ReFrame Design Review 2 | May 11, 2006William Croisettier, Sarah Stein Greenberg, Gustavo Romero, Jin Tsubota

Big Idea | Build a Better Pump Frame

“This is an important design challenge we have. Frames are crucial to every single user!”

– Jim Taylor, IDE|m

WOODEN

IDE FRAME (METAL)

BAMBOO

Current User Complaints | Workarounds

• Too expensive

• Not adjustable– Treadles too short– Handle too far forward– Counterweights– Height of pump

• Unstable

The Customer

“Stavros”

Customer ChoiceBuy wooden frame… $8 – 15

OR

Buy metal frame… $15

OR

Make my own frame…

The majority of pump users do NOT buy IDE’s metal frame

50% wooden | 30% IDE’s metal frame | 20% bamboo or other

Value Proposition

Introducing |

Core Principles | cheap, customizable, stable

Efficiency upgrade for people who are making their own frames

Cheaper for people buying carpenter-made wood frames & IDE’s metal frames

More customizable than any existing option

More stable than any existing option

the “MyanMyFrame”

Design Concern | The DIY-OTS Continuum

Customer’s skillsCustomer’s access to toolsPrice sensitivityImpression of durability

“Just Joints” Hybrid MaterialsWelded or Pre-

Assembled Wood

Do it Yourself (DIY) Off-the-Shelf (OTS)Some Assembly Required

Issues

Prototypes

“Just Joints” Hybrid MaterialsWelded or Pre-

Assembled Wood

Do it Yourself (DIY) Off-the-Shelf (OTS)Some Assembly Required

Jin’s drawings

(And show physical protos)

Competitive Issues | Vulnerability

The MyanMyFrame will (hopefully) replace local

carpenters’ frames. Will there be an effect on vendor/dealer

relationships?

IDE workers are welders, not carpenters…if the MyanMyFrame requires wooden parts, not metal, will it be difficult to start this new product line?

Internal Alignment

Organizational Plan

Goal: To establish the process for using EA as a feeder source IDE’s product line by adding the MyanMyFrame. Implementation by September.

No separate organizational structureSarah goes to Myanmar this summerCapital for additional R&D from philanthropic

sources if necessary (F&F)

Financial Plan

• Price ceilings (maximum points) that would compete with existing options:– Just Joints Solution < $8– Hybrid (no carpenter required) $8 - 15 – Off-the-shelf ultra durable $10 – 20

– [until we have the materials prices from Jim we can’t put together cost estimates based on materials ratios]

TBD Sensitivity Analyses

• Price of steel components (based on percentage of product that is steel)

• Price of wood, bamboo, rope, etc.• Availability of wood, bamboo, rope, etc.• Ability of IDE staff to provide “high touch” required for

Just Joints?• Other?

TBD on Wed. / Thurs.

Next Steps