Need water powerpoint

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Need water powerpoint

  1. 1. Need Water? <br />there’s an APP for that! (Affordable Pressure Pump)<br />
  2. 2. Team Need Water?<br />Laura Jones<br />Nate Meng<br />Isaac Penny<br />&<br />IDE Myanmar<br />present:<br />a valve story: redesigning the pressure pump<br />
  3. 3. thebigidea<br />Simplify the design of the pressure pump to make it more affordable and robust<br />target: valve system<br />47 fewer parts<br />result:<br />$10 price reduction<br />
  4. 4. INTRODUCTION<br />USER + NEED = INSIGHT<br />BUSINESS CASE<br />HOUSEHOLD ECONOMICS<br />IMPACT ON A FAMILY<br />NATIONAL IMPACT: SALES FORECAST<br />DESIGN DIRECTION<br />MEET PP VERSION 1.0<br />LESSONS FROM THE PRL<br />MEET THE PROTOTYPE<br />FUNCTIONALITY<br />IMPLEMENTATION PLAN<br />CHANGING THE IDE PRODUCT MIX<br />DISTRIBUTION AND MARKETING<br />PRICING STRATEGY<br />SALES DRIVERS AND COST SAVERS<br />BENEFITS TO IDE<br />NEXT STEPS<br />TESTING<br />INTELLECTUAL PROPERTY<br />MANUFACTURING<br />WHAT NOW?<br />
  5. 5. user: a poor farmer in myanmar<br />Meet AungKoKo.<br />Cash crop farmer. Son uses hand pump.<br />He feels like giving up. <br />He can water only a small area & makes little profit<br />Considering buying a Suction Pump. <br />Dry season income: + $1/day.<br />With a Pressure Pump, he could earn<br />double.<br />
  6. 6. needs…<br />safety<br />convenience<br />flexibility<br />(the benefits of a Pressure Pump)<br />
  7. 7. to eliminate…<br />unnecessary labor<br />danger<br />carrying 60 lbs of H20 for six hours a day in 95° heat<br />11-yr old treadling 8 ft in the air in 95° heat<br />(the drawbacks of a Suction Pump)<br />
  8. 8. at a cost of $35 US or less…<br />UNITS SOLD<br />$25-$35 products are in the pricing sweet spot<br />Nargis<br />YEAR<br />Why this price point? Despite unprecedented economic hardship users can still save to purchase. Value is more important than ever.<br />
  9. 9. P.O.V. A poor farmer in Myanmar needs the convenience, flexibility, and safety of a Pressure Pump at the cost of a Suction Pump<br />(Why? More Plot for your Kyat*)<br />
  10. 10. Users get more plot for their Kyat*(*Kyat = Myanmar currency)<br />A Pressure Pump user can irrigate 2X as much land as Suction Pumps during the dry season,<br />and earn roughly 2X the income<br />
  11. 11. $138<br />school expenses for 3 children<br />additional agricultural inputs<br />1 pig<br />seed funding for a small business<br />6 flocks of ducks<br />1 fishing net<br />repurchase of pawned items<br />3 months of medical care for tubercular child<br />44 mosquito nets<br />1 extra meal/day all year for a family of 4<br />6 flocks of chicks<br />
  12. 12. Enabling users to upgrade from suction to pressure pumps will have significant country-wide impact <br />We are here (2009)<br />Nargis<br />Wealth created by the APP in a single year: 22,143 * $138 = $ 3,055,738 inMyanmar<br />
  13. 13. design direction.<br />
  14. 14. inside the existing IDE pressure pump:<br />the 4-valve system<br />
  15. 15. prototyping process<br />resolution<br />
  16. 16. from four to one<br />3<br />4<br />1<br />2<br />
  17. 17. the two finalists: rotary vs. slider<br />Rotary Valve<br />Slider Valve<br />
  18. 18. meet the winning slider valve<br />
  19. 19. more about the slider valve<br />position 1<br />position 2<br />
  20. 20. preliminary testing<br />
  21. 21. performance testing<br />Flow Rate<br />25% of current Pressure Pump<br />(200 gallons/hr)<br />Port size is limiting factor:<br />APP port is 1/10 the size of existing port, can be made<br />larger<br />
  22. 22. implementation plan.<br />
  23. 23. At $35, the APP should replace the current pressure pump and largely replace the mobile suction pump<br />UNITS SOLD<br />Remember the pricing sweet spot?<br />($25-$35)<br />YEAR<br />The APP simplifiesIDE’s product line<br />
  24. 24. who else needs to buy in?Demonstrators are the key to distribution and marketing. They control channel & need to see market potential (price + benefits)<br />
  25. 25. Currently, every customer must make a trade-off<br />options within current IDE product line<br />dominant low-end choice<br />dominant high-end choice<br />The APP simplifies the decision and reduces the guess-work for the demonstrator<br />None Low Med Hi Very Hi<br />
  26. 26. insights on adoption:in order for users to buy it, demos need to show it. They usually show 2 models per demonstration<br />easy to assemble<br />Pressure Pump<br />KEY<br />Mobile Frame<br />Current IDE Product<br />APP<br />expensive<br />cheap<br />Frequently Demo’d<br />Tripod<br />Targeted niche<br />New demo set<br />Pump Head<br />difficult to assemble<br />Demonstrator adoption is driven by unit sales potential (linked to commission) and ease of installment<br />
  27. 27. How to hit the $35 price point?<br />while the APP requires a subsidy to hit the necessary price point, the robustness of the product will offer IDE compensatory benefits…<br />
  28. 28. Replacing the current pressure pump with the APP,will increase sales while decreasing overhead costs<br />retail price<br />parts<br />units sold<br />material costs<br />COGS<br />direct labor<br />distribution & marketing cost<br />rework in QC <br />demonstrations<br />field repairs<br />word of mouth<br />replacement<br />
  29. 29. IDE benefits…<br />simpler<br />cheaper<br />reworks<br />product<br />better<br />repairs<br />replacements<br />fewer<br />complaints<br />positive word-of-mouth<br />demonstrations<br />more<br />units sold<br />reputation<br />efficiency<br />use of funds<br />better<br />impact<br />
  30. 30. H2 get from design to manufacturing: fieldtesting<br />Durability and User Feedback: Key to success and design iteration <br />Forty pump field test: Three Months<br />Manufacture valve components in US:<br />High tolerance (0.005”) <br /> Lowers integration time<br />Will give IDE|M right of first refusal on Intellectual Property<br />Estimated cost $14,422<br />
  31. 31. manufacturing<br />Processes<br /> Basic Lathe and Mill<br /> Welding for valve attachment<br /> Injection Molded Valve / Body<br />Materials<br /> Plastic Valve / Body for Corrosion<br />Timeline<br /> Initial Production in Myanmar<br /> Import some components, if <br /> cost savings can be realized<br />
  32. 32. what next?<br />increase port size<br />field test<br />determine IP strategy<br />iterate on design<br />file provisional patent<br />manufacture in-country<br />secure product patent<br />collect feedback<br />determine whether to license<br />iterate on manufacturing<br />Sell via IDE Myanmar<br />stabilize manufacturing<br />manufacture in China<br />export in test market (India) <br />export worldwide<br />
  33. 33. convenience<br />the<br />APPcan offer poor farmers in Myanmarthe convenience, flexibility, and safety of a Pressure Pump at the cost of a Suction Pump <br />flexibility<br />&<br />(no more 11-yr-olds treadling 8ft in the air)<br />safety<br />
  34. 34. With a $35 investment in the APP, he could earn an extra<br />$138<br />each year<br />
  35. 35. thanks to…<br />IDE TEAM<br />COACHES<br />SPONSORS<br />TEACHING TEAM<br />Jim Taylor<br />Debbie Taylor<br />David Klaus<br />Yin Mon Soe<br />Yu Yu Aung<br />Jeff Burkebile<br />Krista Donaldson<br />Stuart Coulson<br />AnurupaRao<br />Alan Asbeck<br />Vicky Chiang<br />Jim Patell<br />Dave Beach<br />Erica Estrada<br />CarlyGeehr<br />Audience!<br />Need Water? <br />there’s an APP for that! (Affordable Pressure Pump)<br />Laura Jones . Nate Meng . Isaac Penny<br />
  36. 36. appendices<br />
  37. 37. customer care report data<br />Pressure Pump breakage statistics as compared to other models<br />
  38. 38. quality control team data<br />REMOVED in APP<br />
  39. 39. quality control team data<br />
  40. 40. but, if this is such a huge opportunity, why is the $35 pressure pump not already available?<br />a timeline<br />2006<br />“Under Pressure”<br />Target Cost: $25<br />Part Count: 14<br />2009<br />APP<br />Retail Cost: $35<br />Part Count:98<br />2007<br />IDE Pressure Pump<br />Retail Cost: $45<br />Part Count: 148<br />The goal of the first Pressure Pump team was similar to ours—design a pump that cost ~$30. But, from design to manufacturing, on the fly decisions increased part-count and price. The APP simplifies the design without sacrificing functionality.<br />
  41. 41. slider valve: position 1<br />
  42. 42. slider valve: position 2<br />
  43. 43. Leakage Test<br /><ul><li>Leakage Test
  44. 44. Supposed to come out Pressure Port
  45. 45. Combined Leakage out incorrect ports was 23%</li></li></ul><li>Field Test Cost Breakdown<br />
  46. 46. Additional design opportunities<br />reinforced tripod frame<br />change chain to wire<br />treadles sold separately<br />plastic valve <br />plastic pump head<br />
  47. 47. port-size comparison<br />
  48. 48. Need Water? <br />there’s an APP for that! (Affordable Pressure Pump)<br />

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