Athos Product Concept Generation
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Transcript of Athos Product Concept Generation
PHASE 2By
Ray Ablao, Paul Gabriel, Phillip Lam, Elliot Mar, and Ariana Wong
Athos
Athos is in a thriving industry where the explosion of the Internet of
Things converges with smart fitness wearables. In this space, Athos has
distinguished themselves well ahead of competitors by providing the most
innovative and advanced smart wearable garment that monitors a user’s
biometric signals and then converts them into powerful insights through a
mobile app. There were many considerations when brainstorming for the
next iteration of the product, since space allowed for much freedom in
design and innovation. The use of the Product Attribute List gave much
insight into our current product characteristics (Exhibit A). The Competitive
Product Analysis gave our team the ability to compare our product’s
attributes against leading rivals (Exhibit B). Lastly, the Utility Map gave us
the ability to view the competitive landscape at a macro-level, providing us
the perspective of our competitive advantages and disadvantages
throughout the entire Buyer Experience (Exhibit C). The application of
these three models contributed to and drove the ideation of new concepts.
Concept Generation/Evaluation
The 3 Concepts that the team generated from the ideation stage were:
Athos as a Platform, Athos APEX, and Athos ACTIVE. Athos Platform utilizes
the Addition Method, expanding the product as a software platform.
Features in this concept would be providing an open API, Android
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Operating System Support, as well as Software Development Kits for both
the iOS and Android platform. Athos APEX also incorporates the Addition
strategy, extending the coverage of the current shirt and shorts to an entire
bodysuit. This allows the garment to run more sensors and provides the
ability to measure the muscle activity of abs, forearms, and calves in
addition to the existing muscle groups. The last concept, Athos ACTIVE,
uses the Subtraction Method, which reduces the amount of sensors and
fabric in the form of a sleeveless shirt. The criteria that these concepts are
judged against are: Time to Market, Market Penetration, and Risk.
Applications of evaluation and screening tools will be used to select the best
product that satisfies the criterion.
The first tool, the Product Radar Chart, exposes the concept feasibility
and their potential risks (Exhibit D1, D2). The Athos Platform concept
provides high value in the areas of Strategic Value, Competitive
Sustainability, and Innovation. This concept is crucial to the company’s
future success as Athos has platform-providence. However, the investments
in developing the systems and services to support a platform greatly
increases the company’s Time to Market, Operational Risk, Technical Risk,
and Investment Intensity. The Athos Apex plays upon the company’s Core
Competencies and has very low Technical Risk. The long sleeves, extension
of the lower garment, and addition of sensors will not have much effect to
the firm’s current operation and production, but the Customer Value for this
concept isn’t as compelling as the others, due to the price sensitivity of our
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customer base. The Athos ACTIVE generates the most Customer and
Strategic Value and has the least amount of Operational and Technical
Risks. Leveraging their existing Core Competencies, Athos can offer a
product that has fewer features, the same functionality, and a decreased
price all while reducing the Time to Market and development costs.
In order to evaluate how our 3 product concepts stacked up against
each other, we did multiple RWW tests to vet those ideas (Exhibits F1, F2,
F3). We put our products through the RWW framework and found that
addition and subtraction were equally viable for our target market
segments over a software platform given our capabilities. Due to the price
sensitivity of our customers, we opted to go with subtraction. This RWW
gave us a failure percentage range that allowed us to calculate what our
ECV would be given our success/failure percentage.
We conducted an NPVR analysis using data from a market research
report from Kalorama for the subtraction product in 2 relevant segments;
injury prevention/rehabilitation, and lifestyle/fitness (Exhibits E1, E2). The
injury prevention/rehab market gave us an NPVR of $3.6B for
lifestyle/fitness and $497M for injury prevention/rehab, prior to risk
analysis. We deemed our presence in injury prevention/rehabilitation to be
more substantial, since our current partnerships with professional sports
teams would accurately illustrate that point. The more difficult market to
crack would be the lifestyle/fitness segment, which we addressed by giving
an R rating of 72% as opposed to the injury prevention market R of 86%.
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The risk ratings we thought accurately reflected the amount of risk that
would be present when moving into these adjacent markets. After NPVR,
the injury prevention/rehab segment was valued at $2.6B, and the
lifestyle/fitness segment was valued at $427M for the years 2016-2020.
Given all of these factors, we put our expected commercial value
range at $1.8B-$2.2B for 2016-2020 given a 10% discount rate (Exhibit F4).
Each market segment had a different assumed market penetration
percentage to reflect the difficulty of breaking into each segment. We also
assumed that the percentage of each segment would remain the same in the
overall market as the market grew, since there was no data or trend
analysis. One factor that was not taken into account was price sensitivity
amongst the three products, as we assumed that Athos as a company would
be able to penetrate the market with any product they chose given their
capabilities. When selecting amongst the three concepts, our chosen
concept itself will have to either be the market leader (~40%) by 2020 in
our target market or pull in $1B in revenue (NPV, non-risk adjusted, non-
ECV, single year) by 2020 given a 10% discount rate in order to be viable.
The concept will also need to retain the same functionality as the current
product offering. Out of our three concepts, Athos ACTIVE best meets the
criterion.
Voice of the Customer
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The unmet need being addressed by our new product concept is
workout performance metrics by means of a smart garment and phone app
all at an affordable price point. In order to confirm this need, we will
conduct 30 one on one interviews for around 45 minutes each in 1 hr.
intervals. Our decision is backed up by a study by Griffin and Hauser, which
revealed that this quantity of interviews paired with this specific time length
generated 100% of all needs (Katz). Individual interviews would be the most
insightful at this point in the “Idea Generation” stage as it allows each
participant to go off on tangents and generate a broad list of detailed needs
(Katz). In determining which consumers to include in our study, we will
choose interviewees based on whether or not they have an influence in the
decision making process of purchasing the product and whether they come
into contact with the product. Therefore, we will include elite and average
athletes, any retailer/distributor that may be interested in selling the
product, and users of competing products (i.e. Fitbit, Hexoskin, etc). The
interviews will be conducted in a combination of on-site facilities (i.e.
athletic facility) and at a central location (i.e. market research facility). On-
site will allow for observation of the customer actually using the product
and will provide more insight as it pertains to their needs. All interviews will
be tape-recorded and performed face-to-face as to be able to read any facial
cues and better understand any functional usability issues that the user
might be facing.
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Our interview guide or VOC questionnaire will allow us to gauge what
the needs are and hone in on those more pertinent needs (Exhibit G). Our
VOC questionnaire is focused on encouraging the participants to share their
stories and experiences with the product (Katz). When necessary,
interviewers will ask open-ended, indirect questions in conjunction with
relevant questions on the VOC questionnaire to entice users to go in depth.
After compiling all the respondent’s transcripts, a team of Athos
employees from different functions will extract the needs statements.
Shortly thereafter, we will create an affinity diagram and find customers to
aid in the diagramming process so that the needs will be sorted in a manner
consistent with the way a customer uses the product (Katz). Then, a focus
group would be conducted with the affinity diagram participants so they
have the opportunity to vocalize how they organized the needs in that
specific manner. Lastly, we will create a survey so that consumers can rate
each need based on importance and satisfaction. This will allow us to gauge
any potential areas of improvement. This market research strategy will
allow us to generate a comprehensive, prioritized list of the customers
wants and needs.
Athos ACTIVE
Athos’s mission statement is simply, “To help people train more
effectively to reach their fitness goals”. The current version of the Athos
garment offers industry leading smart performance apparel that monitors a
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user’s biosignals and presents the data in a meaningful way. From a
competitive standpoint, our Competitive Product Analysis highlights that
Athos is the technology leader in the smart wearable space (Exhibit B).
Being the only company in the entire industry that offers EMG sensors that
measures muscle exertion and utilization, the Athos product retails for
$549, a whopping 37.5% more than the next highest priced competitive
product. The current flagship Athos is targeted at a more hardcore
audience, given its features and price point. Athos’s new product will
deliver the same cutting-edge technology, but packaged with less sensors
and at a lower price. Athos is on course in helping the world train more
effectively. The introduction of ACTIVE will allow Athos to tap into the $2.8
billion market in North America alone (Exhibit E2), allowing Athos to
increase brand awareness.
Based on the Utility Map, Athos has proficiency in the Six Utilities
Levers throughout the Six Stages of the Buyer Experience when compared
to leading competitors (Exhibit C). The company offered a sleek website
that had intuitive user interface, an iOS app that was leaps and bounds
better than competition, and utilizes the EMG technology that not only
increases user productivity but also helps decrease the risk of muscle
injury. The only area of improvement for the Athos garment was at the
convergence of Maintenance/Post Purchase Stage and the Simplicity Lever.
The Athos shirt and shorts were hand-wash only, whereas competing
garments in this space were machine washable. Athos’s new product will be
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redesigned to be machine-washable, ensuring that their product is superior
than competitors in every way, shape, and form.
Applying the Total Product Concept, Athos’s new product line is
aligned with the firm’s Core Product. Utilizing the same great technology
found in their flagship line, this new product simply extends the company’s
reach to untapped market segments. The Actual Product is a sleeveless shirt
and short garment set that is lighter, machine washable, while sporting less
sensors. Other services that augment this product are warranty, free-
delivery, customer support, self-service support, and iOS app updates with
new features and bug fixes. Details of the execution of the Athos ACTIVE
could be found in the Product Protocol Exhibit I.
Concept Testing
In order to gain an accurate assessment of our new concept, we have
created a survey that gauges customer feelings towards pricing, purchasing
intentions, and product diagnostics (Exhibit M). It will allow us to evaluate
any product weaknesses that can be fixed before the product is launched.
Our concept is outlined in the survey; with the new product being
comprised of 6 EMG and 2 HR sensors in the upper body and 8 EMG and 0
HR sensors in the lower body.
Similar to our market research strategy, we will include a random
sample of current customers of the product, customers of competing
products, and in general anyone looking for a healthy lifestyle. Our concept
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testing survey will be sent via the Internet or mail, as it is not necessary to
be face to face with a participant. We will also post our survey on Amazon
Mechanical Turk and charge $0.25 per survey to maximize the number of
responses attained.
In addition to our survey, we will conduct a choice-based conjoint
analysis (Exhibit H), which will provide us with insights as to how our
customers evaluate the product based on prices and the different muscle
groups tracked. Since the current product already has very few features
(i.e. apparel, app, core), we decided that the number of sensors would be
the only attribute that can be altered that would make a difference to the
consumer. The functionalities of the app should remain the same since the
products main differentiators are provided to the customer by the app. The
conjoint analysis focuses on those muscle groups that are most utilized by
an average athlete (i.e. runners, triathletes).
Once we have received a substantial quantity of completed surveys
including conjoint analysis surveys, we will analyze the data compiled by
Qualtrics. For instance, we will compile the responses regarding purchase
intent in order to determine what percentage of customers are most likely
to purchase. Our concept testing survey including our conjoint analysis
questionnaire will reveal customers reactions to the new concept as well as
the best combination of attributes and price.
Product Roadmap
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The current target market is aimed at professional athletes or semi
professional extreme sports athlete. At this time, our estimations (Exhibit
E2) show our total available market growing from $3B this year to over $5B
in 2020, in North America for injury rehab and lifestyle fitness segments
together. With Athos’s biggest partnership currently being the Golden State
Warriors, selling to the public is something that comes second as a priority
as product development continues to evolve. At this time, the product is
available to the public for purchase through the website, but is not actively
marketed by the company with any substantial investment. As the product
roadmap continues to be developed, we see that there will be two channels
that Athos will sell to, with an emphasis on their largest growth market, the
amateur athlete.
Moving into the new go to market strategy, the focus will be in the
main consumer channel of amateur athletes and general health consumers.
While Athos must work to get more penetration with other sports
professionals, any new customers or partners that they find here will be
agreed upon as a marketing strategy that they can use to address the larger
pool or the total market. As Athos continues to develop its platform, this
type of offering to professional sports teams can change, especially when
they’ve achieved a reputation for product differentiation. The ultimate goal
of selling these partnerships into this channel would be to become the gold
standard of professional training wearable technology. In the long term,
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gyms and personal trainers as clients would help strengthen the brand
image, Athos’s reputation, and increase brand awareness.
The main growth area would be with casual to avid athletes who are
looking for more than what they are currently getting with other wearable
devices like FitBit and Jawbone. The offering can start off in a more focused
segment, but the idea of building a platform of products based on the same
technology (the sensors) creates a long-term roadmap for the company to
build upon. Ultimately, the plan would be to develop specific products for
marathoners, swimmers, cyclists, and strength trainers, providing each
slightly different but highly relevant data and analytics that the respective
users would find useful and valuable. The benefits that customers would be
looking for here would be to get more analytics around specific
performance or progress on projects they are working on. For example,
marathoners would want to track their long distance endurance by getting
readings on muscle utilization in their legs. This type of data is not
something that an average amateur athlete would find useful but would
have no way of getting today, and this is the value that we would be able to
push with an entire product line moving into the future. By marketing a
product that is addressing the price sensitivity of the market while
capitalizing on new technology that isn’t available elsewhere, we feel that
this would give us the capital we’d need to continue to develop our product
roadmap.
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As mentioned, the product roadmap would focus on the core
technology first. Developing a platform that centers around two pieces of
technology, sensors and software systems needed to deliver a robust and
user-friendly experience. Most of the upfront R&D will be on the sensor
technology. Then, as we continue to improve our performance, we will
conduct market research to personalize the data and develop the software
and application for it as well. Within the first two years, we’ll be able to
focus on building out sport specific apparel that leverages the power of this
platform.
This project has a 3-month roadmap consisting of designing, testing,
and manufacturing for the first, second, and third month, respectively. A
project team of 7 people: 1 PM, 4 engineers, 2 marketers is the resource
requirement to bring this project to fruition. A long-term goal of Athos is to
develop a technology platform that consists of an open API and SDKs to
sync other wearable devices to the Athos app. In addition they should begin
developing the app to be compatible with Android devices.
Portfolio, Project, and Platform Planning
The overall strategy for Athos is to be the industry leader by means of
penetrating the global market and strengthening their brand equity. The
current product portfolio is comprised of 1 product line with some product
depth: wearable shirts and pants for men and women, each available in 6
different sizes and the Athos Core. Since Athos currently has 1 million
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orders on backfill, we believe the next product line will outperform the
existing one mainly because it targets a much larger audience.
To avoid betting all our chips on a single product line, we believe
diversifying and adding to the product mix with a new platform is the
answer to mitigate risk. To start we derived objectives that the new
platform must meet in order to have a healthy ROI (Exhibit K). These
objectives align with Athos’s overall strategy, the voice of the customer, and
considers industry trends and risks. The wearable industry has been
experiencing steady growth and will continue to do so as more people
become health conscious. This is an opportunity for Athos to reach a new
larger market by providing a solution to an unmet need.
Value proposition
For individuals who are seeking or maintaining a healthy lifestyle,
ACTIVE provides users with muscle activity metrics that can be used to
increase workout performance and accelerate recovery. Unlike its
competitors, ACTIVE is a lightweight, comfortable and machine washable
garment equipped with cutting edge technology to help you get the most
out of your workout.
The ACTIVE platform essentially uses the same Athos core technology
with additional features such as machine washable and lightweight
material. The key differentiator for the ACTIVE platform and the current
product offering is the ACTIVE line will use 38% less sensors, and therefore,
will be offered at a lower price point, 27% less.
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After one quarter of ACTIVE being on the market, the portfolio should
be assessed for success and sustainability. Revenue and operating income
will be the metric to measure success and customer feedback will be used
to help develop future products. Using the Merwyn Translation Journal and
Feature Benefit chart, we conclude that introducing a more affordable,
lightweight, machine washable garment will meet the needs of active
individuals who will now be able and willing to purchase (Exhibit L). As a
result, the addition of the ACTIVE product line will enhance the
performance of Athos’s product portfolio by reducing risk and facilitating
the overall strategy.
APPENDIX
Exhibit A: Product Attribute List
Athos Core:● Battery life (10 hr)● Battery Charge Time● Impact Resistant● Water Resistant
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Athos App:● Compatible with iOS● Only in English
Garment:● Compression fit● Ergonomics/Fit● Comfort● Style● Stretchability (4-way stretch)● Sun Blocking (UPF 50)● Biomonitoring● Sweat wicking● Machine Washable● Core weighs less than 2g● Color (Black)● Impact Protection● Odor Resistance● Drying (Machine Dry or Hang
Dry?)● Quick Drying● Durability (Snagging, easy to
tear)● Water Resistant
Exhibit B: Competitive Product Analysis
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Metrics Competitive Product Analysis
Athos OMSignal Hexoskin UA HealthBox
Price $549 for full body suit + 1 core
$199 for shirt, box, and app
$399 for shirt + 1 core $400 for entire healthBox
Product Package
Shirt, Shorts, and 1 EMG core, mobile app
One shirt, one box, and mobile app
Shirts (Men’s, Women’s, Junior’s)
Scale, Wrist Wearable, and Heart Monitor
Product Claims
Improves muscle asymmetry, balance, allows athletes to tailor workout to suit fitness goals, prevents injury
Comfortable wearable to improve fitness through tracking heart rate, cadence, distance, and caloric burn
Measures heart rate, variability, breathing rate, breathing volume, activity, and sleep
Allows you to stay healthy, and live longer.
Target Consumer
All Athletes concerned about fitness
Fitness enthusiast, and Runners
Athletes, Health Researchers, Space Researchers
All people concerned about health
Brand Positioning
Fitness and Training
Fitness and Training Health and Fitness Health and Fitness
Hardware Features (what it measures)
EMG-Measures muscle exertion/utilization by region, heart rate, respiration rate, calories burned, motion, breathing patterns
Measures vO2, heart rate, breathing rate, breathing volume and balance, activity intensity, calories
ECG-measures heart rate, respiration rate, VO2 Max, activity (steps, cadence, acceleration), calories, sleep patterns
Measures heart rate, REM cycle (sleep), steps
# of sensors Shirt- 12 EMG (muscle), 2 heart rate, 2 breathingShorts- 8 EMG, 4 heart rate
Movement sensor, heart rate sensor, breathing sensor, GPS
3 ECG “cardiac” sensors, 2 breathing sensors, 1 movement sensor
UA Scale: 4, 396 lbs maxUA Heart Rate: 1 on skinUA Band: 1 on skin
Fabric Specs
UPF 50, compression fit, 4-way stretch weave, flat stream construction, warp knit
Machine washable Italian fabric, UV protection, machine- washable, lightweight, anti-odor, water resistant
N/A
Mobile Platform
Yes (iOS) iOS Android, iOS Android, iOS
Desktop Web Platform
No No Yes Yes (MyFitnessPal)
SDK (Software Developmen
No In Development Yes (iOS/Android) Yes (iOS/Android)
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t Kit)
Open API No In Development Yes Yes
Product Line Length
1, can be split (just shirt, or just pants)
1 1 1, 3 if scale, wristband and heart monitor are counted as separate
Battery Life 10 hours (Core) 14-16 hours or one full day
14 hours UA Band: 110 mAh (up to 5 days)UA Scale: 4 x AAUA Heart Rate: 220 mAh (up to 365 hours)
Citation (“Best Fitness Tracker”) “Under Armour HealthBox Fitness Tracking System”
Exhibit C: Buyer Utility Map
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Exhibit D1: Product Radar Chart
Exhibit D2: Product Radar Table
Attribute Concept 1: Athos Platform
Concept 2: Athos Apex
Concept 3: Athos Active
Customer Value 6 5 8Strategic Value 8 4 9Competitive Sustainability
8 6 7
Innovation 9 5 5Core Competency 4 10 10Time to Market 2 7 8Investment 10 4 3
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IntensityOperational Risk 8 3 2Marketing Risk 3 3 3Technical Risk 10 2 1
Exhibit E1: NPVR (inj/rehab segment)
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Exhibit E2: NPVR (lifestyle fitness segment)
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Exhibit F1: RWW (subtraction)
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Exhibit F2: RWW (addition)
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Exhibit F3: RWW (platform)
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Exhibit F4: ECV (subtraction, addition, platform)
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Exhibit G: VOC Questionnaire
VOC Questionnaire (i.e. Interview Guide)
My name is (name of interviewer) and I’m a part of the Athos team located in Redwood City. First, I want to thank you for your participation in this study.
Let me start off by explaining our goal in conducting this interview. My team and I are working on creating a new smart fitness wearable (i.e. fitbit, nike fuel band, etc). We will start off with a series of one-on-one interviews, each lasting around 45 minutes. Our aim is to learn about your experiences with smart fitness wearables that you have previously seen or owned. We want to hear about your likes, dislikes, wants, needs and any improvements that would make the product better and your life easier.
I have created an outline of topics I would like to cover, but feel free to talk about anything that comes to mind that you think is important to discuss. There are no right or wrong answers.
Any questions before we begin?
1. First tell me a little bit about yourself-- What do you like to do for fun (i.e. hobbies)?
2. Now, tell me about your hobbies, more specifically any fitness-oriented activities you participate in.
3. Tell me about any smart fitness products you use in conjunction with your workout.
4. What does the product look or feel like? What features does it have?5. What do you like about it and what do you dislike about it? Why?6. How does it compare to other products you have seen on the market?
What makes it better or worse?7. Tell me about the best experience you ever had with this smart fitness
product, one that helped you improve your workout. Now tell me about the worse experience you ever had with a fitness product, one that made your workout experience worse.
8. What are some things you do while working out that this smart fitness product enhances or makes more difficult? Why is that?
9. What are some of the things that make one smart fitness product more effective than others? More functional/user-friendly? More insightful? More aesthetically pleasing? More complicated? Better quality? Is there anything else that would make this smart fitness product more desirable than another?
10. If you could change one or two things about your smart fitness product,
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what would they be? Why would that be better?11.Is there anything else you would like to share about smart fitness products
or is there anything you thought I was going to ask you about but I didn’t?
Thanks!
Exhibit H: Conjoint Analysis
Conjoint Analysis
If you were in the market for smart fitness apparel and these were your only alternatives, which would you pick? (HR- measures heart rate, EMG-measures muscle activity)
With this quantity of upper body sensors...
12 EMG(Pectoralis Major, Latissimus Dorsi, Trapezius, Back Deltoids, Biceps, triceps)2HR
6 EMG(Pectoralis Major, Latissimus Dorsi, Trapezius)2HR
6 EMG(Pectoralis Major, Latissimus Dorsi, Trapezius)2HR
With this quantity of lower body sensors...
8 EMG(Glutes, Hamstring, Inside/Outside Quadriceps)HR
8 EMG(Glutes, Hamstring Complex, Inside/Outside Quadriceps)0 HR
6 EMG(Glutes, Hamstring Complex, Quadriceps) 0HR
With this price... $499 $399 $349
Exhibit I: Product Protocol
Target Market Athos’s target market are athletes in the Lifestyle and Fitness Industry. This our new product, we are reaching out to more casual or amatuer athletes with a product that the same cutting edge technology but at a lower price
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point.
Product Positioning Athos offers high-end smart wearable garment while adapting industry leading sensor technology (EMG) to help all users be effective and reach their fitness goals.
Product Attributes The product will provide measurements of the following muscle groups (pecs, lats, etc..) through EMG technology and must retail for $400.The new garments will be machine washable, and lighter weight than the flagship model with less sensors and textile.
Competitive Comparison
Competitors that are making smart wearable garments are OMSignal and Hexoskin, indirect are UAHealthBox, FitBit, Jawbone (Exhibit B)
Augmentation Dimensions
The garment will come with a 90 days warranty for both the sleeveless top and bottom. We will be offering 1 year warranty on the hardware, which is comprised of the Core, charging cradle, and USB cable. Customer service support will be offered via email, while the Self-serve Support will be a web-based service that will cover Technical/Troubleshooting guides of the garment, core and app, as well as Frequently Asked Questions. Athos will continue to uphold quality and usability by releasing iOS app updates on a monthly cadence with new features and bug fixes.
Timing Development of the Athos ACTIVE garment will start immediately will take 3 months to complete. The first batch should be ready by August 2016 which will benefit from the Sport Apparel Seasonality of high sales during the months of September - January. (Exhibt J)
Marketing Requirements
The announcement will be made at mobile technology and fitness conventions such as AppsWorld, Mobile World Congress, & FitExpo.
● On the Social front, we will focus on the
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main social networking platforms of Facebook, Twitter, Pinterest, and Instagram. We will leverage “Influencers” to use, review, and champion our products. This byproduct of this are web blogs, vlogs, tweets, pins and shares.
● Digital Ads will work with technology and fitness content sites such as Engadget, Re/code, Techcrunch, Gizmodo, Fit Bottomed Girls, and Nerd Fitness to release press articles and review articles. Pre-release products will be sent to these companies for exclusive review. This will also be accompanied by both mobile and desktop ads.
● Traditional Print Ads will work with fitness and technology magazines to showcase our product.
Financial Requirements Development should not cost more than $185,00. Breakeven point will be accomplished during 3rd quarter of releasing the product.
Production Requirements
● After the announcement of the go live date, supply rate should meet the demand rate.
● Garment must pass Quality Standards, without exceptions
Regulatory Requirements
Regulations will be derived from many sources and will vary depending on localities and states.
Corporate Strategy Requirements
We are seeking market penetration of the “Amatuer” market segment of the Lifestyle and Fitness Industry & sustain our reputation as the innovation leader in the space.
Potholes The project have potential potholes.● Risk of low adoption rate● Risk of manufacturing shortage or surplus
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● Risk of not accomplishing break-even point
Exhibit J: Sports Apparel Sales -Market Realist
Exhibit K- Objectives
Objectives
Leverage current technology
Offer an affordable product
Diversify Risk
Target new market
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Strong Marketing Penetration
Increase brand awareness
Exhibit L- Merwyn Translation Journal and Feature Benefit Card
Merwyn Translation Journal
Question Answer
In one sentence what is your innovation?
Athos has created affordable lightweight smart garments that is machine washable that the consumer market can confidently buy and use.
Technically, what is most exciting about your innovation?
The garment still captures valuable and usable data with less sensors
Technically, what is novel and not obvious about your innovation? For the first time ever it is now possible to…
To track the behavior of muscle activity during exercise for specific muscle groups. In addition, a smart garment with embedded sensors is not machine washable.
What product/service does your innovation enable that wasnʼt possible before?
Gives insight into how effective exercises are being performed by using EMG technology.
What does your innovation enable that will most frustrate the competition?
The technology is patented by Athos and the effectiveness of the product with Elite/Professional athletes.
What are you most proud of? / What have you spent the most time on?
Reaching economy of scope by reducing manufacturing cost while producing a high demand product.
If appropriate, describe how your innovation enables GREEN ECONOMYopportunities? - sustainability, efficiency, recycle, reuse, etc.
● Makes workouts more efficient● Garment is machine washable
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What is most unique about my innovation is…
Provides reliable data with fewer sensors.
Other things that are unique about my innovation include…
● Machine washable● Less garment
Why Should I (the customer) care? ● Proven to work● Affordable
The most exciting overt benefit of myinnovation is…
● Affordable
Final Decision Maker who will find thisbenefit most valuable is...(customer, consumer, buyer)
● Consumer● Channel Partners
Who would care the most about this overtbenefit…
● Consumer
Obvious Product or Service Name &Descriptor:
● Fitbit- skin irritation● UA healthbox - end-to-end● OMsignal - slow innovation● Hexoskin- hr monitors● Jawbone- slow mover
In ONE sentence what does your innovationprovide that is unique versus other options onthe market today?
ACTIVE uses cutting edge technology to help track muscle activity
Feature Benefit Card
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Feature F(x) Benefit
Less sensors but same technology
Machine washable
Less garment/Light weight
Provides accurate readings with less sensors
Product is affordable and competitively priced
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