Airmap 3000 charter presentation, 2007

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An example of a product charter that was favorably reviewed by management, but never produced. This is a good reference example of taking an existing product SKU and making sweeping improvements using gap analysis.

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Airmap 3000 charter presentation, 2007

  1. 1. Background…. / 33 <ul><li>In January 2007 I “chartered” the aviation portable GPS unit that you see in this presentation. </li></ul><ul><li>The following slides are the final version of the product charter presented to the Product Board and to senior staff in February 2007. </li></ul><ul><li>Then-CEO, Jens - Thomas Pietralla , shared with me later in the year that this product charter “was the best that he had ever seen”. </li></ul><ul><li>Unfortunately the product was never moved beyond Stage 2, and never built. </li></ul><ul><li>Eighteen months later, Garmin introduced the GPSMAP 696 at the Oshkosh Airventure airshow: www.garmin.com/products/gpsmap696/ </li></ul>
  2. 2. AirMap 3000 Product Concept Kevin Otterman February 8th 2007 (rev 2)
  3. 3. Agenda / 33 Workflow Today’s Market Gap Analysis Engineering Feedback / Product Launch Design Objectives
  4. 4. Design Objectives / 33 <ul><li>Pattern around EFB and kneeboard concepts </li></ul><ul><li>Minimize border area around the glass </li></ul><ul><ul><li>- Add SD slot(s) below zoom keys </li></ul></ul><ul><li>Aviation Black, not Marine Gray </li></ul><ul><li>Utilize existing LCD size as reference for maximum size </li></ul><ul><li>Minimize button/key count </li></ul><ul><ul><li>Find key changes to Direct To </li></ul></ul><ul><ul><li>Will need solution for Nearest </li></ul></ul><ul><li>In portrait mode, place buttons on bottom so glass is closest to pilot when yoke mounted </li></ul>
  5. 5. Design Objectives / 33 <ul><li>Design first for portait mode (maximum look-ahead on map) </li></ul><ul><li>Increase screen resolution to support more detailed mapping </li></ul><ul><li>Increase redraw rate for smooth map panning and map rotation in-flight </li></ul><ul><li>Consider both conventional and touchscreen </li></ul><ul><ul><li>Minimal touchscreen functions in Aviation use for map scale and map panning </li></ul></ul><ul><ul><li>Incremental cost for touchscreen =??? </li></ul></ul>Add NavData Expand?
  6. 6. Design Objectives / 33 <ul><li>Full Support for Portrait and Landscape Modes </li></ul><ul><ul><li>- Change via Menu Setting </li></ul></ul><ul><li>All Screens Laid Out in Both Formats </li></ul><ul><li>Buttons Angled for Easy Read in Both Formats </li></ul><ul><li>Toggle/Enter Button Directions REMAPPED for Landscape Mode </li></ul>Adjustable
  7. 7. Design Objectives / 33 TruTrack Flight Systems <ul><li>In Landscape Mode, AM3000 can be Panel Mounted </li></ul><ul><li>Angled Buttons/Keys Support Easy Read </li></ul><ul><li>Buttons Placed on Left for Easy Access from Pilot’s Seat </li></ul><ul><li>Create Panel Page layout </li></ul><ul><li>Create 3D view; Perhaps add 3D terrain, 3D airspace, 3D traffic??? </li></ul><ul><li>Photo images of FBO on taxiway map? </li></ul>
  8. 8. Accessorize for Target Customer / 33 <ul><li>Panel Dock or Tray to Support Panel Installation (in Landscape Mode) </li></ul><ul><li>Becomes a “Glass Cockpit” for Light Aircraft </li></ul><ul><li>Back of Dock/Tray INCLUDES NMEA to Analog Outputs for A/P or CDI Hookup (Trio Aviation – CA?) </li></ul><ul><li>Aviation Install Kit: Dock/Tray, Install Docs (Sample STC?), Outside GPS Antenna (Comant?)…$500? </li></ul><ul><li>Consider Simrad corner mounting? Not conventional for aviation market. Need to fit standard radio dimensions and use tray mount. </li></ul>
  9. 9. Agenda / 33 Workflow Today’s Market Gap Analysis Engineering Feedback / Product Launch Design Objectives
  10. 10. Simplify the Workflow / 33 <ul><li>Minimal Button Count Prevents Information Overload </li></ul><ul><li>Simple Naming Conventions and Standard Industry Terminology </li></ul><ul><li>Improve Page Navigation by Selecting Just a Few Main Screens and Providing Menu Options to Customize </li></ul><ul><ul><ul><li>Page Forward </li></ul></ul></ul><ul><ul><ul><li>Exit Back </li></ul></ul></ul><ul><li>Find? Or, Direct To? </li></ul><ul><li>Data Entry is FOCUSED on the Toggle/Enter Button and Exit. </li></ul>
  11. 11. Simplify the Workflow / 33 <ul><li>Example: Select Destination From Map </li></ul><ul><ul><ul><li>Pan the Map With Toggle </li></ul></ul></ul><ul><ul><ul><li>Hit center Enter to Select Airport/Navaid </li></ul></ul></ul><ul><ul><ul><li>Resulting Info Screen Pops Up with GO TO Already Selected </li></ul></ul></ul><ul><ul><ul><li>Hit center Enter Again to Set as Destination </li></ul></ul></ul><ul><li>Pilot’s Hand NEVER Leaves Toggle/Enter for this Operation!!! </li></ul><ul><li>Alternate Workflow: Pan to Point on Map, Hit Find (Direct To), then Enter. Creates Waypoint if No Navaid Currently at that Point. </li></ul>
  12. 12. Simplify the Workflow / 33 <ul><li>Example: Airspace Warning and Information Retrieval </li></ul><ul><ul><ul><li>Airspace Ahead Warning </li></ul></ul></ul><ul><ul><ul><li>Options: Enter to Display Info OR Exit to Cancel Warning </li></ul></ul></ul><ul><li>Pilot’s Hand For These Operations Remains in Right Corner. </li></ul><ul><li>Pilot Exits, but Changes His/Her Mind and Wants Info. </li></ul><ul><ul><ul><li>Pan the Map with Toggle. Place Cursor within Airspace Ahead. </li></ul></ul></ul><ul><ul><ul><li>Press ENTER to View Airspace Info </li></ul></ul></ul><ul><ul><ul><li>Move Cursor with Toggle to Scroll Frequencies OR Press Exit to Return to Map </li></ul></ul></ul>
  13. 13. Simplify the Workflow / 33 <ul><li>Example: Selecting a Destination Via Text Entry </li></ul><ul><ul><ul><li>Press Find (Direct To) </li></ul></ul></ul><ul><ul><ul><li>Use Toggle to Key In ICAO Identifier for Airport or Navaid, OR the Name of a Waypoint </li></ul></ul></ul><ul><ul><ul><li>Press Enter </li></ul></ul></ul><ul><li>Alternate Workflow Based on Current Design </li></ul><ul><ul><ul><li>Press Find (Direct To) </li></ul></ul></ul><ul><ul><ul><li>Toggle to Select Category (Airport, VOR, NDB, Intersection or Destination) and Press Enter </li></ul></ul></ul><ul><ul><ul><li>Use Toggle to Key In Identifier </li></ul></ul></ul><ul><ul><ul><li>Press Enter </li></ul></ul></ul>
  14. 14. Agenda / 33 Workflow Today’s Market Gap Analysis Engineering Feedback / Product Launch Design Objectives
  15. 15. Today’s Market / 33 $499 MRP AirMap 600c $599 MAP AirMap 1000 $999 MAP AirMap 2000c $399 MAP AirMap 500 (gone) $375 MRP GPSMAP96 $599 MRP GPSMAP96C $799 MRP GPSMAP196 $1495 MRP GPSMAP296 $1499 MAP AVMAP EKP-IV $2195 MRP GPSMAP396 $2795 MRP GPSMAP496 <ul><li>AvMap expected to have WX for Sun-N-Fun 2007 (1 engr) </li></ul>
  16. 16. Today’s Market / 33 <ul><li>Lowrance Sales ($) </li></ul><ul><li>2004 introduction of AM2000 </li></ul><ul><li>2005/6 patterns for SNF and OSH </li></ul>
  17. 17. Agenda / 33 Workflow Today’s Market Gap Analysis Engineering Feedback / Product Launch Design Objectives
  18. 18. Gap Analysis / 33 Product High Range Price Definition Basic Features Status today Legal requirements Gap (needed) Connectivity <ul><li>Connection to any other external device </li></ul><ul><li>XM Receiver </li></ul><ul><ul><li>Ext Ant connect </li></ul></ul><ul><ul><li>Internal tuner </li></ul></ul><ul><li>Serial Port in/outs (a/p and trfc) </li></ul><ul><li>USB 2.0 </li></ul><ul><li>External GPS antenna connect </li></ul><ul><li>2 SD Card Slots OR 1 SD Slot and Onboard Flash (4GB+) </li></ul><ul><li>Audio out </li></ul><ul><li>9-35VDC power connect </li></ul><ul><li>Panel Dock/Mount Connections </li></ul><ul><li>No XM </li></ul><ul><li>No USB </li></ul><ul><li>1 SD Slot </li></ul><ul><li>No onboard flash </li></ul><ul><li>No Audio Out </li></ul><ul><li>Certifications for Panel Dock? </li></ul><ul><li>STC? </li></ul><ul><li>XM Receiver </li></ul><ul><li>USB 2.0 </li></ul><ul><li>Add second SD slot and move away from Batteries OR add onboard flash </li></ul><ul><li>Audio Out </li></ul><ul><li>Panel Dock and Connections </li></ul>
  19. 19. Gap Analysis / 33 <ul><li>Weather information includes: </li></ul><ul><ul><ul><ul><li>Next Generation Radar (NEXRAD) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Aviation Routine Weather Reports (METARs) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Terminal Aerodrome Forecasts (TAFs) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Temporary Flight Restrictions (TFRs) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lightning </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Winds Aloft </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Satellite Mosaic, Storm Cells, Cloud Echo Tops, AIRMETs, SIGMETs, Freeze Levels, Forecasts </li></ul></ul></ul></ul><ul><li>WX features: Ryan McCarter – May-Sept development </li></ul><ul><li>Add a Garmin Mode S transponder, and the 496 will also display TIS traffic alerts that identify surrounding air traffic. </li></ul>
  20. 20. Gap Analysis / 33 <ul><li>Database/Mapping Resources: TBD </li></ul>icons KO: follow up Product High Range Price Definition Basic Features Status today Legal requirements Gap (needed) Database/Mapping <ul><li>Airport/ Navaid data </li></ul><ul><li>Ground mapping </li></ul><ul><li>AOPA / FlightGuide </li></ul><ul><li>Airport Diagrams </li></ul><ul><li>Jeppesen (can they provide TFRs? Seattle Avionics?) </li></ul><ul><li>How to improve updates/process </li></ul><ul><li>Approach data </li></ul><ul><li>Private Airports, Seaplane Bases, heliports , depth contours </li></ul><ul><li>Pre-loaded Street Mapping </li></ul><ul><li>Custom POIs </li></ul><ul><li>Regional </li></ul><ul><ul><li>AK: terrain data above N60degr </li></ul></ul><ul><ul><li>Better AK road mapping per MapCreate7 </li></ul></ul><ul><li>International Airspace Data Erroneous </li></ul><ul><li>No Airport Directory Data </li></ul><ul><li>Limited Airport Diagrams </li></ul><ul><li>Updates on SD Card using Reader </li></ul><ul><li>Extended Centerlines Only </li></ul><ul><li>No Private Airports, Seaplane Bases, Heliports </li></ul><ul><li>Must load Streets </li></ul><ul><li>No Custome POIs </li></ul><ul><li>Update Cycles </li></ul><ul><li>Approach Data in VFR Device? </li></ul><ul><li>Fix International Data </li></ul><ul><li>Airport Directory </li></ul><ul><li>Expand Diagrams </li></ul><ul><li>Add TFRs through Jepp, XM or SA </li></ul><ul><li>Update via USB </li></ul><ul><li>Approach Data </li></ul><ul><li>Private Airports, Seaplane Bases, heliports , depth contours </li></ul><ul><li>Regional Detail </li></ul>
  21. 21. Gap Analysis / 33 Product High Range Price ??? Definition Basic Features Status today Legal requirements Gap (needed) Screens <ul><li>Interface between the unit and the user </li></ul><ul><li>5” diagonal </li></ul><ul><li>Higher resolution than current (496=480x320) </li></ul><ul><ul><li>640x480? </li></ul></ul><ul><li>Brighter display for direct sunlight (600 nits) </li></ul><ul><li>Touchscreen will reduce approx 100 nits </li></ul><ul><li>Portrait/Landscape Screen Orientation </li></ul><ul><li>5” </li></ul><ul><li>320x240 </li></ul><ul><li>200 nits? </li></ul><ul><li>Portrait Only </li></ul><ul><li>None </li></ul><ul><li>VGA or Near VGA resolution </li></ul><ul><li>Increase backlighting </li></ul><ul><li>Support dual Orientation </li></ul>
  22. 22. Gap Analysis / 33 Product High Range Price Definition Basic Features Status today Gap (needed) User Interface <ul><li>Software interface between the unit and the user (GUI) </li></ul><ul><li>Intuitive </li></ul><ul><ul><li>dataviewer </li></ul></ul><ul><li>Interstate Icons </li></ul><ul><li>Icon Library </li></ul><ul><ul><li>Runway layout on airport diagram </li></ul></ul><ul><ul><li>Private airstrip </li></ul></ul><ul><ul><li>Seaplane </li></ul></ul><ul><ul><li>Helipad </li></ul></ul><ul><ul><li>PIREP icon? </li></ul></ul><ul><li>Tutorials </li></ul><ul><li>Warnings cover nav data </li></ul><ul><li>Faster map panning; without blank map area shown </li></ul><ul><li>Page selection window – shade to make prominent </li></ul><ul><li>Nav Panel </li></ul><ul><ul><li>Overlays of tape to HSI </li></ul></ul><ul><li>Nav Airspace only page w/ projected course </li></ul><ul><li>Aviation Map: add victor routes </li></ul><ul><li>Compass Overlay; make arc more visible </li></ul><ul><li>Reduce Page count </li></ul><ul><ul><li>Two map? </li></ul></ul><ul><ul><li>NavPanel (flt dir on/off in menu) </li></ul></ul><ul><li>Improve route creation </li></ul><ul><li>Need graphical route editing </li></ul><ul><li>Course line in red not visible over terrain </li></ul><ul><li>Pop up help windows obscure underlying page (move to bottom?) </li></ul><ul><li>Shorter, sweeter Manual!!! </li></ul><ul><li>Not intuitive </li></ul><ul><li>Icons too big </li></ul><ul><li>Incomplete Icon Library </li></ul><ul><li>Pop-up Help, but no Tutorials </li></ul><ul><li>Warning cover Nav Data </li></ul><ul><li>Panning Slow </li></ul><ul><li>Page Selection Window looks just like some underlying pages </li></ul><ul><li>No Victor Routes </li></ul><ul><li>Compass Overlay contrast poor </li></ul><ul><li>Too Many Main Pages </li></ul><ul><li>Route Creation Cumbersome </li></ul><ul><li>Course line not visible over terrain </li></ul><ul><li>Manual not well organized and too long. </li></ul><ul><li>Improved GUI </li></ul><ul><li>Tutorials </li></ul><ul><li>Victor Routes </li></ul><ul><li>Improved Readability </li></ul><ul><li>Reduced Page Count </li></ul><ul><li>Graphical Route Editing </li></ul><ul><li>Better Manual </li></ul>
  23. 23. Gap Analysis / 33 When in the air, Garmin’s new Smart Airspace feature makes it easier to identify what airspace lies ahead. Smart Airspace automatically highlights airspace close to the pilot’s current altitude and de-emphasizes airspace away from the current altitude
  24. 24. Gap Analysis / 33
  25. 25. Gap Analysis / 33
  26. 26. Gap Analysis / 33 Product High Range Price Definition Basic Features Status today Gap (needed) Software demands <ul><li>External software interface into GPS </li></ul><ul><li>Flight Planning </li></ul><ul><li>Demo mode </li></ul><ul><li>Flight Review via Recorded Data </li></ul><ul><li>POI Loader </li></ul><ul><li>Flight Planning on PC </li></ul><ul><ul><li>Use SD card as Jepp data source </li></ul></ul><ul><ul><li>Write FPL to SD </li></ul></ul><ul><li>Demo mode </li></ul><ul><ul><li>Init at apt ID </li></ul></ul><ul><ul><li>Nav to nearest apts </li></ul></ul><ul><li>Trail data needs altitude </li></ul>
  27. 27. Gap Analysis / 33 Product High Range Price Definition Basic Features Status today Gap (needed) Hardware demands <ul><li>Core hardware requirements to operate unit with up-to-date functionality </li></ul><ul><li>SiRF III or equivalent </li></ul><ul><li>Memory requirements </li></ul><ul><ul><li>Onboard Flash for mapping </li></ul></ul><ul><ul><li>SDHD support </li></ul></ul><ul><li>Processor speed (excellent) </li></ul><ul><ul><li>LSI Logic – ARM9+3D Graphic Eng+USB 2.0 ($8) </li></ul></ul><ul><li>Two-color Key Backlight (red/white) </li></ul><ul><li>Piezo Beeper </li></ul><ul><li>Batterylife (alkaline; 4-15 hours-Garmin industry standard) </li></ul><ul><li>SiRF III or equivalent </li></ul><ul><li>Reduce number of buttons. </li></ul><ul><li>3-5 Hz screen update rate. </li></ul><ul><li>Battery life according to industry standard. </li></ul>
  28. 28. Gap Analysis / 33 Product High Range Price Definition Basic Features Status today Legal requirements Gap (needed) Design <ul><li>The unique way we bring the functionality to the consumer. </li></ul><ul><li>Can be panel mounted if desired </li></ul><ul><ul><li>Std Radio Dimensions? </li></ul></ul><ul><li>Design that will last for several years </li></ul><ul><li>Semi Portable </li></ul><ul><li>Must be designed to the specific market. </li></ul><ul><li>Not modern </li></ul><ul><li>Not compact </li></ul><ul><li>Large and heavy </li></ul><ul><li>Not sleek </li></ul><ul><li>Solid </li></ul><ul><li>Not designed specifically for the autmotive market. </li></ul><ul><li>New modern design </li></ul><ul><li>Designed to the market/customer needs </li></ul>
  29. 29. Gap Analysis / 33 Product High Range Price Definition Basic Features Status today Legal requirements Gap (needed) Accessories <ul><li>Related products to core product giveing the consumer a perceived value </li></ul><ul><li>Included: </li></ul><ul><li>Carry Case </li></ul><ul><li>Yoke Mount </li></ul><ul><ul><li>RAM? </li></ul></ul><ul><li>Suction Cup Mount </li></ul><ul><li>Cigarette Lighter Adapter </li></ul><ul><li>USB Cable </li></ul><ul><li>MapCreate Software (or preloaded? Canada and US?) </li></ul><ul><li>Remote Antenna </li></ul><ul><li>XM antenna/receiver </li></ul><ul><li>Manual </li></ul><ul><li>Optional Accessories: </li></ul><ul><li>AC Adaptor </li></ul><ul><li>Mapping cards </li></ul><ul><li>Training Tools (Videos) </li></ul><ul><li>Portable Power Pack </li></ul><ul><li>We need a refined, simpler, branded, attractive box </li></ul>
  30. 30. Gap Analysis / 33 Product High Range Price 799 Definition Basic Features Status today Legal requirements Gap (needed) Required certifications <ul><li>Legal requirements when producing for worldwide market. </li></ul><ul><li>CE </li></ul><ul><li>ROHS </li></ul><ul><li>WEEE (not needed for aviation product) </li></ul><ul><li>CE available </li></ul><ul><li>No ROHS </li></ul>
  31. 31. Agenda / 33 Workflow Today’s Market Gap Analysis Engineering Feedback / Product Launch Design Objectives
  32. 32. Engineering Feedback / Launch / 33 <ul><li>Input: </li></ul><ul><li>Product Lifecycle </li></ul><ul><ul><li>3 years to end of life/replacement </li></ul></ul><ul><ul><li>Need incremental enhancements after first and second year </li></ul></ul><ul><ul><ul><li>3D airspace? </li></ul></ul></ul><ul><ul><ul><li>3D traffic? </li></ul></ul></ul><ul><ul><ul><li>Flight planning software? </li></ul></ul></ul><ul><ul><li>Minimum 5-6 years customer support </li></ul></ul><ul><li>What operating system is required to meet feature set? </li></ul><ul><ul><li>Linux </li></ul></ul><ul><ul><li>Blue </li></ul></ul><ul><li>Input to Kenton: </li></ul><ul><li>Deadline – Sun N Fun 2008 (April) </li></ul><ul><ul><li>Product Showcase AOPA November 2007 </li></ul></ul><ul><li>Product definition (what to build) </li></ul><ul><li>Volume Projections: </li></ul><ul><ul><li>Yearly Market Capacity = 50,000 </li></ul></ul><ul><ul><li>This Product Year 1= 6000 </li></ul></ul><ul><ul><li>Lifecycle = 14000 </li></ul></ul><ul><li>Pricepoint: $1795 est </li></ul><ul><li>Cost target: $560 </li></ul><ul><ul><li>Allows LWC to sell at $1495 retail with 50% mgn for us and 25% for dealer </li></ul></ul><ul><li>Kenton to answer: </li></ul><ul><li>Can you Build in the Time Stated? </li></ul><ul><li>Yes </li></ul><ul><ul><li>Can deliver, but need the following resources </li></ul></ul><ul><ul><li>Can deliver, but must outsource the following: </li></ul></ul><ul><ul><ul><li>? </li></ul></ul></ul><ul><li>No – what can you not deliver </li></ul><ul><ul><li>How can we fix it in order to deliver </li></ul></ul><ul><li>What input needed from Product Managment or others in order to deliver? </li></ul>
  33. 33. Engineering Feedback / Launch / 33 <ul><li>Other Considerations: </li></ul><ul><li>How to budget working groups and Grant’s in-house time? </li></ul><ul><li>Expert and novice focus group feedback </li></ul><ul><ul><li>Start expert reviews with pro staff (Todd, John, Grant, Dan?) </li></ul></ul><ul><li>Input from Kevin: </li></ul><ul><li>Additional details on traffic interface </li></ul><ul><ul><li>Mode S? </li></ul></ul><ul><ul><li>TPAS? </li></ul></ul><ul><li>Flowchart primary workflows/UI </li></ul><ul><li>Detail WX content </li></ul>Feb 07 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 08 Feb Mar Apr Start ID, BOM & SPEC WX WX WX & UI WX & UI WX & UI UI UI UI UI & Test UI, Test, Intro Test, Intro Ship to Channel Show Date & Sales PM PM, EE, Mech EE, SW EE, SW EE, SW EE, SW EE, SW SW SW ALL ALL ALL ALL ALL M&S AOPA Oct 4-6 Lead time for SNF Press Release Arrangements for Light Sport Expo product showcase Schedule Ads for SNF Light Sport Expo Jan 17-20 Media Prototypes available Feb 1 – product to publications for review Feb21 – begin dealer training over the next 6 weeks (Top 10 accounts) Delivery to Channel during March SNF April 8-14 Product Sales to Customer Begin Here
  34. 34. Engineering Feedback / Launch / 33   AirMap 3000   Year 1 Year 2 Year 3         Market Total units sold 50000 50000 50000   Navico Volume, This Model 6000 4500 3500   Potential market share 12.00% 9.00% 7.00%         Income RRP $1,799 $1,499 $1,350   Dealer Price (sales out Navico)   $1,349.40 $1,124.20 $1,012.15   Manufacturing cost $560.00 $525.00 $500.00   Navico margin $789.40 $599.20 $512.15                   Total sales $8,096,385.54 $5,058,886.51 $3,542,510.12   Gross profit $4,736,385.54 $2,696,386.51 $1,792,510.12         Operating Expenses R&D 2.50% 2.50% 2.50%   Marketing 5.00% 5.00% 5.00%   Other 5.00% 5.00% 5.00%   Totals % 12.50% 12.50% 12.50%   Operating expenses (euros) $1,012,048.19 $632,360.81 $442,813.77   Operating profit   $3,724,337.35 $2,064,025.70 $1,349,696.36

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