Equinnovation: Product Development

Somer Hand

EqueSafe™ by Equinnovation™

Special Thanks To… 2

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Mr. William Newton Ms. Teresa Novinger Mr. Jim Yates Mr. Jim Price

Background 3

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4,000,000 owners & volunteers 9,200,000 horses Most tied to solid object with lead rope May or may not use safety device

Impact 4

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Horse must be able to escape for safety Thousands injured or killed annually

Governing Question 5

What are the specific criteria and specifications of a superior, marketable horse-tying device?

Two-Part Harmony 6

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Part 1: Product Design – Create Solution

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Part 2: Product Development – Market Solution

Part 1: Engineering Design Process 7

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Identify problem Gather related information Generate criteria and constraints Brainstorming and conceptualization of solutions Create prototype and final design

Determine Customer Needs 8

“All successful new product development must be rooted in a clear understanding of the customer needs to be addressed.�

(Rosenau et al., 1996)

Determine Customer Needs 9

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50 horses observed 25 riders surveyed

Determine Customer Needs 10

Determine Customer Needs 11

Determine Customer Needs 12

Determine Customer Needs 13

Determine Customer Needs 14

Determine Customer Needs 15

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An effective horse-tying device must: ¤ Hold

the horse under normal conditions ¤ “Give” or stretch without rebound ¤ Have a safety release for emergency

Existing Solutions 16

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Twine Other existing products

Test Existing Products 17

Test Existing Products 18

Part 1: Engineering Design Process 19

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Identify problem Gather related information Generate criteria and constraints Brainstorming and conceptualization of solutions Create prototype and final design

Three Part Design 20

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Carabineer Elastomeric section Release device

Carabineer 21

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Strength Durability Ease of use

Pick Elastomeric 22

Scale: 1 worst – 5 best

Option

Give

Rebound force

Cost

Total

Bungee cord

4

1

3

8

Coiled cable

4

4

4

12

No elastomeric 0

5

5

10

Alpha Prototype 23

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Based on panic snap Releases automatically

Verification Testing 24

Verification Testing 25

Customer Feedback 26

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Strong Reusable Safe

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Heavy Hard to use Bulky

Shift in Perspective 27

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Even a perfectly engineered product can have trouble reaching the marketplace Think like a user Redesign to suit customer needs & desires

Redesign 28

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Lighter Cheaper Simpler Easier to use Aesthetically pleasing

Beta Prototype 29

Verification Testing 30

Validation Testing 31

Customer Feedback 32

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Durable Reusable Safe Gives Aesthetically pleasing Easy to use

Two-Part Harmony 33

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Part 1: Product Design – Create Solution

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Part 2: Product Development – Market Solution

Marketing Plan 34

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Executive summary Company mission Objectives Value proposition Strategies and tactics Budget

Manufacturing Strategy 35

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Contact manufacturers for quotes Choose manufacturer based on price, quality Make decision on final assembly method Conduct pilot run Develop final assembly workflow

Define Distribution Channel 36

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Voice of customer research Determine sales mix Sales forecast and assumptions

Develop a Value Proposition 37

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Determine features that make EqueSafe™ special or unique Perform SWOT analysis Develop value proposition

Sales Support Materials 38

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Brochure Business cards Facebook page Product packaging Website Advertizing display DVD Product information kit

Packaging Design 39

Customer Satisfaction 40

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Voice of customer interviews Integrate customer feedback Brand development

Brand Development 41

Equinnovationâ„¢, LLC

Today 42

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International riders

Two-Part Harmony 43

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A superior horse-tying device > EqueSafe™ An engineer + marketer = a product developer

Special Thanks To… 44

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Jim Yates Teresa Novinger William Newton Jim Price Family & Friends

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Eleanor Sandford Metalworx Inc. John Nunn Christy Mackaness Jay Hughes Sarah Hand

Thank You!