©Mark Sanders 2009
One-Touch Can Opener –
Universal Design (for all) .. 14,000,000 sold




                                         ©Mark Sa...
Bicycles – Human Amplifiers


                Same Energy
                as walking….

 4 x Faster
 4 x Distance

     3m...
“GOOD MORNING LEMMINGS”
BUT - How do we
get more people
  onto bikes ?

   What are
Reasons for NOT
   cycling ?

Is cycli...
Reasons for NOT cycling
                        Some Answers
•   Safety          •   Cycle routes
•   Hard Work       •   ...
Cycling in Major Markets

Cyclists                                  Non- Cyclists
23m                                     ...
©Mark Sanders 2009
©Mark Sanders 2009
BLUE ocean = the 80% population
      who are non-cyclists




                           ©Mark Sanders 2009
RED Ocean = the <20% population
           of cyclists




                           ©Mark Sanders 2009
The bicycle market as an ocean


Bicycle industry
competes for
a share of the
20% cyclists
(red, with blood)




         ...
Who ?




             Everyone
   •Sporty
   •Male
             Else



                        ©Mark Sanders 2009
What ?



     Sport

             Tran.sport



                          ©Mark Sanders 2009
When ?


         Everyday




                    ©Mark Sanders 2009
Clothes ?




  Specialist   Normal
               Everyday clothes




                                  ©Mark Sanders 20...
Posture ?




                     Upright
 Crouched for
                     for comfort
    Speed



                > M...
Transmission ?




                 Clean
                 Easy to use



                               ©Mark Sanders 2009
Transport - Alternatives
To cycling ?




                     Compete
                     With bikes



                ...
Good stuff happening in the Blue Ocean !




                                  ©Mark Sanders 2009
Bike Designs for the ‘Blue Ocean’




                              ©Mark Sanders 2009
New Designs for the ‘Blue Ocean’




                             NOT
                           “Me too’s”




          ...
Folding Bikes for the ‘Blue Ocean’




                                ©Mark Sanders 2009
Why Folding Bikes are SO good

•    Space-saving at home, work and elsewhere
•    No worries about theft or parking
•    T...
MAS Bike
Designs …..



              Mostly
              Blue ocean



                           ©Mark Sanders 2009
‘Blue Ocean’




               ©Mark Sanders 2009
Rolling Portability & Ease of use




                                    ©Mark Sanders 2009
Roll when folded – never carry




                                 ©Mark Sanders 2009
The Design Process - Strida




                              ©Mark Sanders 2009
©Mark Sanders 2009
©Mark Sanders 2009
©Mark Sanders 2009
X-Bike




         ©Mark Sanders 2009
3 tubes into 2 tubes ?   …….. Concept 1




                                  ©Mark Sanders 2009
Test Rig – Concept 2




    Prototype
    Testing – nice job
                         ©Mark Sanders 2009
X-Bike




         …… this bike is available
                            ©Mark Sanders 2009
IF Bikes ...90% population like big Wheels …..




        IF Bikes
                                       ©Mark Sanders 2...
déjà vu ?




            ©Mark Sanders 2009
CAD models




             Sketch models




                        ©Mark Sanders 2009
Wooden Models   FEA




                CNC



                      ©Mark Sanders 2009
But not as accurate or FUN as real testing




                                    ©Mark Sanders 2009
©Mark Sanders 2009
All parts between wheels never carry
                   Roll – and handle




                                ©Mark Sander...
Simple mechanism
Complex
geometry




                   ©Mark Sanders 2009
More testing 
                 ©Mark Sanders 2009
George Lin
Pacific-Cycles

Master Bicycle Engineers




                           ©Mark Sanders 2009
IF Reach - prototype




                       ©Mark Sanders 2009
IF Reach - Production




                        ©Mark Sanders 2009
IF Cross - Production




                        ©Mark Sanders 2009
IF Mode - Production




                       ©Mark Sanders 2009
Tips
A for Bike Designers

•   Don’t just design for yourself: think universal, ‘blue ocean’
•   Design & Engineer, everyb...
Tips
B for The Bike Industry

• Universal ‘design for all’ is profitable and ‘Blue Ocean’
• Cross –fertilise people, and i...
Mark Sanders


www.mas-design.com




                     ©Mark Sanders 2009
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Taipei Cycle Show Presentation

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Mark Sanders despre piața mondială a bicicletelor

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Taipei Cycle Show Presentation

  1. 1. ©Mark Sanders 2009
  2. 2. One-Touch Can Opener – Universal Design (for all) .. 14,000,000 sold ©Mark Sanders 2009
  3. 3. Bicycles – Human Amplifiers Same Energy as walking…. 4 x Faster 4 x Distance 3mph 12mph ©Mark Sanders 2009
  4. 4. “GOOD MORNING LEMMINGS” BUT - How do we get more people onto bikes ? What are Reasons for NOT cycling ? Is cycling just for enthusiasts ? Can bikes be cool for all ? ©Mark Sanders 2009
  5. 5. Reasons for NOT cycling Some Answers • Safety • Cycle routes • Hard Work • Healthy • Comfort • See more • Theft • Door to door • Speed • 4 x Walking IMAGE … “what will people think of me ?” ©Mark Sanders 2009
  6. 6. Cycling in Major Markets Cyclists Non- Cyclists 23m 161m Example: USA (Data: Trek/IDEO/Shimano) ©Mark Sanders 2009
  7. 7. ©Mark Sanders 2009
  8. 8. ©Mark Sanders 2009
  9. 9. BLUE ocean = the 80% population who are non-cyclists ©Mark Sanders 2009
  10. 10. RED Ocean = the <20% population of cyclists ©Mark Sanders 2009
  11. 11. The bicycle market as an ocean Bicycle industry competes for a share of the 20% cyclists (red, with blood) ©Mark Sanders 2009
  12. 12. Who ? Everyone •Sporty •Male Else ©Mark Sanders 2009
  13. 13. What ? Sport Tran.sport ©Mark Sanders 2009
  14. 14. When ? Everyday ©Mark Sanders 2009
  15. 15. Clothes ? Specialist Normal Everyday clothes ©Mark Sanders 2009
  16. 16. Posture ? Upright Crouched for for comfort Speed > MTB > Popularity ? ©Mark Sanders 2009
  17. 17. Transmission ? Clean Easy to use ©Mark Sanders 2009
  18. 18. Transport - Alternatives To cycling ? Compete With bikes ©Mark Sanders 2009
  19. 19. Good stuff happening in the Blue Ocean ! ©Mark Sanders 2009
  20. 20. Bike Designs for the ‘Blue Ocean’ ©Mark Sanders 2009
  21. 21. New Designs for the ‘Blue Ocean’ NOT “Me too’s” ©Mark Sanders 2009
  22. 22. Folding Bikes for the ‘Blue Ocean’ ©Mark Sanders 2009
  23. 23. Why Folding Bikes are SO good • Space-saving at home, work and elsewhere • No worries about theft or parking • Take on public transport: for longer journeys or rain • Faster than a car door-to-door by multi-modal travel (such as rail/folding bike) • PLUS All the benefits of Cycling; 4x distance, 4x speed, freedom, low cost, healthy, ecologically sound, ideal speed to enjoy surroundings, • Fun personal transport. ©Mark Sanders 2009
  24. 24. MAS Bike Designs ….. Mostly Blue ocean ©Mark Sanders 2009
  25. 25. ‘Blue Ocean’ ©Mark Sanders 2009
  26. 26. Rolling Portability & Ease of use ©Mark Sanders 2009
  27. 27. Roll when folded – never carry ©Mark Sanders 2009
  28. 28. The Design Process - Strida ©Mark Sanders 2009
  29. 29. ©Mark Sanders 2009
  30. 30. ©Mark Sanders 2009
  31. 31. ©Mark Sanders 2009
  32. 32. X-Bike ©Mark Sanders 2009
  33. 33. 3 tubes into 2 tubes ? …….. Concept 1 ©Mark Sanders 2009
  34. 34. Test Rig – Concept 2 Prototype Testing – nice job ©Mark Sanders 2009
  35. 35. X-Bike …… this bike is available ©Mark Sanders 2009
  36. 36. IF Bikes ...90% population like big Wheels ….. IF Bikes ©Mark Sanders 2009
  37. 37. déjà vu ? ©Mark Sanders 2009
  38. 38. CAD models Sketch models ©Mark Sanders 2009
  39. 39. Wooden Models FEA CNC ©Mark Sanders 2009
  40. 40. But not as accurate or FUN as real testing ©Mark Sanders 2009
  41. 41. ©Mark Sanders 2009
  42. 42. All parts between wheels never carry Roll – and handle ©Mark Sanders 2009
  43. 43. Simple mechanism Complex geometry ©Mark Sanders 2009
  44. 44. More testing  ©Mark Sanders 2009
  45. 45. George Lin Pacific-Cycles Master Bicycle Engineers ©Mark Sanders 2009
  46. 46. IF Reach - prototype ©Mark Sanders 2009
  47. 47. IF Reach - Production ©Mark Sanders 2009
  48. 48. IF Cross - Production ©Mark Sanders 2009
  49. 49. IF Mode - Production ©Mark Sanders 2009
  50. 50. Tips A for Bike Designers • Don’t just design for yourself: think universal, ‘blue ocean’ • Design & Engineer, everybody has good ideas (and Cad !) • Build & Ride, repeat ! • Cost & ease of manufacturing are important • Use Standard parts if possible, but don’t be ruled by them • Low cost bikes need good design too ! • Image + substance is important – especially in Blue Ocean ©Mark Sanders 2009
  51. 51. Tips B for The Bike Industry • Universal ‘design for all’ is profitable and ‘Blue Ocean’ • Cross –fertilise people, and ideas from other industries • Employ ‘Blue Ocean’ people – women, non-enthusiasts • Avoid ‘not invented here’ – P+G get 50% new ideas outside • Listen to new ideas from young designers – the future. • Add both innovation & value, avoid ‘me-too’ commodities. • Bike Shops for ALL ! Not intimidating, for enthusiasts only. • Low cost ‘Supermarket bikes’ are an intro to cycling – design well - don’t dismiss their benefits to the industry. • Feel the Blue Ocean - Ride to work ©Mark Sanders 2009
  52. 52. Mark Sanders www.mas-design.com ©Mark Sanders 2009

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