SENIOR PROJECT CONCEPT 2012Kailen Nordhausen

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CONTENTS

CONTEXT

SYSTEM ATTRIBUTES

PRODUCT ATTRIBUTES

OPPORTUNITY

RESOURCES

OBJECTIVES

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OPPORTUNITY

INTERACTIVEENGAGEMENT

INTERACTIVE PRODUCTS

ENVIRONMENT virtual physical

active

passive

STANDARD CONSOLES

XBOX CONNECT

WII FIT

WII

DATA GATHERING & LOCATION TRACKING

ACTIVE CONSOLES

XBOX

PS3

PC

INTERACTIVE TV

NIKE ID

GARMIN (FORERUNNER)

MOBILE TRAINING APPS

* OPPORTUNITY

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OPPORTUNITYCURRENT MARKET

An opportunity exists for an interactive product that actively and viscerally engages users to action, within the physical environment

associated with a specific activity

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CONTEXTREQUIREMENTS

HIGHLYACCESSIBLE

SOCIAL &COMPETITIVE

RELEVANT

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CONTEXTREQUIREMENTS

SOCIAL &COMPETITIVE

RELEVANT

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CONTEXTREQUIREMENTS

SOCIAL &COMPETITIVE

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CONTEXTREQUIREMENTS

SOCIAL &COMPETITIVE

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PRODUCT ATTRIBUTES

ACT AS A CLIMBING INSTRUCTOR AND GUIDE

PROVIDE A VIRTUAL AUGMENTATION TO A PHYSICAL EXPERIENCE

PROMOTE FRIENDLY COMPETITION AND SOCIAL EXCHANGE

-DATABASE OF TOPOGRAPHIC MAPS-DATABASE OF VIDEOS-VOICE INSTRUCTIONS (RUNNING BETA)

-CAMERA VIDEO RECORDS-UNDERSTANDS BODY POSITION-VOICE INSTRUCTIONS SPEAKERS

-PROJECTION TO WALL INDICATORS-MOTIVATIONAL CHEERS -OVERLAYS ROUTE INFO

-ALLOWS FOR FRIENDS-DATABASE OF CLIMBERS RANKS -YOUR RANK SUGGESTS CLIMBS

-INFORMS EQUIPMENT NEEDED-PLATFORM FOR GEAR SHARING-MEET CLIMBERS NEAR BY-MEET CLIMBERS BY RANK

-CAMERA RECOGNIZES ENVIRONMENT-PROJECTS VIDEO/AFFORDANCES

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RESOURCES

KALEIGH BUSH RECREATIONAL CLIMBER

MAX ZOLOTUKHIN CLIMBING RANK 19 WORLD WIDE PRO ROUTE SETTER

JAMES WEBB CLIMBING RANK 1 WORLD WIDE PRO CLIMBER

MY PERSONAL CLIMBING EXPERIENCE

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OBJECTIVES

- DEVELOP A VIABLE PRODUCT

- DEVELOP A COHESIVE SYSTEM TO SUPPORT PRODUCT

- DETERMINE VALUE OF UNEXPLORED INTERACTIVE MARKET

- DESIGN TO SHOW VIABILITY WITH IN ALT. CONTEXTS

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THE ROCK CLIMBING INDUSTRY

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CLIMBING INDUSTRY OVERVIEW (CLIMBING GYMS)

CLIMBING

Climbing gyms can be either indoor or outdoor. They exist as a substitute for real rock climbing, enabling climber to train year round without the need to be close to real rock or depended on the right weather conditions.

In recent years rock gym popularity has resulted in climbing phenomenon resulting in professional climbers several professional climbers who have never been on real rock.

Revenue Break Down

Day Pass SalesEventsMembership SalesGear RentalsPro-shop Gear Sales

Costs

InsuranceLawyersRoute SettersStaffUp KeepNew Holds

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CLIMBING INDUSTRY OVERVIEW(OUTDOOR CLIMBING)

CLIMBING

Climbing is the activity of using one's hands and feet (or indeed any other part of the body) to ascend a steep object. It is done both for recreation (to reach an inaccessible place, or for its own enjoyment) and professionally, as part of activities such as maintenance of a structure, or military operations.

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CLIMBING INDUSTRY OVERVIEW(OUTDOOR CLIMBING) TYPES

CLIMBING

TRADITIONALBOULDERING SPORT ICE

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CLIMBING INDUSTRY OVERVIEW(OUTDOOR CLIMBING) TYPES RATING

CLIMBING

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CLIMBING INDUSTRY OVERVIEW(OUTDOOR CLIMBING) TOPOS

CLIMBING

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CLIMBING INDUSTRY OVERVIEW (EQUIPMENT RETAILERS)

CLIMBING

GEARSHOES APPAREL HOLDS

VERY COMPETITIVE

LOTS OFSTART UPS

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CLIMBING INDUSTRY OVERVIEW (EQUIPMENT RETAILERS)

CLIMBING

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CLIMBING INDUSTRY OVERVIEW (ONLINE COMMUNITIES)

CLIMBING

CLIMBFIND.COM

CLIMBING NETWORKS CLIMBING MAGAZINES

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CLIMBING INDUSTRY OVERVIEW (ORGANIZATIONS)

CLIMBING

The Access Fund works with federal, state and local officials; local climbing organizations; and land managers to develop and guide climbing management policies for public and private lands.

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SURVEY RESULTS & RESEARCH

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RESEARCHCOLOR/MATERIAL

ORGANIC

DURABLE

COOL

FUNCTIONAL

SCRATCH RESISTANT

PORTABLE

BAMBOO

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RESEARCHCOLOR/MATERIAL

Zytel CDV805 BK409

Is a glass-reinforced, toughened, heat stabilized, conductive polyamide resin modified with carbon fiber for improved performance

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RESEARCHCLIMBER TRENDING

The ‘Climbers’ are Outlier’s version of the classic skinny jean. They are made of the fancy sounding 4 season Schoeller Dryskin Extreme fabric, which is extremely breathable, water resistant (as well as coffee, beer, and wine!), stretchy as all get-out, and are “NanoSphere® treated to emulate the self-cleaning capabilities of a lotus leaf” to boot! Yup, a lotus leaf. Having tried a pair on, I decided to tap Outlier an email about acquiring a pair. As luck would have it, the good people at Outlier seem keen on expanding beyond the cycling market (as demonstrated by this Zoolander-esque photoshoot in Central Park).

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RESEARCHCLIMBER TRENDING

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RESEARCHOTHER NOTABLE FINDINGS

Climbers will store gear during approachin crash pad

Climbers like to have fun!

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SURVEY

Despite the existence of sites like 8a.com and Mountain Project, specifically geared toward climbers and offering service similar to facebook, the majority of climbers prefer to share there climbing experiences and photos through other means using only using 8a

limitedly

88% Use facebook as their primary means of sharing there climbs

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BRAND & CONCEPT DEVELOPMENT

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BRAND

CRUX

Flash

FA

Sherpa

PROJ-XPROJECTS

BETA

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Climb SherpaCRUX

BRAND

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FORM

SLAB ROCK

INVERTED ROCK(OVERHANGING)

VERTICAL ROCK

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CRUX

CRUX

Your Climb Sherpa

BUSINESS IDEABUSINESS MODEL CANVASCRUX OF THE PROBLEM

WHAT IS CLIMBING SUPPORT? VALUE PROPOSITION

MID-TERM - KAILEN NORDHUAHSEN - SERV 421 - SCAD 2012

CRUX SOLUTION

MARKET ANALYSIS

Political Factors

Social Factors

Economic Factors

Technological Factors

Legal Factors

Climbing Activities >

^ Climber Types

Ecological Factors

Political Factors

Social Factors

Economic Factors

Technological Factors

Legal Factors

Ecological Factors

71.43%

3

Year 1 Year 2 Year 3

Year 1 Year 2 Year 3

SEGMENTATION GRID

PESTEL

PESTEL

PORTERS FIVE FORCES

COMPETITORS

KEY PEOPLE

PERSONAL

INDUSTRY ANALYSISClimbing Support And Information Industry

Analysis of industry desirability and possible threats

Measures to prevent new entrants to CRUX industry (copy cats)

STARTUP COMPANY ANALYSIS

MOTIVATED CLIMBER

CURIOUS CLIMBER

TRADITIONALSPORT BOULDERING

PARTICIPATION BY TYPE OF CLIMBINGPARTICIPATION BY GENDER

FEMALE

MALE

PARTICIPATION BY AGE

DAYS

PROJECTED ANNUAL MARKET EXPANSION (BY REGION)

Insight: Climbing Services in US are lacking compared to EUExpand: US then Americas & SE Asia then Europe & Africa

TIME SPENT CLIMBING

OUTDOOR TRIP FREQUENCY

INDOOR ON AVERAGE OUTDOOR ON AVERAGE

PER TRIPA WEEK3-4DAYS

PER VISIT3HOURS

PER DAY6HOURS

8CLIMBS 15CLIMBS

DAILY

MONTHLY

WEEKLY

ANNUALLY

IMPORTANCE OF ADVICE (BETA)

ENJOY/UTILIZE ADVICE (BETA) ON CLIMBS

ICE

PROFESSIONAL CLIMBER

MOTIVATED CLIMBER

CURIOUS CLIMBERWHATDOESHEHEAR?

WHAT DOES HE THINK AND FEEL?

WHATDOESHESEE?

WHAT DOES HE SAY AND DO?

PROFESSIONAL CLIMBER

MOTIVATED CLIMBER

CURIOUS CLIMBER

PROFESSIONAL CLIMBER

REVENUE STREAMS

CHANNELS

CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTSOFFERING(s)

BENEFITS-Advanced-Open

-First Timer-Casual Climber

-Beginner-Intermediate

Convenient

Passive (Self-Service)

Highly Customized

Informative

Exclusivity

Co-Production

Enables climbers to...

Participate in forums

Share climbing experience

Discover New climbs

Learn from others

Build on library of climbs

Consolidation

Ease of use

Portability

Competition

Friendship

Ecology

Web Client

Mobile App

Concierge

Advertising

MEMBERSHIP SUBSCRIPTION (TEARED PRICING)

Sponsorship and Co-marketingT-shirt sales

TRIPPLANNING

TRAININGASSISTANT

PACKINGGUIDE

WHETHERUPDATES

HELP FINDCLIMBS

HELP FIND GYMS

GENERATECOMPETITION

GUIDE TONUTRITION

DOCUMENTCLIMBS

GENERATETOPOS

PROMOTESECOLOGY

HELP MAKEFRIENDS

FIRST TIME

CASUAL

BEGINNER

INTERMEDIATE

ADVANCED

OPEN

My market, is composed of tech savvy rock climbers looking to find, explore and share; new areas for climbing, knowledge and climbing technique

(Numbers Based on Survey of 71 Rock Climbers)

Based on the Market segments identified in the segmentation grid (skill/experience based)

EMPATHY MAPS

STATS/SURVEY RESULTS

STATISTICS (Numbers Based on web analytic and outdoor industry statistics Gov. study)

To develop a multi-channel service to support rock climbers at all skill levels

Enable climbers to co-produce and utilize a database of climbs. Providingdescriptions, experiences, and in system topographic map builder

Provide climbers with an engaging community for sourcing knowledge fromother climbers as well as climbing magazine partners

The current way topographic maps are produced is slow and cumbersome, making for a very expensive product

There are over 20,000 documented climbing areas world wide, of which only a small fraction have guide books, and of those only 6 are available on a mobile platform

New climbing areas are being found every day by climbers at all levels and Accessfund members make up less then 1% of the population

Enable friendly competition between climbers with a data base that tracksindividual climbers progress based on the difficulty of the sent problemsand number of attempts before completion. Additionally allowing climbers to see ranking globally as well as local, friends and gym ranking

CRUX is a Seamless one stop shop for climbing support and information!

CRUX is a co-produced system to help climbers at all levels have fun and improve!

Promote ecology existing climbing areas and acquisition of access to newones with key partners like the Access Fund

“This is what we do... Walk around to different rocks and try to climb them. It’s problem solving. We spend the day problem solving.”

CURIOUS CLIMBER

WHATDOESHEHEAR?

WHAT DOES HE THINK AND FEEL?

WHATDOESHESEE?

WHAT DOES HE SAY AND DO?

WHATDOESHEHEAR?

WHAT DOES HE THINK AND FEEL?

WHATDOESHESEE?

WHAT DOES HE SAY AND DO?

MOTIVATED CLIMBER

PROFESSIONAL CLIMBER

Level of Climbing Ability

-First Time Climbers-Casual Climbers

The curious climber has recently discovered climbing and has become interested in the sport and wants to learn more

Possible channels of discovery-Self curiosity-Group event-Learn from a friend

Level of Climbing Ability

-Advanced Climbers-Open Climbers

This group has the greatest ability to buzz in the market because of their experience and notoriety. They are the section of the climbing community that leads discussions on forums answer questions appear in magazines. They are the people blazing the trail finding and sending new problems and discovering new climbing locations.

Level of Climbing Ability

-Beginner Climbers-Intermediate Climbers

The motivated climber strives to improve their skills. They have started climbing in competitions and have begun using climbing lingo in day to day conversations. In training they work on developing form and technique. Likely to have climbing gym memberships.

-Better climbers and is inspired-Climbing videos online-Reads climbing magazines

-Endless opportunity for new climbs-Perfect lines

-Climbing News-Locations of Perfect lines-Others accomplishments

-Competitive-Lives to climb/ Climbs to live-Others accomplishments

-Trains to become a better climber-Talks to other climbers-Researches climbing trips-Share on Social Media

-Inspired to improve-Reaches a limit frustrated at not getting better faster-Wants to learn on own, but needs help

-Falls and Fails-Talks to other climbers-Asks for help

-Challenged-Discouraged-Wants to learn more-Sore from the work out

-Hungry

-Advice and Beta-Words he dose not understand-Encouragement

-Lack of Knowledge (lost)-Words he dose not understand-Sore from the work out

-Complexity a bit over whelming-Other climbers climb-Safety very cautious-A challenge

-Advice-Competitions

-Happily Gives advice to other climbers when asked-Blogs about climbing experiences-Sets climbing problems

HARD TO BE SUCCESSFUL

NEED COMPREHENSIVE

NEED UNDERSTANDINGLOTS OF SIDE PROJECTSTART UPS

PHYSICAL GUIDE BOOKSBLOGSCLIMBING MAGAZINESFACE TO FACETRAINERS

ROCK CLIMBERS

CLIMBING GUIDES

ROCK GYMS

ACCESS FUND

USERS

CLIMBING MAGAZINES

NUTRITIONISTS

CLIMBERS

EQUIP MANUFACTURES

FREELANCEPHOTOGRAPHERS

INDUSTRY

RANKING SERVICESTICK LISTSROUTE LISTSMAGAZINESFORUMSMINOR APPS

NEW ENTRANTS NEW ENTRANTS

SUPPLIERS BUYERS

SUBSTITUTES

33% 40.6% 23.2% 2.9%

16.9%

83.1%

PAINS

GAINS

PAINS

GAINS

PAINS

GAINS

1. Fear of Heights/Falling2. Growing number of resources out lining proper climbing safety has decreased the perception “dangerous view of climbing” to many 3. Growing number of EXTREME SPORT seekers4. Relatively unique sport5. Sport is highly addictive in that it is mentally engaging, and Relates to human primal instinct6. Highly accepting and supportive gym community7. WOMEN AND ADVENTURE TRAVEL“Many industries are experiencing major growth, fueled by the purchasing power of the "adventure-seeking woman." This woman crosses all ages, family configurations and fitness levels.

1. Recession high unemployment means spending is down2. US e-commerce sales will grow 62% by 2016, to USD 327 billion (Source: Forrester, February 2012)3. Global Market- Over 20,000 climbing locations exist around the world

1. The internet and mobile devices enable access to unlimited channels of communication2. Constant and steady development of safer lighter gear3. Increasingly connected climbing community4. Increasing exposure to non-climbers through social media channels

1. Climbers are very connected to nature and hence are generally Green Minded2. Hand prints not foot prints, climbers generally try to leave no trace, and organizations like Access Fund help to clean and better protected areas near climbing

1. Liability for injury, climbing like any sport has its risks, most climbing locations and even websites have disclaimers or waivers customers must agree to before climbing

1. E-commerce is no longer just about choice, price, convenience, reviews and ratings, but also about everything that consumers look for in any purchase: status, the right product and a compelling experience.2. Smartphone-toting consumers are embracing a world in which they can find out about (and potentially buy) anything they see or hear, even if they don't know what it is or can't describe it in words

Total number of climbing locations listed on mountain project 19,863

Total routes mountain project 82,217

small percent of areas have guide books made for them

Climbing shoe sales up 70% in the last five years

Crash Pad sales have risen 15% in the last year

Growth of ropes and other gear have risen 40% last five years

24 rock climbers who make a living rock climbing $ 30,000 + a year

Equipment made up 14% of outdoor specialty and chain store sales in 2004

Outdoor retail is estimated to be a $ 20 billion-a-year industry; 149 million

-Helps you find climbing partners (based on demographics, location, difficulty and type of climbing)-Helps you find gyms (by Location)-Helps you find climbs (by area and then location)-Forums-Equipment Deals-Nutrition

8a.nuMountain Projectthecrag.comclimbfind.com

Urban ClimberRock & IceClimbingDead Point

CLIMBING MAGAZINESCLIMBING SUPPORT

Unique access to climbing community for professional climbers to endorse-Max Zolitukin-James Webb-Daniel WoodsProgramers for coding site and Apps-David Muir-Eric Jeffers

SYSTEMCo-production with usersPartnerships with gymsSystem that is equally beneficial to new climbers as to experienced onesTopographic in app builder editorSimplicity usability

13 years of climbing experience4 years climbing instructor2 years climbing youth coach

PARTNERSHIPSRock Climbing Gyms-Gainesville Rock Gym-Boston RocksAccess FundClimbing Magazines

1. Laws restricting access to climbing areas2. Olympic games talk of sport, speed and bouldering (world competition more foreign markets)

1. Very much a “Hippie” sport lots of free services (poorly delivered)2. Small community means business relationships are easy to form

1. Climbing shoe sales up 70% in the last five years2. Crash Pad sales have risen 15% in the last year3. Growth of ropes and other gear have risen 40% last five years4. Recession has made people more quality driven in their purchases

The climbing support and information industry is small, segmented and are comprised of offerings that meet the needs of only a small segment of the potential market. The majority of competitors fall short on their offerings making competitive rivalry weak

Buyers of these services currently have little power other than the ability to makesuggestions to improve existing services. If the value falls short buyers do have power, in that they may not buy into the service

Most of the suppliers will also be buyers, in that a large portion of the service will be co-produced content supplied by users. Suppliers will have power over content, but aside from the internet providers little effect on cost

There are a wide range of substitutes with in this industry but, they fall short in their offerings and convenience. Face to face probably poses the highest threat, but no one person knows everything

There are very few barriers to entry within this industry, however new entrants are limited by how much they can contribute and by the fact that the majority of new entrants are actually climbers making personal tools(apps) with no intention to profit

1. Laws restricting access to climbing areas 2. Climbers trespassing to climb on rocks

1. Access to Foreign and Remote Climbing Areas (political turmoil in Africa, Asia & Middle east)2. Talk of climbing being a sport in the next Olympics

USA 6.4 to 9 Million# OF CLIMBERS

WORLD 12 to 23 Million

> 2%% OF CLIMBERS UTILIZINGSUPPORT SERVICES

Year 1-2 Target Market Year 3+

# OF USERS CURRENTLY ON SUPPORT SITES

Number of members on 8a.nu

Mountain project partner finder users

Total mountain project members

Number of members Access fund

41,6946,993

39,71815,000

The majority of climbers are not being reached by existing climber support systems, instead only Professionals are being targeted, about 2% of the total US market

There is a lack of a cohesive and comprehensive system to support rock climbers, that is encompassing, integrated and simple to use

! 17

18-20

21-2930-39

40-49

50-59

60 +

43.7%

7.0%

6.3%44.4%28.6%20.6%

22.5%

12.7%2.8%

5.6%5.6%

-Learning-Finding climbs to suit strengths -Fitness health

-Reaches a limit frustrated at not getting better faster-Hard to find the knowledge he wants-Reliance on others

-Motivation from others-Words he dose not understand-Sore from the work out

-Nothing is useful-Highly dispersed-Sore from the work out

-Encompassing service-Ability to edit mistakes-Group sourced so less error

CLIMBER SUPPORT

THREAT: LOW

THREAT: MED-HIGH

THREAT: LOW

THREAT: MED THREAT: LOW

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SPEAKERS

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MOTION

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CAMERA/PROJECTOR

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CONCEPT 1

CAMERA W/ MOTION TRACKINGPROJECTOR

SPEAKERS

HANDLES

LOOPS FOR WEBBING

LOOPS FOR WEBBING

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SKETCHES

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SKETCHES

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CONCEPT 2

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SPEAKERS

BODY

ACCESS PLATE

SCREWS

CONCEPT 2

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CONCEPT 2

SPEAKERS

BODY

ACCESS PLATE

SCREWS

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CONCEPT 2

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CONCEPT 2

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THANK YOU

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