Design Review II PRYMD STRIKES BACK
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Transcript of Design Review II PRYMD STRIKES BACK
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Design Review II PRYMD STRIKES BACK
Jessica FlanneryWhit FowlerJeff MillerMano Iyer
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We Are PRYMD!
• BIG Idea (POV)
• Product (Prototypes)
• Who is the Customer?
• Bottom-up Discovery-Driven Plan (Value/Family, Price Point)
• Identify Key Assumptions
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Mom, Is that YOU?
• Our Customer– Daw Kin Shwe – 62 years old
• Owns five acres of land that is all used to grow food (rice and basic vegetables) for the five families that share their one house
• Annual income is $500, all spent on food• She would love to send the kids to school, but
they are in debt and can barely afford to eat
– Has access to land but not an efficient means to distribute water across it
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What are her Needs?
• More money to provide food/education for her family
• HOW?– Selling more (higher value) crops grown
on her land• How? Distribute water more efficiently to
crops– How? Water Can 2.0 or Drip Irrigation
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Building Empathy, the Hard Way!
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So what’s the BIG Idea?
• Our Point Of View To increase Daw Kin Shwe’s families’
profits by facilitating more effective delivery of water to crops
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Water Distribution Prototypes
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Bottoms Up!
• Value to Daw Kin Shwe– Financial Incentives
• 50-100% more crops per season– Potential of $50-$150 per annum
• 50% reduction in watering time– Potential of earning an additional $150 per annum
in performing other activities» i.e. driving an ox cart, picking tamarind leaves
(PUT PICTURE IN OF OX CART)
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You know what happens when you ASSUME!
• Key Assumptions– More effective distribution of water is actually a
limiting factor in how much money they can make
– Normative cultural challenges of introducing new style distribution system can be overcome
– Complexities in selling a system in which results come over time (e.g. growing crops versus immediate pumping of water with treadle pump)
– Cost of system considering risk-adverse nature of customers
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Enough talking, where’s the beef?
• Our Prototypes– Water Can 2.0– Storage Bladder for Drip