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Need water powerpoint

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Transcript

  • 1. Need Water?
    there’s an APP for that! (Affordable Pressure Pump)
  • 2. Team Need Water?
    Laura Jones
    Nate Meng
    Isaac Penny
    &
    IDE Myanmar
    present:
    a valve story: redesigning the pressure pump
  • 3. thebigidea
    Simplify the design of the pressure pump to make it more affordable and robust
    target: valve system
    47 fewer parts
    result:
    $10 price reduction
  • 4. INTRODUCTION
    USER + NEED = INSIGHT
    BUSINESS CASE
    HOUSEHOLD ECONOMICS
    IMPACT ON A FAMILY
    NATIONAL IMPACT: SALES FORECAST
    DESIGN DIRECTION
    MEET PP VERSION 1.0
    LESSONS FROM THE PRL
    MEET THE PROTOTYPE
    FUNCTIONALITY
    IMPLEMENTATION PLAN
    CHANGING THE IDE PRODUCT MIX
    DISTRIBUTION AND MARKETING
    PRICING STRATEGY
    SALES DRIVERS AND COST SAVERS
    BENEFITS TO IDE
    NEXT STEPS
    TESTING
    INTELLECTUAL PROPERTY
    MANUFACTURING
    WHAT NOW?
  • 5. user: a poor farmer in myanmar
    Meet AungKoKo.
    Cash crop farmer. Son uses hand pump.
    He feels like giving up.
    He can water only a small area & makes little profit
    Considering buying a Suction Pump.
    Dry season income: + $1/day.
    With a Pressure Pump, he could earn
    double.
  • 6. needs…
    safety
    convenience
    flexibility
    (the benefits of a Pressure Pump)
  • 7. to eliminate…
    unnecessary labor
    danger
    carrying 60 lbs of H20 for six hours a day in 95° heat
    11-yr old treadling 8 ft in the air in 95° heat
    (the drawbacks of a Suction Pump)
  • 8. at a cost of $35 US or less…
    UNITS SOLD
    $25-$35 products are in the pricing sweet spot
    Nargis
    YEAR
    Why this price point? Despite unprecedented economic hardship users can still save to purchase. Value is more important than ever.
  • 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
    (Why? More Plot for your Kyat*)
  • 10. Users get more plot for their Kyat*(*Kyat = Myanmar currency)
    A Pressure Pump user can irrigate 2X as much land as Suction Pumps during the dry season,
    and earn roughly 2X the income
  • 11. $138
    school expenses for 3 children
    additional agricultural inputs
    1 pig
    seed funding for a small business
    6 flocks of ducks
    1 fishing net
    repurchase of pawned items
    3 months of medical care for tubercular child
    44 mosquito nets
    1 extra meal/day all year for a family of 4
    6 flocks of chicks
  • 12. Enabling users to upgrade from suction to pressure pumps will have significant country-wide impact
    We are here (2009)
    Nargis
    Wealth created by the APP in a single year: 22,143 * $138 = $ 3,055,738 inMyanmar
  • 13. design direction.
  • 14. inside the existing IDE pressure pump:
    the 4-valve system
  • 15. prototyping process
    resolution
  • 16. from four to one
    3
    4
    1
    2
  • 17. the two finalists: rotary vs. slider
    Rotary Valve
    Slider Valve
  • 18. meet the winning slider valve
  • 19. more about the slider valve
    position 1
    position 2
  • 20. preliminary testing
  • 21. performance testing
    Flow Rate
    25% of current Pressure Pump
    (200 gallons/hr)
    Port size is limiting factor:
    APP port is 1/10 the size of existing port, can be made
    larger
  • 22. implementation plan.
  • 23. At $35, the APP should replace the current pressure pump and largely replace the mobile suction pump
    UNITS SOLD
    Remember the pricing sweet spot?
    ($25-$35)
    YEAR
    The APP simplifiesIDE’s product line
  • 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)
  • 25. Currently, every customer must make a trade-off
    options within current IDE product line
    dominant low-end choice
    dominant high-end choice
    The APP simplifies the decision and reduces the guess-work for the demonstrator
    None Low Med Hi Very Hi
  • 26. insights on adoption:in order for users to buy it, demos need to show it. They usually show 2 models per demonstration
    easy to assemble
    Pressure Pump
    KEY
    Mobile Frame
    Current IDE Product
    APP
    expensive
    cheap
    Frequently Demo’d
    Tripod
    Targeted niche
    New demo set
    Pump Head
    difficult to assemble
    Demonstrator adoption is driven by unit sales potential (linked to commission) and ease of installment
  • 27. How to hit the $35 price point?
    while the APP requires a subsidy to hit the necessary price point, the robustness of the product will offer IDE compensatory benefits…
  • 28. Replacing the current pressure pump with the APP,will increase sales while decreasing overhead costs
    retail price
    parts
    units sold
    material costs
    COGS
    direct labor
    distribution & marketing cost
    rework in QC
    demonstrations
    field repairs
    word of mouth
    replacement
  • 29. IDE benefits…
    simpler
    cheaper
    reworks
    product
    better
    repairs
    replacements
    fewer
    complaints
    positive word-of-mouth
    demonstrations
    more
    units sold
    reputation
    efficiency
    use of funds
    better
    impact
  • 30. H2 get from design to manufacturing: fieldtesting
    Durability and User Feedback: Key to success and design iteration
    Forty pump field test: Three Months
    Manufacture valve components in US:
    High tolerance (0.005”)
    Lowers integration time
    Will give IDE|M right of first refusal on Intellectual Property
    Estimated cost $14,422
  • 31. manufacturing
    Processes
    Basic Lathe and Mill
    Welding for valve attachment
    Injection Molded Valve / Body
    Materials
    Plastic Valve / Body for Corrosion
    Timeline
    Initial Production in Myanmar
    Import some components, if
    cost savings can be realized
  • 32. what next?
    increase port size
    field test
    determine IP strategy
    iterate on design
    file provisional patent
    manufacture in-country
    secure product patent
    collect feedback
    determine whether to license
    iterate on manufacturing
    Sell via IDE Myanmar
    stabilize manufacturing
    manufacture in China
    export in test market (India)
    export worldwide
  • 33. convenience
    the
    APPcan offer poor farmers in Myanmarthe convenience, flexibility, and safety of a Pressure Pump at the cost of a Suction Pump
    flexibility
    &
    (no more 11-yr-olds treadling 8ft in the air)
    safety
  • 34. With a $35 investment in the APP, he could earn an extra
    $138
    each year
  • 35. thanks to…
    IDE TEAM
    COACHES
    SPONSORS
    TEACHING TEAM
    Jim Taylor
    Debbie Taylor
    David Klaus
    Yin Mon Soe
    Yu Yu Aung
    Jeff Burkebile
    Krista Donaldson
    Stuart Coulson
    AnurupaRao
    Alan Asbeck
    Vicky Chiang
    Jim Patell
    Dave Beach
    Erica Estrada
    CarlyGeehr
    Audience!
    Need Water?
    there’s an APP for that! (Affordable Pressure Pump)
    Laura Jones . Nate Meng . Isaac Penny
  • 36. appendices
  • 37. customer care report data
    Pressure Pump breakage statistics as compared to other models
  • 38. quality control team data
    REMOVED in APP
  • 39. quality control team data
  • 40. but, if this is such a huge opportunity, why is the $35 pressure pump not already available?
    a timeline
    2006
    “Under Pressure”
    Target Cost: $25
    Part Count: 14
    2009
    APP
    Retail Cost: $35
    Part Count:98
    2007
    IDE Pressure Pump
    Retail Cost: $45
    Part Count: 148
    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.
  • 41. slider valve: position 1
  • 42. slider valve: position 2
  • 43. Leakage Test
    • Leakage Test
    • 44. Supposed to come out Pressure Port
    • 45. Combined Leakage out incorrect ports was 23%
  • Field Test Cost Breakdown
  • 46. Additional design opportunities
    reinforced tripod frame
    change chain to wire
    treadles sold separately
    plastic valve
    plastic pump head
  • 47. port-size comparison
  • 48. Need Water?
    there’s an APP for that! (Affordable Pressure Pump)

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