Testing

What methods are suitable for the concept test?

Based on the target audience of our product, we have the following options for  concept testing methods

  •   Interview — interview people on the street using cameras and microphones
  •   Online – survey
  •   Physical  product testing
  •   Use 360 video camera to record the use of our product

We will interview around 10 people in Enschede center which suit our target group. They need to be traveling by bike and be between 18 and 25 years old.

Link to the target group post

Link to the questionnaire:

What prototype is suitable for the concept test?

3D printed model

For the prototype testing we need to have a physical product, this makes it easier to show the concept to the target group and find potential problems. Using this methods we found problems with our first prototype and came with a new design.

Link to the 3D modeling post:

App prototype

To show the functionality of our product we made an app prototype that responds to the LightBlue bean signal. The app controls the music player and is designed in an easy to use, simplistic way that fits with the style of our product.

link to the app prototype post:

Illustration

To demonstrate possible uses and to attract the target group we used the basic prototype as a basis to design a new, aesthetically pleasing design. This illustration will be used to promote the product and make the usage clear.

Link to the illustration post:

What test persons will be selected for the test?

  • youngsters aged between 18 -25
  • Bikers on the street
  • People who are wearing earphones on the street

 

What conclusions will you draw from the test?

Things that people like
  • Design. :  It’s small and portable, can be carried around easily.  //
  • functionalities : It’s easy to understand what to do with the product .//
Things that people dislike
  • Design. :    The edges are too shape , maybe it can cut my hands when i use it . //.   the surface of the product can be a little more smooth.

 

functionalities :  Not enough functions for the price of the product .

 

What are the consequences of the conclusions of the concept?

This product has potential because a lot of people had mostly positive feedback from the interview and survey. However, for the product to be successful in the market we need to change certain aspects, like the shape, corners and add extra functionality to make it fit with the price.

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Development: Legal issues – Rob

Before the product can be introduced to the market, we need to make sure that the use of the product and all of its features is conform the (Dutch) law.

#1 General product requirements

The European Union Law has a number of requirements that every product needs to meet. In order to prove that our product is legal we answer these requirements.

http://www.rvo.nl/onderwerpen/tools/wet-en-regelgeving/eu-wetgeving/algemene-producteisen

Product safety (Richtlijn 2001/95/EG)

The law states that every product that a consumer can use has to be safe. Producers are therefore obligated to make sure their products meet the general safety requirements, and warn the consumer for every possible safety risk.

Traffic safety

According to the Dutch road traffic law book (Wegenverkeerswet) article 5 and 6, anyone who participates in traffic is obligated to behave so, that they do not form a danger in traffic that could cause accidents. Doing so will result in punishment.

  • In short, the person has to pay attention to the traffic to not form a danger
  • The user can listen to music, as long as they are not distracted (e.g. a smartphone)

Place of origin

Products need to provide information that allows them to be traced back, like identity of the manufacturer and a product reference. If there are safety risks involved in using this product, this needs to be mentioned.

European and national norms

Products can be considered safe if they meet the national requirements and norms. If these are not present, the safety needs to be judged on

  • Recommendations of the European Commission
  • ‘Best practices’ in this particular branche
  • Current level of technology

Our product

Our prototype is allowed to be tested in traffic according to the traffic safety law (wegenverkeerswet), because the bicycle user is allowed to listen to music as long as they are not distracted from the traffic. Our product is not distracting the user or causing trouble to operate the bike in any way.

However, for the product to be released and manufactured, the safety would need to be tested to meet the requirements of European and national norms.

Sources

http://wetten.overheid.nl/BWBR0006622/2016-03-15

https://www.rijksoverheid.nl/onderwerpen/fiets/vraag-en-antwoord/mag-ik-bellen-en-naar-muziek-luisteren-op-de-fiets

#2 Patenting

To protect our product from copying and theft, we need to consider patenting in the early development stages.Although a patent can be given to any type of product, it needs to meet certain requirements

  • The invention must show an element of novelty; that is, some new characteristic which is not known in the body of existing knowledge in its technical field. This body of existing knowledge is called “prior art”.
  • The invention must involve an “inventive step” or “non-obvious”, which means that it could not be obviously deduced by a person having ordinary skill in the relevant technical field.
  • The invention must be capable of industrial application, meaning that it must be capable of being used for an industrial or business purpose beyond a mere theoretical phenomenon, or be useful.
  • Its subject matter must be accepted as “patentable” under law. In many countries, scientific theories, aesthetic creations, mathematical methods, plant or animal varieties, discoveries of natural substances, commercial methods, methods for medical treatment (as opposed to medical products) or computer programs are generally not patentable.
  • The invention must be disclosed in an application in a manner sufficiently clear and complete to enable it to be replicated by a person with an ordinary level of skill in the relevant technical field

 

Our product shows novelty, as there are no products with the same features at this moment. It solves the problem of safety issues within traffic because of mobile phone distractions.

To acquire a patent, we would need to contact the European Patent Office (EPO).

 

Sources

http://www.wipo.int/patents/en/faq_patents.html

 

#3 Business organization structure

An important step in setting up a business is choosing the business organization structure. All businesses must have a legal configuration in which the rights and control of all participants are described.

Some of the types are:

The type would need to be discussed with the investors and team members, dependent on which role the participants want to fulfill.

Sources

https://www.sba.gov/starting-business/choose-your-business-structure

 

 

Development – Tudor

What methods and techniques will you use to develop the final concept? What prototype will you develop?

I believe these questions can be answered together.

As it can be seen in this blog post, we are using 3D printing in order to create the outer shell of our media controller device. This device will be placed on the handlebar of the bike, will communicate with the smartphone it’s paired with and will act as a controller for your media, mostly while you are biking.

We are using the LightBlue Bean (LBB) in order to communicate with the smartphone via Bluetooth Low Energy (BLE). A more detailed blog post can be found here.

 

3D printing and redesign

This week we got to print our prototype at the Fablab.

Before the actual printing could happen, we visited the Fablab to discuss the options with the students there. We needed to have flexible material in order to make the clicking mechanism more efficient.

There were 2 options

  • PLA filament
  • ABS filament

The prototype was printed in PLA filament, this material is less strong, but a bit more flexible. As our product is not very large and pretty solid, the strength would be good enough.

 

The product fits with the attachment clip as planned.

1

We did find problems with this prototype however.

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The design is too clunky to be practical for a bike, the material is heavier than we thought and it would be in the way of the biker’s hand. Also we found that the 3D printer didn’t completely print the object.

New design

After we found that the prototype would not work, we had a new brainstorm session in the group to come up with a new, more practical design.

  • It needed to be much smaller and lighter
  • Buttons should be on top
  • No cornered shape

 

The new design is a lot smaller and can still fit the LightBlue bean inside. It is attachable in a similar way to the previous design and consists of two parts. The lid is removable to be able to change the batteries.

TechnicalDesign.png

Business model canvas

Business model canvas

Two Tired

Key Partners

who are our key partners?

The investor

The kick starter backers

Who are our key suppliers?

A 3d printing company or a mechanical engineering company.

Light blue-bean partnership

Which key resources are we acquiring from our partners?

Light bluebean will be delivering our most expensive component, the mechanical engineering / 3d printing company will deliver our housing/case.

Key Activities

what key activities do our value propositions require?

The production of our housing/case.

The assembly of the device.

Our distribution channels?

It’s very easy to sell from a Facebook page, we should also create our own website to sell our products on multiple platforms.
Afterwards we can expand by selling on sites like Ebay, Bol.com and bike shops.

Revenue streams?

Our first Revenue will come from kick starter, hopefully giving us enough money to get the company running.
The next revenue stream will come from kick starter backers who were waiting to buy our product.

Afterwards our revenue will come from buyers on social media who come across our advertisements.

Key Resources

what key resources do our value propositions require?

Light blue beans, housing/cases that we 3D print or are pre-made for us.
We will need a soldering station wires and buttons to create the technical aspect.
We will need and maintain laptops or desktops to create our codes and function updates.

Customer relationships?

The basis will start with Kick starter, we must keep track of who backed us up and send them progress reports and messages when the product is available, discounts and upgrades.

We will need a Facebook page and twitter to reach as many people as possible and link them to our website.

Value Propositions

What value do we deliver to the customer?

We deliver a product that ensures more safety and a easy music browsing experience on the bike.

Which one of our customers problems are we helping to solve?

We will remove the pain of having to get your phone and unlocking it every time you want to change the music or settings.

What bundles of products and services are we offering to each segment?

If you buy the product you can create a account on our site that will allow you to download all our new updates and optional software that we deliver in the future.

Which customer needs are we satisfying?

Using Marlow’s pyramid: we are satisfying safety and self-actualization.

What is the minimum viable product?

A physical object that can connect to the phone and attach to the steering wheel.

Customer Relationships

how do we get, keep and grow customers?

The basis will start with Kick starter, we must keep track of who backed us up and send them progress reports and messages when the product is available, discounts and upgrades.

We will need a Facebook page and twitter to reach as many people as possible and link them to our website. Customers can create an account that will allow them to download all the software updates and optional software that we (and users) will create.

The accounts will get E-mails to notify them that new downloadable products are available, discounts and the latest news.

Which customer relationships have we established?

None yet, we will have our Kick starter page, Facebook page and website ready at the end.

How are they integrated with the rest of our business model?

Customers will be notified with all the news and special offers, they will have accounts and encourage them to create their own codes for the community.

How costly are they?

We want to make them available for the general public, we want to aim for a maximum of 50 euros.

Channels

How do other companies reach them now?

Other companies aim their products at sportsmen and bike enthusiasts. They sell mostly on their own sites and internet-distribution sites.

Which ones work best?

I think a combination of the channels is necessary to sell this product.
We need to reach the people and show them a product that they didn’t know they needed.

Which ones are most cost-efficient?

The free ones like a Facebook page and other social media are the most cost-efficient.

How are we integrating them with customer routines?

Social media campaigns will be the fastest and cheapest way to broaden our audiences.
The kick starter backers will like and share our product and the product will reach potential customers that are just doing their daily social media / internet browsing.

Customer Segments

for whom are we creating value?

For casual bike riders that listen to music on the bike.

Who are our most important customers?

Our kick starter backers, and bike shops that will make our product reach a wider audience.

Cost Structure

what are the most important costs inherent to our business model?

The most important and expensive cost will be the Light-blue-bean that is the basis of our product.

Which key resources are most expensive?

The Light-blue-bean is the most expensive part, the next one will be the housing/casing.

Which key activities are most expensive?

Programming new downloadable content will be the most expensive because we will need to pay wages for all the hours that the programmers put in.

Shipping and managing sales will also be expensive.

Revenue Streams

For what are our customers really willing to pay?
According to our survey, most people are willing to pay 10-20 euros.
This right now is the biggest problem, because the light blue-beans start at 22 euros if you buy them per 500 units.

We will have to look for cheaper options to realize this product.

For what do they currently pay?
Right now there is no similar product on the market.
Products that come close have more functionality and are aimed for bike enthusiasts and sportsmen. A product that was quite similar is being sold for 200 euros.

Second 3D model

The Design.
After Rob designed the model, I created the 3D models that we 3D printed the next day. I followed the design by the millimeters using the measuring tools in Maya.

 

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The slider.
I’ve had to take a little creative liberty at the slider, because the mechanism was a little unclear to me.

 

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The changes.
The next day we met to 3D print. We talked trough the design and in Repetier Host we looked at the right angle to print the models.
We’ve made a change at the slider because we worried parts would break off.
We doubled the thickness of the walls and changed the height of the slider.

 
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