Jonathan Behrendt Maxfield Lund Jorge Hurtado Nasser Zrien Alex Wright Group 11
Core Benefit Proposition  <ul><li>Provide easy visibility and access of watch while keeping hands warm, allowing the runne...
Market <ul><li>Target: Cross Country, Track, Competitive Runners, Avid Runners (personal fitness) </li></ul><ul><li>Compet...
Phase I - Prototypes
Needs uncovered in Phase I <ul><li>Overheating of Hands </li></ul><ul><li>Comfort </li></ul><ul><li>Snug/Secure Fit </li><...
Iterations for Phase II <ul><li>Elastic hand band for use without glove </li></ul><ul><li>Large Velcro surface on back of ...
Phase II Prototype
Are we better?
Perceptions
Selling the KIPS <ul><li>Price average: $43.60 </li></ul><ul><li>Retail price: $39.99 </li></ul><ul><li>Playmakers, Dick’s...
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KIPS- Intro Presentation

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Highlighting product and Market potential

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  • We constructed perceptual maps using the top 6 needs. There is a significant difference in Ease of Access vs Display Visibility, where the KIPS are really superior.
  • KIPS- Intro Presentation

    1. 1. Jonathan Behrendt Maxfield Lund Jorge Hurtado Nasser Zrien Alex Wright Group 11
    2. 2. Core Benefit Proposition <ul><li>Provide easy visibility and access of watch while keeping hands warm, allowing the runner to stay internally focused by reducing external annoyances. </li></ul>
    3. 3. Market <ul><li>Target: Cross Country, Track, Competitive Runners, Avid Runners (personal fitness) </li></ul><ul><li>Competition: regular watch + glove combination. </li></ul>
    4. 4. Phase I - Prototypes
    5. 5. Needs uncovered in Phase I <ul><li>Overheating of Hands </li></ul><ul><li>Comfort </li></ul><ul><li>Snug/Secure Fit </li></ul><ul><li>Watch Visibility (unmet) </li></ul><ul><li>Watch Access (unmet) </li></ul>
    6. 6. Iterations for Phase II <ul><li>Elastic hand band for use without glove </li></ul><ul><li>Large Velcro surface on back of glove </li></ul><ul><li>Polyester material for moisture control </li></ul><ul><li>A thin watch face with large numbers </li></ul>
    7. 7. Phase II Prototype
    8. 8. Are we better?
    9. 9. Perceptions
    10. 10. Selling the KIPS <ul><li>Price average: $43.60 </li></ul><ul><li>Retail price: $39.99 </li></ul><ul><li>Playmakers, Dick’s Sporting Goods, etc. </li></ul><ul><li>Cost & Margin: </li></ul><ul><ul><li>Estimated cost: $20 </li></ul></ul><ul><ul><li>Margin: $19.99 (50%) </li></ul></ul>
    11. 11. Thank you!

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