mark sanders's presentation at taipei trade show
DESCRIPTION
March 2009TRANSCRIPT
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©Mark Sanders 2009
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©Mark Sanders 2009
One-Touch Can Opener –
Universal Design (for all) .. 14,000,000 sold
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©Mark Sanders 2009
Bicycles – Human Amplifiers
3mph
4 x Faster4 x Distance
12mph
Same Energyas walking….
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©Mark Sanders 2009
BUT - How do we get more people
onto bikes ?
What are Reasons for NOT
cycling ?
Is cycling just for enthusiasts ?
Can bikes be
cool for all ?
“GOOD MORNING LEMMINGS”
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©Mark Sanders 2009
Reasons for NOT cycling
• Safety
• Hard Work
• Comfort
• Theft
• Speed
• Cycle routes
• Healthy
• See more
• Door to door
• 4 x Walking
Some Answers
IMAGE … “what will people think of me ?”
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©Mark Sanders 2009
Cycling in Major Markets
Example: USA (Data: Trek/IDEO/Shimano)
Cyclists 23m
Non- Cyclists 161m
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©Mark Sanders 2009
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©Mark Sanders 2009
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©Mark Sanders 2009
BLUE ocean = the 80% population who are non-cyclists
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©Mark Sanders 2009
RED Ocean = the <20% population of cyclists
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©Mark Sanders 2009
The bicycle market as an ocean
Bicycle industry
competes for
a share of the
20% cyclists
(red, with blood)
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©Mark Sanders 2009
Who ?
•Sporty
•Male
EveryoneElse
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©Mark Sanders 2009
What ?
Tran.sport
Sport
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©Mark Sanders 2009
When ?
Everyday
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©Mark Sanders 2009
Clothes ?
NormalEveryday clothes
Specialist
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©Mark Sanders 2009
Posture ?
> MTB >Popularity ?
Uprightfor comfort
Crouched for Speed
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©Mark Sanders 2009
Transmission ?
Clean Easy to use
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©Mark Sanders 2009
Transport - Alternatives
To cycling ?
CompeteWith bikes
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©Mark Sanders 2009
Good stuff happening in the Blue Ocean !
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©Mark Sanders 2009
Bike Designs for the ‘Blue Ocean’
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©Mark Sanders 2009
New Designs for the ‘Blue Ocean’
NOT“Me too’s”
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©Mark Sanders 2009
Folding Bikes for the ‘Blue Ocean’
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©Mark Sanders 2009
Why Folding Bikes are SO good
• Space-saving at home, work and elsewhere
• No worries about theft or parking
• Take on public transport: for longer journeys or rain
• Faster than a car door-to-door by multi-modal travel
(such as rail/folding bike)
• PLUS All the benefits of Cycling; 4x distance, 4x
speed, freedom, low cost, healthy, ecologically sound,
ideal speed to enjoy surroundings,
• Fun personal transport.
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©Mark Sanders 2009
MAS BikeDesigns …..
MostlyBlue ocean
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‘Blue Ocean’
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Rolling Portability & Ease of use
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Roll when folded – never carry
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©Mark Sanders 2009
The Design Process - Strida
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©Mark Sanders 2009
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©Mark Sanders 2009
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©Mark Sanders 2009
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X-Bike
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3 tubes into 2 tubes ? …….. Concept 1
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Test Rig – Concept 2
Prototype
Testing – nice job
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©Mark Sanders 2009
X-Bike
…… this bike is available
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©Mark Sanders 2009
IF Bikes
IF Bikes ...90% population like big Wheels …..
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déjà vu ?
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CAD models
Sketch models
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Wooden Models FEA
CNC
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But not as accurate or FUN as real testing
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All parts between wheels and handleRoll – never carry
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Simple mechanism
Complexgeometry
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More testing
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©Mark Sanders 2009
George LinPacific-Cycles
Master Bicycle Engineers
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IF Reach - prototype
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IF Reach - Production
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IF Cross - Production
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IF Mode - Production
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©Mark Sanders 2009
TipsA for Bike Designers
• Don’t just design for yourself: think universal, ‘blue ocean’
• Design & Engineer, everybody has good ideas (and Cad !)
• Build & Ride, repeat !
• Cost & ease of manufacturing are important
• Use Standard parts if possible, but don’t be ruled by them
• Low cost bikes need good design too !
• Image + substance is important – especially in Blue Ocean
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©Mark Sanders 2009
TipsB for The Bike Industry
• Universal ‘design for all’ is profitable and ‘Blue Ocean’
• Cross –fertilise people, and ideas from other industries
• Employ ‘Blue Ocean’ people – women, non-enthusiasts
• Avoid ‘not invented here’ – P+G get 50% new ideas outside
• Listen to new ideas from young designers – the future.
• Add both innovation & value, avoid ‘me-too’ commodities.
• Bike Shops for ALL ! Not intimidating, for enthusiasts only.
• Low cost ‘Supermarket bikes’ are an intro to cycling – design well - don’t dismiss their benefits to the industry.
• Feel the Blue Ocean - Ride to work
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©Mark Sanders 2009
Mark Sanders
www.mas-design.com