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OPPORTUNITY
The Stand Up Paddle Board Market Report 2017 is a detailed review of regional markets, sales volumes and type and use of stand up paddle (SUP) boards. The report identified three types of SUP boards; solid, inflatable and pedal powered.
The SUP market as whole is large and growing, but the pedal boards were only one quarter, of 1% of the market.
Our client had built a very successful exercise equipment company. He saw the opportunity to enter a new and growing market and engaged with our experienced and versatile team to design, engineer and develop the product.
Walk On Water
The client started with a vision and a concept for propulsion, dubbed "Palm Drive". This system would be hidden in and under the board, using the cross-country skiing motion of the rider to drive the board.
From a distance, the rider would appear to be "walking on water".
The concept was verbally explained to the team. Specializing in a responsive and iterative design process, KAIA illustrated the concept in a day. The client was pleased to see that we listened, understood, and visualized his ideas so quickly.
SOLUTION
After the initial design-in-a-day, there was much work to do. The following pages are the story of AquaCruiser development, using our iterative, responsive design process of creating, testing, and improving:
- Psycho-graphic Positioning
- Style Refinement
- Mechanics and Ergonomics
- AquaCruiser XC
- Alternative Propulsion
- Pedal + Propeller
- Product Line
- Accessories and Color Options
- Mid-Project Review
- Market Report Focused on the Closest Competitor
- Engineering and DFM (Design for Manufacturing)
- Component and Assembly Sourcing
- Completed AquaCruiser GT
- Adjacent and Overlapping Product Space
Psycho-Graphic Positioning
- The individual's motivation
- The culture around that activity
- Visual cues (form and graphics)
Exploration Of Adjacent And Overlapping Product Space
- Exercise
- Cycling
- Sailing
- Canoe & Kayak
- Outdoor Adventure (camping/exploring)
- Summer at the Lake
- Beach Life
- Surfing
Style Refinement
Surfing psycho-graphic market with automotive cues that suggest mechanism and speed.
Mechanics And Ergonomics
Feet move opposite one foot locked to board left and right trucks are connected with a belt and pulleys connecting the feet keeps the rider centered and gives the power leg something to push against only one foot is free to move at a time connecting the one foot to board gives the power leg something to push against
Feet move opposite one foot locked to board left and right trucks are connected with a belt and pulleysconnecting the feet keeps the rider centered and gives the power leg something to push against only one foot is free to move at a timeconnecting the one foot to board gives the power leg something to push against
Aquacruiser XC
Early testing demonstrated the need for a handle to push against. A steering system and foot pad return springs were added. To maximize the value for the client, a standard SUP without propulsion was included.
Alternative Propulsion
During the palm drive prototype testing a drawback was uncovered: the paddles ( or palms ) took 1/3 of the power stroke to open and begin providing thrust. This loss in efficiency was significant. After reviewing with the client, the decision was made to explore additional propulsion methods.
Pedal + Propeller
Higher Efficiency at Lower cost
There is a reason propellers are ubiquitous, they are simple, durable, and 95% efficient. Furthermore, there are off the shelf drive systems available that can be adapted to our purpose. The top speed of most pedal powered kayaks is 4.5 mph. Using sophisticated hydrodynamic engineering, we achieved 5.9 mph in testing.
Expanding Product Line
- 4 possible models
- Aquacruiser XC
- Aquacruiser GT
- Aquacruiser SUP
- Aquacruiser SUP racing
Accessories And Color Options
4 possible models Aquacruiser XC Aquacruiser GT Aquacruiser SUP Aquacruiser SUP racing
Mid-Project Review
The client decided to move forward with Aqucruiser GT. The pedal powered model had the quickest development path to market and was more adaptable to sub markets.
Setup time From vehicle to assembled on water within 2 minutes Performance Top speed 5.9mph Faster than competition with far less effort required to maintain speed
Aesthetics Automotive lines on the water Features Seat is adjustable and folds down and transportation. Storage space front and rear, water proof center storage, cup holder, and phone mount.
Market Report Focused On The Closest Competitor
Findings on Hobie Mirage Eclipse & Kayaking Markets
This report summarizes findings about the stand-up paddleboard (SUP) and kayaking markets. In addition, a significant part of this report focuses on a new product/category that was introduced last year: a stand-up pedal board, called the Hobie Mirage Eclipse (HME). Some dealers categorize HME as a SUP while others put it in a new category by itself.
The HME was introduced by the Hobie Cat Company (Hobie) in April 2016 to
a very enthusiastic global audience. For the first four months of its existence, Hobie was not able to produce/supply enough boards to meet the market demand. One year later dealers have HMEs in their in-stock inventory and the HME continues to be very popular. Nevertheless, since the product is only on the market for a year, some think it is still premature to determine whether it is a passing fad or if it can sustain excitement over the long-term.
The pedaling propulsion system in the HME, called the Mirage drive, is not new: Hobie has been using it in some of their kayaks for approximately 10 years.
Whereas only two companies had pedal kayaks for a while, the market is now becoming crowded with multiple other competitors introducing their own pedal kayaks.
In general, the SUP market is growing much faster than the kayak market but it would not be accurate to say that SUPs are displacing kayaks. Each type of watercraft comes in a variety of models and can be used for various purposes (fishing, racing, recreational fun, exercise, etc.). Personal preferences and
the type of water environment (lake, river, ocean, etc.) dictate which type of watercraft is preferable.
This report summarizes findings learned about the SUP and kayaking markets as well as HME from a variety of sources: articles identified on the Internet, phone calls to US-based Hobie dealers in late March- early April 2017, and parts of syndicated market research reports.
The report has the following sections: Hobie (information about the company and products); market trends about the paddle sports markets in general, and about the SUP and kayak markets in particular; and a dealer comments section that includes remarks relevant to prospective kayak/ SUP customers, geography-specific topics and a description of the HME launch.
Engineering And Design For Manufacture (DFM)
Component And Assembly Sourcing
Completed Aquacruiser GT
Adjacent And Overlapping Product Space
Accessorizes + CFM (color finish and materials)
OUTCOME
The Project Influence Was Lasting.
The new division was formed to market and sell the Aquacruiser product line. Upon seeing the range of concepts the new CEO expanded the product range. There are versions for different markets, as well as a range of light one person boats and exploration of electric powered personal watercraft.
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