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Taipei Cycle Show Presentation
1.
©Mark Sanders 2009
2.
One-Touch Can Opener
– Universal Design (for all) .. 14,000,000 sold ©Mark Sanders 2009
3.
Bicycles – Human
Amplifiers Same Energy as walking…. 4 x Faster 4 x Distance 3mph 12mph ©Mark Sanders 2009
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.
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.
Cycling in Major
Markets Cyclists Non- Cyclists 23m 161m Example: USA (Data: Trek/IDEO/Shimano) ©Mark Sanders 2009
7.
©Mark Sanders 2009
8.
©Mark Sanders 2009
9.
BLUE ocean =
the 80% population who are non-cyclists ©Mark Sanders 2009
10.
RED Ocean =
the <20% population of cyclists ©Mark Sanders 2009
11.
The bicycle market
as an ocean Bicycle industry competes for a share of the 20% cyclists (red, with blood) ©Mark Sanders 2009
12.
Who ?
Everyone •Sporty •Male Else ©Mark Sanders 2009
13.
What ?
Sport Tran.sport ©Mark Sanders 2009
14.
When ?
Everyday ©Mark Sanders 2009
15.
Clothes ?
Specialist Normal Everyday clothes ©Mark Sanders 2009
16.
Posture ?
Upright Crouched for for comfort Speed > MTB > Popularity ? ©Mark Sanders 2009
17.
Transmission ?
Clean Easy to use ©Mark Sanders 2009
18.
Transport - Alternatives To
cycling ? Compete With bikes ©Mark Sanders 2009
19.
Good stuff happening
in the Blue Ocean ! ©Mark Sanders 2009
20.
Bike Designs for
the ‘Blue Ocean’ ©Mark Sanders 2009
21.
New Designs for
the ‘Blue Ocean’ NOT “Me too’s” ©Mark Sanders 2009
22.
Folding Bikes for
the ‘Blue Ocean’ ©Mark Sanders 2009
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.
MAS Bike Designs …..
Mostly Blue ocean ©Mark Sanders 2009
25.
‘Blue Ocean’
©Mark Sanders 2009
26.
Rolling Portability &
Ease of use ©Mark Sanders 2009
27.
Roll when folded
– never carry ©Mark Sanders 2009
28.
The Design Process
- Strida ©Mark Sanders 2009
29.
©Mark Sanders 2009
30.
©Mark Sanders 2009
31.
©Mark Sanders 2009
32.
X-Bike
©Mark Sanders 2009
33.
3 tubes into
2 tubes ? …….. Concept 1 ©Mark Sanders 2009
34.
Test Rig –
Concept 2 Prototype Testing – nice job ©Mark Sanders 2009
35.
X-Bike
…… this bike is available ©Mark Sanders 2009
36.
IF Bikes ...90%
population like big Wheels ….. IF Bikes ©Mark Sanders 2009
37.
déjà vu ?
©Mark Sanders 2009
38.
CAD models
Sketch models ©Mark Sanders 2009
39.
Wooden Models
FEA CNC ©Mark Sanders 2009
40.
But not as
accurate or FUN as real testing ©Mark Sanders 2009
41.
©Mark Sanders 2009
42.
All parts between
wheels never carry Roll – and handle ©Mark Sanders 2009
43.
Simple mechanism Complex geometry
©Mark Sanders 2009
44.
More testing
©Mark Sanders 2009
45.
George Lin Pacific-Cycles Master Bicycle
Engineers ©Mark Sanders 2009
46.
IF Reach -
prototype ©Mark Sanders 2009
47.
IF Reach -
Production ©Mark Sanders 2009
48.
IF Cross -
Production ©Mark Sanders 2009
49.
IF Mode -
Production ©Mark Sanders 2009
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.
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.
Mark Sanders www.mas-design.com
©Mark Sanders 2009
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