This document discusses WHILL, a new wheelchair design that aims to address problems with traditional wheelchairs like negative stigma and functional limitations. WHILL features a sleek, modern design with patent-pending technology for improved maneuverability. It is being developed by a solid team led by CEO Satoshi Sugie to enter a $1.7 billion market, with plans for limited release of 50 units in 2013 and mass production of 2000 units priced at $6000 each in 2014.