Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Wearable	
  Fitness	
  Devices	
  	
  
&	
  Community-­‐based	
  innova8on	
  
	
  
	
  
	
  
	
  case	
  study	
  
Wearable	
  Fitness	
  Devices	
  	
  
!   $	
  330	
  M	
  USD	
  sales	
  in	
  2013	
  
! Fitbit	
  (68%),	
  Jawbone	
...
Fitbit	
  
Fitbit	
  
Nike	
  +	
  Fuel	
  Band	
  
Nike	
  +	
  Fuel	
  Band	
  
Nike	
  +	
  Fuel	
  Band	
  
Jawbone	
  UP	
  
Jawbone	
  UP	
  
Jawbone	
  UP	
  
BodyMedia	
  
BodyMedia	
  
Massive	
  Health	
  –	
  The	
  Eatery	
  
Atlas	
  Wearables	
  	
  
Atlas	
  Wearables	
  	
  
Atlas	
  Wearables	
  	
  
Kiwi	
  
Kiwi	
  
Kiwi	
  
Nymi	
  
Nymi	
  
Nymi	
  
Wello	
  
Heart	
  Rate,	
  Blood	
  Pressure,	
  ECG,	
  Blood	
  Oxygen,	
  Temperature,	
  
Spirometry	
  
Amiigo	
  
Amiigo	
  
Amiigo	
  
Amiigo	
  
Amiigo	
  
Amiigo	
  
16	
  months	
  later	
  
!   First	
  deliveries	
  for	
  backers	
  started	
  last	
  May	
  acer	
  an	
  ...
Amiigo	
  
How	
  would	
  a	
  tradi8onal	
  
company	
  have	
  fared?	
  
It	
  would	
  have	
  gone	
  under	
  
Amiigo	
  
How	
  is	
  Amiigo	
  faring?	
  
!   Got	
  strategic	
  investment	
  and	
  manufacturing	
  /logis8cs	
  
...
Amiigo	
  
Why?	
  
	
  
Community-­‐based	
  strategy	
  and	
  innova8on	
  
Amiigo	
  
Amiigo	
  
Amiigo	
  
Amiigo	
  
Amiigo	
  
!   Backers	
  not	
  Customers	
  
!   Co-­‐crea8on	
  and	
  ownership	
  	
  
!   Ac8ve	
  par8cipa8on,	
  f...
Example	
  of	
  community-­‐
based	
  strategy	
  &	
  
innova8on	
  in	
  fashion	
  
GUSTIN	
  meanswear	
  
GUSTIN	
  menswear	
  
GUSTIN	
  menswear	
  
Lessons	
  for	
  Community	
  based	
  innova8on	
  
&	
  strategy	
  
!   Conceive	
  a	
  product	
  that	
  is	
  pote...
Lessons	
  for	
  Community	
  based	
  innova8on	
  
&	
  strategy	
  
!   We	
  are	
  living	
  through	
  the	
  secon...
In	
  a	
  nutshell,	
  don’t	
  do	
  like	
  these	
  
guys	
  
Simply	
  because…	
  
Thank	
  you	
  
www.ivogrossi.com	
  
	
  
	
  
	
  
ivo@ivogrossi.com	
  
Upcoming SlideShare
Loading in …5
×

"Community-based innovation & strategy: Fitness wearables". Lecture given at UCLA/Anderson School of Management, July 2014.

720 views

Published on

Crowdfunding as competitive advantage for start-ups to compete with giants in the wearable fitness device space.

Published in: Business
  • Be the first to comment

  • Be the first to like this

"Community-based innovation & strategy: Fitness wearables". Lecture given at UCLA/Anderson School of Management, July 2014.

  1. 1. Wearable  Fitness  Devices     &  Community-­‐based  innova8on          case  study  
  2. 2. Wearable  Fitness  Devices     !   $  330  M  USD  sales  in  2013   ! Fitbit  (68%),  Jawbone  (19%)  &  Nike  (10%)  account  for   97%  market  share     !   Plethora  of  startups  make  up  the  remaining  3%   !   Market  to  double  its  size  in  2014   !   Strategic  market  for  “internet  of  things”  applied  to   health  &  fitness  
  3. 3. Fitbit  
  4. 4. Fitbit  
  5. 5. Nike  +  Fuel  Band  
  6. 6. Nike  +  Fuel  Band  
  7. 7. Nike  +  Fuel  Band  
  8. 8. Jawbone  UP  
  9. 9. Jawbone  UP  
  10. 10. Jawbone  UP  
  11. 11. BodyMedia  
  12. 12. BodyMedia  
  13. 13. Massive  Health  –  The  Eatery  
  14. 14. Atlas  Wearables    
  15. 15. Atlas  Wearables    
  16. 16. Atlas  Wearables    
  17. 17. Kiwi  
  18. 18. Kiwi  
  19. 19. Kiwi  
  20. 20. Nymi  
  21. 21. Nymi  
  22. 22. Nymi  
  23. 23. Wello   Heart  Rate,  Blood  Pressure,  ECG,  Blood  Oxygen,  Temperature,   Spirometry  
  24. 24. Amiigo  
  25. 25. Amiigo  
  26. 26. Amiigo  
  27. 27. Amiigo  
  28. 28. Amiigo  
  29. 29. Amiigo   16  months  later   !   First  deliveries  for  backers  started  last  May  acer  an   8  month  delay,  two  missed  deadlines  and  a  crashed   holiday  season   !   At  current  pace  of  manufacturing,  deliveries  will   catch  up  with  backers  backlog  by  end  of  summer   !   Ini8al  backers  and  beta  testers  experience   underwhelming  vs.  promise    
  30. 30. Amiigo   How  would  a  tradi8onal   company  have  fared?   It  would  have  gone  under  
  31. 31. Amiigo   How  is  Amiigo  faring?   !   Got  strategic  investment  and  manufacturing  /logis8cs   capabili8es  from  FLEXTRONICS       !   Has  substan8al  wai8ng  list  orders  backlog     !   Is  constantly  making  their  socware  app  bejer  and  bejer   !   No  “tradi8onal  marke8ng”  expenses   !   Can  compete  in  a  biz  arena  with  Giants  
  32. 32. Amiigo   Why?     Community-­‐based  strategy  and  innova8on  
  33. 33. Amiigo  
  34. 34. Amiigo  
  35. 35. Amiigo  
  36. 36. Amiigo  
  37. 37. Amiigo   !   Backers  not  Customers   !   Co-­‐crea8on  and  ownership     !   Ac8ve  par8cipa8on,  feedback  and  dialogue   !   Wisdom  of  the  Crowd   !   Community   !   Promise:  “build  –  together  –  the  most  personalized   wearable  technology  available  enabling  users  to  track   their  favorite  ac8vity”    
  38. 38. Example  of  community-­‐ based  strategy  &   innova8on  in  fashion  
  39. 39. GUSTIN  meanswear  
  40. 40. GUSTIN  menswear  
  41. 41. GUSTIN  menswear  
  42. 42. Lessons  for  Community  based  innova8on   &  strategy   !   Conceive  a  product  that  is  poten8ally  disrup8ve   !   Engage  our  audience  by  storytelling  your  value  proposi8on   !   Make  your  audience  an  integral  part  of  your  product/ concept.     !   Use  their  wisdom/$/energy/know-­‐how  to  bring  your  concept   to  first  stage  frui8on.     !   Be  upfront  and  proac8ve  in  a  two-­‐way  open  conversa8on     !   Mone8ze  o  your  base  (followers)  with  third  par8es   (investors)  
  43. 43. Lessons  for  Community  based  innova8on   &  strategy   !   We  are  living  through  the  second  industrial  revolu8on.   The  informa8on  revolu8on.   !   Fragmenta8on  of  our  society.  Create  context  through   social  media.  Time  &  Ajen8on  are  commodi8es.   !   Word  of  mouth  at  scale.  Produce  content  that  is   shareable.     !   Every  company  is  a  media  company.  You  are  a  media   company.   !   Blockbuster  didn't’t  buy  Neolix  for  40M  10  years  ago   “based  on  data”.  
  44. 44. In  a  nutshell,  don’t  do  like  these   guys  
  45. 45. Simply  because…  
  46. 46. Thank  you   www.ivogrossi.com         ivo@ivogrossi.com  

×