000.00

-

-

Cash from grant

$1,500.00

-

-

Net cash flow from financing activities

$101,500.00

$276,250.00

$1,553,103.30

Accounting

$-400.00

$-2,400.00

$-2,400.00

Product development

$-15,210.00

$-27,978.75

$-139,217.64

Legal fees

$-10,491.00

$-15,996.00

$-68,996.00

Net cash flow from investments

$-26,101.00

$-46,374.75

$-210,613.64

Net cash flows

$54,762.00

$2,185.25

$160,198.87

Operations

Financing Activities

Investments

Cash at the end of the year

$217,146.12


Sales Forecast Timeline 2016

2017

Q1

Q2

Q3

Q4

Q1

Q2

Q3

Q4

0

0

100

225

450

455

459

464

Cost of production

$573

$573

$573

$573

$573

$573

Sales price

$850

$850

$850

$850

$850

$850

Revenue

$85,000 $191,250

$382,500

$386,750

$390,150

$394,400

$27,700

$124,650

$126,035

$127,143

$128,528

Base Product Units sold

Total profit

-

-

$62,325

Sales growth: 1% per year Gross Margin: 48% Profit per unit: $254

After much discussion, our estimates are not based off of the traditional sales call method in many industries. The number of available customers that we can conduct business with is about 30. We estimate that one salesperson should be sufficient, our goal is to partner with 3 companies initially. Those three companies on average have about six different models, and we aim to use our product on their highest end model, meaning one of their powered chairs. Total sales are estimated to be about 130,000 in the US, and each chair costs $573 to manufacture. If we sell them for $850 we have a $277 profit per chair. This is decreased slightly to $254 after shipping and storage. Therefore we can see an annual demand at 2,166 units. Our numbers are smaller for 2016 to allow time for the adoption of our product.

66


BUSINESS MODEL SUMMARY

Customer Segments • Our direct customer for CYGNAL is going to be the major powered wheelchair manufacturers. Due to the nature of our business, an end user would not be able to purchase the controller and then add it to their current chair • Selling our technology to firms who seek to improve their chairs with our controller is the best option • Finally, the typical end user will be able to use our product fairly easily. The design is intended for ease of use for people that still have moderate to low use of their hands. Value Propositions • CYGNAL is a chair control system that brings value to the user in two different ways. It first updates a very dated system that is being used. • It also brings value by enabling your smart-phone to work with the chair. Allowing this connectivity creates a product that is now not limited to the innovation of the company moov, but also allows for app developers to help advance usability with chairs and keep it as advanced as possible Channels • Due to the market for powered wheelchairs being smaller in size, our best method to reach our customers is through personal interaction with them, web based sales, and phone based communication. • Using this method we will distribute our product through powered chair retailers • Every company would be assigned a moov representative to handle all sales between their company and ours. • moov will take on the responsibility of working with the end-users to ensure happiness with our product, returns, repairs, etc. Revenue Streams • CYGNAL will be a primary controller that comes with the chair automatically. We will sell our product to businesses for our revenue • It is their responsibility to receive money from insurance because they get paid for the chair as whole, not individual parts.


Customer Relationships • Maintaining a close relationship with companies such as Hoveround will help keep moov informed on what direction our partners are heading in. Being able to sync our advances with theirs ensures that we can have a lasting relationship with their company. • One-on-one personal assistance lets our customers know that we are committed to working with them to provide the best product possible. As where this is more expensive, it does keep our company more competitive then the competition, something a new company will need to have. This will help create a loyal community of customers. Key Resources • The first resource that we require is a workplace to actually build the parts. • A smaller demand and a smaller product should mean that a smaller workplace would suffice. • The biggest intellectual resource that we require is the financial data for the powered wheelchair manufacturers. • Physical resources that are required will be some machinery, office space, and the product components (plastic, wiring, touch screen, rubber, metal, etc.) Human resources are software engineers, mechanical engineers, office staff, purchasing agents, designers, and factory workers. Key Partnerships • The first of which is the powered wheelchair manufacturers. 75% of our entire business will be through these companies so setting up relationships with them now is important • The second group necessary to partner with is disability groups across the country. Cost Structure • The first major cost we face hiring people that know how to do software engineering and getting a facility to assemble to product. • Fortunately this is not a cost driven business so we are a little less prone to price fluctuations affecting our business • Use people that track where they are going so they will know if a place is wheelchair-friendly based on GPS location.

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PRODUCT-RELATED SERVICES

• Online controller demo • Physical booklet in retail stores • Downloadable content for device • Phone support during business hours • Offer web / email support for all products • Personal set up/training for customers • Maintenance and repair service at customers home • 2 year warranty and representatives to fix product at customers home • When upgrading chairs, we will take back the arm to re-use some of the parts


SOCIAL AND ENVIRONMENTAL CLAIMS

Social Equity: Our product has numerous benefits for society, of which the main benefits are highlighted in this section. Our product will be able to assist with the health of its users and potentially saving their lives in emergency situations. The software will be equipped with an emergency application that can contact paramedics if necessary. This emergency service will not require additional costs as it will just contact paramedics using your cellphone service and the device already comes with a GPS to give them your location. This will come as a higher end piece of equipment, which will ultimately crowd out a small portion of the market. Thankfully, insurance does take care of most of the costs with this equipment so a relatively large amount of the market will still be able to purchase it. Our product will be manufactured under fair labor practices. For the parts that are outsourced we will do extensive research into the company to make sure they comply with our standards. Finally, our company will use a full set of high ethical standards. This includes fair wages that are equal to the region, safe work environments, and fair employment practices. Design for Environment: Maintaining a minimal impact on the environment is a goal here at moov and not only will that be beneficial for the environment, it will be beneficial for our company as well. Although not all of our materials are going to be low impact materials, we are excited to say that our main component for building the casing is. Using recycled aluminum for the casing, we will be having a very minimal impact on the environment. Plastic or other metals would be a worse alternative. Furthermore, we have already found a local source to supply this material with.

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INNOVATION THROUGH SUSTAINABILITY

moov is dedicated to creating products that allow the user to feel understood, comfortable, safe, and in control. It is the value and belief of our company that we have a responsibility to do this with sustainability in mind and in practice. Starting with CYGNAL, with innovative design strategies, strategic business partnerships, and systemic product assessment we can increase the sustainability of not only our company and our product designs, but also the sustainability standards of the industry in which we work.


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SUSTAINABILITY STRATEGY

As an emerging business, moov aims to instill the values of our company into the work we do and the products we make. One of those values is sustainability. Not only do we want to make functional products, we want our products to improve the well-being of their users. We want to create products that reduce environmental impacts. We want to create products that are affordable and products that our customers love to use. These are our responsibilities to our customers and all stakeholders involved. That is sustainability to us. Using biomimetic design solutions and other sustainability strategies, moov is dedicated to creating durable products that promote not only the environmental integrity, economic development, and social equity, but also all while maintaining practical functions for long-term use.


STRATEGY 1 – BIOMIMICRY

Biomimicry is an approach to design based on emulating the strategies used by living things to solve human problems. Using the deep patterns that exist within nature in its design, CYGNAL saves us energy, time, and money in manufacturing. And biomimetic design also makes CYGNAL more intuitive. Our designs and business practices are aimed at using long-term strategies, multi-functionality, and leveraging of cyclical feedbacks, all natural processes that can be found in the environment and the organisms that live there.

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STRATEGY 2 – LIFE CYCLE ASSESSMENT

Performing a life cycle assessment of our product helps to create a more holistic image of the environmental and social impacts CYGNAL will have. A life cycle assessment considers every stage of the product, from the extraction of raw materials, to the manufacturing processes, to the packaging, transportation, usage, and eventual disposal. By analyzing the lifecycle, we are able to update and improve future designs to reduce the product’s impacts and enhance CYGNAL’s sustainability.


STRATEGY 3 – DESIGN FOR DISASSEMBLY

In most product design today, little consideration is given for how a product will be treated at the end of its life. And many products get sent to the landfill because they cannot easily be taken apart to reclaim the materials that can be recycled. By keeping future disposal in mind, we’ve designed CYGNAL with modularity that allows for easy disassembly and recyclability of key components. Recycling CYGNAL greatly reduces its sustainability impacts. And we’ve made that processes of responsibly disposing of CYGNAL easier by making disassembly a factor in the design process.

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STRATEGY 4 – BUSINESS PARTNERSHIPS

We want to divert as much of our waste from landfills as possible, and CYGNAL has a large electronic component, which cannot easily be recycled by the user. So we depend on outside partners to help us recycle those components to maintain our responsibilities towards sustainability. By choosing strategic business partners we can keep CYGNAL’s updated functionality, while still achieving our sustainability goals and standards. We intend to make our product in a sustainable manner not only because it is good for the earth, but also because it makes sense for our business. CYGNAL will implement an end of life program where the customers can send it back to us free of charge, and then we can disassemble it to properly dispose of parts that cannot be used again, and reuse some of the electronics that can be fitted to make newer versions of CYGNAL. The transportation costs will be offset by the costs we save in retrofitting it.


BIOMIMICRY SOLUTIONS

Civil Engineering Cycle materials Cover for shipping can also be used for storage or charging to protect. Ship in a pulp or soft material that can be hardened or shaped into a useful product. Products examples would be joystick, cushion, etc. Respond to environment A sunflower responds to the sun by moving so that it says pointed at the sun for energy. CYGNAL will follow this organism approach by responding to light radiation by using photocells. The photocells will recognize the change in light and will adapt the control to match. This means darkening or brightening the screen so that it stays visible.

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Business Fosters cooperative relationships In business you are only doing yourself a disservice if you do not foster cooperative relationships. That is especially true for us, who aims to help a small portion of the population. By partnering with local disability centers we can help sponsor local activities where many of our hopeful customers will be. That way they get help with sponsorship, and we can generate more enthusiasm for our product. Leverage cyclic processes This is our main strategy for driving down costs for running our business. We will implement cyclic processes in regards to distributing our product. Sending the same quantity of product when we can will help standardize our business and therefore make it more predictable. Also suppliers/distributer will appreciate this and could give us discounts on items. Finally, producing an item that receives updates regularly and fits with the same variety and business seasons of our partners will help reduce costs and minimize backlog inventory.


Visual Communication Utilize free energy If a product is well designed and available to the correct audience for an attractive price, very small amount of advertising is needed. This means that less resources will be spent on printing and paper-waste. We will go viral with videos that utilize hashtags such as #cygnal and #newcontrol. The videos will engage the viewer to share the video by appealing to their emotions and demonstrating how old controllers are similar to flip phones as most of us use smartphones. Through today’s effectivity of social media platforms, we believe that going viral using video and selforganization can be a very effective tool to get a high response rate with minimal resources spent. Use waste as raw material Nature operates under the condition of limited and finite resources. Therefore it reuses, recycles, rebuilds everything it needs to sustain life. Within graphic design, packaging is an area that requires a lot of material. Our plan is to use the packaging, which would normally be thrown away, as the cushion for the armrest. This lets the packaging serve as another function while acting as a resource and not waste. The packaging would consist of recycled material, such as Sealed Air’s Recycled Content Foam. The product is made with a minimum of 100% pre-consumer recycled resin content. We will also use recycled materials for any print materials. CYGNAL products will also print with lowVOC inks such as this book, which was printed using soy-ink, a safe, sustainable and a renewable resource. We also aim to implement 100% post-consumer recycled PET plastic and for CYGNAL and thus re-use the plastic.

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Industrial Design Use shape to achieve function Researchers gathered plenty of data on how chimps use sticks to avoid being bitten by ants they are trying to eat. This sparked an idea for my design. It’s through the joystick on a part of the controller. The controller shouldn’t sit too high and the idea of how the chimps push a stick down into an area to avoid getting hurt by the ants. The controller acts as nature and the joystick represents the stick being pushed into an area in nature. Use shape to achieve function Bird skulls are known to be delicate, strong and light. The skull, with every living creature, is known to protect the organs within. The inspiration for the arm rest came from the bird skulls because of its curvy and complex surface. The form of a skull is fascinating and gives a designer an exciting opportunity to design an organic shape.


Sustainability Build long-term instead of short-term strategies By providing a durable product that lasts longer than competitors, while making all updates available online. Unlike other technologies, such as a cellphone, CYGNAL does not need to be disposed of every few years in order for the user to upgrade to a better version of the product. Instead, updates and upgrades come in the form of software, that can be downloaded right into the product. CYGNAL is durable; it’s here for the long-term. Plus it has a forward-thinking design, so it will not only work at its highest potential, but will also look great for years to come. Leverage cyclical processes By taking advantage of the cyclical alert-reminder system of sitting positions installed in CYGNAL that keeps the user on track with health routines, and by providing positive messages throughout the day. Not only do the reminders help keep the user in check with their body and health in a timely manner, but we take advantage of this time to make the user fell more comfortable and at home in their chair, providing a connection between them and the product. These messages mean to bring positivity to the life of a wheelchair user and feel safe and happy in the place they spend the most time. CYGNAL not only provides technical support, but enhances the well-being.

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SYSTEMS MAP

Biosphere

t

Moving product to dealer Transportation

ty ion

cie

trib

on

Ec

on

o

Jobs provided

uti

Di s

y

rib

m

st

ut

Di

So

En

vir

on

m

en

Use of oil

User Manufacturing Fair wages Good working conditions

Usage Improved health Electricity and happiness Used

Jobs provided

Recycle

greenhouse gas emissions water pollution cash flow

Lower healthcare costs

Disposal Raw materials: metals water oil coal

Extraction

Lithosphere

Send to landfill (glass, plastic, metal) Waste water Toxic Chemicals


STAKEHOLDER MAPPING NGO partners

Assembly workers Oil refinery employees Glass plant employees

PA

ye em re ca

G

rance

IN

Insu

UR

Materials suppliers (crates, dunnage)

CT

CK

FA

AG

IN

NU

G

rs

MA

ne

plo

sig

Factory employees

es

Employee’s families

lth

De

Warehouse employees Chair dealer facility employees Physical therapists

EXTRACTION

ea

t (lo c

OS SP

Transportation truck drivers

Transport employees (truck, train, ship)

H

TION

Sand quarryworkers Aluminum miners Metal ore miners Coal miners Oil drillers

ies ry bod

DISTRIBU

Consumer (Individual in chair)

uato

men

Garbage truck drivers Recycling truck drivers Consumer

Partner Friends Family People in public space Co-workers Physical therapists

Reg

al &

na

tio

na

E

l)

AG

DI

US

Govern

AL

Landfill facility workers Recycling facility workers Waste water treatment facility workers Individuals affected by pollution

providers

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2015

Arizona State University

Mike Chhay

Prasad Boradkar

Bryce Albretsen

Michelle Fehler

Lacey Trujillo

Craig Hedges

Hayley Cook

Rachel Bone

Michael Mefford


Cygnal  

Detailed innovation proposal for a new power wheelchair controller.

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