College Call Girls Pune 8617697112 Short 1500 Night 6000 Best call girls Service
Airdog
1. MAKE YOURSELF FAMOUS
AIRDOG
MAKE YOURSELF FAMOUS
Master in i-design 2010-11 / Domus Academy
Workshop 5: Active gear for active travel
Project leader: Jozeph Forakis
Project assistant: Patrizia Cacciapuoti
Group members: Gozde Elbeyli | Caroline Fraser | Juan Pablo Giraldo | Yameng Li
4. TARGET MARKET
WHO ARE THEY?
18-24 years old
Single Men
High Level athletes
Parents’ wallet
Laid-back
Trouble Makers
Anti-Conformist
Hip-Hop Look
Punk Lifestyle
Careless attitude
Identity
5. COMMON CULTURE
Notion of danger Strong Subculture Distinctive Fashion
Hip Hop Music Appropriation
Teenager Forever
Defiant to societal norms
Gears Addiction
Slang Language
Pure Stupidity
Source: skihelmet.org and examiner.com
6. COMMON GEAR
THE HELMET
Can save lives
Usage doubled in 7 years (ski/snowboard)
Sales up by 29 % over previous seasons (ski/snow)
Now a style item – going without it looks strange
7. COMMON TOOL
-500 million members on Facebook
-Time’s Person of the Year 2006: You
-New trend: social networks for niches
-Social networking = Self branding
SELF BRANDING
9. ECO-SYSTEM
OPEN INNOVATION
USER
- Enhancing their performance
through the comments of the virtual
community
- Self promotion through others
- Customisation of helmet graphics
PUBLIC
- Contribute to the user’s perfor-
mance and motivation
SERVICES
- Profile building web platform
- Mobile application
- Live video uploads
- Real time audio notification
through built-in headphone in
helmet
BRAND
-Self promoting tool
/ movement
PRODUCT
- Helmet with sticker tags
- Sticker tags containing tag-
ging technology
16. OPEN-INNOVATION
PERFORMANCE
ENHANCING
PLATFORM
AIRDOGGERS’ performance and status
enhanced by FOLLOWERS’ feedback
FOLLOWERS’s personal contribution
to AIRDOGGERS’s performance and popularity
HELMET DESIGN
CUSTOMIZATION
Creation of CUSTOMIZED personal helmet
design
Design SHARING/SELLING WITH/TO other
AIRDOGGERS
17. SCENARIO N.1
JOE
21 yrs old
single
mid-level skateboarder
high level snowboarder
was not aware of airdog
heard about it on facebook
Learn more about
our helmets...
Download the Airdog App
Airdog website
MAKE YOURSELF FAMOUS
Snowpark
Airdog is gives you a customizable
helmet now where...
Joe’s home
Joe sees AIRDOG on one of his friend’s
Facebook page and wants to learn more about it.
Joe goes to the Airdog website and gets excited
about the Helmet and the Airdog Application. He
decides to give a try to the application first.
Joe goes to the mountain on the following weekend
and uses the App on some Airdoggers. Doing so, he
discoverssome really good snowboarders and starts
following them.
Joe’s house Airdog website
MAKE YOURSELF FAMOUS
my profile my informationpicture
my playlist my favourite brands
5 days later, his helmet is delivered to his door.
He puts one of the stickers that came with
the helmet on his snowboard.
Joe goes on the Airdog website and sees that Airdog
has already created a profile page for him.
Airdog Shop
MAKE YOURSELF FAMOUS
Buy it now
Customize your helmet
$ 98
Graphics
Colour
He sees what Airdog could do for him and decides
to get his own helmet. He goes to the snowboard
shop close to his house. And customizes his helmet on site.
CURRENT BUSINESS MODEL
1/2
18. SCENARIO N.1
Airdog website
MAKE YOURSELF FAMOUS
my profile my informationpicture
my playlist my gears
Goggles : Spy
Age...
Location...
Status...
metalica- nothing el.
coldplay- clocks
Hey guys!! How about going
snowboarding tomorrow?
I can’t come!
But I’ll be
watching you ;)
OK! I’m
in!
Snowpark Jack’s home
Joe starts to fill out his profile page. He includes his
personal information selects the ‘successful’ and
‘unsuccessful’ songs for him and puts some
of his favourite brands.
Joe immediately calls his friends to plan a
snowboarding trip. Scott agrees to come with him
but Jack has to stay home, so he’ll watch his mates
doing live tricks from the Airdog website.
When Joe is doing a trick, Scott is recording it
with his smartphone and Jack is watching it live on
the Airdog website.
Snowpark
Good job dude!
GNAR GNAR!!
Thanks
7th HEAVEN CAFÉ7th HEAVEN CAFÉ
JOE
OMG!
Already?!
I ‘m gonna be
damn good!
my profile
28 followers
my profile
28 followers
Last place I ate at:
Burger King
Snowpark
Joe does a very successful jump, and one of the
successful songs from his playlist automatically starts
to play in his helmet’s headphones. Thus, he knows
that his virtual fans are watching and like his jumps.
Joe and Scott stop for a break at the 7th Heaven Café.
While they are having coffee inside, Mel uses her
phone on the sticker on Joe’s board to learn more
about him. She likes his profile and becomes a follower.
After the break, Joe wants to check his own profile
before doing more tricks. He sees that he already has
28 followers and hopes that his favourite brand
is going to notice him. He wants to get better!
Follow
CURRENT BUSINESS MODEL
2/2
19. LONG TERM OVERVIEW - TIMELINE
35 000
30 000
25 000
20 000
15 000
10 000
5 000
0
Airdoggers
YEAR 1 YEAR 2 YEAR 3
20. LONG TERM OVERVIEW - TIMELINE
YEAR 1 YEAR 2 YEAR 3
PRODUCTIONCOMMUNICATIONBUSINESS
LAUNCH
ALL RESORTS
PRE KICK-STARTER BRAND
PARTNERSHIP
STORE
EXPERIENCE
KICK-STARTER
KEY
PARTNERSHIP
SOURCING
PLEDGING
PROCESS
DISTRIBUTION
NEGOTIATION
PRE-LAUNCH
HYPE
GRAPHIC
DESIGN
CAMERA TAG
TECHNOLOGY
DEVELOPMENT
NEW GEAR
TECHNOLOGY
DEVELOPMENT
WEBSITE & TAG
TECHNOLOGY
DEVELOPMENT
WI-FI CAMERAS
OUTSOURCING
SPORT-RESORTS
BUSINESS
DEVELOPMENT
SPORT-RESORTS
OPERATINGBRAND PARTNERSHIPS
DEVELOPMENT
E-STORE & STORE DISTRIBUTIONS OPERATING AND EXPANDING
HELMETS & STICKERS PRODUCTION AND SHIPPING
AIRDOG COMMUNITY EXPANSION INCENTIVES
PROMOTION
BRAND PARTNERSHIPS OPERATING
1.000 AIRDOGGERS 10.000 AIRDOGGERS 35.000 AIRDOGGERS
IN OPERATION
IN DEVELOPMENT
21. Ideal Platform
Why:
56% of audience is US based
High income college graduates
Men under 35
Creative project
Source: www.alexa.com
23. RESOURCES
WE HAVE
73%
Our in-house developer and product designer
will design the helmet, stickers, tag technology,
mobile application as well as the Airdog website.
= $21,100 from Kickstarter to fully fund the first phase
of Airdog.
WE NEED
27%
Mark Giovanni
24. USE OF RESOURCES
Sourcing and buying 1,000
helmets from China
Sourcing & buying 5,000 plain
stickers from China
Printing graphic onto stickers
(tag technology included)
3D printing onto the helmet’s surface
(tag technology included)
Packaging & shipping
Packaging & shipping
25. LONG TERM ECO-SYSTEM
OPEN INNOVATION
PUBLIC
-Contributing to the user’s performance
- Customisation of helmet graphics
USER
-Self promotion through the community
-External help to acquire new gears/
services
SERVICES
USER
-Profile building Web platform,
Mobile Application, Video live uploads
-Realtime audio notification
via built-in headphones.
RESORTS
New Service Offers
BRANDS
C0-promotion
BRAND
-Self promoting tool
/ movement
PRODUCT
USER
-Helmets with Graphics (Tags)
and their stickers
RESORTS
Video cameras installed
in snowparks, skateparks &
BMX arenas.
27. SPORT RESORTS PARTNERSHIP ECO-SYTEM
Revenue Increase
Revenues ($)
Promotion Platform
Captive Audience
Added Value
New Service Offer
28. SCENARIO N.2
LONG TERM BUSINESS MODEL
KEVIN
24 yrs old
single
high level snowboarder
aware of Airdog
Fan of Brian Lee
Age
Occupation
....
Sponsors: Burton, DC,
Transworld Snowboarding....
Airdog website
sign in
top 10
Live watch
gears ..............
Brian Lee
Kevin’s home
Kevin
B
urton
Kevin is a big fan of Brian Lee and frequently
follows him on Airdog. He decides to buy
Brian’s helmet design.
He orders one helmet for himself and
puts the stickers on his gears.
Then he goes to the Airdog website to fill out
his profile. Pop-up window appears to
explain how it works.
Airdog website
sign out
best produts ..............
Kevin Black
- my profile
? more
followers
more
sponsors
Kevin
friends
Kevin is planning trip to the Vail Colorado
(one of the snowparks with
the infrastructure).
B
urton
Hey dude! Coming
snowboarding
tomorrow?
Yeah!
buy my helmet design!
Kevin Marni
Kevin asks Marni to watch him
on Airdog.
Before doing his trick, Kevin is notified
that 53 people are watching him.
Kevin sees his friends checking in with
their helmets. (All cameras are activated)
Snowpark
Vail Colorado - SnowparkHey dude! I am going to Vail Colorado
tomorrow. Check me out on Airdog!
You got it
dude!
hmm,
got it!!
Pop-up window appears to notify Marni
that Kevin is going to do a trick.
Marni’s Home -
sign out
Top 10 produts ..............
Kevin Black
Airdog Web
Hey there! Kevin is just about to make a
trick! Wanna watch?
yes No
53 people
are watching
you
While Kevin is doing his jump, Marni is
watching him realtime via webcams in the
snowpark.
Snowpark Marni’s home
Kevin’s profile
1/2
29. SCENARIO N.2
LONG TERM BUSINESS MODEL
B
u r t o n
Kevin gets a majority of “Gnar Gnar”s.
His favourite song automatically starts playing.
Kevin uses his I-phone on the Score Board
to scan the stickers of other snowboarders.
Snowpark Marni’s home
Kevin’s profile
Marni:
Mountain Score Board
200
174
47
142
97
Mountain
When he scans the board, he views
how much each snowboarded score for their
tricks.
Then he goes to his own profile and sees
that he also scored pretty high while doing
his tricks.
Kevin is one of the “Top Snowboarders” of
Airdog now. Airdog decides to offer
partnerships to the brands he uses.
Mountain
x 238
M
y Profile
...2 years later...
Airdog signs a partnership with some
of Kevin’s favourite Brands.
Kevin’s Profile
sign out
Top 10 products ..............
Kevin Black
24 yrs old
single
Vail Colorado...
537
followers
playlist
Moloko
Radiohead
favourite brands
With the help of Airdog, Kevin gets
sponsorships from the brands he uses.
2/2
31. MARKET SIZING
$119 million$93 million $55 million
North East States West States Mid-West States
Snow Sport Accessories Sales
Total US Market: $320 million
Hotest category in accessories market: Helmets
Increases of 26% in units sold and 26 % in dollars sold
Source:
www.firsttracksonline.com
www.theskichannel.com
34. REVENUE SOURCES AND PRICING
3 distinct models/4 sizes
Customizable graphics
Plugs and play headphones
Snowboarding, Skateboarding, BMX Riding
High quality modular padding system
Tag technology
Set of 5 stickers
Resistant to cold/wet conditions
Tag Technology integrated in graphics
Brand logo on Airdogger’s profile page
(120 X 90)
Brand advertisement on Airdoggers’ profile page
(300 X 250)
Wi-fi Camera System for Sport Parks
Wide-angle lense
Water/snow/cold resistant
Reads Microsoft Tags / Encrypts data
Includes check-in/checkout
Pole
Snowboarding: $98
Skateboarding: $72
BMX Riding: $150
Set of 5 stickers: $15
Brand logo: $250
Brand advertisement: $500
/6 months
Installation and system:
$20,000
Annual fees: $200
BtoCBtoB
35. COMMUNICATION STRATEGY
LAUNCHPRE KICK-STARTER BRAND
PARTNERSHIP
STORE
EXPERIENCE
KICK-STARTER
PROMOTION IN SPORT RESORTS
PARTNERSHIP WITH NATIONAL ASSOCIATION
FOR SPORT AND PHYSICAL EDUCATION
MEDIA RELATIONS
MAGAZINES
APP PROMOTION IN BLOGS
APP PROMOTION
IN BLOGS
VIRAL VIDEO
AIRDOG BRO
PROGRAM
FACEBOOK
TWITTER AND FACEBOOK
TOP AIRDOGGER FEED
AIRDOG EVENTS
WITH TOP
AIRDOGGERS IN
SPORT RESORTS
LIVE SCREENING
SHOPS SELLING
AIRDOG HELMETS
NEWSLETTER TO AIRDOG
VIMEO/YOUTUBE/
FACEBOOK FEEDING
LIVE WEBCAST FROM RESORT CAMERA
ALL RESORTS
1.000 AIRDOGGERS 10.000 AIRDOGGERS 35.000 AIRDOGGERS
36. BENEFITS
New market offer
New meaning to head
protection market
Captive audience
B to C and B to B
business models
Expansion potential
Technology Transfer
Potential
Self promotion
platform
Free gears/services
Increased motivation
Increased popularity
Head protection
incentitive
Contribution to
like-minded individual
activities
Knowledge sharing
Increased network
Involvement
from away
Information access
New promotion
platform
New spokesperson
Grassroot and
organic promotion
Niche audience
New Service Offer
Security System
Added Value
Revenue Increase
AIRDOG AIRDOGGERS FOLLOWERS BRANDS RESORTS
