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
e Chhay Mik
hic Desig n
ce Albretsen Bry
CIvil Engineer
Grap
H ay
ley Cook
el Meff ord
Business
cha Mi
trial Des ign Indus
ey Trujillo Lac
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Outdated technology and a clumsy interface hinder the experience powered wheelchair users have today.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 Todays control systems on powered chairs use outdated technology, lack features to enable ease of use, and are not compatible with any other technological systems people commonly use today.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.
68
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.
70
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.
72
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.
74
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.
76
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.
78
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.
80
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.
82
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
84
2015
Arizona State University
Mike Chhay
Prasad Boradkar
Bryce Albretsen
Michelle Fehler
Lacey Trujillo
Craig Hedges
Hayley Cook
Rachel Bone
Michael Mefford