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!