Sunday, December 16, 12designed.mit.edu/gallery/data/2012/final/slides/orange.pdf · Sunday,...
Transcript of Sunday, December 16, 12designed.mit.edu/gallery/data/2012/final/slides/orange.pdf · Sunday,...
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Sunday, December 16, 12
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ERNSunday, December 16, 12
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FERN
Sunday, December 16, 12
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the user the pr duct the business
Sunday, December 16, 12
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the user the pr duct the business
Sunday, December 16, 12
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the user
Sunday, December 16, 12
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the userSunday, December 16, 12
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the userSunday, December 16, 12
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appalachian trail casual picnics
the userSunday, December 16, 12
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appalachian trail casual picnics
the userSunday, December 16, 12
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appalachian trail casual picnics
the userSunday, December 16, 12
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appalachian trail casual picnics
the userSunday, December 16, 12
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appalachian trail casual picnics
the userSunday, December 16, 12
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appalachian trail casual picnics
the userSunday, December 16, 12
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our target consumers
the userSunday, December 16, 12
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our target consumers
cook for groups multiple burners
the userSunday, December 16, 12
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our target consumers
cook for groups
hike to and from camp
multiple burners
lightweight
the userSunday, December 16, 12
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our target consumers
cook for groups
hike to and from camp
store in backpacks & trunks
multiple burners
lightweight
compact
the userSunday, December 16, 12
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the userSunday, December 16, 12
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the userSunday, December 16, 12
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“with Ferno, you can have a comfortable base
camp without adding a lot of weight or volume”
the userSunday, December 16, 12
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“this product is filling a niche that hasn’t been filled”
the userSunday, December 16, 12
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the user the pr duct the business
Sunday, December 16, 12
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the user the pr duct the business
Sunday, December 16, 12
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the pr duct
Sunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr ductSunday, December 16, 12
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storage setup cooking cleaning
the pr ductSunday, December 16, 12
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storage setup cooking cleaning
the pr ductSunday, December 16, 12
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storage setup cooking cleaning
the pr duct
windscreenstovetop base
Sunday, December 16, 12
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storage setup cooking cleaning
the pr duct
pop, lock, ‘n drop itwindscreen
stovetop base
Sunday, December 16, 12
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storage setup cooking cleaning
the pr duct
pop, lock, ‘n drop itigniter
Sunday, December 16, 12
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storage setup cooking cleaning
the pr ductSunday, December 16, 12
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storage setup cooking cleaning
the pr duct
levers
Sunday, December 16, 12
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Sunday, December 16, 12
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video here
Sunday, December 16, 12
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video here
Sunday, December 16, 12
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storage setup cooking cleaning
the pr duct
temperaturesticker
Sunday, December 16, 12
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storage setup cooking cleaning
the pr duct
remove stove top to cleantemperature
sticker
Sunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr duct
10.5”
17”
1.5”
Sunday, December 16, 12
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the pr ductSunday, December 16, 12
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the pr duct
270 in3volume 1800 in3volume
Sunday, December 16, 12
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the pr duct
9 lbweight 13 lbweight
270 in3volume 1800 in3volume
Sunday, December 16, 12
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the user the pr duct the business
Sunday, December 16, 12
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the user the pr duct the business
Sunday, December 16, 12
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the business
Sunday, December 16, 12
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the businessSunday, December 16, 12
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the businessthe business
an attractive market
Sunday, December 16, 12
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the businessthe business
800,000 two-burner stoves sold last year
an attractive market
Sunday, December 16, 12
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the businessthe business
800,000 two-burner stoves sold last year
an attractive market
12% growth over three years
Sunday, December 16, 12
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the businessthe business
800,000 two-burner stoves sold last year
an attractive market
21% growth last year
12% growth over three years
Sunday, December 16, 12
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the businessthe business
an attractive market
Sunday, December 16, 12
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150,000 Fernos sold by year 5
the businessthe business
an attractive market
Sunday, December 16, 12
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11% projected market share
the businessthe business
an attractive market
11%
29%60%
coleman others ferno
Sunday, December 16, 12
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the businessthe business
a competitive product
Sunday, December 16, 12
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the businessthe business
a competitive product
bill of materials $20
overhead $10
labor $5
total cost $35
Sunday, December 16, 12
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the businessthe business
a competitive product
bill of materials $20
overhead $10
labor $5
total cost $35
wholesale price $65
Sunday, December 16, 12
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the businessthe business
a competitive product
bill of materials $20
overhead $10
labor $5
total cost $35
wholesale price $65
retail price$120
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the businessthe business
a competitive product
Sunday, December 16, 12
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the businessthe business
a competitive product
$120$100$80
added value
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the business
a viable business
Sunday, December 16, 12
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-$0.4M
$0.0M
$0.4M
$0.8M
$1.2M
$1.6M
2013 2014 2015 2016 2017 2018
year
ly c
ash
flow
the business
a viable business
Sunday, December 16, 12
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-$0.4M
$0.0M
$0.4M
$0.8M
$1.2M
$1.6M
2013 2014 2015 2016 2017 2018
year
ly c
ash
flow
the business
a viable business
initial investment $230,000
Sunday, December 16, 12
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-$0.4M
$0.0M
$0.4M
$0.8M
$1.2M
$1.6M
2013 2014 2015 2016 2017 2018
year
ly c
ash
flow
the business
a viable business
break even 26 months
initial investment $230,000
Sunday, December 16, 12
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-$0.4M
$0.0M
$0.4M
$0.8M
$1.2M
$1.6M
2013 2014 2015 2016 2017 2018
year
ly c
ash
flow
the business
a viable business
ROI 45%
break even 26 months
initial investment $230,000
Sunday, December 16, 12
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THANK Y U
David WallaceDanny BraunsteinJuhan SoninJohn NordstromNick WaggenerRoger ZhuLauren Hernley
Juergen SchoensteinJane KokernakLydia VolaitisLinda SutliffJane ConnorAngie LocknarJeff Mekler
Dick FennerBill CormierJoe CroninJim DudleySteve HaberekChevalley Duhart
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FERN
Sunday, December 16, 12