CULTUR
What is
CULTUR
A WHOLE VILLAGE
A SINGLE COWBOY
A MID-SIZE FAMILY
A DISTINCT PERSON
Alex persona Age 25 California Native Student /Designer 6 big trips per year Likes healthy food Loves quality Uses Public transit Climber Skateboarder Snowboard
Alex mood board
Alex values Natural Materials Hand Made USA Manufacturing Timeless Aesthetics Multi Functional Environmentally Friendly Simple Durable
Synthetic Materials Machine Made Off Shore Manufacturing Trending Aesthetics Single Function No Environment concerns Highly Detailed Disposable
Camping trip We went on a camping trip to understand what things could be improved with the camping experience. I was tasked to look into transportation and storage. How do people transport themselves and there belongings to the outdoors?
Current Methods Devaki
Jim
Elpitha
Alex
Kelty Kitchen
Plastic Bin
Cardboard
Plastic Bin
-Nylon
-Plastic
-Cardboard
-Plastic
-Plastic zips
-Folding lid
-Open to air
-Flimsy
-$29.95
-$35.95
-Reused
-$11.95
Problem statement The current outdoor organizational products that are on the market do not focus on; organization in the kitchen, other aspects of sustainability, material aesthetics, hand made qualities and USA made manufacturing methods.
Brand Exploration Aesthetics Durable Inntuitive Multiuse Enivormental Innovative Usability Simplicity Materiality Manufacturing Feasability
Design Inputs Produ
Inp uts ign De s
se arc
ct Re
y Im
puts b
In Total
Pr od u
s-
r Ram
Diete
Su
sta in
Fo h cu Ar Stu se dio d o eas C nt am Ph ran pin the oto a sp g or se na Tri tat pph lys ion oto is w Inf in or s ca he as t ma mp l h p l Iu ed e m S ing u rve me ain the sed y a un res thi m r Go de s s ate ogl rst earc e ur an h m vey the doc dt Inf p ha etho I fo rod um og ts rap un uc ent pa d to d t ts hic Im t ce un ha fro o ga An an de m t sp ade t al h aly d o rst ac ot (1-5 er d is e. an in rga and of ) a . t f niz ho og pe 5 w a a On ati w rap op b lin o o u on peo le u eR l hic d t wa m th are ple es I lo of e e n e a t kin pa w t arc he an n y h pa oke g w ck d n ou at p hph ck d a oto he for ing t m ee are eo np at d p s thi eth thi bri le w an om ac rip. ng n n o d kin a g d g pe su s t n h i f t t o g. ed ed of titi 1 p r 0 . the 0% to ve ata Na pac Sc tiv kin kit ea of brin co op e c l t g re g lec he he Am fr ess a f n ted tim . I ha eri om org ew ca ba e. d to an bra n Fro g u nd po s, r iza nd m e l o t e s r i l s a ls on sta an tha nd an of dH n t d kit foc rol d o the an ch us ls pen dM pro en all on tot du ad ble t c he es ec lot m me ts th wa . I l he sa y t oo nt at o c ke nd qa is t focu ow d a ge uli ren s bo t th ar ty o yb e an ding n th org ed his dr e an efl curr Am rol tor i z a ec en ls. y o tio tly erica ts f n. a f . Th n Th h oc es us is de erit e a ed bra de sign ge w nd mo sty ay als of gra le o ph has ma ic. a p king roc th eiv ing ev aa alu nd e t th ha is t
uts ct Inp
ncing refere nce porta
Ma
nu
Be
ibi
st P
lity
rac
fac tic tur Th es ing lab e ma em orer nufa plo s. T ctu yee he rin Ma s. re m g fo ter us r th ial tb ep s So e a ro sa duc qu urcin fe, ali t ty g for cle mu m an st b m Lif a ter ate , fr y U eC ial ria ien SA ycl sf dly ethe m or ls w an ade qu ill b an life de ali e d c njo and f ty ite tha ycl pro rom yab bui ms t y e f du loc le lt b . T ou or t cts al wo y h he val he Co v rki an e an ho ue pr lor n ng d b d da pe so odu o & r en y s is s t Sty c m Th r t wh u t vir kil u h s e e l c h ing at om led am en rep sty yo h tha ould p en e res ling uw t o r s t fo b i c s y ea en a o s i i l b n h r u l Co le t m ou n w b c u i a are te wi st l a n i d l t n m t t to Dr h r y a f e o a es ge fle ive pa r it that Th the stro ne ct rs ss a rat a s tic ng co e ha it a nd b you w . ion im n n foc s d g u ma ide m ain ild ant s o ple us f ti ae a t t on is teri rati ade o y st o k m s the als on qu r e t o o e h e u . ng p . eti r ma so Th alit f k ca ids con or y jor the e m y w Pr nd an nec our co po eta ill i od be dt nc st sit l u a a he tion who r dr ion nd ea ct t Th i i n t wi le me ver in s l D e e e l he th g o at . l e be Ite c e o re the ife s ss f th her st m c i n kid r pie ge b c i e a i s l u p u s. pro re m t a ce tio ite nera ded a or d tha du n ct ore d val pe ms i tions to a gani tc c w z ele n t u o d o ill e uld he . The d a ing s r. be stly t to t ba re coh yst to he he g w wi e e n m d m s ed che em ill ll be ive ium ap og be p for kn a se acka kitc to nylo raph h ife t o hig ns ic , c f 8 ge th en u he u o in t i
etics Aesth le 1 b a r u D 2 itive u t n In se 3 iendly Multiu entally Fr 3 rm o iv n E 4 ative Innov y 5 ilit b a Us 6 licity Simp lity 7 ia e t Ma r cturing 8 fa Manu ility 9 easab F 10
Sketches
Concept scoring inputs Aesthetics Durable Inntuitive Multiuse Enivormental Innovative Usability Simplicity Materiality Manufacturing Feasability TOTALS
tote
insert
4 3 5 5 4 2 5 5 5 5 4 47
4 3 5 2 5 3 3 3 4 5 4 41
fold 5 5 5 4 4 3 5 5 5 4 5 50
Sketch
refinement
Prototype
#1
Prototype
# 2-3
Prototype
# 4-7
Pattern
making 16”
1” 1”
12”
10”
x2
11.5”
x2 26” 16”
FOLD TWICE
14.5” 11.5”
x2
x1
FOLD TWICE
x1
Manufacturing flow
Branding CULTUR DESIGN
LT
CULTUR
CULTUR
LT CULTUR DESIGN
CULTUR DESIGN
CULTUR
CUL TUR CUL TUR CUL TUR
LT LT
Business
model
Key Partners
Key Activities
Value Propositions
Customer Relationships
Customer Segments
Evan Howard Design Tandy Leather Company Sugar House Awning Dance Holly Leather Supply
Distribution Channels
Quality of Materials High Aesthetic Value Improved function Performance Durable and Long Lasting Organization 100 Year Plus Life cycle Brand Status Scale ability with additional Products
Local Retail Sales Direct Sales Shipment tracking Phone Support Warranty and Repair
Niche Market USA Made Foodie Types Raw Types American Heritage Styling Raw Materials Simple Design Elements Hand Made Feeling Multi-sided Platform Gender Neutral
Key Suppliers
Tandy Leather Company Sugar House Awning Vance Holly Leather Supply
Retail Sales Direct Sales UPS and USPS Esty / Fab Customer Relationships
Customer Phone Support Online Support Tools
Resources from Partners
Industrial & Product Design Canvas Leather and Thread
Key Resources
Channels
Sewing Machines Sewing Sourcing Key Design inputs Low Cost to Entry Production
Retail Stores Direct Sales Online support Shipment tracking & support Phone Support A # Returns Online Review and Customer Calling for Product and Company Ratings
Cost Structure
Revenue Streams
Inherent Cost
Price point Other product price around Our customer are paying higher then Revenue will be brought in on a margin of Sale Price of around
Skilled Labor Materials Shipping
Resource Cost
$15 per Leather 20% Thread Direct Packaging
$50 per hide $5 per oz $0.45 per print
Fixed Cost
Utilities Rent
$150 $1100
Sale projections of
$45 to $85 $35 to $275 $75 on high quality items 40% from the whole $30 to $40
250 units Small w/cutting boards at 500 units Medium w/cutting boards at 250 units Large w/cutting boards at
$45 $65 $85
Life
cycle
9 OZ CAN VAS
Loca l ly P roduced
100 ye ar
D U CK CAN VAS
Ca l ifornia Impor t
100 ye ar
L EATHE R
P l a nt Ta nning P rocess
150 ye ar
M A PLE WO O D
Ca na da Import
100 ye ar
*
Al l l if e span s are for p rop erly mai ntained mater ials. Oil s should be used regularly for mai ntaining leather a nd wood.
Experience map LOAD
UNLOAD
UNPACK
KNIFE
BOARD
READY
CULTUR wholesale price
$25
$85 $65 $45
THE WHOLE VILLAGE
A SINGLE COWBOY
THE MID-SIZE FAMILY
THE DISTINCT PERSON