This document summarizes a summer intern project for Group B. It outlines the team members and their roles. The project involves developing an RC toy called Canyon Runners Crashers that allows toys to crash into each other and have pieces fall off. Market research on similar toys is presented, along with the target market of parents with children ages 6-15. Ethnographic research, product design wireframes, gameplay details, retail channels, and potential line extensions are discussed to develop the product concept.

1. Summer Intern Project 2014
Group (B)est

2. TEAM (B)EST
Caroline
PR
Eric
Design Engineer
Haimin
Design Engineer
Hana
Graphic Design
Ryan
Biz Dev
Levi
ID
Sam
Executive
Selina
PM
Christian
IT
Max
Systems

3. Invention Idea: Canyon Runners Crashers
A toy that brings the fun back into RC toys! You can play by your self or play with friends.
Stephen Stubblefield

4. introducing….
ZUMI

6. Insert Wireframes of App

7. GAME PLAY
Car stops when pieces are gone
Inverting control (after all of the pieces fall off, 30 sec revenge
mode)
1.
2.

8. MARKET
RESEARCH

9. Anki
Drive
Fisher-Price
Shake’n Go
Crash’ups
Hot Wheels
Crashing Big
Rigs Playset
Fotorama
Demolition
Smash Cars
Nascar
Bashers
Product
Price $199.99 $149.95 $12.99 $39.99 $20.00
Features
App controlled, design
your own track, compete
against friends, and win a
race and earn weapons.
Great app!
Shake the cars, and they
go. Crash together and
pieces fall off. Cars make
crashing sounds. Includes
a track.
When the truck crashes
into a car its pushes the
truck in and then it can be
pulled back out. NO pieces
fall off
Cars crash and pieces fall
off the car
Doesn't disassemble, but
"smashes" when it's hit.
Available yes no yes yes yes
COMP SHOP: CRASHING
CARS

10. TARGET
MARKET

11. TARGET
MARKET
Motivated by self-expression.
Young, enthusiastic, and impulsive consumers.
Enthusiastic about new possibilities but are equally quick to cool.
Seek variety and excitement.
Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.
•
•
•
•
•
Successful, sophisticated, take-charge people.
Receptive to new ideas and technologies.
Purchases reflect cultivated tastes for upscale, niche products and services.
Image is important to Innovators.
•
•
•
•

12. Target
Market
Parents of Boys and
Girls between the ages
of 6 and 15 years old

13. ETHNOGRAPHIC
RESEARCH

14. Insert Sell Sheet

15. RETAIL
CHANNELS

16. Apple Target Wal
Mart
Toys R
Us
Radio
Shack
Amazon Best
Buy
Quirky
Sell
thru/week
/store
0.75 0.75 0.75 1.50 0.30 n/a 0.75 n/a
# Stores 257.00 1,800 2,000 600.00 2,000 n/a 1,000 n/a
Projected
Units
Sold
10,023 70,000 78,000 46,800 31,200
1,000
units
initial buy in
39,000 TBD
Projected
Sales
Revenue
TBD TBD TBD TBD TBD TBD TBD TBD
PROJECTED SALES:
YEAR 1

17. LINE
EXTENSIONS

18. 1. Applied the estimated sell thru rate for each retailer.
2.Multiplied sell thru rate by the # of stores
3.Multiplied everything by # weeks in a year
Ex. Target
Projected Units Sold Calculation