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.Blimey Module Innovative Concepts to Business Blimey Team: Rens Alkemade, Jesse Meijers, Yang Yu, DaniĂŤlle Peverelli


Content 4

Mission Blimey

5

Introduction Project

6

The Blimey Brand

7

Trend Research

8

Benchmarking

9

Service Blueprint

10

Customer Journey

12

Blimey Business

14

Board of Innovation

15

Finances

16

Cash Flow Statement

17

Roadmap

20

Presentation

21

Future

22

Group Reflection

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Appendix1: App Prototype

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Appendix1: TinyExplorer Prototype

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Appendix2: Trend Research 3

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Mission Blimey Our mission is to create a world with equal opportunities. We provide V(isually) I(mpaired) P(eople) with innovative and fun exploration by embracing their capabilities. Blimey is a young and fresh company which actively involves VIPs in the development and creation of a tight exploring community across the world. We will grow until the entire world is open for everyone to enjoy. Our company consists out of four Industrial Designers:, Jesse our lead designer with his eye for detail, Yang our production manager with her experience in product design, DaniĂŤlle our Public Relations manager with experience in service design, and Rens the CEO who created the vision for this company. Blimey sees an opportunity to add a layer of fun and exploration to existing navigation devices made for visual impaired people that are sending people from A to B.

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Introduction Project The concept we started this week to develop further on a busniness perspective is the CityExplorer. This is a service for the visually impaired that helps them to freely explore cities. The concept consists out of the CityExplorer App and the TinyExplorer, a small Bluetooth interface that can be placed on either a cane or guiding dog handle. This gives VIP the possibility to explore their surroundings by pointing around with the joystick. The CityExplorer App is build around a community, which enables VIP’s to share relevant information with each other with regard to exploring cities. CityExplorer App The CityExplorer App is build around a community, which enables VIP’s to share relevant information with each other with regard to exploring cities. Examples of shared information are public transport tips, places to walk with the dog, safe routes and recreational tips specifically interesting for the visually impaired. (E.g. “This church has really nice acoustics!”) TinyExplorer When walking in the actual city it is difficult to hold a smart phone and a guiding dog at the same time. Thus, the TinyExplorer was made. This gives visually impaired people the possibility to explore their surroundings by pointing around with the joystick. Everything they point at is read out by a voice. By combining the voice with vibration feedback the distance towards buildings can be communicated. Furthermore the community and extra information can be accessed by press-

ing down the joystick. The TinyExplorer consists out of a Bluetooth joystick, that can attached to a guiding dog handle or cane, and communicates with the CityExplorer App wirelessly. All the processing power (GPS, audio guidance) is done by the phone so this interface can be relatively cheap. All in all the TinyExplorer combined with the CityExplorer app give visually impaired people new opportunities to explore unknown cities. In appendix 1 you will find the pictures of the TinyExplorer prototype and the CityExplorer App prototype.

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The Blimey Brand We design for Visually Impaired People whom we see as V.I.P.’s and everything from our products to branding to our attitude should manifest this. Take for example our logo, our brand’s logo is designed to be tangibly appealing and can thus be felt and recognised on our products by VIPs.

cial elements. We also include our customer in our product’s design in the form of a community and co-creation sessions throughout the development phase. By staying close to our user we can better empathise with their needs and wishes.

Our dream is to create a world that provides equal opportunities, embracing people’s capabilities. We love discovering new places, because finding new spots is exciting, interesting and social. Therefore we want to bring more fun in the navigational devices for VIPs by adding explorative and so-

Next to a Website, a Facebook and twitter account we want to stay in close contact with our target group by organising events in collaboration with e.g. the KNGF.

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Trend Research We found a few global technology trends. Digital Business, which is the trend of businesses focussing their R&D departments on crowdsourced solutions. Also wearable devices are increasingly present at the consumers market. Cities become the places to be, as 60% of humans will live in cities by 2020. Lastly, there is the healthcare sector. Healthcare technology is becoming more focussed on individually improving the quality of life.

For all figures and more information you can read appendix A. Benchmarking Sadly most of the concepts for VIPs are stuck in this stage and don’t reach the market. Many products for Visually Impaired are aid devices focussed on navigation. Next to this most products are focussed on reading, by braille on phones. Also Braille is being used on many products, from stovetops to label makers to tape to leisure products. But an emerging trend in VIP products is small devices that give feedback by sound.

Next to the global trends an important trend for the city explorer concept is the indoor navigation trend. Many indoor spots are now also being digitalised to fill in the final blank spots on the map.

This is where the City Explorer will be situated in the market. It is a small device, the tiny explorer, which is in sync with the globally emerging trend of wearables. The City Explorer combines the field of navigation with leisure which is not seen yet. There are mapping products and walking aids but they forget the fun of freely exploring. Because of the realisable nature of the technology used in the tiny explorer, our product has the potential to become more than just one of the many projects stuck at conceptual phase.

Then there are also App trends to consider. App sales models move towards freemium. Which means the actual app is free but add-ons do cost money. Also recording personal data is booming. These apps are often combined with wearable products. Visually Impaired specific trends are mostly about their online behaviour. Many of them nowadays use smartphones and computers with voice assistance, this number will increase in the coming years. As researched by Facebook, VIPs even post more status updates than non VIPs, which shows visually impaired are becoming more and more online active.

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Benchmarking

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Service Blueprint

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Customer Journey

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Harm goes walking past a shop “Shop owner: These are the sales:.........”

Know Blimey Harm knows Blimey by the advertisment on Facebook page, he feels the product meet his needs to go outside and explore the city independtly, he wants to konw more about the products.

Harm point at Church “VIP: I loved the aucustics of this church, be sure to visit!” “Wikipedia: This Church is a roman catholic church dedicated to the Saint Catharina of Alexandrië. The church is situated at the Catharina square at the beginning of stratumseind”

Experience it in KNGF activities Recently, there are some activities in KNGF which cooperate with Blimey. VIPs could know the functions of the city explorer and how to use it. Harm joins in the activity.

Harm gets home “ App: Do you want to share your route with the community?” “ Voice over: You can use the app to share your experiences about the route and spots you visited. But also add and follow friends on the city explorer app.”

Buy city explorer After expriencing, Harm decides to buy the product as it is not that expensive and so useful and interesting, he downloads city explorer from App store and buys the product on the online shop of Blimey.

Services for City Explorer After one month, Harm goes to the service center of Blimey to check if the City Explorer goes well and shares his experiences with other VIPs.

Walk out of Shop Harm goes outside with the City Explorer Just connect the tiny explorer to your walking aid. Your app will provide you with information and even routes, generated by you or other VIPs. You now have the option to go and explore the city by yourself.

For non VIPs Harm got the information from the city center that non VIPs could also join in the community. He tells his bestfriend Joep and ask him to join in. They have more connections on City Explorer.

Walking and pointing of Harm “App: Hema, Pull and Bear, V&D”

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Blimey Business The market oppertunity In the Netherlands there are 320.000 VIPs and worldwide 24 million thus there is quite a market for our product. In the first three years we will aim for a market share of 10 percent in the Netherlands.

Business model canvas The Business Model Canvas (BMC) is used to get a first overview about Blimey and it’s internal and external processes. The main aspects found are about who we design for (VIP’s under the age of 45, who use smartphones and a walking aid) and that we want to relate with them by co-creating our products with visually impaired as well as keeping them involved by actively contributing new information in our community.

Many navigational devices are available but they forget the fun of exploring.Products such as trekker breeze read the surroudings of the VIP automatically, but our product puts the VIP in control.Next to this, they sell it for 700 dollar. But with our retail price of 65 euros we lower the threshold to buy. For only 65 euros 60 for the TinyExplorer and 5 for the App VIPs are the proud owner of our product. This leads to a 80 percent retail margin on our product. Our community will protect us against copying for we will have started this up even before the launch of our product.

Besides this, discussing the value proposition made the group realize that exploring freely is the most important asset as well as the reliability of the information (no sighted people’s information is included due to possible bias). Furthermore, we saw that the communities are recurring throughout the canvas a lot. Therefore, it is important to take the time to figure out how the interactions in this community should work. Another part of the business model that we need to look at in more depth is about the stakeholders and their exact role in our company.

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Board of Innovation Funding companies

Wages

Data Input

Data Acces

Interest Server company Service

Server

Money Reputation

Exposure

Money

Manufacturers

VIPs VIPs

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Tiny explorer

Price

Tiny explorer Community

City Explorer App

Include event to City Explorer

Events (DDW)

Exposure Exposure

Money

Price

Price

Exposure

KNGF Exposure

Tiny explorer

Bartimeus

Existing V.I.P. communities

Data

Open Street Maps

Tourist offices

Co-Creation

Information for Navigation

More and better information Shops

Google Maps

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Exposure

Data Input

Bigger community

Tiny explorer


Finances Price Tiny Explorer Price App

50 5

Q Break even for 3 years expenses

25822

Price (App+Explorer) 20 30 40 50 55 60 70 80 90 100

Amount to break even 113482 57607 38601 29025 25822 23255 19399 16640 14568 12955

Income Statement Product Cost Joystick Bluetooth Module Battery Pack

Per/Piece 0,99 5 2

Charge connection

0,3

Plastics Vibration Motors

0,4 1

Total Cost Product/piece

Product Cost Joystick

Per/Piece 0,99

Community Builder

40000

Designer Designer

40000 40000

Total

40,31

euro

Retail Margin

80

percent

Price Tiny Explorer Price App

50 5

euro euro

App

Development of app

TinyExplorer Plastic molds PCB Development R&D

160000

Quartile

1415,7

Total Overhead

Total Cost 3 years

Price difference cost & price

Investments

40000

5662,8 5333

euro euro

includes GWE + internet Marketing Car Webshop DDW Establishing Contact England Payback of Investment

10995,8

170995,8

euro euro

25822

Annual

Housing Strijp S 40m2 Transport

50 5

Income Statement

Manager/business developer

Overhead cost

9,69

Q Break even for 3 years expenses Equal amount of Tiny explorers and apps sold

Personnel start wages

1 year fixed cost

euros

Price Tiny Explorer Price App

3 years fixed cost 542987,4

Total

(takes+- 5 months) 30000

4000 5000 51000 Total

60000

30000

2 molds

30000 20000 4000 10000 30000 150000 Total

1170000

Total Investment Cost

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244000 334000

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Cash Flow Statement x1000 euros Money on bank account Cash in Money on bank account Cash in

Total in Cash Out

Q3 2014

Investment Sales App

Cash Out

0

400

Sales App

0

Sales TinyExplorer

0

Total in

Q4 2014

Q1 2015

Q2 2015

0

204.6

150.2

100.8

Q4 2014

300

Sales TinyExplorer Investment

Q3 2014

0322.4

0

0

0

300

Personnel

Transport Office Rent Transport Marketing

40 4

R&D

App Development Incidental Out App Development Creation of molds

1.4 1

0.6

Marketing

R&D

3

0

30

4

3

1.4 1

40 4

0

0

0 200

3

0

0

1.4 1 3

Creation of molds

4

PCB development Creation of webshop

5

Creation DDW event of webshop

money on bank account

Return on investment

Q4 2016

Q1 2017

Q2 2017

252.9

193.8

143.2

94.1

85

8.6

194.7

447.8

Cash Flow Statement 0 170.6 0

Q4 2015

0 0 109.9

0

2.5

00

2.5

0

0

1.4

1.6

1.6

40

1

24

2

0.62.5

1.2 2.5 2.5

2.5 3

3

3

3

0 1

10

65.8

0 3

1.6

4

2

2.5

0.6

3

2.5 3

28.713

200

275

375

53

0 213

293 0

400

20 80

1.6

2.5

0.6

2.5

3

2.5

6

65.6 18

20

25

100

100

2

120

80

1.9

1.9

1.9

40

4

44

4

0.6 2.5

54

2.5

6

2.5

4

6

6

6

119.1

33 500

0 20

533

80

40

40

Q1 2017

0

60

40

Totals

120.1

77.6

51.6

2.5

02004

1.9 4

5

4

6

5

121.1

28250 0

20

20

60

60 80

560 60

19

60

4

28

5

4

30

4

6

5

51

5

6

30

4

6

5 4

50.1

2.5

10

50.1

60.7

50.1

10

10

10

60.1

63.1

66.5

10 270.8

92

1412.5

80

4

6

Q2 2017

500

80 60

Amount sold

4

10

322.4

Q4 2016

0

3

4

3

0

50

40 40

Q3 2016

0

23

40 40

Q2 2016

0

20

6

40

4

0 10

5

40

40

Q1 2016

0

20

connections England

Establishing connections England

Q3 2016

40

DDW event Total out

Q2 2016

0

0

0.6

3

0

0

40

Q1 2016

Q3 2015

200 220.7

Q4 2015

4

30

Establishing Car

0 0

0

0

0.6

3

270.8

40 40

Q2 2015

0

0

0

40

Fixed Out

Housing

0 0 0

400

Personnel

Q1 2015

0

Q3 2015

220.7

170.6

109.9

65.8

10 28.7

65.6

79

119.1

120.1

50

121.1

50

225

122.1

150 229

Total out

95.4

54.4

49.4

47.9

59.1

53.1

59.1

62.1

289.4

106.9

146.9

146.9

money on bank account

204

150

100

252

193

143

94

85

8

194

447.8

833.9

16

79

30 50

4

10 79

10

10%

Materials & Production

20

1170


Roadmap The journey of Blimey and the CityExplorer is shown on the next page with a visual. The summary of this visual:

ing we want to launch our product at the pop up DDWDutch Design Week. 100 VIP’s will be exploring Eindhoven and the DDW exhibitions with the CityExplorer. This shows our future potential to provide a service to festivals and musea. Hereafter our product will be made available through our webshop and yearly promotional events.

We start locally and are now in the realisation phase. As you have noticed we need quite some content to provide our customers with the full CityExplorer service. This is why we start with connecting to a free map service: open street maps. We can use their data and in return provide them with information created by our community. To start up the community we will co create with VIPs and VIP organisations such as KNGF and Bartimeus.The VIPs can also help us with creating the most appropriate form for the Tiny Explorer. The rest of the communities’ information will come from shops and tourist offices who will fill in an automised form. In the beginning we will have extra costs to develop the app and the TinyExplorer. For this and the rest of our early development the starting investment we propose is 300.000 euros. Later on we will need 200.000 euros to launch our complete product. which comes up to a total investment of 500.000 euros. With this investment, we break even after three years with 30.000 active users of the CityExplorer. So how will we sell our City Explorer? To get the buzz go17

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.City Explorer Find Start up Investors

Include VIPs for co creation

Make online form for shops and tourist office to include their information

Product Development

Cooperation

Strategies

Establish connections with insurance companies

Activities

Invest

Q3

Involve App developer

Q4

Q1

Q2

Q3

Find Event Investors work together on event (such as Duth Design Week)

Launch web shop

Build Eindhoven help desk

User test

Q1

Q2

Include Amsterdam, Rotterdam, Utrecht, The Hague, Groningen to database

Create webshop Manage community

Cooperate with Open Street Maps

Q3

Startup in

Participate in Dutch Design Week

Manage webshop

Manage community and webshop

Large amount Manufacture

Cooperate with English VIP organizations shops and tourist offices

Evaluate and improve product

2015

Manufacture large amount

Translate App to English

2016

18

Arrange event with KNGF and Bartimeus

Start cooperation with TomTom or Google

Advertisement on Radio, Tv and Internet

Cooperate with KNGF Get information from Wikipedia and Bartimeus Shops and Tourist Offices in Eindhoven

Build community

Q4 Additional investors

Connect to tourist offices and shops in Eindhoven

Samples Manufacture Prototype App and Tiny Explorer button,plastic...

July 2014

Roadmap

Create n Tiny Exp


3

England

Q4

Q1

Q2

Q3

Q4

Q1

Introduce new form Tiny Explorer

Hire new staff

Arrange event in England

Advertisement in England

Manage community and webshop

Q2

Q3

Q4

Design new product

Arrange event with KNGF and Bartimeus

Manage community and webshop

Arrange event with KNGF and Bartimeus

new forms plorer

2017

2018

19

2019

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Presentation In the first movie we tried to present our company vision and our first concept. We chose to do so through a scenario with a narrator. After the scenario the different sections of the business model are higlighted and discussed.

For the third presentation we chose to combine a video together with an interactive demonstration and a powerpoint. We focussed on the financial aspect since we already showed the concept thoroughly in the previous weeks. We got some remarks about the amount of detail and in the next presentation we made sure to reduce the amount of detail and show more of our brand and ambition.

The main goal we tried to achieve with the second movie was to show that our company is about bringing fun to exploring new cities. Based on the feedback we used a more american approach to selling our idea. And instead of discussing the business model we presented the business side of our company in a similar dynamic fashion.

The final presentation consisted out of a presentation given by all team members combined with an interactive powerpoint and prototype. We chose a more interactive aproach and used the video material in the powerpoint to support what was said verbally. By doing so we didn’t stand back and looked at our 5 min video but activily engaged the audience. We got positive feedback on our way of presenting but could have included more unique and fun elements.

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Future Now that we have our basic strategy worked out we need to look at all the steps in more detail. To get a better understanding of all the steps we need to contact the business partners such as KNGF and production companies. We want to first launch the app to get the community and buzz about our product going while developing the TinyExplorer. After we contacted our production companies and app developer we can start with setting a price. It was mentioned that our price was on the low side so research should be done with the customer to find the best price and demand ratio for our product. Finally when our team is complete and the parties involved are known we can contact investors and start looking for the funding needed to set up this company and start making the entire world open to exploration.

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Group Reflection We started out with an interesting proposition that got positive feedback from the target group. Like many of the projects at our faculty the strategy and marketing were not looked into in great detail. Within the past two weeks, we were able to create a better understanding about what it takes to set up a business.

business. However, all the details you researched have an influence on the convincingness of what you tell and later to what extend you can answer questions. Research is an important preparation to be able to back up your plans with hard evidence. As designers, we always look for innovative and creative solutions by contacting the potential target group and gathering insights from all kinds of perspectives. We learned that this is also our strength when it comes to setting up a business. The ‘bond’ we have with users, make us useful for understanding how to reach the customers best. Furthermore, the users give us an intrinsic motivation of making the best for them, which eventually should lead into added value of your company in comparison with others.

By presenting at four different occasions during the module, we gained a considerable amount of new knowledge to give better presentations. As we were selling our business in relation to our concept, it was necessary to create an overall story that combines all aspects. We learned that the business and design side are intertwined and cannot be presented separately. Changes in strategy and marketing influence how the overall experience of a design looks.

All in all, the module gave us an understanding of what it takes to realize businesses and products by the creation of our own company called Blimey. If passion, ambition and data become one coherent story, you might just be able to convince others of the full potential of your concepts and yourself.

The final presentations, focused on actively involving and exciting the audience and making sure that our message, brand and mission came across. Especially as we had to present to business experts, it was important to make sure everything was in line. A key element in here is the passion with which you present; this has a huge influence on the credibility of the story that’s being told. Another element that adds to the story is the branding of the company. Making sure this is coherent with the values of the company shows that you understand what it takes to realize your concepts and business. What you present is just a small peek into the full extend of the 22


Appendix 1, App prototype

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Appendix 2, TinyExplorer Prototype

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Appendix 2, Trend Research Global Technology trends

Portable computer technologies à la Google Glass or Smart Watches from manufacturers such as Samsung will facilitate the daily lives of users. Bracelets - the example of FitBit - to track every step and also rely on the style factor

Digital Business By 2017, more than half of consumer goods manufacturers will receive 75% of their consumer innovation and R&D capabilities from crowdsourced solutions. Consumer good companies even start to engage crowds more agressivly online to reach a larger pool of intellect and opinion. There will be a shift to crowdsource applications for; advertising, online communities, scientific problem solving, internal new product ideas, and consumer-created products.

Humans are aggregrating Sixty persent of us will live in cities by 2020, a persentage that will increase each following year. Short distance connectivity is going to be critical. This will increase the pressure in the infrastructure and city resources. Healthcare Technology is not a barrier to health care. Rather, it is a“discovery tool” to help improve the quality of an individual with the overall intent to improve the quality of life.

Wearable devices By 2020, consumer data collected from wearable devices will drive five percent of sales from the Global 1000 Wearable computing, or wearables, is quickly moving into mainstream society, led by the growing, multi-billion dollar health and fitness markets (think about the Nike+ Fuelband and the Jawbone Up). Within five years, says Gartner, consumer wearables will become more sophisticated, capturing what the user sees, hears or even feels through biorhythmic responses. The technical hurdles that have stalled the adoption of wearables (battery life, augmented reality, chip evolution and bandwidth) are quickly eroding; opening doors to creative minds determined to exploit this technology for commercial gain as evidenced by sizable investments in wearable technology from Samsung, Google, Apple and Microsoft.

Navigation trends Indoor Navigation is filling in the last remaining gaps on the map, as digital orientation is now becoming possible inside buildings, too. Precise geolocalization requires buildings to be mapped and technologies that enable localization and navigation within closed spaces. Triangulation via WiFi provides a precision down to approx. ten metres, which is an excellent aid for orientation inside an airport or train station. Even more precise localization comes in the form of techniques that use magnetic fields or optical signals, such as LEDs (“Li-Fi”). Mobile apps that feature real-time localization and indoor navigation are also hugely relevant as 26


context-based marketing tools.

independance. There is quite some development in the field of product design for Visually Impared Persons. They are primerily focussed on aid products improving daily tasks. Smartphones and other vision requiring devices can also be used nowadays by VIPs. The trend is in creating voice assistance to make everyone able to use existing techniques.

App trends “Freemium” The sales models go even more in 2014 towards freemium. Apps are available for free on the App Store for additional content the user has to pay though. According to this scheme, for example, celebrated the iOS and Android game “Candy Crush Saga” financial success. Paid apps, ie apps, for which one already has to pay when buying, on the other hand will always be less, predicts Steiner.

Sources http://www.trendhunter.com/slideshow/aids-for-the-visually-impaired h t t p s : / / w w w. f a c e b o o k . c o m / n o t e s / f a c e b o o k- d a ta-science/visually-impaired-people-on-facebook/10152143950893859 http://boldtech.co/blog/2013/10/17/bold-tech-trends-and10-massive-moves-by-2020 http://www.thinkgig.com/wp-content/uploads/2012/11/ centurylink-business-technology-2020-ebook.pdf http://www.trendone.com/en/trends/macro-trends/macro-trend/indoor-navigation.html http://www.allaboutapps.at/2014/01/sieben-mobiletrends-2014-wearable-tech-indoor-navigation-und-mobile-banking-erobern-smartphone-co/ http://www.allaboutapps.at/2014/01/sieben-mobiletrends-2014-wearable-tech-indoor-navigation-und-mobile-banking-erobern-smartphone-co/ http://www.csiro.au/Portals/Partner/Futures/Our-FutureWorld.aspx

Quantified Self The recording of personal data is a mega-boom in the sports, health and fitness area. Runtastic is considered one of the pioneers of the self-tracking. Whether one is tracking his running distance or his blood pressure, important for app development is the gamification and social factor of the application. Since the iPhone 5S flows “Motion Activity” as a feature also directly into the app development and provides a strong competition for Wearable Tech dar. Visually impaired online trends Many Visually Impaired start use Facebook the number of online active VIPs will probably grow in the future. If theye use this they are even uploading a lot more status updates than average people. This means they are quite a good market to focus on with online products, for these give them 27

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Blimeyfinalreport