Kate SheppardSuffragette

Ernest Rutherford Atom man

Richard Pearse  First flying machine

Burt Munro  World’s fastest motorcycle

Pioneering spiritFresh, unencumbered thinkers

Youthful Energetic AdventurousFree SpiritedCan-do

User focused

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conceptual clarity

self belief!

CAN DO

disturbances opportunities

–

Total revenue exceeds $700m

Highest selling product in Knolls history

Global environmental benchmark

Fastest product ramp up in Knolls history

50,000 + chairs sold

Knoll Seating Revenue 2001

$21m

Business Model

•Long term investment (can’t be hand to mouth)

•2-3 years per project (1 year to find partner)

•IP equals up to ¼ of cost of development

•Development cost covered by licence fee

•Break even after one year

•Profit and reinvestment created through royalty stream

Total sales

Life

Generation

S600

Side chair

$ (

00

0)

how do we do it?

$973(height arms,no seat depth)

Chadwick Knoll

$650(height adj arms)

Let’sb Steelcase

$1217 (height adj arms, tilt limit)

Aeron Herman Miller

$1031(height + width arms)

Mirra Herman Miller

$649 (fixed height arms)

Soho Knoll

$670 (height adj arms)

Essentials Knoll

$1248 (fixed height arms)

Bulldog Knoll

$951 (high perf arms)

RPM Knoll

$1199(high perf arms)

Leap Steelcase

$981(high perf arms)

Think Steelcase

$798(height adj arms)

Look Haworth

$907(height adj arms)

Zody Haworth

$1110(height adj arms, no pref)

Freedom Humanscale

$1055(fixed height arms, no pref)

Liberty Humanscale

$725(fixed arms, flexnet seat)

Caper Herman Miller

$1005(high perf arms)

Sum Allsteel

$940(height adj arms, upholstery)

Relate Allsteel

$609(height adj arms, lumbar)

Ambition Allsteel

$770(height adj arms)

Energy Allsteel

$783(height adj arms)

Reaction Herman Miller

$987(height adj arms)

Equa 2 Herman Miller

$831(height adj arms)

Ambi Herman Miller

$764(height, width + angle arms)

Cella Herman Miller

$1695

Embody Herman Miller

$???

Diffrient Humanscale

Embody 2 Herman Miller

$???$???

Cobi Steelcase

$1306

Acuity Allsteel

$864

Amia Steelcase

$1443(height adj arms)

Life Knoll

$1295 (height adj arms)

S500 Knoll

carbon foot print

Life

Th

ink

S5

00

Zo

dy

Fo

rmw

ay

kg CO2 per chair

10

7

10

2

10

1

70

27

.9

Observational research

“Understanding human need is half the job of meeting them”

Adlai Stevenson

User Insights

Consulting the experts

TIM SPRINGER Human environment research organization, Chicago

Copyright Formway Furniture 2009

COMPARED THEIR PERFORMANCE

user trialling

Copyright Formway Design 2010

Mark Pennington Design