SENIOR PROJECT CONCEPT 2012 Kailen Nordhausen
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CONTENTS
OPPORTUNITY CONTEXT SYSTEM ATTRIBUTES PRODUCT ATTRIBUTES RESOURCES OBJECTIVES
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OPPORTUNITY INTERACTIVE PRODUCTS
INTERACTIVE ENGAGEMENT
ACTIVE CONSOLES active XBOX CONNECT WII FIT
* OPPORTUNITY
WII
ENVIRONMENT
physical
virtual
STANDARD CONSOLES
DATA GATHERING & LOCATION TRACKING
XBOX NIKE ID PS3 GARMIN (FORERUNNER) PC INTERACTIVE TV
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passive
MOBILE TRAINING APPS
OPPORTUNITY CURRENT MARKET
An opportunity exists for an interactive product that actively and viscerally engages users to action, within the physical environment associated with a specific activity
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CONTEXT REQUIREMENTS
HIGHLY ACCESSIBLE
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RELEVANT
SOCIAL & COMPETITIVE
CONTEXT REQUIREMENTS
RELEVANT
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SOCIAL & COMPETITIVE
CONTEXT REQUIREMENTS
SOCIAL & COMPETITIVE
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CONTEXT REQUIREMENTS
SOCIAL & COMPETITIVE
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PRODUCT ATTRIBUTES ACT AS A CLIMBING INSTRUCTOR AND GUIDE -DATABASE OF TOPOGRAPHIC MAPS -DATABASE OF VIDEOS -VOICE INSTRUCTIONS (RUNNING BETA)
-PROJECTION TO WALL INDICATORS -MOTIVATIONAL CHEERS -OVERLAYS ROUTE INFO
PROMOTE FRIENDLY COMPETITION AND SOCIAL EXCHANGE -ALLOWS FOR FRIENDS -DATABASE OF CLIMBERS RANKS -YOUR RANK SUGGESTS CLIMBS
-INFORMS EQUIPMENT NEEDED -PLATFORM FOR GEAR SHARING -MEET CLIMBERS NEAR BY -MEET CLIMBERS BY RANK
PROVIDE A VIRTUAL AUGMENTATION TO A PHYSICAL EXPERIENCE -CAMERA VIDEO RECORDS -UNDERSTANDS BODY POSITION -VOICE INSTRUCTIONS SPEAKERS
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-CAMERA RECOGNIZES ENVIRONMENT -PROJECTS VIDEO/AFFORDANCES
RESOURCES
MY PERSONAL CLIMBING EXPERIENCE MAX ZOLOTUKHIN CLIMBING RANK 19 WORLD WIDE PRO ROUTE SETTER JAMES WEBB CLIMBING RANK 1 WORLD WIDE PRO CLIMBER KALEIGH BUSH RECREATIONAL CLIMBER
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OBJECTIVES
- DETERMINE VALUE OF UNEXPLORED INTERACTIVE MARKET - DEVELOP A VIABLE PRODUCT - DEVELOP A COHESIVE SYSTEM TO SUPPORT PRODUCT - DESIGN TO SHOW VIABILITY WITH IN ALT. CONTEXTS
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THE ROCK CLIMBING INDUSTRY
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CLIMBING CLIMBING INDUSTRY OVERVIEW (CLIMBING GYMS) Climbing gyms can be either indoor or outdoor. They exist as a substitute for real rock climbing, enabling climber to train year round without the need to be close to real rock or depended on the right weather conditions. In recent years rock gym popularity has resulted in climbing phenomenon resulting in professional climbers several professional climbers who have never been on real rock. Revenue Break Down Day Pass Sales Events Membership Sales Gear Rentals Pro-shop Gear Sales Costs Insurance Lawyers Route Setters Staff Up Keep New Holds
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CLIMBING CLIMBING INDUSTRY OVERVIEW (OUTDOOR CLIMBING)
Climbing is the activity of using one's hands and feet (or indeed any other part of the body) to ascend a steep object. It is done both for recreation (to reach an inaccessible place, or for its own enjoyment) and professionally, as part of activities such as maintenance of a structure, or military operations.
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CLIMBING CLIMBING INDUSTRY OVERVIEW (OUTDOOR CLIMBING) TYPES
BOULDERING
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SPORT
TRADITIONAL
ICE
CLIMBING CLIMBING INDUSTRY OVERVIEW (OUTDOOR CLIMBING) TYPES RATING
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CLIMBING CLIMBING INDUSTRY OVERVIEW (OUTDOOR CLIMBING) TOPOS
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CLIMBING CLIMBING INDUSTRY OVERVIEW (EQUIPMENT RETAILERS)
SHOES
GEAR
APPAREL
HOLDS
VERY COMPETITIVE LOTS OF START UPS
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CLIMBING CLIMBING INDUSTRY OVERVIEW (EQUIPMENT RETAILERS)
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CLIMBING CLIMBING INDUSTRY OVERVIEW (ONLINE COMMUNITIES)
CLIMBING NETWORKS
CLIMBFIND.COM
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CLIMBING MAGAZINES
CLIMBING CLIMBING INDUSTRY OVERVIEW (ORGANIZATIONS)
The Access Fund works with federal, state and local officials; local climbing organizations; and land managers to develop and guide climbing management policies for public and private lands.
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SURVEY RESULTS & RESEARCH
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RESEARCH COLOR/MATERIAL
BAMBOO ORGANIC DURABLE COOL FUNCTIONAL SCRATCH RESISTANT PORTABLE
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RESEARCH COLOR/MATERIAL
Zytel CDV805 BK409 Is a glass-reinforced, toughened, heat stabilized, conductive polyamide resin modified with carbon fiber for improved performance
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RESEARCH CLIMBER TRENDING
The ‘Climbers’ are Outlier’s version of the classic skinny jean. They are made of the fancy sounding 4 season Schoeller Dryskin Extreme fabric, which is extremely breathable, water resistant (as well as coffee, beer, and wine!), stretchy as all get-out, and are “NanoSphere® treated to emulate the self-cleaning capabilities of a lotus leaf” to boot! Yup, a lotus leaf. Having tried a pair on, I decided to tap Outlier an email about acquiring a pair. As luck would have it, the good people at Outlier seem keen on expanding beyond the cycling market (as demonstrated by this Zoolanderesque photoshoot in Central Park).
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RESEARCH CLIMBER TRENDING
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RESEARCH OTHER NOTABLE FINDINGS
Climbers will store gear during approach in crash pad Climbers like to have fun!
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SURVEY 88%
Use facebook as their primary means of sharing there climbs
Despite the existence of sites like 8a.com and Mountain Project, specifically geared toward climbers and offering service similar to facebook, the majority of climbers prefer to share there climbing experiences and photos through other means using only using 8a limitedly
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BRAND & CONCEPT DEVELOPMENT
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BRAND
Sherpa Flash PROJECTS PROJ-X BETA CRUX FA Monday, May 14, 12
BRAND
CRUX Climb Sherpa
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FORM SLAB ROCK
INVERTED ROCK (OVERHANGING)
VERTICAL ROCK
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BUSINESS IDEA
“This is what we do... Walk around to different rocks and try to climb them. It’s problem solving. We spend the day problem solving.”
CRUX OF THE PROBLEM
CRUX SOLUTION
The majority of climbers are not being reached by existing climber support systems, instead only Professionals are being targeted, about 2% of the total US market The current way topographic maps are produced is slow and cumbersome, making for a very expensive product There are over 20,000 documented climbing areas world wide, of which only a small fraction have guide books, and of those only 6 are available on a mobile platform
WHAT IS CLIMBING SUPPORT?
Convenient
Participate in forums
Passive (Self-Service)
Provide climbers with an engaging community for sourcing knowledge from other climbers as well as climbing magazine partners
Share climbing experience
Highly Customized
Discover New climbs
Informative
Enable friendly competition between climbers with a data base that tracks individual climbers progress based on the difficulty of the sent problems and number of attempts before completion. Additionally allowing climbers to see ranking globally as well as local, friends and gym ranking
Learn from others
Exclusivity
Build on library of climbs
Co-Production
BENEFITS
Web Client
Ease of use
Mobile App
Portability
Concierge
1. Laws restricting access to climbing areas 2. Olympic games talk of sport, speed and bouldering (world competition more foreign markets)
CURIOUS CLIMBER -First Timer -Casual Climber
Social Factors
MOTIVATED CLIMBER -Beginner -Intermediate
Economic Factors
1. Very much a “Hippie” sport lots of free services (poorly delivered) 2. Small community means business relationships are easy to form 1. Climbing shoe sales up 70% in the last five years 2. Crash Pad sales have risen 15% in the last year 3. Growth of ropes and other gear have risen 40% last five years 4. Recession has made people more quality driven in their purchases
PROFESSIONAL CLIMBER -Advanced -Open
CHANNELS
Consolidation
Technological Factors 1. E-commerce is no longer just about choice, price, convenience, reviews and ratings, but also about everything that consumers look for in any purchase: status, the right product and a compelling experience. 2. Smartphone-toting consumers are embracing a world in which they can find out about (and potentially buy) anything they see or hear, even if they don't know what it is or can't describe it in words
Competition
Ecological Factors
Friendship Ecology
CRUX is a Seamless one stop shop for climbing support and information!
STATISTICS
Political Factors
CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS
Enables climbers to...
VALUE PROPOSITION
-Helps you find climbing partners (based on demographics, location, difficulty and type of climbing) -Helps you find gyms (by Location) -Helps you find climbs (by area and then location) -Forums -Equipment Deals -Nutrition
MID-TERM - KAILEN NORDHUAHSEN - SERV 421 - SCAD 2012
OFFERING(s)
Promote ecology existing climbing areas and acquisition of access to new ones with key partners like the Access Fund
New climbing areas are being found every day by climbers at all levels and Access fund members make up less then 1% of the population
PESTEL
BUSINESS MODEL CANVAS
Enable climbers to co-produce and utilize a database of climbs. Providing descriptions, experiences, and in system topographic map builder
There is a lack of a cohesive and comprehensive system to support rock climbers, that is encompassing, integrated and simple to use
Your Climb Sherpa
> 2%
% OF CLIMBERS UTILIZING SUPPORT SERVICES
Climbing Support And Information Industry
To develop a multi-channel service to support rock climbers at all skill levels
CRUX
INDUSTRY ANALYSIS
Legal Factors
REVENUE STREAMS
CRUX is a co-produced system to help climbers at all levels have fun and improve!
1. Laws restricting access to climbing areas 2. Climbers trespassing to climb on rocks
MEMBERSHIP SUBSCRIPTION (TEARED PRICING) Sponsorship and Co-marketing
T-shirt sales
Advertising
(Numbers Based on web analytic and outdoor industry statistics Gov. study)
Total number of climbing locations listed on mountain project 19,863 Total routes mountain project 82,217 small percent of areas have guide books made for them Climbing shoe sales up 70% in the last five years Crash Pad sales have risen 15% in the last year Growth of ropes and other gear have risen 40% last five years 24 rock climbers who make a living rock climbing $ 30,000 + a year Equipment made up 14% of outdoor specialty and chain store sales in 2004 Outdoor retail is estimated to be a $ 20 billion-a-year industry; 149 million
COMPETITORS CLIMBING SUPPORT
CLIMBING MAGAZINES
8a.nu Mountain Project thecrag.com climbfind.com
Urban Climber Rock & Ice Climbing Dead Point
PORTERS FIVE FORCES Analysis of industry desirability and possible threats
MARKET ANALYSIS
# OF CLIMBERS
NEW ENTRANTS
6.4 to 9 Million 12 to 23 Million
USA WORLD
HARD TO BE SUCCESSFUL NEED COMPREHENSIVE NEED UNDERSTANDING LOTS OF SIDE PROJECT START UPS
My market, is composed of tech savvy rock climbers looking to find, explore and share; new areas for climbing, knowledge and climbing technique
PESTEL
EMPATHY MAPS
Political Factors
Based on the Market segments identified in the segmentation grid (skill/experience based)
Economic Factors 1. Recession high unemployment means spending is down 2. US e-commerce sales will grow 62% by 2016, to USD 327 billion (Source: Forrester, February 2012) 3. Global Market- Over 20,000 climbing locations exist around the world
1. Access to Foreign and Remote Climbing Areas (political turmoil in Africa, Asia & Middle east) 2. Talk of climbing being a sport in the next Olympics
Social Factors
CURIOUS CLIMBER
Technological Factors
1. Fear of Heights/Falling 2. Growing number of resources out lining proper climbing safety has decreased the perception “dangerous view of climbing” to many 3. Growing number of EXTREME SPORT seekers 4. Relatively unique sport 5. Sport is highly addictive in that it is mentally engaging, and Relates to human primal instinct 6. Highly accepting and supportive gym community 7. WOMEN AND ADVENTURE TRAVEL “Many industries are experiencing major growth, fueled by the purchasing power of the "adventure-seeking woman." This woman crosses all ages, family configurations and fitness levels.
1. The internet and mobile devices enable access to unlimited channels of communication 2. Constant and steady development of safer lighter gear 3. Increasingly connected climbing community 4. Increasing exposure to non-climbers through social media channels
Level of Climbing Ability
STATS/SURVEY RESULTS
1. Climbers are very connected to nature and hence are generally Green Minded 2. Hand prints not foot prints, climbers generally try to leave no trace, and organizations like Access Fund help to clean and better protected areas near climbing
The curious climber has recently discovered climbing and has become interested in the sport and wants to learn more
Legal Factors
16.9%
SPORT
BOULDERING
# OF USERS CURRENTLY ON SUPPORT SITES
TRADITIONAL
33%
PARTICIPATION BY AGE
23.2% 2.9%
INDOOR ON AVERAGE
5.6%
60 +
≤ 17
5.6%
18-20
50-59
7.0%
3-4 3 8 A WEEK
3 6 15
43.7% 21-29
MOTIVATED CLIMBER
Insight: Climbing Services in US are lacking compared to EU Expand: US then Americas & SE Asia then Europe & Africa
Level of Climbing Ability
Year 1
Year 2
Year 3
HOURS CLIMBS
PAINS -Reaches a limit frustrated at not getting better faster -Hard to find the knowledge he wants -Reliance on others
Year 1
CURIOUS CLIMBER FIRST TIME CASUAL MOTIVATED CLIMBER BEGINNER INTERMEDIATE PROFESSIONAL CLIMBER ADVANCED OPEN
^ Climber Types
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WHETHER UPDATES
HELP MAKE FRIENDS
HELP FIND CLIMBS
HELP FIND GYMS
GENERATE COMPETITION
GUIDE TO NUTRITION
Year 3
Year 2 DOCUMENT CLIMBS
GENERATE TOPOS
PROMOTES ECOLOGY
PROFESSIONAL CLIMBER
WHAT DOES HE THINK AND FEEL?
Level of Climbing Ability
This group has the greatest ability to buzz in the market because of their experience and notoriety. They are the section of the climbing community that leads discussions on forums answer questions appear in magazines. They are the people blazing the trail finding and sending new problems and discovering new climbing locations.
RANKING SERVICES TICK LISTS ROUTE LISTS MAGAZINES FORUMS MINOR APPS
PHYSICAL GUIDE BOOKS BLOGS CLIMBING MAGAZINES FACE TO FACE TRAINERS
THREAT: MED The climbing support and information industry is small, segmented and are comprised of offerings that meet the needs of only a small segment of the potential market. The majority of competitors fall short on their offerings making competitive rivalry weak
BUYERS ROCK CLIMBERS CLIMBING GUIDES ROCK GYMS ACCESS FUND
THREAT: LOW Buyers of these services currently have little power other than the ability to make suggestions to improve existing services. If the value falls short buyers do have power, in that they may not buy into the service
THREAT: LOW There are a wide range of substitutes with in this industry but, they fall short in their offerings and convenience. Face to face probably poses the highest threat, but no one person knows everything
MOTIVATED CLIMBER
STARTUP COMPANY ANALYSIS
-Better climbers and is inspired -Climbing videos online -Reads climbing magazines
GAINS
Measures to prevent new entrants to CRUX industry (copy cats)
-Motivation from others -Words he dose not understand -Sore from the work out
-Trains to become a better climber -Talks to other climbers -Researches climbing trips -Share on Social Media
PAINS
-Advanced Climbers -Open Climbers
CLIMBER SUPPORT
-Inspired to improve -Reaches a limit frustrated at not getting better faster -Wants to learn on own, but needs help
WHAT DOES HE HEAR?
-Advice -Competitions
-Nothing is useful -Highly dispersed -Sore from the work out
INDUSTRY
SUBSTITUTES WHAT DOES HE SEE?
-Falls and Fails -Talks to other climbers -Asks for help
WHAT DOES HE SEE? WHAT DOES HE SAY AND DO?
Climbing Activities > PACKING GUIDE
THREAT: LOW Most of the suppliers will also be buyers, in that a large portion of the service will be co-produced content supplied by users. Suppliers will have power over content, but aside from the internet providers little effect on cost
-Learning -Finding climbs to suit strengths -Fitness health
ENJOY/UTILIZE ADVICE (BETA) ON CLIMBS
SEGMENTATION GRID TRAINING ASSISTANT
GAINS
IMPORTANCE OF ADVICE (BETA)
71.43% TRIP PLANNING
-Complexity a bit over whelming -Other climbers climb -Safety very cautious -A challenge
-Advice and Beta -Words he dose not understand -Encouragement
-Beginner Climbers -Intermediate Climbers The motivated climber strives to improve their skills. They have started climbing in competitions and have begun using climbing lingo in day to day conversations. In training they work on developing form and technique. Likely to have climbing gym memberships.
PER DAY
CLIMBS
22.5%
6.3% 44.4% 28.6% 20.6%
DAILY MONTHLY WEEKLY ANNUALLY
PER TRIP
PER VISIT
30-39
41,694 6,993 39,718 15,000
DAYS
HOURS
40-49
USERS CLIMBERS CLIMBING MAGAZINES NUTRITIONISTS EQUIP MANUFACTURES FREELANCE PHOTOGRAPHERS
-Hungry
OUTDOOR TRIP FREQUENCY
PROJECTED ANNUAL MARKET EXPANSION (BY REGION)
OUTDOOR ON AVERAGE
DAYS
WHAT DOES HE HEAR?
SUPPLIERS
CURIOUS CLIMBER
-Challenged -Discouraged -Wants to learn more -Sore from the work out
WHAT DOES HE SAY AND DO?
Number of members on 8a.nu Mountain project partner finder users Total mountain project members Number of members Access fund
Year 3+
TIME SPENT CLIMBING
2.8% 12.7%
40.6% Year 1-2 Target Market
MALE
WHAT DOES HE THINK AND FEEL?
ICE
FEMALE
83.1%
Possible channels of discovery -Self curiosity -Group event -Learn from a friend
(Numbers Based on Survey of 71 Rock Climbers)
PARTICIPATION BY TYPE OF CLIMBING
-Lack of Knowledge (lost) -Words he dose not understand -Sore from the work out
-First Time Climbers -Casual Climbers
Ecological Factors
1. Liability for injury, climbing like any sport has its risks, most climbing locations and even websites have disclaimers or waivers customers must agree to before climbing
PARTICIPATION BY GENDER
PAINS
NEW ENTRANTS THREAT: MED-HIGH There are very few barriers to entry within this industry, however new entrants are limited by how much they can contribute and by the fact that the majority of new entrants are actually climbers making personal tools(apps) with no intention to profit
WHAT DOES HE THINK AND FEEL? WHAT DOES HE HEAR?
PROFESSIONAL CLIMBER
KEY PEOPLE
SYSTEM
Unique access to climbing community for professional climbers to endorse -Max Zolitukin -James Webb -Daniel Woods Programers for coding site and Apps -David Muir -Eric Jeffers
Co-production with users Partnerships with gyms System that is equally beneficial to new climbers as to experienced ones Topographic in app builder editor Simplicity usability
PERSONAL
PARTNERSHIPS
13 years of climbing experience 4 years climbing instructor 2 years climbing youth coach
Rock Climbing Gyms -Gainesville Rock Gym -Boston Rocks Access Fund Climbing Magazines
-Competitive -Lives to climb/ Climbs to live -Others accomplishments
-Climbing News -Locations of Perfect lines -Others accomplishments
-Endless opportunity for new climbs -Perfect lines
GAINS -Encompassing service -Ability to edit mistakes -Group sourced so less error -Happily Gives advice to other climbers when asked -Blogs about climbing experiences -Sets climbing problems
WHAT DOES HE SEE? WHAT DOES HE SAY AND DO?
CRUX
SPEAKERS
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MOTION
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CAMERA/PROJECTOR
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CONCEPT 1 CAMERA W/ MOTION TRACKING
PROJECTOR
LOOPS FOR WEBBING
HANDLES
LOOPS FOR WEBBING
SPEAKERS
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SKETCHES
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SKETCHES
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CONCEPT 2
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CONCEPT 2
SCREWS
ACCESS PLATE
SPEAKERS
BODY
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CONCEPT 2
SCREWS
ACCESS PLATE
SPEAKERS
BODY
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CONCEPT 2
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CONCEPT 2
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THANK YOU
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